What is SEO ( Search Engine Optimization )?The process of improving web pages so they rank higher in search engines for yourtargeted keywords. Internal Link Structure Link Popularity / Relevance Key Factors Crawlability / Optimized Code Content Relevance
Where are the Organic Results? Pay Per Click Pay Per Click Organic
Industry Research – Who gets the clicks? Organic Clicks vs Paid Clicks The vast majority of clicks -- roughly 60 percent, go to organic listings. Source: Enquiro, 2011
Industry Research & The case for SEO Reasons to conduct SEO • The majority of clicks are going to Organic listings. • SEO is the most popular form of SEM. • SEO provides a high ROI. • Many people don’t go past the 1st page in the Search results. • Users trust the Natural results to be more relevant to their Search query. *Sources: Iprospect Research, eMarketer
SEO ProcessStep 1: Discuss Business objectives.Step 2: Conduct initial keyword analysis.Step 3: Identify the keyword/landing page combinations.Step 4: Interim Client Approval for Keyword/Landing Pages.Step 5: Baseline Ranking & Traffic reports.Step 6: On-site & Off-site optimization.Step 7: Detailed Recommendation documents.Step 8: Implementation.Step 9: Monitoring and Optimizing: We provide monthly reporting andoptimization recommendations. The reporting is compared to the baseline (orprevious month’s results) to identify trends and help guide additionaladjustments.
Technical SEO1.Comprehensive Website Analysis2.Keyword Research and Analysis.3.Baseline Ranking report.4.Competitive analysis in Search Engines.5.Content Analysis & SEO Copywriting.6.Analysis of URL structure & information architecture.7.Analysis of internal linking.8.Analysis of source code and page layout.9.Code validation.10.Search Engine Saturation.11.Link Popularity Analysis.12.Link Relevancy & Co-Citation Analysis (Topical Relevancy).
Technical SEO - Example of Page ElementsSite-Side Optimization Page Title Alt-Tags Anchor Text Navigation Link Title Tags
Define Organic SEO Objectives:Where you are currentlyWhere you want to get toHow you are going to achieve thisOrganic SEO Keyword Research:Current keyword/keyprase analysisIdentifying relevent keyphrases for yourmarket place-ensuring that the keywordschosen are both relevent to your businesssector, as well as being regularly searched foronlineOrganic SEO Competitive Analysis:Analysis of competitors strengths andweaknessSite architecture and content analysis
Organic SEO Benchmarking:Top 3 competitors current ranking position inall major search engines.Compare performance in natural listings forkeyphrase types.Look at competitors keyword/keyphrasetargeting.Organic On page Optimisation:Metatag analysis-Title tag, H1-H2 tags.Theseinfluence rankings and we will add them andoptimise them where possible whilemaintaining readabilityBody content analysisSite architecture and content optimisation. Wewill analyse your site content and structureensuring that technically your website is searchengine friendly, and that your content iswritten for optimum search results
Organic Off page Optimisation:Link popularity building (oneway andreciprocal)- Probably one of the mostimportant areas of SEO at the moment isgenerating links to your website.Directory submissionsPress releases and article submissionsOrganic SEO Reporting and Refining:Monthly traffic and progress reports.Nowadays with site analytics and trafficsoftware it is possible to measure and monitoryour online traffic in great detail. This willallow you to look at: Visitor numbers Which page was viewed most often Which search engines reffered them What are the most popular pages Monthly targets and milestones
Ongoing SEO Consulting:Organic SEO is a long term marketingstrategy, and in order to continually achievethe highest rankings it is essential to makeadjustments and improvements for yourbusiness to remain competitive. Ongoingmaintenance and research should be carriedout on a monthly basis to ensure long-termsuccess.
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