Brian, I’m going through Step 3, which is referring to the one version of the website. I found a very good free tool (https://varvy.com/tools/redirects/) to recommend. It checks on the redirect and gives you a visual number of hops. More hops mean more delay. For example, if I use your manual method to check on https://uprenew.com, all looks good. However, if I use the tool and check, I realize there is an unnecessary 1 hop/delay, whereby I can fix it. Hope this helps. : )
The second is an “opportunity page.” An opportunity page is a page which, if it were to move up slightly in the SERP, would gain a meaningful increase in traffic. Popular SEO products are equipped with rank trackers that allow you to see where pages rank for certain keywords, if those rankings have changed, and how much traffic is being generated from each keyword.
Across the top of the paper, list the main features and characteristics of each product or service. Include such things as target market, price, size, method of distribution, and extent of customer service for a product. For a service, list prospective buyers, where the service is available, price, website, toll-free phone number, and other features that are relevant. A glance at the competition grid will help you see where your product fits in the overall market.

Chesky and Gebbia believed that most people thought hotels were the only option for travelers, but the truth was that renting someone’s extra room was cheaper with an added dose of personalised hospitality – and likely a higher margin business as well. Hyman and Fleiss believed that most people thought they needed to buy the dress they wanted to wear, but the truth was that you didn’t need to own a dress that you only wear a few times. Both teams set out to challenge old customer preferences with modern technology and logic.

Content may be king, but many content creators (and purveyors of fine content) often struggle to show the value of content marketing. This is because the types of content (blog posts, guides, webinars, etc.) that most people think of as content marketing all fall in the "discovery" part of the marketing funnel, which is several steps removed from conversions.

A lot of people can’t effectively answer these questions at first. You have to figure out what makes you stand out from the crowd. So take your time and literally write down your mission on a piece of paper, a computer or an iPad – anything will do, as long as you do it. Once you’re able to answer these questions in detail, you will have taken the first and most important step in your keyword strategy.


The practices and principles of ‘good’ content marketing, however, are here to stay, regardless of the definitions and even as content marketing – rightfully and obviously – continues to already be part of good, integrated and customer-centric marketing. We like the no-nonsense way in which expert Doug Kessler looks at the term, as you can see in the quote.


Read Joe Pulizzi's excellent book Epic Content Marketing. I started reading it after I wrote this post and it confirmed and expanded what I already knew about content marketing, with much more detail than I could ever go into here. Something Pulizzi emphasizes which I originally left out was the importance of focusing on producing mobile-friendly content, since smartphones are becoming the dominant way in which most of our customers access content. Also read Michael Hyatt's Platform, mentioned above. Frequent websites like those of Content Marketing Institute, Ragan, Copyblogger, Michael Hyatt, and Gary Vaynerchuk and sign up for their email newsletters. It won't take you long to become not just familiar with content marketing, but an expert.
According to Nielsen Norman Group’s “User Experience Careers” survey report, 61% of UX professionals prefer to do the competitive analysis for their projects. But what exactly is competitive analysis? In simple language, competitive analysis is nothing but a method to determine how your competitors are performing, what they are offering and how well they are doing it.
By defining questions like this, you are able to uncover information about your potential customers that will simplify the way in which you go about creating content for them. Specifics like these seek to improve your targeting efforts by supplying you with enough information to personalize content and move personas closer to a positive purchasing decision.
Across the top of the paper, list the main features and characteristics of each product or service. Include such things as target market, price, size, method of distribution, and extent of customer service for a product. For a service, list prospective buyers, where the service is available, price, website, toll-free phone number, and other features that are relevant. A glance at the competition grid will help you see where your product fits in the overall market.
The objective of keyword research is to generate, with good precision and recall, large number of terms that are highly relevant yet non-obvious to the given input keyword.[2] Process of keyword research involves brainstorming and the use of keyword research tools. To achieve the best SEO results, it is important to optimize a website as well as backlinks for the most relevant keywords. It is good practice to search for related keywords that have low competition and still a high number of searches. This makes it easier to achieve a higher rank in search engines which usually results in higher web traffic. The downside of this practice is that the website is optimized for alternative keywords instead of the main keyword; main keywords might be very difficult to rank for due to high competition.[3] There are three essential concepts to consider when conducting keyword research. Good keywords are closely related to the subject of the website. Most search engines use an internal quality system to check website relevance related to possible keywords, a non relevant keyword is unlikely to rank well for a website.[4][5] Good Keyword that are highly competitive are less likely to rank in the top. Keywords that have no monthly searches generate no traffic and therefore are useless for SEO. Keyword stuffing in a web page should be avoided.
Searchmetrics – This is an incredibly powerful suite of tools. There’s a number of paid options (some of which will only be affordable for big agencies), but you can get a free taster. As part of this you can get a Searchmetrics SEO visibility score which shows how well a domain is ranking. You can then chuck in some competitors to see how they’re performing too.
Dave Chaffey of Smart Insights collaborated with HubSpot and several content marketers, including us, to make an infographic and paper, based on the strategic framework and research of Dave Chaffey. In a step-by-step article we introduce you to different success parameters of content marketing with additional tips, quotes from the participants, the infographic and much more. A great place, providing all you need to go from plan to execution and optimiziation. It also contains a framework for content planning. Check it out via the button below.
Love how you just dive into the details for this Site Audit guide. Excellent stuff! Yours is much much easier to understand than other guides online and I feel like I could integrate this to how I site audit my websites and actually cut down the time I make my reports. I only need to do more research on how to remove “zombie pages”. If you could have a ste-by-step guide to it, that would be awesome! Thanks!
Should you aim for the singular or the plural keyword? Well, this depends on the query. As Google is learning more about search intent of your query, it is able to better guess what you’re looking for. For instance, if you search for book, you get a different result than if you search for books. Apparently Google thinks that in the first case you’re looking for a definition or certain stories, in the second case it believes you’re looking for books to buy. So make sure you know what you offer on your page and that it fits with the query and results Google gives on that query.

