Full Video Transcript

Hello, I'm ready to do an audit for Italian Gourmet Shop. I've got an amazing haircut today and to return a favor, I'll do an amazing audit to tell you everything that we can improve on this website. So italiangourmetshop.ca has a lot of Italian good that they are selling in Switzerland and also beyond Switzerland. So the shop is based in Basel by this couple and they have a few locations over here. So they are based in Basel, but also in Plena in the area. There's a lot of facility and also pickup locations that are possible. So they have magically translated the website to German, Italian, English, French, Arabic, Chinese, Hindi and Japanese. So they're selling all over the place right from this city that I'm also living in. So the store has a lot of stuff, it has a lot of content. They have olives, drinks, sweets, salami, sauces, olive oil, pasta, coffee, and guanciale, which is some type of, they have some better products here that is of course always tricky to do. From what I understand, the e-commerce software they're using is WooCommerce and they are able to sell a lot of stuff with this. And I believe I saw some WordPrint here as well. So they have also a market that they go to and they sell stuff in the market in Basel. So they have a real entrepreneur mindset to be able to do all this stuff and make a lot of stuff. But it's always difficult to do stuff online and do e-commerce properly. Because if you're not technical yourself, it's not always easy. Let's take a look at the website and the SEO. The first thing that we always check is the metadata. Here I can see immediately we don't have a title, which is very important. And this is the title here that we see in the tab. But also if someone types in Italian Gourmet Shop, this will show up here in Google. So here we see the title is really using the default URL, which is not ideal. And here we can see in the top also the ItalianGourmetShop.ch. You can improve this by setting a title for the homepage. And instead of having this as a random entrance, you can improve this position also by setting the description that is also marketed. Otherwise, we can improve the overall page by setting the correct h1 and h2 tag. For example, this is a h1 tag that could be improved. This guaranteed quality does not have to be a h2 tag. But our products, everything else can be definitely ignored. So we have probably too many h2 tags here. Overall, I see otherwise the href length are all correct. So this is the minimum. And this all seems to be set well. The only thing that is missing is open ref tags and Twitter card. And that is something that can be added. I will include the details for the open ref tags and Twitter metadata that could be improved, as well as the other things in the document that I'll include in the final report. But otherwise, that's the minimum thing. But however, it is super, super critical because that will immediately, and one of the most important things to improve the position of your website and overall rank. And this is very important to do. As you can see here, ItalianGourmet.de, they do have this, Italian Gourmet Official. And this looks a lot more professional already immediately than just a blank URL. The other websites that I saw that are ranking well is Gustini. They are a huge competitor, and they have Google Ads, as we can see, for their own brand name. But they also have a better title, ItalianoChef & Cost Online, with the Gustini sign. So people look for this, and then they see the Instagram and the other website stuff. So that is very important. And we see that they have a strong brand with the logo and all the products that are important. Right over here, they show where it's made from, how they get it from, that they have a little bit more of a brand building. But from what I saw, they're actually a huge brand. They are also in different country. They have a website that has a big domain rating, and they get a lot of traffic. They have not only Gustini.de, they also have other countries. If we take a look here, we see that they are in Austria, and Switzerland, and France. And so they have different domain names for each one. This can be very useful for SEO and for getting more traffic from all types of different countries. So the one version of .ci here, they have potentially a few different changes, but overall, what changes the most is the thing at the bottom and the domain name. So Google will show us different potential results, depending on where we're searching from. But Gustini, as we can see, it's a huge brand. There are 4,700 people looking for this, and they do get a lot of traffic and potentially sales. If we should open up their site overview and ahrefs for Gustini.de, we see that they have a huge amount of traffic. So they have 100,000 searches per month for all of it, and they are really getting a lot of interest. If we check, for example, .ci. This is only for Switzerland, but this has a lower domain rating, but they still get 13,000 searches per month. Otherwise, the Austrian version has about 20,000 searches per month, and the French one, the last one to check, has about 9,000. So definitely, the German version, I'm guessing it's a German brand, they have a lot of traffic over time. So they're really growing in this, and they have a lot of content. So if we check some of the keywords that they're ranking for the most, there are 20,000 keywords that they're ranking for, and a specific brand. For example, this, the Munchello, Gustini themselves, sausages, ciabatta, everything. These have a lot of volume. The volume means basically the amount of searches that we get per month for this specific search term. So people that type in something like this in Google, and they see some type of mozzarella. We see some images, and we see all the results that we're getting here. I will see immediately, okay, Gustini is ranking number 12 for this. This seems to be a popular keyword because there is globally 180,000 searches just for this term. So it's widely