0:00 Hello, I'm ready to do an audit for Italian Gourmet Shop. 0:04 I've got an amazing haircut today and to return a favor, 0:08 I'll do an amazing audit to tell you everything 0:12 that we can improve on this website. 0:15 So italiangourmetshop.ca has a lot of Italian good 0:21 that they are selling in Switzerland 0:23 and also beyond Switzerland. 0:25 So the shop is based in Basel by this couple 0:30 and they have a few locations over here. 0:33 So they are based in Basel, but also in Plena in the area. 0:38 There's a lot of facility and also pickup locations 0:41 that are possible. 0:43 So they have magically translated the website 0:46 to German, Italian, English, French, Arabic, 0:49 Chinese, Hindi and Japanese. 0:51 So they're selling all over the place 0:53 right from this city that I'm also living in. 0:57 So the store has a lot of stuff, it has a lot of content. 1:01 They have olives, drinks, sweets, salami, sauces, 1:07 olive oil, pasta, coffee, and guanciale, 1:13 which is some type of, they have some better products here 1:16 that is of course always tricky to do. 1:20 From what I understand, the e-commerce software 1:23 they're using is WooCommerce and they are able 1:26 to sell a lot of stuff with this. 1:29 And I believe I saw some WordPrint here as well. 1:33 So they have also a market that they go to 1:36 and they sell stuff in the market in Basel. 1:40 So they have a real entrepreneur mindset 1:43 to be able to do all this stuff and make a lot of stuff. 1:48 But it's always difficult to do stuff online 1:51 and do e-commerce properly. 1:53 Because if you're not technical yourself, 1:55 it's not always easy. 1:57 Let's take a look at the website and the SEO. 2:01 The first thing that we always check is the metadata. 2:05 Here I can see immediately we don't have a title, 2:07 which is very important. 2:09 And this is the title here that we see in the tab. 2:11 But also if someone types in Italian Gourmet Shop, 2:17 this will show up here in Google. 2:20 So here we see the title is really using the default URL, 2:25 which is not ideal. 2:27 And here we can see in the top also 2:29 the ItalianGourmetShop.ch. 2:31 You can improve this by setting a title for the homepage. 2:36 And instead of having this as a random entrance, 2:40 you can improve this position also by setting 2:43 the description that is also marketed. 2:46 Otherwise, we can improve the overall page 2:48 by setting the correct h1 and h2 tag. 2:51 For example, this is a h1 tag that could be improved. 2:55 This guaranteed quality does not have to be a h2 tag. 2:59 But our products, everything else can be definitely ignored. 3:03 So we have probably too many h2 tags here. 3:08 Overall, I see otherwise the href length are all correct. 3:12 So this is the minimum. 3:13 And this all seems to be set well. 3:16 The only thing that is missing is open ref tags 3:18 and Twitter card. 3:19 And that is something that can be added. 3:22 I will include the details for the open ref tags 3:25 and Twitter metadata that could be improved, 3:28 as well as the other things in the document 3:31 that I'll include in the final report. 3:34 But otherwise, that's the minimum thing. 3:37 But however, it is super, super critical 3:40 because that will immediately, 3:42 and one of the most important things 3:44 to improve the position of your website and overall rank. 3:48 And this is very important to do. 3:49 As you can see here, ItalianGourmet.de, 3:53 they do have this, Italian Gourmet Official. 3:55 And this looks a lot more professional 3:57 already immediately than just a blank URL. 4:02 The other websites that I saw that are ranking well 4:04 is Gustini. 4:06 They are a huge competitor, 4:09 and they have Google Ads, as we can see, 4:11 for their own brand name. 4:12 But they also have a better title, 4:14 ItalianoChef & Cost Online, with the Gustini sign. 4:19 So people look for this, and then they see the Instagram 4:22 and the other website stuff. 4:24 So that is very important. 4:26 And we see that they have a strong brand 4:29 with the logo and all the products that are important. 4:34 Right over here, they show where it's made from, 4:37 how they get it from, 4:39 that they have a little bit more of a brand building. 4:42 But from what I saw, they're actually a huge brand. 4:45 They are also in different country. 4:48 They have a website that has a big domain rating, 4:52 and they get a lot of traffic. 4:53 They have not only Gustini.de, 4:57 they also have other countries. 5:00 If we take a look here, we see that they are in Austria, 5:03 and Switzerland, and France. 5:06 And so they have different domain names for each one. 5:09 This can be very useful for SEO 5:12 and for getting more traffic 5:14 from all types of different countries. 5:16 So the one version of .ci here, 5:19 they have potentially a few different changes, 5:22 but overall, what changes the most 5:25 is the thing at the bottom and the domain name. 5:28 So Google will show us different potential results, 5:31 depending on where we're searching from. 5:33 But Gustini, as we can see, it's a huge brand. 