https://www.fcdadson.com/ 

SEO Audit 

October 2023

Search Engine Optimization Overview:

June 2023

Prepared by Music City Digital

FC Dadson had a little over 200 users visit the site in September 2023. There are over 157 organic keyword rankings with 36 on the 1st page of search results and 14 in the top 3 positions. The keywords that are driving the most traffic are coming from a variety of your services and your brand name which is awesome! Adding in SEO would be helpful to have more optimizations that can gain new users to your website from non-branded keywords and also improve keyword rankings on the second page of Google to the 1st page.

The causes of your decrease in traffic I believe come from 

Here are some opportunities missed that I recognize in the following areas to maximize your SEO traffic and organic keywords:

• Organic Traffic Graph Breakdown
• Google Marketing Platform
• Website Performance Report
• On-page Optimization
• Anchor Keyword Optimization
• Organic Keywords
• Keyword Intent
• Competitor Research

Organic Traffic Graph Breakdown

Here are notes related to the above data given

Distribution By Country: Most of the traffic is coming from the United States which is good. Seeing traffic from a lot of other countries and no sales or marketing are being done in those countries, usually is a red flag that there may be malicious links attached to the site.

SERP Features: There are 13 different types of SERP Features that you’re tested for. These include Featured Snippets, Sitelinks, Reviews, Indented, Image, Image Pack, Video, Featured Video, Local Pack, Knowledge Panel, Top Stories, Jobs, and Twitter. You’re super heavy in the images section and some in the FAQ area but we should use this to start finding ways to expand because Google finds so many ways to serve content now and we don’t want to be a one-trick pony and miss serving channels to our target audience. 

Organic Traffic: The organic traffic has increased and decreased over time but as of recently it just came off of a big increase and then it dropped to a steady area..

Organic Keywords: We’ve seen a lot of increasing and decreasing in organic keywords that we’re ranking for but none of the influxes have given much change to your organic traffic which means none of them carried any real weight.

Google Marketing Platform

The Google Marketing Platform is a unified advertising and analytics platform that allows businesses to more effectively market their products or services. In a world where digital marketing is becoming increasingly complex, using an all-in-one solution like the Google Marketing Platform can help businesses stay competitive, understand their audiences better, and make more informed marketing decisions.

Without proper implementation, it’s difficult to create a strategy that will truly help with growing and even getting a stable foundation because we’re not too sure of where we are or where we’re going.

Here’s the implementation I see so far:

Google My Business/Google Knowledge Panel: Yes

Google Analytics: Yes

Google Tag Manager: Yes

Google Search Console: Yes

Google Ads: Yes

You have all the major implementations at the moment which is great!

Website Performance Report

Website performance is a fundamental aspect of SEO and directly influences the user experience, which search engines such as Google heavily prioritize. Websites that do not perform well in terms of speed and accessibility often struggle to achieve high rankings in search engine results. Comprehensive SEO audits, therefore, require reliable tools like GTMetrix and Google PageSpeed Insights.

GTMetrix is a powerful tool that offers detailed insights into a website’s speed and performance. More than just measuring loading speed, GTMetrix provides comprehensive reports on several performance indicators and even gives a detailed breakdown of its recommendations.

Google PageSpeed Insights is another indispensable tool for any SEO audit. Since it’s developed by Google, it offers valuable insights into how Google views your website in terms of performance. This tool analyzes the content of a web page and then generates suggestions to make the page faster.

Running performance tests from both GTMetrix and Google PageSpeed Insights provides a broader perspective on your website’s performance. While there’s overlap in what these tools measure, they each provide unique insights and recommendations that, when combined, offer a more holistic view of your website’s performance.

The data gathered from these performance tests serve as a critical guide for enhancing website performance, thereby improving its ranking potential. By identifying and addressing the elements that hinder website speed and performance, businesses can enhance user experience, reduce bounce rates, and improve their visibility in search engine result pages (SERPs).

There’s a lot of edits that can be done to help the performance of the website but your on-page optimizations and practices aren’t bad which is good. Dependant on the website platform, your issues could be simply caused by the theme files or platform extra files being served.

