Seo & Content Audit For Owasp Marketing Strategy
SEO & CONTENT AUDIT FOROWASP MARKETINGSTRATEGYPrepared for Open Web Application Security ProjectProprietary and ConfidentialJune 7, 2013
PROCESS Focused on three key SEOstrategies– Marketing and LinkExchanges– Copywriting– Keywords Defined keywords Used research andanalytics to prioritizepages Final recommendations @82% of all the clicks on searchresults in engines like Google &Bing go to the unpaid, organicresults. @18% go to paid listings. SEO is the practice of attractingtraffic from those unpaid resultsand involves an array ofstrategies and tactics.2
TOOLS Google Analytics PRO MOZ Tools(moz.com)– Keyword Difficulty– On-Page keywordoptimization– Search engine rankings– Mentions Tool Started analysis: April2013 Weekly analysiscombined with GoogleAnalytics3
KEYWORDS DEFINED FOR AUDITTop keywords discussed and used by those that search for your content:1.2.3.4.5.6.7.8.blind sql injectioncross site request forgerycross site scriptinghttponlyinformation securityowaspowasp cheat sheetOWASP Initiatives GlobalStrategic Focus9. owasp top 1010. Global11. owasp Top 10 201312.13.14.15.16.17.18.19.20.21.22.session hijackingsql injectionsql injection cheat sheetweb application firewallwebgoatwebscarabxssxss cheat sheetSecurityInformation securityWeb application security4
ANALYTICS AND MOZ5
ORGANIC TRAFFIC URLsReceivingEntrancesVia %3,9658,56244,4420%44,314Key Definitions:Branded keyword: A branded keyword is a keyword you want to track as a brand. Let’s say I am tracking the keywords.Organic Search Visits: Total number of organic (unpaid) visits to your site from search engines.URLS Receiving Entrances Via Search: The number of distinct URLs on your site that receive one or more organic (unpaid) visitsfrom a search engine.Non-Paid Keywords: The number of distinct keywords that send one or more organic (unpaid) visits to your site.6
ORGANIC TRAFFIC DATA CONT %301,7972%307,549URLsReceivingEntrancesVia 1444,4420%44,314-1%43,699Key Definitions:Branded keyword: A branded keyword is a keyword you want to track as a brand. Let’s say I am tracking the keywords.Organic Search Visits: Total number of organic (unpaid) visits to your site from search engines.URLS Receiving Entrances Via Search: The number of distinct URLs on your site that receive one or more organic (unpaid) visitsfrom a search engine.Non-Paid Keywords: The number of distinct keywords that send one or more organic (unpaid) visits to your site.7
ORGANIC SEARCH VISITS Branded keywords do not show increase Non-branded (without OWASP in name) aredriving people to your site8
ORGANIC SEARCH VISITS BY SOURCEKey Insight: Google is highest driver to OWASP, but the bounce rate fromGoogle is too high.9
CRAWL DIAGNOSTICSUMMARY 14,540 pages crawled6,177 errors9,438 warnings10,635 notices10
CRAWL ERRORS AND WARNINGS Pages with crawl errors are often difficult for search engines tocrawl, index and rank which contributes to higher bounce rate (i.e. Users are not finding what they sought.) Pages with crawl warnings are often penalized by search engines11
LINK EXCHANGE: ANALYSIS OFOWASP.ORGTop 12LinkingDomains1. Google2. Wordpress3. Adobe4. Blogspot5. Wikipedia6. W37. Livejournal8. Sourceforge9. Joomla10. Fc211. Mozilla12. PRweb12
COMPETITIVE DOMAIN ANALYSIS13
PAGE ANALYSIS
PAGE ANALYSISTop Pages1.2.3.4.5.6.7.8.9.10.11.OWASP InitiativesOWASPOWASP Cheat SheetsOWASP Top 10OWASP Top 10 2013Web GoatWeb ScarabXSS Cheat SheetCross-site ScriptingSQL InjectionSQL Injection Cheat SheetSEOComponents of Analysis Look-and-Feel– Industry standardsvs. OWASP Analytics Content– SEO (keywordoptimization andGoogle rank)– User experience The “on-page grades”tell us that the level ofoptimization andkeyword targeting anindividual page hasachieved. Using the keywordsfrom the analytics, theSEO tool gradedOWASP’s pages onranking models andcorrelation research, aswell as looking at whatappears in the pagesand ranks well withinsearch engines.15
OWASP INITIATIVESLook-and-Feel: Navigation Font toosmall—smallerthan documenttext “Wall of text” Toomuch text tounderstand whatGoogle Analytics (April/May 2013)you should do on PV: 2298the page Average Time on Site: 1:08 Bounce Rate: 57.53% Exits: 20.12%16
OWASP INITIATIVES CONT Content: SEO Grade: A Volunteer mentioned13x on page—confusingas to where to click Goal of page is not clearMeta Description: OWASP engages aglobal community tokeep Web applicationsecurity safe, free andopen to all. Volunteersmay contribute,participate and leadinitiatives. Sign-up now.17
OWASPLook-and-Feel: Font is too small Banner ads aresmall and hard toread Too manymodules createsconfusion for theuserGoogle Analytics (April/May 2013) PV: 166686 Average Time on Site: 1:44 Bounce Rate: 47.67% Exits: 41.09%18
OWASP CONT Content:Meta Description: SEO Grade: A OWASP is a 501(c)(3)not-for-profit charitableorganization helpingindividuals andorganizations makeinformed decisionsabout software securityrisks. Lacking a clear call to action Exit percentage shows that@53% of visitors to the siteleave the page—considercreating high impact messageupfront on this page withbullets of what you offer thatis most valuable to organicsearch visitors of your site19
