How should we Search Engine optimize our site? (Part 2)
November 12, 2013
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How should we SEO optimize our site? (Part 1)

Since more than 97% of the users in India use Google for search, my answer here is more specific to optimising the site for Google Search.

There is no single way to optimise your site for Google. Google now makes approximately 500 updates to its search algorithm in a year. So unlike the yesteryears where this SEO optimising was a one time/yearly activity for most of the sites, this has now become a daily/weekly activity.

Considering the frequency of updates it is difficult for most of the organisations to allocate constant Product & Engineering bandwidth for this activity. It will be more prudent to optimise the site for the end-user than for Google. Since the end goal of Google is to provide the best search experience for a user this will definitely benefit in the long run. However, we need to take care of following to ensure your site is listed in Google as desired.

  1. Create good content pages on the site. Avoid copying content from other websites. Google is watching the internet more closely than you do.
  2. Ensure that the important text like headers is marked with the HTML Header tags.
  3. Navigation structure should enable the user to reach all the pages on the site.
  4. Specify Title, Meta Description and Meta Keyword on all the pages.
  5. Ensure that there is a sitemap with the URL of all the pages. Submit this sitemap to Google via Google Webmaster Tools.
  6. Pages that you do not want to list in Google’s index should be specified in robots.txt. Alternatively, they can have a 301 redirect or NoIndex Meta tag or a Rel canonical.
  7. Internal links on the website – Breadcrumbs, Footers, Links to relevant sections etc. will help the user to navigate easily and bots to give more importance to critical pages
  8. Use rich snippets to highlight the important text in search results
  9. If the site has URL parameters ensure that Google does not consider them as duplicate pages. and are different pages for Google. You can ask Google to ignore this parameter by making an entry in the URL parameters in the
    Webmaster Tools.
  10. Google is case sensitive – and are considered as two different pages. Standardise the case on your site URLs. Either use upper case URLs or Lower case.

Could not finish this today… However, the above points listed above are good to start with. I will write more on this topic soon. Keep following.

Update: next post available at

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