Comprehensive SEO audit


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This document is part of an audit performed in early 2012 for an e-commerce site in the jewelry niche. Contact me for an in-depth SEO audit.

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Comprehensive SEO audit

  1. 1. Website Audit For
  2. 2. Kent Kinetic, Tennessee Your Dedicated Consultant: XXXXX, XXXXXX Chris Kent Memphis, TN   + 901 300 6999(US)­‐audit   Skype: ckent205 Twitter: @Chriskent12Published May 2012 Earnings Disclaimer As with any business, your resultsIt is illegal to copy, or distribute may vary, and will be based on yourworks from this report in whole or in individual capacity, businesspart publicly without consent of experience, and level of desire.participating parties. The use of this information shouldPlease keep proprietary information be based on your own due diligencecontained in this report within your and you agree that Kent Kinetic iscompany. not liable for any success or failure of your business that is directly or indirectly related to the purchase and use of the information in this report.
  3. 3. Table Of Contents1.Indexation & Data Pulls1.1 Crawl Issues1.2 Indexation1.3 XML Sitemap1.4 HTML Sitemap1.5 RSS Feed1.6 Robots.txt1.7 Meta tags1.8 Recommendations2.Accessibility2.1 URL Structure2.2 Page Speed2.3 JavaScript/Flash/iFrames/AJAX2.4 Image Optimization2.5 404 Pages2.6 301 Redirects2.7 htaccess2.8 Mobile Website2.9 Recommendations3.Site Architecture3.1 Site Organization3.2 Key Page Distance3.3 Navigation3.4 Internal Linking Structure3.5 Recommendations4.Link Analysis4.1 Internal Anchor Text Distribution4.2 Internal Links4.3 Backlink Profile4.4 External Anchor Text Distribution4.5 External Links4.6 Link Destination Distribution4.7 Harmful Links4.8 Competitive Anchor Text Distribution
  4. 4. 4.9 Outbound Linking4.10 Link Opportunities4.11 Recommendations5.On-Page Ranking Factors5.1 Title Tags5.2 Meta Description5.3 Image Optimization5.4 H1 Tags5.5 On Page Copy5.7 Duplicate Content5.8 Recommendations6.Content6.1 Content Inventory6.2 Content Distribution6.3 Paginated Content6.4 Content Scraping6.5 User Generated Content6.6 Ads6.7 Recommendations7.Keyword Targeting7.1 Current Target Keywords7.2 Recommended Keyword Targeting7.3 Keyword-URL Mapping8.Analytics8.1 Analytics Use8.2 Google/Bing Webmaster tools8.3 Goals8.4 Funnels8.5 Conversion Tracking8.6 Custom Filters8.7 Recommendations9.E-Commerce9.1 Product Descriptions9.2 Images9.3 Reviews
  5. 5. 9.4 On-Page Content9.5 Organization9.6 Recommendations10.Site Design & UX10.1 Content Management System10.2 Visual Grade10.3 Navigation Design10.4 Images10.5 Consistency10.6 Purpose10.7 Recommendations11. Online Reputation11.1 Reputation Inventory11.2 Sentiment Analysis11.3 Positive Assets11.4 Negative Assets11.5 Recommendations12. Social12.1 Shareability12.2 Social Presence12.3 Social Activity12.4 Recommendations
  6. 6. 1.Indexation & Data Pulls1.1 Crawl Issues • 4XX Errors Your website currently has fifty links that returned client errors. Forty- three of these were pointing to seventeen broken web pages on your site. Additionally seven were pointing to pointing to web pages that were broken on sites other than your own. See the attached list of links for location page, anchor text, and destination page. • 5XX Errors At the time of the crawl no server errors were generated. • Missing/Duplicate Titles Your website currently has 9 pages that have duplicate titles. These pages are not however duplicate content. See the attached list of links for location of page. • On-page Links Your website currently has 3 pages that have greater than 100 links on them. See attached list of links for location of pages1.2 Indexation
  7. 7. Your site currently has only 220 pages indexed with 1374 “Not selected”.Pages that falls under “Not selected”, are not pages that are not indexed &therefore not able to be shown in search engine results. “Not selected” isused for pages that redirect to other pages, and pages that have very similarcontent to other pages.Your search pages are rendering multiple pages with almost identical pagesfor each of the different parameters.1.3 XML SitemapYour website does not currently have an XML sitemap submitted to Googleor Bing. An XML sitemap is a list of the pages on your website for thesearch engines. Sitemaps allow search engines to find URLs that may not bediscovered normally. Sitemaps can also allow you to include specificmetadata regarding content on your website including video, images, news,and other types of content.1.4 HTML SitemapHTML sitemaps help visitors, and search engine navigate your site moreeasily. They provide a location where links to different parts of your site canbe accessed easily and quickly.
  8. 8. Your website does currently have a HTML sitemap. However, it has notbeen updated in some time, and is missing several newer categories ofproducts. To see categories that are missing from the HTML sitemap refer tothe attached list.1.5 Product FeedProduct feeds are specific files that contain all of the information aboutspecific products. They allow for comparison shopping engines, searchengines, and marketplaces to find, list, and compare your products.Your current product feed has not been submitted to the following resourcesrecently:Amazon.comPricegrabber.comBuy.comSears MarketplaceNewegg MarketplaceShop.comUnderbid.comPronto.comBecome.comThefind.comShopwiki.com1.6 Robots.txtRobots.txt file communicates information about your website to searchengines and other programs that gather information from your website.Robots.txt are used to disallow search engines from certain pages.Disallowing programs like search engines from certain pages will helpincrease your sites ranking by eliminating low value pages.Your website currently has a robots.txt file. However, it contains no specificinstructing the search engines which pages they should index, and whichpages they should not index.
