Digital Marketing Sherpas Podcast – Episode-1

DMS Podcast – Episode-1

Interview in text format

Hello Ladies and Gentlemen. Welcome to Digital Marketing Sherpas Podcast show. I’m Sivakumar Kannan. I am a Digital Marketer, Blogger and Online Course Creator.

This is my first ever podcast show and my friend and fellow SEO expert Mr. Ramesh, from Bangalore has joined with me.

So we are gonna talk about SEO and how a website is optimized with SEO.

Welcome Ramesh.



It’s fantastic to have you on the show. How are you doing?


Thank you so much. Yes, all is going well. Also I am feeling good to be here.



Great. Tell me something briefly about you to our listeners!

I mean basically about your background. Your education, how you chose to come to this profession and the like.


I completed my MCA in 2009 from Osmania University. Suffered a lot as a starter due to the recession.

Then I joined as an inbound sales executive in Hyderabad.

From there, I started learning SEO. Then I joined as SEO Analyst in Hyderabad.

Later I got the opportunity from Bangalore to join as a Digital Marketing Executive.

Now I am working as a Digital Marketing Manager to another educational company where I need to take on the responsibilities to analyse SEO part as well as organization’s digital marketing growth.



Great! Briefly tell us what you do as an SEO expert? I mean How does your typical day looks like in office?


I improve website rankings on major search engines, such as Google, Yahoo! and Bing.

I also have responsibilities for website traffic growth, lead volume and creating brand awareness. I have other responsibilities like

  • Implementing and maintaining title and meta tags, URL redirects and 404 errors.
  • Analyzing competitors’ web presence.
  • Monitoring Google Search Console (webmaster tools).
  • Identifying link-building opportunities.
  • Monitors search engine positioning, indexing, and trends.
  • Monitoring Social media post reach and engagement.(Facebook,Instagram,Twitter,Linkedin and Pininterest)
  • Monitoring Google Analytics
  • Creating webinars for spreading awareness as well to increasing page ranking.



Fantastic! You are doing core SEO here.

But to start with, Let’s briefly talk about SEO fundamentals.

Because we have entrepreneurs and business owners who may have absolutely no idea what an SEO is. So please tell me something about SEO. What is SEO?


SEO Means Search Engine Optimization. It is a process to optimize your website (business) for users and search engines. It is promoting your website online Organically.

There are two types of SEO

  • On page Optimization
  • Off page Optimization


On page Optimization is to optimize the website internal elements like Title, Meta tags, Content, URL, Header tags, image optimization and more.

SEO Off page Optimization is to optimize the website with Link Building Techniques.




Now Ramesh, I know SEO is tough. SEO is a long game. What do you do to make sure your clients rank well in Google? Give us an overall picture.



For the website to get to the top in Google, the minimum requirements are like

  • High Quality Unique Content (Not Copied Content) on the website
  • Good User Experience (UI).
  • Responsive Website
  • Good Loading Speed
  • On page Optimization (Title,Meta tags,Image Optimization and more)
  • Link Building Activities (Getting back links from relevant niche websites).
  • Social Sharing



Right. What can you do to optimize web pages in a highly competitive niche? For example, topics like legal, Insurance etc. are highly competitive. How can you rank those pages on top in search engines?


Yes, It’s difficult. It takes time to get to the top for those industries in Google Results.

  • Try to get relevant back links from same niche websites.
  • Participate in forum sites in the relevant niche
  • Participate in Q&A sites in the relevant niche
  • Do influencer marketing i.e with the person popular in the same niche.
  • Blogging on Relevant websites with relevant keywords



Good. Now, since you talked about keywords, let me ask you something about keyword research. What do you do while conducting keyword research. Tell us all the steps involved in that process.



Keyword means a “search term” users search (type) in search engines (Google,Yahoo and Bing).

Keyword Research involves

  • Making a list of topics relevant to business
  • Researching the related topics in search engines and gather the relevant information.
  • Take the keywords which are repeatedly searched and keywords related to those keywords in end of Google result page.
  • Use Long tail keywords.
  • Check the competitor’s keywords.
  • Use Google keyword planner; Choose the keywords which are with low competition and high searches.



