KUNAL LAL

Okay. Alright. So hi. My name is, uh, Kunal. I'm a BCom graduate, uh, from Delhi University. I have a total more than 8 years of working experience, uh, out of which more than, um, almost 7 years. Uh, sorry. Completing 7 years of experience in digital marketing. SEO to being precise. Uh, I have been working in different business niches. And, uh, I have worked in product, I have worked in e commerce, and I have, uh, working worked in the, uh, service based businesses. Currently working in the hospitality industry. Uh, it's been more than 5 years I have been into the industry. And, uh, Yeah. That's that's, uh, pretty much about me. Thank you.

All right, so international SEO, when we are targeting multiple languages and regions, so I will talk about some sorry, I'll talk with the perspective of technique, the perspective of technical SEO, it would have sitemaps created in multiple languages, primarily in the languages that the website is targeting. And with multiple regions, the website must have website content or website must be designed or optimized with the current regions or sorry, targeted regions, native language in mind and it should have those languages, I'm sorry, website should be designed in accordance with those languages for those users to from that region to connect easily. And yes, when targeting multiple regions, we should, I'm sorry, the SEO guy should also be focused on doing the local SEO, right, depending on the business. If I talk about the hotels, hospitality industry, a SEO guy has to make sure that he or she is focusing on the local listing, local SEO, so that, you know, business can target the local audience there as well. And what else? The content? Yes, the content, multiple regions have multiple events or something happening is going on every single day or probably every other week, every other month. So the businesses have to keep in mind that we are targeting in accordance with that, we are putting out content for the users, giving information probably for an event or probably for an update that should help the targeted users. So yes, website should be updated, should be updated and should keep the targeted users updated about the happenings around their regions. So thank you.

Alright. So, um, so this word conversion has different meaning. Uh, conversion could be, uh, the, uh, the traffic that website is getting. Conversion could be the clicks conversion, could be the revenue conversion, could be the transactions. Right? Um, but, uh, if not, I mean, uh, not to go into specifications, uh, I would say in I will talk in general, uh, SEO success of an SEO campaign, uh, conversion metrics, uh, would be having more visibility, right, among the target audience. Uh, ranking, that's the, uh, again, the basic parameter, the basic KPI of, uh, SEO. Again, uh, clicks clicks and impressions that includes in the traffic. Revenue. Revenue, I think, is is, again, uh, one of the major, uh, conversion metrics because, uh, traffic and ranking is good, uh, but, uh, it's all better, uh, if you are making business or making money out of it. That's what I think. Uh, so, yes, traffic and ranking are important, but revenue for me is equally important. So, yes, I would mention these these 3 or I would pick these these 3 as conversion metric and and SEO campaign. Thank you.

Yeah, sure, sure. So SEO can be integrate with the paid media as well. Google PPC, paid social, organic social media. So we talk about paid social, I'm sorry, PPC, Google AdWords, we can, we can target or we can design our search snippets in accordance to align with the PPC, I'm sorry, Google AdWords, paid media, probably the keywords, probably the results, the targeted keywords that we are getting in Google Webmaster from our organic efforts, right, can be used for the targeted keywords that could be used for running a paid campaign on our website, right, for, I'm sorry, for our website. So this is one of the 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, again, check what regions are performing best and we can 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 businesses, and then we can use those age demographics or location demographics, again, for our paid social campaigns as well. So Facebook, Instagram. So these are the things on the top of my head, which can be used for, I'm sorry, integrated with for other marketing strategies. Again, there are more ways, right, these are just on top of my head right now. But yes, I am sure that there are more ways than one or than two that SEO can be integrated with paid media. I think SEO builds legacy for the website, for the business, right. And if the legacy is being made properly, it can be used not just with the 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 my 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. Uh, what sort of a business the client has. Uh, basically, it depends on the client. If the client has a service based business, right, uh, then I would be again, as I mentioned in the beginning, I would be focusing on, uh, more on the local, uh, local, uh, SEO. Right? Uh, so that I I am not missing out on the local audience, right, of that particular region. If it's a product base, I would make sure that, uh, uh, the the the product product I'm sorry. The product pages optimize in a way that it targets, uh, the, um, audience or the targeted, uh, targeted audience more efficiently with the, uh, uh, relevant content with the relevant, uh, again, context I'm sorry, textual content, uh, visual content. It should be it should be as relevant with the audience as it could be because that would drive more conversion to the website. Right? Uh, then I would be focusing on, uh, again, the off page. Right? Not I mean, it's not missed out, but, uh, people do not consider it as an important part. But, uh, on the other hand, I I think that it's as important as the on page or the technical SEOs. Right? And, um, yeah, these are the things that are on top of my head can, uh, be, uh, prioritized, uh, I'm sorry, prioritize SEO tasks, right, uh, for our new campaign because, uh, building a brand, uh, get building a brand value, uh, is is way more important. Right? Once, uh, we build the brand value, we, uh, can get audiences trust and, uh, hence, we can expect more results on our SEO campaigns. Thank you.

