Project Idea:
Developing a website for a start up business in Stamford, CT that is well organized, visually appealing, and user-friendly.
...............................................................................................................................................
1- On-site Optimization
A) Mapping
Keywords to Webpages
i) Content
Descriptions for Each Page on The Website:
Home page
The home page will be the first entry point
where the clients will interact with The Beauty Bar Salon. Thus, the content on
this page will be simple, yet informative. On the above-fold section, the
website will have a simple navigation area: search bar, social media icons,
phone number, address, and a button to book online appointments will be placed
on each page of the website.
About us
The content on this
page will have a brief story about who we are, the
mission statement, value proposition, and location of the salon.
Services menu:
The content on this page
includes full details about the costs and
services that the Beauty Bar Salon provides.
There will be four sections on the page: Hair
Cutting, Coloring & Styling, Manicures & Pedicures, and Makeup.
Shop online:
This page will provide photos and information
about a variety of products, including hair products, nail products, and
cosmetic products. Customers will be able
to buy products online and check the products reviews
and ratings.
Gallery:
This page will showcase
images of the professional work that the salon has done for clients,
including hairstyling, makeup applying, and
nail crafting. Also, the gallery page will show “before and
after” images of the clients.
Book now:
On this page, a client will
be able to book, edit,
and review appointments online.
Blog:
This section will include answering common
client questions, providing educational content on haircare and skincare,
showing how-to series on the popular trends and styles, and offering
tutorials.
Contact us:
This page will show
the essential information about the salon, including the salon address, map, phone number, working hours and
email and social media accounts.
B) Optimizing Webpage Content:
Home:
Beauty Bar Salon | Stamford
www.beautybarsalon.com
The Beauty Bar Salon is a professional
salon that specializes in women's beauty services and products;
haircuts, hair coloring and treatments, nail care,
& makeup in Stamford CT 203-999-0000.
About Us
Beauty Bar Salon| About Us
www.beautybarsalon.com/About-us
Beauty Bar Salon is a
welcoming and friendly salon in Stamford. Our goal is to provide the
best service and gain customer satisfaction.
Services Menu:
Beauty Bar Salon| Services Menu
www.beautybarsalon.com/services-menu
Beauty Bar Salon in Stamford offers haircare,
trims & cuts, coloring, highlights, manicures, pedicures, sculptured
nails, polish, makeup, and more.
Shop online:
Beauty Bar Salon| Shop online
www.beautybarsalon.com/shop-online
Buy the
latest and organic selection of hair care, skin care, nail care products
today on Beauty Bar Salon. Free shipping in Connecticut.
Gallery:
Beauty Bar Salon| Gallery
www.beautybarsalon.com/gallery
Check out what the professional Beauty Bar Salon has done on our
beautiful clients, including hairstyles, hair coloring, before
and after pictures.
Book Now:
Beauty Bar Salon| Book Appointment Now
www.beautybarsalon.com/book-appointment-now
Book appointments at the Beauty Bar Salon in Stamford. Book online
appointments for hairstyles, hair coloring, manicure, and pedicure.
Blog:
Beauty Bar Salon| Blog
www.beautybarsalon.com/Blog
Subscribe
Now to get beauty tips & advice from the experts at The
Beauty Bar Salon. Read the latest blog on newest trends in
makeup, hair, & skin care.
Contact us:
Beauty Bar Salon| Contact Us
www.beautybarsalon.com/contact-us
Contact
Beauty Bar Salon in Stamford by phone, live chat or email
for booking an appointment, customer service or an answer to your
question.
Overall,
Fascino Salon and Spa’s website receives a C-. The website does not have any
Meta description tags, which is very important for search engines to understand
the content of a webpage. The amount of content is low, which search engines
can interpret as "thin content,” and it might affect on the website
ranking. The above-the-fold content on the page would not appear without
loading other resources on the page. Also, the images are too big in file size,
which slows down the page load time. The website is not responsive to display correctly
on a mobile device. In terms of mobile usability, the website receives a C-,
and by using the Page speed tool, the home page speed load for the mobile
scores 66 out of 100, while the home page speed load for the desktop receives
an 89 out of 100. The website is not optimized for mobile usage.
On the other
hand, the website has a friendly URL with no numbers or symbols. Also, the
title tag length is 18 characters, and this is effective because an optimal
title should be between 10-70 characters. All the images on the website are
described by using Alt tags/attributes which is very helpful to optimize search
engine results; unlike text search engines, which can’t access the images, by
using Alt tags, images are readable to search engines and might increase the
ranking of the website. In terms of the presence of Robots.txt file, Fascino
Salon and Spa’s website does have one. The file allows spiders to crawl and
index the website on the search engine results. Also, creating Robots.txt files
are useful in many cases, such as controlling search engines’ access to some
files like images, PDFs and any duplicate pages on the website. There is also
Sitemap.xml on the website, which is very important for SEO, allowing
Google to easily and quickly crawl, discover and rank the inner website's
pages, not only the homepage.
