COMPETITOR: MIDWEST FILTRATION

CUSTOMER: GREAT LAKES FILTRATION

Part 1: Competitive Content Analysis

• The URL of the page

• The type of content (static page, blog article, etc.)
• A description about what the content is
• Notes on that content. For example, is it a good resource with videos? Is this content duplicated elsewhere on the site?
• Social Media Metrics such as incoming links to that page, tweets and Facebook shares.

When you are done, write a minimum of 200 words describing what you may have learned about your audience based on how they share
and respond to content; and, the type of content that appeals to them most.

Competition Url: http://www.midwestfiltration.com/capabilities.php

Type of Content: Static Page
Description of Content:
Domain Authority: 20/100
Page Authority: 17/100
More Page info: 1 Root Domain
5 Established Links, 15 inbound links
Meta Keywords: Manufacturing Capabilities, - Midwest Filtration LLC, Filter Media, Nonwoven, Air Filters,
Sewing, Die-cutting, Roll Media, Liquid Media, Animal Transport, Custom Filters, Filters, Engineered Media,
Woven, Drinking Water, Metal Working, Vacuum Cleaner, Polyester Filters, Polypropylene Media, Bags,
Spunbonded, Nylon, Reemay, Typar
H1: Engineered Products
H2: N/A
 Title: Manufacturing Capabilities: Midwest Filtration LLC
Social Media Metrics: None
Audience Reflection:
Midwest Filtration LLC provides custom designs for the most cost-effective filter media produced to your required
configuration applying to a full range of woven and non-woven materials. Engineered products applications include
emergency dust sampling kits, motor fan covers and animal care products. This is a layout of their services and products. It
has no videos, but has a few low quality older pictures, and a decent layout of services provided. They are direct competition
of GLF. The page is very direct and to the point. Perhaps the audience appreciates that. It is less informative, and vaguer,
encouraging the customer to fill out the contact form to be informed by an actual human salesperson. Our sites goal is to
have engagement via chatbot, and have them be informed by the content on the site. We want videos, pictures, and
literature. They have very good links to their page. Our site will have each service and product split into each their own page.
The audience buyer is in the industrial marketplace, perhaps straight and to the point is appreciated, therefore that is what the
site reflects. Having said that, the wording is dull and the imagery worse. Easy to read and informative and engaging content
is the goal GLF is trying to provide.

Part 2: Performing an Internal Content Audit

Now that we have a good idea on what type of content our competitors produce and how well the audience responds to that content, the
next step is to look at the existing content on our own site and determining how this can be improved upon. You will need to select top level
pages of your site based on your navigation. Select a minimum of 10 pages to analyze.

You will want to make notes of the following:

• The page URL

• The type of content it is (text, image, etc)
• The seasonality of the content (if any)
• Whether or not the content contains images
• How this content targets the audience (directly, indirectly, etc)
 • Whether or not the content includes a call to action (Remember this doesn’t have to be direct like “buy our blue widgets” but
could also call on the viewer to read more blog posts, sign up for a newsletter, etc)
• Any notes about the content (for example, could the title be improved, should this use heading tags, does the content need to
be expanded, etc) Strive to provide additional notes for at least half of the pages you analyze in an effort to get you to think
critically about a page.

Page 1:
URL: https://www.greatlakesfilters.com/die-cutting-service
Type of Content: Text plus images
Seasonality: None
Images: Yes
Call to action: none
Notes: Incorporate an H2 more specific. The H1 may be too specific, but ranks 1 for “die cut filter paper” which is a core competency.
Better photos needed. Feature image is blurry even when not expanded. Lengthen exciting content.

Page 2:
URL: https://www.greatlakesfilters.com/zero-landfill-absorbents/
Type of Content: Text plus images
Seasonality: None
Images: Yes
Call to action: Yes, Make your facility landfill free today!
Notes: Lengthen content. Incorporate the catalog on the site. Incorporate the ecommerce product pages on this page. Needs an H2.
Page 3:
URL: https://www.greatlakesfilters.com/ultrasonic-welding
Type of Content: Text plus images
Seasonality: None
Images: Yes
Call to action: none
Notes: Lacks content. Three pictures. A video would be great for this. The pictures are not very good. Does not really optimize a
keyword. It would be “Ultrasonic welding”. Also no H2.

Page 4:
URL: https://www.greatlakesfilters.com/slitting-and-rerolling
Seasonality: None
Type of Content: Text plus images
Images: Yes
Call to action: none
Notes: Lacks content. Good pictures. Again, a video would be great. No h2, and wondering if H1 should be optimize to certain
material or to change the term “slitting and rerolling”.

Page 5:
URL: https://www.greatlakesfilters.com/filter-vessels
Type of Content: Text plus images
Seasonality: None
Images: Yes
Call to action: Yes, View our Catalog Here
Notes: Good content, has h2’s and is optimized. Many pictures in a gallery style. Perhaps you could break down each application in
child pages.

Page 6:
URL: https://www.greatlakesfilters.com/lab-filter-paper/
Seasonality: None
Type of Content: Text plus images
Images: Yes
Call to action: yes, See our cross-reference sheet below to find your GLF Grade
Notes: Good content, rich content, and a lot of it. H1’s and H2’s optimized. Links to product pages. Images are high quality. Only
recommendation is perhaps go into detail about information about applications in blog pages linked to this.

