Search Engine Advertising Strategy & Pre Audit Allied Siding & Windows

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1 Search Engine Advertising Strategy & Pre Audit Allied Siding & Windows ContentActive, LLC 1415 North Loop West, Houston, TX

2 INDEX Introduction... 3 The Brief... 3 The Objectives... 3 General Audit... 4 Introduction... 4 Crawl & index... 5 Server parameters... 6 Domain Names... 6 Website link popularity... 7 Difference of link popularity between Google and Yahoo... 8 Recommendation... 8 Visibility audit... 9 Competition Benchmark Pages technical & semantic audit Corporate website Home Homepage header Homepage content Recommendations Internal pages Internal pages URLs Recommendations Internal pages content Internal pages recommendation Additional Possible services Sponsored Listing SEO process ContentActive, LLC 1415 North Loop West, Houston, TX

3 Introduction Search marketing is one of the most profitable mediums to drive traffic on one website. The Brief The Scope of this audit concerns the redesign of and the transfer of its visibility to the new version as well as ongoing Search Engine advertising campaigns. This will include: Transfer of the current version of the website visibility to the new one Search Engine Optimization of the website to increase the organic listing and the website natural visibility. Sponsored listings in order to cover the maximum range of key sentences and drive as much targeted traffic as possible on the website. The Objectives The objectives of running search engine marketing campaigns for Allied Siding and windows website are multiple: Increase of the website natural ranking in search engine results pages using generic and long tail keywords. This will impact the website traffic of course but also the company Brand Awareness. Drive As much targeted traffic and leads as possible on the website If the website is visible in search engines results on relevant keywords this will automatically generate some good quality traffic and some good leads. Increase the business coming from the website Ultimately, the goal of search marketing campaign is to increase the share of business brought by the website to the company. ContentActive, LLC 1415 North Loop West, Houston, TX

4 General Audit Introduction There are different parameters that have an impact on the ranking a website can acquire in search engine results pages: Server side parameters These parameters are related to the domain name registration, the location of the hosting server and the way the website access is set up on the server side (URLs, redirections ) Onsite or On Page parameters These are typically related to the website s code and the website content Offsite or Off page parameters Offsite parameters are the related to the website link popularity and the competition in its semantic area. Client side parameters Client side parameters are related to the internet users browsing set up and won t be audited as we can t control them. General audit of the website is based on the data gathered by the analysis of the website crawlability, indexation status, some of the offsite and server parameter that could prevent it from acquiring some rankings within major search tools results pages. ContentActive, LLC 1415 North Loop West, Houston, TX

5 Crawl & index Website s crawl and indexation The more pages one website has in search engine index, the more chances it has to acquire rankings. The current version of the website does not seem to have any specific crawling problem. The website shows only 17 pages in Google index, 13 in Bing and 14 in Yahoo but this is not due to a crawling problem. The website itself does not have large number of pages. 17 pages of the website are listed in Google index 138 pages of the website are listed in Yahoo ContentActive, LLC 1415 North Loop West, Houston, TX

6 Server parameters The company domain name has been registered in 2005 this is not a new website but this isn t an old with regards to Search engines parameters. For search engines it s a sign of relevancy to have an old website, it means that the company is financially solid and that it has history. The website won t really benefit from its age when competing against other websites. The website is hosted in California, It won t penalize the website with National listing but it would be better to benefit from a Texas Hosting regarding the local internet users requests. Domain Names Allied windows & siding has acquired and manage 70 different domain names but the company did not protected hardiplankhouston properly. As a result, Allied Siding & windows is competing with 2 other companies (Best investment siding & windows, contractors turnkey services) on the same domain name. It is urgent for Allied Siding & Window to start a proper domain name management strategy. ContentActive, LLC 1415 North Loop West, Houston, TX

7 Website link popularity SEO has now become a known practice and it is more and more common to see websites with an equivalent level of technical and semantic optimizations competing for the best rankings on the same keywords. Because of this competition, implementing a good content on a search friendly website might not be sufficient to keep good positions in SERPs. The link popularity of one website refers to the number and the quality of the inbound links a website can have. Every single link pointing to one website can be compared to a vote for this website to get some rankings and the more it has the better. The website does not benefit from good link popularity compared to its major competitors. The website has no inbound links within Google listings and only 41within Yahoo listings. Google shows no incoming links Yahoo shows 41 incoming links Website link popularity is very low and should be higher if the website wants to acquire positions using more generic keywords and compete against other major players. ContentActive, LLC 1415 North Loop West, Houston, TX

