SEO Implementation

Audit‘Put together’ bythe SEO Pragmatists

http://www.examplesite.co.uk

SEO Implementation Impact Points

Impact Points

Overview of Page Template Types

Templates

Page Template TypesThis audit will involve the checking of numerous on-page SEO factors, for example checking the proportion of ‘above the fold’ ads and content

It is important that we don’t just check one page and then assume ‘everything is basically ok’ – taking that approach, we could miss something important!

It’s much better to determine the different page-type templates which exist on-site (or the most prominent ones) before we begin our analysis of how SEO is deployed on-site

On the following slides we’ll outline the different types of page which we identified and give an example URL for each. These are the URLs we’ll check things against as we proceed with this audit

Templates

Page Template Types

Templates

Homepage Category Product Brand Listings Contact Form

Open Hours Vouchers Blog Feed Blog Categories Blog Posts

Page Layout Algorithm

Content & ads, above / below “the fold”

Layout Analysis

SEO Page Layout AnalysisIn accordance with Google’s page layout algorithm, we like to examine the amount of editorial content, advertorial content and ads both above and below ‘the fold’

W3Schools keeps statistics on average user screen resolution. You can check up on that information here

Medium-sized widescreen resolutions (from 1280x800px to 1920x1080px) account for roughly 63% of all web users, so this is a good starting point

We check websites at a screen resolution towards the middle of that scale (1440x900px) – to ensure that our above / below the fold checks are representative. Each distinct page template is checkedLayout

Analysis

Homepage – Above the foldhttps://www.examplesite.com

Above the fold content: none

There is no significant body of text above the fold, not even a couple of paragraphs with one keyword optimised hyperlink

We’d suggest adding something so that search engines have something to grab onto when they contextually evaluate your website____________________________

Above the fold ads: none

This is really good news for Google. There are no internal / external ads above the fold, though there are advertorial sliders, banners and carousels. This is to be expected.

Move the homepage content up here, it could also be expanded a little so that two paragraphs were visible rather than one (to help alleviate issues caused due to Google’s new devaluation of hidden content)

Action Point(s): Re-optimise homepage content Action Point(s): Client to move homepage content higher up the page

Item #1

Category URLs – Above the foldhttps://www.examplesite.com/fragrance-cRA33

Above the fold content: none

There is no significant body of text above the fold, not even a couple of paragraphs with one keyword optimised hyperlink

We’d suggest adding something so that search engines have something to grab onto when they contextually evaluate this webpage____________________________

Above the fold ads: none

This is really good news for Google. There are no internal / external ads above the fold, though there are advertorial product listings. This is to be expected.

Content here?

Action Point(s): Re-optimise category URL content Action Point(s): Client to add content area on this page for SEO activities

Layout Analysis

Item #2

Product URLs – Above the foldhttps://www.examplesite.com/hair-care-c1E£E£C/shampoo-cXR31/kin-cos

metics-kinactif-purity-dry-ABC-dandruff-shampoo-2DWA££A£A2 Above the fold content: none

There is no significant body of text above the fold which is not ‘hidden’. Maybe the “product details” could be semi-expanded pre-click (1-2 paragraphs)? Sometimes clicking the “product details” button does nothing – is that broken user functionality?

We’d suggest adding something so that search engines have something to grab onto when they contextually evaluate this webpage____________________________

Above the fold ads: none

This is really good news for Google. There are no internal / external ads above the fold

Content here?

Action Point(s): Re-optimise product URL content Action Point(s): Client to partially expand “product details” with client dev

Layout Analysis

Item #3

Brand Listings – Above the foldhttps://www.examplesite.com/our-brands

Above the fold content: none

There is no significant body of text above the fold, not even a couple of paragraphs with one keyword optimised hyperlink

How about 3-4 paragraphs detailing some of the most popular brands and their best-featured products (with links)?

We’d suggest adding something so that search engines have something to grab onto when they contextually evaluate this webpage____________________________

Above the fold ads: none

This is really good news for Google. There are no internal / external ads above the fold

Content here?

Action Point(s): Create some content for this URL Action Point(s): Client to add content area on this page for SEO activities

Layout Analysis

Item #4

Contact Form – Above the foldhttps://www.examplesite.com/contact-us-now-I£R”QQew4

Above the fold content: some

There is a small body of text above the fold, but it could easily be expanded. For example: “Want some tips on how to best use the makeup you purchased from us? Having issues with your hairdryer? Please provide some details regarding your query.” – “makeup” and “hairdryer” would both be linked to the respective categories.

We’d suggest adding something so that search engines have something to grab onto when they contextually evaluate this webpage____________________________

Above the fold ads: none

This is really good news for Google. There are no internal / external ads above the fold

More content here?

