The document provides a comprehensive checklist and recommendations for on-page and off-page search engine optimization (SEO) and social media marketing. It includes over 100 specific recommendations across categories like on-page optimization of titles, meta tags, URLs, content; increasing website speed; blogging; avoiding spam; building authority; testing; off-page link building; and using social media and tools. The goal is to optimize all aspects of a website and online presence to improve search engine rankings and visibility.
HomeRoots Pitch Deck | Investor Insights | April 2024
The Complete SEO/SMO Strategy
1. The Complete SEO/SMO-
Strategy/Checklist/Recommendation
On Page Optimization
Initial
Follow Google Webmaster guidelines -
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769
Get the strategy from Google SEO Starter Guide -
http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/e
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
METAs
Title optimization - Less than 66 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 150 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
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 ( keep short as much as possible)
Always best practice to use absolute URL
2. Content
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)
Use social sharing buttons for resources, articles, especially blogs
Navigation
Ensure for Text Navigation and avoid JavaScript or Flash navigation, where search
engine bots can’t crawl
Use proper breadcrumb navigation
Avoid 404 or broken pages
Contextualization (Linking in the content)
Give link to the required resources, case study or articles in site navigation (left, right,
bottom)
Insert website search button ( prefer top right corner)
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..)
Provide a physical contact address as well
Add a quick contact form in all the pages
Increase 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 -
3. https://developers.google.com/speed/pagespeed/psol
https://developers.google.com/speed/pagespeed/service
Blogging
Instead of archives in the blog navigation, better differentiate with categories or cloud
tagging
Tag each post based on its keywords
Provide author name for the blog posts with linking his / her G + profile
Add pagination to navigate to inner pages at end of the blog landing page, like “2,3…10,
next”
Use Facebook like button, Twitter follow button, Google + Add to circles, RSS feed,
newsletter subscription, YouTube channel, Pinterest Follow buttons to build social
reputation
Use social sharing buttons - Facebook, Twitter, Google +1, Linkedin etc,
Add “Email to friend”
Add Twitter widget to show up to 2 - 3 tweets in navigation
Add Facebook “Recommendations bar” - Improves traffic (At end of the article, pops to
read another post based on FB likes for the particular post)
Show popular posts and recent comments in right navigation
Avoid Spamming
Better keep the links less than 100 (Page should be readable to the users)
Avoid Keyword Cannibalization (Don’t target same keywords in multiple pages)
Avoid hidden text or hidden links (Eg: Both text & background in same color)
Don't use cloaking or sneaky redirects (Showing different content for crawlers and
users)
Don't load pages with irrelevant keywords
Avoid keyword stuffing
Don't create multiple pages, subdomains, or domains with substantially
duplicate content. (Avoid duplication by canonical tag or 301 or 302
redirection)
Don't create pages with malicious behavior, such as phishing or installing
viruses, trojans, or other badware (Also ensure no one hacked intentionally)
Avoid "doorway" pages (Spamdexing, Gateway) created just for search
engines, with little or no original content
4. List out all services / products in the body area
Give social media profile links (Facebook, Twitter, Linkedin..)
Provide a physical contact address as well
Trustworthy / Authority
Quality content (Rich content)
Content Uniqueness
The quality & quantity of websites linking (inbound links)
The quality & quantity of websites we are linking to
The overall usability experience on your website
The validity of information about the website
o Add a physical contact address
o Author name for blog posts
DMOZ listing, profiles in Facebook, Twitter, Linkedin, YouTube etc,
Linking website in Google + page and linking G + page in the website (vice versa)
Additional SERP info. - Having maps, breadcrumbs, date, search box etc, (Rich
Snippet)
Google Webmaster verification
Fresh content update
Analytics - tracking website
Testing
HTML & W3C validation
Check whether the site works in text browsers such as Lynx
Is compatible and rendering in different browser versions
5. Off Page (Link Building) Optimization
Competitor Analysis (analyze competitor backlink strategy)
Always build links in this format (http://www.)
Check qualify of the page with factors like Page Rank (PR), Google cache date, no.
of inbound & outbound links, domain age, relevancy etc,
Link Building Types
Search Engine Submission
Directory Submission
Social Bookmarking (Recommended)
Forum Posting
Question & Answering (Eg: Yahoo Answers,, Flixya)
Blog Commenting
Article Submission
Press Release
Video posting (Eg: YouTube)
RSS feed submission
Local Optimization (Business Listing)
Mapping - Google, Bing
Social Sharing - Facebook, Twitter, Google +, Linkedin,
Pinterst, (Recommended)
Guest Blogging
Claim accounts on the following pages for reputation,
o Dmoz.com
o YouTube.com
o Yelp.com
o Maps.Google.com
o Local.Yahoo.com
o WordPress.com
o BlogSpot.com
o Tumblr.com Squidoo.com
Avoid link exchange (reciprocal)
Avoid paid links
Avoid links from link farms (page having only links)
6. Social Media
Posting something interesting to get viral and to engage (For branding)
Share all blog posts and new service / products pages in all social media and
social bookmarking sites
URL Shorten Matter (Bitly, Google URL Shortner)
Set Up Social Segments for Tracking in Analytics
Facebook
o Tag peoples and pages in posts
o Ask like, comment & share for posts
o Post Interesting topics
o Post at least twice or thrice a week
Twitter
o Tweet 2 to 3 a day
o Re-tweet and make favorite whichever inspires
o Mention(@) others and engage
o Post fun and interesting
o Use # (hash tag) to trend for keywords
o Follow 10 relevant peoples or companies a week
Linkedin
o Ask 1 to 2 recommendations a week
o Connect to 3 - 5 peoples a week
o Follow 3 new companies a week
o Post relevant blog posts in groups
Google +
o Share twice a day in profile & company page
o Make sure posts are public to reach
o Add 5 new peoples a week
o Create events to publicize
o Try making hangouts
Pinterest
o Pin 6 images a week
o Use keywords in title, description
o Pin products and services work flow images
o Follow 5 interesting boards a week relevant to us
YouTube
o Subscribe 3 channels a week
o Share 3 videos a week in Facebook, Twitter, Google +, etc
o Post videos of company hosts
7. 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 - http://www.seo-browser.com/
Rich Snippet Testing Tool - http://www.google.com/webmasters/tools/richsnippets
HTTP Status Checker - http://tools.seobook.com/server-header-checker/
SEOmoz Blog - Blog to know all SEO updates and queries
SEO Powersuite