What is SEO Analysis?

SEO analysis is the process of closely examining a website to gain a better understanding of how well the site has been optimized and what can be done to help the site improve.

SEO analysis requires brands to first take a careful look at the content they have on their page. They want to see what keywords their content has been optimized for and how well that content performs. This can be completed easily on the BrightEdge platform by plugging the brand URL into the Data Cube to see what keywords the site ranks highly for. Diving into keyword reporting also brings up information regarding what individual page ranks for the keywords in your keyword groups.

what is seo analysis? - brightedge The next part of an analysis involves looking at how this performance impacts the brand. You want to gauge how high your content ranks for the targeted keyword, how well content has been optimized, and how this impacts traffic rates and leads. This can also be done through the BrightEdge platform by looking at the Page Reporting feature and setting up dashboards to track traffic over time. A ContentIQ analysis will also help you pinpoint potential errors that could be hurting your SEO progress, including missing meta data or keywords that have not been used optimally.

Knowing how to do website SEO analysis can give you a far greater insight into the performance of your page and how best to move forward. Remember that the higher the page ranks on the SERP, the more traffic it can bring in and thus the more leads and customers. When brands develop a better understanding of their current level of optimization, they can find areas where they can improve.

How Do I Analyze Website SEO?

To do a website SEO analysis you want to follow these steps.

Make a list of the content you currently have on your site.
Use the BrightEdge platform to determine what keywords your domain already ranks for.
Note the current ranking of these pages for these target keywords.
Run an analysis with ContentIQ to find any weak areas of your content. This includes weak keyword usage or missing metadata.
Use Google Search Console to identify important data regarding your traffic on each page, the number of leads that come in through your website, and your conversion rates.

As you build your SEO analysis, look at areas where you can improve. Identify the weakest pages, the ones that do not run well and do not effectively bring in new visitors and encourage them to progress through your conversion funnel. This will help you know where to get started with your optimization process.

You can also use your analysis to see what types of keywords your site still needs content for. You can then start to build a content calendar around these gaps and bolster your site with new content.

By taking the information from your SEO analysis, you will have the information you need to improve your existing content and make it more appealing for the search engines as well as a strong content calendar to build up your buyer's journey with.

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What is SEO Analysis?

SEO analysis is the process of closely examining a website to gain a better understanding of how well the site has been optimized and what can be done to help the site improve.

How Do I Analyze Website SEO?

To do a website SEO analysis you want to follow these steps.

Make a list of the content you currently have on your site.
Use the BrightEdge platform to determine what keywords your domain already ranks for.
Note the current ranking of these pages for these target keywords.
Run an analysis with ContentIQ to find any weak areas of your content. This includes weak keyword usage or missing metadata.
Use Google Search Console to identify important data regarding your traffic on each page, the number of leads that come in through your website, and your conversion rates.

Request a personalized demo of the BrightEdge platform today.

How Do I Improve SEO Rank?

Your SEO rank refers to where your website falls on the search engine results page, or SERP. Improving your ranking revolves around a better understanding of what visitors and the search engines want to see and then addressing these issues on your site.

When people type or speak a query for the search engines, they receive a list of sites that are ranked in the order of their likely relevance to the query. Google continues to refine their algorithm as they gain a better understanding of the intent of their users as well as the quality of the different websites.

how do i improve seo rank? - brightedge Where a particular website falls on the SERP can have a serious impact on how many clicks and visitors a particular website receives. Studies on the issue have found that websites in the top three positions will receive 52 percent of the clicks, with the rate of clicks quickly falling to a mere 2 percent and lower by the bottom of the first page. Therefore, brands who discover how to increase their SEO rank can have a dramatic impact on the success of their site and their bottom line.

The search engines want to find websites that best answer the query of the user. Therefore you want to make your site appear:

1. Relevant. It should clearly show the search engines and the potential readers that your content addresses the needs of your visitors. This means that it should contain relevant keywords including semantically related keywords, helpful metadata, and a trustworthy web layout.

2. Authoritative. The content should be written to demonstrate authority on the subject. Ideally, it should be well-cited, proving that the content is not just the opinion of the creator, but carries weight. The author should also ideally have expertise in the field.

