Microsoft Word - Sample Website SEO Findings 013020

(ACTUALREPORT,DISGUISEDCLIENT)







ConveyMfg.comSiteAssessment

TechnicalSEOOverview



GooglePageSpeed:MobilePerformance(Importantrankingfactor,evenforB2B)



Googlewantstoseepagesloadinunder3seconds;anydelaymeansvisitorsstartleaving.The

Conveysitetakes10secondstoload,and11secondstofullinteractivity.Thenextpagedetails

someofthereasonsforthesite’spoorperformance,andprovidesaroughestimateoftheROI

fromfixingthesetechnicalSEOissues.On‐pageSEOisacompletelydifferentfactor:onpage6,

wereportonmissedopportunities:quantifyingtheTotalAvailableSearchMarket™,andhow

manyactiveprospectswon’tfindorvisityoursite,becauseitdoesn’tshowupinthesearch

resultsfortheirsearchphrases.



2



GTMetrixAnalysisofPageSpeedPerformanceIssues

GoogleTestMySiteProjectedValueofImprovedPageSpeed







3



ExecutiveSummary,StrategicInsightsandActionPlan



Thispreliminaryreportislikeacheckupwithyourdoctor;it’snotafullphysical,it’saquick

assessmentandidentificationofissueswhichmaybeimpactingyourbusinessinanegative

way:affectingyoursite’svisibilityintheresultsprovidedbythemajorUSsearchengines.



 Keywordreview:siteperformanceonexistingsearchphrases

 ContentreviewandtechnicalSEO:identifyingmissedopportunities

 Keywordresearchresults:searchvolumesandsiterankings

 Competitiverankingreports,top4‐5competitors

 Searchmarketingrecommendations:what’syourbestpathforward?ForConvey

Manufacturing,it’snotSEO;competitorrankingssuggestpaidsearch(PPC)tostart.



Afteryoureviewthesefindings,thenextstepwouldbeamorethoroughanalysisanddetailed

recommendations.Todothatkindofin‐depthresearch,wewillneedaccesstoyourmarketing

team,aswellaspermissionstoaccessandmanageGoogleAnalytics,AdWordsandSearch

Consoleaccounts…likegivingasurgeonyourdetailedmedicalhistoryandaCTscan.



Overview

Ourfirststepwastoreadthroughyourwebsite,findingandrecordingpossiblesearchphrases

specifictoyourproductsand/orservices.Wealsodothiskeywordphraseresearchon

competitorsites,butthenexpandthelistsusingGoogle’ssearchphrasedatabaseaswellasthe

SEMrushdatabaseoftermsyoursitemayalreadyrankon.Thefinallistcanbespecifictoacity,

state,region,country,standardinternationalmarketsorglobal.



RefreshWebusesasuiteofindustryandproprietarytoolstodeterminewherethe

opportunitiesaretooptimizeConvey’swebsite,includingareportoncurrentrankingsfor

selectedkeywordphrases,andthenevaluationofsitecontenttodetermineiftherearesite

structureandexecutionissuesthatneedattention.TheseareknownfactorsaffectingGoogle

rankings,andourtoolwillalsoidentifysecurityanduserexperienceissueswhichmayprevent

Googlefromshowingyourcontenttosearchers.



Theseareourinitialfindings;let’sdiscusstheimplicationssoon.



4



Keywordreview

WereviewedConveyMfg.com’sGooglerankingsonaselectedlistofcriticalkeywords;a

preliminary,morecompletelistofsearchtermscontainingyourU.S.rankingsandatableof

competitionrankingsareneartheendofthisdocument(page7).



