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The Unoptimized SEO : Part Two                                                 www.conductor.com




                    EXECUTIVE SUMMARY
                    SEO professionals overwhelmingly find value in on-page auditing as a tactic,
                    believing they are auditing as frequently as they should. The majority perform
                    on-page auditing less than twice a month. However, analysis of more than 11,000
                    pages from more than 200 domains shows 4 out of 5 pages changed at least once a
                    week. Consequently, marketers are missing out on an opportunity to drive qualified
                    search traffic by not optimizing as frequently - or as thoroughly as they should be,
                    while competitors may be leveraging the opportunity. By utilizing an SEO platform,
                    marketers gain continuous insight into their on-page landscape and the ability to
                    capture a greater share of natural search traffic.




                    INTRODUCTION
                    In our previous research report, The Unoptimized SEO: How Manual Tasks Sabotage
                    the Potential of Natural Search Marketers, we examined how an SEO platform
                    enables the SEO to focus on high-impact tasks by reducing the time spent on many
                    repeatable tasks. In this second part of the series, we will examine SEO
                    professionals’ on-page auditing behavior, their attitudes toward technology and
                    gain insight into how SEO technology can impact on-page auditing.

                    ON-PAGE AUDITING CRITICAL TO NATURAL SEARCH VISIBILITY
                    Together with link-building and content creation, on-page optimization is the third
                    critical leg in a comprehensive SEO strategy. The best written content without on-
                    page optimization is the best written content that no one sees.

                    Unfortunately, auditing and reporting on a site’s optimization can be a painful and
                    laborious process. There are dozens of on-page factors that must be evaluated on
                    potentially thousands of individual pages plus content creators can change content
                    without warning. These factors make on-page auditing a daunting task for the SEO
                    before even a single H1 tag is evaluated.

                    THREE APPROACHES TO ON-PAGE AUDITING
                    In the early days of search, options for SEOs to evaluate the on-page optimization of
                    their web pages were limited. To ensure well optimized pages, content owners had
                    to review and tweak on-page elements by hand, making scaling to hundreds of
                    keywords virtually impossible. As the search industry has evolved, technology has
                    emerged that provides two additional approaches:



                                                                                                            2
The Unoptimized SEO : Part Two                                               www.conductor.com



                       • Manual: Auditing web pages manually is time consuming and offers little SEO
                         oversight. For example, on-page changes made by a content creator that
                         could negatively affect search visibility would not be discovered until a
                         manual audit is performed which could be weeks later.

                       • Semi-Automatic: Semi-automatic software provides some time savings over
                         manual audits, but still 35%-45% of on-page auditing must be done
                         manually. SEO oversight is only slightly better than manual auditing as
                         negative on-page changes are still discovered only when an audit is
                         intentionally initiated.

                       • SEO Platform: An SEO platform crawls the target website and fully automates
                         on-page auditing by generating comprehensive on- page recommendations.
                         It also provides maximum SEO oversight via its automatic, continuous
                         crawling that requires no manual intervention.




                    SCALING ON-PAGE AUDITING WITHOUT AN SEO PLATFORM REQUIRES
                    ADDITIONAL DEDICATED RESOURCES
                    To highlight the efficiency differences between the three approaches to on-page
                    auditing, we ran several experiments that simulated auditing between 100 and 500
                    pages.

                    The results showed:

                       • Technology Efficiencies: Auditing even a few hundred web pages manually
                         or with semi-automatic tools can require hundreds of hours per month. An
                         SEO platform is up to several hundred times more efficient, requiring little
                         more than 30 minutes for the initial loading of keywords.

                       • Dedicated Resources: Auditing 500 pages even once a month manually or
                         with semi-automatic tools can consume 694 or 391 man-hours respectively.
                         Assuming a 160 hour man month, four full time resources are needed to
                         manually audit 500 pages, and 2.5 full time resources to do so using semi-
                         automatic tools. However, marketers are not likely to be dedicating multiple
                         resources to on-page auditing as they scale up the number of pages audited.
                         The likelihood is that regularly scheduled comprehensive auditing is not
                         done.



                                                                                                        3
The Unoptimized SEO : Part Two                                                 www.conductor.com




                    We surveyed 46 SEO professionals to understand if their actual on-page auditing
                    behavior—in practice is resulting in optimal page visibility. The results were
                    surprising.

                    SEOS AUDITING INFREQUENTLY
                    The effort involved in scaling to hundreds of keywords means SEOs are auditing
                    their pages infrequently. Three-fourths of SEO professionals surveyed audit their
                    web pages less than once a week and over half do so less than twice a month.




