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Getting the Most from Your SEO Audit
Name · Title · Dunn Solutions02/22/2017Dirk Lester · SEO Consultant · Dunn Solutions
Today’s Agenda
Introduction to Dunn Solutions
What Is SEO and How Will an Audit Help You
Here’s What We’ll Look at During Your Audit
What You’ll Actually Get In Your SEO Audit
What Does an SEO Engagement Look Like
How to Put Your Completed Audit Report to Use
Requesting a Free SEO Audit from Dunn Solutions
Dunn Solutions Delivers Velocity to Businesses
Dunn Solutions is a digital commerceand business transformation consultancyfocused on delivering velocity to ourclients. Velocity is achieved by thecombination of both speed anddirection.
Dunn Solutions helps our clients achievespeed by automating businessprocesses and direction using advancedanalytics. Our teams align withorganizations to optimize their uniqueprocesses and help them discover themost profitable routes to businesssuccess.
Dunn Solutions is a full-service IT consulting firmfounded in 1988
Raleigh, NCDelivery Training
Bangalore, IndiaDelivery
MinneapolisDelivery Training
ChicagoDelivery
Practice Areas
Application
Development• Portals
• e-Commerce &
Content Managed
Websites
• Mobile App
Development
• Custom App
Development
• Search Engine
Optimization
Training
• Certified SAP,
Liferay, Microsoft
• Classroom, On-
site, Computer
Based & Virtual
• Mentoring &
Custom Training
Frameworks
• Accountable Care
Orgs (ACO’s)
• Corporate Legal
• Higher Education
• Optical Shop
Solutions
Analytics• Data Lakes
• IoT
• Predictive
Analytics
• Machine Learning
• e-Commerce
• Analytics
• Cloud - BI
Platforms
• DW & Data
Integration
Selected Retail Clients
PartnershipsPartnerships
Application Development Practice
• Innovation
• Collaboration
• Customer
• Responsive Design
• Enterprise e-
Commerce
Solutions
• Custom Software
• Custom Off-the-Shelf
• Assurity™
Methodology
• Business
• Consumer
• iOS, Android,
Windows
Portals
Custom Application
Development
E-Commerce & Content
Managed Websites
Mobile Application
Development
Analytics Practice
Business Intelligence
Big Data
Data IntegrationBusiness Analytics
Data Warehousing
• KPI’s and Metrics
• Dashboards
• Data Exploration and
Visualization
• Ad Hoc Analysis &
Reporting
• Data Mining
• Predictive Analytics
• Prescriptive Analytics
• R, AzureML
• Hadoop, MapReduce
• AWS and Azure
• Hive, Sqoop, Spark
• NoSQL
• Data Lake
• Columnar
• In-memory
• EIM (Data Integration
and Data Quality
• Dimensional Modeling
Search Engine Optimization Services
Initial Services
• Competitor Research
• Search Domain Audit
• Keyword Targeting
• SERP Landscape
Analysis
• Keyword Target
Recommendations
On-Going Services
• Site Architecture Optimization
• Technical On-page/Off-page
Optimization
• Digital Content Optimization
• Social Link Building
• Monthly Site Traffic, Rankings
and SERPs Reporting
Competitive
Audit
Strategic
Diagnosis
Tactical
Optimization
Tactical
Adjustment
Algorithm
Shakeup
Tactical
Adjustment
Strategic
Results
Review
Today’s Agenda
Introduction to Dunn Solutions
What Is SEO and How Will an Audit Help You
Here’s What We’ll Look at During Your Audit
What You’ll Actually Get In Your SEO Audit
What Does an SEO Engagement Look Like
How to Put Your Completed Audit Report to Use
Requesting a Free SEO Audit from Dunn Solutions
What is SEO?
The Typical Answer is…
Search Engine Optimization (SEO) is a digital marketing
tactic designed to bolster a site’s traffic by boosting that
website’s Organic Rankings Position in Search Engines.
The Better Answer is …
SEO is two things. First, it’s getting you more traffic by
improving your rankings and by getting you ranked
for more things. Second, it’s getting you better traffic
by making sure you’re ranked for the phrases your
customers use when they intend to purchase what you
sell.
That’s why SEO is one of the most effective digital
marketing tactics you can leverage. Because it can
pick your brand up and put it right in the path of
the consumers you want, right when they want you.
How Does SEO Work
There are three things you need to understand about the mechanics of SEO. First; search positions are
determined by how Google scores your website in at least 250 categories known as rankings factors. Second;
that fact is misleading, because Google compares apples to apples, and that means that no two types of
businesses sites are scored on the same rankings factors. In other words, your doctor’s site might be scored
and ranked based on factors 1-10 and your lawyer’s on factors 5-15. Third; it’s impossible to just “Improve
Your Rankings,” because there isn’t just one Rankings Algorithm. There are several discrete Algorithms that
work together to produce rankings. Higher rankings can only be achieved by attacking your specific issues.
