Search Engine Optimization
Most people are familiar with the term SEO (search engine optimization), but what is it exactly? Search engine optimization is the process of analyzing search terms that your customers are using to search for your business or product, and then optimizing your website and content to make your site more visible in search engines like Google and Bing. Search engine optimization is a constantly evolving craft, and requires vigilant on-going research and application.
Basic SEO Consulting
Basic Search Engine Optimization is a multi-step in depth research and analysis process. During this process, keyword research is conducted to identify the search terms that potential customers are using to find your products or services. Competitive analysis is also conducted, to determine which keywords your competitors are using, and how difficult the keywords are to rank for.
Basic SEO also consists of on-page and off-page audits, to determine any deficiencies in HTML markup, image optimization, and relevant backlinks. Google Search products such as Analytics and Webmaster tools are installed to measure current pageviews, traffic sources, bounce rate, and visitor engagement.
Advanced SEO Implementation
Advanced Search Engine Optimization is the process of implementing strategies to fix any and all deficiencies discovered during the Basic SEO process. This includes improving site speed, production and optimization of images, videos, and written content with keywords, meta title and description optimization, backlink creation, directory submissions, blogging, and social profile creation.
When starting an SEO campaign, it is important to learn about the specific business that you will be working with. What makes this business special? Who are they? How long have they been in business, etc. What services or products is this business hoping to increase awareness of with an SEO campaign?
What does the business do? What products or services do they they offer?
What are people searching to find the business? Are there new keyword opportunities to focus on? 10 of the top keywords/phrases should be identified.
What has the competition done well? What keywords are they focusing on? What keywords did they miss?
Where does the site currently rank for the previously researched keywords.
Where is existing traffic coming from? Which pages are being landed on?
Where can we improve the current site? Is there enough content? Are ALT and Meta tags being used? Are file names optimized? etc…
Keyword Rich Content
Content is king, and more keyword rich content is always better. Without enough content, Google and other search engines won’t know what your website is about.
Rich content needs to be properly marked up with header tags and linked to existing content on the site.
Fresh content is important to keep the website valid, and can strongly improve keyword ranking.
Once the site is full of keyword rich content, social media, business directories, and various other methods can be used to build links and add authority to the websites presence.