When it comes to SEO (Search Engine Optimization), there is no “set it and forget it” strategy as it is critical to stay up to date and remain in touch with the latest search engine algorithms which are regularly optimized to make searching more convenient that can make it easier for visitors to discover your website.

What are Meta Tags?

Meta tags are snippets of texts that describe the content within the page. However, they do not appear on the page itself but are written in the page’s source code in HTML, usually at the “head” of the page, and so are only visible to search engines (and people who know where to look).
Actually, meta stands for metadata, which is the kind of data these tags provide – data about the nature of the content on your page.
Now if you want to find out whether a given page is using meta tags, the easiest way is to right-click anywhere on the webpage and select “view page source”.

Once you do this a new tab or a pop-up window will open in the browser, and the part on the top or “head” of the page, is where the meta tags would be.

Here is an illustration of how the meta tag will look in HTML:

There are many types of meta tags that are used to describe the content of a website to the search engines. However, the most important ones tend to be the “title” and the “description” tabs. As these two tabs are displayed on the SERP (Search Engine Result Pages) after you run a search query.

For a layman to understand, any webpage’s meta title and meta description act as a digital billboard providing the visitor a quick overview of that page. 

Hence “title” and “description” meta tags are the most crucial tags when it comes to ranking your page on the search results as they can make or break an opportunity for finding a new visitor or a potential business prospect from your website. 

That being said here is the list of meta tags from the best SEO company in Kolkata that are the most important ones to pay attention to and how you can create them correctly, as you begin optimizing your website for SEO.

1. Title Tag

Title tags are the most important meta tags that can have a direct impact on your webpage’s search ranking.

Therefore, having a well-written title tag can not only help to magically rank your website quickly, but it will also help in increasing clicks.

Best Practices to follow for creating title tags:

• The maximum length of the tag should be between 50-60 characters.

• Include the meta keyword(s) that you are trying to rank for the webpage and place them at the beginning of the HTML source code. 

• Avoid stuffing multiple keywords (more than two) as it can have a negative impact on the SEO for that page.

2. Meta Description

A meta description is a string of texts that help to summarize the content of a web page and it appears just below the title tag. 

Even though meta descriptions do not help to improve your website’s ranking but it plays an important role in boosting the page’s Click Through Rate (CTR) in Google’s SERP. 

Best Practices to follow for creating meta descriptions:

• Even though there is no limit on the length of the meta descriptions. However, since Google only shows the first 160 characters in its SERP. Hence it is recommended to keep the length within 50-160 characters.

• The meta description should target the keyword(s) in a natural and human way

• Avoid duplicates as each description must be unique and original

• You can add a Call to Action (CTA) in the copy such as “Buy”, “Learn More”, Shop, etc.

4. Image Tag

As none of the search engines can view any images, hence it is suggested to create image tags (aka “alt text”) to illustrate the content and meaning of an image.

Image tags are especially important for ADA-compliant websites. 

Adding more content around the images also makes it easier for the search engines to provide the users with the best images on a search.

Best Practices to follow for creating image tags:

• You can use keywords when describing the images. Although not including keywords does not have a huge impact on the search engines.

• Optimize your most important images.

• When uploading images to your CMs, name them appropriately and avoid using images that read “DSC-HX9901895” or similar forms and so tell nothing about the images.

5. Header Tag

Heading tags or header tags rank in order from H1 to H6 and help to divide the page into easily digestible sections for ease of reading. Additionally, header tags aid the search engines to understand and crawl through the website and create a better experience for the crawler bots.  

Best Practices to follow for creating header tags:

• Avoid naming your headers by Chapter 1, Chapter 2, Chapter 3, etc…

• Include relevant keywords and headings relevant to the body text.

• Make sure all of your H1s are unique.

• Be interesting and consistent with your other pages.

Conclusion

Meta tags are one piece of the SEO puzzle and a great first step to enhancing your search rankings. Make sure to include target keywords in meta titles and descriptions to help boost your SEO efforts.

