Organic Website Optimization Project Overview

Transcription

1 Organic Website Optimization Project Overview

2 PHASE Current Site Audit - Timeline: 6 Business Days» Deliverable(s): Current Site Audit, Scope of Work Agreement p. 1 2Keywords & Content - Timeline: 6 Business Days» Deliverable(s): Staging Area Documentation, Preliminary Keyword List, Benchmark Keyword Report, SEO Content Analysis, Approved SEO Copy p. 4 URLs & Page Assessment - Timeline: 9 Business Days 3» Deliverable(s): URL Progression Packet, SEO Friendly URLs p. 11 Pre-SEO Launch - Timeline: 5 Business Days 4» Deliverable(s): Fully Optimized Website in a Secure Development Area p SEO Launch & Project Closure - Timeline: 4 Business Days» Deliverable(s): Live Organically Optimized Website p. 16 Complete Project Timeline: 30 Business Days

3 PHASE 1 Current Site Audit

4 PHASE 1 Current Site Audit Time to Evaluate and Take Stock Investing in the future requires examining the past and for that reason Peak Positions conducts a Current Site Audit with each of our clients at the earliest stage of the Organic Website Search Engine Optimization Process. We know you value solid data driven decision making and for that reason we analyze your current website to establish a clear picture of your present SEO situation. Your company has invested substantial resources to create your current online prescience and Peak Positions will collaborate with you to craft an SEO program custom tailored for your company s goals and business needs built on your previous successes. Current Site Audit: What to Expect Phase Kick-off Launch: Peak Positions will perform a comprehensive analysis of your company s existing website to establish a baseline for the SEO program going forward. The results of our Current Site Audit will include: SEO Keyword Ranking Summary Executive Summary Keyword Summary Pre-SEO Keyword Rankings Analysis For Immediate Keyword Opportunities & Content Gaps SEO Keyword Visibility & Position Keyword Visibility Summary Keyword Visibility by Engine Keyword Position Summary Keyword Rankings Branded Keywords Current Google Rankings on Branded Keywords Analysis & Recommendations of Rankings on Branded Keywords Keyword Rankings: Branded Keyword Rankings Unbranded Keywords Current Google Rankings on Unbranded Keywords Analysis & Recommendations of Rankings on Unbranded Keywords Keyword Rankings: Unbranded Website Traffic Analysis Total Site Visits Organic Visits & Page Views Organic Visits By Search Engine Site Map Analysis Google Code Compliance Code Uniformity Evaluation

5 Tags & Metas Analysis Code Analysis Technical Scope & Foundational Analysis Content Analysis Internal Link Analysis Google Crawl Rate, Page Delivery Speed & Load Time Analysis Google Analytics Reports (Access Permitting) Google AdWords Reports (Access Permitting) (2 Business Days) Your company will have the opportunity to review the Current Site Audit and formulate corporate goals based on our findings. 3 Peak Positions will schedule a Current Site Audit Conference Call to open dialogue on the contents of the report, to convey our recommendation and to ensure your company is prepared to proceed with the Organic Website Sear Engine Optimization Process. (1 Business Day) 4 Our firm will create, and submit to you, a Scope of Work Agreement outlining tasks and deliverables based on the Current Site Audit and our prior communications concerning your business goals. (2 Business Days) 5 Your company will review the Scope of Work Agreement to ensure it includes all required deliverables and meets your project expectations. Once reviewed your company will remit a signed and approved copy to Peak Positions. 6 Phase Close: Peak Positions will notify your project sponsor of formal acceptance of the Scope of Work Agreement and your project will be entered in the schedule. (1 Business Days) Leveraging Data Driven Decision Making

