Digital Marketing

SEO which stands for Search Engine Optimization is a technique or process that need to be done in order to improve the visibility of the website to be seen by users based on the input inside the search engines (Google, Yahoo Search, Bing, etc.). This was commonly done in digital marketing to advertise their product or services to the users. However, implementation of SEO itself has various of obstacles and challenge that need to be considered by the website developers, which is the search traffic that able to affect the website’s visibility. The most common way is to perform paid advertising services or techniques from the search engine. However different approach can be done by the developers by utilizing their knowledges from research and experiences into strategic technique in building their websites, so that it able to increase the ranking or reputation of their websites so that their websites will be easier and recognizable under search engines. There are two types of SEO technique, which is On-Page and Off-Page technique, where On-Page plays dominant role since it is controlled and monitored directly by the users, in which this article will primarily discuss the techniques; while Off-Page technique is which is influenced by a third party which also affect the search engine rankings.

Wonderful design and features inside their website that allows the audience to understand the purpose of the organization, which is to services in developing software or website. However, there are several issues in SEO where the links that are related to the service are not visible inside the SEO. Thus why, according to Marieke (2020) from Yoast, implementing internal links are necessary so that Google or other search engines are able to detect the content inside the page (for example to the web design page, etc.).

SEO RESEARCH

2.1 INTERNAL LINK

Applying Internal Link towards each sub-topics of the website, to create a linkable relationship between content pages for Google to access. As mentioned by Edwin Toonen from yoast.com (2017), that Google has a bot name Googlebot able to find out the pages of your website that are related or cover the typed subject based on the internal link by crawling from one link to another within the same website. By adding multiple internal links towards the website’s subcategories will ease up the website being caught during the search however, it will be wiser for the developer to understand which content from their website is the most important or core of the website’s business in which you are specialized in. Example from Figure 2.1.1 below is the sample result or benefits of internal linking which done by the searchengineland.com in which search engine able to provides links towards their subpage, instead of to their homepage, based on the internal link’s similarity or relevantly with the keywords search that had been input on the fields which is Search Engine Optimization (SEO). Therefore, the reason why it’s visible is that the search engine (Google) crawling through the websites to learn the structure of your websites and learn the relationship of the content linked by the internal links based on its linkable anchor text’s keyword (hyperlink); so that when SEO found it relevant with the search keywords it will be prioritized and make the websites become more visible to popular within the search rankings.

Figure 2.1.1 Example How Internal Linking Affect the Website Visibility

Implementation of an internal link can be done in various types whether using a text or image as the internal linker. However, even though both of them applied for the same purpose, the SEO value or a number of search rate for the engine to crawl your website will be different in which it will affect your website search rankings. According to Broderick D. (2016) from knowledge.glass.digital.com, text links has the weigher SEO rate compared than using image link. 

The reason behind this is, text link or more preferred as contextual link, is a clickable text that using an anchor text as a medium to link one page to another, where the anchor text contains keywords in which the search engine (Googlebot) is able to crawl, analyze, and verify the relevancy of the keyword from the linkable anchor text with the keyword inputted by users and the linked page content; whereas by using an image as internal linker they unable to determine whether the image and the linked website is appropriately matched. Implementing alt tags at the image is possible to help the web crawlers detecting what the image is about; however, it won’t be very effective compared to using text, as the crawlers able to recognize the link along with the keywords from the linker’s anchor text directly and compare it with the linked page more effectively.Therefore, based on this SEO approach, it would be better to implement internal link by using text at the Website also, in which from Figure 2.1.2 below, it is shown that this website uses an image as the internal link at the ‘Learn More’ button, and had been tagged by using alt tags related to the page that it links to, however, using this approach has made the website not highly visible within the search rankings, due to the web crawler unable to detect which page this image linker directs the users to, since web crawlers don’t able to analyze the image like users or developers’ perceptions.

Figure 2.1.2 Example Internal Linker which had been done by operion.com.my

Since website design and development services keep popping up and competing with one another, it would be wiser to implement not only image linker which had been done by operion.com.my but implementing text linker either at the titles (Commercial Website, E-Commerce Website, etc.) or within the keywords under the description. However, some changes need to be done around the anchor text due to several possible issue or ambiguity in which it will be discussed in Part 2.2. Always keep in mind that the more times a page is linked from other pages, the more important or prioritized the website will appear at search engine, thus why, we need to implement more than one internal linking for the same page, but in an efficient way.

2.2 CHANGES IN KEYWORDS & INTERNAL LINKING SOLUTIONS (FOR SERVICE PANEL IN HOMEPAGE)

Website’s developer needs to understand that using popular or related keywords at their SEO are highly affect their website’s visibilities. However, since trends keep updating from time to time, it may affect the ambiguity of the keywords that had been implemented within a website in the past, thus why researchers need to keep investigate and inform the developers to update their website in order to keep in track with the search traffics over a period of times. This part will briefly discuss the keywords that may possibly affect the SEO rate of the website along with providing several suggestions towards the proposed issues.

