INDIVIDUAL ASSIGNMENT 2

ON-Page Audit

Company- Marketing Mantra

SUBMITTED BY:

NAME: Yashashvi Rastogi

SUBJECT: Digital Marketing
SECTION: DM (A)
ROLL NO.: 191365

SUBMITTED TO:

Prof. Tejas Shah

Faculty, Marketing

Institute of Management,
Nirma University

Date of Submission: 07-01-2021

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 Acknowledgement

In performing this assignment, I had to take the help and guideline of some respected
persons, who deserve my greatest gratitude. The completion of this assignment gives me
much Pleasure. I would like to show my gratitude to Prof. Tejas Shah for giving me a
good guideline for assignment throughout numerous consultations.

I would also thank the college Institute of Management, Nirma University and our
Director M. Mallikarjun for giving me the opportunity to work with them and for
providing me the resources needed for the project
I would also like to express our deep gratitude to all those who directly or indirectly
guided us in writing this task.

With Sincere Thanks,

Yashashvi Rastogi (191365)

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 Undertaking

I, Yashashvi Rastogi, hereby declare that this assignment is my original work and is not
copied from anywhere. References are taken and have been mentioned in the end of report.
If it’s found similar to other sources which is not mentioned, I shall take complete
responsibility of the action taken regarding this.

Name: Yashashvi Rastogi Signature:

Roll No.: 191365

Section: DM (A)

Batch: MBA – FT (2019-2021)

Date: 07th Jan, 2021

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 Content

Title Page No.

Acknowledgement 2
Undertaking 3
Introduction 4
Robots.txt 6
Sitemap.xml 7
Home Page Analysis (Schema Tags) 7-10
Other Two Page Analysis 11-14
Technical Analysis 15-22
Schema Recommendation 23
Reference 24

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 Introduction

Marketing Mantra is a marketing agency it creates digital marketing solution for its clients.
Since the online business is a national/multinational company, it needs extraordinary content.
Therefore, world-class B2B support and e-commerce management, potential customer
generation and good brand effect is required the company provides all of them. The company
has gathered more than 25 satisfied customers to use inbound marketing methods to attract,
convert, increase customers and optimize successful digital marketing. Company's slogan is
to develop the customer's business and develop it every day.

As a marketing team, the company believes that each company is unique, and provides new
and different solutions accordingly. By understanding the knowledge of consumers, markets
and competitors and formulating the best strategies, they have carried out more than 50
successful campaigns.

In this project I am going to analyse their SEO optimization, their website and webpages and
will recommend what they can do better to improve.

Website URL- https://themarketingmantra.in/

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 Current Analytics for the SEO of the Company Marketing Mantra

For any website, having a good knowledge of Technical SEO can lead to our desired goal of
better links, awareness and promotion of our website. Technical SEO can help the Crawler to
crawl your website faster and smoother. And finally helps in better ranking of your page and
website.

In doing Analytics for the website of Marketing Mantra I will use some Technical Tools of
SEO to get the better result and area of improvement for the site. So that it will rank better
and website promotion can be done more easily.

1. Robots.txt-
It is a text file created by a website administrator to instruct web robots (usually search
engine robots) how to crawl their web pages. The robots.txt file is part of the Robots
exclusion Protocol (REP), a set of web standards that describes how robots needs to
crawl the web, access, index content, and make content available to users.
There is only 1 disallow this will increase the speed of website and quality score will be
improved.
URL- https://themarketingmantra.in/robots.txt

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2. Sitemap.xml-
In brief, an XML sitemap is a list of your website URLs. It can be used as a road map to
tell search engines what content is available and how to access it. For the marketing
mantra there are five pages in sitemap, search engine will get to know about these 5
sitemaps with one visit, the site is last modified on 3 rd Jan 2021.
URL- https://themarketingmantra.in/sitemap_index.xml

3. Home Page Analysis-

For this I have used MOZBAR tool it’s an SEO tool I am using for the analytics of
Marketing Mantra’s site. This tool provides page analysis, by using on page element
analysis we get detailed description about URL, page Title, Meta description, Meta
keywords, Headings, and Alt text for image ranking.

