KUNAL LAL

Hi. My name is Kunal. I'm a BCom graduate from Delhi University. I have over 8 years of working experience, out of which almost 7 years have been in digital marketing. Specifically, I have experience in SEO. I have worked in various business niches, including product, e-commerce, and service-based businesses. Currently, I am working in the hospitality industry, where I have been for more than 5 years. That's a brief overview of my background. Thank you.

All right, so international SEO, when we are targeting multiple languages and regions, I'll talk about some techniques from the perspective of technical SEO. Sitemaps should be created in multiple languages, primarily in the languages the website is targeting. With multiple regions, the website must have website content or be designed with the current regions' native language in mind, and it should be designed in accordance with those languages for users from that region to connect easily. Yes, when targeting multiple regions, the SEO expert should also focus on local SEO, depending on the business. If I talk about the hotels or hospitality industry, the SEO expert must ensure they are focusing on local listings and local SEO, so the business can target the local audience as well. The content is also important. Multiple regions have multiple events happening every day or every other week, every other month. So businesses have to keep in mind that we are targeting in accordance with that, and we are putting out content for users, giving information for an event or update that should help the targeted users. So the website should be updated and keep the targeted users updated about happenings around their regions.

So, this word conversion has different meanings. Conversion could be the traffic a website is getting. Conversion could be the clicks conversion, could be the revenue conversion, could be the transactions. Right? But, if not, I mean, not to go into specifics, I would say in general, SEO success of an SEO campaign, conversion metrics would be having more visibility among the target audience. Ranking, that's the basic parameter, the basic KPI of SEO. Clicks and impressions, which include traffic. Revenue is one of the major conversion metrics because traffic and ranking are good, but it's all better if you're making business or making money out of it. That's what I think. So, traffic and ranking are important, but revenue is equally important. So, I would mention these three or pick these three as conversion metrics and SEO campaign.

Yeah, so SEO can be integrated with paid media as well. Google PPC, paid social, organic social media. So when we talk about paid social, I'm referring to PPC, Google AdWords, we can target or design our search snippets to align with the PPC, Google AdWords, paid media, probably the keywords, probably the results, the targeted keywords that we're getting in Google Webmaster from our organic efforts, right, can be used for targeted keywords that could be used for running a paid campaign on our website, right, for our website. So this is one example of how it can be useful. Another example would be the region; we can see that if we have a good amount of traffic, a considerable amount of traffic from our organic efforts from our SEO, we can always check what regions are performing best for us, right, and what regions could give us the business or revenue out of it. We can check what regions are performing best and target those regions for our PPC campaign, right. For paid social, again, we can always check the age demographics, right, what age demographics are working for our website, for our business, and then we can use those age demographics or location demographics for our paid social campaigns as well. So Facebook, Instagram. These are the things on the top of my head, which can be used for integrated with other marketing strategies. Again, there are more ways, right, these are just on the top of my head right now. But yes, I am sure that there are more ways than one or two that SEO can be integrated with paid media. I think SEO builds a legacy for the website, for the business, right. And if the legacy is being made properly, it can be used not just with paid media or paid social, but with email marketing as well, with apps, app store optimization as well, with YouTube marketing, YouTube SEO as well. So these are the things that I have in mind on the top of my head. But I'm sure there are more things in SEO that can be leveraged for other marketing strategies. Thank you.

Well, it depends on the business. What sort of business the client has. Basically, it depends on the client. If the client has a service-based business, then I would focus on local SEO, as I mentioned in the beginning. So that I'm not missing out on the local audience of that particular region. If it's a product-based business, I would make sure the product pages are optimized to target the audience or targeted audience more efficiently with relevant content, including textual and visual content. It should be as relevant to the audience as possible, which would drive more conversions to the website. Then I would focus on off-page SEO. People often don't consider it as important as on-page or technical SEOs, but I think it's equally important. And these are the things that can be prioritized for our new campaign because building a brand and getting brand value is way more important. Once we build the brand value, we can get audience trust and hence expect more results from our SEO campaigns.

