CASE #1 — —

Digital marketing Audit

Website analysis

SEO ANALYSIS

ORGANIC SEARCH ANALYSIS

PAID SEARCH ANALYSIS

EMAIL MARKETING ANALYSIS

SOCIAL MEDIA ANALYSIS

Introduction

About the company

Love Gorey is a tourist / business site promoting various activities and experiences in the Gorey region and North Wexford, Ireland

Problematics
  • Single person taking care of all the marketing activities
  • Working part time only (not all hours go to marketing work)
  • Marketing isn’t the primary activity of the employment
Customer targets
  • Businesses that use the website to raise awareness of their brands
  • Citizens of Gorey
  • Tourists / travelers looking to visit Gorey

Customer journey of a business client

Step 1
Defining requirements
Step 2
Research
Step 3
Discussion & Proposal revision
Step 4
Selection
Step 5
Continuous monitoring

Customer journey of a tourist/Citizen

Step 1
Travel inspiration
Step 2
Research
Step 3
Booking
Step 4
On-property
Step 5
Post-stay

Website analysis (high level)

First impression
  • Slow page load speed
  • No clear calls to action to key tasks
  • Homepage doesn’t sell company well
  • Poor look and feel
Search/browse
  • Confusing site structure
  • Poorly designed navigation
  • Poor search
  • Can’t filter or sort results
Content
  • Lack of trust
  • No clear call to action Poor content
  • Lack of information / product detail / images
Conversions
  • Poorly designed forms
  • Privacy & security concerns
  • Poor error messaging

Website analysis (high level)

Defined pain points

No Data Found

Only high-level information is displayed, however further analysis was performed, related to:

  • page load times
  • text vs. images
  • mobile friendliness
  • tagging and tracking
  • design and appearance
  • layout and fonts

Only high-level information is displayed, however further analysis was performed, related to:

  • links
  • logo and graphics
  • global navigation
  • messaging and copy
  • buttons

Organic search analysis

Channels
Users
% users
Organic Search
25,934
78.55%
Social
3,523
10.67%
Direct
3,163
9.58%
Referral
398
1.21%

Organic search analysis

I examined channels that brought the most traffic for 2020 with Organic search ranked as number 1. This clearly shows an effective use of unpaid marketing methods, precisely SEO.  

Recommendations
  • Page load times on desktop as well as mobile need to be optimised
  • All high priority, technical issues, warnings, and errors need to be reviewed, addressed, and fixed.
  • Inbound links need to be reviewed and high-risk links should be disavowed
  • Google My Business is not existing and should be set up to create a free business profile, establish an easy connection with customers, to increase customer engagement
  • Google Search Console to be set up, to monitor, maintain and troubleshoot the site’s performance in Google Search results and define potential limiting factors influencing visibility

SEO (site-wide)

Critical Crawler Issues

These issues are likely harming a search engines ability to crawl and index your site. You should address these as a high priority. 43 4xx errors were identified. All of them returned a 404 Not Found error.

Redirect Issues

Issues with redirection can impact user and search engine’s ability to get to their intended pages, and directly affect the websites ranking. 52 issues were identified.

Metadata Issues

These issues impact how search engines process pages and display them in results. There were 514 issues identified. Page titles and descriptions are to be reviewed and updated

Content Issues

This relates to the website content and how Google views it. Slow, duplicate and thin content can negatively affect your rankings. 302 issues were found.

SEO (site-wide)

Issue Type#Source
Critical Crawler Issues
4xx Error


43Moz
Meta Noindex21Moz
Not Found (404)43Moz
Redirect Issues
Slow load time
52Moz
Metadata Issues
URL Too Long


78Moz
Missing Descriptions351Moz
Multiple Titles85Moz
Content Issues
Duplicate Content
22Moz
Missing or Invalid H1254Moz
Duplicate Title26Moz

E-mail marketing

gray Apple wireless keyboard beside black tablet computer and stylus pen

E-mail marketing

Findings

Love Gorey has a newsletter form on the website which is disabled.

This is however not visible to the user, as you can subscribe but without getting any response.

 

Recommendations

Newsletter and e-mail marketing guidelines

  • Plan in advance with clear objectives and call to actions defined, make sure you do personalisation
  • Track the campaign (newsletter, email marketing)
  • Connect to Google Analytics
  • Monitor the open rates, click through rates and conversions
  • Perform A/B testing to measure effects of personalised sendings.

Interested?

Reach out for your audit, today

Get a pulse on things such as how your current campaigns are trending, how you’re progressing compared to past months, and examine all your marketing efforts. 

Contact
Contact

ivetta.stastna@gmail.com

 

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