This presentation is an integral part of SEMrush webinar: https://www.semrush.com/webinars/

1. @jonoalderson
Batteryspecialists.com.au
10min site audit

2. @jonoalderson

3. @jonoalderson
One
enormous
image

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One
enormous
image
Several mb
of enormous
images

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Clunky JavaScript carousel is CLUNKY.

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Over-reliance on JavaScript can be BAD.

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1. Google has no idea what’s going on.

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These
images are
huge, too

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This is slowwwwwwwwwwwww.

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For reference...

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1. Google has no idea what’s going on.
2. Crawl budget and UX is shot.

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That’s enough of that.
Let’s explore.

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Missing
title
No
content
at all

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Every page counts.

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No
content
at all

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How does this compare?
Maybe this is an industry challenge.

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Nope.
Others can do it. At scale.

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Why would Google rank this page?

31. @jonoalderson
Roughly
$1.60
cheaper

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“Be slightly cheaper than
competitors”
is not a sustainable SEO strategy.

33. @jonoalderson

34. @jonoalderson
1. Google has no idea what’s going on.
2. Crawl budget and UX is shot.
3. There’s no reason for pages to rank.

35. @jonoalderson
But, there are some easy wins!

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Let’s play spot-the-difference.

37. @jonoalderson
Roughly
$1.60
cheaper

38. @jonoalderson
Roughly
$1.60
cheaper
Yay!

39. @jonoalderson
Roughly
$1.60
cheaper
Urgh.

40. @jonoalderson
Roughly
$1.60
cheaper
Urgh.

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Writing differentiated, unique,
compelling copy for each of these is
difficult.

42. @jonoalderson
For search engines...
These could/should be consolidated
into a single page.

43. @jonoalderson
Except…
Educated users want to browse &
select by voltage/etc.

44. @jonoalderson
Roughly
$1.60
cheaper
Send to same
page, with product
variation selected

45. @jonoalderson
Roughly
$1.60
cheaper

46. @jonoalderson
(that also mitigates some of the crawl
performance issues)

47. @jonoalderson
We need to talk about the blog.

48. @jonoalderson
Roughly
$1.60
cheaper

49. @jonoalderson
Roughly
$1.60
cheaper

50. @jonoalderson
So here’s a bold plan.

51. @jonoalderson
1. Consolidate product variants

52. @jonoalderson
1. Consolidate product variants
2. Produce compelling, unique,
differentiating content

53. @jonoalderson
1. Consolidate product variants
2. Produce compelling, unique,
differentiating content
3. Give the blog (and the brand) a voice

54. @jonoalderson
1. Consolidate product variants
2. Produce compelling, unique,
differentiating content
3. Give the blog (and the brand) a voice
4. Build a culture of speed+performance

55. @jonoalderson
Good luck!

56. @jonoalderson

57. @jonoalderson | @distilled
@jonoalderson