How does Web Estore perform Organic SEO?
From a high level point of view, there are three main points we consider when performing SEO:

• Accessibility - We improve the critical, technical SEO factors that make up your website
  
• Content - Enhance your site's content (page copy) for humans and search engine indexing
• Trust - Increase your site's trust with the search engines through link building

How does the SEO process work?
Search Engine Optimization is an ongoing process that requires carefully thought out methodologies and consistent execution in order to generate value for your business.  SEO is not a one time shot, meaning it's not possible to pay somebody a certain amount of money one month and expect to achieve a significant return on your investment in the form of high, competitive rankings on the major search engines month after month from here on out. Why is this?

• SEO results are based on the amount of effort/work that goes into an internet marketing campaign. The more effort put in, the better the results you will see. If work stops on your search optimization, then your web site's search engine appeal becomes stagnant and your competition begins to catch up.
  
• Businesses will always compete - New and existing competitors will likely hire SEO companies to take their web presence to the top on a regular basis. Will you? If company A gets to the top of the search results but then stops its SEO campaign, then company B has a chance to jump ahead of company A.
  

How does Web Estore Perform Search Engine Optimization?
Web Estore uses the idea that search engines follow people by looking at their searching behavior (which type of content people prefer to read) from using which sets of keyword(s) - and so it is typically the case that natural, unique content will generate interest among your target audience. With that said, it is a best practice for your web presence to have unique, compelling and relevant content that corresponds to your keywords and marketing message - because search engines love this. Web Estore takes this into account when developing your website and optimizing your campaign for your keywords and marketing message.

Based on our clients' needs, our SEO services include, but are not limited to:

• Keyword Targeting - Keyword Targeting is the process of finding which set of keywords are the most effective at bringing up your website's content on search engines and which keywords are most profitable for your business. As a general rule of thumb, a shorter set of key words is very broad and very competitive, e.g. "toys" will bring up 543,000,000 results on Google, many people in the toy business target this keyword by default. But a longer, more specific set of keywords, e.g. "inexpensive kid toys in San Diego", is less competitive and easier to optimize for. As another general rule: shorter key word searchers are shoppers and longer keyword searches are buyers - so we try and get our clients as many "buyers" as possible by optimizing for a specific set(s) of key words.
  
• Link Building
  
  • "Back" links are hyperlinks that point to your website from other, 3rd party websites. Links, pointing at your website, can be thought of as "votes" for your site. So, in theory, the more "votes" you have, the higher your site will appear in the rankings. Now, you don't want a bunch of bad votes (links) from spam sites; this will not help you, in fact, it may hurt your site. Quality links are they key to attaining the Best Rank possible in the major search engines. Not only do you need quality links, but you also need relevant links. If you run a website about bicycles, then it doesn't make sense to have a bunch of links from roofing contractors; that's not relevant. It would make sense to have links from other bike stores, bike tire manufacturers, or even blogs about bikes.
    
  • Part of our link building campaign for each client is to evaluate your competitors to see where they stand. If a competitor has 1000 links and you only have 50, then we can better understand what it's going to take to eclipse them in the rankings. We use your competition as a baseline in determining how far we need to take your site; we don't just want to beat your competition, we want to crush them! Our link building campaigns are designed to do just that...crush the competition.
    
• Social Media Marketing(SMM) - Social Media Marketing (SMM) is a fairly new concept. SMM is the practice of making your site easier to link to from social sites (YouTube, Digg, etc...) and other sources. This can include social bookmarking, RSS Feeds, submitting content to social sites, and many other methods.
  
• Writing Website Content
  
  • It is a known fact that quality content plays a large role in determining how effective your SEO campaign performs. Content needs to be:
    
    • Unique
      
    • High Quality
      
    • Easy to read for human visitors
      
    • Easy to read for search engine "spiders" which "crawl" your site
      
    • Plump with your targeted keywords
  • Web Estore can integrate SEO friendly content into your website from the very beginning. If you already have content on your site, then we can evaluate it for the criteria listed above and tweak as necessary. To properly outfit your site with keyword rich content, we use proprietary software which analyzes all of your pages and shows us where the holes are. We then adjust the content to include your keywords (for the search engines) and to read naturally (for human visitors)
    
• Directory Submission
  
  • We approach directory submissions with caution. Many SEO companies will submit your site to every directory under the sun just to get links and to show you that they are actually working. Well, submitting to every directory is fairly easy and it's free...so, where's the value in that? We submit your site to strategically targeted, quality directories that will HELP your site, not harm it like blanketed directory submission. Web Estore maintains a database of hundreds of the most popular, high-traffic directories and we will submit your site to those that are relevant to your business and keyword strategy.
    
  • We also submit your site to directories in increments, not all at once. The reason for this is that if one day you don't have any links and then the next day you have 100 directory links, then the search engines could view this as spam and actually penalize your site. We submit your site in a natural looking manner so that it isn't flagged by the search engines.
    
• Tag Optimization - Title, Meta, and Heading
  
  • There is much debate about whether or not Title, Meta and Heading tags are even important in today's SEO market. We can tell you that they ARE important and should be taken seriously. Technical SEO is not completely dead, search engines still look at both Title and Heading tags very closely to get a good idea of what the site is about. Meta tags are less important than they used to be, but why take the chance? We believe that every little thing counts when getting your site the Best Rank possible, even the Meta tags.
    
  • We offer custom tag optimization for your entire site. We will go through your site and ensure that every page has the proper keyword targeted Title, Meta, and Heading tags. We will make the tags look natural to both search engines and humans so as not to get your site penalized for spammy practices.
     

Ethical SEO and why we practice it
There are certain aggressive SEO tactics, commonly refered to as "black hat" SEO, that once were highly effective for search engine rankings.  Black hat tactics were designed to fool the engines into thinking a site was more relevant than it really was - some of these methods included, but are not limited to:

• Placing invisible text content onto your web page (ex: white text on white background)
  
• Meta and title tag keyword stuffing
  
• Submitting your site to "free for all" link farms
  
• Cloaking
  
• Doorway pages to fool search engines into seeing something different than what people see.

The most popular search engines, such as Google, have filters in place to weed out aggressive SEO tactics, so "black hat" is not only ineffective for rankings but can hurt a site's reputation with respect it's visitors.  Besides, who wants to read a web page stuffed full of keywords to the point that it makes no sense?