Ultra-Fresh_SEO_Report_Moodle

ULTRA-FRESH
SEO REPORT
MG5000A Digital Marketing Mechanics and Authorship
Lecturer: Dr. Theo Lynn
Group:
Claire Moore – 14101068, Judith Uhuegbu – 14101629, Peter Scott – 14101661,
Seosamh O Conghaile – 14101564, Thantap Pankhao - 14101858

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Executive Summary
This report provides an in-depth review of Ultra-Fresh‘s search engine optimisation (SEO). Methods of analysis
include competitors, on-site optimisation, site wide optimisation, and link building. Results show that a lot of
improvements arenecessary in all of these areas. Recommendations to improve SEO ranking have been
included throughout this report.
One of the key focuses was identifying Ultra-Fresh‘s main competitors and gathering insights for SEO strategy
and backlinks. These were analysed in terms of business model, client feedback, search engine ranking page
(SERP) position, keywords, backlinks, unique selling point (USP), page speed and domain
authority. The action-based 2x2 SWOT matrix in this report not only gives great competitor insights but also
provides a basis for creating the SEO strategy using strengths and weaknesses.
The success of SEO is dependent on finding and using the right keywords. This report analysed the current
keywords and how they are used on each web page. Extensive research highlighted new keywords that will
improve Ultra-Fresh‘s SEO when added to the web pages recommended in this report.
Moz was used to crawl Ultra-Fresh.com and reported that there were six high priority errors, 67
medium priority errors and zero low priority errors. In this report Ultra-Fresh have been advised of all the errors
and how to rectify them. In addition to this, Ultra-Fresh have been advised of errors which may occur in the
future and how to rectify them should they occur.

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Off-site optimisation recommendations included:
 Carrying out a thorough backlink analysis, paying close attention to its number of overall links
compared with the amount backlinks from unique domains.
 Regular website cleans-up on insignificant links
 Ensures backlinks are deeply linked to the corresponding landing pages.
 Use the recommended keyword selections for anchor
It is highly recommended that Ultra-Fresh use strategic PR tactics to gain good links by creating, publishing
and promoting its own web content which is high in value and newsworthy. This will influence link sharing
from clients, customers, suppliers, partners, writers and influencers within the field of antimicrobial technology
solutions and the greater pharmacology industry.

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Table of Contents
1.0 Ultra-Fresh Competitor Analysis ..................................................................................................................... 7
1.1 Competitor Selection.................................................................................................................................... 7
1.2 Competitor Analysis by Category ................................................................................................................ 9
1.3 2X2 Swot Matrix........................................................................................................................................ 12
1.4 Segmentation, Targeting and Positioning................................................................................................... 15
1.4.1 Segmenting the Market............................................................................................................................ 15
1.4.2 Targeting the Market ........................................................................................................................... 16
1.4.2.1 Buyer Personas ................................................................................................................................. 16
1.4.3 Positioning the Website....................................................................................................................... 18
1.4.4 Keyword Research and Selection........................................................................................................ 19
2.0 Site Wide Optimisation .................................................................................................................................. 21
2.1 High Priority Issues ................................................................................................................................ 22
2.1.1 4xx Client Errors ................................................................................................................................. 23
2.1.2 5xx Server Errors................................................................................................................................. 25
2.1.3 Title Missing or Empty........................................................................................................................ 26
2.1.4 Duplicate Page Content....................................................................................................................... 28
2.2Medium Priority Issues................................................................................................................................ 28
2.2.1 Missing Meta Description Tag................................................................................................................ 30
2.2.2 Title Element is Too Long....................................................................................................................... 32

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2.2.3 Duplicate Page Title ................................................................................................................................ 34
2.2.4 Search Engine Blocked by robots.txt ...................................................................................................... 35
2.2.5 Title element is Too Short................................................................................................................... 37
2.2.6 Meta Refresh ....................................................................................................................................... 37
2.2.7 Temporary Redirects ........................................................................................................................... 38
2.3 Low Priority Issues................................................................................................................................. 39
2.3.1 Long URL............................................................................................................................................ 40
2.3.2 Overly Dynamic URL ......................................................................................................................... 40
2.4 Site Notices............................................................................................................................................. 40
2.4.1 Blocked by Meta Robots ..................................................................................................................... 41
2.4.2 Permanent Redirect (301).................................................................................................................... 42
2.4.3 Rel Canonical ...................................................................................................................................... 43
2.4.5 Too Many On-Page Links ................................................................................................................... 44
2.5 Bot Accessibility .................................................................................................................................... 45
2.6 URL Structure ........................................................................................................................................ 45
2.7 Internal Link Architecture ...................................................................................................................... 47
2.8 Sitemap................................................................................................................................................... 47
2.9 Mobile Consideration................................................................................................................................. 48
3.0 On-Page Optimisation .................................................................................................................................... 50
4.0 International Considerations........................................................................................................................... 77

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4.1 Fresh and Diverse Content ......................................................................................................................... 77
4.2 Page Speed.................................................................................................................................................. 77
5.0 Off-site Optimisation...................................................................................................................................... 79
5.1 Domain Authority....................................................................................................................................... 79
5.2 Link Building Strategy ............................................................................................................................... 80
5.2.1 Total Links........................................................................................................................................... 80
5.2.2 Linking Root Domains ........................................................................................................................ 81
5.2.3 Linking Root Domains vs. Total Links ............................................................................................... 82
5.2.4 Anchor Texts ....................................................................................................................................... 82
5.2.5 Top Inbound Links .............................................................................................................................. 83
5.2.6 Top Pages ............................................................................................................................................ 84
5.3 Public Relations..................................................................................................................................... 85
Conclusion............................................................................................................................................................ 86
Bibliography......................................................................................................................................................... 87
APPENDICES...................................................................................................................................................... 90
1.0 Ultra-Fresh Competitors............................................................................................................................. 91
1.1 Competitor Selection.............................................................................................................................. 91
1.2 Competitor Selection.............................................................................................................................. 92
1.3 Competitor Keyword Phrases................................................................................................................. 93
SANITIZED(R) - Homepage............................................................................................................... 93

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Polygiene - Permanent odor control that treks far and wide ............................................... 93
3.0 On-site Optimisation ................................................................................................................................ 104
3.1 Home page............................................................................................................................................ 104
3.2 Ultra-Fresh page................................................................................................................................... 104
3.3 – How Antimicrobials Work page........................................................................................................ 104
3.4 Antimicrobial Protection ...................................................................................................................... 104
3.5 Silpure page.......................................................................................................................................... 104
4.0 SEO Terms and Definitions...................................................................................................................... 105

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1.0 Ultra-Fresh Competitor Analysis
There are a great number of companies that useantimicrobialtreatments; however, not all of these are direct
competitors of Ultra-Fresh. There are antimicrobial products, which are sold directly to the consumer, usually
in the form of a spray, by companies such as Febreze.
Based on keyword research and feedback from companyconsumers,these products do not compete with Ultra-
Fresh. Ultra-Fresh directly integrate the treatment into their customer‘s products during the manufacturing
process, and their target market are manufacturers of polymer and textile based goods. Therefore they operate
solely in the business-to-business (B2B) field. Antimicrobial products that are sold directly to consumers are
found in search engine results pages (SERPs) where the keywords are descriptive of the product, such as a
spray or brandlike Febreze. Based on research using the Google Adwords keyword planner tool, keywords
associated with Ultra-Fresh includes‗Antimicrobial Treatment‘ and ‗Antimicrobial Fabric‘. These words
suggest that the keywords are associated with antimicrobial at the manufacturing stage.
1.1 Competitor Selection
The competitor selection process began with a consultation process with Ultra-Fresh. They identified their three
primary markets were the United States, United Kingdom and Canada. In order to select competitors for
analysis from all three markets Google Search was used to find the keywords ‗What Is Antimicrobial
Protection‘, ‗Antimicrobial Fabric‘ and ‗Antimicrobial Protection‘. This search was performed using the

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GoogleDomain from each market. These were Google.ca for Canada, Google.com for the United States and
Google.co.uk for the United Kingdom. When performing this research it was important to sign-out of all
Google products such as Gmail as this can affect the search results search display which would then be
personalised (De Vivo 2012). The search for ‗Antimicrobial Fabric‘ on Google.ca returned Microban and Ultra-
Fresh on the first page of the SERP.
The search using Google.com for the long tail keywords‗What Is Antimicrobial Protection‘ returned results for
Microban and Polygiene (see appendix 1.1). A Google Search result from Google.co.uk returned a company
named Sanitized for the second page of the SERP (see appendix 1.2). We then met with Peter Birthistle from
Ultra-Fresh to discuss keywords and customers and he confirmed that Polygiene, Microban and Sanitized were
their key competitors in all three markets.

