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CAMPAIGN OVERVIEW

  • Executive Summary
  • Estimate revenue impact of SEO improvements
  • Summary of Top10 SEO issues
  • Details of Top15 SEO issues
  • Temporarily change shop homepage
  • Multiple GWT verifications tags need to be consolidated
  • Sitemap.xml only has 20pages – Upload 32K static sitemap file
  • Indexing errors – utm tags should be de-indexed
  • Brand logo on branded searches (aka authorship)
  • Author logo on blog searches (aka authorship)
  • Update global footer address with microdata (or vcard)
  • Add review mark-up to homepage and top 5 pages
  • HREF Lang is misconfigured and French language meta missing
  • Google Shopping and Product Ads
  • Fix 170 broken links
  • Turn on Blog rank tracking and improve RSS syndication
  • Make it easier for users to use “search this site”
  • SEO errors within page template
  • Canonical tag and robots.txt issue
  • Rich snippet & template mark-up improvements
  • Demote unwanted sitelinks in GWT
    Internal PageRank flow
  • Remove unnecessary external links
  • Update Bing WT
  • Upload a Google Images Sitemap
  • Create a Mobile website
  • Identify opportunity keywords
  • Appendix 1
  • Appendix 2 – Links to other resources

Executive Summary

yourcompany.com would like to know if their site is using best practice onsite SEO techniques. Like all website owners they would like to maximise their organic performance (e.g. PageRank, Google position, Organic volume, Organic ROI).

  • Focus on their key landing pages Templates (based top on 5 organic landing pages) and “Business Cards” category.
  • Focus on the ‘low hanging fruit’ – top 15 SEO improvements.

Estimate revenue impact of SEO improvements

Here is a summary of estimate month sales revenue that would be generated by improvement in organic SEO rank in Google. For example increasing from position 2 to position 1 for [business cards] on exact match:

This would result in the following increase in revenue per month:

We have written a 3000 word guide to how much SEO Costs

Summary of Top 15 SEO issues

  • Temporarily change shop homepageto highlight promotion.
  • Consolidated GWT tags so configurations are not overwritten.
  • Sitemap.xml is inactive.
  • Brand image in Google search results not enabled – as google+ publisher email not verified.
  • Update global footer address with microdata (or vcard)
  • Indexing errors – utm tags should be de-indexed within GWT.
  • Google Shopping traffic is disabled.
  • Errors on H3 document outline on homepage.
  • Template markup for BreadCrumbs, Products and Review is missing.
  • Internal PageRank flow negatively effected by over 100 links on every page, change to <100, by consolidating links into groups, for example footer links can be consolidated and removing any double-links (e.g. 3 links to homepage)
  • Review and/or remove unnecessary or off-topic external links
  • Fix 170 broken links
  • Update Bing WT – add sitemap, and exclude URL parameters and check new the SEO analyser report for suggestions and crawl errors.
  • Create Google Image Sitemap.
  • Identify opportunity keywords ranked position 2-5, to see if possible to improve.

Details of Top 15 SEO issues

 

Temporarily change shop homepage

Premium Business Cards now 25% Off – Customise your Business Cards today! to highlight new offer when goes live.

Temporarily change shop homepage

Changes To

Action: Temporarily update title tag on Moo shop, to mention the 25% promotion.

Multiple GWT verifications tags need to be consolidated

GWT allows one account to have multiple users. Thus it is strongly recommended to centralise the GWT account – so that settings and configurations are not overwritten.
Action: Delete the code in red from your homepage:

"

Action: Assign user-roles and access levels to SEO users:
https://support.google.com/webmasters/answer/2453966?hl=en
https://support.google.com/webmasters/answer/2453966?hl=en&visit_id=0-636583034897103828-1522185134&rd=1

3. Sitemap.xml only has 20pages – Upload 32K static sitemap file

Sitemap.xml only has 20 pages rather than 32,000 – thus new pages are talking longer to appear in Google. Also the 20 pages have an old last modified date:

Action: As a temporary fix I have created a /static-sitemap-uk_moo.xml with 32K of URLs.
Once this file is uploaded visit these 2 links to tell Google & Bing to add new these pages:
http://www.google.com/webmasters/tools/ping?sitemap=http://uk.moo.com/static-sitemap-uk_moo.xml
http://www.bing.com/webmaster/ping.aspx?siteMap=http://uk.moo.com/static-sitemap-uk_moo.xml

Indexing errors – utm tags should be de-indexed


2K of utm tags exist on the website and250 of these have been index here

Action1: Client to provide feedback, to confirm if any of these URL parameters contains tags that change the page content. For example:

Action2: Update exclude parameters in GWT.

