When ever I do an introduction with a new client I start with punctilious exam of their website that includes all the seo parameters such as visibility of their website, structure, links coming in and out, the age of the site, branding of the website / company name and so on…
Website Structure:
Many times I find myself starring at a site that at its current state is unmarketable or at least needs major renovations before it can become an attractive website to visitors and search engines.
So… what are the thing I consider to be a must fix in order to start a good web marketing campaign?
First and foremost I need a good looking easy on the eye website. Glowing pink just won’t cut it! Also I try to combine a very easy to easy to read phone number and address.
Also I love a good easy to use contact form on the sidebar or at the end of each page… there is a well known law when building a website which is “don’t make me think”… meaning help the visitor find what he came for in 30 seconds or less.
The 3rd thing I look for is an easy to control Back office to the website and the ability to change files Via ftp. I know most Seo don’t really mix such stuff but who are we kidding.. without access to control Nofollow links, H1, H2 and so on we are getting our self to a losing battle.
In many cases and especially when this is the website of a small business I offer a completely new website (in a good price) usually wordpress or joomla based (wordpress is the best!). that way I have full control on the structure of the website and can create easy “Tag junction” pages along side getting an easy to use Rss feed which makes syndication easier the ever and help me automate the connection between the website, twitter, facebook and more..
Keyword targeting:
Since most site owners lack the needed information while in the process of building their website they fail to choose the right keywords to each page and usually mix them in such a way that creates a problem from an seo point of view since we need a page to link to which is a desired keyword.
First step after keyword research and redesigning the website is to assign each page including the home page a specific keyword which I would later use to link back to this page. This is a must! You are trying to guide the search engine as to the content of this page..
This means I create missing pages of a high quality that offers the visitor additional information, an easy way to contact / order, an easy access to complementary data and sometimes even a way to comment.
Its best to create a page and a page URL while thinking about diversety and remembering that there is no need to use “stop words”… example: as, and, the, with… this words are ignored by google and bing and its better to create a shorter url that people relate to.
After initial link building campaign:
I have found that in many cases google finds a specific page to be attractive god knows why… but! You should not fight it… once you build some links you could easily check which pages are considered attractive using a page importance to like seomoz offer (for example)… that would give you a clue as to where to spend your time.
Once you made a nice link collection its time to get links from related website… most people think this means contacting your competition but that makes no sense! You should find related fields that use the same or similar keywords as you…
Let’s say I got a translation company… the home page is of course company name and the word translation… If I link back and can’t use the company name plus translation I use only the word “translation”.
Now what about all the languages they offer? Each language get a page! On page that includes all the languages is Not enough!… Hebrew translation gets its own page, English translation gets its own page and so own…
I could write for hours since I love Web Marketing, its such a live, ever changing field but I got to scram… Hope you this article interesting… best regards, Sagive SEO
Seo articles
link building, seo, structure, web marketing, website
What are the “first steps” before starting an Seo campaign?
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33 Comments on: What are the “first steps” before starting an Seo campaign?
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