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WHAT’S INCLUDED IN THIS AUDIT?
The SEO Audit we’ve performed for ABC Company
evaluated the most important factors that impact your
search engine optimization performance.
In the evaluation process we determined which issues
would be most important for your consideration as it
relates to a prioritized action plan.
In this report we only present the issues we believe
will likely bring the most efficient results moving
forward. The report is organized by the sections we
believe have the most impact on your SEO results.
At the end of the report you’ll find our prioritized
action plan and strategy to improve the SEO marketing
efforts for ABC Company.
OVERVIEW // SEO AUDIT + STRATEGY
// COMPETITOR RESEARCH
- Competitors’ best keywords and SEO strategies.
// INDEXING
- How your site is being read by Google.
// ACCESSIBILITY
- How easily your site is being accessed by users.
// SITE ARCHITECTURE AND DESIGN
- An evaluation of your user experience and behaviors.
// LINK ANALYSIS
- How your site is linked internally and on the internet.
// KEYWORD ANALYSIS
- How you appear in organic search rankings.
// ON PAGE OPTIMIZATION
- What to change to improve your search performance.
// CONTENT EVALUATION
- What your content is doing to help you drive business.
// BUSINESS STRATEGY + ONLINE BRANDING
- Areas of opportunity to grow online.
SEO AUDIT:
COMPETITOR RESEARCH
HERE ARE THE KEY TAKEAWAYS:
» Top competitors on average are receiving an estimated $1,350 a month in SEO traffic
» ABC Company receives about $3,900 in SEO value per month - about triple the amount of
the average top competitors
» Top competitors on average are ranking for 233 keywords per month
» ABC Company is ranking for 592 keywords - more than double the competitor
reach
» Top competitors on average are getting 1,575 clicks a month to their site
» ABC Company is getting about 3,600 visits per month - double the
competitor traffic
» Top competitors on average ranking for 50 first page keywords
» ABC Company is ranking for 122 first page keywords - more than
double the competitor’s first page positions
Competitor1 - #1 organic search result for “your ultimate keyword phrase”
competitor1.com
YOUR COMPETITION:
» KEY STATS
: # of organic keywords: 218
: # of estimated monthly SEO Clicks: 3,600
: Estimated value of SEO clicks: $1,600
: # of Page 1 keywords: 54
: # of keywords between 11-16 postions: 24
: # of keywords between Pages 2 - 5: 169
: # of inbound links: 971
: # of root domains: 38	
: Domain Authority: 31
: Home Page Authority: 42
» TOP 10 ORGANIC KEYWORDS
: drg - #2 - $522 / est. click value per month
: nonprofit executive search - #1 - $96 / est. click value per month
: non profit executive search - #1 - $68 / est. click value per month
: executive search firms - #38 - $50 / est. click value per month
: executive search nonprofit - #1 - $34 / est. click value per month
: nonprofit search firms - #1 - $20 / est. click value per month
: non profit search firms - #1 - $18 / est. click value per month
: non profit executive recruiters - #1 - $18 / est. click value per month
: executive search non profit - #1 - $17 / est. click value per month
: non profit executive search firms - #1 - $17 / est. click value per month
* See Excel spreadsheet for full list of keywords
competitor1.com
YOUR COMPETITION:
Competitor2 - #1 organic search result for “other desirable keyword”
competitor2.com
YOUR COMPETITION:
» KEY STATS
: # of organic keywords: 165
: # of estimated monthly SEO Clicks: 636
: Estimated value of SEO clicks: $1,500
: # of Page 1 keywords: 35
: # of keywords between 11-16 postions: 11
: # of keywords between Pages 2 - 5: 112
: # of inbound links: 614
: # of root domains: 45
: Domain Authority: 32
: Home Page Authority: 43
» TOP 10 ORGANIC KEYWORDS
: competitor2 - #1 - $388 / est. click value per month
: latin school chicago - #38 - $72 / est. click value per month
: campbell - #48 - $53 / est. click value per month
: nonprofit executive search - #2 - $49 / est. click value per month
: giving usa - #34 - $40 / est. click value per month
: non profit executive search - #2 - $35 / est. click value per month
: non profit consulting firms - #16 - $34 / est. click value per month
: company search - #15 - $25 / est. click value per month
: non profit fundraising companies - #1 - $23 / est. click value per month
: fundraising consultants - #6 - $19 / est. click value per month
* See Excel spreadsheet for full list of keywords
competitor2.com
YOUR COMPETITION:
Competitor3 - #1 result for “another desirable keyword”
competitor3.org
YOUR COMPETITION:
» KEY STATS
: # of organic keywords: 699
: # of estimated monthly SEO Clicks: 3,200
: Estimated value of SEO clicks: $2,800
: # of Page 1 keywords: 136
: # of keywords between 11-16 postions: 81
: # of keywords between Pages 2 - 5: 526
: # of inbound links: 903
: # of root domains: 129	
: Domain Authority: 40
: Home Page Authority: 50
» TOP 10 ORGANIC KEYWORDS
