Basic search engine optimization is included with every site we build, including tasks at the server administration level, application development level, and content level. Here’s a list of what we do:

First, we determine a relevant domain name and ensure that any secondary domains we also obtain are permanently redirected (301) to avoid duplicate content – not just simple meta redirects (that are temporary) or domain pointers. This server administration level helps avoid ambiguity, which search engines don’t like.

We include a robots.txt file and a meta tag to request that engines index our site and to dissuade them from going into admin or login-related content areas. This streamlines the crawling process (though search engines aren’t required to follow instructions…).

We configure search engine-friendly URLs on a database-driven application model or, if the site is static, build a logical and keyword relevant directory structure. Spiders like clear crawl paths and logical URLs, so we either install plug-ins that use mod_rewrite to literally rewrite urls into a more friendly format (/keyword/relevant/path/to/product.html rather than /index.php?id=1234&page=main&catID=567, for instance) or we ensure the static site directory flow is transparent and relevant. The URL is one of the first keys in letting the search engines know what each page is about.

We ensure each page (literal or dynamic) has a unique and relevant page title. Often this is associating the page title variable with the product name or, in the event of a static page, it is the descriptive title of the content or name of the article. We devote some time to the words that will show up large and in color on a search engine’s results page.

We determine keywords to target and then we use them intelligently throughout the pages we want included in the results return. We call it “keyword sprinkling.” We help all of our clients understand this aspect of SEO so they can write with keywords in mind. This process is the foundation of organic search results and garnering search traffic.

We avoid using images for category or site navigation links, as the spiders cannot read what is on an image. We name images using relevant and targeted keywords as well as use alt tags that tell the spiders what the image is about. In some of our website projects we are not allowed to retrofit assets that already existed, but when we develop new visual assets, we name them intelligently out the gate.

We install Google Analytics and Webmaster Tools with each site to track the traffic getting to the site in order to adjust our strategy over time. SEO is not a quick process and it often takes many months to see returns. We prefer to work with our clients over a 6 to 12 month period (longer if possible) so that as the variable nature of search engines reveals itself, we can alter our strategy to keep ahead of traffic trending. This is more of an art than a science, since we strategize without access to the actual algorithms that Google et al use.

We like each project to have comprehensive SEO included. With our client www.rocknsocks.com, we had the luxury of managing a full SEO project from the start. With regular analysis and adjustments, we’ve increased traffic to the site significantly. Some of the tasks that we perform in a beyond-the-basics model are:

Monthly GA, Webmaster Tools, Keyword Insight and AdWords analysis, maintenance, and adjustment. We see where and how users are getting to the site and make periodic alterations to keywords in relevant areas of the site (titles, descriptions, cross sells, etc). Knowing how people find the site is insight into how to get others to find it.

Multiple domain rescue. RocknSocks, for instance, had a handful of domains already established when we picked up the project, two of which were being used within the same website. We performed a domain analysis and set the record straight at the server admin level so that all of the domains were permanently redirected to the one and only important one.

We add as much content as we can get our hands on to provide the search engines with relevant material to index. The more words, the more the spiders have to work with.

We create an XML site map and register it with Google.

We look for ways to remove session ids from dynamic websites to avoid duplicate content issues.

We use nofollow instructions on links that we don’t want spiders to include in their crawl stats. Such links include shopping cart or my account links, and links to other websites that won’t help our page rank.

We adjust home page content to be very desirable to spiders. This may mean moving the categories farther up and left to appear more important, or adding tags to headers that are relevant. We may add a block of products or the names of manufacturers, or add more links to subdirectories that are important. This is different for each client and involves research time to determine which keywords are achievable and how to best represent the content to both the user and the crawlers.

We launch a PageRank campaign, which involves the owner of the site getting links to point to the website. This can be challenging, as getting incoming links is not as straightforward as it may seem! We task the owner with striking deals with other website and companies, blogs and forums with relevant content and activity to get hopefully one-way or two-way links.

We launch a social networking campaign with included links to make the url go viral.

And more…