SEO Analysis & Proposal 3 11-2015

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 1

SEARCH ENGINE RANK REPORT & COMPETITIVE INTELLIGENCE

ANALYSIS PROPRIETARY AND CONFIDENTIAL

This Search Engine Results Page (SERP) rank analysis, Pay-per-Click (PPC) study and Competitive

Intelligence data was prepared exclusively for Versa Products, Inc.

Produced by

Kevin D. James

[email protected]

Google Engage Agency

YouTube Partner

Google AdWords Certified Individual

Google Analytics Certified Professional

Yahoo Search Ambassador

URL Domain(s): www.versatables.com | www.thrivefurniture.com | http://www.zerogravitytables.com

ANALYSIS PERIOD: August of 2009 through September of 2013

SEARCH ENGINES REVIEWED: Google USA, Google Yahoo, MSN Bing, AOL and Alexa

SOCIAL MEDIA PLATFORMS / MICROBLOGS: Facebook, Twitter, Pinterest, Yelp.com, Linkedin.com, Flicker, Tumblr

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 2

OBJECTIVE The ultimate aim of this report and proposed marketing strategy recommendations is to accomplish the following:

1) Establish, improve and enhance global brand equity

2) Achieve prominent search engine result query visibility

3) Attract and engage potential customers utilizing new social media tools and applications

4) Improve overall conversion rate of online shoppers when visiting Versa Products hosted platforms

SEO TOOL KIT In compiling this report, the following SEO tools were used;

Alexa – Alexa is the leading provider of global web metrics. Use Alexa to discover the most successful sites on the web by keyword, category, or country. Alexa’s

analytics tools offer rich competitive analysis reports, benchmarking, market research, or business development.

Compete.com – Competitive research tool showing keywords that send competing sites the most traffic. Rather than scraping search results to track rankings, it

looks at US clickstream data from ISPs, a panel of users & those that have their toolbar installed.

iSpionage – Comprehensive intelligence reports on your competitor’s organic SEO and paid search ad spend.

KeyCompete - shows keywords that competitors are buying.

SEO for Firefox - a free Firefox extension which adds many search engine optimization data points into Google's SERPs and Yahoo!'s SERPs on the fly.

KeyWordSpy - similar to KeyCompete, but with more data, including cached competitor ad spend, ad copy and affiliate data.

NetPeak Spider - “Netpeak Spider” is designed for scanning the sites and exporting the key SEO parameters of pages by own robot. It is also possible to export

collected results in Excel format. It characterized by high speed of operation, possibility to calculate internal PageRank of the pages and opportunity to work through

proxy-servers.

SEM Rush - competitive research tool covering both AdWords & organic search results, adding data like keyword value and keyword volume to ranking data. In

addition to tracking Google's global search results, they also track Bing & about a dozen different regional / country specific Google result sets.

www.woorank.com– View the top organic keywords and key phrases used on any given website allowing it to rank high on Google.

SearchMetrics - offers SERP ranking data & link data. Provides historical ranking data, as well. Primarily focused on enterprise-level clients, but has a more

accessible lower cost Essentials level.

WebiMax.com – the ultimate website analyzer offer a wealth of tools and metrics not available with Google Analytics.

o On Site (On-Page) - Optimization-Technical enhancements to increase page speed and Target the site (and pages) toward specific keywords

o Off Site Optimization - Content distribution and marketing, back link building Content Development- Both on and off site creation of high quality,

authoritative content (text, video and more)

o Social Engagement - Increasing your sites social following and engagement (Google+, Facebook, Twitter and more)

o Link Building - Gaining backlinks to your site relevant, authoritative webmasters

o Local SEO - Google places optimization services and geo-targeted SEO companies for brick and mortar businesses

o Google Algorithmn Updates - Staying up to date on recent changes in Google's updates

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 3

CURRENT STATUS

Overall SEO Grade: D | Poor

123 Critical SEO Errors, Mistakes and Omission

94 Important SEO Fixes

33 Passed Check

16 Unresolved Checks

versatables.com - SEMrush's main report for domain (for google.com database)

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 4

Image1. Organic SEO traffic (highlighted in blue line) remained flat and consistent throughout the eight month period.