: onboarding best practices - #1 - $654 / est. click value per month
: on boarding - #15 - $481 / est. click value per month
: employee onboarding - #9 - $159 / est. click value per month
: nonprofit salaries - #1 - $100 / est. click value per month
: mba nonprofit - #10 - $76 / est. click value per month
: common good - #7 - $59 / est. click value per month
: non profit search firms - #1 - $18 / est. click value per month
: non profit organization salaries - #2 - $58 / est. click value per month
: nonprofit recruiters - #1 - $28 / est. click value per month
: non profit careers - #21 - $25 / est. click value per month
* See Excel spreadsheet for full list of keywords
competitor3.org
YOUR COMPETITION:
Competitor4 - only competitor in top 10 for organic and paid search for “keyword phrase”
competitor4.com
YOUR COMPETITION:
» KEY STATS
: # of organic keywords: 32
: # of estimated monthly SEO Clicks: 33
: Estimated value of SEO clicks: $95
: # of Page 1 keywords: 12
: # of keywords between 11-16 postions: 6
: # of keywords between Pages 2 - 5: 29
: # of inbound links: 96
: # of root domains: 10	
: Domain Authority: 21
: Home Page Authority: 34
» TOP 10 ORGANIC KEYWORDS
: executive search firms - #50 - $38 / est. click value per month
: nonprofit executive search - #7 - $14 / est. click value per month
: non profit executive search - #10 - $7 / est. click value per month
: nonprofit search - #27 - $4 / est. click value per month
: executive search nonprofit - #10 - $4 / est. click value per month
: non profit executive search firms - #5 - $4 / est. click value per month
: non profit search firms - #8 - $3 / est. click value per month
: executive search non profit - #8 - $3 / est. click value per month
: non profit executive recruiters - #10 - $2 / est. click value per month
: nonprofit search firms - #12 - $2 / est. click value per month
* See Excel spreadsheet for full list of keywords
competitor4.com
YOUR COMPETITION:
Competitor5 - #5 result for “target keyword”
competitor5.com
YOUR COMPETITION:
» KEY STATS
: # of organic keywords: 51
: # of estimated monthly SEO Clicks: 400
: Estimated value of SEO clicks: $736
: # of Page 1 keywords: 11
: # of keywords between 11-16 postions: 6
: # of keywords between Pages 2 - 5: 51
: # of inbound links: 35
: # of root domains: 14
: Domain Authority: 20
: Home Page Authority: 33
» TOP 10 ORGANIC KEYWORDS
: nonprofit executive search - #5 - $20 / est. click value per month
: non profit executive search - #5 - $14 / est. click value per month
: foundation for child development - #16 - $52 / est. click value per month
: helmsley charitable trust - #12 - $58 / est. click value per month
: phillips oppenheim - #1 - $10 / est. click value per month
: executive search nonprofit - #5 - $7 / est. click value per month
: arthouse austin - #32 - $6 / est. click value per month
: non profit managment - #20 - $4 / est. click value per month
: non profit executive search firms - #13 - $2 / est. click value per month
: non profit recruiter - #7 - $2 / est. click value per month
* See Excel spreadsheet for full list of keywords
competitor5.com
YOUR COMPETITION:
TOP LANDING PAGE FOR ABC Company:
abccompany.com
YOU:
» KEY STATS
: # of organic keywords: 592
: # of estimated monthly SEO Clicks: 3,400
: Estimated value of SEO clicks: $3,900
: # of Page 1 keywords: 122
: # of keywords between 11-16 postions: 85
: # of keywords between Pages 2 - 5: 383
: # of inbound links: 154
: # of root domains: 25	
: Domain Authority: 23
: Home Page Authority: 34
» TOP 10 ORGANIC KEYWORDS
: executive recruiters raleigh nc - #1 - $86 / est. click value per month
: executive recruiters - #43 - $62 / est. click value per month
: executive search firms denver - #2 - $57 / est. click value per month
: executive interview questions - #4 - $51 / est. click value per month
: headhunters phoenix - #2 - $34 / est. click value per month
: executive recruiters orange county - #1 - $33 / est. click value per month
: phoenix headhunters - #2 - $30 / est. click value per month
: executive search firms michigan - #1 - $28 / est. click value per month
: questions to ask your ceo - #9 - $26 / est. click value per month
: executive job search engines - #7 - $17 / est. click value per month
* See Excel spreadsheet for full list of keywords
abccompany.com
YOU:
COM
PETITOR
1COM
PETITOR
2
COM
PETITOR
4
COM
PETITOR
3
COMPETITIVE ANALYSIS
COM
PETITOR
5
Estimated value of traffic
ABC
Com
pany
# of Organic Keywords
# of Monthly Clicks
# of Page 1 Keywords
# of Position 11-16 Keywords
$3,900 $1,600 $1,500 $2,800 $95 $736
592 218 165 699 32 51
3,400 3,600 636 3,200 33 400
122 54 35 136 12 11
85 24 11 81 6 6
# of Page 2-5 Keywords
# of Inbound Links
# of Linking Root Domains
Domain Authority
Home Page Authority
383 169 112 526 29 51
154 971 614 903 96 35
25 38 45 129 10 14
23 31 32 40 21 20
34 42 43 50 34 33
COMPETITIVE RECOMMENDATIONS
» ABC Company is one of the most visible companies in organic search. You are well
positioned to grow your offline business through online searches.
