JcMaT sEo ConsultingSearch Improvement Recommendations ForJunk Food ClothingJason Koogler, Anh Ly, Chiachen Lin, Mitch Millstein, T.J SchaeferProfessor Perry D. DrakeUniversity of Missouri – St. Louis

Description Tag• Current Description Tag

– Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees

• Suggested Description Tag– Premium assortment

of licensed vintage, fashion and graphic T shirts, fleece hoodies and sweatshirts

Title Line

• Zazzle– The hottest tshirts on the internet.

• T-Shirt Hell– T-Shirt Hell - Funny t-shirts, Crazy t-shirts, Cool t-shirts, Funny

shirts, Cool shirts, Crazy shirts!

• CustomInk– Design Your Own T-Shirts Online – Free Shipping!

• Busted Tees – Funny Shirts Awesome T-Shirts Cool T-Shirts | BustedTees

• Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts

- Not enough about T-Shirts- Would search think this is about junk food?- What does LA (Los Angeles) have to do with T-shirts?

Title Line (cont.)• Title line should use some of

the keywords– The keywords don’t do

anything to improve search results, but what listed is a better title line than current.

• Keywords– junkfood, t shirts, graphic tees,

vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food

• Suggested Title LineVintage, Fashion and Graphic T shirts, Fleece Hoodies, Sweatshirts – Junk Food Clothing

Search Improvement • Move the following text

above the first image• Change to:

– Junk Food Clothing’s is the epitome in fashion fun! Premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees conjures the ambiance of American pop culture from the NFL ®, Star Wars ®, The Beatles ®, Disney ®, Marvel ® and DC Comics ®, Coca-Cola ®, Popeye ® and so much more.

Navigation• Navigation is horizontal• Best practice suggests using vertical

navigation• Allows for increased navigation space• Creates an opportunity to put more text at the top of

the page

Current HomePageImproved HomePage

Check out ProcessCheck out in 3 steps:

– Add to shopping cart, check out, login or check out as guess

– Step 1: Shipping address

– Step 2: Shipping method

– Step 3: Payment info and submit

– Summary

Item Descrip

tion

Shopping Cart

1. Shipping Address

2. Shipping Speed

3. PaymentSummary

Compare to Best Practices

• Same with Best Practices– Add to Cart button above the fold– “Add to cart” button and “Check

out” button named thus, and easy to see.

– Item Descriptions and images on cart page

– Shipping calculation added to total before asking for credit card info

– Use cookies and not empty cart when they leave the site

• Recommendation:– Name “Check Out” button as

such– Customer service number is at

the bottom instead of on top

Comparison to Other Sites

Page Rank

(out of 10)

Organic Search (24 Feb.)

(1st Page)

Backlinks T-Shirts

Vintage T-Shirts

Junk Food Clothing 5,600 5 7 1

BustedTees 55,256 6 4  Zazzle 54,428 7 5 2

Café Press 481,466 7 1 4T-Shirt Hell 54,523 4 3  Custom Ink 33,903 6 9  

Palmer Cash 3,336 3 6 3Wolfgang's

Vault 54,397 5   7Homage 8,663 5   8

Worn Free 4,502 3   9

• Affiliate Program - http://www.junkfoodclothing.com/affiliates/

• Results not surprising (for t-shirts)• Interesting results (for vintage t-shirts) • All results on page 1• But noticed that search results vary

Next Steps• Improvements to

home page as shown• Small improvement

to checkout• Strategic decision

– T shirts or Vintage T shirts?

• Backlink improvement strategy

• Paid search for T-shirts

JUNK FOOD CLOTHING SEO OPTIMIZATION

PROPOSAL

Kate Altenhofer

Meghan Jonas

Scott Mettler

Tiantian Xie

UMSL Visibility

Intro to Junk Food Clothing

Junk Food Clothing burst onto the scene in 1998 as the original vintage t-shirt company, creating and forever changing the premium t-shirt market.

Junk Food is a licensing powerhouse with distribution rights to over 800 pop-culture properties across multiple categories including rock & roll, characters, movies, sports and foods.

