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?

2.  What have they been doing?
 Has it been working?

8. 

10. 

12. 
 No mentions from twitter – potential opportunity to
utilise this channel better

19. 
potential opportunity of implementing social links for better diversity

20. 
getting more brand links helps achieve persistent results after Google updates

21.  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?

23. 

28.  95,300 of URLs with almost same meta data?
 More difficult to maintain back links profile
 Potential duplicate content issue

29. 

31. 1. server.lon.liveperson.net/ could save ~125 B

33. spacer.gif,TGB_logo.jpg, dcslib.js
dcs.gif

34.  TGB_logo.jpg
 spacer.gif

38. 

40. 1. toplevel.css
2. navigation.css

41. 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

42. 
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.

43. 

49. 

50. 

51. 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.

52.  http://www.toyota.co.uk/cgi-
bin/toyota/bv/generic_editorial.jsp?navRoot=toyota_1024_root&f
ullwidth=true&noLeftMenu=true&forceText=%3cnone%3e&edna
me=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&n
oLeftMenu=true&fullwidth=TRUE&nodiv=TRUE&edname=Hybrid
Family-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&f
ullwidth=true&noLeftMenu=true&forceText=%3cnone%3e&edna
me=Owners-Info-RoadSide&id=Owners-Info-
RoadSide&zone=Zone+Ownership&sr=Mall

53.  What should they be doing? Short/Mid/Long
term strategy.

54. 

55. Keywords Performance
Not to be used as KPI for the client, but helpful as an internal performance
tracking metric

59.  Conversion for each of the keyword group?
 ROI for Client!

62. 

64.  Does such snippet improve CTR?

66.  http://www.toyota.co.uk/cgi-
bin/toyota/bv/generic_editorial.jsp?navRoot=toy
ota_1024_root&noLeftMenu=true&fullwidth=TR
UE&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

71.  How will we judge the success of
implementing these fixes?
 What should the client expect?

72.  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

73.  Questions?