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Search Engine Optimization Audit Through Usage of Moz.com and other Key SEO Tools

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Udacity Project 4 SEO Audit
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Search Engine Optimization Audit Through Usage of Moz.com and other Key SEO Tools

  1. 1. Project 4: SEO Audit
  2. 2. Glossary A/B testing - A testing method used to compare two versions of a website page or advertisement. Typically an A/B test of a page tests the original page (version A) against the same page with one change (version B). Alt tag - A piece of text that describes the picture or video that would be shown to the user in the event the picture or video file does not load. Anchor text - A piece of text that displays as a link Backlink / Inbound link - An incoming link from a webpage on the web to your webpage. Branded keywords - Keywords that are focused on your brand, and either contain your company's name or some variation of it in the keyword. CTR Click through rate - The percentage of the targeted audience that is exposed to the marketer's message that click on the link provided in the message and land on the marketer's web property. Calculated as (# of clicks/# of times ad is shown) x 100. Conversion - A completed activity, online or offline, that is important to the success of your business. For example, a completed sign-up for your email newsletter, a purchase, or a download. Crawlers or spiders - Also referred to as search engine bots. These are how search engines like Google navigate the web and they crawl pages, moving from link to link. Domain authority - A score (on a 100-point scale) developed by Moz.com that predicts how well a website domain will rank on search engines. Facebook ads - The program operated by Facebook that enables paying customers to use hypertargeting via Facebook profile tags and traits to reach a certain specific audience via advertisements placed in a user’s timeline. Google AdWords - The program operated by Google that enables paying customers to use hypertargeting via Google Search Engine Results Page (SERP) to reach a certain specific audience via advertisements placed at the top of the search results. Inbound links - A hyperlink back to your site from another website; used in SEO marketing sites with a variety of high quality inbound links rank higher on search engine results pages. Internal linking - Building links from one page to another within the same domain. Link building - The process of gaining links from other websites to your own, and it is core to improving your ranking.
  3. 3. Meta description tag - A tag that provides a summary of the content of the page. It is another important way to tell search engines what your page is all about. Meta tags - Meta tags are pieces of text that get put inside the HTML code of the website. Meta tags are a way of labeling content and guiding the search engine without interfering with the user experience. Non-branded keywords - Keywords that do not contain the brand name, or a variation of it, but instead are used to describe what the company does or sells more broadly. Off site SEO - Also called off page SEO; describes the links and resources pointing back to your website or page that impact your SERP presence. The strength of your off site SEO is often measured by the number of links, the authority of the sources linking back to you, how often others link to you, and the keywords that are used to do so. On site SEO - The changes you can make to the design and content of your site to improve your ranking in the SERP. Organic traffic - People who find their way to your website on their own; not through paid efforts and is usually related to your SEO strategy. Outbound link - Links on your page that link to outside pages Page authority - A score (on a 100-point scale) developed by Moz.com that predicts how well a specific webpage will rank on search engines. Page rank - Algorithm involved in determining the ranking of websites in the search results for a given keyword. Named after Larry Page, a founder of Google. SEO Search Engine Optimization - the process of making changes to the design, content and link structure of a site to improve a website's ranking, and therefore visibility, in the search engine results unpaid, or organic search results. SERP Search Engine Results Page - the results page you see when you perform a search in a search engine like Google. Traffic - Usually refers to number of visitors to a landing page or website Title tag - Tells search engines what the content on the page is all about and will be displayed on the search engine results page. UX - Also referred to as Website UX; UX stands for user experience. Website UX is the process of designing websites so that they are easy to use and delightful to interact with. SOURCE: https://s3.amazonaws.com/video.udacity- data.com/topher/2017/February/58a5f519_dmndglossary/dmndglossary.pdf
  4. 4. Part 1 Plan your Audit
  5. 5. Marketing Objective & KPI The marketing objective of the Search Engine Optimization (SEO) audit project is to promote the Udacity Digital Marketing Nanodegree program through improving the visibility of the dmnd.udacity.com website as a gateway. The goal will be to get this website to the top three Google.com search results when users look for a “Digital Marketing” online education program. After the SEO audit, suggestions will be recommended and implemented to boost the website visibility. A time frame of be 4-6 months will be needed to see the changes in the search engine results after the recommended implantations have been made. The Key Performance Indicators will be the Moz.com Domain Authority & Page Authority metrics since they indicate how well a website or webpage will rank on search engines, respectively. Tracking the webpage’s position when appearing on Google’s search results will be monitored in the long run to see the effects of the changes.