Main Points of Proposal

Searchability Image Tags Crawlability Backlinks Increasing Page Rank Navigation Checkout Process Competitor Comparison

Searchability Title Tags

Current Situation: ○ Keywords should be listed before company name; include additional keywords

Opportunity: ○ List keywords first, followed by website name○ Proposed Title Line: Limited Edition, Authentic, Vintage T-shirts | Clothing –

Junk Food Clothing

Description Tag Current Situation:

○ Identify key sellers on website and include those words in description tag Opportunity:

○ Reference collections such as professional sports teams (NBA, NFL) ○ Change order of words based on what Junk Food Clothing touts as their

specialty (list vintage first)○ Advertise relevant content to searchers to let them know exactly what the

given page has with regard to what they’re looking for

Searchability Keyword Listing

Current Situation: <meta name="keywords" content="junkfood, t shirts, graphic

tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food" />

Opportunity: ○ Proposed listing: <meta name="keywords" content="junkfood, t

shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food" />

○ The listing could be improved with adding keywords – Junk Food Clothing also sells sweatshirts, sweatpants, hoodies so these should also be included

Image Tags Junk Food Clothing does a great job of utilizing image

tags to enhance their website. Junk Food Clothing is an image heavy site, therefore

the image tags are especially important for the following reasons: Invisible text can be used with image tags and helps web

spiders to gather and analyze information about Junk Food Clothing

Images can organize your page, emphasize your content, and make it visually appealing for visitors.

Image tags help ensure that search engines catalog your websites images appropriately so visitors can find your site.

Images should be tagged for those that are visually impaired

Crawlability Meta tags Visible Text

Current Situation: Little text available, shows at bottom of home page.

Opportunity: Utilize keywords more, move to top of page.

Robots FileCurrent Situation: Exists already.Opportunity: Keep up to date, utilize with testing.

Site MapCurrent Situation: Does not exist.Opportunity: Create to allow more efficient crawling.

Backlinks

Junk Food Clothing has 5,600 backlinks. BustedTees, one of Junk Food

Clothing’s main competitors, has 55,256 backlinksIt’s all about the backlinks!Backlinks are a vote of confidence in your

website.

Page Rank

Current SituationJunk Food Clothing rank - 5/10Key competitor ranking - 6/10

OpportunityInclude additional, more descriptive

keywordsExpand/increase navigationImprove titleIncrease credible backlinks

Navigation Navigation

Current Situation: ○ The navigation is currently horizontal across the

top of the web page. The navigation does not identify the keywords the website is hoping to capture.

Opportunity:○ Junk Food Clothing should have the navigation bar on

the left hand side so more text will be read by the web spiders. This will aid in search engine optimization.

○ Junk Food Clothing should also incorporate their keywords into their navigation bar.

Checkout Process Overall, we thought the checkout process on

Junk Food Clothing followed the best practices for online checkout.

Current Situation: Ability to checkout as a guestImages in the shopping cartShipping and taxes provided in a reasonable

timeframe Opportunities:

Rename “Next” to “Proceed to Checkout”The customer service number should be located in the

header, easier to find

Competitor Comparison

Keyword SearchesT-shirt

○ Junk Food = Outside top 200 results○ Busted Tees = 8th ○ Café Press = 3rd

Vintage T-shirt○ Junk Food = 1st

○ Busted Tees = Outside top results○ Café Press = 4th

Proposal Summary Key Recommendations

The customer service number and address should be located in the header for easy access

Navigation should be altered to vertical alignment instead of horizontal across the top of the webpage

Keep keywords relevant and include in description tag

Advertise relevant content in description tag to let searchers know exactly what the given page has with regard to what they’re looking for

Include as many pertinent and credible backlinks as possible

Thank You!

UMSL-V

JUNK FOOD CLOTHING CO:junkfoodclothing.com Home Page

SEO ANALYSIS & RECOMMENDATIONS

March 5, 2013

UMSL Visibility 27

Presented by:Katie DoddRyan HaderChristina KennedyTim McCabe

MKTG5721Professor DrakeUniversity of Missouri-St. Louis

March 5, 2013

UMSL Visibility 28

UMSL-V

Agenda:• Title Tags• Keywords• Description Tags• Image Tags• Layout & Navigation• Checkout Process• Competitive Analysis

Snapshot• Appendix

29

Title Tag

March 5, 2013UMSL VisibilityUMSL-V

Current Title Tag:

Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts

• Current tag does not match up well with your current set of keywords

• Tag could be re-ordered: Your company name should go to the end of the line since it does not contain useful keywords

30

Title Tag

March 5, 2013UMSL VisibilityUMSL-V

Recommended Title Tag:

Vintage T-Shirts, Fleece, Fashion T-Shirts | Junk Food Clothing

• More suited to best practices• Company name can go to end of title tag• Fits within the suggested 70-character limit• Reinforces their keywords (you will see in a moment why

we chose these specific keywords)

31

Keyword Listing

March 5, 2013UMSL VisibilityUMSL-V

Current keyword listing:• Junkfood • t shirts• graphic tees• vintage tee shirts• vintage t-shirt• fleece • fashion tees• original vintage t-

shirt • authentic junk food

Your current keyword listing for your home page is too extensive. By limiting your focus to 3-4 keywords, you will be able to utilize these throughout your various tags so that Google can more easily identify and classify you for searches. Revised keyword listing:

1) vintage t-shirts 2) fleece 3) fashion t-shirts

32

Description Tag

March 5, 2013UMSL VisibilityUMSL-V

Current Description Tag:

“Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants and signature authentic vintage tees.”

