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1 Here is your action plan for the website address specified below. This document will: - Provide you with an overview of the information presented during your interactive session - Explain how to interpret the results; and - Recommend changes that should improve the position of your website in the search engine listing. The document is by no means a definitive answer and should be used as a guide to the current position (at time of creation). Search Engine Optimisation is a rapidly changing marketplace and what works today may not provide the same effects tomorrow. URL: Meta Information Meta Information displays information about the page that has been checked. The report shows the page title, keywords, description and additional fields that can be defined. If you cannot see any information regards your website then you will need to review the website and check that the page has been constructed correctly. Each page on the website should have a page title, keywords and description. The page title is one of the most improtant tags for good Search Engine Rankings and it should reflect the content contained within the body text of the page. The 'Current Keywords' section of the report highlights the single, double and triple keyword phrases identified within the page content and the associated densities. The page description is not used to rank the website in the search engine, however it does display in the listings. Very often this part of the page remains blank resulting in the first couple of lines of text being extracted from the content and being displayed. The page description is your opportunity to highlight the benefits that the user will gain from accessing your site, why your page will meet their needs. The keywords section again should reflect the keyword phrases you would like to rank for on the search engine. You are probably looking at defining around 3-5 keyword phrases. Google currently does not use keywords to rank pages and Yahoo gives them very little relevancy. This should not stop you including them in the page, they will act as a reminder of the subject matter for when you modify or create content for the page. Recommendations 1. If your page shows no meta infromation - check to see if the page has been created correctly by viewing the page source. It may be that the page has been built using frames which can cause issues with search engine rankings. 2. If your page title is something like the following then you should re-write to include keyword phrases that are used in the body text. 'Welcome to Fred Smith and Co' 'About Fred Smith & Co' A good alternative might be: Quality Prescision Engineering, Toolmaker, Manufacturing in the West Midlands 3. Add localisation to the page title. Include the area in which your business is situated. Web Users search for services and products from companies in their locality. By including your location in the title you can collect some of this traffic. If you are trying to rank for the phrase 'florists' it will be a very competitive keyword, however trying to rank for 'florist coventry' or 'florist nuneaton' will give you a much higher chance of ranking. The Meta Information for the page analysed is shown below, with IMG descriptions, Heading Data and Paragraph text: Title - Cashflow Finance Funding Solutions - Bank of Scotland Corporate Description - Find out about cashflow finance from Bank of Scotland Corporate, providing invoice factoring and invoice discounting to give you improved cashflow by raising money on existing invoices. Keywords - Cash flow finance, cashflow finance, invoice factoring, factoring, invoice discounting, cashflow financing, cash flow financing, money flow finance, corporate bank, corporate banking, bank of scotland corporate Robots - index,follow Distribution - global

2 Rating - general MSSmartTagsPreventParsing - true

3 Site Indexed Information The table below show the number of pages that are included in the relevant search engine listings. If you know the number of pages contained in the website, then this should be within the same region as the number listed. However on many occasions this will not be the case and there can be a number of issues that cause this. The method used to access Google listings is, by their own admission, very weak and hence does not provide accurate results. With regards the figures it returned other factors that might have an effect. 1. You have recently changed the site and the new content has not been indexed. 2. The structure of the site may be preventing the search engine spider from accessing and indexing the site. 3. Your site has been indexed in different ways - this can commonly occur if you use breadcrumb trails for navigation that are incorrectly built; your site uses https:// pages or the canonicalized form of the url (not www) can be used to browse the complete site. Recommendations 1. Check exactly what the search engine sees by using the following commands (www.domainname.com - substitute for your website domain name): Pages Indexed: site:www.domainname.co.uk 2. If your site can be navigated using both and domainname.co.uk then you should add a 301 redirect on your website server. This function is added to a hidden file in your website directory called the.htaccess file. There are many tutorials on the internet on how to structure the.htaccess file - to locate search google for the following search phrase - '301 redirect how to'. Below is the text to add into the.htaccess file - where should be your domain name. Options +FollowSymLinks RewriteEngine on RewriteCond %{HTTP_HOST} ^example.com [NC] RewriteRule ^(.*)$ [L,R=301] Search Engine Google 3 Yahoo 9 Msn live 11 Indexed Pages

4 W3C Compliance Creating websites that comply to recognised standards can improve the site ranking on the search engines. Properly coded sites ensure that the code created runs efficiently and provides a clean, well structured compliant site. If your site gives an invalid result it is worthwhile checking the site on the relevant compliance checker and working through the issues. Disability compliance is also a requirement of creating a website. The website should be constructed in such a way that a person with visual disabilities can navigate and view the website. This compliance check is referred to as Bobby Compliance and it has 3 levels. It is a legal requirement that websites conform to level one Bobby Compliance. Websites that comply to the Bobby Standards will perform well with reference to Search Engine Spiders and rankings. Recommendations 1. Review your site on the relevant compliancy checkers CSS invalid - located at W3C HTML invalid - located at BOBBY Compliance - located at 2. Work through any errors that the reports identify. This may require you to work with a developer to rectify all of the issues. Validation Result Recommendation Html compliance Invalid Your site has failed the markup validation tests. Css compliance Invalid Your site doesn't conform to the W3C CSS markup guidelines.

