SEO Agency

Website Auditby

www.Rankability.co.uk1

http://www.rankability.co.uk/

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1. Domain Structure - “Blackberry’s Subdomains”

2. Keyword Analysis - “How does it rank and for what search terms”

3. Competitive Analysis - “Always look in front as well as behind you”

4. Off Page Link Analysis - “How popular are we?”

5. On Page Site Architecture – “Nuts & Bolts ”

6. Recommendations – “Steps for Improvement”

7. Future Changes in Search (Tactical or Strategic) – “Be Prepared”

Audit will cover...

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• many sub domains • .com domain is 12 years old.• .na domain is just over 2 years old.• .eu domain is just over 1 year old.

Domain Structure

blackberry.com

eu.blackberry.com/eng

na.blackberry.com

country.blackberry.com

shopblackberry.com

Top Level Domain

Sub -domains

“accessories”

-- >

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Search Engine Keyword Performance/Rankings

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Search Engine Keyword Performance/Rankings

7/8th Position

Search Term “Blackberry”

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Organic Keyword Performance/Rankings

Search term = blackberryPosition Site (url)

1 www.blackberry.com

2 www.blackberry.com/blackberrybold

3 na.blackberry.com

4 en.wikipedia.org/wiki/BlackBerry

5 www.my-blackberryfromo2.com/

6 www.phonesreview.co.uk/category/mobile-phones/blackberry

7 eu.blackberry.com/

8 blackberry.vodafone.co.uk/storm/

9 www.telegraph.co.uk/scienceandtechnology

10 www.vodafone.com/start/about_vodafone/what_we_do/products_and_services/devices

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eu.blackberry.com/eng

Keyword Google Ranking

blackberry 7th

blackberry storm 7th

blackberry smartphone 46th

blackberry phones 350th

blackberry mobile phone 350+

Date: 15th Mar 2009

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Approach: High keyword rankings.

Top Rankings

OFF PAGE:Quality &

Relevant Inbound Links

SITE ARCHITECTURE:

An efficiently Coded Site

ON PAGE:Relevant Title Tag

ON PAGE:Relevant

Description Tag

ON PAGE:Relevancy of Page

Content to Title Tag, Description Tag & Inbound Links Promote Site

Social Media (Share

Content & Opinions)

1.

2.

3.Good

Internal Linking

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Search term = blackberry stormPosition Site (url)

1 www.blackberry.com/blackberrystorm/

2 na.blackberry.com/eng/devices/blackberrystorm/

3 blackberry.vodafone.co.uk/storm/

4 youtube video results (Universal Search)

5 www.phones4u.co.uk/promotions/handsets/BlackBerryStorm95

6 www.vodafone.com/

7 www.reghardware.co.uk/2008/11/06/storm_preview/

8 eu.blackberry.com/eng/devices/blackberrystorm/

9 www.dialaphone.co.uk/phone/BlackBerry_Storm_9500/

10 technology.timesonline.co.uk/tol/news/tech_and_web/article5246074.ece

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Search Term

www.eu.blackberry.com/engPosition

Google.comPosition

Google.co.uk

blackberry 8th -blackberry smartphone 85th -

“blackberry storm” 8th -

www.blackberry.vodafone.co.uk/storm/Position

Google.comPosition

Google.co.uk

blackberry 7th 3rd

blackberry smartphone 3rd 1st “blackberry storm” 3rd 1st

Competitive Analysis & Comparison

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Change anchor text on hyper link

H2 – no keywords

9500 not mentioned on page

no keywords in Bold or H3/H4

Image alt tags missing

No breadcrumb path – improve navigation and internal linkage: link back from lower pages back to category pages with correct anchor text

Title Tag: BlackBerry Storm - Blackberry Storm - Blackberry Touch Screen - 9500, 9500

Title Tag: BlackBerry Storm – Blackberry Smartphone 9500 Multimedia Features

Desc Tag: The BlackBerry Storm 9500 smartphone with a touch screen and cutting-edge multimedia capabilities has the performance for all your requirements.

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Relevancy of Title Tag, Description Tag to On Page Content

Solution:

Title Tag:BlackBerry Storm - Blackberry Storm - Blackberry Touch Screen - 9500, 9500

The Title relevancy to page content is 78%.

- Title Tag is too spammy & database driven. - 9500 not mentioned on page.

Re-write title tag to :BlackBerry Storm – Smartphone 9500 Blackberry Touch Screen orTitle Tag: BlackBerry Storm – Blackberry Smartphone 9500 Multimedia Features

Re-write description Meta Tag and add more relevant content to page to increase keyword density:

Resize H3 tag and change Press and Be Impressed from H2 to H3

‘Press and be impressed with the Blackberry Storm 9500’Adding ‘9500’ increases relevancy of all meta tags.

or

‘Check availability of Blackberry Storm 9500 in your area’

Add another 2 lines of relevant text.

