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Web Site Audit & Recommendations
In most cases it makes sense to start with a site audit. Overlaying good
work on top of bad is a mistake. With virtually every site
I've worked on there are opportunities to improve site
structure, site navigation, keyword strategies and tactics,
and on-page SEO. Once a site is
well-optimized, every marketing dollar spent from
that day forward produces greater ROI results.
Web Site Optimization
Poor site organization and site technical issues can greatly
reduce a Web site's ability to rank for search terms that
are important to the business. Once a site audit is performed,
a plan can be developed to address existing issues and better leverage
opportunities for short- and long-term traffic growth.
Keyword Development
A critical aspect of SEO is keyword work. That means identifying
all of the search query variations that are - or should be -
search queries your site ranks well for. Proper keyword work, when aligned with
site structure, site contents, and on/off-site SEO, helps ensure that a site is being managed
to capture as many important search terms as possible.
Link Analysis
In addition to on-site work, it is important to understand a
Web site's link profile (the number and quality of links pointing to a
Web site from other Web sites). Understanding the strengths and weaknesses
of a site's current backlink profile - both in absolute terms, and relative
to competition - is an essential element that must be in place before
online marketing plans can be formulated.
Competitive Assessment
Another part of the puzzle is understanding the competition's strengths
and weaknesses. With that knowledge, we can
develop not only site content and marketing plans to address
weaknesses in current offerings and take advantage of untapped opportunities.
Web-based Business Objectives
SEO is most effective when it flows from a site's business and marketing objectives.
Often with a site audit, keyword work, link analysis and competitive
assessment come insights that can strengthen a site's
business objectives.
Search Engine Marketing
SEO is just a tool within the broader field of search engine marketing, which also includes
paid advertising, PR, social media efforts and much more. Much of the work
I do for clients is more accurately described as search engine marketing.
Online Brand Development
My background includes 20 years in marketing and advertising,
working with clients like Citibank, Coca-Cola and other well-known client
companies. Because of that experience, I have a keen eye for
not only search engine marketing opportunities, but also how to ensure that a brand
makes the most of all available opportunities.
Send me an email and see what I can do for you!
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