Reposition Asia

SEO Guide 2024

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    By Hitesh
    December 12, 2023
    ~ 21 minutes to read
    Hitesh is a digital marketing strategist and entrepreneur with more than 15 years of experience in digital marketing, start-ups, branding, and customer acquisition strategies. Hitesh is the CEO and Founder of Reposition Group, which specialises in digital growth strategies.

    SEO Guide 2024

    In the ever-expanding world of digital marketing, Search Engine Optimization (SEO) plays a pivotal role in determining a website’s success. As search engines evolve, so do SEO techniques. This comprehensive guide from Reposition Asia SEO professionals will walk you through the fundamentals of SEO, its importance, various techniques for 2024, types of services, and much more.

    Your SEO Guide To Success

    What Is SEO?

    SEO stands for Search Engine Optimization. It is the process of improving a website’s visibility in search engine results pages (SERPs) by making it more appealing to search engine algorithms. The goal of SEO is to have your website appear higher in the organic or unpaid search results for keywords and phrases related to your business, products or services. This increases your website’s discoverability and can drive more qualified traffic and leads.

    What Is SEO?

    Some key objectives and benefits of SEO include:

    • Increasing organic traffic to your website from search engines
    • Gaining more qualified visitors who are likely to convert into customers
    • Building trust and authority by ranking high for industry keywords
    • Outperforming competitors in search results
    • Lowering cost per lead/sale by relying less on paid ads
    • Expanding reach and discovery beyond your existing marketing channels

    With the right SEO strategy and techniques, businesses can gain more visibility and website traffic without paying for ads. Most searchers tend to only click on the first few organic results on the first page, so ranking high is important for visibility and traffic numbers.

    Why Is It Important?

    There are a few key reasons why SEO is important for modern businesses:

    The majority of web traffic comes from search engines – Studies show that over 50% of website traffic is driven by major search engines like Google and Bing. So if you want more visitors, you need to show up in search.

    It builds authority and trust – High search rankings lend credibility to a business, especially for top industry terms. This subconsciously builds user trust.

    Boosts brand awareness – The higher the rankings, the more visibility your brand gets in front of searchers. This leads to increased brand awareness and recall.

    It delivers targeted traffic – People searching with keywords relevant to your business are more likely to convert to customers compared to generic visitors. SEO delivers motivated visitors.

    Cost-effective – Organic SEO traffic costs far less compared to paid ads or other forms of marketing. The investment mainly goes into the content, technical optimization and marketing efforts rather than direct media costs.

    Long-term asset – SEO results tend to last in the long run assuming search algorithms don’t drastically change overnight. So it provides long-term returns compared to short-lived paid ads.

    With the majority of traffic and sales opportunities residing in search engines, no online business can ignore the importance of SEO in their digital marketing strategy today.

    SEO Techniques 2024

    SEO Techniques 2024

    Here are some key SEO techniques that are likely to be relevant and effective in 2024:

    Improve website load speeds – With mobile usage growing exponentially, site speeds will become even more vital for ranking well. Pages that load faster perform better in search.

    Enhance voice search – An increasing number of searches are being done via voice commands. Optimizing content for conversational long-tail keywords can help tap into this trend.

    Quality over quantity – Lower quality content and keyword stuffing could hurt ranks. The focus will remain on allocating the budget towards high-quality, useful content that answers search intent.

    UX over-optimization – While technical SEO remains important, actually satisfying the search intent via a positive user experience may emerge as the real differentiator between winning results and also-rans.

    Link building with added value – Securing backlinks from relevant websites through content that offers true value rather than self-promotion purposes could become more prominent in link-building tactics.

    Creative link building – Creative strategies like linkable assets, contests, scholarships and influencer campaigns may supersede traditional outreach for link building.

    Reviews and local SEO – Positive online reviews and local SEO will assume greater significance in ranking and consumer behavior. Higher review scores and local authority signals could boost rankings.

    AI for optimizations – Rather than fully replace humans, AI can augment SEO efforts by analyzing data, surfacing optimization opportunities and alerting for issues.

    Video SEO best practices – YouTube remains the #2 search engine. Ensuring video content follows video SEO best practices can unlock more traffic and visibility.

    Mobile page experience – Achieving excellent mobile page speed, and user experience benchmarks and playing well with technologies like AMP and PWA will have a greater impact on mobile rankings.

    What is Black Hat SEO?

    Black hat SEO refers to illegal, deceptive or sneaky tactics used solely to fool or manipulate search engine algorithms to get higher rankings. These tactics often violate search engine guidelines and can lead to penalties if caught.

