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SEO AUDIT

Prepared for: CVB


Prepared by: Ben Pate

www.PalmBeachFL.com

Page Level, On-Page Analysis


Off-Page, SEO Analysis
Competitive Analysis

Page-Level, On-Page Analysis


1.
2.
3.
4.
5.
6.
7.

Title Tags
Meta Descriptions
Meta Keywords
Top Keywords Per Page
Outgoing Links
Content Analysis
Internal Linking

Off-Page, SEO Analysis


1. Keyword Research
2. Ranking Report
3. SEO Stats
Competitive Analysis
Top 4 Competitors
1.
2.
3.
4.

FLA-Keys.com
Sunny.org
ParadiseCoast.com
VisitPanamaCityBeach.com

Demographic Analysis / Comparison


1. Age
2. Education

3.
4.
5.
6.
7.

Gender
Children
Browsing Location
Income
Ethnicity

Title Tags
Title Tags are mostly unique but there are still some duplicates.
Length under 70 characters

Google Webmaster Tools


https://www.google.com/webmasters/tools/html-suggestions?
hl=en&siteUrl=http://www.palmbeachfl.com/&probtype=9

Recommendation:
Use http://www.seomofo.com/snippet-optimizer.html to test how the meta tags will
look on the Google search engine result page.
Keyword optimizing for should be first then a compelling call to action to make the
user click.
Step 1 Go to Google Webmaster Tools Search Query Report find the keyword and
corresponding page to test. Make note of the Click-Through-Rate (CTR).
Step 2 Use the snippet optimizer tool above to write a new title and description.
Step 3 Watch for when Google re-indexes the new meta description and make note
of that date.
Step 4 Check back with Google Webmaster Tools Search Query report to see if CTR
increased.
Descriptions
https://www.google.com/webmasters/tools/html-suggestions?
hl=en&siteUrl=http://www.palmbeachfl.com/&probtype=10

Descriptive - Yes
Actionable - Yes
Length - Great
Keyword Stuffing - No

Recommendation:
Some descriptions are short and duplicate and they should be fixed if possible.
Meta Description should be 156 characters or less.
Include Calls to Action, Unique Selling Points, Promotions, etc. anything to make the
use click.
If the desired keyword can be included in the description then that is a plus.
Use http://www.seomofo.com/snippet-optimizer.html to test how the meta tags will
look on the Google search engine result page.
Keyword optimizing for should be first then a compelling call to action to make the
user click.
Step 1 Go to Google Webmaster Tools Search Query Report find the keyword and
corresponding page to test. Make note of the Click-Through-Rate (CTR).
Step 2 Use the snippet optimizer tool above to write a new title and description.
Step 3 Watch for when Google re-indexes the new meta description and make note
of that date.
Step 4 Check back with Google Webmaster Tools Search Query report to see if CTR
increased.
Top Keywords per Page
Beaches
https://www.google.com/webmasters/tools/keywords-details?
hl=en&siteUrl=http://www.palmbeachfl.com/&keyword=beach

Keyword to URLs
https://www.google.com/webmasters/tools/keywords?
hl=en&siteUrl=http://www.palmbeachfl.com/

Recommendation:
Use the Google site command to determine which page Google thinks is most
relevant for a page.
I.E. site:palmbeachfl.com florida beaches
Outgoing Links
Some pages on the site have many outgoing links.
Page
/meeting-professionals/meeting-planner-tool-kit/convention-event-pl
/visitors-center/visitor-services
/meeting-professionals/meeting-planner-tool-kit/offsite-venues

Link
Count
601
568
448

/meeting-professionals/meeting-planner-tool-kit/offsite-venues?&amp
/meeting-professionals/meeting-planner-tool-kit/offsite-venues?&amp
/meeting-professionals/meeting-planner-tool-kit/offsite-venues?&amp
/meeting-professionals/meeting-planner-tool-kit/offsite-venues?&amp
/meeting-professionals/meeting-planner-tool-kit/offsite-venues?&amp
/meeting-professionals/meeting-planner-tool-kit/offsite-venues?&amp
/media/media-assistance/images
/site-map
/visitors-center/photos-videos
/vacations/culinary-dining/restaurants
/meeting-professionals/conference-hotels
Recommendation:
Its a best practice to have less than 100 links per page.
Part of the problem is that the header and left nav menus have a large number of
links in them.
Consider, displaying the header and left nav menus in javascript only on certain
pages. This way the search engines will not see those links, thus reducing the
number of total links per page.Content Analysis
Content appears to be unique.
The only content that the tools have reported as not being unique is the list of cities
at the bottom of every page.

