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XXXX.XXX SEO Audit With DDDDD and MMMM Subdomains

August 2, 2019

Matthew Leffler matthew.leffler@ultimateseo.org

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Report Index

Report Index 2

Introduction 5

XXXX.XXX Audit Notes 5

Document Overview 6 Reports included in this audit: 6

Keywords Folder 6 SEMRush Folder 7 SEOProfiler Folder 7

Present State 8 Technical Reports 8

GTMetrix.com Reports 9 Root Domain 9 MMMM 11 DDDDD 11

Google Page Speed 13 Site Structure and Visualizations 17 Page Errors and Site Audit 23

Errors And Warnings From Website Auditor 24 OnCrawl.com Site Audit Overview 26 SEOProfiler.com Web Site Audits 27 SEMRush.com Site Audit 32 Audits Summary of Site Health 33 SEO Mindful Titles and Descriptions 33

Content Analysis 35 Orthopedics 37 Pink Up Cape/Cancer 39

Breast Cancer Awareness 40 Primary Care/Emergency Department/Immediate Convenient Care 41

Primary Care 43 Emergency Department 44 Immediate Convenient Care 45 Fitness Plus 47

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3 Cardio 48 Gastro 50 Women & Children 51 NEURO 52

Content Analysis Summary 53 Subdomain Site Audits 54

MMMM.XXXX.XXX 54 DDDDD Subdomain 55

Duplicate Content 56 Backlink Audit 57

SEOProfiler Backlink Data 58 XXXX Anchor Text 58 Disavow Tool 59 LIS 60 Competitor Backlinks (sites to target for a link) 61 Referring Domains For XXXX.XXX 61 Backlink Summary 62

Rankings and SERPs 63 Overview SEO Metrics 63 SEO Metrics 63 SEO Raw Metrics Compared 64 SEMRush Rankings 65

Keywords 66 Present 66

Top 20 Ranking Keywords By Volume 67 Top 20 Highest Positioning Keywords With A Volume Over 100 67 Top Easiest Keywords With Over 100 Volume 68 Top Hardest Keywords With A Volume Over 100 68

Trending 70 MMMM SubDomain Keywords 71 DDDDD Subdomain Keywords 72

Social Media 74 Competitors 74

Opportunities 76 Present State Summary 77

What To Do … And In This Order 77 Opportunities 78

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4 Google Data Studio 78 XXXX Homepage Redirect Chains 79 Google Bomb: The Power of Backlinks 84

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Introduction XXXX.XXX has a lot of opportunities especially with its Technical SEO side and these are easy big gains when addressed. Its often the case in these audits, where some minor tweaks and optimizations can really push a site’s rankings. Rankings wise XXXX is doing alright. They are slightly disadvantaged by the use of Medical Center vs. Hospital in their keywords as Hospital has a higher search volume, but a creative campaign to get that word into a page’s title can resolve the disparity in traffic. But those are branded keywords and XXXX’s real abilities lay with the vast unbranded keyword potential. Branded keywords would come into a search query when the searcher already knows the company’s brand. If you want to improve traffic though seeking unbranded keywords like “Signs You’re Having A Stroke” are the real draws for visitors. XXXX sems to focus more on branded ones and could do well to refocus that to unbranded. XXXX is a massive site and its a challenge to efficiently deliver content when there's so much of it. Internal linking will be an area that XXXX will need to be mindful of as about half their site is 4 or more pages away from the homepage with some pages at 18, 19 pages deep. At that depth it is essentially at the bottom of the search ocean. Competition is possibly out performing XXXX with SEHealth.org appearing to have already benefited from optimizing their Technical SEO. Their site though has similar backlink challenges and XXXX can close the gap rather easily. Backlinks don't seem on the radar with XXXX’s SEO efforts. Their anchor text is often wasted on phrases such as “website” or “click here.” Backlink building is more effective than a lot of the traditional SEO that's found “on-page.” I often tell clients about what a Google Bomb is and I’ve included that in the Appendix. Its an example of how backlinks define a page’s keywords more than a page’s words define its keyword.

XXXX.XXX Audit Notes Throughout this audit we will jump from report to report. There are a lot of reports and they are very granular. To provide transparency I always include the raw data reports with the audit to allow clients to review the data on their own if desired. Consider these a service not a requirement of you. I have these available online and linked too, from with in this audit.

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6 I’ve mentioned in the audit my opinions and I just want to underscore that my opinions always come from Google’s blogs, tweets and documentation. I avoid expressing the opinions of the tools I use without Google documentation collaborating. If I disagree with a report I’ll note it here, an example is Duplicate Content and the use of the Disavow Tool. I’ll reference supporting articles as they come up and have an Addendum section where I’ll place supporting information. This Audit uses several overlapping data collection tools, because no one tool is a perfect representation of Google’s proprietary opinion of a site. Rather each tool offers a guess and I’ve found that blending them usually provides the most actionable indicator of Google’s opinion. Just like getting a second and third opinion from more than one doctor isnt a bad idea. This audit is limited to the XXXX.XXX root domain and two subdomains MMMMs.XXXX.XXX and DDDDD.XXXX.XXX. I’ll also discuss the impact of using subdomains rather than subfolders on SEO. Ultimately Google treats each of these as 3 different sites of no relation which is much different from subfolders or XXXX.XXX/MMMM

Document Overview All raw reports pulled are accessible to you for further review at https://urlink.ricks/2YCMxoh These documents will remain available for several months but I can’t guarantee them forever so I do recommend downloading copies for your reference.

Reports included in this audit:

OnCroawl-Overview.pdf - Oncrawl.com ran a complete crawl of the site and provides a good overview of the sites health. GTMetrix-report-XXXX.XXX.pdf - Speed Tests GTMetrix-report-MMMM.pdf GTMetrix-report-DDDDD.pdf

Keywords Folder Top 100 Difficult Keywords Top 100 Easiest Keywords Top 100 Keywords By Position Top 100 Keywords By Volume

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SEMRush Folder SEMRUsh_Competitors-Root Domain SEMRUsh_Overview-Root_Domain SEMRush_Referring_Domains SEMRush-Domain_Overview SEMRush-Traffic_Analytics XXXX.XXX-backlinks_anchors.xlsx XXXX.XXX-keywords-semrush.xlsx XXXX.XXX-organic-Positions.docx

SEOProfiler Folder DDDDD-XXXX-net.pdf DDDDD.csv MMMM-XXXX-net.pdf Li-DDDDD.pdf Li-MMMM.pdf Li-XXXX-net.csv XXXX-net.csv XXXX-net.pdf

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Present State

Technical Reports There are several sites that offer technical guidance on a targeted page but I feel GTMetrix provides the most detail about why a page scores as it does in their tests. Google also has two speed test sites that are popular including Google Page Speed Insights and Think Google Speed Test. Below we can see a comparison of Think Google Speed Test results for three hospital organizations in the Cape Girardeau, MO area. Image T1

SEHEALTH.ORG is currently the winner in Technical SEO. This would mean that if both sites published the same content covering the same keywords and had the same backlinks SEHealth.org would be the first result. They’re much faster and this would provide a better experience to visitors. This .8 seconds is a significant advantage. The general norm is to have a page load time of 3 seconds or less but if you’re competition is loading in 2.5 seconds the bar gets moved to at least equal them. If you intend to out rank them it's even more important to speed up your mobile experience.

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9 The importance of speed can be seen when we use ThinkwithGoogle.com and enter 50,000 monthly visitors that convert 0.5% of the time on expenses that equal an average of $1,000. An improvement of 1.3 second can bring in $147,850 dollars annually. Image O2

If you look at it like that any optimization and server upgrades I might recommend in these reports pay for themselves and this audit many times over in this one aspect.

GTMetrix.com Reports

Root Domain The XXXX.XXX Speed Report shows a failing grade at 55%. Its below the average site’s optimization levels. The YSlow Score which measures a sites efficiency is also a failing score. This is not all that horrible though, it indicates that the site doesn’t need a faster connection, more hardware or a smaller footprint but that through some minor tweaks we can correct the page speed and easily resolve the issues. Speed is a major factor now because the majority of Google searches are on mobile devices. Mobile devices tend to have slower connections on 3G and 4G networks so Google does rank sites accordingly. The best content is of no value if the searcher won't wait long enough for it to load. The page load time of 6.2 seconds is pretty average. Unfortunately average isn’t top ranking material, its lucky to be page 2 material. The goal load time for any site seeking to rank in the top 3 positions on Google is everything loading within 3 seconds. Over 5 seconds and mobile

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10 users are abandoning the page by about 10% per second. Google will lower a site’s ranking if users regularly are leaving the site before content loads and picking another search result. Many sites find that the use of a CDN or Content Delivery Network, such as Cloudflare and the use of “Lazy Load” dramatically improve a site’s load times. These are two ways to decrease load time without changing a site’s content. Simply implementing these two usually half a site’s load time which I would estimate bring XXXX.net to 3.1 seconds. I can provide more on page load times importance through an article I wrote on my site discussing why a site with lower SEO values across the board was out ranking a more established site...all that could be assumed was page load values. From the report we also see notations on minimizing redirects. Redirects on their own aren't the problem, its acceptable to have redirects on a site. If a site has an SSL certificate its a https site, when users type http a redirect moves them to the more secure server. But redirecting someone to a redirect that goes to a redirect is a chain and that is a waste of everyone’s time. Now as an example we have the following chain of redirects that someone has to complete before reaching the needed data for the XXXX homepage.

