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2020 SEO Audit LG HVAC

Prepared on: May 28, 2020

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OverviewBrainrider has assembled the following audit to review the current status of LG hvac’s technical performance and organic search capabilities. With this audit, we wanted to conduct a deep-dive against the analytics and structure of the current site: how is the domain performing as a whole, what are common entry points and queries of LG hvac visitors, what are their opportunities to convert into prospects, where can we add value? As an outcome of this audit, Brainrider has identified key opportunities to increase the performance of LG hvac’s pages, and flagged a list of problems that are not contributing and otherwise adding bloat.

Throughout the document, Brainrider has included guidance and recommendations for next steps. Some of these next steps will be immediately incorporated as best practice into the work brainrider can do; others are Future State recommendations that Brainrider has identified for a potential follow-up initiative by the LG or Brainrider teams.

This proposal has a lot of information within it. It is 30+ pages of recommendations and analysis, with an appendix at the end that directs you to our full analytics breakdowns. We have planned a session to review and discuss this document, but we will likely require a second. Either way, please take a look through, and let us know if there is anything you require further clarification on—we’ll be happy to provide.

Team Intro At Brainrider, a number of departments have coordinated to assemble this audit from various perspectives. Olivia MacLean is the analytics expert that has compiled and disseminated LG hvac’s site performance. Kristen Shouldice is the Account Strategist connecting the LG team with the necessary parts of Brainrider, and John Cerpnjak is the Producer keeping this project and it’s future work on track.

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RecommendationsBrainrider and LG hvac have reviewed a number of options available in pursuit of these goals. Brainrider recommends the following priorities:

SECTIONS Recommendations

Acquisition Optimization

Optimize CTAsIncrease the specificity of the CTA language to encourage CTRAdd in variable CTAs for variable pipeline interaction

Reduce Form FrictionCreate a more clear commercial / residential landing page

Future State: Create a Sales-Ready Landing PageCreate a sales-focused landing page specifically for prospects

Google My BusinessClaim a GMB account for LG HVAC and fine tune the available categories

On-Page SEO Address All Site Technical IssuesWork with the LG HVAC team to provide assistance on fixing the priority issues

Use Schema tags Implement relative schema tags on all HTML pages to increase ranking capabilities

Refresh Site Content Brainrider has found that 134 pages of the lghvac.com site has a less than 2% CTR. It is recommended to do a full content audit of the lghvac.com website to determine optimal next steps.

Technical Reduce unnecessary content in UmbracoUse a caching plug-in to increase speed

Future State: Configure GA for B2B & Create actionable goalsAfter a discussion on KPIs configure GA to a B2B friendly configurationReview & make changes to goalsAdd in custom segmentation & channel aggregationDevelop Customized dashboards for future reporting needs

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1.0 Acquisition Optimization

Screenshot from LGHVAC Web Performance Report 2020 - see appendix

Having a well-built website with SEO that drives relevant website traffic is only part of the battle. It's just as important to ensure the website is optimized to acquire and segment new prospects. To do this successfully, we need to consider CTAs, Forms, and Landing Pages.

CTAsA critical part of optimizing your site for buyer optimization is including CTAs that support each stage of the buying cycle.

1. Tier your CTAs. Make sure each page has a BOFu (bottom of the marketing funnel), MOFu (middle of the marketing funnel), and TOFu (top of the marketing funnel) CTA to support a “choose your own adventure” approach. This allows users to guide themselves through your website and pipeline, while keeping them engaged on what they want to know in the moment.

2. Decide on what your priority CTA is. Your priority CTA should reflect your main objective for the website. We recommend updating your “Contact Us” CTA to a normal link in the navigation for general inquiries and creating a more sales-ready CTA such as

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“Meet with an Expert” as your prominent CTA. This better fits with the user's expectations.

An alternative would be to update the Contact page form title to “Contact Us” so it reflects what the user clicked. We suggest adding a dropdown of predefined support options so you can segment sales-ready leads differently.

3. Make your key CTAs a visual priority, but avoid clutter. Integrate hyperlinks throughout your copy in a natural way to give the user a seamless experience, while using a CTA to highlight the next step action you want the user to take.

4. Make it easy. Eliminate friction from the buyer’s journey to increase conversions. This means excluding or breaking up lots of text, using progressive forms, and leveraging conversion tactics like sticky-offers to support your key user pathways.