We have provided you with a list of keywords that your competition is currently ranking for,
that you currently are not. We have also provided you with lists of your competitor’s best
keywords, lists of exclusive keywords that only your competitor ranks for, as well as your
keywords that are falling on pages 2 - 5.
We recommend reviewing these keyword lists to identify new opportunities.
We recommend creating content that target keywords you have not yet targeted on
abccompany.com. (Keywords like: “really good keyword,” “why aren’t we targeting this keyword”
and “no brainer keyword” are examples of keywords to start with)
As you turn your focus to exclusively ________, we recommend changing page titles and
on page content to include the keywords that you want to rank for (Example: changing the
home page title tag from “Super Awesome Keyword” to “Even Better Keyword Phrase”). We also
recommend editing your existing page content to reflect your new business changes as
opposed to deleting or redirecting the page entirely. There is lots of value in the pages
currently on the website.
If there is a weakness in the ABC Company SEO efforts, it is in the lack of links pointing to the
website - which may be contributing to the relatively low domain and page authority. We would
recommend employing an internal and external link building strategy to improve your domain
and page authority, which we will cover later on in this audit document.
SEO AUDIT:
KEY FACTORS
HERE ARE THE KEY AREAS OF FOCUS ON THIS NEXT SECTION:
» Indexing
» Accessibility
» Site Architecture and Design
» Link Analysis
» Keyword Analysis
» On Page Optimization
» Content Evaluation
» Business Strategy + Online Branding
SUMMARY OF AUDIT FINDINGS:
AUDIT // INDEXING
Your sitemap meets all the proper
protocols and has been submitted
to all the necessary places.
Nice job!
Almost two thirds of all the content on your site
is receiving organic search traffic. Google has
indexed 668 pages on Abccompany.com. There
are currently 562 links being indexed by Google.
374 of those links are receiving organic search
content.
The only issue we found is that your sitemap
has registered 7 warnings in the last three
months due to server problems.
RECOMMENDATION:
In order for Google to index your pages
and posts, they have to be able to read
your site. Check with your hosting
company to see what is causing your
server errors, and work to find a solution.
SUMMARY OF AUDIT FINDINGS:
AUDIT // ACCESSIBILITY
Your website is accessible with
acceptable load time speeds.
Fixing a few minor issues will
improve the site accessibility.
ABC Company should leverage browser caching to
set expiry dates for static resources like the Ava-
ture iFrame to improve the site’s accessibility
speed. You should also consider eliminating ren-
der-blocking JavaScript and CSS in above-the-fold
content, and deactivating and deleting plugins that
are no longer in use. This is slowing down your
page loading times.
You do not have many crawl errors - only seven
404 errors, and one server error in the last 30 days.
All 301 redirects have been set up properly.
RECOMMENDATIONS:
// Ask Avature if their iFrames can specify
an expiration of at least one week. Right
now the iFrame has too short of a
freshness lifetime, which is slowing the
site speed. If not, is there an alternative
solution they can provide for a form?
// Ask web developer to defer parsing
JavaScript to reduce blocking of page
rendering.
// Fix 404 errors with 301 redirects to an
appropriate page.
AUDIT // ARCHITECTURE + DESIGN
Your website architecture could
be utilized to better rank for key
search terms.
SUMMARY OF AUDIT FINDINGS:
ABC Company has three different Wordpress
installations to create three separate home page
experiences. While this has no effect on the user,
this does triple the amount of workload internally
to make changes to the site and review
performance.
Your most popular content is not directly linked
from the navigation menu, and there are not pages
linked for keywords that you want to rank for.
Adding content to this navigation menu could
impact the search performance of that content.
RECOMMENDATIONS:
// When ABC Company turns it’s focus to
nonprofit, consider deleting the two
installations of Wordpress and resorting
back to just one for simplicity.
// Consider linking to key content, like
interview questions in a “Resources”
dropdown menu to strengthen the search
positions of your most popular pages.
// Consider creating content, or linking to
existing content for the search terms you
want to rank for and including it in the
navigation menu.
AUDIT // LINKS
Your site needs more external
links to keep up with your
competition.
SUMMARY OF AUDIT FINDINGS:
The weakness in the ABC Company SEO efforts is
the relative lack of links pointing to the website,
which is resulting in a domain authority of just 23.
Top links include links from Forbes, CSRWire, SHRM,
and Visual.ly.
In addition, the link anchor text is all about
ABC Company, and doesn’t include keywords that
you’d want to rank for (like “nonprofit recruiters”).
Internal linking has been done effectively by ABC
Company. Incorporating new keywords should be a
part of the internal linking strategy.
