This is where it all starts. Before and after each step in the SEO process, there needs to be discussions with the client. These discussions involve, what the SEO company has done, the measurement and analytics, what the SEO company plans to do, and the anticipated results. These phone calls keep the client actively involved in the SEO process, and insure that the SEO is moving in the same direction as the client's corporate objectives.

2. Comprehensive Website Analysis

In order for the SEO company to do an effective job, they really need to understand the client's website. This entails a complete website analysis. If possible, the SEO company should request a complete outline and listing of every webpage in hierarchical sequence from their client. If the client doesn't have this website analysis, then the SEO company should conduct it. This analysis provides a clearer understanding on how the website is structured, and the importance of each of the webpages.

3. Keyword Research and Analysis.

The SEO company needs to conduct a thorough keyword analysis to reveal which keywords drive the most internet traffic, and in some cases, which of those keywords is less competitive. Those less competitive keywords can still drive a tremendous amount of traffic, and be easier to optimize the specific webpage(s).

4. Baseline report for each webpage(s).

Before the SEO company begins, they should run a baseline report on the website, for the targeted keywords that came out of the Keyword Analysis step. This is a ranking report, as to where the client's website is currently ranking, for the specific keywords, on specific search engines.

5. Competitive analysis for main keywords/keyword phrases in SE rankings.

Analyzing the websites that are presently in the top 5 positions. Conducting an analysis of their site structure, title, backlinks, page elements, content, meta tags, etc.

6. Content Analysis & SEO Copywriting

The SEO company needs to conduct an analysis of the content on the specified webpages. It is quite possible that the content will need to be re-written. Some of the criteria analyzed is keyword density, keyword prominence, and word count.

7. Analysis of site architecture.

In this step, the SEO company looks at the source code, programming languages, databases, Flash, content management system, shopping carts, code validation, etc. In some cases, the site architecture will need to be adjusted.

8. Analysis of HTML and page layout structure.

The SEO company should examine the coding of the site and the page layout through the eyes of a Search Engine Spider. What part of the pages is more important? Many times, the spider considers one thing important, and the client considers something else more important. This step is to get the spider to consider most important what the client considers most important.

9. HTML validation & make recommendations.

HTML Validation is the process of checking the syntax of the HTML code to find violations in the rules of the HTML language. Just like humans need to easily read and understand your webpages, search engine spiders also need to easily read your webpages. If the spiders can't read your code, then it is possible your webpage won't get indexed properly. Or, maybe not at all.

10. Recommendations to optimize page text elements, and source code including the URL, filenames, page titles, descriptions, meta tags, etc.

The SEO company should provide a deep analysis on the key elements that, when adjusted & enhanced, leads to an overall SEO success. The SEO company should provide a comprehensive document that addresses specific changes and additions for the site. In many cases including a sample copy and the exact HTML code, suitable for cut & paste by the programming team.

11. Link Popularity & Relevancy Analysis

More and more search engines are placing emphasis on these criteria. Basically, not only does it help your client's ranking to have a lot of inbound links, it also matters how relevant those links are to your client's line of business.

12. Internal & External Link Structure, Strategy & Recommendation.

Not all links are created equal. Before going out to other websites to request an inbound link, it is very important to have your own internal website linking to all your important pages. Building external links is a process unto itself. Some creative ways to build highly relevant incoming links are blogs and press releases.

13. Ongoing Monthly monitoring, rank reporting and recommendations

Using the baseline report for each agreed upon webpage and primary & secondary keywords, monthly monitoring, as the name implies, provides an indication of where the client's pages are ranked on the leading search engines, and will be used to track results. This is the process of a vigorous due-diligence review of each SEO'd page - and where deemed necessary, to make recommendations to keep or build ranking momentum, or to respond to search engine rule changes, or respond to competitive site rank changes. Your competitors might not be standing still; neither should you.