  6. 6. Project Outline and Resources ● Part 1: On-Site SEO Audit ○ Moz.com Keyword Explorer ● Part 2: Off-Site SEO Audit ○ Moz.com Open Site Explorer ○ SEMRush.com ● Part 3: Site Performance Tests ○ Google.com Indexed Page Counter ○ Google Page Speed Insights ○ Google Mobile Page Loading Speed Test
  7. 7. Target Persona Background and Demographics Marketing Pioneer McLovin Needs • Late 20s to Late 30s • Working in Tech Industry • Undergrad in Engineering • HH income of 100k+ • Lives in California / New York • Experts in the field to help learn of new technology • Help outside of work • An online community to support education needs • Cheap and time friendly resources Hobbies Goals Barriers • Cooking • Music • Reading • Travel • Surfing the web • Coding • Change career into a different role in a different industry within 3 years • Expand knowledge of digital marketing foundations, and other new areas relevant to future career • Start a new business • Lack of relevant educational resources at work • Companies don’t value digital marketing as much as traditional marketing • Limited time and budget for education
  8. 8. Part 2 On Site SEO Audit
  9. 9. On-Site SEO Project Overview 1. Using the Moz Keyword Explorer tool, I will identify the Keywords to drive users to the Udacity Digital Marketing promotion website. 2. An evaluation of which Keywords have the greatest potential for driving traffic will be listed. 3. A technical SEO audit will be done on the webpage to make sure the Meta tags incorporate the necessary Keywords for search engines to notice, driving more traffic to the webpage. 4. Three blog topics will be recommended that incorporate the highest potential Keywords in order to increase traffic to the webpage.
  10. 10. Keyword List Using the Moz.com Keyword Explorer, branded and non branded, head and tail Keywords were researched, and the important ones are listed below. The full list is on the next slide for reference. Head Keywords Tail Keywords 1 Udacity Udacity Digital Marketing Online Course 2 Google Analytics Google Analytics for Digital Marketing, Google Analytics Tutorial, How to Use Google Analytics for Marketing 3 Google AdWords Google AdWords Tutorial, Search Engine Marketing 4 Digital Marketing Digital Marketing Campaign Examples, Digital Marketing Skills, Digital Marketing Certificate, Digital Marketing Tools, Digital Marketing Channels, Digital Marketing Campaigns 5 Facebook Ad Facebook Ad Campaign, Facebook Ad Campaign Guide
  11. 11. Reference Slide – Researched Keyword List Exported From Moz.com
  12. 12. Keywords with the Greatest Potential After my analysis, we have two important questions to answer before deciding which blog topics to write about: Which Head Keywords have the greatest potential or priority as defined by Moz.com? - Google Analytics, Google Adwords, Facebook Ads - Digital Marketing Which Tail Keywords have the greatest potential or priority as defined by Moz.com? - Digital Marketing Channels - Digital Marketing Skills - How to Use Google Analytics For Marketing - Digital Marketing Campaign Examples
  13. 13. Suggested Content To Improve Website Visibility To improve the visibility of the Udacity Digital Marketing promotion website, the following three topics are suggested to be written about in a blog to increase user traffic. 1. Learning to Use Google Analytics For Digital Marketing Through Udacity’s Digital Marketing Program Google Analytics is as an important tool for anyone in digital marketing and highlighting how it is an important skill will attract students. Plus, this program teaches basic Google Analytics usage. Many people in the digital marketing industry have a basic understanding of Google Analytics, and therefore, knowing it is a must. Discussing how the Udacity Digital Marketing program teaches usage of Google Analytics to monitor campaign performance will drive more traffic to the website. 2. Run Google AdWords and Facebook Ads Campaigns Through Udacity’s Digital Marketing Program This blog post should describe how Udacity’s projects are designed to run both a real Facebook Ads campaign and a Google AdWords campaign. This provides real world experience to students with these platforms. This is a key factor that makes Udacity’s program stand apart from competitors. Also, the blog post will be able to hit all of the major Keywords, attracting people who want to learn of these platforms as well. 3. Improve Your Digital Marketing Skills By Working With Multiple Digital Marketing Channels Udacity provides a great overview of what skills to learn, and what digital marketing channels to use. Explaining these in some detail will draw more attention to the website. Talking about the outcome of each of the courses in the nanodegree, and the skills gained will be key in attracting new users. Many other online classes focus intensively one teaching one digital marketing skill, such as SEO or email marketing, but this program focuses on several majors areas. A good overview of this in some detail will be sure to increase traffic.