OWASP CHEAT SHEETSLook-and-Feel: Font too small Navigation forpage is unclear—Consider having“Master CheatSheet” aslanding page souser hasexplanation ofwhat they areGoogle Analytics (April/May 2013) PV: 10984 Average Time on Site: 1:12 Bounce Rate: 36.36% Exits: 22.02%20
OWASP CHEAT SHEETS CONT Content: SEO Grade: C Highlight content that ismost used at top andprovide alpha listing forease of navigationMeta Description: OWASP providesspecific web applicationsecurity topics.Download these cheatsheets created byapplication securityexperts for securityguidance.21
OWASP TOP 10Look-and-Feel Font too small Navigation forpage isunclear—cluttered Too many liststo dig throughGoogle Analytics (April/May 2013)* PV: 166928 Average Time on Page: 2:14 Bounce Rate: 50.88% Exits: 32.84%*all top 10 pages combined22
OWASP TOP 10 CONT Content Meta Description SEO Grade: DThe OWASP Top Ten is createdwith global consensus aboutwhat the most critical webapplication security flaws are.– Change page title to includewhy the top ten matters Highlight how these arebeing used first—whymatters Top 10 content was mostviewed—now 2013 showswithout links---create linksto most used top 10 441 pages on site that comeup for top 1023
OWASP TOP 10 2013Look-and-Feel Forward andAbout areeasier to readthan most ofthe pages unclutteredGoogle Analytics (April/May 2013)* PV: 19765 Average Time on Page: 0:54 Bounce Rate: 22.09% Exits: 19.50%*2013 version coming up in searches of a top 1024
OWASP TOP 10 2013Content:Recommendations for Top 10: SEO Grade: F Keep one landing page fortop 10 and create individualpages when updated.– Change page title to includewhy the Top 10 matters– Add keywords to documentso search engines will rankwith security, etc. Menu to get to content isabove larger fonts andsmall—hard to find Ensure that wherever theTop 10 is linked, the samepage is used. Hide pages that are oldand/or do not need to befound by a search engine25
WEBGOATLook-and-Feel: Create call out forbook to purchasethat is easier toread and marketsbook Create call out forsupport forinstallation and orcommunity that canhelp Consider reducingtext and goingstraight to goalsGoogle Analytics (April/May 2013)* PV: 51762 Average Time on Page: 2:03 Bounce Rate: 53.63% Exits: 37.45%*Analytics for all pages with webgoat project26
WEBGOAT CONT Content:Meta Description: SEO Grade: B WebGoat is an insecureweb applicationmaintained by OWASPdesigned to teach webapplication securitylessons. Solution hints are small andhidden to right of page Call out that it is a teaching toolupfront and bold Add teaching tool into page titlefor search engines 393 pages with WebGoat in site—multiple listed as WebGoatproject—same recommendationas top ten27
WEBSCARABLook-and-Feel: Font too small andnavigation small Create call out forbook to purchasethat is easier toread and marketsbookGoogle Analytics (April/May 2013)* PV: 41,777 Average Time on Page: 2:55 Bounce Rate: 57.44% Exits: 47.14%*Analytics for all pages with webscarab project28
WEBSCARAB CONT Content: SEO Grade: A What is breakerscommunity—why doesthat community matter? Make it clear why thisproject matters 322 pages for WebScarab:consolidate pages as withWebgoat and Top 10Meta Description: WebScarab is aframework for analyzingapplications thatcommunicate using theHTTP and HTTPSprotocols. It is written inJava, thus portable tomany platforms.29
XSS CHEAT SHEETLook-and-Feel: Wall of text Why would a useruse this cheatsheet? What is mostrelevant toknow—where toclick next?Google Analytics (April/May 2013)* PV: 81868Average Time on Page: 4:32Bounce Rate: 77.12%Exits: 71.32%*Analytics for all pages with same project30
XSS CHEAT SHEET CONT Content SEO Grade: A Introduction is oneword—need overviewfor user—why mattersto stay on the site. 92 pages with samenaming convention—consolidate into one.Meta Description OWASP created short,simple guidelines thatdevelopers can followto prevent XSS.31
CROSS-SITE SCRIPTINGLook-and-Feel: Well-organizedand not toolong—it’s clearwhy you are onthis pageGoogle Analytics (April/May 2013)* PV: 82,505 Average Time on Page: 3:08 Bounce Rate: 62.93% Exits: 50.45%*Analytics for all pages with same project32
CROSS-SITE SCRIPTING CONT Content: SEO Grade: B Last updated in 2011—need to update thecontent and/or ensurethat the date is updatedand content has beenreviewed to be valid in2013Meta Description: Find out how to avoid,review code and test forcross-site scriptingvulnerabilities fromOWASP33
SQL INJECTIONLook-and-Feel: Well-organizedand not toolong—clear whyyou are on thepageGoogle Analytics (April/May 2013)* PV: 97386Average Time on Page: 3:22Bounce Rate: 73.70%Exits: 62.62%*Analytics for all pages with same project34
SQL INJECTION CONT Content: SEO Grade: A 292 pages about SQLInjection Refine content, addlanding page for searchengines and clarifymessage across thepagesMeta Description: Find out how to avoid,review code and test fora SQL injection attack toprevent loss of sensitivedata by OWASP.35
