Title: SEO Audit Worksheet
Written by: Michael Castellan
Introduction
Include an Introduction that explains why SEO is an important consideration for marketers ………………………….. .
SEO is important to marketers because it can really help them nail down what people search for on the internet. By using keywords and seeing what words are normally used when searching for their product they can make sure they are the number one result when searched through a search engine.
SEO Audit
|
Budweiser
|
Heineken
|
Screen Captures of both Brand’s home pages:
|
||
1. URL:
|
http://www.budweiser.ca/en/
|
http://www.heineken.com/ca
|
2. Page Title
|
<title>Budweiser Canada</title>
|
<title>Heineken® | Welcome to the world of Heineken® </title>
|
3. Meta Description
|
NONE
|
<meta name="description" content="Welcome to the official Heineken® website. Discover our story. Explore our products. And watch UEFA Champions League highlights."/>
|
4. Meta Keywords :
|
NONE
|
NONE
|
5. Structural elements:
H1, H2, H3
|
NONE
|
<h1 class="title">
<span></span>
</h1>
<h1 class="title">The story behind the star</h1>
<h1 class="title">Enjoy Heineken Responsibly</h1>
<h1 class="title">Our beer</h1>
<h1 class="title">our ads</h1>
<h1 class="title">heineken experience</h1>
<h2>UCL</h2>
<h2>EHR</h2>
<h2 class="title wow fadeInUp" variant="size1 color4">
CHAMPION THE MATCH
</h2>
<h2 class="title">
Follow us
</h2>
<h2 class="title">
select your country
</h2>
<h2>
CAE
</h2>
<h2>
Americas
</h2>
<h2>
Western Europe
</h2>
<h2>
Other
</h2>
<h2>
Asia Pacific
</h2>
<h2>
Africa
</h2>
<h2>
Central Eastern Europe
</h2>
|
6. Bold/Strong tags and
7. Italic/em tags
|
<b>ENJOY RESPONSIBLY. MUST BE LEGAL DRINKING AGE. LIMITED TIME OFFER, WHILE SUPPLIES LAST.</b>
|
NONE
|
8. Alt Text
|
alt="Budweiser"
alt="Twitter"
alt="Twitter"
alt="Twitter"
alt="Facebook"
alt="Budweiser"
ALT="WE WERE BORN IN 1876, WHEN WERE YOU?"
|
alt='Heineken - Open Your World' />
alt='Heineken - Open Your World' />
alt="" />
alt="" />
alt='Enjoy Responsibly' />
alt='Enjoy Responsibly' />
|
9. Page Load Time
(estimate or use Moz)
|
Desktop Speed = 50/100
Mobile Speed = 48/100
|
Desktop Speed = 84/100
Mobile Speed = 67/100
|
10. Call-to-action:
|
||
11. Anchored Text:
|
<a href="#" class="mMenu"><img src="assets/images/icon-menu.png"></a><a href="./" class="icon"><img src="assets/images/icon-logo.png" alt="Budweiser"></a>
<nav class="social">
<a href="https://twitter.com/budcanada" target="_blank" class="twitter" data-name="Nav: Twitter">
<a href="https://www.facebook.com/budweisercanada" target="_blank" class="facebook" data-name="Nav: Facebook">
<a href="/en/ourbeer" class="inturnal" data-name="Nav: Our Beer">Our Brew</a>
<a href="http://budweiser.ca/en/prohibitionbrew" target="_blank" data-name="Nav: King Club">Prohibition Brew</a>
<a href="http://shop.budweiser.ca/products/red-light#skip-age-gate" target="_self" data-name="Nav: Red Lights">Red Lights</a>
<a href="http://shop.budweiser.ca/?lang=en#skip-age-gate" class="" data-name="Nav: Red zeppelin" id="nav_shop_link">Shop</a>
<a href="https://twitter.com/budcanada" target="_blank" class="twitter" data-name="Nav: Twitter">
<a href="https://www.facebook.com/budweisercanada" target="_blank" class="facebook" data-name="Nav: Facebook">
<a href="http://www.budweiser.ca/legal/bud_rulesandreg_en.htm" target="_blank">Rules & Regs</a>
|
<a href="/ca/We-are-heineken/Heineken-Story" target="">We are Heineken</a>
<a href="/ca/We-are-heineken/Our-Beer" target="">Our Beer</a>
</li><li>
<a href="/ca/We-are-heineken/Heineken-Story" target="">Heineken Story</a>
</li><li>
<a href="/ca/We-are-heineken/Enjoy-Heineken-Responsibly" target="">Enjoy Heineken Responsibly</a>
</li><li>
<a href="/ca/We-are-heineken/Refuting-Dog-Fighting-Rumours" target="">Refuting Dog Fighting Rumours</a>
</li> </ul>
</li><li>
<a href="/ca/Heineken-Experience/Heineken-Experience" target="">Heineken Experience</a>
<ul class="menu" variant="vertical">
<li>
<a href="/ca/Heineken-Experience/Tickets-and-info" target="">Tickets & Info</a>
</li><li>
<a href="/ca/Heineken-Experience/Heineken-Experience" target="">Heineken Experience</a>
</li><li>
<a href="/ca/Heineken-Experience/Meetings-and-Events" target="">Meetings & Events</a>
</li> </ul>
</li><li>
<a href="/ca/Our-Ads" target="">OUR ADS</a>
|
12. Mobile Friendly:
Yes/No
|
Yes this page is mobile friendly
|
Yes this page is mobile friendly
|
13. Social Media:
(List all SM icons on the home page.
