SEO website audit for a retail brand - Saba
Women´s health brands industry is based on providing valuable information for women to understand their bodies. Unfortunately, this has not been the rule and it is until recently that brands have been looking for more realistic ways to connect with their audience. This is what the brand Saba wanted to for women regionally from Mexico to Central America.
For this reason, and trying to build the base for an SEO/SEM campaign, Saba commissioned an in-depth SEO audit where a verification could be done on the standings of the site, the content delivered inside, and opportunities for content growth.
Saba is one of the leading brands concerning woman's menstrual products in Latinamerica.Fresco y orgánico
Image from Saba.com.mx
What was the problem
Saba had a very strong presence in traditional advertising, with cool and empowering campaigns the media was pretty much covered for this brand. However, women had a lot of questions unanswered and Saba wanted to be a go-to-place for these doubts.
It was essential to have a clear understanding of 2 main points:
Where did Saba stand in regards to SEO access to the website
What content opportunities could Saba seize in keywords both for on-site texts as for amplification through social.
The best way to resolve this was to create an SEO audit and also a keyword analysis to understand where and what we could improve.
What was the plan:
The first step was doing a review of the current Latinamerica website: on and off-site.
Understanding technical and content aspects we could have an insight into what needed to change urgently to make the users experience better.
Next, we needed to run a keyword mapping to understand if texts needed changes if images needed new tags or we had opportunities to create content on the website to attract organic users.
How it was resolved
To create an efficient audit, I worked along with an SEO Audit tool directly. In this list I had close to 100 items that verified and tested within the scheme of recommendations of the SEO elements:
Content: Quality of content, correct keywords, depth and variety of multimedia
Architecture: Crawl ability, speed, mobile use, and security
Code: Correct use of titles, tags, and structures.
Trust: Authority and engagement.
Links: Correct anchors, value
User experience: Intent, locality, history.
This deep revision would allow understanding what actions were urgent, needed and desirable, to start making relevant decisions. We were ready after this first phase to move into the second: keyword mapping.
To do so, we created a deep search with various tools to come up with a robust list of interesting keywords that could strongly appeal to the buyer personas.
Tools and actions
We user a variety of tools, starting with a robust measurement tool with built-in forms macros that allowed quick insights and note writing. To get the information from the site, we used several different audit tools like Google Analytics, SEM Rush, Ahrefs, Moz and Screaming Frog.
The big load of information received was tracked in Google Sheets so that sharing was quick and efficient with the client. Also a PowerPoint presentation was created to provide a report on insights to the client.
This where the steps to be taken:
On-site SEO was done first, for this I collaborated with a tech team member to verify on-site aspects of the site that had to do with architecture and functionality.
The content revision was done second to understand and validate which content was necessary and which one had to go.
Keyword mapping provided insights regarding language and tags for multimedia on site.
All insights were then put together in an extensive report that was presented by myself to the client.
Doing a great SEO audit requires time and attention to detail. Making sure no details were missing was key to define recommendations and next steps.
Final Results
When presenting the results, the team was very happy to see actionable outputs:
A list of 500 keywords in Spanish was extracted to understand true search behavior in their industry.
Insights for changes on the website were outlined and specific to be set into place as the next steps.
A clear understanding of the potential new content that could be created based on a list of recommendations inherited from the keyword mapping.
This project had a very direct intention of providing a clear understanding in regards to where the site was standing. Based on this the client was able to make an informed decision on what would be the next steps to be taken. With this information, after this project, we did presentations to creative and tech teams to resolve opportunities to improve and make the user experience in regards to SEO a much better one.