Mini SEO Audit
Using my Philip Busk Linkedin account, I did a mini SEO audit for someone that posted a site on Linkedin that I thought was worth sharing. My partner at Marketing on the Web (www.marketing-ontheweb.com) does most of our audits but I do know a thing or two about a good SEO audit. The site I looked at is pretty much a business PowerPoint template site but the company offers several levels of PowerPoint support including templates, presentation makeovers, consultation, and complete presentation builds. This mini audit took about 30 minutes and would normally take about 20 hours so it will be very thin and generic.
Market Analysis
Their Initial Key-phrases – “Business Presentations”, “PowerPoint Presentations”
- Too generic, doesn’t bring in targeted traffic, too much competition
- Narrow your focus
- Pick more specific key-phrases – use a keyword tool to determine the number of searches done daily.
Refined Key-phrases – “PowerPoint business presentations” (~60 per day), “business presentation templates” (~45 per day), “business presentations PowerPoint templates.” A lot less searches but much more focused. You will need to dig into and generate many more of these. Do some research on long tail key-words. Generate more ideas. Get very specific with your categories: “health and safety PowerPoint presentations”, “medical tourism PowerPoint presentations”, etc. Use a key-word discovery tool and type in “PowerPoint templates”, “business templates”, “PowerPoint business presentations”, etc and start to create a list of potential phrases.
- Much lower traffic but much more targeted, less competition
Home Page
- Tags – What is the main emphasis
- Change tag to PowerPoint Presentation Templates | Pure Presentations
- Change description to “selling copy” that will entice a searcher into your site. Limit to 160 characters
- Copy – Emphasis on 1-2 main topics of the site
- Use H1 to title your main emphasized key-phrase on this page
- Include the phrase in the copy a few times. Don’t worry about density etc, just sell your company and the product.
Navigation
- Determine the emphasized areas/products
- If we use my examples above – Create a navigation structure that emphasizes the main categories you decide to go after. “Template” may be close but “PowerPoint Templates” is better and in your case “Business PowerPoint Templates” is probably even better. I see “End to End” and “Design & Build” as main categories in the site navigation. I assure you very few people search for “End to end” and if they are searching for “Design & Build” it is not in reference to templates. Use navigation buttons that more define what your potential client will search for: Maybe they should say – “business presentation templates”, “reformat PowerPoint presentation”, “PowerPoint Consultants” etc. You don’t have to make the graphics on the button say all that but make sure you use it in the alt text at the very least. Then emphasize on the page with the title, description, H1 or Srong, and page copy.
- Replace “End to End” with “PowerPoint Consultants.” “PowerPoint Consultants” has very few searches per day but “End to End” has none.
- If we use my examples above – Create a navigation structure that emphasizes the main categories you decide to go after. “Template” may be close but “PowerPoint Templates” is better and in your case “Business PowerPoint Templates” is probably even better. I see “End to End” and “Design & Build” as main categories in the site navigation. I assure you very few people search for “End to end” and if they are searching for “Design & Build” it is not in reference to templates. Use navigation buttons that more define what your potential client will search for: Maybe they should say – “business presentation templates”, “reformat PowerPoint presentation”, “PowerPoint Consultants” etc. You don’t have to make the graphics on the button say all that but make sure you use it in the alt text at the very least. Then emphasize on the page with the title, description, H1 or Srong, and page copy.
Internal Pages
- Change Templates page to “PowerPoint Business Templates”
- Change Title, Description, H1 or Bold, and Copy to emphasis this term
- Change Communication page (under templates) to PowerPoint Communications
- Change End to End to PowerPoint Consultation
- Etc.
When you are done with this process you should have a site with navigation to 3 main topic areas that have targeted search. You will also have a contact us, clients (wait, I would probably change this to testimonials and put some on the page. People will figure out that testimonials come from clients. You boiler plate client page does nothing for you and certainly doesn’t give the searcher anything of value)
You are currently using a lot of flash that never stops moving. Get rid of the moving stuff, 3 slides that change is my normal limit.
On Going Analysis
Now it get’s fun. I see you have Google analytics on the site. Use them. Are the new, more specific, terms you’ve selected from the process above working? Are they and the site sticky? Are people calling? Etc. Create a feedback loop that is very critical of your work. Decide what works and what doesn’t. Refine. Rinse and Repeat.
You will need links to your site. You have somewhere around 8. Your competitors for the refined terms I’ve used above have anywhere from 800 to 15,000. Link building is a lot of work and does take some knowledge to make sure you are getting the best links possible for your money. I’d suggest hiring it out but that is up to you.
If you want to speed up the test process use some pay-per-click targeting phrases and measure what works. Throw this analysis back into your organic process.
If you have the money, get complete Site Optimization Audit now and let a pro do the work for you. You will start off with a much better base to your marketing/site pyramid.