Custom SEO audit prepared for an up and coming social network, Badoo.com

1. SEO AUDIT & RECOMMENDATIONS
1 9 TH S E P T E M B E R ’ 1 1
BY
DAN WHITEHOUSE

2. Overview
 Badoo.com ranked 106th website globally in terms of
visitors (Alexa)
 Visits from search engines down 5% from 2010
 3x as many unique visitors since 2010 (1.8m p/m)
 84% of search traffic comes by way of the core brand
keyword „Badoo‟.
 First non brand keyword is „contactos‟, which accounts
for 0.24% of search traffic
 Massive opportunity for non-brand (regional) keywords
 Focus on enterprise level SEO (No directories, no forum
spamming, quality links and items that give tangible
ROI only)

3. Regional Ranking
http://googlewebmastercentral.blogspot.com/2010/03/working-with-multi-regional-
websites.html

4. Option 1 - ccTLDs
 Badoo.co.uk
 Badoo.fr
 Badoo.es
 Badoo.com.jp etc...
 Currently set to 301 to Badoo.com
 Create login pages on each domain
 Forward users to .com post registration
 Highest chance of ranking ccTLDs in regional SERPs

5. Option 2 - Sub Domains for gTLDs –
http://eu1.badoo.com
Existing sub domain gTLDs
 http://eu1.badoo.com/
 http://us1.badoo.com
Similar sub domain gTLDs
 http://eu1.badoo.com - Europe
 http://us1.badoo.com - North America
 http://ai1.badoo.com - Asia
 http://au1.badoo.com - Australia
 http://af1.badoo.com - Africa
 http://sa1.badoo.com - South America
Actions
 IP / cookie based filtering

6. Option 3 - Sub Directories with gTLDs –
http://badoo.com/dating/france/
Existing regional folders
 http://badoo.com/dating/france/
 http://badoo.com/dating/germany/
 http://badoo.com/dating/japan/

7. Google on Geo-targeting with gTLDs
 “…more accurately reach searches who are in the
{Canada} region who might be closer to my store…”
 “…the only instances is when geo targeting affects
your site in search results, is when searches limit
their search to a particular search location.”

8. Option 4 - # Hash
Twitter example
http://twitter.com/dannywhitehouse -
 ranking page
 # - JS URL rewrite
Actions
 Implement on profile pages
http://badoo.com/!#danwhitehouse
Canonicalizes profile URLs to all benefit goes to root

9. Robots.txt
Summary
 Both of the below URLs are blocking all Robots via
Robots.txt
 http://eu1.badoo.com
 http://us1.badoo.com
 Pages from these sites will only rank in search results
if organic links are created to the pages in question.
Not via crawlers / spiders.

10. People Directory
Matt Cutts
 „XML sitemaps does not guarantee that a page will be indexed but
helps us discover new pages. HTML sitemaps are more beneficial for
users and search engines.‟
 Out of 10,000 (sample) URLs only two indexed pages from the
directory
 http://badoo.com/directory/people/es/ & all language variations
indexed in regional Google sites.
Actions
 Create awareness for the people directory
 Create links to category pages
 Include in separate XML sitemap

11. PPC - Overview
Summary
 Google.com search for „meet new people‟
 Position 10
 “Ugly” display URL
Actions
 Create keyword rich landing page
 Revise keyword strategy

12. PPC – Keyword Study
 Sample set of broad match keywords
 Competition - <0.76
 Global search volume - >100,000

13. PPC – Sample Ad Groups
Example Ad Groups
 Keyword – „meet people in‟
 Keyword – „people to chat to‟

14. On Page
On Page Review
 Enter dynamic meta descriptions (even duplicate
meta descriptions).
 Add integer or keyword to create unique title tags.