Action Point(s): Re-optimise contact form content Action Point(s): Client to authorise content expansion on this page

Layout Analysis

Item #5

https://www.examplesite.com/our-local-stores-DSW2i

Above the fold content: some

The content is relevant, but the addresses and business names are not marked up with “BusinessEntityType” schema (including address info)

It would be great to add the specified schema to this page. This schema is usually responsible for generating company-branded knowledge-graph entries on Google’s search engine

____________________________

Above the fold ads: none

This is really good news for Google. There are no internal / external ads above the fold

Schema implementation?

Action Point(s): Creation of GMB page for client’s site Action Point(s): Client to work with dev to add valid schema to page

Layout Analysis

Stores & Hours – Above the fold

Item #6

Above the fold content: none

There is no significant body of text above the fold, not even a couple of paragraphs with one keyword optimised hyperlink

We’d suggest adding something so that search engines have something to grab onto when they contextually evaluate your blog____________________________

Above the fold ads: none

This is really good news for Google. There are no internal / external ads above the fold.

Some banners look semi-advertorial, but they’re just ‘featured’ images leading through to blog posts. This practice is perfectly acceptable

Main Blog Feed – Above the foldhttps://www.examplesite.com/blog-posts-main/

Action Point(s): Create content for new text area Action Point(s): Client to work with dev to add tiny content area explaining blog

Layout Analysis

Item #7

Above the fold content: none

There is no significant body of ‘unique’ text above the fold, not even a couple of paragraphs with one keyword optimised hyperlink. There is text, but it all pulls through from articles and thus – is not unique. We need something to tell users and search engines what to expect from each blog category’s contents!

We’d suggest adding something so that search engines have something to grab onto when they contextually evaluate your blog____________________________

Above the fold ads: none

This is really good news for Google. There are no internal / external ads above the fold

Blog Categories – Above the foldhttps://www.examplesite.com/blog-posts/subcategory/life-in-style/

Action Point(s): Create content for new text area Action Point(s): Client and dev to add content area explaining blog category

Layout Analysis

Content here?

Item #8

Above the fold content: none

There is no significant body of text above the fold. This mostly comes down to the fact that the blog post banner / splash image is too large vertically, pushing text down way too far (on desktop).

We’d suggest halving the height of each blog post’s featured image (vertically only) – this should allow more text to be visible above the fold. This is only needed on the desktop version of the site!____________________________

Above the fold ads: none

This is really good news for Google. There are no internal / external ads above the fold

Blog Posts – Above the foldhttps://www.examplesite.com/blog-posts/days-at-home-spa-and-beauty/

Action Point(s): Client and dev to reduce size of ‘featured’ blog splash banner

Layout Analysis

Item #9

Navigation HierarchyNav Structure Recommendations

Nav Structure

Main Menu Navigation HierarchyWe found ways to improve example site’s search presence by re-

arranging the main site navigation menu. This also included changes to anchor-text in some instances.

Please see “Menu-Structure.xlsx” for further details:

Nav Structure

Action Point(s): Client to amend navigation structure as per document

Item #10

Footer Navigation HierarchyIt would be best to reflect our findings from the navigation hierarchy recommendations in the footer menu, see directly below:

Nav Structure

Action Point(s): Client to amend footer structure as per image(s)

Item #11

Navigation Hierarchy: New MenuWe noticed that there’s a menu containing beauty products specific to

men, but there isn’t one for women who are arguably the larger beauty audience!

Whilst you might think that a women’s category is ‘implied’ by makeup and beauty, did you know that there are people specifically searching for women’s beauty products every day?

It would be advisable to create thespecified category so that female-beautylong-tail keywords can be capturedeffectively by examplesite.com!Nav

StructureAction Point(s): Creation of women’s beauty menu to supplement men’s

Item #12

CRO-SEO AnalysisConversion Rate Optimisation

CRO-SEO

In SEO, it’s common to become borderline obsessed with ranking increases, increasing site traffic and boosting online visibility – after all that’s the largest part of what we do in search

That being said, if the site isn’t converting as well as it could do, we lose out in terms of meeting KPIs and delivering great work to you, the client. The fact is that if your site converts better, SEO-led traffic (which we work so hard to attain) will produce more tangible business-end productivity (revenue / profitability) for you

When SEO-led traffic is proven to result in cash revenue, you are happier. That being the case: why wouldn’t we do everything in our power to look at CRO too?

CRO-SEO Analysis: Why?

It starts with realising that something as simple as a Meta description (which appears as a SERP description in Google’s results) can supply you with more SEO traffic if it converts better. A position 2 keyword with a Meta description that converts ten-times as well will often perform better than a position 1 keyword with an awful Meta description which puts off web users… Enter “CRO-SEO”

Must… reach… position 1 on Google!

