Search Engine Optimization

Natural or organic search engine optimization is the employment of a combination of both "on-the-page" and "off-the-page" tactics to improve the rankings of web pages on the textual organic search results of major search engines across a defined set of keyword phrases. An effective search engine optimization (SEO) campaign can result in top placements in the search results and lead to more targeted web site traffic.

Image and Video Search Optimization

When web images and video are optimized for search, they can appear within Google and Yahoo! "main" search results or at the top of the "vertical" image and video search results and provide for an attractive additional web site traffic source.

Search Engine Optimization (SEO) Overview

A strategic comprehensive search engine optimization program starts with the development of a SEO plan, including a web site review, keyword research and selection, competitive analysis and a search engine optimization tactical plan.

The attributes that contribute to content indexing and high rankings in the organic search engine listings at the major search engines can be categorized into six major components:

Keyword research
Keyword optimization (SEO copywriting) of web site content
Web page construction, page code optimization and image search optimization
Site architecture, URL structure, site navigation and internal link analysis
Link popularity and external link analysis
Web server configuration/Domain name issues/Duplicate content issues

Our goal is to rank a client's web site in premier positions on the organic search result pages of the major crawler-based search engines. We first identify the measurable client goals and objectives, then select the optimum target keywords and then optimize the page content and/or create keyword-targeted information pages which we integrate in the web site. Those pages are carefully created to target two to three keyword phrases. We also pay close attention to link building, specific strategies for increasing the number of inbound links from other web sites, which result in higher rankings and more traffic.

The web site content, page construction, site navigation, HTML coding, site architecture and page URL's can have a significant impact on the ultimate success of a search engine optimization campaign. Therefore, as part of the search engine optimization effort, our SEO consultants will implement the web site content, navigation and site architectural changes necessary to make it easy for crawler-based search engines to index the content of a web site and to determine page relevancy for ranking.

Some top listings will appear in the search results within four to five days after submission when paid inclusion services are used. This is the case with web sites submitted to Yahoo!, AllTheWeb and AltaVista through the Yahoo! Search Submit paid inclusion program. Free inclusion, (through a free crawl, without guaranteed listing, into Yahoo!, Google, Microsoft Live Search and other major search engines), may take up to six months for web sites with new domain names. New web site content pages and updates to existing web pages usually are crawled within 30 days and appear in the index and search results within two weeks to three months.

Search Engine Optimization (SEO) Services

Our search engine optimization program includes a detailed review of a prospective client's web site for the purpose of developing a search engine optimization strategy and implementation plan.

Web Site Analysis and Strategy Development

The web site analysis and strategic development phase of our search engine optimization (SEO) services includes the following:

Review of the client's goals for visibility and web site’s objectives
Assessment of web site usability, content and messaging, visual design, customer communication and feedback
Thorough research of a web site's online competition, in terms of visibility across the target keyword phrases and the identification of other opportunities within the search engine space
Conduct competitive link analysis
Identify the search terms under which the web site should be found
Generate a complete report on the current standing of the web site's rankings for those search terms
Conduct a web site code, architecture and site navigation review to determine "search engine crawlability"
Evaluate any web server configuration or domain name and duplicate content issues that may prohibit search engine crawlers from correctly crawling and indexing the web site
Identify HTML code and page conditions that may cause spiders to remove the site from the index due to unintentional spamming
Develop a search engine optimization (SEO) implementation plan

Search Engine Optimization Implementation

Our implementation process includes, but is not limited to, the following steps:

Writing and implementation or editing of page titles and meta tags
Implementation of search engine "friendly" coding, site navigation and web site structural changes to make it easy for search engines to crawl the content of web pages and determine their relevancy for ranking
Fixing broken links and eliminating your error messages
Development of high quality content optimized for humans and search engines and templates for keyword-targeted content pages
Integration of keyword-targeted content pages into main web site. We include links on these pages to guide the search engine spider through the web site content
Acquire inbound links from popular related web sites and web directories and through link baiting campaigns to improve link popularity

Any payments to the search engines in the form of paid inclusion fees are quoted separately. Advanced Media Productions does not mark up any paid inclusion fees.

Image Search Optimization

Our process for image search optimization at Google, Yahoo, AOL Search, Ask and Microsoft Live Search includes, but is not limited to, the following:

Image files naming with relevant search-friendly and keyword-rich file names
Implementation of relevant keyword-rich ALT and TITLE attribute descriptions
Writing and placement of keyword-optimized photo captions

Video Search Optimization

When a video is properly optimized and uploaded to video search engines, social media networking and video sharing sites, it can reach a large viewing audience for a minimal investment.

