seo case study highlights

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”


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.


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)


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


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


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.


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.


Meta Descriptions

Accurate meta descriptions and a mobile-optimized site

design are important to attract and keep users coming to

the website.


Responsive Design

A responsive website design is key to gaining site traffic.


Alt Tags

High quality photography will stand out especially in an

industry riddled with amateur images. Good alt tag strategy

helps with search rankings.


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.


seo case study highlights

Marketing