Dutch bike co seo audit


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Dutch bike co seo audit

  1. 1. SEO Site Audit <ul><li>Attaining Dutch Bike Co.’s Goals for </li></ul><ul><li>Natural Search </li></ul>Page
  2. 2. Goals of the SEO Site Analysis <ul><li>The analysis of critical site elements is the first step in a process to increase search-referred traffic without compromising existing search engine visibility. </li></ul><ul><li>In addition to key SEO fundamentals and tactics, the site has been reviewed with Dutch Bike Co’s goals and top questions in mind. </li></ul><ul><li>SEO Goals: </li></ul><ul><ul><li>Increase PageRank </li></ul></ul><ul><ul><li>Improve visibility of dutchbikeco.edu for targeted keyword phrases: </li></ul></ul><ul><ul><ul><li>[Dutch Bikes] </li></ul></ul></ul><ul><ul><ul><li>[Dutch Bicycles] </li></ul></ul></ul><ul><ul><ul><li>[Commuter Bikes] </li></ul></ul></ul><ul><ul><ul><li>[WorkCycles] </li></ul></ul></ul><ul><ul><li>Increase unique visitors </li></ul></ul><ul><ul><li>Increase ecommerce </li></ul></ul><ul><ul><li>Increase visits </li></ul></ul>Page
  3. 3. Natural Search Framework Page Step 1 Get Indexed by building a Crawler Friendly Site Step 2 Get Found for the Right Words Step 3 Increase Visibility with Natural Link Building Site Structure Best Practices Indexation Levels Keyword Research Content Optimization Navigational Ontology Directory Listings Link Acquisitions Link Placement NSO Fundamentals URLs Navigation Templates Programmatic Optimization; Title Tags, Meta Descriptions & Keywords Online PR (Press Release Distribution) Content Syndication Images, Video, Flash & AJAX Secondary Domains Media Optimization Blogging Web 2.0 & Social Media Campaigns Widgets Step 4 Measure results every step of the way. Leverage information from Google Analytics, ranking data, and lead generation on a regular basis.
  4. 4. 1. Increase PageRank of dutchbikeco.com <ul><li>PageRank is a citation analysis algorithm primarily based on links. The algorithm is named after Larry Page. </li></ul><ul><li>PageRank is used by Google to assign a numerical weighting to each element of a hyperlinked set of web documents for the purpose of &quot;measuring&quot; its relative importance within the set of documents. </li></ul><ul><li>PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual web document's value. </li></ul>Page
  5. 5. <ul><li>Increase PageRank, cont. </li></ul><ul><li>PageRank, however, does not determine the order in which results are displayed. </li></ul><ul><ul><li>PageRank isn't the only factor in ranking your site. Content quality, keyword occurrence, code quality and a host of other factors matter, too. </li></ul></ul><ul><li>PageRank is an overall measure of your site’s trust and authority. On its own, PageRank has very little to do with keyword-specific relevance. </li></ul>Page
  6. 6. <ul><li>Increase PageRank on dutchbikeco.com </li></ul><ul><li>Canonicalization & Duplicate Content </li></ul><ul><ul><li>Duplicate content concerns are often more about URL and site architectural issues than actual content issues. </li></ul></ul><ul><ul><li>Typical duplicate content does not result in penalization (excessive duplicate content or content spamming, is different). Rather, search engines will select the URL they feel is the most relevant and return it within search results. </li></ul></ul><ul><ul><li>Duplicate content may be determined by whole or in part: </li></ul></ul><ul><ul><ul><li>Whole page duplication will result in the duplicate URLs falling to the dominant URL; however “dominant” may not always be the URL we want or even expect. </li></ul></ul></ul><ul><ul><ul><li>Partial duplication, such as sections of page content, may dampen results if the page appears as duplicate due to lack of unique content. Or the value of the additional content will be diminished as it appears to be “run of site.” </li></ul></ul></ul><ul><ul><li>Duplicate content can also be measured against other sites. </li></ul></ul><ul><ul><ul><li>The strongest URL amongst sites, or what is believed to be the canonical source, may rise to the top, and the others will follow or even be displaced by other URLs with more unique content. </li></ul></ul></ul>Page
  7. 7. PageRank, cont. <ul><li>PageRank flow starts with the home page. </li></ul><ul><li>Consistent site navigation is critical for channeling PageRank. </li></ul><ul><ul><li>Multiple home pages divides link juice into unequal parts. </li></ul></ul><ul><ul><li>Duplicate content can confuse the search engines as to which web document has the greatest authority. </li></ul></ul><ul><li>Canonicalizing the homepage of dutchbikeco.com will help improve PageRank. </li></ul>Page
