The document provides search optimization recommendations for Junk Food Clothing's website, including improving the title tag, description tag, image tags, navigation, and checkout process. It also analyzes Junk Food Clothing's backlinks, page rank, and organic search results compared to competitors like BustedTees. The recommendations aim to increase Junk Food Clothing's search visibility and rankings for key terms like "vintage t-shirts" and "fleece."
Prelims of Kant get Marx 2.0: a general politics quiz
Junk food clothing seo umsl class team projects
1. JcMaT sEo Consulting
Search Improvement Recommendations For
Junk Food Clothing
Jason Koogler, Anh Ly, Chiachen Lin, Mitch Millstein, T.J Schaefer
Professor Perry D. Drake
University of Missouri – St. Louis
2. Description Tag
• Current Description Tag
– Shop Junk Food Clothing’s
official web store for a
premium assortment of
fleece hoodies, sweatshirts,
sweatpants, and signature
authentic vintage tees
• Suggested Description
Tag
– Premium assortment of
licensed vintage, fashion
and graphic T shirts,
fleece hoodies and
sweatshirts
3. Title Line
• Junk Food Clothing |
Official Junk Food Tees | LA
Vintage T-shirts
- Not enough about T-Shirts
- Would search think this is
about junk food?
- What does LA (Los Angeles)
have to do with T-shirts?
• Zazzle
– The hottest tshirts on the internet.
• T-Shirt Hell
– T-Shirt Hell - Funny t-shirts, Crazy t-shirts, Cool t-shirts, Funny shirts,
Cool shirts, Crazy shirts!
• CustomInk
– Design Your Own T-Shirts Online – Free Shipping!
• Busted Tees
– Funny Shirts Awesome T-Shirts Cool T-Shirts | BustedTees
4. Title Line (cont.)
• Title line should use some of the
keywords
– The keywords don’t do anything
to improve search results, but
what listed is a better title line
than current.
• Keywords
– junkfood, t shirts, graphic tees,
vintage tee shirts, vintage t-shirt,
fleece, fashion tees, original
vintage t-shirt, authentic junk
food
• Suggested Title Line
Vintage, Fashion and Graphic T shirts, Fleece
Hoodies, Sweatshirts – Junk Food Clothing
5. Search Improvement
• Move the following text above
the first image
• Change to:
– Junk Food Clothing’s is the
epitome in fashion fun!
Premium assortment of
fleece hoodies, sweatshirts,
sweatpants, and signature
authentic vintage tees
conjures the ambiance of
American pop culture from
the NFL ®, Star Wars ®,
The Beatles ®, Disney ®,
Marvel ® and DC Comics
®, Coca-Cola ®, Popeye ®
and so much more.
6. Navigation
• Navigation is horizontal
• Best practice suggests using vertical navigation
• Allows for increased navigation space
• Creates an opportunity to put more text at the top of the
page
Current HomePage
Improved HomePage
7. Check out Process
Check out in 3 steps:
– Add to shopping cart,
check out, login or
check out as guess
– Step 1: Shipping
address
– Step 2: Shipping
method
– Step 3: Payment info
and submit
– Summary
10. Compare to Best Practices
• Same with Best Practices
– Add to Cart button above the fold
– “Add to cart” button and “Check out”
button named thus, and easy to see.
– Item Descriptions and images on cart
page
– Shipping calculation added to total
before asking for credit card info
– Use cookies and not empty cart when
they leave the site
• Recommendation:
– Name “Check Out” button as such
– Customer service number is at the
bottom instead of on top
12. Next Steps
• Improvements to
home page as shown
• Small improvement to
checkout
• Strategic decision
– T shirts or Vintage T
shirts?
• Backlink improvement
strategy
• Paid search for T-shirts
14. Intro to Junk Food Clothing
Junk Food Clothing burst onto the scene in 1998
as the original vintage t-shirt company, creating
and forever changing the premium t-shirt market.
Junk Food is a licensing powerhouse with
distribution rights to over 800 pop-culture
properties across multiple categories including
rock & roll, characters, movies, sports and foods.