Currently, the CTA on the main two service pages is formatted like the example below. This CTA is repetitive and could be glossed over by a visitor. To keep the user engaged with LG’s website and to instill trust/credibility, turn this into or add a MOFu CTA by changing the CTA copy to tell the user exactly where they’re going in addition to altering the accompanying text to enhance the user’s understanding of where they’re going next.

To best utilize a bottom of funnel, sales-ready CTA, copy should be included in a stand-out accent colour. One example of an improved BOFu CTA would be: “Ready to discuss your HVAC needs? Talk to an expert now.” This CTA is customized to the page it’s on and speaks in the needs/pains language of the user. A CTA with this prominence should be featured in the top right corner of the main navigation.

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FormsContact Page Form Currently, the contact page attempts to segment traffic into commercial and residential. It also houses the locations of the home offices of LG Air Conditioning Technologies and LG Electronics USA.

The current forms that exist on the Contact page are:

LG Commercial For LG HVAC Professionals for technical support

Homeowner For finding a local LG HVAC contractor

Brainrider recommends removing the addresses of the LG head offices, as this information seems supplementary to the original goal of this page. Make a clear path for either the commercial or homeowner users.

The homeowner portal specifically could potentially include a listing of areas that LG professionals are available in to make the path to contact simpler.

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Next Step: Create a Sales-Ready Landing Page Currently LG’s sales-ready CTA in the main navigation links to a Where to Buy Page. As a possible next step, Brainrider suggests making this CTA more prominent in the navigation and once the user is brought to the section with the commercial or residential choice - that the following page shows them a listing of available locations. Currently the maps on these following pages have Google maps that don’t show any immediate clickable information, forcing the user to interact further before receiving a satisfying answer. By providing the user with a fast-track to find a representative you’ll ensure the visitor is left with a sense of accomplishment.

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2.0 On-Page SEO

Organic Visibility Below is a table from the LG HVAC Web Performance report that shows the top 10 most seen pages on Google’s top 100. Typically, the #1 result in Google’s organic search has a 31.7% average CTR. The average CTR for LG HVAC for the past year is 4.7%, with the average position for LG HVAC being 33.3 (for the entire site).

Screenshot from LGHVAC Web Performance Report 2020 - see appendix

Categories Your categories are classifications created by Google in order to communicate what your business does to users who are potentially searching for you. It is important to understand what categories Google sees you as, in order to ensure your content matches your user intent. There are over 3000 possible Google business categories. You can manually select up to 10 categories to represent your business in your Google My Business listing, but only one primary category. Upon the time of this audit, a GMB listing was not evident for the LGHVAC business.

Home & Garden > Kitchen & Dining > Major Kitchen Appliance > Kitchen Hoods & Vents Home & Garden > Home AppliancesShopping > Consumer Resources > Customer Services > Technical Support Business & Industrial > Energy & Utilities > Renewable & Alternative Energy > Solar Power

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Home & Garden > Home Improvement > Plumbing Home & Garden > Kitchen & Dining > Major Kitchen Appliances> Ranges, Cooktops & Ovens Business & Industrial > Construction & Maintenance > Building Materials & Supplies > Plumbing Fixtures & Equipment Business & Industrial > Energy & Utilities > Oil & Gas Business & Industrial > Industrial Materials & Equipment > Fluid Handling

It’s safe to assume that because LG products have such a wide breadth of capabilities that some of these categories might not exactly match the LG HVAC product range. However it is important to note that categories such as Heating Equipment Supplier, Heating Contractor, Air Conditioning System Supplier & Air Conditioning Contractor do not appear in the above list.

Brainrider recommends altering the LG HVAC GMB listing to include more relevant categories, as well as provide users another potential channel to access the LG HVAC site.

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Organic Keyword Analysis Organic Keyword Analysis serves several functions:

Discover how buyers are finding you now. Are these keywords aligned with how you thought buyers were finding you?

Discover how your competition is doing. Where can we derive inspiration? Where do we need to be more competitive?

Develop more content. Is the new content you’ve been planning lining up to what people are searching for? What’s the estimated search volume for this topic currently?

Enhance previous content. How can we make this relevant again, or give this content piece a refresh for today’s buyer?

Competitive InsightsThe following insights are based on research for LG HVAC’s identified competition. We’ve also provided the current Domain Authority. Domain Authority is a great place to start when evaluating your site vs. your competition. Google does not use Domain Authority to determine search engine rankings, but the scores correspond with a greater ability to rank. Because Domain Authority is a comparative calculation, there isn’t a defined good or bad score.

