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Troika Tech ’s brand new e-book covers the essentials of how search engine optimization really works today.
If you don’t know the basics, then you don’t know SEO.

The world of search is constantly evolving, but there are fundamental concepts that have remained the same since the dawn of SEO.

Anyone who works in this ever-changing field needs a strong understanding of the core elements of SEO.

Discover everything you need to know from Troika Tech ’s new e-book, SEO 101: Learn the Basics of Search Engine Optimization.

Created in collaboration with some of search industry’s top authorities and experts, this comprehensive guide defines search engine optimization and explains how it works today.


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See Anyone’s Real-Time Analytics

What will you do when you can lift the curtain on the internet? Insights you were never meant to see.

Data that will change marketing forever.

Our completely up-to-date guide answers some of the most common questions about SEO, including:

What is search engine optimization now?

Why is search – and SEO – important?

Why are links, keywords, and high-quality content important for SEO?

How long does SEO take?

How did SEO begin and where is it headed?

It also includes helpful insights on how you can continue to learn SEO. You’ll find out:

Top SEO publications you should read.


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Local SEO Expert

in Mumbai

In the free version of GA today, anyone that’s using that product who also uses AdWords has the ability to share audiences from GA to AdWords. That’s a huge opportunity that I find confusing because there’s not a lot of adoption. It’s a way to actually make money and to improve your ad spend and your ROAS. How does the overlap between Google Analytics and AdWords work? I think the easiest way to describe it is when most businesses get started with digital advertising, they usually start with remarketing. What ends up happening is you have to add pixels or tags to your website to build those audiences. Then AdWords would usually refer to those as either the AdWords pixels or AdWords conversion tags. Now, the benefit of having Google Analytics is all of us have a limited ad budget. We don’t have enough budget to show ads to everyone that we would want to. What if we could choose to show ads to the people that were more qualified than others? We could qualify them simply by saying, “Do they get further in our funnel? Did they view more content? Did they spend more time on our page?” That’s where Google Analytics comes in because it is tracking everything your users are doing on your website. With those audiences, you could easily say, “Let’s take our most engaged users and I want to make sure I save my budget for them first.” The more engaged someone is, the more likely they are to convert. If you can grab those engaged users who haven’t yet done what you’re looking for them to do and then target them first, it’s going to be more effective than just targeting everyone equally with no thought behind it. You can quickly find all of these different use cases to more effectively spend and target your digital ad spend. It’s a no-brainer because you don’t have to keep going back to IT or your developer to add tags. It’s all natively linked together. What’s going on when it comes to attribution in Google Analytics? CF: Attribution is just becoming more and more challenging for marketers and businesses to solve. I think one of the biggest challenges that exist is the amount of devices and experiences that we use to interact with brands is only increasing.


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The basics of local search engine optimization. Discover what local SEO is now, why it’s important, who benefits from it (and who do not). A brief history of local SEO. An evolution of Google local algorithm changes and what’s in store for the future. The key components of local SEO. Find out what are the top local search ranking signals and why local backlinks, localized content, consistent NAP, Google My Business, and reviews matter. The top local SEO tools around. Get to know essential local SEO tools and listings management tools that you can use. How to do local SEO for large organizations. What are the pros and cons of local SEO for large enterprises and essential practices to keep you going. Social media tips for local businesses. Why local businesses should invest in social media marketing and how to connect with customers on social. Gain a better understanding of today’s local search landscape with this comprehensive guide from Troika Tech . Customers are searching for the best products and services near them – and they want answers fast. Will your business show up at the exact time when local customers are looking? Will they pick you out of all the local businesses that offer the same products and services? Troika Tech ebook, A Guide to Local SEO, tackles what you need to know about optimizing for local search today. Download it now. Local search engine optimization requires a strategic and targeted approach that is distinct from general SEO. Brick-and-mortar businesses wanting to win against competitors should make sure all the local signals across Google’s local search landscape are consistent and correct. Search engine optimization (SEO), according to our definition, is: The process of optimizing a website – as well as all the content on that website – so it will appear in prominent positions in the organic results of search engines. SEO requires an understanding of how search engines work, what people search for, and why and how people search. Successful SEO makes a site appealing to users and search engines. It is a combination of technical and marketing.