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1.2 Competitor Analysis by Category
The competitor analysis is based on each company‘s USP and also using Moz Pro and Google Developer‘s
PageSpeed Insights. In 2011 Google changed their Algorithm to be bias toward fresh content (Fishkin 2013).
Therefore there was an analysis of the time that content was published in this report.
Domain Authority (indicates how likely a domain is to rank
based on how authoritative search engines consider it based
on its backlink profile).
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Domain Moz Rank (a score on a 1 to 10 scale that illustrates
a link popularity score. It is used to gauge the importance of
any given web page on the Internet).
5.34
External Followed Links (External links that are crawled
and indexed by the search engines).
8,993
Total Links - the sum of all external and internal links. 244,080
Mobile Page Speed 40/100
Desk Top Page Speed 23/100
Total Linking Root Domains 449
Fresh and Diverse Content Latest News and Blogs

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Microban offer similar services as Ultra-Fresh to comparable clients along with similar technical know-how.
Their content is far more marketing and return on investment (ROI) orientated compared toUltra-Fresh. They
emphasise the Microban brand and provide figures to show the increase in sales for those who utilise the brand.
They claim the use of their product and brand increase purchase intent by 15%. They offer their market
research databases as part of the service. If the existing market research does not meet the requirements of their
perspective customers then they provide market research as part of the service. Microban ranked first on the
SERP for a Google Search query of, ‗Antimicrobial Marketing‘.
Domain Authority (indicates how likely a domain is to
rank based on how authoritative search engines consider it
based on its backlink profile)
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Domain Moz Rank (Is a score on a 1 to 10 scale that
illustrates a link popularity score. It is used to gauge the
importance of any given web page on the Internet)
5.04
External Followed Links (External links that are crawled
and indexed by the search engines)
2,421
Total Links - the sum of all external and internal links 71,950

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Fresh and Diverse Content No blog section and the
news section was last
updated in May.
Sanitized emphasises three words on their homepage –‗Freshness, comfort and protection‘ and include images
to reflect these. In comparison to all other companies, including Ultra-Fresh, they really emphasise the benefits
of antimicrobial treatments from the consumer‘s perspective.
Domain Authority (indicates how likely a domain is to rank
based on how authoritative search engines consider based on
its backlink profile)
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Domain Moz Rank (Is a score on a 1 to 10 scale that illustrates
a link popularity score. It is used to gauge the importance of
any given web page on the Internet)
4.76
External Followed Links (External links that are crawled and 1,236

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indexed by the search engines)
Total Links - the sum of all external and internal links 4,872
Fresh and Diverse Content No Blogs or recent
news
Polygiene emphasises the brand value associated with using their product. However, they do not have any facts
or figures to back up their claims. The process of how they work with a manufacturer in applying their product
at manufacturing stage is not very clear. Their website is not very aesthetically pleasing and does not have an
area for the production of fresh content.
1.3 2X2 Swot Matrix
Using the strengths, weakness, opportunities and threats identified in this report has created an action-based 2x2
SWOT matrix. The 2X2 Matrix helps a company use their environmental analysis to create a strategy.
Strengths (internal) Weaknesses (internal)
Opportunities
(external)
Strengths/opportunities Weaknesses/opportunities

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obvious natural priorities
All three competitors have far more backlinks
than Ultra-Fresh. These backlinks can be used
from a marketing perspective, so that Ultra-
Fresh can determine more of their market and
who is interested in their type of service. These
backlinks can also be used to build Ultra-
Fresh‘s backlink capabilities. Ultra-Freshwill
be able analyse who might be interested in
linking to their content.
potentially attractive options
One of Ultra-Fresh‘s weaknesses is their lack
of marketing content on their website,
particularly in comparison to Microban.
Customers and manufacturers want to know
how using Ultra-Fresh will increase their
profits. Creating blogs and content on the
Ultra-Fresh website in relation to the increase
in ROI will increase keywords and add value to
the content.
Threats
(external)
Strengths/threats
easy to defend and counter
Although Ultra-Fresh are improving their
search engine optimisation (SEO), backlinks
and domain authority, so are all of their
competitors (see appendix A2). It is
recommended that Ultra-Fresh counteract this
by utilising this report and making the
necessary changes to their website. If Ultra-
Fresh do this then their SEO will increase at a
Weaknesses/threats
potentially high risk
Ultra-Fresh‘s unique selling point (USP)
compared with its key competitors is not very
clear. Therefore, it is difficult to communicate
this in meta descriptions, tag titles or even
URLs. A Google Search user expects to be
provided with an opportunity to select Ultra-
Fresh over one of its key competitors.

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greater rate than their competitors. The issue is
that Ultra-Fresh need to keep improving in
terms of SEO as their competitors will to.

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1.4 Segmentation, Targeting and Positioning
A crucial factor when devising an SEO strategy is the nature of the market in which a company is competing.
This informs a company how competitive the SEO environment is in general for its products and services (Enge
et al, 2010).
1.4.1 Segmenting the Market
The overall market of Ultra-Fresh is chiefly split demographically, geographically and behaviourally (Kotler
and Armstrong, 2012). This market segmentation is principally sourced from discussions with the client,
keyword research, and the product and offers Ultra-Fresh feature on its website.
Demographic segmentation
The focus here is on the occupation and the industry of the potential web searchers such as research and
development (R&D) and sales professionals working in various textile-related companies.
Geographic segmentation
Ultra-Fresh operates internationally in many global markets, particularly in Europe. As well as this, it has
smaller markets in New Zealand and Australia and large emerging markets in China and Central/South
America. At the client‘s request, the SEO plan focused on the larger markets including North America (United
States of America and Canada) and the United Kingdom.
Behavioural segmentation
The total market is also divided based on the behavioural factors which may lead the user to search online for
antimicrobial treatment products. For instance, a R&D manager in the retail industry might search for (1)
available safeguards against the growth of bacteria and fungi in consumer and industrial goods; (2) cost-
effective solutions for maintaining the quality and extending the shelf life of textile and plastic products; or (3)

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easily applied microbe inhibitors that require no special equipment or extra production steps for their product
manufacturer. These types of behavioural triggers influence the words and phrases the user would think to type
into a search engine to find antimicrobial treatment products.
1.4.2 Targeting the Market
The primary goal of Ultra-Fresh is to target potential customers. This requires focus on the customers first and
the search engines second. This is a long-haul process that search engines such as Google will eventually
reward Ultra-Fresh for through better ranking. To achieve this goal it is recommended that Ultra-Fresh use
appropriate keywords on their website and build outward and inbound links naturally to help boost their
position in the SERPs over time (Killoran, 2013).
1.4.2.1 Buyer Personas
Helena Mary-Jane John
Helena is 48 years old and is married to her husband John for 20 years. She has two grown-up sons who are
overseas in college. She is well-educated and highly motivated in her career. She has been the Director of
Sourcing for the last eight years in a large global textile manufacturing company that designs, manufactures and
sells bedding products globally. While the company head office is based in the USA, there are global offices

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that Helena sometimes works from – especially the office in China where a lot of the company products are
manufactured. Her company‘s mission is to deliver exceptional bedding products at the lowest costs. Helena
has a tough job of sourcing innovative bedding solutions and then ensuring that they can meet regulations in the
different countries that they are sold in. She is also responsible for sourcing licenses from today‘s leading
textile technology providers to ensure that the latest and best technologies are used in their products giving
them a competitive edge.
Helena needs Ultra-Fresh to inhibit dust mites which cause allergies and prevents bacteria and fungi growth in
her products.
Mary-Jane- age 36 - is a Senior Retail Buyer for the socks department in a large global multi-national
department store. Mary-Jane has over 10-years‘ experience managing apparel categories and is very career
focussed. She is engaged to her fiancée and has two dogs. She has a team of 4 assistant buyers who report into
her but she makes the final decision on manufacturing and products. She works in a very competitive
environment and as a result of this she is a tough task-master and demands the best from her team. She has very
high standards and only works with designers, manufacturers and technology companies with excellent
reputations who consistently deliver results. However, a lot of what she does comes down to price versus
benefit and she is not known to compromise on either.
Mary-Jane needs Ultra-Fresh for her products to inhibit the growth of bacteria that causes bad odours and stains
giving the wearer better hygiene and all day freshness wash after wash.
John is age 52, married and has four grandchildren. He has over 30 years‘ experience in manufacturing
household products and 10-years ago he set up his own business manufacturing and selling heated toilet seats in

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the USA. He works alongside his wife Peggy and their three children – Mary-Sue, Jimmy and Michael – who
all have senior positions in this family run business. John‘s business is small with 30 employees in their head
office in Texas. His family help him source manufacturing companies in Asia but ultimately John has the final
say in what is produced and where. He likes to source and incorporate modern technologies in his products to
give him a leading edge on his competitors. Few companies have the equipment and expertise to manufacture a
product like these. The manufacturing process is so specialised and unique that John‘s business has U.S. patents
for his technology.
John needs Ultra-Fresh as it is suitable for high temperature processing applications and it resists the growth of
odour-causing bacteria, fungi, moulds and mildew on his products. It also effectively preserves each toilet seats
freshness and resistance to deterioration and discoloration caused by bacteria and fungi.
1.4.3 Positioning the Website
Ultra-Fresh is positioned as a leading global brand that offers a cost-effective, easily applied and safe solution
to inhibit the growth of bacteria and fungi in textile and plastic products and to help keep consumer and
industrial goods fresh, hygienic and odour-free.
This positioning letsUltra-Freshaim for its target segments (portrayed in the preceding buyer personas) and to
carry the same message and creative throughout any campaigns,website content as well as the assortment of
keywords it uses.
Some of the main competitors position themselves as exclusive. Ultra-Freshneed to position themselves as all-
encompassing and valuable to its target market. This will be an ideal position to be in when targeting potential
B2B customers in need of Ultra-Fresh‘s unique benefits.

