Search Engine Optimization (SEO) Strategy
Before starting the process of SEO or other Online Marketing techniques, our first priority should be focused on making a website perfect in every context, particularly search engine and user point of view. This is because a search engine, like Google, focuses mainly on its user’s need. Their main target is to never let their visitor unsatisfied of what they are exactly looking for, and whatever they get must include quality and most relevant information, on the basis of which they decide the ranking of a website, which is a most common factor in any of their updates.
A very new and successful experiment has been came into limelight that a webpage that includes videos, images and PDF along with the quality content and relevant links, gathers more attention and interest of a visitor to remain stick to that particular page. Although from search engine point of view a web crawler can’t read images or videos but we know a factor that an image or video is promoted with its extension name to be saved and URL, and one of the most important thing that your image may also contain your logo or URL name edited on that particular image or video.
Other than this we should kept in mind that a PDF file attached (moatly in a case where a visitor will surely need an information brochure or related information) on a particular webpage can be read by a crawler and is good from user point of view as well. For more please visit my blog: upvanseobasics.blogspot.com
 |
| How your website is shown on SERP, particularly of Google |
Beside all these noticeable facts our website analysis process will include:
1. Analysis of current traffic and current search engine positioning
A detailed report of how your site currently ranks in the major search engines like Google, yahoo and Bing, and analysis of where your current traffic is coming from using specific tools like Google Analytics, will provide us a base line. With this base line, we’ll be able to view tangible results that implementing an SEO campaign can bring over time.
- On the basis of all this we will calculate the current ranking of your website with the existing keywords on a current rank sheet.
2. Keyword research and analysis
Optimizing your website for the major search engines must include keyword research. In which observation will be given to the existing keywords whether they are competitive most relevant or need modification. Each page needs to be optimized for a particular keyword or keyword phrase, so that people searching on those phrases will see your site ranked high in the search engines with those keywords. In order to properly optimize your site, we need to identify what the best keywords would be for every page of your website.
- Using professional industry standard keyword research tools we will generate a large listing of keyword phrases related to your industry.
3. Competitive analysis
In order to compete, we need to know what your competitor is doing. We may study what keywords they are targeting to attract buyers or from the user’s mind, and these may be taken into consideration also, if we can face the competition of that keywords.
It may be noticed that many of our competitors may have inbound links from other websites, which is really important to identify as we will need our website to use that inbound links as well.
- Link building would be the most important factor for our SEO campaign.
- We will use different techniques or a variety of tools to identify what keywords or inbound links your competitors are using to generate traffic.
- Your assistance will be required here to identify your competitors.
4. Creating most relevant META tags and page titles for search engines
Meta tags play a very most important part of your webpage from search engine point of view. These include keywords and description of your website that a search engine uses to display results in search engine rank pages (SERP). Although, there has been a lot of arguable discussion that these tags are not given importance from the search engine point of view. But, from SEO experts view these can’t be neglected as it’s still a recommended task as the search results functionality includes the information from these tags.
- We will evaluate each page with separate keywords, description and title tags as search engine prefers these tags to the top most priority.
- We will sum out proper and definitive keywords and description for inclusion of site wide Meta tags.
5. Website Optimization
After observing and evaluating the essential requirements for the optimization processes under SEO campaign, there comes the main hurdle i.e., website optimization. After identifying website’s keywords, each page needs to be modified to properly utilize and reflect those keywords. That way, each page is optimized for the search engine point of view individually.
- Evaluating, what main pages are on website.
- Implementing those individual page modifications for each page.
- Analyzing what pages are missing (such as 301 redirect, 404 error page, external links etc.).
- To recommend appropriate recommendations for additional content that will help with the overall positioning in the search engines.
- Finally, monitoring the website using webmaster tools.