If you want to rank your website higher in the SERP, and need help, contact us, and our experienced SEO professionals from the best digital marketing agency in Kolkata will be right there for your assistance. 

SEO or Search Engine Optimization is the practice of boosting the quantity and quality of traffic that lands on your website.
Nevertheless, do you know without “crawl and index” it is not possible to do so?

In other words, SEO is the process of optimizing the web pages to “organically” achieve higher search rankings by using mechanisms that can systematically browse the World Wide Web for crawling and indexing millions of webpages and websites.

Now if you have never wondered what makes a search engine go around, let us have a close look at the primary function of crawling and indexing that helps in delivering optimal search results.

What Is Web Crawling

 

To explain it simply, crawling is the process that is performed by search engines where it uses web crawlers to find any new website, page link, landing page, or any alterations to current data, broken links, and many more. These web crawlers are also known as “bots” or just “spiders”.
Technically when the spiders visit any website, they follow the internal links through which they can land on other pages of the website.
Hence creating a sitemap (that contains a vital list of URLs) is one of the main reasons which help make it easier for the Google bots to crawl the website.

In other words, whenever the spider crawls the web pages or the website, it goes through the DOM (Document Object Model) that represents the logical tree structure of the website.

Technically speaking, DOM is the rendered JavaScript and HTML code of the pages in the website. Now as it is nearly impossible for the web engines to crawl the entire website at once, hence the bots crawl on the important parts of the website which are significant for measuring individual statistics that can help in raking the websites.

How To Optimize Website For Google Crawler

At times we come across specific instances wherein you might find that the Google crawler is not crawling various crucial pages of the website.
In these scenarios, it becomes necessary to tell the search engine how to crawl that specific website.

To do this create and place “robots.txt” files and place them in the root directory of the domain.

Robots.txt are files that help the crawlers to crawl the website in a systematic manner. This implies that the robots.txt file helps the crawler bot to understand which pages are needed to be crawled.

This also helps in maintaining the Crawl Budget of the website.

Key Elements That Affect The Crawl

A spider does not crawl the content if it is placed behind the login form in a webpage, or if any page needs the user to log in, as such pages are considered secured pages by the bot.

The bot does not crawl the search box info present on the website. Especially for e-commerce websites. Although most people think that when a user enters the product of their liking in the search box, they get crawled by the bot.

There is no guarantee that the bot will crawl media forms like audio, videos, and images. Hence it is advised to add the text of those embedded elements (as image names) in HTML.

Manifestations of webpages for any particular visitor where the pages are shown to the spider different from the users are blocked to the search engine bots.

Many a time the search engine crawlers detect a link to enter your web pages from other websites. However, in such a case the bot also requires the link on your website to navigate various other external landing pages.

Now, pages that do not have internal links assigned to them are known as “Orphan Pages”, and so they remain next to invisible to the spiders while crawling the website.

Crawlers of all search engines get frustrated and leave the pages when they stumble upon “crawl errors” on the website. For instance, errors like 404, 500, etc. Hence it is advised to either temporarily redirect the faulty webpages by performing 302 (redirect) or 301 (permanent redirect) to place a bridge for search engine bots and allow them to crawl appropriately.

Here is a list of names of a few of the most talked-about “Web Crawlers” which include:

• Google Bot
• Bing Bot
• Slurp Bot
• Baidu Spider
• Yandex Bot

What Is Web Indexing

 

Now that we know what is Crawling, let us understand the meaning of Indexing a website.
Simply speaking as the word reveals, “index” is the compilation of all the info of the pages crawled by the search engines.

Hence indexing is the process of archiving the gathered information in the search index database, whereby the indexed data is compared with the previously stored data with complex SEO metrics and algorithms with similar pages, which helps in the process of ranking a website.

How Can You Perceive What the Search Engine Has Indexed?

Let us take into account the most popular of all search engines on this planet – Google.

