SEO Project for Directive Consulting

A brief demonstration of some of my current search engine optimization skills

By Justin Briones

Introduction

I will be conducting an SEO analysis of a website my dad made for my uncle. My

uncle’s website is an air conditioning services company website based in Orange
County. For reference, here is the link: http://www.airtemperaturesolution.com
If we do an initial analysis of my uncle’s site, you can see it is not doing well from an
SEO standpoint at all (screenshot was taken from Moz open site explorer):

There is very low domain and page authority, and I already have some theories as to
why that is based on my current knowledge of SEO.

For this project I will be using basic SEO tools such as:

● Moz Open site explorer

● Google Adwords Keyword Planner

So without further ado, let’s get to it!

Keyword Analysis

From the client’s page we can see that it is an air conditioning repair company based in
the Orange county area. The market we want to attract here are people in orange
county searching google for a keyword such as “air conditioning repair Orange county.”

Since my uncle just started and only wants to work in Orange County, I think it is best
we stick to keywords people are searching for specifically for Orange County. Below is a
screenshot taken from Google adwords keyword planner when searching the keyword
“air conditioning repair orange county”:
Here we can see that there is actually a better solution in terms of keywords: removing
the word “repair” may bring in more results for a cheaper cost. From this basic analysis,
we will move forward with using the keyword “air conditioning orange county”.

Competitive Analysis

By doing a quick search on google for the keywords we chose and Moz’s open site
explorer we can quickly see who our competition is. Both keywords present the same
competitor in the first page of google’s search results. Below is a screenshot of their
stats on Moz open site explorer:

In order to surpass our competitor here, it looks like we need to increase our domain
and page authority as well as establish off site links through link building.

Increasing Authority

Right off the bat I noticed that my uncle’s site does not have an h1 tag. This is a simple
and quick add for my dad, and I could make sure he includes the keywords mentioned
previously. My suggestion for the h1 tag’s title is “Air Temperature Solution - Air
Conditioning in Orange County.”

It’s also good to check the title tag in the source code. Quite frankly, the title tag on my
uncle’s page could be much better:
“Services by AirTemperatureSolution” should be changed to “Air conditioning repair
service in Orange County”.

Offsite link building

Increasing authority is not enough to compete for the top spot in a google search result.
When you look at our competitor you’ll see that not only do they have a higher page
authority, but also established relationships with high authority relevant blogs which
point to their pages.

Below is a screenshot of what our competitor is doing in terms of inbound links,

provided by Moz open site explorer:

Both of these sites have high domain and page authorities and could provide excellent
opportunities for link building.

These are the two sites that our competitor is using to build their more significant links:

● http://www.bbb.org/sdoc/news-events/news-releases/2014/11/guest-blog-what-
are-merv-ratings/
● http://themify.me/tag/magazine

BBB.org appears to be a guest blogging site where users can create blogs (which
provide value) and it seems to be a perfect opportunity to provide knowledge for the
blog site as well as plug in our client’s domain. It’s a win-win for both parties.
Themify.me looks like a site which features its users who use their themes on the front
page. This could be very valuable since the theme of our client’s website does not look
that user friendly at all.

Final Thoughts

Making these small changes and reaching out to these high authority blog sites will
already put my uncle’s new website in a better place. There is more that can be done
through other channels such as PPC and Social media as well. A small website like this
is open to many possibilities in digital marketing to improve its’ conversion rate and
bottom line.