SEO & Website Report

For
[CUSTOMER]

Author:

Robert Davison
Davison Consultancy
www.davisonconsultancy.co.uk

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Contents
INTRODUCTION ............................................................................................................................. 3
Background .................................................................................................................................. 3
Requirements ............................................................................................................................... 3
Objectives .................................................................................................................................... 3
Management Summary.................................................................................................................... 4
Summary of Options ........................................................................................................................ 5
Website Optimisation ................................................................................................................... 5
Website (Re)design ...................................................................................................................... 5
Business Site Promotion .............................................................................................................. 6
Website Information and Worksheets .............................................................................................. 7
Business Goals ............................................................................................................................ 7
Issue Log ..................................................................................................................................... 8
Conversions Table ....................................................................................................................... 9
Website Features ........................................................................................................................10
WebPage Analysis ......................................................................................................................11
Link Tracking ...............................................................................................................................12
Link Tracking Requests ...............................................................................................................13
TOP Keywords ............................................................................................................................16
Other Keywords ..........................................................................................................................17
Competitor Analysis ....................................................................................................................18
Website Changes ........................................................................................................................21
To Do List ....................................................................................................................................25
Recommendations ..........................................................................................................................26

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© Davison Consultancy

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

INTRODUCTION
Background
What is your current position in terms of your website?

Requirements 

Make a bullet point list of your requirements

Objectives 

Make a bullet point list of your objectives, state timeframe for each.

Page 3 of 26

© Davison Consultancy

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Management Summary
Summarise what are the main findings, your conclusions and your recommendations.

Give a star rating to each of the following:
NEWAIDA Rating:
Navigation
Ease
Wording
Attention
Interest
Desire
Action
Website Rating:
Impression
Marketing
Performance
Management
Overall
Note, these ratings are what we believe to be an objective assessment in comparison and should be revisited
in 6 months or so to see what improvements have been made.

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© Davison Consultancy

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Summary of Options
Website Optimisation
Checklist:           

URL name
Keywords
Titles
Headings
Keyword Density
Anchors
Flash
Javascript
Errors
Broken links
Browser types

Website (Re)design
It is better to achieve the best ranking and SERP rating with a Search Engine friendly site with good
inbound links, this reduces the amount needed for paid marketing. This can be done by constructing
the pages according to NEWAIDA principles and ensure only one product/service per page. The
existing content can be dismantled into the principle product sets and then supplemented with
explanatory pages should the user need to drill down.
The primary aim of the site is to acquire a qualified lead, therefore it must be obvious to the user
what the call to action is, once their problem is addressed by your solution. Also, the personal
service and independence must be stressed as this is a key differentiator.
Checklist:          

Content Managed
Navigation standards
Intuitive
Consistency
Clarity
8 second test
Blogs
Inbound links
Directory entries
Submission schedule

Page 5 of 26

© Davison Consultancy

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Business Site Promotion
Promoting the website covers three areas, namely:
1. Technical
2. Awareness
3. Marketing

HTML, Meta-Tags, Keywords, Content Density and structure
Directory listings, Inbound and Outbound links
Pay-Pay-Click, Banner Adverts etc

Davison consultancy realise that all three elements are required on a sustained basis in order to
raise qualified traffic to your site. Consequently, a scheme was devised to ensure the above
elements are constantly tuned to increase the lead traffic, not just web traffic.
Periodic contact is required to discuss the lead capture performance and keep up to date with the
product and services offered. This will ensure that keywords and content are optimised as topical
content, new/amended products, testimonials etc are added. It is strongly recommended that
Google Analytics (or similar) be installed so that website behaviour and analysis can be undertaken
(see Marketing Analysis section).
This approach ensures Davison Consultancy is fully committed to bringing in Leads every day!
Checklist: 
Set up current baseline
o Traffic
o Sources
o Clicks to conversions
o Ranking (select which ones are to be used)
o Current online budget and breakdown
o Consider promotional, time-based events 
Formulate Plan
o Agree objectives
o Agree budget and timeframe
o Define any constraints
o Execute plan
o Periodic reviews and tuning

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© Davison Consultancy

Website Information and Worksheets
Business Goals
Primary Goal

Additional Goal

Additional Goal

Additional Goal

Additional Goal

Additional Goal

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Issue Log
Define any issues that are, or could, affect the goals being achieved.

Issue 1

Issue 2

Issue 3

Issue 4

Issue 5

Page 8 of 26

© Davison Consultancy

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Conversions Table
Goals

Target Audience

Conversion

Page 9 of 26

Conversion Page

© Davison Consultancy

Entry Page

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Website Features
Item

Rating
1-5 (1=Best)

Included
Now?