On-Page Optimization

Reviewing your website and the first priority is to focus on site-wide fixes, on-page optimization from meta optimizations, readability, image optimization, heading tags, marking up your pages, and content strategy based on your keyword focus. By following these SEO best practices, you should be able to maintain and increase organic traffic and rankings. 

EXAMPLE of some on-page fixes that need attention: 

• 57 Pages have Short SERP Titles: A title that’s too short might not fully convey what the page is about to both search engines and users, missing potential keywords and reducing click-through rates.
• 17 Pages have Long SERP Titles: A title that’s too long will be cut off in search results, potentially removing critical information and making the title less appealing or clear to potential visitors.
• 2 Pages have Duplicate SERP Titles: If multiple pages have the same title, search engines may struggle to differentiate the content of each page, leading to potential ranking issues.
• 42 Pages have Long Meta Descriptions: If your meta description is too long, it will be truncated in search results, and critical information might be left unseen by users.
• 13 Pages have Missing Meta Descriptions: Without a meta description, search engines will likely pull random text from the page for the SERP, which may not accurately represent the page content.
• 6 Pages have Duplicate Meta Descriptions: Similar to title tags, duplicated meta descriptions can cause confusion for search engines and result in lower click-through rates from users.
• 66 Pages have Missing H1 Tags: The H1 tag is typically the title of the page and helps search engines understand the main topic of the page content. Missing H1 tags may impact your SEO.
• 38 Pages have Images Over 100KB: Large images can slow down page load times, harming user experience and SEO. Optimizing image sizes can help improve site speed.

By fixing these issues, you can see an improvement in rankings and organic traffic and continue to get ahead of any future Google algorithm updates that could impact your rankings and traffic. 

Anchor Keywords Optimization

The anchor keywords or anchor text is the words you hover over to click to another page. The words that are highlighted tell search engines about the link that’s attached. Your anchor links at the moment are very branded and specific to your Brand and homepage link. Anchor text is a ranking factor for Google that helps search engines understand the content of the linked page. 

Organic Keywords

The keywords for the website and anchor text content strategy can help with the organic keywords you rank for and this is why content strategy plays a huge role in optimizing for your target keyword.  

Focusing on getting a strategy together for the various pages and optimizing the technical side of each page will slowly change the organic placement and keywords for the website giving you both an increase in traffic and conversions.

The current top ten keyword your organically being shown for and how many users per month you average from is as follows:

As you can see, there is a low amount of traffic coming from the keywords you are ranking for even though we’re number one for these keywords. The keywords we’re ranking for are relatively easy but I do want us to work toward keywords in the same range of difficulty with just much more traffic behind them for us to convert with.

Keyword Intent

The anchor keywords or anchor text is the words you hover over to click to another page. The words that are highlighted tell search engines about the link that’s attached. Your anchor links at the moment are service based it seems like and specific to your industry and not much the brand. Anchor text is a ranking factor for Google that helps search engines understand the content of the linked page. 

Competition Research

The online space continues to grow, which means you will continue to compete with other websites. This is why competitor research is an important part of deciding what keywords to focus on and who you are trying to outperform. 

Based on your keywords alone, your competition are well-known directories and a mix of industries, which means you are in a competitive space. We need to do competitor keyword research, determine their existing SEO strategy, then change the keyword placement and emphasize what the company is trying to convey to our target audiences and Google.

To do that, we’ll go through the keyword list and get a concise idea of what we want our keywords to be and which pages we should map these keywords to and ensure they’re targeted properly and indexed to be findable by the search queries of our audience.

Here are some of your top organic competitors based on your keywords: (note: these competitors are determined based on common keywords.)

SEO Strategy

Short Term SEO Action Items

Long Term SEO Action Items

Reoccurring SEO Action Items

SEO Strategy Breakdown

SEO Strategy Month 1

SEO Strategy Month 2 

SEO Strategy Month 3

SEO Strategy Month 4

SEO Strategy Month 5

SEO Strategy Month 6