Web/ Search Engine Optimization Defined: Search Engine Optimization (SEO) refers to the art of “fixing” or creating a Web site for it to appear as close to the first result for a given set of search query’s (keywords) on specific search engines. There are a number of techniques and process’ that go into optimizing a Web site. The benefit of having your Web site rise to the top of the list for targeted search query’s is the benefit of becoming more visible to target consumers – who use search engines as their number one source for product and service pricing. Since most educated consumers are looking for products and services using search engines such as Google, it makes the most business sense for your business to be where people are looking for you – search engines.

Example: You own a sports apparel company and are interested in targeting Internet users that are shopping for basketball equipment. Research has shown you that your target demographic uses the search query (keyword) “basketball” to find Web sites associated with sports apparel. We insert new content, inbound and outbound links, multimedia and various widgets to increase your Web sites visibility across relevant search engines. After we begin optimizing your Web site, it will usually take between one and two months to start seeing your Web site’s search position rise significantly.

Process: Anticipate Marketing will assess the scope of work necessary for your Web site and the time/price of the project depending on the position and current structure of your Web site. Below is a comprehensive list of some of the aspects’ of search engine optimization (SEO) and what we offer our clients to increase their Web sites visibility on the most popular search engines.

ON-PAGE SEARCH ENGINE OPTIMIZATION

• Keyword Research – Keyword Research is very important and can literally make or break your SEO campaign. Most popular mistake people make is to select one word or two word keywords to rank on. The whole idea of keyword research is to select realistic keywords which can bring in significant amount of traffic. We use various research tools and involve our clients in keyword selection.
• Title Tag Optimization – Title tag appears at the top bar of your web browser. Based on the keywords in this tag¸ search engines list the site relevant to a search made in their engines. It is one of the important aspects of getting rankings in search engines. Since this title also appears in search engines’ result pages¸ appropriate use of keywords in promotional language may result in more click throughs.
• Robots.txt Optimization – This file allows you to hide files or directories that you don’t wish the search engine spiders to find. You can let us know which files or folders you do not want spiders to crawl they will be disallowed. Careful robots.txt management can aid in the perceived potency of your content.
• W3c Validation – The Markup Validation Service by the World Wide Web Consortium (W3C) allows Internet users to check HTML documents for conformance to HTML or XHTML and is also a quick method to check for errors in code. We validate your sites as per W3C guidelines.
• Working on HTML Source Code – Apart from Title Tag, there are other sections on your web page which can be optimized. These include the Meta Description tag, image ALT tags, and adding additional header tags for important information on your web page.  Changes will not be limited to the header section of the page; we will perform non-invasive techniques throughout the page.  For example, we will sometimes remove certain javascript reference and make external references instead, in order to increase the Text-to-HTML ratio.

• Image & Hyperlink Optimization – We incorporate keywords in Alt text of image tags and title attribute of hyperlinks. This helps to a certain extent in search engine rankings.
• Header Tag Optimization – We incorporate keywords in Heading Tags (h1 to h6). Search engines place more consideration in these tags while calculating a site’s rank.
• Canonicalization – We add appropriate Canonical Link Elements in your source code to avoid the duplicate content issue (which would be detrimental to your ranking). This tag or link element is added between head tags.

LOCAL SEARCH OPTIMIZATION

• Local Search Engine Submission – We submit your site to various local search engines. This helps to improve your local visibility over the net and get some local traffic as well.
• Customer Review Submission – Most of the consumers check out online business reviews before making a purchase or signing up for a service. We will research appropriate resources, and submit reviews about your site or business to these local search engines so that you remain one step ahead of your competitors.  In additional, when these reviews are published they can help to generate SEO-valuable backlinks.
• hCard Integration – hCard is a simple, open, distributed format for representing people, companies, organizations, and places. hCard is one of several open microformat standards suitable for embedding in your website. We create an hCard markup that is supported by local search engines and add it to your contact page.
• Updating Pages for Local Search – We update pages for local search by adding your local contact address and telephone number in a special “address” tag. This helps to optimize a site well in local searches.

WEBSITE USABILITY & CONVERSION

• Installing Usability Tool on Website – We install usability tool on the site to track user behavior on your website. This helps us to analyze your site’s strengths & weaknesses and will help develop specific recommendations to take to increase your site’s effectiveness.  This will help to improve conversions/ROI.
• Monthly Website Conversions Tracking – We track your website conversions and provide you with a report on a monthly basis.  For those sites that are not suited for generating explicit online conversions, we can develop alternative metrics to measure a given site’s effectiveness (for example: in the form of specific page views or clicks).

CONTENT OPTIMIZATION

• Website Content Writing – We write search engine friendly content for the website based on the keywords we have finalized.
• Blog Writing.
• Article Writing.  – We research and write “social” articles that help to target specific keywords in your SEO campaign.

 

LINK DEVELOPMENT

• Manual Link Requests to Related Sites – We research a number of related sites, place their details on your links pages, and send link requests to them for link exchange. This is all done manually.
• Directory Submissions – We submit your site to free search engines and directories and get one way links from these sites. This helps to improve link popularity of the site. This is also done manually.
• Authoritative Directories – We  submit your website to paid reputed directories like yahoo.com, business.com, botw.org and more.

 

REPORTS

• Google Analytics (Statistics)
• Current Performance
• Periodical SEO Report

 

MISC

• Domain age – we will arrange and oversee that your domain is registered far out into the future.
• Custom URL optimization

 

CUSTOMER SUPPORT

• Chat
• Telephone