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 jonsalinger1973@gmail.com