3. Expertise. The creator of the context should have demonstrable expertise in this area and their credentials should be featured prominently on the website so that visitors, and search engines, can easily see why they should trust this particular person.

4. Trustworthy. The content should be trustworthy, which means that the content and the entire domain should appear credible and give readers a reason to remain on the page. This means designing a website according to the latest secure search best practices, and not creating a site that could be mistaken for spam. It also means asking yourself how this particular piece of content will help users in their quest to find answers.

To improve SEO rank, brands should therefore focus on the user experience they create within their site and the level of content they produce. Ensuring that their content addresses the needs of their users and provides an in depth, expert-level understanding of the topic will help to raise an SEO ranking and help the page bring in more traffic.

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The search engines want to find websites that best answer the query of the user. Therefore you want to make your site appear:

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How Do Search Engines Like Google Work?

How Google works:

Google works by scanning or ‘crawling’ the millions of websites on the internet and gathering important information from these sites about their content and how helpful they will likely be for users interested in this topic.

Google has a software crawler, referred to as a spider or bot. This spider regularly goes out and crawls websites available online. When it lands on a website, it picks up important data markers, including important key terms that indicate the topics covered, traffic to the site, how the site is constructed, and how relates to other sites on the topic. It then uses the information to process its algorithm.

Websites get crawled regularly, without any input from website owners. Sites that receive high amounts of traffic and regular updates will naturally receive more frequent crawls than those who do not have either of these traits.

Website owners do have the ability, however, to request that Google crawls their page if they post an important update or piece of content and they do not want How do search engines work? Learn more - BrightEdge to wait for the search engine spiders to notice it naturally. Websites and individual web pages will only be added to the index once they have been crawled, so requesting a crawl on websites can be valuable for those who want to get their material noticed and in front of potential users on the search engine.

The Google algorithm is a sophisticated calculation that takes in countless data points from millions of websites online and computes their relevance to the queries that users type in. When someone asks Google a question, the algorithm computes the relevance of the different sites using the data points the spider collected. The result it returns to the user is known as the search engine results page, or SERP.

The algorithm remains highly confidential, unknown to people outside of the company. Marketers, however, have used a variety of tests and experiments along with conversations with Google representatives to better understand the types of factors Google takes into account.

Through these conversations and tests, we know that the algorithm cares about factors such as page speed, mobile friendliness, keyword and content relevance, and domain authority.

The Google algorithm does not remain static. The search engine regularly looks for ways to update the algorithm to better reflect the needs of users. Its goal remains to provide users with an optimal experience so they will continue to use the search engine. For this reason, the search engine wants to refine their ability to understand user intent and website content. When they make these changes, you will hear marketers refer to algorithm updates. Often, these updates result in shakeups regarding how highly pages rank for different types of queries.

How Google works:

Through these conversations and tests, we know that the algorithm cares about factors such as page speed, mobile friendliness, keyword and content relevance, and domain authority.

Teradata Achieves High Rank and B2B Lead Generation

Teradata's Global SEO Strategist, Ron Weber, utilizes BrightEdge to optimize all aspects of their Content and SEO strategies

Transcript from Teradata's SEO Story:

The current program at Teradata really was when I took over it was a house on fire. We had a lot of technical issues. We had a lot of content issues. And really it was starting from scratch. It was really analyzing what was happening with the site from all angles and figuring out what to do next.

I am the only person in SEO at our company. I do work with a content team. I have a vast array of resources at my disposal. We have a lot of content-rich assets that are already in place - just a lot of pages that needed to be optimized.

My digital team, which was four people back in March, is now eight. The commitment from management is there. We're pulling resources from all other departments. SEO-led, digital-led; is really what the call to arms is at my company.

The house was on fire when I took it over - a lot of technical SEO work had to be done. Now, we're to the point where we are driving leads. B2B lead gen is the sole focus of our website - that's what SEO is driving towards - that's what everything is driving towards.

As an example, when I first took over SEO I realized that that our cloud section was under-served, under-utilized, under-optimized. I took the section, and I had an SEO led strategy which doubled the number of pages. We went from 14 pages to 28 pages within the span of six weeks put up those pages quickly. They all had SEO journeys in mind. They were all SEO optimized.