● https://um.simpli.fi/intentiq ● https://sync.intentiq.com/profiles_engine/ProfilesEngineServlet?at=20&dpi=2124307461&pcid=E38D2FA9D

501455DF9CB45AB02D3FE65 ● https://sync1.intentiq.com/profiles_engine/ProfilesEngineServlet?at=20&dpi=2124307461&pcid=E38D2FA9

D501455DF9CB45AB02D3FE65&ckls=true&ci=W8PyCJE0fo&nc=false&trid=-1788888140 ● https://ib.adnxs.com/getuid?https%3A%2F%2Fsync1.intentiq.com%2Fprofiles_engine%2FProfilesEngineSe

rvlet%3Fat%3D20%26dpi%3D1709765917%26mi%3D10%26csh%3D2124307461&pcid=$UID&rnd=1087401491

● https://ib.adnxs.com/bounce?%2Fgetuid%3Fhttps%253A%252F%252Fsync1.intentiq.com%252Fprofiles_engine%252FProfilesEngineServlet%253Fat%253D20%2526dpi%253D1709765917%2526mi%253D10%2526csh%253D2124307461%26pcid%3D%24UID%26rnd%3D1087401491

● https://sync1.intentiq.com/profiles_engine/ProfilesEngineServlet?at=20&dpi=1709765917&mi=10&csh=2124307461&pcid=9166581638092678714&rnd=1087401491

● https://thrtle.com/insync?vxii_pid=10042&vxii_pdid=W8PyCJE0fo&vxii_r=https%3A%2F%2Fsync1.intentiq.com%2Fprofiles_engine%2FProfilesEngineServlet%3Fat%3D20%26dpi%3D534024644%26mi%3D10%26csh%3D2124307461%3B1709765917%26pcid%3D%24%7Btid%7D&rnd=1036161700

● https://thrtle.com/insync?rnd=1036161700&vxii_pdid=W8PyCJE0fo&vxii_pid=12&vxii_pid1=10042&vxii_r1=https%3A%2F%2Fsync1.intentiq.com%2Fprofiles_engine%2FProfilesEngineServlet%3Fat%3D20%26dpi%3D534024644%26mi%3D10%26csh%3D2124307461%3B1709765917%26pcid%3D%24%7Btid%7D&vxii_rcid=7c02c3ec-fba6-4961-9237-ae5be35e28ef

● https://sync1.intentiq.com/profiles_engine/ProfilesEngineServlet?at=20&dpi=534024644&mi=10&csh=2124307461;1709765917&pcid=7c02c3ec-fba6-4961-9237-ae5be35e28ef

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11 ● https://dpm.demdex.net/ibs:dpid=575&redir=https%3A%2F%2Fsync1.intentiq.com%2Fprofiles_engine%2FP

rofilesEngineServlet%3Fat%3D20%26dpi%3D1242180304%26mi%3D10%26csh%3D2124307461%3B1709765917%3B534024644%26pcid%3D$%7BDD_UUID%7D&rnd=-1251700616

● https://dpm.demdex.net/demconf.jpg?et:ibs%7cdata:dpid=575&redir=https%3A%2F%2Fsync1.intentiq.com%2Fprofiles_engine%2FProfilesEngineServlet%3Fat%3D20%26dpi%3D1242180304%26mi%3D10%26csh%3D2124307461%3B1709765917%3B534024644%26pcid%3D$%7BDD_UUID%7D&rnd=-1251700616

● https://sync1.intentiq.com/profiles_engine/ProfilesEngineServlet?at=20&dpi=1242180304&mi=10&csh=2124307461;1709765917;534024644&pcid=83995314058339491220002718656583800351

I’d note that the resource is not on the XXXX.XXX network which may limit your ability to correct this issue without removing it from the site. Often it's worth removing plugins that require a user to jump through so many addresses to finally reach the file required. In the example above simpli.fi is the domain that the resource begins with and it finally ends at intentio.com but not before take a user through a total of 12 addresses. Its very inefficient and it slows your site down, costing lost revenue. There appear to be a total of 19 of these kinds of redirect chains on the homepage all appear to be connected to the same domain. These again become an issue in the subdomain SEO audit for DDDDD. I’ll include all of these redirect chains in the addendum section at the end of this report.

MMMM The MMMM.XXXX.net Speed Report shows a better picture than the root domain but has some issues that could improve the page still. The technical improvements for this subdomain should be the last thing done, they are not a priority. The MMMMs.XXXX.net subdomain loads in 2.0s which is fantastic. The page size is 1.65MB which is below average and it only takes a total of 54 requests which is ideal. If you did nothing to the site that would be okay, if you want to be proactive you can address the GZip Compression or Leverage Browser Caching issues outlined in the GTMetrix report but at 2 seconds an improvement of speed at 20% would only yield a tenth of a second or so.

DDDDD The DDDDD.XXXX.NET Speed Report shows a different story and it has the most opportunities for improvement. It scores the lowest of the three pages we tested in PageScore, YSlow Score and in things to address. The page loads in 6.3 seconds which as we’ve noted needs to be no

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12 more than 3 seconds. It has 141 requests that must be made to render the page which needs to be below 100. In comparison the MMMM.XXXX.XXX page had less than 50 requests. This subdomain suffers from the same redirect chain issues as the root domain from the simpli.fi domain. I went to the domain and it appears to be a marketing site for gathering analytics on site visitors. Thats unfortunate because you’d think they would avoid negatively affecting your site’s performance. To be clear the issue isn’t the work they are doing or the data they are gathering but the inefficient manner in which they are calling up their resources...rather than it just taking one step to get a file it takes up to 12 steps. If its absolutely essential that this plugin remain, I’d suggest possibly creating a mobile version of the site that doesn’t include all the bells and whistles but the essential function of the site over these slower networks, This subdomain also fails to use GZip Compression. Enabling it on the server would reduce the transfer size by 209KiB (74% reduction) Below are the files that would be compressed:

● Compressing https://DDDDD.XXXX.XXX/ could save 45.4KiB (82% reduction). ● Compressing https://DDDDD.XXXX.XXX/wp-content/plugins/meteor-slides/js/jquery.cycle.all.js?ver=5.2.2

could save 38.9KiB (74% reduction). ● Compressing

https://DDDDD.XXXX.XXX/wp-content/themes/XXXX-fitness/includes/fancybox/jquery.fancybox.js could save 33.3KiB (71% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-includes/css/dist/block-library/style.min.css?ver=5.2.2 could save 24.0KiB (83% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-content/themes/XXXX-fitness/stylesheets/base.css could save 18.5KiB (76% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-content/themes/XXXX-fitness/style.css could save 9.6KiB (81% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-includes/js/wp-emoji-release.min.js?ver=5.2.2 could save 9.0KiB (66% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-content/themes/XXXX-fitness/includes/js/jquery.easing-1.3.pack.js?ver=5.2.2 could save 4.4KiB (67% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-content/themes/XXXX-fitness/includes/mstar_calendar/mstar_calendar.css?ver=5.2.2 could save 3.8KiB (73% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-content/plugins/meteor-slides/css/meteor-slides.css?ver=1.0 could save 3.7KiB (74% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-content/plugins/meteor-slides/js/jquery.metadata.v2.js?ver=5.2.2 could save 3.4KiB (66% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-content/themes/XXXX-fitness/stylesheets/layout.css could save 3.2KiB (68% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-content/plugins/tablepress/css/default.min.css?ver=1.9.2 could save 3.1KiB (53% reduction).

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13 ● Compressing

https://DDDDD.XXXX.XXX/wp-content/themes/XXXX-fitness/includes/fancybox/jquery.fancybox.css could save 2.8KiB (70% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-content/plugins/meteor-slides/js/slideshow.js?ver=5.2.2 could save 1.5KiB (63% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-content/plugins/meteor-slides/js/jquery.touchwipe.1.1.1.js?ver=5.2.2 could save 1.4KiB (61% reduction).

● Compressing https://tag.simpli.fi/sifitag/e70ade90-f688-0136-ddc8-06a9ed4ca31b could save 1.1KiB (57% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-content/plugins/accordion-shortcodes/accordion.min.js?ver=2.4.2 could save 903B (53% reduction).

● Compressing https://DDDDD.XXXX.XXX/wp-includes/js/wp-embed.min.js?ver=5.2.2 could save 650B (47% reduction).

● Compressing https://i.simpli.fi/p?cid=&cb=sifi_att_1576502850008226._hp could save 380B (50% reduction).

Enabling GZip Compression is pretty quick and easy. There is no reason I know of why a site would not have this enabled other than a mistake. The site also would benefit from “Leverage Browser Caching” which simply tells a person’s computer to hold on to a file and reuse it for a certain period of time. This is useful for jquery.js or css files and can be cross-site used if they both use the same file. Bootstrap, Google fonts for instance may be files used by more than one site and there isn't any reason to redownload the same data. The plugin “Leverage Browser Caching” on WordPress can resolve this fairly easily and in a matter of seconds. I would suggest the value be set to 8 days or more to improve the scoring on GTMetrix.

Google Page Speed Page Speed Insights is historically a tougher test than most to score well with, so I often have to tell clients to focus on the overall time and not the score. XXXX.XXX scores a 40 out of 100 for mobile users. According to this Google service, the homepage takes 11.1 seconds for a mobile user before they are able to interact with the site. Take that 11.1 with a grain of salt because Google’s other speed test clocked in at 3.3s it all can vary due to site traffic, network traffic, your location, the type of device or browser you are using but in the end it’s your Content Delivery Network that serves up files closer geographically to your users that makes up this distance. They provide the following suggestions which are mostly an easy implementation on a WordPress site. Image compression leads the way in resolving speed issues according to their

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14 test. SmushIT is one plugin that WordPress has that addresses this and there are others available as well. I’d recommend not using Jetpack. The issue is that the images uploaded are not “sized” specifically for the site and these larger images take time to download and time for the visitors computer to resize that is wasted. Below are the images in question, followed by their size and then by the size they should be to work on the page.