“Domain Authority is calculated by evaluating multiple factors, including linking root domains and number of total links, into a single DA score. This score can then be used when comparing websites or tracking the ‘ranking strength’ of a website over time.“ - Moz

Understanding your Keyword Analysis

1. Attack — key phrases that represent a direct opportunity you can use to edge in on your competitors. These are phrases where you rank between the 26th to 50th spot and at least one of your competitors rank between the 1st to 25th position.

2. Protect — key phrases that both you and at least one of your competitors currently rank for. These are your most competitive and “At Risk” terms. They need bolstering to maintain their position and grow. These are strong rankings (1st to 25th position) that both you and your competitors rank for. It is worth considering strengthening your existing content and off-site authority to increase your search visibility.

3. Catch Up — key phrases where your competitors are ranking and you are not. These phrases of interest represent gaps in your existing content that competitors are

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capitalizing on. Most often, these are the low-hanging fruit key terms that we can often create content around and build exposure for.

4. Potential — key phrases that only one of your competitors have a high ranking position, or multiple competitors rank and you do not. These phrases are likely relevant and are often opportunity phrases we can expand content around. This is manually reviewed.

5. Under Radar — key phrases that you alone rank for. These are opportunity phrases we can expand content around to increase our footprint. These can also represent your own brand terms. They are winning terms with low competition.

6. Outlier — key phrases that only one of your competitors have a high ranking position. Or, the lack of any clear winners indicates there may be an intent mismatch. These are opportunity phrases we can expand content around. Bucket terms with broad visibility.

7. Unlikely — phrases that need to be manually reviewed, but are often brand variants or completely unrelated terms that should be discarded. Bucket terms for manual review.

Using your keyword Analysis The following direct and indirect keyword gap analysis will serve several purposes for enhancing the LG HVAC site in Organic search, as well as paid advertising efforts.

1. On page contenta. Meta Titles & Descriptionsb. Revised content Headers, sub headers, paragraphsc. New content headers, sub headers, paragraphsd. Image alt tags

2. SEM a. Finding insight for possible gaps and low hanging fruit opportunities b. Enhancing the current Ad Groups for LG HVAC to ensure a targeted, direct approach

to match user intent.

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Direct To examine LG HVAC current organic competitive landscape, we looked at the total amount of keywords that SCI had in common with named direct competitors.

This chart is a visual representation of the top organic 100 ranking keywords that LGHVAC has in common with Mitsubishi, Daikin , Fuji and Samsung.

The pivot table below shows all of the keywords that LG HVAC has in common with Mitsubisi, Daikin, Fuji and Samsung that have a search volume greater than 50. The full list of the 9,341 keywords we examined can be found here, or in the appendix of this document.

PRIORITY COUNT OF KEYWORDS

SUM OF SEARCH VOLUME

1 - Attack 34 167202 - Protect 27 147703 - Catch Up 59 373904 - Potential 2660 31520905 - Under Radar 695 14328606 - Outlier 2343 17129807 - Unlikely 3523 2750570

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Grand Total 9341 9117380

This table represents LG HVAC’s relative domain authority against it’s named direct competitors. Currently, LG HVAC is in good standing and third for domain authority, with the second most backlinks.

NAME URL DOMAIN AUTHORITY BACKLINKS

LG Hvac lghvac.com 42 50.3K

Mitsubishi metahvac.com 36 15.3K

Daikin daikinapplied.com/ 49 38.3K

Fuji fujisugeneral.com 53 64.7K

Samsung samsunghvac.com 39 21.1K

Brainrider recommends utilizing a strong backlink strategy as a key piece of ongoing SEO optimizations for LG. See the Backlinks section for more info.

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Indirect To examine LG HVAC’s current organic competitive landscape, we looked at the total amount of keywords that LG had in common with named indirect competitors.

The chart is a visual representation of the top 100 keywords that SCI has in common with The Heat Pump Store, NETRINC, ECOMFORT and ENERGY LOGISTICS.

The table below represents a starting point in which to develop further content for the technology segment. Full breakdown of these words can be found in the Indirect keyword gap analysis he re , as well as in the appendix.

