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Can a back-to-basics approach improve Google rankings and increase conversions?

Retailers spend huge amounts of money trying to improve their positioning in organic searches on Google but they cannot achieve high ‘Google-ability’ rates if the basic foundations are lacking. The good news is that these issues can be found easily and improvements implemented fast, according to Sitemorse.

GENERAL MERCHANDISE

Can a back-to-basics approach improve Google rankings and increase conversions?

By Glynn Davis

Often the simplest elements of retailers’ web pages are missing and this is resulting in their failing to score well in Google rankings as the search engine relies on some of these basic criteria for its search results.

These include core aspects such as: page titles, page descriptions; very basic levels of accessibility (Alt Text on images) and acceptable page speeds. ‘Google-ability’ is a measure included as part of Sitemorse’s solution.

Mike Halson of Sitemorse says SEO specialists suggest that these basic factors can affect the organic search ranking by between eight and 27 per cent. What could a five to six per cent improvement in ranking do for a retailer’s conversions, for say just two hours’ work a week?

“This can easily be the difference between a sale and the loss of potential business to a rival who has been placed higher in the search rankings – simply because it has a handle on the basics of its website,” he explains.

Sitemorse has found many retailers’ websites in the recent Retail 500 test for Q4 failed on the most basic of testing criteria and that these are the aspects affecting their Google-ability. The tests are undertaken using automated software that, page by page, reads the first 125 pages of each retailer’s site to generate a ranked table.

Based on the four core aspects that are recognised as most affecting Google-ability, the worst performer is Costco, which failed on every test on every page. Among the other worst offenders are Shellys, Fired Earth and Ticketmaster, where half the reviewed pages are without titles. “These are really basic things. Would Ticketmaster produce tickets without the title? “Probably not,” says Halson.

Beyond the worst eight or so retailers the performance of the sites in the table improves and most online stores have more modest levels of missing basic elements. But to Halson, even one missing page title can be a very costly mistake (especially if it’s a key landing page).

Any failings are a surprise because he points out retailers typically like to measure the operation of their businesses to microscopic levels of detail. This is clearly missing, to some extent, online.

Another big surprise to Sitemorse is the number of websites that have been excluded from the testing because they use assistive technology such as JavaScript. This breaks the rules on accessibility and therefore seriously limits a retailers’ Google-ability. This effectively means certain retailers are hiding their site from Google, which does not make any sense.

