Category Archives: Infographics

Top 5 Considerations For Optimising Search For Mobile

Given that nowadays, more consumers are researching their purchase decision on mobile & tablet, rather than from desktop (many retailers already report that up to 70%-80% of website browsing occurs through customers using mobile devices, both smartphones and tablets*), it has become more crucial than ever to ensure your entire digital presence is visible to mobile users. 

Optimising search for mobile

Bring on the SEO Spring Cleaning Spirit




 Download the infographic here


Every season possess its own beauty, but you have to admit that spring is by far the most exciting moment of the year. We witness nature awakening, hibernating plants coming back to life and more cheerful colours blooming compared to the winters’ dark shades.

Just like nature, we can also prepare for sunnier and warmer days by doing what is commonly known as “spring cleaning”; you dust your home, clean your windows and prepare your garden for the new season.

But here is what you probably missed -a good opportunity for you to check up on SEO tasks you’ve forgotten to do.


On-site Optimisation

1)  Site Speed

According to a study from Radware,“2-second delay in load time during a transaction resulted in abandonment rates of up to 87%”. Google takes this into account when ranking and crawling your website as well, an example of this is their acquisition of ‘Page Speed’, a Firefox plugin which ranks websites loading speed on a scale of 1-100.

So, for spring-cleaning, make sure you check your website’s page speed using tools such as Pingdom’s speed check tool, gtmetrix or using Google’s Pagespeed Insights.

These tools will suggest changes to improve your pages loading time.

2)  Over-optimisation 

Have you ever heard of over-optimisation? Over-optimisation refers to making too many SEO improvements on your website to the point that it starts undermining your website’s ability to rank.

Google is able to detect when a website is over-optimising, which results in a few or all of a website’s pages being unable to rank properly. 

To prevent over-optimisation, you should:

  • Avoid keyword stuffing (overusing the keyword which you want to rank)
  • Avoid keyword rich anchors in internal links (avoid making internal links with keywords)
  • Avoid pointing too many internal links towards your main pages (homepage, category page etc.)
  • Make sure you don’t use more than 1 main title per page (H1)
  • Make sure you don’t link to “toxic websites”, also known as “low quality websites”

3)  Google Search Console

Many webmasters forget to regularly check Google Webmaster Tools. And that’s bad for SEO. Why? Because forgetting to redirect 404 errors will have an impact on your rankings. Imagine a user clicking on a page in the search results and landing on a 404 error. They probably won’t be too happy. As a result, if Google sees that you have too many 404 errors, it might downgrade your website in the rankings. The same goes for other errors or missing pages.

So, don’t forget to fix everything and make Google excited to crawl your site.

4)  Check your Robots.txt file

Checking the robots.txt file is important from a SEO standpoint. You never know if a developer or someone else introduced a ‘NoIndex’ or ‘NoFollow’ somewhere in the code.  


Off-site Optimisation

Once you’ve cleaned your website’s on-site problems, it’s time to check what’s going on off-site.

5)  Check your backlink profile for “toxic links” and bad quality links

Never forget that nowadays, it’s better to have “fewer but better backlinks”. Spring-cleaning is the perfect occasion to get rid of links, which are lowering your rankings.

You should use tools such as Ahrefs, OpenSiteExplorer, SEMRush or SEObserver in order to check your backlink profile.

You should extract the backlinks to a CSV file and see if they have a Trust Flow > to 15 (using Majestic SEO) or a Domain Authority superior to 20 using the MOZ toolbar.

Unwanted backlinks should be disavowed with Google’s disavow tool, if the website’s Webmaster doesn’t want to remove them.

 6) Spring cleaning is also an opportunity to start preparing for next season

The first step should be, to make better use of existing data, when it hasn’t been fully exploited yet. A good practice is to focus on demands, seasonality, customer behaviour, and to make sure your website is up-to-date with the latest trends in your industry and business.

Make sure you leverage your analytics data in order to refresh your websites’ product list, to choose which products should be promoted and which products should be removed from the homepage. Don’t forget to compare your top selling offline products with your online products to make sure you know which products you should be putting forward on your website.

Following the latest technology innovations in terms of User Experience (UX), is primordial. You should keep up with latest products to make sure your UX evolves. Be ready for Google Analytics 360 (released in the near future), which will help you to set-up UX projects to personalise your site and improve results. 




Five Tips to Improve your Web Analysis


“5 Tips to Improve your Web Analysis”

Web Analytics is no longer solely about tracking. It’s about analysing the data collected from your website and finding its value in order to optimise your site and help you to drive your business.

  1. Data quality. Wrong data leads to wrong decisions, that’s a fact. Even if you don’t have all the data to justly affect your decision making, all it takes is a minimal amount of data to ensure your decisions aren’t biased, and that it’s relevant and reliable. Thus helping your decision making process by being driven by good insights.
  2. Data is neutral. It’s not good or bad, it’s just a number, a metric or a passive medium. It requires context to be interpreted: time, scope, external factors (such as weather, holidays or days of the week), internal factors (such as used coupon codes or campaign costs) and where possible, historical data. If you don’t have enough context – ask for it!
  3. Data is concept based. Visitors are linked to cookies placed in a browser. A session is a limited time lapse during which your visitor is engaged in an activity on your website. A page view is a page in which the tracking code is setup on. Think of it like colours; green is green because you learnt that during your childhood. However when asking someone who’s colorblind, they will probably tell you that the same green you see is actually brown or red in their eyes. It’s the same when you’re speaking to a marketing team or an IT person – you have to adjust your message and terminology in order to increase the comprehensibility of your information, thereby creating valuable partnerships with your co-workers and maximising understandings between different departments.
  4. Ask the right questions. Was last week a good week? Honestly, I don’t know. It could be that it was better than it used to be. But the right question should be about your expectations regarding online sales. If the average sales generated on your site per week is €1,000 and you only aimed for €100, chances are you’re underestimating your site’s capabilities. And if your goal wasn’t to generate leads, maybe your website isn’t built optimally.
  5. Continue to learn and adapt. Your analysis has to make a conclusion. It shouldn’t be personal, it’s not about the competencies of the person in charge of creating good campaigns – the campaigns were created, launched and are now finished. It’s done. So you have to answer at least one question, “what is the next step?”. You should focus on data driven decisions and stop the HIPPO (acronym for the “Highest Paid Person’s Opinion”) system.

 Written by: Fanny Le Béguec, Senior Analytics Consultant