Search engine optimization is the process of improving the visibility of a web site or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence.
As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
Getting search engine traffic is a constantly changing and increasingly competitive science. The following outlines the steps we go through to get search engine positioning, traffic, and customers for you.
We determine the best search terms for your business – those terms search engine users’ use when looking to buy products and services like yours. We develop a two to five three-word phrases that is appropriate for your business. The goal is to get on the first page, if not top position on your keyword phrases.
- Create initial group of relevant keyword phrases for your business.
- Check phrases against searches.
- Review site log files for current search traffic and search visitor behavior.
- Revise phrases and add new phrases.
- Check search results and competitive sites to evaluate opportunities.
- Finalize initial keyword choices.
- Report current site positioning on chosen keywords to create a baseline.
Optimize Site and Pages
We adapt your website to include your keyword phrases in the basic structure of the site, as well as individual web pages. At the very least, look at: page titles, headings, navigation, sitemap, alt tags, meta tags, links, file names and page copy.
- Make site changes and develop optimized pages.
- Analyze and adapt site and pages for optimization.
- Load revised site.
Critical to your search engine positioning are inbound links. Not only are the links themselves important, but the text in the link and the page you are linked from can make a difference, as well as the importance of the site linking to you.
- Find existing inbound links
- Analyze inbound links and their effectiveness
- Create a link strategy using your site links, your other domain links, and links on other sites.
- Organize and implement a campaign to develop new links on other sites.
- Monitor links.
Once we have the search engine traffic we’re looking for, we look at how much of that traffic is converting into customers. Improving your conversion rates is at least as important as the traffic you are getting as it is more valuable to your business to have only one site visitor who buys than 1,000 who don’t. To improve your conversion rates look at:
- Traffic sources and patterns
- Keyword conversions
- Site copy effectiveness
- Entrances and exits
Evaluate and Adjust
Like any marketing strategy, search engine positioning requires care and feeding, which generally means:
- Monitor search engine positioning
- Monitor site traffic
- Monitor and develop new inbound links
- Monitor changes in search engines
- Monitor competitors
- Adjust accordingly