Dunhill websiteSEO Audit

Paula Albocino

Analysis of• Meta tags• Content• Backlinks• Broken links• Website loading time

Issues in the titles

• Title “English US”/ URL “English GB”

• “en-US” in the title could give space to a keyword

• Current title has only 51 characters. More KWs could be added

• Perhaps the title has recently been changed and the page has not

been crawled yet• Or it also can happen when title tag is used for many different pages

(see more information)

Issues in the titles

Google shows different title from page’s meta tag

Issues in the titles

Different URLs with same title. Every page should have it’s own title, in the local language

Issues in the description

Different pages with same description. Every page should have it’s own description, in the local language

<meta name="description" content="dunhill caters to the needs of the discerning man, from formal and casual menswear, to handcrafted leather goods through to fine men's jewellery and timepieces." />

Google is not showing page’s meta tag description, but part of its content instead. It can happen when description tag is used for many different pages. (See more information)Each page should have its own description. Images should be renamed with keywords

www.dunhill.com/en-gb/shoponline shows up on Google as

www.dunhill.com/en-us/shoponline

Page has not been indexed.Link building, unique meta tags and content could help the page to be indexed.

Deep pages: Same descriptions and inefficient titles. Product code could give space for keywords.

Content

Checking what site’s home page looks like from a search engine spider’s perspectiveYellow Pipe tool

Little content, few keywords.

Poor content

Content

www.dunhill.com/en-gb www.dunhill.com/en-us

Same, samesame!

Different URLs, same content

• Breadcrumbs on the Home Page.

Good for SEO. Users need less cliques to reach deep pages.

Ready to Wear | Leather | Timepieces | Writing Instruments | Cufflinks| Accessories...Shirts

Knitwear

Trousers & Shorts

Jeans

Outerwears

Ties

Ideas for developing content

• blog

• Reviews from customers

• Media section

• Dunhill tweets

• Tag Cloud

Backlinks Analysis

Backlinks diluted across different URLs, but same page. Efforts should be concentrated on the URL www.dunhill.co.uk

• Dunhill London should link to www.dunhill.co.uk, but it’s linking to www.dunhill.com on Dmoz directory.

Backlinks Analysis

Using Link Checker tool.

Pages linked to by broken links might not be accessible to spiders.

Websites with too many broken links could be penalized by Search Engines.

Internal links

Testing on Pingdom tool

Website loading time

Website loading time is 6.2 seconds.It would be good to check for ways of improving performance. The faster a website loads, the better is its chance to rank on Google. More Information

• Keyword Research – Identify the top terms driving traffic for each page using Google keyword tool as a start point. Also, look at competitors keywords for some ideas

• Create unique meta tag title and description for each page, optimised with keywords

• Create content for each page focused on its keywords

• Optimise all images and pictures with keywords in the alt tag

• Link the pages in the internal navigation with keyword terms as anchor texts

• Fix broken links and look for ways to increase loading website speed

Plan of Action

• Insert breadcrumbs on the Home Page

• Add content on the website (blog, media section, customers reviews, Dunhill Tweets and so on)

• Define the best URL (www.dunhill.co.uk better than www.dunhill.com/en-gb)

and use it constantly in internal links

• Concentrate backlinks efforts in the URL defined. Get the sites and blogs already linking to the wrong URL to correct it

• Make a competitor list and check their backlinks. Websites linking to the competitors could be a good source of links to Dunhill website

• Look for other sources of links; Develop relationship with fashion journalists and relevant blogs/ sites owners

Plan of Action

• Redirect all local websites to the main one, while local languages are not developed. That will avoid duplicate content

• Develop all Dunhill websites in the local language; e.g. www.dunhill.it should have meta tags and content in Italian language

• Define each website geographically for its market on Google Webmaster Tool

• Each website should have inbound links from its own country

• Submit each Dunhill website on important directories, such as Dmoz and Yahoo

• Engage customers using social media and create interesting content on the website to generate spontaneous links (link baiting)

Plan of Action

Thank you!

Paula Albocino