Right. Got it. A while back you said the word On page SEO. What is on page SEO? What are the steps you’ll take or you’ll ask the business owner to take to implement this?

Answer: SEO On page Optimization means to optimize the website’s internal elements like

  • Title tag (50-60 characters)
  • Header tags (H1,H2..H6)
  • Meta Description (156 characters)
  • Image Optimization
  • Content Optimization
  • Keyword Density (2% – 3%)
  • URL Optimization


Business Owner has to take care on the following


  • Genuine Content (Not Copied)
  • UI (User Interface)
  • Responsive Website (Mobile)
  • No Keyword Stuffing in Content
  • Minify JavaScript and CSS Files.
  • No Flash Image Files
  • Use Canonical tag (www redirection)
  • Use Https (for Security)
  • Compress the image size (below 100kb)
  • Proper URL Structure (No Special Characters,Alphabets , only hyphen(-))



Wow! That’s lot of technical stuff.

You said content. What is content? How do you make sure your clients write great content? Tell us what are all the things you insist in that content so that it’s great for users and SEO?


Content means giving detailed information about one topic. It needs to fulfill the following requirements.

  • Genuine Content (Not copied)
  • Include keywords within the content
  • Check the keyword density (For every 100 words we have to use 2 to 3 keywords only.
  • Use long tail keywords
  • No keyword stuffing
  • Use only one header tag (H1 tag)
  • Use the keywords with Bold, Italic or Under Line features.
  • Write more than 500 words in one article
  • Use bullet points when its required



Hmmm… right.

You said the word backlinks. What are backlinks? How to build them? Tell us the steps you follow to build backlinks.



Link Building is the process of getting external pages to link to a page on your website

It’s a part of Off page optimization Techniques.

First of all, Select websites which are having high Domain Authority (DA), Page Authority (PA) without spam and submit our links like

  • Directory Submission (Add Our website in relevant category niche sites)
  • Social Bookmarking Submission (Register with sites first and Add Our website Link to those sites)
  • Article Submission (Register with sites and Publish our article)
  • Press Release Submission (Whenever we launch our product, we publish in press release websites).
  • Guest Blogging (Select relevant guest blogging sites and start writing articles on those sites)
  • Influencer marketing (Approach people who are influencers in the niche and tell him/her to write an article, post, tweet about our business)
  • Broken Link Building: This means checking the broken links on the websites related to our niche and approaching the website owners with a mail and request to put our link instead of their broken link
  • Info Graphics (Create Info graphics and publish it on info graphic websites)
  • Forum Discussion (Participate in forum discussions relevant to our niche and giving replies to threads)
  • Q&A (Participate in Q&A sites and giving reply to threads)
  • Business Listing (Add and promote Our local business listing)
  • Classifieds Posting (Create ads and post them on classifieds)
  • Blog Posting (Articles posting on our site or other blogging sites (Blogger, WordPress etc.)



Right. That lot of work.

You also talked about Page speed. What is page speed? What will you do to ensure your clients’ websites load real fast?


Page Speed means loading time of a website

Here we go with some website speed tips:

  • Leverage browser caching
  • Minimize request size
  • Minimize redirects
  • Avoid bad requests
  • Remove query strings from static resources
  • Optimize images
  • Eliminate render-blocking JavaScript and CSS in the above-the-fold content
  • Reduce server response time
  • Leverage browser caching
  • Minify CSS, Javascript and HTML



Oh!. That’s by far the most technical stuff. A lot of that has got to do with the coding. Right?





Good. Now, we all know that lot of people use mobiles to access websites nowadays. If fact, globally, mobile website traffic is more than laptop traffic in many niches. Tell us the ways to optimize a website for mobile devices.

Answer: For that website has to be responsive. Now Google is giving importance to accelerated mobile pages (AMP). So it’s better to create AMP pages. So, website becomes mobile responsive with better loading speed.


