What is SEO ? The basics of SEO and its strategies - an overview - wajrainfo.in


Wednesday, June 17, 2020

What is SEO ? The basics of SEO and its strategies - an overview

    Today, digital marketing, the marketing of your content, your business or your online service, has become the most effective way to improve the customer base and the growth of your  company.  Traditional marketing techniques such as television advertising, banners, newspapers, etc.  are not as broad in scope as digital Internet media.  Second, digital marketing is more goal oriented, a TV company will specifically target only people who need to buy TVs.

What is SEO ?

  Building your website online is only a quarter of the task in the stages of marketing and promoting your business.  SEO or search engine optimization is part of the art of digital marketing which refers to the process of improving the visibility of a search result in the pages of search engine results.  For example.  if the newly created coaching institute website appears on the fifth page of Google search results when searching for a specific keyword, say "coaching institute in Jaipur", then try to make it  result appears on the first page.  Naturally, a first page result has more visibility and is better for the growth of the business.

SEO types

SEO is of two types,

1.  On-page SEO

2.  Off page SEO

 SEO  Referencing on the page refers to the techniques implemented on the targeted website to improve its ranking.  For example, do a thorough keyword analysis, then decide on keywords and write the website content accordingly, add META tags for description, title, etc.  and give alt images and title tags.  Off-page techniques are those that include promoting your website to other websites in order to get backlinks like social bookmarking, blog writing, blog comments, etc.

  SEO techniques can be organic, that is to say free or paid.  Relevance is the most important aspect of SEO.  We do not create a saree website backlink on a platform that deals with sports.  Apart from that, techniques such as duplicating certain websites, keyword stuffing, etc.  are not good for improving and reducing rankings.

1.On page SEO

 On-page SEO is one of the only things you have full control of in SEO. And today, I'm going to take you through anon-page SEO checklist that we use to grow our search traffic consistently Stay tuned.

What's up SEOs ?
Sam Oh here with Ahrefs, the SEO tool that helps you grow your search traffic, research your competitors and dominate your niche. Now, if you're new to on-page SEO, it's basically the practice of 'optimizing' web pages to help them rank higher in search engines. And while on-page work likely won't be enough to rank for competitive terms, it's a foundation to higher Google rankings and more traffic for your site. With that said, let's get to the checklist.

The first step is to understand and match search intent. Search intent basically means the reason behind a searcher's query. For example, if someone searches for"buy headphones," they likely want to see category pages from eCommerce stores. And you don't have to guess what search intent is. Since Google gives preference to pages that their users are happy with, just search for your target keyword and analyse the types of pages that show on the first page. After all, user happiness essentially means satisfied search intent. So let's say you had a website where you sell supplements and you want to create a page targeting the keyword "best protein powder." If you look at the search results, you cantell right away from the titles that they're all blog posts that follow a list-styled format. So for this scenario, I wouldn't advise creating a product or category page targeting this keyword because if you're not matching intent,you probably won't rank.

Now, while it's easy to stop here and start writing, I highly recommend actually visiting these pages to get a better understanding of what they've included in their posts. For example, if you look at this post, you'll see that they're primarily focusing on categorizing protein powders by type. Best grass-fed whey protein powder. Best tasting protein powder. They then go on to give you a description of that specific product and end it off by breaking down the pros and cons. And if you look at another one of the top 3 results, you'll also see that the focus is on types before brands. Analyzing the top results is like looking through the lens of Google. Their job is to return the most relevant results for any given query. Take note of search intent and make sure your page matches it. Step 2 is to increase topical relevance of your page. We ran a study and found that on average, the #1 ranking page for a target keyword ranks for nearly a thousand other relevant keywords in the Top 10. So what you'll want to do is find related sub topics to ensure your piece is thorough. And there are a few ways you can find these related subtopics. First, analyze the top-ranking pages and look for relevant keywords. So this time, you'll see related keywords like "whey,""isolate," "concentrate," "grams," and "calories." Second, use Google's auto suggest. Just type in your target keyword, and you'll see a few suggestions like "for women," "for men," "weight loss," "weight gain," "smoothies," and"bulking," which are all related to protein powder. Just make sure that these are in fact related subtopics and not standalone topics of their own.

