Friday, 23 October 2015

SEO and SMO Strategy in 2015

                    SEO & SMO Strategy / Checklist / Recommendations

On Page SEO Optimization

SEO Initial

Follow Google Webmaster guidelines -

Get the strategy from Google SEO Starter Guide -  n/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

Maintain the website in silo architecture (tree like hierarchy)

Competitor analysis (Analyze for their services, keywords, UI, navigation etc,)

Maintain structured markup language

SEO URL Recommendations

Redirect non-WWW version to WWW version URL

URL optimization - Choose hyphen instead of underscores between keywords, avoid stop words(the, that, is, was)

Not case sensitive (But, better to use lower case letters or else redirect upper case to corresponding lower case using .htaccess server file)

URL character length - 115 (Not a thumb rule, keep short as much as possible)

Always best practice to use absolute URL


Title optimization - Less than 70 characters (Keep branding at end of the content)

META keywords - Less than 250 characters

o Avoid unrelated keywords

o Use Keyword Research tool -  Google Adwords Keyword Tool

META Description - Lest than 160 characters (Have call-to-action words like subscribe, free quote, grab today etc,)

To avoid showing the directory listing in SERP for the branding (Recommended)

o Use <meta name="robots" content="noodp" > if the site is listed in DMOZ - ODP

o Use <meta name="robots" content=" noydir" > if the site is listed in Yahoo! Directory

By default use <meta name="robots" content="index, follow"/> to index the page and to follow the links in the page

To block individual page insert <meta name="robots" content="noindex, nofollow"> in the corresponding page

Avoid META refresh for less than 5 seconds

Content for SEO

H1 - Insert the primary keyword (Use only one H1)

H2-H6 optimization (Insert all primary & sec keywords)

Avoid linking in header tags (H1 - H6) unnecessarily

Avoid duplicate title, description and content as well

Keyword Density - Max 3%

Keep keyword prominence and proximity

Better maintain less than 100 links in a page (Not a thumb rule)

Use rel="nofollow" in AHREF tags for external(outbound) links (Avoid linking if it is low quality, dodgy or link farm site)

Add blog feed to show up to 3 posts in homepage (Which updates homepage frequently)

Create and update both the HTML & XML sitemaps

Sitemap should not exceed more 50,000 links and 10 MB of file size. If it exceeds create multiple sitemaps and use sitemap index file

Create robots.txt file to block the folders in the site (Eg: contact form pages) • Also give the sitemap link at the end

Use social sharing buttons for resources, articles, especially blogs

Image Optimization Recommendations

1. Image optimization

File name optimization (eg: oursource.jpg)

ALT tag (Insert keywords)

Title tag (Insert keywords)

Insert image dimension

2. Use CSS sprites (background images) if the image has more text

3. Add favicon

Site Navigation

1. Ensure for Text Navigation and avoid JavaScript or Flash navigation, where search engine bots can’t crawl

2. Use proper breadcrumb navigation

3. Avoid 404 or broken pages

4. Contextualization (Linking in the content)

5. Give link to the required resources, case study or articles in site navigation (left, right, bottom)

6. Insert website search button ( prefer top right corner)

7. Have a customized 404 page to avoid losing traffic

List out all services / products in the body area

Give social media profile links (Facebook, Twitter, Linkedin, Google+...)

Provide a physical contact address as well

8. Add a quick contact form in all the pages

SEO Blogging Recommendations

1. Instead of archives in the blog navigation, better differentiate with categories or cloud tagging

2. Tag each post based on its keywords

3. Provide author name for the blog posts with linking his / her G + profile

4. Add pagination to navigate to inner pages at end of the blog landing page, like “2,3…10, next”

5. Use Facebook like button, Twitter follow button, Google + Add to circles, RSS feed, newsletter subscription, YouTube channel, Pinterest Follow buttons to build social reputation

6. Use social sharing buttons - Facebook, Twitter, Google +1, Linkedin etc,

7. Add “Email to friend”

8. Add Twitter widget to show up to 2 - 3 tweets in navigation

9. Add Facebook “Recommendations bar” - Improves traffic (At end of the article, pops to read another post based on FB likes for the particular post)

10. Show popular posts and recent comments in right navigation

Recommendation Website Speed

Code / HTML optimization

Minimize HTTP Requests

Minify CSS, flash, frames

Make JavaScript/CSS external

Enable compression - Using Gzip

Use server side caching

Minimize DNS lookups

Reduce # of 301 redirects

Maintain web page size less than100k (Not a thumb rule)