  14. 14. Technical Audit: Metadata URL: dmnd.udacity.com Current Title Tag Udacity Digital Marketing Nanodegree Program Website Meta- Description None Alt-Tag None Revision Title Tag Improve Your Digital Marketing Skills Meta- Description Improve your digital marketing skills by running successful Digital Marketing Campaigns using Google AdWords, and Facebook Ads. Then, learn how to use Google Analytics for marketing by analyzing your campaign results in this interactive course. Alt-Tag Digital Marketing Skills Being Utilized
  15. 15. Part 3 Off-Site SEO
  16. 16. Technical Audit: Inbound Backlink Audit Using the Moz OpenSite Explorer tool, a simple backlink audit on the home webpage for Udacity.com was done. Below, I have listed three of the top backlink URLs I discovered for the website. These backlinks are adding value to the website in terms of making it a more credible site by linking to it. Backlink Domain Authority (DA) 1 blogs.msdn.microsoft.com/bi zspark_au/2017/05/23/the- everlasting-bond-between- startups-and-education/ 99 2 https://creativecommons.org /2012/11/01/keeping-moocs- open/ 97 3 https://www.bbc.com/news/b usiness-39049889 96
  17. 17. Link-Building Campaign Using the SEMRush tool, I have the created the table below to serve as a starting point for a link-building campaign. I have identified three relevant, high traffic sites that I would like to gain backlinks from to help drive traffic to Udacity’s Digital Marketing Promotion Webpage dmnd.udacity.com. The organic search traffic is the number of people expected to visit the website in the following month. Site Name|URL HubSpot | https://www.hubspot.com/ Organic Search Traffic 3.7 million people per month Reasoning HubSpot has been growing in popularity as a source for digital marketing information, and is already a partner of Udacity’s digital marketing course, making it easy to get backlinks from them. Site Name|URL Google Analytics Solutions | https://analytics.googleblog.com/ Organic Search Traffic 4.2 million people per month Reasoning Google Analytics has been rising in popularity to become one of the most popular online tools for digital marketing today, and is taught as part of the course. Therefore, Google Analytics and the Udacity Digital Marketing program can both gain increased visibility and website traffic. Site Name|URL Switchup | https://www.switchup.org/ Organic Search Traffic 52.4k people per month Reasoning Switchup is used by many people online to search for courses relevant in various topics, including digital marketing. Also, ranking for the best courses for a particular topic are updated frequently, making it a key website to have Udacity connected to boost online visibility.
  18. 18. Part 4 Performance Testing
  19. 19. Website Performance Testing To determine Udacity’s Digital Marketing promotion website in terms of how high it appears on Google’s search results, the following three metrics will be used to evaulate the site’s current performance. - Number of pages Google has indexed for this site - Score from 0-100 about mobile page speed/design - How many seconds the mobile webpage loads These metrics provide guidance into improving the website’s user experience, and visibility when appearing in Google.com’s search results. Google also takes these metrics into consideration when deciding which page to display when a related Keyword is searched, so improving these areas is vital to increasing traffic.
