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Search Engine Optimization & Search Engine Marketing

Search Engine Optimization & Search Engine Marketing

Evalute, Edit, Track, and Adjust

Search Engine Optimization (SEO) is the process of getting traffic on the search engines from the “organic” listings (also know as free, natural, and editorial).

The major search engines (currently Google and Bing) include organic listings, for which web pages, and other content such as videos or social media pages, are shown and ranked based on what the search engine’s ranking criteria defines as most relevant to a user’s search query. ...read more about SEO SERVICES

A web site is of no value if it is not seen. You can publish your web address on your business cards, brochures, and letterhead, but your potential is unlimited when you market yourself properly on the World Wide Web. We can help you by formulating and implementing a step by step plan for getting more out of your web presence, driving more traffic to your website, and ultimately converting those website visitors into customers and clients.

Strategy for Success

  • Engaging Design
  • Informative Text
  • Social Media
  • Resource Blog
  • SEO and Mobile

There are a variety of factors that will affect a website’s ranking over time, and proven strategies of which we employ that will help your site achieve a prominent SEO ranking.

We have outlined many of the strategies we employ following; and unlike many other web design companies, we don’t have a fixed price for our SEO services since every website will have unique optimization and marketing needs, and we don’t charge a monthly maintenance fee since, in most cases, once the optimization has been done correctly there is no need to make ongoing SEO changes, just periodic checkups to ensure that the website is still effectively optimized per current browsing behavior.

Evaluate, Optimize, and Track

Relevancy of content, defined by a website’s indexable content matching the keywords submitted in a search query is the primary consideration of any good SEO plan. It is important to optimize the pages to reflect more commonly searched terms. Our expertise in search engines and their ranking criteria allows us to edit your pages correctly, ensuring that the keywords are used in the appropriate places and amount for optimal keyword density and high search engine ranking.

Our strategy is to rank high for your preferred keywords on the main search engines by utilizing “organic” or “natural” techniques (as opposed to paid ads).

Keyword Selection Is Key

Careful keyword selection is the heart of the SEO plan. Site owners who are on top of their SEO game have a list of top-priority keywords that they use on their site, with reasonable repetition, in strategic places. If a site's focus or positioning changes, new keywords are needed. Another important thing to note is that a site page should not have more than 20 keywords in the Meta-Tag, and the most important ones should be listed first. Lastly, the keywords in your Meta-tags should be in evidence on your page if at all possible (ideally 2 to 3 times). More inclusions of...such as: free, free, free, free, free....can get you blacklisted!

search engine optimization

Primary SEO Considerations

  • ACCESSIBILITY

    Accessibility refers to having CSS and ADA compliant layouts (a design created with div layers, not tables), with Alt and Title tags for mouse-over descriptions. These tags are necessary for adaptive technology devices to properly navigate and read the text on a page and will improve your SEO ranking.
  • TIME ON THE WEB

    Over time a website is deemed as more credible, and ascribed more value. Where possible it is best to keep the same domain name, and the same page names. It is also a good practice to register a domain name for a long period of time since this is also known to improve a website ranking potential.
  • UNIQUE VISITORS AND FREQUENCY

    Traffic increases your website ranking, the more visitors the better. It is important to have links back to your website (Inbound or Backlinks). Blogs, professional articles, banner advertisements, and respectful opt-out newsletters can be effective for this.
  • META TAGS

    The proper use of Meta-tags, specifically the description, index, and title tags are very important. For each of these it is necessary to ensure that your targeted keywords (those likely to be used in a search to find you) are in place.
  • HEADING TAGS

    The heading tags <H1> to <H5> should be used for the page titles since heading titles are viewed as important, and are more likely to be indexed.
  • TEXT ABOVE THE FOLD

    This refers to the text content (which should be ample and keyword rich) placed in the top 1/3 of the page; it is well known that content near the bottom of a page is often not indexed. In this regard be wary of using Banner Ads at the top of your pages.
  • RELEVANCY OF CONTENT

    Defined by a websites content matching the keywords submitted in a query. Rewrite page text to reflect more commonly searched terms, and ensure that the text on your pages match the keywords in your page Meta-tags.
  • FULL INDEXING

    Accessible navigation and site-maps are needed for a website to be fully indexed. One option is to create/upload an XML file; for pages that need to be hidden you can create a text file called robots.txt and have it placed in the root directory of the site.
  • UNIQUENESS OF CONTENT AND VISIT DURATION

    It is important that your design and content keeps a visitor browsing, where possible provide free resources, and be sure your design is engaging. It is important to note that when your content is fresh it is perceived as having ongoing value so it is a good idea to change up content periodically.
  • CONVERT GRAPHICS TO HTML

    Where possible convert your graphics with text to HTML text, and remove or reduce the use of Flash (flash cannot be indexed by the engines). This is important both for ADA and SEO.
  • UTILIZE SOCIAL MEDIA

    Social Media efforts, such as Facebook, Twitter, and LinkedIn are now more important than ever, especially since Googles new ranking algorithm highly ranks shared social media content.
  • AVOID BLACK HAT TECHNIQUES

    Black hat techniques are practices that are viewed as a deceptive means to get a high ranking, vs. organic (approved) methods. Black hat practices can get a website banned for life so be wary of the many self-title SEO experts.