Just type “site: your domain” in Google’s search box to check how many pages are indexed in the Google SERP.

Performing this search will show all the pages the search engine has indexed which include pages, posts, images, Instagram, and more.

Now, the best means to make URLs indexed is to submit the website’s site map in the Google Search Console, where all the vital pages are listed on the map.

Website indexing plays a major role while displaying all the vital pages on the SERP.

This means that suppose any content is not visible to the Google bot, the page will not be indexable.

In reality, the Google bot visualizes the web pages in a completely different way. It sees them in different formats like CSS, HTML, and JavaScript and so the components which are not accessible do not get indexed by the search engine.

How Does the Search Engine Decide What to Index?

When any user types a query, the search engine attempts to find the most pertinent answer from its already crawled pages in its database.
For instance, Google indexes the content on the web pages according to its defined algorithms, which are updated and modified at a regular interval.
Now, any search engine usually indexes the fresh and new content on the websites, which search engines like Google believes will improve the user experience.

Therefore, the better and more unique the content, the higher ranking Google renders for the webpage as it proves better for SEO.

Tips- Takeaway

As one of the best SEO company in Kolkata, we suggest you can even try using a web crawler app to get a better idea of how a search engine crawls your website.

There are several web crawlers available in the marketplace.
For instance, Screaming Frog is one of the most easy-to-use applications, that has a great interface and allows crawling up to 500 pages for free.

Apart from it, you can also use Sitebulb or Xenu’s Link Sleuth which are also excellent tools and can quickly crawl robust websites and check their status codes or find which pages link to which other pages on the website.

Our dynamic team at SB Infowaves is growing every day with their skills in digital marketing for delivering high-octane solutions to all our clients under a single umbrella at affordable prices.

If you have liked the article, leave your comment below.

Generate Leads: It is believed that any type of marketing (that even includes online marketing) takes on an average of eight touches to turn a prospective or hot lead into a paying customer.

Hence, as increasing website traffic is on every business owner’s to-do list and SEO is usually the focus, Search Engine Optimization is important to boost traffic by hiring the best lead generation services in town (though it is not the only way to generate quality leads).

Therefore, to kickstart your SEO lead generation strategy, as one of the best ad agency in Kolkata, here are four basic tips you can remember to increase your website’s organic traffic and find more conversions.

#1. Spy On Your Competition’s Website   

 

Why reinvent the wheel – if it is already done?

This is because you can learn a lot about your industry from your competitors.

The right SEO competitor analysis tools can easily spy on the competition to find what is working and what is not. For instance, what is their ranking, or what do you need to outrank them?

You can compare traffic statistics from multiple competitors, which might include how many unique visitors they generate in a month.

#2.Promote Google Reviews

 

One of the other leading lead generation services, that can allow your business to find more visibility and help establish a solid online presence and reputation is “reviews”.

According to statistics on average consumers in general read 10 reviews before they feel that they can trust a business. Additionally, only 53 percent of consumers will consider using a business that has less than a four-star review.

Hence reviews are an essential part of the “awareness stage” of your ideal prospects. Promoting your reviews boosts visitors’ trust and confidence in the brand.

Therefore, for your best interest get more Google reviews and thereby find more sales conversions for your products and services.

#3. Develop Outreach Partnerships

 

Backlinking or more commonly said as “link building” is a crucial part of SEO marketing skills. Backlinking involves getting other reputable websites with high domain authority to link back to your website.

Doing this not only aids in driving more traffic but also boosts the authority and ranking of the linked website.

For instance, getting a link from Neil Patel’s blog or any other high DA website like Deloitte, Forbes, etc., will have a great impact on your website’s ranking when compared to another newly built website.

However, this must be remembered that not all links are equal, so one must do proper research before linking their websites with other sites.

Example:

• https://medium.com/@sbinfowaves.com/the-importance-of-customer-management-in-an-ever-changing-marketplace-d4128cb51c9d

#4. Try Lead Ads From Facebook

 

As we are also master in providing PPC services in Kolkata, brands that are using Facebook ads can link their Facebook posts to a landing page on their website where they can try to collect the lead’s contact info.