    Some common black hat SEO tactics include:

    Keyword stuffing – Stuffing unnaturally high densities of target keywords on a page to game relevance.

    Invisible text – Adding irrelevant text or keywords in the same colored backgrounds as the website to hide from human eyes but get picked up by search bots.

    Link schemes – Buying or exchanging links using link networks solely for manipulating PageRank flow across sites rather than editorially given links.

    Scraping or copying content – Stealing or copying content from other websites without adding any original value.

    Doorway pages – Creating low-value pages optimized only for specific keywords to direct search engine traffic rather than human visitors.

    Sneaky redirects – Use of sneaky redirects like fake error pages that route visitors to different sites to pass on link equity/rank from one site to another.

    Spammy guest posts – Outreaching websites offering low-quality guest posts with target links embedded solely to build unethical links rather than provide value to readers.

    The motive behind using black hat tactics is usually to take “shortcuts” and rank higher in an unfair manner. But these tactics can lead to search engine penalties, bans and loss of income for businesses if discovered.

    What Is White Hat SEO?

    White hat SEO refers to the ethical, quality-focused optimization strategies used to improve rankings according to search engine guidelines organically. The focus is to deliver value and a positive experience to both search engines and site visitors rather than deceiving with tricks.

    What Is White Hat SEO?

    Some examples of white hat SEO practices include:

    • Optimizing pages and content for relevance, readability and value rather than just target keywords
    • Making pages easily accessible to search crawlers and friendly for them to parse
    • Building links slowly via high-quality content and outreach to relevant sites rather than bulk low-quality links
    • Creating excellent site architecture and internal linking structure to facilitate on-site navigation
    • Ensuring positive website user experience including site speed, responsiveness on mobile etc
    • Monitoring rankings progress through the above strategies rather than manipulative link tactics

    The hallmark of white hat SEO is focusing heavily on understanding search intent and satisfying user search queries with helpful content while easing the process for search bots to crawl, index and rank pages based on their algorithms. While white hat SEO may take longer to yield results, it helps build sustainable traffic, revenues and brand trust over the long term.

    What is Grey Hat SEO?

    Grey hat SEO refers to techniques that fall somewhere in between strict white hat practices and overtly manipulative black hat tactics. They usually don’t completely fit into either bucket.

    Grey SEO tactics may gently push the boundaries of search guidelines without clearly crossing the line. Other times formerly black hat tactics get reclassified as grey areas if search engines get more lenient with enforcement.

    Some examples include:

    Keyword stuffing – Stuffing high but not ridiculous densities of target terms.

    Sneaky redirects – Using redirects but providing some additional value alongside.

    Link networks – Being part of “low-quality directory networks” with some potentially followed links.

    Keyword domain names – Creating new domains with target keywords that don’t offer any additional value.

    Scraping some content – Mixing scraped or spun content with original value addition.

    The line keeps shifting between white, grey and black areas as search algorithms evolve to curb tactics they earlier tolerated. So grey SEO should be seen as a calculated risk with the potential to get penalized without warning. The safest path long term is sticking to white practices.

    Why To Use SEO Services?

    Here are some of the reasons businesses should leverage professional SEO services:

    Why To Use SEO Services?

    • It frees up precious time and overhead costs compared to handling internally. SEO done right can be incredibly demanding on resources.
    • The financial ROI and additional sales they provide typically outweigh the service fees. Ranking higher translates directly into more profits.
    • SEO consultants and agencies remain updated with algorithm changes. Google alone does over 500+ changes annually that laymen may miss.
    • It provides access to data, tools and technology that may be unavailable cost-wise for average businesses to justify internally.
    • Qualified SEO experts with years of experience can uncover complex issues using advanced audits and analysis. DIY can lead to missing simple problems hurting performance.
    • Link building and in-house content have risks of being deemed manipulative by search engines leading to penalties. External experts are better positioned to avoid this.
    • The outsider perspective from consultants along with the expertise to identify low-hanging fruits that may be otherwise overlooked by the rest of the organization.

    Hiring SEO services essentially provides strategic leverage, saves money and most importantly accelerates the results & ROI over handling marketing completely in-house.

    How Much Does SEO Service Cost?

    How Much Does SEO Service Cost?

    SEO service fees depend on various factors but average costs are:

    Small business sites – Around ฿20,000 per month for ongoing optimization

    E-commerce sites – Between ฿130,000 monthly based on size, workflows and complexity involved

    Enterprise companies – Over ฿150,000 per month for multi-brand coordination, extensive content workflows etc.

    Basic Starter SEO Package – Approximately ฿20,000 per month based on site size

    Professional packages – ฿70,000 per month per site based on website pages.

