SEO Audit & Recommendations  http://www.dannywhitehouse.com         Let’s Jump in.Presented By:      Dan WhitehouseDate:  ...
Agenda•   Technical Summary•   Keyword Summary•   On-site Considerations•   Localisation•   Top Pages•   Link Strategy•   ...
Domain Information – xbox.com•   Factor                                   Value•   Domain Age                             ...
Technical• Technical Considerations• Validation Errors• Load Times
Technical Considerations• Doctype - XHTML 1.0 Transitional• Root element - HTML• Javascript – drop down menus• Ajax• Jquer...
Validation• Site not created in full flash• No frames• Not valid markup -21 errors, 3 warnings as per W3C validation  serv...
Load Times• GB page second fastest• Fast load times across the board apart from UK Playstation  site
Keywords• Out of top 100 keywords surveyed for UK versions of  Nintendo, Xbox and Playstation they shared 0 suggested  key...
b. Keywords• Out of the 13 keyword shared by GameStation and Game 12 of  them are listed below and show global and local s...
Keyword Analysis• Top five keywords for Google.co.uk & Google.com in terms of search  volume.• US page ranks even in local...
5 on-site considerations• Canonicalisation• Title Tags• Redirects• Robots.txt & sitemap• 404s
1. Canonicalisation• Multiple versions of pages exist• Implement canonical tag• Link benefit placed on one page rather tha...
Canonical - Recommendations• Add rel=“canonical” to all pages for duplicate content   – http://www.xbox.com/en-GB/   – <li...
2. Title Tags• Canibilisation over keywords• Localisation – UK, United Kingdom• Replace ‘-’ with ‘|’
3. ?xr=shellnav• Enable MOD_REWRITE in config.php• Turn RewriteEngine on in .htaccesshttp://www.xbox.com/en-GB/xbox360/whe...
4. Robots.txt & sitemap• Google.co.uk site:http://www.xbox.com/en-GB/• URL http://www.xbox.com/en-gb/kinect• Original URL ...
Robots.txt Example• User-agent: *• Disallow:• Disallow: /en-  GB/kinect?ysmwa=jVYPmIdCEUsZkzmylbQeVpZYcifgjdwc6_Cn  Fpipeh...
4b. Sitemap• No sitemap exists• Sitemaps help search engines crawl pages• Easily create and upload via Webmaster Tools• Fa...
5. 404s•   253 404s in total•   Table shows top 10•   301 to nearest relevant URL•   Gain added link benefit
Localisation• http://www.xbox.com/en-GB/• Create sub-domain http://gb.xbox.com/• 301 /en-GB/ to /gb.xbox.com/• Omit old pa...
Localisation Benefits• New content on site• ‘New’ approach• Spin most viewed content to featured page• Involve gamers and ...
Link Strategy•   Top pages – Internal•   Top pages – external•   Competitor analysis•   Local link analysis•   Competitive...
Top Pages – Internal• en/GB/ not in top pages• Duplication of content• Redefine anchor text
Top Pages – External301 / followMultiple domains omitted
Competitor Analysis• Geographic summary• Vast difference in metrics
Local Link AnalysisXbox - http://www.xbox.com/Xbox UK - http://www.xbox.com/en-GB/Xbox US - http://www.xbox.com/en-US/
Competitive Link AnalysisXbox UK - http://www.xbox.com/en-GB/Nintendo UK - http://www.nintendo.co.uk/PS UK Xbox US - http:...
Shared Link Summary• Link summary• Links shared by Nintendo UK and Xbox UK• Identical domains omitted
Average Page Authority• 301 – follow / no follow• Big difference in Page Authority• Due to low volume and quality of links...
.co.uk redirects• Links to US Xbox - 150,813• .co.uk links – 291 (from 10,000 surveyed)• Approach web owners ask to re-dir...
Top 10 anchor text distribution http://uk.playstation.com/• Sorted by linking  root domains• 301 & follow• Anchor text con...
Summary..• Out of all linking anchor text surveyed (155 phrases) 398 (516)  linking root domains contained either ‘playsta...
Link Building Actions• Game reviews for product page links• Contact web owners to forward relevant .co.uk links to /en-GB/...