Question: Right. AMP is kinda stripped version of regular pages. Right?

Answer: Absolutely.



Right. Now tell us How crucial is social media posting for SEO? Is it important at all?

Answer: Yes. Though Officially Google denies it, Social media definitely affects SEO. Now a days people are using social media sites a lot. Like Face book, twitter, Instagram and LinkedIn. This will get more engagement to posts. It will increase website visitors also.



  1. Good. Let’s get practical example. Let’s say there is a business owner and he runs an ecommerce website.

He sells clothing. Say men’s wear and women’s wear. What should he do on his website to optimize it for SEO?


The website owner must use

  • Proper keywords in page title and meta description.
  • Proper category structure.

For example “website.com/mens-clothing/t-shirts”


  • Breadcrumbs
  • Keywords in header tag
  • LSI keywords if required.
  • Keyword in image alt tag.
  • Keyword in content.
  • Reviews.



Great. We talked about eCommerce website. Now let’s talk about a tech startup.

This startup is a platform where lawyers and general public can connect with each other.

Lawyers can go register themselves. They are available for hire.

On the other hand, general public must find and reach the website organically and hire a lawyer to solve their issues.

The issues can be anything from family issues, property law or some criminal cases something related to a startup company law.

How will the website owner do SEO for this website? The website needs to attract both lawyers and public.


This website must

  • Add keywords like family issues, property law or some criminal cases etc in services pages.
  • Create the website in a way both users and lawyers can register and login.
  • Write blog posts  in the form of case studies on family issues, property law or criminal cases.
  • Build internal linking with those keywords
  • Use Keywords in Title, Meta tags, URL.



Great. Now let’s say we have a customer who is a professional. He is a chartered accountant and wants his website to be optimized for SEO. What are some of the specific things you’ll do to make it happen?


He must

  • Add the keywords like chartered accountants, CA Firm etc. in title and Meta tags and URL.
  • Create separate landing pages for each services like Audit and Assurance, Tax Audit etc.
  • Generate the back links from related niche websites.



Tell me how you do SEO for a local business? It could be a local supermarket, electrician or a plumber. Tell us the steps involved.


A local business must

  • Create a Google business page for that local business
  • Join in all those local business listing websites
  • Get more reviews on Google business page.
  • Use Keywords in Title, Meta tags, URL.
  • Try to get Backlinks from local relevant niche sites



In your view, how long it takes for someone to see their content on the first page of Google?


  • It varies based on the niche of the website.
  • if the website is local, national or international.
  • How competitive is that niche.
  • If it’s local website. It may come to top within 2 months. Others may take up to 6-8 months.



What are some of the SEO tools you use every day that you cannot live without?


  • Google’s Webmaster Tools
  • Google Analytics
  • Google’s Page Speed Insights
  • Moz tool (DA.PA.Spam Checker)
  • Copyscape (Content checker)
  • Alex Rank (Alexa rank checker)
  • Pingdom.com (Page speed checker)
  • Validator.org (website code errors checker)



We are almost done. Tell me one most important take away for the listeners that they need to implement in their business immediately?


  • Create AMP (Accelerated Mobile Pages) for websites.
  • Use responsive design.
  • Add Advanced SEO Techniques like Structured Data (Reviews, Organization, Event..and more)
  • Take care of website speed (Code optimization, Image size compress).
  • Use FAQs in relevant pages.(Featured Snippets)
  • Don’t use duplicate content
  • Don’t use any black hat techniques (cloacking, keyword stuffing, whitespace, doorway pages)
  • Follow Google Algorithms.
  • Don’t buy links.
  • Add links from relevant niche sites.
  • Follow Google webmaster guidelines.



It’s been a pleasure having you on the show. Tell us where can we find you online?

Your website?  Or social handles?


Thanks for giving this opportunity. I am always available in Mail: [email protected]

P.S. You can also reach Ramesh, SEO Expert in Bangalore in his linkedin profile.

Follow me on these media channels for more free giveaways and tips

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