Q&A of SEO
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Due to pandemic, many businesses experiencing issues related to page traffic. The traffic is remaining static and not going up or down. Google is planning to resolve this issue in 2021 with its new update on “PageExperience”. Google has provided information about the futuristic update that will be implemented from 2021, so businesses have enough time to adjust their website and maintain their traffic.
What is the Page Experience update?
According to Google, the page experience signal measures aspects of how users perceive the experience of engaging with a web page. Optimization of this factor makes the web more delightful for users across all web browsers and platforms including mobile. Google describes that this will contribute to business success on the web as users become more engaged and carry out a transaction with less friction. This update is designed to ensure that the top ranking sites offer user-friendly experiences.
What is the Importance of this Update?
The traffic of a brand grows exponentially as the number of users search for that brand name and click on a website. However, Google understands that most of the sites do not have large brands. With this new update, Google is trying to fetch their clients the content that they love to watch. Through a detailed analysis, Google understands the user’s behavior patterns, closely aligns with them, and delivers them their preferred content. Google is adapting its algorithm to align with the mission of showing the sites first that users love the most. It would be right to predict that the next few of Google’s updates would be based on user experience in the coming years.
While mentioning the latest updates, Google has emphasized on “page experience” or “website experience.” This means that the update is all about the Page-level algorithm. To simplify, if, for instance, if a few pages of a website have a poor experience, but the remaining pages are right, then it won’t affect the rankings of the overall site.
According to the latest update, user experience can be optimized by:
- Optimizing page loading speed and reducing 400 errors as it is a known fact that the better the loading speed, the better the user experience. Also, broken links should not be ignored.
- Comparing one’s experience to that of competitors. While analyzing the competitor’s user experience, the company should focus on how they are engaging with their users and utilizing the most used keywords appropriately.
- The design of the website should be modified appropriately to procure a better user experience.
User experience is going to be more and more crucial with the passing time. Google would be user friendly like never before. It would automatically rank a website based on its user experience. However, every time Google changes its algorithm, specific revisions are always expected with the passing time. Even after making an update in the previous algorithm, some specific changes are made to make the algorithm adaptable for its users. The best part about this latest update from Google is that it has served advanced notice, making it easier for companies to fix the usability issues on their website and work towards new opportunities.
Using the hreflang attribute is important when you are using a content in your website in multiple languages. Though it is a simple HTML attribute, Google’s John Mueller has described it as one of the most complex aspects of SEO. However, let me describe the things to make it easy for you.
What is hreflang, and how is it important for SEO?
The definition of hreflang lies in using an HTML attribute for specifying the language and geographical targeting of a website. If your site has multiple versions of the same page in different languages, a hreflang tag can be used to inform search engines about such variations. This helps the search engines to serve the most appropriate version of a website to its users.
For example, if we search for the official Amazon website in the US, the result would be:
If we do the same in French, we will get this version:
So, this is actually possible because of the hreflang feature.
Hreflang tags help improve user’s experience on search engines that reflect in terms of the number of clicks by the users on your page, higher dwell time, lower bounce rate, higher time on page etc.
In fact, hreflang tags also have a direct effect on the rankings of your web pages as pages in a hreflang cluster share ranking signals of each other.
Hreflang tags are also important in the context of the duplicate content. For example, you have two different versions of your website, i.e. for UK and US readers based on British English Spellings and American English Spellings. Google may find them identical pages and consider them as duplicate content with choosing one version to index.
On the other hand, hreflang tags make Google understand the difference between these pages by showing the correct version in the search results; however, it is not guaranteed. These tags are generally a signal and not the directive.
How to construct a hreflang tag?
It is very simple to construct a hreflang tag when you look up the code for your chosen language and then filling in the tag. The tag supports any two-letter language code. For example ‘de’ is placed for Germany.
There are three important rules for efficiently implementing the hreflang tags:
Rule 1# Hreflang tags are bidirectional.
Rule 2# It is good to practice the self-referential hreflang attributes.
Rule 3# X-default tags are recommended, though not mandatory.
However, hreflang tags can be best implemented using three ways:
- HTML tags
- HTTP headers
- XML sitemap.
What signals help Google understand that your website is targeting a specific country?
- You use the ccTLD of the country
- You use the .org, .com or .net TLD
- The country’s name included in the subfolder of your website
- You use the language of the country in your hreflang directive in the header
I will say yes, link building is vital for your business. But you need to understand correctly what link building is today? The definition of link building has changed over time. Let me share my experience.
We started link building for our website in 2011 to rank in Google and get organic leads.
