To understand how search works, it's important to first understand the search engines. The top three search engines, Google, Yahoo! and MSN (or as we lovingly call them, GYM) are competing for the hearts and minds of searchers. When a searcher has a great user experience, they are most likely to come back and use the same search engine, and likewise, a poor user experience will likely send them off to a competitor to see if they can get a better result elsewhere.

So first and foremost, the search engines are looking for relevance and secondly, for content that is well organized and easy to navigate. Relevant content that is well organized and presented in a user-friendly manner will give a customer a great experience, and the customer experience is what it's all about!

Ranking for natural listings (search engine optimization) begins to move up when indexed pages are deemed legitimate, relevant and active by the search engines. A dynamic web site, with content that updates consistently, as well as quality back links (links coming into the website from referral sites and directories), show the search engines a high quality, legitimate site. The age of the domain and for how long it is registered into the future is also a quality check point.

Therefore, setting up a site and making sure it's being indexed properly by the search engines is only a first step. It is the ongoing process of link building, content changes and PR initiatives that will push your website to the top and keep it there.

Analysis
Through our discovery process, a comprehensive analysis will be done of your services, target audience, geographic considerations, current marketing activities, goals and objectives, the competition, and the desired action of the target audience. Our detailed SEO analysis goes through the following four steps:

• Competitive Research
• Keyword Analysis
• Website Analysis
• Baseline Search Engine Rankings

Strategy Development
Strategy is developed with the goal of outperforming the highest ranking competitors in each of the major search engines. Considerations such as keywords, keyword density within content, website structure and an organized flow of content, links to the site and updated content are all some of the things that Search Engines look for when ranking a website within results.

Because companies will attempt to manipulate these areas to falsely gain ranking, the Search Engines constantly change their algorithms so that only legitimate sites will appear in results. Optimizing a site for placement therefore, is only the beginning in an SEO strategy. Ongoing maintenance to include analysis and updating of keywords and content is necessary to maintain positioning.

Our SEO strategy will include:

• Target Keyword Phrase List
• Titles and Descriptions for each page
• Structural Site Recommendations
• Optimized Meta-Tag Content
• Back Link Recommendations
• Baseline Search Engine Index Report

Content Creation
Content is the life blood of Search Engine Optimization. Relevant, keyword rich content is the very most important variable in how your site ranks in any of the search engines.

We will make recommendations, re-write existing copy or create new copy depending on the need. Content is developed that does not compromise key corporate messages, and where appropriate website structure can be optimized to incorporate the addition of strategic content.

New, “fresh” content being added on a regular basis to a website also tells the search engines that a site is active, relevant and popular. We can manually update content on a regular basis or in some instances we can build a tool to automate this process.

• SEO Content Development
• Re-structuring of sites to increase and optimize SEO content

Link Building
A big player in launching your site to the top of the search results are the inbound links from directories and other established websites. Relevant, high quality inbound links show your site as active and relevant. Set-up and monthly management of your SEO includes:

• Building of back link relationships (ongoing)
• Monitor all back links – those that have been established, and those that have come in organically

Reporting
Measurement is the basis for all SEO initiatives. Knowing what you have before you optimize your site is crucial to measuring success. We report your site's standing before any optimization occurs and weekly following optimization and submission.

Reporting includes::

• Monthly Link and Ranking Reports
• Monthly recommendations and content/keyword adjustments as necessary.

Search Engine Submission
Submission to the top search engines.