Search Engine Marketing and Optimization

Search Engine Optimization Definition

Search engine optimization is structuring multiple pages on the Web site and the content of those pages to achieve high position on organic search engines such as Google and Yahoo. Search terms are carefully selected and skillfully woven into the fabric of your web pages.

Search Engine Marketing Definition

Search Engine marketing is the combination of keyword research, search engine optimization, information design, copywriting, link development and pay for click advertising to achieve beter position on search engine results pages, increase targeted taffic and drive business success.

Search Marketing Expertise

Straight-On owner, Stan Davis, has been professionaly involved with the Web since 1995 and continues to update knolwedge by attending events such as the Advanced Search Marketing Expo in Seattle June 2008 where he heard from the super stars of search marketing.

Stan has also participated on panels of search marketing experts at the SEMpdx Hot Seats and recently the PSU Internet Marketing Conference. The panels provided feedback on Web sites regarding Internet marketing, optimization, conversion, and pay for click.

SEO Policy

Follow Google Webmaster Guidelines for SEO.

Search Engine Marketing Goal

To drive dramatically increased amounts of profitable traffic to your site with the best return on investment.

Search Engine Optimization Tip

To win, Web pages must focus exclusively and thoroughly on the selected keywords which must be repeated the right number of times (not too few, and not too many), and positioned correctly on the page. To make a strong impression on your readers and search engines, support important themes with multiple pages.

Search Engine Marketing Services

• Analyze needs, goals, opportunities, challenges
• Benchmark starting point
• Research keywords, competitive sites
• Design search engine strategy
  • Select keywords
  • Document analysis and selections
• Optimize Web site for Search Engines
  • Structure Web site
  • Design pages for high placement
• Register with (submit to) on line directories if necessary
• Submit to appropriate pay for inclusion sites if appropriate
• Pay for click
• ROI research, and recommendations
• When ROI positive
• Set up account
• Write ads
• Place bids
• Track and report results
• Continually measure, improve and expand

Research, Analysis, Recommendations and Strategies

We learn your business objectives, objectives for your site, Web site plans, promotional plans, and budget. Using your input, clues from your top competitors, and keyword selection tools, we determine the set of keyword phrases most likely to position your site high in the search engines and drive qualified prospects to your site.

We use tools such as WordTracker and Keyword Discovery to target the right keywords to help you achieve a high position.

We recommend a strategy for promoting those keywords on your home page, other pages, data-driven product pages (if you have them), and Pay for Click advertisements.

Benchmark Before Optimizing

Web position for important keywords is measured and documented to identify where improvement is needed and to establish a basis for comparison. We search for multiple keywords on multiple search engines, and generate a report that can be seen on a private Web site.

Monitor and Improve Results To Stay Ahead

Search engines are constantly changing and your competitors are constantly improving. You need to continuously monitor your results to learn what is working and what needs improvement.

We monitor your Web traffic and how your site ranks for important keywords. We analyze results, discuss them with you, agree on needed improvements and implement them, typically on a quarterly basis.

Contact Straight-On

Contact our company to get our expert opinion on what is best for your site. , call 503.516.6755, or use our online form to request a quote.

Speaker Slides

SEO Fundamentals for eCommerce, Stanford M. Davis, Internet Marketing Conference, December 8th, 2008, Portland State University Professional Develepment Center

SearchFest 07 Overcoming the Top 10 SEO Mistakes.

Philosophy

We encourage our clients to develop content-rich sites with elements to support an online community.

We optimize your site to enhance the experience of searchers and visitors.

We help search engines do their job of presenting worthwhile content to their visitors.

We apply search engine optimization techniques effectively, but sparingly and strenuously avoid questionable methods.