You’ll have to mimic the way Google ranks and deploy discrete tactics that work together to achieve goals.
What’s The ROI of Investing in SEO
SEO is a crucial traffic driver and cost effective marketing that delivers benefits on multiple levels
• 64% of all site traffic comes from Organic Search
• 75% of all Search Clicks Occur on Page’s 1 and 2
• Inbound SEO Leads Close at 8 times the rate of leads from outbound marketing sources
• Inbound SEO Leads cost 61% less than outbound leads
• SEO consumes 12% of typical marketing budgets but generates 14% of Leads
• Your hard dollar ROI will be specific to your Keywords. For instance, our top 10 keywords are worth about 57
visitors each month but would cost an average of $126 Per-Click in AdWords. So organic rankings are worth
at least $7,182 a month to us
How an SEO Audit Will Help Your Business
Here’s one of the SEO truths people in my line are
typically reluctant to tell you … You may not need it.
Search Engine Optimization has become such a
popular marketing tactic that businesses too often
opt into full blown strategies they don’t actually need.
So first and foremost, our SEO audit will spare you
the time and expense of finding that out for yourself.
We’ll let you know if you have specific, proscribed,
SEO needs or long term search rankings position
maintenance needs or immediate, critical, recovery
needs as a result of having incurred a Google penalty.
Getting an SEO audit will help your business by
giving you both a data based assessment of your
specific needs and an estimate of the expense
involved in tackling them.
Here’s What We’ll Look at During Your Audit
In most cases we can quickly get a working sense
of your SEO needs by examining five factors. First;
we’ll dig into your website’s code, information
architecture and Meta data deployments. Second;
we’ll asses the competitive relevance of your
landing page copy and your digital assets (images,
videos, .pdfs etc.). Third; we’ll review your brand
results and SERP positioning. Fourth; we’ll examine
both your ranked keywords and keywords rankings.
Fifth; and finally, we will review your competitor’s
comparable content and competitive search rankings.
Your Website’s Code and Meta Elements
Rankings are based on a points system and sites earn at least 25% of those points on these elements
• The difference between serving Google a website with an honest XML sitemap and “speaking” URLs and one
littered with Crawl Errors and 500 HTTP codes, is typically the difference between making an appearance on Page
One or Two and being consigned to the visibility graveyard known as Page Three
• Page Titles and Meta Descriptions become Organic Listings, Schema Elements can become every kind of Rich
Snippet from an Event Listing or Star Rating to a Quick Answer Box. All of which impact Rankings and Click-Thru-
Rates.
Your Website’s Copy and Digital Assets
Like the rest Search Optimization, both SEO copywriting and Digital Asset Optimization boil down to offering
Google targeted, visibility maximizing, information about what your brand is, what it does and who it’s for.
You’ll see the value of better SEO copy in a difference as simple as using “SEO” rather than “search engine
optimization” and ranking for 50,500 additional consumers each month. Similarly, deploying optimized
digital assets is often the difference between only seeing your site once in search results and seeing it again
and again in image and or video block results. Each search appearance is an additional conversion opportunity.
Your Brand Results and SERP Positioning
When it comes to determining which SEO tactics will result in the greatest ROI, determining how
and how often you have the opportunity to appear in Google Results can be as telling as where
you currently appear in them. That’s because making your brand the source of a Quick Answer
Box or boosting it into a Local “Snack Pack” or in multiple positions on a results page can leapfrog
you over competitors who are technically better ranked. That’s why we’ll identify openings where
your brand can jump to the head of the line by taking advantage of the Knowledge Graph or to
get your videos, images or posts from social media accounts ranked alongside your landing pages.
Your Ranked Keywords and Keyword Rankings
Search engines are getting smarter and better at
returning results based on spoken, semantic and in-
context searches frommobile devices and gadgets
like the Google home. That said, understanding
the shape of your keyword universe is still an
essential component of a successful SEO strategy.
Just changing a word’s tense can still determine
everything from which types of results you
appear in to how much traffic those results
expose you to. For instance, even though Google
certainly knows the two are synonymous, it only
responds to 40,000 searches for “search engine
optimization”eachmonth but gets 90,500 for “SEO”
Your Competitors Rankings and Positioning
• Where successful SEO strategies start can be accurately summed up with an old joke that goes: If you and a
friend are being chased by a bear, you don’t have to outrun the bear, you only have to outrun your friend.
So that’s where we begin SEO strategy analysis, by establishing how fast your competitors site’s are running
• We’ll identify what your competition’s getting right from an SEO perspective—so you can emulate their
tactics; and identify what they’re getting wrong online—so you can take advantage of their mistakes and
outrun them
Here’s What You’ll Actually Get in Your SEO Audit
Here are the three main things you’ll get in
your SEO audit report. Data and analysis
describing the current state of your website
from an optimization perspective including:
How your site performs in search, funnels
traffic and converts visitors. An assessment of
your website’s back link profile and suggestions
for expanding that profile. Summaries describing
a recommended search optimization strategy
that takes advantage of available sources of
traffic and opportunities as well as a prioritized
list of SEO tactics that builds on your website’s
strengths and work to ameliorate its weaknesses.
