What is SEO ? How to draw traffic to your site ?
SEO is the method used to achieve visibility on a search
engine result organically (without any paid search). The focus of SEO is to
gain a high position in the web search, enabling customers to find results and
achieve better than competitors. During search we gain valuable information
about customers for example which segment the user belongs, the place of the
user, his/her priority, product liking and purchase mode online or offline. A
well-defined SEO strategy helps to understand more about the customer and
outbids or outperforms the competitor for the words you want to be found.
The SEO process is of 4 iterative steps
a) Goal Setting – At the beginning of the month or quarter
we set the business goals from the business perspective this could be
-Increased click through, Increased engagement and increased conversion. From
the brand perspective this could be – increased brand visibility, reputation
and competitive advantage.
b) On Page Optimization – The process of refining the
website so that your website will be indexed and ranked higher in the search
engine. There are few key elements that need to be configured:
1) Keyword
Optimization – Matching the website words /phrases after brainstorming to
include the commonly searched keywords using tools like Google Adwords, Google Insights, Wordtracker, SEObook, Wordstream
2) ALT Tag – this is used to specify the alternative text
for example when an image cannot be rendered to enable better accessibility in
all platforms.
3) Content Balance – There need to be an optimum keyword
density-% of time a phrase appears on a page in relation to the total number of
words
4) Meta Tags – A HTML element that provides information
about the page , meta Title, meta description these need to be configured
5) URLs – using hyphen to separate the URL keywords
6) Site Map – On site optimization page linking all other
pages tools FreeSitemapGenerator
can be used
7) Web Master tools – This can be used to index a website
and allow website owners to see how search engines interact with their site.
c) Off Page Optimization – The objective here is to increase
the ranking of your webpage. The ranking is the position of the website in
search results based on the number and quality of all websites that link to
your page. The key element here is link building. This can be built in two
types Inbound and internal. The inbound link is usually from the other website
to this page and internal link is from one internal webpage to another webpage.
The higher the quality of the linking website the greater this will influence
the rank.
d) Analysis and Iteration – Various analytics tools used can track the
traffic coming to your webpage common ones include Google Analytics, Stat Counter, Omniture, Various tools like Woorank, FeedtheBot are also good tools to
review your SEO . Various criteria for the analysis are usually taken in
account like Traffic from each keyword, Conversions from each keyword,
technical completeness, website above ours, technical completeness etc. These
analysis need to happen every monthly and weekly measuring website performance
against baseline.
While SEO is the natural way to increase traffic to your site, it needs to be bourne in mind that this requires lot of effort and time. Usually 3-4 months minimum effort can get your site with original content up the google ranking, however many of us may not like waiting that long, so in that case we need to refer to PPC and other paid models to engage with your customer much faster.
While SEO is the natural way to increase traffic to your site, it needs to be bourne in mind that this requires lot of effort and time. Usually 3-4 months minimum effort can get your site with original content up the google ranking, however many of us may not like waiting that long, so in that case we need to refer to PPC and other paid models to engage with your customer much faster.
