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This presentation shows how internet marketing consultant, Gauge Potential, evaluates on-page SEO techniques and user experience to investigate an unknown drop in organic sales.
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For Profit Education CorporationpSEO & User Experience Review
January 1st 2013January 1st, 2013
www.GaugePotential.com
About Gauge Potential
Gauge Potential is a digital marketing consultant who specializes in moving predominantly brick and mortar businesses online We have over 10 years helping small‐ tobusinesses online. We have over 10 years helping small to medium‐sized companies succeed using proven techniques in interactive marketing, process improvement and b lbusiness consulting.
E tiExpertise:Digital StrategySearch Engine OptimizationSearch Engine MarketingeCommerceAffiliate Marketing/ CouponingWeb AnalyticsBusiness Process Improvement
Objective
Client Name
To evaluate why organic website leads have decreased in volume by looking at two scenarios:1. Investigate SEO that may be decreasing overall organic traffic1. Investigate SEO that may be decreasing overall organic traffic
2. Investigate changes in user experience that may be decreasing the number of organic leads generated per unique visitor
SEO ReviewSEO Review
www.GaugePotential.com
OverviewFor this analysis I evaluated the client’s current on‐page SEOFor this analysis I evaluated the client s current on page SEO techniques and two items stood out as being possible problems to investigate further. I recommended using a tool like HubSpot or Raven T l t t k f t h i ki h i ltTools to track future changes in rankings on search engine result pages so that issues can be identified and fixed more efficiently.
Losses in organic traffic can be caused by a myriad of possible occurrences but most likely are due to one of the following:
new competition entering the market,
veering from strict optimization guidelines over time,
changes to search algorithmchanges to search algorithm,
or changes to customer search behavior or volume
The following details two structural items that may be impacting client’s website SEO rankings.
1. Confusing URL StructureToday RecommendedToday
1. Criminal Justice in Baton Rouge– .../baton‐rouge‐criminal‐justice‐school/
RecommendedCurrently there are 3 different ways programs are organized within the
b l h h f h2. Pharmacy Tech in Cleveland– …/cleveland/pharmacy‐technician‐school/
3 Online Marketing Degree
website. Evaluate which of these page structures makes the most sense and stick with it.
h b l b3. Online Marketing Degree– .../Programs/Business/online‐marketing‐
degree/
I suggest the structure below but more in depth research may find additional SEO benefit from categorizing programs by schools of thoughtprograms by schools of thought (business, medical, technology) rather than by degree type.
HHome
Campus
Campus Name
Programs
AS BS Diploma
Program Name
Program Overview
Program Overview
Program Overview
1. Confusing URL Structure (Cont.)Today RecommendedToday
AS Criminal Justice– .../associates‐degree‐criminal‐justice‐
Recommended
Structure sub‐pages underneath parent pages to
overview/
AS Criminal Justice > Locations– …/criminal‐justice‐program‐locations/
p p gminimize the need to repeat keywords and to build a more accurate purchase funnel
AS Criminal Justice > Job Outlook
– /law‐enforcement‐careers‐job‐outlook/
accurate purchase funnel1. …/programs/associates‐
degrees/criminal‐justice/campus‐locations
…/law enforcement careers job outlook/2. Or …/locations/baton‐rouge/associates‐
criminal‐justice/job‐outlook
2. Navigation & URL Structure
The title tags seem to have diverted from matching with the page content. In the same way you would not send PPC traffic to a program overview page for the word “Electronic Technology Jobs” you should keep your keyword phrases relevant to the page’s content.
• Example• Example– Title: Electronics Technician Training | Electronic Technology Jobs |
Electrical Repair Tech Career | Remington CollegeClient Name
• “Job” and “Career” keyword phrases should be applied to the Job Outlook pages not necessarily the overview pages
– More over you may want to closely mimic the home pageMore over you may want to closely mimic the home page keywords to stay consistent with the websites overall subject material
• Electronics Technician College | Electronic Technology Career Training | Remington CollegeClient Name
Additional Suggestions1. Use a Geo Tag generator to place location specific g g p p
latitude/longitude info on campus pages which is used by Binghttp://www.geo‐tag.de/generator/en.html
2 Look at your inbound links for spammy sites reducing search2. Look at your inbound links for spammy sites reducing search engine authority
3. Make sure your Page Titles match the page URL, content, and Header tagsHeader tags
4. Place the campus street address on each campus page5. Consider maturing home page keywords to be more relevant
to the site’s overall focus6. Home page title tag repeats “Remington College” in front and
rear of tagClient Name
g7. Generate customer centric “soft” content to further expand on
available keyword phrases like how to articles and quizzesExample:Example: http://www.lowes.com/cd_Pick+The+Perfect+Christmas+Tree_1285359645_
User Experience ReviewUser Experience Review
www.GaugePotential.com
1Client Name Client Name
Content Block3
2
Content Block
1. The content below each link detracts from the item itself. Consider using tool tips that explains each link or a drop down for the ZIP Search so that the additional content can be removed This should maximize the visibility of the call to actionremoved. This should maximize the visibility of the call to action.
2. The image on this page does not scream “Criminal Justice” and the page heading is easily missed. If I landed on this page from a search engine it would be difficult to tell where I was.
3. Request information gets lost among competing calls to action and more appealing imagery.
Client Name Client Name
2
Content Block
31
Content Block
Content Block
45
1. Overview link is not visually selected or highlighted which can cause a user to get lost2. Add a breadcrumb so users know where they are & how to get back to where they came3 Sub navigation is not hierarchically structured under Criminal Justice Programs3. Sub navigation is not hierarchically structured under Criminal Justice Programs
a. For instance …/criminal‐justice/locations4. Action boxes duplicate the sub‐navigation (consider removing action box or sub nav bar)5. Submit button font should match the 800‐number in the phone number graphic at top
Content Block12
34
5Content Block
hi k i d h f i f h d b h i b h i d
4
1. In this mockup, I increased the font size of the H1 and brought it above the image to draw more attention to where the visitor is on the site
2. I minimized the image so that the content could be flattened out & more of the page detail below can be viewed
3 Th b i i d i b d h b b i i b h b l h b3. The sub‐navigation was turned into tabs and the sub‐sub‐navigation was brought below the tabs to make surfing the site more fluida. Sub‐navigation and sub‐sub‐navigation will need to follow a structured hierarchy under ../Criminal
Justice Overview/Career Training4 I d h h b il h d d li h bb d b i i d b h h4. I removed the thumb nails that created a duplicate route to the tabbed sub‐navigation and brought the
content up5. By Adding of the eye brow over the lead form I feel more eyes will be drawn to fill out the form as their
next action
Navigation & URL StructureAgain, the url structure is causing a confusing user experience and may be causing duplicate content issues. If I click down to the Baton Rouge page then select Cosmetology I get to the overarching Cosmo page (…/cosmetology‐beauty‐school‐overview/), why was I not brought to the Baton Rouge‐specific Cosmo page (…/baton‐
/ l b h l/)?rouge/cosmetology‐beauty‐school/)?
Home pageHome page
Location
Baton Rouge
Cosmetology
www.GaugePotential.com