SEO Audit for White Spot Restaurant Company

This report discusses the SEO audit of White Spot Restaurant Company, including keyword analysis, SERP analysis, accessibility analysis, indexability analysis, website code analysis, website content analysis, and external link analysis.

Running head: SEO AUDIT
SEO Audit
Student Name
Student ID
Name of the University
Author’s note

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SEO Audit
Introduction
Anyone or any company that runs a website would like its presence to be known globally. Search
Engine Optimization techniques helps businesses to track its performance and monitor its rank in
the search engines in order to see its reach it its clients. This report will discuss about SEO audit
of White Spot Restaurant Company. The audit will outline the behavior of the company's website
with different search engines like Google and Bing. The audits will also describe the performance
of the whole site in relation with the elements and the chosen keywords. The activity involved will
not only check the bad situations but also provide a summary of observations and/or
recommendations on how the company will improve its online presence through the use of
appropriate keywords and what needs to be updated, changed or fixed using the eight phases of
Search Engine Optimization.
Keyword analysis and research
Testing the business website based on the chosen keywords phrases like White spot, white spot
menu, white spot Vancouver, white spot thanksgiving menu and white spot restaurant. It is
evident that the website is ranked organically in many ways. The organic ranking was
achieved though personalizing and optimizing the search phrases to their customers. They
got to understand what their customers want and search in the internet and why they might
come to them. This all is organized by stating the services they offer and how their products
feel.
Ranking based on broader terms like Starbucks Vancouver proved that it was difficult to identify
the website in the top list in the engine as compared to the use of chosen keyword. The Search
Engine tends to identify the website based on keyword specific search criteria. The results
displayed only the websites with the searched broad term for instance the one used.

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SEO Audit
The source code of the website shows the use of Metadata description and generator
plugins to fetch the keywords in different pages and achieve its search optimization.
Example of metadata content include "White Spot Restaurants has become a British
Columbian legend with a passion for using fresh, quality, local ingredients." The long tail
metadata includes localized words which describe the type of product and service the restaurant
is offering (Amaldoss et al.,2015).
SERP Analysis
Search Engine Results Page is an important approach to researching for a keyword. It is a process
where you look for top ranked websites and determining whether the chosen keyword to be ranked
can be relevant and effective for use. It helps a business to outrank its competitor on the internet.
By using the specific keywords, the results were almost same since all the browsers displayed the
same search results on the first page for White spot limited company. The browsers used were
chrome, Bing, yahoo, yandex and YouTube.
In comparison with other restaurants, Cactus Club Café is one of the top competitors of White spot
limited.

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SEO Audit
Fig 1: White spot SERP Analysis
Fig 2: Cactus Club Café SERP Analysis

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SEO Audit
Accessibility analysis
Website accessibility is the ability of designing and developing websites that would be
accessed by everyone including impaired people. The practice of making the website
accessible enables webpages to function when connected with other assistive device that
people with disabilities mostly use. The challenge comes in to developers of web contents
that they find a challenge eliminating obstacles preventing access effective functioning of the
tools. The solution to the problem often requires more effort(Baye et al., 2016).
Website architecture refers to structuring of the website to ensure the business meets its
goal and also delivering a desirable experience to its visitors or customers. White Spot
website is observed to have met the accessibility analysis test. The site is evident with the
goals being outlined very well making design even simple for first time visitors to access it
easily. The contact Us form enables the business to engage its customers easily as a
method of market research to find out what their customer’s needs are. Content is one of the
key contributors to accessibility.
The architecture is in such a way that the contents used in the site is well organized,
accurate and updated at all time to make current. The website is easily navigable and every
page has been given priority in the menu items. The site is reliable and it has been tested for
availability. Another contribution of accessibility is that the availability of text assistance that
helps users to correct or avoid mistakes since instructions and label are clearly shown there.
Internal links helps one to navigate from one page to another on the same website/domain.
White spot website provides user experience as a strategy for interlinking. This enables the
user to find information right where it is required and appropriate. The website presents
information precisely and the links points to the right pages according to the label indicated.
For instance, the menu items have links that point to other pages within the website itself.