Page 7:
URL: https://www.greatlakesfilters.com/industrial-filtration
Seasonality: None
Type of Content: Text plus images
Images: Yes
Call to action: none
Notes: The content is not centralized toward keyword. Only one image. This could be a general about us page because the industry
is so vague. There only about 50 words on the page. No h2’s and the h1 could be changed.
Page 8:
URL: https://www.greatlakesfilters.com/food-filtration
Seasonality: None
Type of Content: Text plus images
Images: Yes
Call to action: none
Notes: No call to action, no information about the different products used for the application of food and beverage processes. No
pictures of food. One picture of what looks like a packaging facility. No keyword centralized, and no h2’s.

Page 9:
URL: https://www.greatlakesfilters.com/replacement-filter-cartridges/
Seasonality: None
Type of Content: Text plus images
Images: Yes
Call to action: Yes, Call us Today!
Notes: Good pictures, no H2’s. Could highlight each brand more in depth. Could have pages for different applications linking to this
one, on other pages, perhaps blog pages. This should be an introduction to individual product pages for ecommerce eventually.

Page 10:
URL: https://www.greatlakesfilters.com/filter-press-cloth/
Seasonality: None
Type of Content: Text plus images
Images: Yes
Call to action: Yes, Choose GLF to replace your filter press cloth
Notes: Lengthen content. Incorporate better pictures or a video of the die cutting of the filter press pad. Incorporate the ecommerce
product pages on this page. Needs a better H2. Needs a picture of an actual filter press. Content need to be longer.

Brainstorm for Content Ideas

Idea 1: Incorporate video for the pages to demonstrate the quality manufacturing, and improve rich content.
Idea 2: Take more professional and higher quality photos.
Idea 3: Headings: Optimize H1’s; Incorporate more H2’s, and add more content to all pages in general.
Idea 4: Set a theme and keyword for each page and centralize the content around it. Right now the content is very vague and not
centralized to a theme or even a keyword.
Idea 5: Look into longtail keywords about services that will be unique but easy to rank for.

Part 3: Creating a Keyword Map

Now that we have a good idea of the content that exists on the site, what might perform best, and the most effective keywords to use, it’s
time to map out keywords to both existing and recommended pages on your website.

Using the Keyword Mapping process, create a keyword map for the pages you analyzed, include a minimum of 10 pages, as well as the
additional five new page recommendations you have.
 Est. Secondary /
Primary Monthly Related
Page URL Keyword Volume Rank Keywords Volume Rank Notes
Need to
optimize
industrial Unde filtration Unde home
Home www.greatlakesfilters.com filtration 25-50 r 50 engineering 10-20 r 50 page
Services
Ranking
well in
secondary
Die , not
https://www.greatlakesfilters.com/die- cutting Unde die cut filter generic
Die Cutting cutting-service service 50-100 r 50 paper 30-50 1 die cutting
Change
Slitting and https://www.greatlakesfilters.com/slitting- slitting unregistere Slitting non unregistere term of
Rerolling and-rerolling service d 24 wovens d 7 Slitting

zero
landfill
https://www.greatlakesfilters.com/zero- absorbent unregistere Ranking
Zero Landfill landfill-absorbents/ s d 1 n/a well
Not
ranking at
ultrasonic all need to
https://www.greatlakesfilters.com/ultrasoni welding Unde ultrasonic welded unregistere Unde change
Ultrasonic Welding c-welding service 60-70 r 50 filter bags d r 50 completely
Products
May need
a page for
both
housings
https://www.greatlakesfilters.com/filter- filter Unde and
Filter Vessels vessels vessels 30-50 17 filter housings 60-70 r 50 vessels
types of
chromatography lab paper
https://www.greatlakesfilters.com/lab-filter- lab filter filter paper for unregistere Unde may be to
Lab Filter Paper paper/ paper 100-150 12 blotting d r 50 vague
Filter Filter https://www.greatlakesfilters.com/replace filter Unde Pall liquid filter Unde Go after
Cartridges ment-filter-cartridges/ cartridges 50-100 r 50 cartridges 150-200 r 50 Pall
 Make a
https://www.greatlakesfilters.com/product- liquid Unde Unde Size 1 and
Liquid Filter Bags category/liquid-filter-bags-housings/ filter bags 50-100 r 50 Size 1 filter bags 30-50 r 50 2 page
Rank
pretty well,
slight
optimizatio
Filter n could
https://www.greatlakesfilters.com/filter- Press Custom Filter unregistere lead to top
Filter Press Paper paper-filter-press-cloth/ Paper 10-20 8 press paper d 6 3
*according to Moz and SERP Tools Free Programs

Part 4: Analyze Technical Factors

Analyze any technical factors that may be negatively impacting the ability for search engine robots to crawl and analyze the content on the
site. Review the site for the following technical issues:

Is there a robots.txt file?

• If not, write up recommendations for why a robots.txt file should be created, and include any pages you suggest robots do not
crawl. Explain your reasons.
• If there is an existing robots.txt file, analyze the file to see if it looks like it was properly setup. Are there any pages you
recommend adding to the file? Explain your reasons.

Are there any error pages?

• Crawl the site to discover any potential error page the site has. If you find any, list what pages are receiving an error, the error
the page is receiving and what recommendation you have for correcting it. For example, is this a 404 page that could be better
redirected to a new page on the site?

Remember: Make a list of the URL receiving the error, what the error is, and what your recommendations are to improve the error.

Robot txt: All things are being allowed, which is good considering all the various product pages. Only suggest going over when new
pages are added.
Webcrawl: According to Google Search Console, 0 errors, Ask google to crawl again at the addition of new pages.
Page data for Google Insights:
THANK YOU