  20. 20. Number of Pages Indexed by Google Using google.com, the number of pages Google currently has indexed for https://dmnd.udacity.com is: 8890 pages What does this mean? Compared with similar digital marketing courses on competitor websites EdX and Coursera, the number of indexed pages is low. This means that links on the dmnd.udacity.com website to other pages need to checked, and updated so when crawled, the indexed number of pages increases, improving traffic to the site.
  21. 21. Google PageSpeed Insights Mobile Score Using the Google Page Speed Insights tool, the performance score for https://dmnd.udacity.com mobile site is: 0-49: Below Average | 50 – 89: Average | 90-100: Above Average Suggestions From Google to Increase Score: What does this mean? Compared with similar digital marketing courses on competitor websites EdX (Score: 20) and Coursera (Score: 28), this number is much higher. This means that the current Udacity provides both a better user experience and higher ranking potential compared to similar competitor websites. Improving the mobile page is important but other changes should come first.
  22. 22. Mobile Page User Experience Evaluation Using the Think with Google tool, the time for which the https://dmnd.udacity.com mobile page loads is: What does this mean? Compared with the loading times of competitor site domains, Udacity has an average loading time of 3.1 seconds. Edx loads in 2.3 seconds and Coursera loads in 4 seconds, According to Google, even 2.3 seconds is considered slow. Therefore, making changes to the website to improve loading time will have a big impact on appearing high on Google search rankings compared to competitor websites since Google uses loading times as a factor in SERP rankings.
  23. 23. Part 5 Recommendations
  24. 24. Recommendations As stated in the beginning, in order to get the Udacity Digital Marketing Nanodegree promotion page to the top 3 Google.com search results, a time frame of 4-6 months will be needed to see actual changes in search engine results. Thus, based on the insights found from the SEO audit, various recommendations are below. Short term, mid-term, and long term define the length of time needed to implement the requested changes. Who to contact will also be mentioned when applicable. Short Term – 1month o Write blogs posts using vital SEO keywords on the following three topics: Learning to Use Google Analytics For Digital Marketing Through Udacity’s Digital Marketing Program Run Google AdWords and Facebook Ads Campaigns Through Udacity Improve Your Digital Marketing Skills By Working With Multiple Digital Marketing Channels Person Recommend for Task: Content Creator or Marketing Communications Specialist o Update the website code Title Tag Meta-Description Tag Image Alt Tag People Recommend for Task: Front End Webpage Designer or Manager o Run Keyword Campaigns on Moz.com and monitor changes within a 6 month time frame o People Recommended for Task: SEO Analyst Mid Term – 2-3 months o Contact Udacity Digital Marketing Nanodegree sponsors, partners, and other websites to have them co-create content such as blogs or How-To guides on digital marketing. Try to instruct them to use a good amount of high-quality keywords in their content, and definitely suggest to them to link back to Udacity’s Digital Marketing Nanodegree promotion webpage. The following three websites are recommended based on Organic Search Traffic and Relevance to the Program Google Analytics HubSpot Switchup People Recommend for Task: Marketing Liaison Responsible for Having People from Google and HubSpot Speak in Digital Marketing Program Videos o Update the website by adding keywords from the Keyword List page, and monitor changes in daily traffic. Make changes slowly and use A/B testing to seeing the effects over time to determine the major factors for improving SEO / SERP results. Keywords to include: Google Analytics Google Adwords Facebook Ads Digital Marketing Campaign Examples People Recommended For Task: SEO Analyst and Front End Webpage Manager/Developer
  25. 25. Long Term – 4 – 6 months o Redo SEO Audit On-Site Audit Off-Site Audit Site Performance Audit o Update Customer Persona o Update blog posts, website code, website content, off-site co-created content, and keyword campaigns based on information gained from the last 4 months of data collected, updated customer persona, and the repeated SEO audit The 20% that drives 80% of the improvements in website traffic? People Recommend for Task: SEO Analyst, Front End Website Designer, Content Creator o Present findings to Marketing Director and Seek Additional Advice from Internal and External Sources o Research new tools required for SEO testing for webpage as SEO tools change within 3-6 months

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