Future
Item?

Executive biographies  

Corporate history, news,
and press releases
Support for existing
customers/clients
News and current events,
white papers
Online request for
information (RFI) forms
Login for restricted
information
Instructions for making
contact offline or via
email
Directions, locations,
hours, etc.
Links to other resources,
educational materials
A strong brand identity                  

Information specifically
for geographically local
visitors
Software or documents
available for download    

Site map  

Site search function  

Live help/live contact
function  

Page 10 of 26

Comments

© Davison Consultancy

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

WebPage Analysis
Page URL

Unique
Title?

Keywords
In Title?

>200
Words?

Target
Keywords?

Link from
HomePage?

Links with
Keywords?                                                                                          

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© Davison Consultancy

Comments
(Click Pattern Analytics)

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Link Tracking
Page URL

Starting
Point

Month 1

Month 2

Month 3

Month 4

Date of Results:
Inbound Links/Google Page Rank:

Comments
Search Engine Used:

Page 12 of 26

© Davison Consultancy

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Link Tracking Requests
URL of Linking Page

Requested
Landing Page

Contact Email
or URL

Date
Requested

Link
Received?             

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© Davison Consultancy

Comments

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

PPC Keywords and Adverts
Keyword

1 Bid Price
2 Estimated Clicks
3 Estimated Cost (1x2)
4 Conversion Value

Landing URL

Ad Title
(max 25 chars)

1:
2:
3:
4:
1:
2:
3:
4:
1:
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1:
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1:
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1:
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© Davison Consultancy

Ad Description
(max 2 x 35 chars)

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

PPC Keywords and Adverts
Keyword

1 Bid Price
2 Estimated Clicks
3 Estimated Cost (1x2)
4 Conversion Value

Landing URL

Ad Title
(max 25 chars)

1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
3:
4:
1:
2:
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1:
2:
3:
4:
1:
2:
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4:

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© Davison Consultancy

Ad Description
(max 2 x 35 chars)

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

TOP Keywords
Keywords

Search
Popularity:
Wordtracker

Search
Popularity:
YSM

Page 16 of 26

Relevance

Competition

© Davison Consultancy

Landing Page URL

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Other Keywords
Keywords

Search
Popularity:
Wordtracker

Search
Popularity:
YSM

Page 17 of 26

Relevance

Competition

© Davison Consultancy

Landing Page URL

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Competitor Analysis
1st Competitor Name: _________________________________________________ Alexa Rank: _______________
URL Examined

Keywords

Optimised?

Home Page

Internal Page 1

Internal Page 2

Internal Page 3

Comments (Impression, Easy of Use etc):

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© Davison Consultancy

Inbound
Links

Google
Rank

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

2nd Competitor Name: _________________________________________________ Alexa Rank: _______________
URL Examined

Keywords

Optimised?

Home Page

Internal Page 1

Internal Page 2

Internal Page 3

Comments (Impression, Easy of Use etc):

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© Davison Consultancy

Inbound
Links

Google
Rank

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

3rd Competitor Name: _________________________________________________ Alexa Rank: _______________
URL Examined

Keywords

Optimised?

Home Page

Internal Page 1

Internal Page 2

Internal Page 3

Comments (Impression, Easy of Use etc):

Page 20 of 26

© Davison Consultancy

Inbound
Links

Google
Rank

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Website Changes
Home Page URL : ___________________________________________
Item

Comments

Completed

HTML Page Title
Meta Description
Meta Keywords
Inbound Links
Compelling Content
Call to Action
General Content Changes

Page 21 of 26

© Davison Consultancy

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

URL to Change : ___________________________________________
Item

Comments

Completed

HTML Page Title
Meta Description
Meta Keywords
Inbound Links
Compelling Content
Call to Action
General Content Changes

Page 22 of 26

© Davison Consultancy

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

URL to Change: ___________________________________________
Item

Comments

Completed

HTML Page Title
Meta Description
Meta Keywords
Inbound Links
Compelling Content
Call to Action
General Content Changes

Page 23 of 26

© Davison Consultancy

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

URL to Change: ___________________________________________
Item

Comments

Completed

HTML Page Title
Meta Description
Meta Keywords
Inbound Links
Compelling Content
Call to Action
General Content Changes

Page 24 of 26

© Davison Consultancy

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

To Do List
Description

Priority

Allocated To

Page 25 of 26

Required By

Completed

© Davison Consultancy

Notes

SEO Project – [CUSTOMER]
_____________________________________________________________________________________________________________

Recommendations
Description

Findings

Page 26 of 26

Recommendation

© Davison Consultancy

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