6 PHASE 2 Keywords & Content

7 PHASE 21 Current Keywords Site & Content Audit The selection of keywords is the most important aspect of organic search engine optimization. Keywords provide the foundation for SEO success. The choice of keywords shapes your conversion success and return on investment, and for that reason, Peak Positions emphasizes its importance at this early stage. Keyword choices are an opportunity to carve out your firm s industry niche and define your products and services. Once keywords have been identified we then turn to analysis of your content to increase value and drive searches by creating relevance. Technical Set-Up: Setting the Stage for Project Success In order to facilitate the exchange of sensitive documents and proprietary information Peak Positions has created a password protected project board and development area. The site organizes SEO performance data with executive summary reports. Clients have access to: Pending Site Design Changes for Review Google Keyword Raking Reports Google Analytics Reporting Web Development Screenshots Google AdWords Landing Page Coding and Internal Link Architecture etc Technical Process: What to Expect Peak Positions will create a password protected staging area and transmit the pertinent login information to authorized members of your team.

8 Keywords Use The Right Words to Speak to the Right People. Keyword Process: What to Expect 1 Phase Kick-off: Peak Positions will examine your current website utilizing a host of professional tools to compile a preliminary keyword list divided into categories, and groups, to begin the Keyword Research Process categories. (2 Business Days) What is a Keyword? A keyword is a word that has a unique value to search engine users; it acts as a broad standalone descriptor of a service, product, or concept. Keywords are the words individuals use to search for you. Peak Positions will schedule a Preliminary Keyword conference call to open dialogue on the preliminary list and to ensure you understand the tasks at hand and are comfortable to proceed with the keyword selection process. (Same Business Day) 2 Organic SEO Search 3 Your firm will workshop The Preliminarily Keyword List by ranking keyword priority and removing irrelevant keywords based on a number of criteria (see also: Keyword Research Tools and Strategies below). Inaddition, your firm will submit a completed Keyword Research Form via Peak Positions for in-house revision and final keyword selection. Phase Close: Peak Positions will submit a revised Master Keyword List for your final approval and publication as a Benchmark Keyword Report. The keywords chosen for approval will be the in-scope items, additional keywords require a scope change form for admission to the Benchmark Keyword Report. (1 Business Day) 4

9 What is a Three or Four Keyword Phrase? Three and four keyword phrases are phrases that pinpoint a service or product because of their increased descriptive qualities. Examples: Engineering Masters Degree, Task Management Software, Chicago Children s Hospital What is a Long Tail Keyword Phrase? A combination of five or more keywords in combination with grammatical words like and, used to give more exacting descriptions of a service, product, or concept. Examples: Michigan Electrical Engineering Certification Program, Software for Supply Chain and Task Management, Minimally Invasive Heart Surgery Clinic Why Choose a Combination of Single Keywords and Long Tail Keyword Phrases? Diversity. The use of a single keyword offers the opportunity to gain visibility on broad subjects whereas; a long tail keyword phrase allows you to focus on a very specific aspect of your product line or service offerings. Through a balanced approach to keyword selection you are able to increase content visibility in niche areas where your firm excels while building towards becoming the trusted source in your sector. How Does Peak Positions Collaborate With Me to Choose Quality Keywords that Attract My Target Audience? When it comes to your business Peak Positions believes YOU are the expert in your field and will engage in an open dialogue to ensure your audience sees your expertise. We will provide you with the guidance and resources to assist you in choosing high quality keywords that reflect your business. Reaching people with the keywords that they use when they searching. Our firm utilizes the most trusted resources to perform a competitive analysis of your current website and consistent reporting.

