my presentation on Website Analysis and SEO Best Practices during the 2011 Mastering Online Ranking Conference (MORCon) held at UP Diliman, Quezon City, Philippines.

1. WEBSITE ANALYSIS & SEO BEST PRACTICES

2. Introduction
sheiladelapena.com
• Pamantasan ng Lungsod ng Maynila (PLM) graduate;
• was Customer Escalations Specialist;
• worked as a Strategic Communications officer;
• Creative and Advertising head, Lobbyist.biz;
• Social Media Analyst for a brand intelligence company;
• Online Marketing Junior Manager, DirectWithHotels

3. Google Search Position Value
Position Impressions Percentage
1 2,834,806 34.35%
2 1,399,502 16.96%
In order to find out the
3 942,706 11.42% value of SEO, Chitika
looked at a sample of
4 638,106 7.73% traffic coming into their
5 510,721 6.19% advertising network
from Google and broke
6 416,887 5.05% it down by Google
results placement.
7 331,500 4.02%
8 286,118 3.47% Numbers are based on
a sample of 8,253,240
9 235,197 2.85% impressions across the
Chitika advertising
10 223,320 2.71% network in May, 2010.

4. What is a Website Audit?
An analysis of a website base on online
marketing best practices.
Disclaimer:
By best practices, we mean activities that work MOST of the times.

5. Audit Types According to Focus
Actionable Audit
• Focuses on one’s own web assets to identify one’s
strengths, weaknesses, opportunities and threats.
Competitive Audit
• Focuses on main competitor’s web asset to provide
both the defensive and offensive context for SWOT
analysis.
• SemRush online tool that can get Google organic and Adwords
keywords, see competitors SE and Adwords traffic estimates and find
hidden keywords.

6. Website Audit Key Areas
 Search Engine Friendliness
 Website Usability
 Link Popularity
 Brand Engagement

7. Search Engine Friendliness
 Is the website built on flash or iframes?
 Is the website using a content management system? If
so, what content management system is being used?
Chrome Sniffer tool to check CMS platform used by a website.
 Is the website using inline CSS or javascript?
 Is the website using dynamic URLs?
Example of a dynamic URL:
http://code.google.com/p/google-checkout-php-sample-code/issues/detail?id=31

8. Search Engine Friendliness
 Does the website have 404 redirects for missing pages?
 Does the website properly redirect to canonicalize pages and
prevent duplicates?
 www to non-www (or vice versa)
 main page to www or non-www
 Is the website verified to [Google, Yahoo!, Bing] websmaster
tools ?
 Does the website has robots.txt
 Does the website has xml sitemaps?
 Does the website use external CSS and javascripts?

9. Search Engine Friendliness
 Are your keywords present in the
• Page Titles (unique and has 70 characters including spaces)
• Meta Description (unique and has 150 to 160 characters including spaces)
• Meta Keywords
• Anchor texts
• Headings <H1>, <H2>, <H3>
• <alt> tags
• Body text
• URL
 Does your website copy use semantically relevant terms?
 Are the page titles and descriptions unique and describe the
web page properly?

10. Website Usability
 Does the page load at a reasonable speed?
Google Page Speed Online analyzes the content of a web page, then
generates suggestions to make that page faster.

11. Link Popularity
 Does the website have backlinks?
 Does the website have internal links?
 Are the backlinks from related websites?
 Are the backlinks from authority websites?

12. Website Usability
 Does the website have clear and logical navigation?
 User sitemap is provided for large, complex websites?
 User can cancel any operation?
 Does the website support most browsers?
 Importance of information is given priority?
 Is there a confirmation page provided, when needed?
 Are transcripts of audio files or proper captions provided?
 Are there plugins that need to be downloaded to load the
entire page?

13. Brand Engagement
 Does the website have social media presence?
 How big is the brand’s social network?
 How engaged is the brand with the network.

14. MARAMING SALAMAT PO!
“Define your KPI’s and measure your results.”