Search Engine Optimization

1

• Search Engine Optimization Analysis
• Why Bother?
• What are we looking for?
• What are we going to do about it?

2

• Why Bother?
• Search is cheap
• Cost per lead .29 for search, as compared to
  9.94 for direct mail
• Piper Jaffray, US Bancorp
• Search is Huge
• Americans performed 6.3 BILLION searches in July
  of 06
• Marketing Sherpa 2006 Report
• SEO makes your site better
• SEO is really just improving the design, content
  and accessibility of your site

3

• What are we looking for?
• Is the site indexed?
• Do the engines see the site and all content?
• Is it Optimized?
• Are SEO techniques used?
• Is the content persuasive?
• Does it ask for the sale?
• How does it stack up to the competition?
• Is it Usable?
• Can users easily navigate and convert?

4

• What are we going to do a bout it?
• Is the site indexed?
• If not, well address why and how well fix it.
• Is it Optimized?
• Well evaluate and recommend first steps.
• Is it Usable?
• Well evaluate each and make recommendations.

5

• Now, Onto Todays Victims
• Progress Book
• Trommer Associates Inc.
• Maselli Construction
• Well review each site and their unique
  situation.
• Attempt to provide some of the low hanging
  fruit items they can do to improve.

6

• Makeover Case 1
• Progress Book
• www.progressbook.com

7

• Web Site Research
• Search Engine Optimization
• Programming Usability Optimization
• Visitor Usability
• Marketing
• Keyword Research
• Competitive Analysis
• Recommendations

8

• Page URL http//www.progressbook.com
• Visited On 10/27/2006 102525 AM
• Page Title ProgressBook by Software Answers,
  Inc.
• Words In Body 638
• Page Weight 185 KB
• Est Download Time 47 sec

9

• Search Engine Optimization Analysis
• Each page title throughout the site is unique
  however, its missing the opportunity to include
  high traffic key phrases
• Currently the major SEO concerns include
• Not Fully Indexed
• (only 12 pages in Google)
• Un-optimized page titles meta-tags
• Un-optimized H1 tags link text
• Missing Incoming links Total reported in
  Google is only 1

10

• Programming Optimization Analysis
• Currently the major concerns include
• No robots.txt file
• Un-optimized images Total image size is over
  185 kb (Ideal is under 70)
• Parameters in URLs (dynamic pages)

11

• Visitor Usability Analysis
• Currently the major usability concerns
  include
• No custom 404-error page
• Slow Web site speed 40 seconds to download
  homepage on a 56K connection
• No sitemap
• PDFs are causing a user trap

12

• Marketing Analysis
• ProgressBook.com does a terrific job of
  explaining their unique selling proposition (USP)
  immediately on the homepage.
• Currently the major marketing concerns include
• No use of conversion points within copy or
  throughout the site
• Contact information isn't available on every page
  of the site
• No contact form is available
• Content is not convincing/persuasive

13

• Keyword Analysis
• After researching current search volume,
  competition, and the site, we developed a list of
  15 key phrases to target.
• classroom management software student achievement
• classroom management solutions student assessment
• educational management software student data
  collection
• electronic student services student data
  management
• k-12 standards student information system
• no child left behind student progress reports
• outcome based education student web application
• standards based report cards

14

• Competitive AnalysisSearch Engine Saturation -
  the number of pages a given search engine has in
  its index for your Web site domain.

15

• Competitive Analysis
• Link Popularity - the total number of links or
  "votes" that a search engine has found for your
  Web site.

16

• SEO Marketing Recommendations
• Optimize all page titles Meta-tags
• Create additional keyword rich copy throughout
  the site optimize all current copy
• Optimize all link text, including main navigation
• Create implement optimized H1 tags
• Build optimized backlinks
• Create convincing content that addresses customer
  problems
• Create implement contact form (s)
• Make phone number prominent on all pages

17

• Web Site Design Usability Recommendations
• Implement custom 404-error page
• Implement optimized sitemap
• Create links back to previous page visited from
  each PDF or add instructions next to PDF link to
  right-click download
• Implement proper robots.txt file
• Implement URL Re-write for clean URLs
• Eliminate all content in pop ups/new browsers

18

• Makeover Case 2
• Maselli Construction Company
• www.maselliconstruction.com

19

• Web Site Research
• Search Engine Optimization
• Programming Usability Optimization
• Visitor Usability
• Marketing
• Log File Investigation
• Keyword Research
• Competitive Analysis
• Recommendations

20

• Page URL http//www.maselliconstruction.com
• Visited On 10/17/2006 25822 PM
• Page Title Maselli ConstructionCo., Inc.
• Words In Body 99
• Page Weight 129 KB
• Est Download Time 35 sec

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• Search Engine Optimization Analysis
• Currently the major SEO concerns include
• Not Indexed by Big 3 (Google, Yahoo, MSN)
• Search Engine's are unable to read text
  throughout entire site
• Un-optimized page titles meta-tags
• Un-optimized H1 tags
• Missing Incoming links Total reported in Google
  is only 11
• Un-optimized link text throughout the site,
  including main navigation

22

• Programming Usability Optimization Analysis
• Currently the major concerns include
• Flash Intro Prior to Content
• There are no text links for the Search Engine
  robots to follow
• Un-optimized images Total image size is over 20K
• No robots.txt file

23

• Visitor Usability Analysis
• Currently the major usability concerns
  include
• Bolded different color text
• No custom 404-error page
• Out of the ordinary spacing within site copy
• No footer navigation
• Unable to open up larger version of images

24

• Marketing Analysis
• The copy used throughout the site is convincing
  and addresses potential questions
• Currently the major marketing concerns include
• No use of conversion points within copy or
  throughout the site
• Unique selling proposition (USP) is not easily
  found on the homepage
• No contact form is available
• No 'customer testimonial' page
• No address or directions available

