Search Engine Optimization - Links & Linking

What is a Link and what is Linking?
A Link, or Hyperlink, is essentially a way for one website or online property to connect to another. Website A links to Website B.  When Google first started, one of the goals of the project was to find a better way to rank Search Results.  One way of doing this was by organizing results by the number of Inbound Links a website has.  The thought behind this is that if 1000 websites think that Website A is useful and has quality Information and in-turn Link to Website A, while Website B only has 100 links, then Website A must be more useful and have better Information the Website B.

What are the different types of Links?
Inbound Links: are the most important and can be gained through providing useful Information that others can link to, having industry connections linking to you, and links from any other relevant websites.
Outbound Links: are links on your website that link away from your site.
Internal Links: is linking that takes place between 2 pages within your own site.  A solid Internal Linking Structure helps visitor navigate your site easily and quickly.  Furthermore, it helps Search Engine Robots (I) find all the pages and Information within your site

What is Link Building?
Link Building is a very important piece of the optimization puzzle. There are different kinds of links and many different ways to get them. Link Building is a process which, among other things, includes developing Information that you believe others would find interesting and therefore link to.  A good Link Building technique may include creating "Website Add-ons" such as Blogs, Message Boards, Forums, etc.

STEP 1  
Current Websites: Prepare overall analysis of current website's level of  Optimization. It is important to develop a "base-line" of where the website is in the market, where it ranks for particular keywords, what pieces of optimization the website is currently utilizing, and more. This is vital for developing a before and after later on.
New Websites: (see Web Design Process)

STEP 2    
Meet with client and discuss site's specific goals and what markets the site targets.  Furthermore, Metrics (I) will be determined

STEP 3  
Keyword Research: Using various techniques as well as some internet tools, UBE, Inc. will research, analyze and determine what Keyword Phrases are most relevant and targeted for the particular website and the pages therein. 

STEP 4    
Client will review a list of keywords and keyword phrases developed by UBE, Inc., choosing those that are most appropriate and relevant to be included in the overall Optimization of the site.

STEP 5  
Current Sites: Through further and more in-depth analysis of the client's site, UBE, Inc will review page names, site structure, Internal Linking (I), proper/improper use of Site Maps (I) and robots.txt (I) files, etc.  Additionally, overall site construction will be analyzed and any necessary additional sections or pages will be suggested and reviewed.
New Site:
Prepare Site Structure - Prepare Internal Linking Structure - Develop Site Map (I)

STEP 6  
Current Sites: Review of site's on-page content - Information is very important to search engines.  The more Relevant, Keyword rich content you can fill your site with, the better
New Site: Client develops site-wide content while utilizing keyword phrases

STEP 7  
Develop Meta Tags (I)

STEP 8  
After final review of all SEO steps and approval from client, SEO will be implemented to site design and across all pages.

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