SEO Improvement Plan for Vehlo.com
If you read my last post, you'll know that I bombed an interview because I wasn't prepared in advance. This time I'm preparing for an interview with a new company that provides vehicle service technology to auto repair shops.
This one is out of my element, having spent 10 years in the HR industry, but the nice part about SEO is that the rules don't change no matter who the audience is. SEO requires constant research and iterations and it's never perfect, but I love a challenge — hence why I'm preparing in advance.
I spent the last few days researching Vehlo and using tools like SEOptimer, Google Ads Keyword Planner, and SEMrush to analyze the website. I fed all my data into Google Gemini — I wanted to try something different than ChatGPT — and had it help me identify areas for improvement.
Note, this is a dirty way to do an SEO audit, I am not using paid tools so I have limited access to insights and data. However, if I were using advanced tools, I'd be able to offer something more professional.
Steps Conducted for an SEO Audit
I started by feeding the Vehlo URL (https://www.vehlo.com/) into SEOptimer. You can view the report, here: https://www.seoptimer.com/www.vehlo.com/.
Then, using Google Ads Keyword Planner, I dropped the Vehlo URL in and had it analyze the site for keyword trends.
Finally, I ran the Vehlo URL through SEMrush to conduct a backlink analysis.
I pulled what I could access into a Google Sheet to keep all the data in one place. Access the Google Sheet to view all the data.
Vehlo SEO Audit Report
This report incorporates findings from my technical SEO, keyword research, and backlink audits to improve Vehlo's organic search visibility for high-value keywords and to attract more qualified leads. While this audit focused on content and backlinks, a comprehensive SEO strategy should also consider technical SEO factors like website speed optimization and schema markup implementation.
Vehlo Keyword Research
High-Value Keywords
The research identified "auto repair software" variations as high-volume keywords with medium competition. These should be prioritized in Vehlo's content strategy and website optimization.
Examples include "auto repair shop software," "automotive repair software," "repair shop management software," and "auto shop management software."
Long-Tail Keywords
Prioritize long-tail keywords with B2B buying intent, such as "best auto repair software for [shop size]," "cloud-based repair order software for auto shops," "affordable diagnostic tools for auto repair," or "auto repair CRM software with appointment scheduling."
Software Focus Keywords
Keywords related to "software" have higher search volume and lower competition compared to "shop" terms. This presents an opportunity to target user intent for software solutions.
Benefit-Driven Keywords
Full-Service Approach Keywords
Using Keyword Research for Vehlo's Content Marketing Strategy
Using long-tail keywords throughout Vehlo's content will target users further down the purchase funnel and provide helpful information to auto repair shops. When setting up a content marketing strategy, create content that addresses common challenges auto repair shops face and emphasize the benefits of using Vehlo's auto repair software.
Vehlo Website Technical SEO Audit
The website has a healthy structure and is mobile-friendly. However, areas for improvement include:
Page Speed: Slow loading times can negatively impact user experience and search rankings. Optimizing image sizes, minifying code, and leveraging browser caching can significantly improve page speed.
Content Optimization: Current content may not be optimized for target keywords. Integrate relevant keywords strategically throughout website content, including titles, meta descriptions, and headers.
Social Media Integration: Limited social media presence can be addressed by creating and linking social media profiles.
Vehlo Backlink Audit and Analysis
Vehlo has a decent number of backlinks (around 1,300). However, the focus should be on quality over quantity. Key insights include:
Limited Industry Focus: While some referring domains like Rapid Recon and Velocity Automotive are relevant to the auto repair industry, others like Greater Sum Ventures and TEXT2DRIVE are not directly related. Focus on acquiring backlinks from websites that cater specifically to the auto repair industry, and develop high-quality content that can be featured on industry publications and websites frequented by auto repair shops.
Image Links vs Text Links: Most backlinks from relevant websites (Rapid Recon, Velocity Automotive) are image links. While they can provide some brand awareness, prioritize text links with relevant anchor text that describes your services.
Nofollow Link: The link from CB Insights is a nofollow link, which means it won't directly influence search engine ranking. However, it can still generate brand awareness and potentially drive traffic. Encourage brand mentions and citations across industry platforms. This can indirectly improve search ranking potential.
Lost Backlinks: Two backlinks from Bing Images (vhollo) have been removed. Monitor your backlinks regularly to identify and potentially recover lost links.
Technical SEO Backlink Recommendations
While the backlink audit identified a quantity of backlinks, Vehlo should further analyze the quality of those backlinks in more detail. This can help identify spammy links that could potentially harm Vehlo's SEO and develop a strategy to disavow them.
SEO Improvement Plan
The above suggestions are a great way for Vehlo to kick off its SEO improvement plan. Vehlo should incorporate these tips to take its SEO and content marketing strategy to the next level:
Improve Page Speed: Implement changes to optimize website speed using Google PageSpeed Insights or similar tools.
Keyword-Optimized Content: Develop content rich with relevant keywords identified in the research, focusing on informative and solution-oriented topics that address user needs.
