 So my today's topic is ACO and it's a lot of people nowadays say the ACO is dead, but is it the case? Let's see. All right. So people say ACO is dead and it's time for PPC to rule, but that's not the case. ACO is still relevant and to be very honest, if you are not focusing on ACO, you are missing out a big chunk of your traffic and you are not being digital marketing correctly. So according to Surgeon in land, a very reputed source, 50% of the traffic comes from organic search, which is actually 17% more than last year. So again, this statistic shows that how important ACO is. So now, yes, that's a meme. So that's about a meme. I'm a container in my marketing specialist working for last seven, eight years. Now before we move on, let's start, you know, discussing all the strategies. I want to start with the basics. And we'll move on with the advanced strategies. Now why basics? Yes, a lot of things you might be aware of the basic strategies and sometimes you may not be aware of it, but basics are important. If you don't follow the basics, you know, and move on directly to the advance, it is not going to help you. That's for sure. Okay. So what to, how do you start? First thing is to identify who is your target audience and you need to design your buyer's persona. If you don't know who you are targeting or who is a customer who's going to buy your product, then, you know, you can't plan your ACO strategy or your digital marketing strategy. So that's very important. Next on the list is keyword planning. Now, randomly, you know, we think, all right, I'm running a digital marketing agency. So my keyword will be digital marketing, but there is a lot more than that. So have a proper keyword strategy, then plan your content accordingly. Don't rush things because that's not going to help you anyways. Another important thing is to understand that whether search engine is crawling your website or not. So though you can use tools like Google Analytics, Search Console, I prefer to integrate our tag manager and then put all the codes there. That makes life much more easier. You must have a sitemap and a robot files because, you know, again, this is basic, but hardly anyone like, you know, take this as an important point. So please do that. Don't skip this part. On Pagesio, we have tags, meta descriptions, dual structure, a very important thing. We will discuss more in the advanced sections. Image optimization, pretty simple thing, but we tend to avoid it. Please don't do it. Try to make sure you all the images are optimized. It has relevant all tags. It have at least basic description. It not only helps you to get a good ranking, but it's also an important aspect for accessibility. So please don't skip that. Now on the screen, you can see some examples, how title and meta description looks like and how you can do it. So I have, you know, added two, I have added pictures of two different software plugins. One is RankMath and one is Joast. You can use any of the plugins that are available in the market and the dashboard would look something similar. And again, an example of image optimization before and after. So it's pretty much that. Most important factor to considering basics. You must have an SSL certificate. Now, if you don't have an SSL certificate, what happens is first Google give you an warning and let's assume that your ASO is good. You have a good traffic and your SSL expired or it's not properly set up. People come to your website and they landed up with an warning. That's not going to help you. So make sure your SSLs are active and it's getting renewed automatically. And all the security factors are in place. So please take care of that. Last but not the least is your website should be optimized for mobile devices. More than 50% of the search comes from mobile devices. Now, if you ignore the fact, that means you're losing 50%. In fact, more than 50% of the traffic. So don't do that. Let's do that at a glance. So some of the advanced points. Okay. So what do you mean by health and hygiene? So this means the basic thing that you need to take care in order to run a website and to ensure that your ASO things are in place. First, monitor your up and down time. Why it's important. If you don't monitor it, you will never go to notify that your website is down. Simple thing, but we miss out. Please don't do that. You can use free tools like fresh pink. There are a lot more other tools as well and we just free. So utilize that. Next, again, I already told you about the mobile visitors. So make sure your website, your content and everything is mobile friendly and mobile optimized. Don't miss on that part. For vital again, another important factor, Google officially said core factor are one of the things that they look after for, you know, arranging that ranking factor. So don't miss out on that. You can check Google page insights. There are other tools as well. So pretty much use those tools, optimize it, take help of your developer friends and get those things sorted. Your core vital is four. That means your traffic is going to get hampered. So let's not do that. Okay. Now, computer benchmarking. Now, in order to design a strategy, the first thing apart from clearing of the basics, I think we also need to have a clear understanding about our competitors. So I have divided the flow into three parts. First, who? So it's very important to know who is our competitors and also to justify why I am picking that XYZ company or website as a competitor. So be very careful while choosing who is your competitors. Next part is what? Now, you know that who is your competitors. It's time for you to know what they are doing and then in the next phase, why they are doing. So once you have answered for all of it, then you know exactly what your competitors are doing and what you are doing. Do analysis and prepare your strategy accordingly. So these are the few points that you can put on your competitor benchmarking. One thing I