Understanding the broad concepts of search engine optimization and effectively using them to get measurable results for your online business are two very different things. To truly understand what constitutes a good SEO presence, businesses need to take a look at themselves and their competition to identify what is being done correctly and what needs improvement. By doing this yourself, you can make sure that your website or business' SEO efforts generate as much business as possible.
In our ongoing effort to show how companies can improve their existing SEO strategies, I'm pleased to present our third "1 Hour SEO Audit". Just as we have done in our previous SEO audits, grades were based on the following criteria:
- Site Speed
- Meta Tag Issues
- Title Tag Issues
Over our previous two audits, many of you have commented that you would like your website graded, and we're extremely excited to finally get to some of your websites - starting with this week's audit of Odoo, an open source ERP and CRM provider.
Odoo has a complete suite of business applications covering all business needs, from Website/Ecommerce down to manufacturing, inventory and accounting, with everything seamlessly integrated. Their website features great iconography, and is relatively easy to navigate. Most importantly, their website is fully responsive - giving them a huge leg up on competition that can't provide a seamless experience for users across multiple devices as well as a nice boost in organic rankings on both mobile and desktop devices.
In order to continue to keep things consistent, I used the same tools we've used in all our 1 Hour SEO Audit Challenges thus far to audit Odoo and give a fair grade:
- Screaming Frog
- Majestic SEO
- Open Site Explorer
- Microsoft IIS
As with our last audit, the first thing I looked at when I started this audit was Odoo's content. Content is certainly king, and is one of the most important parts of providing users a great experience on your website. Furthermore, it helps build great natural inbound links to a domain when done correctly.
Odoo has an unbelievable amount of great content about ERP and CRMs, and also does a good job of mixing in content about the inner workings of their company as well. Sections like "Partners' Testimonials", "Success Stories", "Events", "Webinars", "News", and particularly their "Community" page make it easy for users to get involved with Odoo and learn about the company as well.
The blog is particularly impressive, due in part to their great layout, but also because of the sheer amount of high-quality content that Odoo is able to create on a regular basis about any number of relevant topics.
There are also some small content-related problems that should be addressed. For example, on the blog there is no related posts module, which would be an invaluable tool to make sure that users stay engaged with the staggering amount of content on the website. There also seems to be a minor issue with the Facebook sharing button, which is in French at times, but by and large, Odoo is doing a knock-out job with their content efforts.
Unless you've been living under a rock for the last six months, you've likely noticed that Google Authorship, the snippets in a search engine results page with an author's picture, is well and truly dead. As a result, providing Google with ways to better understand information on a page through schema mark up has become an even more important tactic for any online business that is looking to add extra content to their search results. To get the extra benefits of schema, your website needs to include relevant schema tags for appropriate content that is featured on your site.
For Odoo, there are a few schema markups on the website, but there is also definitely room to add even more. On their blog, there is schema included for postal and author information. The site also features some event schema and organizational schema, which is a nice addition. This is all a great start, but doesn't really give the kind of value in the SERP that schema for images, ratings, recipes, instructions or videos would. The "About Us" section actually features a number of great videos, so it's a real shame that these don't have schema as well. Other schema that should also be included include:
- Article Body Schema
- Logo Schema
One of the most important factors for a website's overall SEO quality is its backlink profile. For the best possible link profile, all links should appear natural, come from authoritative and relevant sites, and feature both followed and nofollowed links.
When it comes to Odoo's backlink profile, there are a lot of issues that need to be addressed. The first, and most obvious, is the amount of press releases that make up their profile. These wouldn't be a huge issue as long as they are marked as nofollow, but there are a number that currently are still passing link equity, and that should be rectified as soon as possible by adding a nofollow parameter to the links.
The other issue is the amount of authoritative links that Odoo has. Currently, only about 5.7% of their links have a domain authority of more than 80, and only 18% of all of their links are over a domain authority of 40 (just for reference and transparency's sake, Blue Fountain Media has 9.6% links with a domain authority of 80 or higher, and 24% of all links have a domain authority over 40). While this is by no means bad, it certainly could be improved upon - particularly when it comes to solid links between the domain authority of 40 and 80.
Meta Tag Issues
Optimizing meta titles and descriptions is one of the most important steps a business can take to make sure that search engines and users alike can understand what a page is about and what kind of content they can expect to see when they go to the page. If meta titles or descriptions are too long, too short, or are missing altogether, it can negatively affect keyword rankings and cause users to become less interested in clicking through to the page.
Odoo does a very good job of making sure that their meta and title tags are present and the vast majority of their pages have them at the correct character lengths. However, a lot of their meta descriptions are too short or don't provide enough of a description to clearly tell users what a page is about. This could be negatively affecting the amount of users that are clicking through to their pages from SERPs and should be resolved immediately.
Title Tag Issues
When it comes to good SEO, one of the most important aspects is in a page's title tag. Having a title that is properly optimized for search engines can make the difference between a page ranking first on a page of organic results and not ranking at all. This means that a business needs to identify and target relevant keywords in your title tags in order to bring as much organic traffic to your website as possible.
Odoo does a pretty good job with their title tags, particularly on the blog. By and large, title tags include relevant, targeted keywords, while maintaining titles that interest and excite users and get them to read what their writers have to say. Each page's title tag stays under the 60 character maximum, and includes the Odoo brand name as well.
Even outside of the blog, most pages are targeting relevant keywords that could bring Odoo qualified traffic that will generate leads. However some pages, like the "Community" page, do fall a bit short by using vague, less targeted title tags. These tags should be changed to be more friendly to search engines by providing a clearer overview of what the page is about.
Though site speed isn't a massive factor for SEO, it is beginning to play a growing role in Google's ranking algorithms. Perhaps more importantly in the short-term, a quick website makes for a noticeably better user experience when browsing - particularly on mobile devices.
Not only could images be optimized in order to be less taxing to the site's speed, specified image dimensions could help speed up the loading process and greatly increase speed. These are all relatively minor issues when it comes to usability, but they should be addressed in order to help achieve website speeds that give as much SEO value as possible.
Odoo has a pretty solid website from an SEO standpoint. While there is definitely room for improvement, most of the issues are relatively minor and would give more of a boost to existing things that are being done right than fix existing issues that are actively hurting the company. Perhaps the biggest issue is the lack of authoritative links, which should be fixable with the help of solid PR and knowledge dissemination that Odoo has already clearly demonstrated they have through the content on their blog. If they can get their thought leaders out in some relevant and authoritative publications, they should be able to bolster their backlink profile and bring their SEO efforts to the next level.
Overall Grade: B+