    Many SEO agencies offer modular solutions allowing clients to start with basic auditing services and progressively add other offerings like content, link building etc as needed.

    There is also wide variability in rates within the above brackets based on SEO firm expertise, location and exactly what services are offered as part of engagements.

    Established firms providing demonstrated ROIs through their efforts typically command higher price points due to demand. But rather than absolute cost, ROI should be the measuring parameter while choosing services.

    What are the types of SEO Services – On-Site & Off-Site?

    What are the types of SEO Services - On-Site & Off-Site

    SEO services for optimizing search visibility are primarily divided into two buckets:

    On-site SEO: This focuses on enhancing elements within the website itself for better crawling, indexing and authority signalling by search engines. Includes both technical elements like site speed as well as content optimization.

    Off-site SEO: Focuses on securing visibility drivers external to the client website generally through securing backlinks, citations, reviews, social signals and other external authority indicators.

    On-site SEO establishes the base, doing necessary tweaks for Google bots to easily crawl and grok why the site serves user intent.

    Off-site SEO aims to build trust & authority signals from around the web to make search engine algorithms more comfortable ranking sites higher.

    Both on and off-site efforts work together to improve rankings. A solid SEO strategy incorporates addressing both areas above just focusing on one. Agencies offer customized solutions based on evaluating which area needs more attention.

    What Should SEO Services Include?

    At a minimum, professional SEO services from a competent agency should encompass an extensive 

    Website Audit

    A thorough crawl and a technical and health evaluation of the existing website serve as a baseline, uncovering issues that could be hampering organic performance.

    This audit should assess crucial technical metrics like site speed, mobile responsiveness, proper indexing of pages, quality of code and site architecture, security protocols and more. It should also examine on-page elements including meta titles & descriptions, content quality, keyword targeting and internal links.

    The audit will also seek to identify quick-win improvement areas that can be implemented by clients for an instant rankings boost.

    Optimization Roadmap

    A comprehensive and structured SEO plan based on audit findings and keyword research, outlining action steps needed across technical, on-page and off-page areas to drive targeted results month-to-month.

    The roadmap essentially serves as the blueprint guiding optimization efforts needed for boosting organic visibility based on business KPIs.

    Conversion Tracking

    End-to-end tracking and analytics set up to monitor goals achieved from SEO – including traffic growth, rank improvements for target keywords as well as business KPIs like lead conversions, phone calls or form submissions.

    Keyword Research

    Thorough keyword research lays the foundation of an effective SEO strategy. This includes identifying relevant target keywords and analyzing their search volume potential, competition levels and intent fitment to own business offerings. Some key aspects:

    Volume analysis – Assess monthly search volumes for keywords using tools like Google Keyword Planner to estimate traffic potential

    Competitor analysis – Gauge existing ranking domains and difficulty levels targeting each keyword

    Buyer intent matching – Evaluate commercial intent and purchase readiness associated with keywords

    Optimization difficulty – Determine ease of targeting different keyword groups through unique content

    By researching to build a targeted, prioritized list of keywords aligned with the website’s themes and offerings, one can drive more interested traffic from SEO.

    Competitive Analysis

    Gaining insights into strategies and results achieved by competing sites also targeting similar keywords is crucial for excelling at SEO.

    Certain competitive analysis tasks include:

    • Find sites ranking well for coveted keywords
    • Extensive analysis of their on-page and off-page optimization strengths
    • Evaluate tactics working well for their growth
    • Identify their weak spots and gaps
    • Uncover link-building or content promotion partners used by them
    • Brainstorm differentiation areas for your targeting

    Ongoing competitor monitoring helps evolve or enhance SEO efforts to match and overtake their results over some time.

    On-page Optimization

    This refers to optimizing individual web pages for better search visibility and rankings through specific on-site elements.

    Key aspects include:

    • Incorporating researched keywords into page titles, headers, content, URLs, meta descriptions etc.
    • Ensuring optimum keyword density within natural site content
    • publishing relevant, original and regularly updated page content
    • Effective internal site linking structures guiding semantic relevance
    • Media optimization with descriptive file names, alt text for images/videos
    • Format webpages for better crawling, parsing and reading by search bots

    Together, these on-page signals better convey a page’s topic relevance to search engines.

    Site Architecture Optimization

    A site’s information architecture – encompassing its navigation menus, taxonomy, URL and internal linking structures – can be optimized to improve organic discoverability.