To do that, Google the suggested keyword and if the results are completely different to the results for your main target keyword,chances are you should target the keyword with its own page. #3. Use the People also ask box to find points worth covering. Here, you'll see common questions people are asking like "what is the healthiest protein powder," and "which whey protein is best for muscle building?" Finally you can scroll down to the bottom of the page to see additional keywords and potential subtopics for your post. Now, the downside to these methods is that you're kind of guessing. So a better way to do this is to use Ahrefs Content Gap tool, which is going to show us common keywords that the top pages rank for in Google. And to me, this is much more valuable since you're essentially looking at the exact keywords Google has ranked a single page for. So why wouldn't your page be able to rank for those same keywords? So I'm in the Content Gap tool and you'll see that I've pasted in a few of the top ranking pages for the query "best protein powder" in the top section. And I've left the bottom section blank. What we're asking the tool to do here is show common keywords that any of these pages rank for where at least one of them ranks in the Top 10. And this is to ensure that our results are relevant since keywords in position 50 probably won't be very helpful. So let's run the search. And now you can see data that shows you which subtopics you should cover. To narrow our list down even further, let's change the number of intersections, where all 3 pages need to rank in the Top 100. And we're down to around 140 relevant key words to skim through. So you should talk about whey protein, you'll also see that "for women" is a recurring theme here. And people are also specifically looking for vanilla protein powder. Now, that you have a data-driven outline, you should be able to write your post and create content that perfectly matches the intent of your future visitors. Let's move on to step 3, which is to use short and descriptive URLs. In our study on various on-page ranking factors,we found a clear correlation between the number of characters in the URL and a page's ranking position in Google. Now, correlation doesn't mean causation, so I don't want you to take this advice as a be-all-end-all. So let's say that your page title was "11 Best Protein Powders in 2019." Now, if you're using a CMS like WordPress, it'll automatically change the URL slug to the title and replace spaces with dashes. This URL is longer than it needs to be.

So as a general rule of thumb, use your target keyword as the URL slug. So in this case, I'd leave it as just "best protein powder" because it's short and descriptive. Now, there are a couple other benefits worth noting. First, people are most likely to click the search results that best match their search query. And descriptive URLs can help cement your page as that result. Second, descriptive URLs tend to include your target keywords. And since people often use URLs as anchor text when linking to a page, it can be helpful. Now, if you already have URLs that are long and/or not descriptive, I wouldn't worry too much about changing them if you're getting a good amount of search traffic. For example, Medical News Today gets around 53 million search visits per month. And if we go to the Top pages report, which shows us their pages with the most organic traffic, you'll see that their pages still get a ton of search traffic, despite having numeric URL slugs. Now, step 4 is to add your target keyword in your title, meta description and H 1 tag if and when it makes sense to. And there are two reasons why I highly recommend including your target keyword in your title tag, description, and H 1 tag. #1. When we studied 2 M keywords, we found that there was a small correlation between rankings and the strategic placement of exact-match keywords. And #2, it can help searchers quickly understand that your page is the most relevant for their search query. For example, let's say you want to find an article with reviews on refrigerators. So you go to Google and search for "refrigerator reviews." Now, if you were to see these two results,which one would you be more likely to click? Probably the first one, since it uses the words you used in your search query. In other cases, exact match keywords can look quite spammy. For example, you wouldn't create a title like this simply because the keyword has a bit of search volume. So bottom line, you don't need to stuff exact-match keywords into your titles or even content for the sake of it. You can use synonyms, stop words and connecting words. Google is smart enough to figure things out.