RECOMMENDATIONS:
// Reverse engineer the competitor link
profiles we’ve supplied and identify the
low, medium and high probability
opportunities. These opportunities include
providing guest posts on executive
recruitment,
// Continue to replicate your success by
submitting infographics to visually, and
blog posts to SHRM. The more links you get
from these sites, the better. Try to include
different linking anchor text to get the
most out of the link opportunity.
// Reach out to all the executive search
firms you’ve listed in different cities and
see if they’d be willing to link back to ABC
Company in a blog post.
AUDIT // KEYWORDS
Your keywords are bringing in high
value search traffic that makes
you less dependent on paid traffic.
Nice work!
SUMMARY OF AUDIT FINDINGS:
ABC Company ranks well for high value keywords,
bringing in an estimated value of $3,900 if you were
to pay for the same traffic with PPC. The problem
is, the nonprofit keywords that you want to rank
for are not a significant part of your SEO presence.
Currently, Google views the “nonprofit” keyword as
the 17th most valuable keyword that describes ABC
Company (“executive” and “search” are #2 and #3.
“Scouts” is #1).
Expanding your keyword reach will only expand
your already extensive footprint online.
RECOMMENDATIONS:
// Review the keyword lists we’ve provided
to create content creation strategies
targeting the terms that you want to rank
for.
// Review the landing pages your
keywords are ranking for and determine if
the page still describes your business. If
not, change the language or consider
redirecting.
// Support “almost there” keywords with
additional content and links back to the
content you’d like to put over the top.
AUDIT // ON PAGE OPTIMIZATION
Your pages are optimized in just
about every way possible. Nice job!
Now, make those call to actions
irresistible to convert your traffic.
SUMMARY OF AUDIT FINDINGS:
Your images are optimized for SEO and you’re
hosting most images on Flickr for additional
exposure. Nice job!
You do not have page titles that surpass 70 charac-
ters and do not have descriptions that surpass 155
characters. Page titles are optimized for your key-
words and your on page optimization looks great.
The only thing that is missing are visible, easy
to take call to actions. By making a call to action
more visible, you may be able to convert more
leads.
RECOMMENDATIONS:
// Update your call to action buttons in
your blog sidebar. Since this is where a
good chunk of your traffic goes, make sure
your blog sidebar buttons really stand out.
// Review your top landing pages and make
sure each one has a clear call to action.
Include a contact form above the fold for
each page.
AUDIT // CONTENT
Your content is engaging visitors
and attracting viewers. Nice job!
Now it’s time to keep them on the
site!
SUMMARY OF AUDIT FINDINGS:
There are no duplicate content issues within the
site and there is content consistently being added
to the domain.
The average time spent on the page is 3:21,
showing that visitors are engaging with your
content.
However, the site has a bounce rate of 83%, and an
exit rate of 75%, indicating that visitors view their
content and then leave.
RECOMMENDATIONS:
// Include clear call to actions and link to
other relevant content within your pages
and posts to keep visitors on your site.
// Continue to create engaging content that
people want to read. Review your top
performing blog posts and create content
that readers of those posts would want to
engage with. For example, readers of “15
Remarkable CEO Interview Questions” may
want to also read “9 Questions To Ask My
CEO” - especially since ABC Company is al-
ready ranking for that particular keyword.
AUDIT // ONLINE BRANDING
You need to do a better job at
leveraging referral traffic to grow
your brand online.
SUMMARY OF AUDIT FINDINGS:
Google looks at ABC Company content favorably,
but with 83% of traffic coming from organic search,
it’s time to diversify your traffic sources by focus-
ing on
referral traffic. Currently, only 7% of your
traffic comes from referral sources - indicating
that there’s an opportunity to partner with relevant
websites and provide them with valuable content.
As a result of increasing referral traffic, your brand
will grow online and your domain authority will
naturally improve.
RECOMMENDATIONS:
// After reviewing competitor link profiles,
reach out to relevant websites and seek to
establish a partnership that can consist of
sponsorship or providing content.
// With over 135,000 search impressions
each month, make sure that your meta
descriptions and page titles include a brief
description of ABC Company.
// Leverage PR opportunities with your
current vendor and with HARO to get name
recognition in relevant media outlets.