10 What Are the Tools and Strategies That the Web Development Team Can Use to Assess Where My Keyword Priorities Should Be? Action Steps: Sources Look at the keywords being used by your suppliers and vendors what keywords are popular in the industry? Refer to industry specific catalogues, websites and literature for ideas. Jargon How are your services or products discussed both informally and formally in your industry? Brainstorm Discuss the interactions you have with customers. What language are clients, in an array of knowledge levels, using to describe your products and services? E-Commerce Data Mining Pull reports from your e-commerce website and rank items by Most Sales By Category or Type, Highest Sales Volume, Highest Profit Margin Item, Highest Piece / Part Price etc. Also, it can be useful to incorporate the keywords your clients are using in your internal search, this information will tell you what your audience is looking for when they browse regardless of their final conversion. Review Assess the phrases and jargon your customers are using in conversation and on your contact request forms. What are the most used keywords in consultation with customers and with vendors? Parlez Vous What language(s) are your core customers using on a daily basis in your market; does your website incorporate a multi-lingual element? Spice of Life Are there variants of a single keyword in terms of spelling, synonyms, or acronyms that better connect with your audience? Niche Do you offer a unique product or service? If so, how do you describe it to others in a promotional scenario. Distill What services do you offer; what are your core areas of expertise? It is vital that your keywords reflect your niche. Geo-Specific & Local Search Where on the globe is your target audience? Prioritize markets locally.

11 What is Monthly Global Search and How Should I Use It to Inform My Keyword Selection Decisions? Monthly Global Searches reflects the overall popularity of a keyword or phrase and can be a valuable tool in determining whether a keyword is appropriate for your business and your clientele base, however, one must be careful to not misinterpret the information the Monthly Global Search yields. Keyword research is about more than gauging traffic on a particular keyword it is about truly understanding the markets you serve and the unique products you provide. Monthly Global Search numbers pool the data from several exact keywords under a broader umbrella and as such are slightly skewed in terms of the exact keyword search numbers. It is important to be realistic when choosing keywords shown by the Google Keyword Tool as the numbers can be difficult to interpret and even misleading out of context. To succeed today, you have to set priorities, decide what you stand for.

12 Content Writing Crystallizes Thought and Thought Produces Action Content / Copywriting Process: What to Expect Phase Kick-off: In order to familiarize ourselves with your brand we will request that your firm submit source materials such as: in-house flyers & mailers, brochures, websites, industry catalogs, stickers & posters, invite cards, newsletters, Google AdWords campaign verbiage etc for consideration. Source materials can be items from your own marketing campaigns or from other industry sources you feel are relevant. Peak Positions copywriters will examine your marketing materials, current content, and industry offerings to obtain a foundational understanding of your brand. (1 Business Day) Peak Positions will schedule a Content Creation Conference Call to open discussion on your current content and define the content optimization strategy. (Same Business Day) Peak Positions will submit an SEO Content Analysis to you for review with corresponding recommendations or your consideration. (3 Business Days) Peak Positions will schedule a Content Strategy Conference Call to further discussion on your current and future content to solidify the content optimization strategy. (Same Business Day) Phase Close: Peak Positions will submit optimized content and SEO copywriting edits for your final approval and sign-off. (2 Business Days) What is Copy? Copy is the text and written material that users interact with on your web site, in contrast to photographs or layout elements used to frame the text. This is one of the most valuable methods of connecting you with your audience. What Makes Strong Content That Drives Conversions? Content is the foundation of all successful websites; it adds value and drives searches by creating relevance. Peak Positions will collaborate with you to write strong content that appeals to search engines by putting user s needs first, providing your visitors with quality information in an organized and easily accessible design. Your readers are looking for original and artfully crafted content that stays on topic and serves as a compelling resource. Quality content sets your company and website apart from the crowd by educating your potential clients, opening their eyes to a host of new solutions to their problems. One of the most important factors for creating conversions is to increase trust among both users and search engine spiders. Your quality content establishes your company as a trusted resource and solution provider, helping you reach more in-market keyword qualified customers.

