One of the most important aspects of a search engine optimization campaign is also one of the most overlooked – preparation! There are some important steps to take in advance of launching your campaign that will make sure it has a better chance at succeeding
The reason I have separated the two is because I have noticed over many years of getting websites highly ranked, its OK being on the first page of search engines but if people don’t stay on your website and just click off, this is not good.
So I start of with analising your website, unfortunately most web designers don’t have a clue about marketing or selling, so majority of the websites built today are built to Tell not Sell, so it’s important to get the website correct before you even start Optimization.
The internet is becoming the biggest medium this century surpassing TV advertising
Online advertising spend has outpaced advertising on mainstream TV in 2007, surging 40 percent to £2.8 billion, Ofcom reported today in its hefty annual survey of the British communications market. In comparison, ad revenue at ITV1, Channel 4, S4C and Five came in at £2.4 billion. see Ofcom report.
Why SEO ? most companies these days have a website, and brochures to promote their business and products. Imagine you have just spent £6000 on brochures to be distributed to the public, and a pallet is doped of at your warehouse, if you do not distribute them they are a waist of money.
It is the same as your website, you pay good money to have your web site built you put onto the search engines and expect people to find it, it does not work like that you have to distribute it, this is what optimization is.
Having a web site – can be a very powerful marketing tool providing it is seen within the first pages of the Major Search Engines (Yahoo, Goggle for example) having a good looking web site is not just the answer to your web site marketing.
Your web site is most probably the best brochure to explain all about your company, products and services,
if your web site is only giving you a few enquiries it is most probably not being found in the Major Search Engines
Some clients have short-term issues in need of immediate attention. Others have longer-term needs. Some clients want to outsource most of their SEO/SEM requirements. Others want to supplement existing efforts in key areas.
With Fresh Traffic we approach each assignment from a needs-based perspective to ensure that every aspect of SEO/SEM work we do addresses the specific objectives of your company.
Fees for Web-site analysis and recommendations typically range from £500.00 – £20,000, depending on the size of the site, the complexity of the site, issues facing the site, and the nature and competitiveness of the category involved.
Search engine marketing Analysis for small to medium-size businesses.
|Evaluation Process||Product Used|
|Keyword Phrase Analysis|
|Discover and Evaluate Keywords For Targeting:||Keyword Discovery SEO Book|
|Keyword Activity and Projections:||WordTracker, Keyword Discovery, SEO ToolSet (individual)|
|Determine Competing Sites:||Googspy, Website Manager, SEO
|Competitors Ranking and Google Adwords:||Googspy, Website Manager|
Link Analysis and Development trategic link alliances can develop targeted, pre-qualified traffic from partners and significantly improve search engine ranking when there are closely themed sites linked to a domain.
|Evaluate internal site links:||OptiSite|
|Evaluate incoming links:||OptiLink|
|Create database and develop directory of links:||Zeus|
Evaluation of Structure and Optimization
|Site Evaluation and Web Development The architecture and design of a Website directly affects traffic generation and conversion. There are special challenges. Created by elements that make sites unfriendly to search engines and/or to visitors.|
|Determine Ranking:||WebsiteManager, MarketLeap|
|Determine Pages Indexed:||MarketLeap, WebsiteManager|
|Check Structure and make sure indexable:||SEO ToolSet, Spider Simulators sem consultation.com/worktools.html|
|Check broken links and make site map||123Promotion, SEOTools List (DMOZ)|
|Make site maps:||SiteMapPro and by hand|
|Submit to major directories||Top Dog|
|Creat Back Links||By hand|
|Reciprocal Link||By Hand|
|Social media||By Hand|
|Web copywriting targets keyphrases for search engine findability, encourages sales through a natural flow of navigation,and delivers order-pulling, sales generating copy. Both traffic generation and conversion are affected by appropriate copy|
|Evaluate Pages and Overall Site Approach||No program for this done by hand|
|Log files are kept for each domain. A detailed online visitor analysis of click stream and Web site traffic can include knowing how much traffic a site receives, where the traffic is coming from, which engines are sending traffic,the keywords used to find the site, which pages are the most popular, where traffic is being lost, which pages are the least popular, and more.This serves as a basis for improving traffic and conversion.|
|Need access to logs.||No program for this done by hand|
Choosing Keywords wisely
Keywords are called that for a reason; they’re one of the keys to making sure your web site is seen by searchers who want what you have to offer. But how do you choose them, and how do you use them? Keep reading to find out.
