Ideas, insights and inspirations.

Recently Elliance worked with Highmark Insurance Group to launch their new website. As part of all our web design and development projects, whether for insurance or manufacturing companies or higher education institutions, one of the points of distinction that no one ever sees is the SEO work that gets baked into the structure and thinking of the website. Here are some ways SEO is essential to all our web projects: Sitemap optimization:  A sitemap is like a blueprint – it defines the structure of the website and provides a map of how the content will be laid out. When we start to think about a sitemap, we focus on the ways people will consume content on the website – how they will search for it and find it, and once they arrive, how they will interact with it. What’s important to note here is that visitors may not come in just through the homepage. Each page becomes a doorway that … Continue reading

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Google, when determining the ranking of a page, takes hundreds of factors into account. The precise algorithm is a closely guarded secret, but over time and through our work with a variety of clients, we have determined four major optimization factors that one should focus on when optimizing a page. We created an SEO factors infographic to explain this concept. One of those optimization factors is the URL of a page. When we optimize client sites — whether in higher education, manufacturing, or any other industry – we often run into situations where page optimization calls for URL optimization. To have a well-optimized page, the URL of the page should be search friendly, should clearly represent the information on the page, and should be consistent with the overall website structure. But in many cases, this is easier said than done. Here are some issues which can make URL optimization a challenge: The URL is tied to page title, header or … Continue reading

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