8 Difference of link popularity between Google and Yahoo There is always a very large difference of link popularity between Yahoo and Google listings. In a nutshell, we can say that Yahoo accounts every single incoming links within its relevancy algorithm with an equal importance. Google attribute some importance to the link depending on where they are coming from. Right now more than 50% of inbound links are coming from the website itself (through other domains sometimes - roofinghouston.net, alliedsidingandwindows.com). When checking the incoming links into yahoo listing we can notice that most of them are only coming from 3 or 4 sources: ksevradio.com, thesmithsplace.com, local.yahoo.com. These links are reported with a very low importance for Google and do not help the website to acquire new positions or secure any existing ranking into search engines results pages. Recommendation Allied Siding & Windows needs start a coherent domain name redirection policy The company Also needs to start a serious external link building campaign to improve the quality and the quantity of the incoming links. ContentActive, LLC 1415 North Loop West, Houston, TX

9 Visibility audit ContentActive has audited the visibility of using some keywords we believe are important to Hardiplank core business. Please find below the keywords and detail of the rankings into the 3 major search engines on the US market: BING Google Yahoo KEYWORDS Organic Sponsored Organic Sponsored Organic Sponsored alcoa vinyl siding best vinyl replacement windows cost of vinyl siding installation custom replacement windows exterior vinyl siding hardieplank hardiplank hardiplank cladding hardiplank contractor hardiplank contractors hardiplank exterior hardiplank installation hardiplank lap siding installation hardiplank panels hardiplank products hardiplank roofing hardiplank shears hardiplank shingles hardiplank siding hardiplank siding contractors /1 4 - hardiplank siding installation home replacement windows house vinyl siding install hardiplank install hardiplank siding install replacement windows install siding installation of vinyl siding installing hardiplank installing hardiplank siding installing replacement windows installing siding installing vinyl siding premium vinyl siding replacement window ContentActive, LLC 1415 North Loop West, Houston, TX

10 replacement window company replacement window installation replacement windows replacement windows installation replacement windows online replacement windows siding replacements windows residential replacement windows siding hardiplank siding installation siding repair simonton replacement windows vinyl replacement window vinyl replacement windows vinyl siding vinyl siding companies vinyl siding company vinyl siding contractors vinyl siding installation vinyl siding installation cost vinyl siding installer vinyl siding installers vinyl siding insulation vinyl siding repair window replacement companies The website visibility on its core business related keywords is average and could be improved ContentActive, LLC 1415 North Loop West, Houston, TX

11 Competition Benchmark ContentActive has audited which were the most visible website in the results pages o the 3 major US search engines, Google, Yahoo and Bing. Results of this benchmark are below: is one of the 20 most visible website on the web. There is no direct competitor (siding or windows contractor) in the 20 most visible website on the web. Most of the websites visible are Allied Siding & windows providers (jameshardie.com) or some of the provider competitor (certainteed.com) Other websites are more related to DIY websites. (ehow.com, hammerzone.com, doityourself.com) is a tracking URL of a Yahoo SSP provider. This provider - PositionTech - is generating some Yahoo SSP feeds for for several websites: ContentActive, LLC 1415 North Loop West, Houston, TX

12 The website that dominates the market is the following one: The main reason why James Hardie website is the visibility leader is because hardiplank is a trademark of this company. This is perfectly normal to see the website appearing on almost all hardiplank related queries. On top of the trademark advantage, James Hardie website is quite old (registered in 1997) and benefit from a US webhosting. Finally, James Hardie website s link popularity is quite important with more than 11,000 links listed in Yahoo index. ContentActive assume that most of James Hardie contractors have some links to the company website. Hardiplankhouston.com itself has a link to James Hardie website. ContentActive, LLC 1415 North Loop West, Houston, TX

