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 about it?
Is the site Indexed?
If not, we’ll address why and how we’ll fix it.
Is it Optimized?
We’ll evaluate and recommend first steps.
Is it Usable?
We’ll evaluate each and make recommendations.

5. Now, Onto Today’s Victims
Progress Book
Trommer & Associates Inc.
Maselli Construction
We’ll 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

7. Web Site Research
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www. seocertification.org.in

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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
 Seocertification.org in 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 achieve-
ment
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

14. Competitive Analysis
Search Engine Saturation - the number of pages a
given search engine has in its index for your Web
site
domain.
URL LIST Google MSN Yaho Total
/AOL o!
www.seocertification.org.in 12 2 118 132
www.powerschool.com 71 375 80 526
www.pearsonncs.com 502 1,855 590 2,947
www.edline.com 71 300 51 422

15. 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

16. 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

17. Makeover Case # 2
Progress Book

18. Web Site Research
 Search Engine Optimization
 Programming & Usability Optimization
 Visitor Usability
 Marketing
 Log File Investigation
 Keyword Research
 Competitive Analysis
 Recommendations
www. seocertification.org.in

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20. 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

21. Programming & Usability
Optimization Analysis
Currently the major SEO 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

22. 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
www. seocertification.org.in

23. 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
www. seocertification.org.in

24. 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%
www. seocertification.org.in

25. Log File Analysis
Average Time on Site
Page Views Per Visitor
www. seocertification.org.in

26. Log File Analysis
Homepage Bounce Rate
www. seocertification.org.in

27. 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
application www. seocertification.org.in
standards based report cards

28. Competitive Analysis
Search Engine Saturation - the number of pages a given search
engine has in its index for your Web site domain.
URL List Google/ MSN Yahoo! Total
AOL
www.maselliconstruction.co 1 0 1 2
m
www.remodelmyhome.com 4 275 220 499
www.tbshomeservices.com 1 222 30 253
www.robertsremodel.com 21 23 4 48
www. seocertification.org.in

29. Competitive Analysis
Link Popularity - the total number of links or
"votes" that a
Search Engine has found for your Web site.
URL List Googl MSN Yahoo Total
e/ !
AO
L
www.maselliconstruction.co 11 4 32 47
m
www.remodelmyhome.com 1 14 78 93
www.tbshomeservices.com 0 8 37 45
www.robertsremodel.com 3 16 23 42
www. seocertification.org.in

30. 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
www. seocertification.org.in

31. 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
www. seocertification.org.in

32. Makeover Case # 3
Progress Book
www. seocertification.org.in

33. Web Site Research
 Search Engine Optimization
 Programming & Usability Optimization
 Visitor Usability
 Stats Investigation
 Marketing
 Keyword Research
 Competitive Analysis
 Recommendations
www. seocertification.org.in

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www. seocertification.org.in

35. Programming & Usability
Optimization Analysis
Currently the major concerns include:
 No robots.txt file
 No footer navigation

36. 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:
 Scustom 404-error page
 Slow Web hockwave Player 10.1 required to view
projects page
 No 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

37. 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

38. 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.

39. 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

40. Competitive Analysis
Search Engine Saturation - the total number of links
or "votes" that a
Search Engine has found for your Web site
URL List Google/ MSN Yahoo! Total
AOL
www.trommerinc.com 1 9 57 67
www.jasedlak.com 12 235 191 438
www.forte-industries.com 34 736 178 948
www.tzaconsulting.com 10 133 328 471

41. 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.

42. 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 site:thekarchergroup.com

43. Join us
Add: WZ-30-a,Bhagwan Das Nagar
East Punjabi Bagh, Delhi-110026
Tel.: 011 28316148, 3203571, 30538061
Mobile; +91-8010 298 388, 8010 198 388
E-mail: info@seocertification.org.in
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