Part I
Part I Part 1a: Website: AimLoan.com Website Goals: Aim Loan is an offline and online (direct) mortgage lender. The goal of the company’s website is to provide prospective consumers with the ability to research, track, apply, and acquire a home loan (refinance or purchase). Ultimately, the website is designed to help the organization sell its portfolio of home mortgage products to consumers.
Part 1b: Keyword Opportunities: Keyword 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.
Best mortgage lender Mortgage lender reviews Home loan interest rates Home loan application 30 year fixed mortgage rates Mortgage interest rates today Best online mortgage lender Who has the best mortgage rates Who has the best refinance rates Who has the lowest mortgage rates Compare mortgage rates Home refinance lender Home refinance interest rates
Stage Awareness and/or Purchase Evaluation Evaluation Preference and/or Purchase Evaluation Evaluation Awareness Preference and/or Purchase Preference and/or Purchase Preference and/or Purchase Evaluation Evaluation Evaluation
Query Type Informational / Transactional Informational Informational Transactional Informational Informational Informational / Transactional Transactional Transactional Transactional Informational Informational Informational
Approach to Keyword Selection: The keywords listed above were selected with the following in mind:
Relatively high search volume potential Touch the various stages of search Are more specific / less costly than broad search terms such as “home loan” Focus on information gathering and transactional query types
The keywords listed above are significantly better than the limited amount of keywords listed on the site. The site mainly uses product specific keywords (e.g. refinance), and there isn’t a theme associated with the keywords. By creating a strong theme around the keywords listed above, I believe that organic traffic would increase to the site. Finally, I believe the business could effectively compete for the keywords if SEO best practices were followed. Currently, the average home mortgage lending site does a fairly poor job of site / keyword optimization. Part 1c: Target Audience Tools such as Alexa and SimilarWeb were used to help uncover some hints about Aim Loan’s traffic. Based on my research, Aim Loan’s audience has the following characteristics:
Primary audience is female Education – some college Prospects mainly browse the site from work
Nearly 100% of the site traffic is from the USA 100% of the traffic is from organic search The top five traffic sources for the site are as follows: o Bankrate.com o Realtor.com o Secure.creditsame.com o Homfinder.com o Investopedia.com
Part 1d: Persona:
Mary Johnson Career: Manager Values convenience, savings, and service Between the ages of 35 and 55 Annual household income of at least $70,000 Homeowner or first time buyer Visits websites several times to gather necessary information Directly compares/contrasts similar mortgage sites to ascertain value Prefers sites with comprehensive pricing / rate information Strongly motivated to find best rates / purchase incentives
PART 2 Part 2a: Four key pages that are important to drive traffic:
http://www.aimloans.com https://www.aimloan.com/rates https://www.aimloan.com/programs https://www.aimloan.com/tools-and-resources
Part 2b: Page Information:
Page 1: Home Page The Page (Example, home page, product listing, article, etc.) The Page URL The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Home Page http://www.aimloans.com AimLoan Home Page | AimLoan.com Mortgages and home equity loans. Includes facts and rates, on-line application, and job openings No H1 Transparency Savings Convenience Service Stability
Page 2: Rates Page The Page (Example, home page, product listing, article, etc.) The Page URL
Rates Page
The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Rates | AimLoan.com NA Rates
https://www.aimloan.com/rates
Loan Programs Customer Reviews Resources Recent Blog Posts About Us
Page 3: Programs The Page (Example, home page, product listing, article, etc.) The Page URL
Programs Page
The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Programs | AimLoan.com NA Programs
https://www.aimloan.com/programs
Loan Programs Customer Reviews Resources Recent Blog Posts About Us
Page 4: Tools The Page (Example, home page, product listing, article, etc.) The Page URL
Rates Page
The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Tools | AimLoan.com NA Tools
https://www.aimloan.com/tools-and-resources
Loan Programs Customer Reviews Resources Recent Blog Posts About Us
Part 2c: Improve the information on each of these pages. Based on your audience analysis, and keyword research create a new:
Title Tag (Note: this must meet character requirements laid out in the course) Meta Description (Note: this must meet character requirements laid out in the course) H1 (if none existed previously, create one) H2 (if none existed previously, create one)
Page 1: Home Page The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Direct Home Mortgage Lender | AimLoan.com Request a home loan, mortgage refinance, new home purchase loan, home equity loan, auto loan from Aim Loan Direct Online Mortgage Lender Our Unique Home Loan Process Home Mortgage Reviews Today’s Home Loan Programs
Page 2: Rates Page The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Home Loan Mortgage – Rates | AimLoan.com We have low mortgage rates. See them at AimLoan.com Today’s Low Home Loan Rates. New Home Loan Rates Refinance Rates HARP Program Rates
Page 3: Programs Page The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Home Loan – Programs | AimLoan.com Customized Home Loan Mortgage programs from Aim Loans Our Unique Home Loan Programs Refinance Programs Purchase Programs FHA-VA Programs Harp Programs
Page 4: Tools Page The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Home Loan - Tools | AimLoan.com Specialized home loan tools to help you achieve your home mortgage goals from Aim Loans. Home Loan Tools and Resources Home Loan Calculators Home Mortgage Resources Mortgage Glossary Realtor Tools
Part 1b: Keyword Opportunities: Keyword 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.
