SEO Case Study Highlights
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Search Engine Optimization
©Copyright FusionSpark Media 2014
A Good Place to Start
Search engine optimization (SEO) is creating a website that is easy for both users Search engine optimization (SEO) is creating a website that is easy for both users
and search engines to find, and also to understand. By optimizing a website, it
becomes easier for search engines to find and rank that site and the higher a
website’s ranking, the more likely an Internet user is to visit that site.
Source: Moz “The Beginners Guide to SEO”
©Copyright FusionSpark Media 2014
Keyword Strategy
Identify search terms that might be considered low-hanging fruit –
search terms with low to medium competition, yet medium to high
average number of searches.
Compare national searches with regional searches to uncover
hidden opportunities and then compare rankings among
competitors.
©Copyright FusionSpark Media 2014
Keyword Resources
Google Adwords Keyword Tool
Wordtracker Free Basic Keyword Demand
Keyword Spy
Moz Keyword Difficulty ToolMoz Keyword Difficulty Tool
SEMrush
UberSuggest
Soovle (good source for long-tail)
Wordstream (good source for long-tail)
©Copyright FusionSpark Media 2014
Keywords by City
If regional use a city-specific rank tracker. You may find small, local
competitors ranking highly for desirable search terms.
Whitespark Local Rank Tracker
©Copyright FusionSpark Media 2014
Inbound Links & RDs
A search term analysis demonstrates how keywords make a
dramatic difference in visibility. A link analysis underscores the
value of having a strategic approach to keywords and the benefit of
high quality referring domains along with a content strategy.
Resource
Moz: Open Source Explorer
©Copyright FusionSpark Media 2014
Metrics Competitor 1 Competitor 2 Competitor 3 Client
Internal Links 1256 0 56 9
External Links 69302 1707 747 62
Linking RDs 1166 108 101 28
Facebook Likes 1426 19 35 0
Twitter 428 5 19 3
Google +1 148 0 1 1
Content Strategy
Although pure SEO tactics can make an impact on search
rankings within industries that lack a digital sophistication,
an effective SEO strategy places a premium on the
development of content that seeks to connect with the
interests of the customer.
©Copyright FusionSpark Media 2014
Title Tags
Title tags are the second most important on–page SEO element
(the most important being overall content). With Google’s new
SERP redesign, it’s now beneficial to shorten title tags, while
making sure they represent page content, not site content.
©Copyright FusionSpark Media 2014
Meta Descriptions
Accurate meta descriptions and a mobile-optimized site
design are important to attract and keep users coming to
the website.
©Copyright FusionSpark Media 2014
Responsive Design
A responsive website design is key to gaining site traffic.
©Copyright FusionSpark Media 2014
Alt Tags
High quality photography will stand out especially in an
industry riddled with amateur images. Good alt tag strategy
helps with search rankings.
©Copyright FusionSpark Media 2014
Anchor Text, Functionality, Citations
Anchor text: It is important to use keyword and topic-
specific anchor text when possible, however the anchor
text should be natural and make sense.
Site Functionality: Clunky navigation and 404 errors serve
to frustrate users and confuse search engines. to frustrate users and confuse search engines.
Citations : Citations are mentions of a business name and
address on other websites, with or without a link.
Consistency and accuracy is key.
©Copyright FusionSpark Media 2014