world largest ship seo analysis

SEARCUS GROUP

Worldslargestship.com

SEO preliminary analysis and strategic campaign planning, short and long term opportunities

Lorenzo Ghini

11/19/2012

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Customer: WORLDSLARGESTSHIP.COM Author: Lorenzo Ghini

Introduction

This document will help to identify what are the search engine optimization activities that could be useful

to increase the visibility and consequently the traffic volume of the website www.worldlargestship.com in

search engines. We will start with a short presentation of the customer (Maersk Group) followed by two

different phases for the development of the Search Engine Optimization:

Phase 1. Preliminary Analysis

The objective of the first phase will be to have a clear understanding of the current SEO issues related to

the website www.worldlargestship.com

Phase 2. Campaign strategy

The objective of the second phase will be to select the activities functional to boost search engine traffic for

the website www.worldlargestship.com

Customer presentation

A.P. Moller – Maersk Group, also known as Maersk, is a Danish business conglomerate. A.P. Moller –

Maersk Group has activities in a variety of business sectors, primarily within the transportation and energy

sectors. It has been the largest container ship operator and supply vessel operator in the world since 1996.

A.P. Moller – Maersk Group is based in Copenhagen, Denmark, with subsidiaries and offices in more than

135 countries worldwide and around 108,000 employees. A.P. Moller – Maersk's activities are organized

into four main business segments:

1. Container shipping and related activities

2. APM Terminals

3. Tankers, offshore and other shipping activities;

4. Oil and gas activities

(Source: Wikipedia)

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Maersk Line

The largest operating unit in A.P. Moller – Maersk by revenue and staff (around 22,000 employees) is

Maersk Line. Involved in global liner shipping services, Maersk Line operates over 550 vessels and has a

capacity of 2.2 million TEU (Twenty-foot Equivalent Units). It is currently the largest container shipping

company in the world. Maersk Line took delivery of 26 owned vessel in 2008.

(Source: Wikipedia)

E-class vessel Emma Maersk

In 2006, the largest container ship in the world to date, the E-class vessel Emma Maersk, was delivered to

Maersk Line from Odense Steel Shipyard. Seven other sister ships have since been built, and on 21 February

2011, Maersk ordered ten even larger container ships from Daewoo, the Triple-E class, each with a capacity

of 18,000 containers. The first is to be delivered in 2014.

(Source: Wikipedia)

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SEO Analysis – Phase 1: Preliminary

analysis

Website general analysis

The website www.worldlargestship.com is used by Maersk Line for the communication of Triple-E project,

regarding the construction of the world’s largest ship and container vessels. Triple-E is standing for

Economy of Scale, Energy efficiency and Environmentally improved, which are the strong points of the

project stressed by the website and part of the navigational structure (figure 1).

Figure 1 - Navigational structure of the website

The homepage is managed as a blog, with the news of the project structured with data (dd/mm/yy), title of

the article and body. The homepage and the other pages in the tree structure allow the user to subscribe to

newsletter service and share pages with Google plus button and social media channels. There are two

content areas: a main area where it is possible to read the content of the page and the sidebar where there

is a box for newsletter subscription and two other boxes with content from Flickr and Youtube channel. In

the “about us” page the sidebar is composed by general contact information.

Home

The project

Economy of scale

Energy efficiency

Environmentally improved

About us

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Website Usability

In this section we analyzed and tested every single element of the website with the purpose of isolating the

clear mistakes.

1 - Home Page

Problem Description

Introduction - Full size and normal size are opening the same frame - Loading time is too slow - Interactive application is difficult to use for the user - Interactive application has compatibility problems with Internet

Explorer

Table 1- Introduction usability problem

2 – Home Page

Problem Description

Images There is no integration of a lightbox visualization of the images. When trying to click on an image the user comes out of the website.

Table 2 - Images usability problem

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3- Home Page

Problem Description

Sharing Buttons When enabling sharing buttons there is an overlapping with the header of the website.

Table 3 - Sharing buttons usability problem

4- E-mail notification box

Problem Description

Newsletter subscription The user does not receive any automatic communication from the website holder after having completed the newsletter subscription.

Table 4 - E-mail notification usability problem

5- Follow us on box

Problem Description

Twitter link After clicking to twitter logo the user is directed to a page that does not exist.

Table 5 - Follow us on usability problem

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Worldlargestship.com Domain SEO Analysis

INDEXING

Global Rank 2259040

Homepage Pagerank 6

Incoming Links 5698

Domain Links 5726

Domain Age 4 February 2011

Domain's external Backlinks (powered by Majectic SEO) 4030

Archive.org Index 18 July 2011

Dmoz Index No

Yahoo directory Index No

Bing Index No

Alexa rank 1154250

Compete rank 1155259

Estimated visitors 851 visits during October of 2012

Total Twitter Tweets 138

Facebook Mentions 5271

Google Blog Search results 0

Delicious 21

Digg 0

Stumbleupon 11 Table 6 - SEO Domain analysis

Meta tag

The tag is a keyword or an element associated to a document in HTML format. In the table below it is

possible to have an overview of the different sections of the website and the corresponding metatag.

