SEO Audits for the C-Suite

28 Dec
2011

SEO Audits for the C-Suite

First off, what the heck is C-Suite?

A widely-used slang term used to collectively refer to a corporation’s most important senior executives. C-Suite gets its name because top senior executives’ titles tend to start with the letter C, for chief, as in chief executive officer, chief operating officer and chief information officer. Also called “C-level executives”.

The C-suite is considered the most important and influential group of individuals at a company. Being a member of this group comes with high-stakes decision making, a more demanding workload and high compensation. As “chief” titles proliferate, however, job-title inflation may decrease the prestige associated with being a member of the C-suite. (source)

What are the objectives of a C-Suite SEO Audit?

The C-Suite level person is crunched for time and they need critical data to make important decisions based on a logical presentation. By breaking down all the important points into an easy to understand document, you make the decision process easier for the C-Suite executive, and you can be thought of as someone who can grow their business with realistic projections of success.

Finer points of the C-Suite SEO Audit

– People consume content in different ways and those must be accounted for when performing C-Suite SEO Audits.

– Search engines rely on brand signals that can trump poor seo methods.

– Can reveal where effectiveness and efficiency of process can be improved.

Accessibility
(Conversion funnels, action paths [registration/purchase/download/email]) – main focus for this section.

Goals: Identify and remove barriers that prevent search engines and more importantly, users from accessing content and items that prevent users from completing the conversion action item.

Site Structure
Identify ease of use for registration process/remember me features.
Identify any broken links or visits to any page that isn’t driving the reader to a conversion.

Relevance
What happens when visitors do arrive?
What pages are they using the most? (Top 5)
What pages are they leaving? (Top 5)
Are the keywords being targeted in line with company objectives?

Targeting
Keyword types:

Navigational
Queries that seek a single website or web page of a single entity (e.g., YouTube).
30% of all search queries are navigational queries

– Site login
– Customer package tracking

Informational
Queries that cover a broad topic (e.g., Colorado) for which there may be thousands of relevant results.

– “How To…”
– “Tips” on…
– [Keyword phrase] “Guide”

Transactional
Queries that reflect the intent of the user to perform a particular action, like purchasing a centrifuge or signing up for a newsletter.

Informational and Transactional queries drive new business and sales.

Determine commercial intent when selecting keywords.

Quality of content and design

Distinct Search behavior patterns – (source: About.com September 2011)

Answer Me (46% of all searches) – People in an Answer Me search want exactly what they ask for, and no more, delivered in a way that allows them to get to it as directly as possible. The top categories in Answer Me search are Entertainment, Fashion and Beauty & Style.

Educate Me (26% of all searches) – People in an Educate Me search want 360 degrees of understanding, and multiple perspectives on critical topics. They will search until their goal is achieved – which may stretch over long periods of time and through related topics. The top categories in Educate Me search are Health and Finance.

Inspire Me (28% of all searches) – The fun, “browsy” type of search, where people are looking for surprises, have open minds and want to be led. The top categories in Inspire Me search are Travel and Home & Garden.

What all of this means

As stated before, keep it simple! Talk to them in their language. ROI and expected growth. Money spent will equal a certain amount of profit. Of course we all know nothing is guaranteed, but being able to present a logical strategy backed up with realistic numbers for success will enable the C-Suite executive to make important decisions that will make them look good.

…assuming you can deliver those results!

Good luck!

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Paul
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Get his thoughts at his blog (www.ranksurge.com) or follow him on Twitter (@semconsulting) G+ (https://plus.google.com/+PaulBliss3)

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