Verification test fails:
https://search.google.com/structured-data/testing-tool
https://search.google.com/structured-data/testing-tool

Authorship markup has been added but Hugh Macleod just needs to verify his email address here and to enable this.
Google Help page:
https://support.google.com/webmasters/answer/6083347?hl=en&expand=option1&visit_id=0-636583033587114986-52848575&rd=1

 Author logo on blog searches (aka authorship)

For WordPress blog pages the rel=”author” should be used (rather than rel=”publisher”).

To summarise:

 client to update markup to

client to update markup to for MOO Shop, Unit 27, Boxpark, 2-4 Bethnal Green Road, London, E1 6GY on this page https://www.moo.com/uk/shop/

Add review mark-up to homepage and top 5 pages

To get stars shown – add this code to your homepage and top 5 pages. Here is an example:

Add this code to the page footer of uk.moo.com

HREF Lang is misconfigured and French language meta missing

For foreign language version of the same are markedup using hreflang=”XX”.
hreflang=”xx-US” looks correct, but hreflang=”xx-GB” looks misconfigured for Great Britain region.

This is how it should be tagged:

  • de-GB // French content for Great Britain region
  • de-US // French content for US region

Page (Characters)

  • uk.moo.com/de/help/faq/cost-calculator.html (1,063)
  • uk.moo.com/fr/help/faq/cost-calculator.html (1,047)
  • uk.moo.com/it/help/faq/cost-calculator.html (3,443)
  • uk.moo.com/de/products/luxe/business-cards.html (351)
  • uk.moo.com/it/products/business-cards.html (3,809)
  • uk.moo.com/it/products/luxe/business-cards.html (2,001)
  • uk.moo.com/de/about/paper.html (506)
  • uk.moo.com/it/about/paper.html (2,590)
  • uk.moo.com/de/design-templates/business-cards/ (487)
  • uk.moo.com/de/design-templates/luxe/business-cards/ (530)
  • uk.moo.com/it/design-templates/business-cards/ (1,674)
  • uk.moo.com/it/design-templates/luxe/business-cards/ (1,610)
  • uk.moo.com/de/ (369)
  • uk.moo.com/it/ (2,837)

Action: check for blended English + Foreign language on the above URLs.

Google Shopping and Product Ads

Moo.com are not active on GoogleShopping here.

check to see if there are any errors in google product feed here

  • The product feed needs to include Googles taxonomy – a list of fixed category names is available here, and help article here.

    Note: Google Turned-off free traffic from Google Shopping on in USA, but it is still sending some free traffic in UK.
    https://adwords.googleblog.com/2012/05/building-better-shopping-experience.html

    Action: optimise feed using these two validators:

    http://www.celebird.com/ckbase.htm
    http://validator.w3.org/feed/check.cgi?url=www.moo.com/google_products_feed.xml
    Note: Google Turned-off free traffic from Google Shopping on in USA, but it is still sending some free traffic in UK.
    https://adwords.googleblog.com/2012/05/building-better-shopping-experience.html

Fix 170 broken links

Broken links will increase bounce rate, reduce pagerank, and reduce organic traffic.

Fix this list of broken links here.
Change all temporary (302) redirect to permanent (301) redirects e.g. 302 redirect > 404 pages should be 301 redirect > 404 on this page:
permanent 301 redirect these broken pages to a suitable alternative
Visits to broken pages are not tracked on secure.moo.com sub-domain: https://www.moo.com/uk/

Turn on Blog rank tracking and improve RSS syndication

Action1: update the global header with the blog feed.

Technorati Blog rank tracking should also be setup (you get 1 free backlink in the process):

Action2: Create a Technorati account and publishing the Technorati verification code within your next blog post to verify the account. Then make a note of your month Blog rank with your category.

