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SEO Process

Before you can do anything in search or indeed make any recommendations to a web owner you have to do a root and branch analysis of a site. Each site will have its own structure and its own set of complexities. But you are nearly assured that you will scrutinise the points below: [module-194]

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Search Engine Ranking

One of the early parts of the SEO process, and of a site audit, is to establish where the site under scrutiny lies is the search rankings. Initially we would use the keywords we arrived at in the initial assessment of the site. Whilst these keywords are in no way the definitive list, they will serve as a benchmark for future work and this part also helps establish the deliverables for the project. Depending on the sites ‘target’ market, the search can be conducted on any number of search engines at any one time. Once we do the initial search rank report this then allows us to see where exactly a site lies and what sites are ranking above it. More importantly, we can then track the site over time to see what improvements the optimisation is having on the sites rank. The report will also allow us to keep a track on how the competition is fairing on these keywords. We can see if there are any sudden jumps in a sites rank and investigate further. The premise here is very simple: if you are not getting the traffic, then someone else is. The further back from the top…

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Initial Background Analysis

Before we get into the nuts and bolts of the site audit and the Search Optimisation itself, it’s very important to get some background on the business and the market. The client would normally brief us on the market and the business. We would establish who the main “off line” competitors are and get to grips with some of the dynamics of the business and the market. During these discussions we will get a feel for some of the keywords and industry terms used in a particular market. In many instances the keywords are generally widespread terms and we would have a good handle on them prior to the meeting from our own background research. But there are markets where there are very specific terms used: used by the businesses in the industry and, after a while, used by people who have researched the industry in order to get some product details on the way to perhaps making a purchase. A good case in point would be the cosmetic surgery business where ‘everyday’ terms have a medical equivalent and would be the standard in the business. You begin looking for “nose surgery” and end up discussing “Rhinoplasty” We use these…