ANTHROPOLOGIE.COM - SEARCH ENGINE OPTIMIZATION AUDIT

Link Juice (LJ) Consulting

Anyarat Priyawat, Kenny Astrianti, Nan Wang, Putri Arinda

SEARCH ENGINE OPTIMIZATION AUDIT

ANTHROPOLOGIE.COM

Instructor:

Prof. Gracey Newman

SEO Audit for Anthropologie.com

TABLE OF CONTENT

Executive Summary 3

Top Five Most Pressing & Valuable Changes 4

302 Redirect 4

Page URL 4

Site Hierarchy 4

Keywords 5

Images 5

SEO Keywords Recommendations 6

Keywords Recommendation 6

Keyword Targeting Strategy 7

Competitor Analysis 9

SWOT Analysis 10

Technical On-Page/ On-site Recommendations 12

URL 12

Title Tag 12

Meta Description 13

Meta Keywords 14

Server Response Code 14

Site Canonicalization 15

Sitemaps 16

Duplicate Content Issues 16

Links 16

Inbound Links 16

Nofollow 16

Header Tags 16

Content Analysis and User Experience 18

Homepage 18

Fast Loading 18

Browser Compatibility 18

Multiplatform 18

Navigation 19

Site Search 19

Shopping Process 19

Checkout Process 21

Social Media 23

Conclusion 24

Source 25

Link Juice Consulting 2


Executive Summary

Anthropologie is a lifestyle brand specializing in women’s clothing, accessories, home décor and gifts that

reflect strong personal styles and passions. Anthropologie.com is Anthropologie’s e-commerce website

that offers a comprehensive product catalog with reviews from other customers. Anthropologie.com gives

customers the option to shop online and have their purchased products delivered within a certain time

limit. Optimizing the search engine performance of Anthropologie.com is crucial to increase the position of

the website on the search engines result that eventually impact the overall sales of Anthropologie.

Anthropologie is a brand that really knows their customer. They have one customer and they know exactly

who she is. Anthropologie targets women 30 to 45 years old, college or post-graduate education, married

with kids or in a committed relationship, professional or ex-professional, with annual household income of

$150,000 to $200,000. She reads and travels a lot. She is very aware and urban minded. She is into

cooking, gardening, and wine. She has a natural curiosity about the world. She is relatively fit. She likes

the convenience of shopping online.

Anthropologie.com is constantly updating its product catalog, offering various shipping options (standard,

express, and overnight) with most in-stock products. The website also offers online exclusive products and

seasonal online promotion to improve website’s sales contribution. However, as competition level is

becoming increasingly high and consumers are becoming more tech-savvy, Anthropologie.com needs to

find ways to boost their online presence, better online shopping experience, and improve website usability.

Online presence and user experience are two critical factors for e-commerce website, because they will

directly affect brand awareness, sales performance and the consumers’ perception about the brand.

Implementing Search Engine Optimization (SEO) Strategy will help Anthropologie.com achieve a higher

page rank on Search Engine Results Pages (SERPs), which will improve Anthropologie.com’s online traffic

and website credibility. This will give Anthropologie.com an advantage to compete with other e-commerce

websites with similar product offers. The following report contains the current situation of Anthropologie’s

SEO performance and recommendations for improvements.



TOP FIVE MOST PRESSING AND VALUABLE CHANGES

Below are the most important essential improvements to optimize Anthropologie.com for search engines.

Executing these changes will lead to better search rankings.

302 Redirect

Anthropologie.com 302 redirect – Screen Captured1

Currently, http://www.anthropologie.com 302 redirects to http://www.anthropologie.com/anthro/index.jsp.

This is an unintended waste of Link Juice (ranking power) because each link that is redirected through a

302 generally will not pass rankings and search engine value because it is temporary redirect. Since more

links are directing at http://www.anthropologie.com (3969942) than

http://www.anthropologie.com/anthro/index.jsp (1716943), LJ Consulting advises that Anthropologie.com

implement direct link or 301 redirect to recapture link value.

Page URL

URL structure is important for both search engine and users. Complex, non-user friendly URLs will have

negative impact on a company’s website. Nevertheless, Anthropologie.com has a long and complex page

URLs as shown below.