Just make sure your content is on point. Alright, step 5 is a super low-hanging way to improve your on-page SEO. And that's to optimize your images with alt tags. Image alt tags allow you to provide descriptive texts for images on your page. Here's what the code for a typical image looks like. And when you add the alt attribute, you would basically describe the image by adding alt="your description." Now, there are a few reasons why this is important to do. First, when your image fails to load on your page, the alt text will appear as a replacement to the image. Second, 8.1 million Americans have a vision impairment. And oftentimes, they may rely on a screen reader. Alt text can help provide a more rich experience for your users. And third, alt text can help you rank your images in Google images. John Mueller confirms this by saying: "Alt text is extremely helpful for Google Images — if you want your images to rank there." Looking at our Google Search Console data,you'll see that in the past 3 months we've had around 4 million impressions from our images alone, which led to over 5,000 clicks to our pages. Bottom line: it doesn't take much effort to add a few words and describe your images, which could lead to big returns. Alright, step 6 is to add structured data where it makes sense. And I'm sure you've seen search results with things like star ratings. This is the result of review structured data, which can have a positive impact on your click-through rates. But using this isn't just about increasing visibility in Google search since not all schema types create additional details in the SERP. It's about making it easier for search engines to understand what your pages are about. So while it isn't a direct ranking factor,it may still help you rank higher in Google. Here's what John Mueller had to say: "There's no generic ranking boost for structured data usage. However, structured data can make it easier to understand what the page is about, which can make it easier to show where it's relevant (improving targeting and maybe ranking for the right terms)."

You can use Google's Structured Data Markup Helper to quickly generate your own code. So for this article, I'll select the title of the article and set the property as the name. And then I'll do the same thing for the Author property. Once you're all done, click the Create HTML button and a piece of JSON code will pop up, which you can then add to your page as instructed here. Or if you're a WordPress user, there are plugins out there that make adding markup super-easy. Feel free to check out our video on our WordPress SEO plugins set up, which covers a codeless structured data plugin. Alright, step 7 is to make sure your content is simple and easy to read. Creating clear and concise content can help search engines piece together what your content is all about. But what's even more important in my opinion, is making it simple and easy to read for real people. It's believed that Google looks at user signals liked well time and time on page to influence rankings.

So if your content is complicated and difficult to understand, your visitors will be heading straight for the Back button, which is never a good thing. Here are a few tips to improve readability. Avoid big words if you don't have to use them. For example, don't say "proximity" when you can say "near." Use short sentences and paragraphs. This can simplify the read for users as big walls of text can be intimidating. Finally, as a general rule of thumb, write as you speak. In fact, everything that you've watched in this video is scripted. And if you've made it this far, it's because it was easier to digest. Had I written the script in an academic tone,you would have probably been gone a while ago. To benchmark readability, you can use a free  tool called Hemingway editor. Just paste your content in there and you'll get a readability score. I suggest aiming for around a 5th to 6th grader level. For the most part, this is the on-page SEO check list we use at Ahrefs, and it works tremendously well. Now, if there's anything I've missed that you find to work particularly well, let me know in the comments. And if you enjoyed this article, make sure to subscribe for more actionable SEO and marketing tutorials. So keep grinding away, put your best foot forward for each step, and I'll see you in the next

