Spotzer takes to market thousands of Websites, Ecommerce products, paid and organic marketing solutions as well as multiple content type offerings such as Blogs and Videos every month. Spotzer offers Online Marketing as a Service (OMaaS) to some of the worlds largest Telcos, Hosting companies, Directories and Agencies who serve a client base of SMBs.
Naturally, when dealing with some of the worlds largest and most respected companies it is essential a significant amount of time and effort goes into ensuring what we do passes the strictest levels of quality assurance. And because we take quality assurance so seriously many of our partners regularly score and enjoy a 70+ Net Promoter Score (NPS) for their website and digital solutions.
But how does Spotzer ensure the quality of the thousands of websites and digital campaigns we set live and manage every month is maintained at the highest possible level?
To assist us with, and enable us to be more efficient and comprehensive with our QA, Spotzer’s CEO, Pete Urmson charged the Product and Tech teams with building an automated QA tool that could be embedded into our workflows. The objective of Spot On was to reduce errors and improve turnaround times for all websites by at least 50%, and the objective was surpassed. The solution is called Spot On!
The tool goes through a checklist for the following, and indeed more points not outlined below, to ensure the site is SEO, Accessibility and Design ready before it is set live;
1. Speed; Does the website loading speed pass the lighthouse & GTMetrix speed tests
2. Content
- Duplicate content; All content is unique to the site
- Spelling & Grammar; No errors are found
- Minimum word counts per page
- Keyword ratio; Are the most important keywords used the optimal number of times in the copy
3. Security; Before a site is set live does it have an enabled SSL certificate
4. GDPR;
- For European websites are the Privacy & Legal pages found and filled in properly
5. Images;
- Image optimisation for faster loading without loss of quality
- Include strong, descriptive Alt texts
6. Accessibility
- Does the website pass WCAG standards
7. Favicons
8. For SEO
- Backlinks; There is no toxic backlink profile associated with the domain
- Internal links are working as they should
- There are no page errors
- Redirects are in place
- Keyword rich URL structure
- Meta descriptions, Page Titles and Headers are optimised
- Consistent NAP protocol usage
Some of the other checks include, but are not limited to, ensuring the site is compatible on the most used browsers, is built to be Mobile First index ready, while also passing Spotzer’s strict internal design and conversion standards.
Before Spotzer developed its own internal QA tool these checks were done using a plethora of different, clunky external tools and software. Now that Spotzer has its own tool that sits within our workflows in Salesforce, we run all these checks, and more at the click of a button. Any site or campaign that fails a check is flagged. The point of failure is highlighted and a revision task automatically assigned to the department responsible for the original task. Once the revision task is completed Spot On is run again. Only sites that pass the Spot On check are set live.
By David Elliott Head of Product