SEO Report

Agenda Objectives On Site Analysis: Lansa.com Competitive Landscape Keyword Analysis – Keyword Selection Process – Rankings – Organic & PPC Competition Recommendations Next Steps

Objectives To provide a general overview of lansa.com in terms of: – Our general situation – Our keywords – Our position in comparison to competitors To suggest some recommendations to increase visibility in search engines, drive targeted visitors and generate leads.

ON-SITE ANALYSIS

Lansa.com: Some indicators

Backlinks Good distribution of backlinks among different PageRanks (PR’s) In regards anchor text : – Branded text Lansa – Diversity: “click here” “website” “Free webinar” “read more” “Application development” (empty text) Recommendation: Ensure consistency in anchor text regarding important keywords. I.e. visit our website vs. application development toolsvisit our website application development tools

Backlinks Referrers The main referrer is IT Jungle. Then, Rentawreck: – “Powered by Lansa” An Argentinean Group refers to Lansa in 40 pages. Lansatalk.blogspot.com Recommendation: Prioritize websites with the higher Page Rank (PR) for linking strategy. Make sure all Lansa Partners have a proper link to our site.

COMPETITIVE LANDSCAPE

Competitive Landscape

All competitors base their linking strategy in IT Jungle and “alternative” websites.

KEYWORD ANALYSIS

Keyword Selection Process First Keyword Analysis Current rankings Estimated volume Alternative terms Generation of Preliminary Keyword Lists Relevancy Estimated Traffic Volume KEI (Keyword Effectiveness Index) Evaluation Set Up Adwords Campaigns Set Up of Goals in Analytics Evaluation of Conversion Rates Selection 2-3 keywords per page On Page Adjustments Optimisation of Landing Pages for PPC Adjustments Evaluation of results with selected keywords Determination of potential adjustments Approval In-bound linking Optimisation

Where are we? Analyzing current rankings Assessing competitor’s keywords Estimating monthly volume searches Suggesting alternatives First Keyword Analysis Current rankings Estimated volume Alternative terms Generation of Preliminary Keyword Lists Relevancy Estimated Traffic Volume Keyword Effectiveness Index (KEI) Pages analyzed: 1.Application development 2.Application Integration 3.Business Language 4.Data Services 5.Meta Data Repository 6.SDLC 7.System i Modernization 8.The Lansa Platform 9.Visual Framework

Rankings From the list of 450 keywords for 21 pages: – 149 are ranked in the 100 Search Engine Results Pages Key issues – Very specific keywords Low search volume, low Click Through Rate (CTR) We are looking for relevant alternative keywords which could drive more traffic. – Keywords in Spanish are starting to rank From the list of 450 keywords for 21 pages: – 149 are ranked in the 100 Search Engine Results Pages Key issues – Very specific keywords Low search volume, low Click Through Rate (CTR) We are looking for relevant alternative keywords which could drive more traffic. – Keywords in Spanish are starting to rank Lansa Top 20 results From 9 pages analyzed so far:

Competition High competition for a few keywords Lansa ranks for 850 keywords Strong competition in PPC Advertising

BCD Software Organic Keywords BCD ranks high in important keywords Organic Keyword Overlap Better ranking than competitor Attention

Keywords Overlap BCD Software Paid Keywords 50 keywords for 4 pages: – Main page – Websmart – Catapult – Websmart PHP & ILE The most important (based on CPC)

Seagull Software 309 Keywords to 96 pages The most relevant keywords in terms of CPC are: Organic KeywordsPaid Keywords Organic Keywords Overlap Better ranking than competitor Attention

Seagull Software Paid Keywords Overlap Seagull Lansa Seagull is the main competitor in PPC Advertising.

Looksoftware Organic Keywords Looksoftware has 28 keywords ranked Low (or none) volume keywords Organic Keywords Overlap Better ranking than competitor Attention

Looksoftware Paid Keywords 47 Keywords for 6 pages: – Main page – Centric – Mobile Client – Newlook web facing – SOArchitect – Integracao (portuguese) Their most important keywords in terms of CPC: Paid Keywords Overlap LooksoftwareLansa

Profound Logic Organic KeywordsPaid Keywords 105 keywords for 52 pages Overlap in 6 keywords with Lansa: Better ranking than competitor Attention

RECOMMENDATIONS

Content Creation: Article Submission Using Article Directories to support In-bound linking – Jargon Buster – Internally created or outsourcing – Article Characteristics: words Informative articles Including proper anchor text according to the keyword we want to rank for Using primary keywords and variations (keyword phrases) – Distribution: Article Marketer Buzzle Zimbio In bound link generation from quality sites (with higher PageRank)

Content Creation: Press Releases Useful effort already performed – Adjustments in anchor text (when possible) Generation of press releases variations to avoid duplicate content Submission in PR Web and PR Leap

Social Media A useful way to generate buzz and traffic – Does not increase PageRank – Can help to gather audience insights (e.g. keywords) – Create and maintain a community/audience Requirements – Relevant Content!!!! – “Recruitment” process Contacts Database (followers, “friends”…) – Periodical update Once a month at least

Social Media: Blog Creation of a corporate blog inside Lansa domain (e.g. Pro’s – The official “voice” of Lansa – Generation of a community – Inclusion of links that count for PageRank. – Interaction with Business Partners and customers/prospects allowing them to comment, follow and subscribe to RSS Feeds. – Drive targeted traffic to different pages Con’s – Moderation of comments – Requires constant update (at least twice a month)

Examples…

Social Media: YouTube Youtube.com is the second largest search engine (just after Google) Some videos already uploaded. Could use extract of webinar recordings (if appropriate) to drive traffic to our website.

Social Media: Twitter Use the account already created – Communication of webinars, case studies, press releases… – Generate conversations – Creation of a community of “followers” Pro’s – Updated flow of information with target audience – Generation of immediate traffic Con’s – Need of constant update and follow up – Not useful for PageRank – “I’m having breakfast” tweets...

An example…

Social Media: Facebook Creation of a Facebook Page (not a Facebook Profile) Pro’s – Generation of targeted traffic – Communication with our audience Events Press Releases Webinars Con’s – Constant update – Could take long to create a community of “fans”

An example…

Slideshare.net Useful effort already performed Relevant content exchange Generation of traffic Evaluation of paid services: – LeadShare “Pay per Lead”

Social Bookmarking Some pages have social Bookmarking options Evaluation of effectiveness and suggestion of alternatives for improvement. Promote Social Bookmarking – Lansa employees.

In summary… Currently targeting low traffic volume keywords Need to find relevant keywords with higher traffic volume. In-site adjustments will be required – Densities – Keywords – Internal Linking Adjustments to current linking efforts (anchor text primarily) Generation of relevant content (articles, videos, press releases…) and its communication is crucial.

NEXT STEPS

In Site SEO Keyword Analysis – Finish keyword analysis – Approval and trial of preliminary keywords – Selection of keywords Pages adjustment (optimization) – Keywords Primary Variations – Densities – Meta descriptions Measurement

Off-Site SEO Linking Strategies – Article Submission Define if outsource it or create it internally Selection of submission sites Monitoring Social Media Optimization – Selection of media and development (adaptation) with suitable content. – Development and measurement of effectiveness

Questions? Gustavo Martin