SQL INJECTION PREVENTION CHEATSHEETLook-and-Feel Well organizedand not toolong—clear whyyou are on thepageGoogle Analytics (April/May 2013) PV: 26188Average Time on Page: 4:02Bounce Rate: 76.55%Exits: 65.86%36
SQL INJECTION PREVENTION CHEATSHEET CONT Content: SEO Grade: A Since a landing pagefrom searches, addmission for OWASP andother informationhighlighted that couldbe of interest—news,other cheat sheets, etc.Meta Description: Prevent SQL Injectionflaws in yourapplications with thisclear, simple andactionable cheat sheetby OWASP.37
RECOMMENDATIONS Copyedit top pages—ensure that the non-branded keywords are showing up in your copy–––– Information securityGlobal securityWeb application securityMobile application securityAdd meta descriptions to top pages (156 Character Limit) and Page Titles—very important and easy to fix if prioritizepages––None of your pages have meta descriptions. The meta description, while it does not influence rankings in the results, can still bevaluable to employ to improve the click-through-rate of searchers from the results page and to provide context to those visitorsabout the page's topic/focus.Use queried keywords from your search analytics to give a better chance of your description being used in the engine’s pagesnippet. Also, creates prominence for your page Redesign horizontal menu navigation for your templates Consider redesigning banner ad space–– Add horizontal banner ad spaceEnlarge vertical banner ad spaceDesign content templates for topic pages–––Attacks/Threats/VulnerabilitiesHow ToMembership Create callouts for your highlighting cheat sheets—measure which are most clicked on Ensure that duplicates of your top pages and subpages are cleaned up and that you have one landing page per topic38
KEY WORDS
TERMDEFINITIONBounce Rate:This Internet marketing term is used in web traffic analysis. It represents the percentage of visitors who enter the site and"bounce" (leave the site) rather than continue viewing other pages within the same site.Exit Rate:The percentage of visitors that leave your site from a given page based on the number of visits to that page. The visitor whoexits might have visited other pages on the site, but exited on that specific page. Exit rate is important for determining whichpage in a process is not performing and your visitors are exiting the site on a webpage that might be a break gap in theirexperience.Conversion Rate:The proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtleor direct requests from marketers, advertisers, and content creators. For example, conversion rate number of goalachievements/visits.Keywords:the actual search terms or keywords typed into search engines and which search engines are preferred by their targetedaudience.Organic Search:listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their beingadvertisements. In contrast, non-organic search results may include pay per click advertising.Page Views:They are counted as part of web analytics. For the owner of the site, this information can be useful to see if any change in the“page” (such as the information or the way it is presented) results in more visits. If there are any advertisements on the page,the publishers would also be interested in the number of page views to determine their expected revenue from the ads. Forthis reason, it is a term that is used widely for Internet marketing and advertising.Pay-Per-Click (PPC):This term is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically awebsite owner) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to theirtarget market. Content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display"advertisements, also known as "banner" ads, are shown on web sites or search engine results with related content that haveagreed to show ads. This approach differs from the "pay per impression" methods used in Facebook, television and newspaperadvertising. Similar to the pay per click model which often uses a bidding system, with the online pay per impression method,advertisers bid how much they are willing to spend for their ad to show up 1000 times. (It’s also called Cost-Per-Click.)Search Engine Optimization(SEO):The process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") searchresults.Unique Visitors:A count of how many different people access a Web site. For example, if a user leaves and comes back to the site five timesduring the measurement period, that person is counted as one unique visitor, but would count as five "user sessions.“ Uniquevisitors are determined by the number of unique IP addresses on incoming requests that a site receives, but this can never be100% accurate. Depending on configuration issues and type of ISP service, in some cases, one IP address can represent manyusers; in other cases, several IP addresses can be from the same user.40
SEO tool graded on ranking models and correlation research, as well as looking at what appears in the pages and ranks well within search engines. Components of Analysis Look-and-Feel - Industry standards vs. OWASP Analytics Content - SEO (keyword optimization and Google rank) - User experience . 15
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