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Trey RandleWeb Publishing Paper #3SEO Analysis & Recommendations for Keyword Search- Recommended Keywords: When deciding on what key phrase to use to drive traffic to Broquet.co and , I first needed to determine what products the sites offered. Because both offers more than just gift baskets, a broader phrase was selected. Because of this, I chose “gifts for guys” as my key phrase. I ranks a little lower than more generic phrases such as “gifts for him” and “gift ideas for men”. Because it ranks lower, competition for Google to list the page higher on its results page is also lower. Because the products offered on both sites are not season specific, consumers can purchase them year-round. Christmas is the busiest time of year for purchasing gifts and non-specific gifts such as what Broquet.co offers allows flexibility when purchasing gifts for other occasions as well. The language used in the phrase also broadens the audience. By using “guy” instead of “men”, teenagers are also taken into account. If a person conducts a search for “gifts for men”, then they eliminate the possibility of searching for gifts intended for teenagers. More importantly, traffic will be driven to this site when users search “gifts for him” because that is what the Broquet.co specializes in, gifts. Unlike other sites that may offer a small section dedicated to gifts, Broquet.co only sells products that are intended to be gifts. “Gifts for guys” was picked because it describes both sites accurately. Not only does Broquet.co specialize in gifts, but so does . Whereas Broquet.co shows diversity in its selection of gifts ranging from baskets to belts and other small items, is strictly about baskets with only a small selection of individual gifts. The 2 Key Phrases I think will drive the most traffic: “Gift Baskets for Men”“Gifts for Him”Current Rankings of my 2 key phrasesRanking of Recommended Keywords on Broquet.coRanking of Recommended Key Phrases on Explanation of my Key Phrase choices:Gift baskets for men: This is the keyword focus given to me by the client. My research on this keyword leads me to believe that this key phrase is best to use because of its relevance to the site and its likelihood and being entered into the search query. “Gift Baskets for Men” ranks pretty high for on Google, but fails to crack the top page on the other major search engines Bing and Yahoo!. This indicates the phrase’s potential for growth. Men are typically easier to buy gifts for and due to both site’s main product being gifts, a few changes and both sites should be at the top of Google’s results page. Also, because of both sites’ products are not season-specific, it provides freedom for site visitors who want to buy the product for any occasion throughout the year. However, the phrase “gift baskets for men” sees a substantial increase in searches around Christmas time. Figure SEQ Figure \* ARABIC 1 Google Trends’ results for Internet searches for "Gift Baskets for Men" over a 12-month spanThe increase in December and February represent two of the biggest gift-holidays of the year; Christmas and Valentine’s Day. While both sites sell products other than baskets, they are still a major part of what each site offers. Because of this, Google sending traffic to these sites would more than likely satisfy what the user is searching for. Gifts for him: Just like “gift baskets for men”, “gifts for him” does an exceptional job of describing what it is each site offers. The only difference is, “gifts for him” is broader, allowing people who want something other than a gift basket to get just that. If someone wants to purchase a shaving kit from broquet.co instead of a food basket, then they can do so. From studying the site and Google Trends, I determined that “gifts for him” is my best choice. Figure SEQ Figure \* ARABIC 2 Other products besides offered by broquet.coFigure SEQ Figure \* ARABIC 3 Other products besides baskets offered by As you can see, both sites offer much more than edible arrangements. More importantly, each phrase selected guarantees a significant amount of traffic come holiday season. Figure SEQ Figure \* ARABIC 4 Google Trends' results for searches of "gifts for him" over the past 12 monthsAs Figure 4 shows, the phrase “gifts for him” sees a significant increase in internet searches at two different times after staying consistent for most of the year. Those two times are Valentine’s Day and Black Friday. The goal is to make sure both sites are listed higher on Google’s search result page. Current Avg. Monthly Visits- 44,000 visitsBroquet.co Avg. Monthly Visits- 17,2000 visitsAnalysis-In regards to traffic, broquet.co trails by a large margin. Both websites saw an increase in visits around Christmas and Valentine’s Day. Figure SEQ Figure \* ARABIC 5 Total monthly visits for over the last six monthsFigure SEQ Figure \* ARABIC 6 Total monthly visits for broquet.co over the past six monthsContent Analysis & AuthorityAnalysis of Quality Content/Thin Content: The first thing I realized when analyzing the content on both sites is, I could not get enough of it. Both written content and photos made me want to continue looking at products on the site. The content was clean and organized. Bullet points and varying font types show the hierarchy that makes maneuvering the site easier. Figure SEQ Figure \* ARABIC 7 Description of a product from broquet.coThe use of proper grammar and spelling leads me to believe a professional created the content on