PRIORITY COUNT OF KEYWORDS

SUM OF SEARCH VOLUME

1 - Attack 36 92602 - Protect 96 296903 - Catch Up 87 576204 - Potential 5185 26514105 - Under Radar 614 5724406 - Outlier 4208 2893110

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7 - Unlikely 4981 3024030Grand Total 15207 9237560

This table represents LG HVAC’s relative domain authority against it’s named indirect competitors. Currently, LG HVAC is just behind E Comfort (3rd), but boasts the second highest amount of backlinks.

NAME URL DOMAIN AUTHORITY BACKLINKS

LG HVAC lghvac.com 42 50.3K

The Heat Pump Store

theheatpumpstore.com 30 1.5K

NETRINC netrinc.com 28 2K

E Comfort ecomfort.com 43 477K

Energy Conscious energyconscious.com 46 12.7K

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Backlinks Currently, LG HVAC has 50.3 K backlinks, this results in about 53K visits per month on average. Backlinks typically are the most impactful way to gain advantage in organic search. Backlinks can be present in text, images or links to your files or webpages. The most valuable types of backlinks do not contain a nofollow attribute. This means that the domain authority that the backlink originates from will transfer to the LG HVAC site.

The current opportunities for backlinks are: 1. Redirect backlinks from owned domains to target pages rather than just the homepage

a. Lg.com, lg-vrf.com, lg.dfs.com, lghomecomfort.com 2. Reach out to domain owners and suggest text optimizations

a. 6,192 backlinks have an empty anchor, 14,588 have anchor text that reads click here to open

Full backlink report and referring domain report available here and in the appendix.

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Organic Channel PerformanceOrganic traffic is consistently the highest-performing channel for LG HVAC year-over-year. With over 40% of the past year’s traffic originating from search engines, it’s evident that further effort into strengthening the organic channel for LG HVAC will yield continued success.

Getting deeper into examining how people get to the LG HVAC site, we found that the majority of the highest converting keywords for the past year were related to model numbers. Below are the top 30 queries bringing traffic to the LG HVAC site over the past year.

Top 30 Organic QueriesAverage Position Url Clicks Impressions URL CTR

arum072dte5 1 50 106 47.17%

arnu073m2a4 1 33 44 75%

arnu073tud4 1 20 36 55.56%

prlk396a0 1 20 35 57.14%

ayuh2115 1 14 232 6.03%

arnu093m2a4 1 14 27 51.85%

arum096bte5 1.03 429 603 71.14%

arvu053zea2 1.03 39 62 62.90%

arum072bte5 1.04 307 477 64.36%

prarh1 1.05 81 138 58.70%

niagara 4 workbench user guide 1.05 24 122 19.67%

lsu180hsv5 installation manual 1.07 73 133 54.89%

prhr023a 1.08 155 231 67.10%

arun038gss4 1.09 640 1136 56.34%

niagara 4 workbench guide 1.09 221 1086 20.35%

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arum096dte5 1.09 165 210 78.57%

arnu303nja4 1.09 79 116 68.10%

arun048gss4 1.1 514 999 51.45%

lsu120hsv5 installation manual 1.1 31 48 64.58%

prctil0 1.13 197 522 37.74%

arnu053trd4 1.13 164 306 53.59%

arun024gss4 1.14 817 1319 61.94%

niagara workbench guide 1.14 50 186 26.88%

ls120hsv5 1.15 265 845 31.36%

prars1 1.16 17 31 54.84%

premtbvc1 1.18 183 523 34.99%

arnu073bha4 1.19 191 279 68.46%

arnu363m3a4 1.19 47 88 53.41%

ls120hsv5 installation manual 1.21 13 19 68.42%

arub060gss4 1.23 724 1742 41.56%

Brainrider recommends creating new content or enhancing the current content to match the user intent of finding products specifically. The technical nature of the top queries points to the fact that the majority of visitors to the LG HVAC site are contractors or HVAC professionals.

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Page Content Creating strategic content to match user intent is a cornerstone piece of any successful SEO strategy. Currently, Google thinks that the LG HVAC site boasts 1,580 unique pages. However, upon doing a crawl of the site with Screaming Frog, there’s only 150 indexable pages on the lghvac.com site. Why is this happening?

Subdomains on the lghvac.com site such as app.lghvac.com, and files.lghvac.com and smtp.lghvac.com have an indexable status. These pages might have separate access, or be PDF files.

Brainrider recommends considering moving all of this content into one centralized resource hub for lghvac.com. This not only will clean up the google results, and increase

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organic visibility, but enhance the user journey on the LG hvac site with relevant content.

