Sample Site Review for www.bagzoom.

cz
Prepared by Mihail Dimov

Overview
Problems in the e-commerce
Most ecommerce sites today do not perform anywhere near their potential. They are not seen by enough of the right people. And when people do visit the site, the vast majority leaves again without getting what they want, or fulfilling the sites goals. This is not the way it has to be and this isnt normal. These e-commerce websites may seem pretty complete, but they dont produce great results. And thats a problem. Most of the retailers dont realize how much more powerful their web sites could be. The vast majority of sites on the Web today could attract far more visitors, and convert far more of those visitors to take desired actions and complete the sites goals.

Sales = Traffic x Conversion

Zero Traffic x Any Conversion Rate = Zero Sales and Any Traffic x Zero Conversion Rate = Zero Sales

If a website gets no traffic, no matter what the site is offering or how good its optimized for conversion, it will generate poor sales. Likewise, if its conversion rate is poor, any traffic they get will only generate poor results. This means that both traffic and conversion rate are critical for success. It is unwise to neglect either their traffic or their conversion rate. So a lot of effort is needed to be invested both in methods that increase their targeted traffic and methods that optimize their conversion rate.

Sincerely, The Fishart Team

Chapter: Overview

SEO Scorecard
Why optimizing for organic searches is crucial
There are researches, which show that people click on the organic results from search engines 75% of the time and on paid results only 25% of the time. This is why its worth to invest effort in doing search engine optimizations.

Overall optimization On page/Content optimization Keyword Targeting Title Tags Meta Description H1 Tags Body Text Keywords Substantive & Unique Content Image Alt Text URL Conventions Keyword inclusion Length Parameters Information Architecture Content Hierarchy/Organization Internal Anchor Text Robot Control Protocols Meta Directives Search guidelines & Spam protocol Canonicalized Site Versions Canonicalized Duplicate Content Metrics Pages in Googles Primary Index Pages in Googles Supplementary Index Total pages indexed by Google Pages indexed in Bing 231 (30.24%) 533 (69.76%) 764 301

Home 3.334 3.285 3 4 4 3 4 4 1 5 5 5 5 1.5 1 2 5 5 1 1 1

Category 3.4 3.714 4 4 4 5 4 4 1 5 5 5 5 3 3 3 2 2 1 1 1

Product 3.467 4.142 5 4 4 5 4 4 3 4.334 3 5 5 3 3 3 2 2 1 1 1 Chapter: SEO Scorecard

SEO - The top five most Pressing and Valuable Changes

Remove partners links from footer
You should remove those partners links from the footer. The search engines are quite smart and can determine which section is header, which is footer and which are sidebars. The links from these sections (especially the external links) are greatly devalued, because they arent natural and in many cases (this including) are reciprocal links. These links doesnt help you nor the sites you are linking to. The search engines rate these links as spamy and dont give any value, and in some cases they can even bring penalties. Another reason why you should remove them is because the more links you have on a page, the less value it passes to the pages it links to. For example, if a page has X value, it can give roughly 80% of it to the pages it links to, this is X * 0.8. And when you have way too many links (let say 150) you give (X * 0.8) / 150 part to each of them. So the less links you have the greater the value will be passed.

Information Architecture & Internal Link Structure

Information architecture and internal link structure are critical to how search engines index a given site. When a search engine robot (or spider) first encounters a webpage, it has no understanding of how it is structured or how important the page is relative to the rest of the pages on the domain. This means that in order for a search engine robot to correctly determine the context of a website, it needs to find algorithmic clues on a website. The most important of these clues are URLs, internal links, and breadcrumbs. Information Hierarchy Bagzoom.cz needs to do a better job of revealing its information hierarchy through obvious clues. URLs Bagzoom.czs product pages must have better URL structure: http://www.bagzoom.cz/d-kremova-kozena-kabelka-kelly.html We recommend changing the URL structure so it contains the category structure in it: http://www.bagzoom.cz/c-velikosti/male-kabelky/d-kremova-kozena-kabelka-kelly.html Internal Links Bagzoom.czs information hierarchy is segmented with appropriate internal links. The navigation menu on the homepage lists all of the top level types available on Bagzoom.cz (Ex. Velikosti). These then lead to subcategory (Ex. Mal kabelky) pages that contain relevant products and popularity charts. Each of these categories is linked to with optimal anchor text.

Create 404 pages for not existing categories or products

When you remove or rename a category, product, or customer just comes to not existing category, your site isnt generating a 404 page, but its returning Code 200, with the text describing this page does not exist. This is bad. You should return an error code 404, when the category or product does not exist, because this way you are creating pages with duplicate content, which are considered as spammy from search engines perspective.

Chapter: SEO - The top five most Pressing and Valuable Changes

Correct canonicalization of domain

Bagzoom.cz renders at either http://www.bagzoom.cz/ or http://bagzoom.cz/. This is unnecessarily dividing the link value of the given URLs and creating duplicate content problems. In order to fix this, you should choose your preferred URL (http://bagzoom.cz or www.bagzoom.cz) and 301 redirect one to the other. For example, if you choose the www version, you would 301 redirect http://bagzoom.cz/* to http://www.bagzoom.cz/* (where * means any file or directory that follows). We would recommend using the www version because it is more familiar to web users and it results in fewer links being wasted due to the addition of a 301 redirect. Additionally, this is recommended because the non-www version of the site has fewer links than the www version and will lose less value when redirected. (301 redirects result in between 1% and 10% of link value being lost). The same thing should be done to /index.php, which should be redirected to http://www.bagzoom.cz/.

Duplicate Content Issues

Bagzoom.cz is self-imposing a lot of search engine related harm by serving the same content on both http://www.bagzoom.cz with plain URLs and http://www.bagzoom.cz with tracking parameters URLs enabled. This leads to a two-tiered problem. First, it dilutes Link Juice site-wide. Second, it increases the risk of search engines penalizing webpages on Bagzoom.cz. Diluting Link Juice - From the perspective of the search engines, every time someone links to a given page on the Internet they are giving that page a small amount of ranking power (or Link Juice). Thus, from the perspective of a webmaster, the most important page for rankings should have the most links. Bagzoom.czs tracking and pagination parameters are interrupting this system. When a user links to a page on Bagzoom.cz, they often include the tracking or pagination parameters in the link. This means that if two users each link to the same page on the website, the search engines will interpret their links as pointing at two separate URLs (due to the difference in tracking or pagination parameters) and the potential ranking bonus will be split two ways. Search Engine Filters - Search engines use many metrics to identify spam. One of the most widely utilized spam indicators is duplicate content. When the engines encounter duplicate content they must make a guess as to which website is the original content creator. This guess leaves a chance for error. After the engines choose which copy is the primary source, they filter the remaining sources by devaluing their identical content.

Chapter: SEO - The top five most Pressing and Valuable Changes