SEO Assessment – Pravins

Legacy SEO Assement For Pravins

Vital Statistics

  • Domain: http://www.pravins.co.uk/
  • Platform: Magneto
  • Indexed Pages: 5,000 pages (room for improvement)
  • Google Pagerank: 4/10 (strong)
  • External Backlinks (Majestic SEO): 1,940
  • Social Shares: Low

Observations

URL Structure

The URL structure is poor in a number of instances, and is particularly prevalent in the products categories. These issues can be resolved fairly easily, enabling the entire site to move to a more SEO friendly SEO structure. The main aim of this exercise would be for the removal of any instances of the .html extension in URL as well as the removal excessive queries parameters where possible specifically within in search results.

Reviews Rich Snippets

Review functionality may be implemented within the site, to capitalise upon Google stars in organic SERPs. The prevalence of Google stars/consumers review have been proved to boost both conversion and click through rates by approximately 20%. This can be achieved easily using just one of a number of free Magneto extensions. CSS modifications may need to be made, in order to fully incorporate the style aspects of this addition functionality into the site.

This addition can either be attributes to individual products, preferably through the addition of a review section for each individual product, or can be attributed to the brand itself by fully utilising the onsite testimonials.

The drawback of this approach would be the requirement for moderation of the reviews section.

Amendments of Robots.txt

Whilst Robots.txt does exist, it needs modifications making to it.

Amendments to Meta Titles.

Some of the meta titles onsite are meaningless and should be expanded upon in order to appear more natural and to improve the user experience.

Update XML Sitemap

In order to help ensure that all news URLs (including products) are indexed in shortest period of time possible, the XML Sitemap should be updated. It’s currently about 6 months out of date.

Product Micro data

In order to assists Google’s understanding of the site, Product micro data should be added to all products featured on the site. This will have a positive effects on rankings specifically for (but not limited to) Google shopping results. This can be achieved yet again, by simply using the appropriate Magneto plugin.

Expansion of Product Descriptions.

In order to capitalise on additional long tail keywords, the description of each product should be expanded on significantly. The best way to implement this would be to use a summary description as a primary focal point for end user, and provide a full description of each product accessible via a drop down.

Addition of Descriptive Title attributes for menu items.

In order to boost keyword density, and enhance the user experience, title attributes may be added to the main menu navigation.

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.

Minimise Use of external CSS Stylesheets

Whilst fairly tricky to implement (time-wise), due to the overriding nature of CSS, the existing style sheets could be combined into less style sheets. This reduces the amount of calls on external documents, improves html ratio, however if this exercise is not approached particularly carefully, it could have the knock on effect of increasing loading times for the site, as a particularly large CSS file would take longer to load.

Implementation of Blog section

This is highly recommended for a extensive range of reasons, including boosting the brand’s level of engagement with prospective customers, as well as boosting content onsite, in order to capitalise on additional long tail keywords. For maximum impact a brief summary of recent blogs may be featured on the homepage, this would have the knock on effect that ensure Google sees frequent updates on the homepage, and as a result would regard the domain to a certain extent as a currently relevant site, as opposed to a more ancient, and to certain degree neglected site.

CSS Compression

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

A number of images are missing alt tags. These should be added where appropriate. These should be keyword rich and specific to the relevant product.

Removal of Meta Keywords.

http://googlewebmastercentral.blogspot.co.uk/2009/09/google-does-not-use-keywords-meta-tag.html. Meta keywords should be removed site wide, and implemented as a meaningful part of the meta description and/or title meta data.

Removal of Comments from HTML

In order to boost html/text ration and clear out excess noise, comments should be removed from the HTML document where appropriate.

W3C Validation

W3C Validation shows 25 errors on the homepage. A number of this can be resolved fairly easily. http://validator.w3.org/check?uri=www.pravins.co.uk&charset=%28detect+automatically%29&doctype=Inline&group=0

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. This is most notable for the social media links in the site wide footer.

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.

Inclusion in Google Shopping.

This is a significant area of opportunity, that may not have been fully explored as of yet. This aspect does have additional costs associated to it, however should it be deemed a viable option it may lead to both a significant growth in targetted visitors accessing the site and ultimately sales.

Address Mark-up

The store locations ought to be marked up with <address> micro data in order to help improve prevalence on Google Maps, and associated mapping applications.

Summary

In all there are some notable issues with the site, primarily the lack of content on site, in the context of each product, as well as a particularly unclean URL structure in some instances. By increasing the amount of content on each product page, the site can make better use of its high domain authority, and would be expected to capitalise on a much higher level of traffic through the acquisition of a significantly higher number of long tail keywords.



3 Comments
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    Abigail Roswell
    March 17th, 2016

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      Rick Vogel
      March 17th, 2016

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    Lisa Wright
    March 15th, 2016

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