Search engine optimization is a constantly evolving industry which requires our company to keep current with the latest trends and developments. This enables our Internet marketing agency to stay ahead of the curve and prepare for any future challenges that may influence rankings or traffic. Over the past year, we have witnessed the results of Google Panda, the launch of Google Penguin, more emphasis on social signals, and the continued growth of natural link building campaigns. All of these changes were used to create our custom strategy for the new website. These are the steps that we took:
Identifying Potential Issues
Though Google Panda and Penguin caused a stir in the SEO community, I actually applaud Google for making a stand against websites who attempt to manipulate their rankings. Any update that requires SEO companies or businesses to follow best practices and utilize only white hat tactics is ideal. Some of the most important things we learned from these updates include:
- Emphasizing lower bounce rates and enticing visitors.
- Providing unique and relevant content that visitors want to read.
- Establishing a strong presence in Social Media.
- Continuing to grow a strong link building campaign.
- Adjusting practices that violate Google’s guidelines.
The information we gathered directly from Google and other reputable sources provided us with a rule book for our optimization effort – we decided to focus on the audience, use captivating content, and entice visitors to contact us about our internet marketing services in order to create a new strategy for our new website.
Laying the Foundation
To build a new home (page), you can’t just grab a few pieces of plywood and force them into the ground. You need a blueprint and a plan of action. Our Internet marketing agency experts spent the necessary time to carefully evaluate all of the pages on the existing website. Any pages that were created for the sole purpose of SEO or ones that did not closely match our services were removed. Next, we determined all of the pages that we wanted to include on the website and created a custom sitemap.
After conducting keyword research and determining our service area, we matched each of the pages with the best available keyword phrase. This gave us all of the information that we needed to create optimized and relevant URLs for each of the pages. Following the best practices, we wrote new title and description tags and optimized all of the new content. Many other changes were made to the new website, but that would take a long time to cover in this article.
The Right Way
Over my 10-plus years of experience in the search engine optimization industry, there is one important rule that I have learned:
Over time you will be rewarded for doing things the right way.
Search engines, such as Google, will always catch on to any tricks or gimmicks that are used to attain rankings. Short-term success for your clients can result in a long-term penalty by trying to cheat the system. We evaluated our website, defined all of the pages that are necessary, optimized for keyword phrases to drive relevant traffic and built (and continue to build) relevant content.
Is That the End?
Actually that is just the beginning! A true SEO campaign is never done and we always need to evolve to keep up with the industry changes. Since we need time for the search engines to index and rank all of our changes, we implemented a paid search campaign for the most important keyword phrases. This will drive additional traffic to the website as we establish the rankings organically.
Over the course of the year, we are going to write quarterly articles to discuss the work that we have completed and the results of our campaign.
Next Week: “A Prager Redesign, Part 4: The Link Building.”