13 Pages technical & semantic audit Corporate website Home The Homepage of a company s website is its face to the world. It s a place where potential customers first visited before doing any business. Website s home also is the most important page SEO wise. It s the page with the best chances to acquire a ranking within search engines results using generic keywords; this is the page with the best link popularity and Page Rank. If your website is focused on a single product/service, then launch straight into your main sales copy on the home page. Whereas, if your website contains a number of products or services, then you need to write some copy for your home page that encourages your visitors to click into your products or services pages and search engines to rank you high using generic key phrases. The homepage of the website MUST be properly optimized from header to footer ContentActive, LLC 1415 North Loop West, Houston, TX

14 Homepage header Page header contains usually the first information read and indexed by search engine robots. Page title The page Title is also the first information displayed to internet users in SERPs 1. Current title tag is the following one: <title>houston Hardiplank Siding, Vinyl Siding, and Replacement Windows from Allied Siding & Windows</title> Page s title could be optimized better, Title tag can be 80 characters long (spaces included). Currently HardiplankHouston title is too long. I.E. <title> Houston Hardiplank Siding Installation, Vinyl Siding, and Replacement Windows</title> Shortening the title will put some more emphasis on the keywords siding, replacement window and Hardiplank. 1 Search Engine Results Pages ContentActive, LLC 1415 North Loop West, Houston, TX

15 Description When containing the keywords searched by internet users, the Meta description is the second information that appears in search engines natural results. Current homepage description is not OK and would not need major modifications; it is currently too long and present no attractiveness for internet users: <meta name="description" content=" In the Houston area, Hardiplank, Hardiplank Lap Siding, Hardipanel Vertical Siding, HardiShingle Siding, and James Hardie soffit and facia -- all these plus Vinyl Siding and Replacement Windows are the primary services offered by Allied Siding & Windows, a leading applicator of James Hardie Siding Products. We service Houston, The Woodlands, Tomball, Spring, Klein, Cypress, and many other ciies in the Greater Houston area."/> Description tag can have up to 250 characters (spaces included) As it could be displayed into search engines results pages it should be a coherent sentence that contain keywords but which is also attractive. I.E. <meta name="description" content=" Number 1 volume Hardiplank company in Houston! Allied is a company serving the Houston areas. We offer Hardiplank siding and installation of James Hardie products. Allied can help you with your remodeling needs, replacement windows and vinyl siding"/> ContentActive, LLC 1415 North Loop West, Houston, TX

16 Keywords Keywords tag is less and less important in search tools relevancy algorithm but, when you build a puzzle you put all the pieces out. <meta name="keywords" content=" hardiplank, houston, houston hardiplank, hardiplank siding, hardiplank contractors, contractors, contractor, hardiplank contractor, remodeler, remodeling, hardiplank, hardi plank, hardi-plank, houston, james hardie, siding, windows, replacement windows, simonton, don young" /> Keywords tag on the homepage needs to conform a little more to search engines requirements by adding some more words in Capital letter. <meta name="keywords" content="hardiplank, hardieplank, hardie plank, james hardie siding, vinyl siding, replacement window, replacement windows, vinyl replacement window, Houston, hardiplank contractor, hardiplank installation, roofing, roofing contractor, HARDIPLANK, HARDIEPLANK, HARDIE PLANK, JAMES HARDIE SIDING, VINYL SIDING, REPLACEMENT WINDOW, REPLACEMENT WINDOWS, VINYL REPLACEMENT WINDOW, HOUSTON, HARDIPLANK CONTRACTOR, HARDIPLANK INSTALLATION, ROOFING, ROOFING CONTRACTOR"/> ContentActive, LLC 1415 North Loop West, Houston, TX

17 Homepage content Keywords use and keyword density The website s homepage present a lot of content and an interesting focus on the keyword siding (keyword is present 19 times in the page). Some modification might be implemented to this content to increase its relevancy and conform to the requests used by internet users better. Content structure Homepage content structure would need some modification in order to adapt the last search engines updates regarding the emphasis of the important keywords. Recommendations 1. Review of the page header 2. Review of the page content 3. Review of the page template Implementation of headings to emphasize the important words of the page, ContentActive, LLC 1415 North Loop West, Houston, TX

