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SEO Audit Summary for hhg.com.au


Key Performance Observations:
Authority Score:

The authority score is at 27, which is relatively low. This indicates a need for more high-quality backlinks from authoritative websites.
Organic Search Traffic:

Current traffic is 4.6K/month, showing a 3.7% decrease. This indicates potential issues with keyword rankings, content relevance, or competition.
Backlinks:

Total backlinks are 5.7K, but there are only 606 referring domains, which suggests a high volume of low-quality or spammy links.
Keyword Distribution:

The website ranks for 3.6K keywords, but the decline in traffic indicates that key ranking terms may not be performing well or are losing visibility.
Traffic Distribution:

Majority of traffic (83%) comes from Australia, but there’s little to no international reach.
SERP Features:

Limited visibility in SERP features (like featured snippets, knowledge panels, or FAQs), suggesting content isn’t fully optimized for rich results.
Traffic Trend:

A significant drop in traffic from its peak in previous years (2018-2019). This may be due to outdated content, lack of optimization, or stronger competition.
Recommendations for Improvement:
1. Improve Backlink Profile:
Focus on acquiring backlinks from high Domain Authority (DA) websites in relevant industries.
Audit and remove low-quality or spammy links to boost trustworthiness.
2. Optimize Keywords:
Perform a comprehensive keyword gap analysis to identify lost or declining keywords.
Target local Australian keywords to strengthen dominance in the primary market.
3. Update and Expand Content:
Refresh outdated blog posts and pages to make them relevant.
Add new, high-quality, user-focused content to capture missed opportunities and rank for additional keywords.
4. Enhance SERP Features Visibility:
Optimize for FAQs, featured snippets, and rich media to increase click-through rates.
Add structured data (schema markup) to highlight services and improve search result appearance.
5. Boost Internal Linking:
Create an effective internal linking strategy to connect high-performing pages with underperforming ones.
Ensure each page has sufficient links for SEO and user navigation.
6. Update Website Design:
Revamp the website with a modern, mobile-friendly design to improve user experience and engagement.
7. Improve Page Load Speed:
Analyze site speed and reduce loading times to prevent user drop-offs and improve rankings.