How Continuous Site Audits with DeepCrawl Help Missguided Stay on Top of the Fast Fashion SEO Game

The Business

Missguided is a trendy “fast fashion” e-commerce website with a flair for the most current, celebrity inspired, fashions. A popular shopping destination for both the UK and the world, the company is growing quickly.

Now, in it’s 8th year, Missguided has experienced a 70% YoY growth FY 13/14 to FY 14/15. 

The Expert

David Williams, Missguided inhouse SEO and Search Manager, has been involved in the SEO community for over 9 years. He has extensive experience in strategic SEO, implementation, and delivery. In his role, he must be highly attentive to detail, as SEO problems snowball quickly in the fast paced (and ever changing world) of fashion e-commerce.

The Discovery

David first heard about DeepCrawl from an industry colleague, who casually asked at an event, “Have you ever heard of DeepCrawl?” After admitting that he had not, his colleague explained:

“It’s like Screaming Frog – but on Steroids.”

Clearly, David had to give DeepCrawl a try.

PS. Thank you to our secret admirer – whoever you are!

The Set-Up

Getting started with DeepCrawl was an easy, straightforward process.

With an excellent account representative, quick responses, and immediate assistance with any questions, the DeepCrawl team went “Above and beyond” to ensure David and the Missguided crew were ready to tackle their SEO problem areas.

David and the team found the tool quite simple to setup and integrate.

As an experienced SEO, David was able to get a handle on the many elements of DeepCrawl’s reporting capabilities and resources, finding it, “Quite self explanatory.”

We’re not all as savvy as David, so remember, if you ever have any questions about DeepCrawl, we are here for you. Contact us anytime.

The Problems

Missguided lives in the fast paced world of fashion e-commerce; site changes and updates are constant. As is often the case, cross department communication isn’t always in alignment with the same goals. IT might implement a change, with a focus on the site functioning properly, while the site’s SEO gets sidelined.

Before implementing DeepCrawl, Missguided found it difficult to track site changes over time, and discover duplicate content issues.

One of the biggest challenges the site faced was a duplicate content problem caused by one of their social sharing icons, “Send a Friend.”

As friendly as “Send a Friend” sounds, it was proving toxic to Missguided’s SEO. Each product page has a link to the send a friend unique page based on a new URL. This resulted in a new duplicate page for every single product on the site. A major duplication issue, DeepCrawl quickly pinpointed the problem areas. David and the team were able to implement ReGex to block the duplication from occurring, and prevent multiples of pages from being created.

Another problem DeepCrawl helped solve quickly and efficiently, was a duplicate H1 title tag issue.

When Missguided launched their German site, they implemented a newsletter box, with “Join the Missguided Squad.” Because the title within the box was an H1, the homepage’s H1 was showing the same message. They were able to track this using the “All URL’s” report in DeepCrawl, and quickly correct the issue before it caused major damage.

Adding DeepCrawl to the Routine

When first using DeepCrawl, the tool highlighted live problems. Now, the team has a preventative process in place, with the regular use of site audits. The SEO team works with the IT team to flag issues in the testing stage, before going live on the site.

Currently, the team runs weekly crawls, setting the crawl up before heading home for the day, and arriving in the morning to see the results. Moving forward they would like to start running crawls more frequently, to check each time there is a change or deployment.

“It’s been one of the best tools I’ve used. It’s been really helpful, as it flags issues. We are all super busy, and so to constantly do {full in-depth checks}, it can be time consuming when you really just need snapshots. DeepCrawl provides that.”

With DeepCrawl in the mix, Missguided’s SEO team is able to audit the site each time there is a change, highlight problem areas quickly, and fix the issue on the same day the problem is discovered. They are able to fix problems so quickly, that there isn’t enough time for the problem to impact the site negatively, or incur a penalty.

What the Team Says

“It’s been an absolute lifesaver”

“{Using DeepCrawl} is quite clear. The dashboard is self explanatory. With the left hand side you can see the different report sections: “nofollow,” “duplicate issues,” “h1.” Because you have the trend-line graph, you can see the past issues, and what’s been resolved.”

Favorite, or Most Used, Report?

“It’s the overall view that helps flag issues. I think what’s good about DeepCrawl is that we can crawl UAT sites. With other tools it’s always been quite difficult to do that. The way DeepCrawl gives you a snapshot of your site, is the best really.”

Speaking of “Other Tools…”

“Screaming Frog has it’s advantages – but with DeepCrawl it’s more visual. With Screaming Frog you have to upload the URL that goes into the status code, page, title, etc. It’s not very visual, it’s not over an extended period of time, there are no trend-lines. This is the key difference. You can’t get snapshots of how many URLs you crawled how many are unique, how many failed. You’ve got to put it in an excel yourself, put it in graphs yourself. DeepCrawl pretty much does it for you.”