15. Main Points of Proposal
Searchability
Image Tags
Crawlability
Backlinks
Increasing Page Rank
Navigation
Checkout Process
Competitor Comparison
16. Searchability
Title Tags
Current Situation:
○ Keywords should be listed before company name; include additional keywords
Opportunity:
○ List keywords first, followed by website name
○ Proposed Title Line: Limited Edition, Authentic, Vintage T-shirts | Clothing –
Junk Food Clothing
Description Tag
Current Situation:
○ Identify key sellers on website and include those words in description tag
Opportunity:
○ Reference collections such as professional sports teams (NBA, NFL)
○ Change order of words based on what Junk Food Clothing touts as their
specialty (list vintage first)
○ Advertise relevant content to searchers to let them know exactly what the given
page has with regard to what they’re looking for
17. Searchability
Keyword Listing
Current Situation:
<meta name="keywords" content="junkfood, t shirts, graphic
tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees,
original vintage t-shirt, authentic junk food" />
Opportunity:
○ Proposed listing: <meta name="keywords" content="junkfood, t
shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece,
fashion tees, original vintage t-shirt, authentic junk food" />
○ The listing could be improved with adding keywords – Junk Food
Clothing also sells sweatshirts, sweatpants, hoodies so these
should also be included
18. Image Tags
Junk Food Clothing does a great job of utilizing
image tags to enhance their website.
Junk Food Clothing is an image heavy site, therefore
the image tags are especially important for the
following reasons:
Invisible text can be used with image tags and helps web
spiders to gather and analyze information about Junk
Food Clothing
Images can organize your page, emphasize your content,
and make it visually appealing for visitors.
Image tags help ensure that search engines catalog your
websites images appropriately so visitors can find your
site.
Images should be tagged for those that are visually
impaired
19. Crawlability
Meta tags
Visible Text
Current Situation: Little text available, shows at
bottom of home page.
Opportunity: Utilize keywords more, move to top of
page.
Robots File
Current Situation: Exists already.
Opportunity: Keep up to date, utilize with testing.
Site Map
Current Situation: Does not exist.
Opportunity: Create to allow more efficient crawling.
20. Backlinks
Junk Food Clothing has 5,600 backlinks.
BustedTees, one of Junk Food
Clothing’s main competitors, has 55,256
backlinks
It’s all about the backlinks!
Backlinks are a vote of confidence in your
website.
21. Page Rank
Current Situation
Junk Food Clothing rank - 5/10
Key competitor ranking - 6/10
Opportunity
Include additional, more descriptive
keywords
Expand/increase navigation
Improve title
Increase credible backlinks
22. Navigation
Navigation
Current Situation:
○ The navigation is currently horizontal across
the top of the web page. The navigation does
not identify the keywords the website is
hoping to capture.
Opportunity:
○ Junk Food Clothing should have the navigation
bar on the left hand side so more text will be read
by the web spiders. This will aid in search engine
optimization.
○ Junk Food Clothing should also incorporate their
keywords into their navigation bar.
23. Checkout Process
Overall, we thought the checkout process
on Junk Food Clothing followed the best
practices for online checkout.
Current Situation:
Ability to checkout as a guest
Images in the shopping cart
Shipping and taxes provided in a reasonable
timeframe
Opportunities:
Rename “Next” to “Proceed to Checkout”
The customer service number should be located
in the header, easier to find
25. Proposal Summary
Key Recommendations
The customer service number and address
should be located in the header for easy access
Navigation should be altered to vertical
alignment instead of horizontal across the top of
the webpage
Keep keywords relevant and include in
description tag
Advertise relevant content in description tag to
let searchers know exactly what the given page
has with regard to what they’re looking for
Include as many pertinent and credible
backlinks as possible
27. MKTG5721
Professor Drake UMSL Visibility 27
University of Missouri-St.
