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A significant factor in achieving top placement on a search engine results page is how web pages are constructed, so begin by doing a detailed technical analysis of the site. We look at: The structure of web pages (Page TITLES, META descriptions, META Keywords, ALT tags), content hierarchy and the use of Cascading Style Sheets; Global and local navigation, including the anchor text chosen and the structure of the linking URL; The use (or overuse) of JavaScript or Flash; The file/directory naming conventions, Sitemaps (XML and HTML) and Robots.txt file
While we're doing the Technical Site Analysis, we're also doing some research to determine who your competitors are. We not only look at your competitors based on product or service provided - we also look at who competes with you based on keyword visibility. Once we have a list of your top competitors, we look to see what they are doing in regards to search engine optimization. We look at how many links they have, where they are getting those links and the keywords they are optimizing their websites for. This gives us the edge to see what is working to get top results for your keywords so we can improve up on those strategies and move your site above your competitors in the search engines.
The traffic analysis is a review of where your traffic is coming from, and what visitors do after they arrive at your site. The review begins with looking at currently available private data, i.e. the data collected via the web sites analytics software, typically Omniture, Google Analytics, or WebTrends. It will also require the use some of the commercially tools (Alexa, Compete.com, HitWise, ComScore, etc.) to gain some additional insight into how people are finding your site. By looking at navigation patterns, bounce rates, number of visits vs. pages viewed per visit and time on the site, the traffic analysis is useful, along with keyword research for determining how the web site’s users are finding their experience. It’s also useful in planning what types of content should be deployed to the site in the future in order to secure more traffic or improve on rankings.
Keyword research provides insight into the search terms people use in searching for information. Starting with the web site’s mission critical keywords, and using tools like Wordz, Wordtracker, Market Samurai, and Google's own keyword tools, the keyword list is expanded to include synonyms, plurals, and related terms and phrases. The final list shows the number of competitive pages (by search engine), the number of searches per month (local and global), and the keyword effectiveness index (KEI) – all helpful in looking for additional opportunities to bring additional, targeted traffic to the web site. Once that's done, we look at the opportunities and develop an action plan based on your needs.
After careful analysis of your web site, your competitors, and the keywords, we will formulate a strategy for improving your overall search engine visibility. We will lay out a step-by-step plan for what needs to happen to move your site to achieve optimal results for your keywords. The strategy not only includes what keywords you should be using, but any modifications to the creative design, the navigation and the server architecture.
Based on your chosen keywords, we will make the necessary adjustments to your website to include important keyword phrases in the right places. This will enable your site to show up for your selected keywords. We will also make recommendations for additional content or keyword-related topics to include on your website to attract additional keyword search traffic.
Links from other websites are a very important part of getting your site ranked well in the search engines and over the years, due to the many changes in the way search engines value links, the kinds of links that woul d be valuable has evolved. Before we can build links, we have to look at your existing link profile to see what kinds of links will be best suited to your particular needs. Once we've identified those needs, we'll go after them. We'll also submit your site to the most appropriate categories in all the major web directories. (Yes, they still count for something.) We then identify additional niche directories to submit your site to including local and industry-specific sites. Additional links are obtained from online press releases, articles and other sources. Link building is an ongoing process that must be done continually to stay ahead of the competition.
Each month we provide ranking reports to track the status of your site in the search engines. We monitor your website traffic, paying close attention to where the traffic is coming from and which keywords people use to find your website. We are able to analyze which keywords are most effective in generating leads or sales and adjust our search engine optimization tactics to focus on the most productive keywords.
For more information or to request a proposal for SEO services, please contact us.
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