SEO Case Study Highlights


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Kathleen Byars of FusionSpark Media shared a case study of SEO benchmarking and ho wi

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SEO Case Study Highlights

  1. 1. Search Engine Optimization ©Copyright FusionSpark Media 2014
  2. 2. A Good Place to Start Search engine optimization (SEO) is creating a website that is easy for both usersSearch engine optimization (SEO) is creating a website that is easy for both users and search engines to find, and also to understand. By optimizing a website, it becomes easier for search engines to find and rank that site and the higher a website’s ranking, the more likely an Internet user is to visit that site. Source: Moz “The Beginners Guide to SEO” ©Copyright FusionSpark Media 2014
  3. 3. Keyword Strategy Identify search terms that might be considered low-hanging fruit – search terms with low to medium competition, yet medium to high average number of searches. Compare national searches with regional searches to uncover hidden opportunities and then compare rankings among competitors. ©Copyright FusionSpark Media 2014
  4. 4. Keyword Resources Google Adwords Keyword Tool Wordtracker Free Basic Keyword Demand Keyword Spy Moz Keyword Difficulty ToolMoz Keyword Difficulty Tool SEMrush UberSuggest Soovle (good source for long-tail) Wordstream (good source for long-tail) ©Copyright FusionSpark Media 2014
  5. 5. Keywords by City If regional use a city-specific rank tracker. You may find small, local competitors ranking highly for desirable search terms. Whitespark Local Rank Tracker ©Copyright FusionSpark Media 2014
  6. 6. Inbound Links & RDs A search term analysis demonstrates how keywords make a dramatic difference in visibility. A link analysis underscores the value of having a strategic approach to keywords and the benefit of high quality referring domains along with a content strategy. Resource Moz: Open Source Explorer ©Copyright FusionSpark Media 2014 Metrics Competitor 1 Competitor 2 Competitor 3 Client Internal Links 1256 0 56 9 External Links 69302 1707 747 62 Linking RDs 1166 108 101 28 Facebook Likes 1426 19 35 0 Twitter 428 5 19 3 Google +1 148 0 1 1
  7. 7. Content Strategy Although pure SEO tactics can make an impact on search rankings within industries that lack a digital sophistication, an effective SEO strategy places a premium on the development of content that seeks to connect with the interests of the customer. ©Copyright FusionSpark Media 2014
  8. 8. Title Tags Title tags are the second most important on–page SEO element (the most important being overall content). With Google’s new SERP redesign, it’s now beneficial to shorten title tags, while making sure they represent page content, not site content. ©Copyright FusionSpark Media 2014
  9. 9. Meta Descriptions Accurate meta descriptions and a mobile-optimized site design are important to attract and keep users coming to the website. ©Copyright FusionSpark Media 2014
  10. 10. Responsive Design A responsive website design is key to gaining site traffic. ©Copyright FusionSpark Media 2014
  11. 11. Alt Tags High quality photography will stand out especially in an industry riddled with amateur images. Good alt tag strategy helps with search rankings. ©Copyright FusionSpark Media 2014
  12. 12. Anchor Text, Functionality, Citations Anchor text: It is important to use keyword and topic- specific anchor text when possible, however the anchor text should be natural and make sense. Site Functionality: Clunky navigation and 404 errors serve to frustrate users and confuse search frustrate users and confuse search engines. Citations : Citations are mentions of a business name and address on other websites, with or without a link. Consistency and accuracy is key. ©Copyright FusionSpark Media 2014