You can also use Facebook Lead Ads and get the lead’s information directly from the ad itself by way of a pre-filled form that pops up with all the details of the user.

It is really an easy process, as once the user verifies their information you can get all the user details sent to you for follow-up.

Conclusion

The online world is evolving swiftly.

New competitors are emerging by the day and old foes are rising up their ranks from the dark depths of page 10 on the Google SERP (search results page). So, if you are not using SEO to leverage your lead generation, you are definitely going to fall behind.

Do not end up on page 10 of Google.

Let us talk about how we can help your business use SEO to get more qualified traffic and leads.

AI or Artificial Intelligence in 2022 is already transforming the face of sales and digital marketing as we know it. This is because, AI can not only speed up and optimize several aspects in marketing, but it can even help boost customer experience and thereby improve conversions.

Hence as one of the best performance marketing agency in India, we are sure that if you are involved in any sort of enterprise marketing, there is a fair chance that you are already using certain types of AI-powered solutions in your Martech stack.

Yet there are several marketers who do not understand the advantages of ML (Machine Learning) and AI over outmoded “non-intelligent” marketing software.

Therefore, if you are not on the bandwagon yet or just thinking of dipping your toes in the water here are certain ways AI as a bleeding-edge technological advancement is helping digital marketers nowadays as illustrated in this article below:

Enhanced Personalization and Recommendations

In the present times, the way consumers across the globe are interacting or responding to marketing messages are changing at a fast pace, since marketing methods like direct mail and media marketing are no longer prevalent or are effective as they once were in the past.

One reason behind this shifting concept is that today’s consumers expect their preferred brands to send them tailored messages in line with their demography, location, or interests.

In a report published by Accenture, it has been found that more than 40 percent of consumers switch brands due to a dearth of trust and poor personalized marketing, and more than 43 percent of consumers are likely to make purchases from organizations that help personalize their customer experience.

Additionally, data from Experian (an Anglo–Irish multinational consumer credit reporting company) shows that emails that have personalized subject lines are 26 percent more likely to be opened pitted against those that are not.

AI is a technology that can predict customer behaviors based on intelligent learning from their previous interactions with a brand, which implies that AI-based software solutions when they are used by marketers can send marketing communications that are more likely to convert that can lead to a sale (at the best possible time) and drive conversions.

For an instance, most of us are already familiar with the tailored recommendations that are offered by sites like Netflix, YouTube, and Amazon, which can be startlingly accurate, particularly for users who have had had an account for several years.

Perse, Amazon uses an intelligent open-source AI framework called DSSTNE (Deep Scalable Sparse Tensor Network Engine), pronounced “Destiny” to improve the deep learning capability of the website.

Hence for offering a hyper-personalized customer experience, in the present times, AI is the only answer for analyzing customer data, using machine learning algorithms that can enable digital marketers to produce optimally personalized content and thereby boost sales and increase conversion in their marketplace.

Dynamic Pricing

We all know that providing discounts while sales are low, is a surefire way to accelerate sales, since there are many customers who will buy with a smaller discount contrary to if there is no discount at all.

This is over here where AI can come into play and can be used to set the price of any product or service dynamically depending on the customer’s profile, availability, demand, season, popularity, and other factors to maximize both sales and profits of a company.

For instance, if you have ever searched for flight tickets and then gone back to buy them a couple of days later only to find it has gone up or down a few hundred dollars, this can be also a good example of dynamic pricing at work.

Customer Service Chatbots

To deal with customer queries and provide 24/7 instant replies several organizations are using intelligent chatbots nowadays that can help reduce the workload of their service agents while providing faster responses to their customers.

Since WhatsApp, Facebook Messenger, Telegram, Share Chat, and other similar messaging apps have become a convenient and popular way for customers to contact brands and businesses, ensuring that accounts are constantly staffed with customer service agents can be extremely expensive, especially for SMBs and startups.