Site Addresspages
notitle
pages
nodescription
pages
Afail
adsl
fail
www.costco.co.uk100%100%100%fail
www.shellys.com90.40%90.40%89.60%fail
www.firedearth.com87.20%88.80%37.60%pass
www.squiresgardencentres.co.uk80.80%81.60%73.60%fail
www.choice-discount.co.uk53.85%53.85%92.31%pass
www.barker-shoes.co.uk51.20%95.20%90.40%pass
www.peacocks.co.uk49.60%56.00%46.40%fail
www.ticketmaster.co.uk48.15%48.15%29.63%fail
www.lush.co.uk35.20%38.40%46.40%fail
www.dunnesstores.ie28.00%40.80%40.80%pass
www.jewellerycatalogue.co.uk24.00%24.00%100%pass
www.bally.com22.40%91.20%1.60%pass
www.theworks.co.uk22.40%54.40%22.40%fail
www.mandco.com20%20.80%0.80%fail
www.americangolf.co.uk19.20%31.20%12.80%fail
www.bridgemere.co.uk17.60%54.40%40%fail
www.blingasia.com16.80%42.40%76.00%pass
www.cox-robinson.co.uk16.13%100%83.87%pass
www.toymaster.co.uk15.20%100%84.80%fail
www.frostsgardencentres.co.uk14.40%14.40%4.00%fail
www.hammonds-uk.com12.80%53.60%38.40%fail
www.avon.uk.com12.00%98.40%23.20%fail
www.fashionworld.co.uk12.00%61.60%90.40%fail
www.hollandandbarrett.com11.20%79.20%90.40%pass
www.homeessentials.co.uk11.20%64.80%91.20%fail
www.rohan.co.uk11.20%48.00%3.20%fail
www.shoetailor.com11.20%11.20%0%fail
www.discountworld.com10.40%96.80%92.00%fail
www.highandmighty.co.uk10.40%82.40%91.20%fail
www.naturallyclose.co.uk10.40%68.80%91.20%fail
www.netto.co.uk10.10%98.99%93.94%pass
www.daxon.co.uk9.60%61.60%92.00%fail
www.houseofbath.co.uk9.60%59.20%92.80%fail
www.simplybe.co.uk9.60%11.20%99.20%fail
www.craftingdirect.com8.80%77.60%92.80%fail
www.futoncompany.co.uk8.80%62.40%92.80%fail
www.velvetaffair.co.uk8.80%8.80%0%fail
www.classicdetail.co.uk8.00%88.80%12.80%fail
www.coast-stores.com8.00%83.20%95.20%fail
www.kenzo.com8.00%70.40%93.60%pass
www.premierman.com8.00%13.60%39.20%fail
www.specialcollection.com7.20%88.00%93.60%fail
www.thorntons.co.uk7.20%28.80%25.60%fail
www.warehouse.co.uk7.20%12.00%92.80%fail
www.tgallan.co.uk6.67%100%86.67%pass
www.reidfurniture.com6.40%66.40%95.20%fail
www.simplyyours.co.uk6.40%0.80%1.60%fail
www.grayandosbourn.co.uk5.60%100%93.60%fail
www.marisota.co.uk5.60%77.60%96.00%fail
www.scatscountrystores.co.uk5.60%60%96.00%fail
www.shapelyfigures.com5.60%54.40%98.40%fail
www.scrivens.com5.08%35.59%6.78%fail
www.savers.co.uk5.00%5.00%100%fail
www.jdwilliams.co.uk4.80%67.20%96.00%fail
www.laredoute.co.uk4.80%9.60%96.80%fail
www.phones4u.co.uk4.80%6.40%100%fail
www.spacenk.co.uk4.80%0.80%99.20%fail
www.fenwick.co.uk4.55%10%0.91%pass
www.findel.co.uk4.41%100%42.65%pass
www.charlesclinkard.co.uk4.00%92.00%97.60%fail
www.newnow.co.uk4.00%78.40%96.80%fail
www.nightingales.com4.00%6.40%98.40%fail
www.specsavers.co.uk4.00%4.00%0%fail
direct.asda.com3.20%90.40%71.20%fail
www.ambrosewilson.com3.20%89.60%97.60%fail
www.ebay.co.uk3.20%80%97.60%fail
www.fatface.com3.20%77.60%97.60%fail
www.fiftyplus.co.uk3.20%77.60%8.00%fail