                                                                                                        4
The Unoptimized SEO : Part Two                                                www.conductor.com



                    SEOS BELIEVE THEY ARE AUDITING THEIR PAGES AS FREQUENTLY AS
                    THEY NEED TO BE
                    When asked why they don’t audit their pages more frequently, almost half (48%)
                    reported they believe they are auditing as frequently as they need to be. Nearly a
                    third (28%) say they would audit more frequently, but don’t have the appropriate
                    technology tools to do so. Despite their relative infrequency of auditing, SEOs
                    overwhelmingly find value in on-page auditing: three quarters say they find value in
                    the tactic.




                    SEOS AUDITING HALF AS FREQUENTLY AS THEY SHOULD BE
                    To determine if SEOs are auditing frequently enough, we analyzed more than
                    11,000 web pages from more than 200 ecommerce and non-ecommerce domains.
                    Although a large percentage of SEOs surveyed report auditing less than twice a
                    month, the analysis showed 85% of pages are actually changing at least once a
                    week. This disparity between audit frequency and the rate of web page change
                    suggests SEOs are missing out on opportunity to fully optimize their web pages to
                    maximize natural search visibility.




                                                                                                        5
The Unoptimized SEO : Part Two                                                   www.conductor.com



                    SEO PROFESSIONALS AGREE TECHNOLOGY WOULD INCREASE ON-PAGE
                    AUDITING EFFECTIVENESS
                    When asked if a technology solution that automatically generates
                    recommendations would make their on-page auditing somewhat or much more
                    effective (i.e. optimum page visibility / rank), SEOs overwhelmingly agreed (87%),
                    with 33% indicating that they would be “much more effective.”




                    CONCLUSION:
                    Conductor’s analysis of SEO professionals’ on-page auditing behavior, attitudes
                    toward technology and the impact of technology on on-page auditing shows:

                        • Auditing Frequency Mismatch: The majority of SEOs believe they are
                          auditing frequently enough to ensure optimal page visibility. However, 4 out
                          of 5 web pages change at least once a week while the majority of SEOs audit
                          less than twice a month.

                        • SEOs Overwhelmingly Find Value in Technology: SEOs state technology
                          would enhance their on-page auditing efforts. 87% report they would be
                          more effective at on-page auditing with automation technology.

                        • Dedicated Resources Needed: Up to four full time resources are needed to
                          manually audit 500 pages, while an SEO platform does it automatically with
                          no additional resources required, no matter how many pages are being
                          audited.

                    Conductor’s research shows that online marketers are missing out on opportunities
                    to drive natural search traffic due to inadequate page auditing frequency. By using
                    an SEO platform that maintains constant watch on their pages, SEOs can
                    significantly increase the SEO oversight of their website, increase efficiencies in on-
                    page auditing and grow their natural search traffic.




