The is a 23 page comprehensive SERP and Competitive Intelligence Report that I produced for a Los Angeles-based furniture manufacturer.

1. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 1
SEARCH ENGINE RANK REPORT & COMPETITIVE INTELLIGENCE
ANALYSIS
PROPRIETARY AND CONFIDENTIAL
This Search Engine Results Page (SERP) rank analysis, Pay-per-Click (PPC) study and Competitive
Intelligence data was prepared exclusively for Versa Products, Inc.
Produced by
Kevin D. James
kevin.james@versaproducts.com
Google Engage Agency
YouTube Partner
Google AdWords Certified Individual
Google Analytics Certified Professional
Yahoo Search Ambassador
URL Domain(s): www.versatables.com | www.thrivefurniture.com | http://www.zerogravitytables.com
ANALYSIS PERIOD: August of 2009 through September of 2013
SEARCH ENGINES REVIEWED: Google USA, Google Yahoo, MSN Bing, AOL and Alexa
SOCIAL MEDIA PLATFORMS / MICROBLOGS: Facebook, Twitter, Pinterest, Yelp.com, Linkedin.com, Flicker, Tumblr

2. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 2
OBJECTIVE
The ultimate aim of this report and proposed marketing strategy recommendations is to accomplish the following:
1) Establish, improve and enhance global brand equity
2) Achieve prominent search engine result query visibility
3) Attract and engage potential customers utilizing new social media tools and applications
4) Improve overall conversion rate of online shoppers when visiting Versa Products hosted platforms
SEO TOOL KIT
In compiling this report, the following SEO tools were used;
Alexa – Alexa is the leading provider of global web metrics. Use Alexa to discover the most successful sites on the web by keyword, category, or country. Alexa’s
analytics tools offer rich competitive analysis reports, benchmarking, market research, or business development.
Compete.com – Competitive research tool showing keywords that send competing sites the most traffic. Rather than scraping search results to track rankings, it
looks at US clickstream data from ISPs, a panel of users & those that have their toolbar installed.
iSpionage – Comprehensive intelligence reports on your competitor’s organic SEO and paid search ad spend.
KeyCompete - shows keywords that competitors are buying.
SEO for Firefox - a free Firefox extension which adds many search engine optimization data points into Google's SERPs and Yahoo!'s SERPs on the fly.
KeyWordSpy - similar to KeyCompete, but with more data, including cached competitor ad spend, ad copy and affiliate data.
NetPeak Spider - “Netpeak Spider” is designed for scanning the sites and exporting the key SEO parameters of pages by own robot. It is also possible to export
collected results in Excel format. It characterized by high speed of operation, possibility to calculate internal PageRank of the pages and opportunity to work through
proxy-servers.
SEM Rush - competitive research tool covering both AdWords & organic search results, adding data like keyword value and keyword volume to ranking data. In
addition to tracking Google's global search results, they also track Bing & about a dozen different regional / country specific Google result sets.
www.woorank.com– View the top organic keywords and key phrases used on any given website allowing it to rank high on Google.
SearchMetrics - offers SERP ranking data & link data. Provides historical ranking data, as well. Primarily focused on enterprise-level clients, but has a more
accessible lower cost Essentials level.
 WebiMax.com – the ultimate website analyzer offer a wealth of tools and metrics not available with Google Analytics.
o On Site (On-Page) - Optimization-Technical enhancements to increase page speed and Target the site (and pages) toward specific keywords
o Off Site Optimization - Content distribution and marketing, back link building Content Development- Both on and off site creation of high quality,
authoritative content (text, video and more)
o Social Engagement - Increasing your sites social following and engagement (Google+, Facebook, Twitter and more)
o Link Building - Gaining backlinks to your site relevant, authoritative webmasters
o Local SEO - Google places optimization services and geo-targeted SEO companies for brick and mortar businesses
o Google Algorithmn Updates - Staying up to date on recent changes in Google's updates

3. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 3
CURRENT STATUS
Overall SEO Grade: D | Poor
 123 Critical SEO Errors, Mistakes and Omission
 94 Important SEO Fixes
 33 Passed Check
 16 Unresolved Checks
versatables.com - SEMrush's main report for domain (for google.com database)

4. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 4
Image1. Organic SEO traffic (highlighted in blue line) remained flat and consistent throughout the eight month period.
Sponsored Ads traffic failed to boost organic search visibility. This is problematic in that sponsored advertising should actually boost
organic search engine rank visibility.
Sponsored ads help increase brand awareness, boost organic SERP and draw previous site visitors back to the website.
Why was there no increase in organic search engine rank prominence? Because the www.versatables.com website lacks the proper
SEO structure to accomplish this objective.
Image 2: Notice that 3 out of 5 organic keywords are in fact, the company brand. In contrast, we see that keywords used in paid ads
are generic. These are keywords a potential shopper may actually use. This inconsistently reflects the lack of an actual SEO strategy.
Keywords and key phrases should always be used in both on-page SEO and repeated on paid advertising campaigns.

5. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 5
Three key components are represented in a Search Engine Result Page
1) The User's Search Phrase or Query - This is the thing a searcher types in. In the example above, someone is looking for
information or products relating to Apple computers.
2) Organic SERP Listings - These are the "natural" listings. To produce these results, Google uses a series of metrics to ensure that
your site is relevant. To have your site show here, you have to effectively "score well" on that algorithmic test.
3) Paid SERP Listings - These are advertisements, or "sponsored links." You can have your ad displayed here by launching a pay-
per-click search campaign, and by ensuring that your maximum CPC bids and Quality Score allow you to secure a high enough
ad position for the keyword you're targeting.
POSITIONS
Image3.Total:81Organickeywords[Thisisawasteofadspend.VersaTables.comneedsonly10to15keywords andkeyphrasesformaximumeffectiveness.

6. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 6
Image4.NoticethatwefindtheVersaTables® brand nameisusedandemphasizedinorganickeywordselection.However,theactualnameofaspecific
tableorproductisnotfound.Inotherwords,theonlineadspendisnotactuallypromotingaspecificproductorgroupofproducts.
Indeed,therearespecificproductsthatneedtobepromotedandsold.
Animmediatecorrectionofthesekeyworderrors isnecessarytomaximizeROI.

7. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 7
KEYWORD FAILURES
Image5.Thistablehighlightstheimportanceofbeingconsistentwithkeywordsandkeyphrases. Noticethatnoneofthemosteffectivekeywordsareused
inSiteTitles, SiteDescriptionsorin“H”tags.

8. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 8
Thrivefurniture.com
 PageRank|3(Google.com)
 AlexaRank|173,176
 UniqueBacklinks: 273
CRITICAL ERRORS & WARNINGS
<h1> HeadingsStatus Failure
None of the webpages contain ‘H1’ heading. H1 Header Code is not provided on individual pages of the various websites of
thrivefurniture.com and versatables.com. The following content appears where H1 Header code belongs:
[computer furniture, computer racks, computer desks, keyboard tray, laptop desk, keyboard arm, monitor arm, classroom furniture,
computer lab furniture, classroom computer furniture, school computer furniture, drafting table, medical furniture]
The single most important Meta-tag issue is H1 Header code for the following reasons:
1) It’s the highest level tag that describes what a specific webpage is about. It should not be confused with a ‘Site Title’ or “Site
Description’.
2) Search engines generally give this tag more weight over other headings, subsequently good H1 tags will improve your search
engine ranking when you use it correctly and in conjunction with other onsite SEO techniques.
Best Practices – H1 tags should contain important keywords and help organize individual page content into sections, so readers can
scan your page and decide if it’s something they’re interested in reading.
The H1 tags should contain your most important keywords for each specific page and if possible the first word or words in the H1 should
be the keywords. These should also match the page title keywords and META keywords. The most effective page titles are about 10-70
characters long, including spaces. *thrivefurniture.com and versatables.com do not have properly written Page Titles or H1 Headings.

9. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 9
<h2> HeadingsStatus Failure
Webpages contains H2 headings, but all of them have blank content.
Fix: Produce H1 Header content for each individual webpage that features an actual product. Each individual page will have its
own exclusive Heading, Title, Page Description and Keywords.
Meta-tags Errors & Mistakes
 WARNING: 2 keywords are repeated more than 5 times on several pages of both websites.
o Google and Bing ‘flag’ these META Tag errors as ‘keyword stuffing’. (computer, furniture)
 TITLE Header Tag Error : # characters: 107 (we recommend less than 60)
 WARNING: Site Title on www.versatables.com has 107 characters.
o We recommend less than 60 as a recognized SEO best practice.
Lack of Content | Copy Analysis
Websites www.thrivefurniture.com and www.versatables.com has as average of only 277 words. Multiple studies have shown that
having 2,000 words on this page will dramatically improve its optimization and rankings.
Integrate Yelp.com Into the Online Shopper Experience

10. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 10
Failure to Optimize Images
Examples of current image tags:
http://images.versatables.com/segment_products/family_37/segment_1/images/normal_RST-RST-72x30-BC-055-1160x870.jpg
http://images.versatables.com/segment_products/family_9/segment_1/images/normal_BCT-001_BCT_011712_Black_Single_V1_00000-BC-
1160x870.jpg
http://images.versatables.com/segment_products/family_9/segment_1/attributes/bct-education-02.jpg
http://cdn3.bigcommerce.com/s-
uruhpj/products/126/images/691/White_Standing_Desk_Single_Monitor_Setup_Details__85456.1409249078.432.750.jpg?c=2

11. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 11
Why Image Optimization Is Important
An accurate text description of an image is valuable to search engines, and visually-impaired or blind website visitors. It’s also
valuable to websites in potentially generating traffic from image searches as well as avoiding losing potential customers.
This text is contained in the Alternative Text or ‘Alt’ attribute, which is seen by search engines, various social image sharing sites
(e.g Pinterest), and is converted to speech by software for the visually impaired. This makes an accurate description of the
content of the image highly important.
Getting it done
Ensure your descriptions are accurate for the content of the image. Avoid “Alt Text” longer than seven words. The absolute
maximum would be 150 characters including spaces. Use the most relevant descriptive keyword, and avoid repetitive keyword
stuffing. Consider how users performing an image search may look for different attributes than a web search. File names and
captions.
ImageAltTest Failure
Your webpage has 17 'img' tags and 9 alt attributes are empty or missing. [ www.thrivefurniture.com |
www.versatables.com ]
Sitemap Failure
Neither website, [www.thrivefurniture.com and www.versatables.com] has a sitemap file. Sitemaps can help robots index
your content more thoroughly and quickly. Read more on Google's guidelines for implementing the sitemap protocol.
Code-To-Text RatioFailure
A checkofwebpagesourcecodemeasuredthe size and amountof textcontentcompared to the structure (HTMLcode). This percentis not
a directrankingfactor for searchengines butthere are other factors thatdepend onitsuchas sieloadingspeed and userexperience.
www.thrivefurniture.com – pagesize (sourcecode) is 40.18Kb and the content textsize is 2.38Mb.Thecontent textrepresents 5.92 from your
webpagesourcecode. This is averylow ratio.Itmeans the website needsmoretextcontent.

12. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 12
URL Canonicalization Test Failure
http://www.versatables.com and http://versatables.com should resolve to the same URL, but currently do not.
IP Canonicalization |FailuretoRedirectToSite
Your site's IP 108.166.28.135 does not redirect to your site's domain name. This could cause duplicate content problems if a search
engine indexes your site under both its IP and domain name.
Overall Keyword Density Failure
0.9% in the entire website www.thrivefurniture.com and www.versatables.com
A keyword density of 3-7% is usually a good average. More than 10% may be seen as "keyword stuffing" and could negatively affect
your ranking. Don't obsess over keyword density - instead focus on writing clear, readable content that sounds natural.
W3C Validation Failure
 Score: 0 / 10
 66 errors, 5 warnings
 www.thrivefurniture.com
Brand search engine ranking will improve as a byproduct of creating valid, standards-based, semantic HTML. Try to eliminate HTML
errors and be sure to use paragraph, header, and list tags when appropriate.
[Visit http://myfreeseoreport.com/sites/f094da3f2f5443b4b7fd76/reports/94b9bd5ba9e94d44a33edf/w3c ]
PAGE SIZE & LOAD SPEED ANALYSIS
HTTPS://OPTIMIZEMYSITE.COM/SITE/WWW.VERSATABLES.COM/VIEW/79975
 Pages load too slowly.
 SECONDS 3.72
 KILOBYTES 1116.26
 REQUESTS 32

13. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 13
MOBILE ANALYSIS (Failure)
 Mobile sitemap is missing
 Apple icon missing
 Viewport meta tag missing

14. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 14
TRAFFIC ANALYSIS
42% of all traffic drawn to www.thrivefurniture.com comes via Google AdWords. *60% up to 90% should come via organic SEO.

15. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 15
RECOMMENDED FIXES
www.versatables.com
Index Page Title
Computer Desks, Tables and Business Furniture - Versa Tables
Site Description
Versa Tables is an American manufacturer of high quality home and office furniture, computer desks, tables, wall mounts,
and chairs.
Meta-tags
<title>Business furniture, computer desks and tables. Versa Tables</title>
<meta name="keywords" content="business furniture, office furniture, computer desks, zero gravity tables, versa tables"/>
<meta name="description" content="Versa Tables is an American manufacturer of high quality home and office furniture,
computer desks, tables, computer wall mounts." />

16. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 16
RECOMMENDED META-TAG FIXES –www.thrivefurniture.com
 TITLEHeader Tag: #characters: 73
o I recommendless than 60 based onSEOwhitehatbestpractices.
 WARNING:YourTitlehas 72 characters.
o I recommendless than 60 based onSEOwhitehatbestpractices.
 IncorrectSite TitleContent:
o “Mid CenturyModernFurniture -Thrive Home Furnishings - MadeInAmerica”
Fix Current SiteDescription: [www.thrivefurniture.com]
“Shop HighQuality, Custom,Mid-Century Modern Furniture Reproductions -MadeinAmericain ourEco-FriendlyFactory. ModernSofas,
Sectionals,Chairs, Ottomans, Credenza andMore!”
 ChangeSite Title To: “Quality modernfurniturebased onmid-century style. ThriveFurniture.”
 ChangeSiteDescription To: “Shop American-made, highquality, mid-century lookingmodernfurniture. Modern sofas, sectionals,
chairs, ottomans, credenzas and more. ThriveFurniture. “

17. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 17
GOOGLE ADWORDS – Snapshot Overview
Overall Grade: D

18. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 18
The top four biggest PPC mistakes:
1) Never use the website Home Page as the actual landing page in your ad. Instead, draw your audience to a
unique landing page.
2) Not bidding enough to secure a top spot. PPC works on an auction model, giving you, the advertiser, the option of
deciding how much you want to pay for a search term. In effect, you can choose how high in the ad listings you
want to appear. All else being equal, the more you pay relative to other advertisers, the higher your ad will be.
3) Not making your ad copy specific. Yahoo allows 190 characters (including spaces) in a text ad.
4) Failure to align the landing page with searchers' preferred keywords.

19. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 19
Versa Products® does not appear in search result listings for any key phrases for office furniture or business furniture in Beverly Hills or Los
Angeles, California. This failure of local search optimization must be repaired immediately.

20. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 20

21. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 21
Versa Products® does not appear in search result listings for any key phrases for “American furniture and tables in Beverly Hills” or Los
Angeles, California. This failure of local search optimization must be repaired immediately.

22. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 22
ASSESSMENT
As you can see from the paid adverting content, the actual brand name is promoted instead of integrating keywords and actual
search team used by potential shoppers. This is a paid search advertising mistake.
Online branding is not necessarily ROI driven in that ad content does not feature an “call to action”. However, Paid
advertising should focus on lead capture or sales. True Religion is wasting a significant amount of money by failing to
attract their target audience by using preferred keywords and incorporating landing page that presents a call to action.
PPC KEYWORD SELECTION & ROI
ROI is the measurement by which one can calculate how much revenue has been generated from PPC advertising.
Kevin James will evaluate the website and social media page “frequency of appearance” on the search engines, consider the
number of visitors to specific pages on a website in relationship to the number of site visitors who take a desired course of action.
Here is a useful ROI calculator; http://ncalculators.com/profit-loss/pay-per-click-roi-calculator.htm

23. Search Engine Rank Position Analysis and SEO Marketing Plan of Action 23
ACTION PLAN
30 | 60 | 90
First 30 Days | Key Tasks
1) Benchmark current organic SEO and Paid Search Advertising status
2) Competitive analysis report for the main keywords
3) Keyword research and keyword density analysis
4) Inclusion of Backlinks and Anchor Text Analysis
5) Link Development Campaign
6) Search Term and Phrase Combination w/Integration into the website
7) Manual submission of website to major search engines and Directories
8) Monitoring and maintaining search engine placement | Includes delivery of daily/weekly reports
9) Analysis and recommendations to create a Link Development Campaign
10) Recommendations for ongoing content creation and updates
---- To Be Completed ---