Description Tag:The BlackBerry Storm 9500 smartphone with a touch screen and cutting-edge multimedia capabilities has the performance for all your requirements.

Meta Tag Keywords:BlackBerry Storm, BlackBerry 9500, BlackBerry Storm 9500 smartphone, BlackBerry storm Europe, BlackBerry 9500 Europe

The Description relevancy to page content is 80% which is fair.

H2 Tag ‘Press and Be Impressed’ not relevant to search terms.

Meta Tags only 80% relevant.

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Good use of keywords in H1 & H2 Headers

More relevant text and higher word density

Social bookmarking links

Rich Keyword Content

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Title:The Title meta tag contains 56 characters with no errors. The Title relevancy to page content is 100%, which is perfect.

Description:Warning: The Description relevancy to page content is 80% which is ok.

Keywords:The Keywords meta tag contains 8 keywords and 104 characters with no errors. The keywords relevancy to page content is 88%, which is very good.

search = “blackberry storm”

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Off Page Optimisation

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Competitive Analysis & Comparison Off Page Optimisation

What makes a Good Link?

- A link from a page with lots of relevant content to the linked to page (eg. Blackberry Storm Page)

- A link from a page that does not have many other outbound links from it.

- A link from a page that has a high PR value (PR 6/7 eg. bbc.co.uk or edu sites)

- A link from an article with lots of relevant content

- A social bookmarking link (eg. from delicious or newsvine)

- Where the hyper linked text from the page you are linking from is using the relevant keywords you want to rank for. (eg. “Blackberry storm”)

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Inbound Links Total

eu.blackberry.com/eng/devices/blackberrystorm 50

http://blackberry.vodafone.co.uk/storm 1000

Competitive Analysis & Comparison Off Page Optimisation

- Substantially more inbound links to page

- Some link juice will flow down from TLD . (3969 Inbound Links to home page) (Could use of no follow attribute to sculpt internal linkage and focus page rank on specific pages. eg. no follow on about us page)

- add social bookmarking icons eg. Technorata, Delicious etc

- Aquire link in authority directories - Dmoz

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Gain more links (Link Bait methods) Action:Video Sharing Provide a sharing link to the video

Generate links to blackberry product pages with focus on keyword anchor text.

Create own Blackberry blog and publish New products/coming soon articles – to create back links before competitor blogs from social media, articles.

Get Media Links:Submit relevant articles to niche sites

Target key journalistsFocused press release and/or surveysCyberjournalist.net, yahoo, journalism.co.ukBusinesswire, PRwebLook at niche blogs/sources

Check existing links and anchor text.(eg. ‘Click here’)

Fix existing links and inbound anchor text

checkout backlinks from companies going bust. (Woolworths)

Offer to fix peoples links with your products.

Off Page Optimisation

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More Off Page Optimisation

- Tactical Link Building using www.shopblackberry.com

- 100’s of links from here which eu.blackberry.com/eng in top position for search term ‘blackberry.co.uk’

- Could be changed to different anchor text ‘blackberry smartphone’

Hyper links to eu.blackberrry.com/eng

http://www.shopblackberry.com/

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More Off Page Optimisation

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Site Architecture - On Page Analysis

Website Speed & Page Size

Issue/Description Resolution/Comments

Size of HTML code is 23K Good

Total No of Objects 178 on page is excessive. Latency is problem not no of objects. Browser can only load 2 objects at a time by default.

Combine, refine, and optimize your external objects.

Implement parallel downloads for images – serve objects from different subdomains.

Size of images excessive. Jpg Images too large 87Kb.

Too high - reduce size of images. Can be halved in size by resampling without

reducing quality. Use CSS Sprites.

9 CSS Style Sheets. Could be optimised better. Use CSS short hand colour codes & remove white space).

Combine, refine, and optimize. Use reset.css stylesheet

Good. HTML compression enabled. CSS files are compressed.

5 external Java ScriptsCombine java scripts into one file

CSS at top of page. Java script at bottom of page

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Standards & Coding


Use of Adobe SW Image Replacement using Style Sheets. Site Behaviour from CSS.Use of SWFObject : Java script, CSS.

Good.

Code Validation (W3C Compliance) Some XHTML compliance Issues, although not detrimental to rankings.

Menus coded using CSS – not Flash/Java Script Good.

50 Broken Links found on whole site http://supportforums.blackberry.com/rim/attachments/rim/NewBlackBerryUsers/79/1/9500%20Navigation%20tips.pdf

Remove links or correct.

404 Page & Handlers OK. 404 Page showing links to other sources

Alt Tags on Images Home page is missing 2 out of 3 Image alt tags

No Mobile Version of Site (Renders page controls over the top of each other) Create mobile friendly web pages.

