{"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":"Live SERP evidence: blog post outranking homepage for the primary commercial term","desc":"Live Google search for 'edinburgh wedding videographer' (May 2026) shows Connor's site appearing at position 13-14, but here's the damning part: the URL ranking is NOT the homepage. It's a blog post (/post/edinburgh-wedding-videographer-stag-doe-weddings-claire-fraser-s-romantic-highlight-film-at-surgeons-quarter). The blog post happens to have 'Edinburgh wedding videographer' in its title and URL, so Google is treating it as more relevant than the homepage for the term. This is hard proof of two things: (1) The homepage is so badly optimised it loses to a blog post on its own site. (2) When a page DOES include the keyword properly in title and URL, Google ranks it - so the strategy of optimising the homepage with the right title is structurally sound. The blog post ranking is also evidence that the cannibalisation problem extends beyond just two pages - any page with 'Edinburgh wedding videographer' in the title is in the running, fragmenting authority across multiple URLs.","action":"This single piece of evidence reinforces everything we've recommended: (1) Fix the homepage title immediately so it actually targets the term. (2) Resolve the cannibalisation between homepage and /edinburgh-wedding-videographer hub page. (3) Audit other pages with 'Edinburgh wedding videographer' in titles or URLs (the Claire & Fraser blog post, /post/edinburgh-wedding-videographer-stag-doe-weddings-charlotte-jonathan-s-romantic-carberry-tower, others). Decide which one OWNS the term (homepage) and reframe the others to target supporting variations (e.g. 'Surgeon's Quarter wedding film' for the Claire & Fraser post, 'Carberry Tower wedding film' for the Charlotte & Jonathan post). Each blog post should support the homepage, not compete with it.","data":"Live SERP 'edinburgh wedding videographer' May 2026: pos 13-14, URL = blog post not homepage | Confirms homepage is severely under-optimised | Confirms keyword-in-title works when applied","sev":"HIGH","type":"DATA","status":"IN AUDIT","promote":true,"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":true,"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":true,"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 under-optimised: 'Home | Stag & Doe Weddings'","desc":"Screaming Frog confirms the homepage title is 'Home | Stag & Doe Weddings' (26 characters). Better than literally 'Home' but still significantly under-optimised. The first word - the most weighted position in a title - is 'Home', which carries no semantic ranking value. No mention of the primary commercial term ('Edinburgh wedding videographer'), no location anchor, no service description. Compare to Joe Carter who leads with the keyword: 'Edinburgh Wedding Videographer | Cinematic Wedding Films in Scotland'. Title tags are one of the top three on-page ranking signals, and this is leaving meaningful authority on the table. Given the site is currently sitting at position 28 for the term despite having brand authority and earned backlinks, fixing the title is likely the single highest-leverage technical change available.","action":"Replace the homepage title with: 'Edinburgh Wedding Videographer | Cinematic Wedding Films Across Scotland | Stag & Doe Weddings' (or a similar variation under 60 characters if Wix has strict limits, e.g. 'Edinburgh Wedding Videographer | Stag & Doe Weddings' at 52 chars). 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, pricing anchor, and call to action.","data":"Current homepage title: 'Home | Stag & Doe Weddings' (26 chars) | Recommended: 'Edinburgh Wedding Videographer | ...' (45-60 chars)","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":true,"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":"Portfolio entries use Wix Dynamic Page template - one template fix propagates to all 37 items","desc":"Screaming Frog crawl confirmed via URL pattern (/full-portfolio-1/[slug]) that portfolio entries are Wix Dynamic Pages driven by a CMS Collection, not individually-built static pages. This is significantly better news than 'fix 37 broken pages one by one'. Current state of the template + connected items: every portfolio item has NO meta description, NO H1 (some pages), and only 0-40 words of body text. The template was set up minimally and then ~37 items added to it. Fix is structural at the template level, not per-item.","action":"Two-part fix in Wix Dynamic Pages editor:\n\n(1) TEMPLATE STRUCTURE: Edit the /full-portfolio-1 template to add: a proper H1 element (connected to item title field), space for a 150-300 word descriptive paragraph, the trust block (testimonials/stats/logos), the commercial journey block (links to venue page, city hub, brochure, packages), embedded film, related portfolio entries.