2.1 Optimization Campaign Overview
For increasing or improving the ranking of your website, we will identify the most popular and relevant keywords that will drive traffic to your website as well as analyzing the keywords that drive visitors to your competitor websites.
Our proven optimization process allows you to target the relevant pages and specific keyword terms for those pages, reducing the guesswork and increasing visits and sales dramatically.
After we establish all your major keywords we won’t stop there, always researching for emerging trends, and constantly expanding the keyword sets to increase category coverage.
Once the websites are optimized, they will obtain increased top algorithmic/organic search placements on search engine results pages (SERP’s), thus helping to increase the number of targeted visitors to your site.
2.2 Phase 1: Pre-optimization activities
2.2.1 Site Indexation
The most important aspect of SEO work is site indexation by the major search engines. To reach your potential audience via search engines, the website and any additional pages not directly accessible need to be added to the search engine databases. Without this happening correctly a site cannot gain any organic site traffic from search engines.
Search engines use applications called “spiders” or “bots” to crawl through the site and add pages to their index. The process of indexing a website by search engines averages from 2 weeks to 2 months. Over 75% of all sites aren’t being indexed properly due to poor design and site structure.
2.2.2 Current Link Popularity Analysis
Link popularity is measurement based upon the number and weight of inbound links to the page.
Link popularity has a great influence to page visibility in search engines and they calculate link popularity based upon proprietary algorithms. To increase link popularity, a webpage must have a sound number of inbound links from high quality sites. These links can be both from brand websites, as well as external or 3rd party referrals.
2.2.3 Keywords analysis
Keyword analysis is an important phase needed for site optimization and consists of the following:
Site Goal Identification:
Identify the website’s core business objectives and desired visitor actions (conversions).
Keyword Research / Master Keyword List Deliverable:
Perform keyword research, analysis, and create a Master Keyword List consisting of all potential keywords for your site and other sites that you may own based on relevancy and popularity.
2.3 Phase 2: On-Page Optimization
A significant component of making a website visible to search engines is the development of a search engine friendly website structure and careful density of these pages with selected keywords. In will start by evaluating your website(s), several changes may need to be made to your website structure in order to achieve high search engine rankings.
2.3.1 Head Section
<HEAD> section is most important from search engine optimization prospects it covers most important information for search engines to determine the page theme, instructions to indexing the pages. The ideal <HEAD> section should include the various tags in following manner:
- Important instruction for spiders like
<meta name="robots" content="all" />
<meta name="revisit-after" content="10 days">
The website doesn’t represent the Tags in a proper manner. The Tags are not present on the pages currently.
2.3.2 Optimized Titles and Meta <Keywords> and <Description> Tags
Title and Descriptions are also very important areas of optimization. Title and Descriptions should be unique for all the pages using targeted keyword phrases.
Once the targeted keywords are defined it is recommended to change the title, keyword and description meta tags to use appropriate key phrases.
The optimal length for each tag is the follows:
Title: Tag - 6 to 10 words
Description: Meta-Tag up to 200 characters
Keywords: Meta-Tag - 200 to 500 characters.
2.3.3 ALT Tags
Search engine spiders cannot understand any type of written forms of Images and/or graphics. Alt tags are used to describe the images on your website.
Not all images are supplied with appropriate alt tags in the current site structure. We recommend creating alt tags to improve presentations separation, user experience and site visibility in search engines.
2.3.4 Heading Tags
Another very important tag to give “weight” to your key phrases that you want to target are Heading tags. The Heading tag tells the search engines what a particular page or paragraph is about. This, combined with the Title tag, is a very effective strategy in targeting certain key phrases.
Your website may not be making proper use of Headings. When targeted keywords are determined, placing various headings using target keywords could significantly improve your site’s ranking.
2.3.5 Page Content Placement
To obtain listings for key phrases, the text of a site must support those terms, preferably on more than one page. The additional text at the bottom of each page is enough for the amount of textual content that needs to be on each page.
2.4 Phase 3: Off-Page Optimization
2.4.1 Broken Links/Dead Links
Dead links refers to pages that no longer exist, but currently are linked to and from various pages on a website. These ‘dead’ links can result in many 404 Page Not Found Errors. A 404-error message is served when a requested URL cannot be found. This most often occurs when a web page has been moved to a new URL, or a page has been removed from the website completely. It’s always advisable to get rid of such links either by placing custom error page or 301 redirects. If the page no longer exists, then the links to it should be removed. If the page was moved to a new location, then it’s recommended to redirect all the requests to the new location.
2.4.2 Text Links/Anchor Text
Using key phrases in the internal links and external links (those pointing to the site) can dramatically help SEO rankings. More text links might be considered to go in the bottom page copy and in the footer that may contain targeted key phrases. We recommend utilizing keywords as anchor text to link various pages for the purpose of better anchor text optimization and inter linking of the pages through the contents.
2.5 Search Engine Submission and Directory Inclusion
In addition to optimizing a website for search engines or paid search campaigns, many search engines offer a submission service (often referred to as Paid Inclusion) whereby a website can be submitted to a search engine for evaluation and inclusion. Submission to search engines is a manual process and, in many instances, there is no fee by the search engines for reviewing and submitting a website.
2.6 Google Base Services Submission
What is Google Base?
From Google Base’s FAQ:
“Google Base is a place where you can easily submit all types of online and offline content that we'll host and make searchable online. You can describe any item you post with attributes, which will help people find it when they search Google Base. In fact, based on the relevance of your items, they may also be included in the main Google search index and other Google products like Froogle, Google Base and Google Local.”
How will your site benefit?
Base allows you to upload listings including detailed descriptions and images and when your result appears in a search, it will have a link to your site directly.
Google Base allows users to describe their items with detailed information, which Google refers to as "attributes." They essentially tag the item with descriptive terms that will help searchers find content. What makes this good is that Google Base submissions won't necessarily stay in Google Base and may appear within regular Google results.
2.7 Google Site Map Submission
What are Google Sitemaps?
"Google Sitemaps is an easy way for you to submit all of your URLs to the Google index and get detailed reports about the visibility of your pages on Google. With Google Sitemaps you can automatically keep us informed of all your web pages, and when you make changes to a page it will help improve your coverage in the Google crawl."
- How will your site benefit?
- Better crawl coverage and fresher search results to help people find more of your web pages.
- A smarter crawl because you can tell us when a page was last modified or how frequently a page changes.
- Detailed reports to learn more about how Google directs traffic to your site and how the Googlebot sees your pages.
- Sitemap Protocol is now supported by all major search engines (Google, Yahoo, MSN) as well as a number of other search engines.