Leta SEO Content Strategy

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Leta SEO Content Strategy

Website Overview and Metrics

Leta Technical Audit

Leta New Website Checklist

This section covers the technical aspects of Leta’s current and future SEO.

We’ll start by reviewing the website’s analytics and search performance.

Then, we’ll review the website’s structure and technical errors (i.e. on-page SEO, page errors, etc.)

Website Analytics and Search Performance

Website traffic analytics starts from February 26th, giving us a little over 1 month of data at the time of writing (April 3rd ‘24). Likewise, conversion tracking only started on March 28th.

This short timeline provides enough data to make some basic assessments, but no meaningful performance predictions based on current and past performance.

As the website only has 2 core pages and will soon be completely rebuilt and redesigned, current data is mostly irrelevant to future planning and investments.

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Screenshot from Google Analytics 4 dashboard

Screenshot from Google Analytics 4 dashboard

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However, we can still make some meaningful conclusions that can guide Leta’s short and long term website, marketing, and content strategies.

Firstly, the website is currently converting 6-15% of visitors (based on Typeform link clicks), according to initial conversion tracking. This is a wide range, as the data comes from two sources: an initial audit tracking outbound links to measure clicks on the Typeform links since February 26th, and custom conversion tracking starting March 28th.

Still, a 6% conversion rate is a massive achievement. It suggests current visitors to the website are high intent and already deep in the sales funnel. As most traffic to the website is direct, it appears current marketing channels are succeeding in generating interest in Leta’s products.

The conversion rate will most likely drop as you broaden your marketing efforts and invest in more “Top of Funnel” marketing (i.e., content and local SEO).

But for now, let’s dig a little deeper!

Monthly Traffic

2,249

MoM Growth

N/A (not enough data)

Conversion rate

6-15%

Average Search Result Position

5.7th place on Google

There are no rows in this table

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1. Leta’s Search Positioning

The only relevant keywords the current version of Leta’s website ranks for are variations of the brand name. It also ranks for other businesses (e.g., Twiga and Chui Ventures) but not for any industry or product-related keywords.

Takeaways:

The most immediate and easy boosts in organic search for Leta will come from:

Building the new version of your website to target industry and product keywords across various page types (product pages, blog posts, etc.)

Investing in your Google My Business account and other local SEO tactics and channels

We’ll break these down in more detail later in the

SEO Strategy Roadmap⁠

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Screenshots from Google Search Console and Ahrefs

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2. Traffic sources

Currently, direct traffic is responsible for almost 60% of visitors to Leta’s website. We can’t source this traffic, as it’s usually people inputting the website URL directly or sharing links in chats.

However, we can see that organic search accounts for a healthy percentage of traffic, considering you’ve made zero investment so far.

Takeaways:

Organic traffic will increase significantly as you invest in this channel and move the blog from Medium to the website.

Likewise other channels (LinkedIn, email, etc.) if you decide to invest in them.

However, you also need to monitor conversions from each channels to ensure they’re performing and providing ROI.

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3. Top Website Pages

Almost half of traffic to the website is currently directed at non-priority pages – the careers section and job posts.

The On Demand product page shows growing traffic, most likely due to the recent promotional push.

The 404 error page is also getting a small but insignificant slice of traffic.

Takeaways:

As the new version of the website is launched and investments in various marketing channels develop, the job posts should reduce in dominance.

However, I suggest monitoring these at all times to ensure you’re not sending traffic to roles that have been closed.

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Website Technical Audit

The current version of the website passed the most crucial technical SEO checks. As it’s a small website, fixing these will not take long.

I break everything down in the video guide included in the audit Google Sheet below.

Instead of focusing on the current version of the website, I would focus on ensuring the new, much bigger and more complex version passes as many checks as possible. This version will have many more pages to monitor, which means more potential errors, slower overall performance, and other issues.

Very few websites score 100% on these audits, but the closer you get to full marks, the better. In the SEO Strategy Roadmap, I provide some tools you can use to monitor the website as it grows.

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New Website Checklist

The checklist below provides a short roadmap for building an SEO-friendly website.

We’ve focused on the most important aspects of your whole site and individual pages to ensure they meet modern SEO and UX standards.

While the checklist is comprehensive, it does not cover every possible error, page element, permutation, or outcome from growing a new website. Use it as a benchmark and quality control tool.

But remember that issues will always arise when building and managing a website for a fast-growing startup. So, ensure at least 1 team member is monitoring your website closely and is prepared to act on any issues quickly.

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Website Analytics and Search Performance

1. Leta’s Search Positioning

2. Traffic sources

3. Top Website Pages

Website Technical Audit

New Website Checklist

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