\n\n(2) CMS COLLECTION FIELDS: Add or expose Meta Description field in the collection so each item has one. Add a 'Description' text field for the per-item body content. Add a 'Venue' reference field that links to the venue/location page.\n\n(3) PER-ITEM BACKFILL: Once the template is fixed, write 150-300 words of unique content per portfolio item (couple's story, venue features, what made the film special) plus a meta description. JourneyScore can draft this in bulk based on the existing video content. Total: ~37 items × 15 mins = ~10 hours of content work spread over a fortnight.","data":"Pattern: /full-portfolio-1/[slug] = Wix Dynamic Page | All 37 items use one template | Sample word counts: 0, 31, 36, 38 words | All 4 sampled missing meta description","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":true,"note":""},{"title":"Static venue/location pages also thin (avg 383 words) but not template-driven","desc":"Different problem from portfolio items. The 32 static venue/location pages (/dundas-castle-wedding, /kinkell-byre-wedding etc.) are NOT Wix Dynamic Pages - they appear to be individually-built static pages. Avg word count 383 (better than portfolio items but still thin for ranking purposes - benchmark for service+location pages is 600-1200 words). All have proper meta descriptions and H1s (good), but body content is light. Each page needs individual content expansion - no template shortcut available.","action":"Phase content expansion over 2-3 months. Priority order based on commercial value: Dundas Castle, Prestonfield, Errol Park, Carlowrie, Surgeon's Quarter, Carberry Tower, Kinkell Byre. For each: expand to 800+ words covering venue features, capacity, ceremony permissions, what makes the venue special on film, Connor's specific experience at the venue, examples of films shot there. JourneyScore can draft 70-80% of this content per page.","data":"32 venue/location pages | Avg 383 words | Target: 800+ words | Method: individual page edits, not template fix","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":true,"note":""},{"title":"Title tags too long on majority of pages (60-116 chars)","desc":"Screaming Frog flagged 20+ titles exceeding the 60-character optimal length. Long titles get truncated in Google SERPs and waste pixel width that could be carrying more weighted keywords. Worst offenders: '/post/edinburgh-wedding-videographer-stag-doe-weddings-claire-fraser-s-romantic-highlight-film-at-s' at 116 chars (the blog post that's actually outranking the homepage). Even good titles like '/edinburgh-wedding-videographer' at 69 chars trim away the 'Stag & Doe' brand signal. The pattern across the site is 'Page Name | Variant Description | Cinematic Wedding Films | Stag & Doe' which is consistently ~10 chars too long.","action":"Shorten title pattern. Recommended formula: '[Page Topic] | [Modifier] | Stag & Doe' or '[Page Topic] | Stag & Doe Weddings'. Examples:\n\n- /edinburgh-wedding-videographer (current 69): 'Edinburgh Wedding Videographer | Stag & Doe Weddings' (52)\n- /st-andrews-wedding-videographer (current 78): 'St Andrews Wedding Videographer | Stag & Doe' (45)\n- /glasgow-wedding-videographer (current 67): 'Glasgow Wedding Videographer | Stag & Doe' (42)\n\nFor blog posts with the 'Edinburgh Wedding Videographer | Stag & Doe Weddings: [Couple]'s [Description]' pattern, drop the leading keyword (the post is supporting the homepage now, not competing): '[Couple]'s [Venue] Wedding Film | Stag & Doe' (under 60).","data":"20+ titles exceed 60 chars | Longest: 116 chars (blog post outranking homepage) | Pattern: consistent overlong format","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":false,"note":""},{"title":"Duplicate Dundas Castle blog post and Enterkine title typo","desc":"Two small data hygiene issues caught in the crawl: (1) /post/dundas-castle-wedding-videographer-1 exists alongside /post/dundas-castle-wedding-videographer (without the -1 suffix). Both indexed. Classic Wix artifact when a post was deleted and republished, or when slug was edited and Wix appended -1. Creates a duplicate content risk and splits any equity the original earned. (2) /post/enterkine-house-hotel-wedding-videographer has a title with multiple spaces in the middle: 'Enterkine House Hotel                        Wedding Videographer'. Visible to crawlers and looks unprofessional in SERP previews.","action":"Two quick fixes. (1) Decide which Dundas post is canonical (probably the one with more recent content/views), 301 redirect the other to it, then delete from Wix. (2) Edit the Enterkine title to remove the extra whitespace: 'Enterkine House Hotel Wedding Videographer'. Both fixes < 5 minutes total.","data":"Duplicate: /post/dundas-castle-wedding-videographer + /post/dundas-castle-wedding-videographer-1 | Typo: Enterkine title has 24 consecutive