SEO is the foundation of a website’s success and that is why it should be handled professionally and diligently. An experienced SEO analyst is capable of communicating effectively with the CMO and the consultant. It is important to make the client-consultant relationship a partnership and this is exactly what an in-house SEO analyst is entitled to do. Hence, it is very important for an SEO analyst to not only have experience in SEO but also should be well-equipped with digital marketing knowledge, such as keyword research, on-page optimization, off-page optimization, social media marketing, knowledge on basic coding, and HTML. He should also be updated with the latest algorithms by Google and its impact on SEO, that is, he should be able to judge the latest updates and formulate the optimization tactics accordingly.
SEO interview questions can be categorized broadly followed by a series of detailed questioning. Here’s an overview of the broad categorization of the same:
What is SEO?
Search Engine Optimization is basically a process that boosts a website’s ranking status in the search engine with the help of unique and informative content as well as by following the guidelines created by the search engines. Google has countless parameters for ranking a website and keeps updating its algorithms to ensure 100 percent authenticity in a website’s ranking. With regard to the same, an SEO analyst should be able to judge these algorithms and optimize the website accordingly.
Factors to be considered for SEO
Keyword research, unique content development, competition analysis, on-page optimization, social media networking, link building in authentic sites following Google parameters, and report analysis.
Websites that can be followed for latest SEO updates
searchenginewatch.com, searchengineland.com, moz.com/google-algorithm-change, searchenginejournal.com, seroundtable.com, googlewebmastercentral.blogspot.com.
Significance of Google Webmaster Tools
Google webmaster tools are mainly to manage the site properties and settings on Google search engine. Some of the key features of GWT are Geographic Targeting, Search Queries, Backlinks Tool, Geographical Targeting, Remove pages tool, Fetch as Google Bot, Snippet Testing Tool, and Sitemaps.
Impact of PPC Campaign on organic SEO ranking of a website
There will be no impact; only the rank of paid results will affect the organic search results.
Google Algorithm Guidelines for SEO Interview Questions
A snapshot on Google Algorithms and its updates
Google updates its major as well as minor algorithms from time to time to ensure 100 percent authenticity in a website’s ranking status. It makes sure that each and every site adheres to its policy in order to get or maintain a fair ranking. Hummingbird, Penguin, Panda, Pigeon are some of the major Google algorithms which decided the parameters of a website’s ranking scenario.
A recent update
Google also launched another update called mobile-friendly update in the year 2015, according to which, a website has to be mobile-friendly to be able to maintain its ranking status.
Frequency at which Google updates its algorithms
Google usually updates its algorithms for around 500-600 times in a year. These updates can be major or minor. Minor updates can be ignored by the SEO analysts to a certain extent whereas major updates must be followed.
Major Algorithm Updates by Google
Hummingbird, Penguin, and Panda are some of the important algorithms of Google. Hummingbird basically understands and analyses the intent of the query and displays results based on that rather than keyword density. Penguin update is launched by Google to keep a track of websites that violates Google’s policy while getting links from other websites whereas Panda update is launched with the aim to bring down those websites with poor quality content. Google Pigeon update was launched to provide more relevant Google search results.
All these algorithm updates are launched by Google to make search results more authentic and user-friendly. People should exactly what they want.
Another important update launched by Google is the EMD update to track down low-quality websites that used similarly matched domain name sites. While using keywords in the content, one must ensure quality in the content to avoid the EMD filter.
Pirate 2.0 is another algorithm update launched by Google to hit websites that distribute pirated materials, such as pirated software, movies, and other copyright materials.
What is Keyword Research and what is its significance?
Keyword research helps in understanding the keyword search volumes which in turn gives the SEO analyst an overview on the user demand for a product or service.
Some of the popular tools for keyword research are Google keyword planner, Google auto-suggestion, Bing keyword tool, Uber suggest, and Wordstream keyword tool.
What are the important on-page optimization tactics?
Unique title with a relevant keyword, proper Meta description tag, search friendly URLs, use of heading in proper order, structured data in a page, internal linking, social sharing of posts, and high-quality keywords.
What is Meta Description and how is it important for ranking the page?
The Meta description is a two line summary usually of 155 characters displayed in SERP. The keywords used in the Meta description are used to improve and maintain ranking. A good Meta description also improves the click through rate of the page. Meta keywords tag is not used by search engines and hence, it can be avoided.
What is link building?
Link building plays a very crucial role in improving and maintaining the ranking status of a website. Quality back links from authentic sites improve the ranking of a page. There are two types of links – no follow link and do-follow link. A no-follow link does not have any PR value and hence the return is minimal. However, it is still useful for a diversity of links. High-quality websites such as PR websites, news websites or business websites usually accept a no-follow link to avoid the Google filter. On the other hand, a do-follow link passes on what an SEO community calls as “link juice”. All the links are by default do-follow unless one changes it to a no-follow link.
All the above mentioned attributes are extremely important for SEO interview questions and should be known by every SEO analyst.