How to create a Digital Marketing SWOT analysis for SEO?
SEO Intelligence Report with a SWOT analysis template:
www.volumehearing.com
The following report covers the Spokane, Washington Audiologist SEO market Aug 1, 2022.
Table of contents:
SWOT Analysis
Keyword Analysis
Domain Authority/ Domain Rating Analysis
Google Ranking Analysis
How to improve page ranking?
SWOT Analysis
Strengths:
Ranking 1st for “Hearing aid batteries, Spokane”, 2nd for “Audiologist, Spokane” + is the most lucrative key word (of the industry) , and ranking 3rd of 44 for “Audiology, Spokane”.
A good website.
Ranking in top 10 for all other key words.
Decent backlinks adding to Domain Authority (DA).
Weaknesses:
One back link is heavily weighted for your ranking and is provided by your SEO service company.
Not getting past the ranking of 10 for all other key words.
Opportunities:
Most of your competition has very weak Domain Authority (DA) and weak Online Reputation Management.
A good shot of ranking higher for all competitive keywords and claiming market share.
Time to organically build a very resolute brand with Reviews, content, and keyword tailoring.
Volumehearing.com has DA of 8.
Utilize the 4Ps of Marketing: Product (no decent pictures of), Price (not on the website, assuming EXPENSIVE), Place (good), Promotion (working on it).
Subcontract through unwitting competitors with higher DA to leverage or solidify page ranking.
Ask for backlinks from organizations you currently contract with, like the VA Hospital and Labor and Industries.
Threats:
Competitors figuring out how to engage in effective SEO.
The temporary drop in ranking by losing a backlink from audSEO.com
The local competitors with most threatening DA are MiracleEar.com with a DA of 65 and ColumbiaSurgicalSpecialist.com with a DA of 35.
Keyword Analysis
The larger the volume, the more clicks = most lucrative. Notice that “audiologist” is the commanding winner with 42k + search volume. Also incorporating, on the main page of your website, the keyword phrases “hearing aid types” and “in the ear hearing aids” will do you some justice. Consider mentioning how hearing aids can be used for “ear protection” and yours can be used as “ear protection for shooting”. Below is a result of the search volume per month worldwide for these key word phrases. Notice the “Keyword Suggestions” and incorporate those words on your site. Located right is the SERP analysis; consider getting your business featured on those populated websites such as Mayo Clinic. Generating reviews or content for the Mayo clinic or subcontracting through them.
The numbers don’t lie. Highly consider this untapped oil reserve of keywords you already contract for:
Spokane has a high number of Veterans; Incorporating the Veteran key words will tap you into bigger niche of fish compared to the bear market of keywords in your industry.
Not much search volume for “hearing aid” variants.
Domain Authority/ Domain Rating Analysis
Here is the analysis of your Domain Authority from Moz.com
According to Moz, volumnehearing.com has a Domain Authority of 5. DA is based on several factors, primarily the number of websites linking to your webpage. Linking Domains are the number of unique websites linking.
Here is your website’s score from a different source, aherfs.com. It shows the 4 websites with their Domain Authorities. One of the backlinks is coming from your SEO provider.
The rest come from “citations” created by the SEO registering your website for you on superpages.com, healthyhearing.com, and ariyanerbat.com
Audseo.com is providing you a backlink with some decent authority. In hindsight, Miracle Ear has just as much DA as audseo.com. Plus, a backlink from the BBB.com outranks all your current backlinks. You can generate backlinks by registering your business with certain webpages “Creating Citations” or just asking people for a backlink from their website to yours. You can possibly register your business with industry leaders such as the manufactures of the products or equipment you use. The process of getting more backlinks and more Google reviews will improve your Domain Authority / Domain ranking and Google page ranking rapidly. However, Googles Page ranking algorithm RankBrain, updates about every 3 weeks.
Page Authority (PA) is a ranking system for what page users look at the most. It is based on how long users stay on the page and how much traffic is generated to that specific page. For example, most people go to the “landing page”, volumehearing.com, therefore, it should have the highest PA.
Below is a baseline metric on your current website domain growth. FYI, Domains don’t grow with time. They grow with backlinks, relevance, and trustworthiness.
