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SEO Working
 Right Place of Keywords
 Page Title (Optimize with a Number or Attractive Words, Brackets, Image)
 Slug/ Webpage URL
 First 100 words
 Short URLs
 LSI Keywords (Close/ Related searches)
 Longer content (1800 to 2000 words). Example Soft Skills Blog

Pogo Stick
Problem
 A + B + C = Average Pogo Stick Rate for the SERP
 Great Sites/ Pages have low rate

Pogo Stick
Solution
 90% people just search for no exact relation to your business
 How to solve such problems?
1. Understand user’s mindset
 Survey (Ask your people)
2. Design + UX (Add bullets, heading etc to keep users on the page)
3. Load Speed + Device Support

External Links & Internal Links
 2 to 3 External/ Outbound links & 2 to 3 Internal links per page/ post (or per
1000 words)
 No random, only high DA/PA sites for external linking
 No random, only the pages which you want to boost with the ranking

Speed
 Premium hosting
 CDN

Add Multimedia
 Images/ Infographics/ Any display of Video

Find “Suggest” Keywords from various search engines
Google
YouTube

What Kind of Content will get Backlinks/ Shares?
 Industry Reports / Original Surveys
 Detailed articles which cover everything useful for the audience
 Infographics
 Tutorials

Add Related Keywords
 Google’s Hummingbird update allows Google to go beyond
simple keywords.
 Similar to us (Human), the algorithm tries to understand the
topic of your page
 Add related keywords to your focus keyword
 Let’s check how to find related keywords in a minute (using google
search)

 Add LSI (latent semantic indexing) Keyword: commonly related to or paired with
another primary keyword that people use to search.
Time
Management
Leadership
Conflict
Management
People
Management
Communicati
on
Soft
Skills
Team
Building

Add Text to Infographics, Podcasts and Videos
 Google does not understand visual content (Infographics, videos etc)
 Add Text

What to do if an Important Blog is not Ranking?
 Analyze & Find Problems; Make changes to score it on Search
 What we did?
 Made few changes:
1. Changes in Meta Title & Description
2. Added External Links to high DA/PA sites (2 to 3 links per 1000 words)
3. Heading & Sub-heading
4. Added an Infographic
 Issue of Duplicate Content?
 Publish your updated content on the same URL

Load Speed
 Google’s “Speed Update” downranks pages that load slowly on mobile devices s

Many Reasons for Low Page Load Speed
 Using a CDN, Test your site speed with CDN On & Off
 3rd party scripts (like Facebook’s pixel)

 3rd party scripts (like Facebook’s pixel)
 And if you find any scripts that aren’t super important, delete them

Google Search Console
 Check all keywords that page
already ranks for
 Add those terms in the posts
 Google may boost ranking for
those terms

Shoulder Niches Approach
 Shoulder Niches are closely-related topics/ Niches that you can
easily create awesome content around
 Write a post/ Infographic around that topic
 Example
You want to target “Soft Skills - Ethics Training”
Ethics in job
Ethics in work culture
Business & Ethics

Backlink Requests from Visuals
 Find the visuals on your site
 Right click and “copy image address”…
 Paste the filename into Google “Search by image”
 Get a complete list of sites that use your image

Create Your Own Keywords
 Hello HR
 Corporate Training Wave
 Antiattrition Dose
 Employee Retention Dose
(Simple, Easy to Remember)

What is & How to
 What is Conflict Management? How to Manage Conflict among
employees?
 What is Professional Blogging? How to do Professional Blogging

Step 1: Build Your Decision Maker Persona
Create a Persona of my Target

Step 2: Focus on Bottom of the Funnel
 Marketing Funnel: A way to Visualize the
customer journey
 Corporate Training
 Soft Skills
 Digital Marketing
 Analytics & Visualization (Power BI)
 Create a Landing Page and optimize it for
the bottom of funnel keywords
But, how to find Buyer Keywords?

