Your Report - fryoilsaver.com
AUDIT:
The FryOilSaver Company
Strategic Objectives
Your website is the cornerstone of all your digital activities. This is the home of your digital presence, where the research and conversion of customers happen, as well as tracking data for use on other digital channels.
The aim of this report is to asses the current state of your digital real-estate in terms of the website. We will asses the current traffic, sources of this traffic, organic keyword rankings and ranking factors. This report will result in a set of prioritised actionables that will inform a larger SEO Campaign strategy and roll-out plan.
Current Traffic
1 Jan 2021 - 31 May 2021
Above is a snapshot of traffic from the first half of this year. Traffic has a slight upward trend however pages per session, avg. session duration and bounce rate are areas where we want to see improvement. They are good indicators of engagement and higher engagement often correlates with higher sales.
Mobile accounts for 69% of our traffic, with desktop at 28% and tablet with 3%. Ensuring that the site caters to mobile devices is crucial to our SEO strategy.
Traffic region breakdown
Majority of our traffic comes from California, Texas and Florida so we can look at running targeted ads for these areas, or potentially running ads for lower performing areas to increase our reach.
Goal conversions have no value in place so we definitely need to set this up to see which areas convert the best for better targeting with keywords and advertising.
Current Rankings
Domain authority: 13
Domain authority is currently at 13 (out of 100). The higher the score the better a domain has a chance of ranking on the SERPs. Multiple factors are taken into account when calculating this score including linking root domains as well as the number of total links to a domain. Backlinks from high authority domains are key to increasing our score, so this is something to consider with our strategy moving forward.
Top 10 Keywords by position
Top 10 Keywords by traffic
Top 10 Keywords with low competition (easy wins)
SEO Analysis
This section covers some technical aspects related to SEO, website load speed and user experience.
- Is the keyword in the title?
- Is the keyword in the META description?
- Is the target keyword within the first few sentences?
- Is the URL SEO-optimized and clean?
- Does the ALT tag on the first image of the page contain the target keyword?
- Does the last sentence of the content include the target keyword?
Are there internal links? If so, are they placed the right way?
- Is there a content strategy?
- Is Your Content Unique and Original?
- Is Your Content Useful and Informative?
- Is Your Content Better Than Your Competitors?
- Is Your Content Engaging?
- Is Your Information Accurate?
- Is Your Content Long Enough?
- Are There Grammar and/or Spelling Errors?
- Are There Broken Links?
Page Level Analysis
Your website does some of the basics well, critical errors are low and there are some areas to make improvements.
Issue
- 26 Pages with low word count
- 127 Pages without a H1 heading
- 171 Pages with no meta description
- 139 Pages with a title tage that is too long
Impact
- HIGH
- HIGH
- HIGH
- MEDIUM
There are some glaring, yet quite easy to fix issues. One of the biggest issues would be the missing H1 tags on pages as they can have an affect on ranking for search terms.
There is definite room for improvement here and some low hanging fruit to get started fairly easily.
Website Analysis
How your customers experience your website is key to your digital success. Is it easy to use? Does it prompt the customer to take action? Can the customer find what they are looking for?
Your website loads quickly and is mobile friendly according to Google’s mobile usability test. This alone does not however mean that the user has a good experience when visiting your website.
Issue
- Mobile UX not very intuitive
- Poor navigation to find product related content
- No caching
- Images not lazyloaded
Impact
- HIGH
- HIGH
- HIGH
- MEDIUM
Issue
- Fast Load Time
- Website has been flagged as safe by popular malware scanners
- Mobile Friendly
- Google Analytics Present
Impact
- HIGH
- HIGH
- HIGH
- MEDIUM
There are a number of factors and ways to analyse how users are engaging and
interacting with your site. Below are some data points to examine in our user
experience analysis:
Bounce Rate
Unfortunately, there isn’t a clear answer on what is a good bounce rate. There are many factors and it will vary depending on the type of site/product. That being said a bounce rate between 60% – 80% is not ideal and between 30%-40% is great.
Our bounce rate of 75% is quite average and could definitely be reduced. Since majority of our traffic is from mobile devices it would be crucial for us to adjust the UX (especially when searching for products on mobile) and see how that affects our bounce rate.
Average Time Spent On Site
The longer users stay on your site, the more chances you get to convert them. Like bounce rate, average time spent on site is relative. If the average time spent on site is less 1 minute, then it’s definitely something we would want to look into.
