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Search Engine Optimization & Analysis
Why Bother?What are we looking for?What are we going to do about it?
Why Bother?
Search is cheap Cost per lead $ .29 for search, as compared to $9.94 for
direct mail Piper Jaffray, US Bancorp
Search is Huge Americans performed 6.3 BILLION searches in July of ’06
Marketing Sherpa 2006 Report
SEO makes your site better SEO is really just improving the design, content and
accessibility of your site
What are we looking for?
Is the site Indexed? Do the engines see the site and all content?
Is it Optimized? Are SEO techniques used? Is the content persuasive? Does it ask for the sale? How does it stack up to the competition?
Is it Usable? Can users easily navigate and convert?
What are we going to do about it?
Is the site Indexed? If not, we’ll address why and how we’ll fix it.
Is it Optimized? We’ll evaluate and recommend first steps.
Is it Usable? We’ll evaluate each and make recommendations.
Now, Onto Today’s Victims
Progress BookTrommer & Associates Inc.Maselli ConstructionWe’ll review each site and their unique situation.Attempt to provide some of the “low hanging fruit” items they can do to improve.
Makeover Case # 1 Progress Bookwww.seocertification.org.in
Web Site Research
www. seocertification.org.in
Search Engine OptimizationProgramming & Usability OptimizationVisitor UsabilityMarketingKeyword ResearchCompetitive AnalysisRecommendations
Page URL: http://www.seocertification.org.inVisited On: 10/27/2006 10:25:25 AMPage Title: Seocertification by Software Answers, Inc. Words In Body: 638Page Weight: 185 KB Est Download Time: 47 sec
Search Engine Optimization Analysis
Each page title throughout the site is unique; however, its missing the opportunity to include high traffic key phrases
Currently the major SEO concerns include:
• Not Fully Indexed -(only 12 pages in Google)
• Un-optimized page titles & meta-tags
• Un-optimized H1 tags & link text
• Missing Incoming links: Total reported in Google is only 1
Programming & Optimization Analysis
Currently the major concerns include:
• No robots.txt file • Un-optimized images: Total image size is over 185 kb (Ideal is under 70)
• Parameters in URLs (dynamic pages)
Visitor Usability Analysis
Currently the major usability concerns include:
• No custom 404-error page • Slow Web site speed: 40+ seconds to download homepage on a 56K connection
• No sitemap
• PDFs are causing a user trap
Marketing Analysis
Seocertification.org in does a terrific job of explaining their unique selling proposition (USP) immediately on the homepage.
Currently the major marketing concerns include:
No use of conversion points within copy or throughout the site
Contact information isn't available on every page of the site
No contact form is available
Content is not convincing/persuasive
Keyword Analysis
After researching current search volume, competition, and the site, we developed a list of 15 key phrases to target.
classroom management software student achieve- ment classroom management solutions student assessment educational management software student data collection electronic student services student data management k-12 standards student information system no child left behind student progress reports outcome based education student web application standards based report cards
Competitive Analysis
Search Engine Saturation - the number of pages a given search engine has in its index for your Web site domain.
URL LIST Google/AOL
MSN Yahoo!
Total
www.seocertification.org.in
12 2 118 132
www.powerschool.com 71 375 80 526
www.pearsonncs.com 502 1,855 590 2,947
www.edline.com 71 300 51 422
SEO & Marketing Recommendations
Optimize all page titles & Meta-tags
Create additional keyword rich copy throughout the site & optimize all current copy
Optimize all link text, including main navigation
Create & implement optimized H1 tags
Build optimized backlinks
Create convincing content that addresses customer problems
Create & implement contact form (s)
Make phone number prominent on all pages
Web Site Design & Usability Recommendations
Implement custom 404-error page
Implement optimized sitemap
Create links back to previous page visited from each PDF or add instructions next to PDF link to right-click & download Implement proper robots.txt file
Implement URL Re-write for clean URLs
Eliminate all content in pop ups/new browsers
Makeover Case # 2 Progress Bookwww.seocertification.org.in
Web Site Research
www. seocertification.org.in
Search Engine Optimization Programming & Usability Optimization Visitor Usability Marketing Log File Investigation Keyword Research Competitive Analysis Recommendations
Page URL: http://www.seocertification.org.inVisited On: 10/27/2006 10:25:25 AMPage Title: Seocertification by Software Answers, Inc. Words In Body: 638Page Weight: 185 KB Est Download Time: 47 sec
Search Engine Optimization Analysis
Currently the major SEO concerns include:
Not Indexed by Big 3 (Google, Yahoo, MSN)
Search Engine's are unable to read text throughout entire site
Un-optimized page titles & meta-tags
Un-optimized H1 tags
Missing Incoming links: Total reported in Google is only 11
Un-optimized link text throughout the site, including main navigation
Programming & Usability Optimization Analysis
Currently the major SEO concerns include:
Flash Intro Prior to Content
There are no text links for the Search Engine robots to follow
Un-optimized images: Total image size is over 20K
No robots.txt file
Visitor Usability Analysis
www. seocertification.org.in
Currently the major usability concerns include:
Bolded & different color text No custom 404-error page
Out of the ordinary spacing within site copy
No footer navigation
Unable to open up larger version of images
Marketing Analysis
www. seocertification.org.in
The copy used throughout the site is convincing and addresses potential questions
Currently the major marketing concerns include:
No use of conversion points within copy or throughout the site
Unique selling proposition (USP) is not easily found on the homepage
No contact form is available
No 'customer testimonial’page
No address or directions available
Log File Analysis
www. seocertification.org.in
The Karcher Group analyzed log file data from October 1 – 31, 2006.
