A Typical SEO Improvement Program

Unfolding the basics of successful SEO for business.

In Brief:

  • Competitive research is essential to understanding the search ecosystem.
  • Keyword research focused on those terms that convert to business drives future decisions.
  • Content development is guided by keywords and finding areas the competition is ignoring.

Actionable Insights

  • On-page SEO is checklist driven and predictable.
  • Content creation costs can be mitigated by spending time on the right things from the start.

SEO Audit 

This is a document where I will review your site very thoroughly and identify areas where your site is poorly optimized, structured or otherwise flawed in the search engine’s “eyes.”  The audit may include recommendations for on-site fixes as well as external issues such as inbound links.   The goal of the document is to get our collective arms around your current situation so we can build a roadmap for the future.

Converting Keyword Research

Many clients say “we’ve already done keyword research” when I speak with them the first time.  But it seems like many of them use keywords that are industry-specific, and often not the ones used by customers during searches.

Keyword information comes from many sources such as keyword research tools, competitor profiles and on-site search analytics.   I will help you build a keyword list that is well matched to paying customers’ thought process.

Competitive Review

Understanding competition is a huge part of understanding your SEO situation.  I will review your competition well, including who links to them and why, how well they rank, what terms they seem to be trying for and why, as well as any opportunities they missed.

The result of this process is usually some terrific ideas for outranking them or at least understanding what is working in your industry.  When we’re done, you’ll have a really good understanding of what you’re up against on-line

Learn what customer are seeking that nobody’s providing.  This traffic is free for the taking.

“On-Site” SEO/Repair

In my industry, “on-site” means “things on your website that you control.”

With access to your website and a solid backup made, I will begin to address as many “low hanging fruit” as possible.   The dynamics of this process vary widely from client to client.  Large clients take longer because there are more stakeholders in the web while small business sites can be adjusted rather quickly.  Some of the things considered are

  • Can search engines “crawl” your site well?
  • Are you inadvertently blocking search engines from indexing your site?
  • Do you have duplicate content on your site?
  • Is your link structure helping you rank well or hurting you?
  • Are there any issues with your website host?
  • Are your domain name(s) set up properly?
  • What type of content do you have on your site, and how is it presented?
  • Are your pages and images properly tagged?

SEO-Friendly New Content Recommendations

Most websites do not have enough fresh content in place to attract links and therefore search engines.   But this does not mean cranking out another press release.  You must have content that is so compelling that it peaks their interest – and this is very hard to do.

Blogs are one very solid mechanism to get new content out there because of their simplicity and ability to grow loyal communities and subscribers.   This is where much time is spent and where I will challenge my clients to take a big step from passive to active marketers.

Organic Link Building

Try to describe the kinds of sites that you would like links from and set up mechanisms to watch them.  Learn the authors of this content and read everything they write.  Sometimes this will guide you in content creation and link building.   PR activities are a no-brainer for getting links – you just need to know when there’s PR about your business so you can watch for placements and request links if not given.

We get a lot of strong links and have learned how to ask for them.  Acquiring links drives rank more than almost anything else.

See Also