Build High-Quality Backlinks: Develop a link-building strategy focused on acquiring high-quality backlinks from reputable websites within the auto repair industry. This could involve guest blogging on industry publications, creating link-worthy content, or online directory submissions.
Social Media Integration: Create and link social media profiles like Facebook and Instagram to build brand awareness and potentially drive traffic to the website.
Next Steps for Vehlo
Develop a detailed action plan outlining specific tasks, timelines, and resource allocation for each recommendation. Track website traffic, keyword rankings, and backlinks to measure progress and identify areas for further optimization.
Additional steps:
Competitive Analysis
Conduct a competitive analysis to understand the main competitors in the auto repair software space. Analyze their websites' content strategy, keyword usage, backlink profile, and social media presence. Identify their strengths and weaknesses to develop a competitive advantage to be used in Vehlo's SEO strategy.
On-Page Optimization Audit Tools
Content Gap Analysis
User Experience (UX) Analysis
By prioritizing these suggestions, Vehlo can develop an SEO improvement plan and content marketing strategies to establish a strong online presence as a leading provider of auto repair software solutions. This is an ongoing process, and regular monitoring and adjustments will be necessary to stay ahead in the competitive SEO landscape.
Technical SEO Challenge: Vehlo Blog Performance
Despite having limited knowledge of the auto industry, I had Google Gemini provide me with an exercise to demonstrate my abilities.
Scenario:
Your Task:
Considerations:
Bonus Points:
My Approach: Improving Vehlo Blog Performance
I started by using the website crawler tool Screaming Frog to analyze the blog section of the Vehlo website. This helped to identify any technical SEO issues that could be impacting the crawlability or indexation, such as broken links, crawl errors, or poorly structured URLs.
I used Google PageSpeed Insights to assess the mobile-friendliness and loading speed of the blog section, as slow loading times or mobile usability issues can negatively impact rankings. I then used Semrush to analyze the content of Vehlo's blog posts.
Proposed Technical SEO Strategy
Here is a breakdown of the key findings and areas for improvement.
Fix Crawl Errors & Improve Structure
Based on the crawl analysis, I would prioritize fixing any crawl errors identified to ensure search engines can properly access and index the blog posts. This might involve fixing broken links, redirecting outdated URLs, or improving the website's internal linking structure for better discoverability.
High Priority Issues:
Internal Server Errors (5xx): This is the most critical issue as it prevents search engines and users from accessing these pages altogether. Vehlo will need to identify the affected URLs (using the "inlinks" tab in Screaming Frog) and fix the server errors as soon as possible. This might involve checking server logs, contacting the hosting provider, or fixing configuration issues.
Missing H1 Tags: The H1 tag is a crucial element for both users and search engines, providing the main title and purpose of the page. Prioritize creating clear and concise H1 tags for all the blog posts targeting "auto repair estimate tool."
Medium Priority Issues:
Long Page Titles & Meta Descriptions: Titles and descriptions exceeding Google's pixel limit will likely be truncated in search results, potentially hiding important information from users. Aim to write concise and informative titles and descriptions under the recommended pixel limits while incorporating relevant keywords.
Missing/Duplicate/Non-descriptive Headings (H2): Headings help users and search engines understand the structure and content of the page.
Ensure all important pages have clear and descriptive H2 tags, ideally in a logical hierarchical order (from H2 to H6).
Remove any duplicate H2 tags and update them to be unique and informative.
Make sure the H1 tag is the first heading element on the page, followed by H2 tags for subsections.
Missing/Non-descriptive Anchor Text: Anchor text in internal links provides context about the linked page. Include relevant keywords and clear descriptions in the anchor text for improved usability and SEO.
Low Content Pages: While content length isn't a strict ranking factor, very thin content might not provide enough value to users or search engines. Consider adding more informative and relevant content to these pages, especially those targeting "auto repair estimate tool."
Large Images: Large image files can slow down page loading speed, impacting SEO and user experience. Optimize image sizes using compression tools and ensure they are scaled appropriately.
Low Priority Issues:
Missing Alt Text: While important for accessibility and SEO, missing alt text for images is a lower priority compared to the issues mentioned above. Vehlo can address this to improve the overall accessibility of the website.
Content Readability: Complex sentence structure and vocabulary might make the content difficult to understand for some users. Consider simplifying the language and using shorter sentences to improve readability.
Multiple H1 Tags (Warning): Technically not an error, but it's generally recommended to have only one H1 tag per page. If there are multiple H1 tags for the blog posts, consider consolidating them into a single, clear H1 tag.
Security Headers: Missing security headers (Referrer-Policy, Content-Security-Policy, X-Frame-Options) are vulnerabilities, but the impact on SEO is minimal. Vehlo can address these at a later stage to improve the overall security posture of the website.
Page Titles & H1 Matching: This is not necessarily an issue, but it presents an opportunity to target additional keywords or USPs in the page titles.
Short Page Titles: Similar to above, short titles can be optimized to include more relevant keywords or unique selling propositions.
By addressing these technical SEO issues, Vehlo can improve the crawlability, usability, and overall SEO performance of its blog posts, specifically when targeting "auto repair estimate tool" as a keyword. This will make them more user-friendly and search engine-friendly, potentially leading to increased organic traffic and rankings.
