The document provides a SEO analysis and recommendations for the Boohoo e-commerce website. It analyzes keywords, page speed, web structure, traffic sources and content quality. It finds many keywords have low search volume. Page speed can be improved. It recommends optimizing the website structure, interface and content. It also analyzes the current Adwords campaign and provides a proposal to increase profits and acquire new male customers by focusing on specific products, keywords and budgets.

1. Gaëtan Cep
Hermine Clauss
Nicolas Fischer
Nguyen Hoang Quan
Nguyen Thi Duc Hanh
Search Engine
Optimization
Marketing group Project

2. CONTENT
1. SEO Analysis
2. Recommendation for website
redesign
3. Adwords Report Analysis
4. Proposal for new Adwords
campaign

3. 1. SEO Analysis – Keyword, Loading time
Keywords:
Code The distribution of the
expression
Number of
keywords
DE Excellent 1
DB Good 2
DM Average 9
DP Fair 21
DF Weak 31
DTF Very weak 32
IDF ● DP Too often expression appear in
the same context – Fair
1
ID ● DF Too often expression appear in
the same context – Weak
2
ID ● DTF Too often expression appear in
the same context -Very weak
1
There’re so many keywords that have low
distribution density in different parts of the website.
Studies show that users leave a site if it hasn’t loaded in 4
seconds. Google are using page speed in their ranking algorithm.
Loading Time

4. 1. SEO Analysis - Web structure
OPTIMIZATION
• Textual analysis
• Page Layout:
§ Use of headings: The h1 tag (level-two headings) is not used.
It is taken into account positively by the search engines.
§ Headings consistency: Order of titles, the first heading on the
page isn't h1. It's not logical.
§ Style and Javascript
- This page uses Javascript code embedded in the page
between <script></script> tags
- This page uses built-in styles to the page between
<style></style> tags
- This page uses styles in HTML (type = style) attributes.
- This page uses 5 CSS file(s) for 1 media(s).
CONFIGURATION
• Language, Encoding, Indexing, Display: good
• Social networks:
§ Facebook, Google, Linkedin: No defined eg meta tag
§ Twitter: No meta twitter tag defined
LINKS
• Relevance of links: 36 10 internal links seem to
benefit from url rewriting.
• Security: This page contains 15 link (s) with a target
without rel attribute noopener.
IMAGES
◦ This page contains 67 image (s) without ALT attribute.
◦ This page contains 25 image(s) whose name doesn't
seem to be optimized for referencing.
◦ Each image file has a specific alt attribute (good)
NETWORK & HTTTP
• Security: This page does not use HTTP Secure
(HTTPS).
• Speed: good page weight and response time

5. 1. SEO Analysis - Traffic
Last 3 months Boohoo Asos Topsop Newlook
Traffic ranking (WW) 3933 326 5033 8258
Avg Visit duration 8:10 9:07 4:38 6:39
Pages per visit 7.45 11.9 5.66 6.27
Bounce rate 28.30% 24.70% 29.45% 25%
Top 3 traffic sources
(last month)
Direct(36.9%)
Search(39.4%)
Referrals(14.7%)
Direct (37%)
Search (30.5%)
Referrals (20.8%)
Direct (33.8%)
Search (43.2%)
Referrals (13.8%)
Direct (31.9%)
Search (46.2%)
Referrals (12.4%)
In compare with similar competitors, Boohoo has:
• Good Avg visit duration is good
• Pages per visit is medium: user may not find what ads are promising.
• Bounce rate is quite high à Problem may come from the front page design and loading time
• Low traffic from referrals

6. 1. SEO Analysis - Content quality & Relevance
Our analysis below is conducted in comparison with
ASOS and MarksandSpencer
• Old school font
• Simple but no attractive
• Navigation tab is too big
• Product image arrange ineffectively with unrelated
information (about free delivery) à take time so
scroll down
• Lack of information about the product detail
• Payment process is long: move 3 pages (ASOS:
all payment process in one page)
• SERP snippets are not customized PC and mobile.
The meta description: quite long in mobile version
Page titles: is long on pc version
The meta description target to women à should be
change if change the target

7. 2. Recommendations - Website structure
◦ Use URL rewriting for internal links
◦ External Links: Add an attribute rel noopener to improve the security of this link.
◦ Social networks: defined eg meta tag
◦ Change font, simplify payment process
◦ Remove the redirect chain if possible
◦ Leverage browser caching for the following cacheable resources
◦ Specify a Last-Modified or ETag header to enable cache validation for the following resources
◦ Defer parsing JavaScript to reduce blocking of page rendering
◦ Enable compression for the following resources to reduce their transfer size
◦ Optimize the following images to reduce their size
◦ Customize SERP snippets for PC and Mobile. Shorten mega description and tiltes
◦ Create related landing page with the ads.

