Search Engine Optimization & Marketing

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The necessity of search engine optimization ( SEO ) in today's scenario

With the advent of technology, every sector of business activity has witnessed the various introduction of innovative ideas. Ideally, a situation has been worked out of the survival of the fittest. So this has aggravated business activities in every possible way. Search engine optimization is one such incredible tool that has brought competitive spirit along with the balancing act of credibility and accuracy.

To get noticed in the search engine pads of the Internet is the motive of search engine optimization. The earth engines are

  • Google
  • Bing
  • Yahoo
  • Ask 

These produce the results of our search. The web pages opened on the screen is the result of the keyword search typed by the user. The websites want to get featured in the top pages of the search pads. This is search engine optimization.

Several companies are providing search engine tools for featuring the client company's website on these pads. Townbus Digital Agency - SEO Company in Chennai is a key player in this field. It provides services in the following ways

  • The company is given guidelines about the probable keywords which the users use for their search and hence the website is designed in a similar fashion.
  • The company ensures that the information furnished by the client is factual without any false claims. The fallacies can be detected by the search pads and the website may face permanent deletion from the Internet.

But with the help of digital marketing tools, a perfect search optimized situation can be obtained.

Search Engine Optimization - On-Page SEO:

Website Platform:

But before choosing the platform, make sure your website platform compromise all these requirements:

  • Able to customize Title Tags, Meta Tags for all the pages
  • Responsive to fit any screen, either be a desktop, laptop, or mobile phone.
  • Allow customizing the URL structure
  • Option to optimize the images alt tags
  • Support custom 301 redirects
  • Customizable 404 page
  • Automatically update the sitemap
  • Finally, Search Engine Friendly

Though there is the number of CMS platforms to choose from, I would recommend going with Self Hosted WordPress platform, Since Wordpress is a CMS package, which by default has all the options to start your SEO optimization straight away.

Website Speed:

  • Website speed is one of the important factors Google has started to consider, to provide the best user experience with the search results.
  • According to Google’s official statement, the website with a loading time of 1-2 seconds is considered providing the best user experience and anything over 2 seconds will have a negative impact in terms of ranking.

XML Sitemap Structure:

  • If you are on WordPress, it takes care of building the XML sitemap for your website. XML Sitemap is very important since it is the first entry point for any search engine to communicate with your website.
  • Basically, Search engines begin to crawl using the sitemap and the structure defined. Also to make the sitemap search engine friendly it is always recommended to place your sitemap on your root domain (

URL Configuration:

  • Having a good URL structure is not only important for visitors, but also for search engines to index your website. If you don’t follow a well-formatted URL structure, it might lead to lower your search engine rankings.
  • According to Google, you can have up to 256 characters in your URL, however top SEO analysts suggest, if you keep the characters down to 100, the chances are high it will be ranked on top of search engines.
  • In addition to this, a good URL structure should not have any Spaces, Special characters, etc. You can use the only hyphen to separate the words. So basically a good URL structure will look something like “”
  • It is also the first place where Google gets to know about your content, so it is better to have your keyword in the URL which will help your SEO ranking.

Post Title:

  • The next most important factor for on Page SEO is the title tags. Title Tags are the snippet presented to users when they search on Google or other search engines. Using a good call to action will improve the click-through rate of your website.
  • Next, to URL, Title tags are where you will be using your keyword. Though some of you are aware of the title tags, here is the list of factors, which ensures having a good Title tag:
  • The title should be unique and it is advised to avoid using the same kind of title throughout your website
  • Using Keywords at the start of the title will help your rankings and if space permits you can even add your keywords twice in title tags.
  • Your title should have a minimum of 15 characters (this is the minimum character required for the search engine) and not more than 60 characters.
  • If in case your title is short, you can use your brand name in the end by separating it with a hyphen or a pipe symbol.

Meta Description Tags:

  • Meta Description tags are the description used by search engines to display a short overview of the content.
  • Though Meta description tags, don’t play the major factor in the search engine it is always recommended to use your keywords in these tags which will increase the CTR of the search result.

Usage of Heading Tags:

  • Heading tags has separate rank when it comes to on-page SEO, Heading tags are the one, which is supposed to be the larger text on your website, and should be used for title or subheadings
  • H1 Tags - Search engines determine the title of the article based on H1 tags, and it should be the first thing inside the content. It is always suggested to use your Main Keywords inside the H1 tags, and you should avoid using H1 tags for images or logos. On a side note, you also need to ensure, no more than one H1 tag should be used in a Page.
  • H2 & H3 Tags - Along with H1 tags, you are allowed to use H2 and H3 tags as a subheading for the content. When writing articles, make sure to split into paragraphs with different subheadings, and from my experience, I would suggest using one H-tags for every 200 words inside your content.

Quality Content:

  • Though you made all your on-page optimization right, finally Content is what matters for search engines. As you have heard CONTENT IS KING, this is 100% true when it comes to ranking in search engines, and that too after the rise of Google’s Panda and Hummingbird, Google uses the strict algorithm to analyze the content of any website.

Website Interlinking:

  • Cross-linking of pages inside a website is considered as the best SEO practice. Interlinking pages with relevant keyword Anchor text will help in increasing the search engine rankings.
  • When interlinking, make sure to provide do-follow links so that, it tells Search engines to index the page which you linked internally. Also, it is ideally good to use around 20% of interlinks in a single article.

