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8/3/2019 Dan White House -SEO Presentation - Xbox
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SEO Audit & Recommendations
http://www.xbox.com/en-GB/
Lets Jump in.
Presented By: Dan Whitehouse
Date: Tuesday 15th March 2011
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Agenda
Technical Summary
Keyword Summary
On-site Considerations
Localisation
Top Pages
Link Strategy
Social
Offline
PPC
Expectations
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Domain Information xbox.com
Factor Value
Domain Age 12/18/1996
Domain IP 65.55.42.140
Domain Google PageRank 7
Alexa Rank 861
Compete Rank in Compete.Com 348
Traffic according to Compete.Com 4,120,683
DMOZ Listing Yes
Yahoo! Dir Listing Yes
Pages indexed in Google.co.uk 2,710
Pages indexed in Yahoo!(UK) 47,366
Pages indexed in Bing 3,470 Domain Authority 93
Page Authority 92
Linking Root Domains 6,630
Total Links 134,693
Analytics Omniture
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Technical
Technical Considerations
Validation Errors
Load Times
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Technical Considerations
Doctype - XHTML 1.0 Transitional
Root element - HTML
Javascript drop down menus
Ajax
Jquery Silverlight top banner
Encoding / character set utf-8
meta keywords n/a
CSS in separate folder and not embedded in text
Xbox.com UK - Xbox.com
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Validation
Site not created in full flash
No frames
Not valid markup -21 errors, 3 warnings as per W3C validation
service. 6 external style sheets
9 external script files
File types PNGs
Custom 404 page added
No canonical tag
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Load Times
GB page second fastest
Fast load times across the board apart from UK Playstation
site
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Keywords
Out of top 100 keywords surveyed for UK versions of
Nintendo, Xbox and Playstation they shared 0 suggested
keywords across the board. Data from Google AdWords Tool
Comparing Game, Gamestation and Xbox UK generated
different slightly
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b. Keywords
Out of the 13 keyword shared by GameStation and Game 12 of
them are listed below and show global and local search volumes for
each.
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Keyword Analysis
Top five keywords for Google.co.uk & Google.com in terms of search
volume. US page ranks even in local search results.
Out of 100 keyword surveyed 64 of them appear on page one of search
results for Google.co.uk. For Google.com the same set were surveyed for
Google.com and which 95 appeared in positions on page one.
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5 on-site considerations
Canonicalisation
Title Tags
Redirects
Robots.txt & sitemap
404s
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1. Canonicalisation
Multiple versions of pages exist
Implement canonical tag
Link benefit placed on one page rather than many
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Canonical - Recommendations
Add rel=canonical to all pages for duplicate content
http://www.xbox.com/en-GB/
Place in of markup on page
Advises search engines this is authority content
Xbox GB - Cached on 10th of March 2011
Few days to a month to see results
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2. Title Tags
Canibilisation over keywords
Localisation UK, United Kingdom
Replace - with |
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3. ?xr=shellnav
Enable MOD_REWRITE in config.php
Turn RewriteEngine on in .htaccess
http://www.xbox.com/en-GB/xbox360/wheretobuy?xr=shellnav
http://www.xbox.com/en-GB/xbox360/wheretobuy
96 instances found on http://www.xbox.com/
Google Search: site:http://www.xbox.com/ "?xr=shellnav"
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4. Robots.txt & sitemap
Google.co.uk site:http://www.xbox.com/en-GB/
URL http://www.xbox.com/en-gb/kinect
Original URL P2 in search results
Duplication or URLs being indexed
Use compressed sitemap for faster indexing
Possible inclusion of noindex in duplicate URLs markup to be safe.
Example Robots.txt with one example on next page.