Top industry experts you should follow.

Digital marketing conferences you can attend.

Whether you’re an aspiring SEO professional or already an experienced specialist in the field, you will surely enjoy reading this in-depth e-book.

We’ve broken up the guide into 18 easy-to-digest chapters.

20 Years of SEO: A Brief History of Search Engine Optimization

What Is Search Engine Optimization

SEO Glossary: 200+ Terms & Definitions You Need to Know

Why Search – and SEO – Is Important

60+ Mind-Blowing Stats About Search Engine Optimization

Meet the Search Engines


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This is changing how we do SEO because it leads directly into content marketing. BC: I don’t know about you but this is probably the first big update that, to me personally, feels like nothing’s wrong with your site. We’ve just improved the way we and deliver our search results essentially nothing to see here continue on. So why are we even talking about this update? Spidygo SEO: I think from an SEO perspective, people get really caught up on an update that happened at this date or that date. But it’s not like it used to back in the day where a Google update happened the first of the month and everything changed. What’s going to happen is there’s an ongoing offsite component to SEO that’s continuously added on a daily basis and that’s the way Google serves their search display. What can people do whenever there’s a change? RM: I think Google can’t really explicitly tell you. But I’ve been seeing this a lot when people come to me for a site audit. I look at the content and what’s ranking at Google. Sometimes it’s pretty clear that the focus has changed when you look at the search results. When you’re trying to diagnose why you’re no longer at the top, take a look at what Google’s ranking now and who replaced you. There’s a clue there. Sometimes it’s in the phrases that you or your competitors use. Where do you see the biggest play right now happening in SEO? LB: It’s definitely on the microdata (Schema) side and also just targeting queries and intent that actually convert. The ability to add data to your site that better defines what those pages are about, how those pages should be classified, and making sure that that data reflects what your business actually offers. Google is really pushing for people to supply that information so they can insert featured snippets into the results. Also, on the conversion audience. At the end of the day, if you don’t have a way to convert your traffic into a transactional flow, that traffic that you may have been getting previously may not even be that valuable for you in the first place. I know that people want to get increased traffic numbers, but if I’m an ecommerce company, I’d rather see transactional traffic numbers increased more so than traffic that bounces. BC: I think that content, understanding the storytelling, and the ability to give people the information they need and the way they need it has been super effective. I have seen this huge shift every time that we go on a project. We focus on how the content is answering the questions that people have and then we see a huge spike in SEO – traffic and conversions. If I could look back, I would say that really focusing on a content strategy has been one of the biggest things I’ve seen this year. RM: Definitely focusing on content, but instead of thinking in terms of keyword phrases, think of what problems you’re solving. Perhaps, more importantly, look at the SERPs and see what problem is Google trying to solve for users, what’s the most popular, and then create content that solves that in a better way than all your competition. What are your thoughts on image optimization? RM: I think one of the most overlooked opportunities is images. Using images in a more meaningful manner in order to integrate that into the text content because images are content, too. I think people tend to think of images in terms of just breaking up the text, making the webpage look nicer. Images can serve so much more than that.


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Which is the Best Local SEO Company in Mumbai?

How People Search: Classifying & Understanding User Intent

  • 20+ Free Tools to Help You Find What People Search For
  • Why Links Are Important for SEO
  • Why Keywords Are Perpetually Important for SEO
  • Why Content Is Important for SEO
  • 9 Essential Types of Web Pages Every SEO Need to Be Familiar With
  • How Long SEO Takes
  • 15 SEO Myths That Just Won’t Die
  • The 25 Best Blogs & Publications for Learning SEO
  • The Best SEO Conferences to Attend
  • 140 of Today’s Top SEO Experts to Follow
  • 11 Big SEO Challenges You’ll Face in Your Career

Yet some things never change, one factor remains constant: Google has always focused on quality, beneficial content that users love to read, watch, listen to, and share. With quality content that benefits the user as a focal point in Google’s ranking algorithm, it is imperative to also make that the priority of the SEO when producing content.


