Wed, 13 Feb 2008 07:45:12 by Matthew Hopkins
We often speak about there being two halves to search engine
optimization - "on-page optimization" and "off-page optimization". But
an on-going search campaign also has two main phases - "core build" and
"on-going".
In the "core build" phase, our main function is the
ensure that the site is raised to a certain standard in terms of its
on-page optimization as well as map out the plan for the off-page
optimization activities. It is in this phase where we make a site more
search engine friendly and remove as many impediments as possible that
may be preventing the site from gaining the rankings it deserves.
The "core build" phase is more straight forward in many respects. Experienced SEO's can look at a site and know what needs to be improved in order for it to be given a better chance of ranking well.
It
is in the "on-going" phase that experience really does count. For
many, this phase is simply about link building and other "off page"
initiatives. Perhaps some companies also "monitor" their client's
sites using automated tools. For us, this is the phase that will make
or break an SEO campaign.
Once the initial optimization has
"bedded in" and started to find its place in the rankings, additional
gains from "on page" changes need to be made carefully and gradually.
Perhaps the page title of a page could be restructured to achieve a
better ranking for the targeted keyword? Maybe we need to rethink the
internal linking structure? Whatever it is, you make that one change and wait to see the impact. Any negative changes will need to be reversed.
This
level of "tuning" requires that your SEO is really on the ball and is
aware of what tweaks can have the biggest impact - but just as
importantly, is not too impatient to change too many things at once.
There's nothing worse than making several changes with one of them
having a negative impact and not knowing which one it was... this sort
of fine tuning should be done all the time - but gradually...
incrementally.
Many people still believe that SEO is a one-off
project. That they can achieve amazing results by simply implementing
the "core build" phase of SEO.. this naturally will make a positive
impact, but if your industry is competitive online (and I am finding
few that are not these days), then you need to ensure that you are
proactively "tuning" your campaigns to achieve peak performance.
Matthew Hopkins
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