Search Engine Optimization involves two separate strategies, On-site and Off-site. In many cases these two different strategies seem separate, but successful Search Engine Optimization (SEO) must incorporate both elements. In order to have a long term successful optimized website, both On-site and Off-site will need to be addressed. This is where SEO project management is important.

There are many reasons why On-site SEO and Off-site SEO must be done together, the most obvious being the creation of silos and silo pages in order to develop an Off-site backlinking campaign.

Many SEO firms only focus on one of these disciplines, namely Off-site or backlinking strategies. This would be considered a backlinking service rather than a SEO company. RW Web Consulting is a full service SEO project managment firm and does not offer ala cart services.

The following is an overview of our SEO project management services:

 On-site SEO

 

This is where we address all aspects of making a website search engine friendly. We have broken this process down into 4 modules.

Site Structure

The site structure module focuses on creating silos that are based on LSI (Latent Somatic Indexing). LSI is an algorithm that looks for words on a page that relate to the topic or keyword of the page. LSI is also used by Google, and possibly by other search engines, to determine the relevance of the overall site theme. The best way to help the search engines in this determination is to incorporate a silo site structure. Much like a file cabinet, silos will organize Web Pages and put them in the proper order and file.

Page Optimization Verses Keyword Optimization

Because keywords are talked about so often in conjunction with SEO, many website owners assume that SEO is simply keyword optimization. However, we consider page optimization the best way. If On-site optimization is done correctly, optimization of a page would also be optimization of a keyword. However, if every keyword is backlinked to the home page, the website is at a disadvantage. The home page will not be optimized for every keyword for which a website would like to be ranked; therefore, the Off-site optimization will not be as effective.

Internal Linking

Internal linking or page rank sculpting, is key to controlling how the page rank or SEO juice flows though a site. Although this would not be considered true page rank sculpting, in essence it will be doing the same thing, helping Google and other search engines determine LSI and the most important pages on a website.

On-page Elements

On-page is different than On-site SEO. There are many elements of On-page optimization.  We focus on the following:

• No-follow and do-follow link distribution
• Broken links
• Title tags
• Meta descriptions
• Header tags – H1, H2, H3
• Alt tags and descriptions

Although there are many more, we will generate a report for each page with any corrections needed.

 Off-site SEO

 

Off-site optimization is all about backlinks. Backlinks are other websites pointing to your website. At one time, more was considered better.  However, this is not the case today. The simple act of having a lot of low quality backlinks can penalize a site, and in many cases can get the site banned from Google.

Low quality can be defined as links from sites that are only designed as a place to put backlinks – or sites that have no traffic. Some studies show that low quality may include websites that have outdated code, like an old version of WordPress. There are other factors that will determine a low quality website; however, we will not be exploring them here. 

Link Builing

One of the most important aspects of offsite SEO is link building. As a white hat link builder, it is important to get links from quality sites. We use link building project management from linkbuilderworkroom.com, link builder workroom helps us find and manage all of the link building process. Visit the blog for articles on SEO and back linking at their link building blog.

Quality Articles

When it comes to backlinking, quality will always win over quantity. RW Web Consulting searches the web for high quality websites to place articles, not only for the additional traffic, but also for the quality link. We have developed relationships with other websites that publish high quality articles, and place your backlinks to them.

Diversity in IP

Because each website has an identifier, this is a factor that Google takes into consideration when grading the quality of a backlink. If all of your backlinks come from the same IP address, this will be a red flag, and could be considered black-hat backlinking.

Diversity in Anchor Text

It is not natural for all of your links to have the same anchor text. As we discussed above, when optimizing for a page on a website rather than a keyword, this is solved by changing the anchor text to include keyword combinations that will be relevant to that page, and at the same time help optimize for other keyword combinations.

Micro Nets

We take backlinks to the next level. Micro Nets are a proprietary system of backlinking the backlinks.

Let’s take a look at an example of how this is done.  Say your website is www.yourwebsite.com and we have a quality backlink from www.example.com pointing to your website. This is where most SEO firm’s consider their job is done. RW WEB Consulting takes backlinking two steps further. We will create a backlink to www.example.com from another website – let’s say www.articleexamplesite.com and one more backlink to www.articleexample.com from www.blogexample.com.

This is important because Google will crawl all of these sites and will determine that your site is an authority site, because all of these sites, in the end, end up at your site.

For more information contact rwagner@rwwebconsulting.com. SEO Project Management.