The Art and Science of Search Engine Optimization
Not getting enough love from Google? We can help. Search Engine Optimization doesn’t have to be a mystery. From a one-time audit to ongoing content marketing and a complete backlinking strategy, we can help your site rank higher.
Search engine optimization is both an art and a science. We only use Google’s best practices. Some of our competitors may actually use strategies that, in the long run, can actually hurt your site’s ranking or even get your site removed from search results.
We’re not going to try and fool the search engines. The search engines are much to smart to even try. The goal of Search Engine Optimization is to ensure that the search engines can easily understand what your site and it’s pages are about.
Search Engine Optimization Website Audit
Our process starts with a complete analysis of your website. Think of this as your roadmap to higher search engine ranking. We’ll use our advanced suite of tools to check every page of your website. We then take this information and create an easy to read summary and prioritize what needs to be done.
Page Load Time and Performance
This is the time it takes your website to be displayed on a visitor’s computer. This test also grades the actual code that is used on your website. This is one of the most technical aspects of your Search Engine Optimization but may be one of the easiest to fix. This test often indicates that there may be issues with your site’s web hosting.
Like most website optimization, this is an important factor for both your visitors and the search engines. Many times, simply changing your website’s hosting provider can have a dramatic impact on your page load time and rank.
Site Content and Structure
Search engines use “crawlers” or “spiders” to analyze and index (store) the content of your site. The search engines do a great job of understanding text but often struggle with images or Flash-based content.
Descriptive Page Titles
Page titles should be easy to read for both the user and search engines. Descriptive page titles help both users and search engines understand the purpose of your website or webpage. In this example, we and the search engines understand that this website is for a bakery in New York. When a user searches for “New York bakery” the search engine see that this term (search phrase) is used in both the page title and summary.
A few simple tweaks can go a long way.
Meta Descriptions or Page Summaries
A meta description is a short summary that tells both users and search engines what your site or a page is about. Optimizing these snippets increase search engine positioning and give users the confidence that your site is providing the content they are searching for.
Stuffing keywords in the page description will cause the search engines to ignore the description you are providing. It’s important to get this right from the beginning.
Links to your website from other sites are referred to as backlinks. These backlinks help the search engines determines your website’s quality or authority. Domain authority is one of the most important factors that affect your website’s search engine ranking and position (SERP).
Our Search Engine Optimization analysis will catalog every link to your site. Poor quality or spammy links to your website may cause your site to be penalized. Backlinks from high-quality websites are often considered a “vote of approval” to the search engines.
You must know the search terms your customers use for finding your goods or services. We used advanced tools that identify these “keywords” or search terms. Keywords play an important role when creating content for your website. The use of jargon or industry terms isn’t always what searchers use to find your website.
Keyword research identifies relevant keywords and the number of searches that use these terms. Keyword research will also help identify competitiveness of these terms. Search Engine Optimization makes sure these terms are used throughout your website.
Your website doesn’t need to be the most popular site on the Internet. You just need to beat your competition. Competitive analysis is a key factor in Search Engine Optimization. Why does your competitor’s website rank higher than yours? What are they doing that you can do better? These are the questions that are answered through competitive analysis.