popular, and it will be a little bit of a different display on each site. So that is a very important thing to understand how many people are looking for this keyword, and how many people are looking for this specific search term. For example, we can check if we sort by volume, that for Gustini, they have a lot of potential that they're not ranking for. For example, 133,000 people look for burrata, and 100,000 people in Germany only look for pizza. And that is something that is important to rank for because imagine they are able to rank higher for burrata, and a lot of people buy this. You do see the results here, and they get a lot of traffic. Here in Switzerland, you can see the volume is 10,000 for burrata, the smaller country. But still, imagine you get all this traffic, 10,000 clicks per month, or potentially a lot better result, and people can buy them online like at Coop. You can actually make a lot of sales. So one thing that we can check here is their results in Switzerland to see if they are more relevant for our business. Here, let's filter out the keywords for Switzerland, and we see that yes, burrata is still one of the highest for 10,000 searches and a $1 cost per click, which means that this is the amount that advertisers pay for it to be on Google Maps, which is quite a lot. So each click that you get, you pay $1 to Google. Otherwise, the biggest traffic's keywords are spaghetti carbonara, lasagna recipe, carbonara, and so on. But this is not immediately the traffic that they get because they are not ranking so high as we can see in this column. One thing that we can see, this is the traffic that they do get because we sold by it, and we see immediately that they have a much higher position for this, bolognese recipe, and so on. So I hope you understand a bit better how the keywords that are working for them, for Gustini, and we can also check this again by checking the top pages, and we see that, for example, for bolognese recipe, they do get a lot of traffic, and they do get a lot of potential volume and keyword just for the search. So people go on this blog, they wrote a lot of blogs for different things. If we check them over here, we see that they have recipes for bolognese, for spaghetti carbonara, for spaghetti, for focaccia, for ravioli, and so they made a lot of this content. Potentially, people will show up, they can look at their result here, and they buy also one of these products, right? And that really is some type of content marketing that you can do. But I understand for a small business, this is not easy, and for e-commerce, it's even harder. But still, you can rank for specific words like this, fiordilatte, as we saw. Also, one of the top pages, they get 5,000 searches per month for this, and their position is number five. So if someone looks, for example, here, fiordilatte, we see that they are ranking over here, right? But they have a few good things going for them. They have here, as we can see, optimized titles, fiordilatte mozzarella for pizza and bio, and the description, they have really good headings, and everything is set in place, and they have also the same page in different countries and languages. Everything is highlighted quite well. It has a bit more of information about this, and also the region where it's from, and also links to other products that they have on the website, together with reviews. So this is a really good product detail page. Just keep this in mind when we go back to Italian Gourmet Shop. Let's do the same exercise again, but for our newer website. If we compare here, we see the domain rating is only one, compared to the 40 that Agostini has, which is a huge brand. This is normal for a smaller shop, especially if you haven't done a lot of SEO yourself. It is something that you still have to improve and learn, and understand how to do, right? This is understandable. If you can check the backlinks, for example, that is the amount of websites that are linking to our website. If we take a look here, for example, on the list of backlinks that we have for our site, we see, for example, here a few of the places, and we see here a website, thebestplaces.ch, they have a page about Italian Gourmet Shop, so they talk about italiangourmetshop.ch, and they also have a link to the site over here somewhere, with all the information that is required. So this is called more of a citation or a backlink. So this is another website which includes a link to the site that we are talking about, right? If we do a quick check for agostini.ch as a competitor, we see they have a lot more backlinks. They have 900, and they have a lot of better domain rating, which is number 10, which is some kind of rating that you get from Ahrefs that talks about the amount of backlinks that you have. If we take a look at the one link per domain, we will see maybe a few other examples that might be interesting. For example, here, they have a page, grosporveren.de, and the forum, someone posted something, a question, like, hey, I'm interested in whatever, cheeses, right? And someone linked to our competitor, which is gustini. They have a few more examples over here. So it's people talking about pizza and how to make it. If we take a look here, and the result, we see that someone mentioned gustini, right? So that is very important because this is called a backlink. So someone said gustini, people click on this in this forum, talking about fiordilatte, and this link to this page. So this really helps us improve the position in Google, just because Google understands, okay, a lot of people are talking about our specific URL, our specific page, in terms of fiordilatte. And this improves the position overall for your website. So this is something that you have to do, or you have to go to this forum or track the backlinks from other competitors and improve your own position by, for example, going on these forums and saying, hey, instead of going to gustini, you can buy stuff at Italian Gourmet Shop. We also have this product, right? And