You and your team have been tasked with developing a management plan and website

Question

You and your team have been tasked with developing a management plan and website for a housecleaning company called Sparkling Surfaces Cleaning Company. In addition to using the site to find new clients, the company’s owners also want to find a way to generate revenue from the site itself. In the first round of development the site will be used primarily to provide information to prospective clients and provide them with a means to submit their information to the company to receive a free quote for cleaning services. In the future, the site may allow online payments and the retrieval of personal information, and as a result, quality, security, and privacy are top concerns.

Question:

SEO: What efforts will be made to optimize the site for search engines?

Explanation / Answer

Efforts made to optimize the site for search engines

SEO helps to position the website properly so that it can be found at the most critical points for the business process or when people need our site.

Hence being a housecleaning company 'Sparkling Surfaces Cleaning Company' we will follow things like :

Step 1: Target Market Business Analysis- (assuming the website as a cake among various cakes of a cake shop)

* Website analysis-
First we need to analyse the meta sets/keywords(Exmaple - housecleaning, Sparkling, Surfaces Cleaning, cleaning services etc.), visible text and code to determine how well we are positioned for search engines. For example, how much code do you have on a page compared to text?

* Competitive analysis-
We also have to examine the content keywords and present engine rankings of competitive websites to determine an effective engine positioning strategy. Hence pick the top five results in the Google listing results(Exmaple -Coverall North America, Jani-King Intl, Red Costs etc.) to begin this process. Use of tools such as Semrush.com and Keywordspy.com can help a lot.

* Initial keyword nomination-
Development of a prioritized list of targeted search terms related to our customer base and market segment. Like:
What would you type into a search engine to find your business website or page?
Then, ask our customers!(We need survey for this if necessary)

Step 2: Keyword Research and Development -

* Keyword analysis-
From nomination, further identify a targeted list of key­words and phrases(Exmaple - Sparkling Surfaces Cleaning, housecleaning, Sparkling, Surfaces Cleaning, cleaning services etc.). Reviewing competitive lists and other pertinent industry sources. Use your preliminary list to determine an indicative number of recent search engine queries and how many websites are competing for each key­word. Prioritizing keywords and phrases, plurals, singulars and misspellings. (If search users commonly misspell a keyword, you should identify and use it). Also have to keep in mind that Google will try to correct the term when searching, so use this with care.

* Baseline ranking assessment-
We need to understand where we are now in order to accurately assess your future rankings. Keep a simple Excel sheet to start the process. Check weekly to begin. As we get more comfortable, check every 30 to 45 days. We should see

improvements in website traffic, a key indicator of progress for your keywords. Some optimizers will say that rankings are dead. Yes, traffic and conversions are more important, but we use rankings as an indicator.

* Goals and Objectives-
Clearly defining our objectives in advance can truly measure the ROI from any programs we implement. So starting it as simple, but not skipping this step.

Step 3: Content Optimization and Submission -

*Creating our specified page titles- (Exmaple - Sparkling Surfaces Cleaning/ SSC etc)
Keyword-based titles help establish page theme and direction for your keywords.

* Create meta tags- (Exmaple - An instant resposive house, High performance cleaner, effective and quick revice provider etc)
Meta description tags can influence click-throughs so we have to try for some unique and attractive tags although these aren't directly used for rankings. (Google doesn't use the keywords tag any­more.)

* Placing strategic search phrases on pages-
Integrating selected keywords into your website source code and existing content on designated pages. Also we need to be sure to apply a suggested guideline of one to three keywords/phrases per content page and add more pages to complete the list. Although in the end, the users, the marketplace, content and links will determine the popularity and ranking numbers.

* Develop new sitemaps for Google, Bing and others. Make it easier for search engines to index your website. Create both XML and HTML versions. An HTML version is the first step. XML sitemaps can easily be submitted via Google, Bing and others webmaster tools.

* Submit website to directories (limited use)-
Professional search marketers don’t submit the URL to the major search engines, but it’s possible to do so. A better and faster way is to get links back to your site naturally. Links get your site indexed by the search engines. However, you should submit your URL to directories such as Yahoo! (paid), Business.com (paid) and DMOZ (free). Some may choose to include AdSense (google.com/adsense) scripts on a new site to get their Google Media bot to visit. It will likely get your pages indexed quickly.

Step 4: Continuous Testing and Measuring-

* Test and measure-
Analyze the search engine rankings and web traffic to determine the effectiveness of the programs we have implemented, including assessment of individual keyword performance. Test the results of changes, and keep changes tracked in an Excel spreadsheet, or whatever you're comfortable with.

* Maintenance-
Ongoing addition and modification of keywords and website content are necessary to continually improve search engine rankings so growth doesn’t stall or decline from neglect. You also want to review your link strategy and ensure that your inbound and outbound links are relevant to your business. A blog can provide you the necessary structure and ease of content addition that you need.

Even with the setup/installation of a blog for the company or going for multi-channels optimization(links from facebook, twitter, linkedin, google+, pinterest, instagram etc) can help

* Being Consistent With Domain Name-
Keeping a consistent domain can help to keep the clients more updated and closer to the service we provide with.

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