SEARCH ENGINE OPTIMISATION

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Interskale Digital Marketing and Consulting Mumbai

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Interskale Digital Marketing and Consulting

Search Engine Optimisation – Our approach 1. Pre-optimisation research • • •

Understanding the client’s business and identifying it’s USPs. Identifying high potential keywords for the client, using keyword tools Researching the competitors ranking high in search engines against potential keywords and understanding their strategy

2. Website Analysis • • • • •

Analysing current traffic to the site Checking if website code is optimized Checking if website download speed is satisfactory Checking the website for SEO-compliance : has it been built as per SEO principles, else advising client on corrections to the site Presenting detailed report on website to the client

3. Keyword Analysis • • •

Analysing current search engine standing of the client’s website against potential keywords Based on the potential, current standing of client’s website and competition, the right set of keywords is derived An initial search engine ranking report is prepared which acts as the benchmark for comparison of our SEO efforts with the site’s search engine standing before we start the optimization activities.

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The chosen keywords are mapped to specific pages of the website Implementing 22 on-page practices, given in Annexure below. Strategic thought is given while optimising the meta-content, in the form of titles, metatags, headers, URL structures and tool-tips Creation of an XML map of the website Submitting to Google and other search engines along with specific instructions to aid crawling and SEO efforts Using Google Analytics & Webmaster to analyze traffic, searches and errors In case a CMS (e.g. Magento, MartJack, VirtueMart etc.) has been used, using the respective CMS’s SEO tools for the SEO

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Interskale Digital Marketing and Consulting

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4. On-Page Optimisation

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Recommend addition of copy/content to the site, if needed. Recommend changes to make the site more user-friendly, as search engine favours userfriendly sites

5. Off-site Optimization • • • • •

Submitting the site to reputed free directories under relevant sections Re-submitting, in case of a lack of response from the directory moderators Optimising and submitting articles to reputed Article Syndication engines Buying paid listings from search engine recognised sites Ensuring proper integration of site with social media & ensuring website is increasingly social

6. Ongoing Activities (monthly) • Measure search engine rankings every week • Creation of monthly reports (as given below under “deliverables” ) and recommendations • Re-optimising the site based on keywords which have done better in last month • Re-optimising selected pages to achieve better rankings • Re-optimising content to achieve better rankings • Ongoing link building efforts to increase in-bound links by 4-5 per month • Taking care of website errors, website speed • Keep watch of changes in SEO algorithms and take evasive action if need be • Write to webmaster of any site that writes a negative comment and which features high in the search engine rankings, requesting them to take the comments off. • Suggest improvements in client’s website so that it is user-friendly, better designed, more feature-rich, error-free, trusted, social etc., all of which to improve search ranking

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7. Ongoing reports to client Pre-optimization reports- to be sent within 1 week of start - website traffic (analytics) - website errors - site optimization (speed) - actual searches - keywords identification analysis Monthly reports – to be sent in 1st week of next month - website traffic - website errors __________________________________________________________________________________

Interskale Digital Marketing and Consulting

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website optimization (speed) website searches & clicks from searches rank in search engine against various keywords (average of 4 weeks) popular website pages overall recommendations & plan for next month

8. Value-addition from Interskale • Too often, SEO is reduced to a mechanistic usage of tools and reports. SEO has changed, thanks to Google’s policies. Interskale applies a strategic, marketing approach, for best results. 9. Caveats • Google’s search algorithm has 200+ secret parameters, and it is changed weekly, partly so that people cannot ‘game’ it. Google expects to make overall 500 search improvements this year (2011). Some parameters are publicly known and influenceable e.g. faster site speed and yet others are publicly known but not influenceable (age of domain name/ website). • Google increasingly favours sites which are user-friendly, well-designed & deep content. • Sometimes there may be limitations in the ecommerce CMS • Search engine positions of individual keywords can fluctuate and so can the number of searches, Interskale attempts to get overall search volume and overall clicks to the site. Results are best seen over a medium (3 month+) duration. And it is not possible to forecast exact searches, clicks, leads etc. for any website, each situation is different.

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Attached below: Annexure on Interskale’s SEO practices

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Interskale Digital Marketing and Consulting

ANNEXURE SEO PRACTICES OF INTERSKALE On-site SEO 1 - Title Tag optimization 2 - Bold, Italic, underline effect to main keywords 3 - Keyword research 4 - H Tags Optimization (Eg: H1, H2, H3) 5 - meta tag optimization 6 - file name optimization 7 - Hyperlink Optimization 8 - anchor tag optimization 9 - alt tag optimization 10 - comment tag optimization 11 - images tag optimization 12 - XML, html Site Map Creation & Submission 13 - google analytics 14 - submit url in (google, yahoo, bing etc.) 15 - google places optimization 16 - HTML Code Clean Up & Optimization 17 - Robots.txt Optimization 18 - Text Modification Optimization

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19 - Broken Links Checking __________________________________________________________________________________

Interskale Digital Marketing and Consulting

20 - Google Webmaster Tools account setup & monitoring 21 - Google, Yahoo & Bing Site Map Creation 22 - 301 Redirect

Off-site SEO 1 - Create account social networking websites (Facebook, youtube, G+ etc) 2 - Social bookmarking 3 - Directory Submissions (One way link building, Two way link building) 4 - Article Submission 5 - Video Promotions 6 - Photo Sharing 7 - Business Reviews 8 - Press Release Promotion 9 - Site Back-links count 10 - Local Search Engine Optimization 11 - Testimonial Submission 12 - PPT Submission 13 - RSS Feeds 14 - Classified Ads Posting (as for quikr)

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N.B. : All the above practices, especially those for offsite SEO may not apply to every website

IK: 09.04.2015 __________________________________________________________________________________

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Interskale Digital Marketing and Consulting Pvt. Ltd. 635 Laxmi Plaza, Laxmi Industrial Estate, New Link Road, Andheri (West) Mumbai – 400 053 Tel: 022-67587031 www.interskale.in

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Interskale Digital Marketing and Consulting