Ishdeep Singh- SEO Executive

Introduction

My name is Ishdeep Singh, and I joined Digital Arka on 1 June 2026 as an SEO Executive. My work involves handling different aspects of SEO across client websites, from keyword research and content optimization to technical analysis, internal linking, competitor research, and performance monitoring.

Working on multiple websites has given me the opportunity to deal with SEO in a practical environment where every website has different requirements. A strategy that works for one website may not necessarily work for another, which is why understanding the website, its audience, competition, and search intent is an important part of my approach.

For me, SEO is not limited to improving keyword positions. It involves understanding why a page is performing the way it is, identifying opportunities, implementing the right changes, and monitoring the results over time.

My Role as an SEO Executive

At Digital Arka, I work across on-page SEO, technical SEO, content optimization, keyword research, competitor analysis, and local SEO activities depending on the requirements of each project.

My responsibilities involve both execution and analysis. I work on individual pages as well as broader website-level improvements, making sure that SEO changes are aligned with the purpose of the website and the search behaviour of its target audience.

Some of the areas I regularly work on include:

• Keyword research and keyword mapping
• Search intent analysis
• Competitor and SERP analysis
• Content planning and optimization
• Meta title and meta description optimization
• Heading structure optimization
• Internal linking strategies
• Image and alt-text optimization
• Technical SEO audits
• Indexing and crawling analysis
• Canonical and URL-related issues
• Sitemap and robots.txt checks
• Broken links and website errors
• Google Search Console analysis
• GA4 performance analysis
• Local SEO and Google Business Profile optimization
• Identifying content gaps and optimization opportunities

How I Approach Keyword Research

Keyword research is more than finding keywords with high search volume. I focus on understanding the purpose behind a search query and determining whether a particular keyword is actually relevant to the page and business.

I analyse factors such as search intent, competition, related queries, SERP results, content formats, and the type of pages currently ranking.

I also look at how keywords can be distributed across a website rather than targeting every keyword on a single page. Proper keyword mapping helps prevent unnecessary overlap between pages and creates a clearer structure for the website.

The objective is not simply to insert a keyword into content. The objective is to build a page that is relevant to the query and useful to the person searching for it.

Content Optimization and Search Intent

Content optimization is another major part of my SEO work.

When reviewing a page, I look beyond keyword frequency. I consider whether the content addresses the topic properly, whether the headings provide a logical structure, whether important subtopics are covered, and whether the information matches what users are expecting from the search query.

Competitor analysis also helps identify content gaps. By reviewing pages that are already visible in search results, I can understand what topics, questions, sections, or supporting information may need to be included or improved.

This approach helps make content more comprehensive without unnecessarily repeating the same keyword.

Technical SEO Work

Technical SEO is an important part of maintaining a website’s search visibility.

I regularly work with issues related to crawling, indexing, redirects, canonical tags, sitemaps, robots.txt, broken links, URL structures, duplicate pages, and other technical elements that can affect how search engines access and understand a website.

One thing I have found through practical SEO work is that a page can have strong content and good on-page optimization but still face performance issues because of an underlying technical problem.

This is why I prefer to investigate the complete page and website environment rather than looking at rankings in isolation.

Working With Google Search Console

Google Search Console is one of the tools I use regularly to understand organic search performance.

I analyse data such as:

• Clicks
• Impressions
• CTR
• Average position
• Search queries
• Indexed pages
• Indexing issues
• Page-level performance

The data helps identify opportunities as well as potential problems.

For example, a page receiving significant impressions but relatively few clicks can indicate an opportunity to review its search snippet and page relevance. Similarly, changes in impressions or average position can provide useful signals when evaluating whether an optimization has had an effect.

I use this information alongside page analysis rather than treating individual metrics as the complete picture.

SEO Problems and How I Analyse Them

SEO problems rarely have a single universal solution. The first step is identifying the actual reason behind the problem.

1. A Keyword Is Not Ranking as Expected

When a target keyword is not performing as expected, I don’t immediately assume that more keyword optimization is required.

I review the search results, search intent, competing pages, content quality, topical coverage, internal linking, and technical aspects of the page.

Depending on what the analysis shows, the solution could involve improving the content, restructuring the page, strengthening internal links, addressing technical issues, or reconsidering whether the keyword is the right target for that particular page.