www.grahamandgreen.co.uk3.20%24.00%33.60%fail
www.heathervalley.com3.20%21.60%3.20%fail
www.net-a-porter.com3.20%18.40%2.40%fail
www.paulsimon.co.uk3.20%4.00%6.40%pass
www.reiss.co.uk3.20%3.20%97.60%fail
www.therange.co.uk3.20%3.20%32.00%fail
www.t-mobile.co.uk3.20%0%1.60%fail
www.24studio.co.uk3.03%3.03%0%fail
www.uniqlo.co.uk2.48%33.06%1.65%fail
www.classicconfidence.co.uk2.40%100%2.40%fail
www.furniturevillage.co.uk2.40%98.40%98.40%fail
www.gillettsspar.com2.40%80%68.80%fail
www.hsamuel.co.uk2.40%74.40%98.40%fail
www.homeshoppingdirect.com2.40%69.60%0%fail
www.sainsburys.co.uk2.40%68.80%99.20%fail
www.oddbins.com2.40%40%97.60%fail
www.opticalexpress.com2.40%8.00%97.60%pass
www.oxendales.co.uk2.40%6.40%0%fail
www.republic.co.uk2.40%2.40%42.40%fail
www.robertdyas.co.uk2.40%0.80%1.60%fail
www.candh.co.uk1.60%99.20%21.60%fail
www.brighthouse.co.uk1.60%98.40%98.40%fail
www.bhs.co.uk1.60%98.40%93.60%fail
www.emporioarmani.com1.60%58.40%99.20%pass
http://www.apple.com/itunes/1.60%48.00%94.40%fail
www.allsaints.com1.60%48.00%8.00%fail
www.cottontraders.co.uk1.60%47.20%85.60%fail
www.countrywidefarmers.co.uk1.60%47.20%0.80%pass
www.dunelm-mill.com1.60%43.20%40.80%fail
www.focusdiy.co.uk1.60%35.20%0%fail
www.forrestonline.co.uk1.60%28.00%2.40%fail
www.greggs.co.uk1.60%26.40%98.40%pass
www.habitat.co.uk1.60%24.00%0%fail
www.harveysfurniture.co.uk1.60%17.60%9.60%fail
www.joalexander.co.uk1.60%12.80%31.20%fail
www.johnlewis.com1.60%12.00%17.60%fail
www.karenmillen.com1.60%11.20%26.40%fail
www.o2.co.uk1.60%10.40%99.20%fail
www.orange.co.uk1.60%5.60%98.40%fail
www.pixmania.co.uk1.60%4.00%25.60%fail
www.poundstretcher.co.uk1.60%2.40%99.20%fail
www.qsgroup.co.uk1.60%2.40%99.20%fail
www.schuh.co.uk1.60%2.40%0%fail
www.snax24.co.uk1.60%1.60%100%fail
www.thomaspink.com1.60%1.60%98.40%fail
www.tmlewin.co.uk1.60%1.60%95.20%fail
www.topman.com1.60%1.60%91.20%fail
www.vivaladiva.com1.60%1.60%61.60%fail
www.waitrose.com1.60%1.60%0%fail
www.hswalsh.com1.60%0.80%69.60%pass
www.wax-lyrical.co.uk1.60%0%100%fail
www.whittard.co.uk1.60%0%100%fail
www.haskins.co.uk1.03%100%98.97%pass
www.carphonewarehouse.com0.80%100%100%fail
www.carpetright.co.uk0.80%100%40.80%fail
www.clarks.co.uk0.80%99.20%0%fail
www.brantano.co.uk0.80%90.40%100%fail
www.bonmarche.co.uk0.80%79.20%98.40%fail
www.diy.com0.80%78.40%7.20%fail
www.asda.co.uk0.80%73.60%100%fail
www.amazon.co.uk0.80%72.80%36.00%pass
www.actionbikes.co.uk0.80%64.00%32.00%fail
www.danda.co.uk0.80%60.80%26.40%pass
www.decathlon.co.uk0.80%55.20%2.40%pass
www.thediamondstore.co.uk0.80%53.60%98.40%fail
www.diesel.com0.80%50.40%9.60%pass
www.dreams.co.uk0.80%48.80%20.80%fail
www.dune.co.uk0.80%44.80%100%fail
www.booths-supermarkets.co.uk0.80%40%0%fail
www.ellis-brigham.com0.80%38.40%99.20%fail
www.empiredirect.co.uk0.80%36.00%0%fail
www.featherandblack.com0.80%28.00%85.60%fail
www.foyles.co.uk0.80%28.00%2.40%fail
www.thefragranceshop.co.uk0.80%24.00%100%fail
