1. MARC USA (Search Engine Friendly)
2. Brunner Inc. (Search Engine Friendly)
3. IMPAQT (Search Engine Friendly)
4. Elias/Savion Advertising & Public Relations (Minimal Traffic and Ranking Keywords)
5. Giant Ideas (Minimal Traffic and Ranking Keywords)
6. Yellow Submarine Marketing Communications (Not Search Engine Friendly)
7. BarkleyREI (Not Search Engine Friendly)
Before I analyze these top seven firms, I want to explain where my data is coming from. This will hopefully give some sense of credibility to claiming one website is search engine friendly over another. I used Open Site Explorer, which serves as a link popularity checker and a backlink analysis tool, to see the link authority each website commands. I also used KeywordSpy, a tool for keyword research and tracking, to determine what keywords each agency is ranking for. I then ran Xenu Link Sleuth, a multi-threaded link checking software, to analyze how many pages are being recognized by search engines from each website. Lastly, I used Compete, a tool able to render a site’s traffic, to compare each websites traffic relative to one another.
Search Engine Friendly
Minimal Traffic & Ranking Keywords
Elias/Savion Advertising & Public Relations and Giant Ideas are two of the top seven advertising firms in Pittsburgh, yet have less than desirable websites when it comes to finding them within search engines. Where do they currently stand and why is this the case?
Elias/Savion currently has a decent sized link profile 1,067 links total, however they are only from 29 different domains. Therefore, the authority of those 1,067 links is limited because most of them are coming from the same domains. As of now, Elias/Savion is only ranking for 26 different keywords. Of these keywords, most of them are branded, keywords with the company name in them. There are a few non-branded relevant keywords, but way less than an advertising giant should have. Only about 100 pages of there website are indexable, which is one of the contributing factors to the limited amount of websites linking to them. To better optimize their current site a few things need to be done. Firstly, there website currently has little content on its pages. By increasing the amount of text on each page and reducing images/flash components it would go a long way towards increasing linkable assets on their website. Adding more targeted keywords to the site’s copy would help improve their visibility in search engines.
Not Search Engine Friendly
Yellow Submarine Marketing Communications and BarkleyREI aren’t search engine friendly in any way. While both websites are visually appealing because they were designed in flash, it is quite obvious that both sites are also nearly invisible to search engines. Both companies have few links to their websites, almost zero pages indexed or crawlable, few keyword rankings and very little search engine traffic.
Barkley REI is facing very similar circumstances to Yellow Submarine. The most confusing part about them having such a non-search engine friendly website is the fact they claim to offer online marketing as one of their services. Here’s a quote from their site:
“Establishing an online presence is about more than just launching a website. You need to get the word out and reach your audiences in all the places they spend time. That’s our job.”
Currently, they aren’t doing such a good job. Their entire website is in flash, which truly hampers them ranking in any search engine. They are ranking for less than 10 keywords, have only 34 links to their website and only have about 90 pages crawlable from their site. Looking at estimations of the traffic to their website, Compete highlights a drop in traffic from hundreds of visitors to almost no traffic in October 2010. My guess is that their website got redesigned around this time, stopping all traffic to their new flash website. Someone didn’t do their homework and now they’re paying for it in their lack of search engine rankings. Just like Yellow Submarine, the only way to fix most of these issues is redesign their entire website in HTML or CSS to make it more search engine compatible overall.
Someone might argue that if they’re already a part of the top seven marketing agencies in the area, why do they care about their website’s ranking? This is a completely fair question. All of these companies are succeeding with or without the help of search engines, but the one’s who aren’t currently ranking are missing out on unprecedented traffic, prospective clients and larger brand awareness overall.