Meghan Lynch Photography (https://meghanlynchphotography.com)

Content Audit
Unresolved items: 3

Auditor Notes:

https://docs.google.com/spreadsheets/d/1JJjmYaU9s6Op6ZKBk7xDp5czWcwNFlpzvlfpoCVXRr0/edit?usp=sharing

There are quite a few archives and un-optimized pages that should be noindexed to hide them from being included in Google's search calculations. 

Doing this will increase the overall quality of the entire domain and improve rankings across the board.

Auditor Notes:


Open File

We recommend using tags to group similar content for users. An example could be "Switzerland" or "Boston".
In almost all cases, we recommend hiding tag archive pages from being indexed in Google. They create low quality results and often compete with other more optimized pages on your site.

Auditor Notes:

There are a few competing pages that need cleaned up. 

For "weddings" there seem to be a few pages that could compete against each other: 
https://meghanlynchphotography.com/weddings-2/
https://meghanlynchphotography.com/wedding-and-elopement-inf/
https://meghanlynchphotography.com/category/weddings/

As talked about in other milestones, the galleries and category archives should be hidden from search with a noindex tag. The wedding and elopement information page could be changed to target a slightly different topic, like "wedding pricing" or "elopement packages". 

Or it could be de-optimized and just used as a supporting page. 

Auditor Notes:

There are no pages that need to have text content added that should remain indexed. The engagement and wedding gallery pages should be noindexed. The blog posts and main pages all had sufficient text content.

https://docs.google.com/spreadsheets/d/1S3g1JrceiQ3SQpM1QOPiAieYN-LlaMcrZr_SIvQU770/edit?usp=sharing

Auditor Notes:

Your latest blog content is doing well in this regard. We like to see at least four separate topics that have the capability to drive meaningful traffic, with pages that cover those topics thoroughly. 

Good examples:
https://meghanlynchphotography.com/top-16-things-to-do-as-a-couple-in-the-boston-seaport-district/
https://meghanlynchphotography.com/bern-switzerland-things-to-do-your-ultimate-guide/
https://meghanlynchphotography.com/top-10-tennessee-wedding-venues/
https://meghanlynchphotography.com/eloping-in-italy-best-locations-to-make-your-dream-a-reality/

These can be further improved by linking to them throughout your other pages and posts where relevant. These internal links will tell Google that these are important pages on your site and improve rankings.

Snapshot
Unresolved items: 1

Auditor Notes:

No queries match these parameters

Auditor Notes:

https://meghanlynchphotography.com/bern-switzerland-things-to-do-your-ultimate-guide/
https://meghanlynchphotography.com/weddings-2/
https://meghanlynchphotography.com/wedding-and-elopement-inf/
https://meghanlynchphotography.com/about-me/
https://meghanlynchphotography.com/bern-switzerland-engagement-session/
https://meghanlynchphotography.com/info/
https://meghanlynchphotography.com/engagements/
https://meghanlynchphotography.com/ludlow-vt-fall-engagement-session-vermont-wedding-photographer/
https://meghanlynchphotography.com/victoria-jungfrau-grand-hotel-and-spa-interlaken-switzerland-venue-overview/
https://meghanlynchphotography.com/summer-wedding-at-switzerlands-koniz-castle-destination-wedding-switzerland/
https://meghanlynchphotography.com/contact/
https://meghanlynchphotography.com/top-16-things-to-do-as-a-couple-in-the-boston-seaport-district/
https://meghanlynchphotography.com/borderland-state-park-engagement-session/
https://meghanlynchphotography.com/tag/switzerland-couples-session/
https://meghanlynchphotography.com/boston-wedding-vendors-run-by-women/
https://meghanlynchphotography.com/tag/bern-switzerland-couples-session/
https://meghanlynchphotography.com/product/second-shooter-guide/
https://meghanlynchphotography.com/slideshow/landscapes/
https://meghanlynchphotography.com/tag/vermont-engagement-session/
https://meghanlynchphotography.com/tag/ludlow-vt/
https://meghanlynchphotography.com/tag/bern-switzerland-engagement/
https://meghanlynchphotography.com/gallery/engagements/
https://meghanlynchphotography.com/uploads/1/2/9/6/129644784/zesavajinibulo_regal_tourx_review_bexufibologip.pdf
https://meghanlynchphotography.com/tag/best-places-to-elope-in-italy/
https://meghanlynchphotography.com/tag/elope-italy/

