{"manifest":{"client":{"name":"Stag & Doe Weddings","site":"staganddoeweddings.com","auditDate":"May 2026","auditor":"Lee Fletcher · Backlight Digital","title":"Stag & Doe Weddings — SEO Audit Tracker","subtitle":"Backlight Digital · Working Document · v1","footer":"Backlight Digital · Audit Workspace · staganddoeweddings.com"},"sections":["executive-summary","seo-health-check","customer-journey-ux","ai-search-readiness-aeo","local-seo-google-business-profile","search-strategy-films-vs-videography","keywords-strategy","traffic-engagement-ga4","online-competition","backlink-profile","recommendations-priority-plan","timelines-and-expected-results"]},"sections":[{"id":"exec","slug":"executive-summary","name":"Executive Summary","intro":"Strong foundations with clear opportunities to strengthen execution. Currently ranking page 3-5 for most commercial terms, with realistic improvement available within 3-6 months. Priority items from across the audit will be flagged here as we work through the call.","notes":"","findings":[{"title":"Strong foundations in place, execution has room to improve","desc":"Connor has more raw content than any direct competitor audited. 100+ weddings, 25+ blog posts, Rock My Wedding placement, glowing testimonials. The bones of a successful SEO position are firmly in place. The opportunities in this audit are about strengthening the execution layer that sits on top of that solid foundation.","action":"Frame this as the overarching narrative for the audit and the call.","data":"","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Stuck on page 3-5 for commercial terms (not zero rankings)","desc":"GSC shows 113 impressions for 'wedding videographer edinburgh' at avg pos 28.5. Connor IS visible to Google, just not on page 1. Much more positive than the 'zero rankings' framing.","action":"Lead with this positive reframe in the exec summary and on the call.","data":"wedding videographer edinburgh: 113 imps, pos 28.5 | UK volume 590/mo","sev":"HIGH","type":"DATA","status":"IN AUDIT","promote":false,"note":""},{"title":"Immediate Wins (This Week)","desc":"Quick, high-impact actions that can be completed in days, not weeks. Items will be copied here from across the audit as Lee marks them up during the call.","action":"Populated during/after call review.","data":"","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"30 Day Priorities","desc":"Higher effort but high-impact structural fixes to land within the first month.","action":"Populated during/after call review.","data":"","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"60 Day Priorities","desc":"Building on the foundation laid in the first 30 days.","action":"Populated during/after call review.","data":"","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"90 Day Priorities","desc":"Content strategy launch and authority-building phase.","action":"Populated during/after call review.","data":"","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""}]},{"id":"health","slug":"seo-health-check","name":"SEO Health Check","intro":"Technical and on-page issues from Labrika, JourneyScore, GSC and PageSpeed Insights. Includes Wix-fixable items and Wix platform tax we live with.","notes":"","findings":[{"title":"Multiple H1 tags on every key page","desc":"Wix template is generating 6 H1s on homepage, 102 pages affected site-wide. H1 is one of the strongest on-page signals and having 6 effectively tells Google the page is about 6 things.","action":"Manually fix in Wix, prioritise homepage > /edinburgh-wedding-videographer > /services > main location pages > portfolio over time.","data":"102 pages affected, 6 H1s on homepage","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"Cannibalisation resolution: homepage owns videographer, /edinburgh-wedding-videographer becomes venue hub","desc":"The cannibalisation between the homepage and /edinburgh-wedding-videographer is genuinely a problem (currently sitting pos 28.5 with 113 impressions because the signal is split). But the fix isn't moving content or deleting pages. Both pages are actually doing valuable jobs, they're just wearing the wrong keyword labels. The /edinburgh-wedding-videographer page is the HUB for Edinburgh venue content (Surgeon's Quarter, Dundas Castle, Carberry Tower, etc. all link off it), which is genuinely useful structure that mirrors Joe Carter's model. The problem is it's titled and optimised as if it's a competing service page when its actual content purpose is venue research. The fix is to retarget it for what it already does well: venue showcase content for a different searcher intent.","action":"Two pages, two distinct intents:\n\n(1) HOMEPAGE owns 'Edinburgh wedding videographer' (590/mo, commercial intent, brand-led decision-making). Target the videographer-selection searcher. Title: 'Edinburgh Wedding Videographer | Cinematic Wedding Films Across Scotland | Stag & Doe Weddings'. Body content: brand voice, showreel, who-we-are, packages overview, top testimonials, CTAs. This is the 'I want to hire this person' page.\n\n(2) /edinburgh-wedding-videographer page is RETARGETED to own 'wedding venues Edinburgh' / 'Edinburgh wedding venues' (venue research intent, earlier in the buying journey). Title: 'Edinburgh Wedding Venues | Cinematic Wedding Films at Edinburgh's Finest Venues | Stag & Doe'. H1: 'Edinburgh Wedding Venues We Love Filming At'. Meta: 'Discover Edinburgh's most beautiful wedding venues. Films at Surgeon's Quarter, Dundas Castle, Carberry Tower, Prestonfield House and more. From £1749.' Body content stays roughly the same (venue showcase is the right content) - just retitled and reframed.\n\nResult: zero content migration, zero broken URLs, two pages targeting distinct (non-competing) SERPs, both winnable. Plus the venue hub captures a higher-volume earlier-funnel query nobody else is targeting properly.","data":"Homepage target: 'Edinburgh wedding videographer' (590/mo, commercial) | Hub target: 'wedding venues Edinburgh' (~1900/mo est, research)","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Venue hub strategy: nobody else is winning this query properly","desc":"Worth flagging this separately because it's a genuine competitive opportunity. None of Connor's direct competitors have a dedicated venue research page. Joe Carter has venue mentions scattered in body copy, but no proper hub. Chris Boland doesn't. White Tree doesn't. The 'wedding venues Edinburgh' SERP is currently dominated by Hitched/Bridebook venue listings and individual venue sites. A well-built videographer-led venue hub page with films at each venue would be unique in the market. It captures earlier-funnel traffic (people researching venues, not yet shortlisting videographers) which can then be funnelled to the brochure download and homepage.","action":"Build the hub page with real depth: 25+ Edinburgh venues featured (Connor has already filmed at most of these). For each venue: 1-2 sentence overview, key features (capacity, indoor/outdoor, ceremony permissions), embedded film highlight, link to individual venue page. Add a 'Looking for an Edinburgh wedding videographer?' CTA section near the top and bottom linking to homepage or /packages. Add FAQ schema with venue-related questions ('What's the best wedding venue in Edinburgh for [criteria]?').","data":"Wedding venues Edinburgh: estimated ~1900/mo UK volume, research intent | Zero direct competitor dominance","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Funnel logic: venue hub captures upstream demand for homepage conversion","desc":"The strategic payoff of the two-page split: it creates a proper SEO funnel. Someone searching 'wedding venues Edinburgh' is 3-9 months from booking a videographer. They land on the venue hub, see Connor has filmed at every venue they're considering, build trust, click through to the homepage or download the brochure. By the time they're ready to search 'Edinburgh wedding videographer', Connor is already the recognised name in their head. This is exactly how Joe Carter built his position over years - he just didn't have a dedicated hub page to do it, he relied on body copy mentions. Connor with a proper hub would actually have a structural advantage Joe doesn't.","action":"Build the funnel logic into the conversion architecture: venue hub > brochure download (capture email at venue research stage) > nurture > homepage videographer conversion. This is also a perfect place to position the /get-brochure landing page rebuild we've already specced. The brochure is the natural bridge between 'researching venues' and 'choosing a videographer'.","data":"Funnel: Venue research (top of funnel) > Brochure download (mid) > Videographer selection (bottom) > Booking","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Homepage title tag is literally just 'Home'","desc":"The single most valuable title tag on the entire site is set to 'Home' - a Wix default that should have been changed on day one. Title tags are one of the top three on-page ranking signals. Google reads 'Home' and learns nothing about what the business does, where it operates, or what searches it should rank for. This is almost certainly a major contributor to the page 3-5 ranking on the primary commercial term. Likely the single biggest quick-win on the entire audit: 30 seconds of work for potentially significant ranking lift.","action":"Change the homepage title tag immediately. Recommended: 'Edinburgh Wedding Videographer | Cinematic Wedding Films Across Scotland | Stag & Doe Weddings' (or similar within 60-character limit if needed). Mirrors Joe Carter's pattern that wins both 'videographer' and 'films' SERPs. Pair with a strong meta description that includes Edinburgh anchor, films/videography mention, and a call to action.","data":"Current homepage title: 'Home' | Recommended length: 55-60 characters","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"2,316 HTML markup errors across 98 pages","desc":"Wix template producing avg 23 errors per page. Largely the same 8-10 errors repeated everywhere. Modern browsers ignore but search crawlers see them and use them as quality signals.","action":"Limited fix within Wix. Flag as platform tax. Long-term consider migration off Wix.","data":"2316 errors, 98 pages, ~23/page","sev":"MEDIUM","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"39 thin content pages (mostly portfolio entries)","desc":"Portfolio entries averaging 30-40 words each. Google can't watch videos, only read words. Pages have almost nothing to rank with.","action":"Phase the rewrite over 2-3 months. Start with venues you most want to rank for (Dundas, Prestonfield, Errol Park, Carlowrie). JourneyScore can draft 80% of this.","data":"39 pages flagged | Kinkell Byre: 36 words | Kat & Greg Oran Mor: 34 words","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"38 pages missing meta descriptions","desc":"Mostly portfolio entries with empty or under-5-word meta descriptions. Wastes search result real estate and hurts CTR on mobile especially.","action":"Bulk-edit in Wix. Template: '[Couple] at [Venue] | Edinburgh wedding videographer Stag & Doe Weddings captures [style].' ~140 chars.","data":"38 pages, optimal 120-155 chars","sev":"MEDIUM","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"8 duplicate titles, double brand mention","desc":"Portfolio pages have 'Stag & Doe' twice in the title. Wix template auto-append behaviour.","action":"Tidy title template to '[Couple] | [Venue] Wedding Film | Stag & Doe Weddings'.","data":"8 pages affected","sev":"MEDIUM","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"36 pages with keyword stuffing (some 11-13% density)","desc":"Worst offenders: carberry-tower 11% videographer / 11.9% weddings, rosebery-steading 12.6% / 13.6%. 5-7% pages are fine, 10%+ likely to trigger quality classifiers.","action":"Edit the worst offenders only. Use language variation (wedding film, wedding day, your big day, your celebration).","data":"36 pages flagged | worst at 13.6%","sev":"LOW","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"115 images missing alt text","desc":"Visual business, alt text matters for Google Image Search AND European Accessibility Act compliance. Homepage mostly fine (17/19) but site-wide it's 115 missing.","action":"Use SEO Meta in 1 Click Chrome extension to find page by page. Rename generic filenames (29.png > dundas-castle-wedding-film.jpg) for new uploads.","data":"115 images, 5 generic filenames on homepage","sev":"MEDIUM","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"Mobile PageSpeed: 54 / Accessibility 100 / Best Practices 100 / SEO 92","desc":"Live PageSpeed Insights (May 2026). LCP is 8.3s (severe, target <2.5s). FCP 2.7s, TBT 400ms, CLS 0.001 (perfect). Desktop is 92/100. The 100s on Accessibility and Best Practices are excellent and worth shouting about.","action":"See separate findings below for Wix-fixable vs Wix-tax breakdown.","data":"Perf 54 | Acc 100 | BP 100 | SEO 92 | LCP 8.3s | FCP 2.7s | TBT 400ms | CLS 0.001","sev":"HIGH","type":"DATA","status":"IN AUDIT","promote":false,"note":""},{"title":"Site speed: things we CAN fix within Wix","desc":"Image delivery is the biggest lever. PageSpeed flagged 68 KiB savings just on hero/thumb images. Multiple images served as PNG/JPG that could be WebP. One image at 240x240 displayed at 270x270 (oversized). Hero at 32.8 KB compressible to ~25 KB.","action":"Enable Wix WebP delivery (Settings > Media). Resize images before upload (don't rely on browser scaling). Compress hero images before upload. Audit unused Wix App Market apps on each page. If hero has autoplay video preview, remove or replace.","data":"Image savings ~68 KiB | LCP improvement potential ~2-3s","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Site speed: things that are Wix platform tax","desc":"Lighthouse flagged 527 KiB of unused JavaScript (Wix runtime + Tag Manager + Facebook Pixel polyfills). Wix bundles duplicate node_modules (34 KiB). 1.3s script evaluation time inherent to Wix React runtime. 484ms critical path latency from Wix's multi-CDN architecture. 2316 HTML markup errors generated by template. These are platform-level issues we cannot meaningfully fix.","action":"Accept as Wix tax. Within Wix, realistic ceiling is ~65-75 mobile performance score. If breaking through that becomes a ranking blocker over time, a platform-level conversation makes sense as a longer-term project.","data":"527 KiB unused JS | 34 KiB duplicate JS | 1.3s script eval | 484ms critical path","sev":"MEDIUM","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"GTM and tracking scripts adding 576ms+","desc":"Google Tag Manager: 576ms eval, 580 KiB transfer, 303 KiB unused. Facebook Pixel fbevents.js: 91ms + 101 KiB cached only 20 minutes. LongTail Ad Solutions: 338ms, unclear what this is. Connor is running Meta Ads so Facebook Pixel is justified, but the others may be cruft.","action":"Audit what's in GTM, remove unused tags. Identify LongTail Ad Solutions - is it actively used? Consider deferring non-essential tracking scripts.","data":"GTM 576ms / 580KB / 303KB unused | FB Pixel 91ms / 101KB | LongTail 338ms","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Accessibility 100/100 - genuine win","desc":"PageSpeed Accessibility score is a perfect 100/100. Site is fully accessible (proper alt text on visible images, semantic HTML where present, good color contrast, no missing labels). Worth flagging as a positive finding for both EAA compliance AND the SEO benefit (Google rewards accessible sites).","action":"Maintain. When adding new content, follow same standards. Worth mentioning in marketing as a credibility signal.","data":"PageSpeed Accessibility 100/100","sev":"LOW","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Sitemap has 18 broken entries","desc":"Pages in sitemap that return no response when crawled. Wastes crawl budget and signals poor maintenance.","action":"Manual cleanup needed. Wix should auto-regenerate but isn't. Cross-reference with active pages list.","data":"18 broken, 12 sitemap errors total","sev":"MEDIUM","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"8 URLs in Google's index that return 404","desc":"/copy-of-contact, /home, /projects-6, /about (vs /about-us), /aboutus, draft pages, /weddingvideographyhighlightfilms. Plus /copy-of-about is INDEXED and got 10 impressions.","action":"Delete draft pages in Wix. Set 301 redirects for meaningful ones (/about > /about-us, /aboutus > /about-us, /home > /, /weddingvideographyhighlightfilms > /services).","data":"8 URLs returning 404, +1 indexed draft","sev":"MEDIUM","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"GSC ground truth: 113 imps at pos 28 for primary term","desc":"Not 'zero rankings' - he IS being seen for the right keywords, just not on page 1. Position lift from 28 > 8 on this single term = 30-50 clicks/month.","action":"Use this as the foundation for the entire SEO recommendation: existing impression base is real, work converts to clicks via position improvement.","data":"Primary cluster: 113 imps, pos 28.5 | volume 590/mo","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Mobile CTR half of desktop (2.47% vs 4.23%)","desc":"Mobile gets MORE impressions but half the