Sample Audit - redacted

XXXXXX WEB STRATEGIC REVIEW

T: 1300 841 244 E: [email protected]

www.punchdigital.com.au www.SEOMelbourneExperts.net.au

http://www.punchdigital.com.au/

http://www.seomelbourneexperts.net.au/

XXXXXX Strategic Review 1

Table of Contents

INTRODUCTION ................................................................................................................................................2 PUNCH DIGITAL............................................................................................................................................................ 2 XXXXXX ....................................................................................................................... ERROR! BOOKMARK NOT DEFINED. CURRENT SITUATION ................................................................................................................................................. 2

WEBSITE REVIEW ..............................................................................................................................................3 CONVERSION BY CHANNEL ........................................................................................................................................ 3 CONVERSION BY DEVICE............................................................................................................................................ 3 DEMOGRAPHICS ........................................................................................................................................................ 4 TRAFFIC SOURCES ...................................................................................................................................................... 5 PERFORMANCE BY CHANNEL .................................................................................................................................... 6 PERFORMANCE BY LOCATION ................................................................................................................................... 7 CONVERSION RATES BY STATE .................................................................................................................................. 7 ASSISTED CONVERSIONS ........................................................................................................................................... 8 YEAR ON YEAR ANALYSIS ........................................................................................................................................... 9 POSITIVE NEWS ON WEBSITE .................................................................................................................................... 9 XXXXXX WEBSITE REVIEW ....................................................................................................................................... 10 SO HOW WELL IS XXXXXX DOING ON THESE IMPORTANT POINTS? ........................................................................ 10 RECOMMENDATIONS: ............................................................................................................................................. 12

SEM (GOOGLE ADWORDS) REVIEW ................................................................................................................. 13 SEM RECOMMENDATIONS ...................................................................................................................................... 14

SEO REVIEW .................................................................................................................................................... 15 SEO WEBSITE AUDIT ................................................................................................................................................ 15 SEO COMPETITOR REVIEW ...................................................................................................................................... 17 KEYWORD RANKINGS .............................................................................................................................................. 18 SUGGESTED SEO KEYWORDS ................................................................................................................................... 19

SOCIAL MEDIA REVIEW ................................................................................................................................... 20

KEY FINDINGS FROM STRATEGY REVIEW ......................................................................................................... 21

HOW TO DRIVE SALES / CONVERSIONS ............................................................................................................ 21

CONTACT ........................................................................................................................................................ 22


Introduction

PUNCH digital PUNCH digital specialises in connecting your business with your prospective customers. We do this by building your company’s presence online in the major search engines, by driving quality web traffic to your website and optimising your online presence. Our goal is to cost-effectively generate your business more leads, more sales and more customers.

CURRENT SITUATION XXXXXX has recently launched a new e-Commerce website built on the Magento e-Commerce platform. The website was designed and built by Balance Internet. XXXXXX has also engaged the services of ReSEO to manage online marketing for the site, which primarily revolves around Google Adwords (Pay-Per-Click / SEM). Results from the new website and online marketing have been below expectations. Website conversions have dropped on the new site and the online marketing has failed to deliver ROI on the spend/monthly investment. Currently, XXXXXX is investing approx $7,000 a month with ReSEO for online marketing of which approximately $3,000 a month is being spent on Google Adwords. The remainder is allocated to account management and other expenses.


WEBSITE REVIEW Please note that the data contained in this review is taken over the 3-month period: October 10th 2014 – January 10th 2015. We selected this date range to exclude the Click Frenzy campaign as it would skew the report findings. October 10th 2014 – January 10th 2015

Visits – total number of visits (including repeat visits) to the site 221,459

Bounce Rate – percentage of visits that view only one page 30.69%

Orders – total number of transactions 3,795

Conversion Rate – percentage of visitors that end up purchasing 1.71%

ATV – average transaction value $144.48

Goal Conversion rate 2.95%

CONVERSION BY CHANNEL The average overall conversion rate for e-Commerce websites remains fairly stable between 2.5% – 3%. With this in mind, any acquisition channel that converts at less than 2% should be the primary focus for review. The table below outlines the performance of each traffic source on your website:

