Increase Web Site Sales with a
Search Engine Optimization Proposal © Herman Drost
You can easily get confused by all the
search engine
optimization companies and
SEO experts that offer
SEO services. It's hard to
know who to trust or what
should be included in a SEO proposal. I will endeavor
to clarify some of these points for you in this article,
so that you can make the best choice when looking
for SEO services. I don't profess to be a search engine
optimization expert but have attained top rankings for
my own site plus some of my web site design clients.
What a SEO proposal
should include:
SEO objectives
Site Analysis
Keyword Research
Competitive Analysis
SEO Copywriting
Creation of Meta Information
Site Map Creation
Link Popularity Building
Web Site Load Time and HTML Validation
Downloading and Uploading of Web Pages
Browser Search Engine and Directory Submissions
Compatibility and Resolution Checking
THE PROCESS
The process will differ for new sites versus established
sites.
SEO objectives
Increase your search engine presence, rankings, no
of visitors and ultimately the sale of your products.
Site Analysis
An overall analysis is first done on your site, to assess
what is needed to best optimize it for the search engines.
Based on this analysis the proposal is adjusted to include
the necessary work to be done. This may include: design,
layout, navigation, colors, background, fonts, images,
broken links, meta tags, web copy, html validation,
browser
and resolution compatibility, loading times, search engine
rankings, site statistics and creating error pages.
All of the factors listed above have some influence in
attracting search engine spiders and visitors to your
site.
If I design the site all these factors are already taken
into consideration (which makes it much easier). An
established site that's already indexed by the search
engines will need to be thoroughly analyzed for errors
before optimization can begin.
Keyword Research
One of the basic steps in search engine optimization is
keyword research. Here competitive keywords relating to
the
site and unique to your domain are found. Keyword research
is done to maximize the impact of search engine
optimization. When your site ranks well, more relevant
customers come to the site leading to an increase in
conversions and hence income for the site. The accurate
identification and careful selection of these important
keywords and key phrases can literally make or break any
web site or online business.
Competitive Analysis
This is for better search engine ranking performance. I
study the sites of all your competitors who have high
search engine rankings and find out the keywords for which
they are ranked. I analyze your current meta tags and
recreate them based on the keywords I have researched. I
also analyze your recent web site stats (if you give me
access). I can then see how many visitors you are getting,
where they are coming from and what keywords they are
using.
SEO Copywriting
SEO copywriting is rewriting the text on your site in such
a way that it becomes search engine friendly while
remaining appealing to the surfer. Keywords relevant to
your site are optimized so that your site ranks high when
search engines crawl your site. I direct targeted traffic
to your site, ensure they are provided with the specific
information and hence increase sales for you. My
copywriting services include modifying your site headings,
HTML text, layout, design and even images where needed.
Some pages may only require a small amount of editing or
none at all, whereas others may need a more extensive
rewrite.
Creation of Meta Information
(title, description, keywords)
Meta information is used to provide additional information
about HTML documents so that the search engine crawlers
are
able to index the information more accurately.
There are 3 important types of Meta tags as far as search
engine optimization is concerned:
Title tag:
The Title tag is not a Meta tag. However title tags play a
vital role in your site’s rankings. It is these words or
phrase that appear in the title of your page in the
hyperlink listings on the search engine results. I include
the most relevant and specific keywords or key phrases in
the title tag that best describe the contents of the page.
Meta description tag
This gives a short and concise summary of the content of
your web page. The description appears in the SEs just
below the title tag. I ensure that the meta description
tag
is brief but includes some of your top keywords. The words
used must inspire the visitor to check your site out
further. Each page must be customized so all your web
pages
will not have the same meta tag descriptions.
Meta keywords tag
Although not as relevant as the other tags mentioned
above,
the Meta keywords tag is still recognized by some SEs. I
include a number of meta keywords for you that are
relevant
to the content of your web pages.
Site Map Creation
The creation of a site map page enables SE spiders better
crawling of your site. It also helps visitors to quickly
scan your whole site for relevant information. A link and
a
short description of that link is created for each page of
your site. The site map page is then added to your main
navigation menu.
Link Popularity Building
Link Popularity refers to the number of links pointing to
your site, from other sites on the web. There are other
terms used for Link Popularity, such as Link building, In
Bound Links, Back Links, etc The Search Engines consider
your site important and rank it higher if other sites link
to your site. There are two types of links you can
establish on the web. One type is to trade links (Link
Exchange), where you give a link from the links Page on
your site to the partner sites. The second method is to
establish only "incoming links" also called ‘one-way
links'
or ‘non-reciprocal links”. With non-reciprocal links, you
do not need to link back to them.
There are several ways of developing Inbound links.
Some of the techniques I follow in one way link building
are:
a) Submitting to Free Directories
b) Writing articles and submitting to various sites for
publishing to increase the link popularity of your site.
c) Press releases
d) Sending requests to established sites explaining about
the site quality and asking for links. In the link
exchange
process, you trade links with prospective partner sites by
offering a link to their site from your own site. I
provide
reciprocal link building services to increase the link
popularity of your site.
Web Site Load time and HTML Validation
Some sites won't perform well if they are slow loading.
Search Engines don’t like sites which take a lot of time
to
load. They sometimes ignore these sites and place them
lower than fast loading sites in their index. Reasons for
slow load times include html errors and bad image
optimization. Sometimes sites are coded badly which can be
a big block for visiting search engine crawlers. I will
check your site's load times and make the necessary
changes
to the html where necessary.
Downloading and Uploading of Web Pages
To make the necessary changes to your site, web pages will
need to be downloaded to my computer. After changes are
completed the pages will then be uploaded to the server.
Search Engine and Directory Submissions
Your site is submitted by hand to all the major search
engines, directories and some specialized directories. Not
all SEs and Directories have the same rules for
submission,
therefore care will be taken to submit to the appropriate
search engines by following their specific guidelines.
Browser Compatibility and Resolution Checking
People view sites in different browsers and at different
resolutions. I make sure your site can be viewed in all
the
major browsers and in the most common resolutions.
Adjustments will be made to the site's code where
necessary.
To choose a Search Engine Optimization Plan or
SEO Maintenance Plan that fits your web site,
visit:
Search Engine Optimization
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