BACKGROUND

Sue Rock Originals is a non-profit textile charity based in New York City for 14 years. They support survivors of domestic violence by donating clothing and providing classes to develop skills in the needle arts. Just as domestic violence affects individuals across gender, sexual orientation, race, age, and socio-economic background, Sue Rock Originals is an inclusive brand that seeks to meaningfully connect with people from all different circumstances.

ANALYSIS PROCESS

Search Engine Optimization (SEO) Audit

SEO Audit is used to optimize a website as well as all the content on that website. SEO requires an understanding of how search engines work, what people search for, and why and how people search.

In this report, I categorized the findings into General, HTML, Content, Architecture, and Social.

PROJECT GOALS & SCOPE

• Goal: using the social media accounts and websites
  • To raise awareness of the Sue Rock Originals brand
  • To grow audience to increase textile sales.
• Scope: conduct a comprehensive analysis of Sue Rock Originals’ Instagram and two websites.
• Methodology:
  • Interview to understand the mission and scope
  • Instagram Metrics of 2 years post on engagement and content
  • Web Analytics Metrics of user behavior and performance
  • SEO Audit Metrics to identify usability problems
• Visualization Tools: Tableau & Google Data Studio
• Dates Analyzed: Sep, 2018 - Apr, 2020

SEO AUDIT REPORT

General

To understand the brand appearance in search results, I inputted "Sue Rock Originals" and "Sue Rock Shopify" on Google search bar. The result shows that Sue Rock Originals is the first Google result. However, Sue Rock Shopify failed and ranked the second Google Search result after Shopify advertisement.

On the search result page, I also review the total pages indexed on each website. Both websites pass this item: Sue Rock Originals shows that pages are properly indexed and about 14,300,000 results. And Sue Rock Shopify has approximately 3,220,000 results.

Analysis:

• Google Search input “Sue Rock”, the name is the same as a movie on IMDB, an actress (Sue Rock).
• Google Search must input “Sue Rock Originals” for the result.
• Google Search input “Sue Rock Shopify”, the website is the second Google Search result (after Shopify ads).

HTML

I installed MozBar Extension from Chrome Web Store on my Google browser to help me audit the HTML. MozBar is a toolset to do on-the-fly keyword research, page analysis, and link data from inside the browser.

After installing the MozBar extension, I checked two websites' page titles, meta descriptions, URLs descriptive, headings, and image descriptions. Basically, I can find out all the answers in the On-Page Elements.

However, to achieve a more rigorous review, I have to use WooRank for additional analysis and verify results on Moz. WooRank provides helpful tools that give users actionable insight to optimize websites and marketing efforts. Although MozBar is a convenient tool that allows you to check the analysis result of a website quickly, I strongly recommend reviewing the site again on WooRank. Sometimes, you may find out the result are a little bit different in two tools.

WooRank offered a further detailed explanation of each classification. You can also know how much the problem impacts your website, and the problem is easy to solve or not.

Analysis:

• Suggest different page titles for Sue Rock Shopify to distinguish from Sue Rock Originals and Shopify. For example, Sue Rock Shop, Sue Rock Store...etc.

Content

Here I jumped back to two websites to check their content quality, keywords, their content freshness, and the number of links on the page. I supposed the most problem is two sites do not match each other, and the current Sue Rock Original has a long time not updating the news and needs to update the content freshness as soon as possible.

Analysis:

• Optimize keywords to long-tail keywords for more clearly defined intent. For example, "best sustainable fabrics for women of all sizes," or "domestic violence survivors New York."
• Update the Sue Rock Originals website to the current topic and contents as the same as the Sue Rock Shopify.
• Include more searchable keywords. For example, keywords ”sustainable fabrics”. The report from Semrush analytics:

Architecture

The higher load speeds provide users a better experience when they browse the website, and the amount of time a website takes to load impacts its ability to perform well on SEO. I used PageSpeed Insights on speed analysis.

When we analyzed two websites, we found out that most users come from mobile devices. They come to websites through the link on Facebook or click the link on the bio of Instagram. Therefore, it is crucial importance that pages are mobile-friendly.

Both websites are not Accelerated mobile pages (AMP) that offers faster load times than standard HTML5 documents. They should better create AMP pages to accommodate mobile users.

Then, I used WooRank again to check if the website has a robots.xmil file., XML sitemap, and 404 pages.

Analysis:

• Even if all your photos are under 500 KB, if you have a large number of images on a page it can cause issues such as slow loading speeds.
• Resize the following images on the Sue Rock Originals website under 1000k.

Social

Two websites both pass social media sharing options and active channels successfully. Both key pages have social media share options, and their hyperlinks are clickable and link to social media accounts.

