Search Engine Optimization (SEO)

At MAWAZO Marketing we help our clients get more leads for their business by planning and implementing search engine optimization (SEO) campaigns that lead to more email inquiries, more phone calls, and more sales.

We do this by completely aligning your online presence with the objective of search engines such as Google, which is to present the most relevant content to the web user. In other words, search engines rank websites to give customers the best results for their searches.

At MAWAZO Marketing we start with learning about your business and finding out how your customers want to find you online. We create a comprehensive Online Marketing Strategy for your company, with the goal to improve your online visibility, improve search engine ranking, and ultimately get more targeted website traffic and leads from your website.

We only use ‘white hat’ techniques, to ensure that the reputation of your website is consistently improving. Unfortunately we still see many search engine optimization projects where ‘SEO specialists’ try to gain a competitive advantage by trying to outsmart the search engines. These practices are unsustainable in the long run, and in many cases have produced negative results when search engines, in particular Google, made changes to their search algorithms.

A good example is the collecting of backlinks, which are links from other websites or directories to your site. These backlinks are an important ranking factor. Simply put: the more other websites refer to your site and the better the reputation of those sites, the better the reputation of your website. SEO companies have been known to purchase or exchange these backlinks instead of earning them for the quality of the content. When Google added the reputation of the referring website to its algorithm such purchased backlinks became useless, resulting in a dramatic drop in search engine ranking. (See for more information).

To keep up with Google you need more than adjusting your SEO techniques to every update of the Google algorithms. You need a strategy that is geared to long-term results by providing the best possible results for the searches of your audience.

Web Presence Optimization

Rather than just optimizing a website for Search Engine ranking we advise our clients to focus on Web Presence Optimization: achieving long-term results by focussing on customer value. This is all about developing a legitimate long-term, bulletproof web presence by doing things right. It’s about developing and sharing good quality content, it’s about link earning, not link building. It’s about a sound technical structure for your website, with easily indexable pages, clear navigation and fast load times. It’s about being mobile friendly and socially active. It’s about reviews and reputation and citations on directories and other reputable and industry-related websites.

At MAWAZO we have developed a step-by-step approach for clients in Hamilton, Burlington and Oakville to ensure your website is found by your audience when they search with keywords and keyword phrases that are relevant to your business.

Here is an overview of the main elements of our web presence and search engine optimization programme:

Keyword and Competitive Research

The Keyword Relevance of your website pages define how closely your website matches what a person is looking for. To ensure keyword relevance we will choose the appropriate keywords and implement them properly.

Not all keywords are equally effective. Effectiveness depends on the number of searches carried out using a particular keyword, the number of ‘competing’ websites, and the ‘buying intent’ of the user. MAWAZO will research and select the best keyword phrases to be used on your website based on your Online Marketing Strategy, and a review of the web presence of your most important competitors.

Technical SEO Fundamentals

Each web page will be optimized using selected keyword phrases. This is called ‘on-page optimization’. We will implement the keyword phrases in the content of the website, and in the meta tags such as the title of the webpage and the title of the images.

We will build the web page authority by ensuring that the website is included in the most credible website directories (such as Yahoo), social bookmark websites etc. This is called “off-page optimization” or “creation of backlinks”, since it involves establishing links to your website from other websites.

Content Marketing

Continuous content development is the most important activity to improve the reputation of your website, and therefore essential for SEO and optimal search engine ranking. SEO and Content Marketing go hand in hand. Content can take many forms, such as blogs, press releases, whitepapers, case studies, ‘how to’ guides, news and events, reviews etc.

Our Web Presence Optimization packages include the creation of content, as well as off-page optimization on the basis of blog content published, by listing this content on industry directories, blog directories etc.

Social Sharing

The purpose of sharing content on Social Media is ultimately to gain additional leads, to increase traffic to your website, and to improve your search engine ranking. We will set up and/or streamline of your social media accounts, as well as consistent posting to your social media platforms.

Analytics and Reporting

At MAWAZO Marketing we believe that what’s measured can be optimized. We provide our clients with a monthly analysis of their complete internet presence and discuss these report regularly to discover opportunities and fine-tune plans.


Our approach to Search Engine Optimization leads to guaranteed results, and is the best way to establish continuous traffic to your web presence in the long term. However, these results can not be achieved overnight. It takes three to six months to establish initial organic ranking results, and up to a year to start seeing more complete results. At MAWAZO Marketing we therefore recommend to implement SEO and Web Presence Optimization campaigns together with Online Advertising campaigns.


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