Seo case study | Marketing homework help

Deliverable Name: SEO Audit / Analysis

INTRODUCTION

Thank you for taking the time and opportunity to compile the SEO Recommendations necessary for this
exercise. We are looking to gain a deeper understanding into our client’s site structure. The purpose of
this doc is to audit website: https://heroX.com to find and detect issues that are diminishing SEO
efforts from a keyword, content, ranking and traffic standpoint. Be sure to include these notes into the
Overview section of this document. Next, please state the issues that you have found with their Content
Strategy, Page Titles, Meta Descriptions, Technical and H1 tags.

OVERVIEW

Provide a SHORT summary that describes the purpose of the document, what was reviewed, analyzed or
assessed and why the document and its findings are important (what will it do for our website overall –
general qualitative or quantitative benefits).

Summary of Findings:

*Put the findings in priority order based on cost (implementation resources) and benefit. Two or more
findings can be grouped together if closely related.

Examples:

– Pages using Flash and JavaScript to display content are not search engine friendly

– Most pages contain Title Tags that are not aligned with best practice

– Most content pages should include images to accompany the text

OBSERVATIONS & RECOMMENDATIONS

Search Engine Friendly Content:

High Priority: Provide 1-2 sentences discussing the issue or opportunity in general, and why it’s
important.

Observations: Outline what the specific issue or opportunity is, citing specific examples and why it does
not comply with best practice. If possible, quantify the impact of the issue or opportunity.

• Specific observation and insight
• Specific observation and insight
• Specific observation and insight

Recommendations: Outline the solution to correct the issue or take advantage of the opportunity and
provide specific action steps for implementation.

1. Specific action step and / or implementation guideline and / or example
2. Specific action step and / or implementation guideline and / or example
3. Specific action step and / or implementation guideline and / or example

Title Tags:

Medium Priority: Provide 1-2 sentences discussing the issue or opportunity in general, and why it’s
important.

Observations: Outline what the specific issue or opportunity is, citing specific examples and why it does
not comply with best practice. If possible, quantify the impact of the issue or opportunity.

• Specific observation and insight
• Specific observation and insight
• Specific observation and insight

Recommendations: Outline the solution to correct the issue or take advantage of the opportunity and
provide specific action steps for implementation.

1. Specific action step and / or implementation guideline and / or example
2. Specific action step and / or implementation guideline and / or example
3. Specific action step and / or implementation guideline and / or example

Meta Description:

Medium Priority: Provide 1-2 sentences discussing the issue or opportunity in general, and why it’s
important.

Observations: Outline what the specific issue or opportunity is, citing specific examples and why it does
not comply with best practice. If possible, quantify the impact of the issue or opportunity.

• Specific observation and insight
• Specific observation and insight
• Specific observation and insight

Recommendations: Outline the solution to correct the issue or take advantage of the opportunity and
provide specific action steps for implementation.

• Specific action step and / or implementation guideline and / or example
• Specific action step and / or implementation guideline and / or example
• Specific action step and / or implementation guideline and / or example

H1 Tags:

Medium Priority: Provide 1-2 sentences discussing the issue or opportunity in general, and why it’s
important.

Observations: Outline what the specific issue or opportunity is, citing specific examples and why it does
not comply with best practice. If possible, quantify the impact of the issue or opportunity.

• Specific observation and insight
• Specific observation and insight
• Specific observation and insight

Recommendations: Outline the solution to correct the issue or take advantage of the opportunity and
provide specific action steps for implementation.

• Specific action step and / or implementation guideline and / or example
• Specific action step and / or implementation guideline and / or example
• Specific action step and / or implementation guideline and / or example

Technical SEO:

Medium Priority: Provide 1-2 sentences discussing the issue or opportunity in general, and why it’s
important pertaining to technical issues such as: crawling, indexing, ranking, broken links, redirects to
name a few.

Observations: Outline what the specific issue or opportunity is, citing specific examples and why it does
not comply with best practice. If possible, quantify the impact of the issue or opportunity.

• Specific observation and insight
• Specific observation and insight
• Specific observation and insight

Recommendations: Outline the solution to correct the issue or take advantage of the opportunity and
provide specific action steps for implementation.

• Specific action step and / or implementation guideline and / or example
• Specific action step and / or implementation guideline and / or example
• Specific action step and / or implementation guideline and / or example

Off-Page SEO (Backlinks):

Medium Priority: Develop Website Authority & Link Building Strategy –
Evaluate current backlink profile and authority metrics to develop off-site SEO strategy and
opportunities including:

o Citation Cleanup (Directories, Company Listings, Etc.)
o Backlink Analysis and Cleanup
o Link Building Strategy

Provide 1-2 sentences discussing the issue or opportunity in general, and why it’s important pertaining
to link building.

Observations: Outline what the opportunity is, citing specific examples and how it can help increase our
off-site link building authority to our website.

Specific observation and insight

• Specific observation and insight
• Specific observation and insight

Recommendations: Outline a High-Level Link Building Strategy for HeroX and any necessary onsite
changes to support offsite optimization and link building.

• Specific action step and / or implementation guideline and / or example
• Specific action step and / or implementation guideline and / or example
• Specific action step and / or implementation guideline and / or example

SUMMARY OF RECOMMENDATIONS

1. * Summarize the recommendations for each item. Two or more recommendations can be
grouped together if closely related.

Examples:

2. Use HTML and CSS to display content currently served through Flash and JavaScript

3. Shorten the Title Tags for (10) pages to a maximum of 66 characters, and move the company
name to the end of the Title Tag.

4. Include optimized and relevant images on all content pages.

NEXT STEPS

1) *State who owns the implementation (HeroX, Internal Developers, Internal Copywriters, etc),
what will be done and timeline if possible. Two or more items can be grouped together if closely
related.

Examples:

• HeroX to work with internal developers to implement the required changes to display
search engine friendly content.

• HeroX to work with internal copywriters to increase thin content

Content Optimization: https://HeroX.com

INTRODUCTION

The purpose of this exercise is to audit ONE Google indexable page from https://heroX.com and find
ways to improve their existing content and technical elements using white-hat SEO tactics. Please note,
the intent of the recommendations that will be compiled need to have an alignment of the proper
keywords to be sprinkled throughout this document. Look to keep it natural and brief keywords
research will be required. Finally, the goal is to optimize a given page to enhance the client’s existing
keyword rankings and organic traffic.

OVERVIEW

This document provides recommendations to improve organic search visibility through on-page
optimization. Recommendations for various page elements have been provided to ensure that each
page is aligned with the suggested non-branded keyword strategy.

TABLE OF CONTENTS

Page Name ………………………………………………………………………………………………………………………………… 7

Page Name

URL

Canonical tag

Breadcrumb
Navigation

Schema Markup

Primary Keywords

Meta Title Tag

Meta Description

H1

Content

Alt Texts

Site Speed
Analysis