SEO Technical Audit: On-Page And Off-Page (On-Site And Off-Site)

Criteria

One-page SEO Technical Audit is the process of analysing on-page SEO technical factors as well as SEO elements that determine performance, visibility and traffic of the company website. This kind of audit is very important because it help in analysing keywords, content and several other technical elements which assist the user and the search engine to comprehend what is available in the site.

Criteria	Description	Tools
Rendering Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	Need to know how website renders mobile devices
Security	Ability to safeguard that client’s data is safe from risk and attacks	HTTPS and SSL
Reliability	The platform of the web should deliver information updates, for instance: the product details, product reviews and the status of the products	Ghostery, Moz Bar
Usability	The web should provide information updates like the product details, product reviews, and the product status.	WOT, Google PageRank
Performance	Visual appeal- layout and  ease of access	Favicon, custom 404, Meta-language attribute
Availability	Time for website accessibility, the response time and there should be low throughout.	Chrome, FireFox
	Website availability to the users irrespective of time and location.	Chrome, Firefox

Evaluation Matrix		Amazon	Walmart	EBay
Criteria	Tool(s) Used	Results	Results	Results
Security	HTTPS and SSL	90	72	54
Availability	Chrome, Firefox	100	90	80
Usability	WOT, Google PageRank	72	64	56
Performance	Favicon, custom 404, Meta-language attribute	72	64	48
Reliability	Ghostery, Moz Bar	63	56	42
Results		397	346	280

As shown in the results in the table above, Amazon is the leading in terms of the website evaluation matrix, the second one is Walmart and the third one EBay. From the security criteria, Amazon has got variety of Amazon Web Servers (AWS) and many tools to guarantee that the information, app information, and website is always secured. EBay have experience some issues of insecurity such as data breach and leakage. Walmart has also had few security issues. The existence of the three websites is good. Though, Walmart and EBay downtime is higher than that of Amazon. Amazon’s website usability is very excellent because the users can locate the products and content very easily on the website and also the company app. Walmart also provide good usability. Amazon have lowest search time followed by Walmart, EBay has got the highest search. The results scores was recorded based on the time of search and the time required to load the homepage of the site. Based on the reliability Amazon is the leading because the information is always up to date. Many cases has been reported that Walmart and EBay is not reliable especially on the payment procedure.

The results shown explains the reason why more people have preferred to shop with Amazon in the past few years. Amazon has emerged to be the leading online retail store in the world because of the excellent services and variety of products they provide to their clients.

Off-page SEO technical audit denotes all the SEO that takes place externally but which relates to your site. It is important to the SEM because it helps in determining authorship, trust and value to your website.

SEO criteria and Assessment Tools

Criteria	Description	Tools
Bank Links	This are the links that that direct people from external website to your website. This will be determine by the link juice that is passed on the site.	Monitor Bank Links
Social  Media Engagements	Social media provide an efficient and effective platform to disseminate messages and articles and connect to customers. This will be measured by the number of followers in the social media.	Facebook and YouTube
Local	It is important to make the products to be available in locals search engines. It is important to register website in directory listing available locally. This would be determine by the number of followers in the local search engines	Google+

Evaluation Matrix		Amazon	Walmart	EBay
Criteria	Tool(s) Used	Results	Results	Results
Bank Links	Monitor Bank Links	80%	73%	70%
Social Media Engagement	Facebook, Twitter,	75%	70%	53%
Local	Google+	65%	62%	50%

The above tables shows how frequent the customers reach the company. According to customers that get in touch with the company via the Bank links Amazon is the largest among the three. This criteria is determine by backlinks quality, this backlinks indicate that Amazon is the most trustable among the three followed by Walmart and the third one is EBay. Amazon is the most followed company in social media with 75%, followed by Walmart and the last one is EBay with 53%. All the three companies have google+ profile for their business. The companies also featured on Google Maps. According to the research Amazon is leading in Google+ followers, followed by Walmart and the third one is EBay.

1. Amazon’s suggested related Items

Product will be shown if customers search the terms that is included in the product description.

According to the search bellow clients are buying shoe cleaner products and brushes. Amazon have included some key words that direct customers to purchase on the site.

1. Competitor products

Tools

This is another way in which customers kind locate the website. The products keywords might direct customers through skimming keywords that are closely related.  For instance the products should where it is applied i.e. for skin for hair etc

1. Thesaurus

Thesaurus is mostly underused in keywords search for Amazon. This is very useful when searching for products that have more than two words are that is utilised in different context or different name in another language.

