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Website Optimisation - Methodology Outline

What is Search Engine Optimisation?

Search Engine Optimisation (SEO) is the process of getting your website to rank higher on search engines so as to produce more qualified sales or enquiries. This means increasing your website's prominence on search engine listings for those keywords and phrases that are relevant to your business.

The end result is that potential customers seeking your type of products or services will find your website in the top 10 or 20 listings of search engine results. Search Engine Optimisation is also about ensuring that the traffic you get is relevant and qualified, and ultimately converts into more sales and enquiries.

Key Benefits of Search Engine Optimisation

Helps you reach a high percentage of potential new customers.
Helps you access qualified customers who are ready to buy.
Provides sustainable long-term traffic and results to your business.
Produces cost effective results, boosting your return on investment.
Helps you reinforce your brand and improve brand awareness.
Produces measurable results.
Provides you with rich competitor data.

Our Methodology to Boost Your Rankings

Step 1. We review your present website strategy

We take the time to understand your business, your products or services and your key customer groups.
We identify the visitor outcomes you are after. Some examples may include sales, leads, enquiries, trials, subscriptions etc.
We define the different customer groups and identify what type of search strategies each group uses to find your product or service.
We undertake keyword analysis to discover which search terms are more popular and relevant to achieving results.
We also review the quantity and quality of websites that have links pointing to your website - a critical variable that search engines use as part of their ranking criteria.

Step 2. We modify your website

We then modify your website to ensure that search engines view your website as being highly relevant. What we change will be a function of what we have learnt from the process.

Modifications may include some of the following:

Modifying some or all of your copy.
Reorganising content to make it easier to find.
Relabelling key content to make it more 'visible'.
Changing your navigation.
Ensuring internal cross-links are used effectively.
Recommending new content or new pages.
Creating special files that search engines seek out.
Modifying metadata and recommending changes to code.

Step 3. We improve your incoming links strategy

This is the final step. Your rankings are not only determined by how your website organises content but also by the quantity and quality of other websites that have links that point to your website. These links are considered a 'vote' for your website and improve the rank of your website in relevant search results.

This process includes:

Establishing new, quality links.
Identifying competitor linking strategies and new link targets.
Listing your site on key directories.
Client training in seeking out and building quality inbound links.