15. Profile page SEO
 Current H1, H2 & H3 listed in image below
 Impression is that Badoo is trying to rank for H1
{Dan}
 Recommend H1 and H3
unchanged
 Change H2 to „London,
United Kingdom.‟
 Better chance of ranking
for location based terms

16. Titles
 http://badoo.com/danwhitehouse/ (Different titles when signed in)
 Current Title
 Dan Whitehouse, guy 30. Free online dating – Dan Whitehouse in London, United Kingdom on site Badoo
 Title Analysis
 Dan Whitehouse – User Name
 Guy – m/f
 30 – Age
 Free online dating – Main organic keyword
 In – Not needed
 London, United Kingdom – Location
 On site – Not needed
 Badoo – Brand
 Revised Title Tag
 Dan Whitehouse, guy 30, in London, United Kingdom | Free Online Dating UK | Badoo.com
 Action Summary
 Removes negative keywords such as „in‟ and „on site‟.
 „Dan Whitehouse‟ first.
 Additions of „UK‟ to rank for both terms.
 Addition of pipes – no ranking factor

17. Keyword Metrics
Summary
5 URL‟s that rank P1
in Google.com SERPs
for quantitative survey
of 90 keywords
Takeaways
Average Page Authority:
57.8
Badoo Domain Authority:
81/77
New Pages Page Authority:
55-60

18. Top Pages
 New pages will gain an
Average Page Authority of
40-50 (approx.)
Actions
 Create new pages
 Optimise for SEO
Option
 302 to root or region

19. Link Building
Link Research
 http://apiwiki.seomoz.org/w/page/13991149/SEOmoz%
20Site%20Intelligence%20APIs
 Gather link data for up to 1m links in minutes
 Rank by Page Authority and research opportunities
 The only application that sources „link juice‟ passing links
 Efficient way of competition analysis and link building
 Requires custom script

20. Yandex
Summary
 Russian search engine
 Growing rapidly
Actions
 Regional link building
 Perfect grammar throughout
 Cluster pages potentially increase relevancy
 Keep the site healthy
 Focus on 404s / site errors

21. Bing
Actions
 Concentrate on social
 Utilize Bing webmaster tools

22. Facebook
Summary
 http://www.facebook.com/pages/Badoo/111798952177249
Actions
 Create social specific landing page
 Create series of competitions and other creative initiatives
 Track user engagement through Raven Tools
 Using Facebook FBML
/ simple HTML pages
 Reduced bounce rate
for root domain
 Improved user
experience

23. Facebook content strategy
 Allow users to comment on Badoo posts ONLY
 Use discussion groups for new product launches
 Content ideas:
 Site changes
 Tailor content to an international audience
 Reinforce every “update” with a blog post
 Endorsements (e.g. Celebrity / Industry Specialist)
 PR wins
 User Mentions

24. Vanity URLs
Effective PR
 Demonstrates effectiveness of successful PR
campaign
 Graph below shows awareness increase on release of
Facebook vanity URL‟s
 Help focus on ranking for full name of user

25. Google +1
 http://www.google.com/webmasters/+1/button/
 Utilise ClickTale heatmaps and eyetracking software
for highest benefit position

26. £1m Budget
 5 years
 £20,000 p/y PPC – 150,000 – 250,000 circa
conversions p/y
 One Twitter sponsored tweets - £65,ooo
 Dedicated link building - £30,000 p/y

Totals
£1m

27. “Quick Wins”
 http://knowem.com/checkusernames.php?u=badoo - obtain all web properties
 Keep in the loop with offline to maximise opportunities
 Facebook adverts – Very easy to setup, low ROI, vanity
 Brand in SERPs
 GeoSurf - http://www.geosurf.com/home/ - FF plugin to surf the web using
proxies to view web pages as if from 0ver 80 different countries
 Remove meta keywords from all pages - meta keywords are obsolete and give
away intentions to competitors. Badoo.com ranks for 2 keywords(p52 & p161)
from 24 meta keywords

28. Future Recommendations
 Social creative campaigns
 Full technical site audit
 Regional SERP analysis
 Multi lingual regional link building
 Create copy for Blog
 Online PR strategy
 Google suggest integration of keywords / trends in optimisation / link
building
 Raven Tools introduction and benefits
 Custom tools
 Dedicated link builder
 Brand management
 Relationship management

29. Conclusions
 No reason why a domain authority of 95-100 cannot
be obtained with 18 months
 Subtle on site changes will have high potential
 Regional pages will appear higher in local search
results with optimisation recommendations
 PPC – quick wins, modest budget, conversion ration
2-£1 (approx)
Target
Circa 1m new search visits per month