The important part is diagnosing the cause before making changes.

2. A Page Is Not Indexed

Indexing issues require a different approach from ranking issues.

I use Google Search Console to investigate the page’s indexing status and then review factors such as canonicalization, crawlability, robots directives, sitemap inclusion, redirects, and page accessibility.

Once the underlying issue is addressed, the page can be monitored to determine whether Google has processed the changes.

This is an important distinction in SEO: a page cannot generate organic visibility if search engines are unable or unwilling to index it.

3. Technical Issues Affecting a Website

Technical issues can sometimes remain unnoticed because they do not always produce an obvious visual problem for users.

I review technical elements that may affect crawling, indexing, page accessibility, or the relationship between different URLs.

Rather than making multiple changes simultaneously, I prefer to identify the issue, understand its likely impact, implement the appropriate fix, and then monitor the result.

A Realistic SEO Workflow

My approach to an SEO task generally follows a structured process.

Research → Analyse → Implement → Monitor → Improve

First, I understand the page, keyword, business objective, and search intent.

Next, I analyse the existing page and relevant competitors to identify gaps and opportunities.

After that, I implement the required changes, whether they involve content, metadata, internal linking, technical elements, or other on-page improvements.

The work does not end after implementation. I monitor the page and use available data to determine whether further optimization is required.

This process helps avoid making SEO changes based purely on assumptions.

Tools I Use in SEO

Different SEO tasks require different tools, and I use them according to the type of analysis required.

Google Search Console

I use Google Search Console to analyse search queries, clicks, impressions, CTR, average position, indexing information, and search-related issues.

Google Analytics 4

GA4 helps analyse website traffic and user behaviour after visitors arrive on the website. It provides another layer of information beyond search visibility.

Semrush

Semrush is useful for keyword research, competitor analysis, SERP research, ranking analysis, backlink data, and identifying potential SEO opportunities.

Ahrefs

Ahrefs can be used for competitor research, keyword analysis, backlink analysis, and content research.

Moz

Moz provides additional SEO data and tools that can support keyword research, website analysis, and optimization decisions.

The value of these platforms comes from how their data is interpreted. SEO tools provide information, but the SEO professional still needs to determine what the information means and what action should follow.

What Working on Multiple Websites Has Taught Me

One of the biggest advantages of working on different websites is seeing how different SEO situations can be.

Every project can have its own:

• Target audience
• Search behaviour
• Competition
• Website structure
• Content requirements
• Technical setup
• Business objectives

Because of this, I don’t believe SEO should be approached as a fixed checklist that is applied identically to every website.

The fundamentals remain important, but the implementation needs to be adapted to the website and its specific situation.

My Key SEO Takeaways

Through my work in SEO, I have developed a practical understanding of several important principles:

• Search intent should guide keyword targeting and content creation.
• Technical SEO and content SEO need to work together.
• Keyword placement alone does not make content competitive.
• Internal linking should support website structure and page relationships.
• Competitor analysis can reveal useful content and optimization opportunities.
• Search Console data should be interpreted rather than simply reported.
• SEO changes should be monitored after implementation.
• Ranking fluctuations should be analysed before making assumptions.
• Different websites require different SEO approaches.
• Consistent analysis and optimization are important for long-term organic performance.

My Experience at Digital Arka

Since joining Digital Arka, I have been able to work on practical SEO requirements across different types of websites and projects.

The variety of work has allowed me to handle both routine SEO activities and more analytical tasks where identifying the actual problem is more important than simply completing an optimization checklist.

Working on live websites also brings a different level of responsibility. Changes need to be made carefully because technical, content, or structural updates can affect how a website performs in search.

This environment has strengthened my approach to SEO by making me more focused on research, implementation, monitoring, and measurable outcomes.

What I Want to Focus on Next

Going forward, I want to continue strengthening my expertise in technical SEO, content strategy, competitor analysis, and data-driven optimization.

I also want to explore more advanced approaches to website architecture, topical coverage, internal linking, technical audits, and search performance analysis.

SEO continues to change as search engines, user behaviour, and search experiences evolve. Staying effective in this field therefore requires continuous analysis and adaptation.

My focus is to keep improving the quality of the decisions behind my SEO work rather than simply increasing the number of tasks I complete. Learn about my team

Frequently Asked Questions