What good is a great looking site if no one can find it?

Today, if you are not visible to people looking on the internet for your service or product, you don't exist to them. Worse yet, if a known prospect does a search on your offering and your site does not show up, they may question doing business with you.

Using Search Engine Optimization (SEO) and/or Paid inclusion techniques, we get you highly visible. However, we focus on SEO as it is the least expensive for clients over the long term. Paid Inclusion (or Pay-per-click) is generally short-term, and used as a supplement and part of an overall program. If done correctly, SEO is the means to reduce or eliminate PPC clicks costs completely.

7 Key Steps to a Highly Visible Site

1. Confirm Target Audience. We suggest confirming the target companies, and a client's competitor base to better understand its marketing plans. An in-depth review of competitors is important, as it reveals what prospects search upon and also which keywords to avoid. In the process, we learn of competitive weaknesses and identify opportunities, not unlike a common SWOT analysis.
2. Complete Keyphrase Strategy. A keyphrase strategy forms the heart of all search engine optimization efforts. Search Engines have nothing more than these words and phrases to return the most relevant results to visitors. An optimum keyphrase identification strategy involves studying relevancy of key words to what a client has to offer, as well as studying the competitive nature of the keyword. Our keyword identification research involves extensive keyword mix match techniques to find the best targeted pool of key phrases and words around which to optimize your website. This forms an important ingredient of finding noncompetitive keywords. When completed, these keyphrases will be used in creating copy and segmenting the site for maximum visibility.
3. Update Site Map and Optimize. Search Engines, when indexing a site, first look for the Site map for direction. If a site map exists, the “spider” proceeds and – if not blocked by confusing code or graphics – completes its indexing. However, the depth of indexing is dependent on how well the Site map is organized. The better the organization, the more indexing, and more is visible to searchers.
4. Create Link Page; Develop Inbound Links. Inbound Links are like Referrals: heavily weighted in importance to the Search Engine. The more inbound links one has, especially from important sites themselves, the greater the perceived importance of a website. The reason for the greater emphasis on linking is not difficult to understand. Earlier, Search Engine algorithms resorted solely to on-page criteria for ranking websites. Factors such as Meta tags, keyword density and page structure were evaluated to determine positions. However, this approach was open to manipulation by webmasters, and it was just a matter of time before 'spammy' websites started dominating the search results. Linking between websites, as a way of reinforcing the value of the content on the web page was a solution to overcome such manipulations. Pioneered by Google through its Pagerank™ algorithm, it started bringing out the most relevant websites to the forefront. Today, almost all Search Engines use some form of link popularity in their algorithms.
5. Create Article Linkage. Articles are an important source website content. Each article can bring tremendous credibility to the site and its owners. Search engines recognize this, and assign a corresponding weight. During client projects, all Articles akin to the client need to be identified and linked to the site. Within each article a link (www.clientsiteurl.com) needs to be included and the names of its principals and service offerings, when and where appropriate.
6. Optimize Existing Web Pages. If keywords form the heart of all SEO efforts, weaving them into a search engine friendly copy forms the flesh and bones of successful Search Engine Optimization. Therefore, all optimization efforts must necessarily involve comprehensive website content strategies. Unlike other SEO companies, who base their optimization efforts on "what you give", WaveTwo content strategies are based on a proactive approach by placing ourselves in the shoes of the web visitor.
7. Resubmit to Expert Directories and Search Engines. After optimization, we suggest resubmitting site submissions to the key search and expert directory engines. Each engine has its own resubmission rules and requirements, which we are aware of and follow. We understand the current needs of the engines and ensure that no delays occur as a result of a poor or incomplete submission.

Staying Visible: Site Analytics

Following the SEO efforts, we suggest beginning Site Analytics which consists of tracking visitor experiences, monitoring competitors and keeping the site highly visible. Site analytics also tracks visitor movement across you site and provides frequent management reports. The process we use focuses heavily on accurately targeting the desired audience and assessing competitor positions. Specific visibility goals are set before beginning and tracked until attained.

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