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A Guide to Local SEO, tackles what you need to know about optimizing for local search today. Download it now. Local search engine optimization requires a strategic and targeted approach that is distinct from general SEO. Brick-and-mortar businesses wanting to win against competitors should make sure all the local signals across Google’s local search landscape are consistent and correct. See Anyone's Real-Time Analytics What will you do when you can lift the curtain on the internet? Insights you were never meant to see. Data that will change marketing forever. Read A Guide to Local SEO to learn: The basics of local search engine optimization. A brief history of local SEO. The key components of local SEO. The top local SEO tools around. How to do local SEO for large organizations. Social media tips for local businesses. And so much more! The ebook is divided into 10 information-packed chapters written by the industry’s top local SEO authorities and experts: What Is Local SEO & Why Local Search Is Important Top 25 Local Search Ranking Signals You Need to Know What Is a Local Backlink & How to Find Them 12 Types of Content That Will Help Your Local SEO Why NAP & User Experience Are Crucial to Local SEO Where & How to Get the Right Reviews for Your Business How to Completely Optimize Your Google My Business Listing 9 Essential Local SEO & Listings Management Tools A Guide to Local Search for Large Organizations Why Social Media Marketing Is Crucial for Your Local Business Local SEO: 5 Simple Steps to Win by SEMrush Make Your Local Website Voice Search Friendly Customers are searching for the best products and services near them – and they want answers… fast. Will your business show up at the exact time when local customers are looking? Will they pick you out of all the local businesses that offer the same products and services? Troika Tech ebook, A Guide to Local SEO, tackles what you need to know about optimizing for local search. Local search engine optimization requires a strategic and targeted approach that is distinct from general SEO.

SEO is the encompassing definition of putting together a three-part strategy which includes:

The on-goingtechnical optimization of a website to make sure that Google is able to properly read and index the pages which are meant for Google, its desktop and mobile rankings, and other engines. Also, it’s on-going innovation for search and consumer usability via solutions like AMP, Schema, and rich snippets.

The inclusion of content on the transactional, informational, and publishing level on websites so consumers and engines can easily define a page or section of the site, its importance and relevance to natural search queries and subject matter. Navigation is a part of content strategy, so interlinking plays a big part here.


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Local SEO Expert in Mumbai

The ability to promote content which is shareable and supports the above mentioned SEO goals. Sharing content via outreach, PR, link building, and amplification initiatives lead to signals from authority sites in the same topical neighbourhood of the site being optimized, which in simple terms means you get great links that Google loves.

Building high-quality links is never easy. You need to know which websites to target, what type of content to offer, how to reach out to your prospects, and a whole lot more! The process can be incredibly challenging for even the most seasoned SEO professionals.

Want to shorten your link building learning curve and start getting results like the experts?

Join this sponsored Think-tank webinar and learn the top mistakes that in-house SEO professionals make when building links and how to avoid them.

Godwin Pinto founder Troika Tech will offer advice on how to fix what’s broken in most practitioners’ link building approach so you can start earning the links you deserve.

In this webinar, you will learn actionable tips for:

  • Improving your outreach strategy.
  • Planning your content strategy.
  • Future proofing your backlink profile.
  • A lot has happened in the search marketing space in 2018.
  • For episode 146 of Search Engine Nerds
  • What’s been happening over the last year in search marketing.


