SEO - Search Engine Optimization
SEO is both an art and a science.
Search Engine Optimisation should form a central part of any online marketing effort. SEO is the systematic process of improving the position of your website pages in search engine rankings. Appearing prominently in natural search listings is a effective way of helping your target market to find you, and to leverage your website to help achieve its business goals.
SEO is also critical for leveraging your PR and offline advertising activities. If a customer decides that they want to learn more about your company as a result of reading a news article or seeing or hearing an advertisement, make sure they arrive at your website and not at your competitor’s.
SEO is both an art and a science. There are many parts of a successful SEO effort, but these activities are typically structured as follows:
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SEO Health Check
Conduct existing SEO effectiveness review for all existing online properties. Find out the areas they are performing well and the areas they could be improved. -
Competitor Review
Investigate the strengths and weaknesses of your competitors' SEO strategy and determine any opportunities as a result. Replicate any successful techniques they are employing and take advantage of any gaps in their strategy. -
Keywords and Key Phrases
Create an optimised list of keywords and key phrases that will form the foundation of all content optimisation. Focus on the words that your target market are using in their searches, and lean towards words which will drive the most traffic. Determine relative opportunities for words which present opportunities because they are unique or not heavily competitive. -
Sitemap Optimisation
Review the structure of the website to ensure that page rank and keyword weightings flows in the best way throughout your content. Organise content to intelligently boost the combined weightings of your most important keywords. -
Optimise Page URLs, Titles, Headings & Content
Review all website across the site to ensure that keywords are being used optimally. -
Technical Optimisation
Review the source code for the entire site to ensure that the code makes use of SEO best practices and web standards to maximise rankings and ensure that content is indexed optimally. Implement other associated techniques critical to effective SEO such as marking up your site for analytics tracking, prepare and submit xml sitemap, prepare robots.txt files. -
Landing Pages
Create landing pages geared towards your users as they arrive from search engine listings. Offer content that is particularly relevant to them and maximise your goal conversion by providing a clear and relevant call to action. -
Linking Strategy
Prepare a strategy for link building to maximise inbound site links and make the most of those inbound links. Establish and communicate a linking policy.