2.  Off page SEO

 How do you get authoritative sites in your niche to link to you, even if you don't have a Fortune 500 marketing budget or connections with influential bloggers? If you've ever asked yourself this question, then you'll love The Skyscraper Technique. It's a strategy that I've used to build high quality back links to sites in pretty much every niche under the sun, from internships to insurance. I'm SARRANNH, the founder of WAJRAINFO.IN, the place where marketers turn for higher ranking sand more traffic, and in this blog I'm going to show you exactly how you can use The Skyscraper Technique to generate links and traffic to your site. Keep watching. Before I get into the nuts and bolts of The Skyscraper Technique, let me tell you a quick story. When I started my blog, wajrainfo.in ,I knew that I was entering one of the most noisy, competitive spaces online, internet marketing. And I knew from growing other sites in competitive industries that unless I did something crazy to stand out, I was going to end up like pretty much every other site in the internet marketing space - no traffic, and buried on the 10th page of Google. And I also knew that publishing great content was one of those things that sounded nice but didn't really work in the real world. Maybe you've seen this yourself - you work hard to publish great content on your site all the time, but you barely get any links and traffic for your effort. So I knew that, and that's when I decided to utilize The Skyscraper Technique, and I -literally- doubled my search engine traffic in two weeks. And here's exactly how I did it, and exactly how you can do the same thing for your site. So it's time to break down the exact three step process that I use. So the first step is to find content in your industry that's already done well in terms of attracting links, social shares, comments, and traffic. One of the easiest ways to do this is just to search for competitive keywords in Google.Because if you find a piece of content that's ranking well in Google, you better believe that there are a lot of links pointing to it. And if you want to just double check and make sure that it's actually an authoritative page, you can put it into a tool like ahrefs ,Majestic SEO, and Open Site Explorer to see if there are a lot of links pointing to it.In my case, I noticed that content around things like 'Google's ranking factors' and'Google's 200 ranking symbols' tended to attract a lot of links and that's the content I decided to use as the base of my skyscraper. So now that you've identified a piece of content with a proven track record of generating links, it's time to create something even better.And actually this is why this strategy is called The Skyscraper Technique. You probably never wondered what the 11th tallest building in the world is, right? Everyone's attracted to number one, so what you're doing with step #2 is taking the base content that you found in step #1 and then slapping twenty stories on top of it, and all of the sudden you have the piece of content that everyone's talking about. So how can you make something heads and shoulders above what's already out there? Well, there are three strategies that work really well.The first is to make your content more thorough. In my case, I noticed that most of the content out there that talked about Google ranking factors talked about how there -were- 200,but they didn't even list all 200! And despite that, they still generated a ton of links and social shares. You can also make your content more up to date. I've found that despite Google's supposed preference for fresh content, there's a lot of outdated stuff sitting on Google's first page. So just making something that's out of date and updating it for today is one of the easiest and best ways to make content that's clearly better than what's already out there. And finally, you can make the content better designed than what's already out there. Now make no mistake, design is huge, because it influences how valuable people perceive your content to be. In general, the better designed it is, the higher the perceived value. In my case, I noticed most of the Google Ranking Factors content was not only not thorough hand out of date, but also really ugly. So I decided to invest in nice custom banners for my blog posts. Now, once you have something that's clearly the best out there, it's time to get the word out. Now, how do you get the word out about your content? With good old-fashioned email outreach. Now, most people approach email outreach link-building the wrong way; they just email random people and beg for a link,and that's not what we're doing here. We're strategically reaching out to people who are very likely to link to us, specifically, people that linked to the inferior content that you used as your base. And here's the exact word-for-word script that I use to generate dozens of links to my piece of content. "Hey Dave, I was checking out some of the articles on your site and found your post about SEO strategies. Great stuff! I couldn't help but notice you linked to that classic article about Google's ranking factors. I also love that resource. In fact, it inspired me to create a more thorough hand up-to-date version. Here's the link in case you want to check it out. It might be worth a mention in your article. Either way, keep up the awesome work!" That simple email script converted over 15%,which is significantly higher than most email outreach campaigns. And as you know, today with links it's all about -quality- not quantity, and a lot of those 15% were real gems, including a page rank 5 page link on a D-moz listed site. And besides, the results speak for themselves:Less than two weeks after publishing and promoting my post, my organic search engine traffic doubled. So that's the power of The Skyscraper Technique,something myself and dozens of wajrainfo.in readers have used to get better results from their content. Did you learn something new from this blog? Then subscribe now. 

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