SEO Case Study for Where’s Wally H? – Part 1: SEO Site Audit

by | May 16, 2024 | SEO, SEO Case Study, SEO tools | 0 comments

Welcome to the first part of our SEO case study for Where’s Wally H?! Join us on this tail-wagging journey as we fetch the best strategies to boost the website’s visibility, starting from a basic setup to more advanced search engine optimisation (SEO) tricks.

Introducing Where’s Wally H?

Where’s Wally H? is a site quickly put together to support PR partnerships and share fun blog posts. The initial setup featured a blog from Wally’s perspective, covering fun events like the Dog Lovers Show and important topics such as pet insurance, travel, and health issues like skin allergies. Despite its charming content, the site hadn’t been optimised for search engines, making an SEO audit absolutely necessary.

The website’s blogs, written from Wally’s point of view, also included partnerships with brands like PetSafe Australia, promoting toys to help with doggy separation anxiety. Other blog topics highlighted the benefits of pet insurance (especially relevant after Wally’s spinal surgery) and offered tips for pet travel and dealing with environmental allergies.

The Pawsitive Impact of an SEO Audit

An SEO audit is like a comprehensive vet check-up for your website. It’s the first step in any good SEO strategy, helping to ensure your site is in tip-top shape. Here’s why an SEO audit is crucial:

1. Establishing a Baseline

An SEO audit provides a snapshot of your website’s current performance. It identifies strengths and weaknesses, helping to set a starting point for improvements.

2. Uncovering Technical Issues

Just like hidden fleas, technical issues can be pesky and not immediately visible. An audit can uncover problems like slow page speeds, broken links, and indexing issues that can negatively impact search engine rankings.

3. Optimising Content

Audits help evaluate your content’s performance, including keyword usage, meta descriptions, title tags, and overall content structure, ensuring they align with SEO best practices.

4. Enhancing User Experience

A thorough audit examines user experience factors such as mobile-friendliness, site navigation, and page load times. Improving these can reduce bounce rates and increase visitor engagement.

5. Staying Current with SEO Trends

SEO is ever-evolving. Regular audits keep your site updated with the latest trends and algorithm changes, ensuring ongoing compliance with best practices.

6. Conducting Competitive Analysis

Audits can include a competitive analysis, which helps you understand how your website compares to competitors and identifies opportunities for improvement.

The Fun Begins with an SEO Website Audit: Discover What We Uncovered!

The first step in any SEO project is understanding the current state of the website. For Where’s Wally H?, we used tools like SiteGuru and LaBrika for this audit. These tools provided insights into meta descriptions, page speed, sitemap organisation, and internal linking.

Key Tools Used

Key Findings and Recommendations

The audit revealed several critical areas needing attention:

Meta Descriptions and Title Tags

  • Meta Descriptions: Often missing or too long. They should be concise and enticing, acting like a store window to draw visitors in.
  • Title Tags: Should be short, sharp, and include the primary keyword. Avoid duplication, especially between categories and tags.

How I think about Meta Descriptions and Title Tags:

Think of your website as a physical store. Meta descriptions and title tags appear in search engine results and act as your storefront for online visitors.

Title Tags: Your Store Signage

The title tag is like your store’s signage. Just as a sign at a shopping centre displays the store’s name and purpose (e.g., Kmart or Dusk), the title tag should be bold and clear, conveying the most essential information about your page. It tells search engines and users what your site or page is about, making it crucial for SEO.

Meta Descriptions: Your Store Window

The meta description functions like your store window. It provides a glimpse into what your site offers, like a store window showcasing products and setups to attract customers. A good meta description should be enticing and succinct, offering more detail to encourage clicks without overwhelming the reader. While including keywords is less critical than it used to be, using secondary keywords can still be beneficial. The focus should be on making it engaging and informative.

SEO best practices for meta descriptions and title tags

  • Title Tags: Ensure they are short, sharp, and include the primary keyword, as search engines heavily rely on them for understanding page content.
  • Meta Descriptions: Although keywords are less vital here, making them appealing and precise is critical to attracting visitors.

Applying these principles can significantly improve your site’s SEO, making it more attractive to search engines and users. For Where’s Wally H, better optimisation of these elements is needed to enhance visibility and engagement.

Headings and content structure

  • Headings: Ensure a correct heading hierarchy with only one H1 per page to indicate the most essential content.
  • Internal Linking: Improve to enhance user navigation and search engine understanding of site structure.

Sitemaps and Indexing

  • Sitemaps: Simplify by reducing the number of sitemaps. Ideally, one sitemap should suffice unless there are distinct types like posts, pages, and products.
  • Indexing Issues: Identify and fix pages that should or shouldn’t be indexed to improve crawl efficiency and SEO impact.

Additional Considerations

  • Canonical Tags: Ensure they are self-referencing unless necessary for historical content changes.
  • Open Graph Tags: Important for social media sharing. Plugins like Yoast for WordPress can help manage these.

Moving Forward

The next steps involve deeper keyword research and further refinement of the site’s content and structure based on the initial audit findings. Addressing these foundational issues, Where’s Wally H? aims to improve its search engine rankings, attract more visitors, and enhance its online presence.

Stay tuned for the next part of our SEO case study, where we’ll unleash the power of Google Search Console. I’ll show you how I use this invaluable tool to get a baseline of a website’s search appearance before making any SEO changes. It will be paw-some and incredibly insightful for anyone looking to fetch better results from their SEO efforts!


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