Clinton Martin

Carrier Calling an “Auditable” HW#5- Clinton Martin 12:00 Summary Hedge House Furniture has it’s issues… Summary …but is overall in a good place with SERP potential. Site Speed Carrier Regarding site speed, HHF’s performance is average, illustrated in slides 4-6, using several tools. 12:00 Site Speed Carrier 12:00 Site Speed Carrier 12:00 Keyword Strategy In terms of keyword usage, there is at least one easy ranking opportunity (Slide 8), but HHF is a furniture site seldom using the word “furniture.” Ranking for a search term at this point that uses the word is debatable in regards to how worthwhile that work may be. More on that later… Keyword Strategy Low Hanging Fruit Keyword Strategy HHF does use terms for types of furniture very well, though, which leads to an idea for additional content, illustrated later in this presentation… Content Recommendations With site content, there are 35 pages larger than the optimal 3MB, helping explain the average rated site speed. Content Recommendations Carrier With visual assets, the Hero Image on the homepage extends well beyond “the fold,” regardless of device used… 12:00 …diminishing the user experience, a factor that can contribute to bounce rate. MetaData SERP MetaData is executed well, but there are other issues with MetaData on the HHF site… MetaData Canonical metrics measure well… MetaData …but there are at least 69 pages without MetaData, hurting SERP results MetaData There is also a large void in AltText with visual assets. Ideal customers for HHF are older Millennials, like myself, who may be inclined to shop for furniture through visual search engines, rather than direct searches for furniture companies. Backlink Strategy Illustrated in the next slide, robots.txt execution is not consistent, resulting in this pie chart. robots.txt Additional Recommendations Again, the site does many things very well, with room for improvement… Additional Recommendations …but this report confirms the causes of average SERP results. Additional Recommendations This tool confirms the MetaData causes in SERP results. Additional Recommendations …again, a lack of investment in MetaData. Additional Recommendations Perhaps a petty recommendation, the site might include the business’ operating location and phone number. Additional Recommendations Social Media presence for HHF is not solidly built out, as despite this tool reports, there is a Facebook presence, but linking on HHF’s site is not pursued as it could be. Current Sitemaps Returning to an earlier tool, there are multiple sitemaps. Slides 25 & 26 illustrate redundant content with inconsistent crawl instructions. Current Sitemaps Current Sitemaps Current Sitemaps This particular map shows the blog branch of the HHF site, elaborating on other maps, but is not referred to as a blog section on HHF’s site. Current Sitemaps & Internal Planning This last sitemap visual is perhaps the most useful, illustrating 62 orphaned pages, represented in red… Internal Planning …and are confirmed by this spreadsheet. Here, all 62 orphaned pages have images without AltText, 60 of which have no Meta description at all… Additional Recommendations- Hybrid Solution …Outlining a large workload that can be done for HHF, but here is an additional idea… It would serve HHF well to build out an educational page, and make itself an authority on types of furniture, eclectic furniture especially. Doing this properly would aid internal linking gaps, reduce the orphan page list, improve SERP placement, and work well with existing keyword deployment. Thank You Calling an “Auditable” HW#5- Clinton Martin