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Every website StepForth works with is unique and therefore requires a unique search engine optimization and
placement plan. The following information will outline our entire service
process. Please contact us if you have any questions or if you would like
a quotation.
What StepForth Normally Optimizes
In developing a search engine optimization and placement
plan for a website, StepForth
would recommend modifications to the following sections (or elements)
of the website. In many cases, these elements can be found on all pages
within the
website, though in other cases, there may only be one or two pages these
elements are found on or should be applied to. This list indicates areas
we
feel require
some degree of modification, or optimization.
Titles: Each page in the site should have a unique title.
Metas: While not
as powerful as in previous years, the Description and Keyword Meta tags
still carry some weight, especially on older search tools.
On new-generation search engines such as Google, Yahoo, Jeeves and MSN, the Description
is extremely important.
Text: As search engine spiders can only read
text with 100% efficiency and tend to miss important information phrased
in images, java scripts
and Flash, the body text of the website is by far the most important
element examined
by a search engine. StepForth would run several tests on the body-text
of this site looking for relationships between keywords and non-keywords
in the
text, the arraignment of keywords and keyword-enriched text, and the
ratio of keywords to non-keywords. These tests may indicate a need
to rephrase some
of the text. (If text revision becomes necessary, StepForth staff will
write what we consider to be the proper text and forward it to you
for approval
before posting it to your site.)
Link-Structure: StepForth would fully
examine how pages in your site are linked to one another and, if necessary,
prepare a stronger internal
linking
system through a discrete navigation map applied to the bottom of
each page in the site. This mapping system would not reorder links presently
coded into
the site; however, it would provide the clear paths necessary to
ensure
a spider could access all-important sections of the site.
Site Architecture: StepForth would examine how the site
is built, paying particular attention to how spiders and live-editors move
from
level
to level within the site. (Imagine a schematic diagram of your
website)
Link Density: This is a simple measure of the number of
incoming links from other sites, as well as the number of internal links
found on
your site. We try to bump this number as high as possible through
our optimization
efforts.
Link-Relevancy: New-generation search engines such as Google
and Teoma examine the “relevancy” of information found on websites
linked to your website. If the information on a site linked to yours
relates directly to information found on your site, it is considered relevant
and is beneficial
to search engine placements. If the information found on the
linking
site is dissimilar to information found on your site, the link
is not
considered
relevant, and may actually damage your search engine rankings.
(Please think of an Audi dealership linking to a 5 star restaurant. They
may share the same
core customers but an electronic spider does not know that. In
the
eyes of the spider, the sites have no relational elements aside
from the geographic
location of the physical businesses. With links like these, who
needs enemies?
Link-Popularity: This term refers to the way a search engine
will perceive your website based on Link-Density and Link-Relevancy.
Link-Popularity is the final measurement used when Google applies
their ranking formula
known
as PageRank to a site.
Search Engine Optimization Process
StepForth has a fairly simple, straightforward SEO process. Generally,
a small business website can be optimized within two business days. Here is the
process we follow in point form:
- Download entire site folders from host server (FTP codes provided by client
or client’s webmaster)
- Review entire website measuring keyword to
non-keyword ratios, link-structure, link-density and link-popularity,
- Review
of competitive environment (getting a sense of who is in the Top10 under
the keyword phrases we are targeting)
- Physical optimization of website
- Client review and approval (optimized
website posted to a “hidden” section
of StepForth’s server, only StepForth staff and client may access
this section of our server. Site removed from StepForth server
after client approval)
- Re-posting the website to the host server
Submission Process
StepForth submits all websites manually, without the use of any automated
submission software. It should be noted that the majority of major search engines do not require formal submissions. We only submit a site if we feel it is necessary and never charge for the process.
- Submission to all Paid-Inclusion search programs that have been authorized by the client
- Submission to all non-paid
submission directories (MSN directory, Open Directory Project)
- Submission
to all major non-paid search engines (see list here)
Please note: StepForth does not
charge any premiums on third party fees (i.e. Yahoo! Directory submission). Due to recurring billing practices, all paid-submissions must be made using a credit card number supplied by the client.
Reporting
StepForth prepares and submits several reports during our contract period.
Clients can expect to see the following reports during the course of their
contract with StepForth:
- Website Optimization Report
Detailing modifications, changes and recommendations made during the
search engine optimization process
- Submission Report
- Detailing the search tools the site was submitted to.
- Paid-inclusion submission receipts will be passed directly to the client
via Email.
- A resubmission report will be issued if resubmission is necessary
- Debut Listings Report
- StepForth will forward a detailed search engine position report when
your website begins showing debut listings
- Regular Monthly Search
Engine Placement Reports
- StepForth forwards a standard search engine position report in the last week of each month
- Special Reports, Bulletins and Newsletters
- From time to time, we will have information updates regarding your website,
or important search engine information and changes. If anything extraordinary
comes up during the contract period, StepForth will forward a report as soon
as possible. We will also send copies of any newsletters generated by StepForth.
We publish a quarterly Search Engine News newsletter available free of charge
to all our clients.
Site Monitoring
During your contractual period with StepForth, we will monitor your website’s
search engine performance on a weekly basis. If we perceive any notable
slippage in site rankings, we will immediately take commercially responsible actions to
improve
the site’s rankings.
Payment Terms
Payment terms will be negotiated with each client. If a client fails
to meet terms of payment, StepForth will make attempts to contact the
client
for a period of seven (7) days. If alternative payment arrangements cannot
be made within that time, StepForth reserves the right to cease all work
in progress as well as remove any work processed during the term of
the contract.
Our basic payment terms call for a 50% deposit on our work with the remainder
billed on the 30th and 60th day of the contract.
Cost of Search Engine Optimization
StepForth fees: Contact Us for a SEO Quotation
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