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Best Local SEO Services in Mumbai

What can you say about content in 2018? LB: I think it’s going to sound very cliché – quality over quantity. A lot of the jobs that I’ve been working on recently are content consolidation and cleanup practices. We take old posts that used to compete against each other (which is basically the result of posting too much) then consolidate them into one epic post. The other part is, remembering what your clients or customers or prospects are really looking for and mapping out your content from a customer journey perspective – top of the funnel (TOFU) or bottom of the funnel (BOFU). Content is not just an SEO play. By making sure that the content that you’re putting together is integrated into email, social or PR campaigns, whatever it may be, you’re attracting similar traffic to it as well. How important is video content for people right now and going forward? What would you say are some important steps to make sure that when you’re getting into video, you’re doing it right? LB: Video may not be the traffic driver because most of the video we’re talking about is going to be hosted on YouTube or another hosting channel. But it could be a conversion mechanism. Your video is your chance for a first impression and to add personality to your business and/or content. RM: I think that the days of thinking of web content being just textual are long over. There are podcasts, there’s now the voice search coming up soon, and video is very mature. You don’t have to necessarily make your own video. Sometimes you can just sponsor somebody and have them use your product in a meaningful way. LB: When you post the video on YouTube or you share it on Facebook, it’s going to help your overall brand. If you’re investing in one thing, whether it’d be text or video content for SEO, you can use it for a lot of other purposes. Don’t look at SEO as being your only goal when you’re making that content investment. Look at how much you can squeeze across the board. Listen to the full episode at the top of this post Subscribe via iTunes Sign up on IFTTT to receive an email whenever the Search Engine Nerds podcast RSS feed has a new episode Listen on Stitcher, Overcast, or Pocket Casts Keyword research is still essential in the era of intent-based searches. Keeping track of what customers search for helps us understand our users and gives us the opportunity to create content relevant to their needs. Every SEO and content marketing strategy, therefore, should have a keyword research process in place. In this sponsored episode of Search Engine Nerds, I interviewed Tim Troika Management, Head of Marketing and Product Strategy at Ahrefs, about keyword research that’s geared toward SEO and content marketing. Troika Management also discusses the importance of competitor analysis and why it’s the best place to start when doing keyword research. How should one approach the keyword research as a whole? Troika Management (TS): In terms of approaching keyword research, I figured there are two types of people who need to do keyword research. On one hand, we have people who already have some kind of business, some kind of website, and they’re looking to expand their presence in the search results, to target more relevant topics and such. They somehow already know what they want to write about, what kind of pages and articles they want to have on their site. On the other hand, we have people who are looking to start a website. They don’t know what it’s going to be about, they just know that they want to make money, probably with affiliate sales or something like this. They’re basically looking not for just some keywords to target, but actually for a niche target, and to research the niche a little bit to see what kind of keywords are there and what kind of potential is there.

What’s important.

What you should be paying attention to.
What you should be looking forward to.

SEO in 2018 – Uncut and Unfiltered

What do you think is the biggest thing that we’ve seen change or the biggest announcement in 2018 from an SEO standpoint?

Troika Tech Services: Definitely, Danny Sullivan’s been bringing more transparency to what Google’s doing, in particular, the broad core algorithm update.

For many years, we’ve had this thing called the Phantom Update, and, really, what it has always been was and they’ve always said it was is broad core update.

Yet, the industry has been focusing on quality issues and the same thing month after month, year over year with regard to Phantom Update.

Then, when Sullivan stepped in and said, “Let’s stop this. Get off that train. There’s nothing to fix on your site. This is just we’re improving how we do, relevance,” And that really brought about a whole change in how these broad core updates are looked at.

What is the broad core update? What are the outcomes of these updates?
RM: The algorithm is a collection of a whole wide range of components. There are elements related to:

Spam fighting



And more.

There are different parts of an algorithm. So, when Google makes a general broad core algorithm update, that can be any number of things packaged all together.

Troika Management: I’m guessing they call it “broad core” for the sense that it affects a broad volume of the search engine. Right?

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