both sites and it contributes to me wanting to stay on the site longer. The content does a good job of adding value to the site. Big pictures and short, accurate descriptions give the user the information they need to get in and out quickly, like the Figure 8 for .Figure SEQ Figure \* ARABIC 8 Product from that shows a description using catchy language Prior to this assignment, I never heard of a website offering “manly” bouquets. Upon further investigation, only a few sites offer what broquet.co and offer. Because of this, the content that broquet.co offers is unique. Not only does broquet.co include descriptions of its products, but it also includes instructions on how to use them and different ways to use them. Figure SEQ Figure \* ARABIC 9 Step-by-step instructions on how to use one of broquet.co's shaving products Figure SEQ Figure \* ARABIC 10 List of what the "Smokehouse" basket includes. Note the language that makes the content unique.I trust the information on broquet.co. The content is readable and is accurate. All though other sites offer bouquets for men, the presentation is different as well as the brands of food and other goods that are included. Figure SEQ Figure \* ARABIC 11 Layout of how broquet.co displays their productsFigure SEQ Figure \* ARABIC 12 Layout of how displays their bouquets. Note that buckets are used instead of crates like broquet.coThe design of the site is clean and easy to use. The lack of advertisements means those that visit broquet.co will not be distracted from accomplishing their goal. As mentioned before, the content is readable. Because the average reading level is 5.3, it falls into the “easy” category on the Flesch reading scale. Figure SEQ Figure \* ARABIC 13 Chart detailing how readable broquet.co is to the average visitor.Each page includes a great deal of detail as evident by the attention paid to the presentation of the products. Not only does broquet.co offer quality content, it offers content that improves the user’s experience. Customer reviews and contact pages give potential buyers a chance to interact with the website on a scale larger than just making a purchase. Also, broquet.co gives visitors a chance to contribute by allowing them to recommend basket ideas as shown in Figure 14. Broquet.co also offers free shipping for anything after the first item. So if the consumer buys one item with a shipping cost of $4.95, shipping and handling cost for the next item on the order will be free. Broquet.co also offers same-day shipping for orders made before 3-pm. Figure SEQ Figure \* ARABIC 14 Section of FAQS page that allows visitors to interact more directly with the siteWhere broquet.co thrives, excels. Broquet.co does not deliver on the weekends, however, delivers locally on the weekends and on holidays. Not only that, the language used on makes its content unique while making me, the consumer, want to spend more time on the site. Like broquet.co, offers customer reviews and a customer service page that allows users to interact with the site on a larger scale. Recommendation for improvements: The first thing that I noticed when I arrived on broquet.co was the lack of faces. Not only are there no faces to put with the company on the “about us” page, but more importantly, there are no video testimonials to show the customer’s satisfaction. Other than the deal that gives consumers a flat-rate for shipping after their first product, there are few deals to add value to the user’s time on the site. By adding more deals, it becomes more desirable to those searching for gifts, therefore prompting Google to place it higher on its results page. Also, by adding the phrase “gift basket” or even “gift set” to the name of the product, then that will increase the likelihood of the site appearing high on the search results page. Engaging Content (Te)Broquet.co score: 8Thebrobasket score: 6Analysis: Touching on some of the points made in the content analysis section, both sites do a good job at getting the users to engage with the content. Customer reviews and ratings are available throughout the site and more specifically, on the pages of products. Share tools are also available to try and prompt the user to engage more by sharing the content on a different site. Engagement is important to SEO because the more people engage with a site, the more popular it is. The more popular your site then the higher it ranks on Google’s SERP. Recommendations for engagement: The share tools that are meant for users to copy links onto other pages are always visible on . Because of that, users do not have to search for ways to share content that they want when it is always available. Figure SEQ Figure \* ARABIC 15 Share tools on the home page for By making search tools more visible, user engagement increases making it more desirable for Google’s bot when deciding which sites get a high spot on its SERP. ArchitectureSpeed (As)Analysis: When it comes to page load speed, is far behind . After testing the site, the reason why the pages for broquet.co loads slowly was discovered. The biggest reason was the pictures that made up a large part of content on the page. Figure SEQ Figure \* ARABIC 16 Waterfall graph of images on broquet.co that slow down the siteFigure SEQ Figure \* ARABIC 17 Image of beard oil. This image takes the longest to load on broquet.co. #57 in Figure 16Recommendations for improvements: Because images are effecting the load time of broquet.co more than anything else, optimizing those should be the main focus. Making images