Link building in 2011 was getting any relevant or non-relevant links from forums, public directories, and commenting. We use to have a list of thousands of directories and forum on which we use to add links. Speed and quantity matter more than quality and relevance. We use to have a team of 25-30 SEO guys working all night to add links for our website on the internet. We use to rank first on many service-oriented keys.
In 2014, the definition of link building changed. Google started penalizing the website for non-relevant links under search algorithm updates like Panda and Peniguin. With this change, we started removing all non-relevant links from the internet. The same workforce of SEO worked for contacting directories and forum owner to remove links.
In 2016, the definition of link building changed again. Google started giving preference to the website having high-quality links from popular sites. The popular website is strict about the quality of content on their website. Hence complete workforce of SEO link builders was replaced with high-quality content writers.
Link building is essential but with relevant and high-quality original content on popular websites.
SEO and PPC are part of SEM (Search Engine Marketing) and can be used as a part of the overall Internet Marketing campaign. The point of difference between them lies in the fact that the traffic generated from SEO is organic, and you need not pay anything, whereas the traffic coming from PPC is paid.
The fundamental difference between the traffic generated from both of these is:
To select among SEO and PPC, let’s discuss both the methods based on position in SERPs, cost, traffic potential, conversion, and ease of use.
Rank in Search Results:
The position of your ad on Google depends on several factors inclusive of the keywords you are targeting, keywords in your ad copy, keywords in your landing page, and a lot more.
This position is generally on top or below the organic search results.
Organic results are only visible in the middle of the page.
For SEO, to get your site to appear on the top positions of the first page, your website should be well optimized both in terms of on-site and off-site SEO.
The picture above depicts that PPC Ads can be found above the organic results.
As mentioned above, the traffic generated from SEO is free, but it requires lots of time and effort to get free traffic from search engines. On the other hand, you need to pay for ranking your ads on the first page.
For SEO, there is high competition for almost every keyword. Your website needs to have quality content and an efficient SEO plan to secure the top five positions on SERPs for the desired keywords. If you are not well acquainted with the functionalities of search engines or SEO, then hiring the best SEO experts can help you generate traffic.
The cost of PPC (Pay Per Click) via Google Adwords depends on several factors such as:
- Keyword Competition
- Quality Score
- Number of advertisers who are targeting the same keyword
The best part with PPC is that you only pay for the clicks your ad acquires and not for the views. Additionally, you can also identify your daily budget, which eliminates the chances of paying extra. You can also calculate an estimate of what is the average cost per click for the keywords you want to target.
The screenshot above depicts the Google Keyword tool (a part of Google Adwords) that provides an estimate for the CPC for each keyword.
The traffic generated through SEO will continue for a longer duration if the content is good and the page is optimized, but with PPC, it will stop as soon as the ad campaign stops. The task here is that if you can manage to rank your web site for the keywords you desire in the top 5 positions on SERPs, you can generate much more traffic than paying for those keywords.
It is essential to understand whether it is PPC ads or organic SEO rankings that are boosting your conversion rates. You need to understand their behavior as in which visitor is more likely to convert (make a purchase, or register to a newsletter- in general response to call for action). If your ads are often clicked and optimized, then a visitor from PPC is more likely to convert than a visitor from SEO. In contrast, if you run a successful PPC campaign, then you will only get clicks from visitors who are interested in your content or products.
So, if you understand both SEO and PPC in-depth, then you will understand neither of them is easy to do without the necessary knowledge and experience.
To make this easy for you, I have differentiated both SEO and PPC on the relevant specifications explained above.
So based on the points explained above, it is clear that you need both PPC and SEO as part of your Online Marketing campaign. You can run a PPC campaign for faster results and test which keywords convert better and then try with SEO to rank for those keywords. It is advisable to use SEO when you have a limited advertising budget and PPC when the budget is not a constraint. SEO may take some time, but the results are long-lasting whereas PPC is short-lived as the traffic will stop flowing when you stop paying for clicks.
A product is developed first, and then it is marketed (a buzz can be created earlier, though). The same thing applies to web-based applications and websites. But, if you have a business website, you can utilize SEO as your greatest asset and that too from the early stages of development. A product is developed first, and then it is marketed (a buzz can be created earlier, though). The same thing applies to web-based applications and websites. But, if you have a business website, you can utilize SEO as your greatest asset and that too from the early stages of development.
SEO demands some on-site and off-site operations of a website to make it search engine friendly. Once the developers are through with creating a web-product, it is tested technically and SEO-wise and then promoted by the marketers to increase its awareness among the prospects.
