Case Study
SEO Project for [Moncton North Dental Center]
SEO Project for [Moncton North Dental Center]
A brief demonstration of some of my current search engine optimization skills
Introduction
I will be conducting an SEO audit for [Moncton North Dental Center] website. For reference, here is the link: [http://www.monctonnorthdentalcenter.com/]
For this project I will be using basic SEO tools such as:
- Moz Open site explorer
- Google Keyword Planner
- Screaming Frog
- GT Metrix
- Ahrefs
This audit has been divided into 3 main sections of SEO:
- On-Page SEO
- Technical SEO
- Off-Page
On-Page SEO
Website Header and Home Page Elements
Issues noted: There is no clear call to action (CTA) and Phone number as soon as we open the website. A CTA is important because it lets the user know what to do next. If the site doesn’t have a clear CTA, then the user may not know what to do next and is most likely to leave the site without accomplishing the desired action.
There is no value proposition noted on the home page or internal pages either. A value proposition tells website visitors why they should buy/take service from you and not from someone else. It helps with user engagement and understanding why your product or service is valuable.
“Interesting statistic – 77% of people who search on their smartphone for something nearby visit their business within a day – Google.”
The home page is missing the introduction or about us information for the visitors to quickly understand the service they are offering or who is their doctors here in this case. The website’s home page kind of fails to create a relationship and trust with its visitors here.
Solution: Add a call to action with the phone number. Add a unique value proposition and business location. Give a short introduction about the doctors and any specialized services they offer. This will engage the potential customer and create trust.
Keyword Analysis -
After learning what the client does on their website, I performed simple keyword research for the following: [Dentist Moncton, Dental Clinic Moncton]
The following are screenshots of my research and I have highlighted the keywords that I would suggest for the client to include in their content so that they can rank for those terms on the Search Engine Results Page (SERP). I would recommend low to medium keyword difficulty keywords that has still some traffic potential.
Where relevant, these keywords can also be taken into account for Title tags and Meta descriptions.
Title Tags
A title tag is a HTML element part of each page on site. It specifies the title of each page and it’s what is displaying on the search engine result page (SERP) as the clickable link that will take you to that specific page. It’s important in SEO because it tells the search engine and the users what the page is about.
Title tag should include the following:
- Keywords that are relevant and targeting the type of products/service you offer.
- Geographic location if it’s a small local business.
- Recommended to be 580 pixels long or below 30 characters.
Issues noted: Most of the title tags are not targeting specific keywords to be shown to the audience they will like to reach. They offer dental services but do not mention it on the home page. They’re also missing geographic area where they mainly provide service.
Solution: Proper keyword research will show what keywords the business should use to target the right audience. This will help improve the website’s visibility on the search engine and help improve the website’s traffic.
Example for the Home Page: “Moncton Dental Care for Bright Smiles”
Meta Descriptions
Meta descriptions are another HTML level part of each page on the site. They describe and summarize the content of the page, again to help the SERP and user understand what the content of the page is about.
Meta description can help with click through rate, which in turn helps improve ranking factor of your website.
Meta descriptionshould include the following:
- Can be up to 160 characters.
- Should be informative for the users, giving the a reason why they should click on your page.
- They should all be unique descriptions.
Note: Google can sometimes re-write your meta descriptions if it feels like the ones you have are not currently optimized or relevant.
Issues noted: Screenshot from Screaming Frog crawl is showing that all 5 pages missing metadescription. Many of these are important pages that have information about the business and the service they offer. These are missing opportunities that could be used to showcase what the business is about.
Solution: Write unique meta description that don’t go beyond 160 characters and that describe relevant information that will help users to click on your page.
Example: “Your smile matters! Expert dentists in Moncton offer top-notch care. Schedule today for a healthier, happier you. Your trusted local dental partner”
Header Tags
Heading tags are HTML tags used to identify headings and subheadings within your content from other types of text (i.e., paragraph text). It helps search engines read and understand the well-organized content than to crawl through structural issue.
Issues noted: Screaming Frog crawl is showing that there are all 5 pages missing H1 headers, including most vital page, the Home page. There are also 3 pages missing H2 header tags.
Solution: Assign one H1 to each page on your website, followed by H2, H3 in order of relevance and priority of the text. Keep the header tags relevant to the text they are describing. Don’t over use the tags and keywords and instead keep them neutral and readable for the user.
Example for the Services Page: “Welcome to Moncton Dental Excellence” could be assigned a H1 header tag. Leter below the page “Meet Our Experienced Moncton Dentists” can be H2 and so on.
Technical SEO
Google has indicated that site speed is actually an important ranking factor for a website. Current best practice is that websites should load under 3 seconds. If they load slower than that, then it will affect ranking performance on the SERP. If it’s found by a user who actually clicks on a slow website, it will discourage the user from engaging with the website or waiting for a site to load. The user will be encouraged to leave and find a different website to get their answers.
Issues noted: Looks like here this site is doing good because it is a small in size still Grade A can be achieved for this site.
Solution: One solution would be to look at size of the images on the website and compressing them to a smaller size.
404 pages or Broken Links
A 404 error is the code given to broken pages/broken links. It indicated that requested that a requested page cannot be found. They can negatively impact your SEO because it makes it harder for the a search engine to crawl your site. It also discourage users to continue to engage with your website.
No 404 pages or broken link found in this website which is good. Nothing to fix here.
Schema Markup
Schema markup is code (semantic vocabulary) that you place on your website to help the search engines, return more informative results for users.
No issue noted here, schema markup is present for the website.
Off Page SEO
Below is a screenshot of their stats on Ahrefs organic competitor:
- The client has very low DR as compared to its competitors.
- Their website is only targeting 48 keywords whereas competitors are targeting more keywords, which results in their lower rank in SERP.
Final Thoughts
- The Website lacks good written content on the home page and call to action and also has lower backlinks. Just working on this area they can improve their SERP rankings.
- The site is not targeting related keywords to their business-related topic, targeting those keywords will also help in overall ranking.
- Needs link-building to improve authority.
- All the pages are missing meta descriptions which need to be added.
Making the changes suggested above can help this business’s website increase its traffic and conversion rates.
GoogleAds_Account_Structure_Responsive