URL  Size  Potential 

Savings 

 

…04/2019-05-MyChart-frontpage-slide.jpg(www.XXXX.XXX) 

195 KB 

142 KB 

…03/Front_bot….jpg(www.XXXX.XXX)  174 KB 

105 KB 

…03/Front_bot….jpg(www.XXXX.XXX)  139 KB 

91 KB 

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…03/Front_bot….jpg(www.XXXX.XXX)  139 KB 

88 KB 

…03/Front_bot….jpg(www.XXXX.XXX)  119 KB 

82 KB 

…01/New_Pricing_Initiative_NPI_slider.jpg(www.XXXX.XXX) 

109 KB 

80 KB 

…11/Leapfrog_A_rating.png(www.XXXX.XXX) 

130 KB 

75 KB 

…03/Front_bot….jpg(www.XXXX.XXX)  106 KB 

70 KB 

…04/Front-slider-Orthopedic-Excellence-Here-for-You.png(www.XXXX.XXX) 

65 KB 

24 KB 

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…09/Home_Slid….jpg(www.XXXX.XXX)  53 KB 

19 KB 

…03/Front_bot….png(www.XXXX.XXX)  53 KB 

11 KB 

Google estimates that optimizing these images could save 4.2 seconds. By implementing “Lazy Load” the site could save 3.15 seconds. Properly sized images would save an additional 2.25 seconds and efficiently encoded images could save 1.5 seconds. That's almost 10 seconds of the 11 that Google estimates XXXX could save through better image use. I’d note that a CDN such as Cloudflare used with a plugin such as SmushIT along with using Lazy Load would drastically improve the sites speed.

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Site Structure and Visualizations https://www.XXXX.XXX/group/cape-primary-care/ The page’s keywords and what you’d most want to rank for should be in the <h> tags on the page. If something is for navigation uses or is displayed large and bold for conversion purposes, “Schedule An Appt” is just an off the cuff example, these are not keywords its best to place them in div tags with css styling to get the visual effect desired. To better illustrate the use of <h1>, <h2> tags consider this report. I used browseo.net to see the page as Google sees it. If you look at the subheadings they are the ideal keywords for this document. They deserve to be in h tags. XXXX.XXX has the following headers … and therefore these are signaled to Google as your most relevant keywords. H

2 Ronca Joins XX XXX Healthcare System

H

2

Directly Scheduled Colonoscopies now offered at Cape

Gastroenterology Specialists

H

2 Hayward joins Cape Spine and Neurosurgery

H

2 Barnes joins Cape Spine and Neurosurgery

H

4 More Updates...

H

1 Language Assistance:

They are not the worst but obviously we’d expect to see an H1 header before the H2. When we do see the H1 it is “Language Assistance” is the XXXX homepage largely about language assistance? If not then I’d recommend starting with the H1 tag and it should cover the reason for the page.

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18 The use of an H4 tag under an H2 tag also may not be the most logical. When we consider the H4 tag text “More Updates…” we also could argue that's not a keyword and therefore it shouldn’t be in a header tag at all. H

1 XX XXX Medical Center - XX XXX Healthcare System

H

2

Directly Scheduled Colonoscopies now offered at Cape

Gastroenterology Specialists

H

2 Labor And Deliver Doesn’t Have To Be All Work

H

2 Brain Health And Our Neurosurgery Center

H

2 Heart Attack Warning Signs

H

2

Signs I Am Having A Stroke

H

3 Smoking Increases The Risk Of A Stroke

H

2 Find A Hospital Near Me

This might be an example of a better header tag structure on the page. Add the top things you want a site to rank for in the headers and nest them properly. The addition of the term “Heart Attack Warning Signs“ puts a 6,600 a month keyword search on your homepage. You may notice also what I’ve removed … announcements that Dr. X joined the Neurosurgery group are very low volume and no one but that doctor and the hospital are searching for that. Those announcements should likely be on that groups homepage as it takes valuable real estate up for a keyword volume of 0. SEMRush suggests no one is searching

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19 “Hayward joins Cape Spine and Neurosurgery” on Google. But 4000 people searched “Brain

Health”.

Further trying to match our headers to rankworthy keywords you’ll notice I’ve snuck the

word Hospital in to the headers. Your keywords need to be the questions that people are

searching, not the answers.

Image V1

https://urlink.rocks/319eyRK Above is the site visualization for XXXX.XXX. The homepage is in the center and gets the most traffic with pages that link from it getting a lot of traffic from the homepage. This is why the green pages in the center are brighter and larger. The sitemap is in the bottom left corner and around it we see orange pages. These are 404 errors and indicate a page is missing. These are found off the sitemap so either the sitemap needs to be updated or those missing pages need to be redirected to relevant alternative pages.

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20 The following 2 images just provide a closer look at the overall visualization. Blue dots are redirects and those are appropriate. For instance in the visualization there is a redirect for http://XXXX.XXX to https://XXXX.XXX so no work is required on our blue dots. Image V2

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21 Image V3

Again the sitemap links us to several 404 pages. I’ll include a list of these in the Addendum section of this report.

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Page Errors and Site Audit Google Search Console and Google Analytics are great tools but they are even more valuable when we can combine data from each to form a new perspective. I set up a few Google Data Studio pages using the data from XXXX.XXX under Red Letter. Its a free reporting and visualization tool. It's worth noting that the site’s homepage is only the third most popular landing page. The page on the site with the most clicks and the most Google Search impressions is:  https://www.XXXX.XXX/service/women-childrens-services/family-birthplace/pregnancy-childbirth/stages/  That makes this page more important than the homepage for gaining search traffic. The next most important page is: https://www.XXXX.XXX/service/women-childrens-services/family-birthplace/pregnancy-childbirth/labor-delivery/  It's because of those two pages that I added that h2 header about Labor and Delivery to the homepage example. This report also confirms that XXXX.XXX should design pages with mobile as the first priority. In one month there were 863,000 mobile impressions vs. 597,000 desktop users. Mobile design needs to be the focus. Image O1

.

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Errors And Warnings From Website Auditor

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The site may show 1914 pages but at only 66 missing pages the site is very crawlable.

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OnCrawl.com Site Audit Overview Oncrawl crawled a total of 4056 urls. The report gives us a good overview of the status of the site’s overall health. Of these urls 2,628 pages were identified by the site as the canonical page. Canonical pages are the first original copy of the content. These would be the indexable pages. 7 pages have “noindex” in the meta tags indicating that they should not be added to a search engine. No pages are blocked by the robots.txt file. These numbers are consistent and normal. There are going to be pages that we block search engines from crawling such as login pages. In the end the OnCrawl search identified 2628 indexable unique pages. Image On1

The image above displays the site’s load times with green being ideal. The red pages, or slow pages make up 74% of the site. Only 1.08% of the site loads in the best category. The vast bulk of content is at least 3 clicks in with over half 4 or more clicks. Thats worth considering when we think about how deep into the site people are usually willing to go. Better internal linking would be useful here. In the SEOProfiler report the site earns a 62% click depth score. There are approximately 180 links to other pages on the site per page...which is high. If you give users 180 options they may be overwhelmed. This means...less links but more relevant ones.

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SEOProfiler.com Web Site Audits SEOProfiler also crawled the site. Their crawl was on a different day and depending on several factors it's typical to get somewhat different audit results. This is why I’ve crawled the site using 3 tools. First point to note is that SEOProfiler notes 289 pages contain at least one broken link or 7% of the pages. These could be in the headers or footers of the page which replicates that broken link onto many other pages. We already noted in the visualization the site map having several broken links or missing pages. SEOProfiler lists these as: Multiple broken links (32) This page contains the following 32 broken links. You should fix them so that search engines think that the page is still up-to-date.

● https://www.XXXX.XXX/?page_id=19068 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Epic Virtual Career Fair"

● https://www.XXXX.XXX/?page_id=32853 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "“Rad Dad” Contest"

● https://www.XXXX.XXX/?page_id=25140 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "15th Annual Medical Fitness Week Walk 10k Challenge"

● https://www.XXXX.XXX/?page_id=25151 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Walk 10k Challenge Report Form"

● https://www.XXXX.XXX/?page_id=31680 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Cape Cardiology Group Bake Sale"

● https://www.XXXX.XXX/?page_id=31675 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Cape Cardiology Group Chili / Soup Lunch"

● https://www.XXXX.XXX/?page_id=29416 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Coat Drive"

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28 ● https://www.XXXX.XXX/?page_id=28189

HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Colleague Flu Shots"

● https://www.XXXX.XXX/?page_id=28604 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Colleague Forums"

● https://www.XXXX.XXX/?page_id=28014 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Dave Ramsey: Financial Peace University"

● https://www.XXXX.XXX/?page_id=30402 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Diaper Drive"

● https://www.XXXX.XXX/?page_id=32380 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Home Medication Policy Talking Points"

● https://www.XXXX.XXX/?page_id=32560 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Moms Matter"

● https://www.XXXX.XXX/?page_id=31962 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "NICU / Family Birthplace Bake Sale"

● https://www.XXXX.XXX/?page_id=28265 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Pink Up 2018 SEMO Game Day"

● https://www.XXXX.XXX/?page_id=33789 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Community Learning Class Registration"

● https://www.XXXX.XXX/?page_id=24852 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Renewed XX XXX Healthcare System Mission Celebration"

