seo content analysis

AIHA Aiha.org

Prepared by: Suzanne Baran, Readz

SEO & Content Analysis

July 2014 AIHA.org SEO + Content Analysis 2

Table of Contents OVERVIEW ......................................................................................................................... 3 OVERALL SCORE .................................................................................................................. 3 HOW DO I IMPROVE MY GRADE? ............................................................................................ 3 DUPLICATE TITLE TAGS ......................................................................................................... 4 MISSING TITLE TAGS ............................................................................................................ 4 LONG TITLE TAGS ................................................................................................................ 4 MULTIPLE TITLE TAGS .......................................................................................................... 5 HOSTNAME ........................................................................................................................ 5 REACHABILITY ..................................................................................................................... 6 REDIRECTS .......................................................................................................................... 6 ANCHOR TEXT .................................................................................................................... 7 BROKEN LINKS .................................................................................................................... 8 DEAD END PAGES ................................................................................................................ 8 PAGE NOT FOUND ............................................................................................................... 9 LONG URLS ........................................................................................................................ 9 DUPLICATE CONTENT ......................................................................................................... 10 DUPLICATE META DESCRIPTIONS .......................................................................................... 10 TOO MANY LINKS .............................................................................................................. 11 SERVER ERRORS ................................................................................................................ 12 ROBOTS.TXT ..................................................................................................................... 12 SEARCH ENGINE MARKETING (SEM) .................................................................................... 12 LOW WORD COUNT ........................................................................................................... 14 IMAGE DESCRIPTIONS ......................................................................................................... 15 SPEED ANALYSIS ................................................................................................................ 18 INSECURE FORMS .............................................................................................................. 21 WEB ANALYTICS ................................................................................................................ 22 SOCIAL SHARING ............................................................................................................... 22 LINKS FROM TOP SITES ....................................................................................................... 24 UNIQUE HOSTS CRAWLED ................................................................................................... 25


Overview This SEO Audit is based on an analysis of 4,758 onsite pages and 2,408 offsite links.

Overall Score 86/100

We examined the 5 most critical aspects of your site based on industry best practices to help determine a grade.

How do I improve my grade? The recommendations below are the most important issues we identified on your site. More details and supporting data are available within the audit worksheet and separate tabs listing links that pertain to each issue.

• Redirecting too many of your sites pages to other pages wastes crawler resources and may result in a smaller number of pages being crawled.

• Make sure every page on your website includes a web analytics tag. • Correct errors in the configuration of your 'Page Not Found' error

page. • Add relevant descriptions for the images on your site. • Add more relevant text content to the pages on your site. • Add or combine pages to avoid low word count. • Address your hostname differences. • Consider adding a blog to the homepage to increase traffic and

engagement.


Duplicate Title Tags Search engines use the title of a page to help decide what the page is about, so an easy way to improve your SEO is to make sure all of your important pages have unique and descriptive titles. Unique, descriptive titles on each of your important pages will increase the likelihood that search engines will show your pages in search results.

Additionally, search engines often display a page's title in search results. If your titles are clear and descriptive, people will be better able to understand what your site is about and will be more likely to click on your links instead of the other links shown.

<title>This is the page title</title>

Recommendations There are no duplicate titles on your site.

Missing Title Tags Search engines use the title of a page to help decide what the page is about, so an easy way to improve your SEO is to make sure all of your important pages have unique and descriptive titles. Unique, descriptive titles on each of your important pages will increase the likelihood that search engines will show your pages in search results.

Additionally, search engines often display a page's title in search results. If your titles are missing, search engines will either guess at the text to show or worse not show a title at all. If your important pages have titles that are clear and descriptive, people will be better able to understand what your site is about and will be more likely to click on your links instead of the other links shown.

Of the 0 unique HTML pages we examined, 0 pages have missing titles.

Long Title Tags Search engines displays page titles in search results, but if your page


title is too long it will be truncated. Unique, descriptive titles on each of your important pages will increase the likelihood that search engines will show your pages in search results.

0 pages have long titles.

Multiple Title Tags Search engines use the title of a page to help decide what the page is about, so an easy way to improve your SEO is to make sure all of your important pages have unique and descriptive titles. Unique, descriptive titles on each of your important pages will increase the likelihood that search engines will show your pages in search results.

Additionally, search engines often display a page's title in search results. If your titles are clear and descriptive, people will be better able to understand what your site is about and will be more likely to click on your links instead of the other links shown.

0 pages have multiple titles.