5:36 There are 4,700 people looking for this, 5:39 and they do get a lot of traffic and potentially sales. 5:42 If we should open up their site overview and ahrefs 5:47 for Gustini.de, 5:48 we see that they have a huge amount of traffic. 5:50 So they have 100,000 searches per month for all of it, 5:55 and they are really getting a lot of interest. 5:58 If we check, for example, .ci. 6:01 This is only for Switzerland, 6:02 but this has a lower domain rating, 6:05 but they still get 13,000 searches per month. 6:08 Otherwise, the Austrian version 6:10 has about 20,000 searches per month, 6:13 and the French one, the last one to check, 6:16 has about 9,000. 6:19 So definitely, the German version, 6:21 I'm guessing it's a German brand, 6:23 they have a lot of traffic over time. 6:26 So they're really growing in this, 6:28 and they have a lot of content. 6:30 So if we check some of the keywords 6:32 that they're ranking for the most, 6:34 there are 20,000 keywords that they're ranking for, 6:36 and a specific brand. 6:38 For example, this, 6:40 the Munchello, Gustini themselves, 6:42 sausages, ciabatta, everything. 6:46 These have a lot of volume. 6:49 The volume means basically the amount of searches 6:52 that we get per month for this specific search term. 6:55 So people that type in something like this in Google, 6:58 and they see some type of mozzarella. 7:01 We see some images, 7:03 and we see all the results that we're getting here. 7:07 I will see immediately, okay, 7:09 Gustini is ranking number 12 for this. 7:12 This seems to be a popular keyword 7:14 because there is globally 180,000 searches 7:17 just for this term. 7:18 So it's widely popular, 7:19 and it will be a little bit of a different display 7:22 on each site. 7:23 So that is a very important thing 7:25 to understand how many people are looking for this keyword, 7:30 and how many people are looking for this specific search term. 7:33 For example, we can check if we sort by volume, 7:36 that for Gustini, they have a lot of potential 7:38 that they're not ranking for. 7:39 For example, 133,000 people look for burrata, 7:43 and 100,000 people in Germany only look for pizza. 7:47 And that is something that is important to rank for 7:50 because imagine they are able to rank higher for burrata, 7:54 and a lot of people buy this. 7:56 You do see the results here, 7:58 and they get a lot of traffic. 7:59 Here in Switzerland, 8:00 you can see the volume is 10,000 for burrata, 8:03 the smaller country. 8:05 But still, imagine you get all this traffic, 8:07 10,000 clicks per month, 8:09 or potentially a lot better result, 8:11 and people can buy them online like at Coop. 8:14 You can actually make a lot of sales. 8:17 So one thing that we can check here 8:19 is their results in Switzerland 8:22 to see if they are more relevant for our business. 8:26 Here, let's filter out the keywords for Switzerland, 8:30 and we see that yes, burrata is still one of the highest 8:33 for 10,000 searches and a $1 cost per click, 8:38 which means that this is the amount 8:41 that advertisers pay for it to be on Google Maps, 8:43 which is quite a lot. 8:44 So each click that you get, you pay $1 to Google. 8:49 Otherwise, the biggest traffic's keywords 8:51 are spaghetti carbonara, lasagna recipe, carbonara, 8:54 and so on. 8:55 But this is not immediately the traffic that they get 8:58 because they are not ranking so high 9:00 as we can see in this column. 9:02 One thing that we can see, 9:04 this is the traffic that they do get 9:07 because we sold by it, 9:08 and we see immediately that they have 9:10 a much higher position for this, 9:12 bolognese recipe, and so on. 9:15 So I hope you understand a bit better 9:17 how the keywords that are working for them, for Gustini, 9:23 and we can also check this again by checking the top pages, 9:26 and we see that, for example, for bolognese recipe, 9:30 they do get a lot of traffic, 9:31 and they do get a lot of potential volume and keyword 9:35 just for the search. 9:36 So people go on this blog, 9:38 they wrote a lot of blogs for different things. 9:41 If we check them over here, 9:43 we see that they have recipes for bolognese, 9:48 for spaghetti carbonara, for spaghetti, 9:51 for focaccia, for ravioli, 9:53 and so they made a lot of this content. 9:56 Potentially, people will show up, 9:57 they can look at their result here, 9:59 and they buy also one of these products, right? 10:02 And that really is some type of content marketing 10:04 that you can do. 10:05 But I understand for a small business, this is not easy, 10:08 and for e-commerce, it's even harder. 10:11 But still, you can rank for specific words like this, 10:15 fiordilatte, as we saw. 10:17 Also, one of the top pages, 10:18 they get 5,000 searches per month for this, 10:21 and their position is number five. 10:23 So if someone looks, for example, here, 10:25 fiordilatte, we see that they are ranking over here, right? 10:30 But they have a few good things going for them. 10:34 They have here, as we can see, optimized titles, 10:38 fiordilatte mozzarella for pizza and bio, 10:42 and the description, they have really good headings, 10:44 and everything is set in place, 10:46 and they have also the same page 10:49 in different countries and languages. 