clicks. Combined with PageSpeed 52 mobile, this is costing real clicks today, not just theoretical ranking risk.","action":"Mobile speed fix is not just SEO, it's immediate revenue. Mobile CTR uplift = immediate click volume even before ranking improvements.","data":"Desktop CTR 4.23%, Mobile 2.47% | Desktop 64 clicks, Mobile 41","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Edinburgh wedding videographer page has only 1 inbound internal link","desc":"Labrika's internal linking crawl reveals the most damning structural issue on the entire site: /edinburgh-wedding-videographer (the primary commercial page Connor needs to rank for the £590/mo head term) has just ONE inbound internal link. That's it. One. The most important commercial page on the site is being treated like an obscure portfolio entry. By comparison, /services, /approach, /portfolio, /wedding-locations, /packages, /contact, /about-us, /blog and the homepage all have 98 inbound links each (every page links to them via global nav). The single most important commercial landing page sits ignored.","action":"Add /edinburgh-wedding-videographer to the primary navigation if not already there. Add contextual links to it from EVERY venue page body copy ('Looking for an Edinburgh wedding videographer near [Venue Name]?'), from every blog post body, from the homepage body copy, and from the footer. Target: get this page to 30+ inbound internal links within 2 weeks. This is likely a major contributor to its page 3-5 ranking.","data":"/edinburgh-wedding-videographer: 1 inbound link | Main nav pages: 98 inbound each | Disparity ratio: 98x","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"32 venue pages each have only 1 inbound link","desc":"Every single venue/location page is linked from one place only: /wedding-locations. They don't cross-link to each other. They don't get linked from blog posts about those venues. They don't get linked from the homepage. /dundas-castle-wedding, /kinkell-byre-wedding, /errol-park-wedding-videographer, /dunkeld-house-hotel-wedding, /surgeons-quarter-wedding - all sitting on 1 inbound link each. This is the venue silo Connor is trying to win, and it's structurally starved. Joe Carter ranks for individual venue terms partly because his venue mentions are densely cross-linked from his body copy.","action":"Two-part fix. (1) From every blog post that mentions a venue, add a contextual keyword-rich link to that venue's page. The Claire & Fraser Surgeon's Quarter blog should link to /surgeons-quarter-wedding with 'Surgeon's Quarter wedding film' anchor. (2) On each venue page, add a 'Other Edinburgh venues we love filming at' section with 3-5 related venue page links. Could be added as a simple Wix block. Target: get each priority venue page (Dundas, Prestonfield, Errol Park, Carlowrie, Surgeon's Quarter) to 5-8 inbound links within 4 weeks.","data":"32 venue/location pages | All have exactly 1 inbound link | Zero cross-linking between venues","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"Internal linking equity bottlenecked at top-level pages","desc":"Link equity flow analysis: 9 main nav pages each receive 98 inbound links via global navigation (header/footer linking from every page). They then pass equity OUT via outbound links. Problem: /wedding-locations has 24 outbound links to 24 venue pages, splitting the equity 24 ways. /blog has 27 outbound links to 27 blog posts. /full-portfolio has 29 outbound links. So equity flows IN to top-level pages then drains down 1-link-per-target to dozens of dead-end leaf pages with no return flow. The architecture is a perfect tree, but trees aren't how Google measures site importance - networks are. The fix is to create cross-links between leaf pages and back up to commercial pages.","action":"Build the linking network: (1) Leaf-to-leaf cross-links (venue pages link to related venues, blog posts link to related blog posts). (2) Leaf-to-commercial keyword anchor links (venue and portfolio pages link UP to /edinburgh-wedding-videographer with relevant anchor text). (3) Contextual body links from main nav pages to specific landing pages (e.g. /services body copy links to /edinburgh-wedding-videographer with the keyword anchor). All achievable within Wix's editor.","data":"9 hub pages with 98 inbound each | 79 leaf pages with 1-4 inbound each | Equity drains downward only","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Recommended internal linking plan: 40 high-priority additions","desc":"Based on the Labrika data, here's a concrete first-pass plan that adds approximately 40 strategic internal links. These can be added in a single week and would meaningfully reshape the equity flow. Priority page: /edinburgh-wedding-videographer needs 25+ new inbound links. Next: each of the top 5 venue pages (Dundas, Prestonfield, Errol Park, Surgeon's Quarter, Kinkell Byre) needs 5+ new inbound links.","action":"Specific link additions:\n\n(a) Homepage body: add 1 contextual link to /edinburgh-wedding-videographer (anchor: 'Edinburgh wedding videographer')\n\n(b) Every venue page body: add 1 link UP to /edinburgh-wedding-videographer (anchor: 'Edinburgh wedding videographer Stag & Doe' or similar). 32 venue pages × 1 link = 32 new inbound links to the commercial page.\n\n(c) Every blog post body: add 1 link to a relevant commercial page (venue mentioned > venue page, or general > /edinburgh-wedding-videographer). 18 blog posts × 1 link = 18 new contextual links.\n\n(d) Top 5 venue pages get a 'Related venues' block linking to 3-5 other venue pages. ~20 new cross-links.\n\n(e) /about-us, /services, /approach get 1-2 contextual links to /edinburgh-wedding-videographer in body copy.\n\nTotal: ~75 new internal links from this single round of work. /edinburgh-wedding-videographer goes from 1 inbound to 30+. Venue silo gets properly networked. Expected ranking lift on commercial term: meaningful and measurable within 4-8 weeks.","data":"Plan adds ~75 internal links across one week of work | Target /edinburgh-wedding-videographer inbound: 1 > 30+","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Manual actions / penalties check (verify clean)","desc":"Quick verification needed: is Google Search Console showing any manual actions or security issues against the site? Manual actions are penalties Google applies for clear policy violations. Most sites have none, but it's a 30-second check that changes the entire engagement if it returns something positive. Given the toxic PBN backlinks we identified, worth confirming Google hasn't already taken action.","action":"Connor: log into Google Search Console > Security & Manual Actions > both should show 'No issues detected'. If anything shows up, flag immediately and we deal with it before any other SEO work.","data":"GSC > Security & Manual Actions panels need eyeball check","sev":"HIGH","type":"DISCUSS","status":"IN AUDIT","promote":false,"note":""},{"title":"Hero heading clarity: pretty but not commercial","desc":"Current homepage hero copy is 'Cinematic Wedding Films Authentic to You'. It's poetic and on-brand, but a visitor landing from a Google search for 'Edinburgh wedding videographer' needs to immediately confirm three things: (1) Yes you do videography, (2) Yes in Edinburgh / Scotland, (3) Yes for weddings. The current hero confirms only weddings + films. The Edinburgh anchor and the videographer service connection are buried. Both Google's algorithm AND skim-reading visitors miss this in the first 2 seconds.","action":"Adjust hero copy to combine emotional brand voice with commercial clarity. Recommended: 'Edinburgh Wedding Videographer · Cinematic Films Authentic to You' as primary hero text. Subhead: 'Capturing weddings across Scotland with a calm, documentary-led approach. From £1749.' This satisfies the commercial keyword anchor AND keeps the brand voice. Test if Wix theme allows.","data":"Current hero: 'Cinematic Wedding Films Authentic to You' | Missing: Edinburgh anchor, videographer service term, location context","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Redirect chains audit (technical hygiene)","desc":"We've identified the 8 URLs returning 404 that need 301 redirects. But we haven't audited existing redirects for chains (A redirects to B redirects to C). Chains waste crawl budget and dilute link equity. Wix sometimes accumulates these from theme changes or page restructures. Screaming Frog will surface any redirect chains in the same crawl as the internal linking audit.","action":"When running the Screaming Frog crawl, filter to Response Codes > Redirection (3xx) and check for