Let’s look into the Page analysis of site-

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 As we can see in the analysis the URL is perfectly fine with 30 characters, ideally the
URL should contain keywords about the Work Company do and it should be below 50
characters therefore it is fine.
 Page Title- It is like a book title which is not shown on your page. Ideally it should be
around 55; here in this case it is of 23 characters which is also ok.
Current Title- Home – Marketing Mantra, there is no changes required.
 Meta Description- There is no Meta description found, which is the biggest
disadvantage or area of improvement for the site.
Meta description is like a summary for a whole web page. We can’t see it on the page
but on the search result. It is mainly for the users. It has to be below 160, precisely it
should be around 145-150, and another principle is that it has to include at least 3
keywords and 1 synonym to support each keyword.
Suggested Meta Description- the Marketing Mantra is a marketing agency which
provides unique, creative and latest digital marketing solutions according to your
business needs.
 H1- The heading of the page must be one. In this case it is representing more than one
heading which need to be rectified.
Suggested H1- Marketing Mantra- Mantra for your Digital Success
 Alt Text- These are very important if we talk about the ranking of images. The alt text
must be relevant, short and written with help of keywords. In this case the ALT text is
not very valid, it has to be improved so that the image ranking can be done and
eventually help the site to grow.

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We have also analysed through its page source-

Schema Tags –

Yes, Schema Tags are present on the home page, there are total 6 schema tags are
present. Schema tags is a semantic term for mark up (or microdata), which you can add
to HTML code to help search engines read and display pages in SERPs. Different tags
used in the home page are-

 https://schema.org/Brand (Intangible Type)

 https://schema.org/SiteNavigationElement (Web Page Element Type)
 https://schema.org/WPHeader (Web Page Element Type)
 https://schema.org","@graph
 https://schema.org/WebPage (Web Page Element Type)
 https://schema.org/WPFooter (WebPage Element Type)

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4. Analysis of other two pages-
 About Page Analysis-

URL - https://themarketingmantra.in/about-us/
Page Title- About us – Marketing Mantra
H1- We are on a mission
Meta description – Not there
Recommended-

Page Title- About us – Marketing Mantra

H1 – We are on a mission

Meta description- Our mission is to help our clients achieve growth through marketing and
sales. We seek to unify the marketing and sales journey to deliver a more remarkable buyer
experience and, ultimately, drive growth for our clients.

The Page title and Heading is alright, because for better SEO optimization there should be
only one heading and small title.

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Page Title-

Heading 1-

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  Service Page (Marketing)-

Page Title-

URL- https://themarketingmantra.in/marketing/

Page title- Marketing – Marketing Mantra

H1- Marketing Agency * Marketing

Meta description – Not there

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Recommended-

Page title- Marketing – Marketing Mantra

H1- Marketing Agency * Marketing

Meta description – We provide best marketing solutions and aspire to be your “ROI
Driven” & “Accountable” Marketing Technology, Branding, eCommerce Partner & Digital
Marketing Agency.

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5. Technical Analysis-

 Page Speed Analysis by GTmetrix-

This tool helps in checking the speed of website.
Ideally the total size of page must be below 3Mb and the load time must be below 7
seconds.

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 Overall the grade it gets is poor as we can see the grade is D which means the
performance needs to be improved a lot.
 The performance percentage is basically the result of website from user’s
perspective and in grading it has 70% weightage. And in overall grading structure
plays 30% weightage in the above analysis the score for structure is pretty good
which is 93% which means the page is build good for optimal performance.
 The website takes 4.3 seconds in loading fully. For a good user experience it has to
be around 1.2 seconds so the company needs to work on this. By working on
improving the loading time the performance will get improved automatically.
 Total page size is 0.97mb which is fine.
 The Total blocking time (TBT) is also on a higher side. For better experience of
users it should be around 150ms or less. Here in our case it is 191ms which is more
than accepted.
 The layout shift (CLS) is 0 which is very good because the layout shift problem is
not there and this will results in delightful user experience.

 All the top issues for this website are related to improving page performance. All the
suggestions are given to provide better user experience. The impact is Low for all
but if applied it will result in better performance score.

