Landing Page
Why is this important?
User experience when they are on your site is the most important factor in your Quality Score. If people click on your site and leave without any interactions, it increases your bounce rate. A higher bounce rate can cause your website to be penalized by Google
Recommendation 1 | SiteMap:
The ability to efficiently navigate the site is an important factor for visitors. Here a couple recommendations:
I noticed your navigation tabs lacks important categories, for example: a tourism tab. Despite having a tourism section on the front page.
Drop-down menus on tabs are an effective tool to improve navigation. For example, if a visitor comes looking for specifically Ethiopian aviation news, there is no way to easily find this.
Recommendation 2 | Aesthetics
In modern day, the aesthetics of the site goes a long way to how credible visitors rate your website.
Having grainy or low resolution on your site is well below industry standard. Based on my audit, i noticed you are using you use wordpress to manage your site. It is extremely easy to add a high resolution version of the picture for the preview of each blog post.
Recommendation 3 | Plan
It is extremely important to have clear specific goals for your landing page. What behaviors are you trying to elicit from visitors? What are you trying being attention on the site to?
A clear plan allows for a much cleaner interface, and effective utilization on prime user attention. Right now, there doesn’t seem to be any clear layout for the site and based on analytics, no users are seeing content on the bottom of the page.
Current Situation
Context
Here is side by side comparison between ATQnews and the number one ranking site in African Travel, Aviation and Tourism news.
First thing that pops out is their Domain Authority, which is basically how credible and relevant Search engines rate your site. This will improve natural as you fix other KPI’s .
Next up, you will notice their Linking Domains are way higher. This is an important area of opportunity to improve. Having every article posted be optimized for linking domains will organically boost this.
Inbound Links are links from other websites that link yours, having effective social distribution will boost this.
Keyword Strategy
Comparison
Here we see a comparison between similar articles and tags. On the bizcommunity post, you can see multiple relevant specific keywords in their html code.
It looks like their keywords have been properly researched to target the entire scope of the audience of this article, individuals interested in the latest tourism and travel news in Nigeria.
Recommendation
As we saw on the previous slide ATQ only currently ranks for 2 keywords versus 16.6k that biz ranks. Researching and making sure every article is optimized for 10-20 keywords will greatly improve organic discovery.
Competitors
In the African tourism landscape there are a lot of domains that are not optimized. This is why bizcommunity dominates the space so hard in terms of traffic.
But this is good for ATQnews, because 3-6 months of SEO best practices, these websites could easily be overtaken. Let’s break it down by industry
Tourism
A quick search of tourism news will show you, Allafrica ranks number in african specific tourism news. This is most likely due to their high domain authority (Search engines trust their site).
But looking at their other stats shows they only rank for 3 keywords and minimal linking domains.
This means their spot is up for grabs. With proper professional optimization, you could place in the top 3 organic search results for African tourism news. Due to low stats of Allafrica, this can be done in the span of 3-6 months with effective implementation.
Aviation
Here are the stats of two of the top ranking websites for African and West African aviation news. Relative to bizcommunity, these stats are abysmal. But that is why it’s such a huge area of opportunity. African business central only has a domain authority of 37 which is 5 points higher than ATQ. If they can rank #49 for airline news keyword generating up to 6.5k monthly visitors for that keyword alone, that is an audience ATQnews can easily siphon.
Looking at these stats, the top aviation sites for African news only rank for a combined 10 keywords. The fact that bizcommunity ranks for 16.6k, lets us know the traffic and interest for African aviation and tourism is there but has just not been tapped into. With the expert aid of unfiltered inc., ATQnews can become the number one stop for African travel, aviation and tourism news.
Overview
Here is brief overview of what a partnership between unFiltered inc. and ATQNews will accomplish
On-Page SEO
Above is what ATQnews shows on search engines. Notice how at first glance, nothing there indicates any African relevancy.
Secondly, your domain title and description don’t follow current google standards hence why they are cut off.
We can compare it to the optimized versions of your competitors. Unfiltered can help build and implement a more effective sitemap that targets your specific goals through WordPress.
We can also track analytics and visitor behavior on the site to make adjustments in the future based on feedback.
Content Optimization
Optimization of Blog Post
Unfiltered inc can work as 3rd party editor for all ATQNews news articles. Go through every article and optimize it for search engine discovery before posting it live. With certain tools we have available we can actually optimize your back log of already existing articles and also fix the aesthetic problems we previously noted
Content Creation Strategy
An effective way to build organic traffic is appealing for topics your target audience is interested in. The strategy being that if they click one of your articles they are more likely to click others and view you as a trusted source.
Here is some preliminary research into topics that your brands audience is interested in:
Digital Brand Audits can be very time consuming, allow UnFiltered Marketing to handle it for you. Get an audit here.