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1.4.4 Keyword Research and Selection
In order to select the best keywords for Ultra-Fresh, there were a number of steps completed.
The first step was researching Ultra-Fresh competitor websites to learn what keywords they were optimising for
(appendix 1.3). These keywords were then analysed using Google Keyword Planner to get data and insights on
these keywords and ideas for new keywords. Once a keyword is inserted into Google Keyword Planner, ad
groups are created. This is useful as it shows other potential keywords that are searched and may have a higher
volume than the keyword selected.
Figure 1. : Google Keyword Planner
The three competitor websites examined were:
 www.microban.com
 www.polygiene.com
 www.sanitized.com

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The second step completed was examining Ultra-Fresh.com and appraising it for non-branded keywords that
had potential to optimise well. These keywords were evaluated to gauge their volume using Google Keyword
Planner.
The keywords from step one and two were compiled into an excel spread sheet and then added to Moz to
determine Ultra-Fresh‘s ranking for these words compared to their three main competitors. As Ultra-Fresh was
targeting three regions – USA, Canada and the United Kingdom (UK) – a search engine domain for each region
was added to Moz to show the competitor ranking in each regione.g. Google.ca.
A comparison was completed between high volume keywords in Google Adwords and the high ranking
keywords in Moz. As Ultra-Fresh is a niche product keyword volumes were not significantly high. Therefore,
one keyword was chosen to optimise on each selected webpage based on volume and ranking.

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2.0 Site Wide Optimisation
Moz was launched on the sixth of July 2014. One of the areas that Moz helps to assess is site wide optimisation.
In SEO terminology, site wide optimisation refers to the linking and navigation structure that is deployed across
an entire website. It may also be seen written as site-wide.
Moz gives a full assessment of site wide optimisation issues and prioritises the website issues into four major
categories. There are site wide high priority issues, site wide medium priority issues, site wide low priority
issues and site wide notices. According to the Moz report there are 73 issues in total for the Ultra-Fresh
website, 67 of which are termed Medium Priority Issues. There are six high priority issues and no low priority
issues.

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2.1 High Priority Issues
This section will explain each of the issues that would be classified as a site wide error and outlines the steps
required to rectify these issues. The site wide errors that will be discussed are as follows:
2.1.1 4xx Client Errors
2.1.25xx Server Errors
2.1.3 Crawl Attempt Errors
2.1.4 Title Missing or Empty
2.1.5 Duplicate Page Content
Overview of total high priority issues on Ultra-Fresh.com (http://www.Ultra-Fresh.com)

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2.1.1 4xx Client Errors
4XX status codes (i.e., a 404 Not Found error) are shown when the client requests a page that cannot be
accessed. This is usually the result of a bad or broken link. The cause of the bad or broken link can be
misconfigurations or a typo. These issues should be kept to a minimum if possible. Make sure no internal links
on your site are broken (Moz, 2014). The default 404 error page as shown below:
Recommendation:
In order to address the 4xx client errors, Ultra-Fresh need to be aware of the URLs that caused the errors. The
below list will show the 6 4xx errors that exist and the URLs where the bad links were found.

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Having a custom 404 page, like the one shown above, that kindly guides users back to a relevant page on your
site can greatly improve a user's experience. On the above page there is a call-to-action icon urging users to
return to the homepage however there are other links to other sections of the website which the user may be
looking for. Based on Google Analytics analysis Ultra-Freshneed todeterminethe most popular content and
based on this put the links to these pages on the custom 404 page. The 404 custom page is also used to point
users toward similar content on the website (Google 2014). It would also be recommended to apologise for the
error - it is not the fault of the user that they received this error. It is most likely an error on the part of the
website. The aspiration with a 404 page is that you do not want to give a user a reason to leave your website.
(De Valk 2009). The current Ultra-Fresh 404 Error page provides navigation back to the ‗About Us‘ page or the
‗Homepage‘, however these links are not presented as call-to-action buttons, which are centrally located. There
are no links to other content on the Ultra-Fresh website.
To be prepared to avoid 404 errors in future it would be advised to use software such as Moz to monitor these
errors should they arise. They do not generally affect your Google ranking however they do affect your user as
they may encourage them to leave your website without performing the task they came to do or that you wanted
them to do. In addition, if the page that is causing the error has already been removed, the link can also be

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removed from the site. If the error is being cause by a typo in the link then this must be rectified with the site
webmaster or again, remove the link.
2.1.2 5xx Server Errors
There are currently no. 500 errors affecting the Ultra-Fresh website. However, it is important for Ultra-Fresh to
know what these errors are, why they may occur and how to resolve them should they occur in future. 5XX
errors, such as a ‗503 Service Unavailable‘ error are shown when, a valid request was made by the user, but the
server failed to complete the request. This can indicate a problem with the server, and needs to be investigated
and addressed urgently (Moz 2014).
An example of a 500 internal server error is given below.
Figure 2.1 Sample 5xxx Server Error
Recommendation:
To rectify this issue there are standard ways to investigate the cause of the error. Below are the most common
ways the 5xxx problem is caused.
1. Permission: Make sure to check with your hosting provider for specific information about the permissions
set as some servers have different regulations (Utterback 2013).
2. Incorrectly configured htaccess: sometimes you will receive an internal server error when the htaccess file is
configured incorrectly.

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3. Server timeout: every server has its own timeout setting, which sets the time that any given script can run. If
the function or script crosses that limit, you will receive an ‗Error 500‘.
It is important to be aware that these issues can cause ‗500 Internal Server Errors‘, but if the issue happens, it is
best to contact your webmaster.
2.1.3 Title Missing or Empty
There are currently no issues on the Ultra-Fresh website with ‗Missing Title‘s or ‗Empty Titles‘. As these are
high priority issues it is important for Ultra-Fresh to be aware of what they are and how they may occur. Titles
or title tags—technically called title elements—define the title of a document. Title tags are often used on
SERPs to display preview snippets for a given page, and are important both for SEO and social sharing
(Shepard 2014). If the title tag is optimised with keywords that Ultra-Fresh‘s target market would use then this
would help prospects locate the website through a search engine. If the content in the tag is engaging then it
will encourage users to click on it or even share it through social networking sites. The contents of each web
page are generally created with a specific user in mind. The title tag should seek to explain the contents of this
webpage to the particular user that the page was designed for (Enge 2014).
As can be seen from the above example the purple text represents the title tag for this page of Ultra-
Fresh.com/Ultra-Fresh as located on the Google Search Engine. It is important to note that Google typically
displays the first 50-60 characters of a title tag. If the title is too long, search engines will show an ellipsis, "..."
to indicate that a title tag has been cut off.

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Recommendation:
Moz can be used to monitor ‗Missing Title Tags‘, Ultra-Freshneed to monitor these errors to see if they occur
in the future by utilising Moz. Ultra-Fresh can however take the time to monitor the existing title tags and alter
them if they do not feel that they communicate the contents of the web page or if from a marketing point of
view they do not entice a search engine user to access the web page.
In the above image the text highlighted in purple shows the title tag for the Ultra-Fresh blog section of the
website. From a marketing point of view, the word ‗Archives’ might suggest that this content is old and dated
which might not entice the user to access the web page.
The below image shows how Ultra-Fresh can optimise their homepage title. At present it doesn‘t say much
about the company or might not entice a Google Search User to access the website. If Moz shows the title tag
as ‗Missing‘ or ‗Empty‘ in the high priority issues in future Ultra-Fresh should fix the issue. Ultra-Fresh should
firstly locate the Web pages where the issues are occurring. Once located Ultra-Fresh can content the
webmaster and ask them to update the title tag.

