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SEARCUS GROUP
Worldslargestship.com
SEO preliminary analysis and strategic campaign planning, short and long term opportunities
Lorenzo Ghini
11/19/2012
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
Introduction
This document will help to identify what are the search engine optimization activities that could be useful
to increase the visibility and consequently the traffic volume of the website www.worldlargestship.com in
search engines. We will start with a short presentation of the customer (Maersk Group) followed by two
different phases for the development of the Search Engine Optimization:
Phase 1. Preliminary Analysis
The objective of the first phase will be to have a clear understanding of the current SEO issues related to
the website www.worldlargestship.com
Phase 2. Campaign strategy
The objective of the second phase will be to select the activities functional to boost search engine traffic for
the website www.worldlargestship.com
Customer presentation
A.P. Moller – Maersk Group, also known as Maersk, is a Danish business conglomerate. A.P. Moller –
Maersk Group has activities in a variety of business sectors, primarily within the transportation and energy
sectors. It has been the largest container ship operator and supply vessel operator in the world since 1996.
A.P. Moller – Maersk Group is based in Copenhagen, Denmark, with subsidiaries and offices in more than
135 countries worldwide and around 108,000 employees. A.P. Moller – Maersk's activities are organized
into four main business segments:
1. Container shipping and related activities
2. APM Terminals
3. Tankers, offshore and other shipping activities;
4. Oil and gas activities
(Source: Wikipedia)
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
Maersk Line
The largest operating unit in A.P. Moller – Maersk by revenue and staff (around 22,000 employees) is
Maersk Line. Involved in global liner shipping services, Maersk Line operates over 550 vessels and has a
capacity of 2.2 million TEU (Twenty-foot Equivalent Units). It is currently the largest container shipping
company in the world. Maersk Line took delivery of 26 owned vessel in 2008.
(Source: Wikipedia)
E-class vessel Emma Maersk
In 2006, the largest container ship in the world to date, the E-class vessel Emma Maersk, was delivered to
Maersk Line from Odense Steel Shipyard. Seven other sister ships have since been built, and on 21 February
2011, Maersk ordered ten even larger container ships from Daewoo, the Triple-E class, each with a capacity
of 18,000 containers. The first is to be delivered in 2014.
(Source: Wikipedia)
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
SEO Analysis – Phase 1: Preliminary
analysis
Website general analysis
The website www.worldlargestship.com is used by Maersk Line for the communication of Triple-E project,
regarding the construction of the world’s largest ship and container vessels. Triple-E is standing for
Economy of Scale, Energy efficiency and Environmentally improved, which are the strong points of the
project stressed by the website and part of the navigational structure (figure 1).
Figure 1 - Navigational structure of the website
The homepage is managed as a blog, with the news of the project structured with data (dd/mm/yy), title of
the article and body. The homepage and the other pages in the tree structure allow the user to subscribe to
newsletter service and share pages with Google plus button and social media channels. There are two
content areas: a main area where it is possible to read the content of the page and the sidebar where there
is a box for newsletter subscription and two other boxes with content from Flickr and Youtube channel. In
the “about us” page the sidebar is composed by general contact information.
Home
The project
Economy of scale
Energy efficiency
Environmentally improved
About us
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
Website Usability
In this section we analyzed and tested every single element of the website with the purpose of isolating the
clear mistakes.
1 - Home Page
Problem Description
Introduction - Full size and normal size are opening the same frame - Loading time is too slow - Interactive application is difficult to use for the user - Interactive application has compatibility problems with Internet
Explorer
Table 1- Introduction usability problem
2 – Home Page
Problem Description
Images There is no integration of a lightbox visualization of the images. When trying to click on an image the user comes out of the website.
Table 2 - Images usability problem
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
3- Home Page
Problem Description
Sharing Buttons When enabling sharing buttons there is an overlapping with the header of the website.
Table 3 - Sharing buttons usability problem
4- E-mail notification box
Problem Description
Newsletter subscription The user does not receive any automatic communication from the website holder after having completed the newsletter subscription.
Table 4 - E-mail notification usability problem
5- Follow us on box
Problem Description
Twitter link After clicking to twitter logo the user is directed to a page that does not exist.
Table 5 - Follow us on usability problem
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
Worldlargestship.com Domain SEO Analysis
INDEXING
Global Rank 2259040
Homepage Pagerank 6
Incoming Links 5698
Domain Links 5726
Domain Age 4 February 2011
Domain's external Backlinks (powered by Majectic SEO) 4030
Archive.org Index 18 July 2011
Dmoz Index No
Yahoo directory Index No
Bing Index No
Alexa rank 1154250
Compete rank 1155259
Estimated visitors 851 visits during October of 2012
Total Twitter Tweets 138
Facebook Mentions 5271
Google Blog Search results 0
Delicious 21
Digg 0
Stumbleupon 11 Table 6 - SEO Domain analysis
Meta tag
The tag is a keyword or an element associated to a document in HTML format. In the table below it is
possible to have an overview of the different sections of the website and the corresponding metatag.
