Search Engine Optimization Process | Wizardworks Web Design Inc.

Our Search Engine Optimization Process

If you're like a large percentage of website owners worldwide, you've got a great site but you're not hitting any or all of the goals carefully laid out in your initial online strategy. For example, maybe you're not generating enough revenue, leads, page impressions or other user engagements. This could be because your site is not enticing users to download your product offerings or complete other predefined goals. Simply put, you're not maximizing your ROI (Return On Investment). If your web site fits this description, a well-organized SEO (Search Engine Optimization) strategy may be the answer.

SEO Campaign Planning Stage

When considering natural or 'organic' SEO, there are two distinct approaches to the SEO campaign planning stage.

You can include the SEO implementation at the time of the site's creation.
You can integrate an SEO campaign into the site after the creation stage.

One of the major differences between the two SEO approaches is cost. It is much more cost effective to consider SEO integration during the initial design or redesign stage than it is to make SEO changes to an existing site. In many cases, web site elements such as copy, content, code and sometimes even design changes must take place in order to properly execute an SEO strategy. If you are considering an SEO strategy for your web site, it is most cost effective to hire an SEO consultant to develop an initial SEO campaign during your websites creation phase.

Timing of a SEO Integration - Before vs. After Site Creation?

As previously mentioned, the major difference between implementing an SEO strategy before your site creation vs. after it's live, is cost. Your dollar will go farther if you embrace an SEO strategy during your sites design or redesign stage. However, in terms of quality, there is no difference. A skilled SEO consultant will be able to audit, assess and strategize at any point in your web site's life cycle. Many of the components involved in an SEO campaign are utilized during both a site redesign and an initial site creation.

Incorporating SEO into an Existing Site

The first step towards building SEO best practices into an existing site is performing a complete site analysis. The process is generally referred to as a site audit and includes things such as:

Analyzing the site content
Checking for technical issues that are impeding search engine indexing
Checking for design issues
Assessing current HTML and other SEO techniques
Assessing current incoming links
Baselines of current Key Performance Indicators
Assessimg incoming link quantity and quality
And much, much more...

Using the audit as the basis for the development of a comprehensive strategy, we can formulate the initial six-month SEO campaign. The audit or initial plan will include a basic competitive analysis. It's important to gauge the level of SEO implementation in the marketplace you're competing in.

Incorporating SEO into a New Website Creation

When formulating an initial SEO strategy for a new web site in development, we are still conscious of the aforementioned factors, however this time with a proactive approach. Rather than auditing an existing site's architecture, we ensure full communication between the design team and the SEO team during the formulation of the proposed new site framework. Just like when working on an existing site, we conduct keyword research to determine what people are searching for. We start this by requesting a keyword-seeding list from you, our client,to get a starting place for us to research the keywords that your site should come up for when people search. We evaluate the keywords in order to separate the 'good' keywords from the 'bad' keywords. Once our keyword list is complete, we can map the keywords to their appropriate pages in order to strategize a game plan for each page.

Key Performance Metrics

Although there are certain performance benchmarks that are somewhat standard, we like to develop a custom representation of your goals. Eg, increase in monthly visits, weekly page views, conversions, top search terms etc. The identification of these key performance indicators will be done together and can change over time. In order to assess the progress, we will have monthly meetings to assess the measureables and deliver monthly analytics documents.

Once we've laid the groundwork and assessed your needs, we can commence various types of Search Engine Optimization. If necessary, we can help with the content organization and employ other methods that can help increase conversions. At this point, we can assess and discuss the best options for goal funnel optimization.

If you're not already using a type of analytics software to track visitor behaviour, we can assist with this as well. Our team is well versed in the proper implementation of analytics solutions and we are more than happy to educate your team to make sense of the wealth of new data available.

Since there are a variety of ways to implement certain technologies, our team can work with you to ensure that during the implementation stage, the best practices are being used in terms of proper SEO.

Another very important aspect of SEO is link building. There are many different strategies for link building. Wizardworks will work with you to define a strategy that meets your needs.