Embed Size (px)
Citation preview
SEO Audit & Strategic Planning for dental client website
Sample Website Analysis, SEO Research, Keyword & Strategy Kick-‐offs for dental Client
Jake Aull | Zen Fires Digital MarkeGng | [email protected] | ZenFires.com | @jakeaull
What the Research Audit Uncovered
Jake Aull | Zen Fires Digital MarkeGng | [email protected] | ZenFires.com | @jakeaull
ObservaGons about data included in this document
Major problems shown in website analysis: • There are 16 bad links relative to the site that need to be fixed. • Google lists 160 pages for your site. But we’re counting closer to 80. There are probably pages missing
or duplicate content problems on your site (same pages with multiple URLs; canonicalization) • Speed of your site is a big problem. That & other issues point to needs for hosting improvements
(space, SSL, secure IP, etc.) • SEO traffic went from ~300 clicks per month, to ~50 clicks per month, in about 6 months (in desktop
search). This is critical, needs to be investigated & solved for future. • We need to verify that social media are correctly integrated with your analytics (reports are lower than
they should be regarding social media traffic and your website) • The geo-local directory listings don’t even appear in neighboring towns. • We will fix all the above and show growth of new visitor web traffic and contact form fills or calls.
SEO Audit | Site Performance | Website speed affects SEO. This must be fixed.
SEO Audit | Site Performance | Website speed affects SEO. This must be fixed.
SEO Audit | Backlink Analysis | Note 16 bad links pertaining to the site which must be fixed.
SEO Audit | Desktop Traffic Overview | Note the criGcal drop in traffic shown; the original problem needs to be researched & fixed
SEO Audit | Traffic Overview
There should be traffic coming to website from sources other than SEO exclusively. We need to get the website and analytics properly synced to social media, and improve backlinks, to build these alternatives up & to build overall traffic.
SEO Audit | Top Organic Keywords
These represent top keyword phrases based on website’s current content. They may appear to be good keyword phrases, except that they don’t have high search volume. Higher search volume keywords should be identified, targeted and integrated for the website.
SEO Audit | Mobile Traffic Overview (Note that mobile SEO traffic dipped for the same period when desktop SEO traffic hit boYom)
This has only a 68% complete score for location directory listings (e.g., Yelp, GoogleMaps, YP)
Strategic Plan & Keyword Research
Jake Aull | Zen Fires Digital MarkeGng | [email protected] | ZenFires.com | @jakeaull
SEO & Messaging Strategy Brief
Background, notes and research into the client’s objectives (common to our strategic approach for clients): THE BACKGROUND, NOTES & RESEARCH: Over-Arching Sales/Mktg Plan: Focus on missing-teeth customer needs Primary Audience Target market definition: Baby Boomers, men and women; AARP Current Target Belief/Behavior: (My general dentist is not specialized enough… etc.) Secondary Audience Target definition: People who have been "putting it off” Objectives: Focus on implants,… etc. Drivers/Problem (the “why”) Strategy: Higher-end/high-quality dentistry
Our Keyword Research samples which drive our Keyword RecommendaGons & Strategy
SEO & Messaging Strategy Brief
Noteworthy SEO research takeaways specific for the client: • Searches for “implant dentist” appear consistent, reliable (flat) over time
(with a drop during the holidays).
• Searches for “dental implant near me” are highest among location-based keywords (XXX/mo searches in U.S.), with relatively low keyword competition.
• However “dentures near me” is also worth targeting (XX/mo U.S.).
• “crown local” achieves XXXX/mo searches according to one tool’s report, and with low competition, yet this may be a search for items not related to dentistry.
• Client’s stated primary competitors are targeting keywords on their site around “XXXX dentistry.”
• We will apply these into a final keyword recommendations list and implement on the website for targeted keyword SEO results for website visitors from search engines.