Anthropologie.com URL – Shoes – New Arrivals Section

This website generated URL that is not easy to understand for users or search engines because it uses URL

parameters. LJ Consulting recommends Anthropologie.com to revise its page URLs to semantic URL

structures (www.anthropologie.com/shoes/new-arrivals) over Anthropologie.com current URL parameters

as shown in the above example to increase Anthropologie.com’s page rank and provide a better user

experience for its customers.

Site Hierarchy

Site Hierarchy affects how search engine reads and index the website. A logical hierarchy with clear

categories and subcategories that are separated by using header tags (such as H1, H2, and H3) is a critical

factor for a website to be indexed by the search engines. Currently, Anthropologie.com site structure

needs to be improved as main categories are on the same level with subcategories. LJ Consulting

1 http://www.internetofficer.com/seo-tool/redirect-check/2 http://www.backlinkwatch.com/index.php3 http://www.backlinkwatch.com/index.php


http://www.anthropologie.com/shoes/new-arrivals

http://www.anthropologie.com/


recommends Anthropologie.com to amend its site hierarchy (as shown on the chart below) so that the

category hierarchy of the given website is reflected in the URLs to improve its search engine rankings.

Anthropologie.com Current Site Hierarchy

Recommended Site Hierarchy for Anthropologie.com

Keywords

Keyword targeting is one of the key factors for SEO because it affects how people find Anthropologie.com

through search engines. When keywords that people type into search engines to find information about

Anthropologie.com are used throughout the content of a website, the chance for Anthropologie.com to

rank higher on SERPs increases. LJ Consulting recommends Anthropologie.com to target five keywords in

order to improve their rank in organic search results. These keywords include “vintage clothing”, “petite

dresses”, “womens clothing”, “anthropologie”, and “anthropology”. This will be elaborated on the “SEO

Keyword Recommendation” section.

Images

Visual display is an important part of Anthropologie brand because they are recognized for their visual

designs and elegant display. Anthropologie.com content is full of images because it needs proper display



to sell its products. However, search engines cannot crawl images unless it is properly tagged and named.

LJ Consulting found 1,209 images4 on Anthropologie.com that are missing alt text. Moreover, all of the

images are not properly named and images’ URLs are not optimized for SEO. Anthropologie.com also

prevented search engines to crawl those images with the use of “no follow” attributes, which can be a

detriment for SEO. Therefore, LJ Consulting recommends Anthropologie.com to modify each image with a

keyword-enriched name, clean URL, and let all the images to be followed by the search engines for higher

page rank.

Anthropologie.com rel=”nofollow” Image Page Source – Screen Captured

4 According to Raven Tools



SEO KEYWORD RECOMMENDATION

Keywords Recommendation

Keywords are words that people type into search engines to find information. The resulting page created

by a search engine, or SERP, contains the links to the top-ranking site. Using keywords that users use to

find Anthropologie.com on the search engines throughout the content of the website increases

Anthropologie.com chance to rank higher on SERPs. Higher rank can drive more traffic to

Anthropologie.com.

Anthropologie has high brand awareness among the target audience and currently appears first in the

SERPs when searched by its name, “anthropologie” and “anthropology”. However, the brand ranks lower

for other strategic keywords that makes it harder for prospects to find Anthropologie.com among its

competitors. Anthropologie.com cannot depend solely on its brand name to generate more traffic.

These following keywords that are mentioned in the Executive Summary should be incorporated in the

website to ensure that users who search for women’s vintage-inspired clothing find and choose

Anthropologie.com before its competitor websites. LJ Consulting recommends Anthropologie.com to use

the following keywords throughout the website:

Keyword Competition Local Monthly Searches (U.S.) Global Monthly Searches

“vintage clothing” High 74,000 165,000

“petite dresses” High 18,100 33,100

“women’s

clothing”

High 60,500 110,000

“anthropology” Low 201,000 301,000

“anthropologie” Low 1,220,000 1,500,000

Keyword Recommendations Table for Anthropologie.com5

1. “vintage clothing”

LJ Consulting suggests Anthropologie.com to use ‘vintage clothing’ as one of the targeted keywords.

Although the competition is high, Anthropologie is famous for its vintage-inspired clothing that using this

keyword will flow naturally in the website and will increase Anthropologie.com’s rank in SERP.

2. “petite dresses”

Anthropologie.com has a dedicated page for petites that offers more than 400 petite style clothes.

Anthropologie.com should promote this page because most of the competitors do not sell clothes targeted

to petite women. We chose “dresses” over “clothes” because it is more specific and more people search

for it. LJ Consulting recommends Anthropologie.com to target this keyword to promote their petite line.

