SEO Implementation Audit

SEO Implementation
Audit ‘Put together’ by
the SEO Pragmatists
 http://www.examplesite.co.uk

SEO Implementation Impact Points
Impact Points

Overview of Page
Template Types
Templates

Page Template Types
This audit will involve the checking of numerous on-page SEO factors, for example
checking the proportion of ‘above the fold’ ads and content
It is important that we don’t just check one page and then assume ‘everything is
basically ok’ – taking that approach, we could miss something important!
It’s much better to determine the different page-type templates which exist on-site
(or the most prominent ones) before we begin our analysis of how SEO is deployed
on-site
On the following slides we’ll outline the different types of page which we identified
and give an example URL for each. These are the URLs we’ll check things against
as we proceed with this audit
Templates

Page Template Types
Templates
Homepage Category Product Brand Listings Contact Form
Open Hours Vouchers Blog Feed Blog Categories Blog Posts

Page Layout Algorithm
Content & ads, above / below “the fold”
Layout Analysis

SEO Page Layout Analysis
In accordance with Google’s page layout algorithm, we like to examine
the amount of editorial content, advertorial content and ads both above and
below ‘the fold’
W3Schools keeps statistics on average user screen resolution. You can
check up on that information here
Medium-sized widescreen resolutions (from 1280x800px to
1920x1080px) account for roughly 63% of all web users, so this is a good
starting point
We check websites at a screen resolution towards the middle of that scale
(1440x900px) – to ensure that our above / below the fold checks are
representative. Each distinct page template is checked
Layout Analysis

Homepage – Above the fold
https://www.examplesite.com
Above the fold content: none
There is no significant body of text
above the fold, not even a couple
of paragraphs with one keyword
optimised hyperlink
We’d suggest adding something so
that search engines have
something to grab onto when they
contextually evaluate your
website
____________________________
Above the fold ads: none
This is really good news for
Google. There are no internal /
external ads above the fold,
though there are advertorial
sliders, banners and carousels.
This is to be expected.
Move the homepage content up here, it could also be expanded a little so that two
paragraphs were visible rather than one (to help alleviate issues caused due to Google’s
new devaluation of hidden content)
Action Point(s): Re-optimise homepage content Action Point(s): Client to move homepage content higher up the page
Item #1

Category URLs – Above the fold
https://www.examplesite.com/fragrance-cRA33
optimised hyperlink
contextually evaluate this
webpage
____________________________
external ads above the fold,
though there are advertorial
product listings. This is to be
expected.
Content here?
Action Point(s): Re-optimise category URL content Action Point(s): Client to add content area on this page for SEO activities
Layout Analysis
Item #2

Product URLs – Above the fold
https://www.examplesite.com/hair-care-c1E£E£C/shampoo-cXR31/kin-cosmetics-
kinactif-purity-dry-ABC-dandruff-shampoo-2DWA££A£A2
above the fold which is not
‘hidden’. Maybe the “product
details” could be semi-expanded
pre-click (1-2 paragraphs)?
Sometimes clicking the “product
details” button does nothing – is
that broken user functionality?
webpage
____________________________
external ads above the fold
Content here?
Action Point(s): Re-optimise product URL content Action Point(s): Client to partially expand “product details” with client dev
Layout Analysis
Item #3

Brand Listings – Above the fold
https://www.examplesite.com/our-brands
optimised hyperlink
How about 3-4 paragraphs
detailing some of the most
popular brands and their best-
featured products (with links)?
webpage
____________________________
Content here?
Action Point(s): Create some content for this URL Action Point(s): Client to add content area on this page for SEO activities
Layout Analysis
Item #4

Contact Form – Above the fold
https://www.examplesite.com/contact-us-now-I£R”QQew4
Above the fold content: some
There is a small body of text
above the fold, but it could easily
be expanded. For example: “Want
some tips on how to best use the
makeup you purchased from us?
Having issues with your hairdryer?
Please provide some details
regarding your query.” –
“makeup” and “hairdryer” would
both be linked to the respective
categories.
webpage
____________________________
More content
here?
Action Point(s): Re-optimise contact form content Action Point(s): Client to authorise content expansion on this page
Layout Analysis
Item #5

https://www.examplesite.com/our-local-stores-DSW2i
Above the fold content: some
The content is relevant, but the
addresses and business names are
not marked up with
“BusinessEntityType” schema
(including address info)
It would be great to add the
specified schema to this page.
This schema is usually responsible
for generating company-branded
knowledge-graph entries on
Google’s search engine
____________________________
Schema
implementation?
Action Point(s): Creation of GMB page for client’s site Action Point(s): Client to work with dev to add valid schema to page
Layout Analysis
Stores & Hours – Above the fold
Item #6

optimised hyperlink
contextually evaluate your blog
____________________________
external ads above the fold.
Some banners look semi-
advertorial, but they’re just
‘featured’ images leading through
to blog posts. This practice is
perfectly acceptable
Main Blog Feed – Above the fold
https://www.examplesite.com/blog-posts-main/
Action Point(s): Create content for new text area Action Point(s): Client to work with dev to add tiny content area explaining blogLayout Analysis
Item #7

