Scottish Friendly is a mutual society brand that offers banking and insurance benefits while retaining profits for policyholders rather than shareholders. From an SEO perspective, the website has notable strengths like a regularly updated blog, clean URLs describing each page, and meta descriptions under 160 characters using consistent keywords. However, there is room for improvement such as optimizing images with text descriptions and ensuring full mobile optimization. Future challenges include increasing social media promotion through targeted ads and sharing blog posts.

1. FROM AN SEO
PERSPECTIVE
Strengths Weaknesses Future Challenges
Kristy Allan

2. :
'Scottish Friendly as a brand.
Please review the site and give a
short presentation on its
strengths, weaknesses,
opportunities and potential
challenges from an SEO
perspective'

3. Method Explore Scottish
Friendly as a brand
Research
current SEO
guidelines
Use tools to analyse strengths,
weaknesses and challenges
Interpret
information
and give
recommendations

4. A Mutual, or 'friendly', society that works similarly
traditional building societies, offering many of the same
banking and insurance benefits. However, profit is retained
for policyholders instead of shareholders.
As 'friendly' connotes, band
focus is on community and
togetherness with
information presented to
inspire communication and
engagement. e.g, polls,
newsletter, blog posts
Appropriate use of
keywords, '(ISA)' giving
clear indication of products
and services. Website
layout is simple to navigate
which adds to user
experience

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

6. OVERLAP
Improvements:

7. Keyword
Research
­ localised search
example 'isa Scotland'
Overhall
3 Keywords
section
Include all
Metatitle &
description

8. Notable strengths:
Blog - The Blog is regularly updated with helpful
information for potential customers. A great opportunity to
continue 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 160
characters (154 characters) makes use of consistent
keywords
HTML Headings - most of the website is structured using
<H1> to <H6> Headings

9. 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
Solution
Creating more content that accompanies images. This can be
done in the form of blog posts, or more in depth copy written on
the website.

10. Immediate Issues
Broken link
One broken link is present on the website with
a 404 error message.
For a continued user 'friendly' experience the link should be
fixed or re-directed. This also, in general, good SEO practice.

11. Future recommendations
Well designed website with very few SEO issues.
However, there is always room for improvement!
Ensure website is fully mobile optimised by adjusting touch
screen readiness to at least 42 pixels.
Continue with frequent Blog Posts, (at least 2 per month)
Optimise images - create accurate text descriptions of
images to help visually impaired customers/image searching
customer base.
Home Page - move products and services to second column

12. Future Challenges
Social Media promotion:
Facebook specific: Facebook as a platform increasingly raises
the difficulty of producing organic reach. Targeted Ad's
increase brand awareness while sharing blog posts help boost
traffic to the website.
Recommend: moving social media buttons to the top of the
page to make it easier to follow/like/add to circle