Descriptive analysis of RMInteriorsandDesign.com and recommendations toward optimization of the website's source coding, keyword usage, organic, and paid searches

1. Wesley Berg
Source : Rminteriorsanddesign.com

2. Search for flooring installation has seen a decrease in interest over time with
annual spikes at the beginning of each year.
Source: https://www.google.com/trends/

3. Searches for flooring materials have stayed relatively constant over the past decade, picking
up in interest since their collective all time lows in December 2011. This further backs the
need for RM Interiors to increase their online presence and customer acquisition.
Source: https://www.google.com/trends/

4. Recently redesigned, the RM
Interiors & Design website:
• transformed a simple website into a
dynamic portal for customers to gain
insight into the products and
services provided.
• is interactive with easy to use
navigation as well as automatically
cycling images.
• contains designated pages for each
product offered and service
provided to different clients in the
residential and commercial sectors
• customer contact and quote request
forms available
Source: Rminteriorsanddesign.com

5. However, they were far from the industry leader in search metrics.
Source: Opensiteexplorer.org

6. A Google search of keywords relevant to RM Interiors &
Design shows that even with geographic locations they are
much behind their competitors.

7. EXTERNAL FOCUS CONCLUSIONS
Website Popularity Competitive Analysis
• The website does not receive many
backlinks from other sites; spreading a
network of backlinks is vital to
improving Google search ranking.
• The website’s only social media
channel for referring traffic is from
Facebook. Social media platforms
allow the company to target desired
demographics and connect with
current and potential clients.

8. WEBSITE POPULARITY RECOMMENDATIONS
• It is important for RM Interiors & Design to influence other
sites to backlink to their homepage in order to be successful
in optimizing their searchability.
• Google lists a link to the company Google+ account
however it does not seem to be an active form of social
media as it only has one album of photos showcasing the
company products and services.
• In addition the Google+ page lists the company as an
Interior Design company, which results in the company
losing out on potential clients searching Google+ for
flooring contractors.
• In order to increase popularity and the amount of backlinks
shared, RM Interiors & Design must optimize their social
media sites.
Source: Google.com

9. COMPETITIVE RECOMMENDATIONS
• An online advertising campaign using pay-per-click advertising such as Google Adwords
in conjunction with search engine optimization to maximize the amount of exposure to
industry relevant clients.
• Utilize keyword optimization in the URLs and text content of the site to rank higher on
Google search results.
• Continue to build brand awareness and recognition through third party reviews and
testimonials linking to the site which provide credible reviews that consumers often trust
before selecting a company online.
• The addition of a social media campaign in support of the advertising campaign would
allow RM Interiors & Design to get the exposure it needs to advance in relevance in
Google search results.

10. • Missing meta descriptions that are vital
to attracting industry specific clients
• URLs are average length with room to
include additional keywords where
appropriate.
• In addition to missing meta
descriptions, the site’s coding lacked
ALT tags describing what is shown by
an image.
• RM Interiors & Design did not use
geographic keywords to segment the
market which would have benefited
them being a national flooring supply
company spanning multiple states.
• Crawlability is a measure of how
easily a search engine can index a
website.
• The website coding included a
robots.txt file that commanded
search engine bots not to crawl the
website resulting in it not having its
content indexed
• This problematic file in conjunction
with the lack of HTML or XML
sitemaps prevents the website from
reaching as many visitors as it
should
INTERNAL FOCUS CONCLUSION
Crawlability Relevance

11. THE INCLUSION OF A SITEMAP WOULD REMOVE THE
DISCREPANCY BETWEEN THE INDEXING OF EACH SEARCH
ENGINE
Google provides the proper indexing to
showcase the contents of the website.
Bing does not have proper indexing for the
content pages of the website.
Source: Google.com

12. CRAWLABILITY RECOMMENDATIONS
• This file can be easily modified in the code of the web page. It should be designed to lead
crawlers away from pages of the website with little or no content that would slow down
the crawling process.
• In order for search engines to be able to properly crawl and index the pages of the
website XML and HTML sitemaps should be included in the appropriate places of the
website coding.
Source: Rminteriorsanddesign.com/robots.txt

13. • Addition of meta descriptions are vital to attracting
relevant customers who may have otherwise
passed over the link
• Further formatting could be improved with more
descriptive ALT tags
• Relevant keywords should be incorporated
throughout the website text as well as the
appropriate URLs to optimize organic searches
• Incorporation of relevant popular search trend
keywords into the text of would help to further
attract more organic searches
RELEVANCE RECOMMENDATIONS
Example:
http://www.rminteriorsanddesign.com/products/tile/
changed to
http://www.rminteriorsanddesign.com/products/tile-
flooring/
S
o

14. SWOT ANALYSIS
Strength
• Easy to navigate website layout with clear and unique content
• Website directs visitors toward design center for a sale
• Customer contact and quote request forms functioning properly
• Basic coding is uniform and relevant
• Established custom 404 error pages already in place
• Brand name is searchable

15. SWOT ANALYSIS
Weaknesses
• No sitemaps find
• Robots.txt file blocked bots from crawling
• Not using Webmaster tools
• Low organic search ranking
• Did not include meta descriptions or ALT tags in source coding

16. SWOT ANALYSIS
Opportunities
• Recent redesign of website provide the company with a better customer acquisition
• With competitors that are not fully optimizing their search potential it is possible to
dominate all relevant search trends in organic search. This is shown through the inclusion
of review sites backlinks to a website appearing organically before the website
homepage.
• This time of the year sees an annual spike in flooring related searches:
• This is likely due to property owners wanting to re-floor their homes for the summer
Source: https://www.google.com/trends/

17. The importance of external backlinks in organic search
Source: Google.com

18. SWOT ANALYSIS
Threats
• Highest Alexa Global Rank of all competitors
analyzed: #23,174,528
• Does not appear organically for many relevant
search keywords in Google
• Lowest number of backlinks of all competitors
in the analysis
• Very poor optimization analysis by
Majestic.com
• At a competitive disadvantage in organic
search ranking
Source: Majestic.com

19. FINAL RECOMMENDATION
• RM Interiors and Design needs a multi-phase marketing plan structured around website
optimization and keyword research
• Google Adwords and Google Trends should be used in conjunction to develop
relevant highly searched keywords to include in website URLs and naturally
throughout the web pages content to naturally drive organic search while receiving
exposure through pay-per-click advertising
• Bing and Google Webmaster tools should be used to optimize meta descriptions, ALT
tags, change robots.txt files blocking search engine bots from crawling, and insert
XML and HTML sitemaps into the websites coding.

20. For more information regarding the analysis or recommendations towards the optimization of
RMInteriorsandDesign.com, please contact:
Wesley Berg
Arizona State University, ’15
W.P. Carey School of Business
Marketing, Management
wvberg@asu.edu
(818) 653-9389
Source: http://www.nshmba.org