What is Search Engine Optimization?
Search engine optimization is the process of increasing your website’s organic ranking within major search engines such as Google, Yahoo!, and Bing. The goal – gain a first page ranking for keywords that are related to the products or services your business provides.
How Does SEO Work?
There are three main factors that influence a website’s SEO success. The first is accessibility; can search engines read and index the content and HTML effectively on your website? Updates and modifications to a website’s structure can result in tens, hundreds, or even thousands of pages being indexed and displayed in the search results.
The second factor is relevance; are the content, imagery and code on your website optimized for the keywords you are targeting? Relevancy includes onsite factors such as the title tag, image alt tags, URL structure and headline tags. We use a 36-point checklist to evaluate the optimization level of key pages to ensure they are highly targeted.
The third factor is authority. On the Web authority is measured by the amount of backlinks (links from one website to another) your website has attained. Links can be thought of as votes, the website with the most votes wins. The one monkey wrench in the equation is that not all links are equal, so websites with higher authority (ie. CNN, Harvard Business School and NASA) will pass more value by linking than less authoritative websites. Our goal at Inbound is to identify high-value websites within your niche and to generate links from those websites to yours.
How Do We Do It?
We use a combination of research, strategy, onsite optimization, link building, SEO copywriting and local SEO to achieve our results. Below are the additional services we offer.
SEO Site Audits
An SEO site audit identifies issues that limit your website’s ranking potential. Identifying these issues and making recommendations as to best correct the problems can increase the amount of pages indexed within search engines, the likelihood your website will appear for targeted keywords, and direct PageRank to the most relevant areas of your website.
Our Audits Examine the Following:
- Site Architecture: Examines the structure of the website and identifies strengths and weaknesses in the HTML, images, sitemap, metadata, content, URL structure, and navigation.
- Accessibility: Examines issues that may be preventing pages on the website from being indexed. This includes a crawl analysis of the robots.txt file, meta robots, and potential duplicate content issues.
- Keyword Dynamics: Examines the keywords that your website is ranking for, the level of onsite optimization and how it relates to the products or services your business provides.
- Authority Audit: Examines how your website stacks against competitors in the niche and what level of authority, and trust it has achieved.
- Analytics Audit: Examines any underlying issues or areas of opportunity within your analytics and webmasters tools that may increase user engagement and conversion rates.
- Website Health: Examines the amount of broken (404) pages that exist on the website, broken links that point to external websites and if the website is infected with malware.
Keyword Research
Did you know there are 10-million more broach match searches for “iPod”, than “iPods”? Using a combination of tools we research, filter and compare hundreds of relevant keywords to identify the keywords that will generate the most traffic and the quickest ranking results.
Onsite SEO
Onsite optimization is a fundamental step in the SEO process. Onsite optimization is the process of improving onsite factors that influence your website’s ranking potential. This can include architectural modifications, the proper structuring of content, updates to the HTML and the addition of vital pages.
At Inbound Interactive we use an industry leading 36 point checklist to evaluate your website’s onsite optimization.
Local SEO
Are clients finding your website on Google maps, Google Places, on mobile phones and when they search local keywords? If not let us know, we can help with that. Local SEO is unique because it operates on a different algorithm than traditional SEO. The 7-Pack, Blended Search and the introduction of Google Search Plus Your World, have become increasingly complex in how they evaluate and rank websites. Let our experts add some clarity to these otherwise murky waters.
SEO Copywriting
It’s not just what you say but the words your use to say it. SEO copywriting requires a truly unique skill set. The writing must be engaging and compelling but also be written in a way that is attractive to search engines. Our copywriters are part creative writing geniuses/part SEO fanatics – it’s a special mix, kind of like a Liger.
SEO Training
We provide personalized training to show your in-house team how to manage all aspects of the SEO process. We can also take this a step further and demonstrate how to perpetuate your ongoing link building through advanced tactics and techniques. These skills will help your company gain great headway in building its online authority with an in-house team, rather than relying on an outside vendor. – Learn More