Traffic Channel Breakdown
Search Engine Referral Rate: 16.4%Link Referral Rate: 36.4%Direct Traffic Rate: 47.3%
Log File Analysis
www. seocertification.org.in
Average Time on Site
Page Views Per Visitor
Log File Analysis
www. seocertification.org.in
Homepage Bounce Rate
Keyword Analysis
www. seocertification.org.in
After researching current search volume, competition, and the site, we developed a list of 15 key phrases to target.
akron basement remodeling ohio custom cabinet maker akron bathroom remodeling ohio home theater construction akron custom home ohio kitchen construction cuyahoga falls remodeling stark county bath remodeling fairlawn home remodeling summit county home construction medina custom home summit county remodeling north canton room additions west akron remodeling application standards based report cards
Search Engine Saturation - the number of pages a given search engine has in its index for your Web site domain.
URL List Google/AOL
MSN Yahoo! Total
www.maselliconstruction.com
1 0 1 2
www.remodelmyhome.com 4 275 220 499www.tbshomeservices.com 1 222 30 253www.robertsremodel.com 21 23 4 48
Competitive Analysis
www. seocertification.org.in
Link Popularity - the total number of links or "votes" that a
Search Engine has found for your Web site.
URL List Google/AOL
MSN
Yahoo!
Total
www.maselliconstruction.com
11 4 32 47
www.remodelmyhome.com
1 14 78 93
www.tbshomeservices.com
0 8 37 45
www.robertsremodel.com
3 16 23 42
www. seocertification.org.in
Competitive Analysis
SEO & Marketing Recommendations
Optimize of all page titles, meta-tags & site copy Display unique selling proposition (USP) prominently on homepage Create & optimize H1 tags Research & build optimized backlinks Optimize link text throughout the site, including the main navigation Incorporate conversion points within copy & throughout the site Create a contact form Add address & directions Create a 'customer satisfaction' page Include 'Before and After' images
www. seocertification.org.in
Web Site Design & Usability Recommendations
Create optimized text link footer navigation Remove Flash splash page Incorporate consistent color text & spacing Fix overlapping copy Create optimized sitemap Incorporate a custom 404-error page Optimize all images Implement proper robots.txt file Optimize folder structure
www. seocertification.org.in
www. seocertification.org.in
Makeover Case # 3 Progress Bookwww.seocertification.org.in
Web Site Research
www. seocertification.org.in
Search Engine Optimization Programming & Usability Optimization Visitor Usability Stats Investigation Marketing Keyword Research Competitive Analysis Recommendations
www. seocertification.org.in
Page URL: http://www.seocertification.org.inVisited On: 10/27/2006 10:25:25 AMPage Title: Seocertification by Software Answers, Inc. Words In Body: 638Page Weight: 185 KB Est Download Time: 47 sec
Programming & Usability Optimization Analysis
Currently the major concerns include:
No robots.txt file
No footer navigation
Visitor Usability Analysis
The site utilizes consistent header navigation which helps users learn the site once and not have to think about how to return to or find another page
Currently the major usability concerns include:
Scustom 404-error page Slow Web hockwave Player 10.1 required to view projects page No site speed: 30 seconds to download homepage on a 56K connection No sitemap Excess white space at the top of each page Scrolling text on homepage Active left navigation box instead of stationary links
Marketing Analysis
The use of images within the header helps endorse a professional image.
Currently the major marketing concerns include:
No use of conversion points within copy or throughout the site
Content is not convincing
No contact form is available
Statistic Analysis
The Karcher Group analyzed Google Analytics data from 10.1 - 10.31.06.
Search Engine Traffic: 156
Yahoo: 58 MSN: 46 Google: 41
Unique Visitors: 233 New Visitors: 199 Return Visitors: 34
Average Time on Site: 31 seconds
Homepage Bounce Rate: 68.75% 165K page size may be factor in high exit
rate.
Keyword Analysis
After researching current search volume, competition, and the site, we developed a list of 15 key phrases to target.
distribution center planning facility planning servicesdistribution consulting manufacturing facility planningdistribution planning material handling systemsdistribution system planning material planningfacility layout materials handlingfacility modernization new facility planningfacility planning warehouse planningwarehousing planning
Search Engine Saturation - the total number of links or "votes" that a
Search Engine has found for your Web site
URL List Google/AOL
MSN Yahoo! Total
www.trommerinc.com 1 9 57 67
www.jasedlak.com 12 235 191 438
www.forte-industries.com
34 736 178 948
www.tzaconsulting.com 10 133 328 471
Competitive Analysis
SEO & Marketing Recommendations
Optimization of all page titles & meta-tags
Building optimized backlinks
Optimization of H1 tags & Web site copy
Creation of conversion points throughout site copy
Optimization of internal link text
Incorporating conversion points within copy & throughout the site Creating convincing content that addresses customer problems
Offering free trials, brochures, online presentations, etc.
Some of the tools we use:
Analytics: ClickTracks www.clicktracks.com
Site Investigation: Marketleap.com
Keyword Research: Wordtracker.com
Domain Information Whois.sc
Listing of all pages indexed:
Google & Yahoo site:thekarchergroup.com
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