Auditor Notes:

This is the only query with more than 500 impressions, and it has zero clicks

things to do in bern

Technical/Indexation Issues
Unresolved items: 1

Auditor Notes:


Open File

Only webpage Schema is present. You can add local business schema pretty easily with a plugin like this one: https://wordpress.org/plugins/wp-seo-structured-data-schema/

Auditor Notes:


Open File

These links on your home page are going to meghan1.sg-host.com. We need to update those for sure. Should be a simple find/replace in the database. 

Auditor Notes:


Open File

Doesn't include a link to sitemap, but since it is at sitemap.xml that is not necessary. 

Auditor Notes:

Content is exactly the same on mobile and desktop. 

General On-Page
Unresolved items: 4

Auditor Notes:


Open File

I can't find a single *exact match* keyword phrase on your home page. You always qualify it with AND. 

Auditor Notes:


Open File

Your home page currently has no H1. Your other cornerstone content (blog posts) are using the post title as an H1, which is perfect. 

Auditor Notes:

While your home page word count is technically above 300, alot of that is in what I would consider to be secondary content (like the testimonials). There isn't a significant amount of text that explains why you are a relevant result for "Boston Wedding Photographer" (or any other main head term). Doing this often means re-thinking what you include on the page, but if relevance is an important "pillar" (because you cant lean on authority or local signals), it sometimes becomes necessary. 

Auditor Notes:


Open File

Again, your home page is not using headings properly to show structure, but your blog posts are mostly fine. I don't love how the related posts/comments widgets at the bottom of your posts are using headings, but it isn't a huge deal. With your home page, the current layout/design doesn't really NEED headings to show structure. It would be possible to add them, but they aren't necessary. 

Auditor Notes:


Open File

These are for the home page, you clearly understand alt text, and have it present on the page. 

Auditor Notes:

Yes, the text is relevant and does include entities related to weddings, travel, destinations, etc. 

Performance Optimization
Unresolved items: 4

Auditor Notes:


Open File

There is a lot of unnecessary javascript being loaded on the homepage. 

If there isn't a store on the homepage, we like to block all woocommerce css and javascript. You can do this with a plugin like Perfmatters or Asset Cleanup. This will allow you to block these scripts on a page by page basis. Speeding up the important pages that don't need e-commerce functionality.

I also like to skip jetpack and use other alternatives. For jetpack stats, google analytics. 

If your fonts are render blocking, preloading them will help render times. 
Otherwise, I greatly prefer font-display:swap. This loads your content using a standard font and then changes the font displayed once your custom fonts have downloaded.


Auditor Notes:


Open File

Desktop performance is fine (2.5 second load from pagespeed insights).

Mobile can be improved. I'd recommend using a plugin like Perfmatters or Asset Cleanup to remove this unnecessary javascript and css. 

There could also be slight changes to the homepage for further improvement (removing contact form), etc.

Auditor Notes:

The homepage slider images are quite large, they're going to be resized via CSS from the next largest standard thumbnail (typically 2048px wide) to the width of the users' device. 

For most users, this means they're getting an image that is roughly 60% larger than it needs to be. It would save ~400kb to make these smaller images. 

https://meghanlynchphotography.com/wp-content/uploads/2020/01/Trinity_Church_boston_wedding_portrait-scaled-2048x2048.jpg
https://meghanlynchphotography.com/wp-content/uploads/2020/01/zukas_hilltop_barn_wedding_spencer_dance.jpg-scaled-2048x1638.jpg

Auditor Notes:


Open File

The Time to First Byte was in the 300-500ms range during testing. 
You would likely see some improvement by moving to a faster cloud host like Cloudways or WPX.

Auditor Notes:

This WordPress theme requires javascript to load in order to show the content. Be careful when using performance plugins to make sure that all required javascript is loaded early and not deferred. 

