Your Report - greenschool.org
AUDIT:
Green School Bali
Strategic Objectives
Your website is the cornerstone of all your digital activities. This is the home of your digital presence, where the research and conversion of customers happen, as well as tracking data for use on other digital channels.
The aim of this report is to asses the current state of your digital real-estate in terms of the website. We will asses the current traffic, sources of this traffic, organic keyword rankings and ranking factors. This report will result in a set of prioritised actionables that will inform a larger SEO Campaign strategy and roll-out plan.
Whilst this report will mainly be focused around SEO, we will also include some social media and basic conversion analysis. For a marketing plan to be successful we believe all channels need to align and work together in achieving digital objectives.
Current Traffic
1 May 2020 - 31 Oct 2020
Above is site traffic over the last 6 months ending in October. From mid July we see a significant drop in traffic so it would be interesting to discover the cause of this. It coincides with Organic search pattern below. However traffic seems to be picking up again in the latter part of the year.
Mobile accounts for 53% of our traffic, with desktop at 45% and tablet with 2%.
Organic search traffic for the same period
Traffic based on location
Here we can see that majority of our traffic comes from the US & Indonesia, with fairly moderate percentages for other countries. A good question to ask would be whether or not we are optimising the site for the country that brings in students.
Current Rankings
Domain Authority: 57
Below is a list of the top keywords we rank for in the US based off of estimated monthly visits. Top keywords are all direct search terms and a similar pattern can be seen when investigating the SERPs for Indonesia, Australia, UK and India.
SEO Analysis
This section covers some technical aspects related to SEO, website load speed and user experience.
- Is the keyword in the title?
- Is the keyword in the META description?
- Is the target keyword within the first few sentences?
- Is the URL SEO-optimized and clean?
- Does the ALT tag on the first image of the page contain the target keyword?
- Does the last sentence of the content include the target keyword?
Are there internal links? If so, are they placed the right way?
- Is there a content strategy?
- Is Your Content Unique and Original?
- Is Your Content Useful and Informative?
- Is Your Content Better Than Your Competitors?
- Is Your Content Engaging?
- Is Your Information Accurate?
- Is Your Content Long Enough?
- Are There Grammar and/or Spelling Errors?
- Are There Broken Links?
Page Level Analysis
Your website does some of the basics right but is missing some very important key technical information and needs correction or improvement in some areas.
Issue
- Missing meta description tags
- Duplicate Title Tags & Meta Descriptions
- Missing H1 tag
- Some images missing ALT text
- Multiple H1 tags
Impact
- HIGH
- HIGH
- HIGH
- MEDIUM
- MEDIUM
Some of the pages are well optimised and have the technical SEO elements in place where others are lacking some of the basics. There is definite room for improvement here and some low hanging fruit to get started fairly easily.
Website Analysis
How your customers experience your website is key to your digital success. Is it easy to use? Does it prompt the customer to take action? Can the customer find what they are looking for?
On desktop the site loads relatively quickly however it struggles on Mobile devices and failed Google’s mobile usability test. Notable issues were the text being too small to read and clickable elements being too close together.
Issue
- Design & content layout improvements (UX)
- Images not optimised
- Images not lazyloaded
Impact
- HIGH
- MEDIUM
- MEDIUM
Issue
- SSL
- Website has been flagged as safe by popular malware scanners
- Google Analytics Present
Impact
- HIGH
- HIGH
- MEDIUM
There are a number of factors and ways to analyse how users are engaging and
interacting with your site. Below are some data points to examine in our user
experience analysis:
Bounce Rate
Unfortunately, there isn’t a clear answer on what is a good bounce rate. There are many factors and it will vary depending on the type of site/product. That being said a bounce rate between 60% – 80% is solid and between 30%-40% is great.
Our bounce rate of 57% is excellent and shows us that most users are delving deeper into the site content.