There is no significant body of
‘unique’ text above the fold, not
even a couple of paragraphs with
one keyword optimised hyperlink.
There is text, but it all pulls
through from articles and thus – is
not unique. We need something
to tell users and search engines
what to expect from each blog
category’s contents!
contextually evaluate your blog
____________________________
Blog Categories – Above the fold
https://www.examplesite.com/blog-posts/subcategory/life-in-style/
Action Point(s): Create content for new text area Action Point(s): Client and dev to add content area explaining blog categoryLayout Analysis
Content here?
Item #8

above the fold. This mostly comes
down to the fact that the blog
post banner / splash image is too
large vertically, pushing text down
way too far (on desktop).
We’d suggest halving the height of
each blog post’s featured image
(vertically only) – this should allow
more text to be visible above the
fold. This is only needed on the
desktop version of the site!
____________________________
Blog Posts – Above the fold
https://www.examplesite.com/blog-posts/days-at-home-spa-and-beauty/
Action Point(s): Client and dev to reduce size of ‘featured’ blog splash bannerLayout Analysis
Item #9

Navigation Hierarchy
Nav Structure Recommendations
Nav Structure

Main Menu Navigation Hierarchy
We found ways to improve example site’s search presence by re-arranging the main
site navigation menu. This also included changes to anchor-text in some instances.
Please see “Menu-Structure.xlsx” for further details:
Nav Structure Action Point(s): Client to amend navigation structure as per document
Item #10

Footer Navigation Hierarchy
It would be best to reflect our findings from the navigation hierarchy
recommendations in the footer menu, see directly below:
Nav Structure Action Point(s): Client to amend footer structure as per image(s)
Item #11

Navigation Hierarchy: New Menu
We noticed that there’s a menu containing beauty products specific to men, but
there isn’t one for women who are arguably the larger beauty audience!
Whilst you might think that a women’s category is ‘implied’ by makeup and beauty,
did you know that there are people specifically searching for women’s beauty
products every day?
It would be advisable to create the
specified category so that female-beauty
long-tail keywords can be captured
effectively by examplesite.com!
Nav Structure Action Point(s): Creation of women’s beauty menu to supplement men’s
Item #12

CRO-SEO Analysis
Conversion Rate Optimisation
CRO-SEO

In SEO, it’s common to become borderline obsessed with ranking increases,
increasing site traffic and boosting online visibility – after all that’s the largest part of what
we do in search
That being said, if the site isn’t converting as well as it could do, we lose out in terms of
meeting KPIs and delivering great work to you, the client. The fact is that if your site
converts better, SEO-led traffic (which we work so hard to attain) will produce more
tangible business-end productivity (revenue / profitability) for you
When SEO-led traffic is proven to result in cash revenue, you are happier. That being
the case: why wouldn’t we do everything in our power to look at CRO too?
CRO-SEO Analysis: Why?
It starts with realising that something as simple as a Meta description (which
appears as a SERP description in Google’s results) can supply you with more SEO
traffic if it converts better. A position 2 keyword with a Meta description that converts
ten-times as well will often perform better than a position 1 keyword with an awful
Meta description which puts off web users… Enter “CRO-SEO”
Must… reach…
position 1 on
Google!
Thanks! That
actually makes a
lot of sense now
CRO-SEO

We noticed right away that the
about page appears to be
‘unfinished’, this can quickly put
people off when viewing a website
(especially if it’s not a mainstream
brand like Coca Cola or TK Maxx)
The main issue is that the page
has clearly been designed to
support a grid layout with one
image on each side, but this space
isn’t being utilised
The result is that the page looks
shoddy and it becomes far more
obvious how little content there
actually is on-page
CRO-SEO Analysis: About Page
CRO-SEO
Item #13
Look at all that
unused white
space!
Action Point(s): Spruce’ up the “About Us” page on example site
URL: https://www.examplesite.com/about-our-company-i4r5t3f32

