Website Traffic: There’s been a dip in the number of visitors coming to your site over the last three months, coinciding with a decrease in the number of your pages showing up in search results. This could be because some products are no longer available. It’s a good idea to check Google’s own site health checker, Google Search Console, for any issues it may have picked up. Interestingly, your competitor Workwear Express is experiencing a similar decline.

Keyword Opportunities: Your site is quite substantial, and naturally, it’s doing well in searches for a lot of different phrases. We’ve identified a bunch of ‘almost there’ keywords that are close to the first page of results. With a little push, we can get them to the top spots. We’ve suggested several based on how likely they are to attract clicks, how tough the competition is, and how many people are searching for them, but we’re open to your thoughts.

Content Enhancement: There’s a chance to beef up the information on certain product categories, like “personalised hoodies”. You’ve done well in providing details, but we could use a bit more. Adding sections that answer common questions and incorporating the main search terms within these areas could be beneficial. Currently, the term “personalised hoodies” is somewhat underused on its page.

The Power of Blogging: There doesn’t seem to be a blog section on your site, which is a missed opportunity. Blogs can supercharge your site’s relevance on certain topics. It lets you provide rich content that Google loves, without making your product pages text-heavy.

Boosting Site Credibility (Domain Authority): Considering your site’s wealth of content and its age, search engines should regard it as more authoritative than they currently do. We can enhance this by starting a blog with helpful content, crafting in-depth guides, or getting other reputable sites to link to you. For inspiration, Clothes2Order has done excellently in this area, featuring guides, testimonials, and case studies. Similarly, Workwear Direct maintains a strong position, partly thanks to their consistent blogging.

Leveraging Website Maturity (Domain Age): At 14 years, your website is well-established, which is a strength. Some competitors have been around longer, giving them an edge, but your site’s maturity is a solid foundation to build upon.

Google Business Presence: Your Google business profile is comprehensive, which is great. Let’s make it even stronger by encouraging more glowing reviews from your satisfied customers and responding professionally to any reviews where you scored less than 3 stars.

Building Quality Connections (Backlinks): You’re nearing 2,000 sites linking back to you, which is fantastic, and it’s happening naturally. Remember, the quality of links can trump quantity. Consider creating content that others want to link to, forging robust partnerships, or getting media coverage to enhance brand awareness and build high-quality backlinks.

Standing Amongst Competitors: When we stack up all these elements against your competitors, it’s clear we have some work to do, particularly in boosting your site’s credibility with search engines and acquiring high-quality backlinks.

• 246 pages have a low word count
• 245 pages with duplicate meta descriptions
• 217 pages with duplicate <title> tags
• 4 pages are blocked from appearing in search engines
• 54 pages without a H1 heading
• 2 pages with no meta description
• 18 pages returned 4XX status code
• 109 pages with a <title> tag that is too long
• 1076 pages with a <title> tag that is too short
• 44 pages with a poorly formatted URL for SEO
• 4 pages with URLs that are too long