13 PHASE 3 Current Site Audit

14 PHASE 3 1 Current Site Audit URL Composition & Technical Assessment An Address You Look Forward To Visiting Creating an SEO friendly URL structure is among the most vital technical steps taken on the path to connect with users and search engines alike. Systematically crafted URLs allow visitors to have a clear but concise description of your webpage s content and are essential to communicating with your target audience. Keyword inclusive URL names also help with website traffic analysis and Google Analytics data mining. Employing accurate keywords in your URLs will contribute to increased site traffic generation, higher keywords rankings, and greater relevancy. URL Composition Process: What to Expect Phase Kick-off: Peak Positions will perform a technical analysis that will examine the composition and SEO compliance of your existing URLs. The results of our SEO Site Audit will include: Broken Links Code Errors Technical Roadblocks Hosting Servers IP Addresses URL Naming Composition Google Code Compliance SEO Copywriting In addition, we often make recommendations for new and existing content to build on the keywords chosen in Phase 2 and create URLs that correspond with this new content. (3 Business Days) Peak Positions will schedule a URL Technical Assessment Conference Call to open dialogue on our technical recommendation and to ensure you are prepared to proceed with the URL creation process. (Same Business Day) What is a URL? 3 Your firm will complete a URL Progression Packet and submit your preferred website page names for review and revision. (2 Business Days) A URL (universal resource locator) is an address where your website can be located on the World Wide Web. In addition to locating your website a URL also helps users identify what your web pages are all about.

15 4 Peak Positions will review your URL Progression Packet and make recommendations for a final workshop. We will work in collaborating with your team to ensure that new and existing URLs are strong and SEO friendly. (1 Business Days) 5 Phase Close: Peak Positions will submit optimized and agreed upon URLs to you for final approval and sign-off. (3 Business Days) What are the Parts of a URL? Protocol Domain Extension File Name Domain Name Subdirectory File Extension Dynamic vs Static URL Structure Although search engines have no difficulty understanding either URL structure, the static URL is far more user-friendly and contains your keywords, which drives conversions through consumer confidence. The advantage of a semantic URL is the connection between your content and users; a static URL containing keywords informs users immediately that they have reached content that is relevant to them. In addition, Google favors static URL structures because of one word Dependability- your content is in the same location all of the time, and search engines reward trustworthy URLs.

16 PHASE 4 SEO Pre-Launch

17 PHASE 41 Current SEO Pre-Launch Site Audit You ve invested significant resources into bringing your fully search engine optimized website online. This is an important milestone for your SEO development project. The SEO Pre-Launch Phase is an opportunity to collaborate with Peak Positions to put the finishing touches on your website before it is launched onto the world wide web. SEO Pre-Launch Process: What to Expect 1 Phase Kick-Off: Peak Positions will post your website in a secure online development area for Pre-Launch inspection. Your company is encouraged to interact with the website extensively paying particular attention to functionality, content and design. (3 Business Days) 2 Peak Positions will schedule the SEO Pre-Launch Conference Call to formally present your optimized website and discuss any final changes. Any additions to the project beyond the stated scope of work can be addressed at this juncture and will be quoted separately. Peak Positions will then make updates, post revisions and submit it to you for final review.(same Business Day) 3 An SEO Pre-Launch Finalization Conference Call will be scheduled to present your final SEO optimized website ensuring you are prepared to proceed to Phase 5: SEO Launch. (Same Business Day) 4 Your company will review the Scope of Work Agreement to ensure it includes all required deliverables and meets your project expectations. Once reviewed your company will remit a signed and approved copy to Peak Positions.

18 PHASE 5 SEO Launch

19 PHASE 51 Current SEO Launch Site Audit SEO Launch: We Are GO For Lift-Off 1 Project Launch: Peak Positions will take your fully functional and search engine optimized website live. Your firm is encouraged to interact with the website extensively and make notes regarding functionality, aesthetic design and content. (2 Business Days) 2 Peak Positions will perform a revision and submit it to you for final review. (Same Business Day) 3 The SEO Launch Conference Call will be scheduled to present your website in its final revised state. (Same Business Day) 4 Project Close: Peak Positions will submit project finalization paperwork, optimized content and SEO copywriting edits for your final approval and formal acceptance of deliverable. (1 Business Day)