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Semelhante a AX Paris Audit and Analysis
Semelhante a AX Paris Audit and Analysis (20)
AX Paris Audit and Analysis
- 2. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE Although the website receives a significant amount of traffic, the vast majority of this traffic comes from brand related search terms. We are aware that AX Paris carries out a number of offline marketing activities and we have assessed that a large amount of your website traffic is coming through this channel. Further investigation into this matter could be carried out through your Google Analytics and Webmaster Tools. SEO develops non brand traffic and enhances a broader visibility online. Currently there are a large number of areas across the website which aren’t optimised for SEO and there are also areas which could currently incur a penalty from Google through the Panda update. The website’s main problems technically are that there are over 100,000 pages indexed by Google with the majority of these pages being very similar to each other. This, along with the duplicate product descriptions, creates mass duplication for the website which makes it difficult for Google to identify which page should rank for each keyword term. After an initial scan through the external link profile it appears that it remains fairly natural with a well optimised anchor text profile. We would need to conduct a full link audit to remove any low quality links which may be holding the website back in the search engines. In addition, compared to many key competitors the website has a low overall authority, which means you aren’t currently competing for a range of high search volume keyword terms. InitialAnalysis
- 3. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE TechnicalAudit Layered Navigation is a major problem for webmasters because each time a filter option is selected a new URL is created which duplicates all of the on-page content. This also applies to paginated pages where a large number of products cannot be all listed on one page so are spread into a series of pages. As well as creating mass duplication it also increases link dilution and reduces crawl equity. This is part of the reason why there are currently 134,000 pages from your website indexed by Google. We would recommend blocking these pages from being indexed to avoid the website being penalised by Google. If this isn’t a feasible option we could look to implement the rel_canonical and rel_next and rel_prev to indicate to Google which pages are a copy of the master and are part of a series of pages. Highpriority LayeredNavigationIssues Google has recently started to list site speed as an important factor in ranking the quality of a website. It is therefore crucial that we look to improve the site speed for both desktop and mobile across the website where possible. There are numerous ways that we can achieve this. An example of this would be to leverage browser caching and to Minify JavaScript/HTML/CSS Highpriority SiteSpeed
- 4. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE TechnicalAudit KeywordResearch There doesn’t appear to have been a significant amount of keyword research and analysis carried out throughout the website. We would recommend doing this across the whole site so each page can be updated to improve on page relevancy and avoid more duplication. We would then recommend undertaking keyword mapping to ensure that each page is as targeted as it can be for the relevant search terms. Please see an example below; Url - http://www.axparis.com/categories/Dresses/?page=1 Title - <title>All Dresses | AX Paris</title> The “all” in this case is unnecessary and as Google places the weight from left to right we would recommend placing rich, relevant keywords at the start. Currently there are 114,000 of your search results being indexed within Google’s search results. In turn, this can create “thin content” pages which Google deems to have little to no use to the user. “Use robots.txt to prevent crawling of search results pages or other auto-generated pages that don’t add much value for users coming from search engines.” https://support.google.com/webmasters/answer/35769?hl=en SearchPagesBeingIndexed Highpriority Highpriority
- 5. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE TechnicalAudit Google loves unique content and uses it as a major factor when deciding how to rank websites. They also look to target websites which have very similar or duplicate content because of the lower value that this can offer to the end user. Currently a large amount of your content is duplicated from external website’s and should be re-written to add value to the end user and avoid duplication issues with Google. Google will generally see the first indexed page as the most relevant and as a result we would recommend re-writing this content to provide unique, valuable information to the end user. DuplicateProductPageContent Highpriority The meta description is the small extract of text which features under the URL on the search engine results pages. Although it has been said that it doesn’t have a direct impact on SEO it can improve the click through rate. There are a large number of missing meta descriptions across the website. This is resulting in Google creating its own meta descriptions which will be having a negative effect on your click through rate. MassMissingMetaDescriptions Highpriority