this is something that you have to do over time. And this way, people will talk about your brand, they add backlinks, they add content, and this is something that you have to improve over time. So instead of only 18 links, you need like 100. So that will really push up your website and Google and get you a lot more traffic for all your keywords. If we check the top pages, this is the pages that currently are working well for Italian Gourmet Shop.ch. We see that they work well for, for example, this keyword, this is the traffic that you get for each page. And if we type this in, we see that, okay, we have a Little Italy Food Supermercato online, but we also have this website, My Little Italy, and here we have our own domain. So it is giving us a little bit of traffic, but as we see here, it's not super optimized for this exact keyword. So one thing you can do is improve the position and this is the keyword you want to rank for by making it in the title. So that will improve the position of this page. Otherwise, the things that are ranking for us is Truffle Salami. People type this in, they see a list of results. This section here, as we can see, is the Google Ads. So if you pay for ad, this is the position you get. And here's the more organic results. So if people cannot pay for it, this is determined by the keywords and the backlinks that we saw earlier. So we, for example, here we see Gustini already, which is the competitor website that we saw. And they have a lot of the product structure data set. They have the prices, the delivery cost, and so on for the Truffle Salami. The structure data helps you rank higher a little bit. And here we see the Gourmet, Gustini, and finally italiangourmetshop.ca. So here we have this information, price here to here, and also in stock, something that we could improve. But I already see we have some structure data set, which is the product structure data, the tech that is being displayed. This probably comes from the specific e-commerce software that we already have in play. So this is a minimum. One thing that we can do for this page is improving the meta description, making sure that we have a slightly longer title. Instead of just typing in Truffle Salami, potentially we could improve it by changing the title not to Truffle Salami, but could be something like Truffle Salami Italian Gourmet Shop. So this gives you a better brand, a bit longer title, and this will improve also the position of this page. And also getting a few backlinks, as we can see here, to this specific page, we'll move it from position three to position one in Google. So that is something that we have to check for all of this product and all the pages on the website. For example, here, there is a Cappanata ham user, coffee pad, coffee pod, and also for the different countries. So we do have a lot of pages, but as we can see here, their position is all 10+, 15, 20, 40, and we need the thing that you need to do for ranking higher, for example, for this. If someone searches here, it's by getting a few more backlinks, for example, Panna Cotte con biscotti, biscotto. Some people look for this, but no, it's not super optimized for this search term. You need a bit more backlink to move it up higher. So that's something that could be improved. But yeah, these pages are your top ones. So it would be important to check, for example, okay, what keywords do we have in Switzerland and what can we improve? Check it, let's check the volume for all of these. And we see, okay, for example, this, some type of spicy spreadable pork sausage. There's Custini over here, Amazon, Galaxus, other brands, but not ours, right? There are 3,000 searches for this and 300,000 searches worldwide. If we type something in Coffin, we see that my little Italy is scoring higher for this, italicormade.ch, italian.ch, but we don't see our own brand, but we do see Custini. So that is something that we can improve, right? We see the example here, and let's maybe check our page here. And here we have this example compared to this one. The prices are mostly correct. Maybe we can make the price a little bit bigger, add some label and maybe some meaning that we got from our customer, improve the text a little bit, make it a little bit bigger, add some more description. It's a little bit small. We can add some stuff, right? Like the content he should make, right? This, we don't really have this information here. So adding a bit more of a description could potentially rank you higher. So your descriptions need to be nice, correct, more specific compared to the other ones that are ranking well. Add some more information here. We have loads of information about this, where it's from, where it's done, and adding a bit more text, a bit more information, like here, it will really move up all your pages for this result. So that's potentially ranking higher here. There's 50 searches per month, but for the overall term, they can be up to thousands, right? Because a lot of people look for this, like 3,600. For the other ones, we see Caponata, Mortadella, Antipasti, Cafe Palace, Italianoship, Facilita, and very important, very important keyword. Here, if we type in this, we see there's 700 key searches per month here, and the one that is ranking here is Gustini, the number one. And we see the other ones, for example, Stefanelli, other ones, My Little Italy, also very high domain rating, also a lot of traffic over here, which is 6,400, but we don't see our current brand. So really what we have to do to recap, take a look at all the keywords that we're ranking for, find some of the pages that we want to position potentially higher. I'll make an export of this results here and send it over. Well, this is the keywords that had the top volume, and we want to get a few more backlinks to this page to rank it potentially a little bit higher. So that is important to try and keep doing, and this will give you more results, more traffic over time, and potentially more sales. So hopefully this helps a little bit. Good luck.