Recommendations for improving the website’s on- site
optimization:
The existing
website should be improved by adding meta description tags to all pages and
using description that reflect the page’s subject. Also, the existence of a
call-to-action within the search engine page results might convince the users
to click through. Relevant H1 tags should be added to all pages, and the tags
should be 70 characters or less. The content on each page should be focused
around specific keywords the website would like to rank for. These
keywords should also be distributed across HTML Tags, such as header
tags, title and meta description tags. Optimizing some images can be
accomplished by reducing their size. The company should consider using a
responsive viewport to allow webpages to represent properly on a mobile device.
Having backlinks from authoritative sources on
the Internet helps improve the website ranking on search engines. Search
Engines use backlinks as a strong indicator of a domain’s authority and
ranking. According to Moz.com, Fascino Salon and Spa’s website receives 17 out
of 100 in domain authority. The website has 22 backlinks and the links come
from three different sources, Jennifer Davis Photography, Little White Book and
Findglocal.com.
·
Jennifer Davis
Photography is a company specializing in wedding and portrait photography. The domain
authority of Jennifer’s website is 58. The links back from this website to
Fascino Salon’s website 16 times. According to Moz's Spam Score, Jennifer’s
website receives a 6 out of 17, and there are 6 spam flags or warnings, including
a low diversity of site links, a small proportion of well-known links, and many
external links.
·
Little White Book
is a wedding planning company.
·
Findglocal.com is a website that allows the users to find businesses all over the world
and follow them on social media.
The
backlinks’ information about these two are not available on
Moz.com.
Generally, Fascino Salon and Spa’s website has a
weak level of backlinks activity; thus, the page authority scores a 30 out of
100. Most of the links targeting Fascino’s website are not considered branded
websites.
Recommendations to increase the popularity:
Fascino Salon
and Spa’s website has large number of backlinks and most of them are unauthorized.
For backlinks, quality matters more than quantity. The company should publish useful and highly engaging content in order for the website to generate quality, related
backlinks. They should remove low quality and unauthorized links where
possible. They should also try to be in the list of highly reputable business
directories, such as yahoo business directory, Yellowpages and google places
for business. Fascino salon and spa’s website is not doing well in social
channels. Social media is one of the main platforms that helps in increasing
brand awareness, gaining popularity and driving traffic to the website. The
salon has Facebook and Instagram accounts. They need to consider opening
Twitter, YouTube, Google + and Pinterest profiles and performing some campaigns and engagement.
Overall, The Style Bar Salon gets a C+. The Style Bar Salon would
improve their overall score by working on their link building strategy and
reducing their total page size, creating and using keywords across the
important HTML Tags, and improving their Social Media strategy.
For the SEO, the website score gets a B-. The Style Bar Salon has
meta title tags, URLs, and meta description tags, and they incorporate them
with the keywords. Each page of the website has its page title, URL, and unique
meta description. Moreover, the salon uses related keywords and incorporates
them into the page content to make the page relevant. The website has
Robots.txt, XML sitemaps, and there are no broken links.
On the other hand, The Style Bar Salon website has keyword consistency
issues. The site’s main keywords are not distributed well
across the important heading tags of the site. On the website, there
is no H1 and H2 heading tags. In fact, The Style Bar Salon website uses H3
heading tags 19 times and H6 heading tags 20 times to place their important
content on the home page.
There is no variety of the keywords that The Style Bar Salon uses
when it comes to improving organic ranking on the SERPs, which is a major
issue. For example, using a “Blow Dry Bar Stamford” keyword, the salon ranks
second on the Local Pack and fourth on the organic ranking on the SERPs.
However, for their “Hair Coloring in Stamford” keyword, the salon ranks on the
third page of the SERPs (see Appendix A).
The Style Bar Salon has a thin content issue, which it impacts its
ranking on the SERPs. It is suggested the website review its content and ensure
that it contains plenty of rich information that includes relevant keywords
that are used appropriately.
The Style Bar Salon gets an A- in website usability. The website
is optimized for desktop and mobile.
The website grades a D+ on the website performance, and this is a
critical issue. The page size is the main factor that affects the website
performance. For example, images take over a 75 % of the page size. The
JavaScript and CSS files affect the website’s performance. Therefore, the salon
must reduce their images sizes by saving the images as JPEG or PNG. Also,
minimizing JavaScript and CSS files will reduce page load time and provide
a better user experience.
The salon website gets a C-
on Social Activity. The salon uses Facebook, Instagram and Twitter but
creating a Pinterest page, a Google+ page and open a YouTube account to share
content and increase brand awareness and engagement will help to improve the
score of Social Activity.
