SEO Plan of Attack for Applidyne Pty Ltd

Target Your Market

Define who you are targetting your web page at. Who are your customers, how tech savvy are they, do they search the web. If they do search the web try to find out the search engines they typically use, or the portal or information sites they frequent. These search engines/portal sites are what you need to target with your on page optimisation and your link building campaign.

Define your Keywords/Phrases and Research the Opposition

Work out who your competition is and examine their web pages. Examine the structure and find out who links to their sites. To discover who links to a site use Google or Yahoo

Create a Keyword / Page Matrix

Define your keywords and phrases you want to target. Use this tool to get an idea of how popular search terms are. Initally try to target 10 or so high value keywords/phrases.

Create an Excel spreadsheet containing all of your web page file names. Cross reference this with your chosen keywords and decide which pages will target which keywords. Limit it to 3 keywords per phrase and also define the primary, secondary, and tertiary keyword for each page. The primary keyword is the most important on the page and will use the <title> tag, the <h1> tag and have the highest keyword density. The secondary and tertiary keywords will only use <h2> tags and be used lower down the page.

Clean Up HTML

Make sure your HTML is standards compliant, remove all javascript to external files, use CSS and not tables, and basically minimize the HTML code size. Search engine crawlers will not crawl pages if they are too big, and too much code reduces your keyword densities and thus the perceived importance of your site.

Optimise Visible Text

Think about renaming your HTML files (except the default index.htm) to the primary keywords you are targeting on the page. So if for example, you are targetting "Consulting Engineering Projects" for your project page, rename the file to "consulting-engineering-projects.htm".

Write a paragraph for each keyword you are targetting on the page. Head each one with the correct heading tag and try to get the KWD for the paragraph high for the keyword you are trying for. Put the primary keyword paragraph first, secondary second, and tertiary third. It can be good to have a concluding paragraph containing all three keywords if possible.

Use <h1>, and <h2> tags to make your keywords more prominent. Have your keywords appear first in the tags. Also in the body text try to get the keywords at the top of the page. Try to get a keyword density of 2-5% for each phrase you are targetting on the page. You can also make us of <b> tags to make the keywords bolded. Dont over do this, however.

Optimise Your Title/Header

You want your primary keyword for a page to be the first thing seen in the <title>. So rather than "Applidyne - Consulting Engineers" you would use "Consulting Engineers - Applidyne", or better still, just "Consulting Engineers".

Tweak Your Code

Use image alt tags, use link title tags. All internal links should use anchor text apprpriate for the internal page they are linking to. So for example, if you decide to target "Consulting Engineering" for your home page it's better to link to it using the text "Consulting Engineering" than "Home". This link text is known as anchor text.

Build Your Links

Google especially judges the importance of a webpage by the external links to it, and in particular the link text (or anchor text) used to link to it. So someone linking to you using Applidyne is of little use to you in the search engine results (or SERPS). After all anyone can become number one in Google for their own company name. However, if someone links to you with Australian Consulting Engineers then this is telling Google that the external site linking to you considers you to be "Australian Consulting Engineers". And thus anyone searching for "Australian Consulting Engineers" will be more likely to see you in the search results.

So basically you want to get as many external links (links from OTHER websites) to your page as possible. And you want these links to use the anchor text appropriate to the page the link is pointing at. So you might use "Consulting Engineering" to your home page, but also try to get links to your project page using "Consulting Engineering Projects". How you get these links is through sheer hard work. Look around the web for relevant websites and try to get your link put up. This can be done by emailing the webmaster and offering a 'reciprocal link'. The other way is to submit to free directory sites on the internet, here's a good list to start with.

Keep Working At It

Optimisation is an on-going process. Link building is very important and some time should be spent each month on it trying to get more links. Also you should monitor your progress in the search engine results for your keywords, here's a tool to help you do this. The other thing that the search engines like is new content. You should be trying to put up new content regularly. Google will consider a site with a ton of new content and the same number of links as you as more important than your site if your content has not been updated in two years.