● https://www.XXXX.XXX/?post_type=service&p=11255 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Cardio-Oncology Clinic"

● https://www.XXXX.XXX/?post_type=service&p=11258 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Cardio-Oncology Clinic"

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29 ● https://www.XXXX.XXX/?post_type=service&p=27172

HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Free Vein Screening"

● https://www.XXXX.XXX/?post_type=service&p=1654 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Brain Care"

● https://www.XXXX.XXX/?post_type=service&p=1650 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Epilepsy Monitoring Unit"

● https://www.XXXX.XXX/?post_type=service&p=1639 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Multiple Sclerosis Clinic"

● https://www.XXXX.XXX/?post_type=service&p=1688 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Knee, Hip, Shoulder Clinic"

● https://www.XXXX.XXX/?post_type=service&p=1676 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Regional Arthritis Center"

● https://www.XXXX.XXX/?post_type=service&p=19873 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Sports Medicine E-Newsletter"

● https://www.XXXX.XXX/?post_type=service&p=2005 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Regional Arthritis Center"

● https://www.XXXX.XXX/?post_type=service&p=1731 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Outpatient Rehabilitation"

● https://www.XXXX.XXX/?post_type=service&p=25805 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "LINX Seminars – Upcoming"

● https://www.XXXX.XXX/?post_type=service&p=18620 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Nonsurgical Solutions"

● https://www.XXXX.XXX/?post_type=service&p=16930 HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Testimonials"

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30 ● https://www.XXXX.XXX/?post_type=service&p=11384

HTTP status code: 404 (server error (404 web page not found)), HTML tag: <a href>, anchor text: "Photo Gallery"

The next most pressing issue is that 329 pages appear to have duplicate titles, each page should have a purpose and therefore a unique title. For instance the free yoga classes are titled: Free Yoga Sessions (5/7 - 6/25) | XX XXX Healthcare System Southeast Missouri / St. XXX Medical Center Cape Girardeau" First, the title is too long. It’s about twice the length of what Google will display. Free Yoga Class 5/21 - XX XXX Healthcare System, Cape Girardeau. The yellow highlighted text Is what I’d recommend the title become. While you may want to note that its in Southeast Missouri thats understood by the city’s location. XX XXX being in the title twice is redundant even if its a Medical Center in a Healthcare System of the same name. Either way the length has to be cut in half or Google will cut it on their own. Second the date should be specific since the one on 5/21 is not on 6/11 and vice versa. They are unique events because they are entered in the site separately they need to be titled that same way. You can use “Sessions” I picked “Class” as its shorter and higher volume. This page’s meta description is also not unique. So this is how 2 classes on different days would show in Google:

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31 Free Yoga Sessions (5/7 - 6/25) | XX XXX ... Free yoga sessions (8-week course) for cancer patients, their

caregivers, family members, and any XX XXX colleague who works

in the Cancer Institute.

Free Yoga Sessions (5/7 - 6/25) | XX XXX … Free yoga sessions (8-week course) for cancer patients, their

caregivers, family members, and any XX XXX colleague who works

in the Cancer Institute.

Visitors can’t distinguish between them and when they click on the wrong one half the time they are going to click back pretty quick and thats gonna hurt our SEO with User Behavior. SEOProfiler also gives us a warning concerning page load times. 95% of the pages crawled took longer than 3 seconds to access. Some pages are loading much worse than the homepage… Image A3

Review what is on these pages its likely one feature that does not warrant the time.

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SEMRush.com Site Audit Finally, in our third audit tool with SEMRush one of the metrics that jumps out is Pages Per Visit at 4.5. Considering that most of your content isn’t available till the third or fourth click we have to expect that the pages found at 13, 14 or more clicks are basically nonexistent. Below is a graph showing how many clicks a page is from the homepage. Image A2 (Is From The OnCrawl Report)

SEMRush also reports a high 80% bounce rate. Google Analytics though shows it at 62% so I wouldn’t worry about that but be mindful. The actual overall score SEMRush assigns to your site health is a low 52%. It earns the following scores: Site Performance: 68% Crawlability: 74% HTTPS: 87% Internal Linking: 73% This is congruent with our earlier notes … site performance is a challenge and better internal linking could help a lot. The 87% in HTTPS indicates mixed content which is easily fixed using a plugin to make all links HTTPS or through Cloudflare. That metric should be 100%. SEMRush notes the top issue on the site is page speed. Then mixed content...then addressing 118 pages it says are missing. This report does also note issues with duplicate titles and descriptions on some pages. These can be avoided by using SEO Yoast and dynamic titles. Other site audit warnings to improve SEO:

1. 908 Images need alt attributes (wasted spot for your keywords) 2. 467 page titles are too large 3. 338 pages lack meta descriptions

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33 4. 505 pages with low text to html ratios. To really rank a page we want at least 500 words

of content. Consider how well Wikipedia ranks...

Audits Summary of Site Health All of the audit tools seem to agree we need to focus on speed and technical SEO. Then I’d suggest internal linking for site click depth issues and then page titles, descriptions and img alt tags. Finally an update to the sitemap and redirects for the missing resources. These should improve the overall site score dramatically. To have a top ranking site we need to perform well in all of these areas if not excel in all of these areas.

SEO Mindful Titles and Descriptions Image A1

We should review the format of our Auto Generated titles. Archives and Archive are used and they aren’t descriptive nor is the description. These are the categories of posts on the site I personally always remove archive (it's in Yoast by default) because I feel the word suggests old and outdated. To be clear, I’m not advocating removing the pages, I’m suggesting we remove the word from those titles.

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34 Health Page Archive Page 55 of 74 -XXXXX that doesn't tell us anything and it’ll negatively impact the site SEO as people search for something and don't click on that result.

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Content Analysis So let me first note some disclaimers that surprise many clients. While this section is going to focus on content and corresponding keywords this section is not the most important section of the entire audit. The client is better served implementing the Technical SEO, Backlinks, Internal Linking suggestions before Content Analysis because the best content doesn’t necessarily rank on Google. The best content is also often not the most optimized content. SEO used to be about keyword optimization but in the last decade that has died off. While it is a ranking factor, it is one of 200 factors. In a 2015 study the following ranking factors had the highest correlation with top ranking sites.

1. Click Through Rate 2. Relevant Terms 3. Google +1 (Now deprecated) 4. Number of Backlinks to Homepage 5. Facebook Shares 6. Facebook Total 7. Facebook Comments 8. Pinterest 9. Backlinks to URL 10. Facebook Likes 11. Tweets 12. % of No-follow Backlinks 13. Related Terms 14. New Backlinks 15. Backlinks From New Domains 16. % of Backlinks with Keywords 17. Number of Internal Links 18. % of Backlinks With Stop Words 19. Keywords In Body 20. HTML Length 21. Text Character Length 22. Word Count 23. Site Speed 24. Keywords In External Links 25. Word Count In Anchor Text 26. Position of Keyword In Title

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36 31. H2 Headers 33. H1 Header 37. Keyword In Title 38. Keyword in H2 39. Keyword in Description 42. Keyword in URL 43. Keyword in Domain Name 44. Keyword in H1 With all the factors and the list above we have to keep in mind that specific use of a keyword is somewhere around the 40th most important ranking factors.

If you want to rank for a phrase you need relevant content, using natural language … realizing that through machine learning Google has grown beyond keywords. It's helpful to optimize your content but it's more helpful to ensure visitors have a fast experience in finding relevant answers to their searches. Google knows that “HP splits in two” is the same as “Hewlett Packard spins off hardware” when both articles feature a photo of Meg Whitman and are on PCMag.com. And it knows that “HP splits in two” on a divorce chat site with backlinks to it that have the anchor text “Harry and Pam get divorced” is not relevant to a search “Changes at computer companies.” With that noted let's look at what content Google ascribes to the following target keywords.

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Orthopedics When looking at Google’s results for XXXX.XXX we find 2,720 results. The top pages associated with this keyword are

1. https://www.XXXX.XXX/group/advanced-orthopedic-specialists/ 2. https://www.XXXX.XXX/service/orthopedic-institute/orthopedic-physicians/ 3. https://www.XXXX.XXX/service/orthopedic-institute/ 4. https://www.XXXX.XXX/adv_ortho_spec/patient-resources/frequently-asked-questions-a

bout-orthopedics/faq-orthopedic-specialists/ 5. https://www.XXXX.XXX/adv_ortho_spec/experts/

IMAGE CA00

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38 Of these top 5 results, the third and fourth results are the best in regard to the amount of content on the page. The top 2 results are both lean in content and both could benefit from expanded text about their purpose. These two out rank the third and fourth likely due to site structure, click thru rate and backlinks. The third result is the homepage of the Orthopedic Institute and is likely the intended top result. Id suggest it be one click from the homepage, disregarding the link in the page navigation. In other words if the homepage content included a link with the proper internal linking to the Ortho Homepage and if other pages on the site included in-content links to this page it would likely improve to become the top page from XXXX for this keyword.

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Pink Up Cape/Cancer XXXX has 156 results for this keyword. The top results are as follows:

1. https://www.XXXX.XXX/service/women-childrens-services/womens-health/pink-up-capedig-for-life/

2. https://www.XXXX.XXX/health-page/pink-cape-buzz-around-town/ 3. https://MMMM.XXXX.XXX/music-and-fireworks-pink-up-cape/ 4. https://www.XXXX.XXX/service/cancer-institute/

IMAGE CA0B

I’d expect that the top intended page is in fact the top result we get. To better optimize the page it may be useful to decrease the url length and how far it is nested from the homepage.