The number of keywords in the first position have doubled, the number of keywords in our second position have doubled, and the number of keywords, just across the board, have doubled rankings, all the way from page one to page four to 10. The net impact on the leads that we’re gathering specifically to cloud have been three times what they were back in June.

Our company focuses on megadata customers. I can't quantify what that is, but I do know that the number of leads that are coming from our megadata customers are significant; much more so than prior to doing SEO.

ContentIQ and, as I mentioned, our platform was on fire when I first started in and so being able to see that from BrightEdge perspective was great. And seeing that score tick up, week after week has been really part of my winning strategy.

BrightEdge affects my content strategy in the most impactful way which is looking at competitors. That is something that has served me well for the number of years I've had BrightEdge. And being able to know what my competitors are ranking for that we absolutely should be ranking for is one of those things that I can bring to any content team and bring them the reason to believe why they need to produce content.

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Teradata Customer Story

Starkey.com Excels at SEO and Content Strategy with BrightEdge

BrightEdge provides Justin Young, Manager of Corporate Digital Marketing at Starkey, with the all-in-one SEO Platform to keep his SEO Program running at peak efficiency

Transcript of Starkey.com's SEO Story:

It's myself and an analyst who kind of give the direction and the consulting of SEO for Starkey.com. And we have three writers and a handful of creative people. We have a handful of people who do the measurement and analysis of SEO for our .com, as well as integrating with our content, writers, our creative team, and our development team to fill every need to make sure we rank as high as possible in the very competitive vertical of hearing aids and hearing related devices.

Our SEO program is pretty unique where we have to curate content for people seeking hearing aids for personal use and people seeking hearing aids to sell to patients. We've kind of developed our website to fill the need of needs of both - where people can research products and how they help people from a technical capacity.

BrightEdge has helped us develop the strategy to meet that unique need of fulfilling both of those audiences for Starkey.com

The goal of Starkey.com is to be the online experts of hearing loss and hearing aids. We have two pillars of the website itself. Where one side is all about hearing loss; it's the kind of upper funnel, if you will, of the user journey. Where people are exploring and understanding what hearing loss is, how it happened, how do you treat it, how is it preventable, and how to live with hearing loss once you realize you have it.

Then we have the other side of Starkey.com which is all about the hearing aids itself. We talk about our products features and benefits, a little bit about tiering and cost of the products. Because, again, it's a unique website where we have to have content for both the user and the seller.

The marketing executives are very aware of the shift to digital. They know how important it is to invest in digital tools and platforms to be present and combat, defend your visibility on search engines on the internet. That's part of why I'm here. They see the value in investing in search engine optimization and being present in a digital space. For a long time, even up until the last five years, print was still working very well in the hearing space.

The integration with Google Search Console and the supplement of ContentIQ are probably my favorite features in in the BrightEdge platform. ContentIQ is awesome because it gives the very easy direction to improve your website from a technical perspective. And then just feeding in Search Console data into BrightEdge gives that holistic view of what Google is seeing and how and the power of BrightEdge is combined. It creates this kind of magical spot of search tracking and insights and recommendations to make the right decisions to keep your web properties present on Google, Bing, Baidu, any of those search engines throughout the world.

We do lean very heavily on BrightEdge to give us the right recommendations, the right direction and decision-making powers to share those insights to our developers and content writers. I pull reports once a month to provide technical direction for our striking-distance keywords, low hanging fruits, to make those small tweaks to get present on page one.

Anything that we're not ranking for that is interesting content or instruct interesting phrases; I provide to our content writers to make pages for our blog posts and anything that's kind of the quicker content that we can develop and push out in that moment to get ranking on those keywords we're not ranking yet.

We used another platform for a little while. We found it, for lack of a better word, clunky, and it was hard to align one keyword to one page. Because we understood that there are many different phrases and pages that can be tied to a page on your website.

And also, the customer service we've heard of and received from BrightEdge, was also attractive at the time. Ever since joining BrightEdge, we've been able to get a better understanding of pages on our website by tying a primary keyword with a handful of secondary keywords to the page. It just fundamentally made more sense to approach search engine optimization that way.