Auditor Notes:

The homepage did pass the mobile friendly test, but the main theme CSS file did not load. As mentioned in other tasks, removing excess css and js will allow for the page to completely load in the amount of time Google allows when crawling/rendering. 

Another tip would be testing the combining of css / js files via a performance plugin like WP Rocket. This typically forces Google to load the single CSS and JS file completely. 

Conversion Optimization
Unresolved items: 7

Auditor Notes:


Open File

These little arrows are really hard to see because of the color. You have to click the arrow to expand that part of the menu, clicking the text won't work. 
Also, consider using a PNG with a transparent background for your logo here. 

Auditor Notes:

In fact, I couldn't find a number anywhere on the site. 

Auditor Notes:

Make sure to include this as a backup for if the form fails. 

Auditor Notes:

Currently, your form has a significant amount of "friction." 

First, there are a large number of fields. 
Second, they are ALL required (even if it says "if applicable").
Third, you don't give me a space for a custom message.
Fourth, you require a captcha (great for spam, but an extra step to get a conversion). 

I'd consider simplifying this process to see if it leads to more form fills. You can always follow up for more details, even with an automated system. 

Auditor Notes:


Open File

I'm marking this as fail because you can't see the book button at the end of scroll. 

Also, I'm not sure that "book me" is the appropriate CTA here. I'd lean more toward asking them to inquire about availability or pricing. Something with less commitment, at least at this point in the process. 

Auditor Notes:


Open File

These are a bit hard to read in my opinion, and are also some of the most desired links. I'd try darkening those photos a little more.

Auditor Notes:


Open File

A message is displayed, but there is no URL redirect to a thank you page. 

Auditor Notes:


Open File

These buttons work without hover!

Local Search
Unresolved items: 10

Auditor Notes:

GMB link is https://www.meghanlynchphotography.com/, but your canonical does not use www. 

Auditor Notes:

Only one photo, and it is from 2018. Highly recommend adding new photos!

Auditor Notes:

It is impossible to check when there is no address present. However, the citations I'm seeing are vastly inconsistent. Some are TN, some are Boston, and it is clearly hard for Google to understand which area is relevant for your entity. 

Auditor Notes:

No physical address, and service area is set on TN. That is not helping with ranking in New England. 

Auditor Notes:

You only have 4 Google reviews right now, focus on this until you have at least 20-30 reviews. 

Auditor Notes:

You have GMB and Facebook, but couldn't find a listing on Bing Places. 

Auditor Notes:

Since there is no address in GMB, this isn't critical. However, I'd include other contact information on the contact page besides the contact form. 

Auditor Notes:

There is an Instagram widget in the footer, but the link doesn't go to your Instagram profile. 

Auditor Notes:

Google is not pulling reviews or profiles from around the web. 

Auditor Notes:

No responses to current Google reviews. 

Backlinks
Unresolved items: 0

Auditor Notes:


Open File

Really not very many links either way, but the ratio looks healthy. 

Auditor Notes:


Open File

These are all normal. Realllllllly need to get some solid backlinks added here!

Auditor Notes:


Open File

This spreadsheet goes along with this video: https://www.youtube.com/watch?v=2YIyY2g-Jxs


Site Structure
Unresolved items: 3

Auditor Notes:

No, and you have some great resources. I'd consider adding them as a section to your home page! 

Auditor Notes:


Open File

Check the site crawl spreadsheet, there are a few you can clean up

Auditor Notes:

Your print shop is an external link. While I don't prefer this, it isn't the end of the world. An ideal solution would be to create a /prints/ page on your site, link to that in the main nav, then on that page explain your print shop. 

Auditor Notes:


Open File

Categories are fine. Tags are competing with your post targeting. They need to be noindexed. Tags should be used to more specifically categorize posts. 

Auditor Notes:


Open File

You do have a category based navigation on the blog. I'm not convinced this is the most optimal layout, but it does at least help people narrow things a bit. 

Auditor Notes:


Open File

There are a few instances of "here", but not a major problem or pattern.