From the operion.com.my homepage it can be found that the websites provides six (6) main service to the users such as: Commercial Website, E-Commerce Website, Website Maintenance, SMS Marketing, Email Marketing and WhatsApp Marketing.

(A) Commercial Website (Website Design Service)

Figure 2.2.A.1 Internal Linker for Website Design Service

When the ‘Learn More’ button is clicked, it is founded that it directs users towards one of the Operion’s services which helps to design a website to the client, shown in Figure 2.2.A.2, although it clearly explains its service inside the linked page, some possible issue related to SEO rate may possible to happen.

Figure 2.2.A.2 Linked Page of Website Design Service

One possible flaw which had been done for this section is implementing an image linker, in which it is resulting in the web crawler being unable to recognize that the Operion website has a service that is related to Web Design, therefore using text as the linker would be possibly the best solution. However, when comparing Figure 2.2.A.1 and Figure 2.2.A.2, even though we are applying an internal link at the keywords from anchor text (title or description), it may cause an issue. 

For example, in Figure 2.2.A.1, it is stated with a title called ‘Commercial Website’, whereas it actually directing users to web design service. Eventough the web crawler will be able to recognize the text link (if we use the title as the internal link), it will detect an inappropriate relevancy between those keywords in which it will eventually make the website drops from its ranking due to the crawler thought that the value of the website is low because of its irrelevancy with its directed content. Therefore, the most possible solution is to change the title keywords into more relevant and directive keywords, such as:

Web Design Service

or simply write

Web Design

Simple things such as plural at the keyword ‘Service’ also affect the search trend. Proven on Google Trends on Figure 2.2.A.3, ‘Service’ keyword has the highest search rate compared than ‘Services’ from 26^th July 2020 onwards. Therefore, it would be wiser to use ‘Service’ keyword compared than ‘Services’ keyword for the next internal link text’s keyword issue.

Figure 2.2.A.3 Service and Services Keyword Trend Comparison

Aside from that, we know that ‘web’ can also be typed as ‘website’ during the keyword typing, therefore, it would be better to determine which keywords are popular comparing these two keywords by using Google Trends. In the end, as shown in Figure 2.2.A.3, ‘Web’ keyword has the higher number of search trend compared than ‘Website’. Therefore, we proceed with using ‘Web’ keywords for any keywords that we would like to apply internal linking (different keywords may be used depending on the situations. For example: if the verb is placed after the subject, then ‘Web’ will be used, otherwise ‘website’ will be used.)

Figure 2.2.A.3 Search Trends Between ‘Website’ and ‘Web’ Keywords

In which this way of internal linking had also been done by orangesoft.com, instead of using image as the medium, they used text which mentioned ‘web design’ keywords specifically in the internal link text (Figure 2.2.A.4), which is the reason why it crawled and ranked as important due to its relevancy and recognizable by the web crawler, shown in Figure 2.2.A.5 where this website placed directly under  website  that used paid ads service from Google.

Figure 2.2.A.4 Web Design Text Link by orangesoft.com.my

Figure 2.2.A.5 orangesoft.com.my Placed Top Ranking Under SEO in Web Design Service

Therefore, applying a similar technique just like orangesoft.com.my is recommended in order to be recognizable by the SEO, which is directly written ‘Web Design Service’ in the anchor text as internal links. This approach is not only done by orangesoft.com.my, but other websites as well for example: webz.com.my. From Figure 2.2.A.6 bellow, they used internal links with anchor text: ‘Our Website Redesign Service’; which has ‘Website’, ‘Redesign’ or ‘Design’, and ‘Service’ keywords detected and analyzed by web crawler. Shown in Figure 2.2.A.5 above, bellow orangesoft.com.my, this website (webfx.com) appear as the second ranking under search engines. Therefore, keep in mind that, using relevant keywords at your text link is highly necessary.

Figure 2.2.A.6 webfix.com Implementing Text Design

Shown in Figure 2.2.A.7, implementing text link under description also possible in making the SEO rate increased, since web crawler will be able to read the keywords and determine its relevancy with the page that it direct to.

Figure 2.2.A.7 Example of Implementing Text Link Under Description

Thus, why implementing more than one text link for directing the same page is allowed and recommended in order to increase the SEO value if you want to make the website more valued by the search engine so that it will frequently appear and be browsed by the users since the search rate increases. But in Figure 2.2.A.1, there are no keywords that able to be used as the internal links, therefore, the description text needs to be changed into a clearer message that tries to convince the users regarding its special and professional service in helping clients designing their websites, for example (note the underlined texts are the internal link):

Develop your business lead generation in this digital era, with our professional service in Create and design stunning websites.

(B) E-Commerce Website Service

Figure 2.2.B.1 Internal Linker for E-Commerce Website Design Service

Similar issue with what has been discussed in part A, where operion.com.my had implement image link with a ‘Learn More’ button which had inserted with an alt tag. However different than what had been done in part A, the keyword that has been written at the title is already correct, as it had mentioned the type of service that the website provides like in Figure 2.2.B.2, which is the E-Commerce Web Design Service.