Louis
Presented by:
Katie Dodd
Ryan Hader
Christina
Kennedy
Tim McCabe
March 5, 2013
29. Title Tag
29
Current Title Tag:
Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts
• Current tag does not match up well with your current set of
keywords
• Tag could be re-ordered: Your company name should go to the end
of the line since it does not contain useful keywords
UMSL Visibility March 5, 2013
30. Title Tag
30
Recommended Title Tag:
Vintage T-Shirts, Fleece, Fashion T-Shirts | Junk Food Clothing
• More suited to best practices
• Company name can go to end of title tag
• Fits within the suggested 70-character limit
• Reinforces their keywords (you will see in a moment why we chose
these specific keywords)
UMSL Visibility March 5, 2013
31. Keyword Listing
31
Current keyword listing: Your current keyword
• Junkfood listing for your home page
• t shirts is too extensive. By
• graphic tees limiting your focus to 3-4
• vintage tee shirts keywords, you will be able
• vintage t-shirt to utilize these throughout
• fleece your various tags so that
• fashion tees Google can more easily
• original vintage t-shirt identify and classify you
• authentic junk food for searches.
Revised keyword listing:
1) vintage t-shirts 2) fleece 3) fashion t-shirts
UMSL Visibility March 5, 2013
32. Description Tag
32
Current Description Tag:
“Shop Junk Food Clothing’s official web store for a premium
assortment of fleece hoodies, sweatshirts, sweatpants and signature
authentic vintage tees.”
Your description tag is the ideal length because the full tag can be
read in Google’s search results. This is a clean and organized way to
let users know what exactly your site has to offer. However…
UMSL Visibility March 5, 2013
33. Description Tag
33
… you currently have a higher page rank w/the term “vintage t-shirts” -
- so we recommend you list that first. This revised description tag
repeats your essential home page keywords:
“Shop Junk Food Clothing’s official store for a premium assortment of
authentic vintage t-shirts, fleece hoodies, fashion t-shirts, and
sweatshirts.”
UMSL Visibility March 5, 2013
34. Image Tags
34
Current: <img> alt = “Shop our
NFL styles!”
New: <img> alt = “NFL t-shirts for
men and women”
Your site does use image tags with alternate (alt) text. These tags are
critical because spiders can only crawl actual text. Keyword-focused
coyp needs to be implemented, allowing the images to be included in
your SEO programming.
Keep in mind, however, that you should be sure to use a standard
naming taxonomy and label the images “t-shirts” (as opposed to t-shirt
or t-shirts). UMSL Visibility March 5, 2013
35. Layout & Navigation
35
Page Text
Your site currently focuses heavily on imagery and flash to showcase
your merchandise in an aesthetically pleasing manner, and your text is
below the fold. We recommend keeping this as is. The home page
copy, however, can be updated to include the revised set of critical
keywords. The screen shot below cuts off at the fold.
UMSL Visibility March 5, 2013
36. Layout & Navigation
36
Navigation
Many e-commerce sites seem to utilize the top drop-down method for
site navigation from the home page. We recommend having the nav
on the left column of your site, to increase exposure and simplify the
process.
UMSL Visibility March 5, 2013
38. Checkout Process
38
The checkout process seems to be user-friendly:
• It is labeled correctly as “add to cart” and not “buy” or “purchase”
• LiveChat option during business hours allows for convenient customer
service
• It does allow for shipping to be calculated prior to entering payment info.
• The “add to cart” button is above the fold on the product pages, allowing for
high visibility.
• The button is labeled correctly, as well.
With a couple changes, this process can be even easier for your customers:
• We recommend changing the “Next” button copy to “Proceed to Checkout”
• Your customer service number is not clearly marked on each page.
UMSL Visibility March 5, 2013
39. Competitive
39
Backlinking
• Quality linking is critical in achieving and maintaining a successful
SEO profile
• Relevant inbound links are generated when you create and share
quality content. Your blog currently sits on Blogger. Incorporating
this into your current site will help boost quality inbound links for a
strong backlink program.
SEOProfiler Stats Junkfoodclothing.c BustedTees.co
om m
Total Backlinks 5,610 55,235
Google Rankings 276 1,033
Link Influence 76% 97%
Score
UMSL Visibility March 5, 2013
40. Competitive
40
Page Rank
• Ranks the importance of your page; heavily impacted by amount of
quality inbound links.