Make it easier for users to use “search this site”

 SEO errors within page template

Errors on homepage headings template:

 Remove empty H3 on homepage. Change H4 to H3. Remove unnecessary H2`s.

 On Product pages change H4 to H3. Remove unnecessary H2`s.

Canonical tag and robots.txt issue

he canonical tag operates like a redirect, telling Google which page to show. It also helps strengthen pagerank. The tag should look like this:

The canonical needs to be added to these pages:

  • uk.moo.com/
  • secure.moo.com/
  • uk.moo.com/design-templates/pdp_preview.php?packPage=1&pdp_id=10&rounded=1&packPage=1
  • uk.moo.com/design-templates/business-cards/?type=industry&name=Charity
  • uk.moo.com/design-templates/luxe/business-cards/?
  • dpSearch=&pageSize=24&cardtype=quadplex&availability=quadplexandstandard%2Cquadplex&viewtype=grid
  • uk.moo.com/help/faq/business-cards-faq.html
  • uk.moo.com/ideas/business-card-ideas.html?page=2
  • uk.moo.com/uploader/?type=businesscard
  • uk.moo.com/readymade/search?q=graphic

Replace meta noindex and robots.txt disallow with meta canonical redirect instead.

These 2 folders are blocked – changing to using canonical would be better to avoid pagerank leakage.

meta name=”robots” content=”NOINDEX” 
https://www.moo.com/uk/partner/freeholder/
https://www.moo.com/uk/

These 6 folders are blocked – changing to using canonical would be better to avoid pagerank leakage.

  • Disallow: /start.php
  • Disallow: /cart/*
  • Disallow: /create/*
  • Disallow: /account/*
  • Disallow: /make/*
  • Disallow: /designs/*

Rich snippet & template mark-up improvements

Adding structure mark-up for products and offers will result in an increase in organic CTR.

  • http://schema.org/Product
  • http://schema.org/Offer

Also read: https://searchengineland.com/e-commerce-seo-using-schema-org-just-got-a-lot-more-granular-139236

Add products markup (or enable the data highlighter in GWT if adding markup is not possible).

  • Breadcrumbs should be enabled

Add Breadcrumbs markup

Template URL google cache rich snippet
Product pages/design-templates/business-cards/pack/greatescapes.htmlgoogle cacherich snippet
Category page/products/business-cards.htmlgoogle cacherich snippet
Link bait page/uploader/?type=businesscardgoogle cacherich snippet
Site-Search/design-templates/?pdpSearch=KEYWORD&btnPdpSearch=Gogoogle cacherich snippet
Homepage/google cacherich snippet
Static pages/help/faq/design-overview.htmlgoogle cacherich snippet
Blog/blog/google cacherich snippet

Demote unwanted sitelinks in GWT

Review sitelink demotions

Internal Page Rank flow

Internal PageRank flow is being negatively effected by over 150 links on every page, change to <100, by consolidating links into groups, for example footer links can be consolidated and removing any double-links (e.g. 3 links to homepage)

Remove unnecessary external links

External links will leak pagerank and linking to off-topic websites could mean website is penalised.

Remove unnecessary affiliate or social sharing links or off-topic external links (e.g remove links to about.me and replace with flavors.me)

Update Bing WT

We need to be provide access to Bing Webmaster tools

Once we have access we can then:

  1. add sitemap.xml
  2. add exclude URL parameters
  3. check for crawl errors
  4. run the new Bing SEO analyser report for suggestions and crawl errors.

A video summary of Bing webmaster tools is shown here:

Upload a Google Images Sitemap

Creating a Google image sitemap also for captions, geo-location, image title to be submitted in bulk, and increase rankings of the 8K of product images, and 2K of other images on the website.

Once this file is uploaded visit these 2 links to tell Google & Bing to add new these pages:

http://www.google.com/webmasters/tools/ping?sitemap=http://uk.moo.com/static-sitemap-uk_moo.xml

http://www.bing.com/webmaster/ping.aspx?siteMap=http://uk.moo.com/static-sitemap-uk_moo.xml

Note: the static image sitemap above is missing:

  • location URL
  • image licence field
  • caption
  • and geo-location fields as I did not have this data available.

