JcMaT sEo ConsultingSearch Improvement Recommendations ForJunk Food ClothingJason Koogler, Anh Ly, Chiachen Lin, Mitch Millstein, T.J SchaeferProfessor Perry D. DrakeUniversity of Missouri – St. Louis
Description Tag• Current Description Tag
– Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees
• Suggested Description Tag– Premium assortment
of licensed vintage, fashion and graphic T shirts, fleece hoodies and sweatshirts
Title Line
• Zazzle– The hottest tshirts on the internet.
• T-Shirt Hell– T-Shirt Hell - Funny t-shirts, Crazy t-shirts, Cool t-shirts, Funny
shirts, Cool shirts, Crazy shirts!
• CustomInk– Design Your Own T-Shirts Online – Free Shipping!
• Busted Tees – Funny Shirts Awesome T-Shirts Cool T-Shirts | BustedTees
• Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts
- Not enough about T-Shirts- Would search think this is about junk food?- What does LA (Los Angeles) have to do with T-shirts?
Title Line (cont.)• Title line should use some of
the keywords– The keywords don’t do
anything to improve search results, but what listed is a better title line than current.
• Keywords– junkfood, t shirts, graphic tees,
vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food
• Suggested Title LineVintage, Fashion and Graphic T shirts, Fleece Hoodies, Sweatshirts – Junk Food Clothing
Search Improvement • Move the following text
above the first image• Change to:
– Junk Food Clothing’s is the epitome in fashion fun! Premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees conjures the ambiance of American pop culture from the NFL ®, Star Wars ®, The Beatles ®, Disney ®, Marvel ® and DC Comics ®, Coca-Cola ®, Popeye ® and so much more.
Navigation• Navigation is horizontal• Best practice suggests using vertical
navigation• Allows for increased navigation space• Creates an opportunity to put more text at the top of
the page
Current HomePageImproved HomePage
Check out ProcessCheck out in 3 steps:
– Add to shopping cart, check out, login or check out as guess
– Step 1: Shipping address
– Step 2: Shipping method
– Step 3: Payment info and submit
– Summary
Item Descrip
tion
Shopping Cart
1. Shipping Address
2. Shipping Speed
3. PaymentSummary
Compare to Best Practices
• Same with Best Practices– Add to Cart button above the fold– “Add to cart” button and “Check
out” button named thus, and easy to see.
– Item Descriptions and images on cart page
– Shipping calculation added to total before asking for credit card info
– Use cookies and not empty cart when they leave the site
• Recommendation:– Name “Check Out” button as
such– Customer service number is at
the bottom instead of on top
Comparison to Other Sites
Page Rank
(out of 10)
Organic Search (24 Feb.)
(1st Page)
Backlinks T-Shirts
Vintage T-Shirts
Junk Food Clothing 5,600 5 7 1
BustedTees 55,256 6 4 Zazzle 54,428 7 5 2
Café Press 481,466 7 1 4T-Shirt Hell 54,523 4 3 Custom Ink 33,903 6 9
Palmer Cash 3,336 3 6 3Wolfgang's
Vault 54,397 5 7Homage 8,663 5 8
Worn Free 4,502 3 9
• Affiliate Program - http://www.junkfoodclothing.com/affiliates/
• Results not surprising (for t-shirts)• Interesting results (for vintage t-shirts) • All results on page 1• But noticed that search results vary
Next Steps• Improvements to
home page as shown• Small improvement
to checkout• Strategic decision
– T shirts or Vintage T shirts?
• Backlink improvement strategy
• Paid search for T-shirts
JUNK FOOD CLOTHING SEO OPTIMIZATION
PROPOSAL
Kate Altenhofer
Meghan Jonas
Scott Mettler
Tiantian Xie
UMSL Visibility
Intro to Junk Food Clothing
Junk Food Clothing burst onto the scene in 1998 as the original vintage t-shirt company, creating and forever changing the premium t-shirt market.
Junk Food is a licensing powerhouse with distribution rights to over 800 pop-culture properties across multiple categories including rock & roll, characters, movies, sports and foods.