Closely behind link trading as the number one SEO technique is keyword choice; keywords are the words or phrases that people enter into search engines in order to find whatever it is they are searching for. If you want your site to be listed (and listed high) you need to think carefully about the words people could use to find your site, and use these keywords in appropriate and relevant places in your site. You also need to think about keyword density and keyword positioning if you are to use keywords successfully.
If you’re building a site from scratch, you should be thinking about keywords when creating the pages that make up the site as well as when producing content for the site.
Keywords need to be used in your page titles and in META tags as well as in the content. You also need to think about using keywords in heading text, bold text and in lists. Using keywords effectively, however, is far easier than choosing keywords effectively. Similarly, if you’re working on improving the rankings of an existing site, you’ll need to review not just the content, but the markup behind the pages as well.
Knowing what people are searching for is obviously a fundamental part of keyword choice. If you don’t know what people are searching for when looking for something related to your product, service or company name, then you won’t be able to choose effective keywords that will improve your ranking and ensure that people know about you. Most general, non-technical people will rely on search engines to find any of the things that they buy online, and most people take search engine listings as recommendations, using sites that only appear near the top of their chosen search engines results.
Choosing effective keywords is about making sure your site is ranked highly in returned search results for the most commonly used search strings. You should focus on choosing keywords that not only focus on your products and/or services but also on your company’s name and related subjects.
There is a lot of research about Keywords
When I do my keyword Research I try not to go to deep, I tend to go of common sense, “what would you type in for a given product or service you are looking for” from that i back track with all my keyword tools
There are three main factors that determine the search engine ranking of your website:
- Site optimisation
- Site popularity
- Link popularity
Site optimisation is about placing your keywords in the right places on your website and making your website accessible to search engines.
Site popularity can be achieved through online and offline marketing and through link popularity – the more websites that link to you the more people will find your website.
The best place to start any linking strategy is with web directories. The two biggest by far are Yahoo! and the Open Directory (used by Google). Being listed in these is an absolute must as they generate huge amounts of traffic.
There are plenty of other directories you should get listed in too. Global, local and industry-specific directories abound on the Internet. To find them run a search for ‘web directory’ on your favourite search engine. The directories that come up highest in the search rankings will probably generate the most traffic. You can also check these directories of directories:
Web Optimisation (with a S) is what we at Web-Site Marketing consider this as getting the full attension to your web-site so clients stay on your web-site and read what you are offering, Getting people to Your web-site through SEO is one thing keeping them there is a another !
There are three types of people browsers >
1. The browser that will flick through your website click on a few pages and leave
2. The browser that will take time and read what you are offering and will take
their time to purchase or give you their details, but a good client.
3. The browser that will read what you have to offer and make a discussion very quickly and take action
Most People that take action on the Internet are quick decision makers so it is important to capture them on the first page of your quick loading web-site, People will type in the keywords for what they are looking for, the want, the need and the desire is already there, its up to Your website to evidence to them you are the right company, so going straight to the meat and potato of what you are offering, with bold text, pictures and links straight to the order page will get you more action.
Here is a example of a good selling web-site click the picture below
Once you get Your web-site on the first pages of the search engines and your web-site is getting traffic and orders are coming in we will evaluate time spent on which pages, the example web-site does more business from the first page because of the way it is designed. this is as important as getting good rankings.