Section Meta tag title Metatag description

Metatag keyword

Home Page The worlds largest ship is the Maersk Line Triple-E class vessel

X largest ship, biggest ship, biggest vessel, biggest vessel in the world, biggest ship in the world, biggest cargo ship, largest container ship, triple-e

The project Triple-E - The worlds largest ship & container vessel - Maersk Line

X Maersk line, worlds largest ship, container shipping, energy efficiency, sustainable development, international shipping

Economy of scale

International shipping between Asia & Europe with Triple-E

X shipping container, china shipping, freight shipping, europe asia shipping

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Energy efficient Energy efficiency at it’s best with the new Triple-E container ship

X Innovation, technology innovation, innovative engineering

Environmentally improved

Sustainable development with Cradle to Cradle Design - Triple E

X Cradle to cradle, green cargo, sustainable transport, green transport, green freight, energy efficiency, green supply chain, green logistics, green shipping

About Maersk Line

Maersk Line - the world's largest container shipping company

X shipping company, shipping agency, container shipping company, worlds largest container shipping company

Table 7 - Metatag of Website pages

Robots.txt and Sitemap XML

The file robots.txt tells to the search engines what the different sections of the website to index are while

XML sitemap is a file that lists the URLs of the website. It allows webmasters to include additional

information about each URL: when it was last updated, how often it changes (<changefreq>), and how

important it is (<priority>) in relation to other URLs in the site (figure 2). This allows search engines to crawl

the site more intelligently.

Figure 2- XML sitemap of the website

XML sitemap and file robots.txt are both specified for the website http://www.worldslargestship.com.

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Page Speed Insights

Page speed is used to have an overview of the downloading time for the elements integrated within a

website. In order to optimize the page speed we have to follow different recommendations (see table 8).

The analysis of the website www.worldslargestship.com has been performed with the use of PageSpeed, an

extension of Google Chrome browser.

Section Score Suggestions

Home Page 68/100 - Serve scaled images - Optimization of the

images - Enable Keep Alive - Browser caching

optimization

The project 59/100 - Serve scaled images - Optimization of the

images - Enable Keep Alive

Economy of scale 58/100 - Serve scaled images - Optimization of the


Energy efficient 59/100 - Serve scaled images - Optimization of the


Environmentally improved 59/100 - Serve scaled images - Optimization of the


About Maersk Line 88/100 - Enable Keep Alive Table 8- Page speed analysis

Image’s indexing, ALT attribute

In order to have a correct indexing process for the images on a website it is recommended to create an XML

sitemap. Worldslargestship.com does not provide this file. The use of the ALT attribute for single images is

also important from the one hand to boost the traffic from search engine’s image archive (f.i. Google

images) and from the other hand to improve the accessibility of the website and be compliant with W3C

recommendations.

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URL structure and Anchor Text

URL is part of the search engine result, together with title and snippet. Therefore, it is important to pay

attention on how the website URL is structured (see table 9).

Section URL

Home Page http://www.worldslargestship.com/

The project http://www.worldslargestship.com/TripleE/

Economy of scale http://www.worldslargestship.com/shipping/

Energy efficient http://www.worldslargestship.com/energy/

Environmentally improved http://www.worldslargestship.com/sustainability/

About Maersk Line http://www.worldslargestship.com/maersk/ Table 9 - URL structure of website’s sections

Anchor text are the text used for Hyperlinks, it is the clickable part of a link that needs to represent useful

data about the page / content where the page is connected.

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SEO Analysis - Phase 2: Campaign strategy

Competitor Analysis

Worldshipping.org is one of the biggest competitors of Worldlargestship.com. In table 10 (source: Raven

tools) we can see how Worldshipping.org is positioned respect to Worldslargest.com website: the main

differences are related to the number of pages indexed in search engines.

Pagerank

Pagelinks (Majestic SEO)

Global Rank

Domain Links

Referring Domains

Indexed in Google

Indexed in Bing

http://www.worldshipping.org/

5 17575 422515 21459 1765 312 1400

http://www.worldslargestship.com/

6 3733 2259040 3779 901 16 7 Table 10 - Competitor analysis

Competitor SERP Analysis

The radar chart below has been drawn setting up three different variables: Keywords (related to Triple-E

project), Website, Search Engine. The chart displays the strength of the most representative search engine

results (Google.com) for six different dimensions: PageRank, Page Links, Traffic, Homepage PageRank,

Domain Links and Domain Age. In figure 4 the radar chart with variable website www.worldlargestship.com

while in figure 5 the radar chart with variable website www.worldshipping.org.

