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Toyota UK - SEO Technical Audit
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Toyota UK - SEO Technical Audit

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1. Analysis - What have they been doing? Has it been working? …

1. Analysis - What have they been doing? Has it been working?
2. Strategy - What should they be doing? Short/Mid/Long term strategy.
3. Technical - Identify some quick wins and what they could do to fix them. What are the fundamental technical areas the website is struggling? Why are these errors happening?
4. KPIs - How will we judge the success of implementing these fixes? What should the client expect?

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  • 1.  What have they been doing?  Has it been working?
  • 2.
  • 3.
  • 4.   No mentions from twitter – potential opportunity to utilise this channel better
  • 5.  potential opportunity of implementing social links for better diversity
  • 6.  getting more brand links helps achieve persistent results after Google updates
  • 7.  Identify some quick wins and what they could do to fix them.  What are the fundamental technical areas the website is struggling?  Why are these errors happening?
  • 8.
  • 9.  95,300 of URLs with almost same meta data?  More difficult to maintain back links profile  Potential duplicate content issue
  • 10.
  • 11. 1. server.lon.liveperson.net/ could save ~125 B
  • 12. spacer.gif,TGB_logo.jpg, dcslib.js dcs.gif
  • 13.  TGB_logo.jpg  spacer.gif
  • 14.
  • 15. 1. toplevel.css 2. navigation.css
  • 16. CSS in the document body adversely impacts rendering performance. Link node cookie_style.css should be moved to the document head in frame_start.jsp Link node jquery.fancybox.2.1.4.css should be moved to the document head in frame_start.jsp Link node style.css should be moved to the document head in frame_start.jsp
  • 17.  toplevel.css: 85% is not used by the current page. navigation.css: 21% is not used by the current page. cookie_style.css: 18% is not used by the current page. jquery.fancybox.2.1.4.css: 100% is not used by the current page. style.css: 38% is not used by the current page.
  • 18.
  • 19.
  • 20.
  • 21. JS assets pre-processed, compressed and minified by one central library Important in a production environment, because it can reduce the number of requests that a browser makes to render a web page. Web browsers are limited in the number of requests that they can make in parallel, so fewer requests can mean faster loading for your application.
  • 22.  http://www.toyota.co.uk/cgi- bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&f ullwidth=true&noLeftMenu=true&forceText=%3cnone%3e&edna me=Owners-Service-Landing&id=Owners-Service- Landing&zone=Zone+Ownership&sr=Mall  http://www.toyota.co.uk/cgi- bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&n oLeftMenu=true&fullwidth=TRUE&nodiv=TRUE&edname=Hybrid Family-landing&zone=Zone+See+the+Range&id=Nav_HSD  http://www.toyota.co.uk/cgi- bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&f ullwidth=true&noLeftMenu=true&forceText=%3cnone%3e&edna me=Owners-Info-RoadSide&id=Owners-Info- RoadSide&zone=Zone+Ownership&sr=Mall
  • 23.  What should they be doing? Short/Mid/Long term strategy.
  • 24.
  • 25. Keywords Performance Not to be used as KPI for the client, but helpful as an internal performance tracking metric
  • 26.  Conversion for each of the keyword group?  ROI for Client!
  • 27.
  • 28.  Does such snippet improve CTR?
  • 29.  http://www.toyota.co.uk/cgi- bin/toyota/bv/generic_editorial.jsp?navRoot=toy ota_1024_root&noLeftMenu=true&fullwidth=TR UE&nodiv=TRUE&edname=HybridFamily- landing&zone=Zone+See+the+Range&id=Nav_ HSD  Would it not look better?  http://www.toyota.co.uk/hybrid-synergy-drive
  • 30.  How will we judge the success of implementing these fixes?  What should the client expect?
  • 31.  Lowered bounce rate  Bounce rate as one of the search raning factors  Improved CTR on the blog results  Traffic growth estimation based on identified opportunities  Knowing conv rate for groups of keywords, we can estimate ROI
  • 32.  Questions?