Hostname Many websites allow for users to visit them through both http://domain.com and http://www.domain.com. Most search engines treat these as separate hosts, so it is important to have one redirect to the other or you risk splitting your Page Rank across the two versions of your site.

aiha.org and www.aiha.org both resolve to https://www.aiha.org

aiha.org Resolves: HTTP: HTTPs: Points to: www.aiha.org Resolves: HTTP: HTTPs: Points to: https://www.aiha.org https://www.aiha.org


Reachability A well-‐structured, well-‐linked site makes it easy for users and for search engine crawlers to find what they are looking for. Deeply nested pages or, worse, those with no links at all may be evaluated as unimportant by search engines.

0 pages are hard to find because your only links to them are buried deep within your site. Search engine crawlers tend to initially visit the most popular pages on the web. They then follow the links on those pages to discover less popular pages. If all of your pages can be found within a few clicks, crawlers will index your site optimally. However, if your site has pages that are nested very deeply, crawlers may have trouble finding all the pages on your site.

Deeply nested pages or, worse, those with no links at all may be evaluated as unimportant by search engines. This can include pages that require crawlers to follow multiple redirects.

Our calculation of the optimal path length is based on the total number of pages on your site and a consideration of the number of clicks required to reach each page. Because optimally available sites tend to have a fan-‐out factor of at least ten unique links per page, our calculation is based on that model. When your site falls short of that minimum fan-‐out factor, crawlers will be less likely to index all of the pages on your site.

Redirects Redirecting too many of your sites pages to other pages wastes crawler resources and may result in a smaller number of pages being crawled.

Out of 10012 pages requested by the crawler, 2212 pages (or 46.49% of requests ) were redirected to other pages using temporary redirects.

Recommendations 1. Create direct links to pages that are currently linked to via redirects.


If the redirects are necessary operate the site, consider changing "temporary" redirects to "permanent" redirects. If you need to redirect pages configure your server to return a '301' or permanent redirect instead of a '302' temporary redirect.

Redirected URLs – see spreadsheet.

Anchor Text Search engines use anchor text to help decide what the page linked to contains. So every link should have descriptive, keyword rich anchor text that describes the destination page.

Recommendations Instead of using generic text such as 'click here' (under Donate CTA), use descriptive phrases that describe the page that is being linked to. The 'anchor text' is the text that is shown when you link to a page:

<a href="http://yoursite.com/yourpage.html">This is the anchor text</a> Anchor Text Found On 2,665 pages. See Spreadsheet tab marked “Anchor Text” for full list. Here are some examples:

On this page: https://www.aiha.org/LocalSections/html/Metro%20NY/bylaws.htm Anchor Text links to: https://www.aiha.org/LocalSections/html/Metro%20NY/member...

On this page: https://www.aiha.org/LocalSections/html/Metro%20NY/calendar.htm Anchor Text links to: https://www.aiha.org/LocalSections/html/Metro%20NY/member...

On this page: https://www.aiha.org/LocalSections/html/Metro%20NY/default.htm Anchor Text links to: https://www.aiha.org/LocalSections/html/Metro%20NY/member...


On this page: https://www.aiha.org/LocalSections/html/Metro%20NY/history.htm Anchor Text links to: https://www.aiha.org/LocalSections/html/Metro%20NY/member...

On this page: https://www.aiha.org/LocalSections/html/Metro%20NY/officers.htm Anchor Text links to: https://www.aiha.org/LocalSections/html/Metro%20NY/member...

On this page: https://www.aiha.org/LocalSections/html/Metro%20NY/photos.htm Anchor Text links to: https://www.aiha.org/LocalSections/html/Metro%20NY/member...

On this page: https://www.aiha.org/LocalSections/html/Metro%20NY/history.htm Anchor Text links to: https://www.aiha.org/LocalSections/html/Metro%20NY/locale...

On this page: https://www.aiha.org/LocalSections/html/Metro%20NY/jobs.htm Anchor Text links to: https://www.aiha.org/LocalSections/html/Metro%20NY/locale...

Broken Links A broken link on undermines a user experience. It wastes the resources of search engine crawlers, and can affect your placement in search engines.

There are no broken links on your site!

Dead End Pages Dead end pages — pages with no links on them — require a user to click the back button in order to stay on your website. You should make it as easy as possible for visitors to stay on your site.


We did not find any dead-‐end pages on your site.

