LEGO, this super brand has stolen its fans’ heart with its premium quality and creative product lines. I just can’t help falling in love with their fantastic brick toy collections concepts merging with the top trending buzz such as Harry Potter, Jurassic Park. However, in digital marketing, its online store website optimization does not up to par as its product quality standard. Check out why it failed and what are the best SEO solutions.

This SEO comprehensive audit performed on 16 Aug 2018, 11.49pm.

Audited domain:

Audited by: Laney Siew (for knowledge sharing purpose)

Audit Tools: Majestic SEO, Google Keywords Planner, Screaming Frog, Predikkta, WebpageTest, ThinkWithGoogle, LinkResearchTool Plugin.

#1: Weak Title Tag Optimization

The Title tag does not optimized with keywords with repeated twice LEGO Shop, which is bad to Click-Through-Rate and does not reflect the professional image of the brand.

#2: Weak Meta Description Tag Optimization

– The Description Tag is missing the brand name LEGO.
– Missing unique selling point such as did not include free shipping available with purchase reached $35.
– Missing an influencing Call-To-Action (CTA) phrase.

What types of keywords that are worth to optimize? Check out Google Keywords Planner.

Does currently LEGO Shop site rank #1 with these highly relevant keywords? A quick check on (USA) as of 17 Aug.

1. LEGO – Rank position #2 (#1 is LEGO root domain)

2. Educational toys – Sorry! Not even rank on the third page. (#1 Amazon, #2, #3

3. Building toys – crap! not even rank on the third page. (#1 & #2 Amazon, #3

4. Online toy stores – holly cow! Not even rank on the third page. (#1, #2, #3

5. Creative toys – bye! Not even rank on the third page. (#1, #2, #3

6. Imagination toys – really can’t imagine! LEGO SEO Specialist please rank this keyword for LEGO sake! (#1, #2 & #3

Does this weak ranking affect LEGO since it’s already a strong brand? YES! A strong brand does not actively dominate on SERP will slowly lose their market share to competitors!

My recommended SEO Title & Meta Description for LEGO:
+ Added ‘Official Store’ to show its high authoritativeness to compete with other e-commerce stores that selling Lego products.
+ Added unique selling points: free delivery
+ Changed target from original ‘little ones’ to ‘all ages’. LEGO not only for kids, adult too!
+ Added high search volumes keywords in Title & Description.
+ Added call to action phrase ‘visit us today!’ plus trending topic to increase CTR.

#3: Title Tag issues

Based on the Screaming Frog crawl stat, the most severe issue is the duplication of the title tags up to 1.7K pages.
Duplicate title tags: 1792 pages
Missing title tags: 2 pages
Title tags which are too long: 357 pages
Title tags which are too short: 336 pages

Recommended solution: customize unique title for each webpage.


#4: Meta Description Issues

Duplicate meta descriptions: 1097 pages
Missing meta descriptions: 446 pages
Meta descriptions which are too long: 321 pages
Meta descriptions which are too short: 477 pages

Recommended solution: customize unique description for each webpage.


#5: Missing H1 Header Tag Optimization

The Homepage is missing H1 Header Tag with keywords. Create one major headline and tag as H1. For example: <h1>Welcome to LEGO Ÿ USA Official Online Shop</h1> is necessary for Google bot to pick up the correct headline.


#6: Missing Image Optimization

1. The Image Alt tag left with a blank.
2. Not optimized image filename with weird symbols: image/LEGO/41615?$PDPDefault$

My recommended solution:
The LEGO Developer shall upload the image with a proper product name.
For example: Image/LEGO/harry-potter-hedwigbrickheadz-41615/
Alt=“Harry Potter & Hedwig BrickHeadz 41615”


#7: Thin Content Issue – not ready for the rise of Voice Search

LEGO category page is missing a description content. The best practice is to have at least 150 – 300 words in the content. The reason being is to support the Voice Search, where the Google bot needs text-based content to read and reply to the user voice queries.

LEGO Category Page Thin Content


#8: Content Freshness Signal

The Homepage is filled with two large banner image sliders (causing slow down page loading speed with 11 secs) and four topic in yellow square blocks. It’s lacking of text-based story description for the latest trending products available now. It’s merely ‘What’s New, Don’t miss out these great sets.’ which are dull without loading the product images.

