Organic Search Engine Optimization (SEO)
Effective organic search engine optimization is by far the most efficient way to drive traffic and sales to your site. Search engine algorithms evaluate many aspects of the site while ranking it. Therefore, it is very important to pay close attention all these aspects. With SEO becoming more competitive and search engine algorithms leaving almost no room for manipulation, it is even more important that you work with a company which actually understand organic search beyond meta tags. Organic search engine optimization team at 2by2vision understands that SEO is not about chasing the search engine algorithms, its about following the best practices that will naturally make your site rankings soar above your competitors.

Search Engine Optimization Process
A typical organic search engine optimization project at 2by2vision involves three phases: Discovery, Implementation, and Maintenance. We believe that complete understanding of client business helps us offer customized and efficient solutions. Therefore, we start any SEO project with the Discovery or learning phase, which includes keyword research, site audit, vertical competitor analysis and initial ranking report. At the end of the discovery phase, we present our SEO Findings and Recommendations Report which details the existing state of the site and our recommendations to make it more search engine friendly. We also deliver a detailed Keyword Report at this time. We then begin the Implementation phase, which includes both on-page and off-page optimization. We can implement the recommendations in-house, or may consult with the client website maintenance/IT team to perform implementation.

Discovery
The discovery phase of the SEO project is aimed towards better understanding of the client’s search marketing goals and the target audience’s search behavior and goals. This phase enables us to tailor the project to client SEO goals and present recommendations that will provide maximum return on investment for organic search engine optimization initiatives. This phase typically involves following steps:

• Project planning
• Optimization strategy
• Site analysis
• Keyword research
• Site structure and keyword mapping
• Competitor/Vertical analysis
• Initial ranking analysis

Implementation
Based on the findings after the discovery phase, we will work with you to implement the recommended changes to make the site more search engine friendly. The complexity and time frame for the implementation phase are dependent upon the existing state of the site and the complexity of the implementation recommendations. Usually the changes to be implemented are categorized as short term (which are “quick fixes” that will boost the site rankings) and long term (more technical and may involve changes to website directory, navigation and URL structure and hence may take more time). To start reaping the benefits of SEO initiatives as quickly as possible, we usually recommend rolling out the changes as they are implemented on the site.

The following site aspects are considered and optimized during a typical SEO implementation phase:

• Meta tag generation
• Content optimization
• Page layout/Design analysis
• Site navigation structure and behavior
• Internal link strategy
• URL structure
• Domain strategy
• Directory structure
• Link popularity
• Sitemap review
• Site updates
• Redirects
• Directory listings
• Search engine submissions

Maintenance
Maintenance of the SEO initiatives includes continual testing and optimization. All the implemented SEO recommendations are tested to measure their effectiveness and are optimized further to maximize performance. For instance, the log files from the web or analytic tool are used to measure the search engines and search queries users adapted to find your site. This data can clearly show which keywords are performing well on different search engines and which keywords or search engines are not performing as well. Keeping this data in mind, the content or meta data on the non-performing pages (as assessed by user entry page data) can be changed to enhance their search engine visibility. SEO efforts also need to adapt to seasonal keywords (if any), new product/services keywords or any other new keywords that might be included in the keyword list for the website.