Professional Documents
Culture Documents
Agency Logo>
<customers@yoursite.com> | <www.YourSite.com>
__________________________________________________________________________
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL
<customers@yoursite.com> | <www.YourSite.com>
Summary
This
SEO
assessment
examined
<www.clientsite.com>
to
establish
a
current
baseline
against
core
dimensions
of
search
engine
visibility
and
ranking
factors.
Category
Grade
Notes
Domain
Health
History
A-
Well
established
root
domain
name
with
long
history
Authority
C+
The
main
site
has
solid
domain
authority,
however
the
overall
company
authority
is
diluted
among
several
domains.
URL
Structure
D
URLs
are
still
using
Wordpress
?p=1
structure
which
does
not
add
quality,
descriptive
text
to
the
file
names
Keywords
Focus
C
Opportunity
to
refine
the
current
content
around
better
performing
keywords
and
add
new
content
to
support
target
keyword
list.
Ranking
C
Brand
and
non-productive
keywords
rank
well,
but
not
much
else.
Page
Structure
SEO
Elements
B
Good
use
of
SEO
elements
in
general.
Opportunity
to
improve
URL
hierarchy
if
CMS
can
handle
it.
Link
Technology
A
No
re-directs
or
other
link
shenanigans.
Website
Technology
A-
Clean
URLs,
page
structure
and
in-page
information
hierarchy.
We
could
do
more
with
the
customer
PDF
case
studies.
Site
Content
Quantity
B+
There
could
be
more
pillar
pages
that
speak
to
specific
capabilities
for
specific
needs
on
the
main
site.
Blog
Content
B+
Good
volume,
but
could
improve
interlinking
and
keyword
focus.
Duplicate
Content
B+
Some
technical
issues
are
driving
duplicate
title
tags.
Linking
Internal/On-Site
Links
B
Clean
links
but
opportunities
on
blog,
footer
and
navigation
Outbound
Links
A
Limited
outbound
links
Inbound
Quantity
A
Good
inbound
volume
of
links,
but
fewer
domains
than
competitors
Inbound
Diversity
B
A
great
start,
but
need
to
broaden
link
base.
Inbound
Anchor
Text
C
This
is
hard
for
everyone,
but
improving
internal
anchor
text
will
help
Technical
Server
Errors
A-
A
few
small
server
errors
(only
4)
404
Page
Errors
C
A
relatively
large
number
of
404
errors
to
be
fixed
Robots
Exclusion
A
Need
to
double
check
that
exclusions
are
proper
and
relevant
Sitemap
XML
C
Needs
to
be
updated
and
kept
fresh
Page
Load
Speed
A-
Better
than
90%
of
sites,
but
one
high
priority
fix
improvement
Social
Social
Profiles
A
Well
established
and
active
Social
Sharing
B
Room
for
improvement
on
site
and
in
blog
Social
Activity
A
Great
syndication
and
good
content
mix
<Agency
Name>
|
<Agency
Address>
|
<Agency
Phone
Number>
|
<Agency
Website
Address>
Facebook.com/YourAgency
|
Twitter.com/YourAgency
|
Blog
URL
<customers@yoursite.com> | <www.YourSite.com>
<Agency
Name>
|
<Agency
Address>
|
<Agency
Phone
Number>
|
<Agency
Website
Address>
Facebook.com/YourAgency
|
Twitter.com/YourAgency
|
Blog
URL
<customers@yoursite.com> | <www.YourSite.com>
Domain
Health
This
section
of
the
assessment
reports
on
issues
related
to
your
domain(s),
or
networking
configuration
that
could
affect
the
ability
of
search
engines
to
crawl
your
site.
Domain
History
Description:
Health
and
history
of
domain.
<www.clientsite.com>
Domain
Authority
Description:
Building
the
authority
of
the
root
domain
and
sub-domain
creates
the
important
foundation
for
transferring
that
authority
to
the
individual
pages
that
are
optimized
for
specific
keywords.
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL
<customers@yoursite.com> | <www.YourSite.com>
The domain authority for <ClientSite.com> is 71/100. The homepage authority is 76/100. For comparison sake and to help contextualize these scores, <Competitor Site 1> has a domain authority is 76/100 and a homepage authority of 80/100. The path to boosting domain authority is through additional links via continuing to create relevant/targeted content and social activity.
URL
Structure
Description:
The
URL
structure
is
an
important
component
of
site
hierarchy
and
signals
the
importance
of
the
directory
levels
to
the
engines.
In
general,
a
flatter
url
structure
with
descriptive
words
is
preferred
over
a
many
level/layer
approach.
A
sub-domain
can
live
on
different
servers
and
different
IP
addresses.
