This document is part of an audit performed in early 2012 for an e-commerce site in the jewelry niche. Contact me for an in-depth SEO audit.

1. Website Audit For XXXXXX.com

2. Kent Kinetic, Tennessee Your Dedicated Consultant:
XXXXX, XXXXXX Chris Kent
Memphis, TN
XXXXXXX@Gmail.com
+ 901 300 6999(US) http://KentKinetic.com/seo-­‐audit
Skype: ckent205
Twitter: @Chriskent12
Published May 2012 Earnings Disclaimer
As with any business, your results
It is illegal to copy, or distribute may vary, and will be based on your
works from this report in whole or in individual capacity, business
part publicly without consent of experience, and level of desire.
participating parties.
The use of this information should
Please keep proprietary information be based on your own due diligence
contained in this report within your and you agree that Kent Kinetic is
company. not liable for any success or failure
of your business that is directly or
indirectly related to the purchase
and use of the information in this
report.

3. Table Of Contents
1.Indexation & Data Pulls
1.1 Crawl Issues
1.2 Indexation
1.3 XML Sitemap
1.4 HTML Sitemap
1.5 RSS Feed
1.6 Robots.txt
1.7 Meta tags
1.8 Recommendations
2.Accessibility
2.1 URL Structure
2.2 Page Speed
2.3 JavaScript/Flash/iFrames/AJAX
2.4 Image Optimization
2.5 404 Pages
2.6 301 Redirects
2.7 htaccess
2.8 Mobile Website
2.9 Recommendations
3.Site Architecture
3.1 Site Organization
3.2 Key Page Distance
3.3 Navigation
3.4 Internal Linking Structure
3.5 Recommendations
4.Link Analysis
4.1 Internal Anchor Text Distribution
4.2 Internal Links
4.3 Backlink Profile
4.4 External Anchor Text Distribution
4.5 External Links
4.6 Link Destination Distribution
4.7 Harmful Links
4.8 Competitive Anchor Text Distribution

4. 4.9 Outbound Linking
4.10 Link Opportunities
4.11 Recommendations
5.On-Page Ranking Factors
5.1 Title Tags
5.2 Meta Description
5.3 Image Optimization
5.4 H1 Tags
5.5 On Page Copy
5.7 Duplicate Content
5.8 Recommendations
6.Content
6.1 Content Inventory
6.2 Content Distribution
6.3 Paginated Content
6.4 Content Scraping
6.5 User Generated Content
6.6 Ads
6.7 Recommendations
7.Keyword Targeting
7.1 Current Target Keywords
7.2 Recommended Keyword Targeting
7.3 Keyword-URL Mapping
8.Analytics
8.1 Analytics Use
8.2 Google/Bing Webmaster tools
8.3 Goals
8.4 Funnels
8.5 Conversion Tracking
8.6 Custom Filters
8.7 Recommendations
9.E-Commerce
9.1 Product Descriptions
9.2 Images
9.3 Reviews

5. 9.4 On-Page Content
9.5 Organization
9.6 Recommendations
10.Site Design & UX
10.1 Content Management System
10.2 Visual Grade
10.3 Navigation Design
10.4 Images
10.5 Consistency
10.6 Purpose
10.7 Recommendations
11. Online Reputation
11.1 Reputation Inventory
11.2 Sentiment Analysis
11.3 Positive Assets
11.4 Negative Assets
11.5 Recommendations
12. Social
12.1 Shareability
12.2 Social Presence
12.3 Social Activity
12.4 Recommendations

6. 1.Indexation & Data Pulls
1.1 Crawl Issues
• 4XX Errors
Your website currently has fifty links that returned client errors. Forty-
three of these were pointing to seventeen broken web pages on your site.
Additionally seven were pointing to pointing to web pages that were
broken on sites other than your own. See the attached list of links for
location page, anchor text, and destination page.
• 5XX Errors
At the time of the crawl no server errors were generated.
• Missing/Duplicate Titles
Your website currently has 9 pages that have duplicate titles. These
pages are not however duplicate content. See the attached list of links for
location of page.
• On-page Links
Your website currently has 3 pages that have greater than 100 links on
them. See attached list of links for location of pages
1.2 Indexation

7. Your site currently has only 220 pages indexed with 1374 “Not selected”.
Pages that falls under “Not selected”, are not pages that are not indexed &
therefore not able to be shown in search engine results. “Not selected” is
used for pages that redirect to other pages, and pages that have very similar
content to other pages.
Your search pages are rendering multiple pages with almost identical pages
for each of the different parameters.
1.3 XML Sitemap
Your website does not currently have an XML sitemap submitted to Google
or Bing. An XML sitemap is a list of the pages on your website for the
search engines. Sitemaps allow search engines to find URLs that may not be
discovered normally. Sitemaps can also allow you to include specific
metadata regarding content on your website including video, images, news,
and other types of content.
1.4 HTML Sitemap
HTML sitemaps help visitors, and search engine navigate your site more
easily. They provide a location where links to different parts of your site can
be accessed easily and quickly.

8. Your website does currently have a HTML sitemap. However, it has not
been updated in some time, and is missing several newer categories of
products. To see categories that are missing from the HTML sitemap refer to
the attached list.
1.5 Product Feed
Product feeds are specific files that contain all of the information about
specific products. They allow for comparison shopping engines, search
engines, and marketplaces to find, list, and compare your products.
Your current product feed has not been submitted to the following resources
recently:
Amazon.com
Pricegrabber.com
Buy.com
Sears Marketplace
Newegg Marketplace
Shop.com
Underbid.com
Pronto.com
Become.com
Thefind.com
Shopwiki.com
1.6 Robots.txt
Robots.txt file communicates information about your website to search
engines and other programs that gather information from your website.
Robots.txt are used to disallow search engines from certain pages.
Disallowing programs like search engines from certain pages will help
increase your sites ranking by eliminating low value pages.
Your website currently has a robots.txt file. However, it contains no specific
instructing the search engines which pages they should index, and which
pages they should not index.

