Search Engine Optimization Process
Our search engine optimization process includes the following:
Benchmarking
To track your progress we first benchmark where your website ranks today. Typically, most sites we are asked to optimize do not rank in the top 50 positions for any keywords in any search engine.
Understanding
We also take time to understand your business. Because an important part of optimization involves connecting you with prospects through word matching, the more familiar we can get with the products, services, and language of your industry, the better off we are.
Keyword Research & Analysis
Search Optimization relies, in part, on matching terminology. If most prospects search for "flat panel television" and your site only contains "tv", then most searchers will never find you. Now consider the many combinations of similar words searchers might use to find you — lcd television, plasma television, hdtv, lcd hdtv — to name a few. With this in mind it's easy to see why optimum keywords and key phrases are vital to the success of your search engine optimization. Our team's expertise and analysis tools ensures your website ranks ahead of your competition. We examine all keywords, keyword phrases and related word combinations to find the phrases that will drive visitors to your website.
Competitive Analysis
Next, we examine your competitors' website to see how they rank with your keywords. We examine this ranking for all keywords across more than 30 search engines. We pay special attention to the approaches taken by top ranking sites. Our objective in search engine optimization is to have your site rank higher than that of your competitors.
Site Structure Analysis
We examine your website's structure including programming elements, page structures, link titles, meta content, dynamic content, and other variables. We look for any elements that can prevent search engines from seeing or indexing your site.
Content Optimization & Copy Writing
Content is a key factor in determining where your site will rank in search engine results. This is why we place so much emphasis on keyword research, incorporating the right keywords, phrases and word combinations for your target market. Our copy writers carefully embed these terms while providing easy readability for your site visitors.
Back Link Strategy
Google was the first search engine to place value on the number of websites that link to your site (back links). Search engines using this factor assume that your site is more of an authority site if more external sites link to it. This increases your site's value and its ranking. Not only are the number of external links important but the quality of those links also plays a role in determining how well your site ranks. We pay particular attention to obtaining high quality back links to your site.
Search Engine Submission
Gone are the days when we had to submit sites to search engines. Today, search engine crawlers or spiders can easily find new websites. Don't be fooled by services claiming to submit your site to hundreds or thousands of search engines. This can often work against your site ranking. Improper submissions or repeated submissions can penalize your site's ranking.
Launch & Maintenance
Once search optimization is complete your website should move up in search ranking, together with an increase in site traffic. You should allow 3-12 weeks to see improvement. During this time we monitor your rankings and perform any necessary "tweaks" to ensure favourable ranking results. We also monitor your site to identify which key phrases and pages are performing best. Search engines frequently modify their algorithms and new competitors can appear that can adversely impact your rankings at any time. We watch for these events and advise you accordingly. Search maintenance is often required to keep your at the highest possible ranking.
We analyze your website's overall situation as well as those of your competitors to provide superior search engine optimization results.
For more information about search engine marketing, online advertising or paid inclusion, call us today at 416.421.2689 (Toronto) or toll-free at 1.877.746.2666, or complete our Internet Marketing Enquiry form.