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40 Site structure suggests this page is under womens-health, which is under women-childrens-services, which is under service which is under the homepage. If “Pink Up Cape” is a priority keyword why is it 4 levels below the homepage? With that said though it is a rather unique keyword and doesn’t have much competition. If we made the search query more unbranded to “awareness of breast cancer” it becomes the second result at XXXX under https://www.XXXX.XXX/service/cancer-institute/breast-cancer/ (which wasn’t in our initial list for “Pink Up Cape/Cancer.” On this page I’d suggest under “Breast Cancer Awareness” we link to the target page for the anchor text. As an example here are suggestions for this page’s content under the last header.

Breast Cancer Awareness XX XXX participates in several activities to raise breast cancer awareness. Every October,

our community-based program, Pink Up Cape, paints Cape Girardeau pink for Breast Cancer

Awareness month. We partner with Southeast Missouri State University and private donors to

raise funds for Dig For Life. These funds provide mammograms to area women who

otherwise would not receive this important screening.

That doesn’t change the content but it does enhance the internal linking and improves the flow of traffic to the page using the terms we’d want associated with these pages.

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Primary Care/Emergency Department/Immediate Convenient Care When searching the whole phrase we get 92 results. This is likely because we have three topics in one so it’s a pretty specific search. I’ll further break this down into three searches after some initial notes.

1. https://www.XXXX.XXX/service/primary-care/urgent-care/ 2. https://www.XXXX.XXX/group/XX-XXX-immediate-convenient-care-cape/ 3. https://www.XXXX.XXX/video/immediate-convenient-care/

Of these three top results I want to highlight a concern regarding the pages, their purpose, the site structure and the uniqueness of titling. Starting with titling … what's the difference between each page in the following image? How do these pages show what sets them apart from each other? IMAGE CA1

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42 Is the third not about “urgent care” is it just a video? If it's just a video would it be better to include this content on one of the first two pages as well? Neither of these pages include the video. If that's appropriate we should title the video something other than “Immediate Convenient Care”. “Welcome To Immediate Care Video” might be a better title for the page. We also should note the description of the third page is not a description but an error response. Likely text produced by the site for the Google spider, and without any other text on the page Google used the error as the description. The point I want to make is that each page needs a unique purpose and that purpose needs to be conveyed in the title and description so searches know why this page or that page is different than another. If we just have generic results the user Click Thru Rate and Bounce rate are going to be affected as searchers hunt and click for relevant content to their search. Finally there seems to be a page under Groups and one under Services. These needs to be clearly defined as to why there are two pages and what is the different information that may be found on one and not the other.

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Primary Care Top results on XXXX.XXX: Image CA2

Again we have the Groups and Services pages topping our results. The Groups page has one backlink directly to it while the Services page does not have any, neither does the news page result. The top result has one backlink to it, none of the other results have any backlinks. I want to note that the location of the keyword in the page title …. The second result starts the title with the exact phrase but it doesn’t beat the page above for the top result, this is likely because of the backlink even one is enough to pull a page above another with a more optimized title.

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Emergency Department In searching for the Emergency Department we don’t find a Group but we do have two Services pages. Here are the top results IMAGE CA3

The second page seems to convey Emergency Physicians are a service, I’d have almost expected them being nouns and not verbs to be under Groups. I’m only nit picking these results because I’m not sure what the difference is between a Group and a Service on XXXX’s site and I’m wondering if we have two sections that duplicate a lot of search queries therefore competing against themselves.

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Immediate Convenient Care The results for this query: IMAGE CA4

Again we see a Service and a Group page competing for this keyword. I’d be interested in how many priority keywords do not have a Service and Group page? If they have identical keywords they are redundant and provide competing pages. In a vacuum this isn’t as important but when we are searching beyond just XXXX.XXX if we have two pages competing against each other for the same query they’ll likely be positioned below results that are not competing against another internal page from a competitors site. Its normal to have internal pages competing. It's not though if every topic under two classifications is repeated and our traffic is arbitrarily split between the two overlapping pages

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46 there by diminishing our SEO efforts for any single page. That traffic is of course the Click Thru Rate or the most important ranking factor.

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Fitness Plus Fitness Plus has some more clear purpose behind it’s titling and thats rather evident in these top results: IMAGE CA5

The likely expected top result is the top result. The homepage of Fitness Plus. This page has 29 backlinks of its own. Google treats subdomains as a separate property so it is important to note that this property has 237 backlinks according to the results above. The content here seems to make sense for users and titling as well as structure is pretty simple.

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Cardio The results of this query are: IMAGE CA6

Cardo is a pretty broad term so it makes sense that it returns results in fitness and in groups or services but it doesn’t have a group or services result it has a video page. Again I suspect the Cardiology department would have a Group and if it follows the pattern of previous pages a Service page. Cardio-Oncology’s video though is the best result available to Google searchers. The XXXX.XXX root domain will out rank the DDDDD.XXXX.XXX results due to backlinks and traffic.

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49 So should a Services or Group page but we do not see those as top results here. It may though be a matter of having a single word query. There are no backlinks to any of the result pages.

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Gastro Results of the query for Gastro include: IMAGE CA7

We see our repeated pattern with a Service and a Group page. Titles do seem to have verbs going with Services and nouns going with Groups which was the expectation I had when I saw these two distinctions. There are no backlinks to any of the pages above page. Most notable is the lack of pages on the site about this topic. A total of 10 indexed pages are available as results. In contrast “Pinkie Toe” has 41.

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Women & Children The top results on XXXX for this query: IMAGE CA8

With 1,350 candidate pages we have a lot more content than we did in the previous search for this query on XXXX. Unfortunately none of the top four pages include a single backlink. This is a big missed opportunity. Site structure wise we have three Services pages and no Groups. The Titles do convey to me the difference between a physical building page and Labor and Delivery pages.

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NEURO The results for the final search query: IMAGE CA9

Neuro is another difficult keyword to qualify as its one word. If the intended page Is the Neuro Physicians & Surgeons page and not the homepage of the Neurosciences Institute then thats our result. One thing to note is over use of a keyword. Cape Spine and Neurosurgery, the second result has Neuro on it 21 times. The staff directory listing that everyone has the same speciality overuses the term and likely lowers the pages result for the term and is viewed as keyword stuffing. Again, nature language is fine, if the word makes sense when you read the page out loud but if it doesn’t sound like its needed then it needs to go.

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Content Analysis Summary The relevant term is more important than the placement or use of a specific phrase. This is evident in many of the results. Emergency Department is an example with the top result being “Emergency Physicians.” Often a page with a single backlink out ranks a page without one. The more internal linking done across the site the better the site’s ability to signal which page it wants to rank first for that anchor text. The use of a keyword in excess is considered keyword stuffing and may cause a page to be penalized. There is no set number for too many keywords, the best way to determine is to look at the content and ask if the use of the keyword is needed in the place it is being used. In the Neuro search results 21 uses of the phrase is a bit over the top but more so when we consider its done outside of the natural language of the page and instead in a table. A different way to do it would be to place all Neurology and Neurosurgery specialist in separate lists. Or to place a paragraph of content for each entry allowing naturally to introduce the individual and their specialty. Titles and descriptions should set the page apart from the rest of the content.

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Subdomain Site Audits

MMMM.XXXX.XXX

The MMMM generally has the files we expected to file. This site is generally a smaller site attracting only a helpful of backlinks.

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DDDDD Subdomain

This audit shows DDDDD.XXXX.XXX above. A subdomain crawl produced an excel document that shows line by line, page by page.

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Duplicate Content Why is there no discussion on duplicate content. The short answer is that Google has said multiple times over the last 10 yrs that much of the web is duplicate content and it is “not a pressing issue”. There is no penalty for duplicate content.

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Backlink Audit The SEOProfiler Backlink Report covers the whole site including subdomains. Backlinks are the most powerful signal to Google that isn’t User Behavior. Often I find people associate SEO with onpage and keyword use and that was the case in the 90s but not now. Because of this strong misconcept I’m going to go into some details on backlinks. Consider onpage SEO work … putting keywords in places just right so as to rank for those phrases, its essentially a site telling Google it has the best content for that keyword. Not much weight in self promotion though. A backlink is where a site places a link to another site and within the anchor text defines what it thinks that site is. For instance Green Tongues Are A Sign Of Lizard Disease links to a page titled “Seven causes of a green tongue.” First off the relevancy seems to check out and that's essential. If Google finds that 99 other sites link to the same page with that anchor text they’re going to make the connection. That's essentially 99 other people saying this is that, as opposed to you saying you’re something. Google believes everyone else more. Follow and No-Follow backlinks are also important. No-follow means you don’t want to pass any SEO value to the site maybe its a political opponent? Do-Follow links do transfer value and serve as a vote for the site’s authority and trust. Not all sites are as trustworthy as others so their links are worth less. If the same site says 100 times that your site is great that's less impactful than if 100 different sites say your site is great once. That's why in SEO we want to count only the best backlink from a site, this value is known as referring domains. XXXX Backlinks look disappointing. 12,000 links point to the site from 1.1K sites. Of those 90% are follow links. 902 links from different sites are follow links. Comparing to SEHealth.org with 202,000 backlinks but only from 955 sites with 652 follow links XXXX is winning in this important area. Honestly though I’ve audited small one site tour companies with more backlinks, I’d have expected more for a regional hospital. An outreach campaign really needs to be done. There are many easy wins available right now in local organizations linking to the site. No one in this market is really working very hard on backlinks, making it an advantage to whomever does put in the effort.

