How to Write an SEO Obstacle Analysis Report
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The document outlines a guide for writing an SEO obstacle analysis report (OAR) emphasizing three key principles of SEO: creating content that matches search terms, enhancing visibility, and improving user engagement. It provides a structured approach to developing the OAR, including sections such as cover sheet, table of contents, summary, findings, and recommendations, tailored for both technology and marketing departments. Additionally, the author, Steve Wiideman, shares his expertise in SEO and offers insights on how businesses can better understand and implement effective SEO strategies.
How to Write an SEO Obstacle Analysis Report
- 1. Creative Search Strategies(How to Write an SEO Obstacle Analysis Report)Steve Wiidemanwww.CreativeSearchStrategies.com
- 2. Three Principles of SEOHaving content to match search terms and making that content easy to find & incredibly awesome for visitorsOther websites referencing a target websiteUser behavior (“click and stay”)
- 3. Who Uses an OAR?CMO’s, Agencies & In-House SEO SpecialistsTechnology department will need to know what features and functionality to change
- 4. Marketing department will need to know what content needs to be enhanced
- 5. CMO will need a baseline to compare against when the next OAR is deliveredHow Much is an OAR Worth?Website owners will typically pay up to $99 for a manual audit of their website.Small to mid-size businesses will pay up to $250 for the same audit, but with more “additional recommendations”.
- 6. Part 1 – The Cover SheetYour Logo HereThe Website You are Going to Audit The Auditor’s Name and Audit Date
- 7. Part 2 – The Table of ContentsYour Logo Goes in the HEADER Section, Right JustifiedMicrosoft Word Has a Table of Contents Feature (Font Type Arial)Page Numbers Go in the FOOTER Section, Right Justified
- 8. Part 3 – The SummaryBusinesses often get a misconception of what SEO is.This Summary page helps clarify what main factors will be the emphasis of the audit.It also helps set the expectation that the audit is based on SEO principles not heresay.
- 9. Part 4 – The FindingsHighlight the total score at the top of the tableUse Green for Passed and Red for FailedYou decide what scoring to use based on your opinion of criteria importanceLink Jing screencasts for specific examplesUse today’s date for items that pass
- 10. Part 5 – The ExplanationsElaborate descriptions help the company’s technology and marketing department understand what needs to be done to improve visibility in natural search results.
- 11. Part 6 – Optional Baseline
- 12. Part 5 – The ExplanationsAdditional RecommendationsGeneral observations
- 13. Usability
- 14. Content Tracking
- 15. Delta Report (if applic.)
- 16. Explicit Reminder of SEO PrinciplesA Thank You
- 18. Connect with Steve WiidemanWiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google.Steve Wiidemanwww.SEOSteve.comFacebook.com/stevewiidemanP. (562) 732-4417E. info@seosteve.com@seosteve