Action2: create a dynamic Google Images Sitemap and add to GWT.
Google Help file about Image sitemaps:

https://support.google.com/webmasters/answer/178636?hl=en

Create a Mobile website

Adwords applies a fine of ~50% to your min bids if you send mobile traffic to non-mobile pages. Also mobile is an increasing traffic source and thus click-to-call should be utilised as a marketing channel.

 Create a mobile.moo.com or responsive website and submit mobilesitemap.xml and this will help increase the mobile organic rankings and traffic.

Mobile validator

http://www.w3.org/2016/11/mobile-checker-disabled/
https://developers.google.com/speed/pagespeed/insights/#url=uk.moo.com&mobile=true
http://www.markosweb.com/www/moo.com/
http://www.webpagetest.org/result/130406_H2_MZW/

Google published an official guide about mobile website here and here.

Also, as load time is an even more important factor for mobile websites, a mobile speed testing tool is available here.

Identify opportunity keywords

Identify opportunity keywords ranked position 2-5, to see if possible to improve these.

Here is rough guide for the effect on position on Organic Click through rates.

Error 404.htm: https://www.dropbox.com/s/h3uru509atg3d44/HTML%20error%20404.htm?n=9486393&oref=e
HTML sitemap: https://www.dropbox.com/s/6p04xha0ubxxwo7/HTML%20sitemap%20-%20partial.htm?n=9486393&oref=e
Static sitemap.xml: https://www.dropbox.com/s/hmr3k6q88gojx87/static-sitemap-uk_moo.xml?n=9486393&oref=e
Static sitemap.xml for images: https://www.dropbox.com/s/ne836jc9orooptg/static-image-sitemap-uk_moo.xml?n=9486393&oref=e

SilkTide Presentation.pptx:https://www.dropbox.com/l/aGedBOtXTcIroE8qSjwAhf
SilkTide Summary.pdf: https://www.dropbox.com/s/h0slv3zsl6wtkxv/SilkTide%20%20Summary.pdf?n=9486393&oref=e
SilkTide SEO recommendations.xlsx:https://www.dropbox.com/l/ezhzltvVz8kY7ukDp6NMz9
All Recommendations.xlsx: https://www.dropbox.com/s/afkk83lwf9m2gxp/uk_moo_com%20-%20Recommendations.xlsx?n=9486393&oref=e
Seomoz Summary.pdf: https://www.dropbox.com/s/xwz1csj8bk5y2xq/Seomoz%20-%20Issues%20Overview%20-%20uk.Moo.com.pdf?n=9486393&oref=e
Seomoz onPage report for “business cards”.jpg: https://www.dropbox.com/s/zolklqg8pphyguc/Seomoz%20-%20On%20Page%20Report%20for%20business%20cards%20-%20uk.Moo.com.jpg?n=9486393&oref=e

Google “one page” SEO guidelines: https://storage.googleapis.com/support-kms-prod/SNP_3027140_en_v0
Google checklist: https://support.google.com/webmasters/answer/6001102?visit_id=0-636583035900735054-1822141887&hl=en&rd=2
Google SEO guidelines: https://webmasters.googleblog.com/2012/10/google-webmaster-guidelines-updated.html
Google “Rater” guidelines: https://moz.com/blog/16-insights-into-googles-rating-guidelines
Bing SEO guidelines: https://www.bing.com/webmaster/help/webmaster-guidelines-30fba23a

Appendix 2 – Links to other resources

KW:

business cards
business card designs
make business card
miniCards
postcards
stickers
business card printing

Competitors:

www.vistaprint.co.uk
www.instantprint.co.uk
www.beanprint.com
www.zazzle.co.uk

Internal Duplicate content check on Product page: for site:moo.com “Great Escapes Business Cards”

Alt could be improved here

Languages

/en/
/fr/
/de/
/it/
/es/

These language are TBC

/ru/
/ko/
/ja/

Robots.txt check:
missing secure.moo.com/robots.txt and thus 10K page indexed!
secure.moo.com 10,200
www.moo.com 1,410
uk.moo.com 53,300
us.moo.com 53,300
fr.moo.com 8
de.moo.com 3
es.moo.com 8
it.moo.com 15
translator.moo.com 1page
pdf.moo.com – 89 pages pdf.moo.com/robots.txt [block?]

