SEO Tips by Dev

International Scores

2011-12-02T21:32:00.000-08:00

International Scores: Get the latest scores of all the international cricket matches from Cricinfo. Add the Cricinfo International Scores widget now!

15 SEO Tips From Google

2009-10-09T09:29:00.001-07:00

   1. Don’t put your blog at the root of your domain.
   2. Name your directory ‘blog’ instead of ‘wordpress’.
   3. In URLs, no spaces are worst, underscore are better, dashes or hyphens are best.
   4. Use alt tags on images: not only is it good accessibility, it’s good SEO.
   5. Include keywords naturally in your posts.
   6. Make your post dates easy to find.
   7. Check your blog on a cell phone.
   8. Use partial-text feeds if you want more page views; use full-text feeds if you want more loyal readers.
   9. Blogs should do standard pings.
10. Standardize backlinks (don’t mix www with non-www).
11. Use a permanent redirect (301) when moving to a new host.
12. Don’t include the post date in your URL.
13. When moving between hosts, wait until Googlebot and traffic begin to visit the new host before taking down the old one.
14. If using AdSense, use section targeting.
15. Use FeedBurner’s MyBrand feature to take control of your feeds (i.e., feed.domain.com instead of http://feeds.feedburner.com/domain).

Top 20 SEO Tips & Guidelines

2009-10-09T09:06:00.001-07:00

If you don?t want too much competition from other SEO?s, choose your keywords precisely.
For example, Instead of keyowrd Loan choose keywords like Bank Loan, Equity Loan, Student Loan, Home Loan etc.
Order of keyword also matter for search engines. Search engine treats ?Loan Equity? and ?Equity Loan? as different keywords.
Best seo practice is to get at least one of your primary keywords in domain or sub domain name of your website.
You can use hyphens (-) to separate multiple keywords.
For example: seo-service, seo-guidelines, free-seo each cover two keyords.
Get your second or third keywords in your directory name and filename.
For example http://www.hiddentricks.com/seo/free-tips.html is best for keyword ?free seo tips? , ?seo hidden tricks? or "free seo tricks"
Keep your webpage free from any syntax error, declare document type at the beginning and validate your HTML and CSS because search engine don?t like pages with too many errors.
Give a short Title in of your page in 3-9 words (60-80 characters) maximum in length containing your primary keyword.
Remember it will be displayed in search results so choose wisely.
Try to include your most important keyword phrases in heading tags on your page if you can but keep in mind it should not be exactly same as title of your page.
You can use (H1 H2 H3) tag for specifying anything important.
To reduce size of heading use CSS.
Specify Meta keywords in heading of document. Limit it to 15 to 20 words. Although not all the search engines give importance but there is no harm doing it.
Search engine like Yahoo still give it importance.
Write Your Meta Description tag attractive containing keywords because it will appear on the search engine result pages.
Use text for navigation menu instead of using images or Java scripts.
Try to include your most important keyword in hyperlinked text and text and text that immediately precedes or follows the hyperlink.
Do not use same keyword always use synonyms at few places.
Jusk like instead of seo, I have use search engine optimization at many places on this page.

If you are using images then use ?alt? attribute to describe your image with proper keyword.
One of the best webmaster guideline is to submit sitemap of your website to make sure all pages of your website are indexed by search engine crawlers.
Keep size of your webpages less than 50KB so it is downloaded fast and visitors don?t have to wait for long.
For good SEO site page size ideal should be 15KB.
Try to avoid your content in Flash, frame, images, java script because crawler find it very difficult and it is against seo tips and guidelines.
Don?t use dynamic url because it don?t contain keywords so its not search engine friendly.
If you are using any script which shows dynamic pages then make sure at least it should include one keyword.
Don?t try to spam and never use methods like cloaking, keyword spamming or doorway pages.
Many seo advices to have multiple domain name and link each other but according to our SEO tips and guidelines search engine can penalize you for this.
Instead of that try to add more quality content to your existing website.
Submit your website only once to google, Yahoo, AltaVista and other search engines and open directory.
Don?t use any script or website for automatic submission.
If your website contents changes very often then provide visitor with Newsletter and RSS feed.
Write articles on website related to yours having higher page ranking and leave your websites link.
Get link from other sites related to yours, search engine consider it as vote in your favour.