smaller by reducing their scale is one option. Instead of including a single .jpeg for each product, broquet.co could instead change the format of the images to something smaller such as a .png. URLs (An) Broquet.co URL for Product-Level Page for [The Beardsman]: URL for Product-Level Page for [Cali Craft Sampler Gift Basket]: new URL: URL for Product-Level Page for [The Beardsman]: kit/beardsmanExplanation: While the URL for the broquet.co page is descriptive, it still has too many words. By taking away words such as “collections” and adding “beardsman” after “beard maintenance kit”, then it is cleaner and it makes the link more visually appealing. Also, words in the URL are shown in bold if they appear in the searcher’s query. A detailed URL may appeal to the user more than a generic one as the Google SEO starter guide states. However, the URL for is far less organized than broquet.co. ’s URL of contains some descriptive words, but the last part with random numbers and letters may confuse the user. Mobile (Am):Broquet.co score: score: 8Explanation: Mobile is important to SEO because Google will not send traffic to a site that is not mobile compatible. Both my site and the competing site are mobile-compatible. However, both sites change a little once they are visited on a mobile device. The ability for the user to engage with the content is hindered a bit on . While the share tools moved with the user on the desktop version, they disappear completely on the homepage of the mobile site. But the product-category page takes away the user’s ability to rate and leave comments on the products. Recommendations for improvement: The loading time for my site compared to the competing site varied. Pictures took much longer on broquet.co than . Formatting the pictures to be smaller should improve the load time of whatever page it is one. The fact that broquet.co is a responsive website is also why it loads slower. Also, I would make the share tools visible as the user scrolls down the page, much like ’s home page. I would also remove the pop-up ad on broquet.co’s mobile site. It appears every time a page refreshes, the pop-up appears. This could cause the Google bot to take away points when crawling the mobile site. The navigation panel is no longer in its desktop position. Instead, the user click on the drop down menu in the upper left corner in order to go to another page. It is more efficient for a mobile site, but I would put a logo or word indicating that it is a menu so users do not feel lost. HTML: Current Keyword Location AnalysisTitle TagsCurrent TagsBroquet.co home page: <title> Broquet | Send Awesomer Gifts For Men </title>Broquet.co Product-Level Page for The Beardsman: <title> The Beardsman – Beard Maintenance Kit &ndash; Broquet </title> Home Page: <title>The BroBasket | The Best Gifts for Men</title> Product-Level Page for Viva Tequila: <title>Viva La Tequila - One awesome tequila gift basket | The BroBasket</title>Explanation: Title tags are important in SEO because it tells both the user and the bot that is crawling the page, what the page is about. If Google’s bot decides the page has valuable content and puts it on its search results page, then a part of the title will appear in the first line of the results. If the title contains words that are in the user’s search query, then they will appear in bold. Figure SEQ Figure \* ARABIC 18 Words that appear in a search query will appear in bold in the resultsAlso, they keywords used for both sites were accurate descriptors of the content on the page. Each page has a unique title that eliminates the possibility of two pages getting confused for the other. Recommended New Title for Broquet.co Product-Level Page for The Beardsman: <title> The Beardsman – The Gift for Beards </title>I picked this title because of two reasons. First, the words “gift” and “beard” are two words that are very likely to be searched when looking for a gift for a male. Second, it accurately describes what is on the page. By reading the title, the person knows that content about beards and gifts will be on the page. This change will benefit my site because by adding the word “gift” into my title tag, there is a greater chance it is listed at the top of Google’s SERP. If the title accurately describes the content on the site, then it will receive “points” from Google on its SEO factors table. Description Meta TagCurrent Meta TagsBroquet.co home page: <meta name="description" content="The best gifts for men. BBQ supplies, man food, bar sets, shaving kits, grooming kits, outdoor gear and other guy stuff.">Broquet.co Product-Level Page for The Beardsman: <meta name="description" content="This premium quality beard maintenance kit comes with five must-have beard care products for the man who respects his facial hair. Makes a great gift for guys."> Home Page: <meta name="description" content="We offer the best gifts for men, featuring their favorite craft beer, wine, or spirits delivered to their door. Get him the best gift a man could ask for!"/> Product-Level Page for Viva Tequila: <meta name="description" content="This tequila gift basket is for all the tequilla lovers in your life. With 4 of Patron&#039;s top tequilas, lime, salt &amp; corona to wash it down, its awesome!"