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How To SEO – What Is SEO

The SEO Process, We Have The Formula

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or unpaid (“organic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

We are here to answer your primary question, “what is SEO.” Click here for: a Glossary of SEO Terms

Data shows that people click the organic links eight times more as compared to the paid links on the same search results page. So, organic links have an 80% better click-through-rate than paid links.


The Strategy Meeting:

Before we even get to step one of the SEO Process we will meet with you to discuss your goals for SEO. We will baseline your current web site which will enable us to see the progress we are making.

Then the SEO process will begin as follows:

Three step process #1 Keyword research

How to SEO - What is SEO

We review and recommend enhancement for: Keyword research is a practice used by search engine optimization professionals to find and research actual search terms people enter into the search engines when conducting a search. Search engine optimization professionals research keywords in order to achieve better rankings in their desired keywords.

Missing and/or duplicate title and Meta data – We analyze the selected pages, searching for missing and duplicate Titles and Meta tags. Missing and duplicate Metas and Titles will cause a website to receive penalties from search engines and hold your web site back from increasing its overall rankings.
Title and Meta tag creation/ optimization – Metas and page titles must be unique and correspond with the content on the page, with the chosen keywords infused. We insure that this is the case for the selected pages.

Three step process #2 On Page SEO

We review and recommend enhancement for:  On Page SEO Overview

On Page SEO refers optimizations that you make within the pages of your own website. If designing a new website, you have the advantage to factoring in on page SEO optimizations at the onset of your web design. If you already have a website, these optimizations can be made in a series of small modifications, that when done together, can significantly increase natural search traffic.

Optimizing your website for “Organic” SEO strategy for your online campaign and relates to our internal process of preparing a website to be more easily searched and indexed by Google and the major search engines. This often means making changes to a website to make it more search engine friendly. We insure that the keywords we are targeting are infused throughout the website so as Google’s robots and spiders crawl the site from time to time in search of relevancy, they will value the site more highly and therefore begin moving it forward in their search results. Our high level On Page SEO services also encompass making any corrections and repairs needed on the site to minimize any and all obstacles (Ex: improper meta and title tags, broken pages and links etc.) that may hinder a high ranking result.

Recommended on page SEO best practices from Google:

  • Offer unique, high quality content
  • Create unique and accurate page titles for each page in your site
  • Use the “description” meta tags
  • Structure your URLs in a logical manner
  • Focus on ease of site navigation and include a site map
  • Write descriptive anchor text for all links
  • Use heading tags appropriately
  • Optimize your use of images
  • Make Effective use of the robots.txt file used by search engines to index
  • Use web analytics to measure your results and adjust accordingly

Three step process #3 Off Page SEO

How to SEO with off-page-seo

We review and recommend enhancement for: Off Page SEO: Overview

Off Page SEO refers actions made outside of your pages to increase natural search traffic. For Google and other popular search engines, Off Page SEO has a significant impact on your sites positioning in search results relevant to your key words.

The primary factor in Off Page SEO is what is referred to as back links to your site. Not only is the number of links to your site important, but also the quality of the sites that those links originate from.

  • A high quality link is viewed favorably by Google and the other major search engines as a “vote” and or “endorsement” of the client’s website. This is referred to throughout the industry as “Passing Link Juice”. Our Expert Team in our linking department will monitor, measure, and manage the linking structure of each account on a monthly basis. This ensures the client will receive the maximum value possible from each and every link pointing to their site.
  • Current content linking This activity goes to the heart of feeding Google & the others what they crave – Relevant, keyword rich, consistent and current content linking about the products and services the client seeks to be recognized for. These links will contain the chosen keyword phrases which are pointed either back to the client’s main website and or dispersed throughout other social internet mediums in an effort to create a diversified yet powerful and consistent “buzz” about the client’s website. That is perceived to be natural by the Search engines


The key to success in Off Page SEO is secure links from sites that are:

  1. Popular which generally equates to high traffic
  2. Highly ranked for keywords that you are optimizing on
  3. Authoritative within their subject matter domain

In addition to the above three major steps we also:

a.      We review and recommend enhancement for: Search analytics is the analysis and aggregation of search engine statistics for use in search engine marketing (SEM) and search engine optimization (SEO). In other words, search analytics helps website owners understand and improve their performance on search engines. Search analytics includes search volume trends and analysis, reverse searching (entering websites to see their keywords), keyword monitoring, search result and advertisement history, advertisement spending statistics, website comparisons, affiliate marketing statistics, multivariate ad testing, et al.