Hiring the right SEO expert for your website

2009-10-09T09:01:00.000-07:00

As an online business owner, you need to understand how to drive huge targeted traffic to your website. Without traffic, you can’t get business, and certainly can’t make any sales. There are many different traffic generation methods, and search engine optimization (SEO) is one of the proven methods to get targeted traffic to your website.. If you are new to the Web and just starting out, you would either need to learn SEO or hire an SEO expert in order to promote your website.

SEO technology changes at a rapid pace and you’d need to spend lot of time to keep yourself updated to the latest techniques in SEO. SEO can be a time consuming process. As a businessman, you need to spend your time in developing and growing your business. That’s why it makes sense to hire an SEO consultant to do the work for you. Outsourcing SEO work to a SEO company in countries like India is also a cost effective option to get your SEO job done. However, there are so many self-proclaimed SEO experts that offer tall claims but end up doing your site more harm than good, so you need to take care in selecting the right SEO firm.

Here are few tips for hiring an SEO expert

First you’d need to go through some SEO books and get familiar with search engine optimization
Sign up to Google’s YouTube channels and watch the some informative videos about search engine optimization
Ask for referrals for SEO experts in your professional network. Testimonials and recommendations from your network will filter the fly-by-night SEO experts.

A good SEO expert would have a proven track record. Before you hire any SEO professional, ask him about his previous projects done on other client websites. Ask him what keywords the sites are ranking for, and verify everything yourself. You should also ask him for a proof that the work was done by him and not some other company. Another good test is to check the Google pagerank of the SEO company’s website. You should evaluate each candidate on these criteria or proven rankings and previous results. Find the right SEO expert to work for you, and you will be closer to success.

If you decide to do SEO yourself for your own site, then you must understand that it is very time taking process especially when you are new to this field. And, if SEO is done improperly, your website can actually get penalized by the search engines.

The main goal of any SEO strategy should be to get your website ranked for the keywords your customers will be using to find your products and services, driving traffic to your website and increasing the amount of sales. An expert SEO ensures you that your website will rank high in spite of the constant updates of search engine algorithms.

21 Essential SEO Tips & Techniques for a website

2009-10-09T08:57:00.001-07:00

Small businesses are growing more aware of the need to understand and implement at least the basics of search engine optimization. But if you read a variety of small businesses blogs and Web sites, you’ll quickly see that there’s a lot of uncertainty over what makes up “the basics.” Without access to high-level consulting and without a lot of experience knowing what SEO resources can be trusted, there’s also a lot of misinformation about SEO strategies and tactics.

This article is the second in a two-part SEO checklist specifically for small business owners and webmasters. Last week, I shared 20 “don’ts.” Naturally, this week addresses the “Do’s”—things to make sure you include whether you’re hiring an SEO company or doing it yourself.
Small Business SEO Checklist: The Do’s

1. Commit yourself to the process. SEO isn’t a one-time event. Search engine algorithms change regularly, so the tactics that worked last year may not work this year. SEO requires a long-term outlook and commitment.

2. Be patient. SEO isn’t about instant gratification. Results often take months to see, and this is especially true the smaller you are, and the newer you are to doing business online.

3. Ask a lot of questions when hiring an SEO company. It’s your job to know what kind of tactics the company uses. Ask for specifics. Ask if there are any risks involved. Then get online yourself and do your own research—about the company, about the tactics they discussed, and so forth.

4. Become a student of SEO. If you’re taking the do-it-yourself route, you’ll have to become a student of SEO and learn as much as you can. Luckily for you, there are plenty of great Web resources (like Search Engine Land) and several terrific books you can read. Aaron Wall’s SEO Book, Jennifer Laycock’s Small Business Guide to Search Engine Marketing, and Search Engine Optimization: An Hour a Day by Jennifer Grappone and Gradiva Couzin are three I’ve read and recommend.

5. Have web analytics in place at the start. You should have clearly defined goals for your SEO efforts, and you’ll need web analytics software in place so you can track what’s working and what’s not.

6. Build a great web site. I’m sure you want to show up on the first page of results. Ask yourself, “Is my site really one of the 10 best sites in the world on this topic?” Be honest. If it’s not, make it better.