Channel Sessions Bounce Rate Conversion Rate Transactions Revenue

Email 129,105 33.58% 1.04% 1,337 A$198,950.18

Organic Search 50,144 23.51% 1.50% 751 A$107,998.91

Paid Search 17,436 22.48% 2.25% 393 A$57,159.37

Direct 15,068 36.75% 1.61% 243 A$33,575.18

Referral 8,222 29.74% 12.89% 1,060 A$149,593.72

(Other) 1,062 67.80% 0.56% 6 A$601.72

Display 257 52.53% 1.56% 4 A$371.48

Social 165 43.64% 0.61% 1 A$58.96

Totals 221,459 30.69% 1.71% 3,795 A$548,309.52

CONVERSION BY DEVICE Conversion rates across mobile devices are very low, this can be attributed to the fact that the XXXXXX has not been optimised for mobile or tablet use. Since October 10th, 45% of all visitors to the XXXXXX site have been on either a mobile or tablet device. The chart below illustrates the significant drop in conversion rates once the user visits the site on either a mobile or tablet. Once the site is mobile-friendly, it is expected that conversion rates for both tablet and mobile will increase dramatically.


DEMOGRAPHICS The data below outlines which age groups are accessing XXXXXX most readily. This data should be used to create ‘Ideal Customer Personas’ and all marketing collateral should be trying to speak directly to one of these personas. The table below clearly indicates that the most valuable age group for XXXXXX is 45+ - representing 81,627 visits, $223,018 in revenue and an average conversion rate of 1.9%, compared to the rest of the age groups, these numbers speak for themselves. Other age demographics only managed $78,777 in revenue and an average conversion rate of 1.53% from 37,235 visits.

Age Sessions % New Sessions Bounce Rate Transactions Revenue Conversion Rate

55-64 28,601 32.29% 27.53% 588 A$87,056.43 2.06%

45-54 23,941 35.96% 26.33% 460 A$66,994.90 1.92%

35-44 15,196 46.32% 30.01% 279 A$39,220.92 1.84%

65+ 29,085 24.53% 28.92% 498 A$68,966.69 1.71%

25-34 16,666 50.60% 31.27% 244 A$30,625.10 1.46%

18-24 5,373 58.50% 31.88% 69 A$8,931.23 1.28%

The chart below illustrates which of the demographics it is most important XXXXXX target.

The highest revenue groups are all female, over 35 years old

Male users at 45+ convert significantly higher than younger males and middle aged females yet to

spend less

Male users under 44 are not engaging with XXXXXX’s message at all

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

$0

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

$450,000

desktop tablet mobile

Conversion by Device

Sessions Revenue E-commerce Conversion Rate


We feel the most valuable demographic for XXXXXX to target is women older than 35 in a relationship. This is because while older, single males convert higher, they shop less often and spend far less on clothes. Therefore, less marketing budget should be allocated towards them and should be directed towards older females in a relationship.

TRAFFIC SOURCES As you can see in the chart to the right, email represents the majority of site visits. This indicates that XXXXXX has a strong customer base that is willing to re-engage with messages. Email campaigns as the primary source of sales are not a sustainable model for continued success. Organic Search is the most sustainable long-term strategy for continued volumes of traffic to the XXXXXX site. Securing a high position in Google’s search results for relevant keywords should ensure a steady stream of traffic coming to your site. Paid search is great as a supplemental source of traffic to the Organic Traffic. Paid search is usually most effective when trying to promote a specific product or to get short-term traffic for a particular sale or event (father’s day for example).


