I recently bought a Muddy Daddy 5 litre portable washing device as I own a Cocker Spaniel and she loves, mud, water, you name it, she will wallow in it!
I’m really happy with the product, however, due to the nature of what I do for a living, I was curious to take a look at muddaddy.co.uk to see how it was performing from a search engine (SEO) perspective…
Here are my findings;
In the main navigation, you are drawn to ‘products’ which drops down to show 3 products and then ‘accessories’ and ‘spare parts’, these should actually be 3 categories; PRODUCTS – ACCESSORIES – SPARE PARTS
Well if you select a product item from the ‘accessories’ or ‘spare parts’ product (category) then you see a really long c=and convoluted URL structure, ie
As you can see, there are a number of issues here, the first being the fact that /products/ forms the middle part of the URL, this doesn’t look right and isn’t great for SEO.
Secondly, ‘mud daddy’ features 3 times in this URL making it difficult to read and comprehend.
A better structure would be;
The 3 product pages have fairly ‘thin’ content, the font on the pages differs and much of the textual content is very similar.
A suggestion here would be to have a video on each page demonstrating how simple each product is to use.
Bearing in mind the products differ only in size (mainly water capacity), an individual short video showing the benefits of each would be a real winner here!
There are a number of meta description issues, including; missing tags, duplicate tags and tags that exceed and are below the recommended character length (70 \ 150).
There are a large number of images that exceed the recommended 100kb in size, this can have a detrimental effect on page load speed which is now believed to be a Google ranking factor. There are also a small number of images that are missing a descriptive alt tag.
With Google now having implemented ‘mobile first’, page speed when viewed from a mobile device is extremely important to user experience. Pages that take longer to load on a mobile device will certainly suffer from high bounce rate and have lower average time on page. A score of 20 / 100 is deemed as being poor and certainly requires investigation.
Although it is perceived that the majority of website visitors use a mobile device rather than a desktop, it is still important to ensure that your webpages load as quickly as possible on a desktop device. A page speed score of 61 / 100 is deemed as average but requires work to improve.
This short overview audit is meant to just highlight common issues (and opportunities) that are often found on eCommerce websites, we would recommend that a more in depth SEO audit be undertaken to help improve the website from a search engine rankings perspective.
Audit undertaken by: Andy Cockayne