SEO Overview

  • Initial Website Evaluation

    For an existing website we will first evaluate your site’s layout with regard to your pages and navigation’s ability to be indexed well by the search engines.

    We start by creating a listing of the keywords that need to be targeted for by searching your business type and industry for the most commonly searched for terms – these are the words, and short phrases that will likely be used in a search query to find your website. Next we examine your existing page content for key services, and look at your top ranked competition websites to use as a comparison model for keyword targeting and correction. For specialized industries we ask the client to provide a list of the words they feel would likely be searched for.

    The next step is to evaluate your existing website’s inclusion of the targeted keywords/phrases by looking at the keyword density and keyword relationship. The content we address specifically includes the page titles, meta description tags, meta keywords tags, robots tag, use of heading tags, and the targeting of the keywords in the primary text content of the pages and their placement location within the page. We also evaluate internal links, the use of ADA (American Disabilities Act) “ALT” and “TITLE” tags for mouse-over descriptions, and your Social Media presence.

    If design aesthetics need to be addressed we will cover this as well and make suggestions for improvement. Once a full assessment has been made we will provide you our findings and suggestions for correction.

  • In-depth Evaluation

    As part of the evaluation process we will link up the website to Google Webmaster and Developer Tools for its effective assessment and tracking options.

    Initially we will set URLs to display as http://www. to avoid duplicate URL penalties, and we then create and upload an XML Site-map (an index of all your pages).

    In Webmaster and Developer Tools we evaluate:

      potential crawl errors and stats potential blocked URLs and broken links top search queries and pages inbound links to your site internal linking to key pages the number of web pages indexed duplicate meta descriptions duplicate title tags missing title tags non-indexable content page content keywords page speed mobile-friendly status

    Note: If site security improvements are needed we can also provide a professional firewall and virus scanner, remove trojans and other malware, and add additional measures to prevent hacker exploits.

  • Tracking and Corrections

    From our website evaluation and what we discovered through Webmaster Tools we will make initial keyword corrections to the text copy and headings of all of your pages. We will rewrite the meta titles and descriptions (SEO tags in header source) to ensure that they are keyword optimized, of optimal length, and both unique and specific to the page content (important). We will edit the “alt” (images) and “title” (links) tags of all pages for effective indexing and to ensure ADA compliance, and for product pages we will rename images to ensure that they can be found from image searches.

    If page speed is a concern we will minify JavaScript and CSS files, optimize image file sizes for web, utilize a high speed cache system, add far future expiration, GZIP compression, etc.

    Once all of the initial corrections have been made we will link your website up to Google Analytics. This will provide us detailed reports on all facets of your website traffic patterns. The primary reports in Analytics include: Audience, Traffic Sources, and Content.

    The Audience section is a great place to get an overview of your website’s visitor needs, practices, and experience on your website. Here you’ll get stats on visits, page views, page duration and depth, duration, and bounce rate. You’ll get the language, country, and city of your visitors, the browser, operating system, and ISP being used, and mobile visitor info (operating system, service provide, screen resolution).

    The Traffic Sources section is the place to get the needed SEO information for site optimization and submission targeting, and is one of the areas we rely on often to assist clients in achieving a prominent ranking. This section includes the percentage of search traffic, referral traffic (and the referring domain name), and direct traffic, the keywords provided to locate your website, organic vs. paid search statistics, and AdWords campaigns if applicable. It also includes landing pages (page visitor initially arrives at), a geographical summary of visitor location, and a Social section wherein you create custom goals, view social referrals, social plug-ins, and social visitor flow.

    The Content section provides much of the above content, yet with a bit more detailed information. Here we have a listing of the pages visited by frequency (content drill-down), including page views, unique page views, avg. time on page, entrances, bounce rate, exit percentage, and page value (if AdSense is applied). We also have landing and exit pages which helps us understand user behavior.

    For our advanced SEO clients we also we will also link your Analytics account to Google Webmaster tools, your primary Social Media pages, and add Analytics to your jQuery Mobile website as applicable.

  • Reports and Periodic Adjustments

    Once your website tracking is in place we will further evaluate the success of your pages. After a few weeks we will have a clear idea of your website’s improvement, and from this we will make additional changes, as needed. We also utilize Google AdWords keyword monitoring to get a current listing of the most popular queried words/phrases for your specific business/industry since these may change over time. After these final changes have been made we typically like to wait a couple of months before making additional changes so as to ensure that the website placement has had time to move.

    We email our clients PDF reports weekly that are tailored to their specific website tracking needs. A client will typically receive in the range of 10-15 reports that will cover all of the aforementioned. For clients with a GMail account we will provide them online access to their accounts for their own evaluation.

    In most cases our optimization and marketing clients will achieve a top search engine ranking within a few months, if not sooner. Yet it is important to note that the heart of any good SEO plan is the recognition that periodic changes need to be made to the website to ensure that search trend changes are provided for, and that the website is updated as well since changeable content is needed for the best SEO benefit. We encourage our clients to utilize blogs and social media where possible to augment their online web presence.

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