Skills in demand in Digital Marketing and SEO

1. On Page SEO

On Page SEO is a part of Search Engine Optimisation technique used to optimise web pages according to On Page SEO principles.

To begin working with On Page SEO you need to have basic knowledge of HTML and content for writing the Title, Meta Description and assigning a proper name to the image using ALT tag.

In On Page you have to carry out the following in your website:

Title Tag Optimisation
Meta Tag Optimisation
Content Optimisation
Image Optimisation
Internal and External Linking
Remove Hidden Content
URL Structure or Renaming
Header Tag Optimisation
File Renaming

What is Search Engine Optimization?

2. Technical SEO

Technical SEO is a part of On Page SEO and plays an important role in getting a good position in SERP (Search Engine Rank Page) results.

To fix Technical SEO issues you need to have basic knowledge of HTML, CSS, JS, FTP and Web Hosting.If not you can take the assistance of your Web Developer to fix the following Technical SEO factors:

robots.txt file
Sitemap
Reducing Website Load Time
Canonical Issues
Redirection Issues
Convert Website Links with CDN
Remove Dead Links (404 Errors)
Minify HTML, CSS and JS Files
Avoid Bad Request
Leverage Browser Caching
Compress Webpage

3. Website Structure (Especially Navigation)

While designing a website you have to take care of SEO factors. To identify if the website structures are SEO friendly or not take the assistance of any SEO Specialist or Digital Marketing Expert.

If you don’t have any SEO Specialist please instruct your Web Developer / Designer to follow the SEO principles while developing the website.

If you have a good website structure you are in an advantageous position on Search Enginesingettinggood results for business keywords.

Factors that need to be considered in Website Structure are as below:

Primary and Secondary Menu Structure
Presentation on Home Page (Use less of Graphics)
Try and keep each web page < 2MB
Each web page should have< 100 Requests
Page loading speed to be between 2 secs and 6 secs
Don’t use Iframe, Flash, Animation and GIF images as they are against SEO

4. Local SEO

Local SEO is for targeting the local audience. Local SEO differs from the average SEO as it concentrates on your business services / sales in a particular local area.

Google My Business Page is important for local SEO prospects as Search engines list your site on top of the business page only for local search keywords.

Factors to consider for Local SEO:

Google Business Page with Unique Description, Website Link, Business Address, Good Reviews and Contact Information.
Add your Business in Bing Map
Have a presence in Social media and link all social media with your website
Target Proper Keywords in Title and Meta description
Target Regional / Local / Location Keywords
Connect with Local Business Portals
Monitor Online Reviews

5. Pay Per Click (PPC)

PPC Stands for Pay per Click. In case you’re looking for immediate results for your business you stand a chance of getting leads from PPC.

Applying SEO factors to get a good rank in search engine takes more time but using PPC and paying money to Google to optimise your ads with proper content; Google will automatically show your ads in Search engines based on your Bid and Quality of Content.

Factors to be consideredwhile going in for PPC

Targeted Keyword Analysis
Chose Proper Audience
Keep Landing Page content relevant
Use Search Extension based on Ad
Ad Position and Quality Score is important

6. Content creation &optimization

Before creating content for the website do a proper keyword research using Google Keyword Planner Tool, find out high search volume keywords related to your targeted keywords. After this, finalize the keywords and start developing content by using these keywords in your content.

Factors to be considered while creating Content:

Identify the primary and secondary target keywords
Use long-tail keywords for better results
Targeted keywords in the website are advantageous
Use internal linking for possible keywords

7. Citation building & clean-up

Placing proper business information like Address, Contact No. and Business Name is very important on the Google Business Page. If you place the wrong information you shall lose ranking in SERP. Always clean-up unwanted data from the online presence for growth.

Advantages of having a Good Citation:

Increase in ranking signals in SERP
Building-up Trust

8. Link building

Link building is an off-page SEO technique. This technique is used for getting good backlinks from Quality Sites, Related Sites and High Authority websites like Wikipedia. If you build bad quality links, Google Penguin will start penalizing your website. Therefore you must always try to build good links.

Benefits of Link Building

Increased visibility on Search Engines
Getting traffic from those sites
Search engine indexes the website faster
Import factor of SEO

9. Social Media Marketing

By connecting your website to the social media network you can increase the domain authority of the website as also the visibility in SERP.

Benefits of connecting to Social Media Network

You can connect with a worldwide audience
Share your updates in social network to reach your audience
Drive traffic to website through social network by posts

10. Online Reputation management

Everyone trusts brand and online reviews before making a purchase or buying a service from others. Having good online reviews from Google Business Page, Facebook and Local Portals are signals of increased ranking in SERP.

Benefits of Online Reputation Management