Figure 2.2.B.2 Linked Page of E-Commerce Website Design Service

However, we know that it is link will directing users to a page where it will provides E-Commerce website design towards the users, however one problem may happen if we implement internal link text at the title from Figure 2.2.B.1, where it doesn’t specifically mention the ‘design’ or ‘service’ keyword which will result in ambiguity for the web crawlers to detect whether this website provides e-commerce design service or not. Since we in Figure 2.2.A.3 we have determined that ‘Web’ keyword has the highest search rate, another keyword that I would like to search its search trends is the ‘E-Commerce’ keyword, whether remove the horizontal line (-) or not. Obtained from Google Trends, I found that, ‘Ecommerce’ without (-) has the highest search rate.

Figure 2.2.B.3 Comparison Between E-Commerce Keywords

Therefore, from those keywords search trend, the most suitable way in writing the linkable anchor text is to add those keywords into:

Ecommerce Web Design

After a try searching with ‘E-Commerce Web Design’, another issue that I found that, web crawler detects topics that not we wanted, shown in Figure 2.2.B.4, the search engines detect and display topics which shows several recommended ‘Types of E-commerce website design’, not ‘E-commerce website design services’.

Figure 2.2.B.4 Search Result ‘E-Commerce Web Design’

Thus why, we need to add more specific keyword to make it visible which is the ‘Service’ keyword. Therefore, the internal link text will be:

Ecommerce Web Design Service

Same with what had been done in part A, implementing internal link can also be done at the description, as the greater number of internal links detected by Web Crawler, the more important the SEO think the website is. However, if we do so, we need to change the description’s text with adding keywords that related with the page that it direct to.

Expand your business online and sell your products on famous marketplace with our professional Ecommerce website design service.

Similar website also implemented internal link at description under home menu which provides E-Commerce website design service, shown in Figure 2.2.B.5 bellow. This website has placed top ranking for ‘E-Commerce Website Design Service’ SEO. However, this website unable to appear at the ranking when we input ‘E-Commerce Website Design’ (without ‘Service’) only due to ambiguity of the topics that Web Crawler trying to search for the users.

Figure 2.2.B.5 exabytes.my Internal Link at Home Page Descriptions

(C) Website Maintenance Service

Figure 2.2.C.1 Website Maintenance Service

For this part, I also seek several websites that placed on popular rankings in SEO, mostly I found that each website used texts as an internal link at the homepage, instead of using images as its internal link. Even though operion.com.my had implement image as an internal link along with alt tag at the button to direct users to ‘Website Maintenance’ page (Figure 2.2.C.2), the SEO value when using text are different level compared to the image, as the Web Crawler unable to directly detect the keywords from image compared when using texts.

Figure 2.2.C.2 Linked Page of Website Maintenance Service

Below are several screenshots of popular website that provides several website services, including website maintenance services. Shown that each of the websites uses text as internal link with ‘Website’ and ‘Maintenance’ keywords at their homepage (not at the footer only).

Figure 2.2.C.3 orangesoft.com.my Web Maintenance Service Internal Link

Figure 2.2.C.4 justsimple.com Web Maintenance Service Internal Link

From Google Trends keyword search trend which had been done in part A, using ‘Web’ keyword instead of ‘Website’ will be recommended, which later followed with ‘Maintenance’ keyword. However, one additional keyword that need is the ‘service’, since the most common issue that occurred when we miss the ‘Service’ keyword are, they will mostly display websites or blogs that explain ‘Definition of Website Maintenance’ instead of websites that provides ‘Web Maintenance services’.

Figure 2.2.C.5 Common Issue on ‘Web Maintenance’ Search

Therefore, to avoid misleading issues, we need to add ‘services’ keyword for the title in Figure 2.2.C.1 and change it into internal link text. Eventough the ‘Website’ keyword has a higher number of searches compared to ‘Web’ which was obtained from Google Trends, for this service it has a different scenario, where most developers use ‘website’ keyword compared to ‘web’ for this maintenance service. Proved by the search result eventough it has a higher search rate, majority of search engine will display pages that use ‘website’ keyword instead of ‘web’ keyword. This issue is also supported by Google Trend, where the average search rate between ‘Website Maintenance’ and ‘Web Maintenance’ keywords from 26th July 2020 onwards, ‘Website Maintenance’ has the highest search trend.

Figure 2.2.C.6 Comparison Between ‘Website Maintenance’ and ‘Web Maintenance’

Based on the result from Google Trend, the most suitable is to keep the keyword with ‘Website’, ‘Maintenance’, and add ‘Service’ at the end.

Website Maintenance Service

Adding more internal link text under the description is also recommended in order to make the website get more search rate in SEO. So far operion.com.my has a clear description regarding its website maintenance service on its homepage (Figure 2.2.C.1). If we would like to add a text link, it would be better not to remove the text that it currently has. Therefore, we simply need to add extra lines which will be used as an internal link, along with adding ‘Maintenance’ keyword which is unwritten in Figure 2.2.C.1 description part. So, the description will be:

Diagnose your websites, keep your website information up to date and SEO friendly, with our excellent website maintenance service.

