March 3, 2025

09:50

How to Conduct International SEO Audit

I came across Secret Atlas and was instantly drawn to their mission of offering sustainable, small-group Arctic expeditions. Founded by visionaries like Michele D’Agostinoand Andy Marsh, Secret Atlas is proving that small-group adventures can have a big impact on the travel industry. In a world where mass tourism often overshadows environmental responsibility, they are setting a new standard for eco-friendly adventure travel.

As someone passionate about helping impactful businesses grow, I decided to conduct thisSEO audit to explore opportunities for even greater visibility.

Brand Overview:

Secret Atlas is a British expedition cruise company specializing in intimate “micro cruises” to polar regions, including Svalbard, Greenland, Antarctica, and South Georgia. Founded in 2019 by Michele D’Agostino and Andy Marsh, the company offers sustainable travel experiences with small group sizes—12 guests for Arctic expeditions and 48 for Antarctic journeys. Their mission is to provide authentic exploration while minimizing environmental impact.

Target Countries:

Keyword Research:

Key Markets:

Germany – High interest in Arctic expeditions with substantial search volumes and manageable competition.Source globaldata.com
France – Notable demand for polar cruises, indicating a strong market potential. Source worldofcruising.co.uk
Japan – Emerging interest in Arctic exploration, presenting opportunities for growth.

Localization Recommendations:

Website Translation: Translate the website into German, French, Spanish, Italian, and Japanese to cater to target audiences.
Localized Content: Develop culturally relevant content, including blogs and articles, to engage local audiences.
Local SEO: Optimize meta tags, headers, and keywords in the respective languages to improve search engine rankings.
Partnerships: Collaborate with local travel agencies and influencers to enhance brand visibility.guidepoint.com
Customer Support: Provide customer service in target languages to improve user experience.

Next Steps:

Market Analysis: Conduct detailed market research in target countries to understand consumer behavior and preferences.
Competitor Analysis: Analyze local competitors to identify unique selling propositions and market gaps.
Content Development: Create and localize content tailored to the interests and cultures of target audiences.
Technical SEO: Ensure website infrastructure supports multilingual SEO best practices, including hreflang tags.
Performance Monitoring: Regularly track and analyze website traffic and conversion metrics to refine strategies.

Market Analysis: Conduct detailed market research in target countries to understand consumer behavior and preferences.
Competitor Analysis: Analyze local competitors to identify unique selling propositions and market gaps.
Content Development: Create and localize content tailored to the interests and cultures of target audiences.
Technical SEO: Ensure website infrastructure supports multilingual SEO best practices, including hreflang tags.
Performance Monitoring: Regularly track and analyze website traffic and conversion metrics to refine strategies.

SEO Audit Checklist for Secret Atlas

Keyword Strategies:

Keyword Relevance: ❌

Recommendation: Conduct thorough keyword research to align content with terms potential customers use when searching for small ship expeditions and photo tours.

Keyword Placement: ❌

Recommendation: Integrate primary keywords naturally into title tags, headings, and throughout the content to improve search engine visibility.

Keyword Density: ❌

Recommendation: Ensure keywords are used appropriately without overstuffing; aim for a natural flow that enhances readability.

Long-Tail Keywords: ❌

Recommendation: Target specific phrases like “Arctic small ship photography tours” to attract niche audiences and improve conversion rates.

On-Page SEO:

Title Tags: ❌

Recommendation: Create unique, descriptive title tags for each page that include primary keywords to accurately reflect page content.

Meta Descriptions: ❌

Recommendation: Write compelling meta descriptions with relevant keywords to improve click-through rates from search results.

Header Tags (H1, H2, etc.): ❌

Recommendation: Use header tags hierarchically to structure content, making it easier for search engines and users to understand page organization.

Content Quality and Relevance: ✅

Recommendation: Continue producing high-quality, relevant content that engages users and provides valuable information about expeditions and tours..

Internal Linking: ❌

Recommendation: Implement internal links to guide users to related content, enhancing navigation and distributing page authority.

Image Optimization (Alt Tags, File Names): ❌

Recommendation: Add descriptive alt tags and optimize file names for images to improve accessibility and image search rankings.

URL Structure: ✅

Recommendation: Maintain clean and descriptive URLs that reflect page content and include relevant keywords.

Off-Page SEO:

Backlink Quality: ❌

Recommendation: Acquire backlinks from reputable travel and expedition-related websites to boost domain authority.

Backlink Quantity: ❌

Recommendation: Increase the number of quality backlinks through guest blogging and partnerships to enhance search rankings.

Anchor Text Diversity: ❌

Recommendation: Use varied and natural anchor texts in backlinks to avoid over-optimization and improve link profile.

Social Media Presence: ❌

Recommendation: Strengthen engagement on platforms like Instagram and Facebook to drive traffic and build brand awareness.

Technical SEO:

Website Speed: ❌

Recommendation: Optimize images and leverage browser caching to improve loading times, enhancing user experience.

Mobile-Friendliness: ✅

Recommendation: Continue ensuring the website is responsive and provides a seamless experience across devices.

XML Sitemap: ❌

Recommendation: Create and submit an XML sitemap to search engines to facilitate better indexing of website pages.

Robots.txt: ✅

Recommendation: Maintain an updated robots.txt file to guide search engine crawlers effectively.

SSL Certificate: ✅

Recommendation: Continue using HTTPS to ensure secure connections and build user trust.

Canonical Tags: ❌

Recommendation: Implement canonical tags to prevent duplicate content issues and consolidate page authority.

Structured Data (Schema Markup): ❌

Recommendation: Add schema markup to enhance search result appearances with rich snippets, providing more information to users.

Overall SEO Health: Fair

Top 3 Priority Action Items:

Enhance Keyword Strategy: Align content with relevant keywords to improve search visibility.
Optimize On-Page Elements: Revise title tags, meta descriptions, and headers to accurately reflect content and include keywords.
Improve Backlink Profile: Focus on acquiring high-quality backlinks to boost domain authority and search rankings.

Disclaimer: This analysis is based on publicly available information and aims to provide constructive insights. If the owner or founder of Secret Atlas has any concerns regarding this analysis, please contact us at hello@webinad.com to discuss further.

Note to Other Businesses: If you’re a business creating meaningful change and would like a deeper, more exhaustive audit of your marketing strategy, I’d love to discuss it—completely free. Drop a comment or reach out at hello@webinad.com!

admin