How I found key improvement opportunities for IRSORT.PL.
Effective SEO Audit for Krakow Boxing Сlub.
About the company
The IRS is a boxing club based in Krakow, Poland. They have been running boxing and kickboxing training for children, teenagers and adults. The club was established in 2016 and allows everyone to become a master in a martial art. They are affiliated with the Polish Boxing Association and the Polish Kickboxing Association.
The main task of the client
Make an SEO audit and identify opportunities for improvement in the website’s structure, content, and overall online presence.
Checklist of criteria
In a comprehensive SEO audit, I examined various aspects of the IRS Sport website. The audit is categorized into 15 major modules, each focusing on specific areas crucial for optimizing search engine performance:
- Google (13 Checks): Ensuring compliance with Google’s guidelines and best practices.
- Benchmarks (6 Checks): Evaluating the website against industry benchmarks for key performance indicators.
- Competition Analysis (5 Checks): Analyzing the competitive landscape to identify strategic opportunities.
- Site Architecture (23 Checks): Assessing the website’s structure for optimal user experience and search engine crawlability.
- Technical SEO Checks (32 Checks): Reviewing technical aspects to ensure the website is well-optimized for search engines.
- Image Optimization (7 Checks): Optimizing images for faster load times and improved user experience.
- Mobile Audit Checks (15 Checks): Ensuring the website is mobile-friendly and responsive.
- Page Level & Element Analysis (27 Checks): Analyzing individual pages for content quality and relevance.
- Keyword Analysis (10 Checks): Evaluating the effectiveness of keywords used throughout the website.
- Content Audit (16 Checks): Reviewing and optimizing content for relevance, engagement, and SEO.
- User Experience (UX) (8 Checks): Ensuring a positive and intuitive user experience on the website.
- Backlinks & Analysis (8 Checks): Assessing the quality and diversity of backlinks to improve domain authority.
- Internationalization (9 Checks): Considering opportunities for international SEO optimization.
- Local SEO Audit (9 Checks): Optimizing for local search to enhance visibility in specific geographic areas.
- Negative Practice Check (9 Checks): Identifying and rectifying any negative SEO practices.
The checklist provides a roadmap for enhancing the IRS Sport website’s overall SEO performance, leading to increased visibility and engagement.
Performance indicators of the website
To analyze performance indicators I used Ahrefs, which is a popular SEO tool that provides a variety of features to help analyze and improve the search engine optimization (SEO) of a website. One of the key aspects of Ahrefs is its set of indicators and metrics that can be used to assess the performance and health of a website in terms of SEO.
- Domain Rating (DR) – 4.2:
- What it is: Ahrefs’ proprietary metric that measures the overall strength of a website’s backlink profile on a scale of 0 to 100.
- Analysis: DR of 4.2 suggests a relatively low domain authority. Focus on building high-quality backlinks to improve this metric over time.
- URL Rating (UR) – 8:
- What it is: Similar to DR, but it focuses on the strength of a specific URL rather than the entire domain.
- Analysis: An UR of 8 indicates a moderate strength for that particular page. Work on optimizing individual pages for higher UR.
- Backlinks – 100:
- What it is: The total number of backlinks pointing to a website.
- Analysis: Having 100 backlinks is a positive sign, but the quality of backlinks is crucial. Ensure that these backlinks are from reputable and relevant sources.
- Referring Domains – 13:
- What it is: The number of unique domains linking to a website.
- Analysis: Referring domains represent diversity in backlink sources. While 13 is a good start, aim to increase the number of unique domains linking to your site.
- Keywords – 50:
- What it is: The number of keywords a website ranks for in search engines.
- Analysis: Ranking for 50 keywords is a decent start. Analyze which keywords are driving traffic and focus on optimizing for relevant, high-traffic keywords.
- Traffic – 16:
- What it is: Visitors who come to a website through unpaid search engine results. Organic traffic is a key indicator of how well a website is performing in search engine rankings.
- Analysis: Organic traffic of 16 indicates the number of visits from search engines. Monitor this metric over time and identify high-performing pages to replicate successful strategies.
- Diagram of average organic traffic and referring domains:
- Analysis: The given diagram shows the general trend of websites’ two performance metrics from December 2018 to December 2023. Overall, it can be seen that organic traffic decreases and amount of referring domains increases. Between 2018 and the present day, average organic traffic tends to decrease. As can be seen from 2018 to 2020 the amount of visitors has shown rapid changes and increased to a peak of 205 at start of the May 2020. Since then the traffic has started to decrease with only one surge from 24th February to 17th April 2021. After that period graphic shows a rapid decrease and steadiness from 20 to 15 visits per period. When it comes to the referring domains, it is quite the opposite of the organic traffic. According to the graph, referring domains show an increasing tendency. But it is still far enough from good quantity to become a leader.