Page Not Found A good 'Page Not Found' error page lets your visitors know that the page does not exist, navigates them back into your site, and helps them find what they were looking for. A good error page also lets search engine crawlers know that the page does not exist so they can avoid indexing its content and potentially sending traffic to a non-‐existent page. It is very important that the 'Page Not Found' error page returns a '404' error so that search engine crawlers can recognize it as an error page. The error code and html displayed when a non-‐existent page is requested can be configured in your web server.

We looked for a page that does not exist on your website, such as http://aiha.org/this-‐page-‐does-‐not-‐ exist-‐on-‐your-‐website.html. This page was of type text /plain.

Recommendations 1. Return an html page when there is an error. The error page returned from your site is of type text /plain. It is good practice to return an error page that matches the look and feel of your website. The mime type of the page should be 'text/html' so that the visitors browsers can render it into a human readable page.

2. You might want to create a custom 404 Error Page that matches the look and feel of your website. It looks like your site may be returning a standard error page when a page is not found.

Long URLs Most search engines display URLs in search results. If an URL is too long, people doing searches will see a truncated version and you might miss an opportunity to get them to click. In addition, shorter URLs are easier for users to share on social services such as Twitter and


Facebook.

Of the 4,758 unique HTML pages we examined, 100 pages have long URLs.

Recommendations Make sure that the important pages on your site have URLs are 128 (or fewer) characters long. Search engines display URLs as part of search results, but URLs longer than 128 characters may be truncated with ellipses (...). Look over the list of URLs below, and see if there are any you can shorten to 128 characters or less.

http://domain.com/This-‐is-‐an-‐overly-‐long-‐URL-‐that-‐has-‐been-‐truncated-‐in-‐a-‐sear...

Long URLs – see spreadsheet for entire list.

Duplicate Content Duplicate content across different URLs on your website leads to poor placement in search results. Search engine crawlers follow links, capture content, and attempt to index all known URLs on your site. When multiple URLs serve the same page, search engines waste resources collecting and processing identical content. They may also penalize placement of your pages in search results. Common types of duplicate pages are printable or text-‐only versions of the main page, or redirects to login pages intended for your site's visitors that also return a "You must log in" page to crawlers.

Every URL we examined on your site has unique content.

Duplicate Meta Descriptions Duplicate meta descriptions for multiple URLs on your website can reduce traffic from search engines. Because meta descriptions are often used in the context snippets that appear in search results, duplicate or vague descriptions in your HTML headers may lead to low click-‐throughs to your site. This may, in turn, diminish your ranking in


search results.

Search engines may use the meta descriptions in the HTML headers of your pages to better index search results. Because duplicate meta descriptions can lead to improper indexing of your site's pages, it is important to differentiate between the content of each unique URL by accurately describing the page content in the meta description.

Recommendations Give each page of your website a meta description reflects the content of that page. Users are more likely to click through to your pages when the context snippet in search results is relevant to their search query. If there is no context snippet, or if it is vague, the resulting lower click-‐through rate may lead to diminished ranking of your site's pages.

When creating unique and accurate meta descriptions, take care not to replicate too closely any of the page title. Because the title of the page is likely to be the title of the search result, you should take advantage of the description to further describe the content of your page to searchers.

The meta description should appear in the <head> section of each html page:

<html> <head>

<meta name="description" content="Put a description of your page here."> </head> <body>

Your page content here. </body></html>

Too Many Links Putting too many links on a given page may negatively impact how search engines assess the quality of the page, and can make your site harder to navigate.

Recommendations See audit worksheet comments section for pages containing too many links.


Server Errors Server errors indicate major problems with the content of your site. Out of the 10,012 pages crawled 2 pages returned server errors.

Recommendations Fix the errors on the pages in the list below.

Page(s) with Server Errors we bportal.aiha.org/Fundraising/O nline Contribution.aspx?sq... we bportal.aiha.org/Fundraising/O nline Contribution.aspx?sq..

Robots.txt A robots.txt file can be used to restrict access by crawlers to your entire website or to areas of your website. Properly used, the robots.txt file prevents search engines from indexing contact forms, duplicate content, and other pages of your site that shouldn't be indexed. However, a misconfigured robots.txt file can prevent search engines from indexing valuable content.

Recommendations -‐ No Robots.txt File No robots.txt file exists for your site. Crawlers are free to visit all pages on your website. You may want to add a robots.txt file to block crawlers from submitting forms, or restricting access to other areas of your site that should not be included in search engines.

Search Engine Marketing (SEM) The table below shows queries that provide opportunities for aiha.org to advertise through Search Engine Marketing (SEM) to get more traffic. They are popular queries that are relevant to the site, and have low competition in search engine marketing. Many sites are actively advertising in search engines for the most valuable search queries. This high level of competition tends to result in high advertising costs,


which makes it difficult to find attractive advertising opportunities. These opportunities may still exist, however, by looking at the "long tail".

