GUIDELINES

These algorithms analyze hundreds of different factors to try to surface the best information the web can offer, from the freshness of the content, to the number of times your search terms appear and whether the page has a good user experience. In order to assess trustworthiness and authority on its subject matter, we look for sites that many users seem to value for similar queries. If other prominent websites on the subject link to the page, that’s a good sign the information is high quality.

  • Although SEO may be quite complicated, the main thing is to carve a path in the internet jungle s.t. you don’t get lost in information overflow!
  • As each site is unique, you can’t rely entirely on what the tools may find. They may drive you to focus on secondary issues while leaving the primary issues unattended => resources lost. So real brain work is required here
  • Hence it’s imperative to prioritize the findings, first things first and in the correct order.
  • CONTENT:
    • Content should be unique if possible
    • Avoid redundant/duplicate content, make references instead if required
    • Content should be regularly updated (say minimum every 6 months)
    • Don’t make CV type of content, focus on a few services/products you may support. You can always add more later on depending on customer demand
    • Don’t make content too technical for your audience
    • Stay neutral, avoid value adjectives, too much bragging and self appraisal
  • Content writing tips:
    • Replicate writing process
    • Start with brainstorming session involving relevant persons/partners etc.
    • Make draft version of content document
    • Review with relevant persons which can provide honest and independent positive as well as negative feedback
    • Then publish updated document
    • Update document regularly as you get comments from blogs etc.
    • Similarly make posts, blogs, comments on other sites
  • Business integrity: Be honest and right to the point, avoid too much hype. If end customer perceives your site as trustworthy and credible he may select you for cooperation going forward
  • Elevator pitch: Think of your web site this way, are you able on your home page to communicate your message in 5-10 seconds?
  • Competitor analysis: Regularly (min every 6 months) check your competitors and also if possible let them check your side
    • What do they offer?
    • Id your service/product offering unique?
    • Which are your competitive advantages?
    • If you are providing same type of services/products how can you get a fair share of that segment?
  • SEO/Digital marketing is at the end of the day a tool to increase your visibility and footprint in the market. But it’s just a tool, nothing else. We prefer unbiased, holistic top down approach
  • Which type of customer are you expecting to visit your site?
  • SEO Audit:
    • Can your site be made simpler?
    • Redesign of site? Re-position of business?
    • Get an honest and independent 2nd opinion about your site from relevant persons (mentor, coach, sparring partner etc…)
    • Is content clear and informative? Esp. avoid keyword stuffing
    • What is intended audience? Is info provided at the right level?
    • Hence provide right level of info – no more no less
    • Our experience is that “brainstorming” may often be a good way to identify issues with your site
    • Formal review may just show the tip of the iceberg, you need to get down to the root cause.