Areas of expertise: Social Networking, AdWords, Web 2.0, Viral Marketing, Facebook Twitter, MySpace
The first step in optimizing a website for search engine indexing is the architecture and actual site copy. The next steps involve the ongoing efforts to keep the content of your site fresh, as well as the various promotion and link building techniques that are critical to effectively build and maintain a positive online reputation. Put simply, the more external websites that link to your website, the more of an “authority” search engines consider your website, the higher it will rank in search engine results pages (SERPs).
Our Internet Marketing practice is full-service integrated approach to increase brand visibility and awareness online. Methods include search engine optimization, search engine marketing, site capability optimization, social networking, RSS & ATOM feeds, all leveraging data culled from Google Analytics.
Initial Situation: The client was a healthcare provider with over 10 hospitals in the same state. Even though in most markets this client was the major player, search engine rankings for their products and services within a specific geographic region were very poor. In certain cases, no results for their services was listed within the first 10 pages (100 search results) of either Google or Yahoo organic search.
Revelation: After performing a Search Engine Optimization Audit, it was evident that the majority of the content of the site, though well written, was not crafted with search engines in mind. It was derived from old-school print marketing thinking, not Web 2.0 search engine-centric thinking. As a result, the high-quality of content contained within the site was invisible to search engines, which reduced a searcher’s ability to find the hospital online.
Solution: A three-phase approach to search engine optimization was implemented. Those phases were:
- Internal capability and content optimization
- External visibility and link building optimization
- Web 2.0 and Social Networking capability optimization
Results: Following the implementation of the three phases, search engine results improved unilaterally, with listings for the client’s products and services ranking within the top three results in both Google and Yahoo organic search. The entire process took 90 days to complete.
Interested in learning more? Contact us for a free consultation.