Two ways to boost site speed automatically from Google -



Tocheck page speed online -

Page Speed Insights Rules -

Trustworthy / Authority

1. Quality content (Rich content)

2. Content Uniqueness

3. The quality & quantity of websites linking (inbound links)

4. The quality & quantity of websites we are linking to

5. The overall usability experience on your website

6. The validity of information about the website

Add a physical contact address

Author name for blog posts

7. DMOZ listing, profiles in Facebook, Twitter, Linkedin, YouTube etc,

8. Linking website in Google + page and linking G + page in the website (vice versa)

9. Additional SERP info. - Having maps, breadcrumbs, date, search box etc,  (Rich Snippet)

10. Google Webmaster verification

11. Fresh content update

12. Analytics - tracking website

Avoid Spamming

1. Better keep the links less than 100 (Page should be readable to the users)

2. Avoid Keyword Cannibalization (Don’t target same keywords in multiple pages)

3. Avoid hidden text or hidden links (Eg: Both text & background in same color)

4. Don't use cloaking or sneaky redirects (Showing different content for crawlers and users)

5. Don't load pages with irrelevant keywords

6. Avoid keyword stuffing

7. Don't create multiple pages, subdomains, or domains with substantially duplicate content. (Avoid duplication by canonical tag or 301 or 302 redirection)

8. Don't create pages with malicious behavior, such as phishing or installing viruses, trojans, or other badware (Also ensure no one hacked intentionally)

9. Avoid "doorway" pages (Spamdexing, Gateway) created just for search engines, with little or original content

Issues Fixing

Fix all issues noticing in Google webmaster tool especially messages, crawl errors, malwares and duplicated content, long, short & missing title, description.

Web page Testing

1. HTML & W3C validation

2. Check whether the site works in text browsers such as Lynx

3. Is compatible and rendering in different browser versions

Off Page (Link Building) Optimization

1. Competitor Analysis (analyze competitor backlink strategy)

2. Always build links in this format  (http://www.)

3. Check qualify of the page with factors like Page Rank (PR), Google cache date, no. of inbound & outbound links, domain age, relevancy, IP address, DA, PA, etc,

4. Link Building Types

Search Engine Submission

Directory Submission:  limited with Good DA, PA, Dofollow

Social Bookmarking (Recommended)

Forum Posting

Question & Answering (Eg: Yahoo Answers,, Flixya)

Blog Commenting

Article Submission

Press Release

Video posting (E.g.: YouTube)

RSS feed submission

Local Optimization (Business Listing)

Mapping - Google, Bing

Social Sharing - Facebook, Twitter, Google +, Linkedin, Pinterst, (Recommended)

Guest Blogging

5. Claim accounts on the following pages for reputation,




6. Avoid link exchange (reciprocal)

7. Avoid paid links

8. Avoid links from link farms (page having only links)

SEO Tools & Resources

Xenu Link Sleuth - To check broken links, redirected pages, orphan files, HTML sitemap creation and complete site statistics

Copyscape  - Duplicate content checker

Google Trends - Shows the trend for a particular keyword in Country & City basis

Blekko - Search Engine which provide complete backlinks with backlinks stats

SEOBook for Firefox,  Google Toolbar - Addon which provides complete SEO info

List of Search Engines Add URL or submit URL

SEO Browser -

RichSnippetTesting Tool -

HTTP Status Checker -

SEOmoz Blog - Blog to know all SEO updates and queries

SEO Powersuite

Social Media

Posting something interesting to get viral and to engage (For branding)

Free giveaways tactic

Share all blog posts and new service / products pages in all social media and social bookmarking sites

Use  UTM parameter to track the links (CTR, Referral Campaign)

URL Shorten Matter (Bitly, Google URL Shortner)

Set Up Social Segments for Tracking in Analytics

1. Facebook

o Tag peoples and pages in posts

o Ask like, comment & share for posts

o Post at least twice or thrice a daily

Post interesting topics
Use #hashtag for content engage

1. Twitter

Tweet 2 to 3 a day

Re-tweet and make favorite whichever inspires

Mention(@) others and engage

Post fun and interesting

Use # (hash tag) to trend for keywords

Follow 10 relevant peoples or companies a week

2. Linkedin

Ask 1 to 2 recommendations a week

Connect to 30 - 50 peoples a week

Follow 10-15  new companies a week

Post relevant blog posts in groups

3. Google +

Share twice a day in profile & company page

Make sure posts are public to reach

Add 50 to 70 new peoples a week

Create events to publicize

Try making hangouts

4. Pinterest

Pin 6 images a week  (1 per day)

Use keywords in title, description

Pin products and services work flow images

Follow 35+ interesting boards a week relevant to us

    6. YouTube

Subscribe 3 channels a week

Share 3 videos a week in Facebook, Twitter, Google +, etc

Post videos of company hosts

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