18 Internal pages Internal pages URLs Historically, URLs (Universal Resource Locator) have had a major role in the search engine relevancy algorithm. Then with the rise of dynamic websites against static ones and because of some index spamming abuse, URLs have slowly but surely lost some of the impact they had on a website ranking. Google especially have decreased the importance of the URLs quite a lot in its algorithm. Still, it is important to show search engines some static URLs with relevant keywords: First of all, URLs continue to be a major ranking factor for Yahoo and Bing (almost 30% of the search market). URLs are one of the information displayed in search engine results pages Studies have shown that click through is higher on listing that shows the internet users requests. The current website architecture is Ok, the website URLs had been rewritten and do show some keywords. Still, some modification will be necessary to conform to the latest relevancy requirement of search engines. If the website is well crawled, its size compared to the competition is quite small, maybe Allied Siding & windows should start to develop some more pages about its services and products, another possibility is to become a resource with the publication of articles related to the remodeling business. ContentActive, LLC 1415 North Loop West, Houston, TX

19 Recommendations Some more pages related to the services should be added. Internal pages content Internal pages of the website do show rich content even though it will need some slight modifications to increase the keyword focus. Allied does not take advantage of all possibilities of the header tags. Title tag are too long and could show better keywords, description is the same on every single page of the website as well as the keywords tag The same way than the homepage, the internal pages content structure would need some modification in order to conform to the search engines requirement. Internal pages recommendation Improvement of the pages header, improvement of the title tag, copywriting of description for all pages, copy writing of keywords tag for every category. Modification of some of the internal pages content to achieve better keyword focus and better semantic conformity Review of the pages template to implement some more emphasis on the important keywords of the page ContentActive, LLC 1415 North Loop West, Houston, TX

20 Additional Possible services Sponsored Listing ContentActive did detect some possible improvement in the current sponsored listing activity. Based on the ContentActive Benchmark, Market analysis and clients needs, the Overall sponsored listing strategy should be based on the following factors: Better Coverage of Long tail keywords Long tail keywords usually have a lower CPC and a higher Conversion rate because of the higher specialization Continue to Target high position and first page results Competition is quite fierce in the remodelling business and ContentActive doubt that internet users go further than the first or second page to look for service providers. Any generic keyword should be selected carefully (based on Price per click) The Average price per click noticed were high, ContentActive will try to limit the use of generic keywords in order to keep a low advertising budget. When using some generic keywords, the campaign will be set up specifically to limit the costs (Geo local display, time scheduler) Better Geo Targeting and segmentation Set up of a very specific AdCopies to decrease the cost per click and increase the click through rate Specific AdCopies will be implemented in order to make the maximum of the Advertising budget. Set up of specific landing pages to increase the conversion rate and the AdGroup quality score Implementation of the campaign within Yahoo and Bing Adcenter to cover 100% of the market ContentActive, LLC 1415 North Loop West, Houston, TX

21 SEO process During the all duration of the campaign, the consultant in charge will be: Julien Berard PHASE 1: AUDIT i. Audit Questionnaire -- deliverable -- Audit questionnaire ii. iii. Once we have received the completed Audit Questionnaire - Keyword preliminary audit deliverable keyword preliminary audit Once we have the feedback on the preliminary keyword audit: i. Set up of the Tracking (positions & traffic) iv. Benchmark link popularity benchmark deliverable Benchmark and link popularity benchmark. PHASE 2: OPTIMISATION & SUBMISSION i. Technical / semantic audits and recommendation Different deliverables available for the audits and technical analysis: i. Technical audit & recommendations (review of the pages templates) ii. URL recommendation (review of the URLs) iii. Semantic audit & recommendations (keyword density of the page) iv. Redirection process ii. If and when required, Link popularity deliverable i. Link planning ii. Corporate link strategy PHASE 3: ONGOING OPTIMISATION AND MONITORING i. Regular updates and content optimization deliverable monthly visibility/traffic report i. One section of the report will be dedicated to proactive recommendation ii. Some other deliverables should be delivered during the consulting process depending on the client needs ContentActive, LLC 1415 North Loop West, Houston, TX

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