Universal Music Group Audit
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Universal Music Group Audit

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A very quick SEO audit for Universal Music Group.

A very quick SEO audit for Universal Music Group.

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  • 1. SEO AUDIT DEC ’11HTTP://FATBALLOON.CO.UK
  • 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 worlds largest following the acquisition of BMG Music Publishing in May 2007.
  • 3. ObjectivesURL in question: http://www.universalmusic.com/Universal Music Group – SEO AuditOn siteOff sitePower of the brand, is it performing?Does the link profile / SEO look natural?
  • 4. IndexGoogle SERPsPage SourceAd Words Keyword ToolKeywords – ImpactKeywords – SummaryMeta DescriptionsTitle Tags & Site Architecture Title Tags – SummaryDuplicate Content Duplicate content 1In bound links Linkscape Data Linkscape Data 2H1 & H2 H1 & H2 overviewUniversal Search Universal Search – 1 Universal Search – 2ContentFacebookTwitter
  • 5. 1. Google SERPs Google.co.uk SERPs for ‘universal music group’
  • 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.
  • 10. 4. Meta Descriptions Missing! URL Meta Description http://www.universalmusic.com http://www.universalmusic.com/artists?filter0=N http://www.universalmusic.com/artists?filter0=O http://www.universalmusic.com/artists?filter0=L http://www.universalmusic.com/artists?filter0=M http://www.universalmusic.com/artists?filter0=J http://www.universalmusic.com/artists?filter0=K http://www.universalmusic.com/artists?filter0=H http://www.universalmusic.com/artists?filter0=I http://www.universalmusic.com/artists?filter0=F http://www.universalmusic.com/artists?filter0=G http://www.universalmusic.com/artists?filter0=D http://www.universalmusic.com/artists?filter0=E http://www.universalmusic.com/artists?filter0=B http://www.universalmusic.com/artists?filter0=C http://www.universalmusic.com/artists?filter0=A http://www.universalmusic.com/overview http://www.universalmusic.com/genre/Latin http://www.universalmusic.com/artists?filter0=Z http://www.universalmusic.com/artists?filter0=X
  • 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
  • 13. 6. Duplicate Page Content - 1 Overview URL Dupes Top 20 pages on http://www.universalmusic.com Yes http://www.universalmusic.com/artist/Frank-Ocean/Swim-Good/1163455745001 Yes universalmusic.com http://www.universalmusic.com/artist/Maroon-5/Moves-Like-Jagger/1110957404001 Yes http://www.universalmusic.com/artist/Jennifer-Lopez/Papi/1170888437001 Yes with duplicate http://www.universalmusic.com/artist/Big-Sean/Dance-A/1255074192001 Yes http://www.universalmusic.com/artist/Florence-The-Machine/Shake-It-Out/1212949231001 Yes content found elsewhere http://www.universalmusic.com/ Yes http://www.universalmusic.com/artist/Noel-Gallaghers-High-Flying-Birds/AKAWhat-A-Life/1251773961001 Yes on Universalmusic.com http://www.universalmusic.com/artist/Mary-J-Blige/258/1251746006001 Yes http://www.universalmusic.com/artist/New-Found-Glory Yes http://www.universalmusic.com/artist/nellie-mckay-the-making-of-normal-as-blueberry-pie Yes http://www.universalmusic.com/artist/No-Doubt Yes http://www.universalmusic.com/artist/Nine-Black-Alps Yes http://www.universalmusic.com/artist/norman-brown Yes http://www.universalmusic.com/artist/Nikki-Yanofsky Yes http://www.universalmusic.com/artist/nelson Yes http://www.universalmusic.com/artist/nerd Yes http://www.universalmusic.com/artist/Noel-Gallaghers-High-Flying-Birds Yes http://www.universalmusic.com/artist/new-edition Yes http://www.universalmusic.com/artist/natalie Yes
  • 14. 6.1 Duplicate Page Content - 1 Total on site errors
  • 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)
  • 16. 7.1 LinkScape Data
  • 17. 7.2 LinkScape Data 2 http://en.wikipedia.org/wiki/Universal_Music_Group - Branded Wiki Page www.umusic.com/ - 302 http://blog.us.playstation.com/author/pseybold/ http://new.umusic.com/flash.aspx -302 http://new.umusic.com/ -302 www.ifpi.org/content/section_links/member_sites.html http://blog.us.playstation.com/2011/06/15/music-unlimited- expanding-to-android-today-new-opportunity-for-ps3-owners/ www.getmusic.com/ -302 www.jessiejofficial.com/ http://www.examiner.com/pop-music-in-chicago/upcoming- madonna-album-offers-plenty-of-surprises
  • 18. 8. H1 & H2 www.universalmusic.com/genre/Pop
  • 19. H1 & H2 – Overview www.universalmusic.com/genre/Pop
  • 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