Inbound Traffic and Conversion Rate Analysis
Google’s Search Console and Analytics Tools are fantastically powerful but data flows out of them at such
an intense volume that it can obscure as much as it reveals. Especially if you aren’t used to spending your
days strolling through their side passages and back corridors. So an essential component of your Audit
Report will be our analysis of what your traffic numbers actually mean. Where are your visitors landing
and why? When do which visitors bounce away? Where do others click for in depth info? How do they
convert? We will give you those answers and analysis of how those answers can be turned toward your SEO.
Technical Architecture, Meta Data & Landing Page Analysis
Your website has to tell Google a story about your brand, products or services.
It has to do it with every optimizable component from its URL structures and
XML sitemaps to the copy on its landing pages and alt text info in accompanying
images. Google will assess its virtues and faults holistically, so we approach our
SEO audit analysis and resulting optimization recommendations the same way.
Keyword Rankings and Competitive Keywords Analysis
Like the numbers from your analytics, your rankings can often obscure as they reveal. You can
be exceptionally well-ranked … but for all the wrong keyword phrases. You can be the third
ranked result for your top five keywords targets and be in a less desirable position than a
competitor ranked six thru sixteenth for your next fifteen targets. So our SEO audit will identify
opportunities to improve both the height and breadth of your keyword rankings and offer a
search engine optimization strategy designed to take advantage of those marketing opportunities.
Brand Results and SERP Composition Analysis
If yours is the lone result on a page sans a rich snippet,
you need to know. Because you’re almost certainly
losing clicks to that difference. If there’s a video block
or a quick answer box on page one and you’re
languishing on the clicks graveyard popularly known as
page three, you need to know. Because getting into
that might be easier than building your domain’s rank.
If you’ve pursued a domain focused SEO strategy but
Google’s returning Local results, you need to know.
Because Google will never return your domain in a
local pack. In short: How you could appear in Google
Searches is as important as how high you appear in
them.
Back Link Profile and Back Link Opportunities Analysis
Having a network of High-Quality Links back to your website can account for as much as 37% of your
rankings score. But ever since Google introduced the Penguin component of its algorithm, the space for
Brands to proactively pursue the Backlinks they need has been shrinking. Fortunately, there are always
opportunities to be found. Sowe’ll sift through your backlink profile and your competitors to dig them up.
Search Competitor Site Comparison and Analysis
It’s always important to remember that
Google typically tries to compare apples
to apples. That means that your rankings
virtues will almost always be assessed in
the context of the sites of businesses
offering similar products or services. That
means it’s not uncommon for a company’s
search engine optimization needs to boil
down to an observation along the lines of
Widget Makers LLC has pages 500 word
landing pages and a white paper on widget
making and you have one, so you need to
build-up your content to properly respond.
SWOT Analysis and Prioritized Action Items
Everything we look at and for can be critically important, but everything we find won’t be equally
important. You could start with a fairly robust backlink profile that doesn’t need much work, but have old
landing page copy on your website that’s running afoul of Google’s content quality algorithm. So we’ll
provide a SWOT analysis that outlines your site’s SEO Strengths, Weaknesses, Opportunities and Threats.
Putting Your Completed SEO Audit to Use In-House
Even if you decided to tackle it all
internally, your SEO Audit Report
will still be a prioritized, point by
point, diagnosis of your issues in
search. A description of why we’ve
determined that they are indeed
issues and a prescription laying out
the various SEO tactics we’d deploy
to fix them. So you will definitely
have a roadmap to get you started.
Contracting Dunn Solutions SEO Consultants
Obviously, the team here at Dunn would be more than happy to implement our
SEO recommendations ourselves. So the last page of your audit report of your will
include a budgeted project plan. My biased recommendation is that you sign off on it.
Requesting a Free SEO Audit from Dunn Solutions
This is the world’s simplest slide. If you’d like a free SEO
Audit, just tell us. One of our Account Managers will
reach out and send over a quick questionnaire that’ll
give the search optimization consultant, who’ll conduct
your audit, some basic information about your website,
priorities, competitors and your extended online presence.
When you finish the questionnaire, we’ll schedule a 30
minute call to review your answers, clarify any confusion
and make sure everyone’s on the same page re your goals.
Once we all are our SEO consultant will do the audit
analysis and create your report, send it back and set up
a second call to go over whatever was found. It’s that
simple.
- Kevin Indig
“Good SEO starts with the
willingness to implement it.
You can technically have the
best website in the world, but
if it takes you a year too long
to decide to search optimize
it, the battle is lost.”