3. “women's clothing”

5 Figures are based on Google Keyword Planner



Anthropologie.com is currently targeting this keyword. The website appears on second page of Google’s

search result page when searching for this keyword. Considering the competitive level and search volume,

Anthropologie.com has the potential to get higher ranking on SERP for this keyword. Therefore, LJ

Consulting recommends Anthropologie.com to maximize its potential by using this keyword more

effectively.

4. “anthropologie”

LJ Consulting recommends Anthropologie.com to continue targeting this keyword.

5. “anthropology”

LJ Consulting found that many Anthropologie.com users are searching for ‘Anthropology’ instead of

‘Anthropologie’. Currently, Anhtropologie.com ranks the 2nd on Google’s search result for this keyword (just

below Anthropology Wikipedia page). LJ Consulting recommends Anthropologie.com to optimize this

keyword usage by combine it with Paid Search Advertisements.

Keyword Targeting Strategy

In order to increase Anthropologie.com page rank in the SERPs using the recommended keywords, there

are several strategies to optimize keyword targeting without disturbing the usability, user experience, or

the natural flow of the site content. Therefore, LJ Consulting recommends the following strategies:

1. Page Title

Anthropologie.com should use keywords such as “petite dresses” as the page’s title. Page titles are search

engines key to determine website’s relevance with certain keywords. Higher relevancy will result in a

better page rank and higher traffic.

2. Headline or H1 Tag

Although the title does not have to be the same with the headline, LJ Consulting recommends that they

should not be too different with each other. Relevant page title and H1 are associated with higher ranking

on SERPs.

3. Body text

Anthropologie.com is an image-heavy website, which is suitable for an e-commerce website. Although

Anthropologie.com did put description on each page on the site, they should incorporate the

recommended keywords to make the content more relevant for search engines. However, overusing the

keywords will have negative impact on rankings. All the body text should be written to provide useful

information for users. For better user experience, LJ Consulting recommends repositioning the description

to the top of the page.



“Read More About Dresses” on Anthropologie.com4. URL

LJ Consulting recommends Anthropologie.com to incorporate the keywords the given page is trying to

target in the URL in order to directly increase search engine relevancy metrics.

5. Images and image alt attributes

Since Anthropologie.com is an image-heavy website, these images have opportunities to show up in an

image search result, therefore, incorporating keywords on image’s title, filename, surrounding text, and alt

will gave a positive impact on ranking power and website’s traffic.

6. Meta description

Although meta description (inside the red box below) does not directly affect search engine ranking

algorithms, it entice users to click on Anthropologie.com. Additionally, if the keywords appear in the meta

description, they also get bolded, which can increase visibility and leave stronger impressions.

Anthropologie.com on SERP for “maxi dresses”

7. Meta keywords

Currently, Anthropologie.com is including their keywords in every page source. However, showing

keywords in the page source will not be helpful in terms of page rank and competitor can see what

keywords that Anthropologie.com is targeting. LJ consulting suggests removing the keywords in the page

source.

Meta Keywords – Dresses Section – Screen Captured

COMPETITOR ANALYSIS



Forever21.com, Modcloth.com and Macys.com are the three main competitors for Anthropologie.com

search ranking because each of them shares some similarities in keywords bidding with

Anthropologie.com. Nevertheless, their overall performance on search engine ranking is better than

Anthropologie.com due to some aspects of their search marketing strategies. For example, Forever21.com

has the fastest loading time, which contributes to its superior SEO performance compared to

Anthropologie.com. Despite its young domain age, Modcloth.com overall search ranking score is the same

as that of Anthropologie.com. Reasons contributing to Modcloth.com’s good performance include its search

engine friendly site hierarchy and properly tagged images. Lastly, Macys.com has the perfect quality score

and they rank very high in almost all categories.

Anthropologie.com can observe its competitors’ SEO practice to develop a better SEO strategy to become

more competitive in the industry.

Anthropologie Forever 21 ModCloth Macys

URL http://

www.anthropologie.co

m/anthro/index.jsp

http://

www.forever21.com/

Product/Main.aspx?

br=f21

http://

www.modcloth.com

http://

www.macys.com

Quality Analyzer 89 100 89 100

mozTrust 6.3 6.2 6.3 6.8

mozRank 6.23 6.11 6.14 6.65

Page Authority 86 83 85 90

Domain

Authority

85 84 81 88

Domain Creation

Date

1996 1998 2002 1994

Domain Exp.

