A new brand identity that underscores our approach to B2B marketing — always customized, never templated
Read the Case Study
One of the common hurdles for implementing Search Engine Optimization for your website is determining an effective strategy and an implementation plan. Should I first address page titles, or implement a site map? Should I change page URLs to include keywords or add unique META descriptions to my pages first?
Building a strong foundation is critical for SEO success. Over the years, we have developed a proven strategy that builds layers of related tactics into building blocks, each block building on one another. The lower blocks form the SEO base for your website.
Start out right by choosing the right domain name, making needed server configurations, choosing and configuring a content management system and installing an SEO friendly analytics package.
First, align your business and SEO goals, then perform targeted keyword research to find the best search phrases that align to your business.
Make it easier for the search engines to figure out what content is included on your pages and what the topics are. Optimize titles, descriptions, header tags, etc.
Information Architecture forms the skeleton or frame of your website. The joints are the links between pages. Search Engines use these links to discover pages and determine which pages are heirarchically more important than others. Links include main navigation, category navigation, sitemap, footer, tag clouds breadcrumb trails and more.
The rest of the world, including search engines, needs to be aware of your website and the content it contains. Techniques for building awareness include syndication, XML site maps, link building and social media optimization.
Managing the distribution of page rank juice, expanding keyword research, strategic link building and generating buzz about your website will amplify or accelerate your results.
Once search traffic starts flowing in, results should measured against business goals. Use analytics and advanced keyword research to find new opportunities to add new targeted content to the website.
Analyze your website’s current SEO state in each of the first six blocks: Configuration, Targeting, On-Page Factors, Information Architecture, Awareness and Acceleration. For each block, determine the current depth of coverage.
Address configuration & targeting issues first. Deepen coverage at each level before moving up. You can and should work on multiple block levels at a time.
Try to avoid top heaviness. A good rule of thumb is: To improve SEO results, for any given block, the effort required is higher if blocks below are smaller. Smaller = less coverage.
For the clients that I work with every day, following this overall strategy drives an ever growing amount of targeted search traffic to their websites.