Search Engine Optimization (SEO) Process

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine's unpaid results — often referred to as "natural," "organic," or "earned" results.

What is SEO

Choose a great domain name Research Reporting & Goal Setting Content Building Page Optimization Social & Link Building Follow Up Reporting and Analysis

Search Engine Optimization (SEO) Process are.

Choose the best possible domain name (like www.smartharbor.com) for your site. When selecting this important piece of digital real estate, think about:

Spelling Branding potential Keywords

Choose a great domain name means.

Spelling: While many people will look online and probably find you if your SEO is right, many others will find out about you through word of mouth so if your domain name sounds a bit too much like something else, they could end up missing you. So make sure your domain name is short, easy to spell and easy to remember.

Branding potential. It’s easier to build credibility and links to branded domains as people will take a yourcompany.uk more seriously than keyword-keyword.uk which looks spammy and isn’t fooling anyone.

Keywords. Having keywords you’re trying to rank for in your domain isn’t as important as it used to be. In September 2012, Google released the Exact Match Domain (EMD) update to prevent those poor quality keyword-keyword-keyword.com sites from ranking well simply because they had their main keywords in their domain names. So while it can’t hurt to register a domain with a keyword in it, you shouldn’t stress over it.

Choose the best possible domain name for your site. When selecting this important piece of digital real estate, think about are

Keyword Research - Keyword phrase research involves identifying a group of keyword phrases that will be used in optimization. This step is critical and requires a considerable amount of time to find a good set of phrases that offer a balanced combination of two important factors: high usage by searchers and relatively low competition within the search engines.

Competitive Research - We use a series of SEO metrics, including indexed content, Alexa rating, inbound links, domain age, and social media following among others.  Through this process, we are able to gauge the client site’s starting position against its competition and identify areas requiring priority in the subsequent work.  For example, if we see that relative to the competition, the client’s site has 50% less indexed content, then content building would be a priority in the goal setting that happens in the next phase.

Research the right keywords

After establishing your targeted keyword phrases and starting position relative to the site’s competitive set, it is important to understand what the subject site’s starting position is within the search engines. Doing so ensures that you know the specific areas that need work and provides a baseline against which to gauge the subsequent campaign’s success.

Reporting & Goal Setting

Content is king in search engine optimization. The search engines love text; high volume, high-quality content related to your business will serve you in a couple of important ways. We often find in the Competitive Research phase that the client’s site is falling behind its competitors in the amount of indexed content.  In those cases, this phase of the process takes on additional importance.

Content Building

Following the addition of new, high quality content, we tackle on-page optimization.  See our piece on Page Optimization Basics for more information on this topic.

Page Titles Text-Based Navigation Prominence of Targeted Keyword Phrases Site Map ALT and META data – Clean up the Code

Page Optimization

Page Titles – Make sure that your site’s page titles say something other than just your company name or “welcome.” Ideally, they need to lead off with your targeted phrase for that page and then follow with your company name.

Text-Based Navigation – Search engines cannot read images. If your site’s navigation system is done with images (lots are), you will need a text-based navigation system that the search engines can follow to ensure that all the important service and product-related sub-pages of your site are indexed by the search engines.

Prominence of Targeted Keyword Phrases – It is not enough to have your keyword phrase(s) somewhere on the web page, the placement and prominence given to them also affects your search engine placement.

Page Optimization Basics for more information on this topic.

Site Map – Developing a site map that includes a well-organized list of links to all the important pages of your site and includes a text link to the site map on your home page is the ideal way to make sure that all the site’s pages are indexed by the search engines when they visit the subject site.

ALT and META data – These are tags not seen by the site’s users; they are embedded in the site’s code. ALT tags refer to the text that describes an image — words that you see pop up as you mouse over some images. In optimizing your company’s name, an ALT tag placed behind the image of your company’s logo is ideal. Meta tags are lines of code included in the uppermost section of your site’s code.

Clean up the Code – Navigation rollover scripts, other JavaScript-based code, and all CSS scripts should be taken out of the code of each page and put into external files to which each page of the site is referenced.

Social Media - In marketing, you fish where the fish are.  And, the fish are using social media in increasing numbers.  The power of online sharing through social media provides tremendous opportunities for companies willing to commit the time to using it.

Building In-Bound Links - Each new, quality link to your site increases the likelihood of both the search engines’ spiders running across your site as well as searchers looking for services or products like yours. Google views links to your site (as long as they are links from high quality sites) as votes for your site and rewards the site accordingly.  You can check your link popularity with a variety of free online tools. In addition, Google’s Webmaster Tools provides information regarding the inbound links to your site. A word of caution: free for all links sites and other low quality sites of that nature are of no use and, in fact, detract from your progress with penalties from the search engines.

Social & Link Building

The same reporting done in the initial phase of the campaign is done again at regular intervals, post-optimization. Rankings, site traffic levels, social signals and other key metrics can then be compared to pre-optimization levels, giving measurable results to the SEO campaign.  The specific metrics used in an SEO plan will depend on the goals of that site.

Follow Up Reporting and Analysis

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