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2.1.4 Duplicate Page Content
Duplicate content is where there are two identical pieces of content or two very similar pieces of content on a
website. The reason that this is an issue is that search engines do not want to provide two similar pieces of
content to their users based on a search. Search Engines like Google and Bing do not want backlinks to two
pieces of content and neither should Ultra-Fresh as it dilutes the SEO potential of each web page. This issue
usuallyhappens when a site is being created or being refurbished and it is normally caused by the developer but
not intentionally (De Valk 2014). From Ultra-Fresh‘s point of view it is more important to identify when it
occurs and how to solve the issue. Moz can be used to track duplicate content errors and they are located in the
high priority section of the Moz notifications. There are currently no duplicate content errors on the Ultra-Fresh
website.
Recommendation:
If this issue arises in the future, here are some recommendations for optimising duplicate page content.
Whenever there are multiple URLs leading to the same content, then it should be canonicalized for search
engines. In scenarios where duplicate content occurs the webmaster or site owner should activate ‗301
redirects‘. A 301 redirects the user from the duplicated content to the original piece of content. 301 redirects are
set up by using the rel=canonical tag or by using the Google Webmaster Parameter Handling Tool. This should
be done by a member f the Ultra-Fresh IT team or the Ultra-Fresh Webmaster (Moz 2014).
2.2Medium Priority Issues
This section reviews each of the issues that Moz classifies as a site wide medium priority issues. The Ultra-
Fresh website is currently experiencing 67 medium priority issues. The site wide warnings are as follows;

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Figure 2.2 shows the total medium priority issues
A breakdown of the medium priority issues are as follows:
As can be seen from this, not all the medium priority issues are affecting the Ultra-Fresh website. Almost all of
the 67 issues are to do with missing meta descriptions and title elements being too long. Then there are three
issues with duplicate page titles.

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2.2.1 Missing Meta Description Tag
Meta descriptions are the short two lines of text displayed below the page title and URL on the search engine
result pages.
Figure 2.3 : search engine display
The page title, as previously discussed, is the title as can be seen in purple in the above image. The meta
description are the two lines of text that can be seen underneath the page title. These short sentences are Ultra-
Fresh‘s opportunity to let users of a search engine know what content to expect and also entice them on to the
web page. The user can tell from these sentences if this web page will satisfy the query that they entered into
the search field on the search engine (Smarty 2013).
In the absence of a description tag, social media platforms and search engines will pull in the first matching text
they find on page, which may not be interesting for users (Moz 2014). A Google search using the query ―Ultra-
Fresh Blogs‖ returned the meta description shown in the figure3.3 above. The two sentences in the meta
description are taken from the web page as can be seen below. However as the search engine has taken this
directly from the web page, large parts of the description are missing and including references to products and
agents. These are keywords which might attract a user to the blog section of the Ultra-Fresh website.

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If the meta description is too long, search engines will show an ellipsis, "..." to indicate that a title tag has been
cut off.
As you can see the graph above shows Ultra-Fresh are currently missing 36 meta description tags. In terms of
SEO, meta descriptions are not important however in terms of branding, click through rate and user experience
they are very important. If Ultra-Fresh are working with a perspective client who then performs a Google
search for the Ultra-Fresh website, they may have a negative image of the brand based on the meta description.

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Below is another example of a page missing a meta description tag.
The above image shows a good example of the description tag that was automatically pulled by the search
engine and is not a comprehensive paragraph that may interest a potential client. There are 36 issues on the
Ultra-Fresh website like the two examples given and is recommend thatUltra-Fresh manage this aspect of their
website closely.
Recommendation:
Below are some recommendations for optimising meta description tags.
In order to identify which pages are experiencing this issue, an SEO tool like Moz is recommended. Moz
creates a list of all the affected web pages and from this all the meta descriptions can be changed an optimised.
The description lengthis approximately 150-160 characters.
Remember to add keywords into the meta description. This report highlights keywords that users are entering
into the Google search engine that are locating the Ultra-Fresh website. If these are the words that a user place
value on to find the solution to their query, then these words should be featured in the meta description.
2.2.2 Title Element is Too Long
One of the high priority issues that have been previously discussed was the title tag being missing. A medium
priority issue is that an existing title tag is too long. Ultra-Fresh are currently experiencing 28 medium priority
issues where the title elements are too long. A title element is between 50-60 characters or as many charactersas

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will fit into a 512-pixel display (Ready 2012). If you keep your titles under 55 characters, you can expect at
least 95% of your titles to display properly (Shepard 2014).
See below for an example of a page with title element is too long.

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Recommendation:
This report recommends that Ultra-Fresh keep their title tag to 55 characters or less to ensure that searchers see
the full title. Ultra-Freshmust also keep keywords and the user experience in mind. Matching the content on the
web pagewith the keywords the keyword(s) entered and the title tag will make the contents of the web page
clear to the user and attractive.
2.2.3 Duplicate Page Title
As discussed previously a title tag is the main text that describes an online document. Title elements have long
been considered one of the most important on-page SEO elements (the most important being overall content),
and appear in three key places: browsers, search engine results pages, and external websites (Shepard 2014).
Most web browsers will display the page title at the top of the browser window and/or in the browser tab.
Below shows Ultra-Fresh currently havethree duplicate page titles:

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Recommendation:
The duplicate title pages are identified using tools like Google Webmaster Tools or Moz (De Valk 2014). Once
the duplicate title pages are identified, it is suggested that Ultra-Fresh change these titles so that each title tag is
unique to each web page. Here are some recommendations for optimising page titles:
 Writing unique title pages for each of their web pages;
 The title is approximately 50-60 characters in length;
 Title contains important keywords and is located close to start of the tag if possible.
2.2.4 Search Engine Blocked by robots.txt
Robots.txt files stop the crawler searching certain pages on a website (Shaik, Vetapalem et al. 2012). The page
cannot be crawled by search engines because it is excluded in the robots.txt document. If you're trying to
remove this page from search results, we generally recommend that you use the meta robots tag (with noindex,
follow values) instead of robots.txt. This ensures that the page will not appear in the results, but will still allow
link equity to flow through the page's links and count towards the relevance/popularity of other pages on your
site.

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The graph above shows there are no pages on Ultra-Fresh.com affected by this issue. It is important to
password protect private files on servers in case the bots are not to crawl these pages. As mentioned above,
index tags and password protected files are useful to stop certain pages being crawled. The ‗Robots Exclusion
Standard‘ is not always used by certain rogue search engines. Encrypting content and using password
protecting .htaccess is far more secure than using robots.txt (Google 2010).

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2.2.5 Title element is Too Short
Title tags are the text that describes an online document. They are used to display information on the search
engine results page. According to Google (2010) inserting unnecessary keywords and long title tags are
undesirable. The graph above shows there are no pages on Ultra-Fresh.com affected by this issue.
2.2.6 Meta Refresh
According to Malaga (2008), meta refresh is a HTML tag that redirects users to another page. Meta refreshes
are a type of redirect that is executed at the page level rather than the server level. They are usually slower and
not a recommended SEO technique. In general it is best to use 301 redirect instead.

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The graph above shows there are no pages on Ultra-Fresh.com affected by this issue. It is recommended that
Ultra-Fresh.com maintain their current practice of having no meta refreshes as they are considered undesirable.
Google recommends a standard 301 redirect as opposed to a meta refresh.
2.2.7 Temporary Redirects
Redirection is the process of forwarding one URL to a different URL. There are three main kinds of redirects:
301, 302, and meta refresh. A redirect is a way to send both users and search engines to a different URL from
the one they originally requested. (Moz, 2014). According to Pelser (2010), if a redirect is not applied correctly,
google may consider it a black hat technique and may penalise the website ranking.

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The graph above shows there are no pages on Ultra-Fresh.com affected by this issue. Ultra-Fresh.com has no
temporary redirects and does not need to worry about penalties for redirects that are applied incorrectly.
2.3 Low Priority Issues
Moz returned no low priority issues for Ultra-Fresh under any of the following issues:
Ultra-Fresh.com is in a good position as it has no low priority issues.

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2.3.1 Long URL
A good URL is descriptive and concise. Although not a high priority, it is advised that each URL is shorter than
75 characters. (Moz, 2014). There are no pages on Ultra-Fresh affected by this issue. The text in a URL is
designed to replace the numbers of an IP replace. This is to enable humans to read the URL.
2.3.2 Overly Dynamic URL
Crawlers usually have a hard time with overly dynamic pages. Set a canonical tag that tells the search engines
to use the base version of the URL. That way you can still use parameter URLs like
http://www.example.com/unique-product.html?param1=345&param2=abc to get your data, but the search
engines will consider the basic version as the official page (Moz, 2014). There are no pages on Ultra-Fresh
affected by this issue. Search engines prefer static URLs over dynamic URLs (Pelser 2010).
2.4 Site Notices
Moz also generated some notices, which it describes as ‗interesting about your site‘. These notices may not be
affecting your site negatively, but it is information that Ultra-Fresh needs to be aware of. Here are some other
crawl-related site notices we found in our last crawl of your site.

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The above imageshows that there are 197 notices found and these are addressed in the sections below.
2.4.1 Blocked by Meta Robots
The meta robots tag is an open standard created over a decade ago and designed initially to allow page authors
to prevent page indexing. Over the years, various search engines have added additional support to the tag.
Don‘t use the tag if you do want your pages in search engines. By default, the major search engines will index
any page they find. Yes, there is a form of the meta robots tag you can use to explicitly tell search engines to
index your pages. It looks like this:
<meta name=‖robots‖ content=‖index‖> or <meta name=‖robots‖ content=‖index,follow‖>
However, if you do want your pages in the search engines without either form, they‘ll naturally index your
pages and follow your links.

