SEO website audit
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An example of an SEO website audit using SEOmoz, MajesticSEO, website auditor and Advanced Web Ranking

An example of an SEO website audit using SEOmoz, MajesticSEO, website auditor and Advanced Web Ranking

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SEO website audit Document Transcript

  • 1. Technical audit and competitor benchmark reportHalfords.comEric Muhanji
  • 2. ContentsTechnical audit................................................................................................................................................................ 2 Domain Statistics ........................................................................................................................................................ 2 Content and Structure Crawl Stats ............................................................................................................................. 2 Server Response Codes ............................................................................................................................................... 3 Load Speed ................................................................................................................................................................. 3 Duplicate Content ....................................................................................................................................................... 3 Information Architecture ............................................................................................................................................ 3 URLS ............................................................................................................................................................................ 3 Page titles ................................................................................................................................................................... 3Competitor Benchmark Report ....................................................................................................................................... 4 Keywords Visibility Reports ........................................................................................................................................ 4 Backlink History .......................................................................................................................................................... 5 Anchor Text Distribution ............................................................................................................................................. 6 Page Metrics ............................................................................................................................................................... 7Appendix: Keywords - Bikes & Car Maintenance/Accessories ........................................................................................ 9
  • 3. Technical auditDomain StatisticsHalfords.com is a 15 year old website with a good domain authority and Google page rank 5 for the homepage. Themain stats are as follows:  The domain halfords.com has IP address 195.219.49.11 and is located in UK.  The domains age is 15 year(s), 2 month(s).  Domain PR Domain Google PageRank RP PR 5  Alexa Rank Alexa Rank 10355  Compete Rank Compete Rank in Compete.Com 128960  Compete Traffic Traffic according to Compete.Com 11823  DMOZ Listing DMOZ Listing Yes  Yahoo! Dir Listing Yahoo! Dir Listing Yes  Rel= canonical has been implemented on all pages  ok 0 pages have duplicate rel="canonical" code  ok 0 pages have conflicting character encodingContent and Structure Crawl StatsI looked at the main SEO factors of page titles, meta description, content, graphic alt text, sitemap, robots.txtx andURL structure. Below are the most important metrics, the best practices and what was found following anhttp://pro.seomoz.org/tools/crawl-test crawl of Halfords.com.SEO Factor Best Practice ObservedPage Titles Include Keyword but make it Error: 1 page has missing or empty appealing to click from SERP title tag. and keep within 65 characters. Error: 362 pages have a too long Page titles are the most title tag (> 65 chars). important direct ranking factors. Error: 227 pages have duplicate page title.Meta description Have a unique sales oriented Error: 207 pages have duplicate meta description for each page meta description. with up to 160 characters. Meta descriptions have no direct Warning: 28 pages have missing or influence on rankings but can empty meta description tag. affect click-through rates.Content Text Aim for 200 to 400 words Warning: 2720 pages use frames. unique content with a few We need to make sure there is keyword and LSI synonyms. enough content to be crawled in such pages.Graphic alt text Include alt tag for any images. OKSitemap Google sitemaps can potentially Sitemap help you include a higher proportion http://www.halfords.com/sitemap.gz OK of your pages in the index and potentially enable you to notify Google of changesRobots.txt file Use Robots.txt to control indexing of Robots.txt pages by search engines. http://www.halfords.com/robots.txt OKURL structure Use a descriptive and keyword rich Warning: 4439 pages have a too URL with less than 115 characters. long URL (>115 chars). More URL problems discussed below.
  • 4. Server Response CodesCrawl-ability affects the way the search engines crawl and index the site. You want to see a high number 1xx or 2xxserver response; a few 301/302 redirects and even fewer error pages indicated by 4xx and 5xx pages. A crawl testusing http://pro.seomoz.org/tools/crawl-test produced 3885 pages with the following outcomes:  2719 (70%) pages are good to crawl (their server response code is 200)  9 (0.23%) pages redirect to other pages (their server response code is 301)  690 (18%) pages redirect to other pages (their server response code is 302)  1 pages have server errors (their server response code is 404)  1 pages have server errors (their server response code is 500)Server response 301 redirects pass link and page authority value but 302’s are meant for temporary redirects. Wewould need to investigate the high number of 302 server responses to determine if they are a correct use.Load SpeedGoogle has stated load speed could be a factor in ranking similar sites. The PageSpeed Score indicates how muchfaster a page could be. A high score indicates little room for improvement, while a lower score indicates more roomfor improvement.Running Halfords.com in Google page speed tool got an overall PageSpeed Score of 77 (out of 100) which is fastenough. However a crawl of the site showed a warning 2727 pages have too big size (> 100 kB) which can affect loadspeed of the page and site. Main improvement recommendations are to leverage browser caching, combine imagesinto CSS sprites and specify a cache validator.Duplicate ContentSome product description has been copied from elsewhere possibly the manufacturers’ catalogue. An example isseen on the Carrera Kraken Mountain Bike page where copyscape.com has detected duplicate content with otherwebsites.Information ArchitectureInformation architecture affects the way search engines robots navigate the site and crucially also the userexperience. Here we look at how easy it is for information top flow through Halfords site.  