Date

2015 2023 2014 2021

Alexa Rank 5,079 2,121 3,652 696

Load Time 315 milliseconds 122 milliseconds 362 milliseconds 262 milliseconds

Table 1: Competitors Comparison Table6

SWOT Analysis

The SWOT Analysis shows the areas where Anthropologie.com can improve on to leverage its competitive

advantages among the search competitors.

6 Source: Raven Tools



Strengths Weaknesses

Anthropologie’s brand image and personality is

well translated to Anthropologie.com’s website

design.

Anthropologie.com has a user-friendly website

navigation.

Interactive product display with moving images

showing all the angles of the product.

Anthropologie.com uses high quality pictures of

each product with clear description, size, design

availability, and customers’ reviews and

rankings.

Anthropologie.com site search is working

effectively.

Anthropologie.com has various payment options

that appeal to a wider customer base.

Current promotions are strategically located in

the homepage.

Anthropologie.com have a fast loading time.

Anthropologie.com does not have clean URL

structures, which affects the website rank on SERPs,

website usability, and accessibility.

Anthropologie.com uses Javascript to enhance the

user experience but with the cost of search engine

optimization opportunity.

Anthropologie.com does not offer free shipping and

return, which places Anthropologie.com in an

unfavorable position when compared to other

competitors.

For aesthetic reason, Anthropologie.com uses

visually attractive font, but is not perfectly readable

for users.

Anthropologie.com does not have a mobile

application.

Opportunities Threats



Create more external links through marketing

effort to improve rank in SERP, drive more traffic

to the website and increase brand awareness

Collaborate with bloggers to increase the

number of inbound links to Anthropologie.com.

Improve social media performance. Forever 21

have over 8 million likes on Facebook, whereas

Anthropologie has approximately 800,000 likes.

Increasing number of fans across all social

media platform and having people talk about

Anthropologie will not only increase the

engagement between brand and customers, it

will also help improve page rank.

Allowing search engines to crawl images with

keyword-enriched name and alt text will improve

page rank. Showcasing Anthropologie.com’s

products using video content as according to

Internet Retailer, visitors who view product

videos are 85% more likely to buy than visitors

who do not.

All Anthropologie.com competitors offer free

shipping and return services to their customers

whereas Anthropologie.com still charge shipping

fees.

A partnership between a brand and bloggers is an

emerging trend. For example, Mod Cloth’s blog has

a section called Blogger of the Moment to show

their support to the blogging community. By

building a rapport with bloggers, brands can build

closer relationship with the blogs’ readers as well.

All Anthropologie.com competitors have mobile

applications that make the shopping experience

more pleasant for the user and encourage

engagement between the users and the brands.



TECHNICAL ON-PAGE/ ON-SITE RECOMMENDATIONS

The following are SEO audits for five of Anthropologie.com’s subsections (Homepage, Skirt page, Jewelry

page, and Heels and Wedges page). The recommendations below aim on the technical on-page factors

that is important to search engines ranking power.

Item Audit Recommendations

URL These URLs are website generated URLs

that are not easy to understand for users

or search engines because they are long,

comprised of parameters, and they do not

show the website’s category structure.

LJ Consulting suggests Anthropologie.com to

alter the structure of its website URLs with

semantic URL structures.

Homepage:

http://www.anthropologie.com/anthro/index.jsp

Homepage:


Skirt:

http://www.anthropologie.com/anthro/

category/skirts/clothes-skirts.jsp?

cm_sp=TOPNAV-_-CLOTHES-_-CLOTHES-

SKIRTS&cm_re=TOPNAV-_-CLOTHES-_-

CLOTHES-SKIRTS

Skirt:

http://www.anthropologie.com/clothing/skirts

Jewelry:

http://www.anthropologie.com/anthro/category/

jewelry/accessories-jewelry.jsp?

cm_sp=TOPNAV-_-JEWELRYACCESSORIES-_-

ACCESSORIES-JEWELRY

Jewelry:

http://www.anthropologie.com/accessories/jewelry

Heels and Wedges:


category/heels+/shoes-heels.jsp?

cm_sp=TOPNAV-_-SHOES-_-SHOES-HEELS

Heels and Wedges:

http://www.anthropologie.com/shoes/heels

Title Tag Anthropologie.com’s title tags lengths are

appropriate (less than 70 characters).