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2.4.2 Permanent Redirect (301)
A 301 redirect is a permanent redirect, which passes between 90-99% of link juice (ranking power) to the
redirected page. 301 refers to the HTTP status code for this type of redirect. In most instances, the 301 redirect
is the best method for implementing redirects on a website. (Moz, 2014).

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As can be seen in the graph above, Ultra-Fresh currently redirect 50 pages using the 301 HTTP. If Ultra-Fresh
continue correctly redirect they will not have any future issues with this.
2.4.3 Rel Canonical
This crawl identified 71 instances where the rel canonical tag has been used to indicate which URL to use as
the original or canonical page. Google recommends that you choose the easiest to remember from the URL as
the canonical (Google, 2014).

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Ultra-Fresh.com has 71 Rel Canonical tags.
2.4.5 Too Many On-Page Links
From an SEO point of view, sites need to avoid having too many (roughly defined as more than 100) hyperlinks
on any given page. When search engine spiders crawl the Internet they are limited by technology resources and
are only able to crawl a certain number of links per web page. Additionally, search engine algorithms divide the
value of some popularity metrics by the amount of links on a given page. This means that each of the pages
being linked to and from a given page is also affected by the number of links on the linking page. For these
reasons, it is recommended that the website include less than 100 links per page to ensure that they are all
crawled, though if the pages have a high page authority, search engines will usually follow more links (Moz,
2014).

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Ultra-Fresh.com scores 67 on the ‗Too Many Page Links‘ which is well below the 100 links mentioned above.
According to Cutts (2009), having over 100 links can overwhelm the site user. It also divides page rank
between all the links on the page.
2.5 Bot Accessibility
It is important for the Bot to be able to crawl an entire website. Googlebot discovers websites by following the
links on pages onto other pages. It is important to review crawl errors to ensure that the website has been
crawler successfully. Issues can arrive from an incorrect robots.txt file that Google first accesses before it
crawls a website. Server issues can also affect Bot Accessibility.
2.6 URL Structure
URLs describe a site or page to visitors and search engines. Keeping them relevant, compelling, and accurate is
the key to ranking well.
The URL of a web document should ideally be as descriptive and brief as possible. If, for example, a site's
structure has several levels of files and navigation, the URL should reflect this with folders and subfolders.

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Individual pages' URLs should also be descriptive without being overly lengthy, so that a visitor who sees only
the URL could have a good idea of what to expect on the page (Moz, 2014).
Ultra-Fresh performs well in this section and the majority of the URLs are structurally well. However, some
minor mistakes could be rectified to optimise further - as example below.

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2.7 Internal Link Architecture
Internal link architecture is how a website links internally. It is very important for a number of factors, such as
users navigating a website and also sharing link juice between web pages. Ultra-Fresh.com is an easy to
navigate website. There are no issues with internal links.
2.8 Sitemap

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Webmasters design sitemaps to show the usage flow of the site and also the hierarchical concept of the website
(Lin, Chu et al. 2011). Sitemaps are used to inform search engines of changes on websites which improves the
indexing of the website.
2.9 Mobile Consideration
Enable Compression
Enabling gzip compression will reduce the amount of time it takes to download resources.
Eliminate render-blocking JavaScript and CSS in above the fold content.
Google recommends avoiding blocking of JavaScript. Avoiding thiswill speed up the loading of the page.
Inlining the CSS directly into the HTML will speed up the page loading time.
Reduce server response time.

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Server response time should be under 200ms. Some of the reasons for a slow response are slow application
logic, slow database queries.
Leverage browser caching.
By reusing resources already fetched the speed can be increased.
Optimise images
By using the optimum size image for a page, fewer resources are required to be downloaded.

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3.0 On-Page Optimisation
In SEO, on-page optimisation refers to factors that have an effect on a website or web page listing in natural
search results. These factors are controlled by you or by coding on your page. Examples of on-page
optimisation include actual HTML code, meta tags, keyword placement and keyword density.
This section looks in depth in to each ofUltra-Fresh‘s top web pages on their website and highlights a SERP
ranking for each chosen keyword. Then next step is to identify the keywords that need to be implemented and a
plan has been formulated around implementing them on Ultra-Fresh‘s website.
Figure 3.1

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The Moz ranking report overview gives us an idea of keyword terms that rank in the top 50 of the primary
search engines. Figure 3.1shows how each keyword performs across the top three-location search engines;
USA, Canada and the UK.
The Moz on-page optimisation report shows the level of optimisation and keyword targeting an individual page
has achieved. The reports analyses individual pages for the supplied keyword terms and then issues each page
with a letter grade (A-F). Moz weighs the items graded by their importance level, which they determine based
on their industry experience and correlation research. The higher the percentage, the better targeted a page is for
the keyword terms specified. Optimisation factors are organised by difficulty and importance.
Based on the keyword selection section mentioned before, six targeted keyword terms were identified that are
believed to be best for Ultra-Fresh to consider and incorporate into their website. If these recommendations are
put into action Ultra-Freshwill notice an increase in page ranking.
After thesesix targeted keywords were identified,Ultra-Fresh.com pages were chosen foroptimisationusing
these keywords. The five most visited pages were then selected from Google Analytics as outlined below.
This table list each of the five most visited pages horizontally. The vertical column shows the six-targeted
keywords. The matching of keywords to URLs was not arbitrary but was based on Moz results as well as
searches volume.

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First selected page: Home page - http://www.Ultra-Fresh.com/
Keywords: ‗antimicrobial‘ and ‗antimicrobial technology‘
These two new keywords are recommended as they have received quite high search volume traffic as well as
low competition. These two keywords can be incorporated into the Ultra-Fresh home page at http://www.Ultra-
Fresh.com/as follows:
Figure 3.2: Home page
Moz Page Ranking Result

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This on-page result by Moz shows van F grade on the home page for ‗antimicrobial‘ as a primary targeted
keyword. The table below shows factors ranging from ‗critical‘ to ‗optional‘ based on how important they are
to this website. It is followed by a list of Page Analysis Details to help better optimise the home page for
‗antimicrobial‘. Completing the tasks below may help your page rank higher for this keyword. Optimisation
factors are organised by difficulty and importance. See appendix 3.1 for full details.
Critical High Moderate Low
1 – easy fix 1 – easy fix 5 – easy fix 3 – easy fix
Error from Moz: Page titles
When search engines rank a page for a keyword, they consider the page title tag (<title>) to be the most
important place for some form of the keyword to appear. Using a keyword or phrase in the title helps search
engines associate the page with a topic and/or set of terms (Moz, 2014). At present the page title only mentions
the brand ―Home – Ultra-Fresh‖ as can be seen below.

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Recommendation:
Although Ultra-Fresh is used at the front of the title tag to help ranking and click through rate, the page title
should also include the main keywords ‗antimicrobial‘ and ‗antimicrobial technology‘. The new
recommendation for the page title could read: ‘Antimicrobial Technology Solutions – Ultra-Fresh’
Error from Moz: Meta descriptions
While a meta-description may not influence your page's rankings in the search results, it can be valuable in
improving the click-through rate of potential visitors from the results page, and in providing context to potential
visitors about the page's topic and focus. If your keywords are in the meta description tag, it is more likely
search engines will use it as the snippet that describes your page. Potential visitors see the keywords in bold in
the snippet, which increases your page's prominence and visibility. Care should be taken not to use keywords
excessively.

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Recommendation:
At present a meta description tag has been automatically pulled by the search engine. We recommend Ultra-
Fresh creating a new meta tag for example – ‗Ultra-Fresh is one antimicrobial technology solutions agent. Let
us help your product with antimicrobial applications’.
Error from Moz: Alt image text
Using keywords in the alt attribute of an image on a page is positively correlated with good rankings. It also
helps a page rank better in image search, a popular and often employed universal search system. The HTML for
inserting ALT text is:
<img src=‖filename.jpg‖ alt=‖Alternative description goes here‖>
Recommendation:
Add the targeted keywords to the alt attribute of a relevant image or graphic. If your page does not contain any
images, consider adding one.
Error from Moz: Too many internal links
An internal link is a link from one page on a website to another page on that same website. Internal links are
important to both visitors to awebsite and to search engines, both of whom will use them to navigate the
website. As both visitors and search engines will navigate the site using the same internal links, you need to
find the right balance between creating internal links for visitors and creating them for search engines. (Moz,
2014)

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Recommendations:
Make sure to scale down the number of internal links on your page to fewer than 100, if possible. At a
minimum, try to keep navigation and menu links to fewer than 100.
Error from Moz: Use of H1 tags
The H1 tag, which looks like <h1> in the source code, is the most important heading on a web page. There
should always be at least one H1 tag on each web page. Although using targeted keywords in H1 tags on your
page does not directly correlate to high rankings, it does appear to provide some value. It's also considered best
practice for accessibility and helps potential visitors determine your page's content. (Moz, 2014). At present,
there is no H1 tag used on the home page.
Recommendations:
 Use targeted keywords and make it appropriate to the web content;
 Make the targeted keywords the first term in your H1;
 Avoid using H1 tags that are not useful.