When looking at opportunities for easy SEO optimization, it’s important to look at the Impressions vs. CTR report from Google Search Console. This report shows intent mismatch in the form of high impressions and low CTR.

The top 10 most seen pages for lghvac.com are:

Page Clicks Impressions CTR Positionhttps://lghvac.com/residential-light-commercial/ 41716 1446563 2.88% 33.48https://lghvac.com/commercial/ 28004 812759 3.45% 38.43https://lghvac.com/ 9179 695139 1.32% 56.93https://lghvac.com/where-to-buy/lg-contractor-locator/ 1951 466496 0.42% 45.91https://lghvac.com/resource-service?filename=SM_MultiV_5_OutdoorUnits.pdf 27403 291592 9.40% 10.75https://lghvac.com/residential-light-commercial/product-type/?productTypeId=a2x44000003XQyN&iscommercial=false 1561 255538 0.61% 4.51https://lghvac.com/residential-light-commercial/lg-excellence-contractor/ 843 218773 0.39% 6.89https://lghvac.com/ahri-certificates/ 2718 211673 1.28% 10.09

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https://lghvac.com/resource-service?filename=PC_VRF_Systems.pdf 23394 209094 11.19% 16.09

The highlighted rows represent low hanging fruit that LG hvac can optimize immediately with the given keyword gap analysis to improve CTR, and their ranking in organic search.

There are 134 pages on the lghvac.com site with a CTR of less than 2%, these pages have total impressions of 4,050,390 for the past year.

Brainrider recommends running a full content audit on the lghvac.com site to determine areas of improvement.

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Technical SEO AuditGood SEO is built from the ground up, with solid website construction as the foundation. The lghvac.com site returned the following errors that should be addressed. A full breakdown of all associated errors can be found in the appendix area of this document.

712 Urgent IssuesThese issues should be addressed immediately to maintain your current site ranking. They pose the most threat, or the most opportunity to your ranking capabilities.

228 Pages have duplicate content issuesWebpages are considered duplicates if their content is around 85% identical. Duplicate content can significantly impact your SEO performance. For example, Google will only show one of the pages, filtering the other out - and this may not be the page you want to have shown in search results.

218 issues with duplicate title tagsDuplicate <title> tags make it difficult for search engines to determine which of a website's pages is relevant for a specific search query, and which one should be prioritized in search results. Pages with duplicate titles have a lower chance of ranking well and are at risk of being banned.Moreover, identical <title> tags confuse users as to which webpage they should follow.

104 issues with broken internal JavaScript and CSS filesA broken JavaScript or CSS file is an issue that should be watched out for on your website. Any script that has stopped running on your website may jeopardize your rankings, since search engines will not be able to properly render and index your web pages. Moreover, broken JS and CSS files may cause website errors, and this will certainly spoil your user experience.

55 redirect chains / loops Redirecting one URL to another is appropriate in many situations. However, if redirects are done incorrectly, it can lead to disastrous results. Two common examples of improper redirect usage are redirect chains and loops.

Long redirect chains and infinite loops lead to a number of problems that can damage your SEO efforts. They make it difficult for search engines to crawl your site, which affects your crawl budget usage and how well your web pages are indexed, slows down your site's load speed, and, as a result, may have a negative impact on your rankings and user experience.

32 pages have a 4XX status codeA 4xx error means that a webpage cannot be accessed. This is usually the result of broken links. These errors prevent users and search engine robots from accessing your webpages, and can negatively affect both user experience and search engine crawlability.

31 pages missing title tagsA <title> tag is a key on-page SEO element. It appears in browsers and search results, and helps both search engines and users understand what your page is about.If a page is missing a title, or a <title> tag is empty, Google may consider it low quality. In

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This will in turn lead to a drop in traffic driven to your website. Please be aware that crawler may detect a working link as broken if your website blocks the crawler from accessing it.

case you promote this page in search results, you will miss chances to rank high and gain a higher click-through rate.

30 broken internal linksBroken internal links lead users from one website to another and bring them to non-existent webpages. Multiple broken links negatively affect user experience and may worsen your search engine rankings because crawlers may think that your website is poorly maintained or coded.Please note that our crawler may detect a working link as broken. Generally, this happens if the server hosting the website you're referring to blocks the crawler from accessing this website.