|
Facebook and Twitter
|
Facebook and Instagram
|
Google Trends:
Include your topic, and your two brands. Include the search terms with your screen capture.
Google Trends Insights:
Provide Insights. Include one to two sentences in your own words that outlines the topic and the two brands you compared. Discuss the results you obtained from Google Trends. What observations can you make about the search interest in this topic over the past 12 months?
Budweiser and Heineken have similar trends when compared. You can see that in Canada Budweiser has large spikes which could mainly be down to when they release a Super Bowl add or have their product marketed at a big event. Heineken seems to stay consistent throughout when their rating averaging around 18/100.
Latent Semantic Indexing Keywords:
Generate a list of LSI keywords from the LSIGraph Keyword Generator. Search your sites and identify any LSI Keywords that you can find on either of your brands’ sites. Target at least 3 per brand.
Budweiser-
Budweiser-
budweiser careers
budweiser price
budweiser commercial
budweiser alcohol content
budweiser horses
budweiser logo
Heineken-
heineken commercial
heineken kidnapping
heineken alcohol content
heineken commercial guy
heineken calories
heineken commercial 2016
heineken price
Summary:
Brand A’s strengths are they are mobile friendly and have a lot of online presence through adds and sponsors. The have an easy to read main page with lots of pictures instead of words.
Brand B’s strengths are they have great page load time. They utilize their coding well by allowing less files being loaded up when visiting their site. They have strong brand awareness online and good heading titles.
Areas that need improvement are their calls to action. They both really lack a decisive call to action to really draw someone in to their product. They also can improve on their Meta key words. They both have 0 Meta key words in their coding they can use this feature for sure and utilize its strengths.
The keyword sentences found on the sites were none. Theyboth had 0 keywords used in the coding of their websites.
Conclusion:
Include a conclusion that outlines which brand has the strongest SEO and performed best though the audit. Were there any surprises?
What comes top of search, of the top pages how many are of the brands links.
Heineken has the strongest SEO and performance from the audit. They have much faster page load time compared to Budweiser and they also utilize the coding more than Budweiser does. When you search these two brands on google, Heineken is the first link that shows up, compared to Budweiser when you search them up they are 3-4 links down their own twitter and Wikipedia page come up before their actual brand website.