Looking at the chart below, it is clear that Paid Search converts significantly higher than other channels (converting at 2.25%) - this is attributed to the targeted nature of the ads and the fact that the SEM Brand campaign converts so well. However, Paid Search is an expensive acquisition method. Organic Traffic is converting at 1.5%, this traffic source represents a significant portion of the sites revenue and efforts should be concentrated on converting a higher percentage of this traffic. NB: ‘Referral’ traffic has been removed from the chart as the referral traffic was from Paypal (transactions) and this skewed the data.

PERFORMANCE BY CHANNEL The chart below looks at the performance of different acquisition channels, the ratio of sessions to revenue is important to note as it in turn determines the rate of return for each channel.

The number of Organic sessions was just 50,144 yet it delivered $96,905 in revenue, which equates to

almost $2 per visit.

Paid search performed similarly with 17,436 sessions and delivered $57,159 in revenue at $3.20 per visit.

These two methods of attracting new customers should be the number one priority as their rate of return is significantly greater than any other acquisition channel.

0.00% 0.50% 1.00% 1.50% 2.00% 2.50%

Email

Organic Search

Paid Search

Direct

Other

Display

Social

Conversion Rate by Channel


PERFORMANCE BY LOCATION Victoria represents a significant portion of the revenue as expected as XXXXXX is based in Victoria.

However, it is interesting to note that conversion rates and revenue per visit are significantly higher in NSW and QLD, as is clear in the table below.

CONVERSION RATES BY STATE State Visits Revenue Revenue per Visit

Victoria 84,383 171,733.42 $1.44

NSW 45,237 146,522.00 $2.30

Qld 25,182 77,786.59 $2.04

0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%4.50%5.00%

020,00040,00060,00080,000

100,000120,000140,000160,000180,000200,000

Performance by Location

Sessions Revenue E-commerce Conversion Rate


ASSISTED CONVERSIONS It’s also important to note that not all conversions will occur in the first instance. For example, some of your audience might find a particular product through a Paid Ad, bookmark the product page and then come back a day later and complete the purchase. Google Analytics will record this conversion as a ‘Direct’ conversion as the instance in which the purchase was made, the customer came directly to the site (via the bookmark) and then converted. Luckily, Google Analytics will also track what we call ‘Assisted Conversions’ where a user is tracked and we can see the original instance in which the user found XXXXXX. The data is below.

As you can see, Email has been the most successful channel in terms of getting visits to the site as well as the number of conversions. The ‘Referral’ in this case is almost 95% from Paypal. Organic Search has proven to be an effective method of reaching customers as indicated by a total of 714 conversions out of 5,863 (12%) with most of the users preferring to use Paypal to checkout generating revenue totalling $37,650. By comparison, Email was directly responsible for 1096 conversions (18.7%) and $75,300 in revenue.

0 50 100 150 200 250 300 350 400 450

$0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000

Email > Email

Email > Referral

Organic Search > Referral

Organic Search > Direct

Email > Direct

Email > Email > Email

Paid Search > Referral

Organic Search > Organic Search

Direct > Direct

Direct > Referral

Assisted Conversions

Conversion Value Conversions


YEAR ON YEAR ANALYSIS The chart below maps year-on-year performance of the site. It appears that conversion has dropped across the board. As depicted below, each acquisition channel is falling behind on 2013’s numbers. The most notable decrease is in Organic Search which has is down 18.71%. This can most likely be attributed to the release of the new version of the site.

POSITIVE NEWS ON WEBSITE Yes, conversion rates have dropped from 2013 to 2014, however, traffic is up 47.8% and engagement has increased, evidenced by a 68.41% increase in page views and a 13.95% increase in page views per session. The percentage of new users has remained fairly constant with a 1.25% increase year on year. Given this we believe that with a focus on conversion the current site could see solid increases in conversion with the existing traffic. See next page.


XXXXXX WEBSITE REVIEW On any website, be it eCommerce, lead generation or brochure needs to consider 5 important design aspects to

ensure optimal conversion. These are:

1. Value proposition:

Why should your audience buy from you? Are you communicating this in a clear, concise and highly visible

manner?

