Website Analysis Report : SEO, CRO Website Audit.

Website Analysis Report
Presenter: Tarak Turki
14th April 2016
www.nrshealthcare.co.uk/

www.nrshealthcare.co.uk
 Site Metrics
 Ergonomic Audit
 Technical and Functional aspects
 Design and Usability
 Editorial & Content Audit
 Validity
 Duplicate Content
 Technical audit
 SEO situation
 SEO Recommendation
 CRO Recommendation
 Implementation Plan
Agenda

Site Metrics

Ergonomic Audit
 Technical and functional aspects
Compatibility and Accessibility :
• Your website is well-configured for visitors from mobile devices
• The web site appears well in Google Chrome, Internet Explorer and Mozilla Firefox

Ergonomic Audit
Loading time :
• This website has a slow loading time on the mobile and Desktop version
Recommendation:
• Optimize images, css and Javascript files
Use wordpress plugins to optimize images, css and Javascript files or perform the
optimization manually

Ergonomic Audit
 Design and Usability
Navigation :
Good navigation helps visitors to understand what is on your website and to distinguish its
different components
1. Menu:
An unclear menu can confuse the users

Ergonomic Audit
Recommendation:
• Differentiate the menu from the website header
Example 1:
Example 2:

Ergonomic Audit
2. Trust Information:
When you select a menu item e.g. «Bathroom Aids» the trust information disappears

Ergonomic Audit
Recommendation:
• Add the trust information into top bar.

Ergonomic Audit
3. Promotion:

Ergonomic Audit
Recommendation:
• Create a slider that contains images, text and call to action
Example 1:

Ergonomic Audit
Example 2:
Call to Action is key to increasing conversion rate optimaziation

Ergonomic Audit
4. Phone Number and Live Chat:
• The phone number is present only one time in header
• After 24 hours from testing live chat no response
Recommendation:
• Include the phone number in footer
• Ensure resource is available to answer live chat requests. If
that is not possible then it is better not to use it

Ergonomic Audit
5. Product page:
• Add to Basket button is not visible when you scroll down the page
• Duplicate content in the product description
Recommendation:
• Use CSS to make the Add to Basket button available as you scroll down in
the page
• Rewrite a unique and correct product description
• Include videos to demonstrate the products

Ergonomic Audit
6. About Us Page:
• Only black text without any images
Recommendation:
• Use keywords and links for content
• Use images at list one image

Ergonomic Audit
7. The 404 page:
• The site does not currently have a 404 error page - this is bad in terms of usability
Recommendation:
• Provide visitors with a helpful 404 error page to increase user retention

Editoral & Content Audit
1. Validity:
• Using valid markup that contains no errors
 Syntax errors make your page difficult for search engines to index
Recommendation:
• Use W3 validator to fix syntax errors or pass the issues back to your
developer for code fixing

2. Duplicate Content:
• The NRS website adheres to search engine quality charters , in terms of unique and
valuable content for visitors
• Duplicate content is a major obstacle for each site in its search engine ranking

Recommendation:
• Rewrite duplicate content
Use siteliner to detect the duplicate content

Technical Audit
 SEO Situation
Internal Technical Criteria: On Page
1. Analysis of title tags and Meta description:
• Your meta description should contain between 70 and 160 characters (spaces included).
• A good description acts as a potential organic advertisement and encourages the viewer to click
through to your site

Technical Audit
Recommendation:
• Ensure that each of your web pages has a unique meta description that is
explicit and contains your most important keywords

Technical Audit
2. Site Compliance:
• Your website is structured using HTML headings (<H1> to <H6)
Recommendation:
• Use your keywords in the headings and make sure the first level (<H1>)
includes your most important keywords

Technical Audit
3. Images:
• Alternative text (the alt. attribute) is missing for several images
Recommendation:
• Add alternative text so that search engines can better understand the
content of your images
• Use keywords in your alternative text

Technical Audit
4. Internal Links:
• There are 330 with no title attributes (inside the tag <a>)
Recommendation:
• Add title attributes to all links and use keywords

Technical Audit
External Criteria: Off Page
1. Backlinks:

Technical Audit
• Small number of backlinks
• Missing title for backinks

Technical Audit
Recommendation:
• Add more backlinks to the content of your website
• Add title to the links and use keywords

Technical Audit
2. Blog:
• Your website does not have a Blog
Recommendation:
• Create a page blog for your website

Technical Audit
1. Presence on Social Media:
Social media has become an imperative for all brands looking to be a part of the digital market
and to increase their brand awareness business
Facebook:

Technical Audit
• Posts per Day: 0.62
You publish three to five new posts each week.
To activate your fans, you should add something on a daily basis
• Length of posts: Between 100 and 500 characters
The majority of your posts are between 100 and 500 characters
It is recommended that you write longer posts since longer posts generate more responses from
your followers
• Posts by fans: No messages last month
Facebook is an amazing network for dialogue with your clients and customers.
You should encourage your fans to ask more questions

Technical Audit
Recommendations:
• Use likealyzer tool to analyse the performance of your facebook page
• Ask more questions to your fans
• Review the length of your posts
• Publish posts more often
• Encourage your fans to ask more questions for you to answer
• Publish more pictures

Technical Audit
Twitter:
• Your Twitter usage statistics look great
• You can enhance them even more by building connections with industry experts and
exchanging expertise or content.

Technical Audit
• Google Plus
Being active in this social network is important for your brand awareness ,
influencing your search engine rankings and interacting with your network

SEO Recommendations
 Optimize your site load time for mobile visitors
 Rewrite duplicate content
 Optimize images and add the alt. attributes and titles
 Write a relevant summary of each page in the description tag:
• Use plugin SEO yoast to integrate meta title and description
 Highlight keywords (bold, font, H1, H2, H3)
 Increase links with keywords to your landing pages
 Create a blog page and start posting articles
 Use industry leading tools i.e. hootsuite or buffer ,for maintaining your social
media presence
 Use Linkedin Publisher to share posts

CRO Recommendations
 As a minimum redesign the website Home page and landing pages
 Use AB testing to validate the redesigned pages
 Optimize your site load time for mobile visitors
 Rewrite landing page content to include identified keywords
 Use clear and obvious call to action to increase conversion
 Add appropriate videos to product landing pages
 Create “top sellers page” to target top sellers based on profit margins
 Create “Why Buy From Us” page to deliver the key message about the
company and their services
As a minimum this page should include:
• Content with keywords
• Short video
• Sidebar including all services provided after point of sale
 Review all ads to be sure that the right users are being targeted :use more the
add extensions

Implementation Plan
Quick Wins & Priority Modifications
• Optimize your site load time for mobile visitors
• Redesign the home page
• Re-write the Meta description of the home page
• Add the google Map to your contact page
• Create more internal links
• Review the list of the keywords for your PPC campaign
• Review all the Ads
Short to Medium Term Modifications
• Create blog for the website
• Review and improve social network campaigns
• Re-write content for the landing page
• Create “top sellers page”
• Submit of websites in to Search Engine Optimization
directories
• Create and implement new SEO and PPC campaign for
Bings

Website Analysis Report : SEO, CRO Website Audit.

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