APA Citation Sample (in alphabetical order):
Google. (February 2017). Google trends. [Budweiser, Heineken]. Retrieved from https://www.google.ca/trends/explore?q=%2Fm%2F01jp3,%2Fm%2F0r5_gvg
LSIGraph. (February 2017). LSIGraph keyword generator [Budweiser, Heineken]. Retrieved from http://lsigraph.com/
SEOmoz Inc. (February 2017). MozBar. Retrieved from https://moz.com/tools/seo-toolbar
SEO Audit
|
Coors Light
|
Molson Canadian
|
Screen Captures of both Brand’s home pages:
|
Image not inserted
|
Image not inserted
|
1. URL:
|
http://www.coorslight.ca/en/home/?scene=basecamp
|
http://www.molsoncanadian.ca/en/index
|
2. Page Title
|
Brave the Cold
|
<title>Molson Canadian | Premium Lager</title>
|
3. Meta Description
|
<meta name="Description" content="Coors Light is an easy drinking light beer brewed in Golden, Colorado, from refreshing Rocky Mountain water – making it the only beer in the world that's Cold Certified." />
|
<meta name="Description" content="Molson Canadian is an easy drinking premium lager, made from the best this land has to offer. Canadian water. Prairie barley. No preservatives." />
|
4. Meta Keywords :
|
meta name="Keywords" content="Beer, Coors Light, Coors, Light Beer." />
|
<meta name="Keywords" content="Molson Canadian, Molson, Beer" />
|
5. Structural elements:
H1, H2, H3
|
<h1 class="headline">The Coors Light Games are back.</h1>
<h1>Brave the mobile tour</h1>
<h1>Brave the internet</h1>
<h1>WHO WANTS A GOLD ONE?</h1>
<h1>#<strong>Brave<em>The</em>Games</strong></h1>
<h1 class="headline"><span class="mobile-brk">Brave <span class="small">the</span> cold</span></h1
<h2>THE COORS LIGHT GAMES</h2>
<h3>355mL CAN</h3>
<h3>341mL BOTTLE</h3>
<h3>473mL CAN</h3>
<h3>473mL Can</h3>
<h3>3 Ways to Qualify:</h3>
<h3>Latest qualifiers</h3>
<h3 class="volleypong">Volley - Pong</h3>
<h3 class="volleypong">BUBBLE SOCCER</h3>
<h3 class="volleypong">Water Luge</h3>
|
<h1 class="hide">Molson Canadian Premium Lager</h1>
<h2 class="h1">
<h2 class="h1">
<h1 class="title">Molson Canadian</h1>
<h1 class="hide">Molson Canadian Premium Lager</h1>
<h2 class="h1"><span class="red">The best</span> this land has to offer</h2>
<h2 class="h1">Our <span class="red">Lineup</span></h2>
<h2>WE’VE GOT THE RINK.</h2>
<h2 class="red">WE NEED THE PLAYERS.</h2>
<h2>A taste that’s refreshing <br />to the core.</h2>
<h2>Twitter</h2>
<h2><span>Facebook</span></h2>
<h2>Can I see some ID?</h2>
|
6. Bold/Strong tags and
7. Italic/em tags
|
<h1>#<strong>Brave<em>The</em>Games</strong></h1>
|
<strong>Cold Shots</strong>
<strong>Molson Canadian Cider™</strong>
<strong>Molson Canadian</strong>
<strong>Sub Zero</strong>
|
8. Alt Text
|
alt="355mL Can">
alt="350mL Can">
alt="341mL Bottle">
alt="355mL Bottle">
alt="473mL King Can">
alt="473mL King Can">
alt="473mL Can">
alt="Widemouth">
alt="Volleypong">
alt="Bubble Soccer">
alt="Slide">
alt="Coors Light Logo">
alt="Coors Light Logo" />
alt="" />
|
alt="Beer bottle and glass | Molson Canadian"
alt="Molson Canadian Coldshots beer can"
alt="Molson Canadian Cider" />
alt="Molson Canadian beer bottle" />
alt="Molson Candian 67 beer bottle" />
alt="Molson Canadian tall beer can" />
alt="Molson Canadian Sub Zero beer glass" />
alt="Molson Canadian on Facebook" />
|
9. Page Load Time
(estimate or use Moz)
|
Desktop: 50/100
Mobile: 39/100
|
Desktop: 30/100
Mobile: 25/100
|
10. Call-to-action:
|
Scroll in the site.
|
Image bait
Twitter Link
Facebook Link
Link Bar
|
11. Anchored Text:
|
href="/~/media/Molson%20Coors%20Canada/Coors%20Light/Website/images/favicon/apple-icon-180x180.png">
href="/~/media/Molson%20Coors%20Canada/Coors%20Light/Website/images/favicon/apple-icon-152x152.png">
href="/~/media/Molson%20Coors%20Canada/Coors%20Light/Website/images/favicon/apple-icon-144x144.png">
href="/~/media/Molson%20Coors%20Canada/Coors%20Light/Website/images/favicon/apple-icon-120x120.png">
|
|
12. Mobile Friendly:
Yes/No
|
Yes
|
Yes
|
13. Social Media:
(List all SM icons on the home page.
|
Twitter
Youtube
Facebook
Instagram
|
Facebook
Twitter
|
Google Trends:
Include your topic, and your two brands. Include the search terms with your screen capture.
|
Topic: Beer, Selections: Molson Canadian and Coors Light
|
Google Trends Insights:
The interest in Coors Light, has spiked twice in the last 2 years. I would assume it was during a high promotional period.
