Website Optimization for an existing website

Unfortunately, most web design firms do not code website's with the search engines in mind. Depending on how your website was constructed will determine the level of sophistication needed to help your site achieve first page rankings within search engines such as Google, Yahoo and MSN. However, by conducting a website optimization strategy you will gain valuable market insight to who your competitors are, what keywords people use to find your type of product or service and what goals will need to be achieved in order to produce first page rankings. We will then use this information to implement it into the code and strategy of your site.

If your website was constructed using Flash we have the ability to re-code the website using the same Flash movies but contained within HTML which will allow the search engines to see all pages of your website instead of just one. If the site was built with i-frames or any other frames we can also re-code all or part of the site.

If you are interested in learning more about optimizing an existing website we recommend that you speak with one of our search engine specialists. We will conduct a free search engine usability report to help you understand how the search engine sees your website.

Below is an example of our methodology for optimizing an existing website:

1. Create a baseline report

To track the progression of the SEO campaign a base line report will be created using the following variables. Page Rank, Alexa Rating, Number and quality of in-coming links, and where your site is currently ranked within Google and Yahoo for the keywords that best describe your product(s).

Step 2: Keyword Competitor Research and Analysis

Website use complex algorithms to determine the rankings of each keyword within every website on the Internet. The algorithms are also highly guarded secrets. In order to get a glimpse at how the search engines are ranking website's in your particular market we will analyze the top ten website's for each of your primary keywords in Google, Yahoo and MSN. This analysis will look at multiple variables including: the keyword density of the title tags, meta- tags, body text, internal links, alt-tags; the number of incoming links and the Page Rank of those links; use of CSS, database driven content or any other technology that is an influencing rankings; the age of the domain, file structures, and many other attributes.

Step 3: Keyword implementation

a. Content Optimization - The content of the website plays an important role in how your keywords will be ranked within the search engine results. How the words are displayed, the number of times they appear, and where they appear all play a part.

During this phase we will re-work the content that is currently on each page of the website. Using the keyword competitor report we will create optimized pages based on those who already have 1st page rankings. This will ensure proper (KD %) Keyword Density Percentage through out all pieces of search engine readable code.

Why is KD% important? If the KD% is too high your website has a good chance of being penalized or even banned from the results, if it is too low your site will not rank near the top.

b. Back-end code optimization - depending on the technology that is used we can implement a variety of back-end coding techniques that will ensure the search engine spiders are able to easily read and disseminate each of the pages within your website. Such techniques include keyword optimized title-tags, alt-tags and internal links; optimized file and domain structures; place your content within <noscript> tags and <object> tags; site maps and 404 error page. The techniques used will all depend on the competitiveness of your keyword market