Server Error 500” have been cached – disallow using pdf.moo.com/robots.txt
site:moo.com “moo.com will be down for scheduled technical-tweaks”
| MOO knows where its at: Silicon Roundabout | moo.com

Auto-SEO analysis tools

https://suite.searchmetrics.com/en/research/domains/visibility/?cc=UK&url=moo.com

https://try.powermapper.com/Reports/0171c5f9-4dc0-4d3c-8076-709e37452db9/report/map.SEO.htm
https://www.woorank.com/en/www/moo.com
http://www.webseoanalytics.com/blog/
https://www.lipperhey.com/en/
https://howgoodisyourseo.com/
http://blekko.com/ [not free]
https://builtwith.com/moo.com

https://toolbar.netcraft.com/site_report?url=http://uk.moo.com

Search Engine Crawl reports – upload verification file to activate

https://www.google.com/webmasters/tools/home?hl=en
https://www.bing.com/toolbox/webmaster/
https://webmaster.yandex.com/
https://moz.com/products

Dup Content

http://www.copyscape.com/?q=uk.moo.com/
http://blekko.com/

Cache

http://blekko.com/ [not free]

Backlinks

GoogleNews mentions

“moo.com”+OR+”moo+business+cards”&num=100&filter=0&pws=0&as_qdr=all&hl=en&gl=uk

https://www.moo.com/uk/about/about-the-company.html

Social Presence

http://howsociable.com/uk.moo.com

List of Social accounts

https://www.pinterest.com/moohq/
https://www.facebook.com/moo
https://plus.google.com/browser-not-supported/?ref=/u/0/112829521495919737876/posts

http://www.flickr.com/groups/moo/
https://www.youtube.com/user/moocardstv
https://vimeo.com/moostudios
http://delicious.com/MOOHQ
http://moohq.tumblr.com/
https://moocards.livejournal.com/

Related by Domain

Related visits

https://www.alexa.com/siteinfo/moo.com
http://siteanalytics.compete.com/moo.com/
https://trends.google.com/trends/explore
https://www.quantcast.com/moo.com
https://suite.searchmetrics.com/en/research/domains/visibility/?cc=UK&url=moo.com

Userbility crawl

Other Tools
https://www.whatusersdo.com/

http://attentionwizard.com/plans-pricing.html
http://www.feng-gui.com/faq.htm
http://crossbrowsertesting.com
http://mattkersley.com/responsive/
http://browsershots.com
https://www.loop11.com/

Speed test [70/100]

http://www.webpagetest.org/result/130405_QP_J8G/
https://tools.pingdom.com/?url=http://uk.moo.com/
Yslow: https://addons.mozilla.org/en-US/firefox/addon/yslow/
PageSpeed: https://developers.google.com/speed/?csw=1
mod_pagespeed for apache: https://developers.google.com/speed/pagespeed/module/?csw=1
W3 cache for wordpress: https://wordpress.org/plugins/w3-total-cache/
Hosted page speed: https://developers.google.com/speed/pagespeed/service

Mobile validator

http://www.w3.org/2016/11/mobile-checker-disabled/

https://developers.google.com/speed/pagespeed/insights/#url=uk.moo.com&mobile=true
http://www.markosweb.com/www/moo.com/
http://www.webpagetest.org/result/130406_H2_MZW/

Homepage XML & CSS markup

https://validator.w3.org/nu/?doc=https%3A%2F%2Fwww.moo.com%2Fuk%2F [18 Errors, 8 warning]
http://jigsaw.w3.org/css-validator/validator?uri=uk.moo.com [29 errors]
http://validator.w3.org/feed/check.cgi?url=http://uk.moo.com/blog/feed/ [0 errors]

Breadcumbs not enabled

https://developers.google.com/search/docs/guides/enhance-site?visit_id=0-636583035786031995-1158826172&hl=en&rd=1

Ecommerce microdata

http://schema.org/Product
http://schema.org/Offer
Also read: https://searchengineland.com/e-commerce-seo-using-schema-org-just-got-a-lot-more-granular-139236

