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This e-book on Internet marketing and search engine optimization is currently free.  HTP Company has been working on search engine optimization and Internet marketing since 1996.  Many changes have occurred over this time period, we are not focused on the past and history in this book.  We are totally devoted to what works today and will update this book on a regular basis.  Search engine optimization (SEO) and training is a topic that is well suited for an e-book because of all the constant changes.

SEO can be difficult and confusing.  There are no shortcuts to professional Internet marketing and search engine optimization.  You must invest time and have long term patience and commitment to be successful.

The bottom line is that search engines need to list good sites at the top of their search results.  Search engines are constantly finding more ingenious ways of doing just that.  If you find ways of delivering real value to your web site visitors, then the search engines will find ways to rank your site at the top of their results.  Right?

Mostly Right?  What do I mean?  So you need to think like a search engine and deliver value.  Please see below for details.


We have thousands of top rankings for our clients.  Please phone us at 805-493-4450 and we can give as many examples as you would like.

Here are just a few samples of thousands.  Please click on the links below and see what company is in the top 3 out of over 15,000,000+ results.  Samples below are provided to prove we know what we are talking about. Why would any one listen and follow the advise of an SEO expert consultant that offers no proof of results?  Theory is fine and very interesting to study, however most people want to learn how to achieve top search engine optimization results in an hands on practical way also.

web advertising company  -  Google search results                             

Internet advertising company

HTP Company

tom forrest

online advertising company  -  Google search results

Google now has 75% of the search industry market share, so out of 100 Internet searches about 75 of them go though Google.  Basically we think Yahoo is dropping market share to Google monthly, and MSN is flat to low growth.  Google remains the big winner in the search engine industry and continues to take away market share from Yahoo.
 

Background for SEO Training

Obtaining top rankings in the search engines has spawned an entire sub-industry niche of search engine optimization (SEO) and Internet marketing.  We are discussing natural or organic rankings in this tutorial mainly.  We do recommend investments of time and money for both Pay Per Click (PPC) and natural / organic rankings.  In general PPC is less powerful as far as credibility with web surfers, however PPC is a much larger part of the over all market.  This is do in large part to the fact that PPC listings can be up and running in just a few minutes, where organic rankings may take years to obtain and have no guarantee of lasting.

Allow us to briefly outline some of the factors involved in the process of natural or organic search engine optimization (SEO).

Search Engine Volatility

The top rankings on any of the major search engines can change at any time.  Just because a site gains top rankings in various search engine properties today does not mean you can count on those same rankings next month, or next week for that matter.  However we have been very fortunate to maintain our top rankings for our clients for the last several years, this requires constant work and effort.  Rankings rise and fall depending on many external events including text links that point to your web site.   Every search property adjusts its algorithms, adds new websites to its index, or otherwise changes the way in which it scores and displays search results.  Google scoring algorithms are based on over 100 factors, currently MSN rankings will change quicker than Google rankings.  So MSN, which has a much smaller market share compared to Google, offers quicker feedback about if your natural SEO efforts are working.  Because of all the varying factors your professional services firm must respond to, and address each change to ensure your site's continued visibility to keep your company name, products and services in the view of your most highly qualified prospects.  Your SEO Specialists must respond to all these changes, as well as changes within your specific industry, to your competitor's sites, and to any changes in your website content and brand messaging.

What Makes a Successful Internet Marketing Campaign?
 
Like any good marketing program, an SEO, Internet marketing and advertising campaign requires customization, analysis, training, strategy and measurement.  Search engine marketing is a complex process that requires multi-faceted skills including: linguistics, a top-notch web technology team, experienced HTML and CSS specialists, training staff, professional campaign strategists, link building strategies, smart software developers, a highly-detailed measurement and visitor tracking system, conversion analysis as well as thoughtful and responsive client account management. 

Marketing and Technology
 
To be successful  implementing best practice natural search engine optimization methods we need to analyze the types of prospects who find your site, the different ways they use language to find your site, the relative quality and quantity of those prospects, their conversion rates, and how many of them become customers.  All of this in order to ensure that you use your website as a tool to maximize marketing dollars and profits for your business.

We have built are search engine marketing process around sound, proprietary principles that have been validated in practice over ten years.  We ensure that our process is both initially effective and continues to evolve to meet the changing needs of your web site(s) over time, reflecting changes in your site and the major search engines scoring / ranking algorithms. We also ensure that your search engine marketing campaign will meet your marketing and advertising promotion goals. To be successful with SEO you need understand your business and your competitors business in detail. And as marketing and technology professionals ourselves, we commit that our methods described below will enable qualified prospects and customers to find your website.
 

The Search Engine Optimization Process

Our methods includes but are not limited to the following steps:

• Keyword Research - Searching through a database of actually-used keyword phrases that are relevant to your business, and determining the best phrases to use to optimize your site.
   

• Professional copywriting as necessary.  This can be a big job depending on how large the web site is.
   

• Optimizing tags, titles and other parts of the html code as necessary.  Including controlling meta tags which control what the search engines say in their description about your web site.
   

• Editing the copy to ensure proper usage of the most searched-upon keyword phrases relevant to your site.
   

• Link Building Strategies
   

• Submitting optimized page URLs to the major search engines.  This is limited today because the major search engines find your site from links pointing to you.
   

• Monitoring the search engines bi-monthly to ensure that your URL becomes indexed, and tracking your traffic and keyword referrals using web based metrics.
   

• Providing monthly reports showing where your site is ranking and under which keyword phases.
   

• Strategies for paid advertisements, and building reference networks, text link ads, banner ads, pay per click advertisements to help increase your backlinks and traffic.  This can be extremely important and very complex in using the best practices.  We consider some of our methods proprietary.
   

• SEO Training for your staff as required.
   

• Traffic conversion.  Do visitors to your web site purchase your products and services?  Why or why not?
   

• Is your site user friendly?  Can visitors to your site find your email, phone number and the information they want?  How many pages do they read before they leave your site?  What is their click path? etc.
   

Proposal elements

We recognize from experience that there are many variables in the overall process and that every company and their identified markets are different.  Often the extent of the work involved is not known until well into the process.  For Business X-Ray Data, Inc., we have outlined the following basic steps:

Hours = Per Year 

1.  Keyword Research - Using proprietary HTP software tools and methodologies, conduct research and select appropriate keywords.  This involves a detailed analysis of hundreds or thousands of options including an assessment of your competitor’s keywords.  This is especially important for your Home Page.  We can only optimize for a limited number of keywords per web page and it is important to remember that if you “Target the wrong keywords then all your efforts will be in vain”.  Involvement with and concurrence by the staff at Your Company is part of this process.  If it is a large web site and or multiple web sites more time would be necessary.

     Estimate 30-40 hours


     2.  Current web site – Home Page

Replace the Java script with HTML including development and approval by BDI of new text.  Optimize the Title and Header tags

Estimate 20 hours

3.  Site map & other web pages - Complete the site map and edit as necessary the remaining web pages.

Estimate 50+ hours

4. The Marketing Message - Consult with BDI to ensure that the text and keywords are     consistent  with the marketing message that BDI wishes to convey.  Provide professional copywriting as necessary.

Estimate 10 hours

5.   Tracking - Add Webmaster tracking software to every page using HTP proprietary code

  Estimate 30 hours
 

6.  Linking methodology - Work on the linking structure using HTP Linking methodologies and  tools to optimize for greatest page ranking.  This includes SEO training for your staff.

Estimate 100+ hours

Click here to read Part 2