spaces","sev":"LOW","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":true,"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":true,"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":true,"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":true,"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":"Detailed fix strategy in 'Internal linking architecture' findings below. Headline: every subpage needs 2-3 strategic upward links creating a portfolio > venue > city > homepage equity flow.","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.","action":"Detailed fix strategy in 'Internal linking architecture' findings below. Venue pages need links from portfolio entries filmed at that venue (creating the hierarchical equity flow), plus contextual cross-links to 3-5 related venues in the same area.","data":"32 venue/location pages | All have exactly 1 inbound link | Zero cross-linking between venues","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":true,"note":""},{"title":"Internal linking architecture: hierarchical equity and journey flow","desc":"The strategic principle for fixing internal linking: every subpage should flow equity and user journey UPWARD through a clear hierarchy. Portfolio entries feed the relevant venue page. Venue pages feed the city/location page (Edinburgh, Glasgow, etc.). City pages feed the homepage. This isn't just SEO equity routing - it's user journey design. Someone watching a portfolio film is deep in research mode and needs a clear path back to 'okay, can I hire this person?'. Currently every subpage dead-ends at the contact page with no intermediate steps. That's a missed conversion opportunity AND a missed ranking opportunity.\n\nThe hierarchy:\n\nPortfolio entry (e.g. Claire & Fraser at Surgeon's Quarter)\n  ↓ feeds equity + user journey UP TO\nVenue page (/surgeons-quarter-wedding)\n  ↓ feeds equity + user journey UP TO\nCity hub page (/edinburgh-wedding-videographer, retargeted as venue hub)\n  ↓ feeds equity + user journey UP TO\nHomepage (primary commercial page)\n\nThis mirrors how a real prospect's research deepens then resolves. They watch a film, want to know about the venue, want to see other venues in that city, then want to know about the videographer. The architecture should match.","action":"Implement the hierarchical linking pattern across all subpages. Discipline is key: 2-3 strategic upward links per subpage, not 10. Quality over quantity. Specific implementation in the next finding.","data":"Architectural principle: portfolio > venue > city > homepage | Hierarchical, not flat | Mirrors user research journey","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":true,"note":""},{"title":"Subpage commercial journey: every page needs upward CTAs and contextual links","desc":"Currently subpages (portfolio, venue, blog posts) have only one journey step forward: directly to /contact. No intermediate steps, no upward links to the city hub or homepage, no signposting between related content. This is a massive missed opportunity for both SEO (the equity flow problem) and conversion (the funnel problem). Compare to Joe Carter, where every page has multiple contextual upward links woven into body copy.","action":"Standard commercial journey block to add to every subpage:\n\nPORTFOLIO ENTRIES (37 pages):\n  - Inline body link: 'Filmed at [Venue Name] in Edinburgh' linking to the venue page with venue-keyword anchor\n  - Inline body link: 'See more Edinburgh wedding films' linking to /edinburgh-wedding-videographer (the venue hub) with 'Edinburgh wedding films' anchor\n  - End-of-page CTA section: 'Planning your Edinburgh wedding? See packages from £1749' linking to homepage or /packages\n  - End-of-page secondary CTA: 'Download our brochure' linking to /get-brochure\n\nVENUE PAGES (32 pages):\n  - Add 'Other Edinburgh wedding venues we love filming at' block linking to 3-5 related venue pages\n  - Inline body link: 'About Stag & Doe Weddings' linking to homepage with 'Edinburgh wedding videographer Stag & Doe' anchor\n  - End-of-page CTA: 'Cinematic wedding films at [Venue], from £1749' linking to /packages or homepage\n  - End-of-page secondary CTA: 'Get our wedding brochure' linking to /get-brochure\n\nBLOG POSTS (18 pages):\n  - Inline body link: contextual link to the relevant venue page (where applicable) with venue-keyword anchor\n  - Inline body link: contextual link to /edinburgh-wedding-videographer hub with city-relevant anchor\n  - End-of-page CTA: 'See our latest wedding films' linking to /portfolio AND 'Get our brochure' linking to /get-brochure","data":"Currently every subpage dead-ends at /contact | Missing: upward equity flow, conversion intermediates, related-content navigation","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":true,"note":""},{"title":"Primary navigation buries key commercial pages in the About submenu","desc":"Manual review found that two of the most commercially important pages on the site are hidden in the About submenu rather than