Driving qualified traffic to your site
At VOLT LAB, we not only believe in the power of Search Engine Optimization (“SEO”), we understand it. It’s not some hocus-pocus web speak as you may have heard it described by naysayers and novices. SEO is a science and like all scientists, we’re constantly conducting empirical research, staying ahead of the latest discoveries and best of all, none of it involves scary white lab coats or tests on adorable bunny rabbits. The SEO Audit is our first interaction with clients where we analyse the site’s status and draft long-term sustainable strategies.
Scope of Services: SEO Audit
Search Engine Optimization starts with analysing where you’re at. Only then can we determine where you want to be. Volt Lab’s 6-step SEO audit allows us to perform an in-depth research into your existing site and provide specific recommendations to improve your rankings. After the SEO audit, we’ll propose a plan tailored to your needs that will present how we will achieve the final results. Here’s how we’ll approach the SEO audit:
1. Getting the lay of the land?
The first thing we do when auditing your website for SEO is to configure our crawling tools and start collecting data associated with your site to learn where you currently rank. We’ll review your Google Analytics and traffic patterns and consult Google
Webmaster Tools’ diagnostic tools. Having all of this data at our disposal we’re ready to begin the audit.
2. Auditing Accessibility
This part of the audit looks at how search engines are currently able to access your website. We want to make sure the basics are there and nothing is impeding the engines from crawling the pages. We’ll review the following (we love all these names as they sound like drones in Star Wars):
- Robots meta tag
- HTTP status codes
- XML sitemaps
- Site architecture
SITE PERFORMANCE: We realize you may not be familiar with some of these terms. If you have any questions please let us know and we’ll be happy to explain in everyday language! (We know how frustrating it is when you visit a doctor and they use medical terms, we keep it sweet and simple!)
Once we have determined the search engines that can access your pages, we need to ensure they’re actually indexing them (including them in results). We do this quite simply by running search queries through Google, Yahoo! and Bing, and learning how many pages on your website are being indexed. We’ll run brand searches along with basic keywords (industry, product, location) and record the results. In the event you’re being blocked we’ll investigate why and propose a solution to fix any errors and get your site back in the rankings.
4. On-page ranking factors
Now that we’ve determined your site is being indexed and crawled, we’ll undertake an in-depth review as to which factors on your site influence those rankings. We’ll look at the following items:
- Since a URL is the entry point to a page’s content, it’s a logical place to begin our on-page analysis.
- URL-based duplicate content
URLs are often responsible for the majority of duplicate content on a website because every URL represents a unique entry point into the site. If two distinct URLs point to the same page (without the use of redirection), search engines believe two distinct pages exist.
CONTENT: Content is the most important thing Google and other search engines look for when determining how to rank your site. We’ll analyse your content to determine whether your content is valuable to its audience and how targeted the keywords are. We’ll ensure it’s not spammy or difficult to read.
INFORMATION ARCHITECTURE: Information architecture defines how information is laid out on the site. It is the blueprint for how your site presents information and how you expect visitors to consume that information. During the audit, we’ll ensure that each of your site’s pages has a purpose. We’ll also verify that each of your targeted keywords is represented by a page on your site.
KEYWORD CANNIBALISM: Keyword cannibalism describes the situation where your site has multiple pages that target the same keyword. When multiple pages target a keyword, it creates confusion for the search engines, and more importantly, it creates confusion for visitors. (No humans were consumed or hurt during the writing of this paragraph)
DUPLICATE CONTENT: Your site has duplicate content if multiple pages contain the same (or nearly the same) content. Unfortunately, these pages can be both internal and external (i.e. hosted on a different domain).
HTML MARKUP: The markup in the source code of your pages is extremely important for how pages get crawled. We’ll focus on the title tags and meta descriptions, while also paying attention to headings and images.
OUTLINKS: When one page links to another, that link is an endorsement of the receiving page’s quality. Thus, an important part of the audit is making sure your site links to other high quality sites.
5. Off-page ranking factors
While what’s on your website is important for SEO, what’s off the website is just as important. Your site’s quality is largely determined by the quality of the sites linking to it. Thus, it is extremely important to analyse the backlink profile of your site and identify opportunities for improvement. We’ll review it from many angles, including:
- How popular your website currently is compared to the competition?
- Are you getting backlinks from popular websites?
- Are you gaining or losing popularity over time?
- Is your website trustworthy?
- How many domains link to you?
- What is the Page Authority and Domain Authority?
- How is your social engagement?
6. Competitive Analysis
After we’ve reviewed your site in detail, we’ll also compare it against three of your competitors. Our detailed comparison covers all the areas listed above. We then compile the data and translate it into actionable items.
To complete the work outlined in the project scope, we’ll need approximately two weeks from beginning to end, depending on when we receive feedback at each milestone. Upon signing the proposal we are prepared to start work immediately.
Based on the findings of the SEO audit, we will develop a rock solid SEO strategy to mobilize your trajectory. If you think of the SEO strategy as a road map then the SEO retainer is where we start to actually drive. Through an SEO retainer, we will execute your strategy and continue to refine as need be as we move forward.