SEO StrategiesSEO Strategies

We can help your website get noticed among the millions of others out there by addressing SEO starting with the design and ending with the content and internal tagging. From top to bottom, we can help you employ the best optimization techniques...and avoid the techniques that can result in harm to your rankings.

Strategies for Search Engine Optimization

Our SEO strategy begins with your website design. We work from the ground up to provide a web site that is both visually attractive as well as attractive to the search engines. We start with extremely clean programming techniques which remove much of the "clutter" from the underlying code on your web pages. This helps focus the webpage on the content necessary to achieve high rankings, without sacrificing anything visually.

We then work with you to determine which keywords and phrases are actually being used by people searching for products or services like yours. Finding and targeting these keywords is critical to improving your rankings. When choosing which words or phrases to use, it is important not to fall into the trap of choosing phrases which describe your company, but rather those phrases people are actually using to find your product or service.

Next, we will assist you in integrating those words and phrases into the content portions of your website - your headings, descriptions, links, bullet lists and so forth - in a manner which provides the search engines with a good distribution of your targeted keywords throughout your website. Placing keywords throughout your pages is important to providing reinforcement of your keywords throughout your site. Placing them in the right places within your individual pages increases both the relevance and prominence of your keywords, two important measurements in search engine optimization.

Once your website and your pages have been optimized for your selected keywords, we will begin work on the parts of the web pages not seen by visitors, but which are highly visible to search engines. These programming areas are examined by the search engines when they visit your website. Although their importance to rankings is diminishing as the search engines' algorithms become more adept at reading page content, search engines still look for a strong correlation between the visible and hidden areas of your web page.

Finally, we will submit your new website to the search engines and carefully monitor your rankings. You will receive regular reports from us on your progress with the search engines, detailing your rankings for each keyword in the top search engines.

Google Sitemaps

Google Sitemaps

Google first introduced Sitemaps in 2005 as a way for web developers and website owners to inform Google about the structure of their web sites by providing a machine-readable list of all relevant pages within a website. Since its inception, Yahoo, MSN, Ask.com and others have joined in their support of Sitemaps, making it an invaluable search engine optimization tool for website owners.

A Google Sitemap is a separate file within your website. In that file is a list of each of your pages, along with additional information such as how frequently the page is updated, the last date the page’s content was changed, and the importance of that page in relation to the overall website. This information provides search engine crawlers with your website layout and all of the information they need to quickly index your website and add its content to their index.

A sitemap is no guarantee of search engine inclusion or rankings. It is merely a tool to assist search engines in their job, as well as a mechanism to ensure that all of your pages are properly recorded. Sitemaps do not influence rankings, but by ensuring that all of your content is available and properly recorded by the search engines, you are helping the search engines do a better job of crawling your website.

Social Networking

Social NetworkingNetworking your website to the major social sites can have an immediate and positive effect on your overall rankings. If your company has a YouTube channel, a Facebook page, Twitter account or other social website outlet, linking your corporate website to and from your social network establishes a network that the search engines can use to evaluate your popularity as well as your keywords. Having others in your social networks link to your business site helps reinforce these relationships in the eyes of the search engines and will result in higher overall rankings.

In addition to your own social network, you can invite visitors to your site to share your website on their social networks, leveraging your visibility enormously. Adding "share" links to your website encourages visitors to use a convenient and familiar interface to quickly alert their friends or colleagues to your product or service.

Blogs/Microblogs

Blogs/MicroblogsA quick and easy way to share information to your visitors as well as improve your rankings and visibility on the search engines is to establish a blog. If you are unfamiliar with blogs, they are simply a means of conveying topical and timely information. In a corporate environment, a blog might be used to announce new products or services, expansion plans or to welcome new employees. Virtually anything can be added to a blog as an article, or post, making it part of your website's permanent content and part of the search engines' index.

Microblogs are simply a shorthand form of a regular blog - think Twitter. Microblogs are often used to provide quick and timely updates to operations, calendar events, product or service roll-outs and the like. Not all businesses lend them selves to microblogging, but for those that do, a microblog can help establish further linkage between your website and your social networks.

Paid vs. Organic Listings

Most search engines provide their uses with both paid and organic listings for each search they conduct. An organic listing simply refers to those web pages returned as the result of a search which are ranked by the search engine in order of relevance to the term or phrase being searched. In other words, if you conduct a search on Google for “automotive repair”, they will present you with a listing of pages related to that phrase, and Google will attempt to provide you with the most relevant pages first. Organic listings are the listings that traditional SEO strategies attempt to improve by moving your website to the first page of the search engine returns for any given search related to your business.

Paid listings, on the other hand, represent companies who have paid the search engine to have their page presented when a search for a certain phrase is conducted. When you search Google for “automotive repair”, you will see up to three companies listed at the very top of the page – before the organic listings – as well as several more companies listed down the right-hand side of the page. Each of these companies paid a small amount to have their website listed is such a prominent position.

These types of paid listings are generically called Pay per Click (PPC), and are also known by their brand names such as Google AdWords or Microsoft adCenter. They are called pay per click because the companies sponsoring the links are not charged until a person conducting a search actually clicks on the link to visit the company’s website.

Most PPC providers use a bidding process which determines which ads are placed on each page, and in which order. You bid for different search terms, and prices can range from a few cents to a few dollars per click, depending on how popular and sought-after that term is. You determine your budget for your PPC campaign, select the keywords and phrases you wish to compete for, choose the pages you wish to have them displayed on, and let the search engine take care of displaying your links. Because you determine your budget and select the search terms you are competing for, you have a good deal of control over the process.

Pay per click campaigns are something that you can deal with yourself – the search engines provide all of the tools necessary to get you started n the right direction. If you prefer to have your campaign professionally managed, we can assist you with implementing and managing your PPC campaign. We offer the expertise in selecting search terms to obtain maximum value for your dollar, and can provide you with extensive weekly or monthly reporting on our results.

Softnet Data Services

Softnet Data Services provides a wide range of website services including website design, web application programming, hosting and search engine optimization.

Our proprietary Content Management System (CMS) has been built from the ground up to provide a full range of features in a custom-installed package.

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