Digital Strategy in SEO Context

Analysis

What have they been doing? Has it been working?

Analysis

Other channels of digital marketing mix

Make sure PR activities are synchronised with SEO

Social Media

Social Media

Youtube

Facebook

Google+

Twitter

Social Shares

No mentions from twitter – potential opportunity to utilise this channel better

PPC

Display advertising

Why is it important to understand these other channels?

Backlinks Overview

Link Detective

High percentage of dead links

Links by type

potential opportunity of implementing social links for better diversity

Links by anchor text

getting more brand links helps achieve persistent results after Google updates

Technical

Identify some quick wins and what they could do to fix them.

What are the fundamental technical areas the website is struggling?

Why are these errors happening?

Technical

Technology Profile

Analytics & Traffic

W3 Validation Errors

Subdomains

Subdomains (Dealers)

Consequences of this approach

95,300 of URLs with almost same meta data?

More difficult to maintain back links profile

Potential duplicate content issue

More research on how competitors resolve dealer's websites problem

Network Utilisation

Enable gzip compression

1. server.lon.liveperson.net/ could save ~125 B

Leverage browser caching

Leverage browser caching

spacer.gif, TGB_logo.jpg, dcslib.js

dcs.gif

Leverage proxy caching

TGB_logo.jpg

spacer.gif

Cookie size

Specify image dimensions

Web Page Performance

Web Page Performance

Optimize the order of styles and scripts

Optimize the order of styles and scripts

1. toplevel.css2. navigation.css

Put links to CSS files in the document head

CSS in the document body adversely impacts rendering performance.

Link node cookie_style.css should be moved to the document head in frame_start.jsp

Link node jquery.fancybox.2.1.4.css should be moved to the document head in frame_start.jsp

Link node style.css should be moved to the document head in frame_start.jsp

Remove unused CSS rules

toplevel.css: 85% is not used by the current page.navigation.css: 21% is not used by the current page.cookie_style.css: 18% is not used by the current page.jquery.fancybox.2.1.4.css: 100% is not used by the current page.style.css: 38% is not used by the current page.

Navigation

Text can replace images(any font can be used)

Screenshot of current problem and how it affects users

Offers & Finance could have a page linking to all subcategories (usability)

Why is this happening?

Why is this happening?

Lack of load balancing

Lack of CDN

Javascript in sourceCombine into a single file -> less requests

JS assets pre-processed, compressed and minified by one central library

Important in a production environment, because it can reduce the number of requests that a browser makes to render a web page.

Web browsers are limited in the number of requests that they can make in parallel, so fewer requests can mean faster loading for your application.

Unfriendly URLs heavily loaded with parameters

http://www.toyota.co.uk/cgi-bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&fullwidth=true&noLeftMenu=true&forceText=%3cnone%3e&edname=Owners-Service-Landing&id=Owners-Service-Landing&zone=Zone+Ownership&sr=Mall

http://www.toyota.co.uk/cgi-bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&noLeftMenu=true&fullwidth=TRUE&nodiv=TRUE&edname=HybridFamily-landing&zone=Zone+See+the+Range&id=Nav_HSD

http://www.toyota.co.uk/cgi-bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&fullwidth=true&noLeftMenu=true&forceText=%3cnone%3e&edname=Owners-Info-RoadSide&id=Owners-Info-RoadSide&zone=Zone+Ownership&sr=Mall

Strategy

What should they be doing? Short/Mid/Long term strategy.

Short

AWR Overview report reveals some potential opportunities

Keywords Performance

Not to be used as KPI for the client, but helpful as an internal performance tracking metric

AWR: The Process

AWR: Search volumes

AWR: Average CTR

AWR: Traffic estimation

Conversion for each of the keyword group?

ROI for Client!

Search for legacy subdomains

Implement structured data markups

Blog

Blog

No Authorship Markup

Does such snippet improve CTR?

No RSS feed

URL Rewrites

http://www.toyota.co.uk/cgi-bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&noLeftMenu=true&fullwidth=TRUE&nodiv=TRUE&edname=HybridFamily-landing&zone=Zone+See+the+Range&id=Nav_HSD

Would it not look better?

http://www.toyota.co.uk/hybrid-synergy-drive

Mid

Long

Brand building / Reputation Protection

User generated content

KPIs

How will we judge the success of implementing these fixes?

What should the client expect?

What should the client expect?

Lowered bounce rate Bounce rate as one of the search raning

factors Improved CTR on the blog results Traffic growth estimation based on

identified opportunities Knowing conv rate for groups of

keywords, we can estimate ROI

Thank You!

Questions?