4W have been succcessful in optimising a number of client's websites by evaluating the core requirements from the ground-up: Content and code optimisation, content creation and link building.
Each search engine optimisation campaign begins with the basics: search engine friendly HTML mark-up and website architecture, and the fundamentals of keyword research, content development and link building.
- Keyphrase selection
- HTML mark-up
- Optimised content
- Internal linking structures
- External links to your website
Keyphrase selection
This is paramount - target the wrong keyphrases and keywords and all your following efforts are subsequently mis-directed. We will analyse your competitors websites and research phrases using keyword selection tools. An initial PPC campaign would also provide valuable conversion data.
HTML mark-up
A search engine spider will scan through your HTML mark-up to find the visible copy it wants to index and take note of certain other tags and attributes. The coding should be semantic and validate to standards, and ensure the primary copy is high in the source code. There should also be a low code:copy ratio.
Optimised content
This is what visitors to your page will see and read - this is also the primary content the search engine spider will index, so it must include the search phrases you wish to target in strategic places on the page. We can work with existing copy or prepare from scratch (see 'Copywriting for Websites' below). The better the content on your website the more likely that other webmasters will link to it from their own sites.
Internal Linking Structure
How you organise your internal navigation structure is important, giving weight to certain pages and using the correct titles for links.
External Links to your Website
Once your website is optimised and launched an ongoing campaign of link generation and directory registrations is required.
A link to your website is counted as a vote in the eyes of the search engines and is absolutley critical in ranking well in search engines.
Read our article on How to Get Links for further information.
4W specialise on what is termed the 'on-site' factors of search engine optimisation (code and content optimisation), and work closely with several partners with regard to 'off-site' content generation and link building.
Copywriting for Websites
For search engines it is typically said that content is King! Creating effective copy for both visitors and search engines is a tricky mix - you require an optimised page for the search engines so that visitors will find you for your chosen search terms, and once they have arrived at your web page you need to sell them the product or service using copy that reads well.
Our content development writers are proficient in copywriting for SEO and, with some research and guidance from the client, also your target customers.