10:51 Everything is highlighted quite well. 10:53 It has a bit more of information about this, 10:56 and also the region where it's from, 10:59 and also links to other products 11:01 that they have on the website, together with reviews. 11:04 So this is a really good product detail page. 11:07 Just keep this in mind when we go back 11:09 to Italian Gourmet Shop. 11:12 Let's do the same exercise again, 11:14 but for our newer website. 11:18 If we compare here, we see the domain rating is only one, 11:21 compared to the 40 that Agostini has, 11:23 which is a huge brand. 11:25 This is normal for a smaller shop, 11:26 especially if you haven't done a lot of SEO yourself. 11:30 It is something that you still have to improve and learn, 11:34 and understand how to do, right? 11:35 This is understandable. 11:37 If you can check the backlinks, for example, 11:39 that is the amount of websites 11:41 that are linking to our website. 11:43 If we take a look here, for example, 11:45 on the list of backlinks that we have for our site, 11:49 we see, for example, here a few of the places, 11:53 and we see here a website, thebestplaces.ch, 11:56 they have a page about Italian Gourmet Shop, 12:00 so they talk about italiangourmetshop.ch, 12:03 and they also have a link to the site over here somewhere, 12:07 with all the information that is required. 12:09 So this is called more of a citation or a backlink. 12:13 So this is another website which includes a link 12:16 to the site that we are talking about, right? 12:19 If we do a quick check for agostini.ch as a competitor, 12:24 we see they have a lot more backlinks. 12:26 They have 900, 12:28 and they have a lot of better domain rating, 12:30 which is number 10, 12:31 which is some kind of rating that you get from Ahrefs 12:33 that talks about the amount of backlinks that you have. 12:36 If we take a look at the one link per domain, 12:39 we will see maybe a few other examples 12:41 that might be interesting. 12:43 For example, here, they have a page, grosporveren.de, 12:47 and the forum, someone posted something, a question, 12:52 like, hey, I'm interested in whatever, cheeses, right? 12:56 And someone linked to our competitor, which is gustini. 13:02 They have a few more examples over here. 13:05 So it's people talking about pizza and how to make it. 13:09 If we take a look here, and the result, 13:12 we see that someone mentioned gustini, right? 13:16 So that is very important because this is called a backlink. 13:19 So someone said gustini, 13:22 people click on this in this forum, 13:24 talking about fiordilatte, and this link to this page. 13:28 So this really helps us improve the position in Google, 13:32 just because Google understands, 13:33 okay, a lot of people are talking about our specific URL, 13:36 our specific page, in terms of fiordilatte. 13:40 And this improves the position overall for your website. 13:45 So this is something that you have to do, 13:48 or you have to go to this forum 13:50 or track the backlinks from other competitors 13:53 and improve your own position by, for example, 13:58 going on these forums and saying, 14:00 hey, instead of going to gustini, 14:03 you can buy stuff at Italian Gourmet Shop. 14:06 We also have this product, right? 14:08 And this is something that you have to do over time. 14:11 And this way, people will talk about your brand, 14:13 they add backlinks, they add content, 14:16 and this is something that you have to improve over time. 14:18 So instead of only 18 links, you need like 100. 14:22 So that will really push up your website and Google 14:26 and get you a lot more traffic for all your keywords. 14:29 If we check the top pages, 14:31 this is the pages that currently are working well 14:34 for Italian Gourmet Shop.ch. 14:37 We see that they work well for, for example, this keyword, 14:40 this is the traffic that you get for each page. 14:42 And if we type this in, we see that, okay, 14:45 we have a Little Italy Food Supermercato online, 14:49 but we also have this website, My Little Italy, 14:54 and here we have our own domain. 14:57 So it is giving us a little bit of traffic, 14:59 but as we see here, 15:00 it's not super optimized for this exact keyword. 15:04 So one thing you can do is improve the position 15:07 and this is the keyword you want to rank for 15:09 by making it in the title. 15:11 So that will improve the position of this page. 15:14 Otherwise, the things that are ranking for us 15:17 is Truffle Salami. 15:19 People type this in, they see a list of results. 15:22 This section here, as we can see, is the Google Ads. 15:28 So if you pay for ad, this is the position you get. 15:31 And here's the more organic results. 15:33 So if people cannot pay for it, 15:34 this is determined by the keywords 15:37 and the backlinks that we saw earlier. 15:39 So we, for example, here we see Gustini already, 15:42 which is the competitor website that we saw. 15:44 And they have a lot of the product structure data set. 15:47 They have the prices, the delivery cost, 15:50 and so on for the Truffle Salami. 