SEO Process And Year 1

Your emfluence Search Engine Optimization program includes a long term process that needs short term attention and monthly activities. Read on to learn more about our SEO process.

Setup Actions

Keyword Discovery – This is a four-part component that is the most important of the setup activities:

Initial List – the client will provide an initial list of 5 to 10 keyword terms (in most cases) that are initial terms for exploration for optimization and achieving best possible rankings.
Keyword Research – emfluence will perform volume research that will yield approximate monthly search volume numbers for each of the terms from the initial list and will also provide data for terms that are related or synonymous.

Finalize/Approve List – based upon the research data, the client will determine the final list of terms that optimization activities will focus on.
Baseline Ranking Report – an initial ranking report will be established and run to show the current rankings for the keyword terms that the site has prior to optimization activities.

Google Analytics Setup – An Analytics account is established (if necessary), then installation and verification of the necessary tracking script takes place.

Webmaster Tools Accounts Setup – Accounts are created (if necessary) and verification files are added to the site for both Google Webmaster Tools and MSN/Live Webmaster Tools.

Duplicate Copy Search/Scans – All necessary pages on the website are scanned for duplicate content both internally to the site and externally across the web to ensure that no duplicate content exists that could be harmful to rankings.

Server Configuration Analysis – Diagnostic tools will be run that will look at details for the web server, IP address, and other technical configuration details to ensure that there are not any detrimental issues to the search engines.

Domain Name Configuration/Canonical Analysis – Any/all domain names that point to the website will be checked to ensure that they are properly configured and are not duplicating content or hurting the rankings or page rank of the site.

Landing Pages – Site structure will be analyzed and landing pages will be identified to ensure that a “home” for each term exists on the site for content related to each targeted keyword term.

Competitive Analysis – Research on your competitors will be conducted to provide keyword usage recommendations for the copy on each of the respective targeted keyword landing pages and the home page.

Copy/Content Updates – Copy and other content will be updated based upon recommendations provided from competitive research on each of the respective targeted keyword landing pages and the home page.

Meta Tag Updates – As page content research is conducted, Meta tag configuration research will be conducted as well. When copy is updated on pages on the site, tags for those pages will be updated at the same time.

Content Theme Analysis – Content level pages (levels below the top level landing pages) will be reviewed to determine the benefit they provide to the top level pages and to determine what structural changes – visible changes in structure to user OR changes to linking structure behind the scenes in the code – that will compliment the landing pages.

Content Theme Updates – Based upon review results, the content level pages will be updated (visible to the user OR behind the scenes) to ensure that the pages have proper link tags and content that supports the landing page theme that the pages fall under respectively. Recommendations for new pages to be added to the site might be necessary -- including new content -- to bolster the amount of copy for each targeted keyword theme.

Link Analysis – Inbound link reports will be run for the site as well as specific competitor sites. This data will show the value of the links to the site as well as the links that competitors are getting and will aid in identifying links worth going after

Other Media – Blogs, Social Media, and Video will be explored for addition to the site or supplementing the site to ensure that all options are utilized optimally for site ranking and getting quality traffic to the site.

Site Review – The site will be reviewed thoroughly to ensure that server configurations are still maintained in an SEO friendly manner, page code is compliant with web standards, and all pages on the site have the proper usage of keywords in tags/copy/links to maintain a unified concentration on the targeted keywords.

Fine Tuning – Terms that are in the Top 10, or are close to being on page one, will be reviewed and very specific actions will be taken to attempt to make incremental moves past competition.

Underperforming Terms - Underperforming terms will go through competitive analysis and content update cycles again to continue refining in order to attempt to achieve higher rankings.

Continuing Optimization – Depending upon the rankings of targeted keywords and site traffic/goals, optimization for specific terms will continue with research, recommendations for site updates, and implementation will be ongoing.

Next Year Planning – Keywords will once again be reviewed and rankings and site traffic/goals will be discussed and defined for the next year.

Next Steps

At the beginning of the second year, a keyword review process will take place intended to ensure that the list of targeted keywords is still the right list for the client. Strategy for year two will be addressed and any specific areas or items will be added to the plan for year two. The play may follow a similar pattern to year one, as SEO is an ongoing process that requires many actions to be repeated in cycles, but will also allow for any shifts in strategy to match marketing and site initiatives from the client.

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