This interview is with Supriya Shrivastav, Sr. SEO Executive at Taazaa Inc.

Supriya Shrivastav, Sr. SEO Executive, Taazaa Inc

As an SEO expert, can you share a bit about your background and what drew you to specialize in this field?

My journey into SEO started with pure curiosity. I've always been fascinated by how search engines work and how businesses can use them to connect with the right audience. Early in my career, I worked on optimizing a small business website, and seeing their traffic (and sales) take off was a game-changer for me. That's when I knew SEO wasn't just about rankings—it was about real business impact.

Since then, I've focused on helping businesses, especially in the B2B space, improve their online presence. I love the mix of creativity and data-driven strategy that SEO requires, from crafting compelling content to analyzing search trends. The best part? SEO is always evolving, so there's never a dull moment. Every new challenge is an opportunity to learn and grow.

What's been the most significant milestone or achievement in your SEO career so far, and how did you reach it?

One of the biggest milestones in my SEO career was helping a business significantly increase its organic traffic and conversions through a well-planned SEO strategy. I worked with a [group travel platform/B2B company] that was struggling to get visibility online. By conducting in-depth keyword research, optimizing their site structure, and creating high-value content tailored to their audience, we saw a 60% increase in organic traffic within six months. Even better, this translated into a notable boost in qualified leads and customer engagement.

What made this achievement so rewarding wasn't just the numbers—it was seeing the direct impact on the business. SEO isn't just about rankings; it's about connecting businesses with the right audience at the right time. Reaching this milestone reinforced my passion for SEO and my belief in the power of a strategic, data-driven approach.

Can you describe a challenging SEO project you've worked on and how you overcame the obstacles to achieve success?

One of the most challenging SEO projects I worked on was for a B2B company that had great services but was struggling with visibility in search results. Their biggest issue? Poor site structure, low-quality backlinks, and a lack of optimized content.

To tackle this, I started with a full SEO audit, identifying technical issues like slow page speeds and indexing problems. We restructured the website for better navigation, improved internal linking, and fixed on-page SEO errors. At the same time, I worked on a content strategy focused on high-intent keywords, ensuring we were targeting the right audience.

Another major challenge was removing toxic backlinks that were hurting their domain authority. By disavowing harmful links and building high-quality backlinks through guest posts and industry collaborations, we were able to strengthen their credibility.

The results? A 70% increase in organic traffic, a 50% boost in lead conversions, and a much stronger domain authority over six months. The project taught me that patience, data-driven strategies, and a holistic approach to SEO can turn around even the most struggling websites.

In your experience, what's one often-overlooked aspect of technical SEO that can significantly impact a website's performance?

One often-overlooked aspect of technical SEO that can have a huge impact on a website's performance is crawl budget optimization. Many businesses focus on keywords and backlinks but forget that if search engines can't efficiently crawl and index their pages, their rankings will suffer—no matter how great their content is.

I've seen websites struggle because of duplicate content, unnecessary URL parameters, and poor internal linking, all of which waste crawl budget and prevent important pages from being indexed properly. One of the best ways to fix this is by cleaning up crawlable URLs, improving site architecture, and using robots.txt and canonical tags strategically.

A simple yet effective change I've implemented in past projects is reducing orphan pages and ensuring key pages are properly linked. Just by improving internal linking and consolidating thin or redundant content, I've helped businesses see noticeable ranking improvements without creating any new content.

Technical SEO is often seen as "back-end work," but small optimizations here can make a big difference in organic search performance.

How do you approach building a content strategy that balances SEO best practices with user engagement and conversion goals?

For me, a great content strategy is all about balance—making sure we create content that ranks well, engages readers, and actually drives conversions. I always start by understanding the audience.

What are they searching for? What problems are they trying to solve? Instead of just chasing high-volume keywords, I focus on intent—because ranking for the right queries matters more than just getting traffic.

Once we have the right topics, I make sure the content is engaging. That means clear structure, easy-to-read sections, natural storytelling, and strong calls to action that guide users without feeling too pushy. Good content should feel helpful, not just optimized.

The last piece is performance tracking. Are we attracting the right people? Are they staying on the page? Are they converting? I use tools like Google Analytics and heatmaps to see what's working and tweak the strategy as needed.

At the end of the day, SEO isn't just about rankings—it's about creating content that connects with people and drives real business results.

What's your process for conducting a competitor analysis in SEO, and how do you use those insights to give your clients an edge?

When it comes to SEO, understanding the competition is just as important as optimizing your own site. My approach to competitor analysis follows a structured but flexible process:

1. Identify the right competitors – I don't just look at direct business competitors; I also analyze who's ranking for the keywords we want to target. Sometimes, unexpected players—like blogs or industry publications—are the real competition in search results.

