Search Engine Optimization (SEO)
Without Visitors, a Website is just an Address
Having the best website in your industry means little if your site is isolated from web traffic. That's where Search Engine Optimization (SEO) and web promotion come in - we build the breadcrumbs to bring your visitors in the door.
The first step to visibility is accepting that it's not about you, it's about them - defining your target market, considering how it searches for its needs and understanding how to capture its interest is vital to any successful SEO campaign.
SEO Basics - 'Spider' Training 101
SEO Copywriting
SEO copywriting is the inclusion of your targeted keywords in your web copy (text) whenever possible and appropriate. The essential need to keep the keywords natural, persuasive, emotional, and interesting for your target audience makes SEO copywriting a complicated and often artful task.
With many clients, existing copy simply requires extensive editing to incorporate optimal density of distinct key phrases that make the site appear more relevant to search engines. Alternately, we may guide the process of a complete rewrite or develop a ground-up plan for new content that improves the user-experience and the search engine 'spider' experience as well.
Site Coding
Thorough analysis for spider-friendliness, to ensure your site's "spiderability" as well as its navigational user-friendliness, is a main component of the SEO process. Both users and spiders follow links leading deep into your site's inner recesses - a convenient coincidence for SEOs. The spiders read the "anchor text" of the links and give extra weight to the keywords included in it - yet another very handy coincidence. Thus, structure optimization goes hand in hand with the usability improvements, benefiting humans and spiders at once, which is quite common for SEO practices.
Link Building
The most overlooked part of any SEO campaign is the part that makes the most sense - without any links pointing to your site, all other SEO efforts are useless. Logically, no search engine will find a site that has no other connections and will drop even 'submitted' and accepted domains if it sees the site as isolated.
There are numerous ways to building links to your site. Common tactics that may have worked in the past include reciprocal campaigns and directory submissions. This technique allowed a site with many links to appear more important because of its quantity, not quality, of connections. This has been (and often still is) the sole focus of many SEOs, despite the fact that other approaches provide better targeted reach for less money. Writing articles or press releases for publishing on the web with links back to your site is one excellent example. Most marketing agencies don't use this approach because they don't know how to use it in the first place.
Focusing on building quality (instead of quantity) links from sites with related information or web traffic can bring targeted, qualified customers directly, bypassing the search engines. That's why we consider relevancy a major consideration in any campaign. A focused link building effort lays the path for easy maintenance and continuous viral marketing, and the best effect is achieved when all methods are used in combination.