What do your decision makers search to find your product
or service?
 Create a scenario for someone to
search for. Basically, you’re asking
someone to search for what you
sell

 For example, if you sell office
furniture, your scenario might be
something like this
 Then, send the scenario to people
that fit the profile of the persona
that you created in Step 1

 You’ll get a list of words and phrases that those folks use when they use Google to
find your product or service

2. Google Auto Suggest Keywords

3. Competitor Keyword Analysis
 Very Fast to get keywords (SEMrush)
Pro Tip: Filter out any keywords that have a CPC <$1.00 (or $5.00 if you sell a high-
ticket item). That way, you can filter out junk keywords that have no chance of ever
converting for you.

Buyer Keywords: Less Volume of Search
Example: Soft Skills Training Course (US), Buy Excel Course (India) - LESS Volume
 Focus on CPC

Informational Keywords: More Volume of Search
Example: What are Soft Skills (US), What is Excel (India) - MORE volume
 Hence, Focus on CPC which you will find more for Buyer’s keyword (less volume). No
matter less volume, it is your B2B keyword

Step 3: Topics on Top of the Funnel
 For blogging topics
How to learn Digital Marketing
SEO Vs PPC
Digital Marketing Consultants
SEO Tools
 More traffic from Top Funnel and can be
converted into clients too

How to Get leads from Top Funnel?
 Do not hard sell on first visit
 Provide them lead magnet (Something useful for them like Download a book)
 Bring them to your email list (Make them subscribers)
 Send them valuable content (Subscribers)
 Keep your brand on top of the mind (When subscriber wants to buy something)
Visitors Subscribers Customers

Step 4: Optimize your Product/ Service Page
 Optimize Landing Pages. 3 main ways are:
1. 100% Unique
Tough to write unique content for every page. Especially if you have different pages for
different cities.
Or, if you have one page for “business wifi network” and another page optimized around“office
wifi network”.
2. Smart Keywords usage (Title tag, H1 Title, First 100 words, LSI, keyword in URL, Meta
description to increase CTR)

3. Long Content of
Landing page:
Average result in
Google contains
1,447 words

Step 6: Backlinks
1. Digital PR
Focus on Industry Blogs & News Sites
 Skills for your workforce in 2022 Report (For Business Owners/ HR), Attrition Report (For
HR), Work from home Report (for CEO)
2. Tools & Calculators (Even a simple tool can help you)
 Your Soft Skills Score, Digiscore on Digital Marketing, HR Level Check tool

3. Partner Pages
 Do you do business with suppliers, manufacturers or other strategic partners?
 Get link from their partner pages

Case 1: Video
 Fire Safety equipments and services (Fire Capital Engineers)
 Complex nature of solutions
 Problem: How this big-thinking brand engages with highly technical & complex problems
 A video explaining how the technical team is hired, trained on regular basis, provided with
the company’s philosophy and culture
 A story can do wonder in branding & making customers understand how they are valued
Misconception: Video works for b2c only
Learning: Implementing video into your Digital strategy

Case 2: Social Media Advertising/Pay-Per-Click
 HiringSuggest – A tool to help in hiring
 LinkedIn pay-per-click ads
 Goal: Leads, Promote Specific Product, Free trial downloads, Product interest
 What we did?
 Ad in LinkedIn newsfeeds
 Implement CPC rather CPM
 High value interactions
 Creative elements that draw viewers to click, For experiment – we put pictures of Employees
Misconception: Social Media may not work for B2B
Learning: LinkedIn is right platform, Compelling Ads & Landing Page, Refresh campaign ad in
3 to 4 weeks

Case 3: Public Relations/ Content Distribution
 Agro Waste Solution – A tool to help in managing waste from Agriculture
 Initial Thought: Media conversation could be dangerous, Sometimes discussion becomes
negative. However, they wanted to make people aware about the benefits & answer the
solutions
 Goal: Clear Solution, Safe & Secure practices, Correct misconceptions among farmers
 What we did?
 A new blog helping farmers (Shoulder Niche kind of blogs), Press had outdated content
 Answering using Online Community/ Publishing fresh content using Mobile app
Misconception: Farmers would not participate, PR in digital format would not work
Learning: Community worked in brand awareness & trust, look for ways to guide leaders
(Farmers) with right information and remember, you can not control media

