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SEO & Analytics Case Study
St Bernadette Catholic Primary School
December 2019 – February 2020
Background
St Bernadette Catholic Primary School is a Primary School based in London Colney, Hertfordshire
They are a one-form entry school and have an Ofsted Rating of Good
The Headteacher asked if an audit could be carried out on the site and also look to improve their visibility in Search Engines
An initial SEO Audit was carried out and was broken down into a number of elements: -
• On-Site Audit
• Technical Audit
• Google Search Console
• Google Analytics
• Google My Business
SEO Audit Results
Initials Findings
On the initial audit, there were a number of things that were found on the site to be an issue
• There was no Google Analytics so the site not being tracked for web activity
• The site was not registered with any Search Engines –Google Search Console & Bing Webmaster Tools
• The SSL certificate had not been activated on the site –working off both http & https
• The Meta Description was not setup correctly and therefore not being populated
• Friendly URLs were not being used on the site
• Cookie Policy was not displaying
SEO Audit Findings
On-Site Audit
Site optimisation was 27%
There were 2,532 On-Site Issues
Title tags need shortening on 40
pages
No description tags on any of the pages
Duplicate Title tags on 94 pages
ALT Attributes on missing on 2,006
images
364 pages were checked in the On-Site audit. This audit checks Page Titles, Page Descriptions, Image Text, Sitemap, etc
SEO Audit Results
On-Site Audit after 1 month’s work
Initial Findings from SEO Audit
SEO Audit after 1 months work:Optimisation up 26%!
SEO Audit Results
On-Site Audit after 3 month’s work
Initial Findings from SEO Audit
SEO Audit after 3 months work:Optimisation up 52%!
SEO Audit Results
On-Site Audit after 1 month’s work
After various bits of work was carried out over the first month, the results below show what was achieved
• Site Optimisation has gone up 16%• On-Site Issues have decreased by 85%• Titles that required shortening have decreased by 40%• Duplicate Title Tags reduced by 100% - all titles are
unique• Missing ALT Text Attributes on images was decreased
by 96%• Number of Pages indexed by Google has increased by
16%• Meta Description property tag was added and all
pages were displaying a description• Site is now registered with Google Search Console or
Bing Webmaster Tools• Site now has Google Analytics added and now tracking
SEO Audit Findings
Technical Audit
There were 21 pages with errors
There were 68 unique broken
links – images and external links
35 Pages were Not Found Issues
There were 21 Broken Image links
http & https both being used on site
No Friendly URLs
The report findings below are based on a scan of 895 pages on the site.
This audit checks for Broken Pages, Broken links , Broken Images, Mixed Content Issues, Page Access Issues, etc
SEO Audit Results
Technical Audit after 1 month’s work
Initial Findings from SEO Audit
SEO Audit after 1 months work
SEO Audit Results
Technical Audit after 1 month’s work
After various bits of work was carried out over the first month, the results below show what was achieved
• Number of Pages with Errors decreased by 71%
• Number of Unique Broken links decreased by 91%
• SSL was implemented properly and the site now uses https
• Friendly URLs have also been implemented meaning that the School can promote pages properly
• Fixed external URLs which had mixed content issues –hard-coded as http when changed to https
• Cookie Policy pop-up was switched on
SEO Audit Findings & Results
Search Engine
On initial inspection, the sitemap was not registered with any search engine
Results: -
• Site domain and sitemap were registered with Search Engines
• Meta Description changes were also pushed to appear in search engines
OldNew
SEO Audit Findings & Results
Google Analytics
Results
• The GA tracking code was added to the site and is tracking
• A Dashboard was setup so that important information can be viewed instantly
Google Analytics is an incredibly powerful tool and allows you to understand your Audience. On initial viewing the site did not have Google Analytics
SEO Audit Results
Web Content Feedback
As part of the review, the website pages themselves were also checked to see if up-to-date and a report provided to the School with any issues or changes that are required
Darcy-Salinger Consultancy
Some SEO projects worked on
If you would like further information on this service please contact Jon Salinger on either
+44 (0)7946 882501 or e-mail [email protected]