SEO Audit Report for Oroton

Prepared for: Oroton

Prepared by: Hannah Adams
Unit: ADV 20003 – Search, Social Media and Video Marketing
Date: September 2025
Word Count: 2606

1. Introduction
This report provides an SEO (Search Engine Optimisation) audit of Oroton’s website. SEO
refers to strategies that help a website appear more prominently in search engines like
Google, making it easier for potential customers to find the brand online (Chaffey & Ellis-
Chadwick, 2019).

The purpose of this audit is to:

• Evaluate Oroton’s current SEO performance using industry tools.

• Identify technical, content, and usability issues affecting online visibility.
• Provide practical recommendations in clear, non-technical language.

2. Initial SEO Analysis

The SEOptimer tool was used to assess the website across five key areas (See Appendix 1)

2.1 On-Page SEO (Grade: A+)

On-page SEO looks at how well the site content and structure are optimised. Oroton is
performing strongly here (see Appendix 2)

• Strengths: Secure site (SSL enabled), well-optimised content, keyword-friendly page

titles.
• Opportunities: Could refine meta descriptions to include more targeted keywords
for fashion and accessories.

Research shows that keyword-focused meta descriptions improve click-through rates from
search engines (Enge et al., 2020).

2.2 Links (Grade: C+)

Links are connections from other websites pointing to Oroton’s site, which improve trust
and visibility.
 • Strengths: 28,600 backlinks, with many from reputable sites such as Wikimedia
Commons, Yahoo, and The Telegraph (Appendix 3)
• Weaknesses: Heavy reliance on a few domains; more diversity is needed.
• Recommendation: Build partnerships with Australian fashion/lifestyle blogs and
media to diversify links.

Backlink diversity is a proven factor in search rankings because it signals credibility across
different sources (Meenu, 2013).

2.3 Usability (Grade: C+)

Usability measures how easy the site is for visitors.

• Strengths: Good mobile responsiveness; passed Google’s Core Web Vitals. (Appendix
6)
• Weaknesses: Slow loading on mobile devices (First Contentful Paint at 4.4s, Time to
Interactive at 44.4s) (Appendix 7)
• Recommendation: Optimise image sizes and reduce unnecessary code to speed up
pages.

Google confirms that page speed directly affects bounce rates and search rankings (Google,
2023).

2.4 Performance (Grade: A+)

Performance refers to page speed and responsiveness.

• Strengths: Desktop performance is strong (1s First Contentful Paint) (Appendix 8).
• Weaknesses: Mobile speed lags behind desktop.
• Recommendation: Improve mobile image compression and avoid redirects.

Fast-loading sites enhance user satisfaction and positively impact sales conversions (Sharma
& Tripathi, 2023).

2.5 Social Presence

• Oroton uses Instagram heavily, but integration with TikTok and Pinterest could
expand reach.
• Competitors (Country Road, Mimco) more actively cross-link social platforms with
product launches

Studies show that brands with strong social integration generate higher engagement and
brand recall (Appel et al., 2020).
3. Keyword Research
Keywords are the phrases customers type into Google to find brands like Oroton.

3.1 Current Oroton Keywords (UberSuggest) (Appendix 9)

Keyword Search SEO Suggested Long-Tail Variations

Volume Difficulty
Oroton 5,400 30 Oroton official site, Oroton online
shopping
Oroton bags 1,900 32 Buy Oroton bags online, Oroton bags
Australia
Oroton handbags 720 25 Luxury Oroton handbags, Oroton
leather handbags
Oroton pearl 720 17 Oroton jewellery, Oroton pearl
necklace necklace sale
Oroton dress 320 17 Oroton women’s dress, Oroton clothing
online
Australia purses 260 54 Best purses Australia, designer purses
Australia
Oroton outlet 210 29 Oroton factory outlet, Oroton outlet
stores online
Oroton tote 170 21 Oroton leather tote, Oroton tote bag
handbags sale
Oroton tote 170 19 Oroton tote Australia, buy Oroton tote
handbag online
Australia brand 170 78 Best Australian handbag brands, luxury
bag Australian bags
Australian brand 170 48 Branded handbags Australia, Australian
bags designer bags

Note: CPC values are estimated based on industry averages in fashion retail (Google Ads AU
market).

Long-tail keywords are more specific phrases (3–5 words) that capture users closer to a
purchase decision.

