Website Analysis - Module 5

Transcript

1. Module 5 Challenge Hedge House Furniture: An Analysis
2. Keyword Strategy - Current - Most keywords they’re currently utilizing and ranking for are long-tail - Most frequent searches with keywords “hedge house furniture” (from most to least frequent) - Hedge House Furniture target audience - Hedge House Furniture reviews - Hedge House Furniture competitors - Hedge House Furniture - Hedge House Furniture dresser - Hedge House Furniture instagram - All keywords are likely from engagement or evaluation stage of conversion funnel - Are aware of the brand, but have not yet completed or made a purchase (still evaluating if they should purchase the product) - Do use other keywords but do not rank for those - Ex. Subheaders such as bedroom, dining living, etc. - Also try to use the materials used (walnut, white oak, maple, and cherry) but those are all short-tail keywords so it would be difficult to rank for them
3. Keyword Strategy - Updated - New keywords should be used in multiple areas of the website and should be spread throughout different stages of the conversion funnel (product pages, about page, and within blog). Intent of keywords are primarily informational, transactional, and commercial. - Product page descriptions should be tailored to include the keywords that separate this company from others - Current “About Page” does not use any established keywords or describe anything about the company itself - only a vague mission statement - Example of some keywords to focus on: handcrafted furniture, locally sourced hardwood furniture, long lasting wooden furniture - Analyzed keyword gaps with competitors (lumbertolove.com) - “Mid century modern furniture”, “custom dining tables”, “wooden tables for sale” are some examples of keyword gaps and they can try to rank higher
4. Content Page Optimization Text Header at top that lists submenus does not stand out in front of the photo - need to be more distinctive (have a slight border around the letters so they stand out or make it appear bigger than the text on the rest of the page like a header should be) In a few blog posts, there are random bolding of sentences which seem a little out of place (but in terms of copy they keep the paragraphs short and break up the words with high-quality photos) Product description should be more comprehensive to the audience Images Should create more personalized photos of the woodworking process (currently the singular photo with a person in it seems like a stock photo) Links Instagram icon at the bottom of the site is a broken link Photos in middle of screen should be a link to either the product or other pages (like the about page)
5. Internal Linking Structure Optimization - Current - Currently, there is minimal internal linking across the site. Most of the internal linking that takes place is from the blog posts to the product page of the item being discussed, or from the product page to the shipping and policies section (titled ‘White Glove Delivery). There are links to other pages, but they are not highlighted as much (you have to click the drop down arrow).
6. Internal Linking Structure Optimization - Improvements - To optimize their current linking structure, more links will be created to draw connections between different pages. - One change that would optimize the website’s linking structure is to make a connection between the materials used (the types of wood) and the products that could be made with the material. Additionally, their content should be further expanded (like the About Page) and could include links to connect this page with other pages. - Making these associations ensures content is readily accessible and streamlines the process for the crawlers.
7. Sample Revised Internal Linking Structure Shop Materials About New arrivals Bedroom Dining All Storage Office Living Contact Read Walnut Materials Materials White Oak Post Post Post Post Home The team Mission statement FAQ
8. Metadata Recommendations - Search Engine Listing - Good use of listing frequented pages for easy access (audience can click directly on area they’d like to furnish) - Current search engine listing does not utilize many appropriate keywords - Keywords found in the current description are not frequently utilized across the platform (like “timeless” or “modern living”) or are not highlighted (like the trade program that can be accessed by the link at the very bottom of the page) - Revised listing should include more variety of keywords that are actually highlighted across the website and explain what separates this company from its competitors
9. Search Engine Listing Current search engine listing https://hedgehousefurniture.com/ Hedge House Furniture: Locally Sourced Solid-Wood Furniture Handcrafted and locally sourced custom hardwood furniture built to last. All our handmade products are sustainably sourced from the Midwest. Revised search engine listing
10. Metadata Recommendations - Technical Improvements - Page speed dependent on device used to access - Google Developers Page Speed Insights = Rates overall performance as 48 for mobile (with 10.0 s in “time for interactive category”) and 88 for desktop (0.8 s in “time for interactive” category) - Should configure website for mobile optimization - Ex. Can make improvements such as reduce and minify unused JavaScript and CSS (defer loading scripts until they are required), use properly sized images, utilize backslashes on pages, and ensure the text remains visible during web-front loading. - All of these changes within the code will allow crawlers to more quickly analyze the website since there will be less things to sort through and improve the overall loading speed of the website, thereby increasing its ranking in SEO (aka reducing HTTP calls and optimizing media files)
11. Backlink Strategy - Overall domain ranking of 30 (1.4k backlinks, 80% dofollow; 198 linking, 76% do follow) – ahrefs.com - Low toxicity score: 1.2 k backlinks and 273 referring domains – according to semrush.com - Backlinks were primarily text (1.1k; 93%) and images (79; 7%), but were mostly from unreliable sources (low authority score) – semrush.com - Create content and incorporate backlinks to other reputable sources to increase credibility - Keywords of focus: - Hedge house furniture, custom wooden furniture, hedgehouse furniture, mid century modern furniture, custom dining table
12. Backlink Strategy - Outreach Possible websites to request backlinks (most likely through email): - https://www.houzz.com/professionals/furniture-and-accessories/hedge-house-furniture-pfvwus-pf~1736583952 - Has contact info and basic info about the company. Audience of this site are people who are looking for interior decoration ideas. - https://www.yellowpages.com/lagrange-in/mip/hedge-house-furniture-521728606 - Has basic info about the company, some might go on this website to do research on companies and could come across the Hedge House Furniture page. - https://www.linkedin.com/in/philip-mast-219ba6148/ - LinkedIn profile for the founder of the company – should include backlink so that people he encounters on LinkedIn can easily access the company’s website
13. Future Content Ideas - Target audience will be those who care about their wooden furniture and its appearance. Within the articles, they can include tips from company’s master builders and links to any products (create anchor links or backlinks) which will make the employees and the company itself appear more credible. - Article: How to Take Care of Your Wooden Furniture - Scratches and marks can seem inevitable on furniture, but with these tips you can limit the wear and tear of new furniture - Article: How to Make Your Wooden Furniture Look Brand New - Once your furniture appears old or damaged, list out certain tips or tricks on how to make it look brand new again. Post more frequently on their blog. Creating content that is valuable will yield more engagement with the company’s target audience and will increase their reputability.