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Free SEO Audit for International School of Boston


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Breaking down International School of Boston from an SEO perspective. Specifically looking at technical issues, content opportunities, competitor research, and external links. Tools used in the video analysis include but are not limited to SEMRush, Ahrefs, Screaming Frog, ClearScope, and SEO Browser.

Tools not used in this audit, but are recommended include Google Analytics, Google Search Console, and Bing Webmaster Tools

Published in: Marketing
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Free SEO Audit for International School of Boston

  1. 1. Free SEO Audit: International School of Boston BY: GREG KRISTAN
  2. 2. About Greg • 8+ years of SEO / PPC Experience • The Owner of TM Blast since April 2017 • Frequent Speaker at Events in Boston around SEO • Outside of Work, I live with my fiancé and our two-year-old Shiba Inu in Boston, MA.
  3. 3. TM Blast’s SEO Plan for Clients Technical Audits → Making sure Google and Bing can understand and crawl your website efficiently Technical Fixes → Fixing any technical issues that restrict Google / Bing from crawling and understanding your site Keyword Competitor Research → Expand the net of keyword optimizations for a client Content + Links + Implementation → Updating the content on the page / looking for backlink opportunities Review Results → Each month, you (client) will receive a monthly report going over every optimization and the results
  4. 4. SEO Summary for the Site • 2.3k organic keywords rank for your website that drives in about 2.1k organic monthly visits • 426 unique domains have 12.1k backlinks to your website
  5. 5. Top Non-Brand Ranking Keywords in Google
  6. 6. Technical SEO Audit + Fixes
  7. 7. Technical Opportunities • Missing XML Sitemap in the robots.txt file • ts.txt • Site takes 5 seconds to load. Some issues include • Leverage browser caching • Optimize images • Minify JavaScript / CSS
  8. 8. Competitor Research
  9. 9. Competitor SEO Keyword Overlap + Gap • is the second smallest out of the 4 websites via total ranking keywords • should review the overlaps between the three other sites to look for common keywords ranking improvement opportunities
  10. 10. Example Competitor SEO Keyword Gap Analysis • Comparing to, you can see the “shared keywords” and the monthly search volume • Let’s use Boston Private School as an example on what we can do to get this term to page 1 of Google since it’s currently position 19 which means page 2
  11. 11. Content + Links + Implementation
  12. 12. Homepage Ranks on Page 2 of Google for this Keyword: 1k Monthly Searches • Getting to an A score can move you to page 1 of Google • Consider adding these terms to the homepage if they make sense • Private school, day school, greater Boston, teacher ratio, boson area, new England, student body, best schools, whole child, school year, early years, and extracurricular activities
  13. 13. Boston Preschool: 320 Searches each Month • Getting to an A score can move you to page 1 of Google. Currently at an F • Consider adding these words to emics/pre-school- kindergarten if they make sense • Preschool program, early education, young children, childcare, early childhood, children ages, learning center, school year, Boston area, KinderCare, part time, and class size
  14. 14. Links • “low-hanging” fruit opportunities to fix errors on the web for your listings • Yelp and Facebook are missing a profile picture, so you may want to update that. • The Facebook page also has <p> text visible in the about page • es/International-School-of- Boston/103988092970617
  15. 15. SEO Recommendations at a High Level Install Google Analytics, Search Console, Bing Webmaster Tools, and create a profile in SEMRush for daily SEO Tracking if not done already Early fixes include the XML sitemap not in the robots.txt file and improving the load time. Optimize for key themes like Boston Private School and Boston Preschool. Optimizations include missing words, optimizing title tags, internal linking, and more. Perform competitor research for keyword gap analysis and backlink building opportunities. Also update Facebook’s profile picture and about text Work together on a cohesive SEO keyword strategy each month to optimize for the right keywords for the business.
  16. 16. Examples of My Work and Results
  17. 17. SEO Case Studies for TM Blast TM Blast Organic Traffic up 116% and Conversions up 287% YoY Conversions are anyone filling out the contact form on my website
  18. 18. SEO Case Studies for Client Grew my Client’s Organic Ranking Keywords and Organic Traffic since November 2018 This is my longest active client with over a year now working together I also manage their Google / Bing Ads
  19. 19. SEO Case Studies for Client Helped grow a specefic part of a website from zero organic traffic in September to now 38k in monthly organic traffic
  20. 20. SEO Case Studies for The Stadium Reviews Personal project, The Stadium Reviews, continues to grow in ranking keywords and traffic since being established in March 2019 This website is about baseball stadiums and parking for the MLB, NHL, NBA, and NFL
  21. 21. PPC MoM Case Study for Client Create a new account structure, negative keywords, day of week bid adjustments, A/B ad copy testing, and in- marketing audience profiling to deliver their best month in paid search marketing