Thanks! That actually makes a lot of sense now

CRO-SEO

We noticed right away that the about page appears to be ‘unfinished’, this can quickly put people off when viewing a website (especially if it’s not a mainstream brand like Coca Cola or TK Maxx)

The main issue is that the page has clearly been designed to support a grid layout with one image on each side, but this space isn’t being utilised

The result is that the page looks shoddy and it becomes far more obvious how little content there actually is on-page

CRO-SEO Analysis: About Page

CRO-SEO

Item #13

Look at all that unused white space!

Action Point(s): Spruce’ up the “About Us” page on example site

URL: https://www.examplesite.com/about-our-company-i4r5t3f32

Item #13

All you have to do is just give this page a bit of something to make it stand out more and inspire people (subliminally) to go further and open up their purse / wallet

A really strong beauty-oriented photograph in the top left would set the piece up nicely. In the bottom right you could have product images

Want to go all-out? In the bottom right, display the most-relevant “You May Also Like” product from the user’s most recently viewed product page, using a more generic image as a fall-back

CRO-SEO Analysis: About Page

CRO-SEO

Looking much

better!

URL: https://www.examplesite.com/about-our-company-i4r5t3f32

Action Point(s): Spruce’ up the “About Us” page on example site

Something great about example site is that it tells users if an item is / is not in stock

They are a minority of users, but there are still many who like to look up products on a website and then travel into the nearest store (especially if it’s just local) without actually transacting online. What about driving foot-traffic to your physical stores?

Add a section just under the stock notification, telling users which of your physical stores is currently stocking the product. Give people a choice! Pop-out directions would also be dead handy

CRO-SEO Analysis: Stock Info

CRO-SEO

But

WHERE!?

Action Point(s): Potentially add more detailed stock information

URL: all product pagesItem #14

Sometimes stock runs out on example site, unfortunately empty categories are featured prominently

One way around this issue would be to temporarily remove empty categories from the navigation menu; however this would negatively impact internal link-authority flow and confuse Google

The simple solution? Try really hard not to run out of a specific product-type, IF you have bothered to make a category for it and plan to keep stocking the associated products

Slip-ups will sometimes occur, but remember: Users want what they want, when they want it – NOW!

CRO-SEO Analysis: Empty Categories

CRO-SEO

… they lied to me …..

Action Point(s): Keep on top of stock levels, try hard not to run too low!

URL: https://www.examplesite.com/make-up/tools-/sharpener-23g834834

Item #15

Also: Linking your store pages in the main nav (maybe in an “Our Stores” drop-down) would be really helpful for users who plan to come in

Not only is the blog not featured prominently on the site’s main /top nav bar (we’d suggest this) – the navigation changes entirely once the blog is entered

Imagine this, you read a great blog post with a beautiful featured image, which encourages you to buy a wonderful mascara wand. You were scrolling around a bit so you’ve lost where the in-post text link was, but surely you can go to the ol’ faithful nav-bar to reach your destination right?

NOPE – is the realisation. Finding a way to work the product nav into or above your blog’s bespoke nav would be fantastic

CRO-SEO Analysis: Blog Navigation

CRO-SEO

I wanted to buy a MASCARA WAND but now I can’t get back to the product!?

Action Point(s): Include more commercial nav on the blog section

URL: https://www.examplesite.com/blog/mascara-sticks-reborn/

Also: in-post links are hard to make out; use a different font colour for links!

Item #16

Social buttons are clustered at the bottom of the page, just above the footer. It would be much better to have them higher up in the header-area of each page. Note that we don’t mean within the <head> tags, we mean in the site’s visible header

Another issue is that whilst payment solution buttons (Visa, MasterCard, PayPal etc.) are correctly coloured, all of the social buttons have been taken to grey-scale

If someone were skimming over the page, they might not even pick out these buttons! FaceBook is Blue, Pinterest is red. Keep the shape / style of the buttons, but use each network’s brand-colouration

CRO-SEO Analysis: Social Buttons

CRO-SEO

If I can’t find your social profiles… I can’t FOLLOW you!

Action Point(s): re-colour and re-position the social profile buttons

URL: any pageItem #17

What’s your USP? Something you may have heard investors (if you have any) ask time and again. Little know fact: consumers want to know too. They want to tell their friends how smart they were, buying something on your site instead of Amazon. They want to be an online shopping know-it-all, to save themselves a packet

The thin strapline under the main nav promotes three things, and one of them (“discounts and offers”) is something vague, anyone could make that claim

Really go over your USPs and include them here. A unique relationship with a supplier that drives down prices? Better quality control? Show it off and enlarge it!

CRO-SEO Analysis: USPs

CRO-SEO

WHY should I do business with you instead of someone else?

Action Point(s): Include USPs in strap-line, enlarge them. Make people know

URL: any pageItem #18

Questions!?email: jamesrichardallen@gmail.com