In simple words, developers use SEO methodology while developing the websites that are best seen and crawl by the bots in the search engines. These bots and crawlers categorize the new content appeared on the Internet and determine if the content is qualitative enough to be included in the search results.
The search engine crawlers and search-bots check out the content title, meta information, keywords, and images, and the tools assisting in this process help in determining if the content is reader-oriented and follows the search engine algorithms.
A website having broken links, improper tags & titles, inappropriate descriptions and images and many other on-site loopholes will hardly be noticed by the browsers. On the other hand, an SEO-friendly website will likely be more highly ranked than its competitors. Most people barely even move to the second page of a search result; hence, effective SEO is always essential while you are developing a website.
Let us review some of the on-site jobs as per SEO norms that a developer should consider while developing a website.
· Title Tag
· Meta Description
· Image Tag
· Redirection or Hyperlinks
· WWW vs. Non-WWW
· Meta Robots Tag
· Social Meta Tags
· Structured Data (Schema.org)
· HTML5 Semantic Elements
· HTTPS Everywhere
· HTTP Status Codes
· Mobile Optimization
· Optimization for Local Search
· Multi-language Websites
· Page Load Speed
SEO algorithms keep fluctuating. If you think that anything is missing in your website from the points given above, just improve it. If you need expert assistance, let me suggest you few trusted sources that can do the commendable job for your website.
Check out the prominent website development companies that can offer you an SEO-friendly website:
1. Sunflower Lab
3. Belatrix Software
4. DockYard, Inc
5. Promatics Technologies
6. Light IT
7. Zealous System
8. Zco Corporation
9. Konstant Infosolutions
10. Aalpha Information Systems India Pvt. Ltd.
Knowledge panels are like information boxes or results in Google’s search result pages. The box comprises information about all kinds of entities such as people, businesses, animals, plants, or anything for that matter. This panel appears on the right-hand side of your desktop screen in search results. This panel assists you with a quick snapshot of information on a topic that is based on the available content on the web.
If Google shows your business or entity in this panel, it means that you pretty much rule the search engines. In smartphones, this panel appears in-between other results and is pretty dominant for you to notice. This is why it is necessary that your company or brand stands out in the search engines if anyone searches for it. This helps you in gaining a lot of clicks.
A knowledge graph is a kind of a database wherein Google systematically puts in facts, places, and people together to create interconnected search results that are highly relevant and accurate. It collects a vast array of data about keywords people frequently search for and the intent behind those keywords, based on the content that is already available on the web.
The Graph is the engine that stimulates power or in this case information to the panel, which is the Google Panel. The information visible on the panel is the result of what the graph does. According to Hubspot, nearly 80% of the web traffic turns up via search queries. So it’s quite vital to have a strong SEO game.
To get both of these powers implemented for better search engine results you need to shift your focus in meeting these user needs:
- Content Optimization
- Keyword Optimization
- Google Content Optimization
- Become active on social media networks
- Promote your content adequately
These techniques when well adopted with great SEO will surely make you fetch a good position in the Search Engine which will definitely get reflected in the Google Knowledge Graph and Panel.
A “backlink” is one of the common words in the SEO realm. When a webpage links to any other page, such an incoming link is called a backlink. Backlinks were the prime metric for the ranking of a webpage in former times. A webpage with various backlinks used to rank higher all major search engines, including Google, at that time, which holds till today for some cases.
There are some standard terms associated with backlinks:
- Link Juice: Link Juice is produced when a webpage links to any of your articles or your website’s homepage. When you want to get high ranking on your sites or improve the domain authority, link juice can assist.
- No-Follow Link: When one website links to another site, but the link contains a no-follow tag, that link does not pass link juice. No-follow links do not contribute to the ranking of a page.
- Do-Follow Link: Do-Follow links are all the links that you add to a blog post and which pass link juice.
- Linking Root Domains: Linking Root Domains defines the number of backlinks coming into your website from a unique domain. This means that even if a site has linked to your website multiple times, it will only be taken as one linked root domain.
- Low-Quality Links: Low-quality links are links that do far more harm than good. These links are generated from harvested sites, automated sites, spam sites, and other similar sites.
- Internal Links: The process of exchanging links within the same domain is called internal linking or interlinking, and such links are called internal links.
- Anchor Text: Anchor text identifies the text that is used for hyperlinks.
How to get Backlinks for your Website?
Backlinks relate to SEO and a crucial aspect of the success of an online business. When you are focusing on Backlinks, it is advisable to go for quality over quantity.