With the greatest respect to web designers, the knowledge is limited to sales and marketing, they are “IT web designers”, this is why at web-site Marketing our 20 years experience in traditional sales and marketing has been adapted to the Internet
This glossary is provided as a guide to terms used within the search engine industry. Some of the descriptions are simplified so as not to confuse readers. If you would like a fuller description of the terms defined please contact us.
The links recognized by a search engine linking back to a give domain or web page from other web pages.
A search engine may ban pages, or even a whole site, if unethical techniques such as spamming, hidden text or gateway pages are employed to achieve a higher ranking.
Also known as a “spider” or “robot”. This is the tool employed by search engines to record data about web pages. It will follow links from one web page to another and from one web site to another recording the information and storing it in its index.
when a search engine removes a page from its index if it considers it to be violating the required criteria.
A web site that lists other websites and a brief description of them. Directories are structured by category. Searches of the directory return results based on the summary information contained within the directory as the web sites listed are not spidered. Directories have different criteria for accepting submissions, some require payment or a link back, but others will allow you to submit your website for free.
A web page that is created solely for the purpose tricking a search engine. This page will be very well optimized for a particular phrase or phrases and will have a form of redirection in place once it is found to the ‘real’ page. Also known as bridge pages, gateway pages and jump pages, amongst other names.
See Doorway Page
The collection of information a search engine holds in its database. This information will be used when a search engine receives an enquiry via its search facility.
A collection of words that relate to the content of a web site or individual web page.
The page that is displayed when clicking a link contained in a search engine results page (SERP’s).
see Page Rank
The text visible on a webpage that contains a hyperlink to another page or another site.
The information that appears on a search engine’s results page in response to a search query.
The information contained within the meta tags is “invisible” to visitors to a webpage, but visible to search engines. In the early years of the Internet it was important to have good meta tags, however their importance has decreased significantly, almost to the stage where they are ignored by most search engines.
Meta Description Tag
A tag that contains a brief description of a web site or an individual web page. Some search engines display this text in the results of search. Not all search engines will read this tag.
Meta Keywords Tag
A tag that contains a list of words related to the subject of a web site or an individual web page. Most search engines will ignore this tag.
Meta Robots Tag
A tag used to identify to search engines web pages that should not be indexed by them. Not all search engines will read this tag and the more conventional robots.txt file should be used for this purpose.
Listings that have been achieved with a search engine without having to pay for inclusion. This can generally be achieved by adopting legitimate search engine optimization techniques.
Links on any web page linking to another web page.
When Google returns its results, one of the factors taken into consideration is a websites Page Rank. The number of pages that link to a web page together with their Page Rank determines the Page Rank of a web page.
See Search Terms
Rank is the position where a web site is located for a given search term. For example, if a website is listed on the first page, position 4 for a particular phrase then the rank is ‘4’, if it is listed on the eighth page position 2, it’s rank would be ’72’ (when 10 results are returned per page).
A link exchange between two sites.
The page returned by a search engine when producing the results for a given phrase. Also known as SERP – search engine results page.
A file created to identify to search engines web pages that should not be indexed by them
A web site that allows you to search its database using a keyword phrase you deem relevant to the product/service you are looking for. There are generally two types of listing – organic and pay per click (PPC). The organic listings are usually displayed on the main body of the page, with sponsored listings either above the organic listings or to the side.
Search Engine Consultants
Individuals or organizations that provide the full package of search engine optimization, submission and link management to obtain high listings for a client’s web site.
Search Engine Optimization
A method of altering a web site to target particular keyword phrases. This generally includes researching the best phrases for and placing them in the correct locations within web pages together with removing or replacing anything which may have a negative impact on listings.
The word or phrase entered into a search engine when performing a search. This can also be known as a keyword phrase or query.
Acronym for Search Engine Optimization
see Results Page
Spam is any technique used to try to fool search engines. This can include hidden text (text the same colour as the background of the page) or gateway pages etc. Spamming may have a positive impact site in the short term, but the long term consequences can be disastrous. The ultimate penalty is to be excluded from a search engines database.
In order for some search engines to become aware of a web site they need the details submitting to their database for indexing.