Be There When They Research / Search
Your website’s organic search engine rank is your most important long-term internet marketing investment.
In order to produce a high organic search result, it is first necessary to identify the most relevant and searched set of keyword phrases for your business. These keywords are the building blocks in constructing your website organization and content. Also we help our clients cultivate quality links based on these keywords to their website from external sources. And we can list your company in related local and industry related national online directories.
Running a business can present never-ending demands on staff and resources. Additional workload can spread staff thin, jeopardizing the quality of both their primary responsibilities and the quality of their marketing efforts. To succeed, companies need an internet presence that is top notch – literally. Any drop in search engine rankings directly translates to drop in business. For this reason, the more successful companies contract with experienced web developers and search engine optimize (SEO) experts who provide:
- A Search Engine Optimization (SEO) plan
- Search engine advertising campaigns
- Plans and implementation for email marketing
- Campaigns to generate positive reviews
- Referral campaigns
- Leverage social media
- For local businesses, listings on the hundreds of local directories, community sites, and local classified ads
- Listing on respected industry directories
- Build the site’s trust and domain authority
- Ongoing reputation monitoring
How high your website ranks when important keywords are searched also affects the cost of Pay Per Click (PPC) advertisements. If your site organically ranks high, for example, on searches for “Texas land for sale,” the cost of ads triggered off of this keyword phrase on Google decreases.
As PPC campaigns are becoming more popular, they are becoming more expensive. The return on investment (ROI) for a sponsored link on Google must be continually monitored. By guaranteeing a high organic ranking through comprehensive and competitive SEO strategies, your website will maintain an edge over the competition.
Initial SEO Campaign Build (2 months)
The initial two months in building a strong SEO profile involve concentrated work that touches all aspects of the site’s infrastructure, page contents, search engine advertising, search engine listings, directory listings. An abbreviated outline of tasks involved for each follows.
Site Infrastructure
- Check web site for design issues and server errors (e.g. Javascript files embedded incorrectly, poor navigational structure, content falling “below the fold”). We examine how your server is set-up and make changes as necessary.
- Set up robots.txt files to identify which web pages should not be indexed by search engines
- Build sitemap.xml for pages, videos, and images. Submit sitemaps to search engines.
- Obtain Google Analytics access if activated. If not, set up Google Analytics account to monitor site performance.
- Set up permanent 301 redirects for pages that had earned inbound links, but are no longer on the site
- Create custom 404 error pages to respond to people or sites who use incorrect urls
- Set up canonical tags to reconcile multiple website addresses (http://www.site.com, site.com, www.site.com). This avoids the site from being indexed as multiple sites with duplicate content, which will hurt Google organic rankings.
Page Contents
- Research keyword phrases
- Each page is optimized for one keyword phrase. Title and description meta tags for each page are organized around the keyword phrase selected for optimization for that page.
- Review/update image descriptions in meta alt text tags
- Optimize Header Tags (H1, H2, etc.)
- Audit pages for duplicate content
Build Site Trust and Authority
High organic search ranking is influenced by the trust, domain and page authority of your pages. Getting links to your websites from other highly ranked domains improve your domain and page authority. Some highly trusted domains include:
- Better Business Bureau
- Acxiom
- Infogroup
- Chamber of Commerce
- Visitors Bureau
- Open Directory Project (www.dmoz.org)
- AP Newswire and PR web sites
- Links from quality blogs
- An optimized Google+ business profile
- Flickr photo albums
Search Engine Advertising Campaign
The initial online marketing setup also includes building an effective Pay Per Click search engine marketing campaign, which is then continuously monitored and revised based on performance.
- Setting up campaigns involves the following tasks:
- Develop a keyword portfolio
- Identify negative keywords or those words where your ad should not be shown
- Write ad copy
- Determine appropriate campaign extensions and options (e.g. click to call)
- Assign bids to comply with budget constraints
- Measure, optimize, and repeat
Ongoing Monthly Optimization
A continuous, ongoing effort builds the site’s trust and authority with search engines. Search engines develop trust for sites as the number of inbound links from other trusted authoritative sites grows, and for local businesses, as the number of positive customer reviews grow.
In addition to search ranks, SEO consultants improve business activity through online classified ads, email campaigns, nurturing programs, public relations, blogging and microblogging.
Email Campaigns
- Create address lists
- Create editorial calendar (content & schedule) of email blasts (e.g. holiday reminders to make reservations, celebrity appearances, specials)
- Contract with email service provider
- Design email layout
- Write series of emails & schedule
Message Board Curating
Posting comments in relevant, quality message boards with links back to the business’s website also helps develop a network of quality inbound links to improve the site’s overall trust and domain authority in the eyes of the search engines. This effort involves:
- Identify appropriate message boards
- Create accounts
- Identify relevant threads
- Respond to posts with signature including email address & website address
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