However, Anthropologie.com does not

incorporate keywords in the title tags.

Anthropologie.com should customize the title

tag based on the content of the page. Best

practice for SEO: Primary Keyword -

Secondary Keyword | Brand Name.

Homepage:

<title>Welcome to Anthropologie -

Anthropologie.com</title>

Homepage:

Women’s Clothes, Shoes, Accessories, Home

& Decor | Anthropologie

Skirt:

<title>Skirts for Women - In Prints,

Patterns & Solids | Anthropologie</title>

Skirt:

Women’s Skirt - Maxi, Midi, Mini & Vintage

Skirts| Anthropologie

Jewelry: Jewelry:



<title>Women's Jewelry - Designer &

Fashion Jewelry for Women |

Anthropologie</title>The title tag is quite clear in explaining the

content of the page. It is well optimized for

both search engines and humans. No

improvements necessary at this time.

Heels and Wedges:

<title>Heels - Heels & Wedges –

anthropologie.com</title>

Heels and Wedges:

Women’s Heels – Heels & Wedges Shoes|

Anthropologie

Meta

Description:

Although meta

description

does not

directly affects

the search

engines

ranking power,

enticing meta

description can

improve

Anthropologie.c

om click-

through-rate.

Homepage:

<meta name="description" content='An

inspiring place to shop for women's

clothing, accessories and home decor.

Explore our collection of dresses, blouses,

sweaters, shoes and more.'/>

Homepage and Skirt:

The current meta description is clear enough

for human to read, have the right length

(less than 160 characters) and it summarizes

the content of the homepage.

Skirt:

<meta name="description" content=:It's

always skirt season at Anthropologie.

Browse our latest selection of maxi, midi,

mini, pencil, a-line & full skirts for

women''/>

Jewelry:

<meta name="Description"

content="Shop all Jewelry at

Anthropologie.com. Anthropologie offers a

wide variety of Jewelry in the Accessories

section of the site. View all of the

Necklaces, Earrings, Bracelets &

Watches, Rings, Pins & Keychains,

Featured Artists, Wear To Work, Shimmer

& Shine, Color Us: Crimson, Found in

Paris, Outfits: Paris Street Style, etc." />

Jewelry:

Even though the meta description is quite

good, it still can be improved by making it

more interesting. Additionally, “Color Us:

Crimson, Found in Paris, Outfits: Paris Street

Style, etc.” is not relevant with the content

of the page and it is too long for a meta

description. Therefore, LJ Consulting

recommends that these be removed.

Recommended meta description: “Shop

unique and vintage women’s jewelry at

Anthropologie.com. Find new jewelry and

other one-of-a-kind accessories from our

Paris Street Style collection!”

Heels and Wedges:

<meta name="Description"

content="Shop all Heels & Wedges at

Anthropologie.com. Anthropologie offers a

Heels and Wedges:

Even though the meta description is quite

good, it still can be improved by making it

more interesting. Additionally, “Wardrobe



wide variety of Heels & Wedges in the

Shoes section of the site. View all of the

Wedges, Heels, Wear To Work, Wardrobe

Essentials: Fall, Outfits: Paris Street Style,

etc." />

Essentials: Fall, Outfits: Paris Street Style,

etc." is not relevant with the content of the

page. Therefore, LJ Consulting recommends

that these be removed.

Recommended meta description: “Shop a

wide variety of Heels and Wedges at

Anthropologie.com. Find new shoes and

other one-of-a-kind heels from our Paris

Street Style collection!”

Meta

Keywords:

Currently, most

search engines

do not use

meta keywords

tag as a

ranking metric.

Homepage:

There are no meta keywords on the

homepage.

Homepage:

Anthropologie.com is doing a good job by

eliminating meta keywords tag on the

homepage. No improvements needed.

Skirt:

<meta name="Keywords"

content="Skirts,womens Clothing,colorful

womens Skirts,womens

Skirts,Clothing,anthropologie Skirts,vintage

Skirts,colorful midi & maxi" />

Skirt, Jewelry and Heels and Wedges:

LJ Consulting recommends that the meta

keywords be removed because it does not

give any benefit in terms of SEO and it might

assist Anthropologie.com competitors’ to do

keyword research.

