This presentation is an integral part of SEMrush webinar: https://www.semrush.com/webinars/

1. randstad.com.sg
Semrush Surgery APAC #2 - Live Site Audit
Nik Ranger - SEO Specialist

2. For context, a full SEO audit would contain:
• Domain Authority
• Trust
• Site penalties
• Branded KWs
• Site Link Results
• Titles, KW in the URL, H1
tags, Meta Description
• Call to action
• Benchmarking your
Competitor’s KWs (finding
opportunities to surpass)
• Competitor website traffic
• SSL Certificate
• Robots.txt
• Page Speed
• Mobile friendliness / Mobile
First Indexing
• Keyword Planning
• Crawling Errors
• Site Architecture
• Content Strategy
• Internal Links
• Canonicalisation
• Google Ads
Campaigns (PPC)
• Social Media
• Reviews and
Citations
• Backlink Audit
(Quality, Diversity,
Toxicity)
• Anchor Text Audit
Your Site Vs.
Your Competitors On-Page SEO Off-Page SEO

3. Let’s jump into it!

4. randstad.com.sg
• Recruitment company in Singapore.
• B2C / B2B lead generation business.
• Randstad Singapore is an award winning recruitment agency that
provides a service to both employers and job seekers, placing them
into specific jobs on a permanent or contractual basis.
• Target Audience: Job Seekers and Managers in decision making roles
All level of roles in industries: Banking and financial, accounting and
finance, information technology, construction and property, corporate
support and legal, HR, life science and more…
• Custom built CMS.
Company Profile

5. • Overall, the organic traffic appears to be incrementally growing
• Not running any Google Ad campaigns
• Home and category pages rank for great competitive keywords
• Branded keywords and non branded keywords
Randstad Current Stats

6. Randstad Keyword Profile
B
B
NB
NB
etc

7. Competitors

8. Competitors
YOU THEM
THEM
THEM

9. Competitor Leveraging
• The keywords that are ranking are related primarily to the portfolio
• Content is quite broad, opportunity to have focused content strategy around
job seekers per industry. An FAQ page for each category would be a great
start.

10. SEO Audit Tool

11. • Browsers block active mixed content by default
• This hurts your experience with your audience
• Replace with a HTTPS version
Technical improvements - Priority List

12. Broken pages - 404 Errors
• Clean up broken pages - 301 redirect to a corresponding
relevant page on the website

13. • Page speed -
website is very slow.
• Compress images
• Enable caching
• Leverage using CDN
Site Speed
Quick wins

14. Site points to the correct version
Check that the redirects all point to the correct version by testing this
version of your site:
• https://[yoursite].com.sg/
• http://[yoursite].com.sg/
• http://www.[yoursite].com.sg/
These should all redirect directly
to the same page on the
designated site. This is a quick
and easy check to see whether
users or bots will face issues
going to the most important page
of your site, your homepage.

15. Basic Website Checklist
Set Up Google Analytics - Filtered View
(eliminate spam)
Established Google Analytics Goals
Google Search Console
Link Google Analytics with Search Console
Google Tag Manager
Google Adwords
Bing Webmaster
Google My Business
Social Media
Site Points To Correct Version
Sitemap
Robots.txt
SSL Certificate
HTML Sitemap in Footer
Favicon
Structured Data : Schema
Call To Action
Thank You Page
Mobile Friendly
Site Speed
About Page
Contact Page
Terms Of Sale
Privacy Page
Custom 404 Page
Yes but with page loading issues
Unknown without API linking
Yes this exists
Cannot find / Needs Fix

16. Thanks!