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58 Backlink campaigns are long and steady often at least six months..,and just because a backlink was built doesn’t mean you’ll see an effect within the first month. Sustained, steady growth is the secret to effective link campaigns.. Using the SEMRush-Backlinks_Overview… report we can see the metrics discussed above. The Trust Score of 34 is actually really strong, this suggests the backlinks the site has are relevancy and comes from highly regarded sources. Page 3 of the report provides us further insight into who links to XXXX.XXX. One .gov site and 8 .edu sites link to XXXX.XXX, these are the best sites to have links from for trust.

SEOProfiler Backlink Data In the backlink audit of XXXX.XXX we see what appears to be a lot of backlinks sink into just a few relevant ones.

XXXX Anchor Text The top anchor text for the site is its name XX XXX Medical Center. The second and third are lost opportunities “Click here” and an empty anchor. 26% of the backlinks to XXXX have either click here or nothing in the anchor text. I’d really prefer to see anchor text thats unbranded like “sore throat with a high fever” the site may lack relevant content for those kinds of searches. “coloring your hair while pregnant” is the first one and it comes from 18 sites. In contrast 112 link with the anchor text “website.” Image B1

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From image B1 it is apparent that while XXXX has nearly 7000 pages or other content backlinks they dwindled to only 321 unique ones. Gaining more links should be a priority especially when we consider the site has thousands of pages of content. A social media presence with links may help build better buzz about topics XXXX addresses.

Disavow Tool Are there any domains that aren’t really helping your site...probably everyone has low quality referring domains. https://www.carestream.com/ or http://idealweightbarumugi.blogspot.com may be a couple examples of XXXX.XXX’s less than helpful referring domains. Many SEOs will encourage clients to use the Google Disavow Tool to distance themselves from a site. I don’t. Google also doesn’t recommend using the tool unless manual action has been taken against you. “Step 0: Decide if this is necessary

In most cases, Google can assess which links to trust without additional guidance, so most sites will not need

to use this tool.

You should disavow backlinks only if:

1. You believe you have a considerable number of spammy, artificial, or low-quality links pointing to

your site, and

2. The links have caused a manual action, or likely will cause a manual action, on your site.”

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60 Google 2019 Without a notice from Google that they’ve penalized the site, I would not use the disavow tool. Different popular sites will likely suggest disavowing links and these are singled out often because its a popular misconception. Each site has its own formula to determine what links are “toxic” and none actually know what Google thinks is toxic. Google has said it doesn’t penalize duplicate content, it just ignores it. The only opinion on what should be disavowed is Google’s. They will let you know when they have a problem with your site one and you simply can’t find that out until then, so leave the disavows alone.

LIS Is a proprietary metric SEOProfiler uses to show how good a link is on a 0 - 100 point scale. Just like any 3rd party metric we've looked at here this should be considered with a grain of salt. With that said XXXX.XXX has a lot of heavy hit links, “100% links” are rare and XXXX has several pages of them. Unfortunately more of these are no-follow and would therefore transfer no SEO value outside of User Behavior.

Link building is somewhat like making a pyramid. The top links, or those with the most SEO value will likely be fewer than the base or the lower quality links….thats a normal distribution. If we start to see a top heavy link distribution it becomes a concern over 1. Not promoting the site to the masses or 2. Manufactured high level links.

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The image above attempts to depict normal link distribution among domains. It is nature and normal to have links from low traffic sites, such as a former patient’s blog or a real estate site that sold a property connected to the target site in the past. These sites may not be as valuable as a link from the FDA but they are expected and expected in higher number than high value sites.

Competitor Backlinks (sites to target for a link)

The Competitive Backlinks Report is simple to read and easy to use for backlinks. We know they link to similar sites so you should follow up with the highest Authority Scores. These 5 pges serve as a blueprint of easy link building.

Referring Domains For XXXX.XXX The sites or domain names that provide an indexed backlink to your site is available in the shared drive under the SEMRush folder titled SEMrush-Backlinks_Referring.pdf The domains

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62 on whole look generally authoritative and high value. 79% of the domains are associated with the USA this is a good metric, we want to avoid domains from Russia, Ukraine or China. Basically the languages and geography should correlate. We want to continue to increase the number of referring domains .

Backlink Summary Anchor text is the part of a backlink that coming from the right site can make or break a site’s ranking for a keyword. Consider the image below...I have underlined all branded and irrelevant anchor text examples of the top 20 most popular keywords.

When we take the client name out and text that isn’t descriptive we find only 3 of 20 have solid anchor text It’s worth noting again that it can take up to a month before a backlink is registered in Google so keep that in mind as you go for over a month with little SEO improvement.

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Rankings and SERPs The site benefits from a large array of keywords but in the end it all comes down to the first page results. Getting position 10 and position 11 are night and day and position 11 is the first one not on the first page.

Overview SEO Metrics

SEO Metrics Google doesn't tell us what your “PageRank” is anymore so several companies have created their own knockoff Page Rank scores in an attempt to predict your site’s rankability. These are all guesses, Domain Authority by Moz is likely the most popular, its still just a number that in and of itself means nothing. When Moz released DA 2.0 a lot of sites changed values but not their search position. Still when considering your site its useful to collect several of these numbers.

Domain Authority

Page Authority

Citation Flow

Trust Flow

Authority Score

Domain Rating

XXXX 41 38 26 25 45 46

MMMM 41 33 4 9 45 46

DDDDD 41 36 15 13 45 46

Just as an example of how these numbers are not accurate on their own you’ll notice that the site and subsites have the same DA, AS and DR. This is not the case with Google each sub domain is its own property. Majestic seems to be the only one that reflects differences in subdomains with their Citation Flow (How influential a site is) and Trust Flow. Generally speaking your metrics look very solid. A DA 41 is hard to gain. Now the CF is a tad low especially for the MMMM.XXXX.XXX website, but the Trust Flow is better. Any TF score above 10 is decent anything at or above 20 is great. XXXX.XXX Authority Score by SEMRush I can provide some details on...

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SEO Raw Metrics Compared

Domain Moz Links

Moz DA

Moz PA CF TF

Majestic Links

Majestic Ref. Domains

Majestic IPs

Majestic Subnets

Majestic TTF1

webmd.com 9M 93 72 74 84 38M 206007 114K 54K 80-Health

stXXXcare.org 34406 50 43 28 24 11948 936 541 496 ociety/Organizat

XXXXX.com 574 48 42 30 31 75796 1096 658 615 Health/Mental He

sehealth.org 429 42 37 40 23 46297 472 406 385 22-Business

XXXX.XXX 485 41 38 26 25 7725 427 366 347 -Health/Medicin

MMMM.XXXX.XXX 2653 41 33 4 9 2548 21 20 20 9-Health/Nursi

ng

DDDDD.XXXX.XXX 1949 41 36 15 13 58 19 18 18 Society/Philanthr

XXXXXhosp.com 158 33 32 23 16 12007 236 205 201 4-Health/Medicin

While XXXX is not in competition with stXXXcare.org they are in competition online because they have so many related keywords. These are mostly branded keywords. It's also worth seeing how many domains point to various competitors.

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SEMRush Rankings This report will utilize rankings trended in SEMRush.com. SEMRush provides several domain ranking reports in this audit. The following is an image of their dashboard for the XXXX domain.

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Keywords

IMAGEK01 Above is the dashboard view from SEMRush for XXXX.XXX showing 25,600 keywords associated with the audit domain. This is a 6% decrease from a week ago data and while it seems large it is not a significant shift. Keywords should exist in the page title, the meta description, the header tags such as <h2>Keyword</h2>, the image alt text tag, 3 or 4 times within the pages content and in the slug. The slug being the url so https://mysite.com/this-is-a-slug/ Seek out the question searchers will ask not the answer to their question. So “What do I do if I’m having a heart attack” is a better start than “XX XXX Heart Center.” Optimize for the question not the answer. Using that example a better title of a page might be “What Chest Pains Mean To Your Heart Health” then “An article by XXXX Heart Center.” Note: this is just an example and that title wasn’t found on your site. So not a specific issue.

Present SEMRush shows 27.1K keywords XXXX is ranking for on Google. Thats a solid amount but lets disregard anything not in the top 20 for now. With the top 3 positions being keywords performing well, 4-10 positions being close to performing and 11-20 as opportunities to get on to the first page. With tens of thousands of keywords in play I felt it makes sense to focus on the ones with greater than 100 searches a month. These tables come from documents in the Keywords Folder.

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Top 20 Ranking Keywords By Volume Table K1

Keyword Position Previous position

Search Volume

Keyword Difficulty

american heart association 56 0 135000 85.08 walking pneumonia 62 62 135000 91.62 missouri state university 71 0 74000 77.51 24 hour cvs 43 0 74000 87.91 st XXX hospital 12 12 74000 70.74 st XXX 49 49 60500 69.72 round ligament pain 21 21 49500 86.82 signs of appendicitis 42 42 40500 91.61 urgent care hours 34 31 40500 70.15 liberty utilities 24 0 40500 78.28 signs of labor 64 64 40500 87.56 andrew walker 75 75 40500 77.65 rotator cuff injury 91 91 27100 90.36 early signs of labor 48 52 27100 87.49 semo portal 50 50 27100 73.92 greaser 82 88 27100 86.17 XX XXX hospital 11 11 27100 72.66 southeast missourian 90 90 27100 70.54 what is bmi 97 100 22200 87.67 arc mychart 46 0 22200 73.84 This audit has bolded XX XXX Hospital andXXXXX Hospital. They have a combined volume of over 100,000 searches a month. XX XXX Medical Center (volume 18100), the actual name is not as popular...obviously with the disconnect XXXX would be wise to create content for this keyword. It ranks on the second page for both variations and that's basically not ranking at all for 100,000 searches.