15:53 The structure data helps you rank higher a little bit. 15:58 And here we see the Gourmet, Gustini, 16:01 and finally italiangourmetshop.ca. 16:05 So here we have this information, 16:07 price here to here, and also in stock, 16:10 something that we could improve. 16:12 But I already see we have some structure data set, 16:16 which is the product structure data, 16:18 the tech that is being displayed. 16:19 This probably comes from the specific 16:22 e-commerce software that we already have in play. 16:24 So this is a minimum. 16:26 One thing that we can do for this page 16:29 is improving the meta description, 16:31 making sure that we have a slightly longer title. 16:34 Instead of just typing in Truffle Salami, 16:38 potentially we could improve it by changing the title 16:42 not to Truffle Salami, but could be something 16:45 like Truffle Salami Italian Gourmet Shop. 16:50 So this gives you a better brand, a bit longer title, 16:53 and this will improve also the position of this page. 16:57 And also getting a few backlinks, as we can see here, 17:00 to this specific page, we'll move it from position three 17:02 to position one in Google. 17:05 So that is something that we have to check 17:07 for all of this product and all the pages on the website. 17:11 For example, here, there is a Cappanata ham user, 17:15 coffee pad, coffee pod, and also for the different countries. 17:21 So we do have a lot of pages, but as we can see here, 17:24 their position is all 10+, 15, 20, 40, 17:29 and we need the thing that you need to do 17:31 for ranking higher, for example, for this. 17:33 If someone searches here, it's by getting 17:37 a few more backlinks, for example, 17:38 Panna Cotte con biscotti, biscotto. 17:41 Some people look for this, but no, 17:44 it's not super optimized for this search term. 17:48 You need a bit more backlink to move it up higher. 17:52 So that's something that could be improved. 17:54 But yeah, these pages are your top ones. 17:57 So it would be important to check, for example, 18:00 okay, what keywords do we have in Switzerland 18:03 and what can we improve? 18:04 Check it, let's check the volume for all of these. 18:07 And we see, okay, for example, this, 18:10 some type of spicy spreadable pork sausage. 18:14 There's Custini over here, Amazon, Galaxus, 18:18 other brands, but not ours, right? 18:21 There are 3,000 searches for this 18:23 and 300,000 searches worldwide. 18:25 If we type something in Coffin, 18:28 we see that my little Italy is scoring higher for this, 18:31 italicormade.ch, italian.ch, 18:35 but we don't see our own brand, but we do see Custini. 18:39 So that is something that we can improve, right? 18:41 We see the example here, 18:43 and let's maybe check our page here. 18:48 And here we have this example compared to this one. 18:54 The prices are mostly correct. 18:55 Maybe we can make the price a little bit bigger, 18:58 add some label and maybe some meaning 19:01 that we got from our customer, 19:04 improve the text a little bit, make it a little bit bigger, 19:07 add some more description. 19:08 It's a little bit small. 19:10 We can add some stuff, right? 19:11 Like the content he should make, right? 19:14 This, we don't really have this information here. 19:16 So adding a bit more of a description 19:19 could potentially rank you higher. 19:21 So your descriptions need to be nice, correct, 19:24 more specific compared to the other ones 19:27 that are ranking well. 19:28 Add some more information here. 19:29 We have loads of information about this, 19:32 where it's from, where it's done, 19:34 and adding a bit more text, a bit more information, 19:36 like here, it will really move up all your pages 19:40 for this result. 19:41 So that's potentially ranking higher here. 19:44 There's 50 searches per month, 19:47 but for the overall term, 19:48 they can be up to thousands, right? 19:50 Because a lot of people look for this, 19:52 like 3,600. 19:53 For the other ones, 19:54 we see Caponata, Mortadella, Antipasti, 19:57 Cafe Palace, Italianoship, Facilita, 20:00 and very important, very important keyword. 20:02 Here, if we type in this, 20:04 we see there's 700 key searches per month here, 20:07 and the one that is ranking here is Gustini, 20:09 the number one. 20:10 And we see the other ones, 20:12 for example, Stefanelli, 20:14 other ones, My Little Italy, 20:16 also very high domain rating, 20:17 also a lot of traffic over here, 20:20 which is 6,400, 20:21 but we don't see our current brand. 20:24 So really what we have to do to recap, 20:27 take a look at all the keywords that we're ranking for, 20:29 find some of the pages 20:30 that we want to position potentially higher. 20:33 I'll make an export of this results here 20:36 and send it over. 20:37 Well, this is the keywords that had the top volume, 20:40 and we want to get a few more backlinks to this page 20:44 to rank it potentially a little bit higher. 20:46 So that is important to try and keep doing, 20:49 and this will give you more results, 20:51 more traffic over time, 20:52 and potentially more sales. 20:54 So hopefully this helps a little bit. 20:56 Good luck.
