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Hello! Today we will analyze the example of a real website to look at the main mistakes in SEO optimization. We will analyze in detail how incorrect handling of the four most important factors can affect the results of a site in search engines.
These factors:
- Content
- Metadata
- Usability
- Design
In the first part of the article we will focus on the content aspects and metadata.
The challenge is to optimize content and metadata for both search engines and users. Content should be useful, varied and informative, because this affects behavioral factors:
- viewing depth
- time spent on the site
- failure rate
We will analyze the website of a company that sells curtains, cornices, blinds and wallpaper, as well as providing design and installation services. For purposes of anonymity, we will call the site “Mr. Storkoff.” It is also an offline store located in the metro area.
Let's start the audit with the following pages: “Home”, then “Ready curtains” (catalogue) and “Product card”.
The first thing that catches your eye is the excessive number of occurrences of the keyword “curtains.” On the main page there are 61 mentions of this word, which is clearly overspam. Search engines easily recognize such moments and can reduce the site’s ranking or exclude it from the search results. It is recommended to use no more than 15 occurrences of key phrases, including synonyms.
Recommended content structure on the main page of the site:
- Selling headline
- Benefits for the customer (for example, free shipping or discounts on certain products)
- Selling text
- Unique product photos
- Call to action (for example, order a free measurement visit or calculate materials for curtains)
The same problem as on the main page is repeated here: too much text, overspam of key phrases and lack of quality content. Photos of curtains, although present, are placed at the bottom of the page, which is inconvenient for users.
There are no captions for the photographs, but this is necessary in order to clearly understand what is depicted. It is also important that the product preview indicates its price, material and country of origin.
The product card is the key page where users must place an order. What is especially important here is a clear structure that leads the user to the target action - purchasing a product:
- Selling headline
- Informative text
- High-quality product photographs from several angles
- Detailed description of product characteristics (size, material, country of origin, available colors, price)
Now let's turn our attention to the site's metadata. Metadata is visible to search robots and must be configured correctly for effective SEO promotion. To do this, let's check the following elements:
- The meta title tag is the main element that search engines pay attention to. For each page, the title must be unique and contain keywords. It also appears in search results and in the browser tab title. It is recommended to limit it to 100 characters.
- Meta description tag - a description of the page that will be displayed under the link in the search results. The description should contain keywords, but the text should be attractive to the user so that he wants to go to your site. The optimal length is 160 characters.
- Meta keywords tag - keywords that characterize the content of the page. It is recommended to use about 15 keywords, avoiding excessive repetition. To improve search robot perception, use spaces, rather than commas, between words.
The title for the main page of the site should contain basic key phrases, for example: “Buy curtains in the online store Mr. Shtorkoff. Inexpensive."
The meta description should indicate in detail what the store does, for example: “More than 500 types of curtains and accessories for any room: bedroom, living room, kitchen, office and children's room.”
Keywords for the main page may look like this: “buy curtains online store photo ready-made curtains inexpensively Moscow.”
Title for the catalog page: “Buy ready-made curtains in the online store.”
The description should be like this: “Buy more than 200 types of ready-made curtains for the bedroom, living room, kitchen, office and children’s room in the online store.”
Keywords for a catalog page could be: “ready-made curtains buy catalog curtains online store.”
It is important to fill in all metadata on the product card. The title could be like this: “Ready-made curtains “Rainbow” in the online store.”
Product description in the description meta tag: “Beautiful ready-made curtains “Rainbow” for different types of premises.” Keywords: “buy rainbow curtains online store.”
In this analysis, we looked at critical aspects of content and metadata. In the next part of the article, we will look at how the usability of a website affects its ranking in search results.
If you need professional SEO promotion, contact the SEO studio with any questions by email info@seo.computer.
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