/>Explanation: Descriptive met tags are important because when Google’s bot is “crawling” through the site, it proves that the tags match the content. Also, the words that are searched for and appear in the meta tag will appear in bold on the SERP. This informs the user that this website has the information that they are looking for. Figure SEQ Figure \* ARABIC 19 Words that are entered into the search query and are found in the meta tag will be bold on the results pageBy having a detailed meta tag, the content creator can “sell” the content to the reader. Having a description my not lead to your site being listed high on the results page, but it does increase your site’s chances of being listed high if someone enters matching keywords into the search query. Recommendation New Meta Tags for Broquet.co home page: <meta name="description" content="The best gifts for men. Gifts for Father’s Day, Birthdays, Christmas and other events. Sign up for our email list and receive 10% off you next purchase">I changed the meta tag to this because it features some pretty common keywords. Holidays such as Christmas and Father’s day see a significant spike in searches for men’s gifts. Both “birthdays” and “Christmas” are searched more than “BBQ” and “grooming” throughout the year. Figure SEQ Figure \* ARABIC 20 Comparison of keyword searches over a 12-month spanIMG names and ALT textCurrent Image Tag Details Image file name= ? text= "Sweet bacon snacks - bacon chocolate, bacon brittle, and bacon chocolate pancake mix"> Recommendations for improvements to this imageImage file name= Baconkit4.pngAlt text= “Bacon snacks- bacon chocolate, brittle and pancake mix”>Current Image Tag DetailsImage file name= Bacon_Kit_3_compact.pngAlt text= "It&#39;s like the six degrees of Kevin Bacon. Except there&#39;s no Kevin, just Bacon.">Recommendations for improvement to this imageImage file name=Bacon_Gift _Kit_3compact.pngAlt text= “Bacon hot sauce, bacon salt and bacon peanut brittle” Current Image Tag DetailsImage file name= Bacon_Kit_2_compact.png”Alt text= "Savory bacon snacks - bacon jerky, bacon hot sauce, and bacon salt">Recommendations for improvement to this imageImage file name= Bacon_Gift_Kit_2.png”Alt text= Bacon gift basket for menExplanationA lot of the words used in both the file name and the alt text were unnecessary and did not tell the user what was in the package. So I decided to remove a lot of the fluff and only add keywords that would receive a lot of traffic throughout the year. For example, I added “gift” to the name of a file and I removed phrases such as the Kevin Bacon description in the second picture. Alt tags are important because they add value to the information on the site. If a picture does not load because it is not formatted properly, then text should be available to describe what the picture is. This increases the value of the content, thus earning points from Google’s bot when it crawls the site. I took out a lot of the numbers in the file names because they do not tell the user what content is on the page and it no keywords means no matching search queries. Also, alt text makes it easier to search for photos on Google. Links (Ln,Lq)Link Quality Broquet.co link quality: link quality: 5Explanation: Links are important because they measure how popular your site is. For some reason, there was a low number of backlinks from quality sites. For broquet.co, only one quality site links back to the site. For thebrobasket, only 2. While the number of links from quality sites is low, the number of links total is relatively high for both. More effort should be placed on getting links from .gov and .edu websites. Not only will this increase popularity, it does so while establishing links from restricted domains which are the best ones to get due to their exclusivity. Links are important to SEO because links essentially count as “votes”. The more links, the more votes a site has. The pages that receive he most votes become important. As stated in class, Google wants to send traffic to sites that will make it look good. If a website is popular via votes and contains quality content, then it makes Google look good. Links are also important because, like meta and title tags, are used to describe what is on that page. The reader may see keywords in the link and prompt them to click on it. Generic wording in the link may confuse readers or make them believe the page does not have what they are looking for. In terms of internal links, short, concise writing and different font to separate the link from other content contribute to the readability of the site, making the Google bot’s job easier. Priority Recommendation: When trying to optimize broquet.co, I noticed two things. One, the keywords used in tags, links and file names could be cleaner. For example, the Bacon Kit mentions Kevin Bacon in the name of one its pictures. As a business, you could not care less about Kevin Bacon. Your job is to be the thought leader when someone thinks of “gifts for him” and to rank high on Google’s SERP. The only way to do that is to make sure your tags and descriptions accurately describes the content that is on your site. But if broquet.co is to focus on one element, it would have to be Hd or descriptions which accounts for a +2 on the periodic table of SEO success factors. By cleaning up the meta tags, it makes it easier for the Google bot to identify what the page is about. This will give the quickest impact and it will make searching for items easier instead of users redirected to a different site because the user wants a bacon basket but it cannot be found because of fluff like a Kevin Bacon description. That works for unique content on the product page, but not in the meta tag. ................
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