The SEO process includes research, data analysis, code and content work, external or off-site work. The process can be broken down into three phases; planning, on-site, and off-site.
SEO Planning Phase
· Initial consultation
· Access your business needs
· Define desired goals
· Keyword analysis
· Competitive analysis of keywords
· Gather current site statistics
· Design specific strategy
The SEO planning process can take up to 2 weeks depending on the complexity of the industry and site goals.
On-site SEO Optimization Phase
SEO freindly design makes sure that it is easy and interesting enough for people to read and has the keyword density needed to properly index and rank with search engines. Users need to be able to access all the information they seek in a easy to navigate and easy to understand manner and search engines rank well organized sites higher than sites with poor navigation. Finding the balance in presenting information for humans and search engines is key to optimization. The initial phase can take the entire first month. This is an ongoing process and adjustments need to be made every month based on new content development or continued research from traffic analysis.
We review, edit or add content to your website’s pages using keywords from the research phase to best attract search engines. Search engines see your website as a whole and as single pages. They use keyword density to tell which words are important and what the page is about. Keyword density is the percentage showing how many times a word is used on the page. If your keyword density is too low your page will not be referenced or indexed properly. If your keyword density is too high, your page and your site will be seen as keyword spamming to cheat search engines. If your site is deemed to be spam, you will be banned and you will have to appeal to be indexed again by the search engine.
The proper use of meta tags on each page are used to communicate directly with the search engine and they are not visible on the webpage. Meta tags provide information such as page title, page description. Placement of keywords on the page and the use of HTML code for headings, navigation and asides also help the search engine index and rank the page.
Conversion Optimization takes steps to best get action from web visitors. It takes them from passive readers to active clickers and buyers taking action to fill out forms, or viewing pages with specific information. Your site does no good if it cannot convert the traffic from browsers to buyers. This can include creating landing pages specific to a product or service or adding buttons in the right place to get their attention and direct them to a particular page.
Off-site Optimization Phase
This phase is on going. There are other ways to drive traffic to your site. We can set up link campaigns to get relative links from websites, directories and press releases to point to your site and landing pages using keywords. Search engines will see these links as votes associating that keyword with the page it links to online. We can create buzz about your product or services using social media optimization that targets users more so than search engines to gain quicker exposure. Setting up pay-per-click advertising will help you manage ads placed on search engines or other websites.
For small sites with little competition it may only take a few months where difficult and very competitive industries could take a year. The amount of time will roughly be determined in the planning phase.