SEARCH ENGINE OPTIMIZATION PROMOTION

SEO Analytics and Expertise - An Overview!

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Keyword Density:
Keyword density refers to the keyword/non-keyword ratio of the site. This is a touchy area as many in the SEO community do not believe keyword densities play a factor in organic placements but it is an often-analyzed page element. Scott Van Achte, head SEO at StepForth Placement does consider keyword densities however he believes that the “optimal” keyword density is directly related to the other pages listed in the Top10 placements. This is an area you would want to address with a professional SEO firm.

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Site Structure:
This refers to how a website is constructed and is a fairly dense area to work through. Please note: Given the numerous types of sites, databases and design tools, a general view on site structure is rather difficult to present, an issue shared by all analytic tools, tech-writers included. If you think your site structure might have an adverse effect on site rankings, you should speak to an SEO. Here is some general advice on analytic tools and site structure though.

The first thing a good online analytic tool will do is tell you if a search engine spider can read your website. A problem here is that (generally speaking), most search engine spiders are more advanced than the free SEO analytic software. Quite often an older tool will tell a webmaster that their site is not open to search engine spiders when the site is in fact wide open.

Next, a good tool will offer a representation of link paths found within the site. Users should be able to see each link listed, including the anchor text used to phrase the links. The tool should also expose any “dead links”. If there are critical SEO issues posed by the structure of the site, a really good free tool will offer corrective suggestions as well.

An important thing to note is that most analytic tools examine individual web pages not entire websites. You want to be certain you have a full analysis of your entire website before undertaking a major redesign or SEO effort.

Incoming Links:
One of the biggest factors shared by all major search engines is that spiders find pages by following links. Furthermore, the number of links directed to a specific page has an effect on the placement of that page.

A good analytic tool will tell you exactly how many incoming links are directed to the page being studied. A really good tool will give you an active list of these links however;most free tools do not generate such lists. Link Analysis is an important part of SEO work however this is another area in which most analytic tools simply can not offer a full picture of the effectiveness of current incoming links.

Overall, website analysis is very complex, made more difficult by the fact that analysis of competing websites is critical to establishing useful baselines. It is important to remember that most online analytic tools look at pages, not entire sites. Webmasters and marketers are urged to gather as much information as possible before considering search engine optimization, whether in-house or out-sourced to a professional firm. Above all, use the numbers gathered in analytic study of the various pages in your website to quiz whomever you are considering for your SEO effort.

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