The salon website gets a C+ on website Security. The website is
not secure. Having HTTPS protocol helps to secure the transfer of information
on your server. Also, Google includes website security as a factor when it
comes SEO website ranking.
As stated by Moz.com, the Domain
Authority of The Style Bar Salon is 19 out of 100, and page authority is
30 out of 100, which are very low scores. The Style Bar Salon has eight
different inbound links including Yellowbook, Stamford Advocate, DemandForce,
Harborpt, Stamford Chamber of Commerce, Presta Imagery, and Anne Miller
Photographer. The mentioned-above sites have a low Moz's Spam Score, yet
Yellowbook, Stamford Advocate, Demandforce have a high domain authority; unlike
Harborpt, Stamford Chamber of Commerce, Presta Imagery, and Anne Miller
Photographer which have a low domain authority.
·
Yellowbook, a business listings
website, presents reviews, phone numbers, addresses, maps, and directions about
The Style Bar Salon. The domain authority of Yellowbook is 83, and Yellowbook
links back to the salon three times. The word “website” is used as a Link
Anchor Text.
·
Stamford Advocate, an online newspaper, wrote
an article about opening of the salon back in June 2013. The domain authority
is 69. The website URL is used as a Link Anchor Text.
·
Demandforce, a website that
provides automated marketing and communications software, provides The Style
Bar Salon with information that includes reviews, phone numbers, addresses,
maps, and directions. The domain authority is 65 out of 100, and the website
URL is used as Link Anchor Text.
·
Stamford Chamber of Commerce
displays the salon’s website on the Membership Directory page. The domain
authority is 42 out of 100; this website links back to the salon twice. The
website URL is used as Link Anchor Text.
·
Harborpt, an apartment complex in
Stamford, partners with The Style Sloan Bar to provide an Advantage Card for Harbor
Point residents. The domain authority is 33 out of 100. An image of the salon
logo is used on the image's alt attribute.
·
The Greenwich Girl, a magazine
offering advice related to luxury living in and out of Greenwich, published an
article written by a reporter who told of her personal experience with the
salon. The domain authority is 24 out of 100. The Style Bar is used as Link
Anchor Text.
·
Presta Imagery, a photographer’s
website, shows a photo of a bride who went to The Style Bar Salon for her hair
and makeup on her wedding day. The domain authority is 20 out of 100. This
website links back to the salon twice. The Style Bar is used as Link Anchor
Text.
·
Anne Miller Photographer, another
photographer’s website, credits Style Bar Salon in a photo shoot for
Professional Hair & Makeup. The domain authority is 13 out of 100. The
Style Bar is used as Link Anchor Text.
After analyzing the backlinks, it is noticeable that some of the
inbound links have low-quality links. Thus, The Style Bar Salon should remove
unpopular links and work on gaining good links by creating sharable content.
Recommendations:
Learning from Style Bar Salon’s mistakes, Beauty Bar Salon must
consider these recommendations for implementing on-site and off-site
optimization.
On-site optimization:
·
To leverage the suggested keywords
and inserting them in HTML tags including friendly URLs, Title tag, Meta
description tag, and Heading tags H1, H2, H3, H4 for each page on the website.
·
To use the suggested keywords for
each image file name and image alt attribute.
·
To use Google Analytics on the
website to gather information about Beauty Bar Salon clients.
·
To ensure that Beauty Bar Salon
offers the best level of website usability and user experience for desktop and
mobile users.
·
To ensure a positive user
experience, the Page load speed must be fast. This could be done by reducing
the size of CSS, HTML, and JavaScript files, improving server response time,
optimizing images size to reduce their size, and selecting the right file
format for images.
·
To create a Social Media strategy
to increase brand awareness and drive sales and leads. These could be done by
being active on Social Media and sharing interesting and useful content.
·
To ensure that the Beauty Bar
Salon website is secure and has HTTPS protocol.
·
To make sure the website content
length and the keywords used are optimized appropriately to improve website
visibility on search engines.
Off-site optimization:
·
To earn backlinks, Beauty Bar
Salon should publish high quality and sharable content (videos, blogs, and
images).
·
To list in highly reputable
business directories including Yelp, Yellow Book, and Google Places.
·
To add Social Media widgets,
giving visitors the opportunity to share the website content on their Social
Media accounts.
·
To ensure that Beauty Bar Salon is back linked
to a website that is related to the same site's topic, and has a high- level of
domain authority and trustworthiness, which will boost the website’s ranking on
SERPs.
..................................................................................................................................
Appendix:
Appendix A: A
screenshot of The Style Bar Salon ranks for “blow dry bar Stamford” keyword on
the SERPs
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