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Paragon Marketing Services offers offline and online marketing and communications services and related technologies.

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Archive for the ‘Search Engine Optimization’ Category

Search Engine Optimization (SEO)

posted by The Marketing Guy @ 10:03 PM
Sunday, October 24, 2010

Search Engine Optimization (SEO) is an acronym for “search engine optimization” or “search engine optimizer.”  To receive any amount of traffic from search engines, your goal is to attain natural (or organic) rankings in the top 3 pages or top 30 results, and preferably in the top 10 – considering that approximately 90% of users do not look past the 3rd page.

It takes time to achieve this (unless you use paid PPC) and it takes effort to sustain it. Therefore, our long-term approach means that we continually research the ever changing search engine algorithms so that we can implement these changes into your website. We do not try to trick search engines, but rather work with what we know they consider important, now and in the future.

 

Our Search Engine Optimization Services

Keyword Strategy
Proper keyword selection is the foundation of any good search engine effort. If you select the wrong keywords, there is either too little search volume or poor conversion rates. In either case the result is the same…no traffic to your website.

  • We use Google’s own sophisticated tools to run predictive queries to determine the level of search traffic and go after terms that have sufficient search volume.
  • Potential for conversion is evaluated against the level of search traffic. Our goal is to get your site high quality traffic, not just quantity.
  • We evaluate the competitiveness of the Keywords to be targeted. The level of competitiveness of your keywords helps us to evaluate which In-page and off- page strategies that will be necessary to get you results.

In-page Strategy
What changes are required to your site to enable it to rank well for the terms identified in the Keyword Strategy? The In-Page Strategy will answer these questions, and specify clear recommendations.

  • Does the site need to be modified, or does a new site need to be created?
  • What impediments prevent search engine spiders from crawling the site, and how can these impediments be rectified?
  • What content needs to be created? How should existing elements and tags be tweaked?

Content Strategy / Authority Building
Now that keywords have been selected as the foundation of your search campaign, do you have the necessary content to attempt to compete for those search terms? Is your content unique and compelling enough to differentiate itself from the thousands or even millions of other pages out there on the topic? Quality content is one of the fundamental KEYS to attracting relevant quality links from other sites, and therefore in securing superior search engine rankings. Quality content is the only strategy condoned by Google, Yahoo, and Bing! With the advent of Universal Search, many types of content now exist, and provide opportunities to rank. Some opportunities are:

  • Textual content
  • Images/picture
  • Videos
  • User ratings and reviews
  • Widgets and calculators
  • User generated content
  • Press releases/news
  • Location on a map (Google Local)
  • And much more.

When done properly, content is not only distinctive, but can position the author as an authority in his/her space. Being viewed as an authority has many advantages, including the attraction of many more opportunities related to quality relevant back-links. Potential clients are also partially sold before purchasing on your site. Note: content creation and authority building requires client time and effort. We are not the authorities in your industry. Our staff can guide you through processes to help identify such content opportunities, and can save you significant time, but client involvement in the solution is crucial!

Content Management System Evaluation
Is your Content Management System search engine friendly? Can site crawlers dispatched by search engines easily navigate your site?

  • Does it use forced cookies or session ids?
  • Does it allow for unique html titles and metatags?
  • Is the navigation search engine friendly?

Content Management System evaluation will answer these questions and provide recommendations and where possible, alternatives to common content management issues.

Off-Page Strategy
Search engines consider quality, relevant links from other sites valuable in terms of being able to infer site popularity. Links can also be valuable in driving qualified traffic directly to your web site. The Off-Page strategy defines the approaches required to attain relevant links from other related web sites to secure rankings in the short term and the long term. Elements include:

  • Back linking
  • Article syndication
  • The creation of branded tools
  • RSS feeds
  • Blogs
  • Directory links
  • And much more

We have implemented many ethical (or white hat) approaches to optimization, designed to simultaneously drive qualified traffic directly to sites while improving the site’s position in search engines. But no matter how many SEO services or internet marketing tactics are employed for your site, there is no substitute for quality content. Search engine optimization, as a part of your internet marketing campaign, is only as effective as the quality and usefulness of your site’s content.

Our SEO Tactics
We don’t offer different priced packages like other firms do. We believe every client should get all the applicable SEO tactics implemented in their site…not just some based on how much you pay us. We offer all of these for our clients.

  • Analyze your business, discuss your expectations and plan long term SEO strategy
  • In-depth keyword research through Googel Trends and Google Insights technology
  • On page high level SEO recommendations
  • Full implementation of our SEO recommendation on your website
  • Content creation, syndication and socialization
  • Manual submission to major search engines
  • Setup of Google Analytics tools for tracking and measurement
  • Setup of Google and Yahoo webmasters suite of tools
  • Monthly traffic/position report, full goals/conversions backtracking
  • Aggresive link building campaign

 

Contact us to learn more about how we can help optimize your website.


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Paragon Marketing Services offers offline and online marketing and communications services and related technologies.