chains. Any chain >1 hop should be flattened (A direct to C, not A > B > C). Free Screaming Frog handles this fine.","data":"Existing redirect chains unaudited | Combine with internal linking crawl","sev":"LOW","type":"RISK","status":"IN AUDIT","promote":false,"note":""}]},{"id":"ux","slug":"customer-journey-ux","name":"Customer Journey & UX","intro":"What's working on the user journey, what isn't. Hero CTAs, testimonials visibility, pricing anchors, FAQ gap, brand recall patterns, and conversion optimisation on key landing pages.","notes":"","findings":[{"title":"Featured testimonial reads as negative on skim","desc":"The headline testimonial on /get-brochure (and possibly elsewhere) opens with 'We cannot recommend Stag and Doe Weddings...' which then continues '...enough, they were fantastic'. The full sentence is glowing, but skim-readers (which is most people scanning a landing page) see the first 5 words and brain-process the testimonial as NEGATIVE. This is almost certainly costing conversions on a high-traffic landing page. The fix is trivial: swap for any of the other 9 homepage testimonials that read positively from the first word.","action":"Replace the testimonial immediately. Pick one that opens with something unambiguously positive: 'Connor is incredible at...', 'Stag & Doe captured...', 'The best decision we made...', 'Absolutely thrilled with...'. 2-minute fix, free conversion lift on a page getting 423 sessions every 3 months.","data":"Current opening: 'We cannot recommend Stag and Doe Weddings... [enough]' | Risk: skim-readers parse as negative","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"/get-brochure landing page needs full CRO rebuild","desc":"Top landing page (423 sessions in 3 months) but only 3.4s avg engagement and likely ~7 conversions (1.6% conversion rate inferred from /thanks-brochure traffic of 7 sessions). Current page is sparse: hero, title, £1749 anchor, one testimonial (which reads negative on skim), form. Insufficient trust-building and emotional investment before asking for an email. Connor is sending paid social traffic here, so every percentage point of conversion improvement is direct lead volume from existing spend. Lifting CVR from 1.6% to 8% (industry benchmark for lead magnet landing pages) would mean roughly 30 extra leads per 3 months with no additional ad budget.","action":"Full CRO rebuild. Recommended structure:\n\n1. HERO: Full-width emotional video background or hero image (first dance, vows moment). Headline: 'Your wedding, the way you'll want to remember it forever'. Subhead with Edinburgh anchor, films positioning, £1749 starting price, and download CTA scrolling to form. Form is NOT in hero - it lives after trust signals.\n\n2. TRUST STACK: 'As featured in' logo bar (Rock My Wedding, Bridebook, Hitched, venue logos). Three-column stat row: '100+ weddings filmed since 2018' / 'Featured in Rock My Wedding' / 'Films delivered within 4 weeks'.\n\n3. EMOTIONAL HOOK: Embedded 60-90 second showreel video. Auto-play muted with prominent unmute button. Real footage does what 100 words of copy can't.\n\n4. SOCIAL PROOF: 3-4 carefully chosen testimonials that read positively from the first word. Each with couple names, venue, and ideally a thumbnail. Avoid the 'cannot recommend' one for obvious reasons.\n\n5. PROCESS: 3-step 'How it works' section (Get the brochure > Book a call > We film your day). Reduces uncertainty before the form ask.\n\n6. WHAT'S IN THE BROCHURE: Bullet list of what they'll actually receive. 'Full package breakdown, transparent pricing from £1749, our 10 most-loved wedding films, FAQ about the day itself'. Anchors the value of the email exchange.\n\n7. FORM: Now you ask. Single column, name + email + wedding date + venue (optional). 'Send Me the Brochure' button. Privacy reassurance text below.\n\n8. FALLBACK CTA: For anyone who scrolled past without filling the form, end with 'Not ready for the full brochure? Check our availability for your date instead.' linking to contact.\n\nAlso: set up generate_lead conversion event in GA4 BEFORE making changes so you can measure the CVR lift. Otherwise we're flying blind.","data":"423 sessions / 3.4s engagement / ~7 conversions inferred = ~1.6% CVR | Benchmark: 5-15% | Potential uplift at 8%: 30+ extra leads per 3 months","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"No hero CTA for direct enquiry","desc":"Hero has Portfolio and About buttons but no 'Enquire' or 'Check My Date'. Returning visitors and brand searchers (half the traffic) have to scroll to convert.","action":"Add a hero-positioned 'Check My Date' CTA. Doesn't compromise relationship-first journey.","data":"","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Testimonials invisible to AI and search engines","desc":"Nine testimonials on homepage rendered as Wix component blocks rather than semantic HTML/schema. Visible to humans, invisible to bots. JourneyScore flagged 'no testimonials visible' which felt wrong until I understood why.","action":"Add Review schema markup. Workaround needed within Wix limits.","data":"9 testimonials on homepage, all invisible to crawlers","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"Location not in hero","desc":"Edinburgh only in footer and contact page. Buries critical info for AI and visitor self-qualification.","action":"Add 'Based in Edinburgh, filming weddings across Scotland, the UK and worldwide' to hero or Connor's intro. 30-second fix.","data":"","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"No citable business facts beyond '100 celebrations'","desc":"AI systems want years founded, team size, turnaround time, annual wedding count. '100+' is good but light.","action":"Add concrete anchors: 'Connor and team have filmed 100+ weddings since 2018, films delivered within 4 weeks'.","data":"","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"No pricing anchor on homepage","desc":"Joe Carter publishes 'From £1200'. Connor has £1749 starting on /get-brochure but not main homepage. Costs in both lead qualification AND AI citability.","action":"Add 'Wedding films from £1749' to homepage with link to packages.","data":"Competitor anchor: Joe Carter £1200 in hero","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"No FAQ page (major AEO gap)","desc":"Joe Carter, White Tree both have FAQ pages. Connor has zero FAQ content. One of the most powerful AEO assets you can have. AI systems literally search for and quote Q&A formatted content.","action":"Create /faq page with 15-20 questions + FAQ schema. Half day's work, multi-fold return.","data":"","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Brand name being misremembered","desc":"GSC shows 'stag and doe', 'stag doe', 'doe and stag', 'stage and doe', 'stag n doe', 'stag and dow', 'doe stag' all getting impressions. Brand discussion exists but name is being mangled.","action":"Strong word-of-mouth signal but reinforces need for NAP consistency. Fix GBP name (currently 'Stag And Doe' vs 'Stag & Doe' everywhere else).","data":"Stag and Doe: 831 imps | Stag doe: 413 | Doe and stag: 80 | variations across 8+ spellings","sev":"LOW","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"International audience showing up unexpectedly","desc":"US 415 GSC imps, Canada 119, Netherlands 53, Italy 39, Switzerland 19, UAE 14. Destination wedding interest from abroad. CTR terrible (US 0.48%) because content not optimised for that intent.","action":"Soft-flag for follow-up: destination wedding content opportunity. Not Tier 1 priority but worth mentioning.","data":"US 415 imps, 0.48% CTR | International total ~700 imps","sev":"LOW","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""}]},{"id":"aeo","slug":"ai-search-readiness-aeo","name":"AI Search Readiness (AEO)","intro":"JourneyScore AEO Deep Dive findings. Overall 51/100 in the Developing band. Sentiment 92 (excellent), Citations 72 (good), Authority 45, Readiness 35, Visibility 25.","notes":"","findings":[{"title":"Overall JourneyScore: 51/100 (Developing)","desc":"Headline AI visibility score. Sentiment 92, Citations 72, Authority 45, AI Readiness 35, AI Visibility 25.","action":"Use as headline scorecard for the AEO section. Frame as 'good foundations, weak validation signals'.","data":"Overall 51 | Sentiment 92 | Citations 72 | Authority 45 | Readiness 35 | Visibility 25","sev":"HIGH","type":"DATA","status":"IN AUDIT","promote":false,"note":""},{"title":"Zero Google reviews (despite glowing sentiment elsewhere)","desc":"Brand sentiment is 92/100. AI loves the brand when asked. But zero Google reviews means AI has no verified third-party signal