The long tail contains large populations of search queries that are less popular, but such queries also tend to have a lower QCI. By advertising for many of these queries, sites may still be able to manage an effective search engine marketing campaign. Note that not all queries on the long tail may be very relevant to this site, but this list may contain a number of strong advertising candidates.

Recommendations Review the table below for relevant keywords to use in your SEM campaigns.


Low Word Count Pages with little or no text content often receive poor placement in search results. Of the 4,758 HTML pages scanned, 1,176 pages have little or no text content. See audit worksheet for specific prominent pages and recommendations.

Recommendations Include additional relevant text content on those pages below for which you would like better placement in search results. When you provide ample text to cover the content of your pages, search engines can better identify them. This way, they will contain information relevant to users' queries.


For those pages in the table you do not wish to appear in search results (e.g. pages within a sequence or those that briefly provide additional explanations of your primary pages), there is no need to provide additional text content.

Image Descriptions Including descriptions for the images on your pages can assist search engines with indexing your site's non-‐text content.

Of the 3,699 HTML pages we examined on your site, 1,327 pages have images with missing alt attributes.

Recommendations Add relevant descriptions for the images listed in the table below. Including descriptions for your images will enable search engines to index the non-‐text content of your pages.

Where possible, provide an alt attribute that concisely describes in words the content of the image.

<img alt="Put a description of the image here" src="http://yoursite.com/yourimage.jpg"/> In the case of decorative or spacer images, including an empty alt attribute will identify images that should not appear in search results.

An additional benefit of descriptive alt attributes is to make your site easier to understand for users using text browsers, screen readers, or other assistive technologies. See spreadsheet for detail.


Speed Analysis The speed at which your web pages load affect the user experience, conversion rates, and the number of pages that search engine crawlers will download from your site. Google has also announced that they use page load speeds in their ranking algorithms.

During a crawl of aiha.org There are: The average download time for the pages on aiha.org was 0.19 seconds.

90% of pages loaded within 0.64 seconds. 99% of pages loaded within 3.10 seconds. 99.9% of pages loaded within 16.14 seconds.


The following list shows the slowest pages on your site:


Insecure Forms Forms on your website used for logins or sensitive information should be accessed through a secure connection (https). Visitors submitting unsecured forms on your website may have their emails, passwords, and other sensitive information intercepted by others.

There are 146 pages with insecure forms.

Recommendations Fix all the insecure forms listed in the worksheet marked “Insecure Forms.” If you are using a hosting provider, contact them for information on buying and using a SSL certificate.


Web Analytics A web analytics solution can tell you exactly how people are interacting with your site and help you increase your conversions and ROI. It is important, however, to make sure that every page on your site contains an analytics tag. (If you do not currently track your traffic using a web analytics solution, you should.)

Recommendations

There are Google web analytics tags on some, but not all, of your pages. See spreadsheet tab marked “Web Analytics” for a complete list. Consult the audit for prominent pages missing GA tagging – last column on the sheet will provide this data.

Social Sharing Page rank is based on the older link structure of the web, and so search engines are turning to links shared socially to help decide if something is relevant. It is a good idea to make your pages as easy to share as possible on Facebook , Twitter, Google+ and LinkedIn.

Recommendations

Twitter Follow social sharing tags appear on some, but not all, of your pages. Consider adding the ability to share content across your entire site. Consult the “social sharing” tab and the audit for pages missing social sharing buttons and follow tags.


Links from Top Sites Based on our analysis of links to your site, aiha.org is well known.

Recommendations

• Promote your site by increasing the number of links to aiha.org from popular sites with relevant content.

• Cultivate cross-‐promotional relationships with top-‐rated sites that have content related to yours to increase the number of these links. Identify opportunities to promote your own site's interesting content or features on top-‐rated sites that specialize in sharing information among a community of users. (Examples are sites like digg.com, relevant comments to blogs or forums with content pertinent to your own, online directories, local business directories, social networking sites, news organizations, press release distribution sites, etc.)

• Review the list of top-‐ranked sites that are already linking to you, and look for promotional opportunities with similar sites.


Unique Hosts Crawled This shows the number of pages crawled on your site and on the sites that you link to.

Recommendations 1. Review the list in the sheet marked “Unique Hosts Crawled” and make sure you recognize all of the sites you are linking to. In particular, look for 'link spam'.