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0 Background
This strategy document outlines the specific technical recommendations relating to the https://dopenkitchen.com organic search optimization campaign. A number of key issues currently affecting the search engine performance of the site are addressed and solutions are proposed in order of their SEO value or potential impact on ROI.
D’Open Kitchen Website Analysis
D’Open Kitchen Link Analysis
D’Open Kitchen Traffic Analysis
D’Open Kitchen Social Analysis
D’Open Kitchen Keyword Analysis
Detailed Technical Analysis – D’Open Kitchen
Based on the above analysis and evaluation of the website, below are the detailed technical overview of the site https://dopenkitchen.com.
High Significance Issues
Broken Meta Description Code Issue
Found that the meta description code is broken on all the pages including Home Page and hence considered as missing meta description.
<meta name=” description” content=”D’Open Kitchen is a cooking school in Singapore which hosts a variety of culinary workshops and hands-on cooking classes. Click here to learn more today!”/>
The above meta description code has one extra space after double quotes (“), highlighted in red and it shows as a broken meta description code to search engines. If a page’s meta description tag is broken, search engines will usually display its first sentence, which may be irrelevant and unappealing to users.
Ex: For Home Page https://dopenkitchen.com
Actual Meta Description is: <meta name=” description” content=”D’Open Kitchen is a cooking school in Singapore which hosts a variety of culinary workshops and hands-on cooking classes. Click here to learn more today!”/>
It’s not crawlable by Google.
What Google is managed to Crawl as Meta Description is: “+65 8228 6217 info@dopenkitchen.com · Facebook · Instagream · Youtube · Facebook · Instagream · Youtube · D’Open Kitchen · Main · Team Building.”
I would recommend fixing it soon and will lead the website to perform better on SERPs.
Typo & Spelling Mistakes
On Home page, I found:
“instagream“. It should be “instagram” and it’s placed as a title for the Instagram social icon link from Header and Footer.
<a href=”https://www.instagram.com/dopenkitchen/” class=”icon”>
<span>Instagream</span>
</a>
Grammatical mistakes:
Here, I would recommend reviewing the content again on all important pages.
Broken Internal Links (404 pages)
Found 5 broken internal links.
https://dopenkitchen.com/book-now/ – This 404 link is on the Home Page of the site. See the snapshot for the link details:
Other Broken Links are as following:
https://dopenkitchen.com/cooking-class/local-cultural/ – Linked from https://dopenkitchen.com/cooking-class/
https://dopenkitchen.com/baking-class/diy-birthday-cake-challenge/ – Linked from https://dopenkitchen.com/baking-class/
https://www.moh.gov.sg/content/moh_web/home/pressRoom/Parliamentary_QA/2017/who-sugar-guidelines.html – Linked from https://dopenkitchen.com/editorial-articles/sugar-in-foods/
https://recipes.dopenkitchen.com/food-articles/food-terms-dictionary/ – Linked from https://dopenkitchen.com/editorial-articles/humble-chicken-roast-in-10-steps/
Broken 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 search engine rankings because crawlers may think that website is poorly maintained or coded.
I would recommend removing the link leading to the error page or replacing it with another working resource.
Missing Open Graph Image Tag
This page declares some Open Graph properties, however image property is missing.
Help social networks understand information related to the page by using Open Graph properties.
I would recommend to add og:image tag and putting the company logo image in that. <meta property=”og:image” content=”http://image.jpg” />
404 Error Page Optimization
Website is having a custom 404 Error Page but the current 404 page just informs that “The requested resource () is not available”. It’s not having the main category pages or home page URL links.
I would recommend having a custom 404 error page including few links that tells the users to navigate through the website again. This will ensure the error page remains part of the main navigation and site aesthetics would be a far stronger indication for the user to remain on the site. Below is a snapshot for the same:
Empty “SRC” Attribute
The “src” attribute allowed access to another resource. Nothing justifies their use with empty values.
<iframe title=”Citi bank team building event” width=”1080″ height=”608″ src=”” frameborder=”0″ allow=”accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture” allowfullscreen=”” data-src=”//www.youtube.com/embed/srWRmM5OvZk?feature=oembed” data-swift-iframe-lazyload=”true”>
Missing Form Input Type
The following forms should define an input type as ”button” or “image” or “submit” etc.
