ABOUT SEARCH ENGINE OPTIMIZATION

One of the drawbacks of being a small business in Hawaii is the lack of a marketing budget. If your business depends on your website to draw customers, you will need a search engine optimization specialist to constantly monitor your website and make changes to keep you ranking high on the search engines. We build our websites as search engine friendly, meaning they are meant to start you off in a good position in the local market. If you do not have a budget to employ a specialist, you can watch your ranking yourself however what happens if you see your position falling? There are several factors that can affect this positioning at any given time.

1. Monitor search engine rankings – there will be many fluctuations in your search engine rankings. This may be due to search engines changing their ranking formulas, or competitors trying to get ahead of you. More sites are added to the web each day so you need to monitor your search engine rankings to be competitive. We can create monthly ranking reports on where your site is currently ranked for each of the major search engines or we can offer training to show you how to run your own reports.

2. Traffic Monitoring – it’s essential to know where most of your traffic is coming from so you can make adjustments to your marketing strategies. For example if most of your traffic is coming from one particular page, you may want to place your best products on that page to get more sales. When something happened we can analyze your site statistics to check how much traffic you are receiving, where is it coming from and what keywords are being used to find your site.

3. Keyword research – web sites are being added to the web every day, therefore keywords that once got high rankings may no longer work. You may have high search engine positions for your most important keyword phrases but if you are not receiving any traffic from those phrases, you will need to evaluate the keywords that you have used. Attaining a number 1 ranking for keywords that no one will search for, will not increase your traffic.

Researching new keywords is essential to maintain good rankings. We can analyze the current keywords used on your site and research and add new ones. Once the keywords have been chosen, the content should be updated to reflect them. This may include subtle changes to the meta tags, page titles and text headings; or it could involve adding additional sections to the site, rewriting content and reorganizing the web site’s structure. It all depends on the specific requirements of the site and market.

4. Competitive analysis – an integral part of search engine optimization is determining what keywords your competitors are using. We analyze where your competitors are currently ranked for the same keywords you are using for your web pages. We also check how many competitors you have for each of the major search engines. If there are too many competitors for a particular keyword it may be better to use less competitive keywords for your web pages or use them in conjunction with the most popular ones.

5. Adding new content – web sites that continuously update and/or expand their content, usually experience higher rankings than stagnant web sites. New keywords should first be researched before adding new content. This will help boost your traffic and rankings because visitors will have more ways to land on your site based on the keywords they entered in the search engines. One great way to achieve this is to add new articles to your site on a regular basis.

6. Web copy analysis – getting a lot of traffic to your site does not guarantee sales. It primarily depends on how effective your web copy is. You want to convert visitors into sales. I analyze how your web copy is structured on the page, what words you use, if it is written for your visitors plus check it for spelling and grammatical errors.

7. Boost link popularity – this refers to the amount of other quality web sites that have links pointing back to yours. The more quality links there are, the better you will rank on the major search engines. If you can find other sites related to yours and we can add or exchange links with them. This may require a links/resources page to be added to your site.

8. Tweaking web site structure and navigation – if visitors are having a difficult time navigating your site, reading the content or experience broken links, then we will repair the site to make it more suitable for your visitors.

BOSS Hawaii offers basic SEO services. If you closely monitor your positioning and contact us when you see a change, we will go in and make changes to get you back on track. If we are aware of any major changes made with the search engines that could affect your website, we will notify you.

**We only offer these services for local companies marketing to specific local markets. If you require more specialized SEO services on a larger scale we can refer you to someone who specializes in this area.