to anchor recommendations. THE single highest-leverage action.","action":"Email 10 most recent happy couples this week with direct review link. Add to delivery package. Follow up 2-4 weeks post-wedding. Target 15+ reviews in 3 months.","data":"0 Google reviews | 92/100 sentiment elsewhere","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"Cited in only 1 of 4 AI recommendation tests","desc":"JourneyScore tested 4 real-world queries. Connor cited in zero general videographer queries, only appears when asked by name. Competitors recommended instead: Joe Carter, Swift Films, Pindrop, High Tide, Chris Boland.","action":"Improvement plan: GBP fixes + reviews + FAQ + directory listings. JourneyScore projects 25 > 65-75 within 6-12 months.","data":"Visibility test 1/4 | Competitors AI cites: Joe Carter, Swift, Pindrop, High Tide, Chris Boland","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"Missing schema fields","desc":"Business schema missing: description, telephone, areaServed, priceRange. LLMs use these to understand WHO and WHAT.","action":"Add complete Business schema. Add FAQ schema once FAQ page exists. Add Review schema once testimonials are surfaced.","data":"","sev":"MEDIUM","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"Topical authority is venue-focused, not topic-focused","desc":"You're seen as expert on specific Scottish venues (great) but less on broader videographer expertise topics that AI uses to assess depth. Score 45/100.","action":"Publish JourneyScore content calendar pieces: camera equipment, audio mistakes, trends 2025, drone, pricing guide. 1-2/month.","data":"","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Citation gaps in key directories","desc":"Already on: Rock My Wedding, Bridebook, Hitched (premium listing), Offbeat Wed, Trustpilot account. Coverage is actually stronger than JourneyScore detected. Still missing: Bing Places, Apple Business Connect, LinkedIn, Scottish Wedding Directory, The List Edinburgh.","action":"Phase over months 1-2. Bing Places + Apple Business Connect both free, both feed major AI systems (Copilot, Siri, ChatGPT). LinkedIn business page is a quick win. The List Edinburgh and Scottish Wedding Directory add local relevance signals.","data":"Citations 72/100 | Hitched premium listing confirmed | 5+ remaining gaps","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"JourneyScore citation detection has gaps - product note","desc":"Internal observation: JourneyScore missed Connor's Hitched premium listing which is findable via a simple Google search. This is a tool calibration issue, not a Connor issue. Worth flagging because it affects how we frame citation findings and which directories we prioritise.","action":"Internal product action: improve JourneyScore's directory citation discovery. Should be doing branded Google searches + checking top 20-30 UK wedding directories programmatically, not just relying on a pre-set list. Affects future audits across all clients.","data":"Hitched premium listing missed by JourneyScore","sev":"LOW","type":"DISCUSS","status":"DROPPED","promote":false,"note":"DROPPED from client-facing audit - this is an internal product issue to fix, not something for Connor to see. Keeping in tracker for product backlog."}]},{"id":"local","slug":"local-seo-google-business-profile","name":"Local SEO & Google Business Profile","intro":"Local search is one of the biggest under-leveraged opportunities. Connor's website doesn't strongly anchor him to Edinburgh, which suppresses both Google's local pack and Edinburgh-specific organic rankings. Fixing this is mostly about visibility, not new infrastructure.","notes":"","findings":[{"title":"No visible local address on the website","desc":"The site doesn't display a physical Edinburgh address anywhere prominent. Google uses address signals (on-page, in schema, in NAP citations) to anchor a business geographically. Without that anchor, the local pack ignores you, and Edinburgh-specific organic SERPs deprioritise you in favour of competitors with clearer local signals. This is likely a significant contributor to being stuck on page 3-5 for 'edinburgh wedding videographer' despite the impressions being there.","action":"Add the home/studio address to the footer of every page, plus a dedicated Contact page or 'Visit Us' block on the homepage. Add LocalBusiness schema with the address. If Connor is uncomfortable with full home address publicly (understandable for a residential setup), use 'Edinburgh, EH6' or similar postcode-area framing. Even partial geographic signal beats none. Worst case, get a branded window decal so it's verifiable on Street View when Google checks.","data":"Edinburgh address not visible on homepage, footer, or contact page","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Service area set Scotland-wide may dilute Edinburgh signal","desc":"Connor serves all of Scotland (and beyond), which is commercially correct. But for local SEO, declaring a Scotland-wide service area on GBP and the website can dilute the Edinburgh-specific ranking signal. Google's local pack favours businesses with tighter geographic focus. Competitors targeting only Edinburgh get a local pack boost Connor doesn't.","action":"Strategic decision: keep wider service area for commercial reasons, but lead the local SEO narrative with Edinburgh-first. Homepage hero and meta should anchor in Edinburgh ('Edinburgh wedding videographer · films across Scotland'). Win local first, then the engagement and traffic metrics support the wider Scotland-wide rankings later.","data":"Current positioning: 'Cinematic Wedding Films Authentic to You' (no geographic anchor in hero)","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"NAP name inconsistency: 'Stag And' vs 'Stag &'","desc":"GBP listed as 'Stag And Doe Weddings' (written out). Everywhere else: 'Stag & Doe Weddings' with ampersand. Weakens AI cross-referencing and citation matching across directories.","action":"Update GBP to use ampersand. Requires Google verification process, can take a few days.","data":"GBP: 'Stag And Doe' | Website/social: 'Stag & Doe'","sev":"MEDIUM","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"'Near me' is a 720/mo search, GBP-driven","desc":"'wedding videographer near me' has 720 UK searches/month. Highest single-keyword volume in the space. This is won entirely via GBP + reviews + local signals, not on-page SEO. Connor is invisible on this query right now.","action":"GBP optimisation + 15+ Google reviews + weekly GBP posts + visible local address on website. Cheapest way to win the highest-volume term in the niche.","data":"720/mo UK volume, medium competition","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Local-first SEO strategy as the foundation","desc":"Connor is currently trying to compete Edinburgh-wide and Scotland-wide simultaneously, which thins the signal in both. The smarter path is local-first: dominate Edinburgh local search (local pack + organic), build engagement and traffic metrics on the back of that local visibility, then leverage those signals to compete for wider Scotland and UK rankings. Local rankings are also faster wins (weeks to months) versus wider geographic SEO (6-12 months).","action":"Phase 1 (months 1-3): visible address, GBP optimisation, reviews, Edinburgh-anchored content. Phase 2 (months 3-6): once Edinburgh local is solid, expand venue pages to Scotland-wide. Phase 3 (months 6-12): UK and destination wedding content.","data":"","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""}]},{"id":"strategy","slug":"search-strategy-films-vs-videography","name":"Search Strategy: Films vs Videography","intro":"How Google treats different keyword variations and what it means for primary positioning. Volume data shows Google clusters videographer/videography/video as one term.","notes":"","findings":[{"title":"Google clusters videographer/videography/video as one term","desc":"All variations return identical 590/mo volume, identical CPC £4.80, identical competition. Google treats them as semantically equivalent for ad targeting.","action":"Use as evidence that we don't need to pick - all variations feed same volume pool.","data":"All 5 videographer-family variants: 590/mo identical","sev":"MEDIUM","type":"DATA","status":"IN AUDIT","promote":false,"note":""},{"title":"'Films' variants return no Google Ads data","desc":"UberSuggest reports 0 (misleading). DataForSEO returns null = below threshold or folded into videographer bucket. SERP behaviour proves searcher intent exists, Google just doesn't report volume separately.","action":"Continue targeting both terms in title tag and content but don't expect separate volume reporting.","data":"edinburgh wedding films, scotland wedding films, etc: null volume","sev":"LOW","type":"DATA","status":"IN AUDIT","promote":false,"note":""},{"title":"SERPs treat 'films' and 'videography' differently","desc":"'Films' SERP: White Tree, Cherry Tree, Rizzo, White Balloon - all have 'Films' in brand. 