    Aspects like:

    • Clean navigation provides easy access to key website sections
    • Topically-organized site content structure
    • Search engine-friendly URL patterns reflecting page content
    • Interlinking contextual pages to flow page relevance signals
    • Followable site breadcrumb trails for parsing
    • Sitemaps outlining URL priorities

    Such optimization ensures more indexed pages, while also efficiently channelling relevance across sites for search bots – boosting rankings.

    Technical SEO Audit

    This detailed crawl evaluation focuses on identifying technical flaws and issues that may be obstructing a website’s indexation, performance or security.

    Specific checks include:

    • Indexation errors – Fixing pages failing to get indexed
    • Duplicate content issues causing cannibalization
    • Site security elements like HTTPS, cross-site scripting
    • Web performance metrics – site speed, mobile friendliness
    • Code quality and site architecture allow seamless crawling
    • Parsing hindrances like restrictive meta robot settings etc

    Rectifying such technical flaws paves the way for smoother on-site optimization further improving organic visibility.

    Page Speed Optimization

    Slow-loading webpages lead to poor user experience causing ranking drops and loss in conversions. Page speed checks must cover:

    • Site performance over mobile and desktop
    • Optimization of images, scripts, stylesheets, caching etc
    • Minimizing redirects
    • Enabling compression, browser caching
    • Checking for excessive DOM elements
    • Avoiding render-blocking resources
    • Optimizing hosting infrastructure

    With site speed directly tied to rankings now, speed optimization is imperative for higher visibility.

    Mobile Optimization

    Catering to increasing search volumes from mobile users mandates evaluating and improving multiple aspects to deliver excellent mobile UX.

    Focus areas are

    • Testing site on various devices and connections
    • Ensuring fast mobile page loads
    • Implementing Accelerated Mobile Pages (AMP)
    • Making the design responsive or creating a dedicated mobile site
    • Reducing pinch/zoom requirements
    • Readability check on smaller screens
    •  Tap target sizing and spacing
    • Improving site navigation and forms for touch devices

    With Google dedicated to mobile-first indexing now, mobile optimization is non-negotiable for web visibility.

    Voice Search Optimization

    Voice-powered devices and assistants are driving demand for long-form, conversational and natural language-focused content that caters specifically to verbal search queries.

    Winning tactics here include:

    • Extensive use of long-tail keywords, questions and sentences
    • Focusing on grading vocabulary, readability and clarity
    • Generating featured snippets of candidate content
    • Structured data markup to enable visual answers
    • Optimizing for audio search results like podcasts
    • locality optimization for location-based vocal searches

    Targeting voice queries warrants significant content strategy changes to provide discovery via smart speakers.

    Local SEO

    For location-centric businesses, local SEO is integral for driving foot traffic by outranking nearer competitors in map packs for searches having local intent.

    Some key local SEO components are:

    • Google My Business page optimization
    • Citation building on key local directories
    • Area pages targeting individual regions
    • Prominence of address, and contact details
    • Optimizing proximity & region pages for geo-queries
    • Local schema markup
    • Location data feeds to engines
    • Positive local reviews building

    Ranking higher in Local 3-pack and map results expands the physical customer base for businesses.

    Link Building

    Earning links from authority domains signals trust and relevance to search algorithms, fueling higher rankings for target keywords. This requires:

    • Identifying strategically relevant domains to attain backlinks from
    • Creating compelling assets like content, tools etc that sites may link to
    • Outreaching influencers and resources to secure high-quality backlinks
    • Promoting published content across channels with embedding links
    • Building thought leadership through industry contribution
    • Natural integration into other domains’ content rather than ads

    Sustainable link velocity from varied authoritative sources helps build traffic, revenues and brand value.

    Content Marketing

    Creator-focused, value-additive content remains a proven way to fuel search visibility – be it articles, videos, toolkits or research.

    Impactful content marketing demands:

    • Ideating evergreen, popular topics with search potential
    • Optimizing all pieces for SEO with target keywords, meta tags, and media optimization
    • Promoting each asset via social media, and outreach campaigns
    • Maintaining regular publishing calendars – weekly or fortnightly
    • Tracking clicks, shares, leads & sales generated via UTM-tagged links
    • Re-promoting evergreen performers periodically

    SEO success has a direct correlation to providing readers with content matching their needs – rather than self-promotion alone.

    Inbound Marketing Funnels

    Inbound marketing powered by content aims to attract and convert strangers into brand loyalists over time through educating them. This requires:

    • Developing an automated lead nurturing roadmap matching content to each buying stage
    • Guiding visitors through awareness, consideration and decision-making stages
    • Expanding reach via SEO content driving external traffic to owned media
    • Building email nurture sequences, and chatbots for lead engagement post-signup
    • Retargeting visitors via ads across devices and channels
    • Tracking micro-conversions across the funnel to accelerate buyers

    The inbound sales funnel fueled using SEO, content and multichannel touchpoints helps reduce overall CPA.

