toyota uk - seo technical audit
DESCRIPTION
1. Analysis - What have they been doing? Has it been working? 2. Strategy - What should they be doing? Short/Mid/Long term strategy. 3. 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? 4. KPIs - How will we judge the success of implementing these fixes? What should the client expect?TRANSCRIPT
![Page 1: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/1.jpg)
Digital Strategy in SEO Context
![Page 2: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/2.jpg)
Analysis
What have they been doing? Has it been working?
![Page 3: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/3.jpg)
Analysis
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Other channels of digital marketing mix
![Page 5: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/5.jpg)
Make sure PR activities are synchronised with SEO
![Page 6: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/6.jpg)
Social Media
![Page 7: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/7.jpg)
Social Media
![Page 8: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/8.jpg)
Youtube
![Page 9: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/9.jpg)
![Page 10: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/10.jpg)
Google+
![Page 11: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/11.jpg)
![Page 12: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/12.jpg)
Social Shares
No mentions from twitter – potential opportunity to utilise this channel better
![Page 13: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/13.jpg)
PPC
![Page 14: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/14.jpg)
Display advertising
![Page 15: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/15.jpg)
Why is it important to understand these other channels?
![Page 16: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/16.jpg)
Backlinks Overview
![Page 17: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/17.jpg)
Link Detective
![Page 18: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/18.jpg)
High percentage of dead links
![Page 19: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/19.jpg)
Links by type
potential opportunity of implementing social links for better diversity
![Page 20: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/20.jpg)
Links by anchor text
getting more brand links helps achieve persistent results after Google updates
![Page 21: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/21.jpg)
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?
![Page 22: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/22.jpg)
Technical
![Page 23: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/23.jpg)
Technology Profile
![Page 24: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/24.jpg)
Analytics & Traffic
![Page 25: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/25.jpg)
W3 Validation Errors
![Page 26: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/26.jpg)
Subdomains
![Page 27: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/27.jpg)
Subdomains (Dealers)
![Page 28: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/28.jpg)
Consequences of this approach
95,300 of URLs with almost same meta data?
More difficult to maintain back links profile
Potential duplicate content issue
![Page 29: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/29.jpg)
More research on how competitors resolve dealer's websites problem
![Page 30: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/30.jpg)
Network Utilisation
![Page 31: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/31.jpg)
Enable gzip compression
1. server.lon.liveperson.net/ could save ~125 B
![Page 32: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/32.jpg)
Leverage browser caching
![Page 33: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/33.jpg)
Leverage browser caching
spacer.gif, TGB_logo.jpg, dcslib.js
dcs.gif
![Page 34: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/34.jpg)
Leverage proxy caching
TGB_logo.jpg
spacer.gif
![Page 35: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/35.jpg)
Cookie size
![Page 36: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/36.jpg)
Specify image dimensions
![Page 37: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/37.jpg)
Web Page Performance
![Page 38: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/38.jpg)
Web Page Performance
![Page 39: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/39.jpg)
Optimize the order of styles and scripts
![Page 40: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/40.jpg)
Optimize the order of styles and scripts
1. toplevel.css2. navigation.css
![Page 41: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/41.jpg)
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
![Page 42: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/42.jpg)
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.
![Page 43: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/43.jpg)
Navigation
![Page 44: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/44.jpg)
Text can replace images(any font can be used)
![Page 45: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/45.jpg)
Screenshot of current problem and how it affects users
![Page 46: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/46.jpg)
Offers & Finance could have a page linking to all subcategories (usability)
![Page 47: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/47.jpg)
Why is this happening?
![Page 48: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/48.jpg)
Why is this happening?
![Page 49: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/49.jpg)
Lack of load balancing
![Page 50: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/50.jpg)
Lack of CDN
![Page 51: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/51.jpg)
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.
![Page 52: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/52.jpg)
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
![Page 53: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/53.jpg)
Strategy
What should they be doing? Short/Mid/Long term strategy.
![Page 54: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/54.jpg)
Short
![Page 55: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/55.jpg)
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
![Page 56: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/56.jpg)
AWR: The Process
![Page 57: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/57.jpg)
AWR: Search volumes
![Page 58: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/58.jpg)
AWR: Average CTR
![Page 59: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/59.jpg)
AWR: Traffic estimation
Conversion for each of the keyword group?
ROI for Client!
![Page 60: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/60.jpg)
Search for legacy subdomains
![Page 61: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/61.jpg)
Implement structured data markups
![Page 62: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/62.jpg)
Blog
![Page 63: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/63.jpg)
Blog
![Page 64: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/64.jpg)
No Authorship Markup
Does such snippet improve CTR?
![Page 65: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/65.jpg)
No RSS feed
![Page 66: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/66.jpg)
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
![Page 67: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/67.jpg)
Mid
![Page 68: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/68.jpg)
Long
![Page 69: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/69.jpg)
Brand building / Reputation Protection
![Page 70: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/70.jpg)
User generated content
![Page 71: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/71.jpg)
KPIs
How will we judge the success of implementing these fixes?
What should the client expect?
![Page 72: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/72.jpg)
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
![Page 73: Toyota UK - SEO Technical Audit](https://reader036.vdocument.in/reader036/viewer/2022081413/546b9529af79599d7d8b74eb/html5/thumbnails/73.jpg)
Thank You!
Questions?