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Second selected page: Ultra-Fresh Page :http://www.Ultra-Fresh.com/Ultra-Fresh/
Keywords: ‗antimicrobial protection‘
The second page to optimise is theUltra-Fresh page. The chosen targeted keywords for this page is
‗antimicrobial protection‘ because it registers a regular search volume per month as well as receiving a high on-
page grade report by Moz.
Figure 3.3: Ultra-Fresh page
Moz Page Ranking Result

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The table below shows factors ranging from ‗critical‘ to ‗optional‘ based on how important they are to
awebsite. It is followed by a list of Page Analysis Details to help better optimise the Ultra-Fresh page for
"antimicrobial protection". See appendix 3.2 for full details.
Critical High Moderate Low Other
0 0 3 4 1
Error from Moz: Page titles
At present the Moz report does not suggest any issue relating to page titles. However, it is a good idea to focus
on including targeted keywords on this page title as well as making sure that the title is less than 70 characters.
Sample below;
<title>Antimicrobial Protection – Ultra-Fresh</title>
Error from Moz: Meta descriptions
The meta description tag for this page has again automatically pulled some text from the main content by the
search engine. See sample below;

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Recommendation:
It is recommended that Ultra-Fresh create a new meta tag for this page using a targeted keyword at least once,
but no more than three times in the meta description tag. Also the meta tag should highlight the products and
services as well as making sure that the meta description tag is less than 156 characters. For example –
‗Antimicrobial Protection - Ultra-Fresh antimicrobial treatments inhibit the growth of bacteria and fungi
responsible for creating unpleasant smells, staining in textile and plastic products‘.
Recommendation:
On this page there are a few images having no alt text. It‘s worth considering adding alt texts to all images on
this page. Using targeted keywords in the alt attribute of an image on a page is slightly positively correlated
with good rankings. See example below;
<img src="http://www.example.com/example.png" alt="Keyword">

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Recommendation:
At present, there are no <h1> tags on this page. It is recommended to use the targeted keyword(s) at the
beginning of your H1 headers one or two times (but no more) on this page.
<h1>Antimicrobial Protection – Ultra-Fresh</h1>
Error from Moz: URLs
Recommendation:
Currently, the URL of this page is http://www.Ultra-Fresh.com/Ultra-Fresh/
It is recommended to use the targeted keywords in the URL string for this web page. When targeting a multi-
word phrase, use hyphens to separate individual words. The following URL below is an example of what we
are suggesting;
‗http://www.Ultra-Fresh.com/antimicrobial-protection-Ultra-Fresh/‘

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Third selected page: How Antimicrobials Work -http://www.Ultra-Fresh.com/how-antimicrobials-work/
Keywords: ‗What is antimicrobial‘
Figure 3.5-Ultra-Fresh Antimicrobial Applications
Moz Page Ranking Result:
Above is the on-page result by Moz, shows an F grade on this page using the primary keywords ‗What is
antimicrobial‘.The table below shows factors ranging from ‗critical‘ to ‗optional‘ based on how important they
are to your site. It is followed by a list of page analysis details to help you better optimise the home page for
"What is antimrobial". See appendix 3.3 for full details.

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Critical High Moderate Low Other
1 1 4 4 1
Error from Moz: Page Titles

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Recommendation:
Again, here the new-targeted keywords need to be used in the page title. The title length should be no more
than approximately 65 characters and should follow the optional format already mentioned in this report. The
new recommendation for the page title could read: ‘What is antimicrobial | How antimicrobial work – Ultra-
Fresh’
Error from Moz: Meta description
Recommendation:
Ultra-Fresh should change their meta description tag for this page to include the targeted keywords ‗what is
antimicrobial‘. Below are proposed meta descriptions that Ultra-Freshshould use to replace the existing one:
‘What is antimicrobial? Ultra-Fresh can let you know step by step how antimicrobial functions as well as its
applications.’

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Recommendation:
Add the targeted keywords to the alt attribute of a relevant image or graphic. If the web page does not contain
any images, consider adding one.
Error from Moz: Use of H1 Tags
Recommendation:
At present, there is one <h1> tag on this page. However, it doesn‘t show any search ranking results. It is
proposed that the targeted keyword(s) are used at the beginning of your H1 headers one or two times (but no
more) on this page in the main body. An example is given below.
<h1>What is antimicrobial</h1>

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Recommendations:
Make sure to scale down the number of internal links on the web page to fewer than 100, if possible. At a
minimum, try to keep navigation and menu links to fewer than 100.
Error from Moz: URLs
Recommendation:
Keywords in URLs can increase the click-through rate (CTR) from the SERPs. The current keyword in the
URL bar is ‗silpure‘. It is not informative or descriptive for users. It is advised that Ultra-Fresh change this so
that the new URL incorporates the revised keywords.
The new proposed URL : www.Ultra-Fresh.com/What-is-antimicrobials

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Fourth selected page:Antimicrobial Applications: http://www.Ultra-Fresh.com/antimicrobial-applications/
Keywords: ‗antimicrobial applications‘
Figure 3.6:Ultra-Fresh Antimicrobial Applications page

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The above on-page result from Moz shows an A grade for this page using the primary keywords‗antimicrobial
applications‘. Below is a Page Analysis Details list to help better optimise this page for these primary
keywords. Completing the tasks below may help your page rank higher for these keywords. Optimisation
factors are organised by difficulty and importance. See appendix 3.4 for full detail.
0 0 2 – easy fix 2 – easy fix
Error from Moz
Meta description refers to the text underneath the linked title in the SERP. While the meta description may not
impact on SEO, it is useful information when choosing which link to click on and therefore, should not be
ignored. It should be approximately 155 characters in length and include the chosen keywords once, twice if
suitable. Therefore, the key word ‗antimicrobial applications‘ needs to be added to the meta description.
Current SERP meta description when searching with ‗antimicrobial applications‘ keywords:
Meta description
Title

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Recommendation:
Ultra-Fresh need to change their meta description to include the keywords ‗antimicrobial applications‘. Below
are two proposed meta descriptions that Ultra-Fresh can use to replace the existing one:
Option 1:
Our antimicrobial applications help manufacturers maintain product quality and extend the life of textiles,
plastics, carpets, foams, coatings and more.
Option 2:
Our antimicrobial applications are used in carpets, flooring, coatings, non-woven fabrics, plastics, polymers,
composites and foam products.
Error from Moz
Falls, Goradia and Perez (2010) confirm that descriptive alt text should be added to all images on a website as
these help search engines know more about the web page and the image itself and it will impact on SEO. They
also assist people who cannot load images due to accessibility or device limitations.
Recommendation:
There are seven images on this website page that need to be optimised with the keywords ‗antimicrobial
applications‘. This text will be treated as anchor text by search engines. Use brief descriptive text in the alt
option when adding images to this page – and for every page where there are images throughout the website.

69
Error from Moz: Internal inks
While internal links can help search engines better understand content and structure of website pages, they also
help with site usability and navigation. However, Matt Cutts (2009) suggests that duplicating links on a web
page may cause the user confusion and overwhelm them which will leave them with a bad experience of that
website.
Recommendation:
There is a duplication of links on this page which is adding an additional 29 links that can be removed. The
menu bar is on the left hand side of the page and this is duplicated on the bottom of the page.

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Fifth selected page:Silpure Silver Antimicrobial Treatment: http://www.Ultra-Fresh.com/silpure/
Keywords: ‗Silver antimicrobial products‘
Figure 3.7 shows the Ultra-Fresh Antimicrobial Applications page

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The on-page result by Moz shows a B grade on this page using the primary keywords‗antimicrobial
applications‘. Below is a Page Analysis Details list to help better optimise this page for these primary keywords
‗Silver antimicrobial products‘. See appendix 3.5 for full detail.
0 1 2 – easy fix 4 – easy fix
Error from Moz: Page title
Page title is one of the most important factors that influence search engine ranking and relevancy on website
page (Enge et al. 2012 pp. 215). The title tag should incorporate the relevant long tail keywords identified to
improve SEO as this provides the most search engine benefit for Ultra-Fresh. The title length should be no

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more than approximately 65 characters and should follow the optional format (Primary Keyword - Secondary
Keyword | Brand Name) for consistency.
Recommendation:
It is recommended that the title tag for this page be changed from what it is at present to one that includes the
keywords ‗silver antimicrobial products‘.
It is also worth adding this title into the page content.
Suggested new title: Silver antimicrobial products |Ultra-Fresh
Error from Moz: URL
Keywords in URLs can increase the click-through rate (CTR) from the SERPs. When URLs are shared among
social networks and forums, keywords in the URL tells users what to expect from that web page.
Recommendation:
The current keyword in the URL bar is ‗silpure‘. It is not informative or descriptive for users. It is advised that
Ultra-Fresh change this so that the new URL incorporates the revised keyword. The new proposed URL:
www.Ultra-Fresh.com/silver-antimicrobial-products.
Current Title

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Error from Moz: Alt image tag
This on-site error has appeared several times throughout the website. Ultra-Fresh need to add keywords to alt
images on their website.
Recommendation:
There are four images on this web page that need to be reviewed and the keyword ‗silver antimicrobial
products‘ added to the image alt description.
Error from Moz: Page title length
The page title should not exceed 60-70 characters fit into a 512-pixel display. Using the primary keyword
phrase at least once in the page's title, and preferably as close to the start of the title tag/element as possible is
highly recommended. Not only are titles key to how search engines weigh relevance, they also dramatically
impact a searcher's propensity to click.

