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.

1. For Profit Education Corporation
p
SEO & User Experience Review
January 1st, 2013
January 1 2013
www.GaugePotential.com

2. 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 to
businesses online We have over 10 years helping small‐ to
medium‐sized companies succeed using proven techniques
in interactive marketing, process improvement and
business consulting.
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Expertise:
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Digital Strategy
Search Engine Optimization
Search Engine Marketing
eCommerce
Affiliate Marketing/ Couponing
Web Analytics
Business Process Improvement

3. 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 traffic
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

4. SEO Review
SEO Review
www.GaugePotential.com

5. Overview
For this analysis I evaluated the client s current on page SEO
For 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
Tools to track future changes in rankings on search engine result pages
T l t t kf t h i ki h i lt
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 algorithm,
changes 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.

6. 1. Confusing URL Structure
Today Recommended
1. Criminal Justice in Baton Rouge Currently there are 3 different ways
– .../baton‐rouge‐criminal‐justice‐school/ programs are organized within the
website. Evaluate which of these page
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2. Pharmacy Tech in Cleveland structures makes the most sense and
– …/cleveland/pharmacy‐technician‐school/
stick with it.
3. Online Marketing Degree
3 Online Marketing Degree I suggest the structure below but more
h b l b
– .../Programs/Business/online‐marketing‐ in depth research may find additional
degree/
SEO benefit from categorizing
programs by schools of thought
programs by schools of thought
(business, medical, technology) rather
than by degree type.
Home
Campus Programs
Campus
AS BS Diploma
Name
Program Program Program Program
Name Overview Overview Overview

7. 1. Confusing URL Structure (Cont.)
Today Recommended
AS Criminal Justice Structure sub‐pages
– .../associates‐degree‐criminal‐justice‐ p p g
underneath parent pages to
overview/
minimize the need to repeat
AS Criminal Justice > Locations keywords and to build a more
– …/criminal‐justice‐program‐locations/
accurate purchase funnel
accurate purchase funnel
AS Criminal Justice > Job 1. …/programs/associates‐
Outlook degrees/criminal‐justice/campus‐
locations
– …/law enforcement careers job outlook/
/law‐enforcement‐careers‐job‐outlook/
2. Or …/locations/baton‐rouge/associates‐
criminal‐justice/job‐outlook

8. 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
– Title: Electronics Technician Training | Electronic Technology Jobs |
Electrical Repair Tech Career | Remington College
Client 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 page
More 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 College
Client Name

9. Additional Suggestions
1. Use a Geo Tag generator to place location specific
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latitude/longitude info on campus pages which is used by Bing
http://www.geo‐tag.de/generator/en.html
2. Look at your inbound links for spammy sites reducing search
2 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 tags
Header tags
4. Place the campus street address on each campus page
5. Consider maturing home page keywords to be more relevant
to the site’s overall focus
6. Home page title tag repeats “Remington College” in front and
Client Name
rear of tag
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7. Generate customer centric “soft” content to further expand on
available keyword phrases like how to articles and quizzes
Example:
Example:
http://www.lowes.com/cd_Pick+The+Perfect+Christmas+Tree_128535
9645_

10. User Experience Review
User Experience Review
www.GaugePotential.com

11. Client Name 1 Client Name
2
Content Block
3
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 action.
removed 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.

12. Client Name Client Name
2
Content Block
Content Block
1
3
Content Block
4
5
1. Overview link is not visually selected or highlighted which can cause a user to get lost
2. Add a breadcrumb so users know where they are & how to get back to where they came
3. Sub navigation is not hierarchically structured under Criminal Justice Programs
3 Sub navigation is not hierarchically structured under Criminal Justice Programs
a. For instance …/criminal‐justice/locations
4. 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

13. 2 1
Content Block
3 5
4
Content Block
1. In this mockup, I increased the font size of the H1 and brought it above the image to draw more
hi k i d h f i f h db h i b h i d
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. The sub‐navigation was turned into tabs and the sub‐sub‐navigation was brought below the tabs to
3 Th b i i di b d h b b i i b h b l h b
make surfing the site more fluid
a. Sub‐navigation and sub‐sub‐navigation will need to follow a structured hierarchy under ../Criminal
Justice Overview/Career Training
4. I removed the thumb nails that created a duplicate route to the tabbed sub‐navigation and brought the
4 I d h h b il h d d li h bb d b i i db h h
content up
5. 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

14. Navigation & URL Structure
Again, 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‐
rouge/cosmetology‐beauty‐school/)?
/ l b h l/)?
Home page
Home page
Location
Baton Rouge
Cosmetology

15. www.GaugePotential.com