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  One of the Audit suggestions is to avoid an excessive DOM size which means the
website has large number of nodes and data structure and needs to be reduced for
better experience.
 Avoid chaining critical requests which means the length of chains is large that will
result in more time in loading, again the download time has to be reduced for any
resource, reduction of all of this will result in better page load and hence
performance.
 Use of Content Delivery Network (CDN) will improve the fast web experience.
 The number of CSS files needs to be reduced it will help in better page load time.
 The number of used JavaScript files also needs to be reduced.
 Also, the domain name is very long which needs to be shortened.

 URL Optimization Analysis-

 The site has user friendly URL.

 After using two tools for checking the status of URL of website of the marketing
mantra. Both of them came up with same result which is user friendly URL.
 URL is optimized as it contains main Keyword which is company’s name, the length
of URL is also small and readable due to which user doesn’t have to spend much
time in reading or remembering the URL.
 There is no use of Capital letters in URL which is also good.

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 Mobile friendly Analysis-

 According to the result, the site is Mobile friendly and is easy to use on mobile
devices.

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 Link Analysis-
Check my Links tool can help in getting the Number of links present on the web page at the
moment. And provide data for the links which are no more in use such as the Warning
links, Invalid links here the invalid means the links are linking the users to some other page
which is not valid for your website and needs to be removed.
Ideally the number of valid links must be under 100 except for an e-commerce website.

Result for the Marketing Mantra is as follows-

As we can see, the number of Invalid links is 4 which need to be rectified soon. Beside that
everything is great the number of valid links is 48 and valid redirecting link is 1, and the
warnings are 0 which is impressive.

 Crawling Analysis-
Screaming Frog helps to crawl the site, it will crawl for you and check the site XML the
data given by users like how frequently user is uploading the data, updating the data,
putting links or removing them. We just need to paste the URL of any website in this to
get the data. Two codes you need to focus- first one is Permanent Moved, test website is
mounted on permanent one it will be common for every website. The second thing you
need to focus is Code 200, which shows the website is whether running properly or not.

Let’s look into the website-

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As we can see code 301 says the website is moved completely from its tested site to main
site. And other 200 code is also working properly.
Another thing we can look is sitemaps, where we can adjust the XML sitemaps consist of
Canonicalised option used for Web 2.0 and Guest post, change the priority of crawling as
every time crawling done the efficiency decreases. Modification can be customized and other
factors.

We can see this below-

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After doing the required changes we can download the XML code and put it in our main
website code for improvement and customization.

 SEO Analyser-

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 The on-page score of this site is 79 which is good, the site is organized enough to
reach its targeted customers.
 Some of the issues that can be rectified are- 8 pages have low word count that can be
increased by adding word to it.
 24 Pages have no Meta description that has to be written urgently.
 22 Pages have error code which has to be sort for better user experience
 6 pages title tag is too long which has to be shortened.

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6. Schema Recommendation-
These are certain recommendation for the website-

 https://schema.org/Service (Intangible Type)

 https://schema.org/Online (Status Enumeration Type)
 https://schema.org/CreativeWork (Creative Work Type)
 https://schema.org/Review (Creative Work Type)
 https://schema.org/Offer (Intangible Type- Enumeration)
 https://schema.org/Marketing (Intangible Type)
 https://schema.org/Article (Creative Work Type)

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 REFERENCES

 https://themarketingmantra.in/
 https://seositecheckup.com/seo-audit/themarketingmantra.in
 https://gtmetrix.com/reports/themarketingmantra.in/fJ1FdAyc/
 https://app.neilpatel.com/en/seo_analyzer/site_audit?domain=themarketingmantra.in
&submit=Analyze+Website
 https://search.google.com/structured-data/testing-tool/u/0/#url=themarketingmantra.in
 https://www.seoptimer.com/seo-friendly-url-checker/themarketingmantra.in
 https://search.google.com/test/mobile-
friendly?utm_source=gws&utm_medium=onebox&utm_campaign=suit&id=R0QIBC
JBbV5KcdSRyccbaw

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