Social•   Countdown to launch of major titles•   Press releases•   Digital outreach•   Contact journalists for exclusives•...
Facebook• Microsites• Source top relevant content and users from channels such as  YouTube, Facebook. Spin best content we...
Facebook Creative•   Call of Duty•   Endorse major gaming events / sponsorship•   Xbox record attempts•   Tagging products...
Twitter• Playstation• Source - http://bit.ly/u/sceablog• Xbox• Source - http://bit.ly/u/msxbox
Social & Blog•   Playstation is outperforming Xbox•   Mainly due to content from Playstation blog•   http://blog.us.playst...
Video• http://www.youtube.com/xbox• Similar amount of video views as Playstation• Viral video seeding• Digital outreach• D...
Micro Sites•   Easy way to spin featured content•   Pull in from different channels•   Fulfill one niche•   Long tail targ...
Offline – Kinect• http://twitter.com/#!/xbox•   Huge news release!•   Offline PR•   Celebrate by giving away 10 Kinects   ...
PPC• Micro sites• Target traffic to specific landing pages• Use high profile non-brand competitor keywords for ad  groups
Couldn’t fit in..•   News•   Press releases•   Surveys•   Most current content on forum•   Ask other forums to endorse Xbo...
Expectations•   Within days..     – Ranking increase for geocentric terms.     – On-site pages starting to rank.     – Pai...
Questions..?Dan Whitehouse – Email: me@dannywhitehouse.com – Twitter ID: @dannywhitehouse
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Dan whitehouse seo presentation - xbox

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SEO audit prepared for Xbox UK.

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Dan whitehouse seo presentation - xbox

  1. 1. SEO Audit & Recommendations http://www.dannywhitehouse.com Let’s Jump in.Presented By: Dan WhitehouseDate: Tuesday 15th March 2011
  2. 2. Agenda• Technical Summary• Keyword Summary• On-site Considerations• Localisation• Top Pages• Link Strategy• Social• Offline• PPC• Expectations
  3. 3. Domain Information – xbox.com• Factor Value• Domain Age 12/18/1996• Domain IP 65.55.42.140• Domain Google PageRank 7• Alexa Rank 861• Compete Rank in Compete.Com 348• Traffic according to Compete.Com 4,120,683• DMOZ Listing Yes• Yahoo! Dir Listing Yes• Pages indexed in Google.co.uk 2,710• Pages indexed in Yahoo!(UK) 47,366• Pages indexed in Bing 3,470• Domain Authority 93• Page Authority 92• Linking Root Domains 6,630• Total Links 134,693• Analytics Omniture
  4. 4. Technical• Technical Considerations• Validation Errors• Load Times
  5. 5. Technical Considerations• Doctype - XHTML 1.0 Transitional• Root element - HTML• Javascript – drop down menus• Ajax• Jquery• Silverlight – top banner• Encoding / character set – utf-8• <meta name="description" content="Xbox.com is your ultimate source for all things Xbox and Xbox 360. Get news updates; game trailers, screens, previews, strategy, hardware information, community buzz, the latest Xbox LIVE and My Xbox coverage, forums, support, and much more!"/>• meta keywords – n/a• CSS in separate folder and not embedded in text• <title>Xbox.com UK - Xbox.com </title>
  6. 6. Validation• Site not created in full flash• No frames• Not valid markup -21 errors, 3 warnings as per W3C validation service.• 6 external style sheets• 9 external script files• File types – PNGs• Custom 404 page added• No canonical tag
  7. 7. Load Times• GB page second fastest• Fast load times across the board apart from UK Playstation site
  8. 8. Keywords• Out of top 100 keywords surveyed for UK versions of Nintendo, Xbox and Playstation they shared 0 suggested keywords across the board. – Data from Google AdWords Tool• Comparing Game, Gamestation and Xbox UK generated different slightly
  9. 9. b. Keywords• Out of the 13 keyword shared by GameStation and Game 12 of them are listed below and show global and local search volumes for each.