                                                                                                              6

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The Unoptimized SEO 2

  • 1. The Unoptimized SEO : Part Two www.conductor.com EXECUTIVE SUMMARY SEO professionals overwhelmingly find value in on-page auditing as a tactic, believing they are auditing as frequently as they should. The majority perform on-page auditing less than twice a month. However, analysis of more than 11,000 pages from more than 200 domains shows 4 out of 5 pages changed at least once a week. Consequently, marketers are missing out on an opportunity to drive qualified search traffic by not optimizing as frequently - or as thoroughly as they should be, while competitors may be leveraging the opportunity. By utilizing an SEO platform, marketers gain continuous insight into their on-page landscape and the ability to capture a greater share of natural search traffic. INTRODUCTION In our previous research report, The Unoptimized SEO: How Manual Tasks Sabotage the Potential of Natural Search Marketers, we examined how an SEO platform enables the SEO to focus on high-impact tasks by reducing the time spent on many repeatable tasks. In this second part of the series, we will examine SEO professionals’ on-page auditing behavior, their attitudes toward technology and gain insight into how SEO technology can impact on-page auditing. ON-PAGE AUDITING CRITICAL TO NATURAL SEARCH VISIBILITY Together with link-building and content creation, on-page optimization is the third critical leg in a comprehensive SEO strategy. The best written content without on- page optimization is the best written content that no one sees. Unfortunately, auditing and reporting on a site’s optimization can be a painful and laborious process. There are dozens of on-page factors that must be evaluated on potentially thousands of individual pages plus content creators can change content without warning. These factors make on-page auditing a daunting task for the SEO before even a single H1 tag is evaluated. THREE APPROACHES TO ON-PAGE AUDITING In the early days of search, options for SEOs to evaluate the on-page optimization of their web pages were limited. To ensure well optimized pages, content owners had to review and tweak on-page elements by hand, making scaling to hundreds of keywords virtually impossible. As the search industry has evolved, technology has emerged that provides two additional approaches: 2
  • 2. The Unoptimized SEO : Part Two www.conductor.com • Manual: Auditing web pages manually is time consuming and offers little SEO oversight. For example, on-page changes made by a content creator that could negatively affect search visibility would not be discovered until a manual audit is performed which could be weeks later. • Semi-Automatic: Semi-automatic software provides some time savings over manual audits, but still 35%-45% of on-page auditing must be done manually. SEO oversight is only slightly better than manual auditing as negative on-page changes are still discovered only when an audit is intentionally initiated. • SEO Platform: An SEO platform crawls the target website and fully automates on-page auditing by generating comprehensive on- page recommendations. It also provides maximum SEO oversight via its automatic, continuous crawling that requires no manual intervention. SCALING ON-PAGE AUDITING WITHOUT AN SEO PLATFORM REQUIRES ADDITIONAL DEDICATED RESOURCES To highlight the efficiency differences between the three approaches to on-page auditing, we ran several experiments that simulated auditing between 100 and 500 pages. The results showed: • Technology Efficiencies: Auditing even a few hundred web pages manually or with semi-automatic tools can require hundreds of hours per month. An SEO platform is up to several hundred times more efficient, requiring little more than 30 minutes for the initial loading of keywords. • Dedicated Resources: Auditing 500 pages even once a month manually or with semi-automatic tools can consume 694 or 391 man-hours respectively. Assuming a 160 hour man month, four full time resources are needed to manually audit 500 pages, and 2.5 full time resources to do so using semi- automatic tools. However, marketers are not likely to be dedicating multiple resources to on-page auditing as they scale up the number of pages audited. The likelihood is that regularly scheduled comprehensive auditing is not done. 3
  • 3. The Unoptimized SEO : Part Two www.conductor.com We surveyed 46 SEO professionals to understand if their actual on-page auditing behavior—in practice is resulting in optimal page visibility. The results were surprising. SEOS AUDITING INFREQUENTLY The effort involved in scaling to hundreds of keywords means SEOs are auditing their pages infrequently. Three-fourths of SEO professionals surveyed audit their web pages less than once a week and over half do so less than twice a month. 4
  • 4. The Unoptimized SEO : Part Two www.conductor.com SEOS BELIEVE THEY ARE AUDITING THEIR PAGES AS FREQUENTLY AS THEY NEED TO BE When asked why they don’t audit their pages more frequently, almost half (48%) reported they believe they are auditing as frequently as they need to be. Nearly a third (28%) say they would audit more frequently, but don’t have the appropriate technology tools to do so. Despite their relative infrequency of auditing, SEOs overwhelmingly find value in on-page auditing: three quarters say they find value in the tactic. SEOS AUDITING HALF AS FREQUENTLY AS THEY SHOULD BE To determine if SEOs are auditing frequently enough, we analyzed more than 11,000 web pages from more than 200 ecommerce and non-ecommerce domains. Although a large percentage of SEOs surveyed report auditing less than twice a month, the analysis showed 85% of pages are actually changing at least once a week. This disparity between audit frequency and the rate of web page change suggests SEOs are missing out on opportunity to fully optimize their web pages to maximize natural search visibility. 5
  • 5. The Unoptimized SEO : Part Two www.conductor.com SEO PROFESSIONALS AGREE TECHNOLOGY WOULD INCREASE ON-PAGE AUDITING EFFECTIVENESS When asked if a technology solution that automatically generates recommendations would make their on-page auditing somewhat or much more effective (i.e. optimum page visibility / rank), SEOs overwhelmingly agreed (87%), with 33% indicating that they would be “much more effective.” CONCLUSION: Conductor’s analysis of SEO professionals’ on-page auditing behavior, attitudes toward technology and the impact of technology on on-page auditing shows: • Auditing Frequency Mismatch: The majority of SEOs believe they are auditing frequently enough to ensure optimal page visibility. However, 4 out of 5 web pages change at least once a week while the majority of SEOs audit less than twice a month. • SEOs Overwhelmingly Find Value in Technology: SEOs state technology would enhance their on-page auditing efforts. 87% report they would be more effective at on-page auditing with automation technology. • Dedicated Resources Needed: Up to four full time resources are needed to manually audit 500 pages, while an SEO platform does it automatically with no additional resources required, no matter how many pages are being audited. Conductor’s research shows that online marketers are missing out on opportunities to drive natural search traffic due to inadequate page auditing frequency. By using an SEO platform that maintains constant watch on their pages, SEOs can significantly increase the SEO oversight of their website, increase efficiencies in on- page auditing and grow their natural search traffic. 6