Engine Optimization (SEO)
Understanding your customers, developing high-quality content
that users find compelling, and designing high-quality, error-free web sites are the building blocks a successful SEO strategy
is built upon. Do you have these building blocks in place? Do you have:
SEO is not a substitute for hard work...
- A stable high-quality technical website development
- A SEO friendly content management / deployment
platform (content management systems)?
- A content creation strategy
that adds new content to your website on a scheduled basis?
coding standards - did you validate the source code before you deployed your website?
- A navigational architecture that allows a consumer to navigate to high-quality content in two clicks?
- An information architecture that governs content creation, navigation and page-markup elements?
Content-poor websites rarely do well when it comes to search relevancy...
If you have less
than critical mass in several of these areas - solve these problems before you hire a SEO expert. The quality of your code,
how fast your homepage loads and website architecture matter, and these are variables used to calculate relevancy by search
engines. Here is a discussion about how easy it is to fail at SEO.
Preparing content (your website) so that it can be found by customers requires
an awareness of how your Search Engine Optimization (SEO) plan is impacted by Consumer Search Behavior, by Product Development
choices, by Content Creation strategy and Search Engine behavior.
SEO is not a stand-alone discipline...
This graphic illustrates how many moving parts there
are in a high-quality website.
Taking Control of Your SEO Strategy
What Kind of SEO do You Need?
Strategies for Website SEO range from simple
to complex. If your customers all live within 25 miles of your business your SEO focus is very different from a firm that
sells products to a global audience. There are many elements that can go into a SEO plan. Here are a number of good resources to help you plan:
Understanding How SEO Works
To take control of your SEO strategy you must factor in your SEO requirements into the Search-Content-Behavior-Product
Development eco-system. This is a two-part process. You need to:
- Define the SEO elements that are important to you.
- Consumer Search Behavior (advanced keyword research) should be analyzed to determine how this behavior will impact content development and page
- Acquire a basic understanding of the technology in play, and how it impacts your website:
- How Search
Engine relevancy algorithms work.
- Why your content can appear on page 1 vs. page 200.
- How crawlers work, and
why you have to pay attention to them.
- How coding choices and practices impact search engine results.
SEO practices vs. bad SEO practices.
With this knowledge you are better positioned to understand the
second part that can include:
- A comprehensive SEO analysis of your website.
- A SEO analysis of your competition's
- Fully articulated strategic SEO plan for each of the SEO sub-disciplines you need.
of a content strategy based on consumer search behavior.
advanced keyword research (search behavior models) for the top keyword phrases that are important to you.
This process will provide you with a
strategic road-map for taking complete control of your SEO strategy.
Next StepWith a single one-time consulting engagement, you can take tactical control of your SEO strategy. If you would like
a cost-effective review of your website I can conduct an analysis of your top four pages, and develop a search behavior model
that provides insight into how consumers are searching for your products and services. Call if you would like to talk about my approach to SEO, or fill out the form below and tell me a little about what you're
SEO for Boston, MA
Send Me Information
Send me an email at: Mark@MSprague.com and I'll send you a free ten page report that deals with Mobile SEO and Mobile Development issues.