SEO Audit -
42
SEO AUDIT www.traclist.com
-
Upload
olanrewaju-adeyemi-b -
Category
Marketing
-
view
283 -
download
0
Transcript of SEO Audit -
SEO AUDITwww.traclist.com
CONTENTObjective of AuditSummary of AuditAudit in DetailsConclusion
OBJECTIVE OF AUDITThere are many online marketplaces in Nigeria today, each withastonishing propositions. But what singles www.traclist.com outfor good is providing a platform for buyers and sellers to meet. Traclist is where you could find, buy and sell fashion items suchas clothes, shoes and accessories online in Nigeria.
One major advantage lurking in Tracklist's potentials is thatample opportunities abound for various enterprising Nigerians who make fashion items locally to showcase their goods and make sales.
But, how many buyers and sellers know about Traclist?
OBJECTIVE OF AUDITAssuming a retailer who does not have an e-commerce website and digital marketing know-how thinks in his mind that there should be an online marketplace for his stock in Nigeria, and he searches Google for “'find, buy and sell fashion items in Nigeria”..
It is unfortunate that such retailer would not be able to find Tracklist despite it is the perfect answer to his query. WHY?
The time is now for Traclist to give up the good for the great
Search result for Traclist’s USP
OBJECTIVE OF AUDITHaving a robust, cutting-edge platform backed by one-in-a-million proposition is not enough for Traclist to thrive in the highly competitive Nigerian e-commerce industry, her Search Engine Marketing strategy should be polished to meet international best Practices in order to optimize opportunities available for her brandbefore other brands take them up.
This SEO audit looks deeply into Search Engine Optimization issues responsible for Traclist's brand invisibility online despite what she has to offer is not only good but also great.
OBJECTIVE OF AUDITThe On-page Optimization issues raised in this objective auditreveal reasons Google and other search engines will not be able to display Traclist in search results for the appropriate prospects even when they search with her Unique Selling Proposition word-for-word.
And this is so awful in this fast and furious world which is filled to the brim with countless alternatives emerging on a daily basis.In the same vein, Off-page Optimization issues raised in this concise audit expose reasons Google and other search engines will not be able to rank Traclist top of search results, should theOn-page Optimization issues be fixed in isolation.
OBJECTIVE OF AUDITThus, it will be of great help to Traclist's brand visibility online if the twin far-reaching aspects of this SEO audit are thoroughly considered.
The major concern of this audit is to ensure that Traclist becomes paramount among fashion-related e-commercebrands in Nigeria.
When the pieces of this audit's puzzle are put together, the bigpicture will be of which Traclist is displayed to every prospect seeking to find, buy and sell fashion items in Nigeria and that Traclist is ranked top of all such search results.
SUMMARY OF AUDITOn-page OptimizationIrrelevant Home Page Title Meta TagNo Home Page Description Meta TagNo Home Page Keyword Meta TagWeb page URLs are not Search Engine friendlyNo Website blogNo Social Follow Buttons on the WebsiteSitemap appears at the bottom of every web page
Off-page OptimizationPoor Quality Inbound linksLow brand awarenessLow Engagement level among audienceLack of content
AUDIT IN DETAILSMETA TAGS: these are a very vital snippet of HyperText Markup Language (HTML) code for informing Search Engines about what a website entails.
Whether a website is written manually using HTML, or developed using Content Management System (CMS), like Wordpress, the part played by meta tags in describing a website to users and Search Engines is irreplaceable.
Failure to optimize meta tags naturally dooms a website with the brand it represents to obscurity.
AUDIT IN DETAILSMeta Tags vary in names and functions, depending on complexityof a website. The most basic and fundamental of meta tags areTitle, Description and keyword meta tags.
These trio are embedded in <head></head> of the HTML code. By default, websites developed using CMS may not optimize these meta tags, unless the web developer is the painstaking type who gives due attention to details and, is SEO-savvy.
AUDIT IN DETAILSTITLE META TAG: every web page has title meta tag which headlines search results. This is prospect's very first point ofcontact for your website and brand online. This can be likenedto Newspaper headline, it grabs the prospect's attention.
Whether the reader reads the news item to the end or not, headline will have created keen interest in the reader's mind already. Same job is done by Title meta tag on search results.
No matter where your website is ranked, title meta tag shortly introduces your brand to the prospect who will take only fewseconds to decide to click through to your website. Thus, if title meta tag is not pointblank, descriptive enough, prospect will go with another brand that looks most relevant to his need at that moment.
AUDIT IN DETAILSHaving summarized the magnitude of significance of title meta tag, it should not come as a surprise why many prospects do not know what precious potentials that Tracklist carry as a brand.