SEO AUDIT:
HIGH PRIORITY NEXT STEPS
» Establish partnerships (or sponsorships) with high authority, relevant websites
» Include call to actions on top landing pages (and update call to actions on sidebars)
» Review and revise content on top landing pages to match new business focus
» Create and execute content strategy based on competitor keyword lists
SEO AUDIT:
MEDIUM PRIORITY NEXT STEPS
» Reverse engineer competitor link profiles to identify marketing opportunities
» Support “almost there” keywords with additional content that link back to original landing page
» Review top performing content and create similar content that can be used as a call to action
» Respond to relevant HARO inquiries each day
» Reach out to all executive search firms you’ve linked to on your site
to explore link opportunities
» Fix 404 errors with 301 redirects
» Explore website hosting solution to fix sitemap accessibility
SEO AUDIT:
LOW PRIORITY NEXT STEPS
» Submit monthly infographics to Visuall.ly and monthly blog posts to SHRM.org
» Edit meta descriptions to improve ABC Company online branding
» Delete two of the three Wordpress installations for simplicity
» Edit navigation menu to include links to key resources and top content
» Defer parsing of Javascript to reduce blocking of page rendering
» Explore alternative solution with Avature for iFrame forms
» Closely monitor keyword rankings to see improvements and declines

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SEO Audit Example & Website Review

  • 1. WHAT’S INCLUDED IN THIS AUDIT? The SEO Audit we’ve performed for ABC Company evaluated the most important factors that impact your search engine optimization performance. In the evaluation process we determined which issues would be most important for your consideration as it relates to a prioritized action plan. In this report we only present the issues we believe will likely bring the most efficient results moving forward. The report is organized by the sections we believe have the most impact on your SEO results. At the end of the report you’ll find our prioritized action plan and strategy to improve the SEO marketing efforts for ABC Company. OVERVIEW // SEO AUDIT + STRATEGY // COMPETITOR RESEARCH - Competitors’ best keywords and SEO strategies. // INDEXING - How your site is being read by Google. // ACCESSIBILITY - How easily your site is being accessed by users. // SITE ARCHITECTURE AND DESIGN - An evaluation of your user experience and behaviors. // LINK ANALYSIS - How your site is linked internally and on the internet. // KEYWORD ANALYSIS - How you appear in organic search rankings. // ON PAGE OPTIMIZATION - What to change to improve your search performance. // CONTENT EVALUATION - What your content is doing to help you drive business. // BUSINESS STRATEGY + ONLINE BRANDING - Areas of opportunity to grow online.
  • 2. SEO AUDIT: COMPETITOR RESEARCH HERE ARE THE KEY TAKEAWAYS: » Top competitors on average are receiving an estimated $1,350 a month in SEO traffic » ABC Company receives about $3,900 in SEO value per month - about triple the amount of the average top competitors » Top competitors on average are ranking for 233 keywords per month » ABC Company is ranking for 592 keywords - more than double the competitor reach » Top competitors on average are getting 1,575 clicks a month to their site » ABC Company is getting about 3,600 visits per month - double the competitor traffic » Top competitors on average ranking for 50 first page keywords » ABC Company is ranking for 122 first page keywords - more than double the competitor’s first page positions
  • 3. Competitor1 - #1 organic search result for “your ultimate keyword phrase” competitor1.com YOUR COMPETITION:
  • 4. » KEY STATS : # of organic keywords: 218 : # of estimated monthly SEO Clicks: 3,600 : Estimated value of SEO clicks: $1,600 : # of Page 1 keywords: 54 : # of keywords between 11-16 postions: 24 : # of keywords between Pages 2 - 5: 169 : # of inbound links: 971 : # of root domains: 38 : Domain Authority: 31 : Home Page Authority: 42 » TOP 10 ORGANIC KEYWORDS : drg - #2 - $522 / est. click value per month : nonprofit executive search - #1 - $96 / est. click value per month : non profit executive search - #1 - $68 / est. click value per month : executive search firms - #38 - $50 / est. click value per month : executive search nonprofit - #1 - $34 / est. click value per month : nonprofit search firms - #1 - $20 / est. click value per month : non profit search firms - #1 - $18 / est. click value per month : non profit executive recruiters - #1 - $18 / est. click value per month : executive search non profit - #1 - $17 / est. click value per month : non profit executive search firms - #1 - $17 / est. click value per month * See Excel spreadsheet for full list of keywords competitor1.com YOUR COMPETITION:
  • 5. Competitor2 - #1 organic search result for “other desirable keyword” competitor2.com YOUR COMPETITION:
  • 6. » KEY STATS : # of organic keywords: 165 : # of estimated monthly SEO Clicks: 636 : Estimated value of SEO clicks: $1,500 : # of Page 1 keywords: 35 : # of keywords between 11-16 postions: 11 : # of keywords between Pages 2 - 5: 112 : # of inbound links: 614 : # of root domains: 45 : Domain Authority: 32 : Home Page Authority: 43 » TOP 10 ORGANIC KEYWORDS : competitor2 - #1 - $388 / est. click value per month : latin school chicago - #38 - $72 / est. click value per month : campbell - #48 - $53 / est. click value per month : nonprofit executive search - #2 - $49 / est. click value per month : giving usa - #34 - $40 / est. click value per month : non profit executive search - #2 - $35 / est. click value per month : non profit consulting firms - #16 - $34 / est. click value per month : company search - #15 - $25 / est. click value per month : non profit fundraising companies - #1 - $23 / est. click value per month : fundraising consultants - #6 - $19 / est. click value per month * See Excel spreadsheet for full list of keywords competitor2.com YOUR COMPETITION:
