A Professional Search Engine Optimization (SEO) Service

Not all website are created equal, or more accurately, not all website are created in the same way and degree of completeness. Different websites require different levels of optimization and specific areas of attention. SEO Expert offers a comprehensive suite of professional services designed to meet the specific needs of your website and your business. Our team of SEO Consultation experts work with you to assess these needs and step you through our list of services to create a complete and an effective optimization strategy; these services focus on (detailed further below):

10 step approach

Keyword Strategy & Research

Keyword Research Tools

SEO Copywriting

Latent Semantic Indexing

Web Standards

Standards Compliant Markup

Semantic HTML

Table-less Layouts

Link Building

Monthly Maintenance

Keyword Strategy and research

1. Let us help you find the best key words for your internet marketing.

The very first step in the search engine optimization process is determining which keywords and keyphrases you will be targeting for indexing on the search engines. While knowing the products or services of a given company is obviously key to starting this process, it is still only the first step in beginning the keyword research process for any search engine optimization strategy.

Keyword research tools

2. We have the experience to know which SEO tools to use and how to interpret their results.

Several keyword research tools are available, both free and for purchase, and while they return similar types of results about what actual searches are done on various search engines and in what numbers, they are often best used in combination, as each tool’s results have seemingly slight but significant differences and implications.

Whether results are given based on monthly or yearly search numbers, most of these tools will return numbers of searches done for the keyword or key phrase you requested from their database, as well as numbers of similar searches done related to your initial query. While the actual figures returned can vary from tool to tool depending on the source of their data, the numbers themselves sometimes are less significant then the ratios to similar queries. Knowledge of where the data comes from in each tool, whether from ISP logs, actual search engine company statistics, or other sources, also aids in understanding the significance of the data they return. While certain tools are useful in brainstorming for ideas on related keywords or key phrases to target in your search engine optimization strategy, others are better suited for knowing the exact order of words in a key phrase typically searched for as well as singular or plural versions. Therefore, while these keyword tools prove to be invaluable in any SEO strategy, knowing how to interpret their various results, as well as having experience with using them is necessary to truly benefit from their use. Our SEO team has an extensive accumulation of knowledge of how to interpret results from the different keyword research tools on the market, as well as an intuition resulting from having dealt with many clients from all corners of the business world.

SEO Copywriting

3. We will teach you how to write content to get you the highest possible search engine placement

SEO copywriting is the technique of writing content that pleases both the search engines and the visitors to your website. It is just as important to have all the necessary keywords and phrases in the text as it is that the content is well thought out, with a clear hierarchy of headings and subheadings. In order for the copywriting service we offer to be successful, whether our experts are writing the text or offering consultations, it is often best to start with a semantic approach. We must logically plan the type of content for each page or section of your site, starting with general ideas such as main page content, and working down to interior page text, headings, and subheadings for the various pages of your site that will be represented in your main navigation menu.

Planning the various sections of your site in this manner will allow visitors to have the best site experience. Typically, surfers on the internet prefer to easily skim through pages or sections of WebPages that have a clear headings system, so they can have access to the information they want as fast as possible, rather then read a page from beginning to end as they would with the page of a book. Paired with a logical and intuitive navigation, the site will keep your visitors happy as well as the search engines, since today’s algorithms are better able to differentiate between well written, organized material, and the redundant, nonsensical spamfests that we have all seen indexed in the past.

Latent Semantic Indexing

4. We will teach you how to write content for a strong web presence that the search engines will respect for the long term.

Once we have decided on which keywords or key phrases we want to target throughout your website, there is another consideration to take into account before moving onto the next step of seo copywriting. Merely using these keywords repetitively throughout your content, even if you are using them at a safely conservative rate, is not going to convince Google and other search engines to give you strong, long lasting rankings.

Google, along with MSN and other search engine giants, has now incorporated into it’s algorithms Latent Semantic Indexing (LSI). LSI, first patented in 1988, adds an important angle to how documents are processed for ranking, by mimicking human behavior when indexing groups of documents. Instead of indexing web pages based the strength of one or 2 keywords on a page, the algorithm will judge how relevant the page is by how extensively the content of your main keywords are covered. In other words, a the more unique, well structured content you have concerning all facets of a given subject on your site, the higher indexing it will receive. LSI considers documents that have many words in common to be semantically close, and ones with few words in common to be semantically distant. Placing emphasis on certain keywords of your page without including information the algorithm sees as being important or relevant to the subject (based on similar sites), can lower the value of the web page. The exciting implication of LSI’s introduction to Google’s search engine algorithms is that unethical black hat SEO tactics will continue to have even less of an effect on manipulating search engine rankings.

Writing content of a website relevant to the initial keyword research is greatly complemented my making the site as useful as possible. At searchengineoptimizationcompany.ca, we pride ourselves on offering a complete keyword research service, not only focusing on the initial keyword results, but also how these keywords necessitate the presence of additional well structured content. This is an imperative part of our search engine optimization services, as it will add to the completeness, usefulness, and unique content of your web site, ultimately leading to the widest possible audience for your online presence.