Main Points of Proposal
Searchability Image Tags Crawlability Backlinks Increasing Page Rank Navigation Checkout Process Competitor Comparison
Searchability Title Tags
Current Situation: ○ Keywords should be listed before company name; include additional keywords
Opportunity: ○ List keywords first, followed by website name○ Proposed Title Line: Limited Edition, Authentic, Vintage T-shirts | Clothing –
Junk Food Clothing
Description Tag Current Situation:
○ Identify key sellers on website and include those words in description tag Opportunity:
○ Reference collections such as professional sports teams (NBA, NFL) ○ Change order of words based on what Junk Food Clothing touts as their
specialty (list vintage first)○ Advertise relevant content to searchers to let them know exactly what the
given page has with regard to what they’re looking for
Searchability Keyword Listing
Current Situation: <meta name="keywords" content="junkfood, t shirts, graphic
tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food" />
Opportunity: ○ Proposed listing: <meta name="keywords" content="junkfood, t
shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food" />
○ The listing could be improved with adding keywords – Junk Food Clothing also sells sweatshirts, sweatpants, hoodies so these should also be included
Image Tags Junk Food Clothing does a great job of utilizing image
tags to enhance their website. Junk Food Clothing is an image heavy site, therefore
the image tags are especially important for the following reasons: Invisible text can be used with image tags and helps web
spiders to gather and analyze information about Junk Food Clothing
Images can organize your page, emphasize your content, and make it visually appealing for visitors.
Image tags help ensure that search engines catalog your websites images appropriately so visitors can find your site.
Images should be tagged for those that are visually impaired
Crawlability Meta tags Visible Text
Current Situation: Little text available, shows at bottom of home page.
Opportunity: Utilize keywords more, move to top of page.
Robots FileCurrent Situation: Exists already.Opportunity: Keep up to date, utilize with testing.
Site MapCurrent Situation: Does not exist.Opportunity: Create to allow more efficient crawling.
Backlinks
Junk Food Clothing has 5,600 backlinks. BustedTees, one of Junk Food
Clothing’s main competitors, has 55,256 backlinksIt’s all about the backlinks!Backlinks are a vote of confidence in your
website.
Page Rank
Current SituationJunk Food Clothing rank - 5/10Key competitor ranking - 6/10
OpportunityInclude additional, more descriptive
keywordsExpand/increase navigationImprove titleIncrease credible backlinks
Navigation Navigation
Current Situation: ○ The navigation is currently horizontal across the
top of the web page. The navigation does not identify the keywords the website is hoping to capture.
Opportunity:○ Junk Food Clothing should have the navigation bar on
the left hand side so more text will be read by the web spiders. This will aid in search engine optimization.
○ Junk Food Clothing should also incorporate their keywords into their navigation bar.
Checkout Process Overall, we thought the checkout process on
Junk Food Clothing followed the best practices for online checkout.
Current Situation: Ability to checkout as a guestImages in the shopping cartShipping and taxes provided in a reasonable
timeframe Opportunities:
Rename “Next” to “Proceed to Checkout”The customer service number should be located in the
header, easier to find
Competitor Comparison
Keyword SearchesT-shirt
○ Junk Food = Outside top 200 results○ Busted Tees = 8th ○ Café Press = 3rd
Vintage T-shirt○ Junk Food = 1st
○ Busted Tees = Outside top results○ Café Press = 4th
Proposal Summary Key Recommendations
The customer service number and address should be located in the header for easy access
Navigation should be altered to vertical alignment instead of horizontal across the top of the webpage
Keep keywords relevant and include in description tag
Advertise relevant content in description tag to let searchers know exactly what the given page has with regard to what they’re looking for
Include as many pertinent and credible backlinks as possible
Thank You!
UMSL-V
JUNK FOOD CLOTHING CO:junkfoodclothing.com Home Page
SEO ANALYSIS & RECOMMENDATIONS
March 5, 2013
UMSL Visibility 27
Presented by:Katie DoddRyan HaderChristina KennedyTim McCabe
MKTG5721Professor DrakeUniversity of Missouri-St. Louis
March 5, 2013
UMSL Visibility 28
UMSL-V
Agenda:• Title Tags• Keywords• Description Tags• Image Tags• Layout & Navigation• Checkout Process• Competitive Analysis
Snapshot• Appendix
29
Title Tag
March 5, 2013UMSL VisibilityUMSL-V
Current Title Tag:
Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts
• Current tag does not match up well with your current set of keywords
• Tag could be re-ordered: Your company name should go to the end of the line since it does not contain useful keywords
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Title Tag
March 5, 2013UMSL VisibilityUMSL-V
Recommended Title Tag:
Vintage T-Shirts, Fleece, Fashion T-Shirts | Junk Food Clothing
• More suited to best practices• Company name can go to end of title tag• Fits within the suggested 70-character limit• Reinforces their keywords (you will see in a moment why
we chose these specific keywords)
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Keyword Listing
March 5, 2013UMSL VisibilityUMSL-V
Current keyword listing:• Junkfood • t shirts• graphic tees• vintage tee shirts• vintage t-shirt• fleece • fashion tees• original vintage t-
shirt • authentic junk food
Your current keyword listing for your home page is too extensive. By limiting your focus to 3-4 keywords, you will be able to utilize these throughout your various tags so that Google can more easily identify and classify you for searches. Revised keyword listing:
1) vintage t-shirts 2) fleece 3) fashion t-shirts
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Description Tag
March 5, 2013UMSL VisibilityUMSL-V
Current Description Tag:
“Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants and signature authentic vintage tees.”