2. Relevance:

We’ve looked at Analytics and we know who we should be speaking to. How closely does your value proposition

match their needs?

3. Trust:

Are there elements on your page (or missing from your page) that create uncertainty in your customer’s mind?

What have you done to show your audience that you’re a trustworthy business and that it’s safe to conduct

transactions on your site? Do you have any guarantees? What level of security do you have for credit card details

etc?

4. Sales funnel:

What is the first thing you see on the page? Does it help or hurt your main purpose? Are we taking the audience

on a prescribed journey that will end in a sale? How many steps are there in the buying process? Do you have a 1

page checkout? Making it as easy as possible to become a ‘conversion’ for your audience is critical as attention

spans reduce and the ‘I want it now’ attitude continues to infiltrate the marketplace.

5. Social Proof

More and more people are seeking out reviews and recommendations from previous customers in order to reduce

purchase anxiety and feel confident that they’re making a good decision. Including testimonials from previous

clients as well as REAL reviews and other social indicators such as the number of Facebook likes or Twitter

followers dramatically reduce purchase anxiety and will increase conversions.

SO HOW WELL IS XXXXXX DOING ON THESE IMPORTANT POINTS?

1. Value Proposition

When users land on the site, they’re welcomed with a banner ad that explains the 60% off sale. As users scroll down, again we see that the point the site is trying to make is that the prices appear to be low (shirts FROM $39, shorts FROM $39 etc). Whilst low pricing is a significant selling point, it doesn’t necessarily demonstrate VALUE. Are your clothes Australian Made? Are there any quality guarantees (no shrink, colour safe in the wash etc). Essentially we need to make sure that the users don’t feel that because the price is low that the quality is low too. We suggest that we look at the products themselves and identify what it is that makes them an attractive option for consumers. Once the Point-of-Difference (PoD) is established, we can promote it alongside the low price to establish VALUE.


2. Relevance

Google Analytics indicates that the overall bounce rate for the site is just 30%. This tells us that when people land on the site, the vast majority have found something similar (at least) to what they were looking for. Later in the report we’ll drill down into different market segments and your perceived relevance within each demographic.

3. Trust

The internet can be a dark place. It seems we can’t go a day without hearing about some kind of hacking scandal or people being ripped off through fraudulent emails etc. With this in mind, it’s safe to believe that there’s an inherent mistrust and scepticism in the minds of online shoppers especially when you’re asking for sensitive information like credit card details. Websites can build trust with their audience in a number of ways, mostly sub-conscious. As XXXXXX is a recognisable brand, there’s some trust already there. In order to make your users feel comfortable with you, we suggest including credit card logos (small), any security measures you’ve taken to encrypt credit card data and a link to your returns policy at the top of the page, preferably in the middle.

4. Sales Funnel

The layout and design of the site is great from a sales funnel point of view however there are some changes that we would make that will optimise this sales funnel and increase conversions. For example, it’s important to highlight the obvious next steps in the sales process. Whilst the site has an ‘add to bag’ button, it’s the same colour as the rest of the site and doesn’t pop off the screen. Best practice is to identify a colour on the opposite end of the colour wheel and use this colour as your ‘conversion colour’. This will catch your users’ eye and essentially prompt them to move on to the next step. Further to this, the text ‘add to bag’ may not resonate with your users as Google Analytics tells us that the vast majority of your audience are over the age of 45. Changing the button text to something direct and simple like ‘buy now’ are much more likely to appeal to your audience (something to test). This action should then get the website to prompt the user to checkout. At present, the site does this with a green bar across the top of the page. This is quite small and can be missed if the user has scrolled down. Again, best practice is to have the site generate a pop-up window that confirms the item has been added to cart with two options, ‘continue shopping’ (should be the dark blue) and ‘checkout’ (conversion colour). Lastly, a 1 page checkout is essential to minimise abandonment and ensure that the site converts as well as possible. Guest checkout options must be included, as should a button to confirm billing address as shipping address. The more forms to fill in / information required to purchase, the higher the abandonment rate. The checkout process should be as streamlined as possible and retailers should only ask for the bare minimum of information to complete the transaction. Opt-ins for newsletters etc should happen POST-SALE!

