Accent_Group_Presentation.pdf

Transcript

1. The Athlete's Foot SEO review
2. What we will talk about? 2 • What is the website’s current website’s visibility in organic search? • Why website is underperforming at the moment? • How can we remove barriers in order to drive traffic to the site and therefore revenue
3. Overall Performance 3 Performance suffered after potential penalty or migration
4. Content Performance 4 • Duplicate content https://www.theathletesfoot.com.au/shop/asics/womens/brand~asics https://www.theathletesfoot.com.au/shop/asics/womens • Thousands of empty or redundant pages https://www.theathletesfoot.com.au/myfit/tag/community.html/ https://www.theathletesfoot.com.au/myfit/tag/community.html?p=2 https://www.theathletesfoot.com.au/myfit/tag/community.html?p=3 • Lack of content strategy on the Blog MyFit which also doesn’t promote the products • Lack of content on category pages https://www.theathletesfoot.com.au/shop/kids https://www.theathletesfoot.com.au/shop/accessories/socks
5. Technical Performance 5 • Lack of www or trailing slash redirects • Broken Pages and images • Semantic markup issues • Fragments escape in index • Meta-tags issues (longest 840, shortest 4)
6. Links – Links - Links 6 • 4500+ broken backlinks pointing to the website • Inconsistent backlink performance
7. Reputation 7 Negative Reviews Dominating SERP Reputation Mark Up Not being Used
8. Quick Wins 8 Strong Foundations Conversion Focus Stellar Results Best in class meta tags Kws reach content Defined KPIs Sound technical performance Strong Internal links Lighting Speed SERP Features CRO Optimisation Clear Business Goals SEO For UX New Verticals Define consumer paths & Moments Consistent link profile growth Data/testing First Omni channel Thinking Channels Integration Channels Integration SEO Lead Strategy Clear Delivery
9. How to implement all the good stuff? 9 scoring and maturity assessment Education Controlled Delivery Challenges Maps Visible Results
10. How to implement all the good stuff? 10 scoring and maturity assessment Education Controlled Delivery Challenges Maps Visible Results Communicate value
11. How to communicate value? 11 • Be on the same page Understand the business goals Speak the same language Integrate the SEO channel within the overall Brand strategy • Be Visible Automatic Reports Constant education and trainings • Understand Goals and Challenges Deliver what can be implemented Support initiatives • Money not positions Everything should have $ next to it SEO should drive profit better then any other channel
12. Framework 12 Strategy & Insights HQ HQ & Agency HQ & Agency Project Management HQ HQ HQ Technical HQ Agency HQ & Agency Content HQ Agency HQ & Agency Authority HQ Agency HQ & Agency Integration HQ Agency/HQ/Brand Agency/HQ/Brand Reporting HQ Agency HQ & Agency Innovation HQ Agency HQ & Agency It is crucial to choose the right management approach, which should reflect and complement the client’s needs and resources. HQ Brand Agency Agency Agency HQ Center Hybrid 100% In-house
13. Tools 13 Performance Technical Content Links Social A enterprise business needs enterprise tools!
14. Summary 14 The Athlete's Foot has a very strong offline brand value, however the SEO performance suffered after the migration highly impacted the website’s performance which isn’t recovering fast enough due to numerous content and technical issues. Fixing the technical, content and link issues can bring significant result within 3 to 5 months.
15. Thank you!