    URL Structure Optimization

    Optimizing site URL structures involves building easily crawlable, memorable and keyword-reflecting patterns that users and search engines comprehend instantly for better engagement.

    Best practices include:

    • Short, clean and self-explanatory URL naming
    • Avoiding overly complex URL structures going beyond 3 levels
    • Kebab case rather than underscores within the naming
    • Page names indicating content hierarchy
    • Paths reflecting site architecture semantics
    • URL parts reflecting page content itself

    Such URL optimization ensures pages receive full context and relevance signals for better crawling.

    Meta Title & Description Optimization

    Page meta tags serve as page previews on search engine results summarizing content for searchers. Optimizing them helps click-through-rates.

    Tactics to use:

    • Incorporate the primary keyword early within the title tag
    • Make titles compelling while accurately conveying the core topic
    • Limit title length to 50-60 characters
    • Ensure description meta conveys summary offering value
    • Write descriptions using conversational language
    • Check descriptions for readability and getting clipped on engines

    Properly crafted page titles and meta descriptions build relevance, interest and engagement from searchers.

    What Should SEO Services Include

    Image SEO

    Optimizing images on the site for search visibility helps better supplement and drive relevance for target pages by leveraging their visual influence.

    Key image SEO components:

    • Contextual image filenames reflecting contents
    • Meaningful image alt texts fully convey the purpose
    • Detailed captioning narrating significance
    • Linking related images across pages internally
    • Structured data markup for rich image search appearance
    • Image-heavy page analysis from a crawling perspective
    • Media-based link building for visibility

    Rich media also plays a pivotal role in establishing topical relevance and ranking success for pages today beyond just the text itself.

    Video SEO Optimization

    Video dominates content consumption today. Ensuring videos rank high on engines and aggregate sites requires:

    • Transcribing videos for textual relevance
    • Featured snippets type questions as titles
    • Embedding target keywords contextually within transcripts
    • High-quality closed captions for universal access
    • YouTube metadata optimization – titles, tags and descriptions
    • Structured data video markup
    • Promoting videos through backlink building

    Higher video visibility and consumption also positively reinforce page rankings and user engagement.

    XML Sitemap Creation

    XML sitemaps serve as a structured outline of website content submitted directly to search engines for improved crawling and indexation across site pages.

    Key elements for sitemap creation comprise:

    • Defining content navigation hierarchy
    • Denoting relative priority levels of URLs
    • Marking last modified timestamps
    • Blocking non-indexable private or filterable URLs
    • Adding multimedia assets – video and images
    • Setting preferred crawling frequencies
    • Automating ongoing submissions to engines

    Helping search bots easily traverse and categorize entire site content via sitemaps improves both indexation and rankings.

    Robots.txt Optimization

    The robots.txt file gives instructions to search bots crawling the site on what they can and cannot access to streamline efforts.

    Crucial optimizations needed:

    • Disallow non-indexable pages like search, and account areas
    • Restrict resource-heavy or randomly dynamic URLs
    • Block pages generating duplicate versions due to facets
    • Guide bots via crawl priority order of key sections
    • Put throttles on crawl frequency if the site struggles to handle bot activity
    • Be liberal in allowing majority site access

    It regulates crawling directiveness for streamlining efforts to improve sitewide visibility.

    Indexation Assistance

    Certain issues can cause pages to fail to get indexed by search engines – hurting discoverability. Fixes include:

    • Removing blocking on site sub-folders via robots.txt
    • Redirection mapping for migrated old URLs to retain equity
    • Ensuring site architecture allows parsing of page hierarchies
    • Eliminating duplication flags through canonical tags
    • Fixing technical errors blocking crawler accessibility
    • Verifying DNS configuration supports indexing
    • Fetching and submitting unindexed URLs via robots.txt

    Diagnosing and troubleshooting indexation obstacles helps regain lost organic equity for individual pages.

    Rich Snippet Implementation

    Featured rich snippets which display page content visually on SERPs can be implemented using schema markup for better click-through rates and engagement from searchers.

    Some common rich snippets supported:

    • Rating stars for businesses/reviews
    • Events and dates
    • Recipes
    • Products
    • Articles
    • Videos
    • FAQs
    • Jobs
    • Courses

    By making content presentation search-friendly using schema, pages can gain enhanced real estate and visibility in results catering to user intent.

    Schema Markup Implementation

    More broadly, schema markup helps search engines better comprehend and index page meaning through machine-readable structured data labels applied to on-site elements.

