Introduction to Search Engine Optimization (SEO) and SEO Roadmap

Search Engine Optimization, also known as SEO, is the process to increase Organic Traffic and overall website quality, so that users and Search Engines easily browse to our website. 

As the name is Search Engine Optimization which is self-explanatory, it means an optimization process for a website that helps to make a quality website so that Search Engines read or understand your website efficiently.

Why Search Engine Optimization Required?

Generally, We can create a world-class website or product but if no one knows our awesome website or product then our all efforts would be useless. So to collect eyeballs on our product or website we generally do marketing.

In early days marketing usually meant using “Holding, Print Media, TVC,” etc. but now in the world of the internet, Digital Marketing is a major channel to do our product or website advertising.

Why Search Engine Optimization Required?

Smart Phones and Internet Revolution

Due to Smartphones and the Internet Revolution from the last few years, Internet users are increasing regularly and respectively Digital Marketing too. 

Although we can do a lot of marketing activities in the digital marketing and each activity has its own pros and cons, but, to scale marketing efforts generally Search Engine Optimization is the best option for long term benefits.

Search Engine Optimization (SEO) helps to increase the visibility of a website or product in Search Engines. Because these days Search Engines are the major source of digital traffic so SEO will help us to increase traffic for the website.

SEO also refers to natural or organic results and helps for the improvement of unpaid results.

SEO for All

Search Engine Optimization is not a term for only textual content results in Search Engines, but also it may target different kinds of searches like image search, video search, news search academic search, and industry-specific vertical search.

After May 2015, The mobile search had surpassed desktop search because of smartphones and the affordable internet connections boom. Since SEO is also changing and moving from Desktop to Mobile platform drastically.

Role in SEO

The Major role in SEO is to analyze how do Search Engines and its algorithms work, and how can we apply Search Engine quality guidelines on our website.

In other words, SEO means to do an analysis regarding what people are looking or searching for in Search Engines and how can we optimize our relevant page for those queries so that if someone searches for queries in Google then our relevant pages rank in Google Search Engine Result Pages (SERP) and we will get traffic as well as conversion for our business.

So, the main goal of SEO is to optimize a website on relevant traffic oriented keywords to get traffic on the website from Search Engines to increase conversion for a long time.

Role in SEO

Let us Learn Together

Although there are a plethora of Websites, Blogs, Vlogs, Tutorials, etc available in the market which will elaborate on all aspects of SEO, related elements, best practices, etc. that will work for our SEO campaign. But still, I want to explain what all I have learned so far and how can we start an effective SEO campaign.

Although we can get ‘n’ number of articles and content on the internet regarding what exactly we need to do for best practices in SEO. But occasionally it fails since the most of the mandatory best practices are industry or a website specific.

But still before starting a particular SEO campaign we need to create a structural tasks roadmap so that we can run our SEO campaign smoothly using best practices as well.

Now before listing all the elements that are necessary for any particular website in terms of SEO, here I want to share my experience in the form of a case study.

So, I am sure each and every SEO Person right now is struggling to decide what all best practices we need to follow, how we need to structure them, and how these all best practices can show our company’s owners or clients in the form of a proper SEO road map.

Let us Start Digging Deep

If I am saying, I have a website and we need to start an SEO campaign for it. So, First of all, I think what all broad level elements we need to consider as the most important factors for our SEO campaign, So let us discuss first broad level elements then we will come up with a detailed list of ‘SEO Roadmaps’:

I am summarising a high-level SEO plan to clear our future vision in the below mentioned 8 factors or we can say these 8 factors are important factors for SEO Ranking and at least we need to focus on:

  1. Information Architecture
    • Information Architecture
    • Content Internal Linking

  2. Speed
    • Overall Website Speed
    • Crawl Budget Optimization
    • Log Analysis
    • Index Size Optimization

  3. Structured Data
    • Structured Data for Complete Website

  4. UI/UX
    • Focus on UI/UX

  5. SEO Basics
    • Implementation of Phase 1 Roadmap (Will tell further in this post) on all the sections of the website.

  6. Content
    • Regular Content Updation
    • Vernacular Site Optimization with All Phase 1 Roadmap Items
    • Discussion Forum
    • Comparison Pages
    • Manufacturer Page Optimization
    • Need to target relevant niche categories – Which is not directly but indirectly related to our brand.
    • Long Tail Targeting
    • Optimize for ‘Near Me’ Searches
    • Incorporate User-Generated Content
    • Early mover advantages in Dynamic-area of Industry

  7. Coverage issues in Google Search Console

  8. Backlinks

So, whenever we are going to create an SEO campaign we need to first analyze the current status of the website in terms of the above factors, else we will check how these above Important factors we can implement efficiently. 

Before starting on these broad level elements we need to create SEO roadmaps for basic SEO items which are anyway related to these broad SEO items because we can not move forward without detailing anything.

Now, here I am going to divide these important SEO factors into 3 phases because we can’t do all the items in one go. 

Phase1 SEO Roadmap: This will help us to implement Information Architecture, Website Speed, Structure Data, SEO Basics, etc.

Phase 1 Roadmap

Phase 2 SEO Roadmap: This will cover Content Optimization and other areas from where we can improve our website traffic.

Phase 2 Roadmap

Phase 3 SEO Roadmap: This will cover what all new happening in the SEO world and how we can implement it. We need to keep our eye open at the time of Phase 1 and Phase 2 Roadmap implementation and need to timely update our Phase 3 Roadmap as per industry updates.

Phase 3 Roadmap

Here is the detailing of all three SEO roadmaps.

