Upright's Ethical Search Engine Optimization Process

Upright's Get Found™ organic ethical search engine optimization (SEO) program is designed for the overall success of your website. We start by gaining a thorough understanding of your business goals, and we keep those goals in mind throughout the entire process. A complete review of the steps in our process are detailed below:

Strategic Planning – We will consult with you to gain a thorough understanding of your business and the goals of your web site. We will learn about the types of visitors you want to attract and how your online conversions currently work.

Website Evaluation – We will review your existing website to identify any barriers to successful search engine optimization and provide you, or your design firm, with a “Best Practices” document that will outline key technical issues related to SEO.

Benchmarking – We will provide a series of benchmark reports which will detail search engine rankings and site traffic for the specific keyword themes. This research will act as the “before” image of the current search engine environment of your business. In order to accomplish this, we have already hooked up Insite Metrics to your website.

Competitive Research & Analysis – Our due diligence in scouting the competition helps us determine the appropriate strategy necessary to position yourself against them. We will not only look at where your competition ranks, we will also break down for you why they rank in those positions and then structure your program to compete effectively.

Industry Keyword Analysis – We will conduct research into the online usage of your selected keywords as well as similar keywords that may have some relevance. In addition to your input, we use a variety of methods to determine the best search terms for your program. These methods include online search term suggestion tools, specialized keyword research software, and analysis of competitor web sites.

Establish Themes – Themes are a very important aspect of search engine optimization. Developing ranking for varied, individual keyword terms is much more difficult than if they are divided into “themes” within your web site. Themes are developed by establishing a broader term base keyword and then supporting that with additional, more focused information. The way these themes are structured and linked within the site are also very important factors. Upright will help you develop these themes and support them on your web site.

Link Popularity – This is one of the key elements in the Google ranking algorithm. We will not only provide a list of the links that Google has identified for your site, we will also identify links to competitor’s sites and provide recommendations as to how you may improve your own link popularity score.

XML Sitemaps – We will create XML sitemaps for submission to the major search engines. This will ensure that your all the pages of your website are indexed as quickly and efficiently as possible by Google, Yahoo and MSN.

Monthly Reports - We will provide a benchmark report at the start of your program to determine your current rankings on the search engines as mentioned earlier. Monthly reports to compare new positioning with the benchmark begin four to eight weeks into the program and continue through the life of the program. We will also provide a monthly activity report that will plot your search engine visibility, search engine traffic and visitor conversions.

Continual Updates – Search engines are constantly changing their ranking algorithms to better serve their users and to thwart attempts by less than ethical optimizers to “steal” unwarranted rankings. Upright continually monitors fluctuations in ranking results across all of our clients, as well as the findings posted by our partners in the search engine community, to ensure that your site maintains positive ranking results. We will re-optimize your site as necessary to keep up with this ever-changing search landscape.

Program Tracking – Upright has developed a proprietary tracking tool, Insite Metrics™, to improve overall website performance and to track return-on-investment.

Insite Metrics is designed to measure visitor activity generated by the search engines and many of your other marketing initiatives as well. Insite Metrics will track every visitor who comes to your site from these referred sources and provide specific details about the search term used, the specific path taken through the site, and the actions taken by the visitor.

These actions can include any conversion tactic employed on the site, such as filling out your credit card application, using a Contact or RFQ form, downloading a PDF file, or even signing up for an email newsletter. We can also provide a “Quick Question” form which many of our clients use to induce more customer interaction.