June 2019

Overview

0
Total Impressions
0
Total Clicks
0
%
CTR

Marketing Objective: To increase brand awareness and drive consideration for Clive Daniel as a premier choice in luxury home design and lifestyle space. 

  • During this first month of managing your marketing campaigns, we’ve seen phenomenal results, delivering 109,407 impressions to your target audience, and drove 4,252 engaged visitors to your website.
  • Overall, all of your digital campaigns had strong click-through performance and achieved CTRs well above industry benchmarks. 
  • Your overall website traffic was up 18% month-over-month with almost 30% of that traffic from new visitors. 
MARKETING OBJECTIVE

Marketing Objective: To increase brand awareness and drive consideration for Clive Daniel as a premier choice in luxury home design and lifestyle space. 

  • During this first month of managing your marketing campaigns, we’ve seen phenomenal results, delivering 109,407 impressions to your target audience, and drove 4,252 engaged visitors to your website.
  • Overall, all of your digital campaigns had strong click-through performance and achieved CTRs well above industry benchmarks. 
  • Your overall website traffic was up 18% month-over-month with almost 30% of that traffic from new visitors. 

Google Ads

Search Engine Marketing (SEM)

0
Total Impressions
0
Total Clicks
0
%
CTR

Retargeting

0
Total Impressions
0
Total Clicks
0
%
CTR

SEM campaigns targeted to your key markets areas; Boca and Naples delivered over 14,000 impressions and 691 visitors to your website. The click-through rate (CTR) for your SEM ads (4.7%) is 45% over the average CTR reported by Wordstream (3.25%) for the ‘home furnishings’ vertical.

Campaign Analysis

  • 83% of the visitors from your paid search ads in June were new to the Clive Daniel website
  • Top keywords for your non-branded terms were “interior design” with 147 clicks followed by people looking for “interior designers” with 63 clicks.
  • Surprisingly the phrase match terms “home interior design”, “best furniture stores”, and “home interior decorator”  all have very low quality scores. Quality Score is how Google measures the relevance of your keywords to the information on your website. This information has been given to the SEO team for evaluation.
  • The number of digital competitors within searches increases around 9:00 am.
  • Within the current budget, your ads are shown with less frequency around 2 pm hour.

Your retargeting ad click through rate (.78%) is 59% over the average CTR reported by Wordstream (.48%) for the ‘home furnishings’ vertical). We are off to a great start building your audiences and keeping your brand top of mind with engaged visitors of your website.

Impressions – Number of times an ad was shown to a user.

Clicks – How many times a person clicked through to the site.

Click Through Rate (CTR) – Ratio of clicks to impressions – a way to evaluate the interaction of the search user to the ad.

Impression Share – an estimate of how often your ads are showing vs. the total number of searches on your search terms.

Google Ads Overview

ImpressionsClicksCTRImpr. Share
Search14,4706914.78%64.77%
Retargeting7,686600.78%Less than 10%

Ad Group Performance by Clicks

ImpressionsClicksCTR
Retargeting7,686600.78%
Interior Design6,2511572.51%
Interior4,245992.33%
Furniture2,1401014.72%
TM1,17132427.67%

Ad Performance by Device

ImpressionsClicksCTR
Mobile Devices11,3273783.34%
Computers8,5452502.93%
Tablets2,2841235.39%

Top 30 Keywords

Keyword(s)Ad GroupImpressionsClicksAvg. Position
interior designInterior Design6,0741471.61
interior designersInterior2,647632.41
interior designsInterior608171.80
clive danielsTM5761221.22
clive danielTM5441831.21
furniture onlineFurniture432142.45
furniture stores Naples FlFurniture333151.55
home automationHome Automation33323.48
furniture stores naples flFurniture273141.49
furniture in naplesFurniture259101.97
interior decoratorInterior24862.42
interior decorationInterior24641.83
best furniture storesFurniture18542.21
furniture stores in naplesFurniture184131.78
interior decoratorsInterior17562.44
design servicesDesign16132.43
furniture stores in naples flFurniture149121.66
naples furniture storesFurniture130101.53
interior decorateInterior12412.43
furniture store naplesFurniture11862.57
interior decorInterior11621.43
design interiorDesign11221.24
interior design firmInterior Design5851.12
home interior designInterior Design3441.26
daniel furnitureTM2161.62
home design ideasDesign1911.58
naples furniture storeFurniture1721.88
clive daniels furnitureTM1671.06
clive daniel furnitureTM1461.14
design interiorsDesign921.22
HIGHLIGHTS