Let’s learn some simple techniques that can help you acquire new backlinks to your website:
Write Engaging Articles
It would be best if you always focused on writing engaging articles that are helpful and delightful for the users. Such materials always give your users a reason to link to your website. Sharing a few tips on how to write an appealing answer:
- The foremost advice on writing an engaging article is that your article should be good enough to solve the user’s problem. Most people reach out to a website as they are looking for a solution. Make sure your article has the content that can help them solve the exact problem and fix it.
- Always use short words and sentences that make your content easy to read. Make the article look appealing by adding formatting, headings, images, and several other multimedia.
- Try to have a unique angle that will make your article stand out. No matter if your article has the same content as others on the internet, but it has a unique perspective, users will switch on to it.
- Users want to learn from people with authority on that topic. You can always interview and quote experts if you’re not one.
Once you complete creating and publishing your post, start sending some outreach emails. Try to reach out to people with the same interests and who have published articles on the same topic. Since these people have already written about the same type of content before, there are high chances that they’ll be interested in seeing your post.
Utilize the Broken Link Building Technique
Many web pages get moved or deleted all the time due to the continually evolving algorithms of search engines. It consumes lots of time and effort to get rid of these broken links, and they still exist. You can take advantage of these broken links with a simple strategy:
- Look for a broken link
- Recreate the dead content
- Reach out to people linking to that non-existing content and ask them to link to your recreated version
Ensure that you find the right “broken” content to recreate and pitch.
There are a few steps to do this right:
- You’ll need a tool that allows you to analyze backlinks.
- Enter the domain of an authoritative, competing site into Ahrefs’ Site Explorer.
- Go to the Best by links report, and filter by “HTTP 404 not found.”
Referring to the image above, the 2nd page of this screenshot is dead but previously had 113 do-follow backlinks. You can recreate this content and pitch all 113 people to link to you instead.
Replicate the Backlinks used by Your Competitors
You can always review the content posted by your competitors by finding the tricks they’ve been using for acquiring their links. “Intersect,” a tool by Ahrefs, comes handy as it identifies who’s linking to multiple competitors.
Start guest blogging
Guest blogging is an approach where you write a post for other’s blogs instead of your own. Guest blogging helps in link building as in exchange for a free article. The blog owner will permit 1-2 links back to your site within the post. The biggest challenge for guest blogging is finding sites to write a guest blog. You can search for sites that are already accepting guest posts with the help of Google’s advanced search operators. Such sites specifically have a page calling for contributors, such as “Write For Us” or “Contribute” page.
Submit to web directories
Another simple technique to get backlinks is submitting your blog to web directories. The task with this technique is finding a legal web directory. It is advisable to avoid such web directories that ask you to create a backlink to their website to get your website into their directory.
Backlinks are an essential aspect of SEO, which can bring prosperous results if appropriately managed.
If you ask most SEOs in Mumbai which is the best SEO agency out there, they are likely to very often come up with 3 names - Communicate 2, Resultrix and Adlift. That's because these agencies have been out there the longest and 100+ member teams in Mumbai and also distributed across various parts of India.
Its hard to define best here. For most companies, best will be defined by who gives you the maximum return on your investment in SEO. Your best bet when deciding an SEO agency would be first ask folks in your network who may already have hired SEO agencies in the past or those who are currently working with some of them.
Get to know the agencies process/strategy on how they plan to approach your project on a top level. Ask if they could do a free/paid SEO audit initially to understand where your site is placed at the moment and how they plan to improve your site traffic and rankings.
Any SEO campaign will take a minimum of 4-6 months to start showcasing growth. So don't expect immediate returns or results from an SEO agency that you hire. Just make sure that these are people who you would be comfortable working with. Hope that helps.
Often a rule of thumb is for ecommerce businesses to spend 7-8% of turnover on online marketing - so either PPC or SEO or a combination of both.
Often that can mean $20K or much more monthly.
We did a lot of research on this topic when we were creating a web application for one of the projects.
Let me first explain what is CSR and SSR.
CSR - Client-side Rendering
- Rich site interactions
- Fast website rendering after the initial load.
- Great for web applications.
- Low SEO if not implemented correctly.
- The initial load might require more time.
- In most cases, requires an external library.
SSR - Server-side Rendering
In server-side rendering when a user makes a request to a webpage, the server prepares an HTML page by fetching user-specific data and sends it to the user’s machine over the internet.
- Search engines can crawl the site for better SEO.
- The initial page load is faster.
- Great for static sites ( as well as dynamic ).
- Frequent server requests.
- An overall slow page rendering.
- Full page reloads.
- Non-rich site interactions.
The decision of whether to use CSR or SSR depends on your application type. But if SEO is very important for you, go for SSR.