'Videographer' SERP: Chris Boland, Dickiebow, Wedissimo - all have keyword in URL or aggregators.","action":"Joe Carter title tag formula wins both: 'Edinburgh Wedding Videographer | Cinematic Wedding Films in Scotland'. Adopt this pattern.","data":"","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Lean primary positioning into 'films'","desc":"Hero already says 'Cinematic Wedding Films Authentic to You'. Films-focused SERPs have no aggregators in top results. Lower competition structurally. Matches brand voice.","action":"Primary: Edinburgh wedding films. Secondary: wedding videographer/videography. Weave both in copy.","data":"","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""}]},{"id":"keywords","slug":"keywords-strategy","name":"Keywords & Strategy","intro":"Four-tier keyword plan: primary commercial, venue pages, informational FAQ, GBP-driven near me. Volume data from DataForSEO, validation from SERPER and GSC.","notes":"","findings":[{"title":"Four-tier keyword plan","desc":"Tier 1: Edinburgh/Glasgow/Scotland/UK primary commercial (volume). Tier 2: Venue pages (conversion + authority). Tier 3: FAQ informational (AEO + top-of-funnel). Tier 4: GBP-driven near me (local pack).","action":"Apply tier prioritisation across all SEO work. Tier 1 pages get the heaviest optimisation.","data":"Tier 1 combined volume: 1,620/mo","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Venue pages confirmed working (SERPER + GSC validation)","desc":"GSC shows real impressions on venue terms: dunkeld house 13 imps pos 18, falside mill 12 imps pos 46, norton house 11 imps pos 30, rosebery steading 10 imps pos 39. Plus Joe Carter ranks 1st for Errol Park with just a BLOG POST. Connor has dedicated pages, better structural intent.","action":"Build out the venue silo properly. Beef up thin content. Fix H1 issues. This strategy works.","data":"Multiple venue terms in GSC impressions | Joe Carter blog post ranks #1 for Errol Park","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Seasonal demand peak May-Sep","desc":"Edinburgh wedding videographer cluster triples in volume May-Sep (1000/mo) vs Feb-Apr (260-320/mo). Couples engaged at Christmas/Valentine's plan summer/autumn following year.","action":"Starting work now (May 2026), realistic ranking improvements land Sep-Oct, perfect for Jan-Mar 2027 planning surge.","data":"May 1000 / Jun 720 / Jul 1000 / Aug 1000 / Sep 1000 / Oct 390 / Nov 320 / Dec 390 / Jan 480 / Feb 320 / Mar 260","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Claire & Fraser Surgeon's Quarter blog as content template","desc":"Single highest-impression non-homepage URL in GSC at 324 impressions over 3 months. More than About, Packages, Contact, Portfolio, Services. Format: Connor + couple + venue + style = works.","action":"Use as template for all future portfolio entry rewrites and new blog posts. Replicate the pattern.","data":"324 imps in 3 months, top non-homepage page","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""}]},{"id":"ga4","slug":"traffic-engagement-ga4","name":"Traffic & Engagement (GA4)","intro":"Channel mix, engagement quality, conversion tracking status. Reveals where traffic comes from and how it behaves once on site.","notes":"","findings":[{"title":"Paid social is 43% of all traffic","desc":"Channel mix Feb-Apr: Paid Social 417 users, Direct 268, Organic Social 130, Organic Search 120, Referral 11. Heavy paid social investment via Instagram and Facebook ads.","action":"Acknowledge as context. Recommend conversion tracking to verify ROI on this spend.","data":"Paid Social 417 (43%) | Direct 28% | Organic Social 13% | Organic Search 12%","sev":"MEDIUM","type":"DATA","status":"TO ADD","promote":false,"note":""},{"title":"Organic search is the highest-quality engaged channel","desc":"Organic search visitors spend avg 1m 25s engaged, nearly 3x paid social. Validates entire SEO investment - traffic SEO brings is the best on the site.","action":"Use in exec summary as positive frame: 'the traffic we're working to grow is the highest quality you have'.","data":"Organic Search: 1m 25s engagement | Paid Social: 7s | Direct: 54s","sev":"HIGH","type":"OPPORTUNITY","status":"TO ADD","promote":false,"note":""},{"title":"/get-brochure 3.4s engagement - POTENTIAL finding","desc":"Top landing page at 423 sessions but 3.4s avg engagement. Could be fast form submissions (good) OR bounces from light page design (bad). The page IS a form-fill landing page with hero, £1749 anchor, one testimonial. Sparse vs homepage. /thanks-brochure had 7 sessions at 112s engagement, so SOME conversions happening.","action":"Discuss with Connor on call. Two parallel actions: 1) set up conversion event so we can actually measure, 2) CRO review of page - add more testimonials, video embed, Rock My Wedding badge, Connor intro, FAQ-style trust signals.","data":"/get-brochure: 423 sessions, 3.4s | /brochure: 233 sessions 20.7s | /thanks-brochure: 7 sessions 112s","sev":"POTENTIAL","type":"DISCUSS","status":"TO ADD","promote":false,"note":""},{"title":"Zero conversion events tracked in GA4","desc":"GA4 collecting traffic but Key Events = 0. No generate_lead, no contact_form_submit, no brochure_download. Can't measure lead attribution from any channel.","action":"Set up generate_lead event before any other SEO work begins. Cross-reference with Meta Ads conversion data. Mark as Key Event in GA4 Admin. Priority zero.","data":"Key events: 0 across all event categories | page_view 2289, session_start 1337, user_engagement 1276","sev":"HIGH","type":"RISK","status":"TO ADD","promote":false,"note":""},{"title":"Mobile-heavy audience with engagement gap","desc":"GA4: Mobile 714 users at 23s engagement, Desktop 241 at 1m 20s. 74% of users on mobile but desktop engages 3.4x longer. Combined with PageSpeed 52 mobile, real UX problem.","action":"Mobile experience is a known issue. UI/UX audit Connor is running separately will dig into this.","data":"Mobile 714 users / 23s | Desktop 241 / 80s | Tablet 10 / 48s","sev":"HIGH","type":"RISK","status":"TO ADD","promote":false,"note":""},{"title":"iPhone-dominated audience","desc":"Top 11 devices all iPhones. iPhone 13/15/14/15 Pro Max/15 Pro all in top 6. Wedding videography demographic exactly - couples 25-40, higher disposable income.","action":"Mobile testing should prioritise iPhone Safari specifically. The site needs to look perfect on iPhone above all else.","data":"iPhone 232 + iPhone 13 50 + iPhone 15 38 + iPhone 14 27 + etc, dominates device list","sev":"MEDIUM","type":"DATA","status":"TO ADD","promote":false,"note":""},{"title":"Referral channel: tiny but excellent","desc":"Only 11 users in 3 months from referrals but they spend avg 4 MINUTES engaged with 3.45 engaged sessions each. Likely Rock My Wedding, venue partners, blog mentions.","action":"Doubles down on backlink building recommendation. Referral converts much better than other channels at scale.","data":"Referral: 11 users, 240s engagement, 3.45 sessions/user","sev":"MEDIUM","type":"OPPORTUNITY","status":"TO ADD","promote":false,"note":""}]},{"id":"competition","slug":"online-competition","name":"Online Competition","intro":"Three direct competitors analysed plus aggregator commentary. Joe Carter is the structural benchmark for what Connor should look like in 12 months. Chris Boland is the longer-term model: enough accumulated SEO equity that he can rank for any city he chooses. White Tree is a niche-specific play not directly comparable. Aggregators (Hitched, Bridebook) are platforms to acquire presence ON, not outrank.","notes":"","findings":[{"title":"Joe Carter (Edinburgh Wedding Videos) - top benchmark","desc":"Squarespace site. BAFTA-nominated angle. Prices in hero (£1200). Dedicated FAQ, Testimonials, per-region pages. Names 8+ Edinburgh venues in body copy.","action":"Use as primary structural benchmark. Steal: title tag formula, dedicated FAQ + Testimonials pages, named venue mentions in body.","data":"Pricing visible: £1200 | Dedicated FAQ, Testimonials, location pages","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"White Tree Wedding Films - three-site network","desc":"Based in Dalgety Bay (Fife), not Edinburgh. WordPress + Elementor. Runs whitetreeweddingfilms.co.uk + whitetreephotography.co.uk + aerialphotographyandfilms.co.uk all cross-linking.","action":"Three-site network probably overkill for Connor. But 'Wedding Videography Process' page is a strong AEO play worth borrowing.","data":"","sev":"LOW","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Chris Boland: what built domain authority looks like","desc":"Based in London/Cambridge per his footer. Ranks 1st for 'Edinburgh Wedding Videographer' despite zero physical presence in Edinburgh. This is NOT evidence that the keyword is easy to rank for - it's evidence of significant accumulated SEO equity: years of high-quality content, strong domain rating, established backlink profile, and brand authority. He's earned the right to attack any city's SERPs at will. This is exactly where Connor should aim to be in 2-3 years: strong enough core SEO foundation that geographic expansion becomes a matter of choice, not capability.","action":"Two takeaways. Short term: counter-position for local intent ('Edinburgh's local videographer, deeply embedded in Scottish venues, not parachuting in from down south'). Long term: this is the model. Build the domain authority, the content depth, and the brand equity so that in 2-3 years Connor can target Glasgow, Aberdeen, Inverness, or wherever else at will. Lift his dedicated location page template as a near-term tactical move.","data":"Chris Boland ranks #1 Edinburgh from London/Cambridge base","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Aggregator dominance: Hitched, Bridebook, Wedissimo","desc":"Top 10 SERP has 3 aggregators in it. Not competitors to outrank with own site - they're platforms to acquire presence on. Connor is already on Bridebook AND Hitched (premium listing) which is great. Wedissimo is the remaining gap, plus optimisation potential on the existing listings.","action":"Audit the existing Hitched and Bridebook listings for completeness: 20+ images, full pricing, all venue mentions, recent reviews displayed. Submit to Wedissimo as the remaining major aggregator gap.","data":"Hitched ranks 3rd for 'edinburgh wedding videographer' | Connor: premium Hitched listing confirmed","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Competitor wins to steal: Joe Carter's structural model","desc":"Joe Carter is the closest direct comparable to Connor and the strongest model for the 6-12 month roadmap. What he does well that's directly replicable: (1) Title tag formula 'Edinburgh Wedding Videographer | Cinematic Wedding Films in Scotland' wins both SERPs. (2) Pricing in the hero ('From £1200') removes lead-qualification friction. (3) Dedicated /faq page with 15+ Q&As as an AEO and trust asset. (4) Dedicated /testimonials page (separate from homepage block) with Review schema markup. (5) Per-region landing pages (Edinburgh, Glasgow, Highlands, etc.) creating clear geographic silos. (6) Names 8+ Edinburgh venues in homepage body copy as natural keyword and entity signals. (7) BAFTA-nominated as a trust signal in hero.","action":"Adopt all 7 in the first 90 days. None require new content infrastructure, just better arrangement of what Connor already has. The FAQ page alone is the highest-leverage single piece of new content Connor could create.","data":"Joe Carter checklist: title formula | pricing in hero | FAQ page | testimonials page | per-region pages | venue mentions | BAFTA trust signal","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Competitor wins to steal: White Tree's process page","desc":"White Tree Wedding Films runs a dedicated 'Our Wedding Videography Process' page that walks through the full client journey: enquiry > planning call > pre-wedding meeting > the day itself > editing > delivery. This is gold for both AEO (AI systems love structured how-it-works content) and customer journey (reduces uncertainty for prospects, lifts conversion). White Tree's three-site cross-linking network is overkill for Connor (and arguably manipulative), but the process page is genuinely replicable.","action":"Build a /process or /how-it-works page. Connor's actual workflow probably reads like: discovery call > venue recce or chat > wedding day filming > 4-week edit > delivery + Vimeo hosting. Add this as a single dedicated page with FAQ schema. Half day's work.","data":"White Tree page covers: enquiry > planning > pre-wedding > the day > editing > delivery","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Competitor wins to steal: Chris Boland's location page template","desc":"Chris Boland ranks #1 for 'Edinburgh wedding videographer' from a London base by having a single dedicated /edinburgh-wedding-videographer landing page. The page is keyword-optimised top to bottom: title, H1, intro paragraph, location-specific content, multiple Edinburgh venue mentions, schema markup. It's not a stretch; it's just disciplined on-page SEO. Connor has an equivalent page but it's competing with the homepage and is underbuilt.","action":"Rebuild Connor's /edinburgh-wedding-videographer page using Chris Boland's structure as the template. After the cannibalisation fix (homepage owns the term, this page pivots to 'Edinburgh wedding films'), apply Chris Boland's discipline to the new positioning. Title, H1, opening paragraph, body content, schema all tightly aligned to the new target query.","data":"Chris Boland's page structure: keyword-focused title, H1, intro para, venue mentions, schema","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Backlink gap analysis: 14 high-value targets identified","desc":"UberSuggest competitor backlink analysis surfaced 274 'opportunity' domains (sites linking to competitors but not Connor). After classification, ~89% are noise (PBN attacks targeting Timeless Wedding Films via 'bhs-links-*' Greek-mythology PBN, generic scrapers, off-niche sites, etc.). The real story: 14 genuinely high-value backlink opportunities, mostly linking to Joe Carter (Edinburgh Wedding Videos). Three named Edinburgh-area venues link to Joe that Connor isn't on (Signet Library DA 44, Winton Castle DA 32, Edinburgh City Chambers DA 27). Five photographer/supplier sites (DA 25-40 range). Love My Dress DA 55 is the highest-value editorial target. Several wedding directories (Easy Weddings, Three Best Rated, FindTheNeedle).","action":"Prioritised outreach plan: (1) Direct venue outreach to Signet Library, Winton Castle, Edinburgh City Chambers - Connor likely already has filming connections to these venues, request real-wedding feature with backlink. (2) Photographer partner outreach to First Light, Emma Lawson, Anna Urban - cross-promo opportunities. (3) Editorial submission to Love My Dress with a real wedding pitch. (4) Submit to Easy Weddings, Three Best Rated, FindTheNeedle directories. Realistic 6-month target: capture 8-10 of these 14 = significant DR uplift. Full classified spreadsheet delivered separately.","data":"274 opportunities surfaced | 14 genuinely high-value | Top targets: Love My Dress DA 55, Signet Library DA 44, Winton Castle DA 32 | Joe Carter primary model","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""}]},{"id":"backlinks","slug":"backlink-profile","name":"Backlink Profile","intro":"Backlink picture is significantly stronger than initially reported. Ahrefs found 97 backlinks across 83 referring domains (vs UberSuggest's 18/14 and GSC's reported zero). Profile is genuinely venue-led and earned, but a chunk of toxic PBN spam needs attention.","notes":"","findings":[{"title":"Ahrefs reveals fuller picture: 97 backlinks, 83 domains, DR 14","desc":"Cross-tool comparison shows significant discrepancy between data sources. Ahrefs (the industry-standard backlink crawler) found 97 total backlinks across 83 referring domains, vs UberSuggest's 18/14, vs GSC's reported zero. Domain Rating still sits at 14 (low for a 7-year-old domain in a competitive niche) but the underlying link count is roughly 5x larger than first thought. The story isn't 'no backlinks' - it's 'fragmented backlink data and toxic spam mixed in with genuine wins'.","action":"Treat Ahrefs as the primary source going forward. Set realistic 6-month target of DR 20-25 via genuine earned links + disavowing the toxic spam to clean up the profile.","data":"Ahrefs: DR 14 | 97 backlinks | 83 domains | 35% dofollow | UberSuggest: 18 backlinks | GSC: 0 reported","sev":"HIGH","type":"DATA","status":"IN AUDIT","promote":false,"note":""},{"title":"Toxic PBN spam links need disavow review","desc":"Ahrefs surfaced approximately 7-8 toxic backlinks from PBN/link-farm sites (rank-top.click, authoritybacklinks.shop, rankxlinks.shop, seoexpress.space, ranklinkpro.shop, ranklinkerpro.shop, therankboostseo.shop, and similar). These are spam operations using staganddoeweddings.com as anchor bait for their own SEO services - common attack vector where they scrape decent-looking domains and add them to fake testimonials or 'high-DA backlink' offer pages. NOT something Connor commissioned. May not actively harm rankings (Google is decent at ignoring obvious PBN spam) but worth cleaning up via the Google Disavow Tool to be safe.","action":"Two-step process. 