Davison Consultancy Seo Project Template

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Davison Consultancy Search Engine Optimisation template

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Davison Consultancy Seo Project Template

  1. 1. SEO & Website Report For [CUSTOMER] Author: Robert Davison Davison Consultancy www.davisonconsultancy.co.uk
  2. 2. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Contents INTRODUCTION ............................................................................................................................. 3 Background .................................................................................................................................. 3 Requirements ............................................................................................................................... 3 Objectives .................................................................................................................................... 3 Management Summary.................................................................................................................... 4 Summary of Options ........................................................................................................................ 5 Website Optimisation ................................................................................................................... 5 Website (Re)design ...................................................................................................................... 5 Business Site Promotion .............................................................................................................. 6 Website Information and Worksheets .............................................................................................. 7 Business Goals ............................................................................................................................ 7 Issue Log ..................................................................................................................................... 8 Conversions Table ....................................................................................................................... 9 Website Features ........................................................................................................................10 WebPage Analysis ......................................................................................................................11 Link Tracking ...............................................................................................................................12 Link Tracking Requests ...............................................................................................................13 TOP Keywords ............................................................................................................................16 Other Keywords ..........................................................................................................................17 Competitor Analysis ....................................................................................................................18 Website Changes ........................................................................................................................21 To Do List ....................................................................................................................................25 Recommendations ..........................................................................................................................26 Page 2 of 26 © Davison Consultancy
  3. 3. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ INTRODUCTION Background What is your current position in terms of your website? Requirements Make a bullet point list of your requirements Objectives Make a bullet point list of your objectives, state timeframe for each. Page 3 of 26 © Davison Consultancy
  4. 4. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Management Summary Summarise what are the main findings, your conclusions and your recommendations. Give a star rating to each of the following: NEWAIDA Rating: Navigation Ease Wording Attention Interest Desire Action Website Rating: Impression Marketing Performance Management Overall Note, these ratings are what we believe to be an objective assessment in comparison and should be revisited in 6 months or so to see what improvements have been made. Page 4 of 26 © Davison Consultancy
  5. 5. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Summary of Options Website Optimisation Checklist: URL name Keywords Titles Headings Keyword Density Anchors Flash Javascript Errors Broken links Browser types Website (Re)design It is better to achieve the best ranking and SERP rating with a Search Engine friendly site with good inbound links, this reduces the amount needed for paid marketing. This can be done by constructing the pages according to NEWAIDA principles and ensure only one product/service per page. The existing content can be dismantled into the principle product sets and then supplemented with explanatory pages should the user need to drill down. The primary aim of the site is to acquire a qualified lead, therefore it must be obvious to the user what the call to action is, once their problem is addressed by your solution. Also, the personal service and independence must be stressed as this is a key differentiator. Checklist: Content Managed Navigation standards Intuitive Consistency Clarity 8 second test Blogs Inbound links Directory entries Submission schedule Page 5 of 26 © Davison Consultancy
  6. 6. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Business Site Promotion Promoting the website covers three areas, namely: 1. Technical HTML, Meta-Tags, Keywords, Content Density and structure 2. Awareness Directory listings, Inbound and Outbound links 3. Marketing Pay-Pay-Click, Banner Adverts etc Davison consultancy realise that all three elements are required on a sustained basis in order to raise qualified traffic to your site. Consequently, a scheme was devised to ensure the above elements are constantly tuned to increase the lead traffic, not just web traffic. Periodic contact is required to discuss the lead capture performance and keep up to date with the product and services offered. This will ensure that keywords and content are optimised as topical content, new/amended products, testimonials etc are added. It is strongly recommended that Google Analytics (or similar) be installed so that website behaviour and analysis can be undertaken (see Marketing Analysis section). This approach ensures Davison Consultancy is fully committed to bringing in Leads every day! Checklist: Set up current baseline o Traffic o Sources o Clicks to conversions o Ranking (select which ones are to be used) o Current online budget and breakdown o Consider promotional, time-based events Formulate Plan o Agree objectives o Agree budget and timeframe o Define any constraints o Execute plan o Periodic reviews and tuning Page 6 of 26 © Davison Consultancy