SEM campaigns targeted to your key markets areas; Boca and Naples delivered over 14,000 impressions and 691 visitors to your website. The click-through rate (CTR) for your SEM ads (4.7%) is 45% over the average CTR reported by Wordstream (3.25%) for the ‘home furnishings’ vertical.

Campaign Analysis

  • 83% of the visitors from your paid search ads in June were new to the Clive Daniel website
  • Top keywords for your non-branded terms were “interior design” with 147 clicks followed by people looking for “interior designers” with 63 clicks.
  • Surprisingly the phrase match terms “home interior design”, “best furniture stores”, and “home interior decorator”  all have very low quality scores. Quality Score is how Google measures the relevance of your keywords to the information on your website. This information has been given to the SEO team for evaluation.
  • The number of digital competitors within searches increases around 9:00 am.
  • Within the current budget, your ads are shown with less frequency around 2 pm hour.

Your retargeting ad click through rate (.78%) is 59% over the average CTR reported by Wordstream (.48%) for the ‘home furnishings’ vertical). We are off to a great start building your audiences and keeping your brand top of mind with engaged visitors of your website.

GLOSSARY

Impressions – Number of times an ad was shown to a user.

Clicks – How many times a person clicked through to the site.

Click Through Rate (CTR) – Ratio of clicks to impressions – a way to evaluate the interaction of the search user to the ad.

Impression Share – an estimate of how often your ads are showing vs. the total number of searches on your search terms.

DETAILED METRICS

Google Ads Overview

ImpressionsClicksCTRImpr. Share
Search14,4706914.78%64.77%
Retargeting7,686600.78%Less than 10%

Ad Group Performance by Clicks

ImpressionsClicksCTR
Retargeting7,686600.78%
Interior Design6,2511572.51%
Interior4,245992.33%
Furniture2,1401014.72%
TM1,17132427.67%

Ad Performance by Device

ImpressionsClicksCTR
Mobile Devices11,3273783.34%
Computers8,5452502.93%
Tablets2,2841235.39%

Top 30 Keywords

Keyword(s)Ad GroupImpressionsClicksAvg. Position
interior designInterior Design6,0741471.61
interior designersInterior2,647632.41
interior designsInterior608171.80
clive danielsTM5761221.22
clive danielTM5441831.21
furniture onlineFurniture432142.45
furniture stores Naples FlFurniture333151.55
home automationHome Automation33323.48
furniture stores naples flFurniture273141.49
furniture in naplesFurniture259101.97
interior decoratorInterior24862.42
interior decorationInterior24641.83
best furniture storesFurniture18542.21
furniture stores in naplesFurniture184131.78
interior decoratorsInterior17562.44
design servicesDesign16132.43
furniture stores in naples flFurniture149121.66
naples furniture storesFurniture130101.53
interior decorateInterior12412.43
furniture store naplesFurniture11862.57
interior decorInterior11621.43
design interiorDesign11221.24
interior design firmInterior Design5851.12
home interior designInterior Design3441.26
daniel furnitureTM2161.62
home design ideasDesign1911.58
naples furniture storeFurniture1721.88
clive daniels furnitureTM1671.06
clive daniel furnitureTM1461.14
design interiorsDesign921.22

Social Media Advertising

0
Reach
0
Total Impressions
0
Total Engagement
0
Total Clicks
0
%
CTR
Facebook Ad
  • Your social media Facebook campaigns reached over 44,000 unique individuals and served 87,251 impressions to your target audience within their newsfeed.
  • 3,501 visits were driven to your website from your Facebook ads.
  • Your CTR of 4.01% is 345% higher than the average CTR on Facebook which is reported at .90%. These phenomenal results indicate that we are reaching an engaged audience with relevant messaging.

