Any SEO improvements start with Site Audit. Without it, you are blind and might be multiplying issues instead of doing good. Should you pay a fortune for it? Maybe, but see what you can do with a right tool and a bit of a technical knowledge. For video https://youtu.be/5hY6ZZF34zs

2. Dan Taylor
7 Years Experience, Technical
& Onsite
Previous: Click on Tyres,
Anchor Trust, SEO Travel
Write for SE Journal, SE Watch
Hull City & Hull KR
Chris Taylor
10 Years Experience, Outreach
& PR
Previous: BlueClaw, TwentySix
BuzzStream product
contributor
Featherstone Rovers

5. • Shopify Platform
• 2,193 Current US Search Visibility (SEMrush)
• Fashion brand; as worn by Kate Hudson, Gigi Hadid, Jessica Alba,
Kourtney Kardashian, Cara Develvinge, Mila Kunis & Beyonce.

6. • A lot of meta data is underoptimised (title tags too long etc)
• Weird pages behind a password wall being linked to internally… e.g.
https://www.laurenmoshi.com/collections/all/products/x-exclusive-x-
wilma-rainbow-foil-stars-oversized-pullover-w-hood-in-white
• Great that the product pages are utilising Product, Offer and InStock
schema; could also benefit from a defined SKU (currently part of the bullet
points) & SKU schema.
• Typical Spotify URL architecture issues of /pages/ subfolder, /collections/
subfolder etc
• Internal redirects
• Parameter URLs in Google’s index – appear to be coming from faceted
navigation

7. • Pinterest and Facebook share buttons are followed, and are being
counted as external links – wasting crawl resource

8. Indexation Issues
Out of the 60 short
sleeve tees, only 5 are
indexed.

9. Good links
• http://celebrityfashionista.com/style-trend/
• http://www.celebuzz.com/2015-08-18/back-to-school-fashion-tuesday-ten/
• http://www.fashionsauce.com/brands/lauren-moshi-stockists/sort%3Asales
• http://www.glamour.com/story/kardashian-kendall-jenner-vintage-t-shirt
• http://www.harpersbazaar.de/fashion/labelwatch-lauren-moshi
• http://www.instyle.com/news/labor-day-sales-shopping
• http://www.myfatpocket.com/fashion/touch-of-vogue/christina-aguilera-s-style-obsession-for-lauren-
moshi.html
• http://okmagazine.com/dress-up/ok-loves-lauren-moshis-chic-new-superhero-collection/
• http://www.parents.com/parents-magazine/parents-perspective/5-things-im-looking-forward-to-as-a-
first-time-aunt/
• http://www.seventeen.com/fashion/style-advice/tips/g1861/boho-fashions-for-fall/
• http://www.refinery29.com/gorgeous-nyc-wedding-pictures

10. Bad links
• http://bobrdobr.ru/people/kubar00/
• http://cdn01.cdn.justjaredjr.com/tags/bella-thorne/
• http://clipshop.fr/boutique.pl?produit=204
• https://comune.info/moda/negozi/at/lauren-moshi.html

11. Tactics Used
• Product reviews
• http://adrian-james.com/holiday-gift-basket-giveaway/
• http://amymarietta.com/counting-stars/
• Celebrity endorsement
• Kendall Jenner
• Company recommendations
• http://www.harpersbazaar.de/fashion/labelwatch-lauren-moshi
• Labor day sales
• http://www.instyle.com/news/labor-day-sales-shopping

12. Anchor text ratio
• Predominately brand focussed
• Lauren moshi
• Laurenmoshi.com
• Occasional keyword that is around buying the product, i.e
• View sales
• Buy now
• Website
• Go to official site

13. Link locations
Overall Lauren Moshi’s incoming link locations were typically found in
the main content area of the site. Which is what I would expect from
a brand who is regularly featured in the relevant media outlets.