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Robots.txt Example
User-agent: *
Disallow:
Disallow: /en-GB/kinect?ysmwa=jVYPmIdCEUsZkzmylbQeVpZYcifgjdwc6_Cn
FpipehKsL0U0ICwLFhrsj2YHfB25
Disallow: /en-
GB/kinect?ysmwa=ioLShxykOmrERpdLFjgcztPmHVyLrUzH62rD0FU5kbjieILLCbLX0vsNLK1ENI_O
Sitemap: http://www.xbox.com/sitemap.gz
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4b. Sitemap
No sitemap exists
Sitemaps help search engines crawl pages
Easily create and upload via Webmaster Tools
Faster indexing of pages
Compress sitemap for faster downloading
Reference sitemap location in Robots.txt
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5. 404s
253 404s in total
Table shows top 10
301 to nearest relevant URL
Gain added link benefit
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Localisation
http://www.xbox.com/en-GB/
Create sub-domain http://gb.xbox.com/
301 /en-GB/ to /gb.xbox.com/
Omit old pages from search results noindex
http://www.xbox.com/en-GB/
Move site content http://gb.xbox.com
Pages already using sub-domain
- http://marketplace.xbox.com
- http://live.xbox.com Google.co.uk search for xbox
Top result http://www.xbox.com/
Redirects to http://www.xbox.com:80/en-US/
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Localisation Benefits
New content on site
New approach
Spin most viewed content to featured page
Involve gamers and web owners
Contact 291 .co.uk webmasters who currently link to /en-GB
to link to new sub-domain
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Link Strategy
Top pages Internal
Top pages external
Competitor analysis
Local link analysis Competitive link analysis
Shared link summary
Average page authority
Linking root domains
Redirects
Competitors
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Top Pages Internal
en/GB/ not in top pages
Duplication of content
Redefine anchor text
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Top Pages External
301 / follow
Multiple domains omitted
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Competitor Analysis
Geographic summary
Vast difference in metrics
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Local Link Analysis
Xbox - http://www.xbox.com/
Xbox UK - http://www.xbox.com/en-GB/
Xbox US - http://www.xbox.com/en-US/
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Competitive Link Analysis
Xbox UK - http://www.xbox.com/en-GB/
Nintendo UK - http://www.nintendo.co.uk/
PS UK Xbox US - http://uk.playstation.com
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Shared Link Summary
Link summary
Links shared by Nintendo UK and Xbox UK
Identical domains omitted
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Average Page Authority
301 follow / no follow
Big difference in Page Authority
Due to low volume and quality of links
Brand comparison Linking inbound links
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.co.uk redirects
Links to US Xbox - 150,813
.co.uk links 291 (from 10,000 surveyed)
Approach web owners ask to re-direct to UK Version of Xbox
site
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Top 10 anchor text distribution http://uk.playstation.com/
Sorted by linking
root domains
301 & follow
Anchor text contains key
brand sony or playstation
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Summary..
Out of all linking anchor text surveyed (155 phrases) 398 (516)
linking root domains contained either playstation or sony,
which is 70.36%. Similarly links from web pages showed asimilar trend of 75.96% containing key core terms.
Heavy on brand
en-Gb/ low on links
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Link Building Actions
Game reviews for product page links
Contact web owners to forward relevant .co.uk links to /en-GB/
Competitions
Gaming forums, blogs, sites, general web owners
Infographic
Locality
Link bait quality content, blog, distribute
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Social
Countdown to launch of major titles
Press releases
Digital outreach
Contact journalists for exclusives
Create different channels for on-going big competitions
Spin top content from forum on Twitter
Monitor and react
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Microsites
Source top relevant content and users from channels such as
YouTube, Facebook. Spin best content weekly or monthlyacross channels
Competitions
Interviews
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Facebook Creative
Call of Duty
Endorse major gaming events / sponsorship
Xbox record attempts Tagging products
Give away days
Applications
- Community page run by users similar to Coke page.
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Playstation
Source - http://bit.ly/u/sceablog
Xbox
Source - http://bit.ly/u/msxbox
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Social & Blog
Playstation is outperforming Xbox
Mainly due to content from Playstation blog
http://blog.us.playstation.com/
Massively improve followers & CTR
Implement social share buttons
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Video
http://www.youtube.com/xbox
Similar amount of video views as Playstation
Viral video seeding
Digital outreach
Distribute content
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Micro Sites
Easy way to spin featured content
Pull in from different channels
Fulfill one niche Long tail targeted keywords
Create in conjunction with Facebook FBML page
Social bookmark
Small directories
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Offline Kinect
http://twitter.com/#!/xbox
Huge news release!
Offline PR
Celebrate by giving away 10 Kinects
Lottery
Best videos
Etc etc
Create a limited edition
Offline outreach journalists, offer exclusives
Making of
How it happened
Keys to success
Innovation
Has this piece of kit gone platinum how many sales publicise
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PPC
Micro sites
Target traffic to specific landing pages
Use high profile non-brand competitor keywords for ad
groups
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Couldnt fit in..
News
Press releases
Surveys
Most current content on forum
Ask other forums to endorse Xbox forum Paid directories
Discount codes
Social bookmarking / tagging
Wikipedia citations
Domain catching Donations
Sponsor
Guest posting
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Expectations
Within days..
Ranking increase for geocentric terms.
On-site pages starting to rank.
Paid campaigns initiated - PPC
Within weeks..
Big relationships built with major players in industry.
High traffic social traffic being distributed throughout online channels.
Micro sites increasing exposure.
Major press releases being picked up organically offline.
Within months..
Creative and major on-site and social campaigns integrated. Expect relationships, traffic and buzz
around brand to have increased significantly.
Major traffic increases and referral sources increased. Major increase in Twitter followers, CTR and Facebook likes.
Increase in authority organic links and paid links increasing traffic and positions for product related
non-brand organic keywords.
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Questions..?
Dan Whitehouse Email: [email protected] Twitter ID: @dannywhitehouse