didier.co.uk

Method and description of Search Engine Optimisation and Google Analytics implementation.

The brief

Instant Services is a property maintenance company based in London, performing a search using the keywords “property maintenance london” in Google showed that the company was not listed in the first fifteen pages and our job was to improve their ranking in Google’s organic results.

Research

This involves looking at the underlying code of an existing web site and establish following criterias: presence of Google page tracking, inclusion of meta data i.e title, keywords, description.

Keyword testing

Entering a few queries in the Google search field to establish ranking – this shows how well key- words are performing. A conversation with the client would be recommended to find out what in their opinion would be a typical keyword a user would enter, at the same time the suggested keyword/s could be used as a basis for the SEO.

Competition Analysis

Similar process as above, this time we try to find out how the competitors perform, this provide valuable information if their organic ranking yields better result. Inspecting the competitors site will be done at a later stage for the SEO.

Google Account

Created an account – Google supplies the code necessary to track the web pages, this code needs to be implemented on each web page that we think ought to be monitored. The method changes from site to site as it can be very easily implemented on a large site that uses templates or as it is the case with Instant Services this has been done manually for each page.

Additionally a site map needs to be created and submitted to Google, this site map is in a format that is optimised for Google indexing.

Optimisation

Inclusion of titles and alts for each image and link re-wording of links – this instructs Google clearly what page the link is referring to. Writing and implementing metas (keywords, description and title). This is done on a page-to-page basis to reflect clearly the content of a page. Last step is to upload all modified pages to the web server so that Google can start the data gathering needed for reporting.

Conclusion

To monitor the progresses we installed the tracking code before implementing the SEO so that we could have a “before/after” picture and have a better idea of the user’s interaction on the site. Two weeks later, and the results were already conclusive if not astonishing, Instant Service shows in the organic results on the fifth page out of four hundred ninety thousand-something results!

One point to remember, is that all things web change, and the competition will seek to improve their ranking as well, therefore it is vital to keep working on the pages to maintain and improve a good ranking.

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