The SEO Process

The Search Engine Optimization process includes research, data analysis, code and content work, external or off-site work. The process can be broken down into three phases; planning, on-site, and off-site.

SEO Planning Phase

  • Initial consultation
  • Access your business needs
  • Define desired goals
  • Keyword analysis
  • Competitive analysis of keywords
  • Gather current site statistics
  • Design specific strategy

The SEO planning process can take up to 2 weeks depending on the complexity of the industry and site goals.

On-site SEO Optimization Phase

Optimize navigation

Your website needs to be ready for both people and search engines. This is called SEO friendly web design. People need to navigate to the information they are seeking in an easy to understand way. Advanced search engines have rules to help ensure which content is most relative. Search engines become the most popular by providing the user the best answer to their questions. This is why having relative links and content on your site important. This phase can take the entire first month. It is also integrated into every month making adjustments as needs based on new page or content development or based on continued research from traffic analysis.

Content Optimization

We review, edit or add content to your website’s pages using keywords from your research phase to attract search engines. Search engines look for keyword density. Keyword density is the percentage showing the most used words on a given page. Keyword density is how search engines know what words are important. This has to be the proper balance because if the percentage is too low, the term will not be referenced and if it is too high your site will be seen as a spam site.

Coding Optimization

Every page will have proper meta tags. Meta tags are code in the header of the site that is not visible to the user but is used to tell search engines information such as page title and page description, which shows in search engine results. Other ways to make keywords stand out other than density (repetition) are placement on the page, they use of the headline tags h1, h2, placement in links, navigation, alt tags on images.

Conversion Optimization

We look at how many steps it takes to convert your users into buyers. This is referred to as the funnel. What evaluate your call to action, all forms and push pages. We may need to create landing pages specific to a product or service or adding buttons in the right place to get their attention and direct them to a particular page.

Off-site Optimization Phase

We focus on driving traffic to your site with affiliate linking, social networking and pay-per-click advertising. Link campaigns get links from websites, directories and press releases to point to your site and specific pages using specific keywords. The more relative links from other sites you have, the more your site looks like an authority on the keyword or subject. Social media optimization targets users better than search engines and gains exposure in a buzzing manner. This phase can make use of pay-per-click advertising too which helps you manage ads placed on search engines or other websites making sure you are keeping your cost to buy ratio in your favor. This phase is on going. The amount of time will roughly be determined in the planning phase. Very competitive industries could take much longer. Give 3-4 months for easy and 6-12 for medium.


Kato Marketing will help you every step of the web development process:

"The best thing about web marketing is you can track your results and respond quickly to trends."

No more guessing as to your ROI return on investments. We use the latest analytic tools to measure campaign response.