As part of a company’s marketing strategy, its SEO must meet the objectives it has set out and follow the same line to reach the target audience. In this sense, the first step to defining a successful SEO project is by meeting customer requirements and knowing what you want to achieve with this information. To this end, people should establish an introductory meeting with the customer so he or she can provide what their needs are. The Search Engine Optimization expert that a business hires can turn this information into a solid plan to increase its page ranking.

Questions a professional may ask a business

• What are the marketing goals of the company?

• What is the communication line that follows?

• What actions, either online and offline marketing, is underway or have been made in the last year?

• Is there a new web page or an existing website? If there is an existing page, is it a redesign?

• Who are the company’s main competitors?

• What is expected of everyone in order to implement a fantastic SEO strategy? What metrics should people check when outlining the effectiveness of its SEO strategy?

• Is there a team for the development and maintenance of the website or is this service outsourced?

• Is there a team or person engaged in the production of corporate texts? Is this online or offline?

Site Analysis

Once a client establishes their SEO goals, the Search engine optimization consultant will then proceed to check the website for any content that is affecting the search engine’s indexing. Overall, it will analyze what the website is closely linked to, including the fundamental pillars of SEO. This is crucial because the technical side of the web, including contents and references from other websites, can determine a company’s success. It starts by analyzing the technical elements, which includes:

• JavaScript or Flash as these technologies cannot be easily tracked by search engines.

• Programming errors that affect the performance of the page.

• Programming attribute links without titles or relative paths.

• Unfriendly URLs, with or without reference to the actual content of the page.

• Website structure and characteristics of the domain, including its server hosting.

Load times

With regard to content and the relevance of the information presented, a website’s load time will be determined by numerous factors. For starters, Search Engines follow the company’s communication line and its objectives, both of which are evaluated. This is not only to detect the keywords which perform searches for its customers, but its content to associate these searches consistently and with a purpose. Finally, with regard to the assessment of the popularity of website, links are evaluated not only on their quantity but its quality. This means that search engines will analyze factors such as its PageRank links, something of which points to the client and, therefore, a certain degree of affinity.

Keyword analysis

With the characteristics of the customer and the business in mind, an SEO expert will analyze the search criteria in question. He or she will look for certain keywords that relate to a certain customer. At this point, it should be noted that each company can have a set of competitors in their field that doesn’t necessarily mean they are competition online. Certain keywords are used to gain the interest of a target audience. This should also be consistent with the communicative and marketing needs of the company.

Building a large list of keywords based on information gathered while using tools for estimating potential traffic is a huge advantage for any company. An SEO consultant can generate these words while observing the level of competition that each as. Competition analysis is needed to get a glimpse of what makes the competition so good (or bad) and how the customer can take advantage of the situation. This is partly determined by the optimization of keywords.

White Hat SEO vs Black Hat SEO

Some aspects are known to affect a website’s positioning points. That is why search engines perform tasks to help them improve their standards and, thus, eliminate some pages that do not apply. In fact, certain practices based on optimization will only benefit the user in question. There is an accepted, effective and legitimate practice in order to optimize search engine traffic, known as “White Hat” SEO. On the other hand, there are a number of techniques known as “Black Hat SEO”, which are penalized by search engines because the website violates the proposed guidelines. This can range from having paid for links to showing different content to search engines than it does to users. While there are more and more advanced search engine optimization techniques that can generate short-term results, it is a very risky strategy that ends in penalties by the search engines that work to deliver better results to its users. That is why it is important to hire professional SEO services, one that has proven and reliable methods that do not endanger a website’s positioning.