The customer service and support and insights we've received from our BrightEdge team is unbelievable. I work with a lot of vendors and my favorite monthly calls are with BrightEdge.

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Starkey Customer Story

Kiddie Academy Manages Franchise Network SEO

Andy Seguin with Kiddie Academy uses BrightEdge ContentIQ, Insights, and Hyperlocal to support Franchise Locations' SEO efforts

Transcript of Kiddie Academy's SEO Story:

In our reasoning behind giving direction to our locations on how to implement their local websites, we also work with our education team to deliver highly valuable content around our brand, our curriculum, and provide resources to parents on how to raise great kids.

We work closely with our operations team to talk about everything that's happening at all of our locations. We help implement best practices for our academies to use their websites. We focus a lot on SEO.

My first [favorite feature] is BrightEdge Insights. Getting immediately actionable items to move the needle is very important. I'm obviously very excited about today's announcements and looking forward to using that as quickly as possible. My second favorite [feature] one is ContentIQ. Because in technical SEO there's lots of moving parts, and the crawls that this tool does for you gives you actionable and immediate results.

Local is king on the consumer side of our business. We focus everything on local. with all the websites templated. We have location listing management; we have online review monitoring in place. We focus heavily on local. We’re looking in BrightEdge to help drive better results at the hyperlocal level, moreso than at the domain level for organic search.

We've had months, recently, where mobile has been 70% of our traffic, which is above the standard. And we're monitoring everything from Google My Business actions to mobile website traffic and the difference between conversions on our website from mobile to desktop to tablet to try to optimize all three.

We just redesigned our website. It was designed mobile-first. The other thing that I think about when I think about mobile is Google and the knowledge graph and owning the top of the SERP and being on the local three pack.

I had a franchisee in the last few months send me a screenshot of their mobile device that was clearly a Google SERP with their academy information. It was their knowledge graph or their location and called it their website.

Everything that represents your brand on mobile is your location. We try to control and implement best practices across the board on mobile. We went through a long process, probably took four or five months, to narrow the list to about five or six. We even debated, "do we bring talent in".

We needed a solution that we knew was innovating constantly, was trying to keep up or stay ahead of Google, and was bringing extra value to the table. One that over time we can integrate into our content strategy; that we can coordinate with our paid search strategy, that could handle both our B2B business, and also our B2C Hyper-local business. We had some flexibility, as well, and that was what won the day. In helping us get comfortable with all the new features that are rolling out helping us think through how to effectively build out our platform. They've been super helpful in our migration process. And they're always thinking ahead, which is really great.

I would have to go back and say I have five members of my team, and BrightEdge is one of them.

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Kiddie Academy Customer Story

Graco Drives B2B Lead Gen with SEO and BrightEdge

BrightEdge powers Geoff Angell of Graco's global keyword research and SEO strategy.

Transcript of Graco's SEO Story:

I'm Geoff Angell, Senior SEO Specialist at Graco. I think our next focus here at Graco is going to be all around how do we optimize our images, not only with image alt-text, but contextually optimizing those images and creating some of the relationships between the image and then the page that's ranking for that image. People Also Ask has been a great way for us to uncover other new opportunities around Quick Answers or featured snippets.

As a B2B manufacturer we sell through channel and through distribution. Our primary KPI is either lead generation, or also activity on our distributor locator - all of our SEO measures kind of focus on those two primary KPIs on our site. SEO drives the majority of all web leads, and I guess the majority of all leads at Graco.

I continue to do demos of other platforms, I think it's worth you know constantly exploring other tools and know what they have to offer, but I've continued to stick with BrightEdge.

So when I have content writers, I need them to think SEO first when they're creating that content. BrightEdge is a really easy way of getting that content creator into BrightEdge and using it. So they're doing keyword research on their own and I'm not constantly doing keyword research across the multiple business units that I support. BrightEdge is appealing to a broader audience than just the SEO.

The visibility I get from competitors for my own website makes BrightEdge a really good platform for me. I can quickly see how I'm performing at any given time. And with other tools, it's just not as clear. And I think the Data Cube aspect of BrightEdge along with the tracking of my keywords really gives me a clear understanding of where I stand at any given time.