Keyword

SEO

Vol GoogleRank

industrialcomputer 9,154 ‐

scadasystem 5,512 ‐

industrialpc 5,368 ‐

medicalpc 4,028 6

scadasystems 3,543 ‐

rackmountpc 2,644 ‐

industrialpcs 2,293 ‐

fanlesscomputer 1,394 ‐

hmiscada 1,331 ‐

industrialkeyboard 1,034 99

industrialhmi 908 ‐

industrialcomputers 746 106

industrialcomputing 728 104

industrialpanelpc 692 36

industrialmotherboards 567 7

rackmountsystems 270 7

pcindustrial 225 ‐

industrialkeyboards 210 24

industrialmotherboard 99 10

fanlesshtpc 50 ‐

embeddedmainboard 10 56



Analysis

ConveyMfg.comhasonlyonereallystrongrankingamonghighvolumeterms…meaningonthe

firstpageofGooglesearchresults.Clearly,youwouldbenefitfromimprovingyourvisibility

(rankings)onmorehigh‐volumeterms.



The#3rankingfor“medicalpc”indicatesthatcreatingmorecontentaroundthistermand

associatedterms(“medicalcomputers,”“computerformedicaldevices,”“medicalkeyboard”)

willgeneratetraffic.Also,considerhavingaMedicalPCsilorightoffthemainnavigationor

homepage:fortoprankings,Googleexpectsdeep,informativeandoriginalcontent.



AruleofthumbforrapidSEOoptimizationistofocusonthetermsforwhichyoualreadyhave

someranking,becauseitisalwayseasiertoimproverankingsontheseterms(asopposedto

termsforwhichyouhavenorankings).Theotherkeystrategyistoidentifyclustersofrelated

phrases…tousethesynonyms,acronymsandindustryjargonGooglewouldexpecttoseeona



5



pagewhichisoneofthebestonthewebforthistopic.Fromourresearch,thispointsusto

termsthathavethemodifier“industrial”followedbyanoun.Creatingmorecontentoptimized

witharangeof“industrial”searchtermscouldgiveyouaveryquickjumpfrompage2or3to

page1,andcertainlywill:

 improveyourrankingsovertime,

 allowyoutoextendyourrankingprominencetorelatedterms,and

 willincreasesearchtrafficasyourrankingsimprove.

Also,“rackmount”and“rackmount”searchtermsofferanopportunityforConvey.



Contentreview

Conveydoesmanythingsverywellwithyourpagecontent.Itisadeepsiteofalmost1400

pages.Almostallthepageshaveover300words,whichisintherecommendedrangefor

optimization.However,on‐pageoptimizationislight,withnotenoughkeyword‐richcopy,

internallinksandstrategicuseofkeywordphrasesin<H>tags(headsandsubheads).Also,

imagesaremissingalttagsandlabels,essentialforaccessibility.



Conveyclearlyhasagoodgraspofwhatyourcustomersneedfromavendorwebsite:Quick

accesstospecificsolutions,withdetailedtechnicaldataafewclicksdown.Thesitedoesnot

wastealotofwordson“marketingmessaging,”whichfeelsright;yourprospectsareengineers,

whowantfactsandfigures.Evenbetter,thetoppagesonthesitehavemanykeyword‐

optimizedlinkstootherpages,whichisabestpracticeinSEO.



Thatbeingsaid,thebartoclearisnotthecustomers’expectations,butGoogle’s–besure

thereisenoughrelevantcontenttoeffectivelyoptimizewithphrasesrelatedtothatpage’s

mainsearchterm(asinthe“medicalcomputer”discussionabove).Between300‐500wordsof

contentisagoodruleofthumb,withagoodvarietyofsynonymousphrases.



TechnicalSEO

TechnicalSEOasksthequestion,“AreweexecutingthewebpagesinawaythatGooglewill

archivethemaswewanttobearchived?”Itisveryrule‐drivenandveryimportant.We’ve

alreadylookedatPageSpeed.AfullreportonKeywordResearchFindingsandCompetitive

Analysisisthefirststepinoptimizingyourwebsite.



Missedopportunities:

Poorlyexecutedtitletags.Thetitletagisnotonlythe“headline”foryourGooglesearch

results,it’salsothemostimportantdatapointforSEO.IttellsGooglesearchbotswhatthe

pageisaboutanditisthebestopportunitytousethatpage’sprimarysearchterm.

Consideredasaheadlineforthatpage’ssearchresults,titlesaren’thardtowrite,butthey

havedefiniterulesandbestpractices.AConveyMfg.comtitletagreviewshowsthat55

percentofthem(378titletags)areeithermissingorduplicated(duplicatedtitletagsare

wastedtitletags).Alltitlesshouldbeunique,andrememberthatonlythefirst70characters

willshowinthesearchresults.



