ANALYSIS AND REPAIR OF A WEBSITE’S RANK
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Chosen Keyword: hotel isole tremiti
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Used Search Engine: https://www.google.it •
Chosen Site: http://www.baely.it/ •
Position in Search Results: 2nd page ­ #8
On­Page Content
 Homepage has no quality content. There is just a slider with two intro text and a little paragraph speaking about nothing. This way the users cannot immediately understand how the website can meet their needs. Even Inner pages has no quality content. The content doesn’t offer added value to the website, and don’t answer to the question “what’s in it for me?” that a common user has in mind. Maybe the Panda update has targeted this website
 The whole website doesn’t offer a good user experience and users can understand what the website is about just because the words “hotel” and “tremiti” are right there, in the logo
 Even if the content hierarchy is quite clear, there are errors in some links (i.e. the “Camere” link in the footer)
 Title tags are not relevant and don’t describe well the content of the pages
 Keywords (and related keywords, or synonyms) aren’t used on the pages, neither synonyms. This way the webmaster doesn’t help Google to semantically and conceptually understand the pages (i.e. using Latent Semantic Indexing introduced by Brandy Update)
 Headings are not present to divide the content into paragraphs
 No understanding of user psychology. This website uses bad colors, bad logo, and no call to actions. This way an user wouldn’t know what to do (what kind of information is offered? What can the user do to book a room?). Change is needed in order to have better conversion rate.
 No keyword stuffing, this means that there is no repetition of the same keywords over and over in titles and on­page copy [Florida update]
 No loaded anchor text in the links between pages. In the next report, having access to Google Search Console, we’ll check if there is use of the some text repeatedly in backlink profile [Florida update]
 No money terms on the website [Florida update]
 No lack of consinstent theme: even if it’s not well addressed, the website is about an Hotel [Florida update]
 No cloacking present (i.e. using white text on white background) [Austin update]
➲ Keyword meta tag has not been checked at this time, we will access your HTML code next time to see if there is a meta keyword overload [Austin update]
Off­Site Factors / Domain Level Factors
➲ Inbound / Outbound links (relevancy and quality) have not been checked at this time. Please give me access to your Search Console data to check inbound / outbound links and assure that the link neighborhood is relevant, as per Brandy update. If there are spammy inbound links, we’ll use the Link Disavow tool by Google to remove them, after having checked Google Analytics and Google Search Console data
➲ On top header, two social links are provided. In the next report we will check and discuss Brand Mentions and Social Engagement
 Good choise for the Top Level Domain. Your target is italian, speaking italian, so a .it is good.
 The domain doesn’t contain any keyword. This could be a problem
 Site speed can be improved
Improving the ranking
As a SEO Consultant I can give you advices to improve your ranking. Please contact your webmaster and your graphic designer and let them implement those suggestions. We’ll discuss them together and reassess the whole work once done.
I will provide you a report in the next six months for better improvement.
By the way, I will assist your Web team whenever they will need, from technical compliance to copywriting.
 Add Images and Videos within the Website, and assure they’re HTML compliant (no javascript, no Flash), this way, due to the Universal Search Update by Google, you could give your website more visilibity
 Work on your Brand. Let user know who you are, what are your services and what you can do for them. The Vince Update by Google puts importance on brands rather than less­known sites. After the next report (on Social Media Engagement) we will discuss a Social Media Strategy to improve this point
 Improve content on the website, expecially on the Homepage. Try to use the keyword “hotel isole tremiti”
in the title tag, in the main heading (please use the <h1> tag) and somewhere in the page copy. Don’t use
it too much and try to use some related words (i.e. holiday, pool, sea, beach, halfboard)
 Differentiate yourselves from competitors. What do you have more than your competitors? Think about this and write fresh, unique and compelling content
 Remember that users searching the keyword “hotel isole tremiti”, maybe, want to know how to book. Please insert some call to action to improve usability. Be clear about the booking process
 Users can have other needs: add a FAQ page and try to answer to their questions about “hotel isole tremiti”. For example “How can I book?”, “What services are included?”, “Can I access to special discount?” and so on
 Optimize the website for mobile devices and improve speed
 Improve the navigation, use more informational link texts (maybe in the footer, instead of repeating the same scheme used in the main navigation in the header). By the way, fix broken links
 To improve the user experience I suggest you to change your colors. Ask your actual customers “what color” they see you, brainstorm your family and friends. I suggest to use a turquoise, a blue, something that is relaxing and recall the sea. Try to look at your website: would you book there if you were the client? If your
answer is “no”, consider my suggestion. Change the logo too, give some added value, try to keep it simple (maybe on just one line). For example the name and three star upside with a color coherent with the website theme (I suggest to adapt the website theme to logo colors)
 To improve the usability I suggest you to add some call to actions and a form easy to fill. For example “Book now”, or “Enquiry!”, asking the strict amount of data you need to answer
 Talk with your user. He’s unique (and selfish). Don’t tell him when you build your hotel, neither who you are. Just say what are your benefits for him, how you will cuddle him, how his holidays will be. Be persuasive!