Our Core SEO Methodology

Keyword Research

Keyword research analysis identifies the best search phrases or keywords for a website optimization campaign. Keyword research is the starting point of an effective search engine marketing campaign.

Our Keyword Research Service Includes:

* Identifying and researching a possible set of keywords used by your appropriate customers.
* Developing and researching additional keywords based upon the clients industry
* Determining the most popular keywords and using them as the core targets for your SEO and PPC management campaigns

Some keyword phrases are highly competitive while others might not in search. Keyword research helps you to target the most effective keywords for your website. A general principle in keyword research is those keywords which are most widely searched are also the most competitive.

Keyword research uses the keyword effectiveness index (KEI) to measure how effective a keyword is for a website. The keyword effectiveness index compares the number of times a keyword is searched for with the number of competing webpages for that keyword, to help pinpoint exactly which keywords are most effective for your SEO campaign.

White Hat Media are experts in professional keyword research and look at a number of aspects. These are:

* Keyword appropriateness and relevance: It is important that the keyphrases targeted are appropriate and relevant to the website of the organisation or business and its products / services. When carrying out keyword research we will work with you to ensure that the correct keywords are targeted.
* Keyword frequency: The search phrases that are searched more often are those that will drive the most traffic to your website. Therefore our professional keyword research service will identify those keywords which have a level of search frequency
* Keyword value: The keywords used must have value to the website owners. By identifying the most valuable keywords through professional keyword research for a website we will ensure that those targeted will produce the most value.
* Keyword competitiveness: The level of competitiveness affects how easily (or otherwise) a top position on search engine results pages can be achieved. Sometimes it is better to target less competitive phrases to produce a good return on investment. Keyword research will reveal the level of competitiveness for your target keywords and key phrases.

SEO Competitive Research

Competitive Research, in search engine optimisation (SEO) is a great way of generating valuable information about your market, trends and your current competitive position. SEO competitive research can provide companies and SEO consultants with a comprehensive view of a specific competitive environment by way of various online research channels. At White Hat Media we deem as your competitor in SEO are those companies who rank above you in the search engines for your specific keywords.

Our SEO Competitive Research Service Includes:

* A list of key phrases your competitors are targeting
* A report on your competitors’ sites including the level of SEO they have employed
* A monthly research report on where and how your competitors are promoting their sites

By conducting in-depth SEO competitive research, including keyword selection, meta-tag content, page content, link popularity and search engine ranking, we can determine what is working or not working for your major competitors and use it to your advantage.

Through SEO competitive research, you can identify your competitors strengths and weakness and see what SEO techniques they are using. Our SEO competitive research will tell you the challenges your own website may be faced with when there is a side-by-side comparison and give you an indication of how hard it will be to get above them in search engine rankings.

SEO competitive research allows you to understand why your competitors are successful and what SEO techniques they are using and then use this knowledge to improve your own search engine results.

On Page Optimization

On page optimisation is one of the first stages of a search engine optimisation (SEO) campaign which should be carried out on a website after you have researched the keywords you want to target in your SEO campaign.

Our On Page Optimisation Service Includes:

* Changes to website code and structure
* Changes to navigation and internal linking
* Increasing calls to action on pages
* Improved use of target key phrases on the site
* Edited homepage content for better keyword density

On page optimisation is the process by which various factors on an individual webpage affect its listing in the natural search results for specific keywords. These on page optimisation factors are controlled by the content and the coding structure on a webpage. Examples of on page optimisation include actual HTML code, meta tags, keyword placement and keyword density.

On page optimisation is the number of factors contained within a web page that effect its position in the search engine results pages. By carrying out a professional on page optimisation campaign for a website you can not only increase your ranking in search engines but also increase the overall readability and usability of a website for visitors.