(D) SMS Marketing Service

Figure 2.2.D.1 SMS Marketing Service

Operion.com.my provides several marketing services, where inside the homepage (not on the headings or footers menu), it has panel which briefly describes its SMS Marketing service. However, just as mentioned in previous parts, implementing text as its internal link would be better to improve the SEO.

Figure 2.2.D.2 SMS Marketing Search Issue

For this part, we also need to add ‘Service’ keyword to avoid ambiguity since the search engine will display websites and blogs regarding SMS marketing topics. Just like in Figure 2.2.D.2 above, therefore, it would be better to add ‘Service’ keyword before implementing internal link at this panel’s title (excluding paid promote websites).

SMS Marketing Service

This way of implementation also had been done by business.com, where it stated ‘Text Messaging Marketing Services’ in the middle side of the homepage, in which it affects the SEO ranking of this website.

Figure 2.2.D.3 SMS Marketing Internal Text at business.com

Descriptions under this panel already explain clearly regarding this website, where ‘Promotions’ keyword also reference to ‘Marketing’ keyword. Therefore, all needed is to add internal link at several line of words, such as:

Scheduled messaging for exclusive promotions to your customer using our shortcode SMS mechanism. Prices start from RM 0.076 per SMS sending.

(E) Email Marketing Service

Figure 2.2.E.1 Email Marketing Service

Same with what had been done at the SMS marketing service, this email marketing section in Figure 2.2.E.1, it uses ‘Learn More’ image button, which the web crawler is unable to detect. Therefore, based on SEO rules and strategies, to make the website more visible in the SEO, we need to apply text link for this title, since web crawler has a high number of rates to detect, analyze, and prioritize links that using texts compared than the image, where it didn’t directly readable.

Figure 2.2.E.2 Email Marketing Search Issue

A similar issue occurs on the search result when users search, where without the ‘service’ keyword, where the search engine will display all blogs that discuss the ‘Email Marketing’ topics, and all websites that provide Email marketing services won’t appear in the search engine (shown in Figure 2.2.D.2), but they will appear when ‘service’ keyword is added at the end. Therefore, the most suitable title text for this internal link in Figure 2.2.E.1 is:

Email Marketing Service

This way of implementation also had been done by business.com, where it stated ‘Text Messaging Marketing Services’ in the middle side of the homepage, in which it affects the SEO ranking of this website.

Figure 2.2.E.3 Email Marketing Internal Text at sendinblue.com

The descriptions regarding this service had clearly explained the service’s details including the keywords that needed regarding this email marketing. Therefore, all needed left is to add an internal link for the specific line of text shown as below:

Reach and engage with your customers through email marketing and track the read, opened and bounced report. A minimum top up of RM40.

(F) WhatsApp Marketing Service

Figure 2.2.F.1 WhatsApp Marketing Service

For this WhatsApp Marketing panel, a similar approach needs to be implemented which is to apply internal link text at the title along with the description part, as the greater number of internal links the page has, the more visible the website to appear at the search engine.

Figure 2.2.F.2 WhatsApp Marketing Search Issue

A similar issue appears during the search, where without ‘Service’ keyword, unwanted search results appear, where the search engine will display several topics that discuss anything that related to ‘WhatsApp Marketing’, but websites related to WhatsApp marketing services won’t be appearing as a search result. Therefore, to make it visible but related to the user’s target preferences, adding service at the end of the words will be suitable.

WhatsApp Marketing Service

For the description part, using ‘marketing’ and ‘service’ keywords would be preferable, since the web crawler will also be able to understand the message within the keyword if we explain the service word directly and using the existing lines of description as the internal link will make the message ambiguous since it doesn’t directly explain that this website provides WhatsApp Marketing service.

Send personalized WhatsApp message to your customer with our WhatsApp marketing service. Supported by text, emoji and graphic files.

or we can shorten it to

Explore and promote your content or business into the market with our WhatsApp marketing service.

2.3 CONTENT STRATEGY (EACH SERVICE PAGE)

Developers need to ensure, the content of their websites answers the question that possible being search for, along with determining and questioning themself whether they pick the correct or relevant keywords to answer the user’s answer. Web crawler able to detect the question and provides the answers based on the relevancy of the content with the questions.

According to a former engineer member of Google’s quality group, Matt Cutts (2010) mention that search engine such as Googles have a software called Spiders which work as web crawlers, where it will access the numerous chunks of stored pages inside website’s index and find every page that includes keywords from the search terms. But how it will determine which one will be prioritized? Aside from using internal links, it detect and determine the value of the page based on the number of times the keywords inside the search terms appear at the pages (it can be from title, content, or the URL). So aside from having many links point to which had been discussed in part 2.2 where we need to understand that applying more than one internal link will increase the website’s SEO rate; we also need to write the relevant keywords for more than one times within the content (it can be the original words or the synonym of the words).

In this section, several service pages that operion.com.my provided on their website will be analyzed and reviewed.