Top 20 Highest Positioning Keywords With A Volume Over 100 Table K2 Keyword Position Previous Volume Difficulty cape physician associates 1 1 260 82.1 st XXX medical clinic 1 1 110 64.22 kneibert clinic poplar bluff mo 1 1 260 83.64 st XXX medical center jobs 1 1 590 79.6

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68 XXXX careers 1 1 140 73.76 XX XXX medical center 1 1 5400 72.3 cape primary care 1 1 260 81.22 poplar bluff pediatrics 1 1 260 88.3 dr woolard 1 1 110 75.88 XX XXX medical 1 1 110 66.67 ent cape girardeau mo 1 1 170 79.62 XX XXX healthcare system 1 1 140 73.66 healing arts pharmacy 1 1 140 76.23 physicians park 1 1 110 74.57 st XXX medical center cape girardeau 1 1 390 86.2 st XXX medical center cape girardeau mo 1 1 720 88.41 We see above the various variations of the brand name. They still don't exceed the use of hospital though, combined.

Top Easiest Keywords With Over 100 Volume Table K3

Keyword Position Previous position

Search Volume

Keyword Difficulty

vein and laser center 18 18 110 38.89 dr meadows dentist 94 94 110 43.06 douglas medical centre 97 97 140 44.55 schafer and schafer 85 85 110 44.58 anesthesia group 43 43 140 45.81 the healing arts center 64 64 320 46.02 pregnancy coach 19 19 140 47.85 hearing health associates 90 90 140 49.48 breathing coach 34 34 110 49.53 neurosurgical associates 22 22 1900 50.53 st XXX summer camp 35 35 210 50.91 peoria flower shops 86 86 110 51.22 I've bolded keywords that XXXX ranks for that it might improve on to gain the easiest added traffic.

Top Hardest Keywords With A Volume Over 100 Table K4

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Keyword Position Previous position

Search Volume

Keyword Difficulty

gonoodle youtube 47 0 8100 99.93 pap smear youtube 85 85 110 99.93 tammy brown facebook 62 62 140 99.67 the nun walmart 65 65 110 98.48 msn 95.36 110 40 40 العربیة abdul basit 42 42 1300 95.18 gonoodle com 56 0 9900 94.52 how do i know if i have appendicitis 75 75 880 94.32 dr kelso scrubs 72 72 210 94.14 guardian angel backwards 29 29 390 93.73 can belly fat cause stomach pain 70 70 110 93.52 how to tell if i have appendicitis 72 72 140 93.24 why am i so gassy all of a sudden 97 97 1300 93.16 how long does it take food to leave the stomach 73 73 720 93.12 signs and symptoms of appendicitis 72 72 2400 93.09 cleveland clinic scheduling 52 52 590 93.05 walking pneumonia causes 92 92 590 92.98 signs symptoms of appendicitis 73 73 140 92.96 bloated vs pregnant 85 85 390 92.93 hives or rash 75 75 480 92.81 lower back pain fatigue 33 33 210 92.79 lower back pain due to gas 63 63 390 92.78 headache and diarrhea for a week 69 69 170 92.66 for hemorrhoids 65 65 110 92.58 is there a cure for hemorrhoids 100 100 170 92.57 The above keywords are the most difficult to rank with and are likely not the keywords we should focus our energy towards. Interestingly enough its in this 4th table that we see a lot of unbranded keywords that I’d suggest be the focus. These are searchers who may not have considered XXXX yet and its the best way to introduce yourself in a helpful way. See the Appendix for a sortable 10,000 keywords of XXXX report.

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Trending Image k12

The trend for keyword positioning is negative over the last month. XXXX lost 471 keywords but gained 290. 392 keywords declined and 246 improved. This may be a correction to June where the site saw an unusual growth in keywords. In all SEMRush shows 1.4K position changes, this is usual I’d say as generally site positions fluctuate but not nearing a 20% fluctuation. A significant change would be 20%. This is likely due to a correction from June’s over expansion in keywords. Usually this is the product of SEO efforts which didn’t resonate with changing user behavior. User Behavior makes up the bulk of a keyword’s ranking and unless the content improved any gains from SEO efforts are usually lost due to users. Image B2

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71 The sites amount of traffic earned over several years. Each black box is an event that is described on Google Analytics

MMMM SubDomain Keywords

Google has 301 results indexed for this subdomain. A normal content page to keyword ratio is 1.1 keyword per page indexed and this subdomain performs at those levels. The MMMM subdomain has a much simpler keyword scenario. SEMRush reports 345 keywords which is at an increase of 1%. Most of the 345 keywords on not on page 1, only 14 keywords are in positions 1-10. The MMMM must receive mostly referral and direct traffic. None of the keywords have a volume over 100 but one and that's at 110. They rank 3rd forXXXXX Gala” which I assume is connected to the MMMM so it really should rank higher.

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DDDDD Subdomain Keywords DDDDD.XXXX.XXX has about 660 keywords and with 341 indexed pages its out performing the 1.1 ratio of keywords per indexed page.

DDDDD seems to use a different naming scheme for its page titles than the root domain and this subdomain does it right. The titles leave no question what the page is about. The titles aren’t too long like the root domains and the descriptions are unique and relevant to the page. This can be seen in search results like in the image below.

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Social Media XXXX has social media accounts such as Facebook and others. When reviewing their Facebook I’m looking for evidence that the account posts new content regularly. And they are, they seem to post on relevant things in a timely manner and they include links to the site’s content which most forget to do. They even appear to post accordingly to the platform. For example Twitter has the same announcements as Facebook but they are structured in a way appropriate for the site they are on. Keep up the good work.

Competitors I would stress that who you are competing with on Google for the same search query is not necessarily your competition in the real world. My competition in life is totally different from the 3 other people with my name that also want to rank high for our shared first and last name. So while I dont play tennis and never met the guy who shares my name he IS my search query competition. We’ve noted competitors earlier here is a list of competitors based on overlapping keywords.

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Often clients respond that their competitors are different and that they are interested in local results. Make no mistake, local sites are still competing with international sites on many keywords. Local search may favor local results for instance “Where is the best steak” but “abdominal cramps while seeing stars” may be addressed by a highly authoritative site with some of the best backlinks in Switzerland better than a local result with few backlinks and average authority.

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76 These competitors are not the same as the competitors organizations have for sales. The competitors that this report focuses on are those sites that compete with XXXX’s keywords in search position.

Opportunities The site has a good chance at improving the user experience via Technical SEO optimization and speeding up their mobile experience. I mention mobile experience because over half of all searches are now in mobile so it less important how it runs on a desktop and more on mobile. It's probably why Mobile First is a Google initiative and the name kinda acts as a spoiler. Further optimization on keywords such asXXXXX Hospital could yield large results. In the appendix there is a brief overview of a Data Studio report that has 10,000 keywords and the urls that XXXX rank. I’d suggest trying to improve the position of XXXX’s result

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Present State Summary The client exercises great work with their social media. More diverse and local backlinks would be the greatest impact on ranking aside from Technical SEO.

What To Do … And In This Order 1. Take a baseline reading of your site from one of the following and continue to use that

site for testing. a. GTMetrix.com b. Pingdom.com c. ThinkWithGoogle.com d. Google Page Speed Insights

2. Backup your site 3. Sign Up For Cloudflare CDN And Security 4. Implement Technical SEO Plugins

a. WordPress Updates, Plugin Updates, Theme Updates b. Caching Plugin WP-Fastest-Cache c. A3 Lazy Load d. Merge Minify Refresh - Merge JS All options until e. If using Cloudflare then setup plugin f. SSL Content Fixer g. Robin Image Optimizer h. Ensure Hosting Uses PHP7.3 i. Caching Plugin WP-Fastest-Cache j. Stop redirect chains. k. Complete by retesting. If under 3 seconds move on, if over Review settings for

5. Additional Technical SEO a. Set php memory to at least 256mb b. Increase Apache processes and children

6. Image Alt Tags - In each image you should use a keyword in the slug 7. Backlink Building Local Campaign

a. Primary goal is to gain referring domains b. Use Anchor Text consistent with searches your site ranked at.

8. Internal Linking Link terms and categories throughout content 9. Site On Page And Content Creation

a. Revisit the homepage’s use of headers and add content to video pages such as transcripts.

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Addendum Opportunities The site has a good chance at improving the user experience via Technical SEO optimization and speeding up their mobile experience. Further optimization on keywords such asXXXXX Hospital could yield large results.

