At the core of the OPTIMIZATION process is building relevant site content and integrating the right meta tags so that the major search engines will match site content to qualified searchers. CONTENT - Where's The Beef Search engines feed on site content. It is most important to provide the right kind of content, site optimization and link-building to attract potential customers in search. Site content should be designed to attract qualified customers searching for specific products. (site content is second only to link-building in terms of building traffic) META TAGS Site optimization involves following search engine best practices in terms of meta tags, coding and site navigation to improve a site's rankings in the search results. Its a painstaking process that can deliver remarkable results over time. USER EXPERIENCE When making site modifications, the most important factor to keep in mind is the user experience. There are constant attempts by individuals and companies to manipulate the search results. Eventually the search engines are able to identify these practices and those sites are penalized in the rankings or eliminated altogether. Search engines like Google have the benefit of statistics on billions of site pages and trillions of searches. Their ultimate goal is to provide the best information to users of their search engine - matching up users with the most useful information. In this respect, Google's goals are aligned with ours - enabling qualified prospects to find our client's products and services. NATURAL SEARCH Our optimization process revolves around natural or organic search (free search), as opposed to paid or sponsored results. The pay-per-click method has its place when clients are interested in investing in specific keywords to make their listings appear in sponsored search, usually found in the margin on page one of search results. Industry research indicates that approximately two-thirds of searchers opt for the natural or organic search, but PPC can be a short-cut to generate clicks. We believe that organic search is the natural way to start to build a strong foundation for all marketing efforts. TITLE TAGS Identifies the topic of a web page. Every page should have a unique title. The title usually appears in the first line of search results. If the user clicks on that listing, the title will appear at the top of the browser. Titles for all pages should accurately describe the content. Use concise, descriptive titles. DESCRIPTION META TAG Usually a couple of sentences summarizing the content of the page. The description meta tag goes within the <head> of a sites' html coding. The description often appears in the search results as a snippet to describe the site content. URL STRUCTURE Descriptive categories and filenames enables better crawling of the site by the search engines. It also provides easier linking and recall of site addresses for potential partners and customers. SITE NAVIGATION Focus on the user experience as opposed to technical optimization. Enable site visitors to find the content they're looking for. It also helps search engines better understand the overall site structure. It is best to use text for navigation as opposed to photos, icons and excessive use of drop-down menus. Text makes it easier for users and search engines to crawl and understand the site structure. A Sitemap is usually a simple text file uploaded to your host to display the overall site structure to help search engines crawl and index the pages. ANCHOR TEXT The text that links users to other sections of the site. Text should be concise, descriptive and accurately describe the page content. This also indicates the relevance of the link to the user and search engines. HEADING TAGS Not to be confused with the meta tags, heading tags help present structure to the page. There are six sizes of heading tags, beginning with <h1>, the most important, and ending with <h6>, the least important. IMAGES Images should have a distinct filename and "alt" attribute, which allows you to specify a text description for the image in case it does not display properly. QUALITY CONTENT Just as you probably built your business, there is no substitute for quality products and services. Likewise with websites, compelling and useful content will deliver results more effectively than any of the other optimization factors described above. This includes well-written text, and fresh - unique content. Again, write for the users not the search engines. SITE PROMOTION Promoting your new content will lead to faster discovery by those who are interested in the same subject. Some effective examples include blogging about new content to spread the word to your industry sector and potential customers. Offline promotion can be equally important to build site traffic. Social media networking within specific vertical industry categories can be extraordinarily effective at building quality traffic and links. |
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| SITE DESIGN OPTIMIZATION SEARCH PPC NETWORKING INBOUND MARKETING BLOGGING PR / MEDIA METRICS SITE HOSTING PRICING |
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