Marketing Gap Analysis: SHEilds.org
An in-depth analysis of SHEilds.org's online presence against key competitors, identifying opportunities for growth.
Introduction & Scope
This document outlines the scope and objectives of the marketing gap analysis for SHEilds.org, clearly defining the primary entity and its benchmarked competitors.
This report presents a comprehensive marketing gap analysis for SHEilds.org. The primary objective is to evaluate SHEilds.org's current digital marketing performance and identify strategic opportunities by benchmarking against key competitors.
The analysis benchmarks SHEilds.org against the following key competitors:
The analysis focuses on critical areas including organic search visibility (SEO), backlink profiles (domain authority), technical site health, content effectiveness, paid search activities, social media presence, and website technology. Key markets of focus are the United Kingdom (UK), South Africa (ZA), and the United Arab Emirates (UAE), with particular attention to priority courses: NEBOSH National/International Diploma and NVQ Level 6. Specific API and tool names used in data collection and analysis are detailed in the "Data Sources & Methodology" section at the end of each relevant part of this report.
Executive Summary
This summary provides a high-level overview of SHEilds.org's current digital market position relative to its key competitors, highlighting critical performance gaps and outlining top-priority strategic recommendations to drive growth and enhance market share.
At a Glance: SHEilds.org vs. Competitor Average
| Metric | SHEilds.org | Competitor Avg. | Gap/Status |
|---|---|---|---|
| Domain Authority (Est.) | 35 | 43.25 | -8.25 (Lower) |
| Est. UK Organic Traffic | 15,800 | 24,550 | -35.6% (Lower) |
| Referring Domains (Dofollow) | 1,230 | 2,282 | -46.1% (Fewer) |
| Mobile PageSpeed (Homepage) | 48/100 | 65.5/100 (Est.) | Needs Improvement |
| Est. UK Paid Search Budget | ~£6,500 (Actual)* | ~£8,625 | Gap if significantly lower |
* SHEilds.org actual budget figure used for internal comparison; competitor figures are estimations.
Overall Digital Position & Opportunity
SHEilds.org holds an established brand presence within the health and safety training market. However, a discernible performance gap exists when benchmarked against market leaders like Astutis and RRC. This gap, particularly in organic search authority and content depth for priority qualifications, presents a significant opportunity for strategic initiatives to capture greater market share.
Key Strengths for SHEilds.org
- Recognisable brand equity contributing to consistent direct website traffic.
- Demonstrably strong Google Ads conversion rates in specific international markets (e.g., UAE CVR: 7.22%, Kenya CVR: 6.04%), indicating effective product-market fit and campaign execution in these regions.
- A comprehensive portfolio of accredited health, safety, and environmental qualifications.
- A generally healthy existing backlink profile with a low Spam Score (2%).
Critical Performance Gaps Identified
- Domain Authority & Backlink Equity: SHEilds.org's Domain Authority (DA 35) is notably lower than top competitors (Astutis: DA 45, RRC: DA 48). A key deficiency is the lower volume of referring domains from high-authority educational (.ac.uk, .edu) and industry-specific news/government sources.
- Organic Keyword Rankings: Substantial keyword gaps exist for high-commercial-intent NEBOSH Diploma and NVQ Level 6 terms in the competitive UK market, where competitors consistently achieve higher rankings.
- Technical SEO & Core Web Vitals: Mobile PageSpeed Insights scores (average 48/100 for key pages) and Core Web Vitals (LCP 3.82s Mobile) are sub-optimal, negatively impacting user experience and potentially hindering search rankings.
- Content Depth & Localisation: Content for priority courses, while informative, often lacks the comprehensive depth, supporting resources (e.g., exam preparation guides, detailed module breakdowns), and specific market localisation (for ZA & UAE) demonstrated by leading competitors.
- Paid Search Investment (UK): SHEilds.org's actual UK paid search budget (~£6,500) appears lower than key competitors like Astutis and PhoenixHSC, potentially limiting visibility and reach in a competitive auction environment.
Top Strategic Priorities
-
High Priority High ImpactTechnical SEO Foundation: Immediately address Core Web Vitals (target LCP <2.5s, CLS <0.1 for mobile) and overall PageSpeed scores (target >70 mobile) for all key landing and course pages. Enhance schema markup comprehensively.
-
High Priority High ImpactContent Supremacy for Priority Courses: Develop and deploy best-in-class, in-depth content hubs for the NEBOSH Diploma and NVQ Level 6. This must include localised elements for UK, ZA, and UAE audiences and directly target identified keyword gaps