Jewelry:


content="Jewelry,womens

Accessories,colorful womens

Jewelry,womens

Jewelry,Accessories,anthropologie

Jewelry,vintage Jewelry,colorful

Necklaces" />

Heels and Wedges:


content="Heels,womens Heels &

Wedges,colorful womens Heels,womens

Heels,Heels & Wedges,anthropologie

Heels,vintage Heels" />

Server

Response Code

Homepage:


index.jsp

Currently, there is a server response code

issue on Anthropologie.com homepage.

http://www.anthropologie.com/ temporarily



Type of link: direct link


Type of redirect: 302 Moved Temporarily

redirects to http://www.

anthropologie.com/anthro/index.jsp. 302

redirect does not pass any ranking power

and search engine value like a 301 redirect

will. LJ Consulting advises that

Anthropologie.com resolve this issue by

implement direct link or change the

redirection to 301 redirect to recapture link

value.

Skirt:


category/skirts/clothes-skirts.jsp?

cm_sp=TOPNAV-_-CLOTHES-_-CLOTHES-

SKIRTS&cm_re=TOPNAV-_-CLOTHES-_-

CLOTHES-SKIRTS


Jewelry:


category/jewelry/accessories-jewelry.jsp?

cm_sp=TOPNAV-_-JEWELRYACCESSORIES-_-

ACCESSORIES-JEWELRY


Heels and Wedges:


category/heels%20&%20wedges/shoes-heels-

lady.jsp?cm_sp=LEFTNAV-_-SUB_CATEGORY-_-

HEELS


Site

Canonicalizatio

n

Homepage:

No link rel="canonical”.

LJ Consulting found at least one page7 with

302 temporary redirect and we recommend

changing this to a 301 redirect or using

canonical attribute that are search engine

friendly.

This should be monitored to make sure there

is no duplication in the future.

Skirt:

<link rel="canonical"

href="http://www.anthropologie.com/anthro/cat

egory/skirts/clothes-skirts.jsp"/>

Jewelry:



egory/jewelry/accessories-jewelry.jsp"/>

Heels and Wedges:



egory/heels/shoes-heels-lady.jsp"/>

Sitemaps Anthropologie.com has HTML sitemaps

that is beneficial for humans and search

engines and XML sitemaps to help search


develop the content of XML sitemaps to help

create a short-term boost in the number of

7 According to http://www.ragepank.com/redirect-check/



engines crawl the site. However, the XML

version does not contain any information

of the site.


sitemap.xml

pages indexed by the search engines.

Duplicate

Content Issues

Anthropologie.com homepage has URL

parameters because it is a database

powered website. URL parameters can also

be use to track clicks for analytics use.

However, URL parameters cause duplicate

content issues. LJ Consulting found at least

one page with duplicate content, which

makes it difficult for search engines to

decide which version is more relevant to

be included in the SERPs. Duplicate

content also reduces ranking power and

the number of traffic for a website.

LJ Consulting recommends the use of

rel=canonical tag or set up a 301

redirect from the “duplicate” hompage to the

original homepage to resolve the duplicate

content issues.

Links 109 internal links.

7 external links.8

The internal links should be under 100 to

optimize the search engine crawl.

Inbound links Homepage:

200 inbound links.

Anthropologie.com should increase the

number of inbound links by tying it up with

marketing efforts, such as collaboration with

fashion bloggers with the same target

audience. The benefits of higher number of

inbound links are it directly increases the

rank on SERP and it increases website’s

credibility.

Skirt:

37 inbound links.

Jewelry:

33 inbound links.

Heels and Wedges:

26 inbound links.

Nofollow Anthropologie.com does not put the

nofollow on the link to their social media

websites such as Twitter, Instagram,


consider putting nofollow attribute to social

media links.

8 http://www.seoconsult.com/seo-tools/internal-link-checker.html


http://moz.com/learn/seo/redirection

http://moz.com/learn/seo/redirection


YouTube, Facebook, Pinterest, Tumblr, and

Google +.

Header tags Homepage:

No header tags.

LJ Consulting recommends

Anthropologie.com to use the recommended

keywords at the first hundred words of

content in H1, H2, H3, H4, bold and in image

alt tag on all pages. This will make the page

more targeted towards the phrase and will

increase its rank for applicable queries in the

major search engines.

Skirt, Jewelry and Heels and Wedges:

For all sub-categories, Anthropologie.com

uses H1, H3, and H4 tags but they are not

optimized for search engines.