Average Time Spent On Site
The longer users stay on your site, the more chances you get to convert them. Like bounce rate, average time spent on site is relative. If the average time spent on site is less 1 minute, then it’s definitely something we would want to look into.
Our average session duration is 02:31 – which is very good. This means that most users are exploring your site content further.
Exit Pages
Identifying what pages users leave from the most is the first step to fixing the issue. Pages with a 80% or higher exit rate % are worth investigating. Pages with the most traffic will always have a higher exit rate.
Our highest page of consequence exit rate % is 60% which is /bali/admissions/school-fees which is understandable considering the intent of the user is to see fees and then decide whether they wish to stay or leave the site.
The homepage for both the main and bali site both have exit rate % below 50% which is excellent for most sites.
- Does this page solve a problem or answer a question to the fullest extent?
- Are there still some questions left unanswered?
- How is the readability of the content?
- Are there too many big blocks of text?
- Too little images?
- Broken images?
- Does the page load slowly?
- Are there distracting elements such as advertisements that would send a user
off your site? - Are you setting external links to “open in a new window” (if not, you should)?
It is clear that greenschool.org and greechschool.org/bali are two separate WordPress installs. The latter needing more work with site speed and usability.
A second pass definitely needs to be made regarding mobile/responsive.
We could definitely see improvements across the board if we optimize assets and fix glaring UX issues.
Link Analysis
In this section we identify strengths and weaknesses in your link profile.
- Link Relevancy
- Link Authority
- Link Diversity
- Link Targeting – homepage vs deep links
- Anchor Text Diversification
- Total Referring Domains – The more unique referring domains a site has linkingto it, the better.
Link profiles is still one of the major ranking factors for Google – from the above we can see some excellent backlinks from high authority domains which is a big factor in the SERPs. The goal here would be to continue cultivating these backlinks.
Competitor Analysis
Knowing who your competitors are and how they are reaching their (and your) potential customers can help highlight areas to improve or opportunities to take advantage of.
Organic Keywords
9,567
Organic Monthly Traffic
15,809
Domain Score
69
Linking Domains
2,365
Organic Keywords
19,415
Organic Monthly Traffic
28,862
Domain Score
68
Linking Domains
3.264
Organic Keywords
8,864
Organic Monthly Traffic
5,035
Domain Score
50
Linking domains
520
Organic Keywords
834
Organic Monthly Traffic
479
Domain Score
47
Linking Domains
372
From the above data we can see that Green School is able to compete with other domains in the same space. Next steps would be to have a tailored content/keyword strategy so that we can increase organic search traffic to the site.
Actionables
- Research, discuss and select target keywords and keyword sets for each page
- Talk about a content creation strategy
- Update the content for each page accordingly
- Technical SEO updates to page templates. (Title Tags, Meta Descriptions etc.)
- UX updates for both mobile and desktop
- Speed – Add caching and image optimisation
We’re a digitally driven team that offer full service support with the same goal you have: Customer conversion.
We aim to build long-standing relationships with our clients – providing honest advice, valuable information and long-term strategic direction. We understand what you need when you ask for a digital solution.
Social media
Social Media marketing is one of the most important aspects to your marketing plan. Seeing how you stack up compared to your competitors show us where we can improve and what portion of the social market share we are reaching.
Know your content
Keeping your audience constantly engaged is crucial but keeping them engaged also means having more resources for producing content. Take a look at how many resources your competitor puts into social media and whether you can keep pace.
vs THINKGLOBALSCHOOL.ORG
greenschool.org vs thinkglobalschool.org
greenschool.org vs thinkglobalschool.org
vs SFBRIGHTWORKS.ORG
greenschool.org vs sfbrightworks.org
greenschool.org vs sfbrightworks.org
Social media has become one of the most important aspects of digital marketing – whether its is building a brand, bringing in new customers or supporting existing ones.
Interaction is looking great compared to competitors. Posts are also driving traffic to websites which is good.