Your description tag is the ideal length because the full tag can be read in Google’s search results. This is a clean and organized way to let users know what exactly your site has to offer. However…

33

Description Tag

March 5, 2013UMSL VisibilityUMSL-V

… you currently have a higher page rank w/the term “vintage t-shirts” -- so we recommend you list that first. This revised description tag repeats your essential home page keywords:

“Shop Junk Food Clothing’s official store for a premium assortment of authentic vintage t-shirts, fleece hoodies, fashion t-shirts, and sweatshirts.”

34

Image Tags

March 5, 2013UMSL VisibilityUMSL-V

Your site does use image tags with alternate (alt) text. These tags are critical because spiders can only crawl actual text. Keyword-focused coyp needs to be implemented, allowing the images to be included in your SEO programming.

Keep in mind, however, that you should be sure to use a standard naming taxonomy and label the images “t-shirts” (as opposed to t-shirt or t-shirts).

Current: <img> alt = “Shop our NFL styles!”

New: <img> alt = “NFL t-shirts for men and women”

35

Layout & Navigation

March 5, 2013UMSL VisibilityUMSL-V

Page TextYour site currently focuses heavily on imagery and flash to showcase your merchandise in an aesthetically pleasing manner, and your text is below the fold. We recommend keeping this as is. The home page copy, however, can be updated to include the revised set of critical keywords. The screen shot below cuts off at the fold.

36

Layout & Navigation

March 5, 2013UMSL VisibilityUMSL-V

NavigationMany e-commerce sites seem to utilize the top drop-down method for site navigation from the home page. We recommend having the nav on the left column of your site, to increase exposure and simplify the process.

37

Layout & Navigation

March 5, 2013UMSL VisibilityUMSL-V

38

Checkout Process

March 5, 2013UMSL VisibilityUMSL-V

The checkout process seems to be user-friendly:• It is labeled correctly as “add to cart” and not “buy” or “purchase”• LiveChat option during business hours allows for convenient

customer service• It does allow for shipping to be calculated prior to entering

payment info.• The “add to cart” button is above the fold on the product pages,

allowing for high visibility. • The button is labeled correctly, as well.

With a couple changes, this process can be even easier for your customers:

• We recommend changing the “Next” button copy to “Proceed to Checkout”

• Your customer service number is not clearly marked on each page.

39

Competitive

March 5, 2013UMSL VisibilityUMSL-V

Backlinking• Quality linking is critical in achieving and maintaining a

successful SEO profile• Relevant inbound links are generated when you create and

share quality content. Your blog currently sits on Blogger. Incorporating this into your current site will help boost quality inbound links for a strong backlink program.

SEOProfiler Stats Junkfoodclothing.com

BustedTees.com

Total Backlinks 5,610 55,235

Google Rankings

276 1,033

Link Influence Score

76% 97%

40

Competitive

March 5, 2013UMSL VisibilityUMSL-V

Page Rank• Ranks the importance of your page; heavily impacted by

amount of quality inbound links.• Your home page ranks closely with your rival because

although they have many more inbound links (previous slide), the quality of your links seem to carry a lot of weight.

Page Rank Junkfoodclothing.com

BustedTees.com

Page Rank 5/10 6/10

41

Competitive

March 5, 2013UMSL VisibilityUMSL-V

Organic Results: “t-shirts”• Your site appears Page 4 of organic results for the keyword

search “t-shirts”. Is this bad? Not necessarily…• You are focused on more specific keywords than this– such

as “vintage t-shirts”. In fact, you are ranked #1 overall for that keyword search.

• We recommend staying the course with more descriptive keywords so your site is found by relevant and targeted users.Organic results

(Google)Junkfoodclothing.com

BustedTees.com

“t-shirts” #3 on Page 4 (43) Page 1

“vintage t-shirts” #1 on Page 1 (1) #104, Page 10

42

Thank You!

March 5, 2013UMSL VisibilityUMSL-V

Thank you for your time today! Before we go out and explore Los Angeles, let’s use any remaining time we have for

questions and discussion.

Tianhui Yu

Jimmy Truschel

Lauren Reuther

Eugene Spektor

Professor Perry Drake

UMSL VisibilitySearch Engine Optimization for:

“We are the Ryan Gosling to your Steve Carell.”