1. Personal experience

Amazon have tried to think about the kind of questions that the customers can ask when buying for certain products.  Customers may find information around Facebook or Reddit groups. Customers may use brand name such as Kleenex in place of facial tissues or any abbreviation or acronym which are used often by the community.

Keywords and/or Phrases	Reach	CPC Bid	Column 3	Column 4
For Air	25	35	24	34
Pure	21	25	14	56
Product shapes e. g spherical	30	41	52	43
Kleenex	25	24	05	78

Google AdSense

This is a program that is under Google it allow companies in the Google Network to aid images, automatic texts or media advertisement which are aimed to certain audience. The advertisements are sorted, maintained and sorted by Google. This generate revenue for the company depending on the number of links. The companies that currently advertise using Google Adsense include Amazon, Walmart, Facebook, Twitter, Jumia, OLX, Ebay and many others. About 22 % of the revenue earned by Google comes from Google AdSense.  

Walmart, EBay and OLX are direct competitors of Amazon. Adverting on this site means that a stiff competition do exist in the company.

Bing is search engine that is operated and owned by Microsoft. The services was initially called MSN search it was later change to Windows Live Search and know it is now referred to Bing.com. Companies that advertise using Bing.com. Include Yahoo, AOL, Facebook and many others   

Description of Ads

Banner

In online advertising, most of the online users often ignore rectangular blocks because most of them consider it to be advertising messages, therefore in order to increase attention and arousal for users towards the banner ads, I suggest that companies should change the shape of the banner ads in order to produce scheme-inconsistence which will break the current schema. Research shows that the shape of the which is incongruent with the existing schema create higher browsing behaviour as opposed to when the shape is congruent.

Skyscraper

Skyscraper is a kind of specific which have specific size, it used for visual website on website or a webpage. Digital banners advertisements have high aspect-ratio just like real banners. Skyscraper is narrow and taller than the normal banner.

Skyscrapers

I recommend companies to use Bing.com because it is allow their subscribers to gain points whenever they search and enables them to redeem the points to gift cards. Bing also utilize over 40 languages.

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Amazon is one of the most successful companies in the world through its online purchasing system (Bilgihan, Kandampully& Zhang, 2016). The clients can order products online where they also provide their email where the company responds to their various concerns. The collection of the email addresses of the customers by the company enhances quick responses to the customers in relation to various issues such as delivery time and mode hence increasing the sales for the company (Dukes & Liu, 2015).They collect the email addresses of the clients via live chat service in their website hence responding to the customers later via their emails which is efficient because they get the necessary information even if they are offline.

Rendering

According to Chauhan (2015)Walmart and E-bay focus on the live chat services and they less concentrate on the collection of the customers emails as most of their clients have subscribed to their Skype platform where they can discuss effectively regarding the prices and other information relating to the product but this might not be very effective as some of them who might post their query and be offline cannot get immediate response and they might end up changing their minds regarding the purchasing decisions

Amazon has a newsletter which the potential customers do subscribe via their emails that enhances daily notification of the new products and some of the changes in relation to prices for some products. This is important because it initiates purchasing decisions among various consumers for certain products from the company.

This refers to the process of confirmation of email send by another users to your email list for validity purposes. According to Yuan, Pavlidis, Jain, & Caster (2016) this is very important as it prevents a person from failing into the trap of spammers. Amazon, Walmart and e- bay usually confirm the email for all the potential customers who subscribe to their newsletters after which they start receiving notifications in relation to the new products available to initiate purchases. This is one of the email policies that the company adheres to as per the Canadian Anti-Spam Law (CASL) which has three main parts as discussed below

All the individuals have a right to privacy hence the organization does not have the authority to leak any conversation with the client to the third party.  When amazon sends commercial Electronic Messages to the Canadian consumers for their products, this law is usually en forced and the violation of the law leads to a heavy penalty.

This law governs all the marketers that will be sending emails to EU by enforcing data protection across Europe. Amazon has complied with this law by encrypting the data with some verification codes to ensure that specific users reply with some codes send to their various emails to prove the authenticity to ensure that only the required individuals have access to the information.

This law states that emails should only be send to other parties with their consent. Amazon has a newsletter where the potential customers subscribe with their emails as a consent for email reception from Amazon with updates regarding various products and services.