Natural Language Processing (NLP) algorithms, which is a subset of AI have become incredibly advanced in recent years, making it possible for machines to replace human agents in sales and customer roles.

With virtual assistants like Google Assistant, Siri, Cortana, and Alexa, we are getting more comfortable with chatbots, and in some cases even selecting them over real people.

Interesting, machines never have a bad day and so unlike humans, they can be relied on to be always engaging, polite, and likable.

Search Engine Optimization

Search algorithms are always improving in every aspect from search engines like Google used by billions of users every day to a small database of product searches on e-commerce websites.

Integrating AI into search strings can not only pick up misspellings and suggest alternatives but can also be influenced to predict in accordance with the user’s past behaviors. This means integrated AI searches can become increasingly sophisticated at working out the searcher’s “intent”.

Additionally, special results such as “Google My Business” and shopping results are also providing the next best user experience for searchers, and voice search is becoming more commonplace as the number of AI-powered devices and assistants is continuing to grow in the digital marketing arena.

Hence in the present-day digital marketers can also use AI nowadays to optimize their content for voice search, which can help to improve site traffic and SEO skills as we move increasingly into a voice-operated digital world.

PPC Ad Optimization

Since long, A/B testing is the traditional approach that was used to optimize display ads and marketing messages. However, it is a painstaking process with an infinite number of variables to try out, which in general takes up a lot of time and resources.

Using AI algorithms digital marketers now can automatically and incessantly optimize their ads depending on interactions and conversions made in the past by the customers.

Takeaway- If You Are Not Using AI Yet, You Are Already Falling Behind

While for many marketers advanced AI can seem to be intimidating, nevertheless ignoring the possibilities and benefits of AI in digital marketing means that your brand is sure to fall behind its competitors in a world that is increasingly relying on technology for sustaining business growth.

Therefore, if you have not yet explored the world of AI-powered Martech (when in reality yesterday was the time to do so), we are the SEO expert in Kolkata you can outsource for your business and help make your dreams come true easily.

KPIs are the most essential facts and figures that are measurable and so pretty hard to ignore in the first place when you want to know the performance of your website.

How would you know if your website is performance-driven as you ask your SEO expert in Kolkata while tracking the performance of your website?

Now KPIs are essential for any business organization regardless of its size since it provides context to goals and place accountability on the team to achieve these goals.

So, without further ado, since every business in the present times must use digital marketing to expand their reach, let us get started with the important KPIs for three different businesses:

Essential SEO KPIs for Small Businesses

If you are not sure how to measure the performance of your small businesses’ website, here are three critical KPIs to provide you with a true and clear picture of your digital marketing campaigns:

Cost Per Acquistion (CPA)

You have hired the best digital marketing agency in Kolkata, but have you asked them what is the cost of earning a new customer?

Now, this is an extremely important question, as CPA is an important SEO metric that can help any business to understand the actual cost of acquiring a new customer which can be acquired through each lead and click, rather than looking at the conversions and total customers.

CPA is a metric that you can extend to benchmark whether an email initiative, Facebook campaign, or a whitepaper uploaded was worth its time and investment.

Understanding CPA can not only help businesses to better plan their marketing efforts but also avoid wasteful expenditures or leave money on the table.

CPA is calculated by dividing the total cost of conversions by the total number of conversions.

Customer Lifetime Value (CLTV)

Another picture of your cost-benefiting equation that SEO can provide is your brand’s Customer Lifetime Value, which may indicate what your company can expect from an average customer in terms of revenue.

Using CLTV you can easily find the exact revenue that each customer might bring to your business.

In a broader sense, CLTV is a metric that can help understand the ROI of your marketing efforts and how effective your organization is at retaining customers.

Knowing CLTV helps businesses to better allocate their resources for finding sustainable growth.
CLTV is calculated by finding the average purchase value and thereafter multiplying that number by the average number of purchases to determine customer value.