These are lower in search volume but higher in conversion intent, meaning people who
search for them are more likely to buy (Jansen et al., 2008).
3.2 Competitor Keyword Comparison (Appendix 10)

Brand Example Keywords Ranked Volume SEO Difficulty CPC

Oroton Oroton bag 4,400 58 $0.86

Oroton crossbody 33100 16 $0.47

Mimco Mimco handbags 4400 22 $0.68

leather tote bag 6600 35 $1.03

Country Country Road clothing 1900 41 $0.27

Road
sustainable fashion 100 77 $4.88

3.3 Recommended Keywords for Oroton (Appendix 11)

Keyword Volume CPC PD SEO Difficulty

women's wallets 9900 0.67 100 53

evening clutch bag 590 0.77 99 0

designer crossbody bags 1000 0.73 100 28

card holder 22200 0.91 100 36

designer handbags 4400 1.08 100 47

leather handbags Australia 3600 1.74 100 37

leather shoulder bag 1600 0.77 100 37

black crossbody bag 5400 0.77 100 36

work tote 1900 1.56 100 23

tote bag leather 6600 0.97 100 37

crossbody bags women 12100 0.82 100 35

designer sunglasses 3600 0.95 100 52

3.5 Strategy Justification

1. Broaden beyond branded keywords – Oroton needs to capture shoppers who are
not yet aware of the brand but are searching for relevant categories (Meenu, 2013).
2. Compete with Mimco on handbags – Optimising for “crossbody,” “tote,” and
“luxury handbags” will allow Oroton to rank alongside Mimco.
3. Differentiate with sustainability – By targeting “sustainable leather bags,” Oroton
can compete with Country Road and align with growing consumer demand for eco-
conscious products (Appel et al., 2020).
4. Use long-tail keywords in blogs – This will attract niche audiences and improve
rankings for high-conversion searches (Enge et al., 2020).

4. Content Optimisation & Technical SEO

4.1 [Link] (Appendix 12)

4.12 What This File Does

• The [Link] file controls what search engines (like Google) are allowed to scan on
a website.
• It helps hide private or unimportant pages from being indexed and ensures
important pages remain visible.

4.13 What’s Currently Blocked (Search Engines Can’t See These Pages)

• Sensitive pages: shopping cart, checkout, login, order status, wish list, and admin
pages. (Good, because you don’t want these in search results.)
• Test areas and some “megamenu” navigation pages that don’t add much value.
• Pages with certain currency settings and filters that would waste search engine
resources.

4.14 What’s Allowed (Search Engines Can See These Pages)

• Main shopping pages: categories (e.g., women’s bags), landing pages, and product
pages.
• These are the pages you do want to show up in search results.

4.15 Other Notes

• The file tells search engines where to find the XML sitemap (a roadmap of all
important pages).
• Some AI/data crawlers are slowed down with a crawl delay (they can only scan every
10 seconds).
4.16 Recommendations

1. Don’t block important website files (like images, CSS, or JavaScript), or the site
might look broken to search engines.
2. Simplify the file: combine repeated rules into one section to make it easier to
manage.
3. Crawl-delay caution: slowing down crawlers too much may also slow down good
ones like Bing.
4. Check for duplicate pages: make sure only the best version of each page is visible to
search engines.
5. Regular review: update this file whenever the site changes (new pages, new
features, etc.).

In short:
The file is already doing a good job hiding private/unimportant areas and keeping the main
shopping pages visible. A few small tweaks could make it cleaner and more efficient.

4.2 [Link]

4.21 What’s There Now

• The [Link] file points to a main XML

sitemap: [Link] This is the version search engines
use. (Appendix 13).
• There’s also a human-friendly sitemap: [Link] This is a
big index page list that people can browse.

4.22 Problems & How to Improve

1. Split things up for clarity

Right now, all pages are bundled together. It would be better to separate them into
smaller groups, like:
o Product pages
o Category/collection pages
o Blog or journal pages
o Store locator pages

This makes it easier for search engines to scan, especially since products change a
lot. (Best practice: keep each product sitemap under about 5,000 pages.)

2. Tell Google when pages change

Add a “last updated” date for each page in the sitemap. This helps search engines
know when prices, stock, or content have changed so they can re-scan quickly.

3. Add product images

In the product sitemap, include images (main product photo, alternate angles,
 lifestyle shots). This helps products show up in Google Images and improves
visibility.