8. 2. Recommendations – Interface & Content
◦ Redesign Interface of Boohoo to be cleaner.
Existing interface is so busy with too much
information, too many photos at the same time,
which makes viewers hard to navigate and be
attracted.
• Add crossselling tool: recommend related
product to fulfill the whole outlook to
increase sales. For eg. Suggest shoes,
apparel, jewelry matching with the selected
dress.
Upsold product

9. 3. Adwords Report Analysis
o The most effective Ad groups is Bodysuits with:
ü High CTR of 60% although impression is lowest (100 only). This means the ads aren’t running
very often. While this may be because search volume on the keyword is low or our quality score
is too low.
ü Average CPC of this Ad group is the second highest. This means the cost is high for the amount
of conversions we’re receiving.
ü Its conversion rate is the best of all the ad group as well at 25% with the highest Average position
of 1.5 which is very good.
CURRENT ADWORDS REPORT
US Market
Duration: 1 week

10. 3. Adwords Report Analysis
o Sportwear is the second effective Ad group
ü High impressions (450) and quite high CTR of 29%.
ü Conversion rate is good at 15% and gains Average position 2.1
ü However, there’s no clear information of this ad group is for men or women in order to evaluate
and improve specifically
CURRENT ADWORDS REPORT
US Market
Duration: 1 week

11. 3. Adwords Report Analysis
o Boots & Flats:
ü Have very low CTR (17% and 13% respectively) although they do greater impressions compared to the 2
above mentioned group with 300 and 800 respectively. This means people aren’t clicking on ads when they
appear. This could be because the ads are not compelling enough, or they may be irrelevant to what the
person is searching for.
ü Their conversion rate are very low: just 4% for boots and 3% for flats.
ü Average position: those ads are shown up 3.7 and 3.9 on the page on average which are acceptable
ü Flats: average CPC is very low, just $0.04 and total cost for this group is just $4.
ü Boots: total cost is > 10 with conversion rate of only 4%, which is a sign that the ad word is totally inefficient. It
should be deleted.
CURRENT ADWORDS REPORT
US Market
Duration: 1 week
o Note: There’s no detailed report on keywords for each campagin, so we can not see how good those keywords
were. To invest in high-quality keywords and pause low-quality ones.

12. 4. Proposal for new Adwords Campaign
STRATEGY FOR OBJECTIVE 1: Increase profits for women shoes
products
Focused shoes product to boost in this campaign are Boots and High
heels. This decision stems from the fact that it’s winter and festive
seasons in US now, those 2 products as a result should have high
demand and definitely be searched more often. Flats product
category will be dropped for this campaign because of the season
need and not positive result from last week Analytic report.
OBJECTIVES: Focus on US Market with 2 main objectives
1. Increase profits for women shoes products
2. Acquire new male custormers in US
BUDGET: $100 in total for all campaign groups
DURATION: 1 week
We also decided to keep boosting Bodysuits product for Women which has been performing well in
conversation rate in US market. The keeping of this product helps reinforce brand awareness of Boohoo in
US market, support the achievement of other objectives.

13. 4. Proposal for new Adwords Campaign
STRATEGY FOR OBJECTIVE 2: Acquire new male customers
- Focused market segment: Mass market because Boohoo is an online
fast fashion retailer, aimed at 16-24 year old with quite affordable price.
- Focused product to acquire US Male customers:
§ Shoes: this’s 1 of strong key categories of Boohoo and thanks to the
winter and festive seasons, high demand for shoes is predicted
§ Sportwear: from previous report, result of Sportwear ads and
conversion (which is not divided into Male & Female) is very good. So
we assume that Male Sportwear has positive feedback from the
market and need to be invested in terms of budget and tactical
actions like keyword specifically in Male.
§ BoohooMan brand: those are products designed by Boohoo with
unique style and collections incorporation with celebrities, which is
very strong point for Marketing and communicating messages in US
young male market. The choice of this category is also easy to
associate brand name in the keywords from technical side.

14. 4. Proposal for new Adwords Campaign
Note:
• All suggested key words are choosen based on 2 elements: (1) available products of Boohoo and (2) search
popularity checked on Google Adwords
• Keyword match options: Broad match, Phrase match, exact match
Campaign Ad Groups Keywords
Budget/ day
USD
Budget/ week
USD
Shoes
Heels women heels, high heels, block heels, strap heels, platform heels, mid heel 2.14 15
Women Boots
women boots, knee boot, thigh high boot, chelsea boot, next day delivery, block heel
boot, heel boot
2.85 20
Clothes
Men shoes
trainer shoes, running shoes, boohoo trainers, lace up trainers, man chelsea boots,
desert boots, worker boots, man lace up boots, military boots, man loafer
2.14 15
BoohooMan
boohoo man, tracksuit, side piping, tyga, harrington jacket, stripe hoodie, oversized
hoodie, taping, bomber jacket, denim jacket, western jacket
2.85 20
Bodysuits
boohoo bodysuit, strap bodysuit, sleeve bodysuit, lace up bodysuit, women bodysuit,
leather bodysuit, black bodysuit, bodysuit for skirt
2.14 15
Sportwear
men workout clothes, jogger, fit jogger, biker jogger, skinny jogger, swimm short,
short swim shorts, cheap jogger, cheap hoodies, high waist leggings, girl leggings
2.14 15
Total budget 14.29 100