www.frenchconnection.com0.80%22.40%77.60%fail
www.hawkin.com0.80%20%0.80%fail
www.weldricks.co.uk0.80%17.60%53.60%fail
www.hmv.com0.80%15.20%1.60%fail
www.hobbs.co.uk0.80%14.40%28.80%fail
www.hobbycraft.co.uk0.80%11.20%88.00%fail
www.hoopers.ltd.uk0.80%10.40%100%pass
www.jacamo.co.uk0.80%10.40%25.60%fail
www.jessops.com0.80%7.20%92.80%fail
www.leekes.co.uk0.80%7.20%52.00%fail
www.jjfoodservice.com0.80%5.60%99.20%pass
www.rowlandspharmacy.co.uk0.80%5.60%94.40%pass
www.lastminute.com0.80%5.60%12.80%fail
www.lauraashley.com0.80%4.80%96.80%fail
www.linksoflondon.com0.80%4.80%3.20%fail
www.louisvuitton.com0.80%4.00%99.20%pass
www.maternityjean.co.uk0.80%2.40%99.20%fail
www.monsoon.co.uk0.80%2.40%98.40%fail
www.morlandssheepskin.co.uk0.80%2.40%44.00%pass
www.mulberry.com0.80%2.40%0%pass
www.orvis.co.uk0.80%1.60%69.60%fail
www.rapidhomedirect.com0.80%1.60%68.00%fail
www.russellhobbs.co.uk0.80%1.60%5.60%pass
www.selfridges.com0.80%1.60%1.60%fail
www.signetjewelers.com0.80%0.80%99.20%pass
www.silentnight.co.uk0.80%0.80%99.20%pass
www.slaters.co.uk0.80%0.80%94.40%pass
www.sportsdirect.com0.80%0.80%79.20%fail
www.thebearfactory.com0.80%0.80%69.60%pass
www.thebodyshop.co.uk0.80%0.80%58.40%fail
www.thetoyshop.com0.80%0.80%33.60%fail
www.timberlandonline.co.uk0.80%0.80%8.00%fail
www.topshop.com0.80%0.80%4.00%fail
www.ukstores.org0.80%0.80%3.20%pass
www.usc.co.uk0.80%0.80%1.60%fail
www.visionexpress.com0.80%0.80%1.60%pass
www.vivi-direct.com0.80%0.80%0.80%pass
www.vodafone.co.uk0.80%0.80%0.80%fail
www.wallis.co.uk0.80%0.80%0%fail
www.waterstones.com0.80%0.80%0%fail
www.whsmith.co.uk0.80%0.80%0%fail
www.wyevale.co.uk0.80%0.80%0%fail
www.yeomansoutdoors.co.uk0.80%0%100%fail
www.brandalley.co.uk0.80%0%0.80%fail
www.choice.co.uk0%100%100%fail
www.chemical-records.co.uk0%100%100%fail
www.cashconverters.co.uk0%100%100%pass
www.cargohomeshop.com0%100%100%pass
www.camphopson.co.uk0%100%100%fail
www.burton.co.uk0%100%100%fail
www.burberry.com0%100%99.20%pass
www.buildabear.co.uk0%100%97.60%pass
www.budget-diy.co.uk0%100%45.60%pass
www.budgens.co.uk0%100%37.60%pass
www.britishbookshops.co.uk0%100%24.00%fail
www.boundarymill.co.uk0%100%15.20%pass
www.boots.com0%100%10.40%fail
http://www.book-bargains.co.uk/acatalog/0%100%5.71%pass
www.thebookpeople.co.uk0%100%5.26%fail
www.blueinc.co.uk0%100%4.80%fail
www.bloomsburymagazine.com0%100%0.80%fail
www.blockbuster.co.uk0%100%0%fail
bookshop.blackwell.co.uk0%100%0%fail
www.blacks.co.uk0%99.20%35.20%fail
www.bensonsforbeds.co.uk0%98.59%0%fail
www.bennettsonline.co.uk0%98.40%98.40%fail
www.benetton.co.uk0%98.40%74.40%fail
www.beharcarpets.co.uk0%98.40%65.60%pass
www.bedsdirect.com0%97.60%58.40%fail
www.beaverbrooks.co.uk0%97.60%0.80%fail
www.beales.co.uk0%97.44%46.15%fail
www.bathstore.com0%96.80%100%fail
www.bathrooms4udirect.co.uk0%95.89%0%fail
www.barratts.co.uk0%94.40%0%fail