Campaign Analysis:

  • Your campaigns are designed and optimized to drive your ideal audience to your website, however you are still receiving great engagement within the Facebook ads: 
    • 210 reactions (all positive)
    • 8 shares
    • 9 positive comments
    • 1 negative comment (but a brand advocate responded and negated the negative comment) 
  • Women made up 85% of all clicks.
  • Your best performing age demographic was 45-50 year olds.

Reach – The total number of users reached through paid Facebook ads this month.

Impressions – The number of times your page posts (organic and paid) were served to people in their news feed this month.

Clicks – The total number of paid link clicks driven by Facebook ads this month.

CTR (click-through rate) – The ratio of users who click on a page ad to the number of users who were served the ad.

Social Media Overview

ReachImpressionsClicksCTR
Facebook44,11187,2513,5014.01
Instagram
HIGHLIGHTS
Facebook Ad
  • Your social media Facebook campaigns reached over 44,000 unique individuals and served 87,251 impressions to your target audience within their newsfeed.
  • 3,501 visits were driven to your website from your Facebook ads.
  • Your CTR of 4.01% is 345% higher than the average CTR on Facebook which is reported at .90%. These phenomenal results indicate that we are reaching an engaged audience with relevant messaging.

Campaign Analysis:

  • Your campaigns are designed and optimized to drive your ideal audience to your website, however you are still receiving great engagement within the Facebook ads: 
    • 210 reactions (all positive)
    • 8 shares
    • 9 positive comments
    • 1 negative comment (but a brand advocate responded and negated the negative comment) 
  • Women made up 85% of all clicks.
  • Your best performing age demographic was 45-50 year olds.
GLOSSARY

Reach – The total number of users reached through paid Facebook ads this month.

Impressions – The number of times your page posts (organic and paid) were served to people in their news feed this month.

Clicks – The total number of paid link clicks driven by Facebook ads this month.

CTR (click-through rate) – The ratio of users who click on a page ad to the number of users who were served the ad.

DETAILED METRICS

Social Media Overview

ReachImpressionsClicksCTR
Facebook44,11187,2513,5014.01
Instagram
CREATIVE

Search Engine Optimization (SEO)

0
Organic Sessions
0
Organic Pageviews
0
Avg. Session Duration

After the site audit was completed, we were able to line out a 12-month campaign where we plan to resolve several technical issues as well as improve on page issues that will improve user experience when navigating the site.

July Optimizations

  • HTTPS Mixed Content Issues – the site has an SSL certificate, but it doesn’t appear to be firing on every page. This is something we will investigate and correct with the Web Development team.
  • Yoast Plugin – We will install the Yoast plugin to the site which will generate a sitemap for us to submit to Google Search Console. Sitemaps are helpful to Google as they help Google understand the structure of the site. Yoast also allows us to optimize webpage’s title tags and meta descriptions.

August Optimizations

  • Content Optimizations – We will begin keyword research and identify the search intent for most popular pages such as the homepage, residential interior design page, commercial interior design page, and hospitality page. Our copy optimizations will be centered around improving the relevance of each page, thus creating a more positive experience for users and improved search visibility.

Organic Sessions – Refers to the number of times users viewed the site. A user can have multiple sessions, and a session can have a number of page views.

Organic Pageviews- The number of times an organic user viewed a page.

Organic Session Duration – The average amount of time organic users spent on the site for each session. An increase in time may indicate that
users are spending more time reading your content. A decrease may indicate users are finding what they need in a more efficient manner.

Search Queries- These are the top phrases users are searching to get to your site.

Notes: Branded keywords typically have the highest click-through-rate (CTR). If branded keywords have a low CTR, it may be due to a subdomain or other websites owning space in search results for your brand name, such as review sites.