More and more web users are using the search function at general purpose search engines, video search engines, social networking and video sharing sites to find video clips. This is causing a shift in the practice of search engine optimization from primarily text-based content optimization to optimization of integrated media components such video and images.

Our video search optimization services include the following:

Video search optimization planning, including preparing the video for the requirements of the video search engines, video sharing and social networking sites that the video will be uploaded to and hosted on
Video file meta data optimization
Video page content optimization
Video site map construction
Video optimization, including creating a video thumbnail and video meta data during video encoding

Monthly Search Engine Maintenance Program

Once web pages have been indexed in the natural or organic listings of the major crawler-based search engines, they may maintain their top-ranking positions for a long time. However, since the search engines constantly change, the methods they use to determine page rankings, web pages may also decline in position quickly or get dropped completely. To maintain top-ranking positions once they have been established, we offer a Monthly Search Engine Maintenance Program.

This service includes:

Monthly monitoring and reporting on ranking positions (ranking report)
Re-optimization of any pages that have declined in position or have been dropped from the search engine index at AOL Search, Microsoft Live Search, Google, Ask and Yahoo!
Development of additional keyword-targeted information pages for keywords currently not targeted
Maintenance of existing links and acquisition of additional inbound links from popular and related web sites and social media web sites to improve link popularity
Monitoring of search engine business activities such as strategic alliances, joint ventures, new business models and how this may affect rankings in the major crawler-based search engines and web directories

Benefits of SEO

Higher web site conversion rates and more revenue or web leads through better keyword targeting
More targeted web site traffic from cost-free clicks through improved rankings in the search results
Additional search engine visibility for many keyword combinations related to the core keyword phrases
Organic search engine listings can triple the click-through rate for the same keywords when they appear with paid search listings on the same page

Image & Video Search Optimization

Web site images and video that has been optimized for search engines and social networking web sites can generate a steady stream of web traffic, leads, boost brand-awareness and can good be a good tactic for getting more inbound links. Our services for image and video optimization includes:

Image Search Optimization
- Image files naming with keyword-rich file names
- Implementation of keyword-rich ALT and TITLE attribute descriptions
- Writing and placement of keyword optimized photo captions
- Flickr photo page optimization
Video Search Optimization
- Video search optimization planning, including preparing the video for the requirements of the search engines, photo sharing and social networking sites the video will be uploaded and hosted
- Video file meta data optimization
- Watermarking and video thumbnail creation
- Video page content optimization
- Video sitemap construction

Search Engines

Crawler-based Search Engines

Search engines are using spider software programs to crawl the content of web sites. After a web site has been crawled the search engines will index the site content in the search database and determine the relevancy and ranking of the page in the organic search results based on a proprietary algorithm. The top-4 search engines cover about 95 percent of all online searches performed on the Internet. Those search engines include:

Google
Yahoo
Microsoft Live Search
AOL Search

Paid Inclusion Search Engines

Paid inclusion programs guarantee inclusion and deep listing in the search engine organic listings for a fee. It does not guarantee a particular position in the search results. Being more deeply listed can help web pages to be more likely to appear in response to a wide range of search queries. In addition to guaranteed inclusion, search engines are offering paid inclusion clients more frequent spidering of their web site, allowing fine-tuning of search engine optimization efforts.

Yahoo! offers URL and trusted feed paid inclusion through the Search Submit program. URL paid inclusion is designed for web sites that require guaranteed indexing of individual pages. Following payment of an annual review fee per URL, the Yahoo crawler visits and indexes the pages frequently (typically every 48 hours). In addition to an annual fee Web site owners also pay an additional flat fee each time someone clicks on one of the paid inclusion listings.

Yahoo's trusted feed or "bulk" inclusion program allows submission of thousands of URL's. This program operates primarily on a cost-per-click basis. Rather than paying an annual review fee and for each click, site owners only pay when someone clicks on one of the paid inclusion listings.

Learn more about Paid Inclusion Management.

Link Popularity

All search engines rely on "link analysis" in addition to traditional information retrieval techniques to help determine relevancy, and thereby ranking, of web pages. "Link popularity" is only part of the link analysis system. Link popularity refers to the number of inbound links a web site receives from external web sites and does not take into account the quality and context of links. With a link analysis system a link from a major directory like Yahoo! or a well-known, trusted and related web site is seen as far more valuable than a link to your site from an unknown, unrelated web site.

Learn more about Link Building.

Benefits of Image SEO

Increased web site visibility and web traffic from vertical image search at Google, Yahoo, AOL Search, Ask and Microsoft Live Search
Prominent placement within Google's "main" search results
Limited competition for the top-spots in the image search results
Additional opportunities for brand-awareness building