5. Social Proof

As stated earlier, nobody wants to feel like a pioneer online or that they’re in uncharted waters. Demonstrating to your audience that there’s a lot of people who have been here before and had a good experience will go a long way to alleviating any purchase anxiety caused by purchasing online. A simple way to do this is to incorporate the Facebook API to the top of your website. This then has a small speech bubble that sticks out and shows your audience how many people have liked your Facebook page (935 at the time of writing). Whilst 935 doesn’t sound


like much, it’s close to 1,000 people that have bought something from you, had an experience that was so good that they even went to another channel to tell people that they like you. This is a big deal. Obviously there are many social networks but given the age demographic of your audience, Facebook should be the place to start. Another technique used to alleviate purchase anxiety is the inclusion of testimonials somewhere on the home page. It’s just another way of showing new customers that people have had a good experience before so that they feel they’re likely to have a good experience themselves.

RECOMMENDATIONS: Additional recommendations to improve conversions include:

1. The general look and feel of the site is that it is fairly simple looking and not overly cluttered. There is

possibly a bit too much navy and not enough elements on the site that stand out to the user.

2. There is no “Shop New Arrivals” on the homepage – this is unusual for an online clothing store. A lack of

indication of new product arrivals gives the impression that the brand is not up-to-date and a little bit off-

trend.

3. A ‘You May Also Like This’ bar in reviews of individual products only shows up for a few items e.g.: not for

shirts. However, the items depicted are hardly relevant to the initial product chosen. A statement such as:

‘Wear It With’, ‘Complete This Look’ or ‘Shop-the-trend’ seems more relevant to a clothing label.

4. It may be wise to add an option to check the ‘In Store Availability’ of individual products based on your

location and the distance you are willing to travel.

5. A tab reading ‘Shop The Trend’ where 5 or so current trends have individual pages with full outfits (shirt,

pants, jacket, belt, etc.) could be beneficial to the XXXXXX demographic as older men may not know where

to start when it comes to putting together a new outfit.

6. A ‘Chat Now’ button could pop up once users are in their shopping bag to ask any final questions. This

could help with closing sales

7. Recommend reviewing the Shopping Cart process and streamlining this to reduce cart abandonment (i.e.

one page checkout?)


SEM (GOOGLE ADWORDS) REVIEW The current Google Adwords campaign consists of Brand and Generic keywords.

Google Analytics reports the Adwords campaign generated $57,159 in revenue for the period Oct 10th 2014 to Jan

10th 2015 on a total spend of $12,221.06.

The campaigns are currently being run in both Australia and New Zealand across the following channels:

1. Search (Text Ads)

2. Display (used for Remarketing)

3. Shopping (Google Shopping Ads)

Of the 17,458 clicks generated by Google, the Search campaign (text ads) generated 92.2% of all clicks (16,103

clicks) followed by Display (1,355 clicks / 7.8%) and then Shopping (176 clicks / 1%).

As you would expect the Search campaign consumed the majority of spend ($11,410 or 93% of spend) and

generated the lowest cost per conversion ($24.99) and the best conversion rate at 2.84%.

Campaign state Clicks CTR Avg. CPC Cost Convtd clicks

Cost per Conv

Conversion rate

Search 16,103 2.42% 0.71 $11,410 456 $24.99 2.84%

Display 1,355 0.29% 0.6 $811 8 $101.41 0.59%

Shopping 176 1.30% 0.66 $116 0 0 0.00%

Total 17,458 1.53% 0.7 $12,221 464 $26.31 2.66%

At face value the Search campaigns look to be performing well however the numbers are being skewed by the

XXXXXX brand campaign.

However ….

As indicated in the table below the “XXXXXX Brand Campaign (AU)” generated 398 converted clicks at an

average cost per conversion of $7.28 (this is good).