Sponsored Ads traffic failed to boost organic search visibility. This is problematic in that sponsored advertising should actually boost

organic search engine rank visibility.

Sponsored ads help increase brand awareness, boost organic SERP and draw previous site visitors back to the website.

Why was there no increase in organic search engine rank prominence? Because the www.versatables.com website lacks the proper

SEO structure to accomplish this objective.

Image 2: Notice that 3 out of 5 organic keywords are in fact, the company brand. In contrast, we see that keywords used in paid ads

are generic. These are keywords a potential shopper may actually use. This inconsistently reflects the lack of an actual SEO strategy.

Keywords and key phrases should always be used in both on-page SEO and repeated on paid advertising campaigns.

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 5

Three key components are represented in a Search Engine Result Page

1) The User's Search Phrase or Query - This is the thing a searcher types in. In the example above, someone is looking for

information or products relating to Apple computers.

2) Organic SERP Listings - These are the "natural" listings. To produce these results, Google uses a series of metrics to ensure that

your site is relevant. To have your site show here, you have to effectively "score well" on that algorithmic test.

3) Paid SERP Listings - These are advertisements, or "sponsored links." You can have your ad displayed here by launching a pay-

per-click search campaign, and by ensuring that your maximum CPC bids and Quality Score allow you to secure a high enough

ad position for the keyword you're targeting.

POSITIONS

Image 3. Total: 81 Organic keywords [This is a waste of ad spend. VersaTables.com needs only 10 to 15 keywords and key phrases for maximum effectiveness.

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 6

Image 4. Notice that we find the VersaTables® brand name is used and emphasized in organic keyword selection. However, the actual name of a specific

table or product is not found. In other words, the online ad spend is not actually promoting a specific product or group of products.

Indeed, there are specific products that need to be promoted and sold.

An immediate correction of these keyword errors is necessary to maximize ROI.

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 7

KEYWORD FAILURES

Image 5. This table highlights the importance of being consistent with keywords and key phrases. Notice that none of the most effective keywords are used

in Site Titles, Site Descriptions or in “H” tags.

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 8

Thrivefurniture.com Page Rank | 3 (Google.com)

Alexa Rank | 173,176

Unique Backlinks: 273

CRITICAL ERRORS & WARNINGS

<h1> Headings Status Failure

None of the webpages contain ‘H1’ heading. H1 Header Code is not provided on individual pages of the various websites of

thrivefurniture.com and versatables.com. The following content appears where H1 Header code belongs:

[computer furniture, computer racks, computer desks, keyboard tray, laptop desk, keyboard arm, monitor arm, classroom furniture,

computer lab furniture, classroom computer furniture, school computer furniture, drafting table, medical furniture]

The single most important Meta-tag issue is H1 Header code for the following reasons:

1) It’s the highest level tag that describes what a specific webpage is about. It should not be confused with a ‘Site Title’ or “Site

Description’.

2) Search engines generally give this tag more weight over other headings, subsequently good H1 tags will improve your search

engine ranking when you use it correctly and in conjunction with other onsite SEO techniques.

Best Practices – H1 tags should contain important keywords and help organize individual page content into sections, so readers can

scan your page and decide if it’s something they’re interested in reading.

The H1 tags should contain your most important keywords for each specific page and if possible the first word or words in the H1 should

be the keywords. These should also match the page title keywords and META keywords. The most effective page titles are about 10-70

characters long, including spaces. *thrivefurniture.com and versatables.com do not have properly written Page Titles or H1 Headings.

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 9

<h2> Headings Status Failure

Webpages contains H2 headings, but all of them have blank content.

Fix: Produce H1 Header content for each individual webpage that features an actual product. Each individual page will have its

own exclusive Heading, Title, Page Description and Keywords.

Meta-tags Errors & Mistakes

WARNING: 2 keywords are repeated more than 5 times on several pages of both websites.

o Google and Bing ‘flag’ these META Tag errors as ‘keyword stuffing’. (computer, furniture)

TITLE Header Tag Error : # characters: 107 (we recommend less than 60)

WARNING: Site Title on www.versatables.com has 107 characters.

o We recommend less than 60 as a recognized SEO best practice.