9 internal images are brokenAn internal broken image is an image that can't be displayed because it no longer exists, its URL is misspelled, or because the file path is not valid. Broken images may jeopardize your search rankings because they provide a poor user experience and signal to search engines that your page is low quality.

3 issues with mixed content If your website contains any elements that are not secured with HTTPS, this may lead to security issues. Moreover, browsers will warn users about loading unsecure content, and this may negatively affect user experience and reduce their confidence in your website.

2 pages cant be crawled This issue indicates that the crawler couldn't access the webpage. There are two possible reasons:- Your site's server response time is more than 5 seconds- Your server refused access to your webpages

3,342 Secondary Priority IssuesThese issues are not as pressing as the urgent issues, but they are important to rectify if you want to enhance your site’s SEO. 2,592 issues with unminified JavaScript and CSS filesMinification is the process of removing unnecessary lines, white space and comments from the source code.Minifying JavaScript and CSS files makes their size smaller, thereby decreasing your page load time, providing a better user experience and improving your search engine rankings.F

249 pages are missing meta descriptionsThough meta descriptions don't have a direct influence on rankings, they are used by search engines to display your page's description in search results. A good description helps users know what your page is about and encourages them to click on it. If your page's meta description tag is missing, search engines will usually display its first sentence, which may be irrelevant and unappealing to users. In some cases it is appropriate to not use a meta tag, but this needs to be evaluated on a case-by-case basis.

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149 pages missing an H1 heading While less important than <title> tags, h1 headings still help define your page’s topic for search engines and users. If an <h1> tag is empty or missing, search engines may place your page lower than they would otherwise. Besides, a lack of an <h1> tag breaks your page’s heading hierarchy, which is not SEO friendly.

135 pages have a low text-to-HTML ratioYour text to HTML ratio indicates the amount of actual text you have on your webpage compared to the amount of code. This issue is triggered when your text to HTML is 10% or less.Search engines have begun focusing on pages that contain more content. That's why a higher text to HTML ratio means your page has a better chance of getting a good position in search results.

100 pages have a low word count This issue is triggered if the number of words on your webpage is less than 200. The amount of text placed on your webpage is a quality signal to search engines.Search engines prefer to provide as much information to users as possible, so pages with longer content tend to be placed higher in search results, as opposed to those with lower word counts.

39 pages have titles that are too longMost search engines truncate titles containing more than 70 characters. Incomplete and shortened titles look unappealing to users and won't entice them to click on your page. Writing titles that are written like ad copy is an easy way to increase CTR.

28 pages have temporary redirectsTemporary redirects (i.e., a 302, 303 and a 307 redirect) mean that a page has been temporarily moved to a new location. Search engines will continue to index the redirected page, and no link juice or traffic is passed to the new page, which is why temporary redirects can damage your search rankings if used by mistake.

28 pages don’t have a doctype declaredA webpage’s doctype instructs web browsers which version of HTML or XHTML is being used. Declaring a doctype is extremely important in order for a page’s content to load properly. If no doctype is specified, this may lead to various problems, such as strange looking page content or slow page load speed, and, as a result, negatively affect user experience.

21 external links are broken Broken external links lead users from one website to another and bring them to non-existent webpages. Multiple broken links negatively affect user experience and may worsen your search engine rankings because crawlers may think that your website is poorly maintained or coded.Please note that our crawler may detect a working link as broken. Generally, this happens if the server hosting the website you're referring to blocks our crawler from accessing this website.

Sitemap.xml not foundA sitemap.xml file is used to list all URLs available for crawling. It can also include additional data about each URL.Using a sitemap.xml file is important. Not only does it provide easier navigation and better visibility to search engines, it also quickly informs search engines about any new or updated content on your website. Therefore, your website will be crawled faster and more intelligently.

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16, 334 User Experience Issues Most of these issues below do not have a direct impact on ranking capabilities, but do impact your ranking indirectly via user experience. It is important to consider items such as user journey, relativity and page loading when designing your website’s content and architecture. 11,874 orphaned pages A webpage that is not linked to internally is called an orphaned page. It is very important to check your website for such pages. If a page has valuable content but is not linked to by another page on your website, it can miss out on the opportunity to receive enough link juice. Orphaned pages that no longer serve their purpose confuse your users and, as a result, negatively affect their experience. We identify orphaned pages on your website by comparing the number of pages we crawled to the number of pages in your Google Analytics account. That's why to check your website for any orphaned pages, you need to connect your Google Analytics account.

