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Andreas Tampakos

SEO AUDIT. Blue cow group. Daniel Bonilla. Andrew Foot. Reinier Haasnoot. Andreas Tampakos. Arturo Parra. 1. DOMAIN AUTHORITY & TOP LINKING SITES. 1. 1. LOADING TIME & SITEMAP. Loading time of the site places it in the upper quartile.

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Andreas Tampakos

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  1. SEO AUDIT Blue cowgroup Daniel Bonilla Andrew Foot Reinier Haasnoot Andreas Tampakos Arturo Parra

  2. 1. DOMAIN AUTHORITY & TOP LINKING SITES 1

  3. 1. LOADING TIME & SITEMAP • Loading time of the site places it in the upper quartile. • No sitemap on Heineken.com and other country sites. • Corporate site does have a sitemap as visitors of that site might be looking for specific information. 2

  4. 1. TITLE, META & HEADING TAGS • Title: Heineken® • Meta descriptions vary across pages, some examples: • “Welcome to the official Heineken® website. Learn about the brand, Heineken products, and the Heineken sponsorship of the UEFA Champions League.” • “Learn more about our Heineken beer and other Heineken products to maximize your Heineken drinking experience.” • “Welcome to the Heineken Story. Explore the films and share in the secret behind our beer.” 3 • Headings naturally vary, though not all pages necessarily have both H1 and H2 tags. Example from home page: • “Everyone is legendary at something” (H1), “Meet the legends” (H2), “Heineken on Facebook” (H2)

  5. 1. ROBOTS.TXT • Found by typing in the address bar: websitename.tld/robots.txt • Heineken.com and other country sites geared towards consumers do not have robots.txt pages nor ones with blocking instructions because Heineken wants people to find the sites when conducting searches. • Heineken’s corporate site theheinekencompany.com does have a robots.txt. However, it simply tells web crawlers it can visit and index all pages because it is not disallowing anything. 4

  6. 1. FRESH & QUALITY CONTENT • Visiting Heineken’s website it is clear that the company makes an effort to have an visually appealing and engaging presence on the web. • Heineken creates high-quality videos that consumers would enjoy watching rather than explain why Heineken beer is good. An example is found on the British Heineken website which displays the film “Everyone is Legendary at Something” on its homepage. • The content is also clearly fresh as you can find content related to the UEFA Champions League. • “Road to the Final” video • “Shoot for Glory” game 5

  7. 1. FRESH & QUALITY CONTENT 5

  8. 1. FRESH & QUALITY CONTENT 5

  9. 1. FRESH & QUALITY CONTENT 5

  10. 1. FRESH & QUALITY CONTENT 5

  11. 1. KEYWORD ANALYSIS 6

  12. 1. KEYWORD ANALYSIS 6 Weusedthekeywords “cerveza holandesa” basedonthe H1 wordsthat Heineken uses onits web. We can seethatthere are no specialkeywordusedforany of itscampaigns, such as TheLegendsorthe UEFA Sponsorship.

  13. 1. KEYWORD ANALYSIS 6 Theresults show howcompetitionforthesekeywordsislow. Therefore, only a lowinvestmentisneeded. Itis a successfulsearchtermfor Heineken toputit in thefirst position, whereitcurrentlyisnot.

  14. 1. KEYWORD ANALYSIS additionalwork 6 Being one the best lager beers is rather a subjective matter, but since Heineken is one of the biggest players it should have its presence there in SEO as well as SEM. On the right hand we have the results considering the keyword competition and prices of “cerveza Heineken”.

  15. 1. KEYWORD ANALYSIS 6 In contrast with the results of “cervezaholandesa”, where Heinken was in the third position, the results of “Dutch beer” did not have any valuable result for Heineken, nor did any advertisement.

  16. 1. KEYWORD ANALYSIS additionalwork • Even if Heineken is one of the most popular beers, the results do not reveal this, since the site does not appear when searching for the most popular beers. • Apart from that, Heineken does not appear in related articles either. 6

  17. 1. INTERESTING SEO INSIGHTS 7

  18. 1. INTERESTING SEO INSIGHTS 7 Twitter

  19. 1. STRONGEST SEO COMPETITOR 8

  20. 1. STRONGEST SEO COMPETITOR Heineken: 9 keywords written into their code for their website homepage 8 Fosters: Many more

  21. 1. STRONGEST SEO COMPETITOR 8 This means that: Fosters appears in the first page more often than Heineken.

  22. 1. STRONGEST SEO COMPETITOR The keyword density from the Fosters page again shows that the advertising campaigns are clearly the main focus. The words that occur most often and carry the most weight within their page are related to their television commercials. 8 The keyword density from the Fosters page again shows that the advertising campaigns are clearly the main focus. The words that occur most often and carry the most weight within their page are related to their television commercials.

  23. 1. STRONGEST SEO COMPETITOR The keyword density from the Fosters page again shows that the advertising campaigns are clearly the main focus. The words that occur most often and carry the most weight within their page are related to their television commercials. 8 If Heineken focused their site and SEO strategy almost entirely on their marketing campaigns (by including more keywords that relate directly to their promotional campaigns) they would have more results in the first page. Regarding marketing for well-known beer companies, it is generally the promotional campaigns that would encourage consumer interaction (i.e. visiting the website). With this in mind, we think Heineken should focus their SEO further in this direction, as Fosters has done.

  24. 1. STRONGEST SEO COMPETITOR The keyword density from the Fosters page again shows that the advertising campaigns are clearly the main focus. The words that occur most often and carry the most weight within their page are related to their television commercials. • Recommendations: • Better use of keywords • Reduce load time of website • Stronger link between TV ads and website • Better online promotion of applications 8

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