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Search Engine Optimization Audit

Report by Lisa Gelhaus

June 2015

Review of Careerly

Site Statistics

Web Sites Referring to Careerly

Direct visitors 57 percent

Google 23 percent

Business Insider 10 percent

Levo.com 5 percent

Facebook: 3 percent

Direct Visitors

Google

Business Insider

Levo

Facebook

Square Space Metrics

Audience Visits Page Views

During Previous Year

958

1202

2826

0

500

1000

1500

2000

2500

3000

Avg Previous Year

Audience Visits Page Views

Devices Accessing Careerly During

Previous Year

Desktop: 77 percent

Operating System

Windows 7 Mac OSX Windows 8

Mobile: 23 percent

Operating System

Iphone Android

Visitors Geographic Locations

Google Visitors

1: Google.com= United States

2: Google.ca = Canada

3: Google.ae = United Arab Emirates

Source: Square Space Metrics

Strategy: Increase Careerly Google Page

Ranking Via Keyword and On-page Targeting

Implementation of a dozen or so

keywords with recommended technical

changes to improve Careerly’s page

ranking and increase the percentage of

Google organic search.

Twenty-three percent is the baseline.

Once SEO recommendations

implemented, check metrics to view

changes in organic search.

Google Keyword

Research Results

Keyword Research

Google Keyword Research:

Career Counselor, Career Counseling, Career Coach, Job Search, Interview

Preparation, Interviewing, Resume Services, Resume, Vocational Services,

Outplacement Services, Career Services At Universities, Career Advice, Job

Search Advice, free career advice.

Keyword Targeting

Low Competition

Number of Searches Monthly

Medium Competition

Number of Searches Monthly

High Competition

Number of Searches Monthly

Interviewing

1,900

Resume

368,000

Job search

246,000

Vocational services

210

Career advice

2,900

Career counseling

6,600

Job search advice

260

Career counselor

2,900

Resume services

4,400

Interview preparation

1,900

Free career advice

50 searches

Career coach

4,400

Career change Outplacement services

720

Keyword Selection and Usage

Best practices for writing descriptions, titles or content.

Pick two or three keywords per webpage.

Pick keywords from each category: High, Medium, and Low.

Add Text And Keywords

Issue: Pages on Careerly site are dominated by photographs and few words.

Recommendation: Add 200 to 300 additional words of “value” to pages with less than 100 words. Consider adding text to landing page.

Why It’s Important: Google’s website bots can’t read photographs. Local competitors are benefitting from organic search by using more keywords on their webpages.

On-Page Targeting

Good News!

Careerly has page titles.

Page titles are major factor in search engine results.

Missing Meta Descriptions

• Issue: web pages missing Meta descriptions.

• Why it’s important: This is the advertising opportunity for your page

because well-written descriptions encourage search engine users to click on

your page.

• Recommendation: Add missing meta descriptions to web pages.

Add Meta Descriptions

• Guidance on how to fix:

• Add a description that is between 150 and 160 characters.

• Make it unique and compelling..

• Choose a proper key word for the description..

• Caution: A heavy use of keywords can result in penalty and being barred from out of

ranking.

• See Notes Page View for recommended pages missing Meta Descriptions.

Meta Descriptions That

Need Shortening Or Lengthening

• Issue: Some pages need an increase in the number of characters on the link.

• Why It’s Important: Google and other search engines tend to shorten the

appearance of your meta description in search results.

• Recommendation: Decrease or increase the meta description on pages that

are either below between 70 characters or above 156 characters.

Meta Descriptions Over 155

• Recommendation: Change description to be unique and under 155.

• Issue: 19 pages need description shortening. Pages requiring changes can be

found in Notes Page View

Add Text to Photograph ALT Tags

Issue: Careerly’s website photographs have no ALT tags text and no key word

connections to career counseling, Careerly, career coach, job search, or career advice.

Why It’s Important: Google’s bot can’t crawl photos unless there is a description of

the photo.

Recommendations: Add a description to the header photograph files used on

Careerly’s webpages. Header photos are at the top of the page.

How To Fix It: Add unique description of photo. Add keyword or brand name to Alt

tags on photographs.

Recommendation for Website Usage

• Issue: No available data to determine visitors’ behavior on Careerly site.

• Rationale: Need more detailed information about website visitors.

• Recommendation: Add Google Analytics to your site.

Next Steps

Careerly determines which short term strategy

recommendations to implement and in what order.

Long Term Strategy Ideas

• Implement Careerly reviews on third party site.

• Pursue high-authority linking opportunities.

• Improve social content strategy.

Questions

Call or Email

Lisa Gelhaus

202-898-2825

Lisa.Gelhaus@gmail.com