Amazon is a certified organization under the EU-US privacy shield where the personal data of the customers is transferred to US is protected due to data protection regulations that exist. This is a clear indication that the company adheres to the general data protection regulation which keeps it in harmony with Canadian Anti-Spam Law.

Walmart Company has cookies on the website where potential consumers submit their personal information to facilitate various transactions for the achievement of both parties’ objectives (Lee, Fang, Kim, Li& Palmatier, 2018).This is in line with the Canadian Anti-Spam Law that requires business units to obtain the consent of the consumers before obtaining their personal information.

Security

E-bay has very strict policies that regulate the behavior of the various users in its platform. It has regulations in relation to spam messages, threatening of other people which is in cohesion with the Canadian Anti- Spam Law. Individuals who face threatening issues are usually advised by the company to report immediately after which the concerned parties’ accounts are blocked with immediate effect and further legal action may be taken.

Social Media Channel	AMAZON [Active since/ #of Followers/ # Following]	WALMART [Active Since/ # of Followers/ # Following]	E-BAY [Active Since/ # of Followers/ # Following]
Face book	Active since 2009 29m followers 2m following	Active since 2008 32m followers 12m following	Active since 2009 11m followers 24000 following
Twitter	Active since February 2009 2.9m followers 36 following	Active since 2008 947000 followers 4’104 following	Active since 2009 646000 followers 1265 following
You tube	Active since 2011 353,427 subscribers Following- not posted.	Active since 2008 347,750 subscribers Following- not posted.	Active since 2009 113000 subscribers Following- not specified.

Social Media Channel	AMAZON # Posts/Frequency	WALMART # Posts/Frequency	E-BAY # Posts/Frequency
Facebook	1200 posts daily	700 posts daily	450 posts daily
Twitter	610000 posts per week	300000 posts per week	250000 posts per week
You tube	500 posts daily	700 posts daily	300 posts per day.

Table 2. Social Media Activity Statistics

According to Mallapragada, Chandukala, & Liu, (2016) Amazon have wonderful posts which are very informative on the various media channels as compared to its competitors such as Walmart and E-bay. The posts by the company outline a range of product with affordable prices. The posts by the company are very formal and with clear content as evident in their various Facebook profiles as shown in the photos below

Summary of the results from the table

From the results shown in the table, it is evident that there are variations in the degree of channel visitation by various users and according to my own opinion it is evident that twitter is the most visited platform by different number of users, an aspect that has resulted to a huge variation in the number of posts and followers for the three companies. In my own opinion Amazon is doing well as compared to its competitors. Amazon is engaging its customers frequently on various social platforms especially in Facebook and twitter through frequent posts and tweets weekly.

Amazon is very efficient in responding to various queries by the clients in its social plat forms. This enhances frequent visitation to the website by the customers.

Example of customer’s query is shown below with an efficient response from the company

The company uses Face book reviews from the potential consumers to determine the nature of its services and from this it is able to ascertain its reputation in the market. Amazon has a poor reputation from the clients hence there is need for urgent action by the management as shown in the Facebook comments below.

This is the process of using various software to identify and categorize various opinions expressed in a given piece of text to determine whether the attitude of the writer towards a given topic is positive or negative. This is very important because it facilitates various conclusions from a given report or research done in a particular subject matter.

References

Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1), 102-119.

Chauhan, P. (2015). A Comparative study on consumer Preferences towards online retail marketers-with special reference to Flipkart, Jabong, Amazon, Snapdeal Myntra and fashion and you. IJAR, 1(10), 1021-1026.

Dukes, A., & Liu, L. (2015). Online shopping intermediaries: The strategic design of search environments. Management Science, 62(4), 1064-1077.

Lee, J. Y., Fang, E., Kim, J. J., Li, X., & Palmatier, R. W. (2018). The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues. Journal of Retailing, 94(3), 247-264.

Mallapragada, G., Chandukala, S. R., & Liu, Q. (2016). Exploring the effects of “What” (product) and “Where” (website) characteristics on online shopping behavior. Journal of Marketing, 80(2), 21-38.

Yuan, M., Pavlidis, Y., Jain, M., & Caster, K. (2016, November). Walmart online grocery personalization: Behavioral insights and basket recommendations. In International Conference on Conceptual Modeling (pp. 49-64). Springer, Cham.