University of Missouri – St. Louis

Current title line:

What we suggest:

“LA Vintage T-shirt | Women’s Men’s and Kid’s Clothing | Junk Food Clothing”

 

Title Line

Keyword ListingCurrent title line:

What we suggest

They should consider adding “Men’s Clothing,” “Women’s Clothing,” “Children’s Clothing,” “Sweat Pants,” and “American Pop-Culture.”

"keywords" content="junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food”

Keyword ListingCurrent title line:

What we suggest

They should consider adding “Men’s Clothing,” “Women’s Clothing,” “Children’s Clothing,” “Sweat Pants,” and “American Pop-Culture.”

"keywords" content="junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food”

“Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees."

Clear concise description of site Potential to be more “grabbing”

Description Tag

Image Tag Reinforce

Keywords Drive pop

culture keywords

Consistent with goals of images

Text

Consistent with Image tags

Pop Culture references

Potential for better header

Tees vs. Shirt

Intuitive NavigationHorizontalUser is able to hover over a heading and easily

see all the choices that are availableLogo is clickable to easily get back to the

homepage.

Navigation

Success:Download times were lowCheckout process was quick

Recommendations:Allow customer to delete item throughout the

checkout process.Running total of items in the cartDisable fields to shift from right to leftTotal amount of purchase on each page of

checkout

Checkout Process

0

10,000

20,000

30,000

40,000

50,000

60,000Number of BackLinks

Junk Food Clothing Co. - 5,600

Busted Tees - 55,256

Backlinks

5 Most Popular Anchor Texts in LinksJunk Food Clothing

Busted Tees

Busted Tees: 6Backlinks: 55,256

Junk Food Clothing: 5Backlinks: 5,600

Page Rank

Busted Tees: Page 1, position 8Junk Food Clothing: Page 4, position 3

Organic Search Results

What Junk Food Clothing does right:DescriptionTagged ImagesNavigation

What UMSL Visibility can improve:Title LineKeywordsBacklinksAnchor Text

Why Choose UMLS Visibility?

Questions?

SEO Team Project Yuan Chen

Nancy Concepcion Shayelle Dominguez

Chao Liu

Instructor: Perry DrakeUniversity of Missouri – St. Louis

2013.3

Optimized Site

Keywords and Tags

Customer Interface

Page Rank

Executive Summary

Title Tag

• Junk Food Clothing| Official Junk Food Tees| LA Vintage T-shirts

• Optimal Format    Brand Name | Primary Keyword and Secondary Keyword• Suggestions:    Junk Food Clothing| Junk Food Tees| LA Vintage T-shirts |

Graphic Tees

60

Keyword Tag

• Junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirts, fleece, fashion tees, original vintage t-shirt, authentic junk food

• Suggestions: be extended    Characters, superhero, cartoons    Kids, women’s, men's, toddlers

61

Description Tag

• Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees.

• Suggestions:   … for an assortment of casual hoodies, 

sweatshirts, t-shirts, shirts, tees, and signature authentic vintage tees.

Image Tag

• Use image alt tags: “Shop the kids Spring Catalog”• Help web-bots find keywords on the page• Text is visible on “mouse over” directing to the next 

page• Search engines are giving more weight to Alt Tag 

than the Title Tag on the page

Page Text

• Poor Use of Contrast, lack of Attraction and personality       https://www.junkfoodclothing.com/privacy-policy/

            http://www.junkfoodclothing.com/affiliates/

            -- Reconsider the color matching and layout• Bad Typography, uncomfortable fonts (Courier New, 

Monospace Fonts)             --  bolded text, use a Sans serif typeface• No  product ratings and customer review• Bad browser compatibility (IE, Firefox, Chrome)

Checkout Process•Registration is too long                (Nick name and log ID)•Unclear error message•No continue  shopping  choice when checkout

•High cost of shipping and total cost no shown until at the end•Lack of detailed confirmation information•Unclear about delivery time•No order-modification options

ImprovedCheckout Process• Shorten Registration time• Provide Clear Error Messages• Give users the option to continue shopping from the 

checkout page• Tell customers the total cost earlier  • Tell the customers what happens next• Inform the users about delivery time • Include gift wrap/message options      • Easy to view and modify order  (Amazon )

Navigation

• Drop down menus frustrate many users• Requires a minimum of 3 clicks to reach an item• Too many top level choices• Provided categories discourage browsing• Navigation is all horizontal• Photos do not provide adequate detail• Uncomfortable font

Improved Navigation

• Show images based on broad categories– Characters or themes– Limit to fewer than 7