• Your home page ranks closely with your rival because although
they have many more inbound links (previous slide), the quality of
your links seem to carry a lot of weight.
Page Rank Junkfoodclothing.c BustedTees.co
om m
Page Rank 5/10 6/10
UMSL Visibility March 5, 2013
41. Competitive
41
Organic Results: “t-shirts”
• Your site appears Page 4 of organic results for the keyword search
“t-shirts”. Is this bad? Not necessarily…
• You are focused on more specific keywords than this– such as
“vintage t-shirts”. In fact, you are ranked #1 overall for that keyword
search.
• We recommend staying the course with more descriptive keywords
so your site is found by relevant and targeted users.
Organic results Junkfoodclothing.co BustedTees.com
(Google) m
“t-shirts” #3 on Page 4 (43) Page 1
“vintage t-shirts” #1 on Page 1 (1) #104, Page 10
UMSL Visibility March 5, 2013
42. Thank You!
42
Thank you for your time today! Before we go out and explore Los
Angeles, let’s use any remaining time we have for questions and
discussion.
UMSL Visibility March 5, 2013
43. University of Missouri – St. Louis
Tianhui Yu
Jimmy Truschel
Lauren Reuther
Eugene Spektor
Professor Perry Drake
44. Current title line:
What we suggest:
“LA Vintage T-shirt | Women’s Men’s and Kid’s Clothing |
Junk Food Clothing”
45. Current title line:
"keywords" content="junkfood, t shirts, graphic tees, vintage
tee shirts, vintage t-shirt, fleece, fashion tees, original vintage
t-shirt, authentic junk food”
What we suggest
They should consider adding “Men’s Clothing,” “Women’s
Clothing,” “Children’s Clothing,” “Sweat Pants,” and
“American Pop-Culture.”
46. Current title line:
"keywords" content="junkfood, t shirts, graphic tees, vintage
tee shirts, vintage t-shirt, fleece, fashion tees, original vintage
t-shirt, authentic junk food”
What we suggest
They should consider adding “Men’s Clothing,” “Women’s
Clothing,” “Children’s Clothing,” “Sweat Pants,” and
“American Pop-Culture.”
47. “Shop Junk Food Clothing’s official web store for a
premium assortment of fleece hoodies, sweatshirts,
sweatpants, and signature authentic vintage tees."
Clear concise description of site
Potential to be more “grabbing”
48. Reinforce Keywords
Drive pop culture
keywords
Consistent with
goals of images
49. Consistent with
Image tags
Pop Culture
references
Potential for better
header
Tees vs. Shirt
50. Intuitive Navigation
Horizontal
User is able to hover over a heading and easily see all the
choices that are available
Logo is clickable to easily get back to the homepage.
51. Success:
Download times were low
Checkout process was quick
Recommendations:
Allow customer to delete item throughout the checkout
process.
Running total of items in the cart
Disable fields to shift from right to left
Total amount of purchase on each page of checkout
55. Busted Tees: Page 1, position 8
Junk Food Clothing: Page 4, position 3
56. What Junk Food Clothing does right:
Description
Tagged Images
Navigation
What UMSL Visibility can improve:
Title Line
Keywords
Backlinks
Anchor Text
58. SEO Team Project Yuan Chen
Nancy Concepcion
Shayelle Dominguez
Chao Liu
Instructor: Perry Drake
University of Missouri – St. Louis
2013.3
59. Executive Summary
Customer
Interface
Keywords Page
and Tags Rank
Optimized
Site
60. Title Tag
• Junk Food Clothing| Official Junk Food Tees| LA Vintage
T-shirts
• Optimal Format
Brand Name | Primary Keyword and Secondary Keyword
• Suggestions:
Junk Food Clothing| Junk Food Tees| LA Vintage T-shirts
|Graphic Tees
60
61. Keyword Tag
• Junkfood, t shirts, graphic tees, vintage tee
shirts, vintage t-shirts, fleece, fashion tees, original
vintage t-shirt, authentic junk food
• Suggestions: be extended
Characters, superhero, cartoons
Kids, women’s, men's, toddlers
61
62. Description Tag
• Shop Junk Food Clothing’s official web
store for a premium assortment of fleece
hoodies, sweatshirts, sweatpants, and
signature authentic vintage tees.
