Search engine optimization is probably the key to accomplishing your
goals on the internet. It’s all very well to have a great Web site
that impresses your friends, family, your employees, or your boss.
But a Web site isn’t really earning its keep until it gets out there
and finds its own traffic. The best place to find traffic is search
engines. Between 80 and 85 percent of online searchers find their
destination with a search engine.
There are a lot of scammers out there, selling you search engine
optimization tactics that are often useless, unethical, and risky.
Often all three.
Here at iCAT, we use solid, well-tested industry practices to
optimize our Client’s Web sites. We use a simple question to
determine whether any particular method is appropriate for search
engine optimization: Will these changes produce a Web site that is
actually more useful to the searcher who entered the key phrase into
the search engine? Our practices, presented in a general way, are
described as followed in the: Best Search Engine Optimization
Practices.
While we recommend a custom approach to clients who are seeking top
rankings for highly contested key phrases, we do offer several
options to choose from that will ensure a steady stream of new
visitors to your site:
Best Search Engine Optimization Practices
I. Initial Assessment -- Optimization has to start somewhere.
Before we set to work on a Web site, we need to know what it’s
already doing, who the audiences are, and what we are optimizing it
for.
Determine existing traffic, desired audience, and list of potential
key phrases.
Refine key phrases using tools that show actual search behavior as
well as competition for particular phrases.
Evaluate present site in terms of existing visibility to those key
phrases.
II. Content and Tag Optimization – Good content is key to
search engine optimization, and it’s a great way to make your site
more useful to your target audience. We focus on placing the key
phrases at those points where search engines look hardest.
Rewriting of content on home page to emphasize priority key phrase
Development or rewriting of additional content pages for other key
phrases.
Title tags, meta-tags, h1 and alt tags for all pages.
III. Submission to search engines and directories, and use of
PPC directories. There are between ten and twenty important search
engines and directories, many of which now charge for submission. In
addition, there are many industry and geographically specific
directories.
Free submission to Google, Open Directory, Zeal (for non-profits)
and local or industry specific directories.
Paid submission to Yahoo, Lycos, Inktomi, Teomi, and other relevant
directories.
PPC submission to Overture and Google Ad-words, targeting key
phrases that are not getting as high ratings.
IV. Cross linking solicitation and Press Release propagation.
Page rank is a key factor in several search engines. The key is to
have links coming to your site from other, reputable sites.
Identification of potential cross-linking opportunities.
Contacting and solicitation of such opportunities, adding links when
required.
Identification of potential free press release posting
opportunities.
Preparation and submission of press releases.
V. Rank Reports – Once a strategy has begun blossoming, it
will probably have to be tailored. We use a series of reports to
evaluate the work already performed, and to create a map on where to
go next.
Baseline report prior to initial optimization stage.
Ongoing reports on monthly basis.
VI. Repeat – Search Engine Optimization is an ongoing
process. More competitors will emerge, search phrase patterns will
change, and the search engines will change their ranking algorithms.
Also, your business may expand or you may not be satisfied with a
first round of results. The ideal SEO campaign is an ongoing affair.
Custom Search Engine Optimization Campaign
If a search phrase is competitive, say "web design dc", the top ten
listings are not there by mistake. Out of 1.2 million results, only
those top ten will be looked at. Getting there and staying there
will not happen as a result of simple tweaking, frequent submission,
or simple tricks. Those top ten spots belong to companies that spend
the time to get there and stay there. Like any competitive sports
league, getting to the top means that everyone is now out to get
you. They will copy what you’ve done well and exploit any weaknesses
you may have.
To stay on top, you need a team of assistant coaches breaking down
the opponents game every week, identifying new strategies and adding
innovations as quickly as those underneath who are trying to pull
you back into the chasm. If you want this kind of search engine
marketing, you’ll want a custom approach. Custom does not mean "open
your checkbook and we’ll tell you when we’re done." Even the most
aggressive campaign has to respond to the potential return on
investment. The custom approach requires a commitment on the part of
the client to adopt aggressive recommendations in order to achieve
and maintain that top listing. However, we will provide a staged
approach at which decisions concerning budget allocations can be
made before moving forward. The first stage is the initial
evaluation. We charge a flat €300 plus €100 per keyphrase. This
price includes competitive analysis of the phrase, suggested
equivalent phrases, and a review of current traffic and positioning
factors. We will prepare an outline of further steps to be taken on
an ongoing basis, with a proposed budget for each strategy employed.
While this program requires a one-year commitment, specific budget
requirements will be reviewed every three months, giving the Client
greater control over spending.
Measures that will be taken as part of this ongoing process include,
but are not limited to the following:
Strategic Planning
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At the beginning, and once every three months, we will do an "ex-nihilo"
review of the Web site, the results so far, and the measures in
place. We will conduct the following tests as part of the
evaluation, and prepare a suggested strategy for the next three
month period.
Determine existing traffic, desired audience, and list of potential
key phrases.
Refine key phrases using tools that show actual search behavior as
well as competition for particular phrases.
Evaluate present site in terms of existing visibility to those key
phrases.
Content & Tag Optimization Content & Tag Optimization
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A Web site is only as relevant as the actual content. We ensure that
certain phrases are well placed, both in the body and in title and
meta tags. If a key phrase is not well represented by its own page,
we will create such a content page. These pages are designed to be
part of the overall site: to be useful to human visitors as well as
search engine spiders. Tasks in this section include:
Rewriting of content on home page to emphasize priority key phrase.
Development or rewriting of additional content pages for other key
phrases.
Title tags, meta-tags, h1 and alt tags for all pages.
Submission To Search Engines & Directories
--------------------------------------------------------------------------------
There are between ten and twenty important search engines and
directories, many of which now charge for submission. In addition,
there are many industry and geographically specific directories.
Free submission to Google, Open Directory, Zeal (for non-profits)
and local or industry specific directories.
Paid submission to Yahoo, Lycos, Inktomi, Teomi, and other relevant
directories.
Management of listings on PPC Search Engines
--------------------------------------------------------------------------------
Overture and Google Adwords provide listings to many of the major
search engines. Often, instead of creating whole pages to satisfy
certain key phrases, it makes more sense to pay for positions in
these pay-per-click search engines. We will ensure that the Client
is paying the optimal price for desired positions. We will research
into any under-used key phrases that may result in quality traffic
at a lower cost.
Keyword searches aimed at finding value phrases.
Management of listing prices to ensure proper placement at lowest
price.
Review of results from various ad and key phrase listings.
Content & Tag Optimization
--------------------------------------------------------------------------------
Page rank is a key factor in several search engines. The key is to
have links coming to your site from other, reputable sites.
Identification of potential cross-linking opportunities.
Contacting and solicitation of such opportunities, adding links when
required.
Identification of potential free press release posting
opportunities.
Preparation and submission of press releases.
Rank Reports
--------------------------------------------------------------------------------
Once a strategy has begun blossoming, it will probably have to be
tailored. We use a series of reports to evaluate the work already
performed, and to create a map on where to go next.
Baseline report prior to initial optimization stage.
