White Hat Lab provides expert search engine optimization (SEO) consulting services to companies, specializing in B2B manufacturing and engineering. White Hat Lab’s SEO services aim to boost clients’ qualified leads, sales, site activity and online reputation.

White Hat Lab’s Philosophy

Keyword Research

White Hat Lab uses keyword research as a fundamental part of a successful SEO strategy for every client. Keyword research identifies keyphrases — search phrases of 2, 3, 4 or more keywords — that searchers are using that relate to a business’ products and/or services. When creating an effective SEO strategy, keyword research and the accompanying data give insights into phrases and topics that warrant content development efforts.

In the initial phases of SEO work, White Hat Lab investigates the products and/or services a client aims to promote. White Hat Lab also reviews competitors’ and other well ranked websites for keyphrase options. White Hat Lab researches these topics to identify the most popular (primary) keyphrases, as well as less popular (secondary) phrases. White Hat Lab analyzes this data and uses it, in coordination with the client, to select target keyphrases to guide the optimization work.

Building a keyphrase-focused page is a great way to get a website ranked on search engines, but a well-rounded SEO strategy uses additional information White Hat Lab gleans from solid keyword research. Once White Hat Lab identifies target keyphrases, they create a strategy that emphasizes not only the keyphrases, but also related topics that help make the site valuable to relevant searchers.

In addition to the relevancy of a phrase, White Hat Lab considers things like whether the phrase is singular or plural, the word order of the phrase, and the context in which a searcher uses the phrase. White Hat Lab also determines how general or specific a phrase needs to be — it must be specific enough to produce relevant results, but general enough to be found.

White Hat Lab uses these elements to determine which phrases align with a client’s SEO strategy and in the implementation of the strategy.

Web Analytics

White Hat Lab helps clients identify pertinent metrics and encourages regular analysis and adjustments. Emphases on customization and continual improvement enable White Hat Lab to adapt quickly based on the analytical trends.

White Hat Lab uses web analytics to eliminate guessing and help clients make the right web marketing decisions that generate business results. Setting up good performance metrics and understanding how well they are being met via various web marketing channels is critical in determining return on investment (ROI).

Web traffic and clicks on search engine ads are important, but qualified leads and sales are what count. Using web analytics to figure out which web marketing actions worked and which did not allows White Hat Lab’s clients to continually improve and maximize business results.

White Hat Lab works with clients to get a solid understanding of the client’s business goals. After getting access to an existing or implementing a new web analytics setup for tracking web activity and results, White Hat Lab coordinates with the client to develop metrics designed to track progress and achieve their business goals.

Based on the client’s needs, White Hat Lab sets up monthly or quarterly meetings to discuss and analyze the web data. White Hat Lab helps clients raise the bar on conversions, sales, leads and completed goals and identify ways to remedy areas that are underperforming.

The typical web analytics process with White Hat Lab includes:

• Setting business goals and defining measurable targets to meet those goals
• Establishing benchmarks to measure progress
• Using web analytics tools to track and report on web data
• Analyzing results vs. goals at monthly or quarterly meetings
• Continuing what worked and changing what did not work
• Regularly testing improvements, tracking successes, and revisiting business goals

The result is a continual testing, tracking, improvement, and optimization process to generate better results that match business goals and yield a higher ROI.

Benefits of Using White Hat Lab

One of the most important benefits to White Hat Lab’s web analytics process is that clients eventually integrate the continual improvement process and associated skills into everything they do, which drives profitability. Additionally, White Hat Lab’s web analytics process helps clients:

• Achieve business goals
• Improve conversion rates by knowing what works and what does not work
• Reduce advertising costs by cutting ads that have poor return on investment (ROI)
• Improve the results of any promotion or marketing activity by measuring against benchmarks and adjusting as needed

White Hat Lab is looking for good companies that want to optimize their websites and their entire online presence… companies that want to get more out of their website and online marketing. Interested? Contact White Hat Lab now to start getting results.