Another SEO audit, but for thehut.com leading ecommerce site.

1. SEO AUDIT DEC ’11
HTTP://FATBALLOON.CO.UK

2. Who is The Hut?
The Hut is an ecommerce store based in the UK selling
all kind of electrical, game, dvd and consumer
products.
The Hut was founded in 2004 to compete with sites
such as play.com
The Hut Group was acquired by Zavvi in 2008.
In 2009 The Hut was awarded one of the Uks fastes
growing websites (top 100)

3. Overview
This audit will contain the following:
- On site considerations
- SERPs review
- Link Analysis
- „Panda‟ review
- Ecommerce considerations
- Competitor / keyword analysis

4. Thehut.com
 Unique visitors p/d 6,000
 2.39% increase in visits p/m
 Alexa Rank 485 (UK)
 Linking root domains - 368
 Domain authority – 56
 Facebook shares 971

5. Play.com
 Unique visitors p/d 135,705
 36,84% increase in visits p/m
 Alexa Rank 36 (UK)
 Linking root domains – 3,833
 Domain authority – 86
 Facebook shares 1,729

6. Domain Metrics

7. Crawl Errors

8. Crawl Errors (2)

9. Meta Keywords Positions

10. 404
 404 page – none!

11. Suggested 404 page

12. Unique Content – Limited

13. Unique Content - Pages
 www.thehut.com/10173840.html
 www.thehut.com/10273473.html
 www.thehut.com/10432874.html
 www.thehut.com/10477194.html
 www.thehut.com/10477261.html
 www.thehut.com/10173840.html
 According to http://www.webconfs.com/similar-
page-checker.php the above pages are 97% similar.

14. Duplicate Content - Graph
 From a survey of 10,000 pages, 3,000 have duplicate
content issues

15. Link Graph
 Majestic link graph showing historic profiles for
Zavvi and The Hut. The graphs are almost identical.
 Separate link management

16. Product / Google Base Feed
 Product - “Bench Womens Black Dial Rectangular
Case Watch”
 http://www.thehut.com/10568923.html - indexed
 http://www.google.co.uk/#num=100&hl=en&tbm=s
hop&sa=X&ei=VX_nTrnaJIXh8APAp7mLCg&ved=
0CEYQBSgA&q=Bench+Womens+Black+Dial+Rect
angular+Case+Watch&spell=1&bav=on.2,or.r_gc.r_
pw.,cf.osb&fp=75fac2c3fd963cec&biw=1168&bih=72
6 - not in shopping feed

17. Google Base Info
 Google Base Info
 http://en.wikipedia.org/wiki/Google_Base
 http://code.google.com/apis/base/starting-out.html
 http://googlebase.blogspot.com/
 www.google.com/merchants/newfeed - submit

18. Ecommerce Considerations
 store details
 one click ordering
 order from different channels such as facebook /
twitter
 zappos style ecommerce support

19. SERPs – Shopping Feed (paid)
 Keyword - cheap ps3 game

20. SERPs – Universal Search
 Keyword - cheap nintendo wii games

21. SERPs – Shopping Feed (organic)
 Keyword - cheap ds

22. Reviews
 Integrate reviews into products for social element to
ecommerce
 http://www.play.com/DVD/DVD/4-/19931990/-
/Product.html
 http://www.prezzybox.com/atari-flashback-3-
console.aspx
 http://www.amazon.co.uk/product-
reviews/B002RLC7WO/ref=cm_cr_dp_all_summar
y