SEO Web site Report – The Importance
A SEO Web Site Report should be the first step of any Search Engine Optimization Program implementation. Without a thorough web site review,t it is not possible to determine the current Search Optimization status or to develop ongoing web site marketing strategies.. The Web site Report is one of the primary documents used to develop your Internet Marketing Strategic Plan.
The following evaluation criteria are not strictly based on Search Engine Optimization criteria but also include other related Internet Marketing elements and issues required to ensure the web site achieves your business goals and objectives.
SEO Web site Report – What’s Included
The SEO Web site Report should provide a comprehensive report of all aspects of the web site's current use of the various techniques and strategies to:
- Obtain good results in Search Engine Results Pages (SERPs)
- Increase web site traffic
- Improve web site conversions
- Evaluate web site usability
Organic Search Optimization
Organic Search Optimization is the foundation of a well developed and presented web site Getting it right is crucial to long term optimization and business goals.
The following items should be analyzed by your Search Optimization Consultant during the preliminary web site review:
- Web page URL's
- Keyword selection and content integration
- Use of various media images/video/audio
- META tags including Title, Description, Alt and Keyword
- Web development code including Javascript and CSS
- Inbound link quality, quantity and anchor text
Competitive Analysis
Understanding your web site’s competition is just not crucial to your web site’s success, it is critical to the success of any business, regardless of the trading environment being on-line or off-line.
A competitive analysis should be completed on a minimum of 3 competitors. However, a comprehensive investigation of the web site’s competitors that achieve top 5 results for your primary keywords should be investigated. Depending on business niche, this may include a high number of competitors.
The competitive analysis should investigate the following:
- Competitors keyword/keyword phrase usage
- Rankings for high value keywords
- Assessment of inbound links for quality, quantity and anchor text
- A visual evaluation and assessment of general web site issues
Pay Per Click
Pay Per Click is a valuable tool when properly utilized to drive targeted traffic to your web site However, due to PPC advertising costs ability to become excessive quickly, careful analysis of current programs is required.
Pay Per Click issues which require evaluation include:
- PPC keyword and keyword phrase usage and cost
- Pay Per Click advertising companies used
- Evaluation of advertising copy
- Landing page analysis
Social Media Utilization
Social Media Marketing is a power full online marketing tool to drive web site visitors interested in you and your business to your web site.
Social Media evaluation should include:
- Assessment of current Social Networking utilization
- Evaluation of Social Media opportunities for business niche
- Blog usage, frequency and blog commenting
Web site Usability
Web Usability has a significant impact on web site visitors. A successful SEO program which increases web site traffic can be a waste of time and money, if the web site is not immediately usable and user-friendly.
Web site Usability issues to be evaluated include:
- Information Architecture
- Web site navigational structure
- Evaluate content for clear and concise writing
- Clear and intuitive web interface
Conversion Optimization
There are numerous issues which affect the success of web site conversions. Some of these issues are related to web usability, while others can be combined within a Pay Per Click advertising analysis.
Conversion optimization evaluation will review some of the following issues which potentially affect web site conversion rates:
- Professionalism of web design
- Ad copy and Landing pages for keyword relevance and calls to action
- The Conversion funnel pages leading to the final conversion objective
- The web site processes such as shopping carts etc
Recommendations
The recommendations section of the SEO Web site Report is of course one of the most important aspects of the report. Essentially the purpose of any report regardless of the topic, is to discover problem areas and to out line suggestions to resolve them.
In general the recommendations section will provide an outline on an issue by issue basis of how the SEO and other Internet Marketing Programs should proceed. The recommendation section of the initial Web site Report is not meant to be a substitution for SEO Strategic Planning which will provide your business with additional goal analysis and in-depth details of how the recommended tasks will be completed.
The Cost
The cost of the SEO Web site Report will of course vary depending on the size and complexity of the web site Some firms will provide a free initial report however, remember you get what you pay for,a good report takes time and effort to prepare.
SEO Web site Report – The Last Word
The SEO Web site Report is required if you are to develop an effective Search Optimization program. As with everything we do shortcuts just don’t work and often end up with extra costs and time being required to accomplish the sought-after goals.