(A) WEBSITE DESIGN SERVICE

Figure 2.3.A.1 Website Design Service Page

Inside the website design service page, developers have used the keywords such as ‘Web’ or ‘Website’, ‘Design’, ‘Service’ for more than one time, which is already correct way of implementation, as the web crawler able to recognize the content deeply and understand that this page is related to website design services. Every web designer website explains their web design services using those three keywords for more than one time, with a reason so that their website will be valued as most relevant and important by the web crawler.

Figure 2.3.A.2 Web Design Service Keyword Content at the Website Design Page of webfx.com

However just in case to avoid issue which had been explained in part 2.2.A, that without ‘Service’ keyword, it will cause ambiguity in the SEO, and since the title is also major part of the content that will affect the SEO ranking compared than the details below it, also this page will be compared with the internal link’s keyword which had been discussed previously; therefore, it would be better to change the title of the page with:

Web Design Service in Malaysia

Aside from that, remember that to have more than one internal link that directing is important to compete in SEO. At the end of the page shown in Figure 2.3.A.3, aside from the menu at the header and footer of the page, it would be better to add few lines of description that link to other pages (internal link) based on the service group (Web Design, Design Marketing, Messaging, and Software).

Figure 2.3.A.3 Web Design Service Page at the End Page

Adding several lines of text persuading users to look and use the other relevant pages at the end, along with adding internal link text it would be a great idea to increase the SEO rate between the website’s pages (this also had been implemented by other websites). Therefore, for this section, between the Contact Us and Frequently Asked Questions section, adding a gap of lines between them for this additional description would be suitable.

Explore our other professional web services at Operion: E-commerce Web Design Website Maintenance

A similar way of implementation has also been done by orangesoft.com, where before the footer menu, they provide some internal links that direct users to their other services even though they also state it at the end of the website; where they used both image and text as internal links.

Figure 2.3.A.4 Internal Link at the Page at orangesoft.com

(B) E-COMMERCE WEB DESIGN SERVICE

Figure 2.3.B.1 E-Commerce Website Design Service Page

Compare with the e-commerce web design service page, developers have used the keywords such as ‘E-Commerce’ or ‘Web’, ‘Design’ in the title. However, this can make some issue which had been discussed in part 2.2.1. Where based on Google Trends ‘E-Commerce’ keyword has lower search rate compared than ‘Ecommerce’ shown in Figure 2.3.A.2 below where each website use ‘Ecommerce’ without horizontal straight line (-) more often, while websites that use ‘E-Commerce’ won’t appear as the search result. Aside from that, without the ‘Service’ keyword, there might be a possible ambiguity issue occur on the search engine, where web crawlers will display unwanted search results just like in Figure 2.2.B.4. Therefore, most of the time, web developers add ‘Service’ keyword either at the page content or at the meta description.

Figure 2.3.B.2 E-Commerce Website Design Service Search Result

Therefore, for the page title on Figure 2.3.B.1, the title should be changed into:

Ecommerce Web Design Service

An example of website that also applies this keyword is exabytes.my, wherein Figure 2.3.B.3, they used ‘eCommerce’ instead of using ‘E-Commerce’. Also in Figure 2.3.B.4, instead of writing ‘eCommerce Website Design’, they put the ‘Service’ keyword at the end of the title.

Figure 2.3.B.3 Page Title in Website exabytes.my for E-Commerce Web Design

Figure 2.3.B.4 Page Title in Search Engine exabytes.my for E-Commerce Web Design

Aside from that, this page has few numbers of ‘Ecommerce’, ‘Website’, ‘Design’, and ‘Service’ keywords at the beginning of the page after the title. Where shown in Figure 2.3.B.1, the page lack in explaining briefly about the service wherein Figure 2.3.A.1, they explain the service briefly with the mentioned keywords. Since SEO rate is also affected based on the number of same or similar keywords on the page with the search term, therefore it would be better to add some lines by using the three keywords into:

JUMP-START YOUR ONLINE BUSINESS! A website holds the key in forming a business by taking it online. Get your store ready online, with our ecommerce website design service.

Similar implementation also needs to be done at the content part between email contact button and Frequently Asked Questions, where adding internal links that directing users to other website services also needed in order to improve the SEO weight value of the current website’s page.

Figure 2.3.B.5 E-Commerce Web Design Service Page at the End Page

Thus why, we need to add several lines of text persuading users to look and use the other relevant pages at the end, along with adding internal link text it for example:

Explore our other professional web services at Operion: Web Design Website Maintenance

A similar way of implementation has also been done by webfx.com, where before the footer menu, they provide some descriptions of their service along with internal links that direct users to their other services even though they also state it at the end of the website.

Figure 2.3.B.6 Internal Link at the Pages by webfx.com

(C) WEB MAINTENANCE SERVICE

Figure 2.3.C.1 Web Maintenance Service Page

Same with the web design service page, this page already has brief detail of the services with the keywords that used in Figure 2.2.C which is ‘Website’, ‘Maintenance’, and ‘Services’ shown in Figure 2.3.C.1 above, the SEO rate for this page already good enough to make the website appeal in the search term. However, in this section, the two topmost paragraphs have the issue of unsynchronized font size between the other lines of the descriptive paragraph in the next section.