being primary navigation items: /approach (the page that articulates Connor's positioning and craft philosophy) and /packages (the page with pricing and 'get in touch' CTAs). Both are critical journey steps that should be one click away from anywhere on the site, not two. /packages in particular is essentially the penultimate conversion step (pricing > contact) and burying it in About materially hurts the funnel. Also worth noting that /packages has genuinely excellent FAQs which compounds the problem - that content is hidden behind another menu click.","action":"Restructure primary navigation to surface both pages: Home / About / Approach / Portfolio / Packages / Venues / Blog / Contact (or similar). Approach moves out of About submenu and becomes a top-level item. Packages moves out of About submenu and becomes a top-level item, ideally positioned near Contact as the final conversion step. Wix navigation editor handles this in 5 minutes.","data":"Currently buried: /approach, /packages | Both hidden under About submenu | /packages contains key pricing AND great FAQ content","sev":"HIGH","type":"RISK","status":"IN AUDIT","promote":true,"note":""},{"title":"Page-by-page journey audit: specific gaps found in manual review","desc":"Manual walkthrough of each page type surfaced specific journey gaps that need addressing as part of the internal linking implementation:\n\nBLOG LISTING PAGE (/blog):\nFooter has just a Home button and Contact button. No CTA driving to commercial pages, no signposting of related content categories, no value proposition statement. Massive missed opportunity given this page accumulates 27 outbound links to blog posts.\n\nBLOG POSTS (individual):\nNo journey links back to main service info pages or homepage. Reader finishes the post and has nowhere to go but back via browser. Should have inline contextual links + end-of-post CTA block.\n\nPORTFOLIO LISTING PAGE (/portfolio):\nOnly contains links to About, Contact, and Full Portfolio. No link to the wedding info / homepage. No CTA section. Doesn't function as a discovery page despite getting heavy traffic.\n\nPORTFOLIO ITEMS (individual):\nVery thin on text content (which compounds the 39 thin pages issue we flagged separately). No journey links to venue pages, homepage, brochure, or related portfolio entries. Dead-ends the visitor.\n\nVENUE/LOCATION PAGES:\nGenerally well-structured with intro, portfolio films, service paragraphs, FAQs. BUT no social proof and only journey step forward is /contact. Skips the natural intermediate step of building further trust or signposting other related content.","action":"Each page type needs treatment as part of the internal linking implementation:\n\nBLOG LISTING PAGE: Add a hero-level value proposition above the post list ('Wedding stories, films, and Edinburgh venue insights from Stag & Doe'). Add a CTA block at the bottom: testimonial + 'Looking for an Edinburgh wedding videographer? See our packages →' link + 'Get our brochure' link. Add category navigation if appropriate.\n\nBLOG POSTS: Add inline contextual links in body copy (venue mention > venue page, related concept > related page). Add end-of-post CTA: 'See more films at [Venue]' OR 'Explore Edinburgh venues we love' + 'Get our brochure' + 'See packages'.\n\nPORTFOLIO LISTING PAGE: Add intro paragraph anchoring in Edinburgh. Add link to homepage with brand anchor. Add CTA: 'Like what you see? View packages and get in touch.' Add link to /edinburgh-wedding-videographer venue hub.\n\nPORTFOLIO ITEMS: Expand text content significantly (this is also an SEO win - the thin content finding). Add 2-3 paragraphs of context per film: couple's story, venue features, what made the film special. Then add the journey block we specified earlier: venue page link + city hub link + brochure CTA + packages CTA + trust block.\n\nVENUE PAGES: Add the trust block as specified. Add the 'related venues' block as specified. Add intermediate CTAs (Packages, Brochure) before the final Contact CTA.","data":"Pages with broken/missing journey: blog list, individual blog posts, portfolio list, portfolio items, venue pages | Common pattern: dead-end at /contact with no intermediate steps","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":true,"note":""},{"title":"FAQ extraction from /packages into dedicated /faq page","desc":"/packages page contains genuinely excellent FAQ content (covering pricing, process, what's included, delivery times, etc.) but it's buried under the Packages tab which is itself buried under About. This is a triple-burial of high-value content. Two strategic problems with current placement: (1) the FAQs serve a different intent (research) than the rest of the Packages page (conversion), so they shouldn't share a page from a UX/journey perspective. (2) Joe Carter and competitors have dedicated /faq pages that rank well for question-format queries and feed AI Overviews. Extracting