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.
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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
