Search engine optimization (SEO) is one of the more misunderstood of the internet development arts. Many think that there are “tricks” to pull that force your site to the top of the heap. In fact, SEO involves a simple strategy that’s executed with dozens of complex tactics.

Strategy: be relevant
In short, the path to effective SEO is to offer relevant content to people who are looking for it.

Execution: do the basics, be everywhere, keep up with new tactics, and monitor progress
We customize SEO strategy for every client, but there are a few foundations to every project:

• Do the basics: we make sure that your site has the basics– well-formed URLs, proper metadata, alt tags on images, and so on
• Be everywhere: we list you with search engine directories, create online profiles and accounts at social networks, weblog platforms, and industry-specific forums, register your RSS feed with the news aggregators, and other baseline activities
• Keep up with new tactics: we watch the internet for new tools that can be used for driving relevance. Whether it’s mapping, emerging social networks, or new content syndication tools, we know what they are and we know how to use them to your advantage

 

Example: Castle Restoration & Tuckpointing

A great example of superior search engine optimization. This client went from having no website at all to being in the top 5 in all desired search keyword phrases, including Lake County Tuckpointing and Chicago Tuckpointing. Project included:

• Static website with sharp, high-end graphic design and a photo gallery with dozens of project examples
• Includes lightweight Flash movie at top of homepage
• Completely integrated TypePad weblog on a separate domain (Lake County Tuckpointing) that increases pin action on search engines
• Uses a free Flickr account called “tuckpointing” to publish directly from Flickr and increase inbound links

Image below shows client web properties dominating all of the top 5 results in Yahoo! for “lake county tuckpointing”, including static site, weblog, and Flickr account. Client’s new business phone number appears 3 times in the first five results.