My recommended strategy:

Replace the 4 dull yellow topic blocks by loading the top 30 latest products with engaging content. Also, list out top promotion products would encourage visitors to explore more.


#9: LEGO Backlinks Profile vs Competitor: Mega Bloks

Lego shop subdomain has a very high TF (64) due to having .edu and .gov high authority backlinks. With 1.2 millions of external backlinks from 35K referring domains, the ratio is 35:1. As compared to its competitor Mega Bloks with much lower TF (39), 1.1 millions backlinks from 636 referring domains, extremely unhealthy ratio 1787:1, a bad sign of having large volumes of site-wide links.

Lego Backlinks Profile

A large percentage of the anchor text is LEGO branded keywords. Except for one keyword appears to be spammy ‘the original’.

Lego Anchor Text

Recommended Solution:

1. The LEGO SEO Specialist shall clean up the spammy anchor text (see below) by performing link disavow in Google Search Console.

2. Earn more quality backlinks with the variety of non-branded keywords such as creative toys for kids, imaginative toys.


#10: The Chaos of Preferred HTTP Header Protocol Setting

LEGO Store’s perfect domain is With the best practices, the rest of the versions ‘non-https’, ‘non-https with www’, ‘https with www’ should perform 301 permanent redirect to its preferred HTTP Header ‘https non-www’.

Protocol 1: (It has 2 redirection loop chain, which is bad and slow down the loading speed). It should be straightforward to apply code 301 permanent redirect to the final preferred protocol by skipping the second chain, further misconfiguration with 302 temporary redirect.

Protocol 2: (worst! Code 302 temporary redirect with 3 redirect chains to reach destination URL. It should apply Code 301 permanent redirect straight to the destination URL)

Protocol 3: (Terrible. It should be applying a Code 301 permanent redirect to the destinational URL).


#11: Missing of Canonical Tag

Existing pages don’t have the canonical link and this triggered content, title, meta description duplication issues when the site has dynamic URLs for filterable queries function.


It’s important to have the canonical tag to prevent duplication issue, this tag shall implement site-wide. Use static URL for all canonical link. See Amazon implemented this tag correctly.


#12: Missing of Hreflang Tag

LEGO is serving the 44 regions with different languages under the same domain. Surprisingly, the site doesn’t have Hreflang tag for search engine bots to serve the right version & language to the right audience.


The best example of Hreflang Tag implementation is Airbnb, it should have correct region code & URL correspondent to the relevant language code.


#13: Slow Page Loading Speed

Seriously LEGO? The homepage loading time on 3G is poor with 11 seconds, estimated 30% visitors loss!


LEGO SEO Specialist can consider improving the site loading speed with the following Google’s recommendation as below:

1.Renderblocking JS
JavaScripts that are not critical to initial render should be made asynchronous or deferred until after the first render. Keep in mind that for this to improve your loading time, you must also optimize CSS delivery.

2. Leverage caching
Caching allows a browser to store frequently requested files on the user’s device for a set period of time. When caching is enabled, subsequent page loads can be more efficient.

3. Optimize Images
Images often account for most of the downloaded bytes on a page. Properly formatting and compressing images can save many bytes of data and improve website performance.


#14: Create a useful 404 Error Page

Sometime visitors might just accidentally landed on a page that has no longer available (might be expired products or promotions), hence the site will return a Code 404 not found error message. The existing error page template is very blank which wasted the opportunity to navigation them to other pages and this might lead to a high bounce rate.


My suggestion is included in the latest product items on sales! This strategy could enhance the user experience and to reduce bounce rate.

Lego Custom 404 Not Found Page

Below is the comprehensive User-friendly 404 Page Guidelines provided by Google:

1. Tell visitors clearly that the page they’re looking for can’t be found. Use language that is friendly and inviting.
2. Make sure your 404 page uses the same look and feel (including navigation) as the rest of your site.
3. Consider adding links to your most popular articles or posts, as well as a link to your site’s home page.
4. Think about providing a way for users to report a broken link.
5. No matter how beautiful and useful your custom 404 page is, you probably don’t want it to appear in Google search results. In order to prevent 404 pages from being indexed by Google and other search engines, make sure that your webserver returns an actual 404 HTTP status code when a missing page is requested.

This audit will temporary done in 14 points. I will work on more points and tips to share with you. Stay tuned!



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