Phase 1 SEO Roadmap:

S.NoSEO TaskImpactEffort
1Title Tag Creation, Optimization or ChangesHighLow
2Meta Description Creation, Optimization or ChangesHighLow
3H1 Tag Creation Optimisation or ChangesHighLow
4Other Header Tags (H2-H6) Creation,  Optimization or ChangesMediumLow
5URL StructureMediumLow
6Breadcrumb ImprovementMediumMedium
7Structured Data ImplementationMediumMedium
8Site or Page Speed Performance (Mobile/Desktop)HighHigh
9Site Internal Linking (From Content) HighHigh
10Google Analytics or Other Website Analytic Tracker ImplementationMediumMedium
11XML Sitemap CreationHighMedium
12HTML & CSS Errors RectificationMediumMedium
13Mobile Friendliness ImplementationHighMedium
14Canonicalization CheckingMediumMedium
15Canonical Tag Implementation HighMedium
16Robots.txt File CreationHighMedium
17Pagination OptimizationMediumMedium
18Viewport Meta Tag ImplementationMediumMedium
19No Follow Tag OptimizationMediumMedium
20Keyword Density OptimizationHighHigh
21JavaScript/CSS File ExternalizationMediumMedium
22Site Architecture (Information Architecture)HighHigh
23Redirection – Redirection Rules OptimizationMediumMedium
24Crawl Errors OptimizationHighHigh
25Linking Logic Optimization– Why a Product or SKU or category link upfront on top positionHighHigh
26Last Updated Date ImplementationMediumMedium
27Duplicate Content or Page Issue OptimizationMediumMedium
28Schema Automation for Content Internal LinkingHighMedium
29Schema automation for Category Page Content and Internal LinkingHighMedium
30Solution of Crawling issues (GSC and LOGS) for both desktop and MobileHighHigh
31Reduce Bounce Rate for Mobile and DesktopHighHigh
32Uses of Social Media Sharing LowLow
33Reviews and Ratings SystemMediumHigh
34Crawling Ratio, Render Ratio Optimisation HighHigh
35Optimisation for Featured Snippet BoxesHighHigh
36Mobile vs Desktop Content SimilarityHighHigh
37Content Freshness on SERP, Product page, Home Page.HighMedium
38Proper use of HTML and HREF LANG tagMediumLow
39AMP Page Requirement AnalysisHighHigh
40Footer ContentMediumMedium
41Avoid Excessive 301 redirectsMediumMedium
42Thin Content ManagementHighMedium
Phase 1 Roadmap

The Above Phase 1 Roadmap will help to manage SEO basics but to increase traffic we need to pull these upcoming growth levers:

Phase 2 SEO Roadmap:

S.NoSEO TaskImpactEffort
1Focus on Native Languages and Optimize Vernacular Site with All Phase 1 Roadmap ItemsHighHigh
2Discussion Forum Creation and OptimizationHighHigh
3Comparison Pages Creation and OptimizationHighHigh
4Manufacturer Page Creation and OptimizationHighHigh
5Focus on UI/UXHighHigh
6FAQs Section Creation and OptimizationHighHigh
7Need to Target Relevant Categories – Which is not directly but indirectly related to your brand.HighHigh
8Index Size OptimizationHighHigh
9Early Mover Advantages in Dynamic area of IndustryHighHigh
10Long Trail TargetingHighHigh
11Voice Search OptimizationHighHigh
12Site Structure SilosHighHigh
13Log AnalysisHighHigh
14Crawl Budget OptimizationHighHigh
15Organize SEO Metrics by a Hierarchy of Silos, Entry points & sub-categoriesMediumMedium
16Automatically detect patterns in the data to prioritize the actionable issues & insights  identifiedHighHigh
17Develop a framework to A/B test SEO changes by GEO or body of pagesHighHigh
18Create alerts for notification and tracking for MTTR (mean time to resolution) for identified issues.HighMedium
19More accurate Search Intent Analytics & Share of Voice Dashboards (90% Correlation to actual traffic)HighHigh
20Applied best practices such as for fetching and rendering 3rd party Javascripts codeHighHigh
21Site Availability and Performance Owners with SLAsHighHigh
22Expanded Local Data & Local Experience Teams to Win SEO in Each Local MarketHighHigh
23Optimize ImagesMediumMedium
24Optimize for ‘Near Me’ SearchesHighMedium
25Incorporate User-Generated ContentHighHigh
Phase 2 Roadmap

Phase 3 SEO Roadmap:

S.NoSEO TaskImpactEffort
1Technical SEO: After Phase 1 Roadmap and Phase 2 Roadmap Implementation we will test technical SEO checklist once againHighHigh
1SEO Actionable Including Google Rank Brain and Google BERT Related ItemsHighHigh
2Data Driven SEOHighHigh
3New Page creation to target more keywordsHighHigh
4Always Think, How to Steal Organic Clicks from Industry GiantsHighHigh
Phase 3 Roadmap

If, we will implement these above roadmaps sincerely then I am sure we can get desired results Soon.

Because this post is now getting so long so signing off for now. Will detail out each point of roadmaps in my later posts.

Cheers!

This article was written by Chandan Singh

A dynamic professional with 14+ years of experience in the areas of Internet Marketing, Search Engine Optimization, Web Analytics, Search Engine Marketing, Social Media Optimization and Affiliate Marketing for global online markets. Experience in organic SEO and SEM methods like Website Optimization, Web Traffic Analysis, Keyword Research, and other SEO and SEM tactics, also involving in Website feasibility & requirement analysis, Website architecture & Information architecture designing, Website usability data analysis, Website testing & Prototyping, Learning Management System Administration, Online business promotion.

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