6



Unevenlyexecutedmetadescriptions.ThemetadescriptionisoftenreturnedbyGoogleas

thenarrativebelowthetitletaginaGooglesearchlisting.Inotherwords,itisyourselling

messageatexactlytherightmoment,whenyourcustomersarelookingforyoursolution.It

shouldhavekeywordsinitanditwillshowonlyabout150characters.Almost25percentof

metadescriptionsonConveyMfg.comaremissing,whichisalostopportunityforthe

companyandprospects.Another42percentareduplicated,whichisthesameissueas

duplicatedtitletags:theseelementsshouldbeuniqueforeachpage.



Planandstructureyourmarkups.EverythingonthepagethatgetsmarkedupinHTMLasan

H‐tag,boldtext,imagealttags,etc.,isseenbyGoogleasaformofprioritytextonthatpage.

Includingkeywordphrasesinmarked‐uptextisanSEObestpractice.Morethan50percent

ofConveyMfg.com’s<H1>tagsareduplicates–<H1>designationsareimportanttoGoogle

archiving,sothisisamissedopportunity.Also,thereshouldbeonlyone<H1>tagperpage.

SitesoftenneedtorevisitthedesignassumptionsandeditthethemeorCSS,whichtoo‐

oftendefinestheseH‐tagsinadefault,formulaicway.Abestpracticeforaccessibilityis

correctnestingofH‐tags…H2,H3,H4,etc.areusedsequentiallyonthepage,not

interchangeably.



Isgoodcontentburied?Over60percentofConveyMfg.com’spagesarefiveormoreclicks

fromthehomepage.Thismayormaynotbeaproblemforyourusers,butdeepercontentis

lesslikelytobeindexedbyGoogle,andwillnotgetfreshindexingveryoften.Itiswellworth

yourtimetoreviewyoursitearchitecturetodetermineifpageswithengagingcontentare

readilyavailable…especiallypageswithoptimizedcontent.



Currentsiteaudiencereach:yourpercentageoftheTotalAvailableSearchMarket™

Onaselectionof49searchtermsresearchedonyoursite,only5have“Top10”rankingson

Google.Untilyourankintheverytop3positions,youdon’thave100%visibilitytopeople

makingthesesearches.AtthebottomofthefirstpageofB2Bsearchresults,onlyabout25%of

searcherswillseeyoursiteasaresult.



ConsideringthispreliminarysampleastheTotalAvailableSearchMarket™,basedonthetotal

ofabout88,000searchespermonth,Convey’sTASMreachisonly.5%,meaningabout400

peoplepermonthwillfindthecurrentsite.



Approx.TotalSearches/Month 87,938

Approx.TotalSearches/Day 2,931

TotalReached/Month 400

TotalAvailableSearchMarket™(TASM)Reach 0.5%



Thespecificsonsearchtermrankingswhichsupportthisanalysisareonthefollowingtwo

pages,followedbyyourcompetitiverankings.Inthiscase,webelieveyourfirstsearch

marketingeffortsshouldbepaidsearchinsteadofSEO;you’rebehindthecurve.



7



Search Engine Ranking Report for ConveyMfg.com

By RefreshWeb (www.refreshweb.com)

Usingavarietyoftermsrelevanttoyourproducts,thefollowingreportcontainsasampling

ofpopularGooglesearchtermsusedbythoselookingforyoursolutions.Notethatthere

areabout3,000searchesperdaygloballyusingtheseterms,andevenwiththesite

currentlyshowing4rankingsonthefirstpageofGoogle,yourmarketreachisonlyabout13

peopleperday.



UntilyourwebsiteisonthefirstpageofGooglesearchresults,it’smostlyinvisible.The

rankingnumbershowshowhighyoursiteranksforeachsearchengine,soa‘1’rankisthe

mostvisibleatthetopoforganicrankingsonthefirstpage,anda‘19’rankismostly

invisibleatthebottomofthesecondpage.Positions1‐3arevisibleto100%ofsearchers,

with25%seeingthebottomthird,andpositions11‐20mayreach10%.



