Mitika Kaushik

Hello. Good evening, everyone. This is Mitika Kaushik from. I have 3 and a half years of experience in SEO and digital marketing. I have done my bachelor's of engineering from Sushankar Chant Institute of Technology, Drive in Belgaum with a 6.9 CGPA in 2019. After that, I started my first job in GlobalSoft Private Limited as a digital media associate. I learned the basics of digital marketing and SEO with the help of GlobalSoft Private Limited. I worked there for around a year, and after that, COVID started. I had health issues. I tested positive and had to leave this job due to health conditions. In between, I learned new skills regarding digital marketing and SEO. After that, I joined Console Group. This is my second organization. I worked as an SEO executive. I handled a team of 7 to 8 people, including interns, content writers, social media executives, and graphic designers. I then switched to 1 and Only Design. It's a US-based company with a head office in Bangalore. It's a remote job. I worked with some international clients based in the USA and some national clients based in India, across different domains like ad tech, real estate, organic food, startups, and health and healthcare sectors. I then switched to Incton Private Limited. This is my current organization. It's an Australian company based in Melbourne, Australia. This is also a remote job. I'm working as an SEO expert there. I've managed 7 to 8 projects individually. I'm working on the on-page technical aspect of all the projects and handling content management and creation. Apart from day-to-day activities, I'm involved in auditing websites and other tasks. There's one more thing. I've recently completed an executive program in brand management at IIT Delhi, with the help of Jara Education. I completed that course in March, and in April, I received my certificate. So, yeah. Thank you.

So talking about prioritizing the SEO task for a new project, first, I have to do the audit of an SEO website or SEO project. 1st, I have to go through the things we need to work upon, the niche, the requirements of a client, and the services and products we are going to provide. So after that, I have to set the KPIs for that particular project and set goals regarding that. So the things that come under a new project for an SEO is finalizing what are the keywords for that particular project. After that, setting up the necessary on-page elements, like title tags, meta tags, page speed, user experience, sitemaps, and robot.txt. And after that, we'll move to the second SEO part, which is called technical SEO. We'll find out if the Google Search Console and Google Analytics are set up properly or not. We'll find out if there are any technical issues we're facing in the new project. We'll fully optimize structured data and follow the core web vitals to make the new project properly functioning. And after that, we'll move to the link building procedure. We'll create quality and relevant backlinks that will give us quality backlinks. And after that, we'll focus on the content of the website. Whatever content is required, we'll majorly focus on making content that's relevant to our audience, whatever query they're searching, to make content better to understand by our visitors and customers. So it will give us quality traffic to grow our new SEO project. Yeah. Thank you.

So my approach to analyze backlinks is that in which platform we are, that backlink is going, that backlinks are from. So I have to check the domain authority and page authority of that particular platform or website from where we are getting our backlinks to our website. If the platform or website has low domain authority and page authority, and a high spam score, it will be harmful for us. It will redirect harmful links to our website. And after that, I also search the background of the website and the type of service they are providing. If they are not appropriate for the service we are providing, I'm not going to create any kind of backlinks on that platform. This is my approach to analyze any backlink and identify potential harmful links through the Google Search Console. With the help of Google Search Console and other SEO tools, we'll analyze the types of links we have, whether they are harmful for us or not. So if we can find out any harmful links, we'll remove them. And if there's a chance, we can get to that platform and retrieve that.

So with the screaming frog, there are multiple common issues we can identify. We can check technical issues like whether there are any 404 errors. If the links are crawled or not indexed, if the image has all the attributes, if we are missing title tags, meta description, what are the lengths of title tags, if we are exceeding the length, if we are below the length, what type of content we have, what are the areas where we are missing anything. So there are multiple things we can identify through Screaming Frog. They'll give a thorough in-depth data to identify and work on. So their type of number of links we have, number of crawl links, what are the links that are harmful for our website. If we work on that, it will also show how it works and how we resolve the issues. So all these things, we can work on with the help of Screaming Frog. Yeah. Thank you.

So the site structure in terms of SEO and the site architecture are very important aspects of SEO. If you're talking about the site architecture, the hierarchy of a site is going to be very easy to understand by our visitors and our customers. If it's complex and not easy to understand, definitely visitors coming to our website will easily bounce back, and it will increase our bounce rate. So if the visitors easily navigate through our website, it will increase the time spent in our website, and it will also impact the trustworthiness of that particular customer or visitor to us. And if you're talking about the URL structure of any website, if we have to make it easy to understand, we have to add breadcrumbs to our website. Because if any user comes to our site and says the website domain name, if there's a blog, and if there's any kind of blog title name and things, it will be easy to understand by them. So they will go back and find anything appropriate if they want. So site architecture and URL structure is very important, and it impacts SEO. Thank you.

