SEO Audit Website Refresh

Description

The website refresh project will deliver a core part of our DDaT strategy and make sure we have the right content presented in the right way to meet user needs. 
This comprehensive SEO review of www.ombudsman.org.uk will optimise search engine performance and increase findability and organic traffic. This will help people to find our service when searching online. 

Scope of work:
1.	Site audit:
o	Analyse the website's technical SEO elements (including site speed, mobile responsiveness, indexation issues).
o	Evaluate the infrastructure of the website, including URL architecture, redirection chains, internal linking and navigation.
o	Identify any potential issues with broken links, redirects, or duplicate content.
o	Identify any necessary UX improvements.
2.	On-page SEO:
o	Review content quality and assess the use of target keywords across key pages.
o	Review meta tags, headings and content for optimisation opportunities.
o	Evaluate image optimisation, including alt text and file sizes.
3.	Content analysis:
o	Review the quality and relevance of existing content.
o	Provide recommendations for new content, keywords or updates to existing pages based on keyword research and user intent.
4.	Backlink analysis:
o	Conduct a backlink audit to assess the quantity and quality of backlinks.
o	Identify harmful or low-quality backlinks that may negatively affect SEO performance.
o	Provide recommendations for backlink strategy.
5.	Competitor analysis:
o	Analyse the SEO performance of key competitors.
o	Identify gaps or opportunities in content, keywords and overall strategy.
6.	Skills building
o	Train the in-house team and build their skills so they can make ongoing SEO improvements.
7.	Reporting:
o	Provide a detailed report with findings, prioritised recommendations, and a roadmap for SEO improvements.
o	Include a clear action plan for short and long-term SEO goals.
Deliverables:
•	KPIs and benchmarking to measure success
•	Site audit report
•	Keyword analysis and recommendations
•	On-Page SEO recommendations
•	Backlink profile analysis
•	Competitor SEO analysis
•	Training for in-house team 
•	Final SEO review report with actionable next steps 
Agency requirements
•	A user and client-centred approach 
•	Extensive experience of carrying out technical and content SEO audit reviews 
•	Experience of meeting full WC3 Web Content Accessibility Guidelines and Accessibility Regulations 2018