Full Video Transcript

Hey everyone, today a little bit different. We'll be looking at outdoor table tennis. This is Pop World. They are already in Australia, but they want to grow in the United States and the rest of the world. So let's take a look at the website and see what kind of things we can improve, what kind of things we see right away. So the first thing that we check is Ahrefs to see how the Ahrefs results are showing up for us. So we see that over the last few years, they had ups and downs in organic traffic and page traffic. They have a domain rating of nine and it lowered in the last year. And so they lost some backlinks. If we see the blue chart, the blue line on the chart, we see that the referring domains has been lowering a little bit. This could be true different reasons, but let's take a look first at the traffic by location. We see that indeed in Australia, they're trending high. And here in the United States, they are a little bit slower, just 3% of the share, but it's growing just a little bit. If we compare the top five on the chart, we see that over the previous time, Australia has been moving the highest or has been the highest every single time. And the amount of organic keywords is the amount of keywords pages that they rank for, and this has been also mostly stable. So while they have maybe been doing some SEO, maybe not, it hasn't moved around that much. So for them, what are the domains that we see here? What most is going to be Australia here and the organic competitors, we can check their organic competitors here and then see how they're doing. And then if we compare it to the previous year, we see who has been moving up or who has been stagnant or has remained about the same. This helps us understand like what competitors are doing, what they're working on and how they are moving around. So Popworld is the blue one and we see here, mostly it moved up just a little bit from 100 searches per month to about 250. So they have moved a little bit higher, but the ones that seem to have made big changes or big wins is this one and the tenniswarehouse.com.au. They have moved up the most. So they have a lot of traffic. They went from the green dotted line to the big one. So then we can take a look first at the ones that are making the most effort and growing, and that would be tenniswarehouse.com.au. The other one that we can check is outablesports.com.au and then we can see what things that they're doing well that have led them to growth and what kind of competitor keywords we don't, for example, have. So both of these websites are somehow not secure. So they show a warning if you visit on HTTP, but now it seems to show up. So tenniswarehouse.com.au, they have a 32 domain rating and they are very clear on what their traffic is. Meanwhile, pop.world has a way different layout. It shows a lot more random information and they have some of these special designs. So it's like red text with low contrast on the page. I think this might be picked up by the page speed inspector as well. And meanwhile, this one has a newsletter and it has a clear tennis thing. So you immediately know what it's about. And then on the homepage, they say the largest range of tennis gear online, superior service, ship fast. And meanwhile, here we see the all new Hero Air, engineered for great outdoors. So even then, if you're not really familiar with it, it's hard to know that it's like table tennis, right? That you have to find this word in this block of text and then, or maybe over here, just they have it in the, on the image, which is, which doesn't, which does have an alt tag, but it doesn't really help for search. You ideally want it to have somewhere where it's very visible. For example, if we check the Australia version, that it's in the title and the H1 tag here, we see that it's being rendered as number one in outdoor table tennis. And here in the headings, this might be something that can be approved. It's the first heading is missing. And this could be the H1 that, for example, they have the largest range of table tennis gear online. So you could say as a H1 on the top, like the number one in outdoor table tennis tables, table tennis tables. Yeah, that's, what should I say? Right on the top, just like the same size as this one. The other result that we see on tablespoise.com.au, we see that for example, here they have also like very big text, makes it very clear. They have a very simple way of showing all the wares that they have. And they have on the top, like a big H1 title, quality game table supplier. So for SEO, it's nice, for example, to have a very clear and simple website. So think like Amazon, eBay, or even these websites, while they don't have like their own unique style and so much, they're very clear. They're like very obvious. Like the cover itself explains that they're billiard tables. The headings are very simple here on the top to find all the things that people are looking for. But here you see like tables, it's like there. This could be definitely improved, like tables, which tables? Tennis tables. So this is definitely up for improvement. So for example, here, if we see that they sell like table tennis, table tennis tables, you can shop by category and then we find it right away. So then there's no ambiguity and then it's like a simple way of purchasing. So like this works really well for e-commerce because you have the reviews, you have all the prices being visible and you just scroll down through this page. So I wouldn't overthink it too much, especially if you can like stuff like pricing, brands. This is the only brand, but still it would be very useful to, to have it like a more e-commerce shopping way. So like simple stuff like Shopify, it definitely works for Google and SEO. For a content gap, I don't think it makes a lot of sense if you're only doing one brand. You probably just want to be visible and see if we check it doesn't really make sense. Maybe people are looking at table covers, but if you're not really selling that stuff, it doesn't make sense. For your page speed, if you were checking earlier, yeah, you are lacking a little bit in performance. Usually you don't have to watch this so much. The most important is the Core Web Vitals assessment and here it says that it has failed. That's mostly what I look at. And then you see like the largest content for pain is something that could be improved, so that means like it takes five seconds and then something pops up later. As you can see here, it's loading, loading gray, and then it's something shows up. Ideally wants us to show up a lot quicker so that you can like preload stuff. If it's just like a lot of random content being loaded over here, you can use something like pre-render.io to load it slower, so pre-render. It's quite popular. Click on that. Get your JavaScript app to the cloud, index unfound. So this helps a little bit, but otherwise if you can just improve it, that would also be good. So here they also warn you that your background and foreground colors do not have sufficient contrast ratio. This is quite important as well because Google also cares about accessibility and you see it on all the pages. This is a weird style and even for me, it's very hard, for example, to see what's happening here. Ideally, maybe at least make it like white background so it doesn't clash so much. And I think this would also help for SEO and being like more visible, more clear, this would definitely help. The other things that you have a shop, actually let's, let's check your top pages, we didn't do that yet. So your top pages, if we check here, they are, yeah, the AU website. So Australia, outdoor tennis table, tennis table, tennis table. And we see that you are ranking quite well for this, for images. For example, if we search for