<form role=”search” method=”get” class=”et-search-form” action=”https://dopenkitchen.com/”>
Home page has this form code but it’s not in use. So, either add an action button and reflect it or get rid of this form code.
Avoid http-equiv <meta> tags
The http-equiv meta tags allow communication to the web browser information equivalent to the ones of HTTP headers.
Two points don’t stimulate the use of http-equiv meta tags:
- Going through the meta requires to interpret the beginning of the HTML page, which is slower than going through the HTTP headers in terms of performance
- If the HTTP header is already present, the meta is ignored
if you don’t have access to the configuration of your server (http header) then only use http-equiv meta.
Home page contains 1 http-equiv meta tag – “X-UA-Compatible”. If possible replace it.
Missing Breadcrumb
The breadcrumb trail is a useful tool for both web designers and SEO experts. It helps Google bots to better understand the website hierarchy, and it helps users to comprehend their current position on the site.
Breadcrumbs tend to create a positive first-time experience for visitors and entice them to explore the website.
I would recommend adding breadcrumbs on all the pages of the site.
Site Load Time Issue
With 25 as speed score and FCP 2.1 s, the website’s load time is very poor.
Pages with a longer load time tend to have higher bounce rates and lower average time on page.
I would recommend optimizing the website as instructed by Google PageSpeed Insights.
https://developers.google.com/speed/pagespeed/insights/?url=https%3A%2F%2Fdopenkitchen.com
Missing HTML Sitemap
Site is not having an HTML sitemap.
Having an HTML sitemap helps users to easily navigate through the website hence lower bounce rate and increase the sessions/visit.
I would recommend adding HTML Sitemap including all important pages of the website.
External Links Targeting Issue
All the available external social profile links are opening in the same window, which may increase the exit rate of the site.
I would recommend opening external links in a new window or tab. In order to open external links in a new window, add target=”_blank” inside the <a> tag.
Missing H1 Heading
Found 357 pages with missing h1 heading.
While less important than <title> tags, h1 headings still help define page’s topic for search engines and users. If an <h1> tag is empty or missing, search engines may place a webpage lower than they would otherwise. Besides, a lack of an <h1> tag breaks page’s heading hierarchy, which is not SEO friendly.
I would recommend providing a concise, relevant and keyword focused h1 heading for each of the web pages.
Missing Canonical Tag
Found 51 pages without a canonical tag.
I would recommend adding rel=”canonical” tag with appropriate URL to target on these pages to fix the duplicate page issue. Identical or duplicate pages should have the targeted page URL in canonical tag.
Duplicate Meta Description
Found 15 pages with duplicate meta descriptions.
Duplicate meta descriptions on different pages mean a lost opportunity to use more relevant keywords. Also, duplicate meta descriptions make it difficult for search engines and users to differentiate between different web pages. It is better to have no meta description at all than to have a duplicate one.
I would recommend providing a unique, relevant meta description for each of the webpages.
Duplicate Meta Titles
Found 10 pages with duplicate title tags.
Duplicate <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.
I would recommend having a unique and keyword focused title for each of the site pages.
Medium Significance Issues
DNS Resolution Issues
Found 2 pages with DNS resolution issues.
A DNS resolution error is reported when crawlers can’t resolve the hostname when trying to access a webpage.
I would recommend contacting web hosting technical support and ask them to fix the issue.
Unminified JavaScript and CSS Files
Found 2326 issues with unminified JavaScript and CSS files.
Minification 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 page load time, providing a better user experience and improving search engine rankings.
I would recommend Minify JavaScript and CSS files.
Uncompressed JavaScript and CSS Files
Found 904 issues with uncompressed JavaScript and CSS files.
This issue is triggered if compression is not enabled in the HTTP response. Compressing JavaScript and CSS files significantly reduces their size as well as the overall size of the webpage, thus improving page load time.
I would recommend enabling compression for JavaScript and CSS files on server.
Low Text-HTML Ratio
Found 449 pages with low text-HTML ratio.
Text to HTML ratio indicates the amount of actual text is available on a webpage compared to the amount of code. This issue is triggered when 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 the page has a better chance of getting a good position in search results.
I would recommend reviewing the page’s HTML code and consider optimizing its structure and removing unnecessary embedded scripts and styles. Also, add more quality content on web pages.
Low Word Count
Found 228 pages with low word count.
This issue is triggered if the number of words on a webpage is less than 200. The amount of text placed on a web page 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.