Meta data length and relevancy analysis – Meta data must correspond with the targeted keywords and the content on the page. Meta data length is analyzed because meta’s that are too long or too short can harm SEO Organic Search potential.

Link analysis – Broken links significantly harm the search engine potential of a website, causing penalties from search engines. Broken links will be either fixed or removed on up to 10 pages and further recommendations will be made for the other areas of the website.

Structural analysis – Website architecture is very important in overall SEO Organic Search. Websites that are poorly developed and/or do not properly use CSS can harm the ability for search engines to crawl a website. The more resources a search engine has to expend when crawling a website, the less likely they will return on a regular basis to re-index a website. Our experts at Mosaic will make recommendations in these areas.

Content heading optimization – Keyword-rich content headings will be created on the selected pages of your website using header tags because search engines use these headings to help determine your products and services and what your are offering, the main topic in other words of the page and assign it more substantial weight in the overall algorithm.

b.      We review and recommend enhancement for: Site map review (or sitemap) is a list of pages of a web site accessible to crawlers or users. It can be either a document in any form used as a planning tool for Web design, or a Web page that lists the pages on a Web site, typically organized in hierarchical fashion. There are two popular versions of a site map. An XML Sitemap is a structured format that a user doesn’t need to see, but it tells the search engine about the pages in your site, their relative importance to each other, and how often they are updated. HTML sitemaps are designed for the user to help them find content on the page, and don’t need to include each and every sub page. This helps visitors and search engine bots find pages on the site.

Submission of sitemaps and website to Google, Yahoo, MSN and DMOZ – Sitemaps have a special submission point on the major search engines. They are not necessarily indexed on their own without an actual submission taking place. After adding the sitemap to the website, we notify the search engines that there is a need to re-crawl the site (or index it for the first time) by then submitting the site to the major resources listed above.

c.       We review and recommend enhancement for: the Robot Exclusion Standard, also known as the Robots Exclusion Protocol or robots.txt protocol, is a convention to prevent cooperating web crawlers and other web robots from accessing all or part of a website which is otherwise publicly viewable. Robots are often used by search engines to categorize and archive web sites, or by webmasters to proofread source code. The standard is different from, but can be used in conjunction with, Sitemaps, a robot inclusion standard for websites.

d.      We review and recommend enhancement for: The Open Directory Project (ODP), also known as DMOZ (from, its original domain name), is a multilingual open content directory of World Wide Web links. It is owned by AOL but it is constructed and maintained by a community of volunteer editors.

ODP uses a hierarchical ontology scheme for organizing site listings. Listings on a similar topic are grouped into categories which can then include smaller categories.

e.      We review and recommend enhancement for:  Social media. Social Media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. Furthermore, social media depends on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. It introduces substantial and pervasive changes to communication between organizations, communities, and individuals.

f.        We review and recommend enhancement for: Your blog section of your website. A blog (a contraction of the words web log) is a discussion or informational site published on the World Wide Web and consisting of discrete entries (“posts”) typically displayed in reverse chronological order (the most recent post appears first). Until 2009 blogs were usually the work of a single individual, occasionally of a small group, and often covered a single subject. More recently “multi-author blogs” (MABs) have developed, with posts written by large numbers of authors and professionally edited. MABs from newspapers, other media outlets, universities, think tanks, interest groups and similar institutions account for an increasing quantity of blog traffic. The rise of Twitter and other “microblogging” systems helps integrate MABs and single-author blogs into societal newstreams. Blog can also be used as a verb, meaning to maintain or add content to a blog.

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