Davison Consultancy Search Engine Optimisation template

1. SEO & Website Report
For
[CUSTOMER]
Author: Robert Davison
Davison Consultancy
www.davisonconsultancy.co.uk

2. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Contents
INTRODUCTION ............................................................................................................................. 3
Background .................................................................................................................................. 3
Requirements ............................................................................................................................... 3
Objectives .................................................................................................................................... 3
Management Summary.................................................................................................................... 4
Summary of Options ........................................................................................................................ 5
Website Optimisation ................................................................................................................... 5
Website (Re)design ...................................................................................................................... 5
Business Site Promotion .............................................................................................................. 6
Website Information and Worksheets .............................................................................................. 7
Business Goals ............................................................................................................................ 7
Issue Log ..................................................................................................................................... 8
Conversions Table ....................................................................................................................... 9
Website Features ........................................................................................................................10
WebPage Analysis ......................................................................................................................11
Link Tracking ...............................................................................................................................12
Link Tracking Requests ...............................................................................................................13
TOP Keywords ............................................................................................................................16
Other Keywords ..........................................................................................................................17
Competitor Analysis ....................................................................................................................18
Website Changes ........................................................................................................................21
To Do List ....................................................................................................................................25
Recommendations ..........................................................................................................................26
Page 2 of 26 © Davison Consultancy

3. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
INTRODUCTION
Background
What is your current position in terms of your website?
Requirements
Make a bullet point list of your requirements
Objectives
Make a bullet point list of your objectives, state timeframe for each.
Page 3 of 26 © Davison Consultancy

4. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Management Summary
Summarise what are the main findings, your conclusions and your recommendations.
Give a star rating to each of the following:
NEWAIDA Rating:
Navigation
Ease
Wording
Attention
Interest
Desire
Action
Website Rating:
Impression
Marketing
Performance
Management
Overall
Note, these ratings are what we believe to be an objective assessment in comparison and should be revisited
in 6 months or so to see what improvements have been made.
Page 4 of 26 © Davison Consultancy

5. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Summary of Options
Website Optimisation
Checklist:
URL name
Keywords
Titles
Headings
Keyword Density
Anchors
Flash
Javascript
Errors
Broken links
Browser types
Website (Re)design
It is better to achieve the best ranking and SERP rating with a Search Engine friendly site with good
inbound links, this reduces the amount needed for paid marketing. This can be done by constructing
the pages according to NEWAIDA principles and ensure only one product/service per page. The
existing content can be dismantled into the principle product sets and then supplemented with
explanatory pages should the user need to drill down.
The primary aim of the site is to acquire a qualified lead, therefore it must be obvious to the user
what the call to action is, once their problem is addressed by your solution. Also, the personal
service and independence must be stressed as this is a key differentiator.
Checklist:
Content Managed
Navigation standards
Intuitive
Consistency
Clarity
8 second test
Blogs
Inbound links
Directory entries
Submission schedule
Page 5 of 26 © Davison Consultancy

6. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Business Site Promotion
Promoting the website covers three areas, namely:
1. Technical HTML, Meta-Tags, Keywords, Content Density and structure
2. Awareness Directory listings, Inbound and Outbound links
3. Marketing Pay-Pay-Click, Banner Adverts etc
Davison consultancy realise that all three elements are required on a sustained basis in order to
raise qualified traffic to your site. Consequently, a scheme was devised to ensure the above
elements are constantly tuned to increase the lead traffic, not just web traffic.
Periodic contact is required to discuss the lead capture performance and keep up to date with the
product and services offered. This will ensure that keywords and content are optimised as topical
content, new/amended products, testimonials etc are added. It is strongly recommended that
Google Analytics (or similar) be installed so that website behaviour and analysis can be undertaken
(see Marketing Analysis section).
This approach ensures Davison Consultancy is fully committed to bringing in Leads every day!
Checklist:
Set up current baseline
o Traffic
o Sources
o Clicks to conversions
o Ranking (select which ones are to be used)
o Current online budget and breakdown
o Consider promotional, time-based events
Formulate Plan
o Agree objectives
o Agree budget and timeframe
o Define any constraints
o Execute plan
o Periodic reviews and tuning
Page 6 of 26 © Davison Consultancy

7. Website Information and Worksheets
Business Goals
Primary Goal
Additional Goal
Additional Goal
Additional Goal
Additional Goal
Additional Goal

8. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Issue Log
Define any issues that are, or could, affect the goals being achieved.
Issue 1
Issue 2
Issue 3
Issue 4
Issue 5
Page 8 of 26 © Davison Consultancy

9. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Conversions Table
Goals Target Audience Conversion Conversion Page Entry Page
Page 9 of 26 © Davison Consultancy

10. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Website Features
Item Rating Included Future Comments
1-5 (1=Best) Now? Item?
Executive biographies
Corporate history, news,
and press releases
Support for existing
customers/clients
News and current events,
white papers
Online request for
information (RFI) forms
Login for restricted
information
Instructions for making
contact offline or via
email
Directions, locations,
hours, etc.
Links to other resources,
educational materials
A strong brand identity
Information specifically
for geographically local
visitors
Software or documents
available for download
Site map
Site search function
Live help/live contact
function
Page 10 of 26 © Davison Consultancy

11. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
WebPage Analysis
Page URL Unique Keywords >200 Target Link from Links with Comments
Title? In Title? Words? Keywords? HomePage? Keywords? (Click Pattern Analytics)
Page 11 of 26 © Davison Consultancy

12. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Link Tracking
Page URL Starting Month 1 Month 2 Month 3 Month 4 Comments
Point
Date of Results: Search Engine Used:
Inbound Links/Google Page Rank:
Page 12 of 26 © Davison Consultancy

13. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Link Tracking Requests
URL of Linking Page Requested Contact Email Date Link Comments
Landing Page or URL Requested Received?
Page 13 of 26 © Davison Consultancy

14. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
PPC Keywords and Adverts
Keyword 1 Bid Price Landing URL Ad Title Ad Description
2 Estimated Clicks (max 25 chars) (max 2 x 35 chars)
3 Estimated Cost (1x2)
4 Conversion Value
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
Page 14 of 26 © Davison Consultancy

15. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
PPC Keywords and Adverts
Keyword 1 Bid Price Landing URL Ad Title Ad Description
2 Estimated Clicks (max 25 chars) (max 2 x 35 chars)
3 Estimated Cost (1x2)
4 Conversion Value
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
Page 15 of 26 © Davison Consultancy

16. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
TOP Keywords
Keywords Search Search Relevance Competition Landing Page URL
Popularity: Popularity:
Wordtracker YSM
Page 16 of 26 © Davison Consultancy

17. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Other Keywords
Keywords Search Search Relevance Competition Landing Page URL
Popularity: Popularity:
Wordtracker YSM
Page 17 of 26 © Davison Consultancy

18. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Competitor Analysis
1st Competitor Name: _________________________________________________ Alexa Rank: _______________
URL Examined Keywords Optimised? Inbound Google
Links Rank
Home Page
Internal Page 1
Internal Page 2
Internal Page 3
Comments (Impression, Easy of Use etc):
Page 18 of 26 © Davison Consultancy

19. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
2nd Competitor Name: _________________________________________________ Alexa Rank: _______________
URL Examined Keywords Optimised? Inbound Google
Links Rank
Home Page
Internal Page 1
Internal Page 2
Internal Page 3
Comments (Impression, Easy of Use etc):
Page 19 of 26 © Davison Consultancy

20. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
3rd Competitor Name: _________________________________________________ Alexa Rank: _______________
URL Examined Keywords Optimised? Inbound Google
Links Rank
Home Page
Internal Page 1
Internal Page 2
Internal Page 3
Comments (Impression, Easy of Use etc):
Page 20 of 26 © Davison Consultancy

21. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Website Changes
Home Page URL : ___________________________________________
Item Comments Completed
HTML Page Title
Meta Description
Meta Keywords
Inbound Links
Compelling Content
Call to Action
General Content Changes
Page 21 of 26 © Davison Consultancy

22. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
URL to Change : ___________________________________________
Item Comments Completed
HTML Page Title
Meta Description
Meta Keywords
Inbound Links
Compelling Content
Call to Action
General Content Changes
Page 22 of 26 © Davison Consultancy

23. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
URL to Change: ___________________________________________
Item Comments Completed
HTML Page Title
Meta Description
Meta Keywords
Inbound Links
Compelling Content
Call to Action
General Content Changes
Page 23 of 26 © Davison Consultancy

24. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
URL to Change: ___________________________________________
Item Comments Completed
HTML Page Title
Meta Description
Meta Keywords
Inbound Links
Compelling Content
Call to Action
General Content Changes
Page 24 of 26 © Davison Consultancy

25. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
To Do List
Description Priority Allocated To Required By Completed Notes
Page 25 of 26 © Davison Consultancy

26. SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________
Recommendations
Description Findings Recommendation
Page 26 of 26 © Davison Consultancy