Starting an SEO Campaign

Written by: Drew Lyon   Austin, Texas

Posted on: October 20, 2010

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Your SEO campaign is underway, what can you do to help?

Many new SEO customers want to know what they can do to help ensure search engine ranking success. While we’re updating code, building backlinks and performing a myriad of optimization tasks, there are some important things you can do to enhance your results.

Content, Content, Content

We cannot emphasize enough the importance of regularly updating website content. Website content includes your homepage, sub-pages and blog or news feeds. Here is some criteria used by search engines to grade your content.

  1. Your website may be deemed ‘stagnant’ if content does not change for 6 months.
  2. Search engines evaluate content for keywords to determine what search terms a website should appear for. However, keyword overload and listing keywords will be  marked as spam.
  3. Your homepage is visited by search engines more often that inner pages. Try incorporating SEO keywords whenever possible without over-saturating text. Generally, using a keyword once or twice is enough.
  4. Avoid duplicate content at all costs. This includes plagiarized content and having the same text on multiple pages of your website.

RECOMMENDATION: Update page content every three to four months and blog/news content weekly (or as often as possible). Use the keyword list in your Monthly SEO Report as a guideline for what keywords to feature in new content.

UPDATE: A recent update by Google has caused many sites with duplicate content to suffer severe ranking decreases. Use a service such as Copyscape to make sure you do not have duplicate website content. You may go to www.copyscape.com to find out. Simply copy and paste your website URL, and CopyScape will tell you if any other websites contain the same text.

Access and cooperation

Performing necessary SEO tasks requires website, hosting and content management access. For clients that do not wish to disclose access information, we provide all website updates to your development team. We ask that these updates are completed in a timely matter to preserve your SEO task timeline.


A good website is your best Salesperson

A well designed website can be a lead generation machine. Your website is the electronic storefront for your business–the goal should be to have visitors leave as customers. Here is what visitors should experience:

  1. Quick pitch: Use clear visuals and concise text to make an emotional or logical appeal. Your messaging should convey trust and provide a value proposition.
  2. Spark interest, engage: Engaging a visitor may consist of getting them to watch a video on the homepage, browse sub-pages for more information, or making them an offer.
  3. Completing an action: This is where so many opportunities are lost. Conversion. You must tell visitors what action to take. Graphics or text that ask visitors to complete a desired action are called ‘Call-to-Actions’. Place ‘Call-to-Action’ graphics (forms, phone numbers, etc.) in prominent places on your homepage and throughout the website. Studies show, that without doing so, a first time visitor is likely to loose focus or interest and compare you against other websites before taking an action.
  4. Follow-up: The sooner a visitor receives a response to their submission, the more likely they are to become a new customer. Make sure an effective system is in place for routing website leads to your sales team.

RECOMMENDATION: Consider the normal visual flow–left to right, top to bottom. Use a simple header graphic to grab a visitor’s attention and prominently feature contact info and contact form on the homepage. Test contact forms, telephone numbers, and email links frequently to make sure all avenues of contact are working properly (check spam folders for leads that may be improperly filtered). Specifically – Test your phone response, Does your initial automated phone response have too many options?

HEADQUARTERS

Austin, Texas 78704 | 611 S. Congress #310

Fax: 1 (713) 589-7993