Search Engine Optimization

We have a proven method of optimizing websites for top search engine rankings, using the following steps:

Define goals and measurement tools

  • What is the mission of the site?
  • How is the site going to accomplish that mission?
  • What are the specific calls to action?
  • How should those calls to action appear on the website (test, flash, video)?
  • What methods will bring qualified potential clients to the site?
    • Search engines
    • Referrals from other websites
    • Advertising
  • How will you measure success?
    • More website visits
    • More visits to key pages
    • Higher search engine placement for key terms
    • More phone calls
    • More closed sales

Initial analysis and plan

  • Establish a baseline of important stats showing where the site is now. Use google analytics or whatever stats are available to find:
    • Average visits per day
    • Average page views per day
    • % new visitors
    • Average pages per visit
    • Average time on site per visit
    • Average bounce rate
    • Most viewed pages
    • % of visitors from search engines
    • % of visitors from referrals from other sites
    • Top pages
    • Top search terms

  • Analyze website navigation and directory structure - is it search engine friendly. This includes directories and file names. What changes are needed?
    • Is the navigation crawlable by search engine bots?
    • Are key pages buried, hard to find?
    • Is the navigation intuitive, easy to use?
  • Determine what key phrases will bring qualified search traffic to the site.
    • www.keyworddiscovery.com has a free tool to help evaluate potential phrases.
    • Phrases are no good if nobody searches on them.
    • Phrases are no good if they bring unqualified traffic
    • See what terms your competition goes after.
    • Estimate phrase relevance by noticing how many ads appear with search results.
  • Analyze page content and determine what changes are needed.
    • Are pages search engine friendly?
    • Are key phrases used in page content (titles, tags, H1 tags, text, photo tags)?
    • Are pages human friendly (attractive, readable, understandable)?
    • Do key pages have needed content including calls to action?
  • Determine what websites you would like to partner with to get referral traffic.

Initial website optimization

  • Make needed changes to site navigation and directory structure.
  • Make needed changes to page content.
    • Add new pages if needed.
    • Add key search phrases to tags, page text.
    • Add calls to action to key pages.

Initial link building

  • Approach likely websites about trading links.
  • Ask for links on appropriate organization sites (chamber of commerce, associations, etc).
  • Write comments, blogs, tweets, articles for other sites. Include good info, links to your site.
  • Consider buying links on appropriate sites.
  • Avoid "link farm" spam sites.

Monitor, analyze, tweak

  • Check stats monthly to gauge results. Pay attention to trends.
  • Determine what is working, what isn't.
  • Tweak as needed.
  • Be patient. It takes consistent effort over time to achieve good results.




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