- 6. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE TechnicalAudit Google uses the <h1> tag as an element to help determine what a page is about and as such it’s crucial that there is only one clear <h1> tag per page which highlights the keywords/key information of that page. There are currently no relevant H1 tags throughout the website. These should be applied and re-written to improve on page relevancy. MassMissingH1Tags Another area identified where Google is crawling and indexing very similar pages is the colour selection options on the product pages. https://www.google.co.uk/search?q=site%3Awww.axparis.com%2Fproducts%2F- Bonded--Self-Coloured--Jacket.html&oq=site%3Awww.axparis.com%2Fproducts%2F- Bonded--Self-Coloured--Jacket.html&aqs=chrome..69i57j69i58.1375j0j4&sourceid=chro me&es_sm=122&ie=UTF-8 https://www.google.co.uk/search?sourceid=chrome-psyapi2&rlz=1C1ASUM_ enGB510GB510&ion=1&espv=2&ie=UTF-8&q=site%3Awww.axparis. com%2Fproducts%2FBonded--Self--Coloured--Jacket.html These should be blocked to avoid any duplication and decrease authority loss and link dilution. DuplicatePagesBeingIndexedDuetoColourOptions Highpriority Highpriority Title tags are one of the most important aspects of your on page optimisation as they are a great way to tell Google exactly what the webpage is about. Currently your title tags are very poorly optimised throughout the website with a large amount of duplication across a number of pages. These should be re-written to improve on page relevancy for each page or the rel_ canonical tag should be applied to indicate to Google that the page in question is a copy of the master page. MassDuplicateTitleTags Highpriority
- 7. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE TechnicalAudit ALT tags are a way of increasing the on-page relevancy by adding text to an image so that Google can identify what the image is about. ALT tags can also help to enhance your sitelink extension in the brand organic search results which can help you to increase your presence within your brand space. We have identified various images for which the ALT tag could be revised to increase the relevancy of the page. LargeAmountofMissingAltText Keyword cannibalisation occurs when there are a number of website pages trying to rank for the same or very similar keywords. This essentially confuses the search engines and make it difficult for them to distinguish which pages to rank for certain search terms which can cause the pages to compete and a loss of rankings. We would therefore recommend re-evaluating your on page targeting and re-writing page attributes where possible. We would also consider utilising the rel_canonical tag to indicate to Google which pages are a duplicate of the master page. KeywordCannibilisation Highpriority Highpriority The robots.txt file is used to guide the Googlebot in crawling your website. It can be utilised to block unnecessary or “thin pages” and also highlight to Google where the sitemap is contained to enable it to be quickly and effectively indexed. We would recommend creating a robots.txt file which will help to resolve some of the areas previously mentioned earlier in the audit. NoRobots.txtFile Highpriority Your website is currently available on it IP address. This can create major duplication issues if Google crawls this and can even end up with the entire website indexed under its IP address creating mass duplication issues. We would therefore recommend redirecting this IP address into the main domain with a 301 redirect to prevent this issue arising. WebsiteAvailableViaIPAddress Highpriority
- 8. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE TechnicalAudit Google has recently rolled out their Google Certified Shops Scheme in the UK which aims to assure shoppers of the high customer service standards they can expect from participating retailers. The Scheme allows retailers to display the logo, alongside their own statistics illustrating the number of transactions, their success rate and the percentage of deliveries dispatched on time. This should have a positive impact on the conversion rate. GoogleTrustedShops Medium priority The product mark-up schema is used to identify information relating to a product such as price, reviews, product ID and manufacturer information. You can also add your aggregate rating information based on your average rating and overall number of reviews. Here is an example of a Google search result that has been marked up with the Product Schema: Medium priority ProductSchema NoHomePageorCategoryPageContent Highpriority Currently there is a lack of category content on many of the website’s pages. Category content can be a key way to explain to Google what a page is about and enhance its relevancy. Without category content, Google could be led to believe that the page holds little value to the user and as such fail to rank it as highly. As a result we would recommend implementing category content across the website on pages which currently have little to no content.