  8. 8. Recommendations <ul><ul><li>One source/destination, is an important first step in sending stronger PageRank signals to Google. </li></ul></ul><ul><ul><ul><li>Dutchbikeco.com is non-canonicalized at the root level: </li></ul></ul></ul><ul><ul><ul><ul><li>www.dutchbikeseattle.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.dutchbikeco.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.dutchbikechicago.com </li></ul></ul></ul></ul><ul><ul><ul><li>Results produce the same content </li></ul></ul></ul><ul><ul><ul><li>Recommend canonicalizing to http://www.dutchbikeco.com/ </li></ul></ul></ul><ul><ul><ul><ul><li>Adjust site’s navigation to link consistently to http://www.dutchbikeco.com/ </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Adjust links used to connect to http://www.dutchbikeco.com/ from all other sites in the Dutch Bike Co network of sites. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>After implementing recommendations, monitor public PageRank and backlinks for http://www.dutchbikeco.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>PageRank improvements could be immediate or take up to 90-days, depending on Google’s scheduled updates. Monitor PageRank and links over time. </li></ul></ul></ul></ul>Page
  9. 9. Improve Visibility <ul><li>Dutchbikechicago.com has page-one positioning for [Dutch Bike Chicago] search queries in all of the major search engines: </li></ul>Page
  10. 10. Improve visibility, cont. <ul><ul><li>dutchbikechicago.com includes the targeted keyword phrase in its root domain; dutchbikeco.com does not. </li></ul></ul><ul><li>Recommendations: </li></ul><ul><ul><li>Increase the volume of inbound links to dutchbikeco.com that include [Dutch Bike Chicago] in the anchor text. </li></ul></ul><ul><ul><li>F ind & replace www.dutchbikeco.com, http://www.dutchbikeco.com and http://www.dutchbikeco.com/ anchor text links with Dutch Bike Company anchor text links in the Dutch Bike network of sites </li></ul></ul><ul><ul><li>Add or append Dutch Bike Co alternative attributes to all logo-oriented images used by Dutch Bike Co within network of sites </li></ul></ul><ul><ul><li>Ongoing link building opportunities for increasing use of Dutch Bike Co in anchor text, for example: </li></ul></ul><ul><ul><ul><li>Build reciprocal links with suppliers, businesses, and converted customers as a regular business practice. Just don’t overdo it. </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Consider building useful tools or widgets that can help drive traffic and encourage inbound links. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li> These tools could be WordPress plug-ins for bloggers, social media plug-ins for customers, or special deals promotions </li></ul></ul></ul></ul></ul>Page
  11. 11. Recommendations, cont. <ul><ul><li>Permanent (301) redirects are powerful for preserving previous efforts, external links & combating duplication: </li></ul></ul><ul><ul><ul><li>Pass link popularity and authority to the destination URL. </li></ul></ul></ul><ul><ul><ul><li>Prompt for deindexation/replacement of the old URL within search indices. </li></ul></ul></ul><ul><ul><ul><li>Even with 301s, frequent URL changes are not advised. </li></ul></ul></ul><ul><ul><ul><li>Best Practices: </li></ul></ul></ul><ul><ul><ul><li>Automate 301s if URLs are changed and avoid redirect chains or multiple hops. </li></ul></ul></ul><ul><ul><ul><li>1 to 1 redirects are best. Pattern-matching & bulk 301ing are acceptable, but don’t use a wild card “catchall.” </li></ul></ul></ul>Page
  12. 12. <ul><li>Recommendations (continued) : </li></ul><ul><li>Optimize content on landing/home page for [Dutch Bike Co] </li></ul><ul><ul><li>Title Tag: </li></ul></ul><ul><ul><ul><li>Current Title Tag: Dutch Bike Co. Home </li></ul></ul></ul><ul><ul><ul><li>Recommend: Dutch Bike Co – European City Bycicles </li></ul></ul></ul><ul><ul><li>Meta Description: </li></ul></ul><ul><ul><ul><li>Current Meta Description: Dutch Bike Co. </li></ul></ul></ul><ul><ul><ul><li>Recommend: Dutch Bike Co. Seattle & Chicago are importers and retailers of the finest European city bicycles. We proudly sell Dutch WorkCycles brand Oma, Opa, Transport and the Henry Cutler-designed FR8, the brilliant Bakfiets cargo bike as well as German, Retrovelo brand Paul and Paula bikes. </li></ul></ul></ul><ul><ul><li>Meta Keywords: </li></ul></ul><ul><ul><ul><li>Current Keywords: Dutch Bike Co. </li></ul></ul></ul><ul><ul><ul><li>Recommend: Dutch Bikes, Oma, WorkCycles </li></ul></ul></ul>Page
  13. 13. <ul><li>Optimize content on landing page for [Dutch Bike Co.] (continued): </li></ul><ul><ul><li>Permanent Body Copy: </li></ul></ul><ul><ul><ul><li>Since the navigation is visible to search engine spyders, increase keyword density where space allows to do so: </li></ul></ul></ul><ul><ul><li>Further Recommendations to be expanded upon : </li></ul></ul><ul><ul><li>Link Building </li></ul></ul><ul><ul><ul><li>Review opportunities for securing links from online hubs that link to rival sites, i.e. Ecovelo </li></ul></ul></ul><ul><ul><li>Key Words </li></ul></ul><ul><ul><ul><li>Leverage niche keyword phrases </li></ul></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><ul><li>Focus on driving traffic to destination by growing Facebook fans and Twitter followers </li></ul></ul></ul><ul><ul><ul><li>AddThis provides an easy way to share content. </li></ul></ul></ul>Page
  14. 14. Page Created by: Katie Stasiak Elizabeth Znavor Kathleen Gray Melody Buckner For: Susan Ramaker Dutch Bike Co.