Traditionally shrouded in mystery, the process of achieving good rankings in the major search engines focuses on three key factors:
- Keyword Research - to determine the most effective, relevant phrases that people are actually searching;
- Site Content - including text content, interactive content (if any), metadata (to a limited extent), site structure and navigation;
- Links - including internal links within the site itself, outbound links to other sites, but primarily inbound links from other sites;
Our specialists excel at developing each element of this process, ensuring your site attracts relevant visits from the "natural" or "organic" search listings. Depending on complexity and type of website, our team formulate the full strategy and campaign by drawing upon the areas listed below.
KEYWORD RESEARCH: Identify Industry Keywords, KEI Analysis, Overture Bid Price, Allinanchor Search, Google Competition, LSI Cloud - Supporting Words
KEYWORD USE FACTORS: Keyword Use in Title Tag, Keyword Use in Body Text, Relationship of Body, Text Content to Keywords (Topic Analysis), Keyword Use in H1 Tag, Keyword Use in Domain Name, Keyword Use in Page URL, Keyword Use in H2, H3, H(x) Tags, Keyword Use in Alt Tags and Image Titles, Keyword Use in Bold/Strong Tags, Keyword Use in Meta Description Tag, Keyword Use in Meta Keywords Tag
PAGE ATTRIBUTES: Link Popularity within the Site's Internal Link Structure, Quality/Relevance of Links to External Sites/Pages, Age of Document, Amount of Indexable Text Content, Organization/ Hierarchy of Document Flow (i.e. broad > narrow), Frequency of Updates to Page, Number of Trailing Slashes (/) in URL, Accuracy of Spelling & Grammar, HTML Validation of Document (to W3C Standards)
SITE / DOMAIN ATTRIBUTES: Global Link Popularity of Site, Age of Site, Topical Relevance of Inbound Links to Site, Link Popularity of Site in Topical Community, Rate of New Inbound Links to Site, Relevance of Site's Primary Subject Matter to Query, Rate of New Pages Added to Site
INBOUND LINK ATTRIBUTES: Anchor Text of Inbound Link, Global Link Popularity of Linking Site, Topical Relationship of Linking Page, Link Popularity of Site in Topical Community, Topical Relationship of Linking Site, Text Surrounding the Link, Internal Link Popularity of Linking Page within Host Site/Domain, PageRank (as measured by the GG Toolbar) of Linking Page, Temporal Link Attributes
NEGATIVE CRAWLING / RANKING ATTRIBUTES: Server is Often Inaccessible to Bots, Content Very Similar or Duplicate of Existing Content in the Index, External Links to Low Quality/Spam Sites, Participation in Link Schemes or Actively Selling Links, Duplicate Title/Meta Tags on Many Pages, Overuse of Targeted Keywords (Stuffing/Spamming), Very Slow Server Response Times, Inbound Links from Spam Sites, Low Levels of Visitors to the Site (Measured via Toolbar, Clicks in SERPs, etc.)