7. Include a site map page. Spiders can’t index pages that can’t be crawled. A site map will help spiders find all the important pages on your site, and help the spider understand your site’s hierarchy. This is especially helpful if your site has a hard-to-crawl navigation menu. If your site is large, make several site map pages. Keep each one to less than 100 links. I tell clients 75 is the max to be safe.

8. Make SEO-friendly URLs. Use keywords in your URLs and file names, such as yourdomain.com/red-widgets.html. Don’t overdo it, though. A file with 3+ hyphens tends to look spammy and users may be hesitant to click on it. Related bonus tip: Use hyphens in URLs and file names, not underscores. Hyphens are treated as a “space,” while underscores are not.

9. Do keyword research at the start of the project. If you’re on a tight budget, use the free versions of Keyword Discovery or WordTracker, both of which also have more powerful paid versions. Ignore the numbers these tools show; what’s important is the relative volume of one keyword to another. Another good free tool is Google’s AdWords Keyword Tool, which doesn’t show exact numbers.

10. Open up a PPC account. Whether it’s Google’s AdWords or Yahoo’s Search Marketing or something else, this is a great way to get actual search volume for your keywords. Yes, it costs money, but if you have the budget it’s worth the investment. It’s also the solution if you didn’t like the “Be patient” suggestion above and are looking for instant visibility.

11. Use a unique and relevant title and meta description on every page. The page title is the single most important on-page SEO factor. It’s rare to rank highly for a primary term (2-3 words) without that term being part of the page title. The meta description tag won’t help you rank, but it will often appear as the text snippet below your listing, so it should include the relevant keyword(s) and be written so as to encourage searchers to click on your listing. Related bonus tip: You can ignore the Keywords meta altogether if you’d like; it’s close to inconsequential. If you use it, put misspellings in there, and any related keywords that don’t appear on the page.

12. Write for users first. Google, Yahoo, etc., have pretty powerful bots crawling the web, but to my knowledge these bots have never bought anything online, signed up for a newsletter, or picked up the phone to call about your services. Humans do those things, so write your page copy with humans in mind. Yes, you need keywords in the text, but don’t stuff each page like a Thanksgiving turkey. Keep it readable.

13. Create great, unique content. This is important for everyone, but it’s a particular challenge for online retailers. If you’re selling the same widget that 50 other retailers are selling, and everyone is using the boilerplate descriptions from the manufacturer, this is a great opportunity. Write your own product descriptions, using the keyword research you did earlier (see #9 above) to target actual words searchers use, and make product pages that blow the competition away. Plus, retailer or not, great content is a great way to get inbound links.

14. Use your keywords as anchor text when linking internally. Anchor text helps tells spiders what the linked-to page is about. Links that say “click here” do nothing for your search engine visibility.
15. Build links intelligently. Submit your site to quality, trusted directories such as Yahoo, DMOZ, Business.com, Aviva, and Best of the web. Seek links from authority sites in your industry. If local search matters to you (more on that coming up), seek links from trusted sites in your geographic area—the Chamber of Commerce, etc. Analyze the inbound links to your competitors to find links you can acquire, too.

16. Use press releases wisely. Developing a relationship with media covering your industry or your local region can be a great source of exposure, including getting links from trusted media web sites. Distributing releases online can be an effective link building tactic, and opens the door for exposure in news search sites. Related bonus tip: Only issue a release when you have something newsworthy to report. Don’t waste journalists’ time.

17. Start a blog and participate with other related blogs. Search engines, Google especially, love blogs for the fresh content and highly-structured data. Beyond that, there’s no better way to join the conversations that are already taking place about your industry and/or company. Reading and commenting on other blogs can also increase your exposure and help you acquire new links. Related bonus tip: Put your blog at yourdomain.com/blog so your main domain gets the benefit of any links to your blog posts. If that’s not possible, use blog.yourdomain.com.

18. Use social media marketing wisely. If your small business has a visual element, join the appropriate communities on Flickr and post high-quality photos there. If you’re a service-oriented business, use Yahoo Answers to position yourself as an expert in your industry. With any social media site you use, the first rule is don’t spam! Be an active, contributing member of the site. The idea is to interact with potential customers, not annoy them.

19. Take advantage of local search opportunities. Online research for offline buying is a growing trend. Optimize your site to catch local traffic by showing your address and local phone number prominently. Write a detailed Directions/Location page using neighborhoods and landmarks in the page text. Submit your site to the free local listings services that the major search engines offer. Make sure your site is listed in local/social directories such as CitySearch, Yelp, Local.com, etc., and encourage customers to leave reviews of your business on these sites, too.

