Page and Linking analysis
First port of call is always the page and linking structure, to make sure
existing pages are all being browsed and ranked by search engines, and to make
sure this content is presented in the easiest form for the search engines.
Depending upon the website, this can simply be the addition of a secondary HTML
driven navigation for any area's "hidden" from search engines behind Flash or
redevelopment if the page and linking structure are very poor. This tends to be
more the case with websites that are 5 years or older as a lot of development
companies have only recently switched on to the importance of search engine
Search term identification
The correct identification of search terms can really turn around a Search
Engine Optimisation (SEO) program. Even if you are currently actively working on
a promotion program, working on the wrong search terms can be nearly as bad as
no strategy at all. A company we recently worked for were throwing quite
extensive amounts of money to try and boost their website for the term
"surfboards" through PPC and Directory Websites. This is a very heavily competed
term worldwide, and the identification and deployment of sub terms such as
"cheap surfboards, epoxy surfboards, used surfboards" vastly increased their
organic search referrals as there is much less competition for these terms.
We work with your existing PPC and website referral statistic search terms to
identify current strong search terms and potential new terms. We work with you
to help us understand the terminology behind your business or products, and we
used Keyword Effectiveness Tools to identify how competed chosen search terms
Once we have identified a range of keywords, we select 20 at a time and work on
getting those search terms into the top 30 in Google. We tweak page content and
other aspects on a monthly basis and analysis these results for any progress.
Once a term has hit an acceptable ranking, we drop it from the current active
list and select another. This way over time we build up a portfolio of
successful search terms over time, each one added bringing in that extra
visitors each month.
Link Exchange Program
Links to your website are treated as a vote for your website by search engines.
The more quality website that link to your website to more votes the search
engine counts towards the quality of your website so as many back links as
possible is essential. We work with you to identify complimentary websites for
link exchange programs, and to create an active link seeking routine to your
business. Joining directory websites, posting on forums with you domain name in
your signature, plus a whole host of other tasks will help to build the
perceived reputation of your website by search engines.