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Recommendation:
Change the page title to www.Ultra-Fresh.com/silver-antimicrobial-products
As search engine spiders check the relevancy of a web page heading tag and its content, it is important that
‗silver antimicrobial products‘ is added as a heading <h1> and also to the content for keyword consistency.
Recommendation:
This web page has the following headings:
<h2>Silpure Silver Antimicrobial Treatment</h2>
<h2>Complete, Safe Antimicrobial Protection</h2>
<h2>Our Global Reach</h2>
<h2>Antimicrobial Applications</h2>
As there is no <h1> on this website, it is commended that the <h2> heading ―Silpure Silver Antimicrobial
Treatment‖ be added as a <h1> heading. Also, this heading should be altered to include the new recommended
keywords.

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This identical error occurred on the web page: http://www.Ultra-Fresh.com/antimicrobial-applications/. The
recommendations to fix this error are the same and have been added below for convenience.
Recommendation:
There is a duplication of links on this page which is adding an additional 29 links that can be removed. The
menu bar is on the left hand side of the page and this is duplicated on the bottom of the page.
Suggested <h1>:
Silpur Silver
Antimicrobial
Products

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Error from Moz: Keyword placement in page title
Research from Moz concludes that keywords should be at the beginning of the web page title tag as this will
improve the SERP. Keywords should be descriptive and relevant for the user to encourage them to click on the
title returned from their online search and to encourage social sharing.
Recommendation:
Current title:
Change the current title above to:
Silver antimicrobial products |Ultra-Fresh

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4.0 International Considerations
Ultra-Fresh currently possess a .com domain.
The use of the .com domain is the correct choice for Ultra-Fresh.com due to the fact that their products are not
based in specific regions. The scientific terminology such as ―Antimicrobial‖ will be a keyword in any location
in the world.
4.1 Fresh and Diverse Content
Modern content such as eBooks, blogs, FAQs and infographics attracts visitors to websites. It also helps
generates links for SEO. Employees from any area of the business, not just the marketing department, can
create content.
4.2 Page Speed

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Enable Compression:
Enabling gzip compression will reduce the amount of time it takes to download resources.
Optimise images
By using the optimum size image for a page, fewer resources are required to be downloaded.
Leverage browser caching.
By reusing resources already fetched the speed can be increased.
Reduce server response time
Server response time should be under 200ms. Some of the reasons for a slow response are slow application
logic, slow database queries.

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5.0 Off-site Optimisation
Also known as an inbound link, a backlink directs the user from an external domain to any web page on your
domain (i.e. entire website) (Björneborn and Ingwersen, 2004). The primary purpose of the off-site
optimisation process is to improve the rank in the SERP to build brand awareness and attract prospective
visitors to thewebsite.
5.1 Domain Authority
Domain Authority is a score out of 100 that is primarily based on link profile factors such as the amount of
inbound links from external websites and how authoritative those sites are (Patel, 2014).
Figure:5.1 Domain authority competitive metrics
The search engine algorithm gauges trust to prevent the large amount of spam web pages reaching undeserved
ranks on the SERP (Goh, Patchmuthu and Singh, 2014). With an overall score of 30, as shown in figure 5.1,
Ultra-Fresh.com does not parallel its three main competitors.

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5.2 Link Building Strategy
McLay (2012) advises that the creation of any link building strategy should take into account the following four
questions:
1. What does the current profile of the website look like?
2. How will it generate the backlinks?
3. What type of anchor text should be employed?
4. Are there enough supporting pages for the landing page or should more be created?
Running backlink analysis can help Ultra-Fresh develop the fundamental understanding of its links as well as
current and optimal link building strategies, and its overall link quality. Ball (2013) suggests that the key
elements of a comprehensive backlinks analysis should include an evaluation of (1) the total amount of links;
(2) the number of unique linking domains; (3) a calculation of the unique linking domain against the total links;
(4) anchor text usage and variance; and(5) page performance.
5.2.1 Total Links
The Competitive Metrics summary in figure 2.5 below shows that Ultra-Fresh has a considerably lower amount
of total links at 3,330 compared with that of its main competitors – Microban, Polygiene and Sanitized – as
shown in the red boxes. However, Ball (2013) maintains that it is easy to spam a high total links count with
tactics such as site-wide backlinks, blog comments and article directories (also known as content farms).
Therefore, a high sum of total links does not necessarily mean that Ultra-Fresh‘s competitors have a strong
backlink profile or rank well on the SERP.

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Figure:5.2 Moz summary of the competitive link metrics
Ultra-Fresh can improve its overall link metrics and, more importantly, upgrade its domain authority in two
ways: (1) get rid of the bad backlinks by requesting those websites to remove them and, (2) gain good links
either employing an SEO agency with connections to relevant websites and writers to its business to secure
high-quality legitimate backlink or, ideally, be fashioning Ultra-Fresh.com with high value content that
influences link sharing from others (Patel, 2014).
5.2.2 Linking Root Domains
When observing the top-level metrics, Fishkin (2009) contends that no one metric has a more positive
correlation with high search rankings than ‗Linking Root Domains‘. These are usually a better measurement
than the total number of links because the value of backlinks can diminish if they increasingly derive from the
same domain (Ball, 2013). Figure 5.2 shows that Ultra-Fresh has 74 unique domains which link back to pages
on its website. Improving on this metric (along with other key factors yet to be outlined) will positively help
affect its position on the SERP.

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5.2.3 Linking Root Domains vs. Total Links
If a website has thousands upon thousands of links per linking domain, that could be a warning sign of an
unnatural link portfolio. Therefore, it is best to calculate the number of linking root domains against the number
of overall links (Ball, 2013). Ultra-Fresh.com has an average of 45 unique domains per link – a ratio of 45:1.
This was estimated by dividing its ‗Total Linking Root Domains‘ score x‗Total Links‘ score, which are each
highlighted in the blue boxes in figure 5.2 above. Ball (2013) recommends that the aim is to have as even a
ratio as possible between the linking root domains and the total links. It should be noted that there will always
be considerably more total links than unique linking domains.
5.2.4 Anchor Texts
Anchor text is the visible clickable text in a hyperlink (Moz, n.d.). Following Google‘s update on its search
engine algorithm in 2012, the correlation data from the SERP Factors Survey confirms that search engines now
use more metrics to determine page ranks, including taking notice of the keywords in anchor texts (Moz, 2013).
This link relevancy depends on the anchor text topic and the topic of its connecting landing page.
Figure 5.3: Phrases most commonly used to link to Ultra-Fresh.com

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A clipping on the ‗Anchor Text Phrases‘ in figure 5.3, highlights thatUltra-Fresh‘s anchor texts needs to be as
descriptive as possible to the landing pages. The above anchor text phrases such as ‗ultra‘, ‗fresh‘ and
‗research‘ do not describe the brand at all not does itprovide relevancy to the landing pages.Ultra-Fresh will get
better results by striving for a variety of anchor texts rather than the same keyword each time (McLay, 2012).
5.2.5 Top Inbound Links
An extract of the ‗Top Inbound Links‘ metrics (sorted by domain authority) in figure 5.4 shows that the first
backlink comes from the Nanotechnology Now website with a domain authority of 65. However, it reverts to a
HTTP 404 error page. This is because the web page does not exist due to an incorrect URL or because Ultra-
Fresh moved it.
Figure: 5.4: Top Inbound Links sorted by domain authority (top 5)
Backlinks 2 – 5 each come from the Industrial Fabrics Association International website, which has a domain
authority of 63. Gaining multiple backlinks from a single domain may not as beneficial to Ultra-Fresh as
acquiring new backlinks from entirely unique domains (Ball, 2013). Furthermore, based on the correlation data
from the SERP Factors Survey, backlinks from domains that have earned diverse linksare more reliable and
useful to Ultra-Fresh than those which lack diverse links (Moz, 2013).

