Online Marketing: SEO and SEM

Dragonfly Development has teamed with an incredible company, Stoneraven, based in the United States in order to bring you the best possible service for the best price.

Search Engine Optimization (SEO)

Search Engine Optimization’s goal is to enhance a website in order to improve it’s visibility in the search engines. This program relies on editing web site content and structure so it is more easily crawled, indexed and ranked by search engines. It is not a paid advertising program. By nature of optimizing a web site, the ranking changes may not be immediate, but over time the site’s position will steadily improve. Coupled with an update strategy, SEO is an effective long-term solution with an ROI that becomes more profitable over time.

How we can help.

A team of Internet professionals manages our Small Business SEO program. Web Designers, System Engineers, Programmers and Optimization experts work together to adapt your site to the latest search trends. We will ensure that Google, Yahoo and MSN/Bing know that your site exists and pages are presented for indexing. Your pages will be built focusing on keywords that may achieve optimal placement in the search results and perform well against competitors. The site’s structure will be analyzed, including navigation, file naming and all page content. Additional pages may be added to target primary and secondary keywords. Social media and bookmarking tools such as Blogs, Twitter and Facebook will be incorporated when appropriate. When the website is launched we will submit the site to the primary search engines and directories. Once the site is up and running, monthly reports will show search engine results page (SERP) trending for the site. This information will show the constant fluctuations in keyword position and the site’s relative performance versus the competition. We will use the monthly reports to help determine ongoing site enhancements and suggestions for improvement. The importance of reporting and establishing a maintenance plan should not be overlooked.

Our SEO Plan

The following six (6) steps describe how we will go about creating and optimizing your new website.

Preparation

These tools are imperative in tracking results and increasing search visibility 1. Google Webmasters & Verification Code 2. Google Analytics 3. Google Maps Business Registration 4. Google Calendar Setup (if needed) 5. QuantCast – used to track visitor demographics

Optimization Planning & Website Cleanup

We must analyze your website, learn about your target audience and determine how to update the website for optimum results. 1. Keyword Research 2. Competition Research 3. Determine Keyword and Target Focus 4. Discover your site’s visitor demographics 5. Determine your site’s Format, Structure and Navigation 6. Determine page and keyword themes for every page Below is a more technical breakdown of the steps involved in the website cleanup: - Determine site errors 1. Navigation Improvements 2. Hidden Text and other Black Hat items 3. Improve Internal Coding 4. Remove duplicate content 5. Create Unique Meta and Title Tags

Page by Page Optimization

Every page must be optimized individually in relation to its core content. During this phase the code will be modified to place emphasis on keywords. - Page files will be renamed to incorporate keywords - Some keywords will be made bolder - Images will be given tooltip descriptions - Menu structure and text will be optimized - Propositions to optimize the written content will be prepared - In some cases a contact form will be added to the website - The copyright notice will be added or updated - Limitations on outbound links per page - Limitations on number of words per page - Website will be configured for Google Analytics – statistics - Social networking bookmarks will be created (digg.com, addthis.com etc.)

Search Engine and Directory Submissions

The website will be submitted to an additional 100 business search engines and directories over and above the commonly known search engines. A script called a “SiteMap” will be created based on the website’s structure to provide these additional directories with further information.

Social Networking

These items will enhance the value of the website. Our clients are encouraged to create and manage these items themselves. However, if assistance is needed we can advise you. - Include links from social networking pages such as Facebook, Linked-In, etc. - Create a Facebook “business” page - Add Google Friend Connect scripts to pages (watch for Google Wave) - Add a wiki on www.wikipedia.com - Setup and write Blog - Create a Twitter account and begin tweeting

Track Results and Set an Update Schedule

Search engines rank results pages for keywords using multiple factors, one of the most powerful being page update time & date. The more frequently a web page is updated, the fresher and more relevant the search engines may perceive the content. It is important to choose an update schedule that fits within your budget, to ensure that your rankings continue to climb. Once a top position is achieved, it is important to continue updating to ensure the position does not decline. During updates, keyword traffic will be analyzed to determine the actual pages that need updating. Rather than changing all pages of a site, only those that are deemed important to the business or traffic will be updated frequently. Items to be reviewed and republished are: Meta Tags, Page Content, Navigation, and SiteMap.

The following reports will be delivered with each monthly update:

1. Traffic Report
2. Ranking Report
3. Competitor Positions