Your Report - greenschoolsa.co.za
AUDIT:
Green School South Africa
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 October 2020
Above is a snapshot of traffic over the last 6 months. The spike that we see at the beginning of this period is a result of traffic from Facebook. Afterwhich traffic normalized for the rest of the year. Interesting to note that organic search increased with the Facebook traffic.
Mobile accounts for 67% of our traffic, with desktop at 30% and tablet with 3%.
Organic search traffic for the same period
Most of our traffic comes from South Africa with the US and UK being our next highest locations of interest.
Current Rankings
Domain Authority: 13
Below are the top keywords the site ranks for in order of estimated visits in South Africa. Our best performance (position in the SERPS) is obviously linked to direct search terms. It would be great if we could rank higher on large volume search terms like ‘Schools in South Africa’. However the lead quality decreases in those instances. In US & UK we have the top position for direct search terms.
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
- Optimised Heading Structure (H1 tags etc)
- Low link score (internal & external)
- Optimial use of keyword in header tags
- Some images missing keyword in ALT attribute
Impact
- HIGH
- HIGH
- HIGH
- MEDIUM
- MEDIUM
There are some serious, yet relatively easy to fix issues. Next steps would be to rollout fixes for site templates and align the content with a new keyword strategy.
Website Analysis
How your users experience your website is key to your digital success. Is it easy to use? Does it prompt the user to take action? Can the customer find what they are looking for?
Your website loads relatively quickly and is mobile friendly according to Google’s mobile usability test. This alone does not however mean that the user has a good experience when visiting your website.
Issue
- Images not optimised
- Images not lazyloaded
- Scripts/Stylesheet optimisation
Impact
- HIGH
- MEDIUM
- MEDIUM
Issue
- SSL
- Website has been flagged as safe by popular malware scanners
- Mobile Friendly
- Google Analytics Present
Impact
- HIGH
- 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
While 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 47% is quite good. This shows that in general our users are finding what they are looking for and spending sufficient time on the site.
Average Time Spent On Site
The longer users stay on your site, the more chances you get to convert and connect with 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 02:30 – this is an excellent number and shows that users are spending considerable time on the site and engaging with the content.
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.
The homepage exit rate is 46% which is excellent as most sites have an exit rate of 70% or higher for the home url.
Pages with the highest exit rate are /careers/ (50.22%) and /af/loopbane/ (54.46%) which is understandable as the user intent is different on these pages and we should expect a higher exit rate percentage.
- 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)?
From a UX perspective the site is in a good space on both Desktop and Mobile. Your website loads relatively quickly on Desktop but adjustments can be made to improve mobile loading times. We should look at adding our optimisation package to the site for increased performance. The associated costs for this will be included as an option in the proposal to be sent after this meeting.
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 – but link building is also of the most difficult and can be a costly exercise.
There are some simple strategies we could implement to improve our link profile and at a later stage take a more aggressive approach here. As mentioned in some of our previous discussions, a tighter more cohesive approach across the team members will greatly assist these ongoing efforts.
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
448
Organic Monthly Traffic
311
Domain Score
15
Linking Domains
5
Organic Keywords
9,488
Organic Monthly Traffic
17,803
Domain Score
41
Linking Domains
171
Organic Keywords
3,109
Organic Monthly Traffic
3,548
Domain Score
30
Linking Domains
89
Organic Keywords
949
Organic Monthly Traffic
1019
Domain Score
44
Linking Domains
619
The biggest factor here is the number of organic keywords your website is ranking for compared to the competition. This will be mostly due to the amount of content and also the strategic planning around what content is produced.
Another factor at play here are backlinks. Backlinks are an important ranking factor for Google. This in short is the amount of other websites that have a link to your website. Ideally we would like relevant, high authority sites to link back to our website.
There is a great opportunity to improve the website’s overall SEO score and increase monthly site visits, and therefore potential customers
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
- Perform structural and technical update for each page (meta, alt text, internal links, heading structure)
- 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.
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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.
Here valuable content and customer interaction/engagement is key. From a social media perspective we are on par, if not better than our competition. Your audience engages with your content so the goal would be to align website goals/strategy with your posts. An audit of your paid strategy and approach might be helpful to set the internal team up for a more successful conversion and engagement rate.