Optimize Page Speed
I analyzed the blog section in Google PageSpeed Insights, and based on the findings below, Vehlo must implement website optimization strategies to improve loading speed. These strategies might include optimizing image sizes, enabling browser caching, or minimizing JavaScript.
DESKTOP:
Core Web Vitals Assessment Summary
This website appears to be performing well in terms of Core Web Vitals, with all three metrics (LCP, INP, CLS) scoring excellent marks.
Largest Contentful Paint (LCP): 1.7 seconds (considered good)
Interaction to Next Paint (INP): 49 milliseconds (considered good)
Cumulative Layout Shift (CLS): 0.02 (considered good)
Other Notable Metrics:
First Contentful Paint (FCP): 0.9 seconds (considered good)
First Input Delay (FID): 2 milliseconds (considered excellent)
Time to First Byte (TTFB): 0.6 seconds (considered good)
Performance Optimization Recommendations
While the Core Web Vitals look good, there are still areas for improvement in overall performance:
Reduce JavaScript execution time: This is the biggest area for improvement. The largest culprit seems to be the Largest Contentful Paint element taking 1.65 seconds to load. Optimizing this element or breaking down the loading process could significantly improve perceived page speed.
Minimize main-thread work: Similar to the above, reducing the amount of work the browser needs to do on the main thread will improve responsiveness.
Reduce the impact of third-party code: Third-party code can sometimes slow down page loads. Consider if there are ways to reduce reliance on third-party scripts or optimize their loading.
Serve static assets with an efficient cache policy: Caching static assets like images and CSS can improve load times for returning visitors.
Other optimizations: Additional recommendations include reducing unused code, avoiding layout shifts, and optimizing resource sizes.
Desktop Accessibility Recommendations
There are a few areas where accessibility can be improved:
Links do not have a discernible name: Make sure links have clear and descriptive text that conveys their purpose.
Heading elements are not in a sequentially descending order: Ensure heading levels (H1, H2, etc.) follow a logical hierarchy from most important to least important.
Desktop SEO Recommendations
The desktop website blog page is missing a meta description, which can help search engines understand the content of the page.
MOBILE:
Mobile Core Web Vitals Need Attention
This website passed the Core Web Vitals assessment on desktop but has significant room for improvement on mobile. Here's a breakdown:
Largest Contentful Paint (LCP): 1.8 seconds on desktop, 10.4 seconds on mobile (very slow)
Interaction to Next Paint (INP): 113 milliseconds on mobile (considered good)
Cumulative Layout Shift (CLS): 0.08 on mobile (considered good)
Performance Issues
The biggest performance bottleneck seems to be the Largest Contentful Paint element, taking over 10 seconds to load on mobile. This significantly slows down the perceived loading speed of the page.
Other contributing factors include:
High JavaScript execution time: Similar to the desktop version, reducing JavaScript execution time can significantly improve responsiveness.
Large total blocking time: This indicates resources are blocking the rendering of the main content, making the page appear slow to load.
Unused code: There's potential to reduce unused JavaScript and CSS, minimizing the amount of data users need to download.
Mobile Recommendations
Focus on optimizing the Largest Contentful Paint element: Investigate what's causing this element to load so slowly and explore ways to optimize it (e.g., lazy loading, image optimization).
Reduce JavaScript execution time: Similar to the desktop recommendations, identify and address the root causes of high JavaScript execution time.
Minimize main-thread work: Reduce the amount of work the browser needs to do on the main thread to improve responsiveness.
Reduce unused code: Implement strategies to remove unused JavaScript and CSS.
Serve static assets with an efficient cache policy: This can improve load times for returning visitors.
Mobile Accessibility and SEO
The mobile website has similar accessibility and SEO recommendations as the desktop version:
Improve accessibility by adding descriptive names to links and ensuring headings follow a logical hierarchy.
Enhance SEO by adding a meta description and ensuring tap targets are sized appropriately for mobile users.
On-Page Content Optimization
Using the content audit results, I would suggest optimizing the existing blog posts for the target keyword "auto repair estimate tool." This might involve:
Include the target keyword naturally throughout the content, including in titles, meta descriptions, headers, and body copy.
Ensure the content is informative, up-to-date, and valuable to the target audience (auto repair shop owners).
Optimize internal linking to relevant blog posts and website pages that discuss auto repair software or services.
Bonus Points:
Add New Content: The audit found that the posts are more newsworthy than topical. Consider creating blog posts with new information and statistics related to auto repair estimate tools that might be more beneficial.
Technical SEO Tools: Screaming Frog, Semrush, Ahrefs, Google PageSpeed Insights, and Lighthouse would be a good starting point for this analysis.
Using the findings from the crawl analysis you can see there are numerous opportunities for on-page optimization like fixing missing or poorly optimized titles, meta descriptions, and header tags. Additionally, the blog focuses specifically on Vehlo news, there is a missed opportunity to engage in pillar-based content, using intent-based keywords as the pillars.