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Case Studies

The following are the steps and procedure executed during a typical SEO campaign.

  1. Initial Client Consultation. The marketing team was asked about what goals they have for the short, medium, and long term. Also, their expectations for the performance of an SEO campaign were gauged.
  1. Risk tolerance and SEO methods addressed. It was important to understand the nature of each market, what works in the industry, and what practices would be tolerated by the search engines. Given these important factors, the marketing team was consulted about what level of “aggressiveness” they desired for their campaign
  1. Basic Background research of main domains. Back link counts, Google PR, rankings for important keywords, and a general site audit were completed. Other data, pertinent to judging the success of an SEO campaign was benchmarked.
  1. Important keywords and general keyword research were carried out to help hone the focus of the search engine campaign on the most valuable and productive keyword phrases.
  1. On-site SEO tune up and changes. Important on-site text, including title, META, headings, and internal linking text were analyzed and if necessary, were modified to include the company brand name and two or three important keyword phrases relative each page’s content.
  1. General content collected, composed, and added to website. This not only improved the “usefulness” of the site, but also makes it more relevant for different keyword searches. Internal linking of this content was also constructed. Other ideas, like blog creation, the use of a forum, and regular content contributors were explored.
  1. Sitemaps composed for websites. Google and Yahoo have both come to rely on XML site maps as a way to help index websites. Site maps were easily created and added to each website’s root folder.
  1. Off-site work. After all aspects on-site SEO were completed, offsite work began. This included the creation of portal style websites, link exchange with other webmasters, creation of “link networks” to boost link popularity counts, blog creation, and the use of syndicated RSS feeds as a means to generate fresh content and provide other sites with important news. Content Syndication also creates a back link on websites displaying a feed, so this also contributed to increasing the overall exposure of each website on the web.
  1. Progress checks. A few weeks after the campaign began, each website was evaluated for improvements in rankings, content, linking, and overall traffic driven by the search engines. Numbers gleaned from this check were compared to benchmark reports.
  1. Maintenance and long term plans created. This included continual original content creation, monitoring back link counts, occasional auditing of HTML and text tags on each page, and further expanding the “reach” of each website through content syndication.


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