Summary Table

Based on the five-category analysis above, I created the Spreadsheets below to note down the findings of each category.

This SEO Audit recommendation shows improvement spaces for both the Sue Rocks Originals website and the Sue Rocks Shopify to provide user-friendly experiences for the viewers. Also, the refinement of an SEO can further create better conversions for e-commerce on sales performance.

FINDINGS & RECOMMENDATIONS

Findings:

1. Page titles are not formatted to industry standards.
2. Keywords are not optimized for Google search.
3. Website photos are large and causing longer load times.

Recommendations:

1. Rename page titles with descriptive words.
2. Create a keyword-content map to rise in search results.
3. Add Sue Rock Shopify link to Sue Rock Originals website’s for promotion.
4. Resize photos for faster loading speed.

Project #2: Social Media Analytics

Digital Analytics report for Pratt iSchool Twitter Account.

FINDINGS & RECOMMENDATIONS - TEAM 2

What makes a successful Tweet?

Findings:

1. Direct call to action promotes engagement
   • Two top tweets ask a question, prompting responses and likes. These tweets also adopt a conversational tone.
2. Hashtags work best when specific and focused
   • Most successful tweets include multiple, specific hashtags geared to a narrow audience. Examples: #physicalcomputing, #prototype, #BlackBiblio. Least successful tweets have few or no hashtags.
   • Unsuccessful hashtags are overly broad. Examples: #arthistory, #information, #research.
3. Strategic account tagging increases engagement
   • Most successful tweets include relevant account tags for the intended audience. Students respond to posts that tag themselves and their friends/colleagues. Examples: @prattlibraries, @studentnames.
   • Least successful tweets include no tags, or only one or two less relevant tags. Examples: @frickcollection, @whitneymuseum, @NYCParks. These tags created many more impressions, but very low engagement rates.
4. Congratulations and achievements generate likes
   • Tweets with the most likes are positive, celebratory, and promote accomplishments.
   • Least successful tweets list meeting times, or basic information with no emotional element.

Recommendations:

1. Trend analysis
   • Maintain high tweet frequency at the start and end of each semester.
   • Make important tweets between 10AM - 12PM, do not tweet after 8:00PM.
2. Tweet success analysis
   • Graduations, holidays, and other special occasions are great times to celebrate with tweets!
   • Keep the tone of tweets casual and conversational.
3. Interaction influence analysis
   • Consider asking direct questions in tweets.
   • Tag tweets with focused, relevant Pratt SI hashtags.
   • Tag tweets with student account tags and Pratt accounts such as @prattlibraries.
   • Include media in posts when possible or available.

Project #3: Google Analytics Report

A design portfolio website's analytics report with Google Analytics and dashboard.

REPORT

• Overview: To provide an overview of Design Portfolio for myself as a suggestion, and to know audiences’ regions, devices, and the entry where they visite my website.
• Objectives: Target new visitors with the most effective demographics, language, and device category by analyzing current users’ geo, behavior, and technology.
• Metrics selected: Sessions, visits by device, users’ geo
• Dates Analyzed: Nov 18, 2019 - Feb 18, 2020

KEY FINDINGS

1. Target new visitors with the most effective demographics, language, and device category by analyzing current users’ geo, behavior, and technology. (Fig. 1)
2. A lot of users are new visitors(84.5%). Only a few visitors (15.5%) return the site. Besides, most of the users come from the United States(53.85%) and Taiwan(38.46%) (Fig. 2). Use the top source and medium to find where most visitors come. Most users are from Instagram(62.26%), then are Facebook(33.02%) (Fig. 3).

RECOMMENDATIONS

1. The finding above shows that the mobile has a high exposure rate, but the desktop interface is more user-friendly to browse the website. Redesign the mobile version to create a more seamless user experience.
2. The report presents that most users visit the site once, and most of them do not return. And Instagram is an effective platform for exposing my design website. I’d recommend Instagram to promote my website.

DASHBOARD

To create this dashboard, I add the filter of new users to know the new visitor to the website. And use the pie chart to understand the kind of devices (mobile, desktop, tablet) they use. From the dashboard, I learn 70.4% of new users are using mobile to visit the website. Hence, enhancing the mobile-friendly becomes a priority issue to address.

From the chart of top visitor's country, I know most users come from the United States and Taiwan. So the English version has no problem understanding the contents of the website.

Also, I understand 78.79% of new users know the website from Instagram. It's practical that finding the target audience on Instagram and promote the website to raise the exposure rate.

Project #4: Benchmarking

Search Engine Optimization (SEO) Study of New York Art Museum Homepages