20. Take advantage of the tools the search engines give you. Sign up for Google’s webmaster Central and Yahoo’s Site Explorer to learn more about how the search engines see your site, including how many inbound links they’re aware of.

21. Diversify your traffic sources. Google may bring you 70% of your traffic today, but what if the next big algorithm update hits you hard? What if your Google visibility goes away tomorrow? Newsletters and other subscriber-based content can help you hold on to traffic/customers no matter what the search engines do. In fact, many of the DOs on this list—creating great content, starting a blog, using social media and local search, etc.—will help you grow an audience of loyal prospects and customers that may help you survive the whims of search engines.

Just like last week, this list could continue well beyond these 21 “DOs.” Your additions are welcome in the comments.

With this checklist and last week’s list of “Don’ts,” you should be able to develop a good plan of attack for your SEO efforts for your small business.

Keyword Research FREE SEO Tools

2009-10-09T07:15:00.000-07:00

When conducting keyword research, it's important to look for both the deeper, mid- and long-tail variations of keywords - and also other adjacent ways of searching for similar things, such as related terms and synonyms.
Last month, WordStream invited me to participate in a private beta of their Free Keyword Tool, which was released as a public beta this week. One of my favorite features is its ability to suggest related terms.

Finding Related Keywords
When you type in a keyword on the left side of the screen, like "cholesterol", the related keywords automatically appear in the "Related Keywords" box to the right side as shown below:

In this example, the Free Keyword Tool suggests various related words and misspellings including:

Hdl
Lipitor
Ldl
Triglycerides
Statins
Colesterol
Simvastatin
Triglyceride
Lipoprotein
Ncep
(Etc.)

The tool is telling me that these keywords are in some way related to my initial keyword ("cholesterol"), so they're important terms to incorporate into my research. A lot of times, it's not obvious why a keyword is related. For example, "ncep" is the "National Cholesterol Education Program" and "statins" are a family of drugs used to lower cholesterol (Who knew?). I like that this feature gives me ideas I wouldn't get just by brainstorming.

Expanding Keywords
After you reviewed the list of related terms, you can add them to the keyword list by clicking the checkmark icon next to each keyword. You can then do a deep-dive expansion of your keyword by clicking on the "Submit Keywords" button. Most of the time, as far as I can tell, the tool returns thousands of keywords that include the original keyword as well as variations (plurals, different verb tenses, spelling errors, etc.).

The tool only shows the top 100 keywords on the main screen (there's a button that lets you copy these to Excel) or you can enter your email to get the complete list of results sent to you in a .csv file. Obviously they will probably add you to their mailing list, but I think it's a small price to pay for all the data they are providing free.

Filtering Keywords
Suppose I want to get rid of certain words in the results, like keywords containing "recipes," before I get the full keyword list. There's a filter feature so you can remove those terms. You just highlight the word you want to filter in the results and click on the red X next to it:
Finding Related Keywords in a Nutshell

If you're interested in deep keyword research and keyword expansion, I think the WordStream keyword tool has something new to offer and works pretty well, especially considering that it's totally free. You can try it out here: http://www.wordstream.com/keywords/

How to Increase My Website Traffic?

2009-10-09T07:09:00.001-07:00

I had an interesting email exchange with someone last week that brought forth some very important issues I thought I'd share with you.

The original email went something like this:

"Can you increase the traffic to my site? Here's the URL. If you think you can, I might be interested in retaining you for your services."

My reply was very simple:

"I don't know what the current traffic to your site is, so there's no way for me to know if I think I can increase it."

So he sent me a ranking report. Not a traffic report, just a WPG ranking report. So I replied:

"You sent me a ranking report, but that still doesn't tell me how much traffic you receive, so I still can't say whether I think I can increase your traffic."

I found this little exchange interesting because the guy obviously understood that it was targeted traffic he was interested in, but because he was contacting an SEO, he assumed that rankings were the important measurement. (Either that or he just mixed up the word "ranking" with "traffic" in the first email.) At any rate, I decided to take a look at the ranking report, just for the heck of it. The site had obviously been "optimized" for many seemingly related phrases, and according to the reports, it was ranking very well for many of them.

