Search Egine Optimization - SEO Strategy 2016

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SEO STRATEGY
Prepared By Rajkumar | Sr. SEO Freelancer | SEO Expert | SEO Consultant in Bangalore
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Contents
SEO STRATEGY............................................................................................................................................... 1
Overview: ...................................................................................................................................................... 3
Gathering Business Inputs: ........................................................................................................................... 3
Business Model: ........................................................................................................................................ 3
Targeted Audience: ................................................................................................................................... 3
Targeted Location: .................................................................................................................................... 3
Keyword Research: ....................................................................................................................................... 3
Methodology: ............................................................................................................................................ 4
Brainstorming the keywords: ................................................................................................................ 4
Getting Specific Keywords with Modifiers: ........................................................................................... 4
Segmenting the Keywords: ................................................................................................................... 4
Determining the competitors: .............................................................................................................. 4
Competitor Intelligence: ....................................................................................................................... 4
Competitor Analysis: ..................................................................................................................................... 5
Technical Details ....................................................................................................................................... 5
Check Content Marketing Strategy ........................................................................................................... 5
Check Social Media ................................................................................................................................... 5
Back links Analysis ..................................................................................................................................... 6
On Page Optimization: .................................................................................................................................. 6
Off Page Optimization: .................................................................................................................................. 7
Competitor Back link Analysis: .................................................................................................................. 7
Methodology: ........................................................................................................................................ 7
Best of Sites: .............................................................................................................................................. 7
Brand Mentions: ....................................................................................................................................... 7
Guest Blogging: ......................................................................................................................................... 7
Social Media Strategy: .................................................................................................................................. 8
Methodology: ........................................................................................................................................ 8
Local SEO: ...................................................................................................................................................... 9
Methodology: ........................................................................................................................................ 9
Conclusion: .................................................................................................................................................... 9
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Overview:
The world is transforming very fast. Especially in media industry. There is lot of opportunities in online media to increase the business and to build the strong brand. In that SEO is a strategy to build the brand and business in search engines like Google, Bing and yahoo. Google is a biggest search engine which is helping people to find the best solutions to their problems. This document will provide an entire overview of SEO strategy that how SEO will help you to create strong brand and business.





Gathering Business Inputs:

To work aggressively, the very first step is to know the business model of client, targeted audience and targeted location.
Business Model:
From this we will understand
 What kind of business is client having!
 What type of services are providing?
 What are the USP’s?

Targeted Audience:
Every business needs audience to target. Audience can be segmented by Age, Sex and their interests. We will have to understand the following verticals from the client.
 Is there any specific age group that client is looking to target?
 Does clients is looking to target specific gender?
 Does client wants to reach people who are more likely interested in their business category?
Targeted Location:
We should understand that client has a local business or global business?
Keyword Research:
Keyword research is the very important task throughout the SEO strategy. We will find the profitable keywords by doing keyword research. Our keyword research process is more aggressive than our competitors. Our aim is to find the best and profitable keywords to rank in less time in search engines.
Keyword is nothing but a phrase or words that make it possible for people to find your site via search engines like Google and Bing.
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Methodology:
Brainstorming the keywords:
We will brainstorm the keywords based on the client inputs. We will use following advanced tools to find the best and profitable keywords.
 Übersuggest
 Google AdWords Keyword Planner
 Bing Keyword Tool
 Soovle
 Google Trends
 SEMrush

