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.

1. Technical SEO Audit Overview
Irwin Mitchell

2. Irwin Mitchell
 Competition
 Digital Marketing Mix
 Technology Profile
 Site Performance
 Back links profile
 Onsite Analysis
 Keywords Research
 Content Strategy

3. Digital Marketing Mix
 PPC
 Social Media
 Public Relations
 Why is it important?

4. PPC

5. Social Media
 Youtube

6. Social Media
 Twitter

7. Social Media
 google+

8. Social Media
 Facebook

9. Social Media
 Pinterest

10. Social Influencers
 Social signals importance in SEO context

11. PR Relations

12. Blog
 Implement a blog on a subdomain
 Additional controlled asset ranking for brand
searches
 Increasing brand trust
 Improving conversion rates

13. Why is it important?
 Digital Marketing Mix

14. Technology Profile
 Server Information
 CMS
 Frameworks
 W3C Validation

15. Server Information

16. CMS

17. Frameworks

18. W3C Validation

19. Site Performance
 Waterfall View
 Content Breakdown by MIME
 Performance Audit
 DNS Configuration
 Geo-location of the server
 Domain Overview

20. Waterfall View

21. Content Breakdown by MIME

22. Performance Audit

23. DNS Configuration

24. Hosting and Domain
 Domain Overview
 Geo-location of the server

25. Back links profile
 General links overview
 Links by anchor text
 Links by type
 Blog Networks Usage?
 12k Dead Links

26. General links overview

27. Links by anchor text

28. Links by type

29. Blog Networks Usage?

30. 12k Dead Links

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. Duplicate Titles

33. Duplicate meta descriptions

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&#39;s public law team." />

35. 280 URLs return 404

36. 1170 URLs return 302

37. Information Architecture

38. Implement structured data
 Especially vital in Hummingbird context

39. Opportunities & ROI Estimation
 IrwinnMitchell_Opportunities.xlsx
 Keywords Research
 Process for opportunities identification

40. Questions?
Thank You!