Broad intent (short-tail) keywords will carry low CTR due to the volume of searches. Long-tail keywords tend to have higher CTR and are more valuable.

SEO Overview

Organic SessionsGoal CompletionsGoal RatePageviewsAvg. Session Duration
3,03410.03%11,9612:54

Top Landing Pages

Landing PageOrganic Entrances
/1,819
/boca-raton/118
/clive-daniel-home-opens-boca-raton-store/89
/cdh2-designer-outlet/85
/naples-portfolio/79
/the-goods/66
/interior-design/65
/what-about-us/62
/portfolio/32
/hospitality/26

Top Queries

ImpressionsClicksCTRPosition
clive daniel91144348.63%2.65
clive daniel home62430649.04%2.14
clive daniels22310948.88%2.26
clive daniel warehouse832934.94%3.27
clive daniels naples783443.59%2.87
clive daniels furniture boca raton722737.50%2.40
clive daniels furniture store663553.03%2.65
clive daniel home boca632133.33%2.84
clive daniel naples631828.57%2.71
clive daniel furniture563053.57%2.18
clive and daniel463065.22%3.09
clive daniels boca raton451942.22%2.40
clive daniels furniture naples fl442454.55%3.05
clive daniels naples fl331339.39%1.24
clive daniels furniture32928.13%2.44
clive daniels naples florida29931.03%3.21
clive daniel home naples fl261453.85%1.46
clive daniel home naples24833.33%2.17
clive daniel boca21942.86%1.90
clive daniel dining tables20840.00%3.05
HIGHLIGHTS

After the site audit was completed, we were able to line out a 12-month campaign where we plan to resolve several technical issues as well as improve on page issues that will improve user experience when navigating the site.

July Optimizations

  • HTTPS Mixed Content Issues – the site has an SSL certificate, but it doesn’t appear to be firing on every page. This is something we will investigate and correct with the Web Development team.
  • Yoast Plugin – We will install the Yoast plugin to the site which will generate a sitemap for us to submit to Google Search Console. Sitemaps are helpful to Google as they help Google understand the structure of the site. Yoast also allows us to optimize webpage’s title tags and meta descriptions.

August Optimizations

  • Content Optimizations – We will begin keyword research and identify the search intent for most popular pages such as the homepage, residential interior design page, commercial interior design page, and hospitality page. Our copy optimizations will be centered around improving the relevance of each page, thus creating a more positive experience for users and improved search visibility.
GLOSSARY

Organic Sessions – Refers to the number of times users viewed the site. A user can have multiple sessions, and a session can have a number of page views.

Organic Pageviews- The number of times an organic user viewed a page.

Organic Session Duration – The average amount of time organic users spent on the site for each session. An increase in time may indicate that
users are spending more time reading your content. A decrease may indicate users are finding what they need in a more efficient manner.

Search Queries- These are the top phrases users are searching to get to your site.

Notes: Branded keywords typically have the highest click-through-rate (CTR). If branded keywords have a low CTR, it may be due to a subdomain or other websites owning space in search results for your brand name, such as review sites.

Broad intent (short-tail) keywords will carry low CTR due to the volume of searches. Long-tail keywords tend to have higher CTR and are more valuable.

DETAILED METRICS

SEO Overview

Organic SessionsGoal CompletionsGoal RatePageviewsAvg. Session Duration
3,03410.03%11,9612:54

Top Landing Pages

Landing PageOrganic Entrances
/1,819
/boca-raton/118
/clive-daniel-home-opens-boca-raton-store/89
/cdh2-designer-outlet/85
/naples-portfolio/79
/the-goods/66
/interior-design/65
/what-about-us/62
/portfolio/32
/hospitality/26