All other SEARCH campaigns converted well above $100 a conversion – with the average being $133 a

conversion (this is bad).

When you consider your average order value is $144.48 the cost per conversion is unsustainable. The

Business Shirts (AU) campaign converted at $486!


Campaign Clicks Avg. CPC

Cost Converted clicks

Cost per Conv

Click conv. rate

XXXXXX Brand Campaign (AU) 9679 0.3 $2,910 398 $7.28 4.12%

T Shirts and Polo Shirts (AU) 482 1.84 $889 3 $296.36 0.62%

Shirts (AU) 1061 1.3 $1,381 10 $138.13 0.94%

Shop Mens Clothes Online (AU) 753 1.02 $769 6 $128.12 0.80%

Long Sleeve Shirts (AU) 328 1.8 $590 0 $0.00 0.00%

Business Shirts (AU) 374 1.3 $486 1 $485.84 0.27%

Men's Short Sleeve Shirt (AU) 133 0.88 $117 1 $117.29 0.75%

XXXXXX Brand (NZ) 167 0.11 $18 16 $1.15 9.58%

DRSA - Dynamic Remarketing (NZ) (AU) 375 0.53 $198 13 $15.22 3.47%

Shirts (NZ) 328 1.37 $448 0 $0.00 0.00%

Business Shirts (NZ) 58 1.26 $73 0 $0.00 0.00%

T Shirts and Polo Shirts (NZ) 157 1.85 $290 1 $290.42 0.64%

Based on the poor cost per conversion we would recommend pausing all SEARCH campaigns except for the

“XXXXXX Brand Campaign (AU)” and reviewing the entire campaign strategy.

Certainly we need to consider that conversions does NOT currently track 1300 phone calls nor does it track people

searching for “Find a Store”. However given the fact that the XXXXXX Brand Campaign (AU) did achieve solid

conversions, we can assume that the other campaigns failed to perform.

For full Analysis on Google Adwords see attached report. As part of the review we would look at:

1. Keyword targeting for generic keywords

2. Ad copy

3. Landing pages + offer on page

In addition to this we would also add tracking code to “Find a Store” to also track those people who search and

then click to find a store rather than buy online.

SEM RECOMMENDATIONS There is significant room for overall performance improvement within the campaign. Here is a summary of the

biggest “bang for buck” changes that should be considered immediately.

Split the campaign focus into Brand Awareness and Shopping themes, with keywords in each to more

appropriately reflect these themes

Limit time of day/day of week to core hours

Implement bid adjustments to push harder a cheaper, higher CTR times of the day

Expand Google Shopping campaign

Implement phone call conversion


SEO REVIEW SEO is proven to provide superior quality traffic AND sales when compared to Google Adwords / SEM. The current

SEO for XXXXXX appears unstructured and the resulting SEO traffic reflects this.

The site ranks well for branded keywords and because of the strong brand name the site generates strong traffic

for “XXXXXX” etc. searches.

Keywords:

XXXXXX is ranking for 144 keywords

The keywords that XXXXXX is ranking for are very low traffic

Need to re-position target keywords to focus on those with higher traffic

Organic Traffic:

Organic traffic is virtually non-existent as compared to competitors

Link Profile:

XXXXXX link profile is very weak, there is a large presence of low quality directories and foreign links –

these do not provide any value and have the potential to be very detrimental in the future

SEO WEBSITE AUDIT The XXXXXX website has significant onsite issues that once addressed are sure to improve website performance.

On page elements are briefly looked at below.

Descriptions: too many duplicate descriptions

Headings: incorrect use of headings needs to be addressed. There are multiple cases of the H1 being

applied multiple times for multiple individual pages. (There can only be H1 per page).

Content: more content is required for Google to understand what the relevancy for each page.

Code: Google encourages websites to have validated code using the W3C global code standard.