  • 7. Competitor3 - #1 result for “another desirable keyword” competitor3.org YOUR COMPETITION:
  • 8. » KEY STATS : # of organic keywords: 699 : # of estimated monthly SEO Clicks: 3,200 : Estimated value of SEO clicks: $2,800 : # of Page 1 keywords: 136 : # of keywords between 11-16 postions: 81 : # of keywords between Pages 2 - 5: 526 : # of inbound links: 903 : # of root domains: 129 : Domain Authority: 40 : Home Page Authority: 50 » TOP 10 ORGANIC KEYWORDS : onboarding best practices - #1 - $654 / est. click value per month : on boarding - #15 - $481 / est. click value per month : employee onboarding - #9 - $159 / est. click value per month : nonprofit salaries - #1 - $100 / est. click value per month : mba nonprofit - #10 - $76 / est. click value per month : common good - #7 - $59 / est. click value per month : non profit search firms - #1 - $18 / est. click value per month : non profit organization salaries - #2 - $58 / est. click value per month : nonprofit recruiters - #1 - $28 / est. click value per month : non profit careers - #21 - $25 / est. click value per month * See Excel spreadsheet for full list of keywords competitor3.org YOUR COMPETITION:
  • 9. Competitor4 - only competitor in top 10 for organic and paid search for “keyword phrase” competitor4.com YOUR COMPETITION:
  • 10. » KEY STATS : # of organic keywords: 32 : # of estimated monthly SEO Clicks: 33 : Estimated value of SEO clicks: $95 : # of Page 1 keywords: 12 : # of keywords between 11-16 postions: 6 : # of keywords between Pages 2 - 5: 29 : # of inbound links: 96 : # of root domains: 10 : Domain Authority: 21 : Home Page Authority: 34 » TOP 10 ORGANIC KEYWORDS : executive search firms - #50 - $38 / est. click value per month : nonprofit executive search - #7 - $14 / est. click value per month : non profit executive search - #10 - $7 / est. click value per month : nonprofit search - #27 - $4 / est. click value per month : executive search nonprofit - #10 - $4 / est. click value per month : non profit executive search firms - #5 - $4 / est. click value per month : non profit search firms - #8 - $3 / est. click value per month : executive search non profit - #8 - $3 / est. click value per month : non profit executive recruiters - #10 - $2 / est. click value per month : nonprofit search firms - #12 - $2 / est. click value per month * See Excel spreadsheet for full list of keywords competitor4.com YOUR COMPETITION:
  • 11. Competitor5 - #5 result for “target keyword” competitor5.com YOUR COMPETITION:
  • 12. » KEY STATS : # of organic keywords: 51 : # of estimated monthly SEO Clicks: 400 : Estimated value of SEO clicks: $736 : # of Page 1 keywords: 11 : # of keywords between 11-16 postions: 6 : # of keywords between Pages 2 - 5: 51 : # of inbound links: 35 : # of root domains: 14 : Domain Authority: 20 : Home Page Authority: 33 » TOP 10 ORGANIC KEYWORDS : nonprofit executive search - #5 - $20 / est. click value per month : non profit executive search - #5 - $14 / est. click value per month : foundation for child development - #16 - $52 / est. click value per month : helmsley charitable trust - #12 - $58 / est. click value per month : phillips oppenheim - #1 - $10 / est. click value per month : executive search nonprofit - #5 - $7 / est. click value per month : arthouse austin - #32 - $6 / est. click value per month : non profit managment - #20 - $4 / est. click value per month : non profit executive search firms - #13 - $2 / est. click value per month : non profit recruiter - #7 - $2 / est. click value per month * See Excel spreadsheet for full list of keywords competitor5.com YOUR COMPETITION:
  • 13. TOP LANDING PAGE FOR ABC Company: abccompany.com YOU:
  • 14. » KEY STATS : # of organic keywords: 592 : # of estimated monthly SEO Clicks: 3,400 : Estimated value of SEO clicks: $3,900 : # of Page 1 keywords: 122 : # of keywords between 11-16 postions: 85 : # of keywords between Pages 2 - 5: 383 : # of inbound links: 154 : # of root domains: 25 : Domain Authority: 23 : Home Page Authority: 34 » TOP 10 ORGANIC KEYWORDS : executive recruiters raleigh nc - #1 - $86 / est. click value per month : executive recruiters - #43 - $62 / est. click value per month : executive search firms denver - #2 - $57 / est. click value per month : executive interview questions - #4 - $51 / est. click value per month : headhunters phoenix - #2 - $34 / est. click value per month : executive recruiters orange county - #1 - $33 / est. click value per month : phoenix headhunters - #2 - $30 / est. click value per month : executive search firms michigan - #1 - $28 / est. click value per month : questions to ask your ceo - #9 - $26 / est. click value per month : executive job search engines - #7 - $17 / est. click value per month * See Excel spreadsheet for full list of keywords abccompany.com YOU:
  • 15. COM PETITOR 1COM PETITOR 2 COM PETITOR 4 COM PETITOR 3 COMPETITIVE ANALYSIS COM PETITOR 5 Estimated value of traffic ABC Com pany # of Organic Keywords # of Monthly Clicks # of Page 1 Keywords # of Position 11-16 Keywords $3,900 $1,600 $1,500 $2,800 $95 $736 592 218 165 699 32 51 3,400 3,600 636 3,200 33 400 122 54 35 136 12 11 85 24 11 81 6 6 # of Page 2-5 Keywords # of Inbound Links # of Linking Root Domains Domain Authority Home Page Authority 383 169 112 526 29 51 154 971 614 903 96 35 25 38 45 129 10 14 23 31 32 40 21 20 34 42 43 50 34 33
