Does your website boost profits?
Search engine optimization (SEO) - If your online presence is doing nothing for your bottom line, then perhaps its time to see what all the buzz is about. A successful search engine optimization and marketing strategy can dramatically revive a dying dream. The process of Search Engine Optimization is a task of synergistic application and will vary from site to site. The following is a list of the various services provided by Trevaco and describes the SEO process.
- Website Analysis
- Keyword Research and Discovery
- Competitive Website Analysis
- Search Engine Optimized Copywriting
- Meta Tag Development
- XML & XHTML Site Map Creation
- Link Building
- Web Page Load Speed
- W3C Code Validation
- Modification of Your Current Website
- Re-Designing Your New Website
- Directory Submissions
- Cross Browser Compatibility Resolution
- Pay Per Click Advertising
Search Engine Optimization (SEO) Project Objectives
The objective of any SEO project is to increase your search engine visibility, search engine rankings, the number of of visitors to your web site, and ultimately the sale of your products and services. Otherwise... what's the point?
Web Site Analysis
The most fundamental step in any search engine optimization project is keyword research. Here competitive keywords relating to the site and unique to your specific domain are discovered and recorded. Keyword research is done to maximize the impact of search engine optimization. When your site ranks well in the search engines, more targeted customers come to the site thus increasing conversions and hence income for your site. The precise identification and deliberate selection of these important keywords and key phrases can literally mean the difference between success and failure of any web site or online business.
Competitive Web Site Analysis
This is to get a clear picture of current search engine ranking performance by competitive sites. It includes studying the sites of all your competitors who already have high search engine rankings to discover the keywords for which they are being ranked for. I then analyze your current meta tags and recreate them based on the keywords I have discovered through my research of your industry.
Search Engine Optimized Copywriting (optional service)
SEO copywriting is the job of rewriting the content on your web site in such a way that it becomes keyword-rich and search engine friendly while remaining appealing to the human reader. Keywords that are relevant to your web site are optimized so that your site has an increased chance of being ranked high when the search engine robots crawl your web site. I direct highly targeted traffic to your web site, ensure they are provided with the specific information and hence increase sales for you. SEO copywriting is an optional service that is priced according to your needs and budget. See SEO Copywriting for more details.
Meta Information Development (title, description, keywords)
Though not as important an aspect as it once was, Meta information is still used by many search engines to provide additional information about web site documents so that the search engine spiders are able to quickly summarize and index the information more accurately. Of all the possible Meta tags, there are three important types of tags that must be included and correctly coded.
Title tag
The most important tag of all is the title tag which is not a Meta tag. Title tags play a crucial role in your site’s overall rankings. It is these words or this phrase that appears in the title of your page in the listings on the search engine result pages (SERPS). It is here that I include the absolute most relevant and page-specific keywords or keyword phrases in the title tag to best summarize the contents of the web site page.
Description tag
Equally crucial is the Meta Description tag. This provides a brief summary of the content of your web page. The description appears in the SERPS just below the title tag hyperlink. I make sure that the meta description tag is clear, concise, compelling, and brief and includes your top keywords. The words used must "tease" or convince the inquiring visitor to check out your web site out further. Each page must be uniquely customized so that every web page has a diverse collection of meta tag descriptions.
Keywords tag
Though not the relevant tag as the Title and Description tags, the keywords tag is still recognized by some search engines. Therefore, I include a number of meta keywords for you that are relevant only to the content of the web page to which they are assigned. Listing keywords that do not actually appear on the page is considered SPAM by the search engines. In fact, it is this practice that have rendered the keyword tag irrelevant to many search engines.
XML & XHTML Site Map Creation
The creation of an XML and XHTML site map page enables search engine spiders to more quickly and easily crawl your web site. The XHTML site map helps visitors to quickly scan your entire web site for useful information. A text hyperlink with a short description of that link is created for each and every page of your web site. The XHTML site map page is then added to your main navigation menu. The XML site map is created specifically for the search engines. The XML format used by Google has recently become the accepted standard of both Yahoo! and MSN who previously required a different format for each.
Link Building
Link Popularity refers to the number of links from other web sites pointing back to your site. There are various terms applied to the process of Link Popularity. These include Link building, In Bound Links, Back Links, etc., etc.. The search engines will consider your site important in relevance and rank it higher if other trusted sites link to your web site. There are two types of links you can establish on the Internet. The first type is a reciprocal (Link Exchange). This is when you provide a link from the Resources Page on your web site to the requesting partner site. The second type is the "incoming links." This is also called ‘one-way links' or ‘non-reciprocal links." With non-reciprocal links, you do not need to link back to them.
There are various ways of developing Inbound links. Four of the techniques that I use for one-way link building are:
- Submitting your web site to the thousands of free directories.
- Writing articles and submitting to various sites for publishing to increase the viral marketing effect which greatly enhances the link popularity of your site.
- Search Engine Optimized Press Releases. This is the Number 1, most powerful tool available to increase web site traffic, bar none! It must be professionally written and distributed.
- Sending requests to trusted sites detailing and summarizing the site quality and requesting back links. The link exchange process trades links with potential partner web sites by extending a link to their site from your own site. I also provide reciprocal link building services to build and enhance the link popularity of your web site.
Page Load Speed and W3C Validation
There are several components to the various search engine algorithms that gauge the site's usefulness. One of these is load time. Most web sites won't perform well simply because they are slow loading. Search Engines have an aversion to web sites that take too long to load. In fact, many times they will ignore these sites and place them much lower than the fast loading sites in their SERPS. The reasons for slow load times are many and include html errors, Flash file sizes, table-based design methods and bad image optimization. I will ensure that each page is W3C valid for optimal indexing.
Modification of Your Current Web Site
To make these necessary changes to your web site, it will need to be downloaded to my computer. After all of the changes are completed the pages will then be uploaded back to the server.
Re-Designing Your New Web Site
If you elect to have your site re-designed, the entire project will be completed prior to uploading to the server for publication. It will, however, reside in a protected directory which will give you access for making approvals to design methods and content.
Search Engine and Directory Submissions
Your web site is submitted manually to all of the major search engines, directories and some specialized directories. Not all search engines and directories have the same rules for web site submission, therefore attention will be given to submit to the appropriate search engines and by following the associated guideline requirements.
Browser Compatibility and Resolution Checking
Users view web sites in different browsers and at different screen resolutions. I will make sure that your web site can be viewed in all the major browsers and in the most commonly used resolutions.
Pay Per Click Advertising
If your web site creates a feeling of trust and confidence for your visitors, paid advertising can reap huge rewards. Immediately.
One of the fastest ways to begin showing up in the SERPS is by PPC, or Pay Per Click advertising. This is where various campaigns are developed and managed. Each campaign is built around a target market using precisely chosen keyword phrases. The keywords chosen are bided on by competitors requiring use of the same keyword(s). The higher the bid, the higher the ranking and rotation of that advertisement within the search engine result pages. Unlike older, outmoded methods of marketing such as newspapers, magazines, billboards, etc., where you "carpet bomb" the masses in hopes of attracting a few buyers, PPC provides superior ROI by sending only qualified buyers to your site. These are people already looking for what you offer. The ROI would look something like this:
| Number of Clicks: | 100 |
| Conversion Percentage: | 2% |
| Cost Per Click: | $2.00 |
| Average Sale: | $500.00 |
| Campaign Cost: | $200.00 |
| Conversions: | 2 |
| Sales Dollars: | $1000.00 |
| Profit: | $800.00 |
| ROI: | 400% |