Recommendation:
Fix duplicate and short meta descriptions as reported in Google Webmaster Tools.
Include mechanism for user generated content such reviews.

Internal Linking
Some links are properly optimized.
https://www.google.com/webmasters/tools/internal-links?
hl=en&siteUrl=http://www.palmbeachfl.com/
Recommendation:

448
448
447
436
432
420
340
329
329
316
313

Link on words in-content even if going to same page.


Include exact keywords in anchor text that are being targeted for SEO.
For example, if the desire is to rank higher for florida beaches then make sure that
there is an internal link on the site that has this as the anchor text.
When linking images use alt tags.
Link with words.
http://www.palmbeachfl.com/vacations/beaches-waterways

Page-Level
Recommendations

Title Tags
1. Fix duplicate title tags if possible.
2. Optimize with snippet optimizer. Less than 70 characters.
Descriptions
1. Fix short and duplicate descriptions.

2. Optimize with snippet optimizer. Less than 156 characters.


Outgoing Links
1. Reduce number of links on pages with over 150 links
2. Header in javascript on deep pages.
Content
1. Fix duplicate descriptions.
2. Include mechanism for user generated content.
Internal Linking
1.
2.
3.
4.

Link on words in-content even if linking to the same page.


Include exact keyword phrase in internal links anchor text.
Include alt tag when linking with images.
Link with words.

Off-Page, SEO Analysis


1. Keyword Research
2. Ranking Report
3. Backlinks
Keyword Research
Ranking Keywords
In the past month, most of the website traffic has derived from the following
keywords:

west palm beach


south florida fair 2011
palm beach
palm beach florida
spring bling 2011
south florida fair
west palm beach fl
west palm beach florida
bet spring bling 2011
palm beach fl
palm beach county
things to do in west palm beach

For additional Keyword Research Data see KeywordResearch.xlsKeyword Research


(Cont)

Industry Specific High Traffic Terms


Keyword
all inclusive vacations
vacation packages
beaches
all inclusive resorts
destin florida
florida keys
last minute vacation deals
palm beach
honeymoon packages
cheap vacations
last minute vacations
cheap vacation packages
travel deals
key west florida
beaches resorts
resorts
vacation packages all
inclusive
florida beaches
florida villas
seaside florida
travel packages
couples resorts
kissimmee florida
key west resorts
florida vacations
clearwater beach hotels
all inclusive resorts in florida
all inclusive vacation
packages
cheap all inclusive vacation
packages
Rankings

Monthly
Searches
110,000
74,000
49,500
60,500
60,500
49,500
33,100
12,100
22,200
27,100
9,900
22,200
22,200
27,100
22,200
9,900

AVG Monthly
Searches
135,000
90,500
90,500
74,000
74,000
60,500
49,500
49,500
49,500
49,500
49,500
40,500
33,100
33,100
27,100
27,100

Estimated
Avg. CPC
$2.11
$0.00
$2.17
$1.93
$5.95
$1.61
$2.34
$1.37
$3.99
$2.05
$1.66
$1.70
$0.00
$2.02
$15.04
$0.00

18,100
18,100
590
14,800
6,600
14,800
12,100
14,800
12,100
12,100
14,800

27,100
22,200
18,100
14,800
14,800
14,800
14,800
14,800
14,800
14,800
14,800

$1.71
$0.85
$2.69
$0.52
$2.48
$1.30
$0.00
$1.80
$2.35
$1.73
$2.71

9,900

12,100

$1.78

9,900

12,100

$2.11

https://www.google.com/webmasters/tools/top-search-queries?
hl=en&siteUrl=http://www.palmbeachfl.com/&grid.r=100#

Backlinks
https://www.google.com/webmasters/tools/external-links?
hl=en&siteUrl=http://www.palmbeachfl.com/
Stats Continued on Next Page
Alexa Rank
121,713 (US)
522,510 (World)
Google PageRank
PR5
Pages Indexed
Google:

5,120

Yahoo!:

2,451

Bing:

1,150

Palmbeachfl.com

Backlinks
Google:
Yahoo!:

186
14,478

Anchor Text Distribution


1. palm beach
2. www.palmbeachfl.com
3. palm beach county convention and visitors bureau
4. (img) [No Anchor Text]
5. view website
6. palm beach county
7. palm beach county convention visitors bureau
8. palm beach county convention center
9. palmbeachfl.com
10.palm beach county florida
Root Domains
1,398
EDU / GOV
21 / 3
Competition
Top 4 Competitors
8. FLA-Keys.com
9. Sunny.org
10.ParadiseCoast.com
11.VisitPanamaCityBeach.com

FLA-Keys.com

Alexa Rank
31,401 (US)
144,179 (World)
Google PageRank
PR5
Pages Indexed
Google:

3,130

Yahoo!:

5,143

Bing:

2,490

Backlinks
Google:
Yahoo!:

372
94,865

Anchor Text Distribution


1. www.fla-keys.com
2. florida keys
3. key west
4. (img) [No Anchor Text]
5. fla-keys.com
6. key largo
7. Islamorada
8. http://www.fla-keys.com/
9. florida keys key west
10.the florida keys
Root Domains
2,775
EDU / GOV
85 / 35

FLA-Keys.com vs. Palmbeachfl.com (Rankings)


Summary: For the keywords that the CVB ranks for that so does fla-keys.com, the
CVB ranks better in most cases.

Sunny.org
Alexa Rank
46, 870 (US)
198, 093 (World)
Google PageRank
PR6
Pages Indexed
Google:

6,710

Yahoo!:

9,671

Bing:

4,390

Backlinks
Google:
Yahoo!:

302
25,406

Anchor Text Distribution


1.
2.
3.
4.
5.
6.
7.
8.

www.sunny.org
(img) [No Anchor Text]
fort lauderdale
greater fort lauderdale convention visitors bureau
greater fort lauderdale convention and visitors bureau
sunny.org
http://www.sunny.org
http://www.sunny.org/

9. greater fort lauderdale


10.
ft lauderdale
Root Domains
1,930
EDU / GOV
69 / 65

Sunny.org vs. Palmbeachfl.com (Rankings)


Summary: CVB outranks Sunny.org for some of the more desirable keywords like
beaches in florida.

ParadiseCoast.com
Alexa Rank
61, 321 (US)

332,914 (World)
Google PageRank
PR5
Pages Indexed
Google:

17,300

Yahoo!:

12,297

Bing:

2,600

Backlinks
Google:
Yahoo!:

81
4,365

Anchor Text Distribution


1. www.paradisecoast.com
2. (img) [No Anchor Text]
3. marina public boat ramp listings
4. naples florida
5. paradisecoast.com
6. http://www.paradisecoast.com
7. paradise coast
8. naples marco island everglades convention and visitors bureau
9. marco island
10.naples
Root Domains
709
EDU / GOV
33 / 0

ParadiseCoast.com vs PalmBeachfl.com (Rankings)


Summary: Only very broad keywords overlap.

VisitPanamaCityBeach.com
Alexa Rank
100,036 (US)
496,834 (World)
Google PageRank
PR5
Pages Indexed
Google:

6,610

Yahoo!:

4,852

Bing:

3,090

Backlinks
Google:
Yahoo!:

8
4,365

Anchor Text Distribution


1.
2.
3.
4.
5.
6.
7.

panama city beach


www.visitpanamacitybeach.com
visitpanamacitybeach.com
http://www.visitpanamacitybeach.com
(img) [No Anchor Text]
panama city beach convention visitors bureau
click here

8. panama city beach convention and visitors bureau


9. panama city
10.panama city beach cvb
Root Domains
470
EDU / GOV
0/0

VisitPanamaCityBeach.com vs PalmBeachfl.com (Rankings)


Summary: Only very broad keywords overlap.

Competitive Analysis Comparison

Green The best among the group

Red The worst amongst the group

Demographics Comparison Report


Please note - All comparisons are relative to the general internet population.

AGE: CVB users are mostly baby boomers!

EDUCATION: The CVBs audience is a mix between College Educated and No


College.

GENDER: The CVBs audience is mostly female.

CHILDREN: The CVBs audience is neutral when it comes to having children or not.

BROWSING LOCATION: CVB visitors like to browse the site from work.

INCOME: The CVBs audience is in a higher income bracket but Ft. Lauderdale has
the highest.

ETHNICITY: The CVB audience is mostly Caucasian.

Demographic Comparison Conclusion


As Compared to the general internet population, the CVBs
audience demographics are:

Either College or No College Education


Female
Baby Boomer
Caucasian
High Income

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