XXXXXX has both html and CSS coding errors that need to be addressed

On-page keyword alignment: Greater attention to the placement of targeted keywords within the

page title, description, headings and content would provide Google with a greater understanding of

the pages relevancy for keyword searches. See below.


For Example: URL: http://www.XXXXXX.com.au/shorts/beach-shorts Page Title: Buy Men’s Board Shorts Online | XXXXXX Australia Description: Browse XXXXXX's range of Men’s Board Shorts and buy online now. Free Shipping for purchases

over $100. Therefore, if the page is targeting "beach shorts" then it is critical to use the keyword in the title and description.

Currently "Board Shorts" is being used in the title and description but on the actual page there is no mention of

board shorts anywhere. Google will identify a lack of relevancy between what you are advertising in the search

results and the page making it difficult to rank for either board shorts or beach shorts.

See attached GT Metrix Report and Audit Report on website performance.


SEO COMPETITOR REVIEW On a whole, competitors are very brand orientated for what they are ranking for. This is a good result for XXXXXX

as it is a well-established brand. With some directed targeting of keywords, rankings will come.

The majority of benchmark competitors have a large amount of natural links thanks to their

established brand names

Across the board in general, there is a large rise in organic traffic from between June – August and

November – December.

Country Road

Ranking for 6,900 brand-focused keywords

Natural links coming in every day with 500,000 backlinks

Sportscraft


Natural links coming in every day with 20,000 backlinks

Blazer Clothing

Ranking for 29 brand-focused keywords

232 backlinks – appears a small amount of SEO has occurred internally

Trenery Clothing


Natural links coming through – 132,000 of which majority are from Country Road

Rodd & Gunn


Natural links coming through, presently 46,000 backlinks

RM Williams


Heavy presence of natural links – 26,000 backlinks

JAG


Small but constant natural links coming through daily

CT Shirts

Ranking for 277 keywords generally against a variation of “shirts”

100 backlinks and a small amount of natural links


TM Lewin

Ranking for 777 keywords, which focus around men’s accessories e.g.: cufflinks

Powerful natural links and around 287 backlinks

KEYWORD RANKINGS Below are the top 20 keywords the site is currently ranking based on Monthly Search volume. As you can see from

the table below the highest search volume keywords XXXXXX is currently ranking page 1.

The only two keywords the site is ranking for on page 1 are:

Polo shirts online – page 1 position 9

Polo shirts Australia – page 1 position 9

Keyword Position Search Volume

polo shirts online 9 480

polo shirts australia 9 260

golf clothing online 15 260

man to man clothing 11 210

mens ties australia 16 210

sports jackets 16 210

man to man careers 4 170

mens short sleeve shirts 15 170

rugby tops 17 170

mens polo shirts online 6 140

short sleeve business shirts 11 140

boxer shorts online 9 110

mens polo shirts australia 6 70

mens polo shirt 17 50

mens chinos australia 19 50

mens jumpers australia 20 50

buy mens clothes online australia 20 50

tailored trousers 7 40

napoleon warringah mall 15 40

australian wool jumpers 16 40

rugby tops australia 15 40

The keywords the site is ranking for are relevant to the business and the products it sells however the search

volume is small (plus most of the keywords are on page 2 or page 3). This situation is consistent with websites

that do not have a SEO Strategy in place.


SUGGESTED SEO KEYWORDS The XXXXXX domain has huge potential. We simply need to unlock the potential by identifying high value, high

traffic keywords and optimise the site around these.

Below we have suggested keywords we could consider targeting. Note that they keywords are suggested and

should be used as a guide.

