2. Overview
Universal Music Group
From Wikipedia, the free encyclopedia
Universal Music Group (UMG) is an American music
group, the largest of the "big four" record companies by
its commanding market share and its multitude of global
operations. Universal Music Group is a wholly owned
subsidiary of French media conglomerate Vivendi.
Universal Music Group owns a music publisher,
Universal Music Publishing Group, which became the
world's largest following the acquisition of BMG Music
Publishing in May 2007.
3. Objectives
URL in question:
http://www.universalmusic.com/
Universal Music Group – SEO Audit
On site
Off site
Power of the brand, is it performing?
Does the link profile / SEO look natural?
4. Index
Google SERPs
Page Source
Ad Words Keyword Tool
Keywords – Impact
Keywords – Summary
Meta Descriptions
Title Tags & Site Architecture
Title Tags – Summary
Duplicate Content
Duplicate content 1
In bound links
Linkscape Data
Linkscape Data 2
H1 & H2
H1 & H2 overview
Universal Search
Universal Search – 1
Universal Search – 2
Content
Facebook
Twitter
6. 2. Source of Universalmusicgroup.com
view-source:http://www.universalmusic.com/
7. 3. Keywords – Ad Words keyword tool
Out of a survey of top 100 keywords
Universalmusic.com should be ranking for the
following table shows the 8 that the site actually
ranks for and the positions.
Keyword Comp. Global Searches p/m Google UK
music lil wayne 0.11 301000 34
music by lil wayne 0.11 301000 42
music of lil wayne 0.11 301000 43
lilwayne music 0.11 246000 59
lil wayne music 0.11 301000 70
lil wanye music 0.24 880 70
lil wayne videos 0.07 49500 72
little wayne 0.04 135000 127
8. 3.1 Keywords - Impact
According to Alexa.com the keywords listed below are the keywords that
Universalmusic.com is getting the highest organic search impact from. ‘Impact factor’ –
The closer the number to 100, the higher the search impact. The highest brand term
‘Universal Music’, had an Impact of 13.31, which is still a low impact by any standards.
http://www.alexa.com/siteinfo/universalmusic.com#
Query Impact Factor Query Popularity QCI
record labels 2.19 27 55
music music 1.53 19 45
music logo 1.19 26 29
music store 1.13 44 30
universal music store 1.12 15 13
music website 0.88 23 43
music labels 0.7 19 30
get music 0.58 15 40
music uk 0.56 5 50
music 0.48 60 35
music distribution 0.46 17 63
music publishing 0.46 22 48
music.com 0.46 33 29
music distribution companies 0.46 7 80
music indonesia 0.45 23 13
music latino 0.38 8 60
9. 3.2 Keywords - Summary
Summary
What we can learn from the above is that with simple
on site SEO, link building, PR and social media
activity using core brand terms such as ‘Universal
Music’ and synonyms thereof, we can extend the
brand’s reach through search and social to increase
the impact of these keywords.
11. 5. Title Tags & Site Architecture
URL Title Tag
Title tags http://www.universalmusic.com home | Universal Music
http://www.universalmusic.com/artists?filter0=N Artists | Universal Music
http://www.universalmusic.com/artists?filter0=O Artists | Universal Music
http://www.universalmusic.com/artists?filter0=L Artists | Universal Music
http://www.universalmusic.com/artists?filter0=M Artists | Universal Music
http://www.universalmusic.com/artists?filter0=J Artists | Universal Music
http://www.universalmusic.com/artists?filter0=K Artists | Universal Music
http://www.universalmusic.com/artists?filter0=H Artists | Universal Music
http://www.universalmusic.com/artists?filter0=I Artists | Universal Music
http://www.universalmusic.com/artists?filter0=F Artists | Universal Music
http://www.universalmusic.com/artists?filter0=G Artists | Universal Music
http://www.universalmusic.com/artists?filter0=D Artists | Universal Music
http://www.universalmusic.com/artists?filter0=E Artists | Universal Music
http://www.universalmusic.com/artists?filter0=B Artists | Universal Music
http://www.universalmusic.com/artists?filter0=C Artists | Universal Music
http://www.universalmusic.com/artists?filter0=A Artists | Universal Music
Overview | Universal
http://www.universalmusic.com/overview Music
http://www.universalmusic.com/genre/Latin Latin | Universal Music
http://www.universalmusic.com/artists?filter0=Z Artists | Universal Music
http://www.universalmusic.com/artists?filter0=X Artists | Universal Music
http://www.universalmusic.com/artists?filter0=Y Artists | Universal Music
12. 5.1 Title Tags - Summary
Title tags on universalmusic.com follow the same global
convention [keyword] | Universal Music
From this it is clear that no optimisation has been completed.
There are many ways to incorporate ‘best practice’ for follow a
title tag convention, but in this instance [keyword 1] |
[keyword 2] | [brand name] might be the best convention to
follow. This is also a good convention for medium sized sites
with 13,900 pages being indexed in Google from
Universalmusic.com. For example:
http://www.universalmusic.com
Current Title tag
Home | Universal Music
Proposed Title Tag
15. 7. In Bound Links – Top 10 Study
Overview
The data set below is taken from Linkscape and
shows the top 10 inbound links to
Universalmusic.com sorted by Page Authority. (a
metric to define the benefit attained by gaining a link
from this page)
20. Link building to add benefit to H1s & H2s
Link data below is from SEO MOZ’s LinkScape
21. 9. Universal Search
MRSS
www.universalmusic.com/rss
Video SEO Optimisation
Vevo hosting for videos
why?
Benefits
Let video sharing sites compete to host videos
22. 9.1 Universal Search SERPs 2
Google.com SERPs for ‘new music videos’
Summary
Top 10 results are dominated by videos
Top result is from VH1 blog
Majority of results from video sharing sites
23. 9.2 Universal Search SERPs 3
Google.com SERPs for
‘Kelly Rowland Motivation’
Summary
Kelly Rowland not #1
24. 10. Content Strategy - Spaces
Create engaging ‘liquid’ content
Earn a disproportionate share of popular culture
Create brand stories to create conversations
Act and react to conversations 24/7
25. 10.2 – Content – Users & Tech
Fuel consumer and business created stories
Create an ‘on demand’ culture using technology that
runs 24/7
Combine ideas with technology
Leverage customer behavior
Build and develop direct relationships with
customers
26. 11. Twitter
Custom background
Style of tweets
Questions
Conversation
Types of links
Number of followers
Influence
Klout
Reach
Recency
Twitter buttons on site
Retweet buttons next to content
27. 12. Facebook
Staff involvement
Fan pages
Number of fans
Update frequency
Apps
Any social widgets, buttons on site itself