What currently displays as search result headline and in browser title bar for Traclist is "Discover the Fashion you Love".
I must admit that this is quite sensational.
Search Result headline for Traclist
Content of Traclist Tile Meta tag
AUDIT IN DETAILSBut Search Engine business is not entertainment. Prospect wantssomething specific at this point, however Traclist's current headline is vague enough to send the prospect's eyes down thelist of so many search results that are straight-to-the-point plus relevant.
"Discover the Fashion You Love", being the brand message does not necessarily have to headline search results.
Prospect can get to know that when they land on your home page, better still via their experience in doing business with you
Content of Kaymu Title Meta tag
AUDIT IN DETAILSIt will do no harm to Traclist's brand message if the content of title tag (search result headline) goes thus
"Find, buy and sell fashion items in Nigeria | Traclist".
This will be the best headline for the website home page on search results.
Also, it is very important each web page title meta tag has unique content which best describes what that web page is particularly about.
AUDIT IN DETAILSDESCRIPTION META TAG: as title meta tag can be likened to Newspaper headline, description meta tag can be likened to the bold captions immediately underneath the headline.
Description meta tag further explains what your brand message entails. Here is where prospects find out what benefits theywill enjoy when they do business with Traclist.
It is baffling that Traclist's home page HTML code, currently, has no description meta tag at all! This means as a brand, Traclist does not care to explain to search engines and prospects what they do.
What makes Traclist better than other online fashion marketplaces in Nigeria?
AUDIT IN DETAILSWhy should a prospect ignore all the catchy offers proposed by other fashion marketplaces for Traclist?
"FREE DELIVERY, PAY ON DELIVERY,..." and a couple of special benefits buyers and sellers will derive from patronizing Traclist should be the content of the home page description meta tag.
Content of Description Meta tag
AUDIT IN DETAILSKEYWORD META TAG: this is another important meta tag, it provides an array of possible search queries that could be usedto find a website based on the web content. This should contain as many terms as possibly relevant to what items' that could be found on Traclist.
It helps search engine to match the content of your web page to prospects' search queries. This is not visible to prospects but assists the search engine in determining who to display yourwebsite to as a search result.
It used to be search engine's sole guide to determining search results. But due to abuse in the past, search engines no longer solely rely on Keyword meta tag.
AUDIT IN DETAILSWEB PAGE URL: Traclist obviously has many web pages, much aseach has to be unique, each has to be Search Engine friendly.
This means each page URL should be as literarily explicit as possible, avoiding some sacred characters like %, ? and so on.
Lucid, relevant web page URL helps search engine index pages more correctly and identify such page with the content.
Having complicated page URL leaves search engine with so much work to do in order to display the page content based on the relevance of the page URL to the search query.
AUDIT IN DETAILSWEBSITE BLOG: Search Engine algorithms crawl the internet periodically, find fresh content to index on their databases. These databases are where searches actually take place.
Websites with no new contents are pushed more and more into obscurity over as the search engines are made to believe such websites are passive, thus, they should not be displayed ahead of websites with consistent fresh contents.
Running an active on www.traclist.com will boost her authorityon certain topics. As the contents are posted, readers contribute, then find more reasons to visit the website other than buying or window shopping.
AUDIT IN DETAILSThis will generate more traffic, convince search enginethat Traclist is a relevant website where certain topics are discussed over time.
Besides, the more coherent topics are discussed, the more keyword boost Traclist will gain as it will contain more of terms that could be relevant to search queries used by prospects.
When the blog grows to the point where her posts are shared on other blogs, and others guest blog on hers, it increases the relevance and acceptance of Traclist as a brand. This also lends to credibility of the brand.
A functional blog is required on Traclist to keep her memoriesfresh in the heart of her target audience and search engines.
AUDIT IN DETAILSSOCIAL FOLLOW BUTTONS: it was observed that www.traclist.com does not have follow buttons that should link the website directly to her social media pages.
This, to a layman, discredits the social media profiles because one way of convincing prospects that you actually own those social media profiles bearing your name is allowing users of your website to directly see your social media engagement by clicking thesocial follow buttons.
Businesswise, some buyers believe in other buyers' testimonies. They want to take a clue from what those following your brand on social media are saying about brand.
AUDIT IN DETAILSThis is how some buyers wrap up their buying decision, you could not blame them for believing what users of your services think about your brand.
Tracklist will do her public image a lot of good by providing social follow buttons on her website that will lead to her Facebook, Twitter and Instagram pages at least.
