Search Engine Optimization
A Web site without search engine optimization (SEO) is like a sports car without wheels -- pretty, but it won't go very far. However, SEO alone isn't enough. Sites need to bring in the right visitors, and then keep them coming back for more.
To address this challenge, Media Lantern created Searchlight, a packaged service that provides SEO, site design and content analysis; link building strategies, social networking techniques, and training for agency sales and support staff in a single, easy-to-sell solution perfect for both new accounts and upselling new services into existing accounts.
Searchlight is unique in the SEO world for two reasons. First, we take a holistic view to analyzing and addressing a site's needs. We look at the content and structure of the page, and we also evaluate link-building strategies, preparedness for future technologies, and social networking opportunities. All of these factors are critical in driving the maximum amount of the right traffic to a site.
Second, our deliverables have agency in mind. We provide our reports in electronic formats, easily edited or customized with your logo, graphics, and additional comments. We also break up the reports into separate documents that include a 1-page, report-card style summary, a detailed report designed for the customer's benefit, and a detailed report designed for your agency's benefit.
Searchlight is available in two packages:
- Searchlight - This is a full-featured service that includes analysis of site content and design, detailed recommendations for improvements, and suggestions and assistance with link-building strategies and social networking techniques. It is delivered in electronic format with a 1-page "report card", a customer-focused detailed analysis, and an agency-focused detailed analysis.
- Searchlight Basic - A trimmed down service that provides only the 1-page report card, but at a significantly reduced price and guaranteed 24-hour turnaround that makes it perfect for agencies using the SEO analysis as a pre-sales tool for prospects.
SEO in Action
What To Expect From an SEO Campaign:
1. AUDIT: A Searchlight SEO audit will highlight areas that should be addressed and make recommendations for improvement.
2. UPDATE: Design and content changes on the site are often necessary to improve rankings.
3. PROMOTE: Link-building and social networking can increase traffic volumes - of the right visitors.
5 Common SEO Myths
Myth: It’s Not Worth the Money
Reality: Web sites are the cheapest form of marketing and customer service by a large margin. Small gains in attracting the right visitors can have a big impact on revenues and support costs.
Myth: I Already Have The Right Meta-Tags
Reality: To combat “keyword spam,” search engines now obtain keywords directly from site content and score sites based on both that content and inbound links from other sites. Meta tags are now rarely used.
Myth: Results Are “Guaranteed.”
Reality: Beware any provider that guarantees quick results. These are often “link farmers,” a practice frowned upon by search engine operators. Recent crackdowns on this practice can harm a site’s rating and be difficult to recover from.
Myth: I Don’t Need SEO
Reality: SEO is about getting the right message to the right people, and even sites that obtain traffic from other sources can benefit from being well positioned in the right results lists. SEO can also help maintain current rankings for sites that already score well.
Myth: I Can Do This Myself
Reality: Just like car repair, site owners may indeed be able to make modest improvements to their rankings on their own, especially if they use a content management system. However, major SEO work is like rebuilding a transmission - a job best left to experts with the tools to get the job done properly and quickly.