For example in Heels and Wedges:

<a href="/anthro/category/heels/shoes-heels-

lady.jsp"><h1>Heels</h1></a></li>

h3 class="topLevelCategory"><a

id="FH_ATG_Category_Facet_Heels_&_Wedges"

href="/anthro/category/heels & wedges/shoes-

heels.jsp">Heels & Wedges</a></h3>

<h3 class="topLevelCategory featured-

header">Features</h3>

<h3 id="h3-priceSlider">Price</h3>

<h3 id="h3-facet_3">Size</h3>



CONTENT ANALYSIS AND USER EXPERIENCE

Homepage

The homepage epitomizes the brand identity of Anthropologie perfectly. It is visually appealing, user-

friendly and encourages visitors to click on the image. The images on the homepage interpret the products

that Anthropologie.com sells. It gives visitors a clear view of what to expect from this site. The navigation

bar on top is also eye catching even though it could be made bigger to increase visibility and enhance

browsing experience. There is also a banner for discount information that we think is very interesting but

should be made more attractive to increase awareness.

A major opportunity that can be tapped is the utilization of strategic keywords. By further incorporating

keywords into all pages of the site, Anthropologie.com will be able to increase their chances to rank on top

of SERP when people search for those keywords. However, this should be done carefully as

Anthropologie.com is an e-commerce and not an informational website.

We also encourage Anthropologie.com to make improvements based on user feedback and testing website

variations.

Fast Loading

Fast page load is essential for an e-commerce website because users tend to be very sensitive to page

load wait time. Users are more likely to leave the page if it takes too long to load. Anthropologie.com does

not have a page load problem. This factor is important for both page rank and user experience.

Browser Compatibility

Anthropologie.com displays perfectly on most popular web browsers, such as Chrome, Safari, Firefox, and

Internet Explorer without any issues.

Multiplatform

PC, Tablet, and Mobile Responsive Website Design

Above are the snapshots of Anthropologie.com’s jewelry section on PC, tablet and mobile devices. As we

can see, Anthropologie.com has a responsive design. Website design and layout are consistent across all

platforms. LJ Consulting suggests Anthropologie.com to undergo a user experience test to make sure that

everything in the website is optimized.



Navigation

Having a good navigation is very important for Anthropologie.com because if the users cannot find what

they are looking for they are more likely to leave the website. The labels on Anthropologie.com’s

navigation bar are very clear. The navigation design is simple, relevant with the content, and consistent

throughout different pages on Anthropologie.com.

Site Search

Anthropologie.com has site search feature on every page, which allow users to search for specific item or

category with ease. However, the search bar is quite hard to be found among all the categories on the

pages. LJ Consulting suggests Anthropologie.com to increase the visibility of its site search by adding a

search bar next to the magnifying lens.

Anthropologie.com Navigation Bar with Site Search

After a user type in the first letter, the search bar suggests popular search terms. The feature helps users

to find things they are looking for with ease.

Anthropologie.com – Site Search – Popular Searches

Shopping Process

Anthropologie.com displays the number of items in the basket on the navigation bar at all times. The users

can also create and nickname up to five different wish lists and share them with others. They can also find

others’ wish lists and shop for them. Wish list feature help users to remind what item they want to buy in

the future and it will increase the chance of users to return to Anthropologie.com.

Anthropologie.com has a well-constructed shopping process. However, LJ Consulting recommends the

following changes to be made:

1. Live chat feature

Anthropologie.com provides customer service phone number during the checkout process that can

increase the users comfort level when shopping online. This feature can be improved by adding a live chat

feature so that users can instantly get assistance without having to leave the screen.



2. Image view options

When the users browse through images of Anthropologie.com products, Anthropologie.com provides two

viewing options, Gallery (different image size) and Grid (all images are the same size).

Anthropologie.com - Grid View

LJ Consulting recommends increasing the size of the viewing options button so the user can easily choose

their preferred way to explore the products on Anthropologie.com

3. Checkout button

LJ Consulting recommends adding a checkout button on the top right of the page to make it easier for

users who want to directly make a payment after adding an item to their shopping basket.

Recommended Checkout Button

4. “Add to wishlist” button

Anthropologie.com has “add to wishlist” feature that help users to keep track on things that they like. It is

a very good feature because it let the users to consider before purchasing. LJ Consulting suggests putting

“add to wishlist” button on each “quick view” image to improve the user experience of the feature.