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SEO Audit
This is evident when you click the menu link on the homepage directs you to the menu page
which displays this link https://www.whitespot.ca/menu/bc . The site also employed linking that
guides the visitors to more engaging pages. The links also helps prompts the users to act on a
certain action. Like https://orders.whitespot.ca/ enables customers to make orders and be
delivered to them.
Indexability analysis
The Code to Text Ratio is analysis tools represent finding the number of texts in a webpage in
percentage. The ratio is important as it helps search engines to determine the relevancy of a
webpage allowing better ranking of the same pages in the Search Engine Results Page. The
higher the code to text ratio the better the webpages will get the ranking. Most the search
engines use this method to ranks pages among many other methods. This as a result will give
the business an advantage over its competitors in terms of site optimization (Cao & Loiacono,
2018).
Using the SeoChat tool, the results of the code to text ratio has been calculated.
Fig 3: Code to Text Ratio

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SEO Audit
Broken links are links on web page that might not work because of the obvious reasons of
missing files or improper linking. An analysis of white spot shows that there are some several
dead links in their business website. This can be of impact in terms of ranking and the usability of
the site. There will be unavailable resources for users and customers to access. The screenshot
below shows the evidence of the broken links using atomseo online tool (Epstein & Robertson,
2015)
https://error404.atomseo.com/away?to=https%3A%2F%2Fwww.whitespot.ca%2Fnews
%2Fwww.tripleos.com
Fig 4: Broken Links

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SEO Audit
The indexing status of the white spot restaurants shows that it is indexed. By using Google and
other search engines, this proved that means that the search engines have a copy of the
webpage important data and thus will render to people according to the queries when searching
the internet. The screenshot below show the important pages indexed for white spot.
Fig 5: Indexability
Website code analysis
Base on the code analysis, the meta description, contents and keywords for white spot limited as
it creates traffic coming through the site. The meta contents includes URLs which are named
very well making it easier to identify and reference other pages. The internal links also functions
with appropriate cooperation with other links. The meta keywords included in the website helps in

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creating relevancy and captures what the customers are likely to search for on the internet. The
title tags and header tags are well organized and optimized. The 301-404 redirects show the
status of the link once it has been moved to another new URL (Ledford, 2015).
Website Content Analysis
The contents used in the website are relevant based on the purpose of the business. For
example, the website contains information on the all about the business, what it offers and the
locations where they could be found. The website also presents customers with images that
depict the menu and food they sell (Ouyang et al., 2015).
External Link Analysis
Inbound links are relevant as its benefits are paramount. As compared to quantity, the quality of
inbound affects positively the ranking the google and search engines. The quality of inbound links
also helps people to link to your business website when the contents is good.
Recommendation
Since the Search Engine ranking and presence is paramount, it is recommended that business
websites should be optimized in such a way that they use keywords instead of general terms in
order to make search engine crawlers to identify them.

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Reference
Amaldoss, W., Desai, P. S., & Shin, W. (2015). Keyword search advertising and first-page bid
estimates: A strategic analysis. Management Science, 61(3), 507-519.
Baye, M. R., De los Santos, B., & Wildenbeest, M. R. (2016). Search engine optimization: what
drives organic traffic to retail sites?. Journal of Economics & Management Strategy, 25(1),
6-31.
Cao, S., & Loiacono, E. (2018). Perceptions of Web Accessibility Guidelines by Student Website
and App Developers. In Proceedings of the Seventeenth Annual Pre-ICIS Workshop on
HCI Research in MIS, San Francisco, pp1-4.
Epstein, R., & Robertson, R. E. (2015). The search engine manipulation effect (SEME) and its
possible impact on the outcomes of elections. Proceedings of the National Academy of
Sciences, 112(33), E4512-E4521.
Ledford, J. L. (2015). Search engine optimization bible (Vol. 584). John Wiley & Sons.
Ouyang, W., Murugesan, S., Eryilmaz, A., & Shroff, N. B. (2015). Exploiting channel memory for
joint estimation and scheduling in downlink networks—A Whittle’s indexability
analysis. IEEE Transactions on Information Theory, 61(4), 1702-1719.