    Common schema types used:

    • Organizational schema outlining business info
    • Breadcrumbs schema enhancing site architecture indications
    • Local business schema for maps and addresses
    • Aggregate rating schemas showing reviews
    • FAQ page schema indicating question-answers
    • Event and calendar schema displaying dates
    • Product schema for e-commerce items details

    Appropriate schema elevation improves search visibility and traffic qualitatively due to the context added.

    Site Migration SEO

    When sites get migrated to new domains, both past rankings and traffic can be impacted during the transition process if not properly executed.

    Key aspects to manage during migration:

    • Set up 301 redirects from old to new URLs
    • Maintain link juice flow via redirects
    • Update XML sitemaps submitted to engines
    • Create fresh robots.txt allowing entire access
    • Retain metadata of pages including titles & descriptions
    • Submit new domain to search engine properties
    • Re-implement tracking codes for analytics

    Meticulously planned site migrations retain and transfer search equity to the new domain preventing radical losses.

    E-commerce SEO

    For online stores, specific e-commerce SEO best practices differ from standard websites – warranting tailored optimization of multiple elements to drive conversions. These span across

    • Enhanced site search for product discovery
    • Improved category pages optimizing filters
    • Focus on long-tail product keywords
    • Title, description and image optimization for each product
    • Competitive pricing shown
    • Rich product schema and structured data feeds
    • Cross-linking products mentioned across the cart, checkout funnels
    • Review generation for social proof

    Specializing optimization for e-commerce layouts and workflows leads to higher sales from organic acquisition channels.

    Enterprise SEO

    Larger companies with multiple sub-brands, regional sites, vast inventory and complex architecture in place require managing SEO at the enterprise level for consistency.

    This involves governance of:

    • Optimizing separate sites representing brands while aligning to overall objectives
    • Hierarchical optimization across headquarters and geo-specific pages
    • Coordinating sitemap and metadata strategies across all domains
    • Setting global vs local search visibility priorities
    • Centralized rank tracking and secured search console access
    • Catering to audience & search trends by region/country
    • Localized content strategies for individual brand sites

    Enterprise SEO streamlines cross-domain optimization at scale providing unified visibility.

    International SEO

    Expanding SEO efforts globally means optimizing for different languages, local search tastes and even individual search engines that are more popular regionally.

    Range of international SEO services include:

    • Localized website content for individual target countries
    • Geo-specific site architecture strategies
    • Adapting to searcher expectations tailored by country
    • Multi-lingual keyword expansion
    • URL structuring supporting multiple languages
    • Alternate language metadata creation
    • Targeting search engines dominant in target countries
    • Location pages optimized for related languages

    Internationalization is crucial for an integrated, globally relevant search visibility strategy.

    Link Risk Assessment

    Certain poor quality or manipulative backlinks pointing to the site can pose dangerous penalties and risks that require auditing and disavowing using these link analysis processes:

    • Backlink profile audit via Ahrefs, SEMRush, Majestic etc
    • Filtering high-risk low-quality directories, widget links
    • Assessing the relevance and value of pointing domains
    • Checking link velocity patterns for unnatural spikes
    • Monitoring domains with changing ownership traces
    • Identifying paid or private blog network links

    Regular checks help disavow risky links before getting flagged by search engines.

    Disavow File Management

    Used to mark dangerous links sourced previously to be ignored by search bots during rankings evaluation, ongoing disavow file management is key.

    This includes:

    • Routine audits to uncover newly unnatural links
    • Addition of the latest set of risky domains to be disavowed
    • Periodic re-uploads of updated disavow files to Google
    • Checking for recovery of lost rankings post disavow
    • Being judicious in mass disavowing all links

    Well-managed disavow files help regain lost rankings due to poor or manipulative links.

    Reviews Generation & Monitoring

    Actively generating more positive reviews across platforms to improve visibility and trust indicators. Key aspects are:

    • Enable and monitor reviews on Google My Business
    • Seek positive customer feedback by posting reviews
    • Respond to each review improving future scores
    • Analyze sentiment distribution for areas needing work
    • Track rating improvements monthly as KPI
    • Gather video testimonials as social proof

    Higher online ratings and recommendation rates signal trust, authority and social verification – earning increased organic visibility over competitors.

    Reputation Management

    Proactively building and safeguarding online brand reputation through the right optics and improving past negative experiences customers posted online. This requires:

    • Searching out angry feedback on own channels
    • Seeking additional context from dissatisfied customers
    • Resolving flagged issues causing bad experiences
    • Monitoring third-party review sites for unfair criticism
    • Responding professionally to negative commentary
    • Drowning past bad ratings with new happy customers’ reviews

    Maintaining the shine and integrity of an online brand’s reputation gives it the strength to sustain long-term loyalty and stand out from competitors.