Regarding the titles, there are no further changes needed for this service page, as mentioned in part 2.2.C, where ‘Website Maintenance’ has a higher search rate compare with ‘Web Maintenance’. Even after input the search term with ‘Web Maintenance’, majority of websites with ‘Website Maintenance’ keywords will appear as the top-ranking according to the SEO. Therefore, we could leave the title with:

Website Maintenance Service

or

Website Maintenance Services

Same with what had been done previously, to make the SEO of the website from other page increased, implementing internal text at the content section which will direct the users to other services are recommended to be done.

Figure 2.3.C.2 Website Maintenance Service Page at the End Page

Therefore, the most suitable place to put this additional internal link text is between the ‘Write us and email :-)’ button and FAQ sections, since it is the place with integrates between the service topics and the additional features within the page (contact us section). The internal link for this side will begin with some inviting message to the audience, followed with the link which will direct users to other web service such as: web design and e-commerce web design.

Explore our other professional web services at Operion: Web Design Ecommerce Website Design

(D) SEO SERVICE

Figure 2.3.D.1 SEO Service Page

In this service page, the service page has used the ‘SEO’ and ‘Services’ inside the content, as mentioned by Matt Cutts that web crawler will determine few pages from billions of websites from a collection of search engine’s page indexes, based on the SEO rate; where one among multiple algorithms in search engine which affect the SEO value is ‘How many same or relevant keywords that the website’s page has?’ in order to determine the relevancy rate between the search term and the page’s content.

Figure 2.3.D.2 SEO Service Page from shinjiru.com.my

In this page, it already contains the keywords that are relevant to the services shown in Figure 2.3.D.1 above where from the beginning (title) including descriptions and sub-categories that comes after it, this website already contains more than enough number of keywords for the web crawler to detect it. One example of website that also provides SEO service, shinjiru.com.my, uses ‘SEO’ and ‘Service’ for more than one time (look at Figure 2.3.D.2). Thus why, the SEO service site of the shinjiru.com.my, had been prioritized by the web crawlers among the websites that used paid ads promotion (Figure 2.3.D.3).

Figure 2.3.D.3 shinjiru.com.my at the Top Search Rank on ‘SEO Service’

Adding an internal link just like what had been mentioned in ‘Web Design’ services section (Part 2.3.A – Part 2.3.C); where persuasive message along with internal link could be added between the ‘Email Us’ button and ‘FAQ’ sections, as the more website from other page links to it, the more important the web crawler think the website is.

Figure 2.3.D.4 SEO Service Page at the End Page

For this service page, the most suitable message that will be delivered to our audience is a persuasive message for the users to look other related services which is the ‘Digital Marketing’ services along with the internal link to be detected by the web crawler.

Expand your business with our digital marketing services at Operion: WeChat Marketing Influencer Marketing Video Marketing Digital Marketing Copywriting PPT Design

(E) WECHAT MARKETING SERVICE

Figure 2.3.E.1 WeChat Marketing Service Page

This page has an ambiguous description regarding the service, especially the title and its early sub descriptions whether operion.com.my provides service to user in preparing WeChat marketing account to user or only explaining users about what WeChat official account is. This ambiguous statement occurs due to indirective message at the title where it only state ‘WeChat Official Account’, which gives a first impression that this is a blog that only explain ‘what is WeChat official account is.’. However, based on the menu from header and footer, it is mentioned that this is a WeChat Marketing Page. Therefore, since the actual goal of this page is to tell the audience that they provide ‘assistance in creating WeChat marketing account’, the title would be better to be changed into:

WeChat Official Account Registration Service

However, regarding the early line of description from Figure 2.3.E.1, an issue had been found, where the description lines were similar to the content from another website (shown in Figure 2.3.E.2 below). According to Kyle Freeman (2019), copy or having the exact same content from other websites may cause an impact on the search engine rankings, where one possible case is being filtered out by the duplicated website which may have a higher rank compared to this website.

Figure 2.3.E.2 Same or Duplicated Content issue

Therefore, for this description, it would be better to change the text to avoid unwanted issues. The suggested way is to start with a short line of text that asking users to use our service in creating an official WeChat account. Thus, the most suitable early description for this section is:

Start and expand your business online via powerful marketing social media, WeChat, to reach your audience, with our exclusive service in register your WeChat official account now.

With the above text, we will have at least different description content compared to chineseseoshifu.com. Aside from that, this also will help the web crawler to detect the WeChat official account register service from this website, since it contains the keywords that related to this registration service, which will be relevant with the keywords from the possible search term by users. 

The next thing that needs to be done is to add an internal link like what had been mentioned in previous section (SEO Service) with the same way that had been discussed previously; where adding a persuasive message along with internal link could be added between the ‘Email Us’ button and ‘FAQ’ sections, as the more website from other page links to it, the more important the web crawler think the website is.

Figure 2.3.E.3 SEO Service Page at the End Page

The most suitable message will be a persuasive message to engage users to see other ‘Digital Marketing’ services along with the internal link to be detected by the web crawler, to improve its SEO rate.

