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Search Engine Optimization

Is It Working For You

Search Engine Optimization (SEO) is the ongoing process of designing, building and maintaining a website to generate higher search engine rankings. While SEO initiatives typically start as a marketing endeavor, successful SEO requires important technical expertise. Additionally, the proper balance between paid search advertising and search optimization is critical to maximizing all search traffic. With years of paid search and SEO experience, Lever Interactive can provide the SEO support your site needs. Maintaining the highest SEO ethics, Lever Interactive only recommends transparent SEO techniques designed to provide both the user and the search engines quality and relevant content.

Lever Interactive approaches SEO with a long-view. It can take months, even years, for the full effect of implemented changes to have an impact on indexing and ranking. Additionally, each site typically has a set of unique challenges that must be overcome.

SEO Process

While each site has unique challenges, Lever Interactive approaches each SEO engagement with time-tested techniques, and a test-measure-refine approach that provides significant and ongoing site improvements. Lever Interactive’s process matches our clients’ goals with SEO and Internet marketing best practices. The following highlights Lever Interactive’s three (3) phase approach to SEO.

Phase 1: Current State Evaluation

SEO Benchmark Report

Before starting any SEO initiative, Lever Interactive runs a series of SEO-related reports. These reports help to determine how the site is currently performing in terms of presence in the engine, link popularity, and ranking on specific keywords. Additionally, traffic, revenue and other key performance indicators (KPIs) are also evaluated. Using this data as a starting point is critical to measuring the effectiveness of recommendations and site changes.

Site SWOT Analysis

In order to provide effective recommendations, a comprehensive SEO analysis is conducted. This assessment looks at all elements of a website that may have an effect on indexing and ranking. Providing a deep understanding of a site’s SEO strengths, weaknesses, opportunities and threats (SWOT) allows Lever Interactive to develop custom recommendations designed to maximize a site’s SEO strengths and overcome its SEO deficiencies. The analysis typically includes:

  • In-depth interviews with key marketing, technical and design teams
  • Keyword/content analysis
  • Internal linking structure analysis
  • External linking review
  • Competitive analysis
  • Graphics/design analysis
  • Technical analysis
  • Site architecture review
  • Benchmark Report analysis
  • Current/past SEO initiatives
  • Paid search performance review

The result of this SWOT Analysis is a clear understanding of the site SEO elements that can be leveraged and elements that need improvement. In tandem with the Benchmark Report, the SWOT Analysis uncovers a priority list of SEO issues addressed in our SEO Recommendations.

Phase 2: SEO Recommendations

Based on the Site SWOT Analysis, Lever Interactive creates a custom set of prioritized SEO recommendations. The recommendations are designed to provide an overall SEO strategy, as well as specific SEO tactics. This series of SEO tactics addresses each issue uncovered by the SWOT Analysis and provides step-by-step instructions to resolve such issues. The recommendations typically address architecture (indexability), content and external factors (ranking). By prioritizing these tactics, Lever Interactive ensures the shortest path to improvements. Recommendations include:

SEO QuickWins™

Typically, a short list of SEO changes emerge from the SWOT Analysis. These are changes that can have an initial and immediate impact on a site and do not require a significant change to the site, templates or additional resources. Lever Interactive will identify these changes and provide instructions on how to best implement them.

Keyword Targets

Leveraging multiple keyword databases, Lever Interactive evaluates traffic and competition levels on relevant keywords and makes recommendations on those keywords that should be targeted.

On-page Optimization

Using the SWOT analysis as a guide, Lever Interactive provides specific recommendations for changes to existing pages. These revisions include page layout, content, linking structure, HTML tags, image optimization, navigation and more. On-page revisions are critical to improving rank on targeted keywords and Lever Interactive works closely with a site’s content developers to make certain these revisions are properly executed.

Asset/Content Development

For targeted keywords that are not supported by existing content, Lever Interactive will recommend ways to include additional content. For additional fees, Lever Interactive can develop this new content.

Technical Revisions

Ineffective search engine indexing is often caused by technical barriers that prevent search engines from finding and displaying the pages of a site. In most cases, technology teams design sites for performance and functionality, without considering the impact on SEO. Lever Interactive can often provide legitimate technical recommendations designed to allow search engines to include a site’s content in their indexes.

Off-page Optimization

A significant factor in keyword ranking involves how other sites connect with a site’s content. Quality inbound links are essential to ranking on targeted keywords. Lever Interactive provides directory submission recommendations, as well as identifies target sites for link building. For an additional fee, Lever Interactive can manage and execute a link building campaign; handling all directory submissions, as well as developing and executing a contact strategy for link building.

Engine Submissions

The major search engines have more recently provided a direct submission process, allowing sites to feed engines all site URLs. Formatting and updating this list provides the engines with the most recent and relevant data/pages available. Lever Interactive can build and maintain these feed and provide tools that can automate this process.

Phase 3: Ongoing SEO Management

SEO is not simply a set of one-time fixes, but a continual effort to achieve better indexing and ranking. Lever Interactive’s ongoing services include:

Ongoing Recommendations

Lever Interactive makes continuous SEO recommendations as the results of initial efforts begin to take hold. These results-driven tactics capitalize on the gains made by previous changes or surface new SEO ideas for testing and measurement.


Lever Interactive closely monitors the impact of implemented SEO changes. By combining the data from SEO-specific reporting tools (indexing and ranking data) with online analytics data, Lever Interactive provides a comprehensive monthly SEO report. This report is designed to identify gains/losses in rank, traffic and revenue impact and other benchmark comparisons. Included with the report is an executive summary of results, as well as a list of recommendations designed to capitalize on any gains and reverse any negative trends.

Link Building

As an optional engagement, Lever Interactive can provide link building services. Lever Interactive manages all communications with external sites, providing proper linking code designed to maximize existing inbound links. Additionally, Lever Interactive looks for additional linking opportunities and works to acquire as many quality inbound links as possible.

SEO Training

As an optional engagement, Lever Interactive can provide training programs for marketing, copywriters and technology teams. Lever Interactive also offers executive level training for executives to provide high-level insight and impact analysis for top decision makers.

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