I assume this will continue to go live on the various Google destinations as the clock hits Saturday around the world.

On-page Factors

When it comes to SEO, it’s extremely important that your website is search engine friendly. The search engines can crawl your website and find all of the pages on the site. Each of these web pages contains unique content (enough content so that the search engines can figure out what your web page is about). Each web page must have generally accepted “best practices” applied to it, which includes:

• A proper title tag.
• Proper meta tags, including a meta description tag and a meta keywords tag.
• Proper use of .css style sheets, headings and sub headings, and SEO friendly navigation.
• No hidden text or content that’s not viewable by humans.
• Good use of internal anchor text, which is the text that you use to link to other web pages on your site. It needs to describe what you’re linking to. For example, if I link to the “search engine marketing services” page, the link text should be “search engine marketing services” or something equally appropriate.
• Proper internal link structure, which includes having more links to your most important web pages.
• Proper use of URLs (i.e., search engine friendly URLs), which includes using keywords in the URL. Don’t use parameters, do rewrite the URLs whenever possible.
• Adding good, on-topic content on a regular basis to your site. This can be in the form of articles, a blog, news items, new videos, PDFs, a message board, a directory, a glossary of terms, press releases, and other content. The most important idea here is to keep adding content and growing your site, not just leaving it alone to be a static site.

There are a lot of other important on-page factors, and you can review the latest search engine ranking factors, for example, that are important. There really isn’t enough time here to cover everything that’s important. For now, let’s move onto the search engine optimization off-page factors.

Off-page Factors

There are also things you can do off-page to promote your site beyond adding content and optimizing web pages. The first order of business is to get your site “trusted” by the search engines (mainly Google). There are several things you can do to get trusted, which includes doing a few press releases and distributing them through the proper distribution channels, as well as getting a few important directory listings, such as Yahoo! Directory, Best of the Web, dmoz, Business.com, and others.

DMOZ open directory project, home page screen capture.

Your website generally also needs to be in your more important niche-type of directories, which will depend on your industry. If there are industry trade magazines that have buyer’s guides or other on-topic listings, you might start there. The whole idea is to get listed on websites that require a human element or human review.

So, here are the important points:

• Get your site trusted (TrustRank).
• Human-edited directory listings.
• Analyze competitors’ links.
• On-topic links are key.
• Focus on links from many unique domains.
• Create off-site content and link back to your site.
• Deep links are key (not just to home page).
• Get “links to your links.”
• Get a few links each day.

Social Media

Combine your SEO efforts with social media marketing efforts. For example, once you post on your blog, make sure that you promote that blog post on the social media websites. Get links to your social media links. Also, read more about Google’s Top Links feature.

More About Anchor Text

In 2010, exact anchor text is not necessarily good. Sure, it’s okay to have a few exact anchor text links, and I would not go out and remove the ones that already have exact anchor text. But you need to vary it. Here are some examples:

• Example of anchor text: Search Engine Marketing
• Example of good anchor text: Bill Hartzer, a search engine marketing expert
• Example of better anchor text: At the Pubcon Conference in Dallas, Bill Hartzer, a search engine marketing expert from Texas, says that you need to vary your anchor text.

Links within sentences are ideal, search engines are aware of information before and after the anchor text.

SITE REVIEW AND KEYWORD RESEARCH

At the beginning of the SEO process, HRH Media will examine your website to determine how its current design and architecture can be made more search engine friendly. Common features such as duplicate content, session ID numbers, Flash content, or dynamic content can provide obstacles to achieving higher placement in search engines. In our initial site review, HRH Media will identify these and other issues that will require correction during SEO implementation.

Relevant, well-chosen keywords are also essential to successful organic search engine placement. Based on our initial consultation with you, HRH Media will compile a list of keywords that are appropriate both for your target market and for characteristics of your website such as current ranking, site age, links, etc. Using search engine tools and proprietary research tools, HRH Media will identify which keywords offer the greatest potential for unique traffic and return on investment.