Quick View – Recommended “Add to Wishlist” Button

5. Customer service

Anthropologie.com has a customer service button on the page, however, it is positioned at the bottom of

the page and thus it is hard to find. LJ Consulting suggests putting the link to the Customer Service on the

top of the page near the link to Blog.

Checkout Process

The overall checkout process is user friendly, fast and clear. Firstly, the site has a linear checkout steps

that benefits the overall experience. The checkout bar highlights users’ position on the checkout process

stage. This prevents confusion for the user during the transaction. Moreover, the users can be assured that

they have completed every step without error.

Anthropologie.com - Checkout Bar

Secondly, the site uses a clear error indication. This is very beneficial for the site since a lot of users have

problems finding or understanding error messages on the website as they are not obvious. It will also

decrease the likelihood that users will abandon the purchase.



Error Indication on Anthropologie.com

Nevertheless, there are some changes LJ Consulting suggests to improve the checkout process.

Anthropologie.com should add descriptions to form field labels to give unfamiliar users better

understanding. For example, in the payment information page, we suggest the site to put explanation for

each form field label as follows:

Recommendation for Payment Information Page

Anthropologie.com can increase user confidence in purchasing the product online by visually reinforcing

security on all sensitive fields on the payment page. Some users might hesitate if credit card fields do not

appear secure (regardless of actual security). For example, below is an illustration how the site can visually

secure the credit card form fields (version B). Notice the addition of background color, padlock image and

placement of the GeoTrust seal. By adding visual cues (such as borders, background color, and security

icons and badges) around the form fields for credit cards, the site can easily increase the site perceived

security.



Suggested Credit Card Form Fields (Version B)

Social Media

Firstly, we notice that the social media channels button is currently being placed at the bottom right of the

page.

Position of Social Media Buttons

It is beneficial for the brand to position the social media icons at the place where it is noticeable for the

user. This will give Anthropologie an opportunity to increase its social media sites traffic, allowing the

brand to engage its user, build a stronger social media presence and increase users’ social sharing that is

beneficial for SEO.

LJ Consulting recommends that the best spot for the brand to place its social media button is at the top left

header as that is the best place for them to be noticed.

Secondly, Anthropologie.com utilizes all the trending social media channels for fashion brands. However,

we notice the website does not allow the users to share the product photos through Google Plus. LJ

Consulting recommends the site to have Google Plus for consumer photo sharing as this can improve a

presence of the brand within the Google Plus community.



Social Media Buttons on Beside Product Image on Anthropologie.com

The social media buttons are not noticeable as it blends in with the background and other nearby text. LJ

Consulting recommends the buttons to be more attractive with colors so that it stands out from the

background and the user will be more familiar with them.

Recommended buttons (left)



CONCLUSION

After conducting a thorough examination of Anthropologie.com, LJ Consulting recommends some

improvements in the following aspects: Amend Page URLs to SEO friendly version; Modify Site Hierarchy to

show logical structure of the website; revise images’ name, URLs and alt texts and let them to be crawled

by search engine; develop a more strategic keyword strategies and improve user experience. LJ Consulting

believes that these changes can help Anthropologie.com to rank higher on SERPs, increase more traffic to

the site, improve the usability and shopping experience that eventually will increase the sales on

Anthropologie.com.



SOURCE1. Anthropologie’s Website

http://www.anthropologie.com/anthro/index.jsp

2. Google AdWords

https://adwords.google.com/ko/KeywordPlanner/Home?

__c=2414006620&__u=6542670220&__o=cues

3. Raven SEO Tools

https://raven-seo-tools.com/tools/z/#rc/sematic

4. Redirect Checker

http://www.internetofficer.com/seo-tool/redirect-check/

5. Open Site Explorer- The Search Engine for Links

http://www.opensiteexplorer.org/

6. Domain Age Check

http://www.seologs.com/dns/domain-check.html

7. Internal Link Checker

http://www.seoconsult.com/seo-tools/internal-link-checker.html

8. Ragepank On-Page SEO Blog

http://www.ragepank.com/redirect-check/

9. Smashing Magazine- Fundamental Guidelines of E-Commerce Checkout Design

http://uxdesign.smashingmagazine.com/2011/04/06/fundamental-guidelines-of-e-commerce-

checkout-design/


ANTHROPOLOGIE.COM - SEARCH ENGINE OPTIMIZATION AUDIT

Marketing

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