You do not have many meta-tags filled for your website. For example, your pictures should be filled with meta-tags containing the competitive key-word phrases. Instead, your current SEO provider has only filled three. In fact, after going through every line of your websites html source code, it seems that audseo.com has used stock photos and have not relabeled the picture description to keywords or things that relate to your products / services. Instead it is describing the stock pictures as they are, i.e “girl with dog”.
Google Ranking Analysis
Below is an example of you and your competitor PNW hearing, playing tag with Google ads for the #1 seat for the most lucrative keyword. Rankings are checked in Incognito mode, so the user data is not skewing the rankings. The rankings for “Audiologist, Spokane” was checked initially and then again at a later date.
At any time you want to check your ranking, do so in Incognito mode.
Here is a quick baseline of where you are ranking now for some of the given key words followed by “, Spokane” or “, Spokane Washington” or “, Spokane WA”. The ranking is of the 44 local competitors. Keep in mind, at this point, that proper capitalization is not impacting the outcome.
1st for “Hearing aid batteries”
9th for “Inner ear hearing aids”
9th for “Ear protection”
(that’s good considering you are now competing with Walmart and outranking the rest of your real competitors)
10th for “Hearing aid types”
12TH for “Hearing aid”
Consider adding these keywords on your main page of your website and encourage others to mention them in Google reviews. In fact, below is an example of something GOOD you did and how you could have capitalized on it.
It is crucial that you respond to all comments. It shows Google that you have good Online Reputation Management and your page rank goes up. Plus, it gives you a chance to “label your data” with more key words, increasing your “content cluster” and increasing your page rank. How you could have responded for force multiplication:
“Thank you, Cynthia! As the most trusted Audiologist in Spokane, I strive to bring my customers the best hearing aids and best hearing aid prices. We have a big selection of hearing aid types. You made a great investment for ear protection. You can enjoy life again and have amazing ear protection for shooting firearms or noisy environments. Our revolutionary invisible devices are custom inner ear hearing aids! Not to mention the best deal on hearing aid batteries. We serve the community by partnering with the Department of Veterans Affairs and help our disabled veterans. Check the Happy Veterans Day deals as a way to say, ‘thank you Veterans’. ”
Google Rankings for the top Domain Rating competition:
Looks like you have not registered with Yelp. Registering with Yelp will increase your page rank.
Things to improve Page Ranking
Get original pictures from real customers around Spokane using your product or getting your service. Like an old person catching their grandkid at the Red Wagon in Riverfront park. Or an old man outside target shooting with his grandson. Everything old people do is for the Grandkids. It makes you seem more approachable, part of the community, not a big National chain. Add the tags describing the key words in the picture so the WebCrawler’s can know what it is = more labeled data. Not the cheesy stock photos that do no justice. Don’t worry about hiring a photographer, the new iPhone cameras are incredible.
Ask your customers to post pictures in the Google reviews.
Take pictures of your products (with a simple white background), don’t get them online. Create a products page of pictures and batteries. The more pictures, the longer people stay on the website = PA up and rank up. Always add descriptions of the pictures and add the keyword phrases.
“Like” every 5 Star comment and encourage your customers to do the same.
The number one seat, (most user don’t click on ads) will yield anywhere from 34% to 90% of the user clicks.
Create citations = any platform you can register a Name, Address, Phone number, and website URL. One a week is 52 stronger backlinks by the end of the year.
Get a Linkedin account for Volumnehearing.com
Create a College Scholarship, contact EDUs about the scholarship and try to get backlinks.
Under FAQ / Google Business answer the questions:
Does the VA insurance cover my hearing aids?
How easy is the process with Department of Veterans Affairs insurance billing?
How often do you work with Veterans?
In final analysis, this report now serves as a baseline for your website going forward. You understand where you stand in a SWOT analysis of SEO in relation to rest of the competition. You know your keyword strengths and weaknesses. You have a plan to increase your page rank and control the marketspace. For more money-making information on Google comments, check out. For more information on Domain Authority, check out this blog. To check out the page ranking progress of Volume Hearing check out the website!