  10. 10. Keyword Analysis• Top five keywords for Google.co.uk & Google.com in terms of search volume.• US page ranks even in local search results.• Out of 100 keyword surveyed 64 of them appear on page one of search results for Google.co.uk. For Google.com the same set were surveyed for Google.com and which 95 appeared in positions on page one.
  11. 11. 5 on-site considerations• Canonicalisation• Title Tags• Redirects• Robots.txt & sitemap• 404s
  12. 12. 1. Canonicalisation• Multiple versions of pages exist• Implement canonical tag• Link benefit placed on one page rather than many
  13. 13. Canonical - Recommendations• Add rel=“canonical” to all pages for duplicate content – http://www.xbox.com/en-GB/ – <link rel="canonical" href="http://www.xbox.com/en- GB/"/> – Place in <head> </head> of markup on page – Advises search engines this is authority content – Xbox GB - Cached on 10th of March 2011 – Few days to a month to see results
  14. 14. 2. Title Tags• Canibilisation over keywords• Localisation – UK, United Kingdom• Replace ‘-’ with ‘|’
  15. 15. 3. ?xr=shellnav• Enable MOD_REWRITE in config.php• Turn RewriteEngine on in .htaccesshttp://www.xbox.com/en-GB/xbox360/wheretobuy?xr=shellnavhttp://www.xbox.com/en-GB/xbox360/wheretobuy96 instances found on http://www.xbox.com/Google Search: site:http://www.xbox.com/ "?xr=shellnav"
  16. 16. 4. Robots.txt & sitemap• Google.co.uk site:http://www.xbox.com/en-GB/• URL http://www.xbox.com/en-gb/kinect• Original URL P2 in search resultsDuplication or URLs being indexedUse compressed sitemap for faster indexingPossible inclusion of noindex in duplicate URLs markup to be safe.Example Robots.txt with one example on next page.
  17. 17. Robots.txt Example• User-agent: *• Disallow:• Disallow: /en- GB/kinect?ysmwa=jVYPmIdCEUsZkzmylbQeVpZYcifgjdwc6_Cn FpipehKsL0U0ICwLFhrsj2YHfB25• Disallow: /en- GB/kinect?ysmwa=ioLShxykOmrERpdLFjgcztPmHVyLrUzH62rD 0FU5kbjieILLCbLX0vsNLK1ENI_O• Sitemap: http://www.xbox.com/sitemap.gz
  18. 18. 4b. Sitemap• No sitemap exists• Sitemaps help search engines crawl pages• Easily create and upload via Webmaster Tools• Faster indexing of pages• Compress sitemap for faster downloading• Reference sitemap location in Robots.txt
  19. 19. 5. 404s• 253 404s in total• Table shows top 10• 301 to nearest relevant URL• Gain added link benefit
  20. 20. Localisation• http://www.xbox.com/en-GB/• Create sub-domain http://gb.xbox.com/• 301 /en-GB/ to /gb.xbox.com/• Omit old pages from search results – noindex• http://www.xbox.com/en-GB/• Move site content http://gb.xbox.com• Pages already using sub-domain - http://marketplace.xbox.com - http://live.xbox.com• Google.co.uk search for ‘xbox’• Top result http://www.xbox.com/• Redirects to http://www.xbox.com:80/en-US/
  21. 21. Localisation Benefits• New content on site• ‘New’ approach• Spin most viewed content to featured page• Involve gamers and web owners• Contact 291 .co.uk webmasters who currently link to /en-GB to link to new sub-domain
  22. 22. Link Strategy• Top pages – Internal• Top pages – external• Competitor analysis• Local link analysis• Competitive link analysis• Shared link summary• Average page authority• Linking root domains• Redirects• Competitors
  23. 23. Top Pages – Internal• en/GB/ not in top pages• Duplication of content• Redefine anchor text
  24. 24. Top Pages – External301 / followMultiple domains omitted
  25. 25. Competitor Analysis• Geographic summary• Vast difference in metrics
  26. 26. Local Link AnalysisXbox - http://www.xbox.com/Xbox UK - http://www.xbox.com/en-GB/Xbox US - http://www.xbox.com/en-US/
  27. 27. Competitive Link AnalysisXbox UK - http://www.xbox.com/en-GB/Nintendo UK - http://www.nintendo.co.uk/PS UK Xbox US - http://uk.playstation.com
  28. 28. Shared Link Summary• Link summary• Links shared by Nintendo UK and Xbox UK• Identical domains omitted
  29. 29. Average Page Authority• 301 – follow / no follow• Big difference in Page Authority• Due to low volume and quality of links Brand comparison – Linking inbound links
