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SEO Analysis

SEO AnalysisDan Conway

Search engines have two major functions:Crawling and building an index, and providing search users with a ranked list of the websites they've determined are the most relevant.

Since the late 1990s search engines have treated links as votes for popularity and importance in the ongoing democratic opinion poll of the web.

Challenge 1:Low number of quality inbound links

Challenge 2 & 3:Content not set out to be SEO optimizedNo keyword strategy

SEO ExampleKeywords in URLNo sub headingsNo use of inbound linksNo Anchor text / hyperlinksNo call to actionNot rich in mediaNo use of images (Great SEO opportunity) No use of keywords in first and last paragraph

Better ExampleNo sub headings 10 Inbound links usedAnchor text usedCall to action at top and bottomRich in media Use of images (Great SEO opportunity) Keywords in first and last paragraphTags used

Challenge 4: Distribution & Consistency Limited number of audience channels: website, newsroom, Facebook and TwitterFew social channels (Facebook / twitter)Small social reachApproximately one piece of content per day published Need more

Challenge 5: ContentNo SEO strategy for attracting new membersVery little content that would initially appeal to non-membersGeneral quality of content is flat lacking edge

Solution / VisionInformative, and inspiring resource that attracts new people

Create content that inspires viral sharing and natural linking

All content fully SEO optimised - to attract new peopleHOW?

Solution 1: Implement a keyword strategy Create inspiring content based on specific search terms we want to target, and rank higher for in search engines.

Good keyword research will reveal to us the problems people want answers for We need to answer those problems with inspiring and informative content

Inspiring and informative content will naturally attract good quality links

Ultimately resulting in: An increase in domain and page authorityHigher rankings in search results

Solution 2: All content produced to be SEO optimized

CTAOpportunity to capture audience data

Solution 3: Improving execution & distribution Maximise your blog; make it a valuable, informative, and entertaining resource.

This content and link building strategy is so popular and valuable that it's one of the few recommended personally by the engineers at Google.

Blogs have the unique ability to contribute fresh material on a consistent basis.

Increase Distribution:Grow email databaseGrow SMS databaseIntroduce podcastsPost more on UK NewsroomGrow a Journalist databaseGrow all social channels

Increase Social Post Frequency

Increase Blog Post Frequency

If you weren't a particularly religious person, or a member of the church, which of these articles would appeal to you?

What successful ideas Could we adapt?

Choose your own ending journey of someone considering attending a church service for the first time

Daily piece of advice from long time married couples

SEO: No overnight results

Executing a new strategyGrowing new channelsIncreasing old channelsGaining new links

Consistent, long term project

Patience & persistence will yield results

SummaryImplement a keyword strategy to attract new membersAll content to be fully optimised for SEOIncrease our reach through introducing more marketing channelsProvide the answers people need through inspiring contentTrack & measure