Your Report - www.theafricantouch.co.za
AUDIT:
The African Touch
Strategic Objectives
Your website is the cornerstone of all your digital activities. This is the home of your digital presence, where the research and conversion of customers happen, as well as tracking data for use on other digital channels.
The aim of this report is to asses the current state of your digital real-estate in terms of the website. We will asses the current traffic, sources of this traffic, organic keyword rankings and ranking factors. This report will result in a set of prioritised actionables that will inform a larger SEO Campaign strategy and roll-out plan.
Current Traffic
1 Jan 2021 - 31 December 2021
Above is an overview of website traffic for 2021. Page/Session, Avg. Session Duration and Bounce Rate are above industry norms.
Mobile accounts for 53% of our traffic, with desktop at 43% and tablet with 4%.
Organic search traffic for the same period
Traffic region breakdown
Our top 3 locations of traffic are South Africa, United States and United Kingdom. Good to see that our main areas of focus coincide with traffic.
Current Rankings
Domain Authority: 18
Average position is at 19.97 across 174 tracked keywords (this number includes same keyword in a different location). 32 in the top 3 with 9 in the top 10. Considering that the top 3 positions in the SERPs take over 60% of the traffic, our goal would be to move the keywords from the top 10 into the top 3.
Top Keywords - RSA
Top Keywords - US
Top Keywords - UK
Although Domain Authority is not as high as we would like, there are definitely some quick wins that we can go for by improving our position for keywords in the top 10 across the different locations.
Longer goals can be improving our DA by increasing backlinks from websites with a higher DA than ours. This is usually done through guest posts.
SEO Analysis
This section covers some technical aspects related to SEO, website load speed and user experience.
- Is the keyword in the title?
- Is the keyword in the META description?
- Is the target keyword within the first few sentences?
- Is the URL SEO-optimized and clean?
- Does the ALT tag on the first image of the page contain the target keyword?
- Does the last sentence of the content include the target keyword?
Are there internal links? If so, are they placed the right way?
- Is there a content strategy?
- Is Your Content Unique and Original?
- Is Your Content Useful and Informative?
- Is Your Content Better Than Your Competitors?
- Is Your Content Engaging?
- Is Your Information Accurate?
- Is Your Content Long Enough?
- Are There Grammar and/or Spelling Errors?
- Are There Broken Links?
Page Level Analysis
Your website does some of the basics very well but there are some areas we can improve on at a more granular level.
Issue
- Title tag too long
- Missing title & description tags
- Missing H1 tag
- Low word/content count
- Duplicate H1 tags
Impact
- HIGH
- HIGH
- HIGH
- HIGH
- HIGH
As far as audits are concerned, the site is in a relatively good spot with a lot of the technical SEO elements in place.
Website Analysis
How your customers experience your website is key to your digital success. Is it easy to use? Does it prompt the customer to take action? Can the customer find what they are looking for?
Your website loads relatively quickly and is mobile friendly according to Google’s mobile usability test. There definitely is some room for improvement.
Issue
- Navigation conflicting with caching
- Lack of CDN
- Asset heavy pages
- Poorly optimized images
Impact
- MEDIUM
- HIGH
- HIGH
- HIGH
Issue
- Website has been flagged as safe by popular malware scanners
- Mobile Friendly
- Google Analytics Present
Impact
- HIGH
- HIGH
- MEDIUM
There are a number of factors and ways to analyse how users are engaging and
interacting with your site. Below are some data points to examine in our user
experience analysis:
Bounce Rate
Unfortunately, there isn’t a clear answer on what is a good bounce rate. There are many factors and it will vary depending on the type of site/product. That being said a bounce rate between 60% – 80% is solid and between 30%-40% is great.
Our bounce rate of 56% is quite good. This shows that in general our users are finding what they are looking for and spending sufficient time on the site.
Average Time Spent On Site
The longer users stay on your site, the more chances you get to convert them. Like bounce rate, average time spent on site is relative. If the average time spent on site is less 1 minute, then it’s definitely something we would want to look into.
Our average session duration is 02:47 – this is excellent and we would like to keep it here or improve it even more. In most cases, improvement to a site on a technical level will increase average session duration.
Exit Pages
Identifying what pages users leave from the most is the first step to fixing the issue. Pages with a 80% or higher exit rate % are worth investigating. Pages with the most traffic will always have a higher exit rate.
Our highest page of consequence exit rate % is 49% which is /product/mzilikazi-morris-chairs/
Across the board all exit rate percentages are excellent and don’t require immediate attention although we can continue to check over time.
- Does this page solve a problem or answer a question to the fullest extent?
- Are there still some questions left unanswered?
- How is the readability of the content?
- Are there too many big blocks of text?
- Too little images?
- Broken images?
- Does the page load slowly?
- Are there distracting elements such as advertisements that would send a user
off your site? - Are you setting external links to “open in a new window” (if not, you should)?
Your website loads relatively quickly and is recognised as mobile friendly by Google’s mobile usability tester. These are definitely positives, but there are some issues around caching and optimization of content that can be improved upon. Fixing the navigation issues and adding a CDN like Cloudflare are high on the priority list.
Competitor Analysis
Knowing who your competitors are and how they are reaching their (and your) potential customers can help highlight areas to improve or opportunities to take advantage of.
Organic Keywords
987
Organic Monthly Traffic
765
Domain Score
18
Linking Domains
529
Organic Keywords
2408
Organic Monthly Traffic
7025
Domain Score
27
Linking Domains
777
Organic Keywords
1846
Organic Monthly Traffic
2042
Domain Score
27
Backlinks
3753
Organic Keywords
1490
Organic Monthly Traffic
1172
Domain Score
16
Backlinks
9196
The biggest factor here is the number of organic keywords your website is ranking for compared to the competition. This will be mostly due to the amount of content and also the strategic planning around what content is produced.
Another factor at play here are backlinks. Backlinks are an important ranking factor for Google. This in short is the amount of other websites that have a link to your website. Ideally we would like relevant, high authority sites to link back to our website.
We definitely have an opportunity to become more competitive in this space especially with a more focused strategy.
Actionables
- Fix issue with navigation and caching
- Optimise Speed of site. (Compress assets, CDN)
- Push position in SERPs on high volume keywords from Top 10 into Top 3 position.
- Research new keyword opportunities.
- See if we can link orders with GA. (Monster Insights)
We’re a digitally driven team that offer full service support with the same goal you have: Customer conversion.
We aim to build long-standing relationships with our clients – providing honest advice, valuable information and long-term strategic direction. We understand what you need when you ask for a digital solution.