• Suggestions:
… for an assortment of casual
hoodies, sweatshirts, t-
shirts, shirts, tees, and signature authentic
vintage tees.
63. Image Tag
• Use image alt tags: “Shop the kids Spring Catalog”
• Help web-bots find keywords on the page
• Text is visible on “mouse over” directing to the next
page
• Search engines are giving more weight to Alt Tag
than the Title Tag on the page
64. Page Text
• Poor Use of Contrast, lack of Attraction and personality
https://www.junkfoodclothing.com/privacy-policy/
http://www.junkfoodclothing.com/affiliates/
-- Reconsider the color matching and layout
• Bad Typography, uncomfortable fonts (Courier New,
Monospace Fonts)
-- bolded text, use a Sans serif typeface
• No product ratings and customer review
• Bad browser compatibility (IE, Firefox, Chrome)
65. Checkout Process
•Registration is too long
(Nick name and log ID)
•Unclear error message
•No continue shopping choice
when checkout
•High cost of shipping and total cost
no shown until at the end
•Lack of detailed confirmation
information
•Unclear about delivery time
•No order-modification options
66. Improved
Checkout Process
• Shorten Registration time
• Provide Clear Error Messages
• Give users the option to continue shopping from the
checkout page
• Tell customers the total cost earlier
• Tell the customers what happens next
• Inform the users about delivery time
• Include gift wrap/message options
• Easy to view and modify order (Amazon )
67. Navigation
• Drop down menus frustrate many users
• Requires a minimum of 3 clicks to reach an item
• Too many top level choices
• Provided categories discourage browsing
• Navigation is all horizontal
• Photos do not provide adequate detail
• Uncomfortable font
68. Improved Navigation
Art House
• Show images based on broad categories
Characters – Characters or themes
Sports Teams – Limit to fewer than 7
NFL
NBA • Use vertical navigation to narrow
Tops
Bottoms choices
Men’s
Women’s – Gender, style, color
• Most important (or popular) items first
or last
69. Back links, Rankings, and Google
AdWords
Busted Tees Junk Food Clothing BT vs. JFC
Back links 55,256 5,610 9.8x
Organic Rankings
1,037 276 3.8x
(keywords)
# of Google
30 20 1.5x
AdWords Ads
70. Page Rank
Are we surprised? Kind of..
• Number of backlinks
Quality vs. quantity
• Image tags
Using keywords
• Home page
Text vs. images (flash)
71. Engine Search “t-shirts”
Are we surprised? Not really…
• Number of backlinks <meta name="keywords" content="funny t-shirts, funny t shirts, t-
shirts, funny shirts, t shirts, funny tshirts, tshirts, funny tees, funny tee
• Tags shirts, t shirt, t-shirt, tee shirts, shirts" />
<title>Funny Shirts Awesome T-Shirts Cool T-Shirts | BustedTees</title>
Description
Title
Keywords <meta name="keywords" content="junkfood, t shirts, graphic
tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original
• Navigation vintage t-shirt, authentic junk food" />
<title>Junk Food Clothing | Official Junk Food Tees | LA
Vintage T-shirts</title>
74. University of Missouri – St. Louis
SEO project for
Junk Food Clothing Co.
• Prof. Perry Drake
• Lai Doan
• Drew Schuermann
• Matthew Baker
• Tianzhou Zhang
75. The importance of Search engine
How many times have you been on Google this week?
If you find what you look for on page 1 on Google
search, will you continue your search on page 2, 3, or
4,…
The Findings: The top results in Google get an
average click-through rate of 36.4%.
◦ Position 2 gets a CTR of 12.5%.
◦ CTR’s for position 3-10 are
9.5%, 7.9%, 6.1%, 4.1%, 3.8%, 3.0%, 2.2%.