The second step of keyword research is creating a list of your keywords. With your mission in mind, try to get into the heads of your potential buyers. What will these people be looking for? What kind of search terms could they be using while looking for your amazing service or product? Ask yourself these questions and write down as many answers as possible.
DeepCrawl is undeniably the best technical crawler I’ve used. There’s a level of detail available in exports and through the interface that – while they may be available in other crawlers – aren’t anywhere near as easy to access, use, and share. DeepCrawl doesn’t just find the issues, it helps us also share insights with relevant team members.ScreamingFrog is one of the standard tools for any SEO’s arsenal. There’s a lot of guides available to showcase how to use its advanced features, which can uncover incredible opportunities.Sitebulb is newer, and I haven’t had a chance to dive in as much as I’d like, but it’s worth a mention. The Crawl Map feature is VERY interesting.Google Search Console – annoying in its limitations and restrictions, but difficult to turn away information from the primary traffic driver.

Before you select any tool, you need to assess your content team’s abilities, resources, and goals. These platforms exist to make your job easier, more efficient, and more effective, so figure out where you stand before you bring in any technology to help. When you’re ready, there are tons of options to choose from. Here are a few standout marketing automation platforms to get you started.

Making a list of possible search terms is hard. Up until a few years ago you could just check Google Analytics and see the terms people used to find your website, but unfortunately, that’s no longer possible. So you have pretty much no idea which terms people use in search engines to end up at your website. Luckily, there are still some other tools which make your keyword research a bit easier. Read our post about tools you can use in your keyword research for more tips and tricks.
Every company has those dreaded competitors they cannot stand, no matter what you do they are always using your ideas and taking your potential customers. Whether you are a local, national, or international company there is probably someone in your company, specifically the sales and marketing teams, that can quickly rattle off your top competitors as well as what differentiates them from you.
Because someone who is looking for something that specific is probably a much more qualified searcher for your product or service (presuming you're in the blogging space) than someone looking for something really generic. And because long-tail keywords tend to be more specific, it's usually easier to tell what people who search for those keywords are really looking for. Someone searching for the head term "blogging," on the other hand, could be searching it for a whole host of reasons unrelated to your business.
Competitive analysis can help frame your own product context, discover other problems your customers have, and even bond the team together against a common foe. For all of these reasons and more you shouldn’t ignore your competition. However, if you don’t properly understand how they impact your organization’s strategy, competitive analysis is simply a waste of time.

Understanding how to be creative and have an eye for seeking out new opportunities is what will set you apart from your competitors and others creating great content. What works today might not necessarily work tomorrow. Always challenge the status quo. Always look for new opportunities. In this lesson, you'll learn how to instill a growth marketing mindset within your organization and how to manage your growth funnel. This is especially important with the ever-changing landscape of digital media.

