Search Engine Optimization
Making your site work 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 search traffic. With years of paid search and SEO experience, Lever Interactive can provide the SEO support that 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.
The 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
Strategic SEO Assessment
- 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
Phase 2: SEO Recommendations
SEO Quick Wins
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. 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.
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:
Reanalysis of Market and Competitive Opportunities
Lever Interactive will perform a six month check-in on content and keyword opportunities and competitor changes in order to continue uncovering new opportunities and help you be at the top of the industry.
Lever Interactive will recommend areas of content that should be developed in order to maximize SEO. Additionally, Lever Interactive can draft content on your behalf.
Ongoing SEO Advocacy
Lever Interactive continues to advocate for SEO as part of your online marketing initiatives, including addressing industry and algorithm changes.
Ad Hoc 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.
LinkAcquisition and Profile Management (Link Building)
Lever Interactive takes a three-phased approach to link building:
1. Self-Analysis and Competitive Comparison
The link acquisition and profile management process begins with an assessment of the current link profile in order to determine if the profile contains any links that do not follow Google’s guidelines. If any non-compliant links are discovered, the Lever Interactive team takes immediate action on those links via direct ask removal or using Google’s disavow feature. Metrics such as top anchor text, top linked pages and types of sites linking are analyzed and compared to the competitive set in order to determine current and potential linking opportunities.
2. Manual Outreach
Lever Interactive’s manual outreach efforts consist of three non-invasive tactics (no direct ask) that promote site content and establish relationships with webmasters and bloggers. Unlinked mentions, competitive matching and exclusive link gains are the three core tactics utilized in order to acquire links, since directly asking for links or anchor text is both ineffective and non-compliant.
3. Asset Creation and Promotion
Asset creation and promotion leverages a variety of teams – both at Lever Interactive and on the client side – to create content, graphics, multi-media, etc. that are designed to acquire links naturally. Distribution and promotion of the assets are designed to acquire links and social shares from a mass audience, and often we rely on client side marketing, PR, and social teams to achieve this vision.
As an optional engagement, Lever Interactive can provide training programs for marketing, copywriting and technology teams. Lever Interactive also offers executive level training to provide high-level insight and impact analysis for top decision makers.
Lever’s SEO techniques helped an online Consumer Electronics Retailer grow their revenue by 43% in 9 months! View Case Study >>
Lever helped an Aggregator of Storage Facilities overcome a Google penalty and increase their visits by 114% and revenue by 160% in 20 weeks. View Case Study >>
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