MKT4330.001.

13S Digital and Interactive Marketing

Due date: October 2nd 2014

Name: ____Junyoung Eum______
1. What website did you choose, enter the url (2 points)
https://www.mclaneco.com/content/mclane/en/home.html
2. How old is the website? Use the blue button next to seobook as shown below,
highlight the result (3 points) 15 years from May, 1999

3. Using Alexa, look at the results for your chosen website and answer the following
questions handwrite or label screenshots with each of these a-f tasks (5 points)
a) What is the traffic rank in the USA 1,472,327

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b) What is the bounce rate? any issues? 64.30% The issue is that more than half of
the visitors leave the page without any interacting with the page.
c) What is the average time on the site? any issues? 3:17 The average time spend
on the website is 3 minutes. 3 minutes is not enough time to make visitors to
get enough information what the McLane do and what they offer.
d) Number of daily page views? any issues? 2.30 the average pages that one
visitor views is 2.3 pages. These shows that visitors are not really interact with
the page and do not show any interest.

e) What are the top 5 search queries for the site and what % of the traffic does
each have?

f) What sites link to this website 111 sites

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4. Using the OSE tool http://www.opensiteexplorer.org/

a) start with the compare link metrics tab. Using keywords that are relevant for
that website see which other companies rank well in the SERP and then enter the 3
competitor websites, run the analysis and show me a screenshot of the 4 sites
(includes your target company) and highlight which does best overall. ( 5 points)

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b) For the home page only, provide screenshots or list the top 5 Inbound linksselect
in filter by linkequity, external only and for root domain (3 points)

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c) Click on top pages tab show top 5 results (3 points),

d) Now click on Linking domains tab (3 points)

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e) Explain why your domain is not doing as well as a competitor or if doing better,
then what can they do to
improve? (15 points)
In the case of McLane company, it is not the worst but not good enough to be
satisfied. The weakest parts of McLane are the number of internal and external links. To
make McLane improve and be the better company, the number of customers who can
find and visit the website of McLane. The number one competitor has more than 3,000
total links than McLane does. Therefore, the increased number of total links will help
McLane to grow.

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5. Now click on the Rank checker from the SEO toolbar next to the X-ray button and
enter your website and the top 50 keywords (best it download from adwords
keywords tool). Run the report and show me a screenshot. Which keywords does
the website rank best for in Google --click the sort in descending order what do you
suggest (15 points)

Ive check rank cecker for 3 times with 150 keywords, the rank checker does not
provide any best or better rankes keyworks.

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6. Using either the MOz analysis tool look at the meta tag description for the home
page and one other
page, answer these questions (10 points)

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a) Make brief suggestions on how to improve the meta description on both pages.
Both of meta descriptions are fine. For the main page, it needs to be includes
some keywords of the products that they offer to customers.
For the bottom page, the advantages are too general. Also, it will be better to
contain some keywords of their company.
b) Any issues with the urls they use? There is none.
c) Any issues with their page titles, H1 or H2s ? Both of the pages does not include
any H1 and H2. They need to add H1 and H2.
d) Do they have alt tags for images? Any issues? Yes, they have all the alt tags.
7. What is the site speed using http://tools.pingdom.com, show speed-- any issues,
highlight problems by using waterfall tab sorted by load speed (4 points)

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8. Localization, using www.getlisted.org show a screenshot of what listings they have

and dont have (10 points) Click on those that have a score below 80 and explain
what the issue is by clicking on those below an 80

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By clicking a category that score below 80, the problem is that low score websites just
provide general information such as the address and name of the company and do
not show any important and detail information such as what company does and what
products or services that they provide.
9. Do they have responsive design? check using your smartphone and Firefoxs
responsive design tool-does it redirect to a mobile friendly version or does it have
responsive design or neither (4 points)?
By checking out using Smartphone, they do offer a mobile friendly version.

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However, the website does not have responsive design. Therefore, they need to make
an improvement.
10. Any broken links? Use any broken link checker tool such as
http://www.brokenlinkcheck.com (3 points)
There are 2 broken links.

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11. Given the importance of Hummingbird, what enhancements or improvements

would you suggest they do regarding content. Here you will have to look at several
pages. (15 points) see lecture slides to understand Hummingbird and need for
different types of keywords and more extensive text
Since the Hummingbirds actually answer the questions from the long and complex
questions which not only contain keywords but also contain context, the suggestion is to
have more Q&A sections of what McLane Company usually asked from customers or
visitors and provide more answers.

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