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Irwin Mitchell - SEO Strategy & Backlinks Audit

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Information about Irwin Mitchell - SEO Strategy & Backlinks Audit
Marketing

Published on March 12, 2014

Author: lcper

Source: slideshare.net

Description

I highlighted bad SEO practices on Irwin Mitchell website long before the site has been penalised by Google. This presentation is the effect of an audit of their Internet marketing in SEO context. It highlights their digital marketing mix and explores some critical issues in back links profile. It also suggests some onsite optimisation changes and top level guideline for further strategy.
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Technical SEO Audit Overview Irwin Mitchell

Irwin Mitchell  Competition  Digital Marketing Mix  Technology Profile  Site Performance  Back links profile  Onsite Analysis  Keywords Research  Content Strategy

Digital Marketing Mix  PPC  Social Media  Public Relations  Why is it important?

PPC

Social Media  Youtube

Social Media  Twitter

Social Media  google+

Social Media  Facebook

Social Media  Pinterest

Social Influencers  Social signals importance in SEO context

PR Relations

Blog  Implement a blog on a subdomain  Additional controlled asset ranking for brand searches  Increasing brand trust  Improving conversion rates

Why is it important?  Digital Marketing Mix

Technology Profile  Server Information  CMS  Frameworks  W3C Validation

Server Information

CMS

Frameworks

W3C Validation

Site Performance  Waterfall View  Content Breakdown by MIME  Performance Audit  DNS Configuration  Geo-location of the server  Domain Overview

Waterfall View

Content Breakdown by MIME

Performance Audit

DNS Configuration

Hosting and Domain  Domain Overview  Geo-location of the server

Back links profile  General links overview  Links by anchor text  Links by type  Blog Networks Usage?  12k Dead Links

General links overview

Links by anchor text

Links by type

Blog Networks Usage?

12k Dead Links

Onsite Analysis  Responsive Design  Duplicate Titles  Duplicate meta descriptions  Wrong length of meta descriptions  Status Headers  280 URLs return 404  1170 URLs return 302  Information Architecture

Duplicate Titles

Duplicate meta descriptions

Length of meta descriptions  2216 are below 140 characters  2946 are above 160 characters  Some as bad as 1222 characters <meta name="Description" content="Our client, Mr L of Derby, lives in a two bedroom property and suffers from kidney failure. The second bedroom in his property was specially adapted by Derby Hospitals Foundation Trust to connect plumbing works directly from Mr L’s bathroom into the spare room. The room is used solely as a dialysis room and contains all the dialysis equipment that Mr L needs to perform dialysis at home. However, because the dialysis room is labelled as a bedroom, Mr L is subjected to the ‘bedroom tax’, otherwise known as the spare room subsidy, and his housing benefit would not cover his rent on the property. Following Irwin Mitchell’s assistance, Derby City Council has confirmed that it has changed its policy in relation to Discretionary Housing Payments and now it will not reject applications where the applicant has had a reduction in their council tax banding due to disability-related adaptations. It has advised that it has also revisited all applications that were rejected on this basis before this change of policy. For expert advice on matters relating to Discretionary Housing Payments and how to challenge a refusal of a Discretionary Housing Payment, please contact Fiona McGhie of Irwin Mitchell&#39;s public law team." />

280 URLs return 404

1170 URLs return 302

Information Architecture

Implement structured data  Especially vital in Hummingbird context

Opportunities & ROI Estimation  IrwinnMitchell_Opportunities.xlsx  Keywords Research  Process for opportunities identification

Questions? Thank You!

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