I imagine what had happened with this guy is that his SEO company had done what they said they would do -- get him ranked highly for some specific keyword phrases -- but he was finding out that it wasn't bringing much traffic to his site. Unfortunately, this is a very common occurrence. I've previously dubbed this "guinea pig SEO" because I like to say that my daughter's guinea pig could also get rankings for keyword phrases that nobody is searching for.

However, beyond the "guinea pig SEO" issues, there were other, more important things going on. The first was that the WPG report was run with Google as one of the engines automatically queried. This is specifically against Google's terms of service, and if they have any inkling that the owner or Webmaster of any particular site is running these reports (either WPG or any other software that doesn't go through the Google API) they can and do penalize or outright ban the site. I decided to mention this to Mr. Increase My Traffic, just in case he wasn't aware of this issue.

After spotting that, I decided to visit the site in question to see what else might be up. There was a large Flash animation and pretty much no other text on the home page. I was surprised that this page was ranking so well for the phrases I saw on the WPG report, and decided to check out the source code. Just as I suspected, there was some shady stuff going on there. The SEO had placed hidden links in the code to a number of his other clients' sites, as well as to his own "guinea pig SEO" firm, which most likely meant that the other clients' sites all had links back to this site. It also had overstuffed Title and Meta tags, as well as a hidden H1 tag with the main keyword phrase contained within it. Since the phrase in question actually had zero searches in the last 332 million search queries (according to Wordtracker), it obviously didn't take much to get this page to rank highly for it.

Of course, the same rankings could have been easily achieved without having to use deceptive SEO practices. It turns out there were only 24 pages in Google that even used that phrase in the Title tag (2 of those were from this particular site).

Anyway, after seeing all that, I felt it was my duty to inform the site owner of what was happening on his site. Because this site discussed things of a legal nature, it seemed even more important to let him know what was happening. He emailed me back right away and asked what he should do about the search engine spam. I wrote him the following:

"If you leave it, you run the risk of being banned. I doubt in your line of work that you want to project yourself as someone who attempts to deceive the search engines. It's true that it's not illegal, but many would argue that it is unethical. And if you were aware of what your SEO was doing, then of course that makes it even worse. But even if you didn't know, it's your site and your responsibility as far as the engines are concerned. If you get banned, going to them later and saying you didn't know isn't really going to help you.

"I would think that being associated with that SEO firm and the code they have on your page is not in your best interests. It appears that the spam is only on the front page of the site and could be easily removed. But they're going to need to remove your link that they're hiding on their other clients' sites also. Those might not get you in trouble, as anyone could hide links to other sites, but it's doubtful that the SEO will want to keep them up, and really, if I were you, I'd want them gone.

"Your next step would be to do some homework to find yourself a real SEO consultant who understands best practices and whose rates are within your budget. I assume you didn't pay much for the garbage you currently have (at least I hope you didn't), but a real SEO who doesn't use deceptive practices will probably cost you a lot more. That's how those companies stay in business; they're generally cheap because they don't have to do any real work. Just hide some links, hide some keyword stuffing and they're done. Works great until the stuff hits the fan and you're banned.

"You may want to spend some time at my forum, as there are many great SEO types who know what they're doing who hang out there to help. You might find someone good there who can clean up your current mess."

He wrote back to thank me for my "sage advice" but that's the last I heard of him. The spam is still on his site as of this moment. Hopefully, he's just taking his time seeking out a professional company to work with and it will all get cleaned up soon.

Increase Traffice Website

2009-10-09T07:04:00.000-07:00

Build your business by increasing traffic and getting the right kind of visitors to visit your website.

I get many emails from people asking - How do I get more customers? or How do I get more business from my website? or How do I increase traffic to my website? This short lesson will give you the basics for increasing traffic to your site. Besides the basics you will discover the key to successful website promotion.

Website promotion appears to be a simple process but to get good results is difficult. It appears to be a mechanical/technical process but instead it is more similar to advertising. Anyone can teach you the mechanics but to be good and increase traffic requires much more. It requires careful insight into your audience and precise selection and use of words. If there is one secret to increase traffic and get more visitors and customers to your website this is it. For example, the words that I am now writing are carefully selected with the search engines in mind.

