Seocertification TRAINING CoursesPresentation Transcript
Search Engine Optimization & AnalysisWhy 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 BancorpSearch is Huge Americans performed 6.3 BILLION searches in July of ’06 Marketing Sherpa 2006 ReportSEO 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 VictimsProgress BookTrommer & Associates Inc.Maselli ConstructionWe’ll review each site and their unique situation.Attempt to provide some of the “low hangingfruit” items they can do to improve.
Makeover Case # 1 Progress Book
Web Site Research www. seocertification.org.in
Search Engine Optimization Analysis Each page title throughout the site is unique; however, its missing the opportunity to include high traffic key phrasesCurrently 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 AnalysisCurrently 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 AnalysisCurrently 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 isnt 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, andthe site, we developed a list of 15 key phrases to target. classroom management software student achieve-ment classroom management solutions studentassessment educational management software student datacollection electronic student services student datamanagement k-12 standards studentinformationsystem no child left behind student progressreports outcome based education student web
Competitive Analysis Search Engine Saturation - the number of pages a given search engine has in its index for your Website domain. URL LIST Google MSN Yaho Total /AOL o! 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
Search Engine Optimization AnalysisCurrently the major SEO concerns include: Not Indexed by Big 3 (Google, Yahoo, MSN) Search Engines 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 AnalysisCurrently 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 AnalysisCurrently 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 www. seocertification.org.in
Marketing Analysis The copy used throughout the site is convincing and addresses potential questionsCurrently 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 www. seocertification.org.in
Log File Analysis The Karcher Group analyzed log file data from October 1 – 31, 2006.Traffic Channel BreakdownSearch Engine Referral Rate: 16.4%Link Referral Rate: 36.4%Direct Traffic Rate: 47.3% www. seocertification.org.in
Log File AnalysisAverage Time on SitePage Views Per Visitor www. seocertification.org.in
Keyword Analysis After researching current search volume, competition, andthe site, we developed a list of 15 key phrases to target. akron basement remodeling ohio custom cabinetmaker akron bathroom remodeling ohio home theaterconstruction akron custom home ohio kitchenconstruction cuyahoga falls remodeling starkcounty bathremodeling fairlawn home remodeling summit county homeconstruction medina custom home summit countyremodeling north canton room additions west akron remodelingapplication www. seocertification.org.in 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/ MSN Yahoo! Total AOLwww.maselliconstruction.co 1 0 1 2 mwww.remodelmyhome.com 4 275 220 499www.tbshomeservices.com 1 222 30 253www.robertsremodel.com 21 23 4 48 www. seocertification.org.in
Competitive AnalysisLink Popularity - the total number of links or "votes" that aSearch Engine has found for your Web site. URL List Googl MSN Yahoo Total e/ ! AO Lwww.maselliconstruction.co 11 4 32 47 mwww.remodelmyhome.com 1 14 78 93www.tbshomeservices.com 0 8 37 45www.robertsremodel.com 3 16 23 42 www. seocertification.org.in
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
Makeover Case # 3 Progress Book www. seocertification.org.in
Programming & Usability Optimization AnalysisCurrently 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 pageCurrently 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 AnalysisThe 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 ReturnVisitors: 34 Average Time on Site: 31 seconds Homepage Bounce Rate: 68.75% 165K page size may be factor in high exit rate.
Keyword AnalysisAfter researching current search volume,competition, and the site, we developed a list of 15key phrases to target.distribution center planning facility planningservicesdistribution consulting manufacturingfacility planningdistribution planning material handlingsystemsdistribution system planning material planningfacility layout materials handlingfacility modernization new facility planningfacility planning warehouse planningwarehousing planning
Competitive Analysis Search Engine Saturation - the total number of links or "votes" that a Search Engine has found for your Web site URL List Google/ MSN Yahoo! Total AOLwww.trommerinc.com 1 9 57 67www.jasedlak.com 12 235 191 438www.forte-industries.com 34 736 178 948www.tzaconsulting.com 10 133 328 471
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 problemsOffering 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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