Competitor's Webpage Analysis - JLA

Hi Keven,

Please find the email for Andrew below:

Hi Andrew,

We observed that the competitor website SpeakersCorner.co.uk usually ranks on the top 3 positions (above JLA) on most of the relevant queries like "motivational speakers", "inspirational speakers", etc.

Therefore, we dug further by analyzing one of their landing page "https://www.speakerscorner.co.uk/listing/motivational-speakers" and tried to find the reason why this page is always on top, so we did some comparison and analysis. The most prominent thing which we found is that their landing page is very user-friendly, while also accommodating the SEO basics.

After comparing the landing page of JLA (https://www.jla.co.uk/motivational-speakers/) with the competitor - SpeakersCorner, we listed down some points where JLA is lacking. Please find the same listed below:

Element	Speakers Corner (https://www.speakerscorner.co.uk/listing/motivational-speakers)	JLA (https://www.jla.co.uk/motivational-speakers/)
Page Title	A relevant and SEO-friendly Title is present at top of page	The page title is present in bottom part of page
Content	Users are able to find the text content at the top of the page itself.	The users are not able to see the main content until they scroll down to the bottom part of page.
Speakers' Listing	Speakers are listed at the top of the page itself. Thus, making it more convenient for the users to explore & book their desired option.	Currently, the Speakers listing is not available on the landing page, which is the most important element of the page that users would want to see.
Filter Option	Every listing page of speakers has filter options that help users in finding their desired speaker.	No speakers or filter option listed on the landing page.

Additionally, we have tried to highlight these above listed elements of SpeakersCorner website in the attached screenshot.

From the above comparison, we can say that the competitor's website is more user-friendly and hence ranks above JLA. The users are getting all the necessary information that they seek, very neatly presented at the top of the page itself without scrolling down when landed.

This post from SearchEngineLand clearly explains that the SEO & UX (user experience) working together will help both the search engines and users for better rankings, especially when Google is using AI to enhance their search results based on users' actions and behaviour. Their machine learning technology detects which pages are liked more by the users and give preference to them in the search results.

So, we recommend changing the JLA website structure to make it more user-friendly, especially on the SEO landing pages. We can take reference from the speakerscorner.co.uk website, how they have segregated the website into 2 main sections - "Speaker Topics" & "Speaker Types" (please refer the header menu on their website). From this, they are able to target maximum keywords, and it also looks good from users' perspective.

Please review and let us know if you have any questions.

Thank You,
Keven

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Hi Andrew,

Just to apprise you, the backlinks data of the given 4 competitors has been added in the online sheet (https://docs.google.com/spreadsheets/d/14_e4WOXUyNS1ZOGIF9SxPMESnECznRycxRZliDPzePs/edit#gid=1833314955).

Also, the tool that we have used is Ahrefs.com, as it provides more comprehensive backlink data as compared to any other tool.

Please review and let us know if you have any questions.

Thank you