Content Optimization
Page and Site Optimization
We would typically recommend the commencement of this phase after having established the base line web site traffic patterns as discussed above. In this way, we can work with you to evaluate the effect of changes to visible website content and the ‘hidden’ keyword elements on the pages.
Optimization consists of editing the title, text, image descriptions and meta tags (this is computer code embedded within every page of your site to properly match the keyword phrases chosen from the result of the keyword analysis.)
Meta Tags:
Hidden in the HTML code of a website are a number of chosen meta tags. These are like keywords, only chosen by the web designer or content manager expressly to tell the search engine what the website is all about. Consequently, they are usually the first thing the search engine reads and the most common way the engine ‘guesses’ at the page's contents.
Page Titles and File Names:
In addition to keywords, page titles and file names are taken into consideration by Google and Bing. Files on a web page, such as images, documents, and videos are evaluated as another type of keyword.
Link Building
When deciding just how high they want to place a web page, search engines see how popular a website is already. They do this not by counting the number of ‘hits’ the site receives, but rather by seeing how many other websites link to it. If other sites (media, blogs, companies, associations) consider your site to be a high quality content site and link to it, your site ranking is raised.
We use tools, combined with data to:
- Evaluate existing incoming links to the LEC pages
- Find and analyze links to your competitors’ pages
- Target specific sectors
- Build ‘campaigns’ to target specific links
- Analyze sites that rank well for particular keywords