Keyword Research & SEO Audit

SEO Chiangmai – Keyword Research & SEO Audit

Congratulations, you are on your way to effective SEO results by engaging SEO Chiangmai to perform Research, Analysis and Benchmarking. Here are a number of the steps and deliverables which may be included in the research engagement.

Keyword Research

Keyword research is the cornerstone of Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Keywords are discovered through an iterated process of analyzing any initial site as well as competitor sites as well as Google, Yahoo and Bing search engine performance. A list of from 30-90 keywords will be generated and an initial site ranking as well as competitor rankings are benchmarked. Information provided includes the relative frequency, value and overall market size of keywords, and the monthly value (compared with market price for advertising).

For International SEO there are many cases where multi-lingual keyword research needs to be done to target multiple markets.

Domain Research

Along with keyword research is domain name research. For many clients, changing domain names is considered daunting. However, we have always found excellent results in search rankings through changing domain names, or in some cases creating a secondary website with a new domain name. Unregistered domain names are widely available, and there is also a significant aftermarket. International SEO and targeting local markets and in-country searches could be furthered with country code-based top-level domains We can manage price negotiation or take part in domain name auctions on behalf of the client.

Competitor Analysis

Competitor analysis provides a wealth of information, including what competitors are doing right (and how to emulate that behavior) and where competitors may be outflanked with particular SEO strategies and tactics. A list of three competitors is initially requested, but our discovery process generally uncovers competitors who were initially not considered or are more competitive than originally thought. We also do keyword, backlink and site benchmarking against competitors. Page benchmarking can be done as an advanced SEO project.

Backlink Analysis

Linking behavior is very important for search engine ranking. Links are considered the residue of traffic and Google uses them to generate the basic PageRank of a site as well as assign relevance for keywords (from the anchor and title text). Understanding where backlinks come from for one’s own site and for competitor sites helps shape the tactics for outperforming the competition. Social media linking behavior is a part of the backlink analysis task.

Site Benchmarking

The benchmarking of a site includes site-wide factors such as use of sitemap.xml, presence of an RSS feed, domain age, canonical settings and home page title and description as well as a Google Places listing. All of these are site-wide factors for SEO that should be compared. We include external Social Media accounts (as they produce direct links back to the original site), including Flickr, YouTube, Twitter and Facebook.

Page Benchmarking

Pages perform individually and work together to gain overall SEO effectiveness. Each page can perform individually against certain keywords and have their own traffic profile. To benchmark a page, the time-on-page and abandonment rates should be determined and then the On-page SEO factors should be assessed including page length, title, description, H1, H2, images and image alt and title, outbound link anchor, title text and linked page PageRank. Link anchor text and title tags for navigation as well as page URL can all be analyzed for optimization opportunities. Before any page or site redesign should be undertaken, page benchmarking should be done. Some pages work well and others underperform. This information is vital to help guide redesign or optimizations.

Advertising Analysis

Clients who have previously performed Google Adwords, Google Display Network and Facebook advertising will want an analysis of previous campaigns and their effectiveness.

Ecommerce Analysis

Visitors, engagement metrics and conversions are all part of Internet marketing. For ecommerce sites there is even more information such as cart abandonment rates and purchase size which can be analyzed and better understood to guide SEO.