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Search engine optimization tactics are based on the way search engines
function. Search engines rank sites based on
There is no guarantee your site will, at all times, rank high
on search engines since your competition may be aggressively
ranking their web site, too. However, through monitoring your
site, you can always improve your results by counter acting.
I provide a service that takes one step before optimization --
called "web positioning."
If you decide to conduct Web Positioning or Optimization, it's important
to do this before you design your web site -- since the design can
dramatically affect how easy or difficult your site will be to optimize it.
Here is the process I use:
Web Positioning
Before search engine optimization begins, we must determine
some things about your business. Who are you in relationship to
your competition and competitors (?).
Brainstorm
We brainstorm and think of a series of possible keywords or
keyword terms that would likely
bring the visitors you want to your site. This is important because not
all traffic is good traffic. We want traffic that will take
action -- not just come and leave.
Research
I research these keywords and combinations using a subscription I have
to a special keyword database. This database shows what keywords are
actually being used on the search engines. (One myth is that you can do
research on keywords by typing those keywords into the search engine --
which tells us only that the one person is typing it in, and not what the
overall trend is for that keyword term.) For this, we run an analysis on
the keywords to determine how effective it will be to optimize your site
on particular keywords or keyword terms. I interpret the report so you can make a decision on which keyword combinations you want to use. Reviewing
your traffic report can be especially useful to see what
keywords visitors use to find your site -- and what engines are
sending the traffic your way.
See who is visiting your site and where your visitors are
coming from to leverage what is already working.
Web Site Design, Development...THEN Optimization!
At this stage, we build the web site, optimize it by:
- Designing a search engine friendly web site with more
hypertext than graphics
- Writing or editing copy that has rich content
- Creating high keyword density and keyword count in the copywriting of
each page. (I use a formula that I learned from working with an agency in
SEO.)
- Adding keywords to tags in the web page code.
Another myth in SEO is that all you have to do is place keywords into the "meta tags,"
one of these special tags. However, there are lots of tags in which the
keyword terms need to be placed in order to be effective. I have a
complete list of these.
Launch, List, Advertise & Market
When complete, we: launch it and list
it with the search engines. After
several months, we'll check to see how we're doing. We can also partake in
a paid inclusion management program that has special relationships with
the search engines themselves.
- Manage 3rd party services & programs
- Manage advertising/sponsored listing campaigns
- Manage banner advertising campaigns
- Manage link partner relationships
- Monitor the site
Reporting &
Analytics
Next, we have a look at how your site has done by running a series of
reports including:
- Traffic Report: Tells us what pages your visitors are entering your site
on, what keywords they are using, where they are located and a series of
other important data to consider as we move forward.
- Ranking Report: Tells us in a glance what rank your web site
has achieved on targeted engines.
- Popularity Report: Run a report to determine your
site's popularity in comparison to you competitor's site
- Optimization Report: Run a report that analyzes your
site or specific pages to see how your site compare with your
competitors on keyword usage.
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