this, we see these results here in Switzerland. And then if we check your results in Australia only, we have to do a special search like this one, and then it's filtered to the right GL, HL lines. So this helps us quite a little bit to understand more about what is being searched in Australia. So we see that the keyword volume is 800 up to 5,000 worldwide. So there's a lot of volume and demand here in Australia. And you want to be listed a little bit higher. So it seems here you are sometimes showing up in the images, as we said. For example, if we check up world, we are number four. So AU number one in outdoor table tennis. This is pretty good as a result. Maybe what you could do is focus on getting a few more backlinks specifically to this page that recommend you. Either you can reach out to people also who are getting, who are linking to these other top pages. One way to find that out is get something like Ahrefs and see what kind of backlinks these other people get. Sticker Australia, it's a backlink from tabletennis.com.au. And balls shop now. So I guess it's a, like a affiliate in some way, or that they have a partnerships that they recommend each other. So that seems to help you over here. They have a link to shop. Now, if you click on this, you go to this other website that you're checking. So they have a nice domain rating and they link to another site. So this is a little bit harder to follow than to copy. We can check some other ones here. So they have a strategy where they have a main website on a .com version, and then they have a .com.au version, which Popper doesn't have, but I wouldn't recommend that right away. Here for table tennis, also very similar. Okay. So something at least like a guest post, tennis man, they have a link here to this other result. So either like affiliate, get other blogs, maybe some guest writers about tennis, it's going to be a little bit more difficult, but you would have to go through a list, for example, see who else is riding on this and try to contact and reach out to people. Just look through the results, see if there's someone who is like more of a blog style and reach out and see if they are able to partner up in some way. That would be the ideal way to get backlinks, but it's definitely not easy. Otherwise, you can potentially try to improve your results by focusing your page more on outdoor tennis, table tennis. For example, this one, outdoor table tennis, you're number one, number five. You can add, you can try to add more, more of your content over here. For example, improve the H2 tags, optimize the results, add some more alt tags and see if you can add more mentions of the main keywords. So outdoor table tennis, for example, here, you can say here are all table tennis, blah, blah, right? I removed some of the other content. So do some on-page content optimization and see if there's something that you can improve compared to the competitors. So add, add your keyword more to the H2s and other elements of your page. So add a few more keywords. That's the only thing that I could recommend here for your other result. Somehow you have a slash AU and a slash uppercase AU and Google sees that as different pages. And to me, they look quite the same, but that's something you could improve with a canonical URL, which I would recommend is get Ahrefs site audit. So if you get this link, you should be able to add your own website over here and then it will crawl your entire website and see what things it can recommend. So these two pages should ideally be the same, even though they have a different URL, Google somehow sees them as different and this distributes the backlink juice into different places. So that's something definitely you should do, like technical SEO quick check. It's not so complex. It will just tell you what to, what things to focus on if you just get a free site audit. But I would definitely recommend doing that and picking either one or the other or for schools. So this is outdoor tennis tables as well, the same results. So it's more like a site link that you're getting or like an image. Let's see if there's something that we can improve here. So if you have a page like this, I would recommend improving your titles. For example, make it like outdoor table, tennis tables for schools. And sort of having like schools in the front and then everything else. So you don't repeat the same line, but just optimize the on-page SEO. So popular schools, like the best outdoor table, tennis table for schools, dash and then pop right in the end. So that's something I would recommend to focus on all your titles. For example, if you scroll through here, this one could be outdoor table, tennis tables in USA, shop now. SpinPro, outdoor table, tennis tables. This is probably fine because this is probably like a product detail page. Yeah. Icon US. Also again, here you have US and then US as well. And they are being seen as two different pages. That's like a big technical SEO issue that you should fix. Things like FAQ, that's all fine. Shop could be something more like a buy table, tennis tables. If we check here, Google doesn't really find this one, but it's going to be better optimized. For example, if you have table, tennis table, people might be looking for like buy, right? And then if we check the results that Google tells us to autocomplete, it will tell us here, buy table, tennis table, big W, best table, tennis tables in Australia and so on. Here we see that if we type in buy, it gives us a little bit of a different result, so it could give us more results that are more based on shopping. But that really depends on what people are looking for, right? So here we see that buy has about a search volume of 30 to 70, so about 70 people type in buy first before everything else, and this will help you optimize this page for just that buying result, right? So they're more ready to buy and add to cart. That's what you want them to do. So it's not overly complex, this one. The other ones, the UI, artwork, case studies, sure. I would just focus on like the on-page SEO and fixing the technical SEO and see if you can get a bit more backlinks and definitely do a page speed scan and improve the contrast ratio. I think this is a similar result for USA. That shouldn't be overly different. Both of these should be able to rank well for both US and Australia. Here we see that we have icon-US, so this is a little bit more tricky. What you want to do is like if you can switch to countries, so you have like a country switch on the bottom left, you go immediately to that icon page so that it's more clear that you can switch the countries between the icon in the USA and the icon in the Australia. And then ideally you have something like popworld.com.au and then the .com version that you have internal links and then reflang links to each other. But that's a little bit more of a complicated step. So I would just recommend making sure that these footer links in the bottom left, they link to the other country specifically for that page. The only other thing that you would have to do is improving your page titles here for those three L's. So for example, here we have icon-US. You want to be like icon-table-tennis-table-USA or something. So instead of US or United States or, and then the shop page would be more something like buy table tennis tables in USA or something, right? So this will help Google understand more like which region to show it in, but it should work a hundred percent automatically because Google, depending on your page title and the rest of your result, it will show you the right page depending on the user's location. So if they type in table tennis tables, that's what it will show you for the website. So that's about all I can give you as advice and I hope this helps. Good luck.