these to /faq solves both problems simultaneously and gives Connor an AEO play that mirrors what's already working for competitors.","action":"Create /faq page with FAQPage schema markup. Move existing FAQ content from /packages to /faq. Optionally keep 2-3 most-relevant FAQs on /packages as a teaser with 'See all FAQs →' link. Add /faq to primary navigation. Expand the FAQ set to 15-20 questions over time (current content is likely 6-10). Each FAQ should have schema markup so AI systems can cite directly. This is one of the highest-value single content moves in the audit: takes existing good content, repositions for SEO + AEO, fixes navigation problem, mirrors competitor structure, all in one workflow.","data":"Current FAQ location: /packages (buried in About submenu) | Target: dedicated /faq page in main nav | Schema: FAQPage | Competitor parallel: Joe Carter has /faq","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":true,"note":""},{"title":"Subpages lack social proof - testimonials only live on homepage","desc":"Connor has 9 strong testimonials on the homepage (though they're invisible to crawlers due to the Wix component issue we flagged separately). But portfolio pages, venue pages, and blog posts have ZERO social proof. Someone landing on a Charlotte & Jonathan Carberry Tower portfolio film from a Pinterest share or social link sees the video and... nothing else to build trust. No testimonial from a real couple. No 'featured in Rock My Wedding' badge. No '100+ weddings filmed since 2018' stat. No couple count or review rating. This is a conversion killer AND compounds with the linking problem - even if someone wanted to convert, they have no trust signals to nudge them.","action":"Add a standardised 'trust block' to every subpage template:\n\n1. Single rotating testimonial relevant to the venue or service (could be the couple from the film embedded on that page if available, or a generic strong testimonial otherwise)\n2. Three-stat row: '100+ weddings filmed since 2018' / 'Featured in Rock My Wedding' / 'Cinematic films delivered within 4 weeks'\n3. 'As featured in' logo bar with Rock My Wedding, Bridebook, Hitched (premium listing), and venue logos\n4. Star rating + review count (once 15+ Google reviews are collected)\n\nThis trust block should appear ABOVE the commercial CTA section so prospects see proof before being asked to act. Wix block this can be templated and reused across all subpages.\n\nBonus: implementing this finally exposes the testimonial content to crawlers (current Wix component renders them as images invisible to bots). Two findings fixed with one workflow.","data":"Homepage: 9 testimonials (invisible to crawlers) | Subpages: 0 social proof | Conversion impact: significant","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":true,"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 hierarchical fix above (portfolio > venue > city > homepage) directly addresses this by creating return flow.","action":"The Subpage Commercial Journey implementation (above) directly resolves this. Each subpage gets 2-3 upward links creating a proper network, not a one-way tree.","data":"9 hub pages with 98 inbound each | 79 leaf pages with 1-4 inbound each | Hierarchical fix creates return flow","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":true,"note":""},{"title":"Internal linking implementation plan: ~150 new strategic links","desc":"Full implementation plan combining the hierarchical architecture + commercial journey + social proof additions. This is approximately one week of focused work in Wix and would meaningfully reshape the site's SEO and conversion architecture.","action":"Implementation breakdown:\n\nWEEK 1 - PORTFOLIO LAYER:\n  - 37 portfolio entries get the commercial journey block (4 links each = ~148 new links)\n  - Each portfolio entry links UP to its venue page and to the city hub\n\nWEEK 1 - VENUE LAYER:\n  - 32 venue pages get the related-venues block + upward CTAs (4-6 links each = ~160 new links)\n  - Each venue page links UP to the city hub and across to 3-5 related venues\n\nWEEK 1 - BLOG LAYER:\n  - 18 blog posts get inline contextual links + end-of-page CTAs (3 links each = ~54 new links)\n  - Each blog post links to the relevant venue page and the city hub\n\nWEEK 1 - HUB LAYER:\n  - /edinburgh-wedding-videographer adds links to top 10 Edinburgh venue pages in body copy\n  - Homepage body adds 2-3 contextual links to /edinburgh-wedding-videographer hub with the venue-research anchor\n\nWEEK 1 - SOCIAL PROOF LAYER:\n  - Trust block template added to portfolio, venue, blog post templates\n  - Testimonials + stats + 'as featured in' logos consistent across all subpages\n\nEXPECTED RESULT:\n  - /edinburgh-wedding-videographer: 1 inbound > 50+ inbound\n  - Each priority venue page: 1 inbound > 8-12 inbound\n  - Each subpage has conversion intermediates instead of dead-ending