Yoursite’srankings(orpaidsearchpositions)determineyourtotalaudiencereachforthese

keywords,whichrepresenttheTotalAvailableSearchMarket™foryoursite.Whenyoulook

atthecompetitiverankingreport,you’llseethatPPCmightbeagoodfirststep…the

competitorsyougaveusarefaraheadinSEO(pg.9‐10).Thislistispreliminary;let’stalk

aboutyoursite,yourthoughtsaboutsearchtermsandyourmarketingobjectives.



Approx.TotalSearches/Month 87,938

Approx.TotalSearches/Day 2,931  

TotalReached/Month 400 

TotalAvailableSearchMarket™(TASM)Reach 0.5%

Keyword

Google

Searches/Month

Google

rank

Yahoo

rank

Bing

rank

microcomputer 12100 ‐ ‐ ‐

scadasystem 8100 ‐ ‐ ‐

panelpc 4400 ‐ ‐ ‐

industrialpc 2900 ‐ 54 ‐

scadasystems 2400 ‐ ‐ ‐

scadasoftware 2400 ‐ ‐ ‐

microitx 2400 ‐ ‐ ‐

microcomputers 2400 ‐ ‐ ‐

compactpc 1900 ‐ ‐ ‐

micropc 1600 ‐ ‐ ‐

embeddedpc 1300 ‐ 19 19

industrialcomputer 1300 ‐ ‐ ‐

hmisoftware

1000

‐ ‐ ‐

hmiscada 880 ‐ ‐ ‐



8



pcindustrial 880 ‐ ‐ ‐

rackmountpc 880 ‐ ‐ ‐

rackpc 880 ‐ ‐ ‐

industrialcomputers 720 106 23 23

scadaplc 720 ‐ ‐ ‐

industrialpanelpc 590 36 ‐ ‐

scadahmi 590 ‐ ‐ ‐

fanlesscomputer 590 ‐ ‐ ‐

micropcs 590 ‐ ‐ ‐

industrialkeyboard 480 99 ‐ ‐

industrialtablet 480 ‐ ‐ ‐

rackmountcomputer 390 38 21 18

fanlesshtpc 390 ‐ ‐ ‐

micropclinux 390 ‐ ‐ ‐

medicalpc 320 6 ‐ ‐

industrialmotherboard 260 10 3 ‐

industrialcomputing 210 104 17 ‐

embeddedboards 210 ‐ ‐ ‐

pcitx 210 ‐ ‐ ‐

industrialhmi 170 31 ‐ ‐

medicalcomputer 170 ‐ ‐ ‐

industrialkeyboards 140 23 55 55

pcembedded 110 ‐ 49 ‐

industrialpcs 110 ‐ ‐ ‐

medicalcomputing 110 ‐ ‐ ‐

industrialcomputersource 110 ‐ ‐ ‐

ruggedpanelpc 110 ‐ ‐ ‐

medicalpanelpc 90 ‐ ‐ ‐

industrialmotherboards 70 7 2 ‐

industrialgradepc 50 98 ‐ ‐

embeddedpclinux 40 ‐ ‐ ‐

embeddedarmboard 40 ‐ ‐ ‐

embeddedmainboard 20 56 54 55

rackmountindustrialpc 20 ‐ ‐ ‐

rackmountsystems 10 7 3 6



9

CompetitorRankings,GoogleOnly:Becauseofthepowerfulsetsoftoprankingsbythreeofyourcompetitors,

werecommendthatConveyMfg.comconsiderPPCasafirststep,beforeSEO.