Best mortgage lender Mortgage lender reviews Home loan interest rates Home loan application 30 year fixed mortgage rates Mortgage interest rates today Best online mortgage lender Who has the best mortgage rates Who has the best refinance rates Who has the lowest mortgage rates Compare mortgage rates Home refinance lender Home refinance interest rates
Stage Awareness and/or Purchase Evaluation Evaluation Preference and/or Purchase Evaluation Evaluation Awareness Preference and/or Purchase Preference and/or Purchase Preference and/or Purchase Evaluation Evaluation Evaluation
Query Type Informational / Transactional Informational Informational Transactional Informational Informational Informational / Transactional Transactional Transactional Transactional Informational Informational Informational
Approach to Keyword Selection: The keywords listed above were selected with the following in mind:
Relatively high search volume potential Touch the various stages of search Are more specific / less costly than broad search terms such as “home loan” Focus on information gathering and transactional query types
The keywords listed above are significantly better than the limited amount of keywords listed on the site. The site mainly uses product specific keywords (e.g. refinance), and there isn’t a theme associated with the keywords. By creating a strong theme around the keywords listed above, I believe that organic traffic would increase to the site. Finally, I believe the business could effectively compete for the keywords if SEO best practices were followed. Currently, the average home mortgage lending site does a fairly poor job of site / keyword optimization. Part 1c: Target Audience Tools such as Alexa and SimilarWeb were used to help uncover some hints about Aim Loan’s traffic. Based on my research, Aim Loan’s audience has the following characteristics:
Primary audience is female Education – some college Prospects mainly browse the site from work
Nearly 100% of the site traffic is from the USA 100% of the traffic is from organic search The top five traffic sources for the site are as follows: o Bankrate.com o Realtor.com o Secure.creditsame.com o Homfinder.com o Investopedia.com
Part 1d: Persona:
Mary Johnson Career: Manager Values convenience, savings, and service Between the ages of 35 and 55 Annual household income of at least $70,000 Homeowner or first time buyer Visits websites several times to gather necessary information Directly compares/contrasts similar mortgage sites to ascertain value Prefers sites with comprehensive pricing / rate information Strongly motivated to find best rates / purchase incentives
PART 2 Part 2a: Four key pages that are important to drive traffic:
http://www.aimloans.com https://www.aimloan.com/rates https://www.aimloan.com/programs https://www.aimloan.com/tools-and-resources
Part 2b: Page Information:
Page 1: Home Page The Page (Example, home page, product listing, article, etc.) The Page URL The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Home Page http://www.aimloans.com AimLoan Home Page | AimLoan.com Mortgages and home equity loans. Includes facts and rates, on-line application, and job openings No H1 Transparency Savings Convenience Service Stability
Page 2: Rates Page The Page (Example, home page, product listing, article, etc.) The Page URL
Rates Page
The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Rates | AimLoan.com NA Rates
https://www.aimloan.com/rates
Loan Programs Customer Reviews Resources Recent Blog Posts About Us
Page 3: Programs The Page (Example, home page, product listing, article, etc.) The Page URL
Programs Page
The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Programs | AimLoan.com NA Programs
https://www.aimloan.com/programs
Loan Programs Customer Reviews Resources Recent Blog Posts About Us
Page 4: Tools The Page (Example, home page, product listing, article, etc.) The Page URL
Rates Page
The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Tools | AimLoan.com NA Tools
https://www.aimloan.com/tools-and-resources
Loan Programs Customer Reviews Resources Recent Blog Posts About Us
Part 2c: Improve the information on each of these pages. Based on your audience analysis, and keyword research create a new:
Title Tag (Note: this must meet character requirements laid out in the course) Meta Description (Note: this must meet character requirements laid out in the course) H1 (if none existed previously, create one) H2 (if none existed previously, create one)
Page 1: Home Page The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Direct Home Mortgage Lender | AimLoan.com Request a home loan, mortgage refinance, new home purchase loan, home equity loan, auto loan from Aim Loan Direct Online Mortgage Lender Our Unique Home Loan Process Home Mortgage Reviews Today’s Home Loan Programs
Page 2: Rates Page The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Home Loan Mortgage – Rates | AimLoan.com We have low mortgage rates. See them at AimLoan.com Today’s Low Home Loan Rates. New Home Loan Rates Refinance Rates HARP Program Rates
Page 3: Programs Page The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Home Loan – Programs | AimLoan.com Customized Home Loan Mortgage programs from Aim Loans Our Unique Home Loan Programs Refinance Programs Purchase Programs FHA-VA Programs Harp Programs
Page 4: Tools Page The Title Tag of the Page. The Meta Description of the Page The H1 of the Page (if applicable, if no H1 leave a note stating there was no H1) The H2 of the Page (if applicable, if no H2 leave a note stating there was no H2)
Home Loan - Tools | AimLoan.com Specialized home loan tools to help you achieve your home mortgage goals from Aim Loans. Home Loan Tools and Resources Home Loan Calculators Home Mortgage Resources Mortgage Glossary Realtor Tools
