Natural Search Engine Optimization

Being in the New York Search Engine Marketing business, we know competition can be fierce. That’s why Inet-Optimizer is committed to using the most technologically advanced search engine optimization tools and research to insure our clients can be competitive in their respective marketing segments as well.

In order to obtain a natural high ranking on the major search engines, you need to create a search engine website that is built to include the optimization elements that make it easy for the search engine spiders to navigate and index. Put simply, you need to leave the front door open and let them roam around your house freely. The more rooms they enter, the better idea they have of what your house looks like and its contents.
 
First, we start with finding the roadblocks that are creating “do not enter” signs to the search engine spiders. These roadblocks will make it hard and in some cases, impossible, for the spiders to enter and fully navigate through your web site.

Inet-Optimizer utilizes a proprietary optimization checklist to make sure we’ve covered all the pertinent points to ensure your site design and architecture is fully optimized. Whereas, some of these elements are more critical to the optimization of your web site than others, they all have their part in the bigger picture. The following are some of the elements included in the analysis in no particular order.

• Connection of index pages and links
• Page placement to root index pages and folder content
• Naming directory paths for images and alt tag attributes
• Meta description, keywords and title tags
• Page interlinking and deep-linking
• HTML/ Java Script etc, source code & style sheets
• Spider food site map
• Content to code ratios
• Page error 404 analysis, etc.
• URL structure

After the roadblocks have been cleared it’s time to start paving the road to a successful online search engine optimization and marketing strategy. There are still some optimization elements that are critical in achieving high search engine rankings. First we’ll take a look at search terms and its relevancy to your product offering.

Proper keyword development will ensure that the search engines associate your keywords and related phrases with your product mix, and that you appear when a potential customer searches for your keywords.

Keyword development starts with the understanding of your company’s performance objectives and your unique selling position. Then, an extensive analysis comparing your current keywords and phrases associated to your product mix will be conducted. We don’t stop at researching your keywords and phrases, we’ll continue on to conduct a thorough investigation into your competitor’s keywords and phrases and company’s that have a high page rank for your keywords and phrases. Inet-Optimizer will use a variety of Internet marketing based tools and techniques to research and determine the most relevant keywords and phrases that your potential customers are using to find company’s like yours.

The majority of research, analysis and creation for the development of your company’s keyword strategy are:

• Review meta keyword, description and title tags
• Determine relevancy of keywords to content copy
• Estimate the number of searches a given keyword receives on a daily basis
• Create relevant lexical words (related words to your keyword)
• Develop keyword phrases
• Incorporate long tailed keywords (a set of keywords between 3-5 words)
• Determine if plural versus singular and misspelled keywords should be used
• Evaluate keywords that are frequently overlooked and not considered to be the most popular, but have potential to bring customers to your web site

Keyword development is an ongoing process. Inet-Optimizer is always looking to maximize your current keyword pool and discover new keywords, phrases and related phrases that will bring more potential customers to your web site.

Some of the optimization elements involved with keywords and phrases are:

• They must be strategically placed within the meta keyword, description and title tags
• They have to be used in subject headings and text links
• They have to have enough density within the copy of your content pages
• They have to have relevancy to your content pages

The last two above bullet points relate to copy optimization.

Now that you’ve been able to determine which keywords your potential customers are searching for to find company’s like yours, you’ll need to optimize these keywords within your content pages. Developing content pages that are relevant to your product mix and that include the keywords and phrases that are listed in your meta keyword, description and title tags are critical for determining content relevancy for the search engines.  

In order to keep potential customers reading your content, you need to satisfy the reader with copy that is interesting and engaging. You’ll also need to satisfy the search engine algorithms. This is done by carefully crafting a balance between how the copy is written and how the keywords and related keyword phrases are included in the copy.

Before copy optimization is developed, you must remember that search engines will penalize your web site if you use keyword spam. Keyword spam is over stuffing the content or meta tags with your keywords.

The following are some of the optimization elements that Inet-Optimizer takes into consideration when creating content Rich Keyword copy for your web site.

• Keyword phrases that relate to your keywords
• Proximity, Density and Prominence of keywords
• Page word count
• Inclusion and continuity to Meta keywords, description and title tags
• Lexical words
• Heading bolding and word length
• Page linking

At this point, the roadblocks inhibiting spider indexing of your web site have been removed. Your site structure, keyword development and your content copy have been optimized. Now it’s time to discuss link popularity.