Getting Specific Keywords with Modifiers:
The more specific the keyword and the easier to rank in search engines. It would be great to rank for mobiles itself, but most people aren't searching that way. Instead, they are likely looking for something more specific. Common keyword modifiers include: Time and Date: "Mobiles 2016" Quality and/or Price: "best mobiles", "cheap mobiles" Intent: "Buy mobiles", "Find mobiles" Location: "Buy mobiles online", "Mobiles in Bangalore"
Segmenting the Keywords:
Now we will group the specific keywords by categories or by their nature. For example we can segment the mobiles based keywords like Samsung – buy Samsung mobiles, buy Samsung mobiles online, find Samsung mobiles online Lenovo – buy Lenovo mobiles, buy Lenovo mobiles online, find Lenovo mobiles online
Determining the competitors:
We have got the good profitable keywords. Now it’s time to determine the competitors and spy on them. Enter the keywords in Google and note down the top 10 websites. Do it for 10 most generic keywords and filter the websites list and finalize the most repeated sites.
Competitor Intelligence:
Advanced competitor intelligence will help us to find the keyword group opportunities. This analysis will explore where the competitors are focusing and where they are not. The strategy is to target the keywords which are not focusing by competitors.

5. Competitor Analysis:

Competitor analysis will explore the opportunities to optimize our site stronger than the competitors. This task includes the following comparisons. Technical Details Indexed Pages In Google
How many pages are indexed Google Url Structure
How their url structure is formatted? Does url consist of keyword? Title
How their title is given? How many characters it has? Description
Does the description consist of keywords? How many characters it has? Headers(H1&H2)
How many header tags the page has and does it consist of keywords? Alt Tags
Does all the images given with Alt tag and has keywords in it? Sitemaps(xml,products)
Does the site has xml sitemap? Does the site has products sitemap?(if it is ecommerce site?) robots.txt
Does the site has robots.txt and it consist of sitemap url? Breadcrumbs
Does the site enabled with bread crumbs? Page Speed
Page speed of competitors. Redirection
Check that the competitors have enabled redirection 404 page
Do the competitors have custom 404 page? if they have does it linked to home page? Responsive
Does the sites are responsive? Amp Enabled
Does the sites powered with accelerated mobile pages? Open Graph Meta
Does site consists of Open graph meta? Twitter Cards
Does the site consist of twitter cards in header? Schema
Does the site is powered with schema? Internal Links Analysis
How links are structured? Broken Links
Do the competitor’s sites have any broken links? Canonical Tags
Does site consists of canonical version page? Keyword Diversity
Does the content filled with keywords or diversified? GA and Search console Tools
Does the site integrated with Google tools? Check Content Marketing Strategy Blog
Do competitors have blogs? Blog Url
How the blog url given? Ex: site.com/blog or blog.site.com Blog Platform
On which platform they built their blog? Frequency
How often they are posting content? Categories
How they categorized the blog content? Posts
What kind of posts they have been posting from last one year? Content Sharing
Does the blog have sharable options? If it has, what is the social share count? Check Social Media Social Channels
Do competitors have social media presence? Followers
How many followers/likes the competitors have? Social Buttons
Does sites displaying social buttons? Frequency
How often they are posting content in social channels?

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Posts
What kind of posts they have been posting from last one year in all channels? Back links Analysis Back links
How many back links does the competitors have? Relevancy
How much relevancy the back links has? DA and PA
Domain and page authority of back links Page Rank
Page Rank of the back links Anchor Text
Most highlighted anchor text Link Type
Type of the back link is Context, general, video, image, slide, eBook etc.

On Page Optimization:

Now we have complete analysis of competitors. It’s time to kick start optimizing the pages with right keyword with SEO recommendations. On Page Activity Url Structure
Url of the website should consit of keyword. Use "-" instead of space in url. Title
Title must contain the targeted keywords. Length of the title should be 512px. Description
Title must contain the targeted keywords and call to action. Length of the description should be 512px. Headers(H1&H2)