Time for Return on Investment (ROI)

When we do digital marketing, all of us want to see results quickly. Hence, the third essential KPI is measuring the time it takes for your business to see positive results after you have invested in hiring the best SEO company in Kolkata.

Now it must be understood that if you plan to go for inbound marketing, you might not witness immediate results, so remember successful digital marketing strategies take time.

However, if you are tempted to see more immediate results you can invest in PPC campaigns for your business.

Essential SEO KPIs for Medium-sized Businesses

Apart from the above-stated KPIs if you are an owner of a medium-sized business here are some more KPIs that you must monitor for optimal evaluation of your SEO endeavors to find an effective picture of your digital marketing campaigns.

Click-Through Rate(CTR)

The CTR of your business website represents the relevance and creative nature of your content. It is a metric that affects your brand’s customer acquisition rate and so an increase in CTR would automatically lower the rate of CPC.

Any business that wants to increase its online ROI must know its CTR since it provides a clear idea of what to show in the first place. For example, a catchy subject line for your email campaigns or banner ads and affiliated deals can bring a massive improvement in your CTR.

Distribution of Page Depth

Have you ever inquired about the distribution of page depth of your website from your SEO expert in Kolkata?
This metric is important since the distribution of page depth represents the percentage of visitors who browse more than just the home page of your website.

Viewing this metric in detail can provide a lens for finding the way your content is consumed and help categorize visits into flirts, browsers, abandoners, and loyalists.

Additionally, if you are running a content-only website, visiting more pages signifies more impressions that can influence conversion and sales.

Essential SEO KPIs for E-Commerce Websites

Finally, there can be a plethora of KPIs for e-commerce websites. However, tracking the right ones absolutely depends on the specific need of your business. Therefore, check out these website performance metrics which are the basic things that you need to consider for measuring the performance of all e-commerce business websites.

Conversion Rate

It is a common truth that knowing your buyer persona would help you improve the performance of your brand and lure more visitors into the sales funnel.

Hence a high conversion rate is imperative that you are convincing your audience at large.

Nevertheless, here are a few questions we would advise you to ask yourself while increasing your conversion rate:

What are the easy ways to quicker conversion?

What is the average conversion rate in my industry?

Are pricey products the reason for my low conversion rate?

How happy are my customers buying from the website?

After you find answers to these questions you can further improve the path of purchase and thereby further boost the conversion rate.

Cart Abandonment Rate

This refers to the percentage of your online shoppers who added items to their shopping carts but never actually purchased.

Now even though this has nothing much to do with your e-commerce website’s SEO, nevertheless as shoppers tend to abandon their cart due to excessive cost of shipping, cost of the product, or even user errors in the website or complicated checkout requirements processes. So if you measure this metric and resolve these issues it might work on reducing customer churn in the long run.

Bounce Rate

Bounce rate indicates the percentage of visitors who leave your e-commerce website after arriving from a referral source.

A high bounce rate may indicate the presence of irrelevant content on your website or the use of unrelated keywords. Therefore, consider using longtail keywords in your SEO strategy to reduce the bounce.

Cost Per Conversion(CPC)

CPC is the amount that a business pays to convert visitors to a buyer. Measuring this metric helps to better understand what to pay for your online ads, price your products, and how to market your commodities and services online.

For example, if you run a PPC ad that pays 10 cents per click, and on average your business needs 20 clicks before conversion. Your CPC averages $2.00. This implies your business only earns a profit if the purchase is beyond $ 2.00.

Hence CPC is an important metric that you need to consider to make real profits once you set up an ad campaign and want to make a profit out of it for your business.

Take away

Even though it is difficult to track the performance of any website, nevertheless checking and measuring these above-stated KPIs might help to monitor your website’s performance effectively and thereby optimize your website and set up realistic business goals.

Hope you found this article helpful. For more updates, you can contact us to avail the most experienced SEO expert in Kolkata.