Section Meta tag title Metatag description
Metatag keyword
Home Page The worlds largest ship is the Maersk Line Triple-E class vessel
X largest ship, biggest ship, biggest vessel, biggest vessel in the world, biggest ship in the world, biggest cargo ship, largest container ship, triple-e
The project Triple-E - The worlds largest ship & container vessel - Maersk Line
X Maersk line, worlds largest ship, container shipping, energy efficiency, sustainable development, international shipping
Economy of scale
International shipping between Asia & Europe with Triple-E
X shipping container, china shipping, freight shipping, europe asia shipping
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
Energy efficient Energy efficiency at it’s best with the new Triple-E container ship
X Innovation, technology innovation, innovative engineering
Environmentally improved
Sustainable development with Cradle to Cradle Design - Triple E
X Cradle to cradle, green cargo, sustainable transport, green transport, green freight, energy efficiency, green supply chain, green logistics, green shipping
About Maersk Line
Maersk Line - the world's largest container shipping company
X shipping company, shipping agency, container shipping company, worlds largest container shipping company
Table 7 - Metatag of Website pages
Robots.txt and Sitemap XML
The file robots.txt tells to the search engines what the different sections of the website to index are while
XML sitemap is a file that lists the URLs of the website. It allows webmasters to include additional
information about each URL: when it was last updated, how often it changes (<changefreq>), and how
important it is (<priority>) in relation to other URLs in the site (figure 2). This allows search engines to crawl
the site more intelligently.
Figure 2- XML sitemap of the website
XML sitemap and file robots.txt are both specified for the website http://www.worldslargestship.com.
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
Page Speed Insights
Page speed is used to have an overview of the downloading time for the elements integrated within a
website. In order to optimize the page speed we have to follow different recommendations (see table 8).
The analysis of the website www.worldslargestship.com has been performed with the use of PageSpeed, an
extension of Google Chrome browser.
Section Score Suggestions
Home Page 68/100 - Serve scaled images - Optimization of the
images - Enable Keep Alive - Browser caching
optimization
The project 59/100 - Serve scaled images - Optimization of the
images - Enable Keep Alive
Economy of scale 58/100 - Serve scaled images - Optimization of the
images - Enable Keep Alive
Energy efficient 59/100 - Serve scaled images - Optimization of the
images - Enable Keep Alive
Environmentally improved 59/100 - Serve scaled images - Optimization of the
images - Enable Keep Alive
About Maersk Line 88/100 - Enable Keep Alive Table 8- Page speed analysis
Image’s indexing, ALT attribute
In order to have a correct indexing process for the images on a website it is recommended to create an XML
sitemap. Worldslargestship.com does not provide this file. The use of the ALT attribute for single images is
also important from the one hand to boost the traffic from search engine’s image archive (f.i. Google
images) and from the other hand to improve the accessibility of the website and be compliant with W3C
recommendations.
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
URL structure and Anchor Text
URL is part of the search engine result, together with title and snippet. Therefore, it is important to pay
attention on how the website URL is structured (see table 9).
Section URL
Home Page http://www.worldslargestship.com/
The project http://www.worldslargestship.com/TripleE/
Economy of scale http://www.worldslargestship.com/shipping/
Energy efficient http://www.worldslargestship.com/energy/
Environmentally improved http://www.worldslargestship.com/sustainability/
About Maersk Line http://www.worldslargestship.com/maersk/ Table 9 - URL structure of website’s sections
Anchor text are the text used for Hyperlinks, it is the clickable part of a link that needs to represent useful
data about the page / content where the page is connected.
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
SEO Analysis - Phase 2: Campaign strategy
Competitor Analysis
Worldshipping.org is one of the biggest competitors of Worldlargestship.com. In table 10 (source: Raven
tools) we can see how Worldshipping.org is positioned respect to Worldslargest.com website: the main
differences are related to the number of pages indexed in search engines.
Pagerank
Pagelinks (Majestic SEO)
Global Rank
Domain Links
Referring Domains
Indexed in Google
Indexed in Bing
http://www.worldshipping.org/
5 17575 422515 21459 1765 312 1400
http://www.worldslargestship.com/
6 3733 2259040 3779 901 16 7 Table 10 - Competitor analysis
Competitor SERP Analysis
The radar chart below has been drawn setting up three different variables: Keywords (related to Triple-E
project), Website, Search Engine. The chart displays the strength of the most representative search engine
results (Google.com) for six different dimensions: PageRank, Page Links, Traffic, Homepage PageRank,
Domain Links and Domain Age. In figure 4 the radar chart with variable website www.worldlargestship.com
while in figure 5 the radar chart with variable website www.worldshipping.org.
