The document provides an SEO and PPC report for October 2023. It summarizes optimizations made in September/October including content, metadata, and indexing updates. It also outlines upcoming tasks for November/December like video optimization, link building, and audience targeting. Key insights from the SEO analysis include issues with duplicate content, lack of variety in content types, and missing internal/external links. For PPC, new high-performing campaigns were introduced, budgets were optimized, and ad creative was improved. The report shows growth in organic search results and clicks from optimizations.

1. SmartSense
SEO & PPC Report
October 2023

2. SEO Overview

3. SEO - Analysis & Insights
Issue Analysis/Insight Solution
Duplicate Content I noticed that a lot of the content was duplicated on
multiple pages. This hurts the website in terms of
Google rank because the search algorithm does not
give credit to duplicate content.
Optimize pages for SEO in order to add
unique keywords and content.
Metadata Metadata was copied across multiple pages. This
limits search results because more pages will rank
when metadata is unique to a page.
Rewrite metadata with SEO keywords.
Variety in Content Types While most of the content that was being ranked was
in text form, there was a low volume of image and
video content. I found increasing the variety of
content types to be an opportunity for SEO growth.
Optimize image and video to increase
the variety of search results.
Link-Building There is a lack of internal and external links, which is
a major factor in the search algorithm and a great
area of opportunity.
Build internal and external links.
During the SEO analysis, I found that there were 4 key areas of opportunity. Details on the insights from that analysis and
solutions that I have been working on are below.

4. SEO - Organic Growth - Web Search
● Both web and image search results are growing - view graphs.
● Compared to the last 3 months, there has been an increase in Clicks and CTR.
● While impressions stayed consistent, the increase in CTR means that search results have become
more relevant due to optimizations in metadata and SERP results.

5. SEO - Organic Growth Image Search
● Both web and image search results are growing - view graphs.
● Average position and Clicks improved.

6. SEO - Keyword Position
Keyword Strategy
● The new keyword strategy
which shifted from “brand” to
“feature+industry+product”
keywords has been successful
in generating traffic from new
keywords.
● Detailed report sent via email

7. SEO - Keyword Position
Keyword Rank
● Keyword volume has increased
by adding new keywords to the
content

8. SEO - Technical Audit Improvements
● During the audit, I found that many pages were not being indexed by Google, which limits how many pages can be ranked.
● I updated Google Search Console and Hubspot in order to reindex the website which added additional pages to Google search results.
● I also found that the blog is treated a separate website and was another reason why there was a high number of unindexed pages,
● I will continue to do research on indexing more pages and including the blog in the optimization plan.

9. SEO - Optimization Plan
Completed Tasks- September/October
● SEO optimizations of current content
● Image optimizations
● Metadata updates
● Published new content
● Blog SEO reviews
● Technical audit and fixed
● Indexing and sitemap updates
● GSC and Hubspot configurations updates
Upcoming Tasks- November/December
● Video optimization
● Link-building (internal)
● Link-building (external)
● Continue SEO content updates
● Publish new content
● Google My Business optimization

10. SEO - Website Engagement
● Engagement time will improve
once we optimize the following:
○ Internal Links
○ Video Content
● Page Views per Visit - 1.3
● In order to increase PVV, we
need to implement internal links
and video content planned for
November

11. PPC Overview

12. PPC - Optimization Plan
Completed Tasks- September/October
● New campaigns x2
● Budget optimization
● New add copy and keywords
● New creative banner A/B test
Upcoming Tasks- November/December
● Competitor campaign
● Negative/CTR keyword review
● Optimize responsive display ads
● Audience targeting refresh
○ Food Waste Campaign
○ IoT/Sas
● Create remarketing audience
● Add comp new keywords, trademark - Google docs

13. PPC - Performance Overview
● There has been a significant increase in Conversions in October due to optimizations done in September.
● Cost-Per-Campaign has been improved significantly by -$56 per lead.
● I was also able to optimize budget by trimming the fat on CPC spend. Overall, the CPC has been trending down, which
saves money so that we can reapply it to top performing campaigns.
● Get lead quality samples - exclude (negative keyword + location)

14. PPC - Optimization Plan
NewCampaignExamples
● I improved overall campaign quality by
introducing new campaign into the Google
Ads account. New campaigns include:
○ Sas/IoT
○ Food Waste
● They achieved a high CTR and overall
improves ad quality.
● Expand IoT campaign into display campaigns
16% CTR

15. PPC - Optimization Plan
NewCampaignExamples - ResponsiveDisplayAds
● I improved overall campaign quality by introducing new campaign into the Google Ads account. New
campaigns include:
○ Sas/IoT
○ Food Waste
● Need to update targeting because the current audience is too small. Need to increase impressions.

16. PPC - Analysis & Insights
Issue Analysis/Insight Solution
Competitors Bidding on
Brand Keywords
We found that a competitor is bidding on our brand,
which hurts our campaigns because it takes away
traffic and raises cost
Need to submit trademark paperwork
Competitor Campaign Competition is growing. We found new competitors
that are not included in the current account
Refresh campaign with new keywords
Google My Business
Connection
Missing opportunities to optimize ads because there
is no data connection to GMB
Connect to GMB account
Ad Creative Needs more variety in the type of ads we are using Try new responsive display ad types
During the PPC analysis, I wound that there were 4 key areas of opportunity. Details on the insights from that analysis and
solutions that I have been working on are below.