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There are two phases for the initial setup program: the strategic
development and then the implementation.
Strategic Development
1) Keyword Development
This is the identification and targeting of
the most effective keywords for use in the ongoing optimization
process of your website.
2) Overhaul of the Site Architecture
There are two components, from an SEO perspective,
for the development of a website architecture: first, developing
a naming convention that ties in with the keyword structure outlined
previously; second, coming up with a site tree. This site tree
needs to be created in such as way that it reflects the new naming
conventions. The naming convention would focus on the websites'
files and folders, and employing a well thought out architecture
will allow us to work some of the most important keywords into
our URLs.
3) Redesign of the Web site Elements
This is the identifying of key elements on
the index page for use in text link, the use of CSS for navigation,
and where to use graphics for the greatest impact for conversion
and redirection of traffic from the home page. Also we need to
develop the content channels in such a way as to provide ease
of access for the spiders, content channels such as the sports
information section, the casino, poker, bonuses, history/about
us and so on.
Implementation
1) SEO Copywriting
The SEO copywriting needs to be done for each
page. To do this we examine the content and try to work our important
keywords into the text. This must be done in a natural way and
must maintain a certain level of balance.
2) Meta Tag Development
Search engine spiders use certain elements
within that site to help determine what every page within a site
is about. The Meta Tags, coupled with the text contained within
a given page, help to determine where that particular page ranks
within a search query. When the certain elements in the Meta Tags
match up with a determined percentage of text, that page can not
help but rank higher for that search query.
3) Individual Page Optimization
Optimize each page for specific targeted keywords
and keyword phrases. To do this we incorporate our keywords into
the various Meta Tags and other relevant elements. At this stage
of the search engine algorithm evolution, proximity is very important.
This is to say, where our keywords are placed within the body
of text, Meta tags, links and such.
4) Link Building Campaign
Linking is very important to search engines.
In fact linking is very important for the entire web, without
them the Internet wouldn't exist.
When organizing a link building campaign the
site's best keywords need to be used as the anchor text for linking
to the various pages within the site. All link building needs
to appear to be natural. Overall there are really only two kinds
of links; internal and external links. These two types of links
can further be categorized into another two groups; inbound and
outbound links. In order for linking to be effective for search
engines there needs to be a balance with these links.
The text linking campaign is as such:
- Folder and file naming convention process
- Developing and managing new, relevant inbound
links
- Balancing of the inbound and outbound links
- Analyzing of any affiliate programs
5) Site Map Development and Publication
This is done for both the basic hosted site
map, and another that is built specifically for Google.
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