Irwin Mitchell - SEO Strategy & Backlinks Audit
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DESCRIPTION
I highlighted bad SEO practices on Irwin Mitchell website long before the site has been penalised by Google. This presentation is the effect of an audit of their Internet marketing in SEO context. It highlights their digital marketing mix and explores some critical issues in back links profile. It also suggests some onsite optimisation changes and top level guideline for further strategy.
Citation preview
- 1. Technical SEO Audit Overview Irwin Mitchell
- 2. Irwin Mitchell Competition Digital Marketing Mix Technology
Profile Site Performance Back links profile Onsite Analysis
Keywords Research Content Strategy
- 3. Digital Marketing Mix PPC Social Media Public Relations Why
is it important?
- 4. PPC
- 5. Social Media Youtube
- 6. Social Media Twitter
- 7. Social Media google+
- 8. Social Media Facebook
- 9. Social Media Pinterest
- 10. Social Influencers Social signals importance in SEO
context
- 11. PR Relations
- 12. Blog Implement a blog on a subdomain Additional controlled
asset ranking for brand searches Increasing brand trust Improving
conversion rates
- 13. Why is it important? Digital Marketing Mix
- 14. Technology Profile Server Information CMS Frameworks W3C
Validation
- 15. Server Information
- 16. CMS
- 17. Frameworks
- 18. W3C Validation
- 19. Site Performance Waterfall View Content Breakdown by MIME
Performance Audit DNS Configuration Geo-location of the server
Domain Overview
- 20. Waterfall View
- 21. Content Breakdown by MIME
- 22. Performance Audit
- 23. DNS Configuration
- 24. Hosting and Domain Domain Overview Geo-location of the
server
- 25. Back links profile General links overview Links by anchor
text Links by type Blog Networks Usage? 12k Dead Links
- 26. General links overview
- 27. Links by anchor text
- 28. Links by type
- 29. Blog Networks Usage?
- 30. 12k Dead Links
- 31. Onsite Analysis Responsive Design Duplicate Titles
Duplicate meta descriptions Wrong length of meta descriptions
Status Headers 280 URLs return 404 1170 URLs return 302 Information
Architecture
- 32. Duplicate Titles
- 33. Duplicate meta descriptions
- 34. Length of meta descriptions 2216 are below 140 characters
2946 are above 160 characters Some as bad as 1222 characters
- 35. 280 URLs return 404
- 36. 1170 URLs return 302
- 37. Information Architecture
- 38. Implement structured data Especially vital in Hummingbird
context
- 39. Opportunities & ROI Estimation
IrwinnMitchell_Opportunities.xlsx Keywords Research Process for
opportunities identification
- 40. Questions? Thank You!