  30. 30. .co.uk redirects• Links to US Xbox - 150,813• .co.uk links – 291 (from 10,000 surveyed)• Approach web owners ask to re-direct to UK Version of Xbox site
  31. 31. Top 10 anchor text distribution http://uk.playstation.com/• Sorted by linking root domains• 301 & follow• Anchor text contains key brand ‘sony’ or ‘playstation’
  32. 32. Summary..• Out of all linking anchor text surveyed (155 phrases) 398 (516) linking root domains contained either ‘playstation’ or ‘sony’, which is 70.36%. Similarly links from web pages showed a similar trend of 75.96% containing key core terms.• Heavy on brand• en-Gb/ low on links
  33. 33. Link Building Actions• Game reviews for product page links• Contact web owners to forward relevant .co.uk links to /en-GB/• Competitions• Gaming forums, blogs, sites, general web owners• Infographic• Locality• Link bait – quality content, blog, distribute
  34. 34. Social• Countdown to launch of major titles• Press releases• Digital outreach• Contact journalists for exclusives• Create different channels for on-going big competitions• Spin top content from forum on Twitter• Monitor and react
  35. 35. Facebook• Microsites• Source top relevant content and users from channels such as YouTube, Facebook. Spin best content weekly or monthly across channels• Competitions• Interviews
  36. 36. Facebook Creative• Call of Duty• Endorse major gaming events / sponsorship• Xbox record attempts• Tagging products• Give away days• Applications - Community page run by users – similar to Coke page.
  37. 37. Twitter• Playstation• Source - http://bit.ly/u/sceablog• Xbox• Source - http://bit.ly/u/msxbox
  38. 38. Social & Blog• Playstation is outperforming Xbox• Mainly due to content from Playstation blog• http://blog.us.playstation.com/• Massively improve followers & CTR• Implement social share buttons
  39. 39. Video• http://www.youtube.com/xbox• Similar amount of video views as Playstation• Viral video seeding• Digital outreach• Distribute content
  40. 40. Micro Sites• Easy way to spin featured content• Pull in from different channels• Fulfill one niche• Long tail targeted keywords• Create in conjunction with Facebook FBML page• Social bookmark• Small directories
  41. 41. Offline – Kinect• http://twitter.com/#!/xbox• Huge news release!• Offline PR• Celebrate by giving away 10 Kinects – Lottery – Best videos – Etc etc• Create a limited edition• Offline outreach – journalists, offer exclusives – Making of – How it happened – Keys to success – Innovation• Has this piece of kit gone ‘platinum’ – how many sales publicise
  42. 42. PPC• Micro sites• Target traffic to specific landing pages• Use high profile non-brand competitor keywords for ad groups
  43. 43. Couldn’t fit in..• News• Press releases• Surveys• Most current content on forum• Ask other forums to endorse Xbox forum• Paid directories• Discount codes• Social bookmarking / tagging• Wikipedia citations• Domain catching• Donations• Sponsor• Guest posting
  44. 44. Expectations• Within days.. – Ranking increase for geocentric terms. – On-site pages starting to rank. – Paid campaigns initiated - PPC• Within weeks.. – Big relationships built with major players in industry. – High traffic social traffic being distributed throughout online channels. – Micro sites increasing exposure. – Major press releases being picked up organically offline.• Within months.. – Creative and major on-site and social campaigns integrated. Expect relationships, traffic and ‘buzz’ around brand to have increased significantly. – Major traffic increases and referral sources increased. – Major increase in Twitter followers, CTR and Facebook likes. – Increase in authority organic links and paid links increasing traffic and positions for product related non-brand organic keywords.
  45. 45. Questions..?Dan Whitehouse – Email: me@dannywhitehouse.com – Twitter ID: @dannywhitehouse
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