at /contact\n  - Trust signals visible at every entry point, not just homepage\n  - Architecture supports the hierarchical equity flow described above\n\nThis is the single highest-impact technical SEO work that can be done in one focused week.","data":"Total new links: ~360 across portfolio/venue/blog/hub layers + trust block on all subpages | Time: 1 focused week of Wix work","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":true,"note":""},{"title":"Quick fix: About button on /edinburgh-wedding-videographer goes to /contact","desc":"Manual UX review found: the 'About' button on /edinburgh-wedding-videographer page links to /contact instead of /about-us. Simple misconfiguration but harms both user journey (people clicking About expect to see the About page, not a contact form) and bounces user intent unhelpfully toward conversion before trust is built.","action":"30-second fix in Wix. Change the About button link from /contact to /about-us. While in the page, audit all other navigation links on subpages to check for similar misconfigurations.","data":"Page: /edinburgh-wedding-videographer | Button: 'About' | Currently links to: /contact | Should link to: /about-us","sev":"MEDIUM","type":"RISK","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":true,"note":""},{"title":"Contact page undermines the warm tone built across the rest of the site","desc":"Cross-validated by JourneyScore Journey Analysis (scored 60/100, lowest-scoring page in the journey). After four pages of warm, relationship-first, anti-corporate tone-building, the /contact page is jarringly transactional: just a form, no reassurance copy, no 'what happens next', no testimonial at the moment of commitment, no alternative contact method (phone, email), 95 words total content, meta description literally reads 'Get in touch with Stag & Doe Weddings using our get in touch form'. For relationship-first buyer psychology this tonal shift from 'authentic and personal' to 'fill out this form' is the worst possible moment to lose the prospect, because they've JUST been emotionally invested by watching films and reading Connor's story. This is the conversion equivalent of a great date ending at a McDonald's drive-thru.","action":"Full contact page rebuild, structurally similar to the /get-brochure CRO rebuild:\n\n1. WARM OPENING PARAGRAPH (maintain the tone): 'We'd love to hear about your plans. Tell us about your day and we'll get back to you within 24 hours with availability and next steps. No hard sell, no pressure - just a friendly conversation about whether we're the right fit for each other.'\n\n2. WHAT HAPPENS NEXT (reassurance): 3-step explainer with icons. 'You submit this form > We respond within 24 hours with availability and a few questions > We jump on a quick call to chat about your day and whether we're the right fit.'\n\n3. TRUST BLOCK (the same one being templated for subpages): testimonial + stats + featured-in logos.\n\n4. ALTERNATIVE CONTACT METHODS: phone number, email address, Instagram DM as alternative to form. Some prospects (especially relationship-first ones) want to message before form-filling.\n\n5. FORM ITSELF (lightly improved): keep simple, add wedding date + venue (optional), brief 'tell us about your day' textarea, send button labelled 'Send Connor a Message' (warmer than 'Submit').\n\n6. POST-SUBMIT THANK YOU PAGE: should explain timeline ('We're usually back to you within 24 hours, often sooner') and include a soft secondary engagement (Instagram link, blog feature, download the brochure if they haven't already).\n\nThis is one of the highest-leverage single-page improvements available. The page gets meaningful traffic from across the whole journey and currently kills conversion at the critical moment.","data":"JourneyScore page score: 60/100 (lowest of 5 pages analysed) | Content: 95 words (target 150+) | Journey transitions to contact rated 2/5 from any page","sev":"HIGH","type":"OPPORTUNITY","status":"IN AUDIT","promote":true,"note":""},{"title":"Progressive commitment gap: no mid-commitment soft conversion between browsing and contact form","desc":"JourneyScore Journey Analysis flagged a 'progressive commitment gap' in the user journey. The commitment ladder currently jumps: homepage (low - scroll) > approach/about (medium - reading) > portfolio (high - watching multiple films) > contact (ALL OR NOTHING - submit form with name, email, wedding date). For relationship-first buyer psychology, the leap from 'watching films' to 'commit to first contact via form' is too steep. Many prospects bounce at exactly this moment because they're not ready to identify themselves yet. This validates the /get-brochure rebuild we've already specced - the brochure download IS the missing mid-commitment soft conversion that lets prospects engage without committing to direct contact. But it also suggests the brochure CTA should be MORE PROMINENT and