Leave a request
We conducted a comprehensive SEO audit of 15 websites of insurance companies represented in Minsk. The study included sites located on the first pages of search results of popular search engines.
As a result of the audit, a rating of SEO optimization of these sites was compiled. The ranking is based on key SEO parameters such as domain age, indexing, links, markup, reputation and other important aspects. Scores were obtained by analyzing these criteria and the results were multiplied by the importance factors of each. The maximum possible score for each site is 500 points.
The majority of sites (about 80%) are over 10 years old. The average age of all domains analyzed is 13.4 years.
What to do: Although domain age cannot be changed, it is important to understand its impact on competitiveness. The old domain already has a certain reputation in search engines if it has been worked with before. However, if the site has not been optimized, then the age of the domain does not provide advantages. You shouldn’t put too much emphasis on age, but you shouldn’t ignore it either.
For proper indexing, it is important that the Robots.txt and Sitemap.xml files are configured on the site. It is also necessary to eliminate duplicate pages that may interfere with proper indexing.
According to the audit results, all sites had a Robots.txt file, and 87% of sites used the Sitemap.xml file. However, 53% of sites contain duplicates on the main pages, which may indicate the presence of duplicates on other pages.
What to do: Together with an SEO specialist or contractor, you should check the settings of the Robots.txt and Sitemap.xml files. You need to make sure they are configured correctly and are up to date. If there are duplicates on the site, they should be removed or hidden from indexing using the correct settings.
Links play an important role in SEO because search engines perceive them as “votes” for a site, which helps it rank higher. The average number of links per site is 246 links, and the average number of links per site is 155 domains.
What to do: No matter how many links your site has, it is important to continue building your link building. It is important to do this gradually so that it looks natural to search engines. Start with 1-2 links per week and increase their number over time. It is also worth putting links to high-quality thematic resources that may actually be interested in a link to your site.
Micro markup helps make a website more visible in search results and on social networks. To improve the display of links in search, Schema is used, and for social networks, OpenGraph is used.
Schema was configured on 40% of sites, and the same number of sites were using OpenGraph.
What to do: Incorporating micro markup into the site code will improve visibility in search engines and social networks. If you are not sure how to do this correctly, it is better to contact an SEO specialist to avoid mistakes when setting up your markup.
To assess the reputation of sites, we analyzed the number of reviews in the Google My Business and Yandex.Business directories.
Most sites have up to 50 reviews in Google and up to 10 in Yandex.
What to do: It's important to maintain your business's Google My Business profile by filling it with information, adding news, and updating your description. In Yandex, you need to actively ask customers to leave reviews. However, it should be remembered that Yandex may not allow reviews if they are suspiciously massive.
Title and Description tags play a key role in SEO, as they help search engines understand what a page is about and attract users' attention in search results.
Title and Description tags are optimized on 40% and 33% of sites, respectively. Also, 67% of sites had the H1 header correctly installed on the home page.
What to do: Don't forget to include tags for all pages that need to be indexed. It's important to use keywords and phrases that people are searching for, but also make sure that the text is clear and attractive to users.
Website performance is measured using Google's PageSpeed Insight tool. Good results are 80 points and above, and average results are from 50 to 80 points. Sites that receive less than 50 points require improvement.
The results showed that 47% of sites had good performance on desktop versions of sites, but only 7% of sites showed good performance on mobile devices.
What to do: It is important to optimize all images on the site and get rid of unused plugins to speed up loading. Also check your hosting, as poor quality hosting can negatively impact your site's speed.
Also, do not forget that the site must be responsive in order to be displayed conveniently on mobile devices. It is important that all elements, including phone numbers and forms, are displayed correctly and work.
The results of our audit showed that in order to achieve high positions in search engines, it is important not only to create high-quality content, but also to regularly carry out SEO optimization. This will help you beat your competitors and attract targeted traffic that can be converted into customers.
If you need help with SEO optimization or want to have your website audited, contact our specialists. We will conduct a detailed analysis, draw up a work plan and help you achieve high positions in search results.
ID 8598
