The Marketing Process: How we do it. (Back to Introduction)
Stage 4 - Page-by-page Optimisation
With the initial research complete and your new improved site coming together, we will set to on “optimising” your site around the target keywords that we identified in stage 2. Just in case you were worried, this is not about creating pages that are stuffed full of key words and are unreadable to anybody other than search engine “spiders”. The process usually entails the following:
- Making subtle changes to your high quality content;
- Simplifying and improving navigation to make your content more accessible;
- Crafting attractive and keyword-rich titles and descriptions;
- Writing meta-tag code (if you do not know what meta-tags are then worry not! They are just a bit of code which the search engines but nobody else reads).
Sometimes we may make more radical changes, but where this is the case, our clients usually comment on how it has improved the site rather than the other way round. We want to be judged by how we improve your bottom line. If that means having to sacrifice some potential traffic, then that is a choice we will happily make.
(Please note – if you do not already have control over the content of your site, then we strongly recommend that you discuss this possibility with your developers. In our humble opinion, it is not possible to effectively market a site (be it through search engines or any other technique) without you, the site owner, having control over your content. If it is not going to be possible for us to be given access to your site’s code then, please let us know as soon as possible so we can find a work-around.)
Next: Stage 5 - Submitting to the Search Engines
Previous: Stage 3 - Site (Re-)Development
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