Top Queries

ImpressionsClicksCTRPosition
clive daniel91144348.63%2.65
clive daniel home62430649.04%2.14
clive daniels22310948.88%2.26
clive daniel warehouse832934.94%3.27
clive daniels naples783443.59%2.87
clive daniels furniture boca raton722737.50%2.40
clive daniels furniture store663553.03%2.65
clive daniel home boca632133.33%2.84
clive daniel naples631828.57%2.71
clive daniel furniture563053.57%2.18
clive and daniel463065.22%3.09
clive daniels boca raton451942.22%2.40
clive daniels furniture naples fl442454.55%3.05
clive daniels naples fl331339.39%1.24
clive daniels furniture32928.13%2.44
clive daniels naples florida29931.03%3.21
clive daniel home naples fl261453.85%1.46
clive daniel home naples24833.33%2.17
clive daniel boca21942.86%1.90
clive daniel dining tables20840.00%3.05

Outlook

Search Engine Marketing (SEM)

  • Your opportunity to show up in searches related to your business is limited by budget.  
  • For your industry and targeted areas Google recommends a minimum daily budget of $160/day or an additional $2160/month, this is forecasted to yield approximately an additional 600 visitors/month and the majority of these visitors would be new. 
  • We understand that this may not be within reach now, however, you should consider increasing the budget once we enter season and/or add e-commerce.

Retargeting

  • We are off to a good start with building your re-targeting audiences for possible segmentation at a later time.
  • Lifestyle ads with a call to action (CTA)  could improve campaign performance for your retargeting campaign. We would recommend providing 2 or 3 versions of the ads. The images are currently being pulled from the website, it would be helpful to have a 1:1 ratio logo image to be used as well. 
  • We have noticed a significant amount of missed opportunities due to the limited budget. We would recommend increasing the retargeting budget to a minimum of $660 / month for the amount of website traffic and the size of your site

Social Media Advertising

  • Video is highly impactful in social environments while driving an increase in engagement and brand recall. We would highly recommend adding video to your catalog of ads.  
  • Focusing on multiple profit centers (i.e hospitality vs designers) is a phenomenal idea and exposes the CD brand to the right audiences with the right messages. Executing this strategy would require additional budget to drive performance within the appropriate target audiences. We don’t want our efforts to be become fragmented by focusing on multiple areas within a limited budget.
  • Also noticed that your Facebook main page only reflects the Naples address, Facebook Locations allows you to link your page to multiple business locations. Adding locations makes it easier for users to find the store closest to them, it will also be extremely useful if we choose to segment promotions/ads for specific local audiences in the future.
Start MonthTimeframe to CompleteTask(s)Status
June 20191 MonthInitial AuditCOMPLETE
July1 MonthHTTP to HTTPS installationCOMPLETE
July1 MonthYoast Plugin InstallationCOMPLETE
July1 MonthUpload sitemap to GSCCOMPLETE
August - September/October3 MonthsOn Page Optimizations - Home Page - Residential Interior Design - Commercial Interior Design (New) - Hospitality Page
September1 MonthReplacement for social media plugin
September1 MonthSchema Optimization
October1 MonthLink Structuring to important pages
November2 MonthsOptimization of Location Pages - Naples - Boca Raton
November1 MonthRestructure of URLS to reflect page content
December1 MonthBio Pages, Blog posts - Title Tags - Headers - Meta Descriptions
January1 MonthBlog Optimization - header formatting, links, markup
February1 MonthAuthority building
March1 MonthTBD
April1 MonthTBD
May1 Month12 Month Review

Background

Studio has been asked to test ecommerce on http://www.clivedaniel.com. The initial phase is an audit of the website to see if the current setup would support adding WooCommerce to conduct the tests.

Recommendation

Based on the information gathered during this audit, the current website cannot support ecommerce until specific issues have been remediated. Once those issues are resolved, further testing would be required to
see how WooCommerce integrates within the current theme and site structure.

Audit Notes

Methodology
Testing http://www.clivedaniel.com using a combination of automated tools (Health Check & Troubleshooting plugin, Sucuri SiteCheck, WPScan, SSL Labs Checker) and manual investigation.