6. Site wide on-page optimization for search engines
On page optimization analysis includes all optimization analysis done internally on your new or current website. We will analysis on page for website and ensure it is focused on the correct keywords and built for correct indexing in the search engines. While this is a crucial part of search engine optimization, on page optimization analysis include following analysis steps:
- Analysis of Meta tag title, description and keywords for each page
- Analysis of Keyword density in body content
- Analysis of Keyword prominence placement
- Analysis of quality, quantitative copy writing i.e., Content
- Analysis of Broken link check
- Analysis of outbound link
- Analysis of inbound link
- Analysis of image optimization
- Analysis of RSS Feed
- Analysis of Sitemap (XML, HTML, ROR)
- Analysis of Robots.txt
- Analysis of Heading and Subheading H Tags i.e.,H1,H2,H3,H4
- Analysis of Hyperlinks in Text Body
- Analysis of URL’s of website pages
- Analysis of Canonical Issues
- Analysis of Invisible Text or Hidden Text
- Analysis of Index Pointing
- After retrieving the keywords from the Meta tags, analyze the actual content on the page
- Analyze the anchor text of how other websites link to yours
- Check internal linking structure as the way you link internally can hurt your Google page rank
7. Off-Page Optimization factor analysis
Off-Page optimization analysis involves all optimization done externally for your website. In other words, we work with other websites, search engines, and other channels to analysis your website to boost traffic to your site. OFF Page optimization analysis include following analysis steps:
- Back Link creation
- Website submissions into search engines and directories
- Article submissions into Articles Directory
- Press Release/Story/News submissions into Press Release/News websites
- RSS feed Submission
- Viral Marketing / Email Marketing
- Social Media Optimization such as on Facebook, LinkedIn, Twitter, Google+ etc.
- Creative Video Uploading
- Blog Creation and Optimization and submission
- Forum Participation
- Blog Postings or Blog Commenting
- Social Bookmarking
- Classified Submission (Local or Globally)
- Yahoo Answering
- PDF Submission
- Photo Sharing
- Video Sharing
- Preparing Reports
8. Search Engine Submission
To get your site initially indexed at the major search engines, you need to have them submitted on those search engines to provide an ease for indexing by the web crawler of search engines. Although there are other methods to get your site initially indexed, such as writing related articles to article directories and linking back to your main site, here we must do manual submission initially. Note that Google does not require submitting your website, as it’s “crawlers” are automated (and your site is already listed in Google).
- Researching and recommending search engines for site submission such as Google, Yahoo, MSN etc.
- Submitting your website to web directories for free submission only to be cost effective and to be genuine to the search engines like Google who doesn't prefer paid submissions anymore
- Major web directories with most effective results are Yahoo Directory, DMoz (Open Directory Project), Best of the Web, business.com etc.)
- A more comprehensive analysis of site submission would be covered in the Link Development Campaign
9. Link Development Campaigns
All of the optimization tasks described before this point are critical in optimizing your site for the search engines. But they are still only a part of the equation. The major search engines, especially Google, qualify a website on more than just on-page optimization. They actually check to see who is linking to a site, in order to grade your overall score. To rank well in the search engines, you definitely want to have other sites consider your website as important to get a high Page Rank (PR) as well. This is often referred to as building page rank that a search engine prefers from the juicing of PR from the quality websites with already High PR.
Google thinks that if other quality sites are linking to yours, that raises the importance of your site as an authority in its field. Google also counts quality outbound links as valuable to your overall page rank.
Getting related quality sites to link to your site isn’t a quick process, but it isn’t very complicated either. Research has to be done to select quality related sites, and then identifying how to get them to link to your site is the next step. Sometimes that means contacting the site owner, and other times it’s simply submitting your site to a directory. That’s part one of the link development proposal. The next part is about building back links. Any link that goes to your website is considered as a back link, and while you should build up links from related sites, there are many other ways to generate back links and increase your website traffic. Generating back links is widely known as a great way to increase traffic to a website.
10. Improving Ongoing Quality of Content
It is to be noted that from the search engine point of view “Content is always King”. We understand that not all websites or companies are designed to easily offer ongoing content. But it needs to be stressed that a growing, rich content developed site is viewed highly in the eyes of the search engines as well as user. Hence, analyzing the present content and if required creating a unique and quality content for the existing website.
11. Monitoring and Maintenance
This is a final phase of the overall proposal. After all of the above tasks have been implemented and enough time has passed gain a stable and effective presence in the search engines, testing and tweaking begin. As mentioned earlier, your competitors will not sit silently and idle while your website continues to be growing or expanding. Here it becomes an important factor to do a continuous analysis for maintaining and monitoring of your website.
Another important factor to be noted is that the algorithms of search engines are always changing. Unless this is something we would want to keep continually informed about, we need to have some tools or sources to monitor all this.
For this particular task we are equipped with some specific tools such as Webmaster Tools, Google Analytics, Google Adwords, Google Adsense etc.
All the above mentioned tasks are mandatory from SEO point of view. Other than this my prior task will have to keep myself updated with the latest updates by Google by subscribing to the most popular blogs or well known SEO Experts with the discussions, suggestions and their final outcomes about the updates such as Panda, Penguin, EMD etc. by Google.
