I carried out a very brief review of bupa.co.uk pages and below are some highlighted potential SEO improvements, reasoning why it needs to be done and some of the benefits.
Good practices observed
- There is good use of H1’s and H2’s and image alt tags
- There is a good use of breadcrumbs
- The page titles are SEO friendly
- There is internal linking to related content but poor contextual linking.
Some url’s are too long (e.g. http://www.bupa.co.uk/individuals/health-information/directory/s/stroke) .
Best practice is to “try and stick to 3 – 5 words as research shows that by sticking to short
URLs you get both better rankings and better click-through.” Read more: searchenginejournal.com-seo best practices for url structure
Internal contextual linking
There is little or no internal contextual linking in some articles. An increase in contextual linking might offer site visitors a better user experience and improve search engine ranking of affected pages.
Most articles lack images which could be used to emphasis keyword with alt tags and make user better user experience.
The social share buttons should appear at the end of an article not on side of page. This could prompt readers to share more content.
The retired “Google buzz” button still showing and should be substituted with a Google plus button.
Some pages are duplicate content so they may not be indexed by the search engines. For example http://www.bupa.co.uk/individuals/ is a duplicate of the homepage http://www.bupa.co.uk. So whereas a similar non-duplicate page http://www.bupa.co.uk/business is indexed, http://www.bupa.co.uk/individuals/ does not appear to be as per screen shots below. I would therefore recommend writing of original content for http://www.bupa.co.uk/individuals/ to ensure it ranks.