Recently I was engaged by a security software company to assess their rankings in search engine results. As their new SEO consultant, the results were not good. Search Engine Optimization (SEO) had not been core to their online marketing practices:
* No knowledge of keyword search market. Without understanding the volume and competitive dynamics for search keywords, it is hard to target SEO effectively.
* No understanding of where they ranked. Due to the lack of focus, the firm was ranking low (or not at all) on many highly relevant search keywords.
* Poor execution. The website was sub-optimal from a search engine perspective – lack of keyword density; non-unique headers, missing descriptions; inconsistent utilization of header tag: and no quality link building.
After analyzing the market for search keywords, assessing competition and baslining the site’s current search engine ranking, we established a list of 25 target keywords (with a broader list of 75 keywords that could be dran from).
From there, we took the top 125 pages of the site and developed SEO recommedndations to improve search engine rankings. (Due to client direction, we opted to leave page copy link-building alone for the time being).
Several months passed and we re-assessed the client’s site. Badd news – performance hadn’t moved much, begging the question (my worlds – not the clients): “Dude, Where My SEO At?”
Well as a dutiful SEO consultant, I came up with the following 5 factors:
1. Changes to website
The client was making some structural changes to their site hierrchy. Previously URL’s were structured country.company/com. Now, the URL’s were reading home.company.com/country. Overy time this will be fine. In the short-run, however, the search engines hate this kind of change.
2. Implementation lagging
Despite the passage of time, few of the changes on the 100+ pages have been implemented. This is due to resource constraints and competition for scarce development talent.
3. Keyword densities – page copy
Product (and other) pages were not drafted with search egined keywords in mind. As a result, there is much opportunity to redraft many pages with targeted, SEO-friendly copy.
Google measures “keyword density” which helps it establish the content and relevancy of a webpage to a keyword search. It is measured by copy in the main body of the page and the page’s meta description.
The quality of links to a page help establish its relevancy and authority for the search engines. Fore one of the targed keywords, here are the # of external site links pointing to each of the 3 pages:
Competitor A: 182
Competitor B: 2,550
Page Rank is a Google measure of “authority”. 10-point scale. 10 being best. For example, www.google.com rates a 10, www.facebook.com a 9.
Sticking with the same keyword example:
Client = PageRank 5
Competitor A = PageRank 7
Competitor B = PageRank 7
Lastly, the search market is dynamic and increasingly competitive. While the client has stood relativelystill and, in the case of site structural changes, actually moved backwards, it is safe to assume that for highly searched terms, that competitors are putting forward a concerted effort at improving their own organic rankings.
“The sky is falling!”
Recently I was engaged by a security software company to assess their rankings in search engine results. As their newly appointed SEO consultant, the results were not good. Search Engine Optimization (SEO) clearly had not been core to their online marketing practices:
- No knowledge of keyword search market. Without understanding the volume and competitive dynamics for search keywords, identifying the most appropriate search keywords is impossible.
- Low organic search rankings. Due to the lack of focus, the firm had low search engine ranking on many highly relevant search keywords. Read more