Molson Canadian generates very little interest at all during the last 4 year period.
Latent Semantic Indexing Keywords:
Molson Canadian
molson canadian alcohol content
molson canadian calories
molson canadian review
Coors Light
coors light merchandise
coors light rewards
coors light prices
Summary:
Molson Canadian’s strengths are that they are a highly specialized North American brand that is stable
Coors Light’s strengths are that they can and have generate a high interest in their product.
Areas that need improvement in page speed and social media connections.
The Long-tails I found for the websites:
· Cold Beer at affordable prices
· Strong Canadians drink Canadian
· The drink to thicken your blood
· Be the best, drink the best, Canadian
· The beer of the gods
· Have a hangover, have a Canadian
· A fresh green one to satisfy all your needs
Conclusion:
They were at a tie. Both had the same SEO relevance.
APA Citation Sample (in alphabetical order):
Molson Canadian. (2017). The Best this Brand has to offer. Retrieved from http://www.molsoncanadian.ca/en/index
Coors Light. (2017).. Retrieved from http://www.lancome.ca/en/mascara/
Google. (February 2017). Google trends. Molson Canadian, Coors Light. Retrieved from https://www.google.ca/trends/explore?q=Coors%20Light,Molson%20Canadian
LSIGraph. (February 2017). LSIGraph keyword generator [keyword term here]. Retrieved from http://lsigraph.com/
PageSpeedInsights. (February 2017). PageSpeedInsights. Retrieved from https://developers.google.com/speed/pagespeed/insights/?url=http%3A%2F%2Fwww.molsoncanadian.ca%2Fen%2Findex
PageSpeedInsights. (February 2017). PageSpeedInsights. Retrieved from
https://developers.google.com/speed/pagespeed/insights/?url=http%3A%2F%2Fwww.coorslight.ca%2Fen%2Fhome%2F%3Fscene%3Dbasecamp
Title: ……BEER………...
Written by: ………LOAN……………..
Subtitle: ……DRINK…………………
Introduction
Google Trends:
Google Trends Insights:
THE CONSUMPTION OF BEER IS HIGH,
AROUND 75-100. HOWEVER, THE CONSUMPTION BETWEEN MGD AND CORONA IS TOO LOW,
UNDER 20. ADDITIONALLY, CORONA IS HIGHER THAN MGD IS, ACCORDING TO THE TRENDS.
Latent Semantic Indexing Keywords:
Summary:
Conclusion:
APA
Citation Sample (in alphabetical order):
PLEASE NOTE, THIS IS A TEMPLATE. REMEMBER TO REMOVE AND MODIFY ALL SAMPLE DATA, TITLES,
CONTENT AND INFORMATION PRIOR TO SUBMITTING.
Title: ……BEER………...
Written by: ………LOAN……………..
Subtitle: ……DRINK…………………
Introduction
Include an
Introduction that explains why SEO is an important consideration for marketers ………………………….. .
SEO Audit
|
MGD
|
CORONA
|
Screen Captures of both Brand’s home pages:
|
||
1.
URL:
|
||
2.
Page Title
|
miller genuine draft
|
CORONA EXTRA
|
3.
Meta Description
|
</HTML>
|
</HTML>
|
4.
Meta Keywords :
|
MGD BEER
|
CORONA-FIND YOUR BEACH
|
5. Structural elements:
H1, H2, H3
|
<div id="cboxOverlay" style="display: none; top: 0px
!important;"></div>
|
<div class="parsys iparsys"><div
class="section"><div class="new"></div>
</div><div class="iparys_inherited"><div
class="parsys iparsys">
</div>
</div>
</div>
|
6.
Bold/Strong tags and
7.
Italic/em tags
|
<bold> heading
|
|
8.
Alt Text
|
||
9.
Page Load Time
(estimate or use Moz)
|
70/100
|
65/100
|
10. Call-to-action:
|
Popular enough that everyone know
|
Most popular, like when “call now” for Buds, heneiken
|
11. Anchored Text:
|
<div id="skip-link">
<a href="#main-content"
class="element-invisible element-focusable">Skip to main
content</a>
</div>
|
<div class="siteConfig parbase">
</div>
|
12. Mobile Friendly:
Yes/No
|
YES
|
YES
|
13. Social Media:
(List all SM icons on the home page.
|
Google Trends:
Include your
topic, and your two brands. Include the
search terms with your screen capture.