Case 4: Social Media
 Edu4Sure – A Corporate Training Company
 Initial Thought: We have great trainers pool so we can get clients. We had less interaction
with our prospects/ existing clients
 Goal: We are active in engaging with our prospects/ existing clients
 What we did?
 Industry Reports with the Opinion Poll, Survey, Webinars
 Each platform is different (LinkedIn Survey, Instagram with Images, Quora for Q&A)
 Used Google analytics to check which media is showing more engagement
 Measure success, KPI, Brainstorm, Implement – Started posts from Individual Account
rather company’s page too
Misconception: Experienced Trainers are enough for customers
Learning: Be more proactive in engaging with customers

ORM : Zomato
Online reputation management improves how brands look online. It improves rankings, ratings, search profiles, social
media, and websites by getting a company (or person) more online press and mentions. Reputation management is
sometimes called SEO reputation management.
ORM = Many websites. Fewer branded search terms.
ORM companies employ many techniques to get the job done. One of those techniques is SEO (search engine
optimization). They engage in SEO along with other disciplines such as web analytics, web development, content
development, and online public relations.
The benefits of ORM extend beyond search results to include:
•Higher trust. People trust a brand or person with a good reputation more.
•Increased profits. Companies with high star ratings and reviews get more business.
•Better talent. Brands with a positive reputation earn better employees.
•Less risk. People move with crowds. Call it the "broken window theory" of reputation management.
•Gentler treatment. Companies that share the same core values as their clientele are likely to overcome a reputation
scandal easier than one without. Think Apple Computer vs. Monsanto.

YouTube SEO
 YouTube is the world’s 2nd most popular search engine
 How to find keywords?
 YouTube Autocomplete (Popular, Long tail)
Misconception: Experienced Trainers are enough for customers
Learning: Be more proactive in engaging with customers
 Competitor Top Videos
 Channel – Videos (Same Size Subscribers) – Most Popular videos (Views), Check Title &
Description
 Competitor Tags
 YouTube doesn’t show these publicly, so you’ll need to dig into the page’s HTML.
To do that, right click on the page and click “View page source…”

Myth 1: On-page SEO is History
 Google never sets the record straight
 Old on-page SEO techniques (like keyword stuffing)
 On-Page SEO includes content, HTML and technical elements (also called on-site SEO) of
your webpage, and together they serve as the foundation of any SEO campaign

Myth 2: On-Page SEO is One time effort
 On-page SEO is not linear
 Both Art as well as Science
 Not just do defined set of guidelines
 Follow a set of ever-evolving guidelines and build on top of them, in a never-ending manner,
to capture top ranks in search results

Myth 3: Just Keyword Optimization
 With Google’s Rankbrain deploying Natural Language Processing (NLP) algorithms to judge
the quality of any content, what matters now is how natural your content is and how
relevant it is to a search query
 Your keyword needs the support of good quality natural content, along with HTML
optimization
 Page Speed (https://moz.com/learn/seo/page-speed)
 Enable compression
 Minify CSS, JavaScript, and HTML
 Reduce redirects
 Remove render-blocking JavaScript
 Leverage browser caching
 Improve server response time
 Use a content distribution network
 Optimize images

Myth 4: Content is King, SEO is Dead
 If Content is kindg SEO is Kingmaker

Myth 5: Highly Technical
 CMSes like WordPress where incorporating almost 60% of the on-page parameters is like a
breeze
 Some special technical skills for on-site SEO (like improving page load speed or mobile
responsiveness) may be required

Myth 6: SEO is about Textual Content
 Relevant Content and not just content
 Optimize the on-page attributes of that content asset (blog, video, image, podcast, etc.) so
that Google picks the right signals.

Myth 7: On-page is Secondary, Off-page is
Primary
 Right on-page SEO strategies work as a solid foundation to support your off-page SEO
strategies

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