Expand your business with our digital marketing services at Operion: SEO Service Influencer Marketing Video Marketing Digital Marketing Copywriting PPT Design

(F) INFLUENCER MARKETING AGENCY IN MALAYSIA

Figure 2.3.F.1 Influencer Marketing Agency Service Page

For this page, the most directive and clear way of providing the idea for the user regarding the type of service is the title. However, even though the page’s title from Figure 2.3.F.1 is quite clear enough, it would be better to change the title into a clearer way. When look at Figure 2.3.F.2, after typed ‘Malaysia influencer marketing’, most of the time they put ‘Malaysia’ keyword at the end where preposition vocab such as ‘in’ was placed beforehand.

Figure 2.3.F.2 Search Result for ‘Malaysia Influencer Marketing’

Another example of website that also provides influencer marketing service in Malaysia is starngage.com, where they type their title as ‘Influencer Marketing in Malaysia’ since it is clearer compared than ‘Malaysia Influencer Marketing’, even though web crawler will detect based on the keywords not the line of text’s structure.

Figure 2.3.F.3 Example of Page Title by starngage.com

Aside from the title, since the URL’s page title of this page use ‘Agency’ keyword, it would be better for the title to have the ‘Agency’ keyword to increase the relevancy rate between the URL title and the page title.

Figure 2.3.F.4 The Current URL’s Page Title

Therefore, the most suitable title for this page is:

Influencer Marketing Agency in Malaysia

For the rest of the content in this page, the message and several explanations regarding influencer marketing had been explained well. As the developer has put the details for the users to understand what this service means in an attractive and eye-catching design. Thus why, the next thing that needs to be done is to adding a persuasive message along with internal link between the two buttons (‘Enroll as KOL Now!!’ And ‘WhatsApp Us’) and ‘FAQ’ sections from Figure 2.3.F.5.

Figure 2.3.F.5 Influencer Marketing Service Page at the End Page

The message and the internal link will be:

Expand your business with our digital marketing services at Operion: SEO Service WeChat Marketing Video Marketing Digital Marketing Copywriting PPT Design

(G) VIDEO MARKETING SERVICE

Figure 2.3.G.1 Video Marketing Service Page

This service purpose is to clarify users regarding the ads video production service that Operion has, shown in the Figure 2.3.G.1 above. However, the way of writing ‘video marketing’ without the ‘service’ at the title like Figure 2.3.G.1 may be possible but unwanted search result or backlink may be possible to happen. Shown in Figure 2.3.G.2 below, eventhough it has the higher search volume worldwide compared to ‘video marketing services’, the issue is shown where this search term has total of 28 competitors with the websites that used paid ads, which is twice higher than with ‘service’ keyword.

Figure 2.3.G.2 ‘Video Marketing Service’ and ‘Video Marketing’ Comparison

Another example of possible keyword shown in Figure 2.3.G.3 where ‘Advertisement Video’, ‘Ads Video’ or ‘Business Video’ keyword also possible to be used for this service. Therefore, comparison between several similar keywords will be applied.

Figure 2.3.G.3 Several Other Possible Keywords in Google URL

Obtained from app.kwfinder.com shown in Figure 2.3.G.4, it is found that:

• ‘Video marketing’ has highest search trend, 2^nd lowest competition with other paid ads websites, and average keyword difficult (KD).
• ‘Business video’ has 3^rd highest search trend, lowest competition with other paid ads websites,and average keyword difficult (KD).

Figure 2.3.G.4 Comparison of Several Possible Keywords (Source: app.kwfinder.com)

From all the possible keywords obtained, ‘video marketing’ and ‘business video’ are both recommended to be used since both have positive and negative sides which can be tolerable. Therefore, it would be better to use ‘video marketing’ since it had twice more search volume compared to ‘business video’. Then several possible keywords were selected by using keyword.io and compared using semscoop.com shown in Figure 2.3.G.5.

Figure 2.3.G.5 Comparison with Several Possible Keyword

Based on Figure 2.3.G.5, it is found that:

• ‘Video marketing agency’ has 2^nd highest search trend, lowest keyword difficulties (KD), and highest competition with other paid ads websites.
• ‘Video marketing services’ has lowest search trend, lowest competition with other paid ads websites, and average keyword difficulties (KD).
• ‘Video marketing’ has highest search trend, 2^nd highest competition with other paid ads websites,and highest keyword difficulties (KD).

Therefore, the most suitable title for this page is:

Video Marketing Service

Same what had been done on the previous page, adding an internal link at this page to other Digital Marketing Service pages will be able to increase the SEO rate for other pages including this page as well. Therefore, between the ‘Write us an email :)’ and ‘FAQ’ sections from Figure 2.3.G.6. below, adding an internal link will be recommended.