Google Trends Insights:
Provide
Insights. Include one to two sentences
in your own words that outlines the topic and the two brands you compared. Discuss the results you obtained from Google
Trends. What observations can you make
about the search interest in this topic over the past 12 months?
THE CONSUMPTION OF BEER IS HIGH,
AROUND 75-100. HOWEVER, THE CONSUMPTION BETWEEN MGD AND CORONA IS TOO LOW,
UNDER 20. ADDITIONALLY, CORONA IS HIGHER THAN MGD IS, ACCORDING TO THE TRENDS.
Latent Semantic Indexing Keywords:
Generate a
list of LSI keywords from the LSIGraph Keyword Generator. Search your sites and identify any LSI
Keywords that you can find on either of your brands’ sites. Target at least 3 per brand.
MGD BEER - miller genuine draft vs miller high life
MGD BEER - miller genuine draft vs miller high life
-
miller
genuine draft alcohol content
-
miller
mgd 64
CORONA - corona
pruners and loppers
-
corona
beer advocate
-
corona
beer merchandise store
HENEIKEN - heineken
commercial song
-
heineken
commercial 2016
-
heineken
benicio del toro commercial
Summary:
Brand A’s
strengths are ……IMPRESSIVE ADS……….
Brand B’s strengths
are GREAT PROMOTION AND ACCESSEMENT (LOG IN)..
Areas that
need improvement ………MORE INFORMATION FOR CORONA………..
The keyword
sentences found on the sites were ………VARIOUS……..
Conclusion:
Include a
conclusion that outlines which brand has the strongest SEO and performed best
though the audit. Were there any
surprises?
EXPANDING
AREAS FOR SEARCHING
PROVIDE
TOOL TO ALERT FOR DANGEROUS SITE
VARIETY
HINT/ KEYWORDS FOR LOOKING UP
APA
Citation Sample (in alphabetical order):
Brand Name A.
(2015). Homepage title. Retrieved from http://www.lancome.ca/en/mascara/
Brand Name B.
(2015). Homepage title. Retrieved from http://www.lancome.ca/en/mascara/
Google. (February
2016). Google trends. [Mascara,
Revlon, Lancome]. Retrieved from https://www.google.ca/
trends/explore#q=mascara%2C%20%2Fm%2F05mxqz%2C%20%2Fm%2F02fz1g&cmpt=q&tz=Etc%2FGMT%2B5
LSIGraph.
(February 2017). LSIGraph keyword generator
[keyword term here]. Retrieved from http://lsigraph.com/
SEOmoz Inc.
(February 2017). MozBar. Retrieved
from https://moz.com/tools/seo-toolbar
PLEASE NOTE, THIS IS A TEMPLATE. REMEMBER TO REMOVE AND MODIFY ALL SAMPLE DATA, TITLES,
CONTENT AND INFORMATION PRIOR TO SUBMITTING.
PageSpeed
Insights https://developers.google.com/speed/pagespeed/insights/?url=http%3A%2F%2Fwww.thebeerstore.ca%2Fbeers%2Fmiller-genuine-draft-clear
Google
trends https://www.google.ca/trends/explore?date=today%2012-m&q=%2Fm%2F01599,%2Fm%2F0f511,%2Fm%2F02y_4q2
O Audit
Brand A
Brand B
Screen Captures of both Brand’s home pages:
Image Error Code 0x8022001b
Image Error Code 0x8022001b
URL:
www.sapporobeer.ca
www.stellaartious.com
Page Title
Sapporo
Stella Artois Now
Meta Description
None
<meta name="description" content="Welcome to the official Stella® website. Discover our story. Explore our products. And watch intro"/>
Meta Keywords :
None
None
Structural elements:
H1, H2, H3
None
None
Bold/Strong tags and
Italic/em tags
None
Alt Text
alt="Sapporo"
alt="Twitter"
alt="Twitter"
alt="Twitter"
alt="Facebook"
alt="Budweiser"
alt="Stella"
alt="Twitter"
alt="Twitter"
alt="Twitter"
alt="Facebook"
alt="Budweiser"
Page Load Time
(estimate or use Moz)
Desktop Speed = 56/100
Mobile Speed = 40/100
Desktop Speed = 50/100
Mobile Speed = 30/100
Call-to-action:
Something promotional
Anchored Text:
search HREF
HREF
Mobile Friendly:
Yes/No
Yes
Yes
Social Media:
Facebook, Twitter, IG, Youtube
