The second installment of my “SEO Report Card” column for Practical eCommerce magazine led to the ‘deconstruction’ of DiscountFlies.com, a small etailer who sells fly fishing flies. Boy did they miss the boat when it comes to SEO (pun intended, haha).

Nowhere to be found in the first 100 results in Google or Yahoo for “fly fishing” or “fishing flies”, the site really lacked good inbound links. The site suffered from an unfocused and illogical internal hierarchical structure. Keyword-rich copy was sparse on category pages and product pages. 

For the rest of the findings, read the full article.