Google Data Studio LINK REMOVED Is a Google Data Studio Report that combines Google Analytics, Search Console and SEMRush data on XXXX.XXX This allows the easy sorting and review of XXXX’s top 10,000 keywords. The following code can be used to embed Data Studio into other things such as web pages. <iframe width="600" height="450" src="LINKREMOVED7A4J_extx/page/XjCx" frameborder="0" style="border:0" allowfullscreen></iframe>

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XXXX Homepage Redirect Chains

Remove the following redirect chain if possible:

● https://um.simpli.fi/intentiq ● https://sync.intentiq.com/profiles_engine/ProfilesEngineServlet?at=20&dpi=2124307461&pcid=E38D2FA9D5

01455DF9CB45AB02D3FE65 ● https://sync1.intentiq.com/profiles_engine/ProfilesEngineServlet?at=20&dpi=2124307461&pcid=E38D2FA9D

501455DF9CB45AB02D3FE65&ckls=true&ci=W8PyCJE0fo&nc=false&trid=-1788888140 ● https://ib.adnxs.com/getuid?https%3A%2F%2Fsync1.intentiq.com%2Fprofiles_engine%2FProfilesEngineServ

let%3Fat%3D20%26dpi%3D1709765917%26mi%3D10%26csh%3D2124307461&pcid=$UID&rnd=1087401491

● https://ib.adnxs.com/bounce?%2Fgetuid%3Fhttps%253A%252F%252Fsync1.intentiq.com%252Fprofiles_engine%252FProfilesEngineServlet%253Fat%253D20%2526dpi%253D1709765917%2526mi%253D10%2526csh%253D2124307461%26pcid%3D%24UID%26rnd%3D1087401491

● https://sync1.intentiq.com/profiles_engine/ProfilesEngineServlet?at=20&dpi=1709765917&mi=10&csh=2124307461&pcid=9166581638092678714&rnd=1087401491

● https://thrtle.com/insync?vxii_pid=10042&vxii_pdid=W8PyCJE0fo&vxii_r=https%3A%2F%2Fsync1.intentiq.com%2Fprofiles_engine%2FProfilesEngineServlet%3Fat%3D20%26dpi%3D534024644%26mi%3D10%26csh%3D2124307461%3B1709765917%26pcid%3D%24%7Btid%7D&rnd=1036161700

● https://thrtle.com/insync?rnd=1036161700&vxii_pdid=W8PyCJE0fo&vxii_pid=12&vxii_pid1=10042&vxii_r1=https%3A%2F%2Fsync1.intentiq.com%2Fprofiles_engine%2FProfilesEngineServlet%3Fat%3D20%26dpi%3D534024644%26mi%3D10%26csh%3D2124307461%3B1709765917%26pcid%3D%24%7Btid%7D&vxii_rcid=7c02c3ec-fba6-4961-9237-ae5be35e28ef

● https://sync1.intentiq.com/profiles_engine/ProfilesEngineServlet?at=20&dpi=534024644&mi=10&csh=2124307461;1709765917&pcid=7c02c3ec-fba6-4961-9237-ae5be35e28ef

● https://dpm.demdex.net/ibs:dpid=575&redir=https%3A%2F%2Fsync1.intentiq.com%2Fprofiles_engine%2FProfilesEngineServlet%3Fat%3D20%26dpi%3D1242180304%26mi%3D10%26csh%3D2124307461%3B1709765917%3B534024644%26pcid%3D$%7BDD_UUID%7D&rnd=-1251700616

● https://dpm.demdex.net/demconf.jpg?et:ibs%7cdata:dpid=575&redir=https%3A%2F%2Fsync1.intentiq.com%2Fprofiles_engine%2FProfilesEngineServlet%3Fat%3D20%26dpi%3D1242180304%26mi%3D10%26csh%3D2124307461%3B1709765917%3B534024644%26pcid%3D$%7BDD_UUID%7D&rnd=-1251700616

● https://sync1.intentiq.com/profiles_engine/ProfilesEngineServlet?at=20&dpi=1242180304&mi=10&csh=2124307461;1709765917;534024644&pcid=83995314058339491220002718656583800351

Remove the following redirect chain if possible:

● https://um.simpli.fi/liveramp_match ● https://idsync.rlcdn.com/419566.gif?partner_uid=E38D2FA9D501455DF9CB45AB02D3FE65 ● https://idsync.rlcdn.com/1000.gif?memo=CO7NGRIrCicIARDuJBogRTM4RDJGQTlENTAxNDU1REY5Q0I0N

UFCMDJEM0ZFNjUQABoNCNiDlOoFEgUI6AcQAEIASgA ● https://pippio.com/api/sync?pid=5324&it=1&iv=611562373515e6589414e415c38edc00691b2ca00f8c8e9cfb7

e0705670105f4791426b5417dce21&_=2

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● https://cm.g.doubleclick.net/pixel?google_nid=pippio_dmp&google_cm&google_no_sc&m=CMwpElsKVwgBEJInGlA2MTE1NjIzNzM1MTVlNjU4OTQxNGU0MTVjMzhlZGMwMDY5MWIyY2EwMGY4YzhlOWNmYjdlMDcwNTY3MDEwNWY0NzkxNDI2YjU0MTdkY2UyMRAAGgwI2IOU6gUSBAgCEABCAEoA

● https://pippio.com/api/sync/ddp?pid=2&m=CMwpElsKVwgBEJInGlA2MTE1NjIzNzM1MTVlNjU4OTQxNGU0MTVjMzhlZGMwMDY5MWIyY2EwMGY4YzhlOWNmYjdlMDcwNTY3MDEwNWY0NzkxNDI2YjU0MTdkY2UyMRAAGgwI2IOU6gUSBAgCEABCAEoA&google_gid=CAESEGe5gEBpvR9l6jzMebBdkpQ&google_cver=1

● https://tags.rd.linksynergy.com/rcs?ns=lr&uid3= ● https://idsync.rlcdn.com/458249.gif?partner_uid=0eab73bb-4a42-4749-a6f7-fa1dd8136d0c

Remove the following redirect chain if possible:

● https://cm.g.doubleclick.net/pixel?google_nid=simplifi&google_cm&google_sc ● https://cm.g.doubleclick.net/pixel?google_nid=simplifi&google_cm=&google_sc=&google_tc= ● https://um.simpli.fi/g_match?id=&google_gid=CAESEEMyfWesmDfRu2_LtmTyOqo&google_cver=1 ● https://um.simpli.fi/match_redirect?sifi_redir=https%3A%2F%2Fcm.g.doubleclick.net%2Fpixel%3Fgoogle_nid

%3Dsimplifi%26google_hm%3D%24UID ● https://cm.g.doubleclick.net/pixel?google_nid=simplifi&google_hm=E38D2FA9D501455DF9CB45AB02D3FE6

5 ● https://um.simpli.fi/g_match?id=

Remove the following redirect chain if possible:

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et.net%2Fengine%3Fmimetype%3Dimg;du%3D9;csync%3D%24UID ● https://fei.pro-market.net/engine?mimetype=img;du=9;csync=465042431147

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apid=UP3c755d24-b5a0-11e9-9977-06e0d0db4fb1 ● https://ups.analytics.yahoo.com/ups/55964/sync?uid=E38D2FA9D501455DF9CB45AB02D3FE65&_origin=1&

apid=UP3c755d24-b5a0-11e9-9977-06e0d0db4fb1&verify=true

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blockcheck=1

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11&sigv=1 ● https://ads.yahoo.com/cms/v1?esig=1~553f012f6017f84fb8f957add36d12baf65ffaee&nwid=10000710111&si

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&__user_check__=1&sync_id=3d907abe-b5a0-11e9-933f-1615c0631d01

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● https://www.google.com/pagead/1p-conversion/1026675585/?random=1473509046&cv=7&fst=*&fmt=3&value=0&label=eGG0CO2U2AIQgafH6QM&guid=ON&ctc_id=CAIVAgAAAB0CAAAA&ct_cookie_present=false&crd=>d=&cdct=2&is_vtc=1&ocp_id=2AFFXfvuEtCvtOUPicKwoAw&random=2000636205

Remove the following redirect chain if possible:

● https://um.simpli.fi/an ● https://ib.adnxs.com/setuid?entity=66&code=E38D2FA9D501455DF9CB45AB02D3FE65

Remove the following redirect chain if possible:

● https://um.simpli.fi/beachfront ● https://sync.bfmio.com/sync?pid=141&uid=E38D2FA9D501455DF9CB45AB02D3FE65

Remove the following redirect chain if possible:

● https://um.simpli.fi/bluekai ● https://stags.bluekai.com/site/29931?id=E38D2FA9D501455DF9CB45AB02D3FE65

Remove the following redirect chain if possible:

● https://um.simpli.fi/cw_match ● https://bh.contextweb.com/bh/rtset?do=add&pid=537085&ev=E38D2FA9D501455DF9CB45AB02D3FE65

Remove the following redirect chain if possible:

● https://um.simpli.fi/freewheel ● https://ads.stickyadstv.com/user-registering?dataProviderId=753&userId=E38D2FA9D501455DF9CB45AB02

D3FE65

Remove the following redirect chain if possible:

● https://um.simpli.fi/pubmatic

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● https://image2.pubmatic.com/AdServer/Pug?vcode=bz0yJnR5cGU9MSZjb2RlPTgwNiZ0bD01MTg0MDA=&piggybackCookie=uid:E38D2FA9D501455DF9CB45AB02D3FE65

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Google Bomb: The Power of Backlinks SEO I think is often thought of as keywords and using them on the page a lot, but thats evolved as Google’s sophistication has improved. Earlier in the introduction I noted the take away sentence is 50% of a page’s ability to rank for a keyword is not on the page. An illustration of this is a “Google Bomb.” In 2006 people linked from their websites to George W Bush’s White House biography page using the anchor text “Miserable Failure”. Enough of them did this to make Google list that page as the number one result for the keyword “Miserable Failure”. The page was not optimized or meant to rank for that phrase, but it was completely defined off page using backlinks. This has since been called a “Google Bomb.” <continued>

Backlinks are the 50% of ranking for a keyword that many sites are missing. A focused effort on them will provide the greatest improvement of most site’s ability to rank for a keyword.

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85 When building backlinks we want to remember that unique domains on their own IP addresses are important as well as the do-follow or no-follow state of the link. Anchor Text is the final piece of the backlink puzzle and defines the page more so than the content on the page. Its how “miserable failure” became the top keyword of the President’s biography page. Google took notice that enough sites linked to this page with this anchor text so it must be true.

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