Lack of Content | Copy Analysis

Websites www.thrivefurniture.com and www.versatables.com has as average of only 277 words. Multiple studies have shown that

having 2,000 words on this page will dramatically improve its optimization and rankings.

Integrate Yelp.com Into the Online Shopper Experience

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 10

Failure to Optimize Images

Examples of current image tags:

http://images.versatables.com/segment_products/family_37/segment_1/images/normal_RST-RST-72x30-BC-055-1160x870.jpg

http://images.versatables.com/segment_products/family_9/segment_1/images/normal_BCT-001_BCT_011712_Black_Single_V1_00000-BC-

1160x870.jpg

http://images.versatables.com/segment_products/family_9/segment_1/attributes/bct-education-02.jpg

http://cdn3.bigcommerce.com/s-

uruhpj/products/126/images/691/White_Standing_Desk_Single_Monitor_Setup_Details__85456.1409249078.432.750.jpg?c=2

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 11

Why Image Optimization Is Important

An accurate text description of an image is valuable to search engines, and visually-impaired or blind website visitors. It’s also

valuable to websites in potentially generating traffic from image searches as well as avoiding losing potential customers.

This text is contained in the Alternative Text or ‘Alt’ attribute, which is seen by search engines, various social image sharing sites

(e.g Pinterest), and is converted to speech by software for the visually impaired. This makes an accurate description of the

content of the image highly important.

Getting it done

Ensure your descriptions are accurate for the content of the image. Avoid “Alt Text” longer than seven words. The absolute

maximum would be 150 characters including spaces. Use the most relevant descriptive keyword, and avoid repetitive keyword

stuffing. Consider how users performing an image search may look for different attributes than a web search. File names and

captions.

Image Alt Test Failure

Your webpage has 17 'img' tags and 9 alt attributes are empty or missing. [ www.thrivefurniture.com |

www.versatables.com ]

Sitemap Failure

Neither website, [www.thrivefurniture.com and www.versatables.com] has a sitemap file. Sitemaps can help robots index

your content more thoroughly and quickly. Read more on Google's guidelines for implementing the sitemap protocol.

Code-To-Text Ratio Failure

A check of webpage source code measured the size and amount of text content compared to the structure (HTML code). This percent is not

a direct ranking factor for search engines but there are other factors that depend on it such as sie loading speed and user experience.

www.thrivefurniture.com – page size (source code) is 40.18Kb and the content text size is 2.38Mb. The content text represents 5.92 from your

webpage source code. This is a very low ratio. It means the website needs more text content.

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 12

URL Canonicalization Test Failure

http://www.versatables.com and http://versatables.com should resolve to the same URL, but currently do not.

IP Canonicalization | Failure to Redirect To Site Your site's IP 108.166.28.135 does not redirect to your site's domain name. This could cause duplicate content problems if a search

engine indexes your site under both its IP and domain name.

Overall Keyword Density Failure 0.9% in the entire website www.thrivefurniture.com and www.versatables.com

A keyword density of 3-7% is usually a good average. More than 10% may be seen as "keyword stuffing" and could negatively affect

your ranking. Don't obsess over keyword density - instead focus on writing clear, readable content that sounds natural.

W3C Validation Failure

Score: 0 / 10

66 errors, 5 warnings

www.thrivefurniture.com

Brand search engine ranking will improve as a byproduct of creating valid, standards-based, semantic HTML. Try to eliminate HTML

errors and be sure to use paragraph, header, and list tags when appropriate.

[Visit http://myfreeseoreport.com/sites/f094da3f2f5443b4b7fd76/reports/94b9bd5ba9e94d44a33edf/w3c ]

PAGE SIZE & LOAD SPEED ANALYSIS HTTPS://OPTIMIZEMYSITE.COM/SITE/WWW.VERSATABLES.COM/VIEW/79975

Pages load too slowly.

SECONDS 3.72

KILOBYTES 1116.26

REQUESTS 32

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 13

MOBILE ANALYSIS (Failure)

Mobile sitemap is missing

Apple icon missing

Viewport meta tag missing

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 14

TRAFFIC ANALYSIS

42% of all traffic drawn to www.thrivefurniture.com comes via Google AdWords. *60% up to 90% should come via organic SEO.

