Technical SEO Audit Overview
Irwin Mitchell
Irwin Mitchell
 Competition
 Digital Marketing Mix
 Technology Profile
 Site Performance
 Back links profile
 Onsite...
Digital Marketing Mix
 PPC
 Social Media
 Public Relations
 Why is it important?
PPC
Social Media
 Youtube
Social Media
 Twitter
Social Media
 google+
Social Media
 Facebook
Social Media
 Pinterest
Social Influencers
 Social signals importance in SEO context
PR Relations
Blog
 Implement a blog on a subdomain
 Additional controlled asset ranking for brand
searches
 Increasing brand trust
...
Why is it important?
 Digital Marketing Mix
Technology Profile
 Server Information
 CMS
 Frameworks
 W3C Validation
Server Information
CMS
Frameworks
W3C Validation
Site Performance
 Waterfall View
 Content Breakdown by MIME
 Performance Audit
 DNS Configuration
 Geo-location of th...
Waterfall View
Content Breakdown by MIME
Performance Audit
DNS Configuration
Hosting and Domain
 Domain Overview
 Geo-location of the server
Back links profile
 General links overview
 Links by anchor text
 Links by type
 Blog Networks Usage?
 12k Dead Links
General links overview
Links by anchor text
Links by type
Blog Networks Usage?
12k Dead Links
Onsite Analysis
 Responsive Design
 Duplicate Titles
 Duplicate meta descriptions
 Wrong length of meta descriptions
...
Duplicate Titles
Duplicate meta descriptions
Length of meta descriptions
 2216 are below 140 characters
 2946 are above 160 characters
 Some as bad as 1222 characte...
280 URLs return 404
1170 URLs return 302
Information Architecture
Implement structured data
 Especially vital in Hummingbird context
Opportunities & ROI Estimation
 IrwinnMitchell_Opportunities.xlsx
 Keywords Research
 Process for opportunities identif...
Questions?
Thank You!
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Irwin Mitchell - SEO Strategy & Backlinks Audit

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I highlighted bad SEO practices on Irwin Mitchell website long before the site has been penalised by Google. This presentation is the effect of an audit of their Internet marketing in SEO context. It highlights their digital marketing mix and explores some critical issues in back links profile. It also suggests some onsite optimisation changes and top level guideline for further strategy.

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Irwin Mitchell - SEO Strategy & Backlinks Audit

  1. 1. Technical SEO Audit Overview Irwin Mitchell
  2. 2. Irwin Mitchell  Competition  Digital Marketing Mix  Technology Profile  Site Performance  Back links profile  Onsite Analysis  Keywords Research  Content Strategy
  3. 3. Digital Marketing Mix  PPC  Social Media  Public Relations  Why is it important?
  4. 4. PPC
  5. 5. Social Media  Youtube
  6. 6. Social Media  Twitter
  7. 7. Social Media  google+
  8. 8. Social Media  Facebook
  9. 9. Social Media  Pinterest
  10. 10. Social Influencers  Social signals importance in SEO context
  11. 11. PR Relations
  12. 12. Blog  Implement a blog on a subdomain  Additional controlled asset ranking for brand searches  Increasing brand trust  Improving conversion rates
  13. 13. Why is it important?  Digital Marketing Mix
  14. 14. Technology Profile  Server Information  CMS  Frameworks  W3C Validation
  15. 15. Server Information
  16. 16. CMS
  17. 17. Frameworks
  18. 18. W3C Validation
  19. 19. Site Performance  Waterfall View  Content Breakdown by MIME  Performance Audit  DNS Configuration  Geo-location of the server  Domain Overview
  20. 20. Waterfall View
  21. 21. Content Breakdown by MIME
  22. 22. Performance Audit
  23. 23. DNS Configuration
  24. 24. Hosting and Domain  Domain Overview  Geo-location of the server
  25. 25. Back links profile  General links overview  Links by anchor text  Links by type  Blog Networks Usage?  12k Dead Links
  26. 26. General links overview
  27. 27. Links by anchor text
  28. 28. Links by type
  29. 29. Blog Networks Usage?
  30. 30. 12k Dead Links
  31. 31. Onsite Analysis  Responsive Design  Duplicate Titles  Duplicate meta descriptions  Wrong length of meta descriptions  Status Headers  280 URLs return 404  1170 URLs return 302  Information Architecture
  32. 32. Duplicate Titles
  33. 33. Duplicate meta descriptions
  34. 34. Length of meta descriptions  2216 are below 140 characters  2946 are above 160 characters  Some as bad as 1222 characters <meta name="Description" content="Our client, Mr L of Derby, lives in a two bedroom property and suffers from kidney failure. The second bedroom in his property was specially adapted by Derby Hospitals Foundation Trust to connect plumbing works directly from Mr L’s bathroom into the spare room. The room is used solely as a dialysis room and contains all the dialysis equipment that Mr L needs to perform dialysis at home. However, because the dialysis room is labelled as a bedroom, Mr L is subjected to the ‘bedroom tax’, otherwise known as the spare room subsidy, and his housing benefit would not cover his rent on the property. Following Irwin Mitchell’s assistance, Derby City Council has confirmed that it has changed its policy in relation to Discretionary Housing Payments and now it will not reject applications where the applicant has had a reduction in their council tax banding due to disability-related adaptations. It has advised that it has also revisited all applications that were rejected on this basis before this change of policy. For expert advice on matters relating to Discretionary Housing Payments and how to challenge a refusal of a Discretionary Housing Payment, please contact Fiona McGhie of Irwin Mitchell's public law team." />
  35. 35. 280 URLs return 404
  36. 36. 1170 URLs return 302
  37. 37. Information Architecture
  38. 38. Implement structured data  Especially vital in Hummingbird context
  39. 39. Opportunities & ROI Estimation  IrwinnMitchell_Opportunities.xlsx  Keywords Research  Process for opportunities identification
  40. 40. Questions? Thank You!

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