2. Analyze their strengths and weaknesses – I dig into their top-ranking pages, backlink profile, content strategy, and technical SEO using tools like Ahrefs, SEMrush, and Google Search Console. I look for patterns: What keywords are they dominating? How are they structuring their content? Where are they getting their backlinks from?

3. Find gaps and opportunities – The real value comes from identifying what they're missing. Are they overlooking high-intent keywords? Is their content too broad, leaving room for a more detailed, niche approach? Are there link-building opportunities they haven't tapped into?

4. Apply insights strategically – Instead of copying what competitors are doing, I use these insights to craft a unique strategy that plays to our strengths. This might mean creating better, more in-depth content, targeting underutilized keywords, or building authority through strategic partnerships and backlinks.

By staying ahead of the competition's moves, I ensure that my clients aren't just keeping up—they're setting the pace in their industry.

Can you share a specific instance where you had to adapt your SEO strategy due to a major algorithm update, and what were the results?

One of the most challenging but rewarding experiences I've had was adapting to Google's Helpful Content Update. A client's website saw a sudden drop in rankings because some of their content was too focused on keywords rather than real user value. To turn things around, I took a quality-first approach:

• Conducted a content audit to identify low-performing or thin content.

• Rewrote key pages to focus on user intent, making them more engaging and informative.

• Improved E-E-A-T signals by adding expert insights, real-world examples, and better internal linking.

• Reduced keyword stuffing and focused on natural readability instead.

Within three months, we saw a 40% recovery in traffic, and after six months, the site was performing better than before. More importantly, conversions increased because the content was actually helping users rather than just ranking.

This experience reinforced a key lesson: SEO isn't just about algorithms—it's about providing real value. If you focus on that, you'll always be ahead, no matter what changes come.

In your opinion, how is the rise of AI and voice search changing the SEO landscape, and what strategies are you implementing to stay ahead of these trends?

AI and voice search are reshaping SEO in big ways, and the key to staying ahead is adapting to how people search. With AI-driven search engines like Google's SGE (Search Generative Experience) and voice assistants becoming more sophisticated, the focus is shifting from just keywords to natural language, context, and intent.

To stay ahead, I focus on:

Conversational and long-tail keywords – Voice search queries are more natural and question-based, so I optimize for phrases like "What's the best way to plan a group trip?" instead of just "group trip planning."

Featured snippets & zero-click searches – AI-driven results pull directly from top-ranking sources, so I structure content with clear, concise answers, bullet points, and well-formatted headers to increase chances of being featured.

E-E-A-T optimization – AI-generated content is everywhere, but search engines still prioritize expertise, experience, authority, and trustworthiness. I ensure content has real insights, expert contributions, and a strong brand presence.

Schema markup – Structured data helps search engines better understand content, which is crucial for voice search results and AI-driven summaries.

The biggest takeaway? SEO is becoming less about exact-match keywords and more about answering real user questions in a way that's engaging and easy to digest. If you focus on delivering value in a way that AI and voice search can easily interpret, you'll stay ahead of the curve.

What's the most valuable lesson you've learned about link building throughout your career, and how has it shaped your current approach?

One of the biggest lessons I've learned about link building is that quality always beats quantity. Early in my career, I focused on securing as many backlinks as possible, but I quickly realized that a few high-authority, relevant links can drive more impact than dozens of low-quality ones.

This shifted my entire approach. Now, I prioritize:

• Earning links, not just building them – Creating valuable content that naturally attracts backlinks from authoritative sources.

• Relevance over DA (Domain Authority) – A link from a niche-related site with engaged readers is far more valuable than a random high-DA link.

• Strategic partnerships – Collaborating with industry blogs, thought leaders, and complementary businesses for guest posts and content features.

• Digital PR & data-driven content – Unique research, insightful reports, and expert commentary tend to attract organic links from media and industry sites.

This lesson has shaped how I approach SEO today: Focus on relationships and value, not just link counts. When you build trust and authority, the links come naturally—and they make a real difference in rankings and traffic.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Thank you for the opportunity to share my insights! If there's one thing I've learned in SEO, it's that success comes from a mix of strategy, adaptability, and a deep understanding of your audience. The landscape is always evolving—whether it's AI-driven search, voice queries, or new algorithm updates—but the core principle remains the same: focus on providing real value.

I'm always excited to connect with like-minded professionals, share knowledge, and explore new ways to drive meaningful results through SEO and digital marketing. If anyone wants to discuss strategies, trends, or collaborations, I'd love to connect!