Natural Search Engine Optimization (SEO) is the process of increasing your search engine rankings for phrases that are relevant to your company. The goal of SEO is to drive quality traffic and to increase conversions (leads). All search engine optimization tactics fall under two categories, on-page optimization and off-page optimization.
Our SEO Process Includes:
The SEO Benchmark Report
We perform keyword research to build a list of keyword phrases which we can target for increased natural search rankings using SEO techniques. The tools we use will tell us how many searches are performed for the keyword phrase each month. Targeting phrases with more searches will mean your site could receive more visits IF your site can rank highly. Some keyword phrases are more difficult to rank highly for than others based upon the amount of competition. Our keyword research tools also measure the amount of competition. The ideal keyword phrases to target are those that have many searches per month, a relatively small amount of competition and a high degree of relevancy to your website.
A keyword ranking report is a check to see where you rank in the major search engines for your target keyword phrases. This information helps you to see which direction the search engines are leaning. It is then possible to optimize pages that have some decent rankings with the search engines and boost them to high search engine rankings. This idea of “going with the grain” can make your SEO efforts much more beneficial as opposed to attempting to rank highly for a keyword phrase that your website is not yet “on the map” for in the search engines. We also use this ranking report to benchmark your current rankings so that we may measure improvement with future ranking reports.
Any website that competes with your website for search engine rankings is your online competitor from a SEO perspective. We reverse engineer websites that rank highly for your most important keyword phrases and analyze the techniques that they used to achieve their rankings. We take a look at their website code including their META tags, ALT tags and Header tags. We make note of their keyword frequency and density of top keyword phrases. Analysis of inbound links and social media optimization is performed. For larger sites, we can compare the approximate number of visits competitors receive and compare the data to your analytics data. Using the SEO techniques of the sites that rank highest for your most important keyword phrases is highly recommended.
In this stage of the SEO benchmark report, we analyze your website's architecture. We check to make sure navigation elements are search engine friendly. We look for issues such as text which is not readable by the search engines because it is contained within images or flash. We look for duplicate content which can cause problems with the search engines. The text content is analyzed to determine if the top keyword phrases are used often enough in the right places. Title tags, META tags, ALT tags and Header tags are analyzed. We check for XML sitemaps, social media integration, 301 redirects, 404 pages, etc. to ensure that the site has an environment that is conducive to ranking highly.
Factors that are outside of your website have an effect on your search engine rankings such as the number of inbound links. An inbound link is a link from a website that is not yours which points to your website. The number and quality of links pointing to your site is one of the main ranking factors that search engines use to rank content. In the search engine’s eyes, a quality link pointing to your site is a “vote of confidence” for that content and gives the page a much better chance at ranking highly for targeted keyword phrases. In this section of the report we also check to see how many social media shares your website has received and check to see if your company has a fully populated Google+ page.
Search engine saturation analysis is a check of the major search engines to see if they have indexed all content on your site and to ensure that they have not indexed anything that they shouldn't have. We often find that the search engines have not indexed large portions of a site. We also find old outdated pages that should have been removed from the server and orphan pages that leave visitors stranded. We recommend a fix for any issues we see.
Having website analytic's is only useful if you know how to interpret the data and what action to take based upon the data you see. In this phase of the report, we analyse and interpret all of your analytic's data and make recommend based upon our findings. Visits and conversions by source are reported in order to make more informed decisions about your digital marketing budget. Flaws with analytic's data, issues with tracking codes and issues with tracking of goals are also reported. We pay particular attention to conversion rates and engagement of visitors by source. Top landing pages are analyzed in order to improve performance and to decrease the bounce rate. Top keywords and top referring websites are analysed.
The SEO Implementation Plan
We map out your site and match each page with the keyword phrases that are most relevant to it based upon the content of the page. We then write a unique title tag and META description for each page which is relevant to the page. SEO best practices for Title tags and META description tags are closely observed. The keyword map serves as a guide for content developers giving them guidance on what content they may add to each page.
If you want to increase your website's rankings, it is important to continue to add content to your website on a regular basis. Having additional content will increase the number of keywords on your website and if you have the right kind of content it can also help you to build links. A blog is an excellent place to add resource content otherwise known as link bait. We will recommend topics for your content development and recommend a best place to post the content on your site.
A conversion happens when a website visitor fills out a form and becomes a lead. For ecommerce websites, a conversion is a purchase. A conversion point is the page where the visitor fills out the form. The conversion rate is the percentage of visitors who convert into leads. We make recommendations that increase conversion rates including adding conversion points, making forms shorter, adding incentives, adding calls to action, increasing urgency, etc.
Based upon our analysis in the benchmark report, we will clearly outline the changes that need to be made to your code in order to increase your search engine rankings.
Using the keywords from our keyword research, we will provide estimates from Google and Bing on the number of visits your website could receive each month and how much you would spend. We would provide a plan for the structure of the PPC account pairing keywords together into groups by relevancy and matching those groups with ads and landing pages that are relevant. Providing this analysis helps our clients to understand the possibilities with a pay-per-click campaign, but actually implementing a campaign is optional.