- 9. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE ExternalLinkOverview The current link profile for AX Paris is moderately well optimised but does contain a number of low quality links which we would recommend removing. We will need to carry out a full link profile audit to analyse all of the negative links which are pointing to the site and then from there we will need to email all of the various sites to request for the links to be removed. LinkProfile
- 12. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE Positionsfourtotenonthefirstsearchengineresultspagereceivesasignificantlyloweramountoftrafficthanpositiononeto threeinaccordancewiththechartbelow. The competitor analysis diagram above shows us that Lipsy has a much greater authority in the search and this is the main contributing factor as to why they rank for nearly three times as many search terms than the AX Paris website.
- 13. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE Ihaveusedtwoexamplesofsearchtermswhichreceiveahighvolumeofsearchtraffic.Althoughindividualkeywordrankings shouldn’tbethemainfocusofanSEOcampaignitdoesshowyouwhereyouarefallingshortincomparisontoyourcompetitors. Keyword SearchVolume Currentposition MaxiDresses 90,500 20 Pooronpagerelevancy; Titletagis; <title>Dresses-MaxiDresses-AXParis</title> Googlegivesthemostweighttothestartofthetitletagandtruncatesitataround65characters.Wewouldtherefore recommendmovingMaxiDressestothebeginningofthetitletagtogiveyoumorechanceofrankinginahigherposition, avoidingkeywordcannibalisationwithdressesbeingatthestartandtoaidonpagerelevancyefforts. Additionallyifweremovedressesfromthestartofthetitletagwecantargetanothersearchtermwhichwillbringinmoretraffic tothispartofthewebsite. H1tag; ThereiscurrentlynoH1tagonthispage.TheH1tagisthemainheadertagonawebpageandlikethetitletaggoogleusesthisas partofthepuzzlewhendecidingwhatawebpageisabout.ThisshouldbeappliedtoindicatetoGooglethatthispageisrelevant formaxidresses. Indexing; Therehavebeen45pagesindexedbyGooglewhichareexactlythesameasthemaxidresspageduetothelayerednavigation problemsmentionedearlierintheaudit; KeywordAnalysis
- 14. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE DuetonoMetaDescriptionappliedGoogleiscreatingitsownaspertheimagebelow.ThiswillsignificantlydecreaseCTRand evenindicatestothepotentialcustomerthatyouarelistingyourproductsin$ratherthan£whichitshouldn’tdoforUKbased customers. KeywordAnalysis Keyword SearchVolume Currentposition MidiDresses 9,900 6 Thesameonpagerelevancyproblemsandindexingissuesalsoapplytothemididresssearchterm.Theimagebelowfromthe searchengineresultspagehighlightsthebenefitsofcreatingyourownmetadescriptionstoimproveyourclickthroughrateifyou lookatyourcompetitorsincomparisontoyourown.
- 16. AXParis SEOAudit December2014 Evolutia •WilliamsHouse•ManchesterSciencePark•Manchester•M156SE UserTesting Commentedpositives Thewebsitecanbeeasilynavigatedinmostareaswithagoodlayout overall. Theshippingpricesaregoodandverycompetitive. Thecheckoutoverallissmoothandstreamline. GoodtoseePaypalasanoptiontopurchase. Alloftheinformationthatyouwouldrequiretomakeapurchaseis availableontheproductpages. Commentedissues Initialsalesbombardmentcouldappearpatronising.Offering10%signup popupandthen50%alloverthewebsitemaycheapenthebrand. The flashing50%offbannercanalsoappeartoointrusive. Poorappearanceonthesearchengineresultspagesincomparisonto yourcompetitors. Noguestcheckoutavailable.Ifsomeonewantstobuyaproductbutnot createanaccount,thisisnotpossible. Wehavecarriedoutsometoplevelusabilitytestingtoattempttorectifyanyissuesthatpotentialcustomersmayhaveincarrying outpurchasesonyourwebsite.Atthestartofanycampaignwewoulddomoreindepthauditsofallareasmentionedinthisaudit. Hopefullythiswillprovideyouwithafewareastoimproveyourconversationrate. InternationalSEOAuditing GiventhenatureofthewebsitewewouldrecommendalsoconsideringanInternationalSEOstrategytoensurethatyourwebsite istargetedappropriatelytoeachinternationalmarket