  9. 9. 1.8 Recommendations • 1.8.1 delete all of the broken links listed in the attached list. This will prevent search engines & users from clicking these links, and being led to broken page. This will help lower visitor frustration & increase your search engine rankings. • 1.8.2 Use “rel=canonical” on the main search page to let the search engines know which is the main search results page, and prevent them from attributing each search results page as a unique page. • Remove the following links from the following three pages [list removed] • 1.8.3 Update your XML sitemap via, and submit it to Google, Bing, Yahoo, and • 1.8.4 Add the categories listed in the attached pages to the HTML sitemap, and ensure that all of the newer products are present on the sitemap. • 1.8.5 Each of the comparison search engines and marketplaces listed have specific requirements for the product feeds. Create a feed for each of the resources. • 1.8.6 Adjust your robots.txt to disallow search engine from the following pages: [list removed]2.Accessibility2.1 URL StructureFor the purposes of search engines, URLs should be short,static, andreadable. The guidelines given by the head of Google’s webspam team isthat each URL should be 3-5 words and should not be based on parametersthat may change.Good URL:
  10. 10. Bad URL: URL structure is in good shape. However, you currently have 15URL’s that have more than 5 words in the URL. To see the URLs inquestion, refer to the list attached at the end of the document.2.2 Page SpeedPage speed is the measure of how fast the pages on your website loads whenit is requested by a visitor or search engine. This affects not only your searchengine ranking, but also your conversion rate. To attain the highest ranking,and conversion rate possible. As indicated by the screenshot from GoogleAnalytics, your website’s average load time is 7.58 seconds. This is a resultof un-optimized images, and bulky source code. The spikes indicated by thegraph are likely the result of slow hosting by your provider.
  11. 11. 2.3 JavaScript/Flash/iFrames/AJAXWhile search engines are able to fully parse and understand HTML, they arestill learning to understand languages like JavaScript and Flash, and they arestilling getting better at accessing inside of iFrames and rendered by AJAX.These are all tools used by developers to enhance the user experience on theweb.Your website has minimal JavaScript, no Flash, and no content being shownin iFrames. The text that is being rendered by AJAX is being indexed. Eventhough it is still being indexed, it can still be contributing to your site’s slowload speed.2.4 Image OptimizationImages add a significant load to servers, and can decrease load time.To decrease the load on servers that are hosting your website, and decreaseyour pages load speed you must perform a process called minification. Thisprocess consists of compressing images into smaller files to make themeasier to upload and download. This helps create a faster load time.2.5 404 PagesPages that return a 404-server response are pages that do not exist. This isusually the result of either a page moving, or an incorrectly typed URL. 404pages result in a loss of ranking potential, and an increase in visitorfrustration.Your website currently has seventeen broken pages. The URLs of ten ofthese pages have been changed without being updated sitewide, and seven ofthe pages no longer exist anywhere on the site.2.6 301 RedirectsA 301 redirect is a method used by webmasters to redirect traffic from aURL that no longer has content associated with it to the appropriate page.
  12. 12. These are useful in two ways. The most important utility is that they redirecttraffic to the appropriate pages, if the link they are coming through cannot beupdated. The second is that they allow a website to maintain it’s rankingpotential even if URLs have become broken, or the content has moved.Your website does not currently utilize 301 redirects.2.7 .htaccess fileThe .htaccess file is a file that contains many directives that are in turnexecuted by your servers. File snippets exist that allow your website toconsistently use the “rel=canonical” feature, various redirects, send visitorsto a custom 404 page, and much more.Currently your website does utilize any of these features in the .htaccess file.This means that your site is losing potential customers and ranking potential,as well as creating a more complicated site for search engines to crawl, andindex.2.8 Mobile WebsiteIn 2011 there were over 1.1 billion mobile web users world-wide. Thatnumber is only expected to increase in the coming years. Mobile websitesallow for better user experience, and offer more potential for sales.Currently you do not have a mobile website set-up to handle mobile usersthat come across your website. This means that they will be viewing yournormal website, on a much smaller screen than originally intended.2.9 Recommendations2.9.1 Implement a custom 404 page that will redirect users and searchengines to the most popular sections of your website.2.9.2 Change the URLs listed in the attached list to the following:[list removed]2.9.3 Implement the Google Page Speed Service(
  13. 13. 2.9.4 Consider changing hosts to a more reliable consistent hostingcompany. This will assist in keeping your page speed consistently low.2.9.5 Minify all of the images on your website to help decrease the load onservers, and decrease load time.2.9.6 Utilize 301 redirects to redirect traffic and users from the pages listedin the attached document to the following pages of your website.[list removed]2.9.7 Include the following file snippets to your .htaccess file:301 Redirects:[removed]Mobile Redirect:[removed]PDF & Image Rel=”Canonical”:[removed]404 redirect:[removed]2.9.8 Build a mobile website. A basic website providing basic information aswell as contact information can be built for free on