Search Engine Optimization | SEO
OPM is dedicated to helping businesses achieve higher natural rankings in the major search engines and directories on the Internet through consultation, research, content creation, site optimization, link building, and submissions. We comply with all search engine listing criteria, with our SEO regimen, and do not use hidden content, doorway pages, redirection pages, or any other spam methods.
SEO Overview
Search Engine Optimization is built upon two essential components: on-site factors and off-site factors. On-site factors include optimization of meta tags, title tags, and site content to achieve proper keyword densities, as well as internal link paths, site structure, domain resolution, and a number of other points related specifically to the internal administration of your Web site. Off-site factors include the external links to your site from other Web sites, the number of these links, and the quality or authoritative value of such links. External links may come from pay-for-inclusion directories, free directories, personal blogs, industry-related sites, partner sites, review sites, forums, online yellow pages, classifieds, or any number of other Web pages or resources. Search engines place a high value on the links that refer to a Web site, as external links validate the credibility and relevance of the site to which they point. Therefore, a reasonably equal emphasis should be given to off-site factors and on-site factors.
With sufficient visibility and momentum, a site will begin to acquire links naturally over time. However, without a focused effort to build authoritative links, a Web site runs the risk of losing any prominence in search results, and as a result will inevitably lose traffic and sales. In hypercompetitive markets, Web sites must treat external factors in SEO as an ongoing process in order to remain competitive. On-site factors also require ongoing maintenance, and without an organizational awareness of the value of SEO, any work done toward optimization will naturally erode over time. SEO is not a quick or a one-time fix, contrary to some beliefs. The results of optimization may take months to become apparent. However, the long-term return on any investment in SEO is typically greater than most other forms of marketing. In most cases, the performance of SEO is measurable to a granular degree, and apt to lead to actionable improvements, especially those related to the lead and conversion funnel.
SEO Highlights
- Creates economical traffic
- Obtains increased and higher quality sales - over the long term, achieves significant positions by increasing sales and offsetting search costs paid to the major search engines, creating a positive ROI
- Generates brand recognition - strong niche oriented organic search results can lead to your brand being associated with that niche and the related keywords
- Enhances credit and legitimacy - a search engine's organic (natural/free) results are viewed as authority referrals
- Reinforces investment in your domain name - your investment in SEO is an investment in the value of your domain name and your Web site as a whole
- Creates ad spend predictability and a high ROI - SEO has more predictable long-term costs and ROI metrics as compared to other interactive marketing channels
SEO Case Study
Situation— Our automotive client launched an online store to sell accessories, and OPM was tasked with optimizing the store for SEO purposes. The client had little prominence within search results for their core keywords.
Action— OPM worked with the client to develop a list of 25 keywords that we would target for better visibility. OPM worked on the client's site urls, content, titles, and other on-site elements, as well as building brand reach through citations from other topically relevant Web sites.
Results— The first table contains data for the number of keywords in the first position within search results on the 3 major search engines, as well as the number keywords in the top 5, 10 & 30 positions for competitive phrases. The first date, is the baseline date where we initiated the SEO process.
The second table hightlights some of the keywords that were driven to the top spots. To augment the SEO efforts, OPM also produced a carefully constructed Googlebase feed, which placed many more results in top spots where Google Products searches were included. These Google Products results are not reflected in the numbers here. It's also worth noting that OPM's strong optimization results were just-in-time for holiday shopping.
| Keyword Position | Aug 12, 2008 | Oct 1, 2008 | Nov 10, 2008 | Increase |
|---|---|---|---|---|
| First | 0 |
1 |
9 |
800% |
| Top 5 | 4 |
9 |
25 |
500%+ |
| Top 10 | 6 |
12 |
37 |
500%+ |
| Top 20 | 11 |
25 |
52 |
390%+ |
| Top 30 | 13 |
33 |
58 |
300%+ |
| Keyword | Result/ Ranking | Keyword | Result/ Ranking | Keyword | Result/ Ranking |
|---|---|---|---|---|---|
| Yahoo! | MSN | ||||
| Mercedes Accessories | 3 |
Porsche Rack | 1 |
Porsche Seats | 1 |
| Mercedes Rack | 3 |
Lexus Rack | 1 |
Porsche Floor Mats | 1 |
| Lexus Wheels | 5 |
Lexus Cargo | 1 |
Porsche Rack | 1 |
| Lexus Cargo | 5 |
Porsche Seats | 2 |
Mercedes Clothing | 1 |
| Lexus Parts | 7 |
Mercedes Cargo | 2 |
Mercedes Cargo | 1 |
| Porsche Clothing | 7 |
Porsche Body Kits | 4 |
Porsche Accessories | 2 |
| Lexus Accessories | 8 |
Lexus Accessories | 5 |
Lexus Accessories | 5 |
| Mercedes Clothing | 5 |
||||
| Porsche Accessories | 6 |
Online Performance Marketing, LP is a Google AdWords ® Certified Partner, with more than half our employees certified as AdWords Qualified Professionals.
