Post on 19-Nov-2014
description
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Digital Strategy in SEO Context
Analysis
What have they been doing? Has it been working?
Analysis
Other channels of digital marketing mix
Make sure PR activities are synchronised with SEO
Social Media
Social Media
Youtube
Google+
Social Shares
No mentions from twitter – potential opportunity to utilise this channel better
PPC
Display advertising
Why is it important to understand these other channels?
Backlinks Overview
Link Detective
High percentage of dead links
Links by type
potential opportunity of implementing social links for better diversity
Links by anchor text
getting more brand links helps achieve persistent results after Google updates
Technical
Identify some quick wins and what they could do to fix them.
What are the fundamental technical areas the website is struggling?
Why are these errors happening?
Technical
Technology Profile
Analytics & Traffic
W3 Validation Errors
Subdomains
Subdomains (Dealers)
Consequences of this approach
95,300 of URLs with almost same meta data?
More difficult to maintain back links profile
Potential duplicate content issue
More research on how competitors resolve dealer's websites problem
Network Utilisation
Enable gzip compression
1. server.lon.liveperson.net/ could save ~125 B
Leverage browser caching
Leverage browser caching
spacer.gif, TGB_logo.jpg, dcslib.js
dcs.gif
Leverage proxy caching
TGB_logo.jpg
spacer.gif
Cookie size
Specify image dimensions
Web Page Performance
Web Page Performance
Optimize the order of styles and scripts
Optimize the order of styles and scripts
1. toplevel.css2. navigation.css
Put links to CSS files in the document head
CSS in the document body adversely impacts rendering performance.
Link node cookie_style.css should be moved to the document head in frame_start.jsp
Link node jquery.fancybox.2.1.4.css should be moved to the document head in frame_start.jsp
Link node style.css should be moved to the document head in frame_start.jsp
Remove unused CSS rules
toplevel.css: 85% is not used by the current page.navigation.css: 21% is not used by the current page.cookie_style.css: 18% is not used by the current page.jquery.fancybox.2.1.4.css: 100% is not used by the current page.style.css: 38% is not used by the current page.
Navigation
Text can replace images(any font can be used)
Screenshot of current problem and how it affects users
Offers & Finance could have a page linking to all subcategories (usability)
Why is this happening?
Why is this happening?
Lack of load balancing
Lack of CDN
Javascript in sourceCombine into a single file -> less requests
JS assets pre-processed, compressed and minified by one central library
Important in a production environment, because it can reduce the number of requests that a browser makes to render a web page.
Web browsers are limited in the number of requests that they can make in parallel, so fewer requests can mean faster loading for your application.
Unfriendly URLs heavily loaded with parameters
http://www.toyota.co.uk/cgi-bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&fullwidth=true&noLeftMenu=true&forceText=%3cnone%3e&edname=Owners-Service-Landing&id=Owners-Service-Landing&zone=Zone+Ownership&sr=Mall
http://www.toyota.co.uk/cgi-bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&noLeftMenu=true&fullwidth=TRUE&nodiv=TRUE&edname=HybridFamily-landing&zone=Zone+See+the+Range&id=Nav_HSD
http://www.toyota.co.uk/cgi-bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&fullwidth=true&noLeftMenu=true&forceText=%3cnone%3e&edname=Owners-Info-RoadSide&id=Owners-Info-RoadSide&zone=Zone+Ownership&sr=Mall
Strategy
What should they be doing? Short/Mid/Long term strategy.
Short
AWR Overview report reveals some potential opportunities
Keywords Performance
Not to be used as KPI for the client, but helpful as an internal performance tracking metric
AWR: The Process
AWR: Search volumes
AWR: Average CTR
AWR: Traffic estimation
Conversion for each of the keyword group?
ROI for Client!
Search for legacy subdomains
Implement structured data markups
Blog
Blog
No Authorship Markup
Does such snippet improve CTR?
No RSS feed
URL Rewrites
http://www.toyota.co.uk/cgi-bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&noLeftMenu=true&fullwidth=TRUE&nodiv=TRUE&edname=HybridFamily-landing&zone=Zone+See+the+Range&id=Nav_HSD
Would it not look better?
http://www.toyota.co.uk/hybrid-synergy-drive
Mid
Long
Brand building / Reputation Protection
User generated content
KPIs
How will we judge the success of implementing these fixes?
What should the client expect?
What should the client expect?
Lowered bounce rate Bounce rate as one of the search raning
factors Improved CTR on the blog results Traffic growth estimation based on
identified opportunities Knowing conv rate for groups of
keywords, we can estimate ROI
Thank You!
Questions?