| By :
Martin Hofschroer
Employing a web design agency to launch a search engine optimisation (SEO) campaign can be expensive so you must learn what to expect for your money. In my opinion it is always best to hire the same company to redesign your website as well as create your SEO strategy as the two components of online marketing go hand-in-hand and are inextricably linked. The starting point for any SEO campaign is to discover what keywords your customers will be searching for and an agency will do this by using their expertise to examine how online users find your competitors. This information can be easy to find but some agencies use expensive software to discover keywords which generate high levels of traffic but are not so obvious to the untrained eye. Once these keywords have been chosen then the SEO strategy should look at the on-page optimisation of text on the site to optimise for chosen keywords as this will be the building blocks of your campaign. Each page should be optimised to ensure that the Title Tags, Description Tags, Keywords Tags, H1/H2 Tags, Page Content and URL all contain the relevant keyword. Every new SEO strategy should also encompass Google Places optimisation as this has increased in importance as the map results appears higher than the organic results and this is likely to influence searchers. If your business relies on localised search then you will want your Google Places entry to be optimised to include the relevant localised keywords such as hairdressers Kent or hairdressers Hampshire. A key part of your Google Places optimisation is that your business should be added to the most popular third party review sites like Qype as this will allow your customers to post positive reviews which will boost your rankings. Having your business appear on external online directories is still important and the holy grail of directory sites is DMOZ as featuring on here will significantly improve your chances of moving up search engine rankings. Community websites like Squidoo and Hubpages have also been proven to help SEO so you should insist that your website features on these sites with pages created around your chosen keywords. Content creation, although arguably decreasing in relevance, is still a very important part of SEO so many agencies submit articles to directories, blogs and ezine sites which will have news with links back to your website. If you are satisfied with where your SEO strategy is going, then you should also expect a monthly report which will inform you of your latest keyword rankings in all the major search engines.
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