Your description tag is the ideal length because the full tag can be read in Google’s search results. This is a clean and organized way to let users know what exactly your site has to offer. However…
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Description Tag
March 5, 2013UMSL VisibilityUMSL-V
… you currently have a higher page rank w/the term “vintage t-shirts” -- so we recommend you list that first. This revised description tag repeats your essential home page keywords:
“Shop Junk Food Clothing’s official store for a premium assortment of authentic vintage t-shirts, fleece hoodies, fashion t-shirts, and sweatshirts.”
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Image Tags
March 5, 2013UMSL VisibilityUMSL-V
Your site does use image tags with alternate (alt) text. These tags are critical because spiders can only crawl actual text. Keyword-focused coyp needs to be implemented, allowing the images to be included in your SEO programming.
Keep in mind, however, that you should be sure to use a standard naming taxonomy and label the images “t-shirts” (as opposed to t-shirt or t-shirts).
Current: <img> alt = “Shop our NFL styles!”
New: <img> alt = “NFL t-shirts for men and women”
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Layout & Navigation
March 5, 2013UMSL VisibilityUMSL-V
Page TextYour site currently focuses heavily on imagery and flash to showcase your merchandise in an aesthetically pleasing manner, and your text is below the fold. We recommend keeping this as is. The home page copy, however, can be updated to include the revised set of critical keywords. The screen shot below cuts off at the fold.
36
Layout & Navigation
March 5, 2013UMSL VisibilityUMSL-V
NavigationMany e-commerce sites seem to utilize the top drop-down method for site navigation from the home page. We recommend having the nav on the left column of your site, to increase exposure and simplify the process.
37
Layout & Navigation
March 5, 2013UMSL VisibilityUMSL-V
38
Checkout Process
March 5, 2013UMSL VisibilityUMSL-V
The checkout process seems to be user-friendly:• It is labeled correctly as “add to cart” and not “buy” or “purchase”• LiveChat option during business hours allows for convenient
customer service• It does allow for shipping to be calculated prior to entering
payment info.• The “add to cart” button is above the fold on the product pages,
allowing for high visibility. • The button is labeled correctly, as well.
With a couple changes, this process can be even easier for your customers:
• We recommend changing the “Next” button copy to “Proceed to Checkout”
• Your customer service number is not clearly marked on each page.
39
Competitive
March 5, 2013UMSL VisibilityUMSL-V
Backlinking• Quality linking is critical in achieving and maintaining a
successful SEO profile• Relevant inbound links are generated when you create and
share quality content. Your blog currently sits on Blogger. Incorporating this into your current site will help boost quality inbound links for a strong backlink program.
SEOProfiler Stats Junkfoodclothing.com
BustedTees.com
Total Backlinks 5,610 55,235
Google Rankings
276 1,033
Link Influence Score
76% 97%
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Competitive
March 5, 2013UMSL VisibilityUMSL-V
Page Rank• Ranks the importance of your page; heavily impacted by
amount of quality inbound links.• Your home page ranks closely with your rival because
although they have many more inbound links (previous slide), the quality of your links seem to carry a lot of weight.
Page Rank Junkfoodclothing.com
BustedTees.com
Page Rank 5/10 6/10
41
Competitive
March 5, 2013UMSL VisibilityUMSL-V
Organic Results: “t-shirts”• Your site appears Page 4 of organic results for the keyword
search “t-shirts”. Is this bad? Not necessarily…• You are focused on more specific keywords than this– such
as “vintage t-shirts”. In fact, you are ranked #1 overall for that keyword search.
• We recommend staying the course with more descriptive keywords so your site is found by relevant and targeted users.Organic results
(Google)Junkfoodclothing.com
BustedTees.com
“t-shirts” #3 on Page 4 (43) Page 1
“vintage t-shirts” #1 on Page 1 (1) #104, Page 10
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Thank You!
March 5, 2013UMSL VisibilityUMSL-V
Thank you for your time today! Before we go out and explore Los Angeles, let’s use any remaining time we have for
questions and discussion.
