Lonely Planet
SEO Audit
Xinyi Li
1
Introduction
2
Competitor analysis
3
Website Evaluation
4
Keywords Evaluation
Table of Content
5
On page SEO performance
7
Conclusion and Recommendations
6
Off page SEO performance
01
Introduction
Story: Lonely Planet is the world’s leading travel media company. The founder Tony and Maureen built this company on the commitment to provide travelers with the most useful and relevant travel information in a convenient format. Lonely Planet enable curious travelers to experience the world and get to the heart of a place via guides to every destination on the planet, an award-winning website with booking capabilities, a suite of mobile digital products and a dedicated traveler community.
Background
Industry: Online Travel
Target
Target Audience
02
Competitor analysis
Competitor analysis
Rough Guides is a British travel guidebook and publisher, Its travel titles cover more than 200 destinations
Fodor's is a publisher of English language travel and tourism information and the first relatively professional producer of travel guidebooks
Fodors.com
Roughguides.com
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Lonelyplanet.com�
Keywords
03
Website Evaluation
First Impression
Lonely Planet
My perspective evaluation
Site navigation
Content
Site Ranking
Site Speed
Site Engagement
Site Hierarchy
3.521seconds
Global Rank: 6740
In United States: 4976
Estimated visitis:10.7M
Time on Site:00:02:08
Pages per visit:2.41
Bounce Rate:67.65%
Site performance
04
Keyword Evaluation
The keywords show on page frequency
Keywords ranked by monthly searches
Several words search which are connected to “lonely planet” is in low competition but the searches are high
“travel books” looks like a popular word for users to search
Ranked with high competition, The bid of keywords containing “lonely planet” is not very high, The bid of keywords containing “ travel book” is a little bit high but with not so good searches
Ranked with medium competition, The bid of keywords containing “travel book” is not very high and got nice searches
Besides, the lonely planet magazines have a competitive searches with a low bid price
05
On Page SEO Performance�
The website has 23% duplicate content and as the details shows on the right side, all of them belongs to Lonely Planet
I think it’s okay to have different website based on the areas, but cities like Italy or Peru can be put in areas categories.
Duplicate Content
Sitemap and robot.txt
Site uses a "robots.txt" file: https://www.lonelyplanet.com/robots.txt
However the robots.txt file disallow the search engines access to some parts of your website
The website has a sitemap HTML file: https://www.lonelyplanet.com/sitemap.html
https://www.lonelyplanet.com/sitemaps/dotcom-sitemaps/sitemaps.xml
https://www.lonelyplanet.com/video/smap.xml
Titles and URL
Page title: Lonely Planet
Meta Description
Love travel? Plan and book your perfect trip with expert advice, travel tips, destination information and inspiration from Lonely Planet.
Meta Keywords: Not found
H1 headings: Top scenic USA train routes, Make the most of your travel, Thrills and chills: North America’s most spectacular winter destinations, Introduce someone small to a really big adventure, Island hopping: a beer lover’s guide to essential island brews
H2 headings: The Travel Atlas, Trips by Lonely Planet, Featured videos, Travel inspiration, Prepare for your trip, Sign up to our newsletter, Before you go...
URL: https://www.lonelyplanet.com/
Rel="canonical: https://www.lonelyplanet.com and https://lonelyplanet.com resolve to the same URL.
Rel=“nofollow”
The webpage does not use the nofollow meta tag. Search engines will crawl all links from webpage.
Linking Domains: 136.2k
Inbound Links:8.4m
All links from the webpage are SEO friendly.
The webpage contains "img" tags without the required "alt" atribute.
�
06
Off Page SEO Performance�
3.619 million followers. Pinterest show landscape pictures to people by dividing the area and theme of travel
2.3 million followers, most of the pictures use story telling or just give travel information
Google+
2.2million twitter followers, Twitter focus on in-depth articles, inspiring photography
1.3 million fans in Facebook. Besides, 37,884 members are in their travel group.
1.9million followers and user engagement is high on Instagram
Social Channels
Traffic performance
Traffic overview: 10.74 million total visitors in last 6 months and the peak seasons are June and July. As a very broad rule of thumb, a website bounce rate of under 40% is good. Between 55% to 65% shows significant room for improvement.
YOUR TITLE
Traffic by region: Most of the traffics are from US and UK.
But through the negative growth rate, we can see that the attraction of lonely planet is gradually decreasing.
2.28%
13%
82%
10%
Social
Referral
Search
Direct
Traffic performance
Lonely Planet have several source, search brings most of the traffic to the website, second is direct source
Inbound link and Anchor text
Most of the anchor text contain a city or place or “lonely planet ”keyword
All top 10 Inbound links are Wikipedia
07
Conclusion�
The design and navigation of the page are clear except a little big long page loading time. The location of the ad slot often causes the user to click by mistake
Website evaluation
On Page performance
Off Page performance
Keywords
Keyword “lonely planet” is in low competition but the searches are pretty high. “travel books” is a competitive keyword but with a higher bid
The titles and meta description are doing well except missing the Meta Keywords
The website uses Rel="canonical to make sure there is only one URL
All links from the webpage are SEO friendly.
The webpage contains "img" tags without the required "alt" atribute.
Most of the traffic by region are from USA and UK, by source are from search, referral and direct
They have several social media and most of them have at least 1.5+million followers. Each media channels has its own focus
Conclusion
08
Recommendations
The size of the webpage's HTML is larger than average and the site loading speed is slow than average. This can lead to slower loading times, lost users and cause high bounce rate.�
Lower bounce rate
Improve the traffic from social media. Most of the traffic is from search and direct but lonely planet have several social media channels and each of them has a certain number of followers
Traffic Performance
99% of the search is organic and the 1% paid keywords are “lonely planet”. Lonely Planet could bid on some high searches and medium to high level competition words like” travel books”
Keywords
Adding meta title and The webpage contains "img" tags without the required "alt" atribute.
On Page performance
Recommendation
THANK YOU
Lonely Planet
SEO Audit Analysis
by Xinyi Li