  7. 7. Website Information and Worksheets Business Goals Primary Goal Additional Goal Additional Goal Additional Goal Additional Goal Additional Goal
  8. 8. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Issue Log Define any issues that are, or could, affect the goals being achieved. Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 Page 8 of 26 © Davison Consultancy
  9. 9. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Conversions Table Goals Target Audience Conversion Conversion Page Entry Page Page 9 of 26 © Davison Consultancy
  10. 10. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Website Features Item Rating Included Future Comments 1-5 (1=Best) Now? Item? Executive biographies Corporate history, news, and press releases Support for existing customers/clients News and current events, white papers Online request for information (RFI) forms Login for restricted information Instructions for making contact offline or via email Directions, locations, hours, etc. Links to other resources, educational materials A strong brand identity Information specifically for geographically local visitors Software or documents available for download Site map Site search function Live help/live contact function Page 10 of 26 © Davison Consultancy
  11. 11. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ WebPage Analysis Page URL Unique Keywords >200 Target Link from Links with Comments Title? In Title? Words? Keywords? HomePage? Keywords? (Click Pattern Analytics) Page 11 of 26 © Davison Consultancy
  12. 12. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Link Tracking Page URL Starting Month 1 Month 2 Month 3 Month 4 Comments Point Date of Results: Search Engine Used: Inbound Links/Google Page Rank: Page 12 of 26 © Davison Consultancy
  13. 13. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Link Tracking Requests URL of Linking Page Requested Contact Email Date Link Comments Landing Page or URL Requested Received? Page 13 of 26 © Davison Consultancy
  14. 14. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ PPC Keywords and Adverts Keyword 1 Bid Price Landing URL Ad Title Ad Description 2 Estimated Clicks (max 25 chars) (max 2 x 35 chars) 3 Estimated Cost (1x2) 4 Conversion Value 1: 2: 3: 4: 1: 2: 3: 4: 1: 2: 3: 4: 1: 2: 3: 4: 1: 2: 3: 4: 1: 2: 3: 4: 1: 2: 3: 4: Page 14 of 26 © Davison Consultancy
  15. 15. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ PPC Keywords and Adverts Keyword 1 Bid Price Landing URL Ad Title Ad Description 2 Estimated Clicks (max 25 chars) (max 2 x 35 chars) 3 Estimated Cost (1x2) 4 Conversion Value 1: 2: 3: 4: 1: 2: 3: 4: 1: 2: 3: 4: 1: 2: 3: 4: 1: 2: 3: 4: 1: 2: 3: 4: 1: 2: 3: 4: Page 15 of 26 © Davison Consultancy
  16. 16. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ TOP Keywords Keywords Search Search Relevance Competition Landing Page URL Popularity: Popularity: Wordtracker YSM Page 16 of 26 © Davison Consultancy
  17. 17. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Other Keywords Keywords Search Search Relevance Competition Landing Page URL Popularity: Popularity: Wordtracker YSM Page 17 of 26 © Davison Consultancy
  18. 18. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Competitor Analysis 1st Competitor Name: _________________________________________________ Alexa Rank: _______________ URL Examined Keywords Optimised? Inbound Google Links Rank Home Page Internal Page 1 Internal Page 2 Internal Page 3 Comments (Impression, Easy of Use etc): Page 18 of 26 © Davison Consultancy
  19. 19. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ 2nd Competitor Name: _________________________________________________ Alexa Rank: _______________ URL Examined Keywords Optimised? Inbound Google Links Rank Home Page Internal Page 1 Internal Page 2 Internal Page 3 Comments (Impression, Easy of Use etc): Page 19 of 26 © Davison Consultancy
  20. 20. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ 3rd Competitor Name: _________________________________________________ Alexa Rank: _______________ URL Examined Keywords Optimised? Inbound Google Links Rank Home Page Internal Page 1 Internal Page 2 Internal Page 3 Comments (Impression, Easy of Use etc): Page 20 of 26 © Davison Consultancy
  21. 21. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Website Changes Home Page URL : ___________________________________________ Item Comments Completed HTML Page Title Meta Description Meta Keywords Inbound Links Compelling Content Call to Action General Content Changes Page 21 of 26 © Davison Consultancy
  22. 22. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ URL to Change : ___________________________________________ Item Comments Completed HTML Page Title Meta Description Meta Keywords Inbound Links Compelling Content Call to Action General Content Changes Page 22 of 26 © Davison Consultancy
  23. 23. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ URL to Change: ___________________________________________ Item Comments Completed HTML Page Title Meta Description Meta Keywords Inbound Links Compelling Content Call to Action General Content Changes Page 23 of 26 © Davison Consultancy
  24. 24. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ URL to Change: ___________________________________________ Item Comments Completed HTML Page Title Meta Description Meta Keywords Inbound Links Compelling Content Call to Action General Content Changes Page 24 of 26 © Davison Consultancy
  25. 25. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ To Do List Description Priority Allocated To Required By Completed Notes Page 25 of 26 © Davison Consultancy
  26. 26. SEO Project – [CUSTOMER] _____________________________________________________________________________________________________________ Recommendations Description Findings Recommendation Page 26 of 26 © Davison Consultancy

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