SEO Strategic Review for Pen Heaven

SEO Strategic Review Brief for Pen Heaven (www.penheaven.co.uk)

Since Sept 2013, we have done a lot of SEO work including; 2 disavows, concentrated linkbuilding, blog content, technical changes. Rankings over this period have not improved except for a handful of terms. We now require a deep analysis and understanding of why this work has not yielded results, answers and recommendations as to what we need to do next based on your detailed analysis.

We are looking for someone who is extremely analytical and detail orientated, to look at the problems specifically affecting Pen Heaven. We do not want a generic SEO audit report (I have seen these before many times), but rather answers to our more isoteric problems (see troubling questions below). It would be beneficial to have agency experience, and to have worked on recognised brand names.

Major Questions
1. Why have we not improved rankings across most of our core keywords since March 2014, despite considerable SEO work (more so than competition)? These links are good links focusing on our blog content.
2. Why are we ranked so poorly for pens (#34) and fountain pens (#23), our core terms. In reality we are one of the top 3 pen specialist retailers?
3. Why did many keywords see a huge drop between March and May, especially the term ‘pens’ (drop from #6 to #34)
4. Has the disavow (submitted 6th Feb 2014) had the desired effect?
5. Why has the term ‘Lamy’ improved since March 2015, but ‘Lamy Pens’ declined? Does this point to a specific problem with the term ‘pens’?

Suggested Starting points
1. Analysis of keyword position changes, alongside work carried out and google algorithm changes
2. Full backlink analysis, and comparison to competitors (penshop, cultpens, theonlinepencompany, bureau direct, the writing desk), to identify the opportunities. E.g. are we missing deep links?
3. On site technical and content review against the competition.

Core Keywords
Pens, fountain pens, ballpoint pens, pen sets, engraved pens, personalised pens, parker pens, waterman pens, cross pens, lamy/lamy pens, sheaffer