Search Engine Optimization is a method to help Search Engines index web sites, find its content and links and rank higher in the search results for the desired search terms.

There are several concepts regarding to SEO - we will describe here the concept we find to actually work.

1. Primary Analysis

• A. Target Audience
  Definition of the web site's target audience. Are we looking for home makers? kids? IT managers? management?
  Setting a detailed user profile, including geographic and demographic parameters, country, language etc.
  
• B. Potential Report
  Implementation of the Potential Report, a tool which gathers information from websites and search engines all around the world, analyzes the queries and segments them.
  
  The output of this reports includes the web site's most relevant search terms, and shows monthly search volume, competing web pages, search engine relative share, relevancy rank and the unique "Power" index.
  
• "Power" Index:
  The more generic a search term is, more web sites try to achieve top rankings for it.
  
  The "power" index is a special algorithm that calculates a statistic value, showing which search terms to focus on - by the comparison between the number of searches, the quantity of competing web pages, relevancy etc.
  

2. Is the web site Search Engine Friendly?

• A. Structure Optimization
  Certain structure features such as Frame usage, navigation systems, dynamic content management systems etc. present difficulties for search engines.

The structure optimization will make the site readable by search engines, help them find the content and links easier and faster, for better and deeper indexing.

• B. Content Enhancement
  Search Engine Optimization is all about content. If your web site would offer good, unique, fresh content - you're going the right way to successful SEO.
  
  Content enhancement includes optimizing the copy of the web pages, headings, Meta tags (less effective than they used to be), images and theme content.
  
• C. Link Popularity

Link Popularity is no doubt a very important factor when it comes to SEO.

Link Popularity includes the internal linking within the site, as well as inbound and outbound links.

The link popularity is determined by the quantity of links as well as quality of them.

3. Submission to Directories & Search Engines

Our submission methodology takes in consideration the two basic archetypes of the search websites, with their unique characteristics:

• Search Engine (Spider, Crawler)
  A machine "tuned" by people to index web pages. A spider/crawler goes to your site and finds (=crawls) your pages. It then stores those pages in a database for future retrieval.
  
• Directory
  lists of websites compiled by editors into relevancy based categories. Uses highly trained human editors that review each submitted website, enter the website to the most relevant category and write a description based on what the editor thinks of the website.
  The grade is calculated from several parameters such as: user friendliness, fonts, colors, contrasts, physical address, load time, plug-ins etc.

The submission process is always performed manually to ensure perfect assimilation, and on a monthly basis.

4. Search Engine Positioning Monitoring

3-8 weeks after the first submission process is finished, we track the assimilation process in the search engines' database.

Each month, we produce a Search Engine Positioning Report for the web site, checking the search terms that were predefined in the primary analysis - the Potential Report.

The report will show the following parameters:

1. Search Engine/Directory
2. Search term
3. Search volume (per month)
4. Position of the web site (position + page)
5. URL (homepage or inner page)
6. Comparison to the last report (better or worse)

5. Campaign Analysis

The results of the SEO process can be measured by different success parameters:

A. Traffic improvement
B. Positioning improvement
C. Leads/Downloads/Sales improvement
D. Page view or time spent per user

For each different web site, we will check different parameters that most fit its marketing goals.
Analyzing the results, we find conclusions for the next "round" and improve accordingly.

The results of the analysis mentioned above, dictates the next moves of the search engine optimization process.

Based on the SEO methodology, we now move back to stage 1 and start over to improve the rankings and make a "fine tuning" to the positioning of the website.