4. Handle international visitors

If the store has different versions for Australia, the US, the UK, etc., sitemaps (or
page settings) should clearly tell Google which version belongs to which region. This
prevents Google from showing the wrong version to users in different countries.

5. Exclude junk pages

Don’t include pages that shouldn’t appear in search results (like test pages, filters, or
private pages already blocked in [Link]).

6. Submit & Monitor in Google Search Console

Upload the sitemaps into Google’s tool (Search Console). This lets you:
o See errors
o Find pages that got indexed even though they weren’t in the sitemap
o Make sure everything is working as expected

In short:
The site already has sitemaps, but they could be more organised and informative. By
splitting them into smaller groups, adding update dates, including images, handling
international versions properly, and keeping out junk pages, the site will be easier for
Google to scan and more likely to show up correctly in search results.

4.3 [Link] (Structured data)

4.31 What This Is About

[Link] is a way of adding extra information behind the scenes of a website so that
Google (and other search engines) can better understand what’s on each page.
When done right, this can make search results look richer (with prices, ratings,
breadcrumbs, FAQs, images, etc.), which attracts more clicks.

4.32 What Needs to Be Added or Fixed

1. Business Info (Organisation – every page)

o Clearly tell Google the company name, website URL, and logo.
o Link to official social media (Instagram, Facebook, Pinterest, YouTube,
WeChat if public).
o Add company details like legal name, founding date, and contact information.

2. Website & Search Box (all pages)

o Add structured data so Google can show a search bar directly in search
results.

3. Breadcrumbs (category & product pages)

o Show Google the “path” of the page (example: Home → Bags → Tote Bags).
 o This helps users see where they are in the site.

4. Product Details (product pages)

o Tell Google each product’s name, images, description, SKU, brand, material,
colour, size, price, currency, stock availability, and URL.
o If reviews exist, include average rating and review details.

5. Lists of Products (collection/category pages)

o Optionally, tell Google what products are listed on collection pages.

6. FAQ Pages (help/policy pages)

o If there are Q&A sections (like shipping, returns, leather care), mark them up
so Google can show them directly in search results.

7. Store Info (store locator pages)

o Add details for physical stores: name, address, opening hours, phone
number, map location.
o Helps Google Maps and Knowledge Panel show the stores more clearly.

8. Videos (campaign/landing pages)

o If there are promotional videos, add details like title, description, thumbnail,
upload date, duration, and video link.
o This can help videos show up as rich results in Google Search.

4.33 Fixes to Watch Out For

• Logo: Make sure the logo is easy for Google to find and the right shape.
• Products: Only show one product per page (to avoid confusing Google).
• Reviews: Keep review data honest – don’t add fake or self-written reviews.

4.34 Extra Opportunities

• Show product prices and availability directly in search results.

• Show FAQs for important topics (returns, shipping, leather care).
• Show videos in search results (e.g., for campaigns like Spring 25 – Uncharted
Beauty).
• Highlight physical stores more prominently in Google Maps and search.

In short:
By adding the right structured data, Oroton’s website can appear richer in Google (showing
prices, stock, ratings, FAQs, videos, and store info). This not only makes the brand look more
professional but also helps customers find exactly what they need faster.
4.4 Rich Snippets
4.41 What are rich snippets?

When you Google something, sometimes you see results with extra details beyond
the normal blue link + description. For example:

• ★ star ratings under a product

• Price and “In stock” info
• FAQ drop-downs
• Event dates
• Video thumbnails

Those are rich snippets. They come from adding structured data ([Link]
markup) to a site so Google can better understand and display your content.

4.42 Rich Snippet Opportuni^es

1. Product Rich Snippets

o Show price, availability (“In Stock”), product name, brand, and ratings.
o Great for handbags, wallets, jewellery, etc.
2. Review / Rating Snippets
o If Oroton collects customer reviews, adding markup can show ★ star
ratings in search results.
3. FAQ Snippets
o Adds dropdown Q&A right in Google.
o Example: “How do I care for a leather handbag?” → Answer expands
directly in search.
4. How-To Snippets
o For content like “How to style a crossbody bag.”
o Could show step-by-step instructions with images.
5. Video Snippets
o For campaign launches (e.g., Spring/Summer Collection videos).
o Thumbnail shows in search → boosts clicks.
6. Local Business Snippets
o For Oroton boutiques/stores: show address, hours, phone number in
search.
7. Breadcrumb Snippets
o Shows the navigation path (e.g., Home > Women > Bags > Crossbody)
under the link.
8. Sitelinks Search Box
o A search bar for “Search [Link]” directly in Google results.
In short: Rich snippets = extra search result features that make your listing stand
out, drive higher click-through rates, and highlight key info like price, reviews, FAQs,
or videos.