  • 16. COMPETITIVE RECOMMENDATIONS » ABC Company is one of the most visible companies in organic search. You are well positioned to grow your offline business through online searches. We have provided you with a list of keywords that your competition is currently ranking for, that you currently are not. We have also provided you with lists of your competitor’s best keywords, lists of exclusive keywords that only your competitor ranks for, as well as your keywords that are falling on pages 2 - 5. We recommend reviewing these keyword lists to identify new opportunities. We recommend creating content that target keywords you have not yet targeted on abccompany.com. (Keywords like: “really good keyword,” “why aren’t we targeting this keyword” and “no brainer keyword” are examples of keywords to start with) As you turn your focus to exclusively ________, we recommend changing page titles and on page content to include the keywords that you want to rank for (Example: changing the home page title tag from “Super Awesome Keyword” to “Even Better Keyword Phrase”). We also recommend editing your existing page content to reflect your new business changes as opposed to deleting or redirecting the page entirely. There is lots of value in the pages currently on the website. If there is a weakness in the ABC Company SEO efforts, it is in the lack of links pointing to the website - which may be contributing to the relatively low domain and page authority. We would recommend employing an internal and external link building strategy to improve your domain and page authority, which we will cover later on in this audit document.
  • 17. SEO AUDIT: KEY FACTORS HERE ARE THE KEY AREAS OF FOCUS ON THIS NEXT SECTION: » Indexing » Accessibility » Site Architecture and Design » Link Analysis » Keyword Analysis » On Page Optimization » Content Evaluation » Business Strategy + Online Branding
  • 18. SUMMARY OF AUDIT FINDINGS: AUDIT // INDEXING Your sitemap meets all the proper protocols and has been submitted to all the necessary places. Nice job! Almost two thirds of all the content on your site is receiving organic search traffic. Google has indexed 668 pages on Abccompany.com. There are currently 562 links being indexed by Google. 374 of those links are receiving organic search content. The only issue we found is that your sitemap has registered 7 warnings in the last three months due to server problems. RECOMMENDATION: In order for Google to index your pages and posts, they have to be able to read your site. Check with your hosting company to see what is causing your server errors, and work to find a solution.
  • 19. SUMMARY OF AUDIT FINDINGS: AUDIT // ACCESSIBILITY Your website is accessible with acceptable load time speeds. Fixing a few minor issues will improve the site accessibility. ABC Company should leverage browser caching to set expiry dates for static resources like the Ava- ture iFrame to improve the site’s accessibility speed. You should also consider eliminating ren- der-blocking JavaScript and CSS in above-the-fold content, and deactivating and deleting plugins that are no longer in use. This is slowing down your page loading times. You do not have many crawl errors - only seven 404 errors, and one server error in the last 30 days. All 301 redirects have been set up properly. RECOMMENDATIONS: // Ask Avature if their iFrames can specify an expiration of at least one week. Right now the iFrame has too short of a freshness lifetime, which is slowing the site speed. If not, is there an alternative solution they can provide for a form? // Ask web developer to defer parsing JavaScript to reduce blocking of page rendering. // Fix 404 errors with 301 redirects to an appropriate page.
  • 20. AUDIT // ARCHITECTURE + DESIGN Your website architecture could be utilized to better rank for key search terms. SUMMARY OF AUDIT FINDINGS: ABC Company has three different Wordpress installations to create three separate home page experiences. While this has no effect on the user, this does triple the amount of workload internally to make changes to the site and review performance. Your most popular content is not directly linked from the navigation menu, and there are not pages linked for keywords that you want to rank for. Adding content to this navigation menu could impact the search performance of that content. RECOMMENDATIONS: // When ABC Company turns it’s focus to nonprofit, consider deleting the two installations of Wordpress and resorting back to just one for simplicity. // Consider linking to key content, like interview questions in a “Resources” dropdown menu to strengthen the search positions of your most popular pages. // Consider creating content, or linking to existing content for the search terms you want to rank for and including it in the navigation menu.
  • 21. AUDIT // LINKS Your site needs more external links to keep up with your competition. SUMMARY OF AUDIT FINDINGS: The weakness in the ABC Company SEO efforts is the relative lack of links pointing to the website, which is resulting in a domain authority of just 23. Top links include links from Forbes, CSRWire, SHRM, and Visual.ly. In addition, the link anchor text is all about ABC Company, and doesn’t include keywords that you’d want to rank for (like “nonprofit recruiters”). Internal linking has been done effectively by ABC Company. Incorporating new keywords should be a part of the internal linking strategy. RECOMMENDATIONS: // Reverse engineer the competitor link profiles we’ve supplied and identify the low, medium and high probability opportunities. These opportunities include providing guest posts on executive recruitment, // Continue to replicate your success by submitting infographics to visually, and blog posts to SHRM. The more links you get from these sites, the better. Try to include different linking anchor text to get the most out of the link opportunity. // Reach out to all the executive search firms you’ve listed in different cities and see if they’d be willing to link back to ABC Company in a blog post.