15. • BigCommerce Platform
• 4,093 Current US Search Visibility (SEMrush)
• Ecommerce selling trailers, carts and accessories (hitches)

16. • Can’t identify an XML sitemap
• Internal 301 redirects
• A lot over meta data underoptimised
• Page main content & supplemental content
• Meta keywords
• Schemas

17. • Read More

20. • Is such a big header necessary on mobile?
• Content is way down the page on scroll
• Not just on product pages

21. Good links
• http://www.finaleinventory.com/customer-testimonials/
• http://www.youmotorcycle.com/how-to-pull-a-motorcycle-trailer-
tips-from-a-veteran.html

22. Bad links
• http://757lifestyle.com/2012/09/28/virginia-operas-2012-2013-season-
opens-saturday-night-with-the-pearl-fishers/
• http://www.dezmembrarirachiti.ro/2011/04/29/volkswagen-sharan-3/
• http://dostoevsky.me/raskolnikov-t-shirts-and-goodies-are-in/
• https://www.free-press-release-
center.info/pr00000000000000291039.html
• http://madib.blog.unair.ac.id/ethnography-of-madura/tinggi-angka-kawin-
muda-di-madura/
It has a relevantly large number of poor incoming and relevant links, it would
be fascinating to see how many of these links were indexed by Google.

23. Tactics Used
Comments/pingbacks
• https://www.feld.com/archives/2005/03/term-sheet-pay-to-play.html
Guest post
• http://www.discoverydiscovery.com/important-things-youll-need-if-youre-
holidaying-on-a-motorcycle/
Company testimonials
Coupon codes
• http://www.usfreecoupons.com/the-usa-trailer-store-coupon-code

24. Anchor text ratio
According to SEMRush, the Anchor text ratio is mainly focussed
towards commercial terms, such as:
• Motorcycle trailer hitch
• Heavy duty car tow dolly
• Tow dolly
• Motorcycle camping trailer
• Motorcycle tent trailer
• Very limited to brand, which needs to be improved.

25. Top linked to landing pages
Incoming links are mainly pointing to the following pages:
• Homepage
• Product pages
• In particular the hot dog cart (http://theusatrailerstore.com/heritage-hot-
dog-cart.html)
• The solace (trailer) http://theusatrailerstore.com/solace.html
• http://theusatrailerstore.com/tow-max-heavy-duty-car-tow-dolly.html

26. Link locations
• It is worth noting that out of the 727 links I pulled from SEMRush 200
of those were trackbacks.
• In terms of links, they add very little value to the profile.
• Add to this, links from comments, bios, sidebars and profiles, this
again points to an unnatural link profile.

27. Link locations
It is worth noting that out of the 727 links I pulled from SEMRush 200
of those were trackbacks. In terms of links, they add very little value to
the profile. Add to this, links from comments, bios, sidebars and
profiles, this again points to an unnatural link profile.

29. • Magento 2 Platform
• 9984 Current US Search Visibility (SEMrush)
• Ecommerce selling nuts, bolts, washers, rivets etc

31. • Internal links pointing to 404s, 302s, 301s
• Meta keywords (if not filled in, four commas have been used)
• Meta data greatly under optimised (Nuts category page title tag is:
“NutsMany Sizers”, and the Screws category page is
“ScrewsWholesale Prices)
• No URL structure (all sits on the root domain)
• XML sitemap isn’t categorised into html and images etc, all bundled
together
• Broken links across the website
• Onpage could work harder for the website

35. Good links
http://www.avdel-global.com/en/global-contacts/distributors-
locations/usa.html
Although there is only 38 root domains linking to Jet Fitting, this a good
opportunity to build up the incoming links by getting the brand
featured on relevant industry magazines.
Moving from the industry magazines, who do Jet Fitting supply their
products too?
What does the company do in terms of business news that could be
talked about?

36. Bad links
• http://www.abc-directory.com/site/606172
• http://banks.regionaldirectory.us/orange-county-california.htm
• http://www.populardirectory.com/index.php/Business/Construction_
and_Maintenance/Materials_and_Supplies/Nails%2C_Screws_and_Fa
steners/Wholesale_and_Distribution
• https://www.prlog.org/12632315-trusted-supplier-of-industrial-
fasteners-bolts-screws.html

37. Tactics Used
• Paid directory listings
• Press release distribution services
• Suppliers

38. Anchor text ratio
Although the site has very few incoming links, the anchor text is mainly built
up around domain url (brand), such as:
• www.jetfitting.com/products/
• https://www.jetfitting.com
• http://www.jetfitting.com
Top linked to landing pages
• http://www.jetfitting.com
• https://www.jetfitting.com/products/

39. Link locations
Typically, the incoming links to Jet Fitting were identified to be in the
main content area

40. Thank you!
Twitter: @danny_taywitter
Email: dan@salt.agency