Keyword Vol. Convey Advant SuperL IndPC e‐Ind LogSup

panelpc 4400 ‐ 1 47 ‐ ‐ 5

embeddedpc 1300 ‐ 1 ‐ 6 ‐ 4

industrialpanelpc 590 36 1 52 46 ‐ 4

industrialtablet 480 ‐ 1 ‐ ‐ ‐ 50

industrialmotherboard 260 10 1 ‐ 25 ‐ 22

pcembedded 110 ‐ 1 ‐ 5 ‐ 6

industrialmotherboards 70 7 1 ‐ 6 ‐ 19

rackmountindustrialpc 20 ‐ 1 10 4 2 8

industrialembeddedmotherboards 0 17 1 ‐ 7 ‐ 54

industrialhmi 170 31 2 ‐ ‐ ‐ ‐

embeddedpclinux 40 ‐ 2 ‐ ‐ ‐ 49

industrialcomputers 720 106 4 ‐ 3 1 2

embeddedboards 210 ‐ 4 ‐ ‐ ‐ ‐

ruggedpanelpc 110 ‐ 4

‐

‐ ‐ 24

industrialgradepc 50 98 4 ‐ 27 5 6

widetemperaturerangepc 0 53 4 ‐ ‐ ‐ 15

industrialcomputer 1300 ‐ 5 ‐ 1 3 2

pcindustrial 880 ‐ 5 35 1 27 7

medicalcomputer 170 ‐ 5 ‐ ‐ ‐ ‐

boardembedded 10 ‐ 5 ‐ ‐ ‐ ‐

industrialpc 2900 ‐ 6 47 1 3 2

industrialpcs 110 ‐ 6 24 1 3 2

industrialrackmountsystems 0 5 6 60 3 8 ‐

fanlesscomputer 590 ‐ 8 ‐ 15 ‐ 1

medicalpanelpc 90 ‐ 9 ‐ ‐ ‐ ‐



10

Keyword Vol. Convey Advant SuperL IndPC e‐Ind LogSup

embeddedmainboard 20 56 9 ‐ 59 ‐ 89

rackmountcomputersystem 10 12 9 49 18 8 23

industrialcomputing 210 104 10 ‐ 71 4 ‐

rackmountpc 880 ‐ 12 4 62 9 8

rackmountcomputer 390 38 12 8 43 7 3

medicalcomputing 110 ‐ 12 ‐ ‐ ‐ ‐

rackmountsystems 10 7 14 ‐ 66 ‐ 69

industrialkeyboard 480 99 15 ‐ ‐ 40 ‐

hmiscada 880 ‐ 18 ‐ ‐ ‐ ‐

scadasoftware 2400 ‐ 25 ‐ ‐ ‐ ‐

scadahmi 590 ‐ 27 ‐ ‐ ‐ ‐

scadasystems 2400 ‐ 28 ‐ ‐ ‐ ‐

hmisoftware 1000 ‐ 28 ‐ ‐ ‐ ‐

microcomputers 2400 ‐ 29 ‐ ‐ ‐ ‐

industrialkeyboards 140 23 35 ‐ ‐ ‐ ‐

pcitx 210 ‐ 52 ‐ ‐ ‐ 29

longlifepc 10 97 56 34 ‐ 54 ‐

scadasystem 8100 ‐ 65 ‐ ‐ ‐ ‐

medicalpc 320 6 72 ‐ ‐ ‐ ‐

rackpc 880 ‐ 76 5 ‐ 11 ‐

micropcs 590 ‐ 86 ‐ ‐ ‐ ‐

industrialcomputersource 110 ‐ 86 ‐ ‐ 2 ‐

microcomputer 12100 ‐ 99 ‐ ‐ ‐ ‐

compactpc 1900 ‐ 102 ‐ ‐ ‐ 57

micropclinux 390 ‐ 233 ‐ ‐ ‐ ‐

embeddedsystemdesigns 10 ‐ 302 ‐ ‐ ‐ ‐

microitx 2400 ‐ ‐ ‐ ‐ ‐ ‐

micropc 1600 ‐ ‐ ‐ ‐ ‐ ‐

scadaplc 720 ‐ ‐ ‐ ‐ ‐ ‐



11



MovingForward



TheheartofRefreshWeb’svalue‐addtoourclientsisdevelopingadeepkeywordphraselistthatoffers

websitevisibilitytoprospects…andhasbeenevaluatedashavingthebestshotatrankingaboveyour

competitors.Prospectswhogettoyoursitefromorganicsearchareinvariablythemostengaged

visitors.Developingagoodkeywordlist,optimizingyourcontent,fixingtechnicalandon‐pageSEO

issues,anddevelopingnewcontent(aroundopportunitiesRefreshWebreveals)willreaplong‐lasting

benefitsgoingforwardforyourcompany:abroadarrayoftop‐rankedsearchterms.



