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Double enquiries from an hour on technical SEO
2010-07-30: Many of my clients are small, local, Scarborough businesses looking to improve their online prospects and for many of those my service is a case of covering the basics of SEO: keyphrase analysis, on-page SEO and link-based off-site SEO and the bigger cause of creating online content that's worth linking to.
That's fine for local businesses where the competition isn't usually too strong. But as the general awareness of SEO and Internet marketing grows, so the techniques required to get onto page one for a competitive phrase .. where the money really lies .. become more sophisticated.
One way forward is to get down to really analysing the competition. With an hour's work I was able to raise the search position of a client for a search key phrase group by 7% and enquiries on those phrases more than doubled based on competitor analysis.
The idea is that, having done suitable analysis to identify the most profitable keyphrases to target, and having identified the landing page on your website that you want to direct that traffic to, you type in your keyphrase into Google to see what the top ten results actually are.
Enter each of those competing web page addresses into one of the many keyword density analysers available out there (this is the one I used), put it all into a spreadsheet, and include your own site too.
There's a lot of variation in the results, so I averaged the figures for the competing sites, and then worked out how my site fared against that average.
That analyser provides keyphrase densities for all the parts of the site, whether it's the page title, the image alt tags, body copy or whatever. I took the parts of the site where my site performed worst compared to my average competition, improved them, and ran my site again to check I'd improved.
After waiting a couple of weeks I checked the site's position for those phrases and I'd made those gains: 7% better position, 2x enquiries.
Not bad for starters. You just have to be sure you're optimising for profitable phrases.

By John Allsopp
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