FROM AN SEOPERSPECTIVE

Strengths Weaknesses Future Challenges

Kristy Allan

:

'Scottish Friendly as a brand.Please review the site and give a

short presentation on itsstrengths, weaknesses,

opportunities and potentialchallenges from an SEO

perspective'

Method Explore ScottishFriendly as a brand

Researchcurrent SEO

guidelines

Use tools to analyse strengths,weaknesses and challenges

Interpret information

and giverecommendations

A Mutual, or 'friendly', society that works similarlytraditional building societies, offering many of the same

banking and insurance benefits. However, profit is retainedfor policyholders instead of shareholders.

As 'friendly' connotes, bandfocus is on community and

togetherness withinformation presented to

inspire communication andengagement. e.g, polls,newsletter, blog posts

Appropriate use ofkeywords, '(ISA)' giving

clear indication of productsand services. Website

layout is simple to navigatewhich adds to user

experience

Strengths

Initially strong keyword consistency. Recommendation: Include keywords in Metadescriptions and

Metatitles

:

OVERLAP

Improvements:

KeywordResearch

­ localised searchexample 'isa Scotland'

Overhall 3 Keywords

section

Include all Metatitle &description

Notable strengths:

Blog - The Blog is regularly updated with helpfulinformation for potential customers. A great opportunity tocontinue with keywords and linking to other aspects of the

website. URL'S - URL's are clean with no query strings, describing

each page effectively.

Metadescprition: Clear Metadescription that is under 160characters (154 characters) makes use of consistent

keywords

HTML Headings - most of the website is structured using<H1> to <H6> Headings

Immediate issues

Picture to text ratio 11.1% when recommended ratio

is minimum 15%

According to tool Woorank: A ratio between 25 and 70 percent is ideal

SolutionCreating more content that accompanies images. This can bedone in the form of blog posts, or more in depth copy written onthe website.

Immediate Issues

Broken link

One broken link is present on the website witha 404 error message.

For a continued user 'friendly' experience the link should befixed or re-directed. This also, in general, good SEO practice.

Future recommendationsWell designed website with very few SEO issues.

However, there is always room for improvement!

Ensure website is fully mobile optimised by adjusting touchscreen readiness to at least 42 pixels.

Continue with frequent Blog Posts, (at least 2 per month)

Optimise images - create accurate text descriptions ofimages to help visually impaired customers/image searching

customer base.

Home Page - move products and services to second column

Future Challenges

Social Media promotion: Facebook specific: Facebook as a platform increasingly raisesthe difficulty of producing organic reach. Targeted Ad'sincrease brand awareness while sharing blog posts help boosttraffic to the website.

Recommend: moving social media buttons to the top of thepage to make it easier to follow/like/add to circle