Website Audits

A Website audit would cover many aspects of your site. Really, before you get into the nuts and bolts of SEO you have to see where your site stands in search and technically. Some of the principle areas are set out below: [module-319]

Keyword Lists

Keyword Use Anywhere in the Title Tag Keyword Use as the First Word(s) of the Title Tag Keyword Use in the Root Domain Name (e.g. Keyword Use Anywhere in the H1 Headline Tag Keyword Use in Internal Link Anchor Text on the Page Keyword Use in External Link Anchor Text on the Page Keyword Use as the First Word(s) in the H1 Tag Keyword Use in the First 50-100 Words in HTML on the Page Keyword Use in the Subdomain Name (e.g. Keyword Use in the Page Name URL (e.g. Keyword Use in the Page Folder URL […]


This is a small file that points and guides spiders as to what they can index and what they should keep away from. There may be areas on a site that that you want to block off from spiders so that that information in those sections does not (or should not) end up on the web. CMS systems have areas that you don’t want found on the Net so you use the robots.txt file to ensure that. WordPress, for example, suggest you block about 13 folders through your robots.txt file, Joomla about 10. We have tagging on the blog portion […]

Page Title and Descriptions

Page titles and descriptions are your “elevator pitch” in the search results and you only have an instant to make a good impression on a potential visitor. Page titles are incredibly important in terms of SEO and the title of a book they inform the potential reader as to the pages contents. Search engines it appears place a good deal of weight in titles and the keywords in them. Simply by manipulating the pages titles can have an immediate and positive effect on your search rank. Actually seomoz, the Search Specialists conduct an annual survey of around 80 of the […]

Search Engine Simulators

In order to see exactly how your pages are seen by search engines you can use an online ‘search engine simulator’. There are plenty of them about but there may be some variations in the results. Using this facility will show you what words and phrases are going to be indexed in that page. It’s an excellent way to look at your pages. Its takes away the distraction of graphics or flash and strips the site down to its most basic. And that’s the way the site will be seen by and indexed by search spiders. A word of caution, […]

Panda Problems?

Here’s a interesting take on the recent Google Panda update – specifically on Below is the before and after of an Irish website whichwas competing for a fairly competitive key phrase. Before the update we had tracked it in and around 10th# and it had been relatively stable over that months up to that give or take a position or two. The landing page for that keyphrase on that particular site was, well, a bit light and really didn’t live up to the promise. After the “update” they currently reside in 75th#. That has to hurt.

Irish Newspaper Circulation March 2011

Get the latest circulation data here   No pretty formatting today as were are stranded with a laptop running the equivalent to Windows 3.1! But we’ll address that later. In the interest of speed and haste we have basic formatting but plenty of data. First things first. Congratulations to the Daily Star for putting on a few copies! That’s not a facetious remark. If you plan for an event like Cheltenham and it pays off – then you should be thrown a few bouquets. The other two tabloids in the morning managed to at least keep pace with the previous […]

On Page Optimisation

On Page Optimisation is where all the information gathered in earlier parts of the process guide us as to how we should construct the actual pages. Each page should, ideally, act as a “landing page” so try and forget the notion that the “home page” is the one to be optimised. It will be optimised but other pages should get the same treatment – but for different keywords. On one site I am familiar with the home page is the ‘most popular’ landing page in absolute terms. But of all the page visits only 3% land directly in the home […]

Site Audit

In looking at a site with the site analysis or site audit hat on there are a number of areas that you would want to concentrate on. Below are listed some of the areas that should be analyised. Crawling and indexing: How many pages have been indexed and how many pages are there on the site. Is there a gap (there can be small gaps at times)?  Is there a big difference between the indexed and actual pages and why? Using an online crawler (or offline) like seo-browser will show you how your page appears to a search engine – […]

Keyword Research

Keyword Research is the next stage of the process. Having compiled a list of industry terms in our first pass and then seen, through the competitor analysis, which terms your closest competitors are aiming for, we are now beginning to build up a lexicon of words specific to a particular industry. But while you will find certain keyword expressions being mentioned again and again, there is a trade off between the time, cost and effort it would take to rank on that specific phrase and the volume of business it would bring your way. Obviously in certain markets there are […]

Irish Newspaper Circulation April 2010

A marginal decrease in the mornings this month. Taking into account the ‘disruption’ in the buying cycle for Easter and School holidays – its not a bad result.  However the year on year picture is very bleak. The tabloids account for 24,000 of the 29,000 drop in the market year on year. Just how much more blood letting can that tabloids take is anyone’s guess.    The Sunday market is beginning to get a little interesting. In last months figures, it looked as if the much publicised defection of Paul Williams to the News of the World didn’t materialise into sales […]

Competitor Analysis

It’s getting down to the nitty-gritty where we start looking at the competition and their web offerings. In this we will be making direct comparison with the client site to the better performing sites. At times these comparisons are not for the easily offended.  But you have to understand that by beginning this SEO process you’ve identified that you need to improve your own site. The very first item on the agenda is to identify the competition. This can be through the initial analysis in part one combined with looking at the search engine rank report. We want to see which […]

07 – On Page Optimisation

On Page Optimisation is where we start tackling the page features of the site to make each page more appealing to search engines. We look at the title tags, descriptions and the body copy to ensure that particular keywords are highlighted and featured. We also look at certain design aspects to discover if your site is user friendly. Read On…

06 – Report Findings

At this point it’s a well to report what has been found in the initial stages. It’s important that there is a clear understanding and agreement of what’s going to happen next and that all parties are in agreement as to the work to be carried out. The analysis for the first part may indeed point the site in a particular direction (say a new CMS system or better training internally etc) so its a very good point to take stock.

05 – Site Analysis

We conduct a detailed analysis on the site from a technical standpoint. It looks at a large number of technical aspects including the number pages already indexed in the search engines, the quality of those pages, the relevance of the pages. We look for all the reasons that a technical glitch might be hindering the search ranking of a site. Read On…

04 – Keyword Research

Our basic keywords are the ones we established in the first part of the process. On completion of the competitor analysis we should have added to our lexicon. We then look at each keyword to see what the estimated traffic volumes associated with each word and begin to trawl for other both high and lower (long tail) traffic keywords. Read On…

03 – Competitor Analysis

The Competitor Analysis is will focus in the sites that are competing for search share. We analyse why these site are ranking above you for certain terms. We look at their keyword strategy, their linking strategy and we look at their social media strategy. Read On…

02 – Search Engine Ranking

We complete a detailed report on where the site appears in the search engines currently and who and where the main competition is. This report acts as a benchmark for the site and also helps establish realistic deliverables based on where the site appears at the moment. Read On…

01 – Initial Analysis

Firstly is an analysis of your market and your competitors (both off line and online). We begin to get agreement on some basic industry terms and expressions so that we can do our initial keyword analysis. Read On…