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Marketing Checklist

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Jessica Lewis Jessica Lewis
Vienna (VA)
Michael Johnston Michael Johnston
Selinsgrove (PA)
Denise Grothouse Denise Grothouse
Germansville (PA)
Optimize

SEO

Title Tag

home - The Evolve Trust

Length: 23 character(s) (176 pixels)

Your HTML title tag appears in browser tabs, bookmarks and in search result pages.

Make your title tags clear, concise (65 characters, 200-569 pixels) and include your most important keywords.

Check the title of your website

Meta Description

The Evolve Trust's purpose is to provide first class education and improve the life chances of all the children and young people in the Trust. The Evolve Trust was formed in 2014 and provides excellent education across all sectors – primary, secondary and special. It ensures our pupils and young people are given a broad and balanced education striving for "ambitious futures". We provide strong challenge and support to all our Academies and have a strong track record in school improvement. Professional development, challenge and support are at the heart of our Trust ensuring our staff well developed and nurtured. Our Trust benefits greatly from the combination of mainstream and special schools within the Trust, enabling staff to benefit greatly from collaborative learning.

Length: 782 character(s) (4,503 pixels)

Meta descriptions allow you to influence how your web pages are described and displayed in search results. A good description acts as a potential organic advertisement and encourages the viewer to click through to your site.

Keep it short and to the point; the ideal meta description should contain between 70 and 160 characters - spaces included (600 - 940 pixels).

Ensure that each of your web pages have a unique, straightforward meta description that contains most important keywords. These keywords are especially important because they appear in bold when they match the user’s search query (See the Google Preview below).

Check your Google Search Console (Search Appearance > HTML Improvements) for any warning messages to identify meta descriptions that are too long/short or duplicated across more than one page.

Improve the Meta Description

Google Preview

Desktop Version

home - The Evolve Trust

https://www.evolvetrust.org/

The Evolve Trust's purpose is to provide first class education and improve the life chances of all the children and young people in the Trust. The Evolve Trust was ...

Mobile Version

https://www.evolvetrust.org

home - The Evolve Trust

The Evolve Trust's purpose is to provide first class education and improve the life chances of all the children and young ...

This is a representation of what your title tag and meta description will look like in Google search results for both mobile and desktop users. Searchers on mobile devices will also see your site's favicon displayed next to the page's URL or domain.

Search engines may create their own titles and descriptions if they are missing, poorly written and/or not relevant to the content on the page and cut short if they go over the character limit. So it’s important to be clear, concise and within the suggested character limit.

Headings

<H1> <H2> <H3> <H4> <H5>
3 4 1 3 0
<H1>
<H1>
<H1> Photos of the week...
<H2> THE EVOLVE TRUST PLACESSTUDENTS AT THE CENTRE OFEVERYTHING IT DOES
<H2> THE EVOLVE TRUST PLACESSTUDENTS AT THE CENTRE OFEVERYTHING IT DOES
<H2> THE EVOLVE TRUST PLACESSTUDENTS AT THE CENTRE OFEVERYTHING IT DOES
<H2> Welcome from our CEO
<H3> Latest Events
<H4> Welcome Video
<H4> Our Academies
<H4> Key Information
and 8 more.

HTML header tags (or simply header tags) differentiate between headings, subheadings and the rest of the content on the page.

evolvetrust.org currently has 3 HTML header tags. Each page should have one, and only one, <H1> tag. Use keywords in your headings with your most important keywords in the top level, and be sure to maintain the <H1> to <H6> hierarchy.

While it is important to ensure every page has an <H1> tag, only include more than one per page if you're using HTML5. Instead, use multiple <H2> - <H6> tags.

Add the important keywords in <H> headings

Keyword Cloud

  • trust 13
  • evolve 9
  • portal 8
  • academy 6
  • places 4
  • centre 4
  • mission 4
  • values 4
  • resilience 4
  • lead 4
  • integrity 3
  • academies 3
  • schools 3
  • endeavour 3
  • inclusivity 3
  • key 3
  • develop 3
  • potential 3
  • child 3
  • ensuring 3

This data represents the words and phrases that your page appears to be optimized around. We use what’s called “natural language processing" (NLP), which is a form of artificial intelligence that allows computers to read human language, to do this analysis.

The numbers next to each word or phrase represents how often we detected them and their variants on the page.

Are these the keywords you want to target for your page? If so, great! Track your site’s rankings in Google search results using WooRank’s Keyword Tool.

If these keywords aren’t relevant to your page, consider updating your content to optimize it for your target keywords.

Alt Attribute

Alternative text allows you to add a description to an image. Since search engine crawlers cannot see images, they rely on alternative text attributes to determine relevance to a search query. Alternative text also helps makes an image more likely to appear in a Google image search and is used by screen readers to provide context for visually impaired users.