2. Product terms. This is what your product is or does and what problems it solves. Depending on how diverse your array of products or services is, this list could be huge. People who are searching for these terms are a little further back in the decision cycle, and your cost per action (CPA) on these terms usually will be higher than on brand terms. But you can get only so much volume from brand terms, so eventually you’ll want to start winning with product terms, too.

When a competitor is identified, have your sales team dive deeper by asking why they are considering switching to your product. If you've already lost the deal, be sure to follow up the with prospect to determine why you lost to your competitor. What services or features attracted the prospect? Was it about price? What's the prospect's impression of your sales process? If they've already made the switch, find out why they made this decision.

Alternatively, you can attack the problem by propagating trust from a seed set of trustworthy sites (e.g., cnn.com, mit.edu, etc.). This approach is called TrustRank, and it has been implemented by SEOmoz in the form of their mozTrust metric. Sites with a higher mozTrust value are located closer to trustworthy sites in the link graph and therefore considered more trusted.
“To further the foothold analogy, picture the entrepreneur as a base jumper. An experienced base jumper isn’t going to approach the cliff underprepared. They would know the site lept from, the best place to sink their line into the cliff’s face, the “foothold” that secures the line for the jump,” says Nolan Harris, a business writer at 1Day2Write and OriginWritings.
Owned media is any content that your company creates and publishes via your company’s assets. This could be in the form of blog content, whitepapers, website copy, sales collateral, email and social media campaigns, or more. While you can fully control this content, not every piece should be a sales pitch in disguise — it’s still important to deliver value to your audience and build its trust.
If your competitors tend to blog three times a week compared to your one article every two weeks, it will be beneficial for your company to start generating more traffic to your site by blogging more frequently about relevant topics. Don't just blog because you want to add more content, it won't generate more traffic if the content your adding isn't remarkable.
5. Local Keyword Generator – This local keyword generator tool is great for businesses trying to advertise in a specific geo-location. Just enter a zip code and a radius up to 100 miles. Then, a list of keywords that are relevant to your business. The tool will create a list of keywords using all the cities and zip codes that are within the radius. This is incredibly useful for brick and mortar stores that want to create a list of keywords that target the businesses general area.
Your website content should serve to fulfill the needs of your audience. By regularly assessing the ways in which people search and by identifying not just the most popular searches but also the specific and ever-changing ways that people search for content within your niche of the internet, you can continue to create content your audience will enjoy and share.
Keyword research isn't just a one-off task. Your website's foundation is built on keywords, so precisely what building blocks you use requires regular re-evaluation and maintenance. Search language shifts constantly, new keywords are being formed all the time, and your audience's needs develop and grow. As a result, keyword research is a job worth doing whenever you're looking to create new website content. This includes when you're looking at starting a new website, if you're writing a new blog post for an existing site, when you're deciding whether to promote a particular product or service, and beyond. It's also rather handy if you're restructuring your existing site and consolidating your content.
In honor of all things inbound, consider how your business can use video as a medium to bring the right talent to your office. Rather than drop bait in the form of a newspaper advertisement, or static pitch on an online job board, a recruitment video can be used to expand your reach, while making known the type of environment applicants can expect to work in.
Once you've fixed all of the problems, you need to request reconsideration from the search engines that penalized you. However, be forewarned that if your site wasn't explicitly penalized (i.e., it was the victim of an algorithm update), a reconsideration request will be ineffective, and you'll have to wait for the algorithm to refresh. For more information, read Google's guide for Reconsideration Requests

When I was working on my own startup, Complete Seating, we did this for OpenTable. I spent at least a night a week working as a host. What was most interesting was all of the other tools that they needed to get their job done: hardwired phone, discussions with waiters, discussions with the kitchen, POS access, and more. We saw some key differentiation with automating the communication through SMS and phone before a guest got to the restaurant. They were really powerful in showing how OpenTable was just a digitization of the maitre d book.


Brian, I have a burning question regarding keyword placement and frequency. You wrote: “Use the key in the first 100 words … “. What else? I use Yoast and a WDF*IDF semantic analysis tool to check the content of the top10 rankings. Pretty often I have the feeling I overdo it, although Yoast and WDF/IDF told me I use the focus keyword not often enough.
He is the co-founder of Neil Patel Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
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