MicroData validators:

https://webmaster.yandex.com/showcaptcha?cc=1&retpath=https%3A//webmaster.yandex.com/tools/microtest%3F_ca1e383c7dde70e58a761d94619dcf4a&t=0/1522710724/bd3e8254469f67a0a153872ece6e6ea9&s=d2fb2b47ce075e3324c747ff034bb247
https://blogs.bing.com/webmaster/2012/02/03/webmaster-tools-markup-validation-tool

Google Base feed validators

http://validator.w3.org/feed/check.cgi?url=uk.moo.com/google-products-feed.xml
http://www.celebird.com/ckbase.htm

Full list of indexed pages

Partner pages:

https://www.moo.com/us/products/business-cards.html

Privacy Policy footer link check:

https://try.powermapper.com/Reports/0171c5f9-4dc0-4d3c-8076-709e37452db9/report/map.LEG.htm
https://www.moo.com/uk/about/privacy-policy.html

The Privacy Policy page should contain opt out links to

– https://tools.google.com/dlpage/gaoptout

Note: Adwords Remarketing is not currently enabled https://www.moo.com/uk/?google_debug=1

Reviews moo.com [100 reviews on google ppc]
https://www.google.com/shopping/ratings/account/metrics?q=moo.com&c=GLOBAL&v=1

Reviews uk.moo.com [3 reviews on google ppc]
http://www.google.co.uk/shopping/seller?q=uk.moo.com

Related by keywords

https://www-uk.spyfu.com/overview/domain?query=moo.com
https://www-uk.spyfu.com/ppc/kombat/domain?query=moo.com&domains=moo.com%2Cwww.vistaprint.co.uk%2Cwww.instantprint.co.uk

http://www.keywordspy.com/research/search.aspx?q=moo.com&tab=domain-overview&market=uk
https://www.semrush.com/uk/info/moo.com
Auto-PPC Analysis Tool: https://www.wordstream.com/google-adwords OR

 

Example of 102 Links found on homepage:

http://www.facebook.com/moo
https://mobile.twitter.com/overheardatmoo
https://plus.google.com/browser-not-supported/?ref=/u/0/112829521495919737876
https://blog.moo.com/
https://blog.moo.com/
https://blog.moo.com/
https://blog.moo.com/
https://blog.moo.com/
https://www.moo.com/uk/
https://www.moo.com/uk/
https://www.moo.com/uk/
https://www.moo.com/uk/
https://www.moo.com/uk/
https://www.moo.com/uk/
https://www.moo.com/de/
https://www.moo.com/es/
https://www.moo.com/fr/
https://www.moo.com/it/
https://www.moo.com/uk/shop/
https://www.moo.com/uk/affiliates.html
https://www.moo.com/uk/api/
https://www.moo.com/uk/gifts/cards/
https://www.moo.com/uk/luxe-project/index.html
https://www.moo.com/uk/newsletter/signup.html
https://www.moo.com/uk/products/nfc/business-cards-plus.html

https://www.moo.com/uk/refer.html
https://www.moo.com/uk/refer.html

https://www.moo.com/uk/about.html
https://www.moo.com/uk/about/community.html
https://www.moo.com/uk/about/fonts.html
https://www.moo.com/uk/about/about-the-company.html
https://www.moo.com/uk/about/workingformoo.html
https://www.moo.com/uk/about/moo-promise.html
https://www.moo.com/uk/about/paper.html
https://www.moo.com/uk/about/press.html
https://www.moo.com/uk/about/privacy-policy.html
https://www.moo.com/uk/about/terms-conditions.html
https://www.moo.com/uk/ideas/expert-tips.html
https://www.moo.com/uk/ideas/inspiration.html
https://www.moo.com/uk/uploader/?type=minicard
https://support.moo.com/hc/en-gb/articles/204288414
https://support.moo.com/hc/en-gb
https://www.moo.com/uk/help/faq/cost-calculator.html
https://support.moo.com/hc/en-us/sections/200571234
https://support.moo.com/hc/en-us/sections/200571244
https://support.moo.com/hc/en-us/sections/200570950
https://support.moo.com/hc/en-us/sections/200572484
https://support.moo.com/hc/en-us/sections/200585404
https://www.moo.com/uk/accessories.html
https://www.moo.com/uk/accessories/business-card-holders.html
https://www.moo.com/uk/accessories/envelopes.html
https://www.moo.com/uk/accessories/minicard-frame.html
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