www.bargainbooze.co.uk0%93.02%95.35%fail
www.barbour.com0%92.59%92.59%pass
www.bandai.co.uk0%92.00%100%fail
www.asprey.com0%92.00%56.00%pass
www.asos.com0%92.00%42.40%fail
www.arighibianchi.co.uk0%91.20%100%pass
www.argos.co.uk0%91.20%8.80%pass
www.aquascutum.co.uk0%87.50%93.75%fail
www.apollo2000.co.uk0%86.40%29.60%fail
www.annsummers.com0%85.60%5.60%fail
www.alexon.co.uk0%83.33%41.67%pass
www.acotis.co.uk0%83.20%95.20%pass
www.aldi.co.uk0%81.82%18.18%fail
www.agentprovocateur.com0%80.80%93.60%fail
www.albemarlebond.com0%79.20%100%fail
www.additionsdirect.co.uk0%79.20%0.80%fail
adams.co.uk0%78.40%100%fail
www.99pstoresltd.com0%78.40%69.60%fail
www.afblakemore.com0%77.60%35.20%pass
www.365-diamond.com0%76.00%0%fail
www.chums.co.uk0%68.00%0.80%fail
www.claires.co.uk0%63.20%99.20%pass
www.clifford-james.co.uk0%61.60%100%fail
www.clintoncards.co.uk0%61.60%45.60%pass
www.comet.co.uk0%60%0%fail
www.conranshop.co.uk0%59.20%100%fail
www.conroysfurniture.com0%59.20%99.20%fail
www.co-operative.coop0%58.40%100%fail
www.cooplands.co.uk0%58.40%12.00%fail
www.corgi.co.uk0%56.80%0%fail
www.corinthianshop.co.uk0%56.00%8.00%pass
www.costcutter.com0%55.20%3.20%fail
www.cotswoldoutdoor.com0%53.60%99.20%-
www.courtesy-shoes.co.uk0%53.60%0%pass
www.cousinsfurniture.co.uk0%51.81%4.82%fail
www.crabtree-evelyn.co.uk0%51.20%100%fail
www.crewclothing.co.uk0%49.60%50.40%fail
www.cucinadirect.com0%49.35%16.88%fail
www.curleys.co.uk0%48.00%49.60%fail
www.currys.co.uk0%45.45%100%fail
www.dancingdress.co.uk0%44.80%100%pass
www.scalextric.com0%44.00%8.80%fail
www.david-sands.co.uk0%43.20%8.80%pass
www.debenhams.com0%41.60%100%fail
www.dfs.co.uk0%41.60%24.80%fail
www.diamond.com0%41.60%18.40%fail
www.disneystore.co.uk0%38.40%100%fail
www.divertimenti.co.uk0%38.40%100%pass
www.dixons.co.uk0%38.40%99.20%fail
www.kitchens2buy.co.uk0%36.80%41.60%fail
www.dobbies.com0%36.80%21.60%fail
www.dorothyperkins.com0%36.00%100%fail
www.dreamofsilver.com0%36.00%98.40%pass
www.dulux.co.uk0%35.20%100%fail
www.elc.co.uk0%35.20%99.20%fail
www.east.co.uk0%35.20%28.80%fail
www.ebuyer.com0%34.40%53.60%fail
www.ewm.co.uk0%33.60%0%fail
www.elvi.co.uk0%33.33%0%pass
www.empirestores.co.uk0%32.80%6.40%fail
www.evans.co.uk0%30.40%100%fail
www.evanscycles.com0%30.40%67.20%fail
www.fhinds.co.uk0%30.40%10.40%fail
www.farmfoods.co.uk0%28.80%97.60%pass
www.featuredeco.co.uk0%28.00%5.60%fail
www.fendi.com0%27.20%100%pass
www.fieldandtrek.com0%27.20%17.60%fail
www.figleaves.com0%26.40%64.00%fail
www.firebox.com0%26.40%4.00%fail
www.fishpools.co.uk0%24.80%100%fail
www.foot-locker.co.uk0%23.20%100%fail
www.fortnumandmason.com0%21.60%99.20%fail
www.fraserhart.co.uk0%21.60%96.00%fail
www.freemans.com0%20.80%100%fail
www.furniture123.co.uk0%20.80%97.60%fail
www.gamegroup.plc.uk0%20%98.40%pass
www.games-workshop.com0%19.20%99.20%fail
www.g-l.co.uk0%19.20%1.60%pass
www.gardinerhaskins.co.uk0%18.40%99.20%pass
