Finfo – Audit

What Did the Client Want? 

 

Identify any issues which hold back the organic performance and formulate a list of actionable tasks to improve search visibility. 

 

There were five primary areas we looked at:

 

• Site Structure and keyword targeting 
• On-page & Content 
• Technical 

• Conversion Rate Optimisation & User Experience 
• Off-Page 

 

What were our recommendations?

 

Keyword Targeting 

However, there are plenty of opportunities to target relevant queries. Lots of interest around ’employee engagement, mainly looking for guidance/advice and strategy ideas. There is seemingly a knowledge gap in many organisations and companies regarding how they shape their employee engagement plans.  

 

Search Competitors 

Develop a ‘resource hub’ around employee engagement topics  

Building out a resource area of the site with quality, informative content will attract more relevant traffic and build Finfo’s credibility and authority around employee engagement, making Finfo a thought leader in the industry. In turn, this should help the site’s organic visibility for primary target keywords.  

Example topics:  

Why is employee engagement critical? How to measure employee engagement Benefits of employee engagement  

 

 

On-Page 

We found several issues with on-page optimisation:  

Multiple-use of H1 headers for styling purposes. Each page should ideally have one H1 header which targets a primary keyword. The H1 header is one of the most critical signals for both search engines and users regarding the page’s topical relevance – and the keywords you wish to appear for.  

• H2 headers not being used to target supplementary keywords 
• Service page content is informative and user friendly but not necessarily well optimised for search 

 

Branded Search + Reputation Management 

For anyone looking for more information on Finfo, a quick search of the brand name doesn’t provide much additional information or inspire confidence.  

 

Off-page  

The site has a limited backlink profile and little authority as a result. We should build several authoritative backlinks from relevant industry sites with an innovative product and great content around employee engagement.  

Again, an example of a site that builds high-quality backlinks to the site using informative content is Hive. Their content is referenced by HR news sites and industry blogs, building their authority in that niche and proving to search engines that the site is trustworthy and credible. This, in turn, will help the site’s organic visibility for target keywords.  

There are also several opportunities to earn backlinks on start-up and business directory listings and featuring the product on start-up news sites.  

 

Design, UX and CRO 

The site is aesthetically pleasing and easy to navigate. CTAs are well placed and do an excellent job of encouraging the user to enquire or learn more. Trust signals and USPs are displayed prominently and attractively.  

One thing that may be improved is the external contact form (HTTPS:// engage.finfo.io/). It’s not as visually attractive as the rest of the site, and linking out to an external form can be a red flag for some users in terms of security and trustworthiness.  

 

Technical  

Given the size of the site and the fact that it currently does not rank for any non-branded keywords, there are not many technical implementations that would have a significant impact at this stage. Technical SEO tends to be most impactful for more extensive, well-established sites in competitive niches where marginal gains make a big difference.  

We took a quick look at page speed and found the homepage to be performing relatively well, considering the page is very visual with several 

 dynamic elements.  

 

URL Structure  

The current URL naming convention is not particularly descriptive, making it hard for both search engines and users to understand each page’s topic.  

The keywords used in URLs send a strong signal to Google about the topical relevance of the page and the keywords it may appear for.  

 

 

What Next?

 

After analysing the site, our SEO team began developing a more detailed SEO strategy, categorising the SEO tasks as high, medium, and low priority. 

 

For more information on our SEO audit services, please email our team of SEO specialists at hello@kangarooseo.co.uk or call Leeds 0113 347 9885