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 15

RECOMMENDED FIXES

www.versatables.com

Index Page Title

Computer Desks, Tables and Business Furniture - Versa Tables

Site Description

Versa Tables is an American manufacturer of high quality home and office furniture, computer desks, tables, wall mounts,

and chairs.

Meta-tags

<title>Business furniture, computer desks and tables. Versa Tables</title>

<meta name="keywords" content="business furniture, office furniture, computer desks, zero gravity tables, versa tables"/>

<meta name="description" content="Versa Tables is an American manufacturer of high quality home and office furniture,

computer desks, tables, computer wall mounts." />

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 16

RECOMMENDED META-TAG FIXES – www.thrivefurniture.com

TITLE Header Tag: # characters: 73

o I recommend less than 60 based on SEO white hat best practices.

WARNING: Your Title has 72 characters.

o I recommend less than 60 based on SEO white hat best practices.

Incorrect Site Title Content:

o “Mid Century Modern Furniture - Thrive Home Furnishings - Made In America”

Fix Current Site Description: [www.thrivefurniture.com]

“Shop High Quality, Custom, Mid-Century Modern Furniture Reproductions - Made in America in our Eco-Friendly Factory. Modern Sofas,

Sectionals, Chairs, Ottomans, Credenza and More!”

Change Site Title To: “Quality modern furniture based on mid-century style. Thrive Furniture.”

Change Site Description To: “Shop American-made, high quality, mid-century looking modern furniture. Modern sofas, sectionals,

chairs, ottomans, credenzas and more. Thrive Furniture. “

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 17

GOOGLE ADWORDS – Snapshot Overview

Overall Grade: D

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 18

The top four biggest PPC mistakes:

1) Never use the website Home Page as the actual landing page in your ad. Instead, draw your audience to a

unique landing page.

2) Not bidding enough to secure a top spot. PPC works on an auction model, giving you, the advertiser, the option of

deciding how much you want to pay for a search term. In effect, you can choose how high in the ad listings you

want to appear. All else being equal, the more you pay relative to other advertisers, the higher your ad will be.

3) Not making your ad copy specific. Yahoo allows 190 characters (including spaces) in a text ad.

4) Failure to align the landing page with searchers' preferred keywords.

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 19

Versa Products® does not appear in search result listings for any key phrases for office furniture or business furniture in Beverly Hills or Los

Angeles, California. This failure of local search optimization must be repaired immediately.

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 20

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 21

Versa Products® does not appear in search result listings for any key phrases for “American furniture and tables in Beverly Hills” or Los

Angeles, California. This failure of local search optimization must be repaired immediately.

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 22

ASSESSMENT As you can see from the paid adverting content, the actual brand name is promoted instead of integrating keywords and actual

search team used by potential shoppers. This is a paid search advertising mistake.

Online branding is not necessarily ROI driven in that ad content does not feature an “call to action”. However, Paid

advertising should focus on lead capture or sales. True Religion is wasting a significant amount of money by failing to

attract their target audience by using preferred keywords and incorporating landing page that presents a call to action.

PPC KEYWORD SELECTION & ROI

ROI is the measurement by which one can calculate how much revenue has been generated from PPC advertising.

Kevin James will evaluate the website and social media page “frequency of appearance” on the search engines, consider the

number of visitors to specific pages on a website in relationship to the number of site visitors who take a desired course of action.

Here is a useful ROI calculator; http://ncalculators.com/profit-loss/pay-per-click-roi-calculator.htm

Search Engine Rank Position Analysis and SEO Marketing Plan of Action 23

ACTION PLAN

30 | 60 | 90

First 30 Days | Key Tasks

1) Benchmark current organic SEO and Paid Search Advertising status

2) Competitive analysis report for the main keywords

3) Keyword research and keyword density analysis

4) Inclusion of Backlinks and Anchor Text Analysis

5) Link Development Campaign

6) Search Term and Phrase Combination w/Integration into the website

7) Manual submission of website to major search engines and Directories

8) Monitoring and maintaining search engine placement | Includes delivery of daily/weekly reports

9) Analysis and recommendations to create a Link Development Campaign

10) Recommendations for ongoing content creation and updates

---- To Be Completed ---