Werecommendyouengageusforafullcompetitiveanalysisandwebsitestrategy,preparatoryto

workingonsiteoptimization.



Aspartoftheprocess,we’llpresentanextensivelistofactivesearchtermsandgetfeedbackfromyou;

whatmostclientsdon’tknow,andtheirwebdesignershaveneverthoughtaboutindevelopingtheir

website,ishowpeopleinthepre‐prospectphasesearchforsolutions:wecallthisdetailedresearch

“knowingthemindofthemarket.”It’sthemostvaluableresearchimaginableforcreatingweb

content…andthatcontentiswhatdrawspeopletoyoursite,fillingthesalesfunnelwithnewleads.



Withallinformationinhand,wepresentadocumentdetailingtheperformanceofyoursitewithnew

visitors,morerefinedkeywordresearchfindings,in‐depthanalysisofcompetingwebsites,andlikean

MRI,wecreateagraphicdisplayofthesearchtermswhichrepresentyourbestopportunities.Thesecond

deliverableinthis“researchfindingsandrecommendationsphase”isadetailedpage‐by‐page

optimizationstrategy,whichguidesfuturecontenteditingandwriting.



If,afteryouhavethisresearchandplaninhand,weareselectedasyourwebmarketingpartner,we

wouldworkwithyouover3quarterstotrulyOPTIMIZEyoursearchmarketing.



12



AboutRefreshWeb



RefreshWebisasearchmarketingconsultancyheadquarteredinAustin.Foundedin2002,

thefirmspecializesinpartneringeffectivelywithourclientsforconsistent,incremental

improvementinsearchvisibility,significantincreasesinleadgeneration,andbetter

measurementofkeyperformanceindicators.Keydifferentiatorsincludeouryearsofmarketing

experience,ourresearch‐basedapproach,andtheabilitytointegratesearchoptimizationwith

customer‐centricmarketing.Wedevelopadetailedsitecontentandoptimizationstrategyfor

you,andalsocoachyourmarketingandPRteamstomakeSEOacorecompetency.



RefreshWeb’steamprovidesauniquesetofskillsinmarketing,research,information

architecture,searchengineoptimization,paidsearchstrategyandmanagement,andcontent

creation.RefreshWebisacertifiedGoogleAdsAgencyPartner,aswellascompetencyinGoogle

Analytics,GoogleTagManagerandGoogleDataStudio(reportingframework).Ourworkis

informedbyaweb‐basedinfrastructure,includingasuiteofcommercialandproprietarytools

forresearchandanalysis,andonlinereportingofresults,viaclients’privateSEOmanagement

dashboards,orbyautomatedweeklyormonthlyemails.



Aspartofourservice,wewillalsosetupmeasurableconversiongoals,usingGoogleTag

Manager,GoogleAnalytics,GoogleAds(includingcalltracking)andFacebookpixelintegration

tocaptureeverysortofconversioneventleadinguptocustomeracquisition.



TheRefreshWebDifference



RefreshWeb’srichexperienceinSearchEngineMarketing(SEM),includingsearchengine

optimization(SEO)andpay‐per‐clickadvertising(PPC),iscomplementedanddifferentiatedby

ourB2Bfocusandexpertiseonthecompletecustomerexperience,purchasedecisioncycleand

sellingsystemyourwebsitesprovide.PartneringwithRefreshWebmeansintegratingyourweb

strategywithacombined60+yearsofsuccessfulexperienceinmarketing,advertising,CRM,

inboundmarketing,ecommerce,brandmanagement,andpublicrelations.



Let’stalkmoreabouthowtofocusyourstrategyandtakeyoutothetopinyourmarket—

reachingandwinningyetanotherincreasinglywiredgenerationofcustomers.



JohnRasco

FounderandPresident

[email protected]