Oh, yes. So, for a wellness-based brand, my keyword research would be on generic and semi-generic keywords. I would focus on a blend because targeting only generic keywords would be pretty difficult for a new brand. So, I'll take a blend and focus on both generic and brand-based keywords. This will help in building the authenticity of the business, the authenticity of the brand, and more trust for the user. Of course, I will be using generic, semi-generic, and brand keywords. I will also be using long-tail keywords, which have less search volume, but the potential to rank quickly compared to other keywords. This could be my strategy. Thank you.

So, content is the king. Right? I will be focusing on putting out more content, informative and commercial for the users. Right? But out of every kind or any kind of any type of content, informative content is the one that works best. Right? That earns the users' trust and builds the authority of the brand. For a high-authority website, I will only rely on content for having backlinks from those websites because you have to give back to the community. Right? As long as you are doing it, you are doing the right thing with your marketing tactic blended into it. You will have your product or business marketed, but at the same time, you will be putting out informative content for the users. Building the Internet a better place for those who are seeking information for wellness-based brands. Right? There are other ways as well, but I majorly rely on content. It makes more sense. And it builds the trust of the search engine on your website. So, that's how. Thank you.

So, yes, I have encountered a situation where we have more mobile users than desktop users. And again, desktop conversions are more than mobile conversions. So for that to manage, we rolled out mobile-only offers. People can avail an offer for the booking only until they book from their mobile, not desktop. Right? So that helped us a lot in leveling the conversion number for both devices. Right? If I were a wellness-based brand, I would be thinking of more such creative ideas about it. If I had more desktop visibility or more mobile visibility than desktop, I would be offering I will be working on my website's speed probably. My website isn't giving users the best experience on desktop devices. So I'll be first going out and checking how my website is performing. If everything is well, I will be focusing on how I can level up the users for desktop devices as well. Again, it would have some creative ideas around it. Say if it has a conversion, I will be offering them that or telling the user that using Nextiva for the conversion will give you a more seamless experience. Again, it's a hypothetical situation. I have to see the website's data to give the right suggestion, but it's again a hypothetical situation. And I guess that's how I plan to manage the visibility.

So the first and foremost step would be to fix the issue, which has gotten to that place. First of all, I will fix the issue. Secondly, I'll submit to Google that I have fixed the issue, and I will be looking for rectification so that I am not getting impacted anymore about the penalty. And my last step would be, or another important step, would be to be more careful about what's going on the website and whether or not it could again lead us to another penalty. Of course, it goes without saying that I will be more aware of the updates, the surroundings of these search engines, Google, to make sure that I am always on my toes, and I do not get penalized for anything in the future again. Thank you.

So, a b testing for search snippets. So my experience, I would share my personal experience. As I've been talking about a lot about brand building. Right? This has happened in almost every hospitality hotel property that I have been working on. If we optimize the search snippets in accordance with only with the generic or semi-generic keyword, right, especially on the home page of the website, which is the major performing web page of the website. It won't work. Right? It will have its consequences. The ranking will drop. Right? The competition increases, and it will get us nowhere. However, if it is combined with the brand keyword, giving focus to the brand keyword at the very beginning and then giving importance to the generic or semi-generic keyword, it works wonders. I'm telling you. It's a personal experience. It works really well. Right? And that's how I figured out that blending both brand and generic semi-generic keywords is the key to having the best search snippet for the users to give them an idea of what I mean, if they're looking for a service. This gives the idea of which brand is providing the services to them, right, and how they are providing it. Which answers their question, why, who, and how, not by who and how. So it will really help the user. It will really show Google that we are being reasonable, and it will eventually help us to take the 1st page or the top five ranking of the first page, eventually performing best for us. Thank you.

So there are many tools to assess page loading speed. I'm sorry. Google's tool is there, Google's Lighthouse tool is there, and Google's speed checking tool is there. Coming to fixing this, there are many ways. Large images or to be precise, large media impacts the website speed. Then, JavaScript and CSS files, the larger of these files impacts the website speed a lot. And, yes, I would be looking for these things. Again, two large CSS files make a significant impact on website speed. Uncompressed CSS, I'm sorry. HTML files make an impact on website speed. So I will be looking for these things to be fixed. Right? If there are any issues with that, I will be looking for these things to be fixed at the earliest, at the first step, to make sure we are past fixing the basics. And if it still doesn't improve, I will investigate the specifications of why my speed is still being impacted, and I'll look for the solution accordingly. Thank you.