    Competitor Monitoring

    Tracking activities undertaken by competitor websites through regular monitoring provides useful benchmarks helping guide enhancement areas for their SEO efforts.

    Aspects monitored:

    •  New content formats published by competitors
    •  Page elements optimized by them recently
    • Changes in keyword rankings positions
    • Link-building or outreach campaigns undertaken
    • Website redesigns or feature upgrades executed
    • Common SEO activities to learn from and replicate

    Businesses must monitor rival website strategies to stay ahead of the curve.

    Rank Tracking & Reporting

    Monitoring the website’s historic and ongoing search ranking positions across chosen keywords helps assess the effectiveness of efforts, surfacing new optimization opportunities.

    Rank tracking and reporting provides:

    •  Snapshot of current keyword ranks across engines
    • Historic progress tracking shows improvement
    • Comparison relative to competition’s rank changes
    • Mapping rankings velocity month-on-month
    • Notifying rank fluctuations to address issues
    • Identifying new keywords to target further

    Comprehensive rank tracking is pivotal for measuring SEO success.

    SEO Performance Analytics

    SEO Performance Analytics

    In-depth analytics covering overall visibility and engagement impact allow calculating tangible ROI from SEO activities – going beyond just monitoring keyword rankings.

    Site Speed Optimization

    Improving website speed metrics like time to interact, LCP, CLS etc to enhance user experience.

    Core Web Vitals Optimization

    Boosting site performance against Google-mandated metrics like LCP, FID, and CLS that impact organic rankings.

    Crawling & Indexing Troubleshooting

    Diagnosing and fixing technical obstacles preventing search engine bots from fully accessing and indexing site pages.

    Security & Spam Checkup

     Assessing vulnerabilities, harmful redirects, broken links and other security issues that may trigger algorithmic penalties.

    Keyword Ranking Monitoring

    Tracking positions across target keyword lists to gauge ongoing performance for focused terms.

    Traffic Source Analysis

    Reporting the split between direct, organic, referral and other channels driving visits to analyze SEO contribution.

    SEO Reporting & Insights

    Documenting ranking growth, channel-wise visits, goal conversions and other metrics demonstrating SEO impact.

    Content Gap Analysis

    Evaluating existing site content against search trends to uncover missing topical opportunities to target.

    Blog Management & Promotion

    Creating and distributing blog content for lead generation and traffic growth.

    Social Media Marketing

    Leveraging platforms like Facebook, Instagram and Twitter to boost brand visibility.

    Influencer Marketing

    Engaging relevant industry experts and brand advocates to widen reach.

    Link Prospecting & Outreach

    Identifying and pitching relevant websites to earn backlinks via content.

    Link Cleanup Services

    Removing low-quality or irrelevant backlinks hurts SEO performance.

    Penalty Assessment & Recovery

    Evaluating potential search engine penalties and guiding recovery.

    Online Reputation Repair

    Cleansing past negative brand sentiment, reviews and associations online.

    Conversion Optimization

    Increasing signup, sales and lead generation rates through user experience testing and enhancements.

    Lead Generation Services

    SEO coupled with dedicated lead gen tactics to fuel inbound interest and sales.

    Identify Emerging Opportunities

    Evolve strategy periodically based on shifts in search trends, rankings fluctuations and new competitor activities. Advise additional optimization areas or realignments needed to stay ahead.

    Along with the above core elements, reputed agencies further provide conversion rate optimization, local SEO capabilities, reviews management and paid search marketing to offer full-service digital marketing solutions tailored to business needs and targets.

    Is paying for SEO services worth it?

    Yes, availing of professional SEO services can provide immense value for money considering the ROI potential in terms of increased qualified organic traffic, conversions and revenues they unlock.

    Assuming a partner agency offers systematic optimization based on realistic goals rather than empty promises, SEO delivers one of the highest returns compared to other marketing channels in terms of traffic quality, conversions and revenues driven at relatively low costs.

    Levels of ROI do vary based on factors like competitiveness of keywords targeted, website conversion readiness etc but for most SMBs and mid-market firms, breaking even on SEO investment occurs commonly within a few months. The long-term compounding effect of ranks achieved and additional conversions delivered far outweigh the fees.

    Rather than getting fixated on the monthly fees alone, evaluate potential ROI based on your business and have clear metrics to track the actual impact on leads or sales. If the chosen agency can demonstrate positive ROI, SEO service costs pale compared to the value unlocked.

