Site optimization is a three step process that includes on-page optimization, content development, and linking. The best time to perform on-page optimization is when a site is being initially developed or when it is going through a significant redesign. However if a site does not foresee a large update in its future, it isn’t too late to make improvements it just makes it more difficult. On-page optimization includes:
1. Keyword evaluation and analytics review
2. Making sure the site is properly registered with Google, Yahoo and Bing for performance issues, xml site maps
and indexing information
3. Evaluating the site URL structure, naming conventions and file sizes, as well as site speed
4. Reviewing all the existing tags for each of the site templates
5. Improving the site’s internal linking structure and link anchor text
6. Correcting any existing site issues such as duplicate content, canonicalization and other common web site
Any changes that need to be made are usually coordinated through the organization’s technology team and verified by us. In certain instances, such as if we are designing or developing templates or technology pieces, we can perform the changes ourselves.
A critical element for all web sites is insuring that the site has relevant unique content to offer its visitors. There are a number of different options to approach a content strategy and we can support any or all of them. The most common types of content develop include:
1. Optimized content focused on specific marketing verticals where enough content can be created so that all of
the relevant concepts of the vertical can be covered thoroughly.
2. Content to support information regarding products or services for sites that perform e-commerce
transactions. This makes sure that every product remains distinct. Having products that stand out from the
competition via added content is valuable.
3. User generated content can be incorporated into pages to make them more robust and encourage continuous
indexing. This can include services like user reviews, twitter streams, purchasing data and other related
pieces of data.
4. Create directories or Wikis that can be populated with data and then supported with user contributions.
We can support any or all of these content strategies or help develop a unique solution to meet your specific marketing needs.
After pages are well optimized linking is the final piece of the optimization puzzle. Useful content is created, which generates links back to the site. Targeting specific areas within the site will help generate improved search rankings, drive additional visitors, and help improve the overall link popularity for a web site.