want to highlight is make sure your KPI is in place. It's well-defined and you know exactly which matrix to retract. If you miss out on that, then all your XY effort will not be monitored properly and you don't know what to do next. So please make sure your KPIs are in place. Now, semantic issue, again, this is a very crucial and important topic. I will be going through the slide very quickly so that we have more times in the Q&A and even there is a time restriction. So even in case if I'm not able to clarify any doubts over here, let's catch up offline. So I think most of you know him. He's a very popular issue guy, Brandeen. So that's the basic definition that according to him, what is a semantic issue, you can read it. I can allow you some 30 seconds. Please go through that. So this is why a semantic issue is important. Now, if you go to Google and type any seed viewers, you will see Google is suggesting you some things. Now, in my case, I was searching from my home. That's why it's showing Bengali. Probably in your case, it will be in a different language. So if you want to get suggested, please take care of semantic issue. Now, how to take care of it? Now, if you look at the chart, we have taken digital marketing export as a seed viewer and other things are related to digital marketing exports. So if your content revolves around or if you design the content in this pattern, then it will help you to get all the extra searches that you probably are missing out. So please try to arrange and plan your content accordingly so that you meet all these criteria and you get more touch points in terms of ACOs. Content cluster. So what exactly is a content cluster? So the idea of content cluster is you have a primary topic and you have a pillar content for the primary keyword or a topic. And then you have similar or related contents which are associated and connected with the primary topic. So this is how you can plan. Again, let's take content marketing as an example. So again, what we did, we divided it into content creation and content distribution. Again, you can divide it as whatever possible or however you feel comfortable. And now you can see the whole tree, how you can divide the content. Now, if you take keyword research or even if you take content creation or maybe off-page optimization, whatever points you take, all of them are directly, indirectly revolving around content creation. So the idea is content creation is the main topic and you have supporting contents that revolves around the main topic. Sleep it and schemas. So here are some examples that you can implement in your ACI effort so that you get your schemas and sleepers in place. So this is an example of featured snippet. So we call it rank zero. I should do a Google search and most likely the most relevant search term is on the top and you will find it on rank zero. So your target will always be to rank your content in rank zero. So what happens? The first thing that comes from the search page is your content. So try to optimize it in that way. We have reached snippet. You can see examples of reviews. You can see examples of rating. Then you have FAQs. So what happened is like you get more real estate on the search page and search pages are very expensive according to me because if you're on the first page, people will come to your website. If you're on the second page, nobody cares. It is an example of side links. So pretty much, again, this is important because you get extra links. People can go to multiple part of your website. So this again helps you to create more traffic and it is helpful. So how to implement? So here are some quick points that you can track. One, structure your content properly. It should be in a well-drafted format. Ideally, if you want to do a blog post, it should start with an overview. Then you have your Treble of content. Then you have the actual content all linked properly. And then you have a conclusion. And also try to leave an call to action for your audience so that you get those engagement. Now, proper use of the schemas. Please make sure that all the schemas are relevant and it's been implemented properly. You can know more at schema.org. Interlinking, again, is super important. Without interlinking, your topic of relevance and other activities will not work properly. And never follow a shortcut. Always try to make sure you are following the best practices. Now, audit. We do a lot of activities related to SEO, related to other digital marketing activities. But we don't audit our sites on a regular interval. Now, my question is, if you are investing some time, some resources towards some activity, and if you're not monitoring it, and if you don't see what progress you are making, then how are you going to define the next step? So audit is a must. It gives you a clear picture. Where are you standing? And what was your KPI? You compare that. And you know, like, whether you made a progress or you need more improvement to be done. So please make sure your audits are in place. I prefer to do a monthly audit. And I would suggest at least do a monthly audit. Next, KPIs. Follow them like anything. Don't miss out on them, because that's your parameter. That's the place from where you can track what you need to do and how you need to proceed and where are you exactly. AB testing. Now, in digital marketing, if there is nothing called it's permanent or there is nothing called if you follow these steps, your thing will work out. It's always experimentation. So you experiment, you learn something, you take it out. If you fail, that's fine. You take the learning from there and try again. Remove the unnecessary things. Whether there is a blog or it may be a theme that you tried, it may be a plug-in, it may be anything. If it is unnecessary, get rid of your website. Get rid of them from your website. Don't keep them. And yes. So a lot of time would happen is we tend to have a belief that we pick our super important keywords