CONTENT

SEO content must appeal to two different audiences: search engine spiders and human readers. The professional copywriters employed by HRH Media will create website content that is not only SEO friendly, but also compelling, informative, credible, and stylistically appropriate for your industry and clientele. Our content writers will:

• Add keywords and text to current website pages

Our content writers will revise your existing site content to meet the keyword density and text length requirements of search engine algorithms. This may require expanding the amount of content on any given page. If your website is a new site, your content writer will create original content for the pages that have been slated for optimization. In all cases, HRH Media will strive to maintain the essence of your website and its message.

The content writer assigned to your site may solicit ancillary references and information from you to gain a sense of your industry, products, and/or services. This information will help him or her tailor your website’s content to the appropriate audience using an appropriate tone.

• Create new pages and content

Depending on the current size of your site, HRH Media may need to create new pages for indexing. Content on new pages will contain relevant keywords and text. For sites with very little content or a greater degree of industry competition, we can also write original, 300- to 600-word articles which are keyword rich and related to your products and/or services.

Google XML Sitemaps
HRH Media will create an XML sitemap of your website and submit it to Google. The Sitemap Protocol is a file that lists all of the URLs for your site. This will make it easier for search engine spiders to index your site, particularly if it contains many product pages or URLs that can be accessed only via a search form rather than by following a link.

Article Writing and Submission
The articles that HRH Media creates for your website may be posted either directly to your site to increase its optimized content or to other sites for link building purposes. If you prefer, the articles could be submitted to article directories to enhance natural link development. In such cases, our writing staff would create multiple versions of your article(s) so that the duplicate content filters of the search engines will not filter them out. These articles would then be distributed to more than 500 directories and publications, along with a disclaimer that each article may be published for free as long as your company is credited. Each article’s footer would thus include an author’s name (someone from your company) and a link back to your website.

Google Analytics Installation
Google Analytics is a service that provides detailed statistics about the visitors to your website. It’s a highly useful Internet marketing tool that reveals where your website traffic is coming from, including which search engines, pay-per-click ads, and keywords are driving the most visitors to your website.

Analytics Analysis & Reporting
The advanced analytics analysis and reporting service offered by HRH Media involves a thorough study of the analytics data related to your search engine optimization campaign. HRH Media will use these statistics to improve your SEO performance and modify your keyword list in accordance with the traffic your website receives from both optimized and non-optimized search terms.

INTERNAL LINK STRUCTURE OPTIMIZATION

Optimizing the internal link structure of your website is critical for several reasons. Clean URLs within the source code make it easier for search engine spiders to completely index your site. Improving your site’s internal link structure ensures that each themed page will have more pages pointing to it. Adding or improving a sitemap provides text-based links to key pages and further ensures that all pages will be crawled and indexed by the search engines.

NATURAL LINK DEVELOPMENT & EXTERNAL LINKS

• Directory Submission

In addition to improving website architecture and content, HRH Media will work to boost your website’s link popularity. This part of the campaign will include submitting the site to web directories. After identifying which directories might improve the site’s profile, HRH Media will submit your website to applicable categories in those directories’ databases.

• Text Link Advertising

Once your website has been submitted to the appropriate directories, HRH Media will purchase text link advertisements on well-known sites. These advertisements will boost your website’s exposure and credibility by association. Consumer confidence in your website should increase in proportion to its increased visibility.

• Blog Posting

HRH Media will research and write sponsored blog posts for websites that are appropriate for your SEO campaign. These blogs will display content that is specifically relevant to your website and will link back to your website to increase incoming links.

• Press Releases

Optimized press releases will be written and distributed online to help generate traffic and develop the link popularity of your site. Optimized press releases are often featured for several days in news search engines as the top stories for their given industry or keyword(s). Even after the initial interest in your news story has faded, your press release will remain indexed on search engines, helping to raise the visibility of your company and its products and services.

REPORTS AND SEO PERFORMANCE TRACKING

Before HRH Media begins your optimization, we provide a baseline ranking report to show how your site currently ranks in search engines. Additional ranking reports will be provided every month, and our staff will monitor the performance of your SEO campaign to make sure it is on the right track. Site reviews and optimization adjustments will be performed as needed, and our staff will contact you periodically via phone or email to provide project updates and discuss the optimization. As an optional service, we also offer installation of Google Analytics on your website for detailed traffic reporting.

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