How to Write an SEO Obstacle Analysis Report


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SEO Expert Steve Wiideman shows you how to create an Obstacle Analysis Report (OAR) to provide to your search engine optimization clients or in-house marketing manager. Report includes dozens of on-page SEO criteria, many of which you may not yet be familiar with.

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How to Write an SEO Obstacle Analysis Report

  1. 1. Creative Search Strategies(How to Write an SEO Obstacle Analysis Report)<br />Steve Wiideman<br /><br />
  2. 2. Three Principles of SEO<br />Having content to match search terms and making that content easy to find & incredibly awesome for visitors<br />Other websites referencing a target website<br />User behavior (“click and stay”)<br />
  3. 3. Who Uses an OAR?<br />CMO’s, Agencies & In-House SEO Specialists<br /><ul><li>Technology department will need to know what features and functionality to change
  4. 4. Marketing department will need to know what content needs to be enhanced
  5. 5. CMO will need a baseline to compare against when the next OAR is delivered</li></li></ul><li>How Much is an OAR Worth?<br />Website owners will typically pay up to $99 for a manual audit of their website.<br />Small to mid-size businesses will pay up to $250 for the same audit, but with more “additional recommendations”.<br />
  6. 6. Part 1 – The Cover Sheet<br />Your Logo Here<br />The Website You are Going to Audit <br />The Auditor’s Name and Audit Date<br />
  7. 7. Part 2 – The Table of Contents<br />Your Logo Goes in the HEADER Section, Right Justified<br />Microsoft Word Has a Table of Contents Feature (Font Type Arial)<br />Page Numbers Go in the FOOTER Section, Right Justified<br />
  8. 8. Part 3 – The Summary<br />Businesses often get a misconception of what SEO is.<br />This Summary page helps clarify what main factors will be the emphasis of the audit.<br />It also helps set the expectation that the audit is based on SEO principles not heresay.<br />
  9. 9. Part 4 – The Findings<br />Highlight the total score at the top of the table<br />Use Green for Passed and Red for Failed<br />You decide what scoring to use based on your opinion of criteria importance<br />Link Jing screencasts for specific examples<br />Use today’s date for items that pass<br />
  10. 10. Part 5 – The Explanations<br />Elaborate descriptions help the company’s technology and marketing department understand what needs to be done to improve visibility in natural search results.<br />
  11. 11. Part 6 – Optional Baseline<br />
  12. 12. Part 5 – The Explanations<br />Additional Recommendations<br /><ul><li>General observations
  13. 13. Usability
  14. 14. Content Tracking
  15. 15. Delta Report (if applic.)
  16. 16. Explicit Reminder of</li></ul> SEO Principles<br /><ul><li>A Thank You
  17. 17. Contact Information</li></li></ul><li>Questions?<br />
  18. 18. Connect with Steve Wiideman<br />Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.<br />He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.<br />He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google.<br />Steve Wiideman<br /><br /><br />P. (562) 732-4417<br />E.<br />@seosteve<br />