    How Do I Find The Best SEO Service Provider For My Website?

    How Do I Find The Best SEO Service Provider For My Website

    Tips for finding the right SEO service partner:

    Clarify your targets – Define targets, and KPIs to judge success rather than vague ‘improving rankings’. Metrics to track should be picked based on goals – traffic, conversions, revenues etc.

    Ask about their SEO process – What’s their optimization roadmap? How do they prioritize focus areas? Do they document processes? Transparent workflows indicate streamlined optimization.

    Review past client case studies – Ask for examples of real clients they’ve ranked and optimized previously, including before and after data. Verify claims.

    Opt for monthly retainers vs upfront lump sums – Paying monthly based on work done ensures continued incentives delivering results rather than hurried one-time efforts.

    Check tools used – Do they use advanced SEO audit and link analysis tools providing actionable optimization insights? A lack of sophisticated technology can handicap efforts.

    Evaluate communication structures – What are their onboarding, reporting and insights-sharing structures? Continuous 2-way communication and transparency matter.

    Assess link-building value – What’s their content promotion and link-building process? How do they ensure long-term value? Several links matter less than the authority signals provided.

    SEO specialization – Search for providers specializing specifically in SEO rather than Jack of all digital trades to access deeper expertise.

    Evaluating the above areas beyond simplistic service rate comparisons alone can help uncover SEO consultants truly positioned to boost traffic and revenues for your website.

    How do I measure the effectiveness of my SEO services?

    KPIs for tracking SEO service effectiveness include:

    Organic traffic – Month-to-month comparisons of direct visits from search engines. Steady increases over baseline indicate a positive impact.

    Keyword rankings – Monitor positions for target keyword groups across engines to gauge visibility gains.

    Lead volume – Track form fill-ups, and phone/email inquiries originating from organic channels using UTM tagging to measure SEO-driven leads specifically. High conversions are expected from SEO.

    Qualified traffic – Use heat mapping tools to assess visitor quality based on engagement metrics. More attention to relevant areas = signal of traffic relevance.

    Revenue impact – Directly correlate revenue jumps to organic channels using attribution modelling – the clearest indicator of ROI from SEO agency involvement.

    Cost per acquisition – Compare SEO CPA to other channels. Lower CPA and more conversions are usually seen from SEO over most other options.

    Establish the above tracking for months before commencing services to determine a baseline – then continue monitoring the above KPIs to quantify impact after tying up with an agency. Any positive delta can directly be attributed to their efforts.

    DIY SEO – Is It Harmful?

    Yes, for most businesses lacking the expertise, tools and resources to dedicate fully towards it, attempting heavy DIY SEO without external guidance can often end up doing more harm than good.

    Potential issues businesses can run into with fully solo optimization efforts:

    Penalization risks – Lack of clarity on changing search algorithm nuances or link risks can lead to heavy self-inflicted penalties when found using manipulative tactics. Lost revenues from suddenly disappearing ranks or the entire site getting banned from search is common.

    Suboptimal efforts – DIY SEO also typically tends to focus exclusively on a few quick-win tactics found online rather than the end-to-end workflows needed for sustainable results. Build 10 great links but leave site crawlability issues; lots of on-page work but zero link velocity efforts – resulting in disjointed, ineffective optimization missing big picture view. Outcomes stay limited without expert strategic involvement. Misapplying tactics in different combinations without rationale also fail frequently.

    Neglecting core business – Being invested solely in understanding the latest search algorithm updates or link-building tactics rather than running an actual company leads entrepreneurs and marketers to lose focus on the core business itself. SEO is an intensive, demanding activity – difficult to balance alongside overseeing daily operations, production, sales etc for most founders.

    Delays & Uncertainty – Trial-and-error tactics without expert guidance lead to prolonged periods of uncertainty about whether efforts are paying off or not. Months pass without clarity on whether poor results reflect subpar optimization or reasonable time investments. These delays end up being very costly in competitive markets.


    Mastering the intricacies of Search Engine Optimization (SEO) is essential for any business or individual aiming to thrive in the competitive online landscape. The journey through this SEO guide has unveiled the importance of ethical practices, the ever-evolving techniques for 2024, and the array of services integral to a robust SEO strategy.

    As digital landscapes continue to evolve, staying informed and adapting to new trends becomes imperative. For those seeking a dedicated and expert approach to SEO, look no further.

    Contact Reposition Asia, SEO professionals based in Bangkok, Thailand, to embark on a transformative SEO partnership. Our experience, commitment to excellence, and tailored strategies make us the best choice for navigating the dynamic environment of digital visibility and success.