Results
Hosting
It’s unclear where the site is being hosted. Some reports show GoDaddy, other indicators point to Starfield Technologies / Talbot Services Corp. The host is running outdated versions of PHP and MySQL, and does not
appear to have a CDN enabled for asset delivery.

Versions
WordPress
The site is running WordPress 4.9.10; the latest version is 5.2.2 (as of July 1, 2019). It cannot be upgraded beyond 4.9 unless PHP is on a newer version.

PHP
The server is running PHP 5.3.24, which is no longer supported by the
developers. The lowest version that WordPress can run on is PHP 5.6, and PHP 7.3 is recommended for its speed and security.

MySQL
The server is running MySQL database engine version 5.5.51. The minimum recommended version is 5.6, and the latest is 8.0.

WordPress
The site is running an old version of WordPress and is using a “kitchen sink” theme. Content is added to pages through various methods, including widgets, custom HTML, and theme settings. Some sections rely
solely on the theme’s page builder.

Upgrading to 5.0 and newer defaults to the new block editor, which changes the way content is created. If the current theme doesn’t support the editor, use the Classic Editor plugin until it does.

There are several plugins and themes that haven’t been updated. The themes should be removed since they’re not being used at all; some premium plugins that are bundled with the theme are also outdated and many versions behind the latest release. They may require an update to the theme itself, which is often an additional cost.

Theme
The theme is a site builder from Muffin Group called BeTheme. Each page is pieced together from a combination of hand-coded HTML and custom fields inside the page builder.

The theme says it supports WooCommerce, but it’s unclear to what extent.
There are several custom post types with no content or test content only (Offer, Slides, Testimonials, Layouts). I can’t be certain where they’re coming from but it appears to be the theme.

Plugins
There are 2 contact form plugins installed: Contact Form 7 and Fast Secure Contact Form.

Contact Form 7 has 3 forms which are configured incorrectly and may not work as expected.

Fast Secure Contact Form is no longer available, and may not be maintained. It was removed from the WordPress Plugin Directory for guideline violations related to malicious code, and is not available at the link provided in the plugin settings.

WPBackItUp backup plugin is installed and active, but no backups have been created.

Quick Redirects plugin is used for 4 redirects, 3 of which are supposed to go to an “Under Construction” page but don’t work.

There are 2 slider plugins installed, not including the one bundled with the theme: LayerSlider WP and Revolution Slider. Both are used in different places, the theme slider is not used.

Admin
There is only one user on the site, which means there is only one person managing the whole site, or everyone shares the same admin login. Neither of those are good options.

Mail Check test failed to send an email from WordPress admin. The server may be configured incorrectly, or an external sender may be required (like SendGrid, Mailgun, or Amazon SES).

Ecommerce
BeTheme states that it supports WooCommerce, but not to what extent. It’s unclear if there’s support for the newest version of WooCommerce and the templates it uses.

The website has a valid SSL certificate that expires July 24, 2020, but the site isn’t set up to serve SSL by default. Ecommerce requires that at a minimum the checkout page be protected with TLS/SSL, and it’s recommended that all pages on the are served securely.

Recommendations
Although WooCommerce can run on WordPress sites as old as version 4.7, there are several other issues with the site that should be addressed before attempting to add ecommerce. Beyond a complete rebuild of the site with a custom theme and plugins, these are the most immediate changes we recommend to make the site to increase security and performance – two areas that directly impact ecommerce:

  1. Upgrade PHP to at least version 7.2. The site should be tested in a sandbox environment before doing this. If unable to upgrade, consider switching to a host that can.
  2. Enable a CDN to speed up site loading. If the current host doesn’t provide a CDN, consider switching to one that does or paying for a separate CDN service.
  3. Upgrade WordPress to 5.2. This will enable the block editor by default, and enable us to use WooCommerce blocks for displaying products.
  4. Test the theme with the block editor. If it’s not compatible, install and activate the Classic Editor plugin.
  5. Make the site use TLS/SSL by default for all requests.
  6. Remove the Fast Secure Contact Form plugin and migrate any of the data to Contact Form 7.
  7. Remove all unused plugins and themes.
  8. Consolidate and remove duplicate plugins.
  9. Put a backup and recovery plan in place, either using the existing plugin or a backup system provided by the hosting company.

