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1. BUILD BEAUTIFUL EXPERIENCES
Create great customer experiences.
Focus on Storytelling.
Speaking your customer’s language.
Listening to your target market & providing
thoughtful/timely responses.
Providing easy to consume content(Click) (in the way in which your users want it).
Think Branding.
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2. DEVELOP EXPERT CONTENT
Ensuring your content is perceived as expert in
nature.
Do Story telling in the formats the consumer wants it
told (video, app, game, content, images etc).
Try to meet to the search algorithm expectations of:
• BERT (Bidirectional Encoder Representations from Transformers)
• E-A-T and Y-M-Y-L (Expertise, Authority, Trustworthiness – Your Money, Your Life)
..but most importantly marry the intent of the end user
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3. ENSURE ACCESSIBILITY STRUCTURE IS FOLLOWED
Design content that can easily be deployed as
featured snippets.
Style our content to be scannable and accessible to the
rank zero result (rank 0)
Integrate the latest formats of schema across all
forms of content (schema.org)
Make content visible and accessible to all
forms of screen readers and NLP engines
Be accessible to everyone
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4. FOCUS ON MOBILE 1ST
Mobile first development with expansions to
desktop
Clean crisp design which is thumb friendly
Clear intuitive gesture led navigation
Screen readable scannable content
Clear easily accessible calls to action, with
simplified mobile conversion paths
Clean simplicity is key(mobile 1st indexing)
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5. INTEGRATE SEO INTO YOUR TECHNOLOGY
Embed SEO into your technical CMS and server solutions.
Ensure Core Basics are available such as: meta description,
titles, canonical, alt, hreflang, robots txt, xml sitemaps
Developing your platform for speed and device
Develop clean and logical information architecture,
URLs and navigational trees
Build structured Interlinking and redirections
Develop SEO automated services and fundamentals
into the technology DNAClick here for HP SEO Toolkit
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6. IT’S NOT ONLY TEXT, USE IMAGES & VIDEO
55% of all search results carry a video or image
Build video assets that tell your story.
Optimize them for platforms like YouTube,
pinterest and Google Lens, these can be just as successful as plain text
Design annotations, descriptions, schemas and
mark-up definitions to make sure they
catalog correctly
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7. THINK VOICE: THIS IS THE FUTURE OF SEARCH
Develop content for people who are visually impaired by creating small podcasts of pages
Integrate schema and rich snippet mark-up for OK Google results (voice)
Build ALEXA skills and drive your agenda across
amazon NLP AI (alexa)
Integrate with SIRI and promote content into Apple
technology platforms (siri)
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8. ENSURE LOCAL DISCOVERABILITY
Setting up the site for local discoverability,
whether it be a country, language or location (hreflangor html lang="en-US")
Integrate seamlessly with GMB (google my business)
and other location triggers like Bing Places
Optimise across location-based engines and directories such as Facebook, Yell, Yelp, Justdial etc.
Build out intuitive location-based onsite discovery engines for all your locations: Unique URL and
content per locationClick here for HP Local SEO Software Locator
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9. DON’T FORGET YOUR APP
Marking up and deep linking the store content so you can be found
Placing your app onto OEM stores to increase visibility (LAVA, MI,
LENOVO, SAMSUNG, OPPO, VIVO)
Creating engaging assets and write ups to entice the
download, install and optimizing to improve conversion.
Cross-linking the app to your other web assets to increase search
visibility
Managing your reputation and reviews, cleaning the bad and
promoting the good
A
Click here for HP Mobile App Analytics Software Locator
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10. QUALITY NATURAL LINKING
Build link equity for the users benefit and not
the search engines
Design content assets that are naturally linkable and shareable
Build content that can be cited or reused
Give credit where credit is due, driving clear
association to quality resources
Build and push content resources that can fit
seamlessly into social media
Be aware of Panda and Penguin don’t cheat
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11. DRIVE INTEGRATED BRAND PARTNERSHIPS
Create logical connections between your own business
partnerships that drive domain authority.
Ensure you link up your business and marketing
teams
Drive PR that is seamlessly integrated with SEO and
Social Outputs
Partnering with industry associations and
bodies developing clear digital relationships
Integrated branded content destinations
and solutions with partners
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12. UNDERSTAND AND MAP USER INTENT 1:1
Develop behavioral and psychological models to
understand the intention of a search query
Keyword research and development
Building precision content that answers and maps
user’s intent in the forms that are required
Mapping the impact of content through
engagement metrics and call to action
initiationClick here for HP Digital Analytics Product Finder
Click here for HP Search Advertising Platform Finder
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13. OPTIMISE RESULTS FOR CTR% (CLICK THROUGH RATE)
As Google reduces the visibility and impact of SEO YoY CTR becomes increasingly more
important
Using paid media we can understand the intricacies of our
marketing message versus the click response
Optimise the contextual assets (Meta Description and
Page Title) to entice CTR and drive incrementality
and qualified response
Tracking performance and iterating our narrative to
improve response
Ethinos – India’s leading SEO and Performance agency www.ethinos.com › SEO successJun 25, 2021 - SEO is a world of algorithms, updates and unpredictable storms. Ethinos can help your business navigate the storm and help you sail to SEO success!
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14. KNOW WHEN TO CULL AND CLEAN
Out with the old in with the new
Focus on quality control, removal of redundant assets,
legacy systems and services
Zombie pages, low performing, category and thin content
pages
By removing unwanted rubbish we pass value back to key
content assets
Ensure you redirect (301 vs 302) the user to new locations,
or have the correct server responses for old content
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15. BENCHMARK AGAINST THE COMPETITION
Industry benchmarking
Ranking indicators tracked daily
Competitor analysis and benchmarking
Understanding the environment and
complexities to winning
Devising the winning strategy
1st
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16. SET YOURSELF UP TO SUCCEED AND MEASURE THE VALUE
Build Business intelligence reporting
Integration with key supporting systems, services and teams.
Visualise the impact of efforts, and building the business
cases required to get the investment and buy-in to succeed
Develop conversion rate optimization work
streams
Drive sustainable and attributable revenue and returnfor your business.
Click here for HP Marketing Automation Product Finder
Click here for HP Lead Intelligence Platform Finder
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SEO Guides:
• SEO Starter Guide: The Basics | Google Search Central
• Beginner's Guide to SEO – Moz
• Schema.org - Schema.org
• Google Search Central – YouTube
• Google Search Engine Optimization Starter Guide (downloadable pdf)
SEO News:
• Search Engine Journal - SEO, Search Marketing News and Tutorials
• WebmasterWorld - News and Discussion for the Web Professional
• Search Engine Land - News On Search Engines
• Search Engine Watch
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USEFUL RESOURCES