The message and the internal link will be:

Expand your business with our digital marketing services at Operion: SEO Service WeChat Marketing Influencer Marketing Digital Marketing Copywriting PPT Design

(H) DIGITAL MARKETING SERVICES

Figure 2.3.H.1 Digital Marketing Service Page

In this page, mainly describes several types of digital marketing services that Operion has for the client to choose from, including the digital marketing services which had been explained previously. In SEO rules, to increase SEO rate, it is not only by typing the URL’s page title and meta descriptions only, but keywords within the content also included. Therefore, adding several lines of text as first descriptors are necessary with keywords that are used in Page URL’s title and meta descriptions, including titles inside the page also.

Figure 2.3.H.2 ‘Digital Marketing Service’ Keyword Comparison (Source: semscoop.com)

According to data obtained from semscoop.com, several possible words shown in Figure 2.3.H.2 above, it is found that:

• ‘Digital marketing services’ has lowest search trend, 2^nd lowest keyword difficulties (KD), and lowest competition with other paid ads websites (PPC).
• ‘Digital marketing’ has highest search trend, 2^nd lowest competition with other paid ads websites (PPC), but highest keyword difficulties (KD).
• ‘Online marketing’ has 2^nd highest search trend, 2^nd highest competition with other paid ads websites, and 2^nd highest keyword difficulties (KD).
• ‘Digital marketing agency’ has 2^nd highest search trend, highest competition with other paid ads websites, but lowest keyword difficulties (KD).

Therefore, the most suitable title for this page is:

Obtained from app.kwfinder.com shown in Figure 2.3.G.4, it is found that:

• ‘Video marketing’ has highest search trend, 2^nd lowest competition with other paid ads websites, and average keyword difficult (KD).
• ‘Business video’ has 3^rd highest search trend, lowest competition with other paid ads websites, and average keyword difficult (KD).

Figure 2.3.G.4 Comparison of Several Possible Keywords (Source: app.kwfinder.com)

From all the possible keywords obtained, ‘video marketing’ and ‘business video’ are both recommended to be used since both have positive and negative sides which can be tolerable. Therefore, it would be better to use ‘video marketing’ since it had twice more search volume compared to ‘business video’. Then several possible keywords were selected by using keyword.io and compared using semscoop.com shown in Figure 2.3.G.5.

Figure 2.3.G.5 Comparison with Several Possible Keyword

Based on Figure 2.3.G.5, it is found that:

• ‘Video marketing agency’ has 2^nd highest search trend, lowest keyword difficulties (KD), and highest competition with other paid ads websites.
• ‘Video marketing services’ has lowest search trend, lowest competition with other paid ads websites, and average keyword difficulties (KD).
• ‘Video marketing’ has highest search trend, 2^nd highest competition with other paid ads websites,and highest keyword difficulties (KD).

Therefore, the most suitable title for this page is:

Video Marketing Service

Same what had been done on the previous page, adding an internal link at this page to other Digital Marketing Service pages will be able to increase the SEO rate for other pages including this page as well. Therefore, between the ‘Write us an email :)’ and ‘FAQ’ sections from Figure 2.3.G.6. below, adding an internal link will be recommended.

Figure 2.3.G.6 Video Marketing Service Page at the End Page

The message and the internal link will be:

Expand your business with our digital marketing services at Operion: SEO Service WeChat Marketing Influencer Marketing Digital Marketing Copywriting PPT Design

These changes also need to be done not only on the website’s page, but under the page’s title and meta description which is visible from the search engine. Where in Figure 2.3.E.3, it is shown that the page title and meta description have no single text which describes operion’s capability in serving WeChat official account registrations.

References:

• https://www.weidert.com/blog/on-page-and-off-page-seo (21-07-2021)
• https://www.semrush.com/blog/image-seo/?kw=&cmp=AA_SRCH_DSA_Blog_Core_BU_EN&label=dsa_pagefeed&Network=g&Device=c&utm_content=515816591165&kwid=dsa-1057183200915&cmpid=12565136841&agpid=119030054306&BU=Core&extid=167616129938&adpos=&gclid=CjwKCAjwi9-HBhACEiwAPzUhHEhrUoxD-H061J3ztbVNrL6Rin6ssF4K9jX0qSD5hjNx8TOD-Z1S8hoCW80QAvD_BwE (21-07-2021)
• https://yoast.com/what-is-googlebot/ (21-07-2021)
• https://yoast.com/internal-linking-for-seo-why-and-how/ (22-07-2021)
• https://yoast.com/keyword-research-ultimate-guide/ (22-07-2021)
• https://www.searchenginewatch.com/2016/05/31/does-google-look-at-anchor-text-in-internal-links/ (22-07-2021)
• https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6055554/ (23-07-2021)
• https://www.youtube.com/watch?v=3tbDkc3k48E (22-07-2021)
• https://www.searchenginewatch.com/2015/10/15/how-do-i-get-sitelinks-to-appear-in-my-sites-search-results/ (22-07-2021)
• https://knowledge.glass.digital/image-vs-text-links-which-hold-more-seo-value (23-07-2021)
• https://backlinko.com/hub/seo/snippets (23-07-2021)
• https://www.woorank.com/en/blog/how-a-crawler-works-back-to-the-basics (25-07-2021)

Research by Yosia Okaputra