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Links and Internal Linking


Anchor Text – anchor text not fully relevant to content on destination page.

Change anchor text to include keyword relevancy

Some URL’s not SEO friendly from home page :http://eu.blackberry.com/eng/#content1

http://eu.blackberry.com/eng/devices/blackberrystorm/?navId=H0,C381

Mod Re-write URL’s.

Improve Internal Linking Link from Videos to sub pages

Link from article blogs to product pages

http://eu.blackberry.com/eng/#content1

http://eu.blackberry.com/eng/#content1

http://www.webconfs.com/search-engine-spider-simulator.php?submit=submit&url=http://eu.blackberry.com/eng/devices/blackberrystorm/?navId=H0,C381

http://www.webconfs.com/search-engine-spider-simulator.php?submit=submit&url=http://eu.blackberry.com/eng/devices/blackberrystorm/?navId=H0,C381

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Problem: URL’s not SEO Friendly, database driven parametersSolution: Re-write URL’s


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http://eu.blackberry.com/eng/devices/blackberrystorm/storm_specifications.jsp


Example: Search for “Blackberry Storm Video”

Why doesn’t Video Page appear???

http://eu.blackberry.com/eng/devices/blackberrystorm/storm_videos.jsp

Ranked????

334th

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Blackberry Storm Video -


Video Page is in correct SWFObject format although on page optimisation and surrounding text is very poor.No description or meta tags defined. Search engine is deciding on description tag. Don’t let SE rule you.!!!

H1 Header is ‘Videos’

H2 header is not relevant.“Be Impressed”

Define description and meta tag

Change H1 Header to Blackberry Storm Video

Change H2 header.

Alt tags have no relevant keywords for video or placeholderTo view this content, JavaScript must be enabled, and you need the latest version of the Adobe Flash Player.

Include ‘Blackberry Storm Video’ in alt tags

No Hooks into Video – ability to share video.Could add deep links using SWFAddress

parameter for social book marking links .

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• Gain Quality Links (Strategic/Tactical)– Create news that will make competitors want to talk about you.

Creative Idea (Publish own articles, Videos on new Blackberry models before release to press and other blogs. ‘Coming Soon section’) – PRWEB, EZINE

– Publish to authority bloggers, writers.– Content Syndication using RSS News– Social Bookmarking Links from product pages– Better Utilise Videos on website, blog and You tube and other

video sharing sites to crowd SERP’s results.– Run campaign from your own site if purpose is to generate links.– Produces Changing Content - Good for SE’s– Reputation Management : Future proof against negative publicity

from article.

“Steps for Improvement”Recommendations

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Video Results: Search for ‘Blackberry’

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• If you wanted to appear high in pages from UK results, would need to geo-target UK and implement content on the www.blackberry.co.uk domain but need to be aware of duplicate content.


UK Regional Coverage

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Semantic Search – LSI, more relevant results. Will allow Google to filter spam results for better search.

Blackberry’s existing SEO strategy could fall foul to LSI and Semantic Search and cause their rankings to drop?

Future Changes in Search – “Prepare for Change”

Why? Simply because there is no relevant content to play with and the focus is on one or a number of keywords - Make it easier for smaller competitors to out rank them. - Not appear for long tail search combinations.How not to get caught out? - don’t focus on a single keyword, but on a set of related keywords with your search engine optimization activities. - You should optimize some of the pages on your web site for keywords that are synonymous with the keyword you're targeting. eg. Blackberry mobile phone. - When you generate links with other web sites, make sure that you vary the link text to your web site so that it contains different variations and synonyms of your keyword.

Changes In Search

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Changes In Search – “Personalisation”


• Blended Search

Blending SummaryImage results – Top, occasionally bottom – additiveVideo Results – Best example of blending – subtractiveNews Results – Top, bottom, middle – additiveProduct results –Top, bottom – additiveBlog Results – BottomBook Results – Bottom – additive

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Changes In Search


• Intent-Based Search

Google has been looking up your IP and revising results based on IP. They know where you're located and can make assumptions about the intent of your search. As you get more into intent-based search, it's going to change the way pages rank.

The page that ranks for a shopping query is an entirely different architecture than the page that ranks for a research query.

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Changes In Search


Behaviour Based Search

Everybody who does a search will end up with different search results based on their prior search history. Personalization is going to be "web-wide" using third party cookies and things.

If you don't have video and your competition does, we're going to see a big shift in rankings. If the top ten sites don't have video, they may lose their ranking over night.

Universal Search

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and Finally...

“SEO - call it a science, or an art, what ever you want, but fundamentally it’s mostly common sense and everyone can play a part in it’s success!”

Technology

SEO Agency