It looks like you're missing alternative text for 3 images on evolvetrust.org. Check the images on your website to make sure accurate and relevant alternative text is specified for each image on the page.

Try to minimize the number of alt text characters to 150 or less (including spaces!) to optimize page load times.

Set a name for all your images

WWW Resolve

Great, a redirect is in place to redirect traffic from your non-preferred domain.

Search engines see www.evolvetrust.org and evolvetrust.org as different websites. This means they could see a large amount of duplicate content, which they don't like.

Fortunately your website redirects www.evolvetrust.org and evolvetrust.org to the same site.

Redirect non-www to www

Robots.txt

A robots.txt file allows you to restrict the access of search engine crawlers to prevent them from accessing specific pages or directories. They also point the web crawler to your page’s XML sitemap file.

Your site currently has a robots.txt file. You can use Google Search Console's Robots.txt Tester to submit and test your robots.txt file and to make sure Googlebot isn't crawling any restricted files.

Add a robots.txt file

XML Sitemap

XML sitemaps contain the list of your URLs that are available to index and allow the search engines to read your pages more intelligently. They can also include information like your site’s latest updates, frequency of changes and the importance of URLs.

Be sure to only include the pages you want search engines to crawl, so leave out any that have been blocked in a robots.txt file. Avoid using any URLs that cause redirects or error codes and be sure to be consistent in using your preferred URLs (with or without www.), correct protocols (http vs. https) and trailing slashes. You should also use your robots.txt file to point search engine crawlers to the location of your sitemap.

Add and Optimize your XML sitemap

URL Parameters

Good, the URLs look clean.

URL parameters are used to track user behaviors on site (session IDs), traffic sources (referrer IDs) or to give users control over the content on the page (sorting and filtering). The issue with URL parameters is that Google sees each unique parameter value as a new URL hosting the same thing - meaning you could have a duplicate content problem. Sometimes, it’s able to recognize these URLs and group them together. It then algorithmically decides which URL is the best representation of the group and uses it to consolidate ranking signals and display in search results. You can help Google recognize the best URL by using the rel="canonical" tag.

Use the URL Parameters Tool in Google Search Console to tell Google how your URL parameters affect page content and how to to crawl URLs with parameters. Use this tool very carefully - you can easily prevent Google from crawling pages you want indexed through overly restrictive crawling settings, especially if you have URLs with multiple parameters.
Rewrite your URLs and clean them up.

Underscores in the URLs

Using underscores in your URL makes it hard for search engines to determine your site's relevance to a search. Google sees hyphens as word separators while underscores are ignored. So the search engine sees https://www.evolvetrust.org/key_information/ as all one word. Use hyphens in your URLs instead: https://www.evolvetrust.org/key-information/.

We've detected underscores in your URLs. Change underscores to hyphens to maximize your SEO.

Mobile

Mobile visits

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Mobile Rendering

evolvetrust.org on an iPhone
evolvetrust.org on an iPad

80% of adult Internet users now have a smartphone. You should definitely be optimizing your website to render on the most popular mobile devices.

Mobile Frameworks

No mobile frameworks have been detected.

Mobile or responsive frameworks are an important part of website optimization as they assist developers in creating applications which are applicable to multiple devices.

Usability

URL

evolvetrust.org

Length: 11 character(s)

Keep your URLs short and clean and avoid long domain names when possible.

A descriptive URL is better recognized by search engines. A user should be able to look at the address bar and make an accurate guess about the content of the page before reaching it (e.g., http://www.mysite.com/en/products).

Keep in mind that URLs are also an important part of a comprehensive SEO strategy. Use clean URLs to make your site more "crawlable" by Google.

Resource: Search for a good domain name. If no good names are available, consider a second hand domain. To prevent brand theft, you might consider trademarking your domain name.

Favicon

Great, your website has a favicon.

Favicons are the small icons that appear next to your site’s name or URL in a browser. They can be displayed in the address bar, a browser tab title or bookmarks. Make sure it is consistent with your brand.

Here is a way one company used a special favicon to improve user experience.

Add a Favicon

Custom 404 Page

Great, your website has a custom 404 error page.

Your server responded with the HTTP status code: 404

Custom 404 error pages are an opportunity for you to reduce customer frustration and link to other pages on your site.

Customize the 404 error page

Language

Declared: English

Detected: English

Great, your declared language matches the language detected on the page.

Make sure your declared language is the same as the language detected by Google.

Tips for multilingual websites:

Declare the language used

Domain Availability

Domains Status
evolvetrust.com Expires in 6 months
evolvetrust.net Available. Register it now!
evolvetrust.info Available. Register it now!
evolvetrust.biz Available. Register it now!
evolvetrust.eu Available. Register it now!

