SEO Assessment – Evolutia SEO

Legacy SEO Assement Of Evolutia SEO

Vital Statistics

• Domain: http://evolutiaseo.co.uk
• Platform: Static HTML site running WP Blog from Blog Subdirectory.
• Indexed Pages: 100 pages (room for improvement)
• Google Pagerank: 4/10 (strong)
• External Backlinks (Majestic SEO): Low
• Social Shares: Low

Observations

Mobile Optimisation:

The site is currently not mobile optimised.

Creation of Robots.txt

In order to ensure the spiders crawls the site appropriately a Robots.txt needs to be created.

Creation of XML Sitemap

In order to insure that all appropriate urls are submitted for index in (primarily Google’s) SERPs, a XML Sitemap should be created. With the dual platform nature of the site the easiest way to accomplish this would be to create two XML sitemaps. One variation manually created for the static site, and the second (regarding the WordPress blog) implemented using a WordPress SEO Plugin (preferably Yoast SEO).

Both sitemaps will need to be submitted to GWT.

Creation of HTML Sitemap

In order to improve the internal linking structure of the site, a html sitemap should be created. This HTML Sitemap should be linked to from the sitewide footer and should be used as a starting point for indexing via GWT.

Bing Webmaster Tools

The verification meta for BWT is missing, which suggests this area may not have been handled appropriately.

Meta Description

For maximum impact the primary keyword for each page should be included in the meta description for each page (preferably in a decent context). This does not seem to be the case in a number of samples.

Implement HTML Compression

There is a significant amount of unnecessary whitespace and noise, within the html documentations of the site. As such, this will be increasing the size of the files read by the browser and slowing down the site loading speed. The benefits of resolving this is that it will improve site usability and Google has stipulated on a number of occasions that it favours sites with quicker loading speeds. Other areas of improvement in this respect include removing the google-site-verification, msvalidate and yahoo verification metatags, and verifying the ownership via ftp instead.

CSS Compression

In order to improve loading times the CSS should be minified.

Image Alt Tags

A number of images are missing alt tags. These should be added where appropriate.

Meta Language Attribute

The documentation language has not been defined. Add the following lang=”en-GB” to the html tag in the document root.

W3C Validity

There are currently only a couple of issues regarding W3C Validity(which is good). Both are easy to fix: In regards to the duplication of <div id=”footer-adwords”> simply remove the second instance as it’s an empty div or rename to something more appropriate. There is a second issue regarding the nested list. A simple work around would be to close the list tag immediately after <li>Services provided: and opening a new list for the remaining non sub-bulleted items.

Leverage Browser Caching

In order to speed up site loading times, leverage browser caching may be enabled. This means that file types from the first visited pages on the site are cached, and reloaded for additional visits and upon further navigation around the site.

## EXPIRES CACHING ##

<IfModule mod_expires.c>

ExpiresActive On

ExpiresByType image/jpg “access 1 year”

ExpiresByType image/jpeg “access 1 year”

ExpiresByType image/gif “access 1 year”

ExpiresByType image/png “access 1 year”

ExpiresByType text/css “access 1 month”

ExpiresByType text/html “access 1 month”

ExpiresByType application/pdf “access 1 month”

ExpiresByType text/x-javascript “access 1 month”

ExpiresByType application/x-shockwave-flash “access 1 month”

ExpiresByType image/x-icon “access 1 year”

ExpiresDefault “access 1 month”

</IfModule>

## EXPIRES CACHING ##

Gzip Compression

In order to enable Gzip Compression add the following coding to the top of the .htaccess file:

# compress text, html, javascript, css, xml:

AddOutputFilterByType DEFLATE text/plain

AddOutputFilterByType DEFLATE text/html

AddOutputFilterByType DEFLATE text/xml

AddOutputFilterByType DEFLATE text/css

AddOutputFilterByType DEFLATE application/xml

AddOutputFilterByType DEFLATE application/xhtml+xml

AddOutputFilterByType DEFLATE application/rss+xml

AddOutputFilterByType DEFLATE application/javascript

AddOutputFilterByType DEFLATE application/x-javascript

NoFollow Attributes

I recommend the addition of rel=”nofollow” attributes to external links specifically in relation to neutral assets where PageRank is not intended to be passed on.

Rich Snippets

The implementation of onsite reviews specifically those aligned with Google Reviews micro data (which allows gold star ratings to appear next to Google Search Listings) has shown in many instances to improve both click through and conversion rates of e-commerce sites by approximately 20%.  The fundamental ideology behind these is that the reviews add social proof to consumers buying habits, and the Gold Stars which occur as a result of the implementation of the Rich Snippets data, enables URLs to stand amongst competitors on the Search Engine Results Page.

Abbreviation Mark-up

Similar to a link title attribute this enables a mini highlight to pop up revealing associated text.

In order to both enhance the user experience and also improve  keyword density of the site, It would be appropriate to add abbreviation mark-up for instances of SEO, PPC, SEM etc. This means that clientele who have no prior understanding of SEO, PPC etc. are provided with the full length definition. This definition is also recognised by spiders crawling the site and thus helps boost keyword density/relevancy.

Tel Mark-up

In order to enhance the user experience for mobile users and therefore help enhance conversion rates, tel mark-up may be added to all instances of the phone number. This mark-up will enable users to phone the number listed directly from their phone by simply clicking on the phone number.

Inclusion in Google Images

A Google images sitemap may be created to attract additional visitors from Google Images.

Content

A greater emphasis ought to be placed on more content on the website. 100 indexed pages is fairly small in relation to a lot of competitors. It comes down to a simple adage, the more content on a site, the more keywords it’s gets picked up on, therefore the greater the number of visitors it’s acquires. To put this into context Pushon Digital currently has 1900 indexed pages.

Backlinks

Whilst the backlinks coming into the site are high quality, the number is fairly low. A competition emulation strategy, cherry picking the best backlinks from competitors portfolios would be expected to have a positive impact.

Summary

In all there are no absolutely major issues with the site, however given the domain’s authority it should really be ranking a lot higher than it currently does. Once the onsite issues are resolved a significant focus should be placed on getting more content onsite. This will ensure the website is able to capitalise on additional long tail keywords, and it will boost the overall keyword relevancy of the domain site wide.

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