5 Keyword Phrase Densities This tool has analysed the website page you selected for the keywords / keyword phrases conatined within the text. One of the important steps in achieving good search engine rankings is ensuring that your page is focused on specific keywords. Providing a page with a wide subject matter will result in lower page rankings. Page content should be focused to specific themes and around keywords / keyword phrases. The chart identifies single, double and triple keyword phrases extracted from the content on the page. The phrases you selected have been used to check the site's positioning on the search engines. Recommendations: 1. Review the lists. Are these the words you expected to see appear? Is this what you intended the page to focus on? 2. Re-work page content to reflect the keywords phrases you require, use the double and triple keyowrd phrases as these will be more focused. 3. Do not overdo the occurances of the keyword phrases as this is seen as spamming the search engine and will result in your ranking being reduced. One value keywords Keyword/Phrase Density cashflow 9.43 finance 9.43 corporate 7.55 bank 5.66 banking 4.72 invoice 4.72 scotland 4.72 flow 3.77 navigation 3.77 business 3.77 factoring 3.77 jump 2.83 cash 2.83 invoices 2.83 discounting 2.83 charges 2.83 trading 1.89 day 1.89 expert % 1.89 credit 1.89 access 1.89 funding 1.89 financing 1.89 money 1.89 solutions 1.89 main 1.89 site 1.89 information 1.89 Two value keywords Keyword/Phrase Density cashflow finance scotland corporate bank scotland cash flow 8.33

6 Keyword/Phrase Density invoice discounting % invoices 5.56 invoices charges 5.56 main navigation 5.56 funding solutions 5.56 invoice factoring 5.56 flow finance 5.56 factoring invoice 5.56 Three value keywords Keyword/Phrase Density bank scotland corporate % invoices charges factoring invoice discounting 22.22

7 Keyword Search Engine Ranking This section is specific to the individual keywords you have selected. It uses the three main search engines, Google, Yahoo and MSN to check the site's ranking for the specified keyword phrases. If the site appears in the top 30 results within the search engine a ranking position will be shown. Recommendations 1. Review the rankings and modify the page content, page title to gain better rankings. 2. Identify possible keyword phrases that are less competitive to re-focus page titles and page content. Keyword/Phrase Google Yahoo MSN cashflow 0 0 0

8 Keyword Phrase Competitiveness The table below lists the keyword phrases you selected to check the ranking of your website. Keyword Phrase Competitiveness is a guide to how much competition there is for your keyword phrases. Total: This relates to the number of searches returned from the search engine for this keyword phrase - the lower the number the less competiton. Intitle: This is the number of pages returned on the search where the keyword phrase appears in the title of the page. The lower the number the less competiton for the keyword phrase. InAnchor: InAnchor is the number of pages returned in the search where the keyword phrase appears in the text definition of a link. Rank: This works on a scale of 1 to 5. The higher the number the more competitive the search phrase. Lower numbers are better. Popularity: The popularity check uses Wordtracker to generate the score. The popularity score relates to the competitiveness of the keyword. The higher the value the more competitive the keyword, the chance of ranking higher for the phrase is increased the lower the Popularity score. If no score is obatained this may indicate that there is insufficient data in wordtracker to provide a valid result. Recommendations: 1. Select keyword phrases where and competition is low. Low competition is shown by a low Rank, Intitle and Total scores. 2. Optimise your website pages for the keyword phrases that have low competition. This may reduce traffic but will provide targeted traffic to the website. Keyword/Phrase Total Intitle Inanchor Rank Popularity cashflow

9 Inbound Links Inbound Links are very important to the quality of the website. Search Engines look for links to your website from quality respected websites. Increasing the number of inbound links can have a positive effect on the positioning of a website in the search engines. Building quality inbound links should be done in a structured manner. An inbound link is the equivalent of a 'word of mouth' recommendation and should be from a website that is within the same community of interest as yours. Link building strategies can sometimes hinder website performance on the search engines as links are located in directories and on sites that offer no correlation to the subject matter of the website. Links should be identified and sort after. In order to obtain links you will need to identify quality sites that are trusted and have a Google Page Rank of 4+. Linking from Government Organisations, Universities and Governing Body websites has a positive effect as they are seen as trusted knowledge areas. You should also look to develop listings in directories as these can drive a large volume of traffic to a website because they are indexed well by the search engine robots. Recommendations: 1. Develop a strategy for building quality links - set a target to obtain 'x' links a month. 2. Identify sites your competitors are linked from and register with the same directories. 3. Continue to carry out off-line marketing activities to promote your products and services. 4. Locate directories that are popular and have relevant sections in which you can be listed. Note: This table only contains upto 100 results, your site may contain more inbound links. Site Page Rank Link Count quicksilver.bankofscotland.co.uk financesearch.info quicksearchguide.info 0 1 fininghighspeed.info 0 1 finance-centre.info roondo.info

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