The secret to getting more visitors to your website has a lot more to do with the words you choose than the software you select to promote your site. It has to do with what words people are likely to use to search in Yahoo, Google, Alta Vista, Excite etc. to get the information they are looking for and what words you use on your site and where you place them. For example, notice how many times I have repeated the phrase "getting more visitors to your website." You should even notice that I put that phrase in the title bar of your browser.

I design and promote this page as I write it. I did not write this page and then think about how to promote it. I integrated the promotion with the creation. The focus of this page is to attract people who would enter the phrases "more visitors" or "increase traffic" or "more customers" in the search engines.

Did you enter one of those phrases into a search engine to come to this page? If so, it proves my point. You might now be beginning to understand what I am talking about the importance of words and phrases. The next logical question to ask is; why did I pick those phrases? Why not pick website promotion?

carefully chose these phrases for two reasons

I often get people who are asking questions using these phrases and I felt that people may use them in the search engines too. Remember these phrases are contained in the questions: How do I get more customers? or How do I get more business from my website? or How do I increase traffic to my website?

Other phrases like "website promotion" are so popular, I felt that it would be very difficult to get a good ranking in a search engine for these words. We would be competing with 5000 other sites that have focused on the phrase "website promotion".

Now perhaps you can see the truth in what I said earlier that website promotion is not a mechanical process. It is not simply a matter of submitting to search engines. In my opinion it is often a waste of time and money to hire someone to submit your site to 300 or 1000 search engines. Sure the site will get indexed in Alta Vista or Yahoo but unless it is a very unique site on an unusual topic it will be buried somewhere in a list of thousands of other sites. To get results requires planning, trial and error, tuning up the site, strategizing and lots of time. We have listed the eight steps that we follow. But before that let's look at some basic terms.

Terms
Submit: This is the process of requesting a search engine to include your website in their database. Usually at the bottom of Yahoo Excite, AltaVista etc. there is a place to click that says "add my url." Click here and you will get to a form that allows you to submit your webpage.

Rank: After you have been accepted by a search engine you can search for information or service you offer. When you do this, the search engine will list all the sites in their database, which are matching with your request. Position of your web site in this list when you search for a specific word or phrase is your rank. If the words and phrases in your site matches well with the word or phrase searched for, your site may appear on the first page or be ranked in the top twenty among your competition. But, on the other hand, if the match is not so good, you may get ranked on page 200 or even 800. If this is the case, few people will ever find you using the phrase selected. Each word or phrase may create a different rank.

Indexing: Is the process of including your site details in the search engine database. When your website or a webpage is included in Yahoo database, we say your site is indexed with Yahoo.

Six Steps to Good Results
People often ask us what we do to promote their site. Perhaps they are under the impression that we simply submit to the search engines, get paid and hope for the best. But we do much more. We strive for results. We try to increase traffic and get more visitors to the website. ( notice how I slipped those phrases in again).

We really don't mind telling you exactly how and why we do our work because we hope that you will want to use our services. The process that we are describing here is very time consuming and many people would rather let someone else do it. One of our slogans is "focus on what you do best and outsource the rest".

These are the steps we at Stylus take when promoting a website:

Research
We analyze your site and determine who you want to target. We then search the search engines looking for how your competitors are promoting their sites.

Select Words and Phrases
We decide on what words or phrase are best to focus on. Often we will use one phrase for the home page and others for pages within the site. We will submit up to three pages if necessary.

Modify and Upload Site
The words and phrases are then carefully placed in the site. We know what the search engines are looking for so we place the words in just the right location to create a good match that results in a high ranking. This requires minor modifications to your site and means that we need to download your site from the server, make the changes, and then upload it.

Install A Means To Gather Site Statistics
It is important to know how many visitors or customers are coming to your site. Therefore we install a simple system to keep track of the visitors and hits. You will also have access to this so that you can quickly and easily monitor these statistics.

Submit to Search Engines
At this point we will submit the site to the 8 major search engines. We can submit to 300 - 900 smaller search engines too, but it usually does not produce results. Perhaps 95% of your site visitors comes from the major search engines like Yahoo, Alta Vista, Excite, AOL, Lycos, Hotbot, Google, infoseek and MSN.

Check Ranking
After about three to five weeks, we will check the ranking on Yahoo, Alta Vista and Excite etc using three phrases or words. We wait three to five weeks because it often takes that long for some search engines to index the site. We usually prepare a brief report for the client with these result along with a strategy for improvement.