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| THE SEVEN
STEPS TO OPTIMISATION |
| Below are a list of the seven steps
that we take to optimise your site. This should give you an idea of
what a long & complicated task optimisation is, and will also
help you to understand, why it should be left to proffessionals! |
| Step 1 - Preliminary
Investigation and Market Inteligence |
|
 Having
clearly defined the market, the first step is to conduct an in-depth
investigation and analysis of the competition and top sites that
appear under the principal keywords in the top ten Search Engines.
Examining reasons why other sites are at the top and yours is not
is an important starting point.
KEYWORDS
are vitally important.
You may think that you know what keywords or phrases potential visitors
use to find your site and may well be correct, but there are always
other phrases that bring traffic to your site that you might not
have thaught of.
It is useless optimising your home page for search phrases
that people do not use. We subscribes to specialist services
that provide information revealing the search phrases being used
by visitors to major search engines. Through research and discussion
with your company, we will generate an optimum list of phrases to
be targeted by our search engine positioning work that will elevate
your web site in the search engine rankings.
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| Step 2 - Establish
the Current Ranking of Your Internet Site |
| Once the list of target
words and phrases has been generated, a report is produced detailing
positions currently being achieved on major search engines and directories
for each of the selected words or phrases. This report is repeated
at monthly intervals during the optimisation project to indicate the
improvements of your web site in the rankings. |
| Step
3 - Optimise Existing Pages on Your Internet Site |
If
you are happy with the existing content and functionality of your
Internet site, we avoid making too many changes to the style and layout
just to satisfy some of the criteria of the search engines. We can
improve their attractiveness to the search engines in general terms
without detracting from or spoiling the look or functionality of the
site. It is vital for us to ensure that meta and alt tags are
optimally configured for the target phrases and that we undertake
appropriate actions in other areas of the site.
For superlative optimisation, some files may have to be renamed and
internal links set-up, but we aim to make minimal changes to the look
and feel of visible parts of the pages. This is done for most, if
not all of the pages on the site. Each page should be optimised
and contribute to the achievement of higher rankings; this
may result in less important pages scoring a higher ranking in search
engine positions, but it does not matter what page visitors arrive
on, as long as they arrive. |
| Step
4 - Building Your Doorway Pages |
|
Doorway
pages are web pages targeted at a specific search engine and are
optomised for a specific key word or phrase. Based on the
target list of words or phrases, we build these for each of the
major search engines. Pages are also produced for some or al of
the target key phrases. Some will be general purpose, i.e. aimed
at several search engines, whilst others will be aimed at specific
ones.
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| Step
5 - Submitting to Directories |
|
Some
directories such as Yahoo, ODP, Snap, Go, and LookSmart are subject
to human editing. It is therefore critical that search terms are
submitted correctly, as many search engines use these in conjunction
with their own spidered results. With ODP in particular, it is easy
to get it wrong and once wrong, it boarders on impossible to get
it changed. Mistakes can be costly and are often irretrievable,
so it is advised that submissions are left to those with relevant
experience.
Some directories charge a small fee for inclusion, but it is often
possible to achieve a very rapid listing in return.
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| Step
6 - Submission to Search Engines |
|
At
a minimum, we make submissions by hand to the major search engines,
which generates in excess of 90 per cent of all search engine
traffic. Submissions are also made to a large number of lesser
search engines including UK search engines and directories. This
is partly for the extra traffic they bring and partly to increase
link popularity that is an important criteria with certain of the
search engines.
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| Step
7 - Monitoring the Progress |
|
 Monitoring
progress of submissions, resubmitting pages, and providing feedback
at least monthly is an essential part of the service. It is important
for us to keep abreast of the required frequency for submissions
to all the major search engines. This has to be done meticulously,
as mistakes can cause irreversible problems
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