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5.2.6 Top Pages
The snippet of the ‗Top Pages‘ metrics in figure 5.5 shows that the home page on Ultra-Fresh.com has the most
chance of ranking in the SERP since three unique domains link back to it. However, different blog pages show
up multiple times in the highest eight‗Top Pages‘. Patel (2012) suggests that a calculation of the number of
inbound links to the website‘s home page versus inbound links to all other pages on the site is a helpful
indicator of its bounce rate. For Ultra-Fresh.com this reads as 317 (no. of inbound links to home page).
Figure:5.5 Top Pages on Page Authority metrics of Ultra-Fresh.com
Ultra-Fresh can fix this by regularly cleaning up its website or it might incur algorithm penalties – lack of
search engine ranks (Threlfall, 2014). It can do this by fixing 404 error pages, deleting duplicate content and
eliminating keyword stuffing in the meta tags, for instance. Ultra-Fresh can formally ask Nanotechnology Now
to remove or, preferably, correct this backlink due to its reasonable domain authority. If the request is not met,
Ultra-Fresh can disown this backlink using Google Webmaster Tools (Threlfall, 2014).
Different blog pages show up multiple times in the highest eight‗Top Pages‘, indicating that Ultra-Fresh will
benefit significantly in the SERP by combining SEO with content marketing. To achieve this, Ultra-Fresh must
create original and engaging news on a regular basis, conducting keyword research and creating clickable
headlines (Fern, 2014).

85
Incorporating deep-linking tactics will help all pages on Ultra-Fresh.com. Patel (2012) states that deep-linking
practices can raise the authority for the entire website, increase the site‘s overall relevance and increase the
site‘s overall visibility.
5.3 Public Relations
For the overall public relations (PR) approach, Ultra-Fresh must use Google Analytics to understand the
influence of its PR efforts. It is essential to create equilibrium between content for enhancing page ranks on the
SERP and content for the user who makes the web search query (Elleston, 2013).
When publishing any content on an intermediary website, it is recommended that Ultra-Fresh create descriptive
anchor text phrases and input a corresponding link which directs to a relevant web page on its website. In order
to get high quality links, wider coverage can be aimed by creating and distributing content on mainstream
media as well as websites and blogs within the field of antimicrobial technology solutions and the greater
pharmacology industry. It can also aim content at its clients, customers, suppliers and partners provided that the
crafted creatively enough that it can stay relevant to its clients‘ and target audience.
It is recommended that Ultra-Fresh (1) invite guest writers from a similar industry niche; (2) produce and
publish credible industry news and announcements, events of interest, and advertorial-style content (i.e. brand,
product or service advertisements in the form of independent editorial content); and (3) publish regular press
releases. Using Google Analytics, Ultra-Freshcan track the effectiveness of these PR activities. Furthermore,
using Google Webmaster Tools will also provide detailed information about performance on Ultra-Fresh.com,
including its search queries, internal links, and keywords it ranks.

86
Conclusion
In general, this report has concluded that there is considerable room for improvement on the Ultra-Fresh
website when it comes to SEO issues. The report has demonstrated a variety of errors uncovered by Moz. It
contains three main sections that identified important factors for Ultra-Fresh.com‘s search engine ranking.
Firstly, analysis of the site wide optimisation show errors that needs to be fixed. Ultra-Fresh have been advised
of all the errors and how to rectify them. The company have also been advised of possible errors that may occur
in the future and how to address them. In relation to on-page optimisation, the on page grader report identified a
number of high priority actions that Ultra-Fresh needs to undertake to increase these page ranking. These
include writing efficient meta tag descriptions, adding more targeted page titles and improving anchor texts.
The site wide optimisation analysis highlighted further areas for action. By analysing its competitors‘ efforts,
through domain authority and back-link analysis Ultra-Fresh will be able to tailor their strategic approach to
out-perform their companies with similar industry capabilities.
In conclusion, Ultra-Fresh need to track each individual link it acquires along with link metrics, explanatory
anchor text phrases and the corresponding landing page that each link points to. To avoid issues arising, link
data must be continually tracked and fixed efficiently and effectively. This will save Ultra-Fresh from page
ranking issues on the SERP.

87
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1.0 Ultra-Fresh Competitors
Google.com search for the long tail keyword term What Is Antimicrobial Protection. Page.

92
From Moz. Showing difference in Domain Authority from June 20th
to July 20th
. Ultra-Fresh are improving but
so are each of their competitors.

93
1.3 Competitor Keyword Phrases
Competitor Title Keywords Keyword Phrases
Microban Provider of Antimicrobial
Technology Solutions
top provider of antimicrobial technology
solutions; enhance your products with
antimicrobial technology; about microban
technology;
Sanitized SANITIZED(R) - Homepage Sanitized hygiene; freshness, comfort and
protection; SANITIZED AG is a global
leader; lasting antimicrobial treatment
Polygiene Polygiene - Permanent odor
control that treks far and wide
Independent tests; high efficacy of
Polygiene Odor Control
High Volume/ High Demand Keywords from Google Adwords
Competitor Url Country Keywords Av
Monthly
searches
http://www.microban.com/ UK Microban 390
Tile manufacturers 170
microban grout 40
aegis microbe shield 20
antimicrobial coatings 20
aegis antimicrobial 20

94
antimicrobial products 20
antimicrobial surfaces 20
microban flooring 20
microban Plastic 20
aegis microban 10
Where can I buy microban 10
Where to buy microban 10
Microban paint 10
Microban products 10
What is microban 10
Microban socks 10
Microban mold 10
Microban com 10
Microban antimicrobial 10
Microban technology 10
Microban international 10
antimicrobial surface coating 10
antimicrobial countertops 10
what is antimicrobial protection 10
antimicrobial coating 10

95
antimicrobial textile 10
antimicrobial carpet 10
antimicrobial door handles 10
Antimicrobial protection 10
Antimicrobial water filter 10
Antimicrobial paints 10
Antimicrobial grout 10
Antimicrobial curtains 10
What is antimicrobial 10
Antimicrobial surface 10
Antimicrobial fabric 10
Antimicrobial furniture 10
Antimicrobial products 10
Antimicrobial additives 10
Antimicrobial company 10
Antimicrobial companies 10
Antimicrobial masterbatch 10
Antimicrobial sponge 10
Antimicrobial technology 10
Antimicrobial solution 10

96
what is microban protection 10
microban antibacterial protection 10
microban antimicrobial protection 10
microban antimicrobial product
protection
10
Competitor Url Country Keywords Volume
www.microban.com USA Microban 4400
what is microban 170
Antimicrobial fabric 170
microban mold 170
aegis antimicrobial 140
medical product development 110
microban international 70
Antimicrobial coating 70
Antimicrobial carpet 70
medical device product development 70
antimicrobial plastic 70

97
antibacterial fabric 70
www.microban.com Canada Microban 390
what is microban 20
what is microban protection 10
microban protection 10
microban antimicrobial product
protection
10
medical product development 10
aegis microban 10
antimicrobial additives for plastics 10
antimicrobial plastic additives 10
antimicrobial coating for ductwork 10
antimicrobial incise drape 10
Antimicrobial surface coating 10
Antimicrobial coatings 10
what is antimicrobial protection 10
antimicrobial protection 10
antimicrobial fabric 10

98
antimicrobial surface 10
antimicrobial textiles 10
http://www.sanitized.com/en UK Polymers Medical Applications 10
sanitized antimicrobial 10
textiles home 10
sanitized shoes 10
Sanitized data 10
antimicrobial effectiveness 10
www.sanitized.com USA Polymers Medical Applications 0
www.sanitized.com Canada Polymers Medical Applications 0
http://www.polygiene.com/ UK Polygiene Technology 10

99
http://www.polygiene.com/ USA polygiene technology 10
http://www.polygiene.com/ Canada polygiene technology 10
Client Url Country Keywords Volume
http://www.ultra-fresh.com/ USA woven fabrics 210
natural antimicrobials 90
non woven fabrics 50
Antimicrobial flooring 40
ultra fresh antimicrobial 30
Ultra flooring 30
antimicrobial fabrics 30
nonwoven fabrics 30

100
non woven textiles 30
antimicrobial technology 20
silver antimicrobial products 20
http://www.ultra-fresh.com/ UK home of ultra 390
woven fabrics 170
non woven fabrics 70
ultra flooring 30
ultra flooring products 20
antimicrobial technology 10
ultra fresh antimicrobial 10
ultra fresh antimicrobial protection 10
Antimicrobial applications 10
Antimicrobial plastics 10

101
Antimicrobial flooring 10
natural antimicrobial products 10
Antimicrobial textiles 10
Antimicrobial lab 10
Antimicrobial natural 10
microbes in industrial products 10
microbial protection 10
ul-tra.net 10
microbial laboratory 10
nonwoven textiles
plastics & polymers
research Thomson
http://www.ultra-fresh.com/ Canada ultra flooring products 10

102
antimicrobial flooring 10

104
3.0 On-site Optimisation
3.1 Home page
Homepage - Antimicrobial.pdf
3.2 Ultra-Fresh page
Antimicrobial protection (1).pdf
3.3 – How Antimicrobials Work page
How Antimicrobial work page- What is antimicrobial (1).pdf
3.4 Antimicrobial Protection
Antimicrobial protection (1).pdf
3.5 Silpure page
Silver Antimicrobial Product (2).pdf

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