◦ The top results get as many clicks as results 2-5
combined
76. Junk Food Clothing and Competitors
Findings:
Junk Food Clothing
http://www. junkfoodclothing.com appear on
page 4
Bustedtees
http://www.bustedtees.com appear on page 1
77. Titleline
Junk Food Clothing | Official Junk Food Tees | LA
Vintage T-shirts
◦ Not the best from an SEO perspective
T-Shirts | LA Clothes | Shirts | Junk Food Clothing
◦ Significantly better
78. Keyword Listing
Keyword/Phrase Global Monthly Searches
junkfood 246,000
t shirts 16,600,000
graphic tees 110,000
vintage tee shirts 22,000
vintage t-shirt 110,000
fleece 1,830,000
fashion tees 6,600
original vintage t-shirt n/a
authentic junk food n/a
The keyword list includes a few phrases for which the Google
AdWords Suggestion Tool couldn’t provide data.
79. Keyword Listing
Keyword/Phrase Global Monthly Searches
tshirts 16,600,000
t shirts 16,600,000
tee shirts 3,350,000
T-shirts 16,600,000
shirts 30,400,000
hoodie 4,090,000
jackets 13,600,000
la clothes 55,500,000
clothing la 55,500,000
This keyword list increases the number of global monthly
searches by 193,315,400.
80. Description Tag
Shop Junk Food Clothing’s official web store for a premium
assortment of fleece hoodies, sweatshirts, sweatpants, and
signature authentic vintage tees.
• The description tag does not include any of the
keywords in the keyword list.
81. image tags
Image tags are used but some of them do not include “alt” and
“title” attributes which is very important for reaching your SEO
goals
The text they used to describe the pictures are also not good
enough. “Junk Food Clothing” is not a good option.
alt="Baltimore Ravens“ alt="Baltimore Ravens T-shirts “
title="Baltimore Ravens" title="Baltimore Ravens tee shirts"
82. visible page text
There is no need to put the introduction of company on
the homepage. Put it in “about us”.
Include a word paragraph at the top, explaining what
you’re offering on the page. Keywords also work here.
http://www.zazzle.com/tshirts
83. navigation
Need to be simple and easy to navigate
navigation link should contain appropriate keywords to
ensure relevance and enhanced page rank
Filters only appear when you use search function
If you have more than 20 products on a navigation page, it will be
difficult for users to read through without a filter
84. Checkout Process
Checkout process is slow
Font size changes inexplicably
No attempt to recover empty checkout
abandonment
Busted Tees has navigation on the left hand side of the webpage.
Add a 4th keyword?
I can’t seem to open up the quick view to view image tags… help?
I can’t seem to open up the quick view to view image tags… help?
Tim– feel free to adjust the copy on this slide if you’d like, since you did the research. I removed some because it can be just talking points (full answers in the appendix)
-Enable the customer to delete an item throughout the checkout process or at least before you enter your payment information-Create a counter for the shopping cart so that customers and easily glance to the right hand corner and find out how many items they currently have.-When entering information do not allow the fields to shift left to right, it makes it confusing and irritating for the customer.-The total amount of the purchase wasn’t on every page, it would have been helpful to know when choosing the shipping price. Some customers may be willing to choose faster shipping if they are below their budget.
Busted Tees uses funny t-shirts and merchandise – Junk Food could look into using these texts in their links.Info on anchor texts: If many links point to a page with the right keywords in their anchor text, that page has a very good chance of ranking well. Real examples of this include the search engine result pages for the queries, "click here" and "leave". Many of the Google results for these queries rank solely due to the anchor text of inbound links.People have a tendency to link to content using the anchor text of either the domain name or the title of the page. This is an advantage to SEOs who include keywords they want to rank for in these two elements.
Best practices for website navigation generally recommend avoiding drop down menus. Most people will have clicked on a menu before they realize that additional options are available. BP also recommend keeping the menu items to 7 or less (that’s all most people can recall).
Here is an abbreviated example of the new navigation we recommend. All vertical and on the left where users are trained to find menus. Most important items first or last (best sellers and sale, for example)