AUDIT IN DETAILSSITEMAP: Traclist sure has a functional sitemap, but it could be improved upon for effectiveness purpose. Instead of having the sitemap load underneath every web page on www.traclist.com, a separate web page could be dedicated to sitemap.
A sitemap is supposed to be a web page that has links to all other pages and which all other pages link to.
It will make Traclist web pages load faster. Search engines can crawl the web pages better than having the sitemap showing up at the bottom of every web page.
AUDIT IN DETAILSINBOUND LINKS: the singular most critical SEO issue with Traclist is the number and quality of inbound links.
These are one-way links from authoritative websites aimed at conferring credibility on a particular website and brand.
The number and quality of inbound links to a website determines the ranking of such site on search results.
Even if a website offers crappy service, but the brand manages toget a couple of quality inbound links from blogs by industry thought leaders, vibrant social media pages, popular review sites, such website will be ranked top of organic search results list.
AUDIT IN DETAILSTo improve Traclist's ranking on organic search results, a number of quality links from aforementioned sources should be leveraged on.
The current links are not good enough to secure top organic search ranking.
Analysis of Inbound Links to www,traclist.com
Comparing Traclist Inbound links to Kaymu and vinted
Analysis of Inbound links to www.vinted.com
Analysis of Inbound links to www.kaymu.com.ng
AUDIT IN DETAILSBRAND AWARENESS: some times customers do not know exactly what they want until you show them. Traclist needs to createmore brand awareness online. A few buyers may be aware of the potentials of the brand, more awareness needs to be created among sellers.
Traclist's popularity will be awesome if one out of every five off-line fashion shops in Lagos alone knows about Traclist.
Most of these retailers use BBM, Twitter and Facebook to promote their off-line shops. They reach out to prospects as well via sms marketing. Most of them cannot afford to run full-fledge e-commerce sites.
AUDIT IN DETAILSWhat if they all have online shops on Traclist?
All the offline promotions they do will impact on traffic to www.traclist.com whether directly or indirectly.
Traclist needs to do more to convince retailers that it is a robust safe online hub where they could do secure transactions.
Pay Per Click and Digital display campaigns could be deployed to increase awareness with the ad copies of these campaigns laying more emphasis on how easy it is to sign up and start selling on Traclist.
AUDIT IN DETAILSCONTENT MARKETING: a fashion, lifestyle brand will struggle to survive if iys unable to secure repeat business.
Great ads could inspire many buyers to troop in, make purchases. But, it is the buyers' experience, engagement and relationship with the brand that will keep the customer coming for more.
A result-driven strategy Traclist could adopt to make buyers and sellers see her brand as part of their lives is identifying howelse Traclist could add value to their lives other than through regular services it offers.
.
AUDIT IN DETAILSCurating and sharing helpful, informative or entertaining contents depending on the buyer persona Traclist can identify via audience definition.
Original Nigerian contents which will make Traclist's customers look great when they share them will definitely keep them loyal and conversant with the brand message.
CONCLUSIONThe easiest crop of prospects to convert are those searching for your products or services.
They are willing to buy if the terms are right. Losing such prospects to competitors is very bad for business because less persuasion is required since they already Identify the need tobe filled. And the greatest thing about Search Engine Marketingis that your brand is best-positioned where and when your prospects are looking for you.
This is the major reason Traclist should take this SEO audit seriously and act upon it before other brands tap intothis potentials and take the lead.
CONCLUSIONSearch Engine Optimization, which this SEO audit majorly dwells on is one of the components of Search Engine Marketing.
Pay Per Click advertising model is also required to help brands stay ahead in paid search results. SEO will ensure Traclist is displayed to prospects looking for her offers and that Traclistwill be ranked top of the organic search results.
PPC will emphasize Traclist's authority by being among the topthree search results for every query relevant to her proposition.
CONCLUSIONAll brands whose businesses are prominent online, regardless of the industry, always harness the potentials in both SEO and PPC.
Same is expected of Traclist. PPC will let her turn her USP into keywords with which prospects could easily find her on Google Search Network. This will generate more leads, increase traffic to www.traclist.com, increase conversions as well.
Digital display ads will help spread message, and keep audience aware of Traclist's brand, as they traverse millions of websites across Google Display Network.
CONCLUSIONIt is also a great re-targeting tool to follow up with window shoppers who are yet to make buying decisions.
Improved Social Media marketing will keep customers engaged, awesome Content will keep buyers' company in the conversion journey and ensure repeat business.
Integrating these effective, measurable digital marketing tools and approaches with Search Engine Marketing will surely stamp Tracklist as a brand of choice which brings to customers the fashion they love.