Item #13
All you have to do is just give this
page a bit of something to make
it stand out more and inspire
people (subliminally) to go further
and open up their purse / wallet
A really strong beauty-oriented
photograph in the top left would
set the piece up nicely. In the
bottom right you could have
product images
Want to go all-out? In the bottom
right, display the most-relevant
“You May Also Like” product from
the user’s most recently viewed
product page, using a more
generic image as a fall-back
CRO-SEO Analysis: About Page
CRO-SEO
Looking much
better!
URL: https://www.examplesite.com/about-our-company-i4r5t3f32
Action Point(s): Spruce’ up the “About Us” page on example site

Something great about example site
is that it tells users if an item is / is
not in stock
They are a minority of users, but
there are still many who like to look
up products on a website and then
travel into the nearest store
(especially if it’s just local) without
actually transacting online. What
about driving foot-traffic to your
physical stores?
Add a section just under the stock
notification, telling users which of
your physical stores is currently
stocking the product. Give people a
choice! Pop-out directions would
also be dead handy
CRO-SEO Analysis: Stock Info
CRO-SEO
But
WHERE!?
Action Point(s): Potentially add more detailed stock information
URL: all product pages
Item #14

Sometimes stock runs out on
example site, unfortunately empty
categories are featured prominently
One way around this issue would be to
temporarily remove empty categories
from the navigation menu; however this
would negatively impact internal link-
authority flow and confuse Google
The simple solution? Try really hard not
to run out of a specific product-type, IF
you have bothered to make a category
for it and plan to keep stocking the
associated products
Slip-ups will sometimes occur, but
remember: Users want what they
want, when they want it – NOW!
CRO-SEO Analysis: Empty Categories
CRO-SEO
… they lied to me
…..
Action Point(s): Keep on top of stock levels, try hard not to run too low!
URL: https://www.examplesite.com/make-up/tools-
/sharpener-23g834834
Item #15
Also: Linking your store pages
in the main nav (maybe in an
“Our Stores” drop-down)
would be really helpful for
users who plan to come in

Not only is the blog not featured
prominently on the site’s main /top nav
bar (we’d suggest this) – the navigation
changes entirely once the blog is
entered
Imagine this, you read a great blog
post with a beautiful featured image,
which encourages you to buy a
wonderful mascara wand. You were
scrolling around a bit so you’ve lost
where the in-post text link was, but
surely you can go to the ol’ faithful nav-
bar to reach your destination right?
NOPE – is the realisation. Finding a
way to work the product nav into or
above your blog’s bespoke nav would
be fantastic
CRO-SEO Analysis: Blog Navigation
CRO-SEO
I wanted to buy
a MASCARA
WAND but now
I can’t get back
to the product!?
Action Point(s): Include more commercial nav on the blog section
URL: https://www.examplesite.com/blog/mascara-sticks-
reborn/
Also: in-post links are hard to
make out; use a different
font colour for links!
Item #16

Social buttons are clustered at the
bottom of the page, just above the footer.
It would be much better to have them
higher up in the header-area of each
page. Note that we don’t mean within the
<head> tags, we mean in the site’s
visible header
Another issue is that whilst payment
solution buttons (Visa, MasterCard,
PayPal etc.) are correctly coloured, all of
the social buttons have been taken to
grey-scale
If someone were skimming over the page,
they might not even pick out these
buttons! FaceBook is Blue, Pinterest is
red. Keep the shape / style of the buttons,
but use each network’s brand-colouration
CRO-SEO Analysis: Social Buttons
CRO-SEO
If I can’t find your
social profiles…
I can’t FOLLOW you!
Action Point(s): re-colour and re-position the social profile buttons
URL: any page
Item #17

What’s your USP? Something you may
have heard investors (if you have any) ask
time and again. Little know fact:
consumers want to know too. They
want to tell their friends how smart they
were, buying something on your site
instead of Amazon. They want to be an
online shopping know-it-all, to save
themselves a packet
The thin strapline under the main nav
promotes three things, and one of them
(“discounts and offers”) is something
vague, anyone could make that claim
Really go over your USPs and include
them here. A unique relationship with a
supplier that drives down prices? Better
quality control? Show it off and enlarge it!
CRO-SEO Analysis: USPs
CRO-SEO
WHY should I do
business with you
instead of someone else?
Action Point(s): Include USPs in strap-line, enlarge them. Make people know
URL: any page
Item #18

Questions!?
email: jamesrichardallen@gmail.com

SEO Implementation Audit

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