4.43 Example Rich Snippet

Target keyword: leather crossbody bag

• Title:
Leather Crossbody Bags for Women | Designer Handbags by Oroton
• URL: [Link]
• Meta description (plain, keyword-friendly):
Shop Oroton’s women’s leather crossbody bags – versatile designer handbags crafted
for everyday wear. Discover black, tan and seasonal styles with free delivery in
Australia.

5. Link-Building Strategy
Links from other trusted websites are like “votes of confidence” for Oroton. While Oroton
has many backlinks, more variety is needed.

Domain Domain Backlinks Referring Domains

Rating (DR)
[Link] (Appendix 14) 64 109K 6.0K
[Link] (Appendix 15) 61 625K 4.6K
[Link] (Appendix 16) 55 46K 6.4K
[Link] (Appendix 17) 59 74K 6.4K
[Link] Appendix 19) 44 76K 3.8K

5.1 Insights from Competitor Comparison

• Oroton (DR 64) has the highest authority in the group – a strong brand signal.
• Mimco dominates in volume of backlinks (625K) despite fewer referring domains →
they’ve likely scaled PR mentions, retailer listings, and directory links.
• Strandbags & Colette Hayman have similar referring domain numbers to Oroton, but
fewer backlinks overall.
• Coach Australia is weakest (low DR, fewer domains), meaning Oroton has an edge in
the premium handbag space.
5.2 Recommendations for Oroton

1. Increase Backlink Volume While Maintaining Quality

• Partner with fashion & lifestyle publishers (Vogue, Harper’s Bazaar, Marie
Claire AU) for editorial mentions and collection features.
• Expand retailer backlinks – ensure Oroton products are linked (not just listed)
on partner retailers like Myer, David Jones, and online marketplaces.
• Leverage gift guide campaigns (Mother’s Day, Christmas, Valentine’s Day).

2. Boost Referring Domains

• Target fashion bloggers, Instagram influencers, TikTok creators with affiliate

or PR partnerships.
• Build relationships with sustainability / ethical fashion blogs (Oroton can
position around craftsmanship & responsible sourcing).
• Secure backlinks from local business listings (Google Business Profile, Yelp,
AU directories).

3. Content-Driven Link Building

• Publish style guides, care guides, and trend reports (e.g., “How to Choose the
Perfect Leather Bag” → attract organic backlinks).
• Create visual assets (infographics, lookbooks, campaign videos) that fashion
media will embed and link back.
• Develop FAQ & resource hubs on handbag care, sustainability, and leather –
valuable linkable assets.

4. Competitor Backlink Gap Outreach

• Use Ahrefs/Moz to identify Mimco’s top linking domains not linking to

Oroton.
• Outreach: pitch Oroton products, collections, or heritage brand story to those
same publishers.

5. Partnership & Sponsorship Backlinks

• Sponsor Australian Fashion Week, university fashion programs, or events →

generate authority backlinks.
• Collaborate with designers/artists (capsule collections) → cross-linking
opportunities.
Appendix

Appendix 1: Audit Results for [Link] ([Link])

Appendix 2: On-Page SEO Results ([Link])

Appendix 3: Links Summary ([Link])

Appendix 4: Top Backlinks ([Link])

Appendix 5: Top Pages by Backlinks ([Link])

Appendix 6: Usability Summary ([Link])

 Appendix 7: Page Speed Insights ([Link])

Appendix 8: Performance Results ([Link])

Appendix 9: Current Oroton Keywords (Uber Suggest)

 Appendix 10: Competitor Keyword Comparison (Uber Suggest)

Appendix 11: Recommended Keywords for Oroton (Uber Suggest)

Appendix 12: [Link] file
Appendix 13: Main XML sitemap [Link]

Appendix 14: Source [Link]

Appendix 15: Source [Link]

Appendix 16: Source [Link]

Appendix 17: Source [Link]

Appendix 18: Source [Link]

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