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Search Engine Optimization
Search Engine Optimization is the process of obtaining "natural" placement in the search engines' editorial results. These are also referred to as "organic" listings. Your natural listings are placed on the left hand side of the search results and there are many elements of a website that contribute to obtaining placement naturally. As your search engine marketing team, we complete an analysis of your website, your competitors' and each individual search engine to determine the best strategy in obtaining natural ranking. Keep in mind that all search engines are different and there is not one tactic that works universally. The key is to create a site that is rich in content and optimizable for all search engines. Below are some of the strategies and processes that we implement when optimizing our clients' websites.
Strategies to Increase Your Business
Search engine marketing and search engine optimization are strategies that can increase your organization's online business. It's all about increasing customers, sales and profits and achieving measurable results.
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Website Evaluation: Not all websites can be optimized. The first step in the optimization process is to determine the usability of a client's site and whether or not the site is optimizable. This process includes finding out what format the site is built in (frames, or tables), amount of content, linking structure, Google Page Rank, coding, graphics and navigation. This is just the first step in determining what type of foundation we have to work with.
Keyword Analysis and Research: In depth research is conducted to determine what keywords or key phrases are the most important to your business. We do extensive research on hundreds of phrases to determine the popularity, competitiveness and relevancy of each phrase. This enables us to make recommendations on which keyword phrases are the best fit for your business as well as which phrases will help us obtain high rankings. Once the most suitable keywords are identified, we are able to start the optimization process.
TopSpot's Outline of the Optimization Process:
- We build each website page (also referred to as landing pages) around the core keywords or keyword phrases specific to a product or service.
- We make sure to incorporate these core keywords into the content of the page.
- Keywords descriptive of each page are placed in the Title and Meta sections of the page.
- Alt Tags are incorporated into the necessary sections of a landing page to describe an image, link, etc.
- We use text links as opposed to graphical links for the navigation of the site.
- We look into registering and using a domain that best describes the business.
- It is important to not use splash or entry pages as an introduction to the site. Many times the intro page works as a barrier in keeping search engines from actually seeing the core content of the website.
- We avoid building a site in frames.
- Although dynamic sites are necessary at times, we try to avoid them or build them in a manner that allows for optimization.
- Each website should have a comprehensive sitemap.
- It is important to avoid unethical practices, such as cloaking, spamming or keyword stuffing.
- TopSpot IMS works with each client in building the number of incoming links to a website. A website's relevance is deemed by the number of relevant sites linking to it.
- Listing in directories relevant to your business will help with your overall linking strategy, as well as, driving additional traffic to your website. TopSpot helps in identifying directories that are relevant to your business and assists in submitting to the directories.
TopSpot IMS provides monthly reports that detail the optimization progress, suggest additional tweaks to the site to ensure further progression and maintenance of earned placement.
Our team understands that each company is different, therefore, our optimization process is tailored to each client's specific needs. Optimization is necessary to the overall success of any Internet strategy, but we always strive to set realistic expectations for each of our clients. We work with educating each client in this process so they are able to understand exactly what efforts go into their project. Keep in mind that companies that are having the most success on the Internet are those that incorporate a complete strategy incorporating search engine optimization (SEO), pay per click advertising and directory listings.
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