The first step in the process of search optimization is to develop a plan of attack involving both SEO and marketing considerations. Initially, a review of the site, its position in the search engines, its construction, and elements is done. With this information, the consultant(s) will meet with the client to discuss the business goals and objectives and how they would be expected to be applied to the web site strategy. After the initial meeting, a plan will be created that will outline the elements of the Strategy. It will include the following:
Players
Each of the players that will be responsible for specific roles (i.e. web design, content, approvals, etc)
Tactics Details
The initial targeted tactics to be used to optimize the position, rank, and authority of the web pages
Timeline
Timeframes for implementation of each tactic, site changes, or other action items determined
Reporting
Reporting that will be required or delivered from different players
Reviews
Specific timeframes and parameters for review of strategy results
Elements of SEO Strategy:
Successful search engine optimization is a combination of tactics that are executed both on and off a web site over time. Since search engine results are not an exact science (due to search engines changing their formulas constantly), specific results cannot be guaranteed. This does not dictate, though, that web sites can not establish high position and rankings. It is a matter of time, first, and persistent effort to establish these positions and retain them. Even when a high position has been attained, it is not guaranteed to keep the position so the effort must continue. A policy and plan of consistent effort towards publicity and optimization, in today’s climate, will almost always promise good positioning over time.
Factors:
Keywords: keywords are the basis for internet users when looking for services or products online. Web sites must be optimized with the proper keywords and a variety of keywords across the site in order to be found online.
Keyword research is one of the first steps in optimization and is an ongoing task to improve results and expand across a market.
On Page SEO: On-page optimization includes a variety of factors, including the optimization of specific keywords throughout a site and properly reflecting a relative topic. Site and page design can also have an effect for on-page optimization to simplify the task of search engines navigating and reading the pages. Web page content is one of the more critical factors of any strategy for both search engines and visitors.
Off Page SEO: Off page SEO includes all tactics that would direct authority and page rank back to the web site. This would include linking strategies, press releases, and article publications.
Statistics: It is vital for any program of optimization to include one or several methods of tracking statistics for the web site. The basic statistics included with web hosting is helpful but definitely not enough. Tracking must be done for all elements of the web site, sales process, and even business process. The internet provides one of the most powerful platforms for knowing exactly the results of each effort. Far more so than any traditional means of business promotion. All possible statistics should be tracked and reviewed in the process to best present the true ROI of the efforts.
Marketing: The web site is a marketing tool for business. Throughout any program the marketing aspect of the efforts should be involved and reviewed. Ultimately, any effort online must be directed to the resulting visitor to produce customers and hence revenue. For this reason conversion must be considered and given constant consideration throughout the program. Without proper conversion within the web site and the business, a large portion or all of the investment can be wasted. As in other offline marketing programs, testing is an important factor online as well.
