RoccaNet SEO Executive Summary
The term SEO (Search Engine Optimization) is usually used to
describe the process of executing a set of
techniques designed to increase a websites natural or organic result rank on a search engine results page. (SERP).
(In other words: Showing up as high as
possible on google/yahoo/etc.. results page for a particular keyword or key phrase). Showing
up higher in the results rankings (SERPs) will get you more traffic and usually
better traffic to your site - which can mean a better chance of reaching your
online business goals.
We say organic or natural above because we refer to SERP (Search Engine
Results Page) ratings - not paid or sponsored results. SEO is not the same
function as paid web advertising with a service like google adWords or Yahoo Search Marketing. More on
this topic in the next section.
*
A very important factor in SEO is that the above techniques need to be targeted for your website to obtain a high rank based on certain relevant keyword searches.
For example: If you have a retail electronics store that sells TVs in Columbus, Ohio - it may not be very profitable to optimize your site to the word "TV". Someone who searches for "TV" may live in India or she may want to know what the TV schedule is tonight - where if you optimize your site to the "relevant" keywords "buy flatscreen columbus ohio" - your ROI (Return on Investment) is much higher. A big part of making SEO work for your business is determining what keywords are the best keywords to optimize your site for.
The RoccaNet SEO process applies a world-class business analysis system to determine your web-based business goals - (lead/contact, name recognition, top of mind, $Sales) - and then works the technical functions of SEO to optimize your site
using the above techniques to rank your site on smartest keywords and phrases determined through our business analysis process. RoccaNet develops and analyzes your corporations web-based CPA (Cost Per client Acquisition), Profit and ROI to help shape your SEO strategy. We then study your competitors and match up the most profitable keywords with your Buying Cycle.
A number of factors are important when SEO optimizing a website:
- the breadth of content and structure of the website's copy and page layout (is your website an "authority" on a topic?)
- HTML and meta-tags (the website code and embedded key tags like DESCRIPTION and TITLE)
- Other technical aspects beyond the scope of this document (Search Engine Friendly URLs, page redirects, minimal script code, etc.)
- Search engine submission process (filling out the forms to add your site to yahoo or google and others)
- The amount and relative importance of external links pointing to the website (*this is very important and may not be an evident thing for people new to the SEO concept). Stated another way - the more relevant websites that have a link to your websites, the higher ranked your pages will be (again - if your website is an "authority" on a topic - more people will link to your site).
- Not utilizing "unethical" SEO practices (See "Unethical SEO Practices" below)
- The age of the website (older = more weight in rankings)
- Google "page rank" or PR (a measure of the relative importance of your website via google's algorithm)
All of these factors work together in similar ways for all the major search engines
such as google, yahoo, ask.com, and MSN
(Microsoft) to determine your site's Search Engine Results Page (SERP)
rankings.
Our Strategic Partners and Technical Focus