Keyword Monthly Searches

mens online shopping 720

mens fashion australia 260

mens clothes australia 210

mens shopping online 170

mens online clothing stores 170

men online shopping 140

polo shirts 4400

mens polo shirts 480

mens polo shirts online 170

polo shirts australia 320

polo shirts for men 110

t shirts online 1300

mens tshirts 210

mens tees 170

cotton t shirts 110

business shirts 1300

mens business shirts 720

mens trousers 260

mens dress pants 110

mens jeans 1000

mens jeans online 210

best jeans for men 170

mens shorts 1300

long shorts 140

mens swim shorts 170

mens swimming trunks 210

shorts online 210


sports jacket 720

mens jackets online 320

sports jackets 210

mens sports jackets 170

sport jacket 140

mens short sleeve shirts 170

short sleeve shirts 320

SOCIAL MEDIA REVIEW XXXXXX’s social presence is minimal. The Facebook page is not regularly updated and contains largely promotional material rather than a mix of promotional and informational content. Competition on the other hand have “ACTIVE” social media profiles particularly on Facebook. Competitors Social Signals on Facebook

Country Road have 281,626 “likes”

Sportscraft have 118,487 “likes”

Rodd & Gunn have 18,774 “likes”

In comparison, XXXXXX have 939

Social Media Statistics to consider

67% of Google+ users are male*

The average social shopper spends $60 coming from Facebook but $140 coming from Pinterest*

Since late 2012, there has been a 21% increase in Facebook users aged 65+^

* rocketpost.com ^ pewinternet.org From these statistics it appears that XXXXXX needs to leverage four key social media platforms: Facebook, Pinterest, Google+, and Twitter. The popularity of social media and the reach that is achievable from it is a crucial aspect that needs to be developed. Not only will an increased social media presence assist with SEO, it will, more importantly increase engagement with your audience. Our recommendation would be to implement a social media strategy once the website optimisation has been completed and the Adwords and SEO campaigns implemented effectively.


KEY FINDINGS FROM STRATEGY REVIEW The following is a summary of the main findings from our strategic review:

Females 35+ years and older are the biggest spenders on the site

Approximately half of the traffic to the site is from Tablet or Smartphone devices, however the website is

not mobile optimised.

Website traffic and sales from the website are dominated by Email (EDM’s), which is unsustainable. The

traffic strategy must draw on various sources across Paid Ads (Text and/or Display), SEO, Social and

complimentary referral traffic.

Current Google Adwords campaign requires a complete overhaul to eliminate underperforming campaigns

and keywords, add more “buying” keywords and expand Google Shopping (i.e. Picture Ads)

Improve conversions by testing minor changes to page design and colourisations of buttons and calls-to-

action. We recommend using various tools to test, test and test

Review the current agency fee structure and re-direct the “account management” cost into revenue

generating activities like SEO. PUNCH digital does not charge clients “account management” fees.

HOW TO DRIVE SALES / CONVERSIONS XXXXXX wants to increase sales and conversions. Here are 5 ways to increase conversions

1. Make the site mobile optimised. It is costing you sales …conversions on desktop is 2.2% compared to

1.52% for tablet and only 0.55% for mobile. By making the site mobile friendly will increase conversions

and sales guaranteed.

2. Develop dedicated landing pages for your Google Ads: Conversions are higher when traffic is directed to

the Sale page or Homepage when compared to the standard internal pages i.e.

http://www.XXXXXX.com.au/polos-tees/polos

3. Get ranking – implement SEO program to unlock the potential of your site and drive high value traffic

4. Test various tweaks to on page elements to lift conversions

5. Review the checkout process - There are a few major issues with the checkout process currently. If you fill

in your details at checkout as a guest (address, name, etc.) and then decide to return to the store to

‘continue shopping’, all input information is lost when you do decide to complete the checkout process.

This is time consuming and frustrating for users.

http://www.gazman.com.au/polos-tees/polos


CONTACT

Brett Hardiman – Managing Director PUNCH digital e: [email protected] m: 0410 188 633 p: 1300 841 244 w: www.punchdigital.com.au w: www.SEOMelbourneExperts.net.au

Adwords Advertise here in Paid Search to build initial traffic, and test various keywords

Adwords Advertise here in Paid Search to build initial traffic, and test various keywords

http://www.punchdigital.com.au/

http://www.seomelbourneexperts.net.au/

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