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. Payment isn’t involved, as it is with paid search ads.

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.

Strategy for Success

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

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. You can view screen-captures of our client’s Google rankings on our August 2015 proven-seo-optimization blog post.

 

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). If paid website submission and marketing is needed, we offer this as well.  To assist in our website evaluations and tracking we use the best SEO tools available.

 

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 https://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.