Search engine marketing is the process of developing an effective strategy for purchasing sponsored keywords or phrases. Typically, search engine marketing (SEM) is utilized in combination with search engine optimization. During the search engine optimization process it will be identified that it will not be feasible or possible to optimize the site effectively for certain specific words or phrases. In order to drive targeted traffic to the site the use of a strategic purchase of sponsored adwords will support the SEO program.
What is involved in Search Engine Optimization (SEO) ?
Keyword & Phrase Review
The first step in the process is to identify in priority the most important to least important keywords or phrases that searches will use to find you. This list should be developed by reviewing the target audience/s and identifying what words or phrases they would use for their searches. Once this has been completed a list of keywords or phrases should be created (recommend a maximum of 15-20).
Keyword and Phrase Selection
Floating-Point will then review this list and review the expected traffic and competition for each of the words. Recommendations will then be made on which words or phrases the site should be optimized for.
Note: There may be specific words or phrases that are excessively popular and top placement may be unachievable. For these words a cost per click option is recommended using SEM (Search Engine Marketing).
Content Optimization
Once the keywords or phrases have been selected for search engine optimization, the textual site content will be reviewed, content optimized for search engines, and then injected into the home page and specific main categories. This process will achieve optimal keyword density.
HTML Element Tags
Appropriate HTML element tags will be used to strengthen the search engine visibility and ranking by employing this proven technique. Page title tags, header tags (H1, H2, etc.), highlight tags (strong, emphasis) and more will be optimized to ensure search engines can identify key content. These tags will be styled to suit the site content for the desired visual appeal, while avoiding the loss of information associated with more generic content elements (ie. div/span).
Meta Tags
Meta tags will be consistent with the optimization strategy for engines still using them to index pages.
Note: Major search engines like Yahoo and Google are no longer indexing pages based solely on the information found in meta-tags. The relevance is quickly dissipating as time progresses.
Search Engine Submission
By ensuring your website is submitted to Google, Yahoo and Live (formerly MSN) properly, you will guarantee 90%+ search engine exposure to your optimization strategy.
Note: Further indexing can be achieved after a review of initial results/rankings.
Floating-Point Communications Customized Search Engine Optimization Services
Our Customized SEO campaigns can be tailored to your website and include competitive analysis, keyword analysis, technical optimization, content optimization, link strategy and monthly maintenance. |