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Figure 3 - Keyword: largest ship, biggest ship, biggest vessel, biggest vessel in the world, biggest ship in the world, biggest cargo ship, largest container ship, triple-e. Search Engine: Google.com (USA). URL: http://www.worldslargestship.com/

Figure 4 - Keyword: largest ship, biggest ship, biggest vessel, biggest vessel in the world, biggest ship in the world, biggest cargo ship, largest container ship, triple-e. Search Engine: Google.com (USA). URL: http://www.worldshipping.org

Activity 1: Search Engine Marketing

The keywords analyses (see Annex 1) have been conducted through the website keyword analyzer provided

by Web SEO Analytics tools. As a result, we have an overview of density for the most used website’s single

keywords (www.worldlargestship.com).

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Figure 5 - Keywords and occurrences of keywords on the website www.worldlargestship.com

It is recommended to start a strong search engine marketing campaign with Google Adwords in order to

drive the traffic from search engine to the top 8 occurrences keywords identified on the website

(container, ship, vessels, shipping, energy, line, Maersk, triple-e).

We found other 100 potential keywords (Annex 2) that it is suggested to promote with paid advertising

activities. The source of those keywords is keyword suggestion tool (Adwords) where we applied a filter for

the website (www.worldslargestship.com).

The Google Adwords campaign strategic structure will be discussed on details in a future document where

we will consider also how the main competitor (Worldshipping.org) is positioned in google paid and organic

results.

0 10 20 30 40 50 60 70

triple-e

maersk

line

energy

shipping

vessels

ship

container

efficiency

cradle

efficient

world

asia

europe

sustainable

development

largest

vessel

design

international

KEYWORDS / OCCURRENCES

OCCURRENCES

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Activity 2: Management of mistakes and lacks emerged during the

preliminary analysis

Problem Solution

Website Usability Report to web developers of the website the list of 5 problems noticed

during the analysis. Before any other activity it is of capital importance to

have a high quality level website.

Worldlargestship.com

Domain SEO Analysis

1. Index the website in DMOZ, Yahoo Directory, Archive.org, Google Blog

search results

2. Improve the number of domain’s external backlinks with online

marketing promotional activities

3. Increase the Social Media Marketing activities with a strong

communication campaign on Twitter and Facebook

Meta tag 1. Modify the tag title for each page using from 10 to 70 characters space

long (title should represent the page content)

2. Provide the tag description for each page using from 80 to 130

characters space long (description should represent the page content)

Robots.txt and Sitemap

XML

Include the second level of the website’s navigational structure in

sitemap.xml and proceed to a submission to Google, Yahoo and Bing.

Page Speed Insights Report to web developers the different problems encountered during the

page speed analysis

Image’s indexing, ALT

attribute

1. Provide the ALT attribute for every single image of the website

2. Create an XML sitemap for images

URL structure and Anchor

Text

1. Create URL structure with relevant keywords for the user and search

engines (representative of the page content, simple and easy to

remember)

2. Choose Anchor text that are short and easy to remember

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Activity 3: Reorganization of the website structure

It is needed to organize differently the website navigational structure with the aim of giving the best

experience to the user and increase the number of returning visitors. Therefore, it is suggested to have one

navigational layer with:

1- Home Page; 2- Introduction of the project (avoiding the use of iframe); 3- The project; 4- Economy of

scale; 5- Energy efficient; 6- Environmentally improved; 7- About Maersk Line.

Activity 4: Mobile Optimization and mobile marketing

It is strongly recommended to work on a full mobile optimization of the website Worldslargestship.com.

After having analyzed the website with GoMoMeter (Annex 3), a free tool provided by Google, we have

found the following problems:

1- Loading speed: 15.41 seconds. The website did not load in less than the recommended loading time

of 5 seconds

2- Website's text is not visible without pinching or zooming

3- Website’s links and buttons are not thumb friendly

4- Animations are not working properly

In the figure below it is represented the website graphical representation of the website for mobile devices.

Figure 6 - Worldlargestship.com mobile website's rendering

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Short and long term opportunities

The chart that we have drawn below represents short and long term opportunities regarding number of

visits (blue line) and the corresponding volume of search engine traffic (green line). Constantly monitoring

and work on this strategic paper will give better chances in driving the search engine traffic and increase

the number of visits for the website in the long period (1 year).

Figure 7 - Short and long term opportunities

0

5000

10000

15000

20000

25000

Visits Search engine traffic

world largest ship seo analysis

Documents

customer maersk group

moller maersk group

lorenzo ghini maersk

shipping activities

related activities

moller maersks activities

activities functional

container vessels