Some client sites rely heavily on being found. Fenn Design keeps abreast of the constantly morphing “Black Science” of SEO.
To be competitive online, your web site needs to be search engine friendly. Search engine optimization is a function of Internet marketing and is the most cost-effective means of marketing to your target audience. With an estimated 84 percent of web users turning to the search engines to find information online, it is important that your site rank within the top 30 results if you want to be found. A successful search engine optimization campaign will not only boost your rankings in the search engines, it will bring qualified customers and prospects to your web site who are already on the web searching for your products and services.
Key Word Compilation
Before we design and build a site that requires SEO, we examine, research and ultimately define the appropriate, high performing Key Words. This is done in the following manner:
Step one - Interview client We talk to company principal(s) and sales people for input. We then combine this input with Fenn Design experience to define preliminary key word list.
Step two - Conduct reconnaissance sorties into enemy territory. We’re not too proud...we will perform Internet Searches with preliminary key words and examine the top search engine results of competing sites, by actually opening up the source codes of the highest ranked sites. From this exercise, we can devise a strategy (reverse engineering) regarding key words, thus refining the list.
If we have Web Site addresses of client’s competitors, we will also examine their key words, page titles, meta tags and key phrases. Again, any knowledge learned is applied to the continually evolving key word list.
We now know the opposition’s strategy regarding key words...we know what they know...now we take optimization to another, superior level.
Step three - Run “Word Tracker” Fenn Design then enters this updated Key Word list into “Word Tracker’s” data base which consists of 30 million actual queries in the last 30 days, and reports how often people search for them, and how many competing sites use those keywords.
Wordtracker also finds all keyword combinations that bear any relation to your business or service - many of which you might never have considered. Related key words take advantage of other key words that mean the same thing. The result is a lot more traffic.
Word Tracker even finds out how people have misspelt your chosen key words. This is great for finding niches. No-one on the net really targets misspellings. How can they? They don't know what they are.
Finally, Word Tracker finds the balance between the total number of competing web pages for each search engine, and popularity of the search term. In other words, the Key Words that give more bang for the buck.
Key Word Embedding
Once the Key Words have been compiled, Fenn Design, using html authoring software, then embeds them where search engines are likely to find them:
- In the page titles
- In the description tags
- In the keyword tags
- In the names of linked pages and in the linked words
- In the alt tags
- Keywords in names of images
- Into the text - body of your web page
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