So the impact of page speed on SEO is very essential and crucial. And, yeah, I have to optimize it with the help of page space inside. That's a Google tool called PageSpeed Insights. We simply have to add the URL of the website, and it will show us the speed on desktop and on mobile device. So with the help of PageSpeed Insights, we'll get the thorough and in-depth details of the particular website page speed. And if the page speed is not good, if the page takes a lot more time to load and show, it will increase the bounce rate. The visitors or customers go back, and it will create a bad impact on our customers and visitors. So page speed plays an important role in SEO, and it will impact any SEO of any website. So we have to optimize it with the help of PageSpeed Insights. We'll go through core web vitals and check whatever things are taking time. So we'll work upon it and solve it to get our page speed better. We have to reduce unnecessary CSS and JavaScript files. We have to not add unnecessary redirects. Because of multiple redirects, the page speed also gets impacted. There are other multiple things also. So we'll work upon it with the help of Core Web Vitals and increase the page speed to get our SEO better. Yeah. Thank you.

Keyword research is an important part of SEO. Keyword research for a new client in a niche market starts with identifying the niche of the client. What are the services or products that particular client will provide with the help of their website? These are my main aim and goal whenever I start keyword research. So, definitely, I'll figure out the services and products. And apart from that, I'll definitely do a competitor analysis to check what our competitors are using. This will be very helpful for us to understand the types of keywords our competitors are using in their website and in their content. So, with the help of that, we'll finalize the keyword. What's the volume of that keyword? If we're getting much traffic, is that particular keyword having volume or not, or what's the keyword difficulty? What's the intent of the keyword? All these things are important while doing the keyword research. And apart from that, we'll definitely differentiate between the keyword and long tail keywords. The normal keywords which are focused on our niche market, we'll definitely use them in our website. And if you're talking about the long tail keywords, we can focus on articles and other web content also. So, with a mix of that, we'll do the keyword research. We'll find the keyword density, keyword volume, search intent, and keyword difficulty also. So, all these things I'll keep in mind while doing the keyword research for a new client in a niche market.

So a scenario where you have to adapt a strategy due to an algorithm update is to take care of the quality of the content. For example, there's a website that sells synthetic and artificial grass in New York. With the new algorithm update, I found a huge drop in traffic and ranking. And I also saw a drop in the ranking and traffic. So I have to figure out the quality of the content we're providing on the website and what we're lacking. So I'll adapt and change my SEO strategy according to that. I'll figure out where the content gap is, where we're lacking in our content, if our content is thin, and if it's not relevant to the particular customer. So all these things I'll keep in mind and add a new SEO strategy to fulfill that gap, which I faced due to the Google algorithm update. Yeah. Thank you.

So a sudden drop in organic traffic, I have to diagnose with the use of multiple SEO tools. So I'll start with Ahrefs. So with the help of Ahrefs, I'll diagnose, I'll check from which date I've faced that sudden drop and what issues we're facing. They'll show us the data from that date. We'll particularly find the drop in our ranking. So I'll check what things are not working on that date, and I'll do a keyword research on that particular keyword we're facing a drop and what things we've added to our website in the past week. So I'll figure that out. And after that, I'll plan the next steps to get that organic traffic back. And if you're talking about Ahrefs will give a thorough and deep, comprehensive result. So with the help of particular keywords and a list of keywords with the help of Ahrefs, I'll find out what things we're lacking. So, I'll figure out the drop. I'll figure out the intent of the keyword is not working or not. I'll find out what areas we'll cover with the help of that. So all these multiple things, I'll diagnose due to further drop in organic traffic. Yeah.

We'll take ideas and topics from our competitors and from AI tools to avoid duplicate content issues. However, we won't have to copy that content because it will not be useful for us. If the content is already available in Google, it will not help our website rank on that particular topic. To avoid duplicate content issues, it was a big mistake to copy content without checking. To prevent this, I'll use paid tools to check for plagiarism and determine if the content was created with AI or not. I'll also ensure the content has a smooth flow and is easy to understand for our visitors. For example, if we're writing a blog about the cake-making process, I'll break down each step into easy-to-understand sections. The content should have a smooth flow and be easily understandable to our visitors. To create trust and avoid duplicate content issues, we'll break out our content into small paragraphs and bullet points. We'll also add proper images with alt text to make the content more engaging. Having rich, relevant content that fulfills our visitors' search queries is a plus point. If we provide quality content that's relevant to our visitors' search queries, we'll be able to deal with the duplicate content issue effectively.

So if we have a local SEO strategy, it's very crucial for a store business. And if we don't have a store business, local SEO and Google Business Profile can help get quality traffic. Because if we have a Google Business Profile, we have to optimize each and every detail and fulfill everything essential in Google Business Profile. For example, name, address, phone number, email, website, proper testimonials, and reviews from our customers. We have to use local keywords to attract traffic. We have to optimize our Google business profile with the help of real-time images and videos to get proper attention from the website, and positive feedbacks and reviews will also help. We have to add our services, timings, and q and a's, whatever are necessary. And we can also update recent offers or services in our Google Business profile. And apart from that, local SEO also involves directory submissions and creating accounts in local platforms to get the attention of local customers and visitors. If we're talking about the Indian level, if we have a flower shop or any kind of shop, we'll definitely add it to Yelp and Google Business Profile, and there are similar platforms out there. So we have to add our websites and business on those platforms. We'll definitely get attention from local visitors who are searching for "near me" and with the help of location tags and location keywords, it will be helpful for us.