Social Presence:

  • Social Media presence is considered as one of the tops on-page SEO factors, since the rise of Facebook, Instagram, Twitter, etc. Social Presence helps search engines, in identifying the website's trust and also understands the user’s engagement.
  • If you are on Wordpress, use social sharing plugins to allow users to share content from your website. And also if you have the Brand page on Facebook or communities, link them to your website to gain the credibility of search engines.

User-friendly Navigation:

  • While designing your website, ensure that you are providing a user-friendly experience with your website for the users to navigate around the website. Usage of Breadcrumbs and navigation panel will help Search engines to understand the structure of your website and helps in ranking the page hierarchy.

Image Optimization:

  • If you are using images on your website you should optimize the images on your website to help the search engine understand you are using an image.
  • Since the search engine algorithm can only read texts, you should always mention the ALT tag for any image used, which ensures your images are indexed under particular keywords used in the ALT tags.

Mobile Responsiveness:

  • Google has recently announced, the websites mobile responsiveness will be considered as one of the important ranking factors and this is the reason why I have included this in On-Page SEO optimization.
  • Since smartphones have started to revolutionize, Google is very much quick in understanding the changes, has stressed the importance of mobile-optimized websites.

External Linking:

  • Links are the source that communicates with search engines and helps them in identifying how trustworthy a website is. So it is always important to manage all your links either Internal links or external links, to optimize properly to help search engines to understand the link structure.
  • Similar to Internal Links, External links are the referring links from your website. If you are referring to any website by placing a link of them, it is considered as external links. Some examples of external links are comments on your article page, referring article, etc.

WWW Resolve:

  • Warning, no 301 redirects are in place to redirect traffic to your preferred domain. Pages that load successfully both with and without www. are treated as duplicate content!


  • A robots.txt file allows you to restrict the access of search engine robots that crawl the web and it can prevent these robots from accessing specific directories and pages. It also specifies where the XML sitemap file is located. You can check for errors in your robots.txt file using Google Search Console (formerly Webmaster Tools) by selecting 'Robots.txt Tester' under 'Crawl'. This also allows you to test individual pages to make sure that Googlebot has the appropriate access.

Google Analytics

  • Web analytics lets you measure visitor activity on your website. You should have at least one analytics tool (Google Analytics) installed, but It can also be good to install a second in order to cross-check the data.

Google Search Console

Google Search Console is a free service offered by Google that helps you monitor and maintain your site's presence in Google Search results.

Off-Page SEO:

Social Networking Sites

  • Social Networking is bigger than ever these days! Sometimes known as “Online Reputation Management”, getting involved with social media sites is the fundamental step with which you begin to advertise the market and build your online reputation within your niche. You need to sign up for the most popular social networking sites, such as; Facebook, LinkedIn, Twitter, Google+, etc., and create a profile of your own. This allows you to extend your online network of contacts, connect and interact with your friends, share things with each other, and most importantly promote your website/blog and help build your online reputation.


  • Blogging is one of the best ways to promote your website online! By writing a blog for your website, you give a reason for visitors to keep returning to your site and keep up to date with your latest posts. It also helps search engines to crawl your site more frequently, as they have to update your latest blog post entries, which ultimately helps you rank higher in search engine results pages (SERPs).

Blog Marketing

  • Post comments on other blogs within the same niche as yours, which allows you to add a link in the comments section. These links can then be crawled by search engines, helping to point them towards your site. These blogs are commonly referred to as “Do-Follow” Blogs

Forum Marketing

  • Find forums online that are related to your site's niche and get involved in that community. Reply to threads, answer people's questions, offer advice, etc. This all helps to build up your reputation as someone who is an expert in that niche. Try to use “Do-Follow” Forums so that you can include a link to your site within your signature, which helps search engines crawl your site.

Search Engine Submission

  • Search engines will eventually find your site online, but that can take a while. To speed everything up, you should submit your website to the most popular search engines like Google, Yahoo, Bing, etc.

Directory Submission

  • Many people may say that directory submission is dead! I believe that it isn’t as you are increasing the likely hood of people seeing your website. It is purely based on how effectively we are selecting those directories and how efficiently we are choosing the category for submission. You could submit to general directories, but for maximum effect, you are better off submitting to niche directories. Of course, I agree that it gives quite delayed results, but it is worth doing it.

Social Bookmarking

  • Social Bookmarking is another great way of promoting your website. Submit your latest blog posts and pages to the most popular bookmarking sites, like StumbleUpon, Digg, Delicious, Reddit, etc. Search engines really like these types of sites because the content on these sites is updated very frequently.

Photo Sharing

  • If you have used any of your own photos or images on your site, then you can share them on many of the major photo sharing websites like Flickr, Picasa, Photo Bucket, etc. Other people will be able to see them and comment on them, hopefully following a link to your site.

Video Marketing

  • Just like photo sharing, if you have any videos that you have used on your site, then you can submit them to sites like; YouTube, Vimeo, etc. allowing people to find your content in other ways.

Business Reviews

  • Write reviews about other businesses or ask your friends/clients to write a review of your business in Local Business Listing.

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