Google Adwords Irish Small and Medium Enterprises Association
IIA  

Sample Online Marketing Assessment

Sample Company Website Report

This is a sample of the analysis we will do for your company’s website, which we will present when we meet. It demonstrates your current performance in Google and it highlights areas which you could address in terms of developing an effective website.
It also shows some of the benchmark measurements we use in our Monthly Marketing support programme to help you drive leads from your website.

Date: 25/05/2011
Client name: Your Company
Website Address/ Addresses
URL: www.yourcompany.ie
PageRank: 3/10
Google gives a ranking of 0 to 10 for your web page’s performance. This is a general indication of how strong it considers your website page to be (typically we look at homepage).
Domain Name, Hosting & Location Notes
Your domain name (website name) should relate to your primary geographic target. Assuming your target market is Ireland, you should be hosted in Ireland with a .ie domain name. Ideally the product or service offered would also be in the name e.g. www.widget-suppliers.ie
Links to your Website: 35
This is the number of links from other websites to your current website. It’s an important part of your online marketing. Google places a high emphasis on the quality and quantity of inbound links. We can see who currently links to your website and who has links to competitor sites – these can be targeted to create links for your site Appendix 1; screenshot of sample report.
Google Analytics?
Inspiration use Google Analytics (GA) as standard on all projects to track site traffic and organic keyword performance. The Google account can be used to manage both the organic (non-paid) search results as well as traffic result from paid clicks via the Google AdWords account (where required and recommended due to potential returns).
Keyword research:
See Appendix 2 and a short report as a sample for 5 selected keywords.
Competition:
Here we’ll offer an example of the level of competition for the selected keywords in a global and local context. See appendix 3 for a sample
General Website Design and Usability
Here we will offer a quick but professional review of your current site focusing on calls to action, general SEO, usability and navigation, design etc.

Appendix 1: This image shows a list of websites links to a particular site (in this case Inspirations website). You can see in total there are 250 links to our website and there are 630 pages on the site that Google can see.

Appendix 2:

Note: This is a sample of where in Google.co.uk this website is performing for their targeted key terms


1: top of page 1 in the search results.
>10 : page 2 or more in the search results
The sample above is of a company that has been using our monthly marketing services for roughly a year from when this sample shot was taken. Our free initial analysis will show you how you rank currently with 5 selected keyword terms.

Appendix 3:


Here you can see a sample for the terms: online marketing, online marketing Ireland, online marketing strategy, online marketing consulting, affordable online marketing. The competition column shows the level of competition for each particular term, the global monthly searches is the number of searches for that term in the last month and the local monthly searches are the number of searches for each individual term in your target location, in this case Ireland.

Onsite optimisation

The main components of the Inspiration Online Marketing activity can be broadly divided into onsite optimisation techniques (putting in your key terms, adding content etc) and offsite optimisation techniques (such as adding links to your site from other websites)

Meta Data editing and Optimisation of existing Content
Why: Editing the background page code (Meta Data) allows us to indicate to search engine spiders what a page is about and which keyword themes to associate the page as well as images it may contain.

Addition of Keyword targeted articles
Why: Each SEO article is written with the intention of promoting the company as well as increasing your Search Engine rankings for selected keywords. Each Keyword targeted page is an entry point into your website and the articles section intended to entice the user to click on the main navigation buttons for more information. I.E.: each article page is written as a short informative ‘pitch’.

Search Engine Spiders do not visit every website the same number of times in a given period. A website that has a lot of relevant copy and is regularly updated is more likely to be indexed often by the Search Engines. Search Engines such as Google are more likely to reward such a website with better rankings that a stagnant small website.

Traffic Analysis and Conversion tracking.
Why: We need to keep track of conversions in order to look into whether there is potential to improve the ‘call to action’ features on the website. Month to month trending of website visits and conversions is essential an part of an outcomes-based optimisation programme.

Hosting Factors for location based targeting
Why: Google uses the location of the hosting as well as the country domain level to associate a website with a certain region. For example a website that wishes to rank well in Search Engines for UK search will do best if it has a co.uk domain and is hosted on servers in the UK.

Offsite Optimisation

Google AdWords
Why: Also known as Pay per Click (PPC) – Google AdWords – can be used to generate traffic quickly. An AdWords budget is calculated outside of the online marketing budget and payments go directly towards Google.

LinkBuilding (creating inLinks to the client website from external online resources)
Why: inLinks from websites well ranked high traffic websites have the dual benefits of directing both potential clients and the search engine spiders to your website. inLinks are assessed by search engine spiders based on the both the text in the link and the page content in order to determine which keywords to associate with your website. When LinkBuilding is done correctly it results in increased traffic and better rankings for keywords. Although the initial Linkbuilding will focus on free resources it may be recommended that future consideration be given to paid directory submissions to article directory websites for keyword-specific link-backs. A written budget will be submitted should this time arise.

Community & Social Media Optimisation
Why: A few industries enjoy the benefit utilizing Social Media websites (YouTube, Bacebook, LinkedIn) for promotions and general online presence. Community websites such as manufacturing directories and other themed multi-user websites can be useful for establishing a websites’ online presence within specific industries. Whilst Social networking sites tend to be free, community websites tend to be priced differently according to industry.

Press Release Distribution
Why: Expanded media coverage utilising free press release solutions (in most cases) as well as the added benefit of creating more inLinks to the website as per above.

Email Marketing Software
Why: Comprehensive email delivery service which includes the software platform for email delivery and the expert design, technical and marketing services to support a professional communications programme. Clients can also opt to utilise the email marketing software inhouse.