and make contents, multiple contents, on the super important keywords. Now, what exactly happens? When it gets into Google, you're basically competing for the keyword and all the pages are competing of your site. In a way, you are eating up your own graphic. So let's not do that. The best way to plan that is to have a proper keyword map. You make a flow chart. All right, this is my primary keyword or the seed keyword. Now, let's figure out maybe 10 secondary keywords and 10 long-term keywords and plan the content accordingly. Once the content is ready, try interconnecting them, cross-posting them here and there. And I think that should be the ideal way to move ahead. And just in case, you have already done this mistake. Already, you add a similar keyword or some contents are already scrolling. You want to get rid of them. Immediately, what you can do is you can mark them at no index. If you're using WordPress plugins, they give you easy access to do that. And if you don't find an option there, what you can do, here is a file called robot.txt. You can just disallow those particular URLs. And that should solve the purpose. And finally, if you see there is an option to remove it and that should not be affecting the performance of your website, then what you can do is you can remove it and put a prominent or a temporary redirection. That will also help you. Now, link structure, why it's important? Because it creates a flow. And it is easier for the user as well for the audience to go through your website. Like in a book, we have a table of content. Why? So that we know what's inside the book. Similarly, the link structure need to be implemented properly so that looking at the links or looking at the breakdown, people know, okay, so after this, this is coming, after this, this is coming. So it helps them. Okay, this can be an example of visual structure of how you can design your URL structure and plan your content accordingly. So you can go through it. I will share the slide lead. So I'll share the slides so that, you know, you can go through it and if you have a question during the session, after the session, you can always reach out to me. Okay, now, four to four. Sometime it happens, we remove some page, crazy thing happens and something gets removed. So what happens? You land up with a four to four error. Now, in most case, I would say 99% times, it is empty or it's just like, you know, you land up with an error or maybe you have some templates where it's just a four to four. Doesn't look good. And on the other hand, you are losing traffic. So what can be done? You can add a redirection, whether it's 301 or 302 or else what you can do that you can redesign the code or code page in a such a way so that even if what people were searching for, they didn't get it, but they at least got some content so that they can, again, they don't need to leave your website. So they're staying in your website and maybe, you know, they get some valuable content as well. I will show you some example, the next slide. Look at how things are done. So amazing, right? This is from helps cow and this is from big commerce. If you look at it, they have so many information. They have graphics element to keep that attention. And also they have all the important links that they want you to click on. Now, before I wrap up, there are certain things which, you know, we should always follow. One, our objective, well, you know, taking care of SEO should be at least five percent. We at least have an API that we will ensure that our essay for at least bring five percent improvement on a month to month basis. Anything below five percent, it's terrible. Don't do that. Try to improve that. Anything above five percent, it's okay. But again, you need to improve, but it depends from case to case and niche to niche. Another matrix to keep in mind is session duration and bounce rate. If you have higher session duration, that means your audience is enjoying your content. They are going, reading to your content. They're engaging. So that's a good parameter. You should always try to reduce your bounce rate because that means people came to your website, what they were looking for, they didn't find it. So they live and that's a very negative sign. So try to reduce your bounce rate as much as possible. And finally, there is no shortcut and there is no tutorial. There is nothing that is there on the internet that will assure you results, that will teach you. What you can do, you get a reference point from there and you start implementing things unless and until you implement it in real practical example, you will not be confident and you will not see the actual result coming up. So study online, take help from your seniors, take help from other people, learn from everywhere, whatever is available. But at the end of the day, make a habit of implementing it. If you don't implement, it's not gonna help. You will forget over the time. Content creation is super important. Without content creation, ACO is nothing because and without proper research, you won't be able to create authentic contents or the content that would be relevant. So research content is non-negotiable. Don't compromise on that. If you need more time, spend it. It's better to go slow and do it in the right way rather than doing one, one, one, like one, two, three in a very fast manner. It's not gonna help you in long term. And you won't see the ACO result instantly. It takes time. It's kind of like, you have to show your dedication, your hard work and you will get the food over the time. So don't be disheartened when you see I work a week and I don't see improvement. It's a slow process. Work for it for three months. You will see the result. Lastly, make sure you monitor what's going on. You analyze the results. You analyze the performance and improvise. So just to conclude, ACO is not dead. Don't think it in that way. And yes, I'm open and I would love to take any questions that you have.