Note: All testing should be done on a test server before making changes to the live site. That can be a local development environment or a sandbox copy of the site.

RECOMMENDATIONS

Search Engine Marketing (SEM)

  • Your opportunity to show up in searches related to your business is limited by budget.  
  • For your industry and targeted areas Google recommends a minimum daily budget of $160/day or an additional $2160/month, this is forecasted to yield approximately an additional 600 visitors/month and the majority of these visitors would be new. 
  • We understand that this may not be within reach now, however, you should consider increasing the budget once we enter season and/or add e-commerce.

Retargeting

  • We are off to a good start with building your re-targeting audiences for possible segmentation at a later time.
  • Lifestyle ads with a call to action (CTA)  could improve campaign performance for your retargeting campaign. We would recommend providing 2 or 3 versions of the ads. The images are currently being pulled from the website, it would be helpful to have a 1:1 ratio logo image to be used as well. 
  • We have noticed a significant amount of missed opportunities due to the limited budget. We would recommend increasing the retargeting budget to a minimum of $660 / month for the amount of website traffic and the size of your site

Social Media Advertising

  • Video is highly impactful in social environments while driving an increase in engagement and brand recall. We would highly recommend adding video to your catalog of ads.  
  • Focusing on multiple profit centers (i.e hospitality vs designers) is a phenomenal idea and exposes the CD brand to the right audiences with the right messages. Executing this strategy would require additional budget to drive performance within the appropriate target audiences. We don’t want our efforts to be become fragmented by focusing on multiple areas within a limited budget.
  • Also noticed that your Facebook main page only reflects the Naples address, Facebook Locations allows you to link your page to multiple business locations. Adding locations makes it easier for users to find the store closest to them, it will also be extremely useful if we choose to segment promotions/ads for specific local audiences in the future.
SEO
Start MonthTimeframe to CompleteTask(s)Status
June 20191 MonthInitial AuditCOMPLETE
July1 MonthHTTP to HTTPS installationCOMPLETE
July1 MonthYoast Plugin InstallationCOMPLETE
July1 MonthUpload sitemap to GSCCOMPLETE
August - September/October3 MonthsOn Page Optimizations - Home Page - Residential Interior Design - Commercial Interior Design (New) - Hospitality Page
September1 MonthReplacement for social media plugin
September1 MonthSchema Optimization
October1 MonthLink Structuring to important pages
November2 MonthsOptimization of Location Pages - Naples - Boca Raton
November1 MonthRestructure of URLS to reflect page content
December1 MonthBio Pages, Blog posts - Title Tags - Headers - Meta Descriptions
January1 MonthBlog Optimization - header formatting, links, markup
February1 MonthAuthority building
March1 MonthTBD
April1 MonthTBD
May1 Month12 Month Review
WEB AUDIT

Background

Studio has been asked to test ecommerce on http://www.clivedaniel.com. The initial phase is an audit of the website to see if the current setup would support adding WooCommerce to conduct the tests.

Recommendation

Based on the information gathered during this audit, the current website cannot support ecommerce until specific issues have been remediated. Once those issues are resolved, further testing would be required to
see how WooCommerce integrates within the current theme and site structure.

Audit Notes

Methodology
Testing http://www.clivedaniel.com using a combination of automated tools (Health Check & Troubleshooting plugin, Sucuri SiteCheck, WPScan, SSL Labs Checker) and manual investigation.

Results
Hosting
It’s unclear where the site is being hosted. Some reports show GoDaddy, other indicators point to Starfield Technologies / Talbot Services Corp. The host is running outdated versions of PHP and MySQL, and does not
appear to have a CDN enabled for asset delivery.

Versions
WordPress
The site is running WordPress 4.9.10; the latest version is 5.2.2 (as of July 1, 2019). It cannot be upgraded beyond 4.9 unless PHP is on a newer version.