Site navigation: The main departments are represented by main categories from homepage with dropdown features detailing sections. This gives a good user experience and is search engine friendly.  Labelling and naming conventions: The category labelling is user friendly and keyword rich and without being over optimised.  Directory structures: The directory structure goes from main navigation to individual products in 3 layers or less which is what is recommended.URLSIt is important to use a URL that includes a keyword, effectively describes its corresponding content and is not muchlonger than 115 characters. The URL’s on the site are not search engine or human friendly for example:Observed:http://www.halfords.com/webapp/wcs/stores/servlet/categorydisplay_storeId_10001_catalogId_10151_categoryId_165555_langId_-1It is better to implement a URL rewrite to get a URL like “Halfords.com/bikes”.Page titlesSome page titles are not optimised - e.g. hybrid bikes category shows “Halfords | Hybrid Bikes | Best Hybrid Bike |Hybrid Bikes Reviews”. The word reviews should be substituted with a “buy” term to better describe the page.
  • 5. Competitor Benchmark ReportHalfords.com is effectively in three markets of bikes, car accessories and camping. I benchmarked the bikes and caraccessories keywords of Halfords.com against main competitors of each industry. The competing sites with highkeywords visibility are evanscycles.com for bikes and eurospares.com for car accessories.The keywords I used were selected by scraping the respective parts of the Halfords.com site using Google keywordtool. The resulting keywords for bikes and car parts can be seen in appendix 1.Keywords Visibility ReportsIn general Halfords.com has more visibility for the keywords than evanscycles.com in Google and Bing. The keywordsvisibility report shows Halfords has 59 keywords in top 10 (first page) of Google and Bing compared to 36 forevanscycles.com.The visibility of 136 keywords related to car accessories shows Halfords.com has 102 keywords in the top 10 first ofGoogle and Bing compared to 37 for eurocarparts.com.
  • 6. Backlink HistoryThe historical backlink history report is used to demonstrate the velocity and diversity of link acquisition. It shouldideally show a steady rise in both number of links and linking domains over time.Backlink profiles - Halfords.com/bikes vs. evanscycles.com/categories/bikes.The historical backlink profile shows Halfords has had a higher velocity of links since October 2010 from a higherdiversity of domains than evanscycles.com.The chart below shows rate of link acquisition and linking domains to halfords.com/car-maintenance has alsoincreased significantly since October 2010 whereas eurocarparts.com/car-parts has had a steady increase. It isnoticeable however that http://www.eurocarparts.com/car-parts has surpassed Halfords in its diversity of linkingdomains which is a positive aspect of their profile.
  • 7. Anchor Text DistributionIt is good to have some keyword rich anchor text links without overdoing it which can result in a Google penguinupdate penalty. A good rule of thumb is that 75% of anchor texts should be brand and the rest a mixture of moneyterm keywords. So a high percentage of brand and other anchor text is a good indication of a healthy backlinkprofile.Halfords.com/bikes has a healthy distribution of anchor texts with only 25% being keyword rich “bikes”. The majorityof evanscycles.com/categories/bikes links (67%) are internal which do not pass as much value.Below pie chart shows the anchor text report for eurocarparts.com/car-parts page has far more keyword rich anchortexts such as “car parts” (54%) than halfords.com/car-maintenance. This could be considered over optimised underthe Penguin update which suggests only about 20-25% of anchor texts should be keyword rich money terms.
  • 8. Page MetricsA high page authority demonstrates likelihood of the page to rank well for given keywords regardless of content.Comparison of evanscycles.com shows they have a lower page authority than Halfords.com/bikes. Although theyhave more external links, Halfords have more links in total, more links to root and C blocks (diversity). Halfords alsohas a better social profile in terms of likes and shares on Facebook, Twitter and Goggle +1. Evans has more externalfollowed links which is a positive vote in their favour.
  • 9. The car maintenance comparison shows halfords.com/car-maintenance has a higher page authority thaneurocarparts.com/car-parts possibly as result of more links in total. This is despite eurocarparts.com/car-partshaving more followed links, more diversity in Linking, links to root domain and C blocks and social shares. There is abetter SEOmoz authority (page MozRank and MozTrust) for eurocarparts.com/car-parts due to the better linkprofile.
  • 10. Appendix: Keywords - Bikes & Car Maintenance/Accessories Bikes car accessories Bikes car accessories Bicycles car parts Cycles service parts for cars BMX Bikes seat car accessories Bike Shop car accessory Mens & Womens Bikes accessories car Ladies Bikes cars accessories Mens Bikes cheap car parts online Mens Cycles car parts online Bike builds audi parts online Mountain Bikes online car parts uk Buy a Mountain Bike auto parts online uk Cheap Mountain Bikes online automotive parts Hybrid Bikes car parts uk online Best Hybrid Bike auto parts online Hybrid Bikes Reviews online auto parts uk Road Bikes car parts and accessories Buy a Road Bike ford focus parts Cheap Road Bikes For Sale ford parts Fixie Bikes ford fiesta parts Fixed Gear Bikes ford spare parts Fixed Wheel Bikes ford ranger parts Fixies ford parts direct Folding Bikes dab car radio Buy a Folding Bicycle car dab radio Fold Up Bikes dab car radios Electric Bikes dab radio for car Electric Bicycles car dab radios Electric Bikes UK dab radio for cars BMX Bikes in car dab radios Cheap BMX Bikes dab radio for the car BMX Bikes for Sale dab car radio fitting Dirt Jump Bikes in car stereo Buy a Dirt Jump Bike car stereo fitting Dirt Jump Bikes for Sale in car stereos Classic Bicycles car stereo Classic Bikes car stereos Buy a Classic Bicycle fitting a car stereo fitting car stereo in car radio car radio car radio fitting in car radios car radios fitting a car radio car radio with sat nav car spare parts auto spares spares car auto spare parts motor spares motorcycle spares vehicle spares online