25

• Log File Analysis
• The Karcher Group analyzed log file data from
  October 1 31, 2006.
• Traffic Channel Breakdown

Search Engine Referral Rate 16.4 Link Referral
Rate 36.4 Direct Traffic Rate 47.3
26

• Log File Analysis
• Average Time on Site

Page Views Per Visitor
27

• Log File Analysis
• Homepage Bounce Rate

28

• Keyword Analysis
• After researching current search volume,
  competition, and the site, we developed a list of
  15 key phrases to target.
• akron basement remodeling ohio custom cabinet
  maker
• akron bathroom remodeling ohio home theater
  construction
• akron custom home ohio kitchen construction
• cuyahoga falls remodeling stark county bath
  remodeling
• fairlawn home remodeling summit county home
  construction
• medina custom home summit county remodeling
• north canton room additions west akron remodeling
• ohio basement creations

29

• Competitive AnalysisSearch Engine Saturation -
  the number of pages a given search engine has in
  its index for your Web site domain.

30

• Competitive AnalysisLink Popularity - the total
  number of links or "votes" that a
• Search Engine has found for your Web site.

31

• SEO Marketing Recommendations
• Optimize of all page titles, meta-tags site
  copy
• Display unique selling proposition (USP)
  prominently on homepage
• Create optimize H1 tags
• Research build optimized backlinks
• Optimize link text throughout the site, including
  the main navigation
• Incorporate conversion points within copy
  throughout the site
• Create a contact form
• Add address directions
• Create a 'customer satisfaction' page
• Include 'Before and After' images

32

• Web Site Design Usability Recommendations
• Create optimized text link footer navigation
• Remove Flash splash page
• Incorporate consistent color text spacing
• Fix overlapping copy
• Create optimized sitemap
• Incorporate a custom 404-error page
• Optimize all images
• Implement proper robots.txt file
• Optimize folder structure

33

• Makeover Case 3
• Trommer Associates, Inc.
• www.trommerinc.com

34

• Web Site Research
• Search Engine Optimization
• Programming Usability Optimization
• Visitor Usability
• Stats Investigation
• Marketing
• Keyword Research
• Competitive Analysis
• Recommendations

35
Page URL http//www.trommerinc.com Visited On
10/11/2006 100341 AM Page Title Trommer
Associates, Inc. Home Page Words In Body
455 Page Weight 162.717 KB Est Download Time
30 sec
36

• Search Engine Optimization Analysis
• Currently the major SEO concerns include
• Un-optimized page titles meta-tags
• Un-optimized H1 tags Web site copy
• Un-optimized link text throughout the site,
  including main navigation
• Missing Incoming links Total reported in Google
  is only 1

37

• Programming Usability Optimization Analysis
• Currently the major concerns include
• No robots.txt file
• No footer navigation

38

• Visitor Usability Analysis
• The site utilizes consistent header navigation
  which helps users learn the site once and not
  have to think about how to return to or find
  another page
• Currently the major usability concerns
  include
• Shockwave Player 10.1 required to view projects
  page
• No custom 404-error page
• Slow Web site speed 30 seconds to download
  homepage on a 56K connection
• No sitemap
• Excess white space at the top of each page
• Scrolling text on homepage
• Active left navigation box instead of stationary
  links

39

• Marketing Analysis
• The use of images within the header helps
  endorse a professional image.
• Currently the major marketing concerns include
• No use of conversion points within copy or
  throughout the site
• Content is not convincing
• No contact form is available

40

• Statistic Analysis
• The Karcher Group analyzed Google Analytics data
  from 10.1 - 10.31.06.
• Search Engine Traffic 156
• Yahoo 58 MSN 46 Google 41 
• Unique Visitors  233 New Visitors 199
  Return Visitors 34
• Average Time on Site 31 seconds 
• Homepage Bounce Rate 68.75 
• 165K page size may be factor in high exit rate.

41

• Keyword Analysis
• After researching current search volume,
  competition, and the site, we developed a list of
  15 key phrases to target.
• distribution center planning facility planning
  services
• distribution consulting manufacturing facility
  planning
• distribution planning material handling systems
• distribution system planning material planning
• facility layout materials handling
• facility modernization new facility planning
• facility planning warehouse planning
• warehousing planning

42

• Competitive AnalysisSearch Engine Saturation -
  the number of pages a given search engine has in
  its index for your Web site domain.

43

• Competitive AnalysisLink Popularity - the total
  number of links or "votes" that a
• Search Engine has found for your Web site.

44

• SEO Marketing Recommendations
• Optimization of all page titles meta-tags
• Building optimized backlinks
• Optimization of H1 tags Web site copy
• Creation of conversion points throughout site
  copy
• Optimization of internal link text
• Incorporating conversion points within copy
  throughout the site
• Creating convincing content that addresses
  customer problems
• Offering free trials, brochures, online
  presentations, etc.

45

• Web Site Design Usability Recommendations
• Configuring server to accept URL without www.
• Inclusion of a custom 404-error page
• Inclusion of optimized sitemap
• Inclusion of a robots.txt file
• Redesigning header bar to better communicate the
  purpose of the site
• Removing excess white space throughout site
• Image optimization
• Re-designing homepage to drive different users
  into the site (current customers, FTP, potential
  customers, etc)

46

• Some of the tools we use
• Analytics ClickTracks www.clicktracks.com
• Site Investigation Marketleap.com
• Keyword Research Wordtracker.com
• Domain Information Whois.sc
• Listing of all pages indexed
• Google Yahoo sitethekarchergroup.com

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Questions? Geoff Karcher geoff_at_thekarchergroup.
com