Tianhui Yu
Jimmy Truschel
Lauren Reuther
Eugene Spektor
Professor Perry Drake
UMSL VisibilitySearch Engine Optimization for:
“We are the Ryan Gosling to your Steve Carell.”
University of Missouri – St. Louis
Current title line:
What we suggest:
“LA Vintage T-shirt | Women’s Men’s and Kid’s Clothing | Junk Food Clothing”
Title Line
Keyword ListingCurrent title line:
What we suggest
They should consider adding “Men’s Clothing,” “Women’s Clothing,” “Children’s Clothing,” “Sweat Pants,” and “American Pop-Culture.”
"keywords" content="junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food”
Keyword ListingCurrent title line:
What we suggest
They should consider adding “Men’s Clothing,” “Women’s Clothing,” “Children’s Clothing,” “Sweat Pants,” and “American Pop-Culture.”
"keywords" content="junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food”
“Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees."
Clear concise description of site Potential to be more “grabbing”
Description Tag
Image Tag Reinforce
Keywords Drive pop
culture keywords
Consistent with goals of images
Text
Consistent with Image tags
Pop Culture references
Potential for better header
Tees vs. Shirt
Intuitive NavigationHorizontalUser is able to hover over a heading and easily
see all the choices that are availableLogo is clickable to easily get back to the
homepage.
Navigation
Success:Download times were lowCheckout process was quick
Recommendations:Allow customer to delete item throughout the
checkout process.Running total of items in the cartDisable fields to shift from right to leftTotal amount of purchase on each page of
checkout
Checkout Process
0
10,000
20,000
30,000
40,000
50,000
60,000Number of BackLinks
Junk Food Clothing Co. - 5,600
Busted Tees - 55,256
Backlinks
5 Most Popular Anchor Texts in LinksJunk Food Clothing
Busted Tees
Busted Tees: 6Backlinks: 55,256
Junk Food Clothing: 5Backlinks: 5,600
Page Rank
Busted Tees: Page 1, position 8Junk Food Clothing: Page 4, position 3
Organic Search Results
What Junk Food Clothing does right:DescriptionTagged ImagesNavigation
What UMSL Visibility can improve:Title LineKeywordsBacklinksAnchor Text
Why Choose UMLS Visibility?
Questions?
SEO Team Project Yuan Chen
Nancy Concepcion Shayelle Dominguez
Chao Liu
Instructor: Perry DrakeUniversity of Missouri – St. Louis
2013.3
Optimized Site
Keywords and Tags
Customer Interface
Page Rank
Executive Summary
Title Tag
• Junk Food Clothing| Official Junk Food Tees| LA Vintage T-shirts
• Optimal Format Brand Name | Primary Keyword and Secondary Keyword• Suggestions: Junk Food Clothing| Junk Food Tees| LA Vintage T-shirts |
Graphic Tees
60
Keyword Tag
• Junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirts, fleece, fashion tees, original vintage t-shirt, authentic junk food
• Suggestions: be extended Characters, superhero, cartoons Kids, women’s, men's, toddlers
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Description Tag
• Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees.
• Suggestions: … for an assortment of casual hoodies,
sweatshirts, t-shirts, shirts, tees, and signature authentic vintage tees.
