Site Optimization

Site Optimization

What is Website Optimization?


SEO, Content & More

Motava optimizes websites from start to finish with optimization campaigns tailored for specific companies and their goals. Every site optimization package we prepare is a carefully balanced strategy for your business objectives, competitor strategies and target audience’s psychological make-up. We take every aspect of your digital presence and website into account.

We optimize sites in many different ways but they boil down to 5 general focuses:

  • On-site Optimization (Technical SEO & User Experience Optimization)
  • Content Creation
  • External Link Building
  • Social Media Management & Marketing
  • Paid Advertisement Management (SEM/PPC/Google + Bing Ads)

Website Optimization Process

Current Site Analysis: Your Results & Strategy

We begin the website optimization process with an initial consultation, discussing your website’s current results and strategy. We have a rigorous process to identify exactly what has worked in the past and what hasn’t. Some of the most important past data we look at to begin your new digital strategy are your analytics software, ad campaigns and goal conversions.

Finding the Million-Dollar Phrase: Keyword Research

Every good site optimization and SEO campaign begins with the creation of a keyword seed list from extensive keyword research. We look at the highest converting phrases from your past results in PPC and organic searches, cross referencing them with competition level and search traffic volume. With this method we identify the most relevant and high quality keywords for your website to build a campaign around. We also look at the keywords your competition is optimizing for and opportunities for keywords they failed to identify.

Once we develop a keyword list, we review it with you to prioritize and confirm the validity of our findings.

On-site Optimization

On-site optimization is the process of optimizing technical details and design/interactive elements on your site. We also refer to this as “technical stuff” where we ensure SEO standards are being met for your site. Of course, if you have had your site design and site development done with us, you will be optimized for all of the below items.

Key items we review include:

  • Duplicate content removal
  • Duplicate or empty page title corrections based on KW list
  • URL structure
  • Page navigation issues (unlinked pages, poor hierarchy, etc.)
  • Accessibility & crawling issues
  • Sitemap generation
  • Analytics integration (if not present) with goal tracking
  • Webmaster tools integration
  • Responsive design
  • User experience (UX) optimization

Content Creation & Beyond

Once many of the existing on-site issues are remedied, we begin the creative phase of site optimization, creating awesome content. We draft compelling content to engage visitors that lead to goal conversions based on the keywords defined in the keyword research phase.

Words on the web aren’t the same as words in a book. Not to mention the potential for interactive content, the design of text around images with structured spacing and the use of header tags make content on computer screens readable and the information digestible. Read more about the entire process of content strategy.

External Link Building

Link building is one of the most time-consuming and misunderstood aspects of site optimization and search engine optimization. It’s such an important topic for our clients to understand, we created a separate page dedicated to our link building campaigns. The concept is simple but if done incorrectly, can be devastating to the way search engines view your site and negatively affect keyword rankings. We use white hat SEO techniques and build only high quality, relevant links in our campaigns.

Paid Advertisement Management / PPC Campaign Management

In the keyword research phase, we discover keywords that are relevant and highly profitable for your industry. These keywords can be directly used in pay per click (PPC) campaigns with paid search networks, like Google Ads, Yelp Ads, Angie’s List, Microsoft Ads and other avenues.

We manage the keywords, recommend advertising budgets and actively track goal conversions we set up in your analytics software.

Social Media Management

We assess your company’s potential to embrace the latest online networks and create the entire social media marketing strategy for your organization to guide you in engaging the community or for us to take your “tweeting,” “like-ing” and “posting” reins. Whether you want to learn more about how to use social media or are just overwhelmed by managing so many networks at once, we can either provide a strategy for you or take over the entire process, from posting to promotions. We will manage all networks including all of the ones you’ve likely heard a thing or two about: Twitter, LinkedIn, Facebook, Pinterest, Instagram, Yelp, YouTube and more.


Motava site optimization boils down to the following:

We ask: What do you want your site to achieve?

We deliver: A plan to achieve that goal.