Register the various extensions of your domain to protect your brand from cybersquatters.

Typo Availability

Domains Status
evolvegrust.org Available. Register it now!
evolveteust.org Available. Register it now!
evolvtrust.org Available. Register it now!
evolvstrust.org Available. Register it now!
eevolvetrust.org Available. Register it now!
evolve5rust.org Available. Register it now!
evolevtrust.org Available. Register it now!
and 1 more.

Register the various typos of your domain to protect your brand from cybersquatters.

Technologies

Server Uptime

Upgrade now and get notified when evolvetrust.org goes down.
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Server IP

139.162.208.194

Server location: London

Your server's IP address has little impact on your SEO. Nevertheless, try to host your website on a server which is geographically close to your visitors. Search engines take the geolocation of a server into account as well as the server speed.

Use DNSstuff for comprehensive reports on your server.

Technologies

Get to know the technologies used for your website. Some codes might slow down your website. Ask your webmaster to take a look at this.

Analytics

Web analytics let you measure visitor activity on your website. You should have at least one analytics tool installed, but It can also be good to install a second in order to cross-check the data.

Popular Analytics Tools Include: Google Analytics, Quantcast™, AdobeAnalytics™, Piwik™, chartbeat™, Clicky™, ClickTale™, etc.

Doctype

HTML5

The Doctype is used to instruct web browsers about the document type being used. For example, what version of HTML the page is written in.

Declaring a doctype helps web browsers to render content correctly.

Encoding

Great, language/character encoding is specified: utf8

Specifying language/character encoding can prevent problems with the rendering of special characters.

SSL Secure

Warning! Your website is not SSL secured (HTTPS).

Using an SSL certificate creates an encrypted connection between your visitor's browser and your website's server adding an extra layer of security.

HTTPS is a ranking factor in Google, so making the switch will help your SEO. You can either fix it yourself or seek help from experts who can take care of it for you.
Promote

Social

Facebook Views

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  • Views
  • Activity
  • Demographics and more!
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Facebook Page

Cover picture of the The Evolve Trust Facebook Page
URL
Name
The Evolve Trust
About
The Evolve Multi-Academy Trust was incorporated in June 2014 in response to the educational needs of the local community
Meta Description
The Evolve Multi-Academy Trust was incorporated in June 2014 at the request of the Department for Education in order to sponsor a school in difficulty and respond to the educational needs of the local community.

The Trust: -

• Currently consists of 3 academies, 1 Secondary, 1 Primary and 1 Special School all within the Mansfield area.

• Is committed to building sustainable capacity in the pursuit of its Vision which is built on focused collaboration between leaders and staff at all levels, whilst maintaining the uniqueness of each individual academy and sharing the innovation that this brings.

• Ensures that statutory obligations are complied with and allows members to focus on the core purpose of ensuring that all children and young adults within the Trust, including those from the most disadvantaged backgrounds are prepared for their life ahead.

• Is an equal partner in two teaching alliances which consist of cross phase membership and works in close partnership with Nottingham Trent University to provide high quality Initial Teacher Training (ITT) and induction.

• Has a strong and clearly defined Scheme of Delegation which sets out the powers for all parties and is customised to fit the individual member’s circumstances and needs.

• Is working actively to grow its family of academies allowing for even greater opportunities for all.

• Ensures an efficient and effective business infrastructure which takes full advantage of the economies of scale along with clear plans for marketing and income generation for all members within the Trust.
Products
Secondary Education
Primary Education
Special Education
Address
Mansfield
United Kingdom
Phone
(01623) 676372
Great, your brand's Facebook page is linking to evolvetrust.org.

Facebook is a vital part of modern digital marketing - no matter what type of business you have. Use Facebook Insights to optimize your Facebook posts to maximize engagement and website traffic.

Twitter Account

@evolvetrust

The Twitter™ Account @evolvetrust is booked and it is linked to your website.

Name
Followers
586
Tweets
774
Bio
Our Vision, to open minds, creating opportunities for all to believe in themselves, achieve their potential & develop the skills needed to succeed & enjoy life
Location
Mansfield
Created
4 years ago
Great, your Twitter account is linked to evolvetrust.org. Linking your Twitter account to your website helps prevent brandjacking and can help make your social media marketing more effective. Here are a few tips to help create a Twitter promotion plan. Use Twitter Dashboard and Analytics to track and optimize your Twitter feed.
Book your brand on Twitter

Local

Local Directories

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Measure

Keyword Tool

Google Ranking

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Visitors

Sessions

Upgrade to sync your Google Analytics account and find significant metrics like:
  • Traffic Source
  • Source Domains
  • Pageviews and more!
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