www.gievesandhawkes.com0%17.60%100%fail
www.glasswells-furniture.co.uk0%17.60%100%pass
www.goldsmiths.co.uk0%17.60%100%fail
www.tiso.com0%16.80%98.40%fail
www.grattan.co.uk0%16.80%96.00%fail
www.greenhalghs.com0%16.80%8.80%pass
www.grovebeads.co.uk0%16.00%3.20%pass
www.hm.com0%16.00%0%pass
www.hackett.com0%15.09%26.42%fail
www.halfords.com0%14.40%100%fail
www.hamleys.com0%14.40%89.60%fail
www.hammickslegal.co.uk0%14.40%56.80%pass
www.harrods.com0%14.40%6.40%fail
www.harrytuffin.co.uk0%14.40%1.60%fail
www.harveyandthompson.com0%14.40%0%pass
www.harveynichols.com0%14.40%0%fail
www.hawkshead.com0%13.60%81.60%fail
www.heals.co.uk0%13.33%1.33%fail
www.hein-gericke.co.uk0%12.80%96.80%pass
www.hillier.co.uk0%12.80%23.20%pass
www.homebase.co.uk0%12.80%0.80%pass
www.homestylestores.com0%12.00%100%pass
www.hornby.com0%12.00%0.80%fail
www.houseoffraser.co.uk0%12.00%0%fail
www.hpj-jewellers.co.uk0%11.20%99.20%pass
www.hughesdirect.co.uk0%11.20%19.20%pass
www.hushpuppies.com0%11.20%2.40%pass
www.iceland.co.uk0%10.40%100%fail
www.ikea.co.uk0%9.84%98.36%fail
www.ivyfurniture.co.uk0%9.60%100%fail
www.boden.co.uk0%9.60%92.00%fail
www.jackwills.com0%9.60%78.40%fail
www.jacques-vert.co.uk0%9.60%0.80%fail
www.jaeger.co.uk0%8.80%100%fail
www.janeshilton.co.uk0%8.80%98.40%fail
janeshilton.co.uk0%8.80%98.40%fail
www.jarrold.co.uk0%8.80%95.20%fail
www.jdsports.co.uk0%8.00%100%fail
www.haskinsfurniture.co.uk0%7.20%50.40%fail
www.jigsaw-online.com0%6.45%95.16%pass
www.johnsmith.co.uk0%6.40%95.20%fail
www.jonesbootmaker.com0%6.40%80%fail
www.joseph.co.uk0%6.40%21.60%pass
www.kays.com0%6.40%8.00%fail
www.kdbeds.com0%6.40%3.20%fail
www.klondyke.co.uk0%6.40%0%pass
www.kurtgeiger.com0%6.25%100%fail
www.lasenza.co.uk0%6.12%57.14%fail
www.lakeland.co.uk0%5.60%9.60%fail
www.landsend.co.uk0%5.41%67.57%fail
www.levistrauss.com0%5.41%0%fail
www.lidl.co.uk0%4.80%35.20%fail
www.linensdirect.co.uk0%4.80%0%fail
www.littlewoods.com0%4.00%50.40%fail
www.lkbennett.com0%4.00%7.20%pass
www.lloydspharmacy.com0%4.00%0%fail
www.lombok.co.uk0%3.20%100%fail
www.londis.co.uk0%3.20%100%pass
www.longtallsally.com0%3.20%52.00%fail
www.lovefilm.com0%3.20%22.40%fail
www.magnet.co.uk0%3.20%17.60%fail
www.majestic.co.uk0%2.70%44.59%fail
www.mamasandpapas.com0%2.40%100%fail
www.mango.com0%2.40%100%pass
www.manorpharmacy.co.uk0%2.40%100%pass
www.maplin.co.uk0%2.40%97.60%fail
www.mappinandwebb.com0%2.40%9.60%fail
www.marksandspencer.com0%2.40%6.40%fail
www.marshallward.co.uk0%2.40%5.60%fail
www.martinmccoll.co.uk0%2.40%0.80%pass
www.millsgroup.ltd.uk0%1.60%100%fail
www.misco.co.uk0%1.60%100%fail
www.missselfridge.com0%1.60%100%fail
www.miumiu.com0%1.60%100%pass
www.hendersonjewellers.co.uk0%1.60%99.20%pass
www.molevalleyfarmers.com0%1.60%99.20%fail
www.morleys.co.uk0%1.60%96.00%pass
www.mossbros.co.uk0%1.60%94.40%fail
www.mothercare.com0%1.60%

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