Main competitors
In the realm of combat sports and martial arts, IRS Sport faces competition from several notable players. Here’s a list of the main competitors in the Krakow area:
- Power Fight House
- Grappling Krakow
- Studio Boksu
- Sporty Walki Krakow
- Centrum Boksu
- Tiger Instinct
- Calypso
- My Fitness Place
- Boxernia
- MMA Academy Krakow
… and other competitors.
This is a diverse set of competitors ranging from traditional boxing clubs to those incorporating various martial arts disciplines.
Top IRS sport keywords
Understanding the top keywords associated with IRS Sport is essential for optimizing the website’s content and improving its visibility in search engine results. Through a thorough analysis, I have identified key terms that are crucial for the boxing club’s online presence.
Tools used for SEO Audit
During the SEO audit of the IRS Sport website, a variety of tools were employed to ensure a comprehensive analysis of different aspects. Here is a detailed list of the tools utilized throughout the audit:
Website Structure and Content Analysis
- GA Checker (gachecker.com)
- Used to verify Google Analytics implementation for accurate tracking of website data.
- GA Debug Extension
- Assisted in debugging and troubleshooting Google Analytics issues for precise data collection.
- Cache: in Browser
- Checked cached versions of web pages for a quick review of recent content updates.
- Sitemap Check
- Verified the integrity and completeness of the website’s XML sitemap.
- Sitemap Check in GSC and site: in Google
- Cross-referenced the sitemap in GSC and performed a site: search in Google to ensure all pages are indexed.
- Screaming Frog
- Employed for in-depth website crawling and analysis of on-page elements.
- Google Visual
- Utilized Google’s visual elements for a quick overview of website performance.
Performance Indicators and Competitor Analysis
- Ahrefs
- Utilized for backlink analysis, keyword research, and overall performance metrics.
- Webconfs Domain Age Tool (webconfs.com)
- Checked the age of the domain to understand its historical presence on the web.
Technical SEO and Security
- Chrome/sslchecker.com
- Checked SSL certificate status for secure website connections.
- Securityheaders.com
- Assessed HTTP response headers to ensure proper security configurations.
- Uptimerobot.com
- Monitored website uptime to ensure consistent accessibility.
- Screaming Frog/Sitebulb
- Conducted various crawls to identify technical SEO issues and site performance.
- Sitecheck.sucuri.net
- Scanned for potential security vulnerabilities and malware.
- Mxtoolbox.com & Ultratools.com/tools/spamDBLookup
- Checked email-related metrics to prevent potential spam issues.
- Webpagetest.org / GTMetrix
- Analyzed website speed and performance for optimal user experience.
- Google Testing Tool / SC
- Ensured compliance with Google’s mobile-friendliness standards.
- Chrome Inspect
- Inspected website elements for debugging and troubleshooting.
- Seositecheckup.com/tools/css-minification-test
- Checked CSS minification for faster page loading times.
- Iplocation.net / Viewdns.info/reverseip/
- Investigated IP location and reverse IP information.
- Builtwith.com
- Explored the technology stack used in website development.
Content and User Experience Analysis
- Siteliner
- Assessed duplicate content and internal linking structure.
- Grammarly
- Ensured content quality and grammatical correctness.
- Uclassify.com/browse
- Used for sentiment analysis to gauge user engagement.
Competitor Analysis
- Browseo & International IP’s
- Explored international versions of the website and analyzed competitors’ strategies.
- Google My Business
- Examined the online presence on Google My Business for local SEO insights.
- Duplichecker.com/cloaking-checker.php
- Checked for potential cloaking issues to ensure content consistency.
These tools collectively provided valuable insights, enabling a comprehensive SEO audit and the formulation of actionable recommendations for enhancing the IRS Sport website’s online presence.
Summary of main improvements
The website’s SEO improvements are divided into four main areas: On-Page, Keyword Analysis, Off-Page, and Technical SEO. In terms of On-Page improvements, the website lacks sufficient content beyond the landing page. Recommendations include creating a blog section with boxing-related articles, optimizing landing pages for relevant keywords, improving title length and structure, and addressing spelling errors. Internationalization is also suggested by creating separate pages for different languages.
The Keyword Analysis section highlights the absence of a keyword strategy. The recommendation is to choose the main keywords for promotion and integrate them into page titles and headings. Off-page improvements focus on developing a backlink strategy, conducting a thorough backlink analysis, removing toxic links, and enhancing the quality and variety of backlinks. Issues like insufficient link exchanges, backlink loss, broken links, and a concentration of links from single or multiple domains need attention.
Technical SEO suggestions encompass the addition of an HTML sitemap for efficient indexing, the inclusion of descriptive ALT tags for images with keyword usage, and addressing console errors for a healthy website. The importance of functional external links and the optimization of image sizes for improved page load speed is also emphasized. Overall, implementing these recommendations across On-Page, Keyword Analysis, Off-Page, and Technical SEO will contribute to enhanced search rankings and user experience.
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