Our average session duration is 01:15 – this is fairly average and we would like to see this increase over time with more engaging and expanded content.
Exit Pages
Identifying what pages users leave from the most is the first step to fixing the issue. Pages with a 80% or higher exit rate % are worth investigating. Pages with the most traffic will always have a higher exit rate.
Our highest page of consequence exit rate % is 83% which is /how-to-boil-out-a-deep-fryer-the-best-way-to-clean-deep-fryers-properly/. This is not ideal but considering a users intent when landing on this page (find out the information they need then leave), it’s not surprising. Potentially we can use a promo code for products on this page to generate sales/additional engagement.
Another page that would need to be investigated is /product/chef-master-90019-portable-butane-stove-15-000-btu/. With an exit rate of 81% it would be interesting to see if UX updates to mobile will lower the exit rate percentage.
- Does this page solve a problem or answer a question to the fullest extent?
- Are there still some questions left unanswered?
- How is the readability of the content?
- Are there too many big blocks of text?
- Too little images?
- Broken images?
- Does the page load slowly?
- Are there distracting elements such as advertisements that would send a user
off your site? - Are you setting external links to “open in a new window” (if not, you should)?
Your website loads reasonably quickly and is recognised as mobile friendly by Google’s mobile usability tester. These are definitely positive, but there are some content and layout adjustments we feel could improve the user experience and help them find what they are looking for especially on mobile devices.
Your website needs to function as a business tool. If you are spending money on driving traffic to your website it needs to be optimised for conversions – i.e. turn paid (and organic traffic) into new customers.
Adding caching to the site would significantly improve load times on both desktop and mobile devices.
Link Analysis
In this section we identify strengths and weaknesses in your link profile.
- Link Relevancy
- Link Authority
- Link Diversity
- Link Targeting – homepage vs deep links
- Anchor Text Diversification
- Total Referring Domains – The more unique referring domains a site has linkingto it, the better.
Link profiles is still one of the major ranking factors for Google – but link building is also of the most difficult and can be a costly excersise. There are some simple strategies we could implement to improve our link profile and at a later stage take a more aggressive approach here.
Competitor Analysis
Knowing who your competitors are and how they are reaching their (and your) potential customers can help highlight areas to improve or opportunities to take advantage of.
Organic Keywords
5,222
Organic Monthly Traffic
3,069
Domain Score
13
Backlinks
153
Organic Keywords
3,189,759
Organic Monthly Traffic
6,345,341
Domain Score
68
Backlinks
3,028,531
Organic Keywords
283,805
Organic Monthly Traffic
126,483
Domain Score
45
Backlinks
35,629
Organic Keywords
402,828
Organic Monthly Traffic
279,964
Domain Score
53
Backlinks
1,309,810
The biggest factor here is the number of organic keywords your website is ranking for compared to the competition. This will be mostly due to the amount of content and also the strategic planning around what content is produced.
Another factor at play here are backlinks. Backlinks are an important ranking factor for Google. This in short is the amount of other websites that have a link to your website. Ideally we would like relevant, high authority sites to link back to our website.
There is a great opportunity to improve the website’s overall SEO score and increase monthly site visits, and therefore potential customers
Actionables
- Research, discuss and select target keywords and keyword sets for each page.
- Talk about a content creation strategy. (Push social)
- Add values to conversion goals.
- Update UX experience – especially on mobile.
- Fix critical SEO errors on site.
- Add caching and image optimisation.
We’re a digitally driven team that offer full service support with the same goal you have: Customer conversion.
We aim to build long-standing relationships with our clients – providing honest advice, valuable information and long-term strategic direction. We understand what you need when you ask for a digital solution.
Social media
Social Media marketing is one of the most important aspects to your marketing plan. Seeing how you stack up compared to your competitors show us where we can improve and what portion of the social market share we are reaching.
Know your content
Keeping your audience constantly engaged is crucial but keeping them engaged also means having more resources for producing content. Take a look at how many resources your competitor puts into social media and whether you can keep pace.
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Social media has become one of the most important aspects of digital marketing – whether its is building a brand, bringing in new customers or supporting existing ones.
Here valuable content and customer interaction/engagement is key. Compared to the competition we can see we post less content and have less interaction with our audience. We can definitely take further steps in social engagement.