Search
engines
treat
sub-domains
as
an
almost
different
domain
which
means
that
sub-domains
should
be
used
very
intentionally.
In
general,
building
content
onto
a
domain
via
directory
and
file
name
is
preferred
over
building
a
sub- domain
structure.
<customers@yoursite.com> | <www.YourSite.com>
Current: http://<www.clientsite.com>/what-weve-done/featured-projects/featured- project.aspx?FeaturedProjectId=4 Better: http://<www.clientsite.com>/what-weve-done/ClientName-Social-Community Blog Post: Current: http://<www.clientsite.com>/blog/?p=1234 Better: http://<www.clientsite.com>/social-blog/social-media/10-steps-to-inbound- marketing-nirvana.php
Keywords
This
section
describes
the
important
considerations
for
integrating
a
keyword
strategy
into
a
website.
Keyword
Focus
Description:
Focus
keywords
help
us
identify
gaps
in
content,
site
structure
and
link
strategy
while
helping
drive
the
content
creation
process
through
editors,
bloggers
and
PR
teams.
Different
types
of
sites
can
support
different
levels
of
focus
keyword
strategies.
E-Commerce
sites,
for
example,
tend
to
have
1,000s
of
pages
that
support
individual
products
while
B2B
or
marketing
sites
tend
to
have
a
much
smaller
number
of
pages
and
consequently,
need
a
smaller
list
of
focus
keywords.
Keyword
Ranking
Description:
Keyword
ranks
are
a
leading
indicator
of
success
in
a
search
engine
optimization
program.
Securing
a
top
10
and
then
a
top
3
rank
does
not
guarantee
traffic
from
that
keyword
search,
but
is
a
pre-requisite.
The
ultimate
goal
is
always
a
#1
rank,
but
starting
with
any
rank
and
moving
up
is
a
common
path
to
success.
<customers@yoursite.com> | <www.YourSite.com>
<Client> currently has 63 of 215 tracked keywords ranking in the top 20. Most of the top ranked terms are <Client>branded which also constitutes the majority of organic search traffic . A major goal of this project is to broaden the visibility of <Client>for non-branded, earlier in the funnel terms.
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL
<customers@yoursite.com> | <www.YourSite.com>
<Client>doesnt do quite as well in Bing US, only 42 keywords rank in the top 20 with only 7 ranked #1.
Page
Structure
This
section
details
the
important
components
of
on-page
optimization
at
the
page
level.
SEO
Elements
Description:
Each
webpage
should
contain
the
following
critical
SEO
elements
that
help
the
search
engines
understand,
very
cleanly,
what
the
page
is
about
and
which
keyword
phrases
it
should
rank
against.
Each
page
should
have
unique
SEO
elements
to
minimize
the
chance
of
the
engines
thinking
there
is
duplicate
content
on
the
site.
File
Name
the
actual
file
name
of
the
page
like
default.aspx,
about-us.html,
etc.
Wherever
possible,
the
file
name
should
align
with
the
focus
keywords
and
use
a
hyphen
between
multi-keyword
phrases.
Directory
Structure
how
the
site
is
organized,
number
of
folders
in
the
URL
tree
and
words
in
the
folder
structure
tell
the
engines
the
information
hierarchy
of
the
site.
Engines,
in
general,
like
a
flatter
hierarchy
and
value
file
name/pages
closer
to
the
root
domain
as
more
important
and
authoritative
on
the
site.
Title
Tags
(aka
Browser
Tags)
Display
at
the
very
top
of
the
browser,
not
in
the
body
of
the
page,
and
is
used
as
the
title
of
the
page
on
a
search
engine
result.
Maximum
characters
limit
of
64
and
should
lead
with
the
focus
keyword
for
the
page.
Meta
Description
Does
not
display
on
the
page
itself,
so
therefor
is
not
used
in
ranking
calculations
however
is
often
used
as
the
description
lines
on
a
search
engine
result
which
contributes
to
click- through
from
the
engines
to
the
site.
Maximum
character
limit
of
156
and
should
include
the
focus
keyword
of
the
page
to
improve
click-through
rate.
Header
Tags
Header
tags
like
the
<h1>
and
<h2>
are
styling
tags
that
give
the
engines
an
indicator
of
what
copy
on
the
page
is
at
the
top
of
the
information
hierarchy
the
<h1>
tends
to
be
the
headline
or
biggest
copy
on
the
page,
etc.
which
adds
emphasis
to
focus
keywords.
There
should
be
only
one
<h1>
tag
per
page
while
multiple
<h2>
and
<h3>
tags
are
acceptable.