1) Pull full Ahrefs CSV export (we've only seen top 20 of 97 - more spam likely lurks in the remaining 77). 2) Build disavow file listing the toxic domains. 3) Submit via Google Disavow Tool. Do NOT contact the spam sites directly - they're spam operations, contact achieves nothing or worse. Single Disavow file submission is a 30-minute job once we have the full data.","data":"~8 toxic PBN links identified in top 20 visible | likely more in remaining 77 unviewed","sev":"MEDIUM","type":"RISK","status":"IN AUDIT","promote":false,"note":""},{"title":"Venue-led linking strategy is genuinely strong","desc":"The legitimate backlinks tell a great story. Top earned links: Bridebook (DR 75 premium listing), Crerar Hotels/Dunkeld House (DR 59), Tie The Knot Scot (DR 52), Your Scottish Wedding (DR 34), Wills Marquees Little Black Book (DR 33), Netherbyres House (DR 30), Silver Photography (DR 15), Juliet Tinton Photography (DR 6). All earned through real work at real venues or with real partner photographers - not link-buying. The model is exactly right, it just needs scaling up.","action":"Systematise post-wedding outreach. Every venue Connor films at should be asked for a 'real wedding' feature with a backlink. Every photographer partner he works with should get a cross-promo mention. Currently visible: 6-8 venues, could easily be 20+. Template the request email. Aim for 1-2 new venue features per month + 1 photographer partner mention. Over 6 months that's potentially 18+ new genuine high-relevance links.","data":"Top legitimate links: Bridebook DR 75 | Crerar DR 59 | Tie The Knot Scot DR 52 | Your Scottish Wedding DR 34 | Netherbyres DR 30","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Anchor text mostly branded with some healthy variation","desc":"Anchor text distribution across the legitimate backlinks is mostly branded ('Stag & Doe Weddings', 'Stag and Doe', 'Stag & Doe Videographer') with some natural editorial variation ('videographer Connor of Stag & Doe Weddings', 'videographers Stag and Doe (lovely folk by the way!)'). Branded anchors don't trigger over-optimisation penalties and are healthy. The mix could include slightly more keyword anchors for keyword reinforcement, but it's not a problem - just an optimisation opportunity.","action":"When negotiating new venue features and photographer mentions, suggest anchor text variations like 'Edinburgh wedding videographer Stag & Doe' or 'wedding film by Stag & Doe' instead of brand-only. Aim for 20-30% keyword-inclusive anchors over time. Don't force this on existing links - just on new ones.","data":"Current mix: ~80% branded, ~15% natural editorial, ~5% keyword (estimated from top 20 visible)","sev":"LOW","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Multi-tool discrepancy reveals tool reliability issues","desc":"Three backlink data sources, three different pictures. GSC: 0 external links reported. UberSuggest: 18 backlinks from 14 domains. Ahrefs: 97 backlinks from 83 domains. All three are 'right' in their own way - GSC only surfaces what Google considers important, UberSuggest pulls from Moz's older crawl, Ahrefs has the most comprehensive crawl infrastructure. But the practical implication is: never rely on a single backlink tool for client decisions. Ahrefs is the most accurate by a wide margin and worth the subscription for any agency doing serious SEO work.","action":"Treat Ahrefs as the primary backlink source for ongoing work. Cross-reference with GSC for what Google specifically values. Set up GSC properly (both URL-prefix AND Domain property verified) so its reporting matches reality better.","data":"GSC: 0 | UberSuggest: 18 / 14 | Ahrefs: 97 / 83 - 5x variance","sev":"LOW","type":"DATA","status":"IN AUDIT","promote":false,"note":""},{"title":"Path to DR 25+ within 6 months","desc":"Current DR 14. Target DR 20-25 in 6 months, DR 30+ in 12 months. Realistic and achievable given the existing earned-link model is working - just needs scaling. Three parallel workstreams: 1) Venue partnerships (1-2 new real-wedding features per month), 2) Directory submissions (Bing Places, Apple Business Connect, LinkedIn, Scottish Wedding Directory, The List Edinburgh - all free, all feed AI systems), 3) Editorial photographer/supplier mentions (1 per month). Bonus: a single high-quality guest post on a Scottish lifestyle blog (Hen Party Glasgow, Edinburgh Mum, similar) could move the needle disproportionately.","action":"Six-month link velocity target: 12+ new genuine referring domains. Combine venue outreach + directory submissions + photographer partnerships. Track in monthly reporting.","data":"Current DR 14 | 6-month target: DR 20-25 | 12-month target: DR 30+","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""}]},{"id":"recommendations","slug":"recommendations-priority-plan","name":"Recommendations & Priority Plan","intro":"Prioritised by impact and effort: Immediate (this week), Weeks 1-4, Months 1-2, Months 2-3, Months 3-12.","notes":"","findings":[{"title":"Immediate (This Week) - quick wins","desc":"Fix homepage title tag (currently 'Home', should be the full Edinburgh wedding videographer formula). Add visible Edinburgh address to website footer + Contact page. Email 10 most recent couples for Google reviews. Add Edinburgh location anchor to hero section. Delete /copy-of draft pages in Wix. Standardise GBP name to ampersand format. 301 redirects for broken URLs (/about, /aboutus, /home etc.).","action":"Most are <30 mins each. The homepage title fix is literally 30 seconds and is likely the highest-impact single action in the entire audit. Frontload momentum.","data":"","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Weeks 1-4: Structural","desc":"Fix H1 issues on top 8 pages. Create FAQ page with schema. Add starting price to homepage. Strengthen Edinburgh page. Bulk-edit portfolio meta descriptions. Audit and optimise existing Hitched + Bridebook listings.","action":"Higher effort but high-impact. Solid month's work.","data":"","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Months 1-2: Content + directories + backlink cleanup","desc":"Beef up top 10 thin venue pages. Submit to Bing Places + Apple Business Connect + LinkedIn business + Scottish Wedding Directory + List Edinburgh. Review schema + Business schema completion. Continue review collection toward 15+. Pull full Ahrefs CSV export and build Google Disavow Tool submission to clean up the PBN spam links.","action":"","data":"","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Months 2-3: Content strategy launch","desc":"First 3 JourneyScore topical authority blog posts. Dedicated venue landing pages for top 5 Edinburgh venues. Improve internal linking.","action":"","data":"","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Months 3-12: Sustained authority","desc":"1-2 quality blog posts/month using Claire & Fraser format. Reviews to 30+. Backlinks 1-2/month. Guest posting on Scottish wedding blogs.","action":"","data":"","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""}]},{"id":"timeline","slug":"timelines-and-expected-results","name":"Timelines and Expected Results","intro":"Realistic projections for ranking, traffic, and AI visibility based on similar engagements.","notes":"","findings":[{"title":"Months 1-3: Foundation showing","desc":"GBP and reviews driving early near-me improvements. Position lift 28 > 18-22 on Edinburgh cluster. JourneyScore AI Visibility 25 > 40-50.","action":"","data":"","sev":"MEDIUM","type":"DATA","status":"IN AUDIT","promote":false,"note":""},{"title":"Months 3-6: Structural payoff","desc":"Page 2-3 on venue and long-tail. Edinburgh main term hitting position 11-15. Local pack regular. JourneyScore 55-65 Competitive band.","action":"","data":"","sev":"MEDIUM","type":"DATA","status":"IN AUDIT","promote":false,"note":""},{"title":"Months 6-12: Top 10 organic","desc":"Top 10 for core commercial terms. Consistent AI recommendations. Destination wedding international audience starts converting if content developed.","action":"","data":"","sev":"MEDIUM","type":"DATA","status":"IN AUDIT","promote":false,"note":""}]}]}