  • 22. AUDIT // KEYWORDS Your keywords are bringing in high value search traffic that makes you less dependent on paid traffic. Nice work! SUMMARY OF AUDIT FINDINGS: ABC Company ranks well for high value keywords, bringing in an estimated value of $3,900 if you were to pay for the same traffic with PPC. The problem is, the nonprofit keywords that you want to rank for are not a significant part of your SEO presence. Currently, Google views the “nonprofit” keyword as the 17th most valuable keyword that describes ABC Company (“executive” and “search” are #2 and #3. “Scouts” is #1). Expanding your keyword reach will only expand your already extensive footprint online. RECOMMENDATIONS: // Review the keyword lists we’ve provided to create content creation strategies targeting the terms that you want to rank for. // Review the landing pages your keywords are ranking for and determine if the page still describes your business. If not, change the language or consider redirecting. // Support “almost there” keywords with additional content and links back to the content you’d like to put over the top.
  • 23. AUDIT // ON PAGE OPTIMIZATION Your pages are optimized in just about every way possible. Nice job! Now, make those call to actions irresistible to convert your traffic. SUMMARY OF AUDIT FINDINGS: Your images are optimized for SEO and you’re hosting most images on Flickr for additional exposure. Nice job! You do not have page titles that surpass 70 charac- ters and do not have descriptions that surpass 155 characters. Page titles are optimized for your key- words and your on page optimization looks great. The only thing that is missing are visible, easy to take call to actions. By making a call to action more visible, you may be able to convert more leads. RECOMMENDATIONS: // Update your call to action buttons in your blog sidebar. Since this is where a good chunk of your traffic goes, make sure your blog sidebar buttons really stand out. // Review your top landing pages and make sure each one has a clear call to action. Include a contact form above the fold for each page.
  • 24. AUDIT // CONTENT Your content is engaging visitors and attracting viewers. Nice job! Now it’s time to keep them on the site! SUMMARY OF AUDIT FINDINGS: There are no duplicate content issues within the site and there is content consistently being added to the domain. The average time spent on the page is 3:21, showing that visitors are engaging with your content. However, the site has a bounce rate of 83%, and an exit rate of 75%, indicating that visitors view their content and then leave. RECOMMENDATIONS: // Include clear call to actions and link to other relevant content within your pages and posts to keep visitors on your site. // Continue to create engaging content that people want to read. Review your top performing blog posts and create content that readers of those posts would want to engage with. For example, readers of “15 Remarkable CEO Interview Questions” may want to also read “9 Questions To Ask My CEO” - especially since ABC Company is al- ready ranking for that particular keyword.
  • 25. AUDIT // ONLINE BRANDING You need to do a better job at leveraging referral traffic to grow your brand online. SUMMARY OF AUDIT FINDINGS: Google looks at ABC Company content favorably, but with 83% of traffic coming from organic search, it’s time to diversify your traffic sources by focus- ing on referral traffic. Currently, only 7% of your traffic comes from referral sources - indicating that there’s an opportunity to partner with relevant websites and provide them with valuable content. As a result of increasing referral traffic, your brand will grow online and your domain authority will naturally improve. RECOMMENDATIONS: // After reviewing competitor link profiles, reach out to relevant websites and seek to establish a partnership that can consist of sponsorship or providing content. // With over 135,000 search impressions each month, make sure that your meta descriptions and page titles include a brief description of ABC Company. // Leverage PR opportunities with your current vendor and with HARO to get name recognition in relevant media outlets.
  • 26. SEO AUDIT: HIGH PRIORITY NEXT STEPS » Establish partnerships (or sponsorships) with high authority, relevant websites » Include call to actions on top landing pages (and update call to actions on sidebars) » Review and revise content on top landing pages to match new business focus » Create and execute content strategy based on competitor keyword lists
  • 27. SEO AUDIT: MEDIUM PRIORITY NEXT STEPS » Reverse engineer competitor link profiles to identify marketing opportunities » Support “almost there” keywords with additional content that link back to original landing page » Review top performing content and create similar content that can be used as a call to action » Respond to relevant HARO inquiries each day » Reach out to all executive search firms you’ve linked to on your site to explore link opportunities » Fix 404 errors with 301 redirects » Explore website hosting solution to fix sitemap accessibility
  • 28. SEO AUDIT: LOW PRIORITY NEXT STEPS » Submit monthly infographics to Visuall.ly and monthly blog posts to SHRM.org » Edit meta descriptions to improve ABC Company online branding » Delete two of the three Wordpress installations for simplicity » Edit navigation menu to include links to key resources and top content » Defer parsing of Javascript to reduce blocking of page rendering » Explore alternative solution with Avature for iFrame forms » Closely monitor keyword rankings to see improvements and declines