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Search Engine Optimization Process
Website Audit
Floating-Point will conduct a website audit to determine how well your website is performing on search engines. This will include reviewing site content, site links, and key word phrases used to access the site.
Additionally, Floating-Point will also conduct in-depth industry research to determine what internet strategies are most successful for the nature of the business.
Competitor Benchmarking
Floating-Point will conduct research into your main competition to determine what internet marketing strategies are being utilized. Floating-Point will also review any key word phrases your competition are using for SEO (if applicable). This will help Floating-Point develop a strategic plan for your organization.
Keyword & Phrase Review
The first step in the process is for you to identify in priority the most important keywords or phrases that searches use to find the housing developments that you build. 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). Floating-Point recommends the use of two or three-word phrases instead of single words (often pairing a general keyword with more specific ones).
The current search engine results will then be calculated for each of the words or phrases for the major search engines. This provides the benchmark of search engine positioning prior to the site being optimized.
The second part of optimization is for Floating-Point to review the main competitors of your firm and determine their positioning with the major search engines on the same keywords or phrases as well as review any additional words or phrases for which they have optimized their site. This assists in the selection phase.
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. You will review this and a final selection will be made.
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 (for example Google’s Sponsored Adwords).
Optimization
Once the keywords or phrases have been selected for search engine optimization, Floating-Point will review the textual site content, optimize the content for search engines, and then inject optimized content into the home page and specific main categories. The optimization of the textual content will achieve proper keyword density (10% is a recommended target). The more words or phrases that are added, the lower the percentage will be by necessity.
Floating-Point will review the URL structure of the website and make any necessary changes to ensure it is optimized accordingly.
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 (i.e. div/span). This strategic method is important for achieving high organic rankings on main search engines like Google and Yahoo by bolstering keyword recognition.
It should be noted that Floating-Point follows strict guidelines when optimizing a website and will not participate in any SEO techniques that can harm your rankings on search engines.
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.
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