earlier in the journey than it currently is.","action":"Two parallel actions: (1) The /get-brochure CRO rebuild we've already specced sits squarely on this finding - it makes the soft-commitment option significantly more attractive. (2) Position the brochure CTA more aggressively earlier in the journey. Specifically: add a 'Get our brochure' CTA to the homepage hero or near-hero section, to the end of the approach page, and to the end of the portfolio listing page. Visitors who aren't ready to contact get a meaningful mid-commitment option. Visitors who ARE ready still go to contact. Best of both.","data":"JourneyScore: progressive commitment scored 3/5 | Gap: no mid-commitment action between 'watching portfolio' and 'submit form' | Solution exists (/get-brochure) but is buried","sev":"MEDIUM","type":"OPPORTUNITY","status":"IN AUDIT","promote":true,"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":true,"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":true,"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":true,"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":true,"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 plus forward-looking strategic context. Overall 51/100 in the Developing band. Sentiment 92 (excellent), Citations 72 (good), Authority 45, Readiness 35, Visibility 25. Particularly relevant given Google's I/O 2026 announcement (May 19) that the traditional search box is being replaced with an AI-powered Intelligent Search box - making AEO work disproportionately valuable over the next 12-24 months.","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":true,"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":true,"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."},{"title":"Strategic context: Google's intelligent Search box (announced May 19 2026) accelerates the AEO shift","desc":"Worth flagging as forward-looking context for the engagement, not a today-action item. At Google I/O on May 19 2026 (two days before this audit), Google announced the biggest overhaul of Search in 25 years. Key changes: the traditional search box is being replaced with an 'Intelligent Search box' powered by Gemini 3.5 Flash that accepts longer natural-language queries; AI Mode (now 1 billion+ monthly users) is being made the default; background 'information agents' will monitor the web 24/7 on behalf of users; Personal Intelligence is rolling out to nearly 200 countries. The strategic implication for wedding videography businesses: more searches will be resolved as conversational queries answered by AI summaries rather than the traditional 10 blue links. The traffic prize is shifting from 'rank on page 1' to 'be cited as a trusted source'. This makes the AEO work we've already specced in this audit (FAQ page, schema markup, citation building, third-party trust signals) significantly more valuable over the next 12-24 months than it was already.","action":"Not an immediate action, but a strategic priority shift for the engagement post-launch. Three things become disproportionately important:\n\n(1) CITABLE CONTENT - Short, factual, schema-marked-up answer blocks that AI systems can pull verbatim. The FAQ page we've already specced is the foundation. Beyond that: explicit answer blocks on every venue page ('Best wedding videographer for [Venue Name]: Stag & Doe Weddings, based in Edinburgh, films delivered within 4 weeks, packages from £1749'). Question-format H2s on blog posts that AI can quote.\n\n(2) EXPERIENCE SOUNDBITES - First-person Connor quotes, real-couple testimonials with named couples and venues, behind-the-scenes anecdotes. AI systems weight first-person and experience-based content heavily under E-E-A-T. These act as quotable nuggets that AI summaries can attribute to Connor specifically.\n\n(3) TRUST FACTORS AT SCALE - Reviews count, named publication mentions (Rock My Wedding, Bridebook, Hitched premium), venue partnerships, awards (BAFTA-nominated angle Joe Carter uses), social proof spread across every page. The more cross-source corroboration AI systems can find for 'Stag & Doe is a credible Edinburgh wedding videographer', the more likely they are to cite it.\n\nThis becomes the second-phase content strategy after the foundation work is bedded in. Worth a dedicated 'AI-First Content Refresh' module in the engagement scope at months 3-6.","data":"Google I/O 2026 (May 19): AI Mode 1B+ MAU, Gemini 3.5 Flash default, Intelligent Search box, information agents | Source: Search Engine Land, SEJ, TIME, CNN coverage","sev":"MEDIUM","type":"DISCUSS","status":"IN AUDIT","promote":false,"note":""}]},{"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":"Correction: It's in the footer, not on business profile page."},{"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":true,"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":true,"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":""}]}]}