Oh, yep. Sure. So, uh, for a wellness based brand, my keyword research would be, um, on and and for for I mean, for the beginning, uh, I would focus on, uh, uh, generic keywords, semi generic keywords. Right? Uh, I will focus on the blend, uh, because, uh, generic altogether on only the I'm sorry. Targeting all altogether only the generic keywords, uh, would be, uh, pretty difficult for me since it's a new brand. Right? Uh, so I'll I'll take a blend, and I will surely focus on the brand based keywords as well. Uh, this, uh, will again, uh, as mentioned, will help in, uh, building the authenticity of the business, authenticity of the brand, and, uh, more more trust for the user. Right? Um, uh, generic, um, yeah, generic, semi generic, and, uh, the brand keywords. These are the things, uh, of course, uh, that goes without saying that I will be using brand I'm sorry, long tail keywords. Right? Uh, it has, uh, less search volume, but, yes, it has, again, the potential. I have the potential to, uh, rank quickly compared to other keywords. So this this could be my strategy. Thank you.

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

Sure. So, yes, I have encountered with the with this situation where we have mobile users more mobile users than desktop users. And, um, uh, again, desktop desktop conversions are more than mobile conversion. So uh, for for that to manage, we, uh, we rolled out mobile only offers. Right? Uh, people can avail or avail an offer for the booking only until and unless they book from there, mobile, not desktop. Right? So that that helped us a lot uh, in in, uh, leveling the conversion, uh, conversion number for for for both the devices. Right? Uh, if, uh, if you ask me for a wellness based brand, I would be, uh, thinking of, uh, more such, uh, creative ideas about it, uh, per se. If if if I have, um, uh, more more, uh, desktop visibility or probably the more, uh, mobile visibility than desktop. I would be offering, uh, I will be working on my web desktop speed probably. Uh, probably my website isn't giving me, uh, I'm sorry, giving the users the best, uh, experience on the desktop devices. So I'll be, uh, first of all, going out and checking what my how my website is performing. Is it if everything is well, um, I will be focusing on, uh, uh, how I can level up the users, uh, for for the desktop, uh, devices as well. Uh, Again, it would have some creative ideas around it. Um, say if it has a conversion, so I will be offering them that, uh, or or or telling the user that, uh, using Nextiva for the conversion probably, uh, will give you more, uh, seamless experience. Again, it's a hypothetical situation. It's, um, I, uh, I I have to have, uh, see the website's data to give the right, uh, suggestion, but it's it's again a hypothetical situation. And, uh, guess, uh, that's how I plan to, uh, manage, uh, the visibility. Thank you.

Uh, so the the first and foremost, uh, step would be, uh, to fix the issue, uh, which has, uh, gotten on that place. Right? First of all, we will I will be fixing the issue. 2nd of all, I'll will be, uh, submitting, uh, submit submitted to Google, uh, that I have fixed the issue, and I will be, uh, looking for rectification, uh, so that, uh, I I am not getting impacted anymore, uh, about the penalty. Uh, and my last step would be or or not last, but, uh, another important step would be to be more and more careful about, uh, the about what's going on on the website and, uh, whether or not it could again lead us to another penalty. Of course, that goes without saying that I will be more and more aware about the, uh, about the updates, about the surroundings, uh, of of, um, uh, these, uh, search engine, Google, uh, to make sure that I am always on toes, and, uh, I do not get penalized for anything in future ever again. Thank you.

So, a b testing for search snippets. So my experience, I would share my personal experience As I've been I have been talking about a lot about brand building. Right? Uh, this has happened in almost every hospitality I'm sorry, hotel property that I have been working on. If we if you optimize the search snippets in accordance with only with the, um, generic or semi generic keyword, right, especially on the home page of the website, which is the major performing web, uh, web page of the website. It won't work. Right? It it will have it, uh, its consequences. The ranking will drop. Right? The competition increases, and it it will get us nowhere. However, if it is combined with the brand keyword with giving focus to the brand keyword at the very beginning and then giving importance to the generic or semi gen semi generic keyword, It works wonders. I'm telling you. It's a personal experience. It works really well. Right? And, uh, that's that's how I figured out that, uh, blending both brand and generic semi generic keywords is the key to have your to have 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 which, uh, brand is providing the services to them, right, and how are they 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 shows Google that, uh, we are being reasonable, and, uh, uh, it hence, eventually, it will help us to take take to the, uh, 1st page or, uh, uh, top five ranking of the first page, eventually, uh, performing best for us. Thank you.

So there are there are many tools, to to assess the page loading speed. Uh, I'm I'm sorry. Google's tool is there. Google's lighthouse tool is there, then Google's, uh, speed checking tool is there. Coming about, uh, coming on to, uh, fixing this, uh, there are many ways. Uh, large, uh, images or videos I'm sorry, large media to to be precise, uh, impacts the website speed. Then, um, JavaScript and CSS files, uh, large the larger of these files, uh, impacts of the types of website speed a lot. And, uh, yes, I would be, uh, looking for these these things. Again, uh, 2 large, uh, CSS files makes the makes, uh, the impact on website speed. Uncompressed CSS oh, I'm sorry. HTML files makes the impact on website speed. So I will be looking for, uh, these things to be fixed. Right? If there are any issues with that, I will be looking for these things to be fixed, uh, at the earliest at the very first step to make sure that we are way past fixing the basics. And if it still doesn't improve, I will be will be getting into these specifications of, um, I mean, why why, uh, my speed is still being impacted, and I'll look for the solution accordingly. Thank you.