Web Standards

5. Our understanding of Web Standards will save you time and money, as well as pleasing the search engines.

Web Standards are a set of recommendations published by the World Wide Web Consortium (W3C), a group of over 500 member organizations from around the world. The organization was created in 1994 “to lead the web to its full potential”. Included in these recommendations are the HTML (Hypertext Markup Language) 4.01, XHTML (Extensible Hypertext Markup Language) and Cascading Style Sheets, level 2 (CSS2) specifications. In just a moment you will see how developing sites in accordance with Web Standards will not only make your website easier, less time consuming, and less expensive to maintain (along with many other significant benefits), but possibly more importantly for you, how it will add significantly to your search engine optimization strategy.

Standards compliant markup

6. Standards-compliant HTML, for today and for the future.

HTML is the authoring language used to create documents for the World Wide Web, and CSS is the language used in a file separate from html pages, there to specify the visual properties of the website, including the layout. One of the fundamental recommendations of Web Standards is to separate the content of your web pages (in your html files) from the presentational data (CSS) in this way.

Once a webpage is written and published on the web, a validation service may be used to check that the page in question has no syntax errors, and does in fact conform to strict XHTML 1.0 or HTML 4.01 markup. Strict markup differentiates from transitional markup in that strict does not allow the use of older and now deprecated html elements. The reason many of these older tags have been abandoned is that they have no semantic value, and were used for presentational purposes only. As previously mentioned, your site’s presentational data should be limited to a separate CSS file. The one important piece of information not revealed by the validator is whether your document is semantically sound. For example, the use html of tables for layout of a page will not give you an error at validation time, even though tables are meant only for tabular data, not layout. In this example, the validation service wouldn’t spit out an error because of the fact that HTML tables are allowed when authoring pages for a strict doctype, and the validator has no way of knowing that they’ve been used for non tabular data, as they have in this case.

Semantic HTML

7. Our coders’ experience with semantic html will allow the search engines to better understand the *type* of content it crawls throughout your site.

Once the content of your site is written, the site’s visitors will now have your carefully thought out ideas to read and the search engines will be eager to crawl your keyword researched text in order to index your site accordingly. While it will be clear to your visitors what this text means by reading it, the search engine spiders won’t automatically understand what type of content they’re seeing while crawling the web.

Describing the type of data on the pages of your site is done by using the semantically appropriate html elements (tags) for the content in question. This will help the search engines understand the difference for example between a heading or subheading from merely some bold text near the top of the page. A group of related items should be contained within html ordered or unordered list tags, including any menus or navigations on your site. These are just a couple of many types of html elements that have some semantic meaning and should be used whenever possible. Generic html elements (ones that have no semantic meaning) should only be used when no other appropriate element is available. Typically this situation arises when grouping sections of a webpage for layout purposes. One of the biggest mistakes in html semantics is the use of html tables for website layout.

Tableless Layouts

8. We left table based layouts in the 90s, where they belong.

Throughout the 1990s and still today, many so-called web developers choose to (mis)use HTML tables to define the layout of web pages. Tables are ment for tabular data only, such as spreadsheets, and using them for layout is semantically innapropriate.

Table based layout schemes embed many and often nested (one inside the other) tables, table rows and table data cells throughout HTML pages, typically bloating the pages to double the file size, creating slower loading web sites. HTML tables used in this way, often called table soup, will lower the ratio of meaningful data (that you wish to have crawled and indexed by search engine spiders) to code on the page. The extra code in this case is what is known as presentational html, which goes against the fundamental recommentation of strict Web Standards, since all presentational data belongs in the CSS file. Search engine spiders will crawl a limited length of your page before leaving to index other links of your site, therefore you want the content of your HTML files to be accessible, with lean, standards compliant, valid markup, feeding the search engine spiders as much valuable content as possible without unnecessarily bloating the file with presentational markup, better suited for CSS.

In the 1990s CSS layouts were difficult to implement because of the fact that the Web browsers were much less standards compliant than they are today. Today’s browsers (Firefox, Internet Explorer, Opera, Safari, and many others) are not perfect, some are better than others, but with adequate knowledge of and experience with CSS, any layout done with tables and beyond is possible with CSS. While it’s true that the learning curve for optimized CSS layouts is steeper than using tables, the benefits should far outway any concern about time spent learning standards compliant markup.

Link Building and Internet Marketing

9. Our Understanding of linking strategies equals your higher ROI

All SEO experts agree that relevant and respected inbound links & Link Popularity play a crucial role in any serious SEO strategy.

Directories are one of the many good ways to get links. In fact in Google’s Webmaster Guidelines they suggest that you “submit your site to relevant directories”.

Monthly Maintenance

10. Should your competition grow stronger, we’ll be there to tweak and defend your placement spot.

Once your site has all the key optimization elements in place for long lasting high ranking, you will need a monthly maintenance plan. The strong web standards foundation and semantic html of your site will not need improvement, but as the indexing algorithms change (often subtly), and as trends and competition change, we will be there to defend the placement of your well ranked site.

Updating your site with fresh content is extremely beneficial for continued and improved indexing, and we’ll be there to ensure that any changes done on your site will only improve your listings, and we’ll help you avoid making changes that will do the opposite.