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Episode 12 – Creating SEO growth for Enterprises via Product and Engineering

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In episode #12, digital marketer and SEO head at Flipkart, Avinash Bikumalla will decode various SEO techniques that can help enterprises in creating organic growth. Also, the technical and product SEO specialist shares his growth story about doubling organic traffic for multiple websites in less than 18 months. Additionally, Avinash shall share various tips and tricks on implementing successful SEO strategies for FinTech, E-commerce, Ed-tech, Hyperlocal and Media websites. 

So, let us join today’s Growth Genius, Avinash Bikumalla and our host – founder and managing director of Infidigit, Kaushal Thakkar, where they talk about creating SEO growth for enterprises via product and engineering.

(05:01) How SEO for large enterprise websites is different as compared to smaller websites?

Here’s a brief breakdown on the difference between using SEO for large enterprise vs smaller websites:  

Enterprise Websites: On-Page SEO and interlinking is one of the essential parts of the established enterprise websites. Automated frameworks and tools are used for writing meta tags that lead the website to land on the top of search engine result pages (SERPs). Have an enterprise website lets your rank quickly for multiple keywords compared to smaller websites. SEO can also interlink more on enterprise website to gain more traffic and conversions. 

Off-Page SEO and backlinking of head or category pages can generate higher traffic. Search Console also plays a vital role in ranking and converting visitors to potential customers. The click-through rate on enterprise websites are higher than those of smaller ones. 

Smaller Websites: Here, on-page SEO and interlinking activities are done comparatively lesser than enterprise websites. However, SEOs can perform these activities for almost all pages on a website. Due to the limited amount of pages, SEOs can manually insert meta tags and do off-page SEO and backlinking without depending on automated tools. Small websites have the upper hand when it comes to analysing all keywords and knowing which ones generate more traffic.

(09:59) Core Challenges for the Growth of SEO?

The core challenges faced while implementing SEO on enterprise websites is team alignment and the lack of coordination with each other. Many tasks of the product and engineering teams are not aligned with each other and may lead to generating less traffic on a website.

So the tasks of product and engineering teams must be aligned for increasing traffic and conversion rate of the website. For example, Flipkart reverse engineered on this challenge and successfully aligned the tasks of product and engineering team. This led to Flipkart generating 1000x growth in less time. 

(16:33) Role of product and engineering team in SEO

The product and engineering teams play a pivotal role in the success of a website. SEOs are the face of a domain while the product and engineering teams are the backends of a successful website. They are essential for the exponential growth of a website as it helps in introducing new pages, improving user experience, making the website faster and smoother, etc.

A website will generate organic traffic only when both the teams know in-depth about the domain and then optimise it with proper keywords, meta tags, and other SEO-related activities. The team should consist of members who know computer engineering and design. Learning minor things about a domain and what product and services the business is offering can help in developing a successful website.

(22:45) Why is innovation important in SEO?  

Latest innovations in SEO pave the way for organic traffic on a website. Instead of being limited to On-page and Off-page activities, SEOs can experiment with new techniques that can attract visitors and turn them into potential customers. From blog content to interlinking, you need to introduce innovative things to your website that can organically get attracted to your products or services. 

Flipkart successfully introduced video content and blogs that targeted local audience in India. With user-friendly interface and content, the website successfully retained customers, and that did not make them bounce off. Flipkart saw exponential growth with this, and they saw a successful conversion rate.

(30:55) Insights into SEO for Progressive Web Apps?

Here are some insights into Progressive Web Apps (PWA):

  1. It is essential to Implement service-side rendering on a webpage to analyse the traffic. 
  2. Google features can help in gaining exponential growth through PWA.

(32:55) Insights into SEO to Accelerate Mobile Page websites?

Here are some insights into implementing into SEO for Accelerate Mobile Page (AMP) websites:

  1. Developing AMP websites will help in ranking websites higher on SERPs.
  2. A commercial website does not benefit from AMP website, but blogger and news website do. 

(36:05) Role of App-Indexing in creating growth for an enterprise

App-Indexing plays a vital role in the growth of a website. It attracts more organic traffic from mobile users with UX. Along with deep linking and search map, app-Indexing can be successfully implemented within an app for user experience.

(38:40) Flipkart SEO growth story?

Flipkart has exponentially grown over the years with its implementation of the latest Innovations and tips and tricks to gain traffic. Thanks to Flipkart’s product and engineering team, the website has seen 400x growth from 2017-2020. The team successfully directed organic traffic to the website and improved the search ranking on SERPs. 

Flipkart has managed to get featured in the answer box and featured snipped section on Google with the proper use of content – articles, blogs, and videos. They had the upper hand and more knowledge about products that would go live on their website. So they started publishing blogs and videos about the products they would gain more traction. This eventually got the feature in the SERPs. 

Flipkart also tabular format data on their website, which got ranked higher because of the quality content. Unline another ecommerce website, Flipkart took an initiative of interlinking keywords in their header section than the bottom ones. This technique saw a better conversion on pages and made them rank higher for the majority of keywords.

(46:06) Your suggestions for SEO’s who want to create successful SEO compliant websites.

Here are some suggestions that Avinash Bikumall recommends beginners and professional SEOs alike:

  1. Read in-depth about a client website before optimising it. 
  2. Follow SEO rules approved by Google. 
  3. Avoid cloaking as Google hates it and might help your website grow.

Contact Information:

Genius, Avinash Bikumalla

https://www.linkedin.com/in/avinashbikumalla/

Host, Kaushal Thakkar

https://www.linkedin.com/in/kaushalthakkar/

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