Web Development and Search Engine Marketing : Red Bridge Internet

Step 1   Initial Website Analysis and Site Inventory

The search team will commence an initial website analysis of the current site, its current keyword ranking and volume, and paid search campaigns. The development team will review the current Web site for integral optimization tools including, sitemaps, page load speed, accessibility, content management systems (and the ability to easily add content), and finally proper html syntax.

Step 2   Audience Definition and Segmentation

The search team will define and segment the audience using traditional and search marketing specific methods. Key phrase documents are defined and modeled in this step. This initial stage will provide a view and general framework for upcoming content strategy and keyword discovery.

Step 3   Keyword and Search Phrase Research

The search team will initiate search phrase research segmented by audience type in order to identify initial search phrase groupings. Created here are the keyword opportunity spreadsheets covering long-tail opportunities along with their search volume. In this step the search team will identify opportunities by analyzing areas of high and low volume along with click through ratios (CTR).

Step 4   Competitor Research and Analysis

The search team will begin the classic search optimization practice of research and competitor analysis by first defining competitors in the search space (this may not necessarily be the business case competitors). Once defined, competitor sites are analyzed on the basis of features, on-page techniques and content, inbound links, traffic, and simple site sentiment.

Step 5   Optimization and Positioning Strategy

The search team will create an SEO content strategy to provide the development team an actionable road map to help them with each stage of the website development process, from information architecture, to final content creation.

Step 6   Search Optimization Strategy Execution

Under the SEO content strategy framework the development team will start the content strategy execution. Content, internal linking, page name selection, and content creation will be loaded under seo best practices. After launch, the search and development teams will initiate ongoing maintenance and continue to monitor program effectiveness and work with PALADYNE SYSTEMS marketing to continually refine and improve targeted search phrases and positioning by maintaining an ongoing guided content creation and refinement strategy.

Step 1 Initial Website Analysis and Site Inventory

Step 1 Initial Website Analysis and Site Inventory