Image Tag
• Use image alt tags: “Shop the kids Spring Catalog”• Help web-bots find keywords on the page• Text is visible on “mouse over” directing to the next
page• Search engines are giving more weight to Alt Tag
than the Title Tag on the page
Page Text
• Poor Use of Contrast, lack of Attraction and personality https://www.junkfoodclothing.com/privacy-policy/
http://www.junkfoodclothing.com/affiliates/
-- Reconsider the color matching and layout• Bad Typography, uncomfortable fonts (Courier New,
Monospace Fonts) -- bolded text, use a Sans serif typeface• No product ratings and customer review• Bad browser compatibility (IE, Firefox, Chrome)
Checkout Process•Registration is too long (Nick name and log ID)•Unclear error message•No continue shopping choice when checkout
•High cost of shipping and total cost no shown until at the end•Lack of detailed confirmation information•Unclear about delivery time•No order-modification options
ImprovedCheckout Process• Shorten Registration time• Provide Clear Error Messages• Give users the option to continue shopping from the
checkout page• Tell customers the total cost earlier • Tell the customers what happens next• Inform the users about delivery time • Include gift wrap/message options • Easy to view and modify order (Amazon )
Navigation
• Drop down menus frustrate many users• Requires a minimum of 3 clicks to reach an item• Too many top level choices• Provided categories discourage browsing• Navigation is all horizontal• Photos do not provide adequate detail• Uncomfortable font
Improved Navigation
• Show images based on broad categories– Characters or themes– Limit to fewer than 7
• Use vertical navigation to narrow choices– Gender, style, color
• Most important (or popular) items first or last
Art HouseCharactersSports Teams NFLNBA Tops Bottoms
Men’sWomen’s
Busted Tees Junk Food Clothing BT vs. JFC
Back links 55,256 5,610 9.8x
Organic Rankings (keywords) 1,037 276 3.8x
# of Google AdWords Ads 30 20 1.5x
Back links, Rankings, and Google AdWords
Page Rank
Are we surprised? Kind of..• Number of backlinks Quality vs. quantity• Image tags Using keywords• Home page Text vs. images (flash)
Engine Search “t-shirts”
Are we surprised? Not really…• Number of backlinks• Tags
DescriptionTitleKeywords
• Navigation
<meta name="keywords" content="funny t-shirts, funny t shirts, t-shirts, funny shirts, t shirts, funny tshirts, tshirts, funny tees, funny tee shirts, t shirt, t-shirt, tee shirts, shirts" />
<title>Funny Shirts Awesome T-Shirts Cool T-Shirts | BustedTees</title>
<meta name="keywords" content="junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food" />
<title>Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts</title>
Conclusions
University of Missouri – St. Louis SEO project for
Junk Food Clothing Co.
• Prof. Perry Drake• Lai Doan• Drew
Schuermann• Matthew Baker• Tianzhou Zhang
The importance of Search engine
How many times have you been on Google this week?
If you find what you look for on page 1 on Google search, will you continue your search on page 2, 3, or 4,…
The Findings: The top results in Google get an average click-through rate of 36.4%.◦ Position 2 gets a CTR of 12.5%. ◦ CTR’s for position 3-10 are 9.5%, 7.9%, 6.1%,
4.1%, 3.8%, 3.0%, 2.2%. ◦ The top results get as many clicks as results 2-5
combined
Junk Food Clothing and Competitors
Findings:
Junk Food Clothing http://www. junkfoodclothing.com
appear on page 4
Bustedtees http://www.bustedtees.com appear on
page 1
Titleline Junk Food Clothing | Official Junk Food Tees | LA
Vintage T-shirts◦ Not the best from an SEO perspective
T-Shirts | LA Clothes | Shirts | Junk Food Clothing◦ Significantly better
Keyword ListingKeyword/Phrase Global Monthly Searches
junkfood 246,000t shirts 16,600,000
graphic tees 110,000vintage tee shirts 22,000
vintage t-shirt 110,000fleece 1,830,000
fashion tees 6,600original vintage t-shirt n/a
authentic junk food n/a
The keyword list includes a few phrases for which the Google AdWords Suggestion Tool couldn’t provide data.
Keyword ListingKeyword/Phrase Global Monthly Searches
tshirts 16,600,000t shirts 16,600,000
tee shirts 3,350,000T-shirts 16,600,000shirts 30,400,000
hoodie 4,090,000jackets 13,600,000
la clothes 55,500,000clothing la 55,500,000
This keyword list increases the number of global monthly searches by 193,315,400.
Description Tag Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees.
• The description tag does not include any of the keywords in the keyword list.
image tags
Image tags are used but some of them do not include “alt” and “title” attributes which is very important for reaching your SEO goalsThe text they used to describe the pictures are also not good enough. “Junk Food Clothing” is not a good option.
alt="Baltimore Ravens“ title="Baltimore Ravens"
alt="Baltimore Ravens T-shirts “ title="Baltimore Ravens tee shirts"
visible page text
There is no need to put the introduction of company on the homepage. Put it in “about us”.
Include a word paragraph at the top, explaining what you’re offering on the page. Keywords also work here.
http://www.zazzle.com/tshirts
navigation Need to be simple and easy to navigate navigation link should contain appropriate
keywords to ensure relevance and enhanced page rank
Filters only appear when you use search functionIf you have more than 20 products on a navigation page, it will be difficult for users to read through without a filter
Checkout ProcessCheckout process is slowFont size changes inexplicablyNo attempt to recover empty
checkout abandonment
Linked SitesBusted Tees
◦3,893 websites◦55,256 links
Junk Food Clothing◦881 websites◦5,600 links
Google Page rank of Junk Food Clothing & competitors
Junk Food Clothing
Bustedtees.com
No surpriseSEO-4-THE BEST OPTION FOR YOUR BUSINESS