Search Engine Optimization

What it is

Natural Search Engine Optimization is a process that tailors your Web pages to rank well for your most important keywords. All facets of pages selected for optimization are reviewed to insure that they meet the Search Engines' requirements as well as the needs of the site's human users.

Why it's important to you

You have a Web site because you want to market your product or services. You need people to visit your Web site and purchase those products or services. Search Engine Optimization will deliver more visitors, more business and therefore more profit, directly to your site.

Search Engines are the primary way that most consumers and businesses find new Web sites, according to numerous studies, as shown in this table:

Most Relevant Search Result (Determined by % of Search Engine Users)
Property	Organic	Paid
Google	72.3%	27.7%
Yahoo!	60.8%	39.2%
MSN	28.8%	71.2%
AOL	50%	50%
Source: iProspect, Survey Sampling International, WebSurveyor, and Stratagem Research

Therefore it is critical that your site be listed in the major Search Engines.

Hiring W3PR as your professional Search Engine Optimization firm will not only ensure that your site gets listed, but will substantially improve your site's ranking within the search results as well.

Properly optimized Web pages are important no matter your product or service or the size of your company. Optimization can make a huge difference in the performance of your company's Web site and your bottom line.

What W3PR does about it

W3PR's Search Engine Optimization (SEO) program is designed for clients who want to completely outsource the optimization, submission and tracking of their Search Engine and directory listings to an expert SEO firm. Our Search Engine Optimization service represents a turnkey solution to obtain quality Search Engine and directory listings for your Web site.

Research

W3PR conducts ongoing independent research into Search Engine listing rules and search algorithms. Our research allows us to always understand the major Search Engines' current listing criteria. The Search Engines' technology and methodology evolve continuously and search algorithms and listing rules change regularly, usually without notice.

With the intelligence garnered from our ongoing research W3PR can immediately apply these changes to your advantage. Meeting the Search Engines' latest requirements helps your Web site achieve superior placement in the major Search Engines.

Optimizing the Site

Optimizing your Web site contains five distinct steps:

• Comprehensive Site Review
• Site Marketplace Position Analysis
• Optimization Recommendation Report Creation
• Site Submission to the Search Engines
• SEO Campaign Result Reporting

The first optimization step is a comprehensive Web site review to assess and identify usability issues and technical issues that can potentially affect the site's ability to obtain Search Engine listings.

Your site is evaluated from a top-down perspective and includes the following elements:

• Overall site design, user interface and site usability review
• Title tags: length and content
• Body (or Visible) Text: content and keyword density
• Meta Description tag: length, content and keyword repetition
• Meta Keyword tag: length, content and keyword repetition
• Technical issues relative to Search Engine Optimization

The second step in the SEO process is designed to help W3PR understand your Web site business objectives and position in it's particular online market space. This step helps W3PR write very effective title tags, site descriptions and provide keyword purchasing advice.

Key factors considered are:

• Brand positioning - understanding and describing your site's niche in the marketplace
• Key product and market segmentation analysis - ensuring your site supports and is focused on your business goals
• Keyword review - creates optimized keyword lists on a per product, per page basis
• Competitor review - W3PR analyzes competitor's Web sites for usability, functionality, and the same technical aspects as above. We also review competitor's site rankings in Search Engines, with an eye to doing better with your site.

The third step in the Search Engine Optimization process is writing the Optimization Recommendation Report for your Web site. The Optimization Recommendation Report includes the research and analysis results as well as providing the HTML code changes recommended for the optimization. The Optimization Recommendation Report includes the following information:

• Content recommendations
• Linking recommendations
• Technical implementation considerations
• Title tag recommendations
• Meta description tag recommendations
• Meta keyword tag recommendations

Submission to the Search Engines

The fourth Search Engine Optimization step is submitting the optimized Web site to the Search Engines and directories. We submit your Web site to the following top Search Engines and directories:

• Google
• Yahoo
• MSN
• AOL
• Excite Network
• Ask Jeeves
• AltaVista
• AllTheWeb
• HotBot
• Lycos
• Netscape

Reporting

The last step in the Search Engine Optimization process is reporting, to validate the success of the SEO campaign:

• The Optimization Recommendation Report provides a detailed analysis of your Web site, including content recommendations, linking recommendations and implementation considerations such as navigation placement. This report also includes the META keyword, META description, and title recommendations, as well as the HTML needed to implement specific recommendations


• The Search Engine Placement Report contains the complete Search Engines and directory list to which your Web site was submitted. This report includes both the Web site names and the URLs (addresses) used to analyze your site's performance during the campaign. All detailed information about your site submitted to the Search Engines is included in this report.

Follow-Up

A few weeks after your site has been submitted to the Search Engines, a Search Engine Verification Report is produced. The Search Engine Verification Report tracks your site's listings and rankings in the top Search Engines. This report is produced twice a month after your site has been submitted to the Search Engines.

Maintenance

Search Engine Optimization Maintenance is designed to maintain and improve your Web site's initial SEO positioning. After three or four months, listings may begin to deteriorate. This most often occurs because the Search Engines change their search algorithms, which creates the need to adjust your optimization strategies to maintain or improve your ranking.

If your Web site keywords are in a very competitive category, it may necessitate regular revision of your optimization strategy in order to maintain competitive position in the Search Engines against competing Web sites.

W3PR's Search Engine Optimization Maintenance program includes ongoing, monthly review and reporting of your Web site positions in the major Search Engines, updated code changes and resubmitting your Web site to the Search Engines as needed.

More Detail

When it comes to Natural Search Engine Optimization, it's important to know what the Search Engines require in order to list your site. But, it's also important for you, the business person, to understand what the goals of the Search Engines are.

Search Engines are in business to sell advertising space. It's how they make money. The only way that the advertising space is valuable to a given Search Engine is if people keep using the Search Engine and keep seeing the ads. So, to insure that people keep using them, each Search Engine strives keep their search results as accurate and relevant as possible. This is why Search Engines change their algorithms regularly. They want to thwart any attempts to subvert or "spam" their results, thus making the results irrelevant and causing the Search Engines to lose ad dollars.

W3PR's job as a professional Search Engine Marketing Company is to continually stay current with the Search Engines' ever-changing requirements and balance those with the needs of our clients for Search Engine traffic. It's part art and part science and a lot of hard work. W3PR knows how and will put that knowledge to work for you!

Contact W3PR today for a free Search Engine Optimization evaluation today.