How to Write an SEO Obstacle Analysis Report

Creative Search Strategies(How to Write an SEO Obstacle Analysis Report)
Steve Wiideman
www.CreativeSearchStrategies.com

Three Principles of SEO
Having content to match search terms and making that content easy to find & incredibly awesome for visitors
Other websites referencing a target website
User behavior (“click and stay”)

Who Uses an OAR?
CMO’s, Agencies & In-House SEO Specialists
Technology department will need to know what features and functionality to change
Marketing department will need to know what content needs to be enhanced
CMO will need a baseline to compare against when the next OAR is delivered

How Much is an OAR Worth?
Website owners will typically pay up to $99 for a manual audit of their website.
Small to mid-size businesses will pay up to $250 for the same audit, but with more “additional recommendations”.

Part 1 – The Cover Sheet
Your Logo Here
The Website You are Going to Audit
The Auditor’s Name and Audit Date

Part 2 – The Table of Contents
Your Logo Goes in the HEADER Section, Right Justified
Microsoft Word Has a Table of Contents Feature (Font Type Arial)
Page Numbers Go in the FOOTER Section, Right Justified

Part 3 – The Summary
Businesses often get a misconception of what SEO is.
This Summary page helps clarify what main factors will be the emphasis of the audit.
It also helps set the expectation that the audit is based on SEO principles not heresay.

Part 4 – The Findings
Highlight the total score at the top of the table
Use Green for Passed and Red for Failed
You decide what scoring to use based on your opinion of criteria importance
Link Jing screencasts for specific examples
Use today’s date for items that pass

Part 5 – The Explanations
Elaborate descriptions help the company’s technology and marketing department understand what needs to be done to improve visibility in natural search results.

Part 6 – Optional Baseline

Part 5 – The Explanations
Additional Recommendations
General observations
Usability
Content Tracking
Delta Report (if applic.)
Explicit Reminder of
SEO Principles
A Thank You
Contact Information

Questions?

Connect with Steve Wiideman
Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.
He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.
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.
Steve Wiideman
www.SEOSteve.com
Facebook.com/stevewiideman
P. (562) 732-4417
E. info@seosteve.com
@seosteve

How to Write an SEO Obstacle Analysis Report

by Steve Wiideman, SEO Expert

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