I would recommend to improve on-page content and be sure to include more than 200 meaningful words.
Underscores in the URL
Found 2 pages and 11 pagination pages with underscores in the URL.
When it comes to URL structure, using underscores as word separators is not recommended because search engines may not interpret them correctly and may consider them to be a part of a word. Using hyphens instead of underscores makes it easier for search engines to understand what your page is about.
I would recommend replacing underscores with hyphens.
Resources Used as Link
Found 78 resources are formatted as page links.
Some links to resources are formatted with <a href> HTML element. An <a> tag with a href attribute is used to link to other webpages and must only contain a page URL. Search engines will crawl site from page to page by following these HTML page links. When following a page link that contains a resource, for example, an image, the returned page will not contain anything except an image. This may confuse search engines and will indicate that the site has poor architecture.
I would recommend replacing <a href> links with tags necessary for specific resources. For example, if you’d like to add an image, use an <img> tag with an alt attribute describing the contents of your image.
Multiple H1 Tags
Found 10 pages with more than one H1 tag.
Although multiple <h1> tags are allowed in HTML5, SEO experts still do not recommend using more than one <h1> tag per page. Including multiple <h1> tags may confuse users.
I would recommend to use multiple <h2>-<h6> tags instead of an <h1>.
Page Titles Over 60 Characters
Found 10 pages with long meta title tag.
Most search engines truncate titles containing more than 60 characters. Incomplete and shortened titles look unappealing to users and won’t entice them to click on your page.
I would recommend rewriting page titles to be 60 characters or less.
Page Titles Below 30 Characters
Found 36 pages with short meta title tag.
Generally, using short meta titles on web pages is a recommended practice. However, keep in mind that meta titles containing 30 characters or less do not provide enough information about what your webpage is about and limit your page’s potential to show up in search results for different keywords.
I would recommend adding more descriptive text inside the page’s meta <title> tag.
SSL Certificate
SSL certificate will expire on 11/16/2019. Update the certificate before that date.
Letting a certificate expire can have consequences for end users who will then see many errors or alert messages while browsing the site, warning them of possible frauds, identity thefts or traffic interceptions.
Organic Traffic and Conversion Optimization Recommendations
Apart from the suggested technical changes, we can perform the following activities to improve the organic traffic and conversion of the website:
New and Trending Keywords Targeting
- Checkout the Google Trend for new trending keywords and topics, which we can target to improve traffic and conversion.
- Perform the Keyword Gap Analysis to identify the new keywords for targeting.
- Insert the new and trending keywords in existing site pages or if required then create new pages with enriched content, highlighting the mapped keywords.
- Make sure to pick high search volume and low competition keywords.
- Find quick-win keyword opportunities
- Target the long tail keywords for faster gains
Content Refreshment
- Good content will keep getting attention and a content refresh will help in getting reengagement and keeping the brand relevant to the users.
- Content refreshment helps in getting the content evergreen and search engines like Google rewards fresh content.
- The content that has performed well in the past could be the new sales driver again by adding refresh content.
- Go through the list of most valuable targeted keywords and checkout the pages ranking in top 20 positions. Although these pages are already performing well, a little content refresh could put these pages over the top rankings and really help in generating more traffic and conversions.
Frequent Internal Blog Posting
- Regular blogging with high quality content improves Google ranking, hence more traffic and conversions.
- The more frequently we update the site with fresh content, the more opportunities we have to strengthen our SEO and be indexed higher by the search engines.
- Frequent blogging helps in engaging the users as well as search engines.
Effective Content Marketing
- Create engaging, high quality, unique content.
- Circulate the content on your website, search engines, social media, content networks, forums, blogs etc.
- Convert content into new sales/conversions.
Guest Blogging & Forum Posting
- Guest blogging sends quality traffic to the website and helps in building domain and search engine authority.
- It also improves the credibility, branding and exposure of the website.
Video Publishing
- Choose the trending topics and publish video content frequently and on a recurring schedule to engage your viewers.
Active on Social Media
- Being very proactive on social media helps in several ways. It could help in user engagement, new user attention, brand awareness, reputation building and business marketing. Also, helps in generating valuable traffic to the website.
Conclusion
After the analysis of the site, I would recommend to implement the above suggested changes on the website for better search results. Also improve the SEO offpage and Social Media efforts to increase the domain authority.
For a detailed technical analysis of your website, feel free to contact me.
Dharam
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