Search Engine Optimization (SEO)Strategies to improve exposure to your company’s website…

Agenda

Site AnalysisSEO ProcessTechnical aspects of SEOMeasuring SEO success

Site Analysis Report

What is SEO ( Search Engine Optimization )?

The process of improving web pages so they rank higher in search engines for your targeted keywords.

Crawlability / Optimized Code

Internal Link Structure

Link Popularity / RelevanceKey Factors

Content Relevance

Where are the Organic Results?

Organic

Pay Per Click

Pay Per Click

Industry Research – Who gets the clicks?

The vast majority of clicks -- roughly 60 percent, go to organic listings.

Source: Enquiro, 2011

Organic Clicks vs Paid Clicks

Industry Research & The case for SEO

• The majority of clicks are going to Organic listings.

• SEO is the most popular form of SEM.

• SEO provides a high ROI.

• Many people don’t go past the 1st page in the Search results.

• Users trust the Natural results to be more relevant to their Search query.

Reasons to conduct SEO

*Sources: Iprospect Research, eMarketer

SEO Process

Step 1: Discuss Business objectives.Step 2: Conduct initial keyword analysis.Step 3: Identify the keyword/landing page combinations.Step 4: Interim Client Approval for Keyword/Landing Pages.Step 5: Baseline Ranking & Traffic reports. Step 6: On-site & Off-site optimization. Step 7: Detailed Recommendation documents. Step 8: Implementation.Step 9: Monitoring and Optimizing: We provide monthly reporting and optimization recommendations. The reporting is compared to the baseline (or previous month’s results) to identify trends and help guide additional adjustments.

Technical SEO1.Comprehensive Website Analysis 2.Keyword Research and Analysis. 3.Baseline Ranking report. 4.Competitive analysis in Search Engines. 5.Content Analysis & SEO Copywriting. 6.Analysis of URL structure & information architecture. 7.Analysis of internal linking. 8.Analysis of source code and page layout. 9.Code validation. 10.Search Engine Saturation.11.Link Popularity Analysis. 12.Link Relevancy & Co-Citation Analysis (Topical Relevancy).

Technical SEO - Example of Page Elements

Page Title

Alt-Tags

Link Title Tags

Site-Side Optimization

Anchor Text

Navigation

Technical SEO - Source Code

Title Tag

Javascript

Meta data

Define Organic SEO Objectives:Where you are currentlyWhere you want to get toHow you are going to achieve thisOrganic SEO Keyword Research:Current keyword/keyprase analysisIdentifying relevent keyphrases for your market place-ensuring that the keywords chosen are both relevent to your business sector, as well as being regularly searched for online

Organic SEO Competitive Analysis:Analysis of competitors strengths and weaknessSite architecture and content analysis

Organic SEO Benchmarking:Top 3 competitors current ranking position in all major search engines.Compare performance in natural listings for keyphrase types.Look at competitors keyword/keyphrase targeting.

Organic On page Optimisation:Metatag analysis-Title tag, H1-H2 tags.These influence rankings and we will add them and optimise them where possible while maintaining readability

Body content analysisSite architecture and content optimisation. We will analyse your site content and structure ensuring that technically your website is search engine friendly, and that your content is written for optimum search results

Organic Off page Optimisation:Link popularity building (oneway and reciprocal)- Probably one of the most important areas of SEO at the moment is generating links to your website.

Directory submissionsPress releases and article submissionsOrganic SEO Reporting and Refining:Monthly traffic and progress reports. Nowadays with site analytics and traffic software it is possible to measure and monitor your online traffic in great detail. This will allow you to look at:

Visitor numbersWhich page was viewed most oftenWhich search engines reffered themWhat are the most popular pagesMonthly targets and milestones

Ongoing SEO Consulting:Organic SEO is a long term marketing strategy, and in order to continually achieve the highest rankings it is essential to make adjustments and improvements for your business to remain competitive. Ongoing maintenance and research should be carried out on a monthly basis to ensure long-term success.

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