1. SEO AUDIT & RECOMMENDATIONS
1 9 TH S E P T E M B E R ’ 1 1
BY
DAN WHITEHOUSE
2. Overview
Badoo.com ranked 106th website globally in terms of
visitors (Alexa)
Visits from search engines down 5% from 2010
3x as many unique visitors since 2010 (1.8m p/m)
84% of search traffic comes by way of the core brand
keyword „Badoo‟.
First non brand keyword is „contactos‟, which accounts
for 0.24% of search traffic
Massive opportunity for non-brand (regional) keywords
Focus on enterprise level SEO (No directories, no forum
spamming, quality links and items that give tangible
ROI only)
4. Option 1 - ccTLDs
Badoo.co.uk
Badoo.fr
Badoo.es
Badoo.com.jp etc...
Currently set to 301 to Badoo.com
Create login pages on each domain
Forward users to .com post registration
Highest chance of ranking ccTLDs in regional SERPs
5. Option 2 - Sub Domains for gTLDs –
http://eu1.badoo.com
Existing sub domain gTLDs
http://eu1.badoo.com/
http://us1.badoo.com
Similar sub domain gTLDs
http://eu1.badoo.com - Europe
http://us1.badoo.com - North America
http://ai1.badoo.com - Asia
http://au1.badoo.com - Australia
http://af1.badoo.com - Africa
http://sa1.badoo.com - South America
Actions
IP / cookie based filtering
6. Option 3 - Sub Directories with gTLDs –
http://badoo.com/dating/france/
Existing regional folders
http://badoo.com/dating/france/
http://badoo.com/dating/germany/
http://badoo.com/dating/japan/
7. Google on Geo-targeting with gTLDs
“…more accurately reach searches who are in the
{Canada} region who might be closer to my store…”
“…the only instances is when geo targeting affects
your site in search results, is when searches limit
their search to a particular search location.”
8. Option 4 - # Hash
Twitter example
http://twitter.com/dannywhitehouse -
ranking page
# - JS URL rewrite
Actions
Implement on profile pages
http://badoo.com/!#danwhitehouse
Canonicalizes profile URLs to all benefit goes to root
9. Robots.txt
Summary
Both of the below URLs are blocking all Robots via
Robots.txt
http://eu1.badoo.com
http://us1.badoo.com
Pages from these sites will only rank in search results
if organic links are created to the pages in question.
Not via crawlers / spiders.
10. People Directory
Matt Cutts
„XML sitemaps does not guarantee that a page will be indexed but
helps us discover new pages. HTML sitemaps are more beneficial for
users and search engines.‟
Out of 10,000 (sample) URLs only two indexed pages from the
directory
http://badoo.com/directory/people/es/ & all language variations
indexed in regional Google sites.
Actions
Create awareness for the people directory
Create links to category pages
Include in separate XML sitemap
11. PPC - Overview
Summary
Google.com search for „meet new people‟
Position 10
“Ugly” display URL
Actions
Create keyword rich landing page
Revise keyword strategy
12. PPC – Keyword Study
Sample set of broad match keywords
Competition - <0.76
Global search volume - >100,000
13. PPC – Sample Ad Groups
Example Ad Groups
Keyword – „meet people in‟
Keyword – „people to chat to‟
14. On Page
On Page Review
Enter dynamic meta descriptions (even duplicate
meta descriptions).
Add integer or keyword to create unique title tags.
15. Profile page SEO
Current H1, H2 & H3 listed in image below
Impression is that Badoo is trying to rank for H1
{Dan}
Recommend H1 and H3
unchanged
Change H2 to „London,
United Kingdom.‟
Better chance of ranking
for location based terms
16. Titles
http://badoo.com/danwhitehouse/ (Different titles when signed in)
Current Title
Dan Whitehouse, guy 30. Free online dating – Dan Whitehouse in London, United Kingdom on site Badoo
Title Analysis
Dan Whitehouse – User Name
Guy – m/f
30 – Age
Free online dating – Main organic keyword
In – Not needed
London, United Kingdom – Location
On site – Not needed
Badoo – Brand
Revised Title Tag
Dan Whitehouse, guy 30, in London, United Kingdom | Free Online Dating UK | Badoo.com
Action Summary
Removes negative keywords such as „in‟ and „on site‟.
„Dan Whitehouse‟ first.
Additions of „UK‟ to rank for both terms.
Addition of pipes – no ranking factor
17. Keyword Metrics
Summary
5 URL‟s that rank P1
in Google.com SERPs
for quantitative survey
of 90 keywords
Takeaways
Average Page Authority:
57.8
Badoo Domain Authority:
81/77
New Pages Page Authority:
55-60
18. Top Pages
New pages will gain an
Average Page Authority of
40-50 (approx.)
Actions
Create new pages
Optimise for SEO
Option
302 to root or region
19. Link Building
Link Research
http://apiwiki.seomoz.org/w/page/13991149/SEOmoz%
20Site%20Intelligence%20APIs
Gather link data for up to 1m links in minutes
Rank by Page Authority and research opportunities
The only application that sources „link juice‟ passing links
Efficient way of competition analysis and link building
Requires custom script
20. Yandex
Summary
Russian search engine
Growing rapidly
Actions
Regional link building
Perfect grammar throughout
Cluster pages potentially increase relevancy
Keep the site healthy
Focus on 404s / site errors
23. Facebook content strategy
Allow users to comment on Badoo posts ONLY
Use discussion groups for new product launches
Content ideas:
Site changes
Tailor content to an international audience
Reinforce every “update” with a blog post
Endorsements (e.g. Celebrity / Industry Specialist)
PR wins
User Mentions
24. Vanity URLs
Effective PR
Demonstrates effectiveness of successful PR
campaign
Graph below shows awareness increase on release of
Facebook vanity URL‟s
Help focus on ranking for full name of user
26. £1m Budget
5 years
£20,000 p/y PPC – 150,000 – 250,000 circa
conversions p/y
One Twitter sponsored tweets - £65,ooo
Dedicated link building - £30,000 p/y
Totals
£1m
27. “Quick Wins”
http://knowem.com/checkusernames.php?u=badoo - obtain all web properties
Keep in the loop with offline to maximise opportunities
Facebook adverts – Very easy to setup, low ROI, vanity
Brand in SERPs
GeoSurf - http://www.geosurf.com/home/ - FF plugin to surf the web using
proxies to view web pages as if from 0ver 80 different countries
Remove meta keywords from all pages - meta keywords are obsolete and give
away intentions to competitors. Badoo.com ranks for 2 keywords(p52 & p161)
from 24 meta keywords
28. Future Recommendations
Social creative campaigns
Full technical site audit
Regional SERP analysis
Multi lingual regional link building
Create copy for Blog
Online PR strategy
Google suggest integration of keywords / trends in optimisation / link
building
Raven Tools introduction and benefits
Custom tools
Dedicated link builder
Brand management
Relationship management
29. Conclusions
No reason why a domain authority of 95-100 cannot
be obtained with 18 months
Subtle on site changes will have high potential
Regional pages will appear higher in local search
results with optimisation recommendations
PPC – quick wins, modest budget, conversion ration
2-£1 (approx)
Target
Circa 1m new search visits per month