The page should contain at least one H1 and H2 tag with targeted keywords. Alt Tags
All the images should be optimized to get index in Google. Use keyword as alt text. Sitemaps
Sitemap should be provided to make it easy for Google to crawl. robots.txt
Robots txt file should be given with permissions. Give Sitemap link in robots.txt file Breadcrumbs
Breadcrumbs should be implemented for easy access of the site. Page Speed
Loading speed of the page should above the 75/100 for both desktop and mobile Redirection
Implement the redirections properly. 404 page
Create a custom 404 page with link to home page Responsive
Make sure the site is responsive to access easily in mobile Amp Enabled
Enable Accelerated mobile page html in page to increase the page load speed. Open Graph Meta
Provide open graph meta to make it look good in Facebook Twitter Cards
Provide Twitter cards meta to make it look good in Twitter Schema
Apply the schema for contact details. Apply wherever it is possible. Internal Linking
Link the pages internally with targeted keyword as anchor text Broken Links
Avoid broken links. Canonical Tags
Implement canonical tag to avoid duplicate content Keyword Diversity
Avoid keyword stuffing and maintain keyword diversity with synonyms

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GA and Search console Tools
Integrate the Google Analytics and Search console tags on every page.
Off Page Optimization:
This is an ongoing activity. We have to create brand awareness through industry verticals like blogs. This process includes lot of methods. Here I am giving the few of them. The off page strategy will change from industry to industry.
Competitor Back link Analysis:
This is the best source to find the mediums to promote our website. Gather the back links of all competitors using the advanced tools like Moz open site explorer, SEO profiler. This is Monthly task.
Methodology:
 Collect the Moz metrics and page rank of all back links.
 Eliminate the unwanted ones which will have less page rank and domain authority.
 Keep the related industry links and delete the remaining
 Check each link manually that how they have got the link, what kind of content it is.
 Check the social shares of that link
 Check whether the site got penalized before?
 Once after finalizing list, we have to outreach them to get back link / we can submit our link directly if it allows.
 Keep tracking all the back links.

Best of Sites:
Internet is very big. We can find lot of bloggers /sites who writes about the tips and tricks in that particular industry. For Example a blogger is writing about “Top 10 Sites to book the bus tickets” or “Best real estate builders in Bangalore”. We will out reach them with a nice email and we will ask the blogger to review about our site.

Brand Mentions:

Bloggers used to mention brand names some times. But they don’t provide link to it. We will find the list of sites which were mentioned our brand and we will ask them to give us Back Link.

Guest Blogging:
Guest blogging is the best opportunity to get quality back links. We will do analysis of competitor’s blogs as well as other industry blogs to find the content gaps to create unique content. We will post the content in guest blogs by keeping a link to our site.

8. Social Media Strategy:

Social Media is a powerful medium to promote the brand. This is the second biggest medium providing visitors to the websites after search engines. Most popular platforms are Facebook, Twitter, LinkedIn, You tube and Instagram. Each platform has it’s unique popularity while Facebook is the most popular among them. We should make sure that what the purpose of social media promotion? It’s to create the awareness/leads/retain. Based on this we have to prepare the content.

Methodology:

Collect the all social media profile links of competitors Note down the followers/likes, engagement rate like talking about in Facebook. Go to each profile and collect the following data for last one year.
 Post title
 Date
 Engagement rate (Likes, shares)
 Post type
 Post intent.
Sort the data based on Engagement rate and Analyze the collected data to know that what type of content was posted, when it was posted and how much engagement it got. Based on this analysis we will create our social media calendar with excellent content. We should post at least two posts per week to keep engaging the users. It will be good to repeat the old post again to put it on top of the user’s minds. We should keep checking insights to know that how the post is performing and how users are engaging with post. We will have to keep looking at latest trends in our industry and push post about that. Mentioning #tags will help the users to identify our post easily. Keep asking questions and responding to those questions to avoid negative understanding. We have to post the content while most users are online. We will get to know this from the insights.

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Local SEO:
Local SEO is the best solution for offline business. 80% of the users who are coming by local search results doing a transaction at their door step.
Methodology:
We have to Create an account with Google my Business and fill the citation form carefully with the correct address, phone number, website and operating hours. Once we done this we will build the citations in local business listings like Olx, Justdail with the correct address details.
Conclusion:
SEO Strategy changes from industry to industry. The above strategy is the minimal to any industry vertical. Some more methods will get added based on the client business nature. Thank you!