700 pages take more than 1 second to become interactive (on average)We all know that slow page-load speed negatively affects user experience. However, if a user can start interacting with your webpage within 1 second, they are much less likely to click away from this page. That's why it is important to keep a close eye on the time it takes your most important webpages to become usable, known as the Average Document Interactive Time.

245 pages only have one internal linkHaving very few incoming internal links means very few visits, or even none, and fewer chances of placing in search results. It is a good practice to add more incoming internal links to pages with useful content. That way, you can rest assured that users and search engines will never miss them.

119 pages need more than 3 clicks to be reachedA page's crawl depth is the number of clicks required for users and search engine crawlers to reach it via its corresponding homepage. From an SEO perspective, an excessive crawl depth may pose a great threat to your optimization efforts, as both crawlers and users are less likely to reach deep pages.For this reason, pages that contain important content should be no more than 3 clicks away from your homepage.

46 pages have more than 1 H1 tagAlthough multiple <h1> tags are allowed in HTML5, we still do not recommend that you use more than one <h1> tag per page. Including multiple <h1> tags may confuse users.

8 links on a page have no anchor textThis issue is triggered if a link (either external or internal) on your website has an empty or naked anchor (i.e., anchor that uses a raw URL), or anchor text only contains symbols. Although a missing anchor doesn't prevent users and crawlers from following a link, it makes it difficult to understand what the page you're linking to is about. Also, Google

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considers anchor text when indexing a page. So, a missing anchor represents a lost opportunity to optimize the performance of the linked-to page in search results.

robots .txt not found A robots.txt file has an important impact on your overall SEO website's performance. This file helps search engines determine what content on your website they should crawl.Utilizing a robots.txt file can cut the time search engine robots spend crawling and indexing your website.

Google Lighthouse Audit We also ran a google lighthouse audit for Mobile:

And Desktop:

The predominant issues were with accessibility and site speed. The full reports are available in the appendix of this document.

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3.0 Technical

Tech Stack● Umbraco● Google Analytics● Google Search Console ● Google Tag Manager ● Live Chat

Recommendations: Properly integrating your CRM into your website will allow you to begin to track known user data against your marketing initiatives. In the meantime, there are several ways to configure your Google Analytics Property to better reflect a B2B atmosphere.

UmbracoThe current theme used in Umbraco is an outdated design, leading to a confusing visitor experience. The structure doesn’t utilize visual nesting, leading to a large number of UX and SEO issues.

Google Analytics GoalsGoogle Analytics Goals should be reserved for actions that directly impact your ROI. These are the current goals present in your GA:

Goal Goal Type On?

Contactor Locator destination yes

TNAR Clicks destination no

Future Step Recommendations: Configuring your GA property to be more B2B friendly is the first step to better reporting. This can include session length, custom segmentation, more transparent event tracking, custom channel aggregation & creation as well as customized dashboards in Google Data Studio. Adding goals to support LG’s marketing initiatives such as engagement, or funnel goals will increase reporting capabilities.

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Next StepsWe’re really excited to work with your team and help you grow your high-value enterprise revenues.

We've covered a lot of ground in this proposal. If there's anything we've left out or that we need to give more details on, please let us know and we'll take care of it. Direct next steps coming out of this document are listed on page 3 and 4 for easy reference.

As a high-level overview, however, our continued action is broken down into three key stages: revision of technical issues; enhance user experience; and review site content. From there the next steps would be to configure the Google Analytics property of lghvac.com to map against any future goals.

We find that a lot of our clients benefit from a call to review our recommendations. While we have one in place, we’d be happy to schedule a secondary time to take you through this proposal if we don’t complete it in the first review. Regards,

Olivia MacLeanSEO & Marketing Technology Specialist E olivia.maclean@brainrider.com

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THANK YOUwww.brainrider.com

Brainrider® Toronto777 Richmond Street West, #102Toronto, ON M6J 3N5

Brainrider® San Francisco/Menlo Park 101 Jefferson Dr. Menlo Park, CA 94025

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Appendix External Items: LG hvac GSC CrawlLG Site IssuesLG Hvac Crawl (Screaming Frog) LG Indirect Competitor Keyword Gap Analysis LG Direct Competitor Keyword Gap Analysis LG hvac Google Lighthouse Audit DesktopLG hvac Google Lighthouse Audit MobileLG hvac web performance Google Data Studio Report