PHP
The server is running PHP 5.3.24, which is no longer supported by the
developers. The lowest version that WordPress can run on is PHP 5.6, and PHP 7.3 is recommended for its speed and security.

MySQL
The server is running MySQL database engine version 5.5.51. The minimum recommended version is 5.6, and the latest is 8.0.

WordPress
The site is running an old version of WordPress and is using a “kitchen sink” theme. Content is added to pages through various methods, including widgets, custom HTML, and theme settings. Some sections rely
solely on the theme’s page builder.

Upgrading to 5.0 and newer defaults to the new block editor, which changes the way content is created. If the current theme doesn’t support the editor, use the Classic Editor plugin until it does.

There are several plugins and themes that haven’t been updated. The themes should be removed since they’re not being used at all; some premium plugins that are bundled with the theme are also outdated and many versions behind the latest release. They may require an update to the theme itself, which is often an additional cost.

Theme
The theme is a site builder from Muffin Group called BeTheme. Each page is pieced together from a combination of hand-coded HTML and custom fields inside the page builder.

The theme says it supports WooCommerce, but it’s unclear to what extent.
There are several custom post types with no content or test content only (Offer, Slides, Testimonials, Layouts). I can’t be certain where they’re coming from but it appears to be the theme.

Plugins
There are 2 contact form plugins installed: Contact Form 7 and Fast Secure Contact Form.

Contact Form 7 has 3 forms which are configured incorrectly and may not work as expected.

Fast Secure Contact Form is no longer available, and may not be maintained. It was removed from the WordPress Plugin Directory for guideline violations related to malicious code, and is not available at the link provided in the plugin settings.

WPBackItUp backup plugin is installed and active, but no backups have been created.

Quick Redirects plugin is used for 4 redirects, 3 of which are supposed to go to an “Under Construction” page but don’t work.

There are 2 slider plugins installed, not including the one bundled with the theme: LayerSlider WP and Revolution Slider. Both are used in different places, the theme slider is not used.

Admin
There is only one user on the site, which means there is only one person managing the whole site, or everyone shares the same admin login. Neither of those are good options.

Mail Check test failed to send an email from WordPress admin. The server may be configured incorrectly, or an external sender may be required (like SendGrid, Mailgun, or Amazon SES).

Ecommerce
BeTheme states that it supports WooCommerce, but not to what extent. It’s unclear if there’s support for the newest version of WooCommerce and the templates it uses.

The website has a valid SSL certificate that expires July 24, 2020, but the site isn’t set up to serve SSL by default. Ecommerce requires that at a minimum the checkout page be protected with TLS/SSL, and it’s recommended that all pages on the are served securely.

Recommendations
Although WooCommerce can run on WordPress sites as old as version 4.7, there are several other issues with the site that should be addressed before attempting to add ecommerce. Beyond a complete rebuild of the site with a custom theme and plugins, these are the most immediate changes we recommend to make the site to increase security and performance – two areas that directly impact ecommerce:

  1. Upgrade PHP to at least version 7.2. The site should be tested in a sandbox environment before doing this. If unable to upgrade, consider switching to a host that can.
  2. Enable a CDN to speed up site loading. If the current host doesn’t provide a CDN, consider switching to one that does or paying for a separate CDN service.
  3. Upgrade WordPress to 5.2. This will enable the block editor by default, and enable us to use WooCommerce blocks for displaying products.
  4. Test the theme with the block editor. If it’s not compatible, install and activate the Classic Editor plugin.
  5. Make the site use TLS/SSL by default for all requests.
  6. Remove the Fast Secure Contact Form plugin and migrate any of the data to Contact Form 7.
  7. Remove all unused plugins and themes.
  8. Consolidate and remove duplicate plugins.
  9. Put a backup and recovery plan in place, either using the existing plugin or a backup system provided by the hosting company.

Note: All testing should be done on a test server before making changes to the live site. That can be a local development environment or a sandbox copy of the site.

Palm Beach Post Studio