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
Figure 3 - Keyword: largest ship, biggest ship, biggest vessel, biggest vessel in the world, biggest ship in the world, biggest cargo ship, largest container ship, triple-e. Search Engine: Google.com (USA). URL: http://www.worldslargestship.com/
Figure 4 - Keyword: largest ship, biggest ship, biggest vessel, biggest vessel in the world, biggest ship in the world, biggest cargo ship, largest container ship, triple-e. Search Engine: Google.com (USA). URL: http://www.worldshipping.org
Activity 1: Search Engine Marketing
The keywords analyses (see Annex 1) have been conducted through the website keyword analyzer provided
by Web SEO Analytics tools. As a result, we have an overview of density for the most used website’s single
keywords (www.worldlargestship.com).
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
Figure 5 - Keywords and occurrences of keywords on the website www.worldlargestship.com
It is recommended to start a strong search engine marketing campaign with Google Adwords in order to
drive the traffic from search engine to the top 8 occurrences keywords identified on the website
(container, ship, vessels, shipping, energy, line, Maersk, triple-e).
We found other 100 potential keywords (Annex 2) that it is suggested to promote with paid advertising
activities. The source of those keywords is keyword suggestion tool (Adwords) where we applied a filter for
the website (www.worldslargestship.com).
The Google Adwords campaign strategic structure will be discussed on details in a future document where
we will consider also how the main competitor (Worldshipping.org) is positioned in google paid and organic
results.
0 10 20 30 40 50 60 70
triple-e
maersk
line
energy
shipping
vessels
ship
container
efficiency
cradle
efficient
world
asia
europe
sustainable
development
largest
vessel
design
international
KEYWORDS / OCCURRENCES
OCCURRENCES
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
Activity 2: Management of mistakes and lacks emerged during the
preliminary analysis
Problem Solution
Website Usability Report to web developers of the website the list of 5 problems noticed
during the analysis. Before any other activity it is of capital importance to
have a high quality level website.
Worldlargestship.com
Domain SEO Analysis
1. Index the website in DMOZ, Yahoo Directory, Archive.org, Google Blog
search results
2. Improve the number of domain’s external backlinks with online
marketing promotional activities
3. Increase the Social Media Marketing activities with a strong
communication campaign on Twitter and Facebook
Meta tag 1. Modify the tag title for each page using from 10 to 70 characters space
long (title should represent the page content)
2. Provide the tag description for each page using from 80 to 130
characters space long (description should represent the page content)
Robots.txt and Sitemap
XML
Include the second level of the website’s navigational structure in
sitemap.xml and proceed to a submission to Google, Yahoo and Bing.
Page Speed Insights Report to web developers the different problems encountered during the
page speed analysis
Image’s indexing, ALT
attribute
1. Provide the ALT attribute for every single image of the website
2. Create an XML sitemap for images
URL structure and Anchor
Text
1. Create URL structure with relevant keywords for the user and search
engines (representative of the page content, simple and easy to
remember)
2. Choose Anchor text that are short and easy to remember
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
Activity 3: Reorganization of the website structure
It is needed to organize differently the website navigational structure with the aim of giving the best
experience to the user and increase the number of returning visitors. Therefore, it is suggested to have one
navigational layer with:
1- Home Page; 2- Introduction of the project (avoiding the use of iframe); 3- The project; 4- Economy of
scale; 5- Energy efficient; 6- Environmentally improved; 7- About Maersk Line.
Activity 4: Mobile Optimization and mobile marketing
It is strongly recommended to work on a full mobile optimization of the website Worldslargestship.com.
After having analyzed the website with GoMoMeter (Annex 3), a free tool provided by Google, we have
found the following problems:
1- Loading speed: 15.41 seconds. The website did not load in less than the recommended loading time
of 5 seconds
2- Website's text is not visible without pinching or zooming
3- Website’s links and buttons are not thumb friendly
4- Animations are not working properly
In the figure below it is represented the website graphical representation of the website for mobile devices.
Figure 6 - Worldlargestship.com mobile website's rendering
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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini
Short and long term opportunities
The chart that we have drawn below represents short and long term opportunities regarding number of
visits (blue line) and the corresponding volume of search engine traffic (green line). Constantly monitoring
and work on this strategic paper will give better chances in driving the search engine traffic and increase
the number of visits for the website in the long period (1 year).
Figure 7 - Short and long term opportunities
0
5000
10000
15000
20000
25000
Visits Search engine traffic