• Use vertical navigation to narrow choices– Gender, style, color

• Most important (or popular) items first or last

Art HouseCharactersSports Teams         NFLNBA Tops Bottoms

Men’sWomen’s

Busted Tees Junk Food Clothing BT vs. JFC

Back links 55,256 5,610 9.8x

Organic Rankings (keywords) 1,037 276 3.8x

# of Google AdWords Ads 30 20 1.5x

Back links, Rankings, and Google AdWords

Page Rank

Are we surprised? Kind of..• Number of backlinks        Quality vs. quantity• Image tags        Using keywords• Home page        Text vs. images (flash)

Engine Search “t-shirts”

Are we surprised? Not really…• Number of backlinks• Tags

DescriptionTitleKeywords

• Navigation

<meta name="keywords" content="funny t-shirts, funny t shirts, t-shirts, funny shirts, t shirts, funny tshirts, tshirts, funny tees, funny tee shirts, t shirt, t-shirt, tee shirts, shirts" />

<title>Funny Shirts Awesome T-Shirts Cool T-Shirts | BustedTees</title>

<meta name="keywords" content="junkfood, t shirts, graphic tees, vintage tee shirts, vintage t-shirt, fleece, fashion tees, original vintage t-shirt, authentic junk food" />

<title>Junk Food Clothing | Official Junk Food Tees | LA Vintage T-shirts</title>

Conclusions

Questions?

University of Missouri – St. Louis SEO project for

Junk Food Clothing Co.

• Prof. Perry Drake• Lai Doan• Drew

Schuermann• Matthew Baker• Tianzhou Zhang

The importance of Search engine

How many times have you been on Google this week?

If you find what you look for on page 1 on Google search, will you continue your search on page 2, 3, or 4,…

The Findings: The top results in Google get an average click-through rate of 36.4%.◦ Position 2 gets a CTR of 12.5%. ◦ CTR’s for position 3-10 are 9.5%, 7.9%, 6.1%,

4.1%, 3.8%, 3.0%, 2.2%. ◦ The top results get as many clicks as results 2-5

combined

Junk Food Clothing and Competitors

Findings:

Junk Food Clothing http://www. junkfoodclothing.com

appear on page 4

Bustedtees http://www.bustedtees.com appear on

page 1

Titleline Junk Food Clothing | Official Junk Food Tees | LA

Vintage T-shirts◦ Not the best from an SEO perspective

T-Shirts | LA Clothes | Shirts | Junk Food Clothing◦ Significantly better

Keyword ListingKeyword/Phrase Global Monthly Searches

junkfood 246,000t shirts 16,600,000

graphic tees 110,000vintage tee shirts 22,000

vintage t-shirt 110,000fleece 1,830,000

fashion tees 6,600original vintage t-shirt n/a

authentic junk food n/a

The keyword list includes a few phrases for which the Google AdWords Suggestion Tool couldn’t provide data.

Keyword ListingKeyword/Phrase Global Monthly Searches

tshirts 16,600,000t shirts 16,600,000

tee shirts 3,350,000T-shirts 16,600,000shirts 30,400,000

hoodie 4,090,000jackets 13,600,000

la clothes 55,500,000clothing la 55,500,000

This keyword list increases the number of global monthly searches by 193,315,400. 

Description Tag Shop Junk Food Clothing’s official web store for a premium assortment of fleece hoodies, sweatshirts, sweatpants, and signature authentic vintage tees.

•  The description tag does not include any of the keywords in the keyword list. 

image tags

Image tags are used but some of them do not include “alt” and “title” attributes which is very important for reaching your SEO goalsThe text they used to describe the pictures are also not good enough. “Junk Food Clothing” is not a good option.

alt="Baltimore Ravens“ title="Baltimore Ravens"

alt="Baltimore Ravens T-shirts “ title="Baltimore Ravens tee shirts"

visible page text

There is no need to put the introduction of company on the homepage. Put it in “about us”.

Include a word paragraph at the top, explaining what you’re offering on the page. Keywords also work here.

http://www.zazzle.com/tshirts

navigation Need to be simple and easy to navigate navigation link should contain appropriate

keywords to ensure relevance and enhanced page rank

Filters only appear when you use search functionIf you have more than 20 products on a navigation page, it will be difficult for users to read through without a filter

Checkout ProcessCheckout process is slowFont size changes inexplicablyNo attempt to recover empty

checkout abandonment

Linked SitesBusted Tees

◦3,893 websites◦55,256 links

Junk Food Clothing◦881 websites◦5,600 links

Google Page rank of Junk Food Clothing & competitors

Junk Food Clothing

Bustedtees.com

No surpriseSEO-4-THE BEST OPTION FOR YOUR BUSINESS

Questions?