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL
<customers@yoursite.com> | <www.YourSite.com>
Alt-Text on Images Since search engines cant read text in images, it is important to include text associated with the images in the form of an alt-text tag that supports the focus keyword for the page and accurately describes the image.
Link
Technology
Description:
Search
engine
bots
that
crawl
websites
looking
for
content
are
relatively
dumb
and
need
to
follow
links
from
page
to
page.
This
allows
them
to
index
content
and
understand
the
link
relationships
between
pages
to
pass
authority
from
page
to
page.
<Agency
Name>
|
<Agency
Address>
|
<Agency
Phone
Number>
|
<Agency
Website
Address>
Facebook.com/YourAgency
|
Twitter.com/YourAgency
|
Blog
URL
<customers@yoursite.com> | <www.YourSite.com>
The search bots do not execute javascript and understand the difference between 301 and 302 re- directs. The best practice for internal links for both better indexing and passing of authority is to use normal HTML links in the navigation, body copy, cross-sell modules, footers, etc. and not use re-directs or javascript type links.
Website
Technology
Description:
The
types
of
technologies
used
on
a
website
can
have
dramatic
impacts
on
how
the
page
content
is
crawled
and
consumed
by
the
search
engines.
Content
Management
Systems
(CMS),
the
use
of
rich
media
like
flash,
video,
audio
and
the
use
of
new
technologies
for
a
social
media
feel
like
having
all
copy
on
a
single
page
with
the
navigation
driven
by
a
/#!/
URL
structure
all
have
implications
on
the
organic
visibility
of
the
site.
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL
<customers@yoursite.com> | <www.YourSite.com>
Site
Content
This
section
describes
the
important
SEO
considerations
for
the
technical
aspects
of
content
publishing
on
a
website.
Quantity
Description:
Each
individual
page
on
a
website
is
an
opportunity
to
rank
for
a
small
number
of
keywords
(2-3
maximum).
The
more
pages
you
have
on
the
site,
the
more
pages
are
indexed
in
the
search
engines,
the
more
opportunity
you
have
for
showing
up
in
search
for
a
wider
variety
of
terms.
In
general,
having
more
pages
of
good
content
with
a
focus
keyword
strategy
will
improve
the
visibility
and
traffic
from
organic
search.
In order for the blog to be effective content with regards to search engines, it needs to have the following main characteristics: - - Each blog post must be its own page of content The blog must live on the domain or directory structure of the main site to add to the value of the domain or directory levels. Sub-domain use of blogs are not optimal.
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL
<customers@yoursite.com> | <www.YourSite.com>
The URL structure of the blog platform must be optimized to include the blog title as the file name, no use of dates/archives in the directory structure and if possible, use categories as part of the URL structure. Each blog post should have the option of modifying title tags, meta descriptions, categories and other elements on a post by post basis.
Duplicate
Content
Description:
Duplicate
content
occurs
when
the
exact
same
words
and
pages
show
up
as
multiple
URLs.
This
confuses
the
engines
who
are
trying
to
assign
the
right
level
of
authority
to
pages
and
causes
a
dilution
of
that
authority.
Duplicate
content
tends
to
occur
in
the
following
situations:
- - - - - The
same
homepage
is
indexed
under
different
file
names
due
to
the
CMS
system
such
as:
/default.html,
/index.html,
or
no
file
name
at
all.
The
use
of
query
strings
to
track
internal
link
activity
causes
the
same
page
to
be
indexed
multiple
times
with
different
query
string
tracking
parameters.
The
URLs
and
directory
structures
contain
both
upper
and
lower
case
Individual
product
pages
use
query
strings
to
display
different
colors,
sizes
or
product
options
when
the
primary
content
is
the
same
The
same
article
or
blog
post
is
published
to
multiple
pages
<Agency
Name>
|
<Agency
Address>
|
<Agency
Phone
Number>
|
<Agency
Website
Address>
Facebook.com/YourAgency
|
Twitter.com/YourAgency
|
Blog
URL
<customers@yoursite.com> | <www.YourSite.com>
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL
<customers@yoursite.com> | <www.YourSite.com>
Linking
This
section
describes
the
multiple
categories
of
link
types
and
important
SEO
considerations.
Internal/On-Site
Linking
Description:
Since
search
engines
see
each
page
on
a
site
as
a
unique
opportunity
to
rank
for
specific
keywords,
how
we
refer
to
ourselves
from
page
to
page
within
our
site
via
links
and
link
anchor
text
is
an
important
signal
to
the
search
engines
about
the
focus
keywords
on
a
particular
page.
Internal
links
also
pass
authority
from
page
to
page
so
we
want
to
be
deliberate
with
the
creation
of
internal
links
to
maximize
the
flow
of
authority
through
a
site.
Outbound
Links
Description:
Links
that
send
traffic
away
from
your
domain
are
passing
your
authority
to
other
websites.
The
search
engines
pay
close
attention
to
who
you
link
to
and
try
to
assess
both
the
relevancy
of
the
link
and
how
much
of
your
domain/page
authority
to
give
to
the
destination
page
you
link
to.
In
general,
we
should
minimize
the
number
of
outbound,
authority
passing
links
and
only
pass
authority
to
sites
that
we
like
and
trust
and
want
to
build-up.
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL
<customers@yoursite.com> | <www.YourSite.com>
An important consideration with inbound links is not just the quantity, but the diversity of domains that are passing trust or authority to you. It is better to have 1,000 links from 1,000 different domains than 1,000 links from 1 domain.
<Client>has strong inbound linking volume, but diversity is lower than core competitors. Strong need to diversify the base of domains that are linking to <Client Name>.
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL
<Your Agency Logo> Top Ten Anchor Text for <Client Name>
<customers@yoursite.com> | <www.YourSite.com>
Technical
Search
engines
ultimately
want
the
best
user
experience
for
the
searcher
whether
it
be
providing
the
most
relevant
results
in
the
search
engine
results
page
or
the
user
having
the
best
possible
experience
when
they
reach
the
website.
Having
a
well
operating
website
that
is
fast,
organized
well
and
error
free
is
an
imperative
for
both
user
experience
and
the
trust
of
the
engines.
The
search
engines
themselves
give
us
the
tools
to
analyze
and
improve
this
performance
through
the
webmaster
tools
accounts.
<customers@yoursite.com> | <www.YourSite.com>
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL
<customers@yoursite.com> | <www.YourSite.com>
There is a sitemap submitted via Google Webmaster tools, however it was last submitted in March 2010 and doesnt appear to have been updated. There are only 54 pages submitted with 16 warnings. We should update the sitemap and make sure it has all of the relevant pages and is feeding properly to Google and Bing.
High priority. These suggestions represent the largest potential performance wins for the least development effort. You should address these items first: <List the output from the Google Page Load Speed Analysis or other page optimization report like http://tools.pingdom.com/fpt/>
Medium
priority.
These
suggestions
may
represent
smaller
wins
or
much
more
work
to
implement.
You
should
address
these
items
next:
Defer parsing of Javascript Serve resources from a consistent URL Combine Images into a CSS sprite Minify Javascript Minify CSS
Low priority. These suggestions represent the smallest wins. You should only be concerned with these items after you've handled the higher-priority ones:
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL
<customers@yoursite.com> | <www.YourSite.com>
Social
Media
Social
media
is
becoming
an
important
element
to
overall
online
visibility
and
a
new
component
of
the
search
engine
algorithms.
The
more
connected,
active
and
share-able
your
content
and
website
are
the
more
trust
and
authority
the
engines
will
assign
to
your
web
enterprise.
Social
Profiles
Description:
The
creation
and
management
of
company
or
product
profiles
in
the
major
social
networks
should
be
part
of
every
teams
earned
media
strategy.
These
profiles
function
as
an
extension
of
your
website
and
give
you
an
opportunity
to
publish
content,
engage
your
audience
and
generate
activity
in
the
social
sphere.
Social
Sharing
Description:
It
is
important
to
build
sharing
opportunities
into
your
website
to
encourage
visitors
to
comment,
like,
+1,
retweet
and
otherwise
syndicate
the
content
on
your
site
that
they
like
to
their
network.
The
search
engines
are
consuming
like,
share,
tweet
and
+1
data
and
including
as
part
of
the
trust
signals
in
their
algorithms.
<customers@yoursite.com> | <www.YourSite.com>
Blog The blog has opportunities for sharing at the blog and blog homepage level, but is not very prominent. There are new plug-ins for wordpress and other blog sites that make sharing a higher priority. Look at http://www.optify.net/search-marketing/search-engine-personalized-keyword-rank- checking for the widget on the left for promoting social sharing.
Social
Activity
Description:
Treating
you
social
network
as
a
conversation
with
your
audience
is
imperative
to
a
successful
social
strategy.
Setting
up
a
profile
and
sharing
without
actively
managing
and
engaging
your
audience
is
a
mistake
and
wasted
resources
as
is
using
your
social
network
as
a
one
way
(you
to
them)
communication
structure.
<Agency Name> | <Agency Address> | <Agency Phone Number> | <Agency Website Address> Facebook.com/YourAgency | Twitter.com/YourAgency | Blog URL