9. 1.8 Recommendations
• 1.8.1 delete all of the broken links listed in the attached list. This
will prevent search engines & users from clicking these links, and
being led to broken page. This will help lower visitor frustration &
increase your search engine rankings.
• 1.8.2 Use “rel=canonical” on the main search page to let the
search engines know which is the main search results page, and
prevent them from attributing each search results page as a unique
page.
• Remove the following links from the following three pages
[list removed]
• 1.8.3 Update your XML sitemap via www.xml-sitemaps.org, and
submit it to Google, Bing, Yahoo, and Ask.com
• 1.8.4 Add the categories listed in the attached pages to the HTML
sitemap, and ensure that all of the newer products are present on
the sitemap.
• 1.8.5 Each of the comparison search engines and marketplaces
listed have specific requirements for the product feeds. Create a
feed for each of the resources.
• 1.8.6 Adjust your robots.txt to disallow search engine from the
following pages:
[list removed]
2.Accessibility
2.1 URL Structure
For the purposes of search engines, URLs should be short,static, and
readable. The guidelines given by the head of Google’s webspam team is
that each URL should be 3-5 words and should not be based on parameters
that may change.
Good URL:
http://www.mywebsite.com/vacation-pictures

10. Bad URL:
http://www.mywebsite.com/thread.php?threadid=12345&sort=date
Your URL structure is in good shape. However, you currently have 15
URL’s that have more than 5 words in the URL. To see the URLs in
question, refer to the list attached at the end of the document.
2.2 Page Speed
Page speed is the measure of how fast the pages on your website loads when
it is requested by a visitor or search engine. This affects not only your search
engine ranking, but also your conversion rate. To attain the highest ranking,
and conversion rate possible. As indicated by the screenshot from Google
Analytics, your website’s average load time is 7.58 seconds. This is a result
of un-optimized images, and bulky source code. The spikes indicated by the
graph are likely the result of slow hosting by your provider.

11. 2.3 JavaScript/Flash/iFrames/AJAX
While search engines are able to fully parse and understand HTML, they are
still learning to understand languages like JavaScript and Flash, and they are
stilling getting better at accessing inside of iFrames and rendered by AJAX.
These are all tools used by developers to enhance the user experience on the
web.
Your website has minimal JavaScript, no Flash, and no content being shown
in iFrames. The text that is being rendered by AJAX is being indexed. Even
though it is still being indexed, it can still be contributing to your site’s slow
load speed.
2.4 Image Optimization
Images add a significant load to servers, and can decrease load time.
To decrease the load on servers that are hosting your website, and decrease
your pages load speed you must perform a process called minification. This
process consists of compressing images into smaller files to make them
easier to upload and download. This helps create a faster load time.
2.5 404 Pages
Pages that return a 404-server response are pages that do not exist. This is
usually the result of either a page moving, or an incorrectly typed URL. 404
pages result in a loss of ranking potential, and an increase in visitor
frustration.
Your website currently has seventeen broken pages. The URLs of ten of
these pages have been changed without being updated sitewide, and seven of
the pages no longer exist anywhere on the site.
2.6 301 Redirects
A 301 redirect is a method used by webmasters to redirect traffic from a
URL that no longer has content associated with it to the appropriate page.

12. These are useful in two ways. The most important utility is that they redirect
traffic to the appropriate pages, if the link they are coming through cannot be
updated. The second is that they allow a website to maintain it’s ranking
potential even if URLs have become broken, or the content has moved.
Your website does not currently utilize 301 redirects.
2.7 .htaccess file
The .htaccess file is a file that contains many directives that are in turn
executed by your servers. File snippets exist that allow your website to
consistently use the “rel=canonical” feature, various redirects, send visitors
to a custom 404 page, and much more.
Currently your website does utilize any of these features in the .htaccess file.
This means that your site is losing potential customers and ranking potential,
as well as creating a more complicated site for search engines to crawl, and
index.
2.8 Mobile Website
In 2011 there were over 1.1 billion mobile web users world-wide. That
number is only expected to increase in the coming years. Mobile websites
allow for better user experience, and offer more potential for sales.
Currently you do not have a mobile website set-up to handle mobile users
that come across your website. This means that they will be viewing your
normal website, on a much smaller screen than originally intended.
2.9 Recommendations
2.9.1 Implement a custom 404 page that will redirect users and search
engines to the most popular sections of your website.
2.9.2 Change the URLs listed in the attached list to the following:
[list removed]
2.9.3 Implement the Google Page Speed Service
(https://developers.google.com/speed/pagespeed/service)

13. 2.9.4 Consider changing hosts to a more reliable consistent hosting
company. This will assist in keeping your page speed consistently low.
2.9.5 Minify all of the images on your website to help decrease the load on
servers, and decrease load time.
2.9.6 Utilize 301 redirects to redirect traffic and users from the pages listed
in the attached document to the following pages of your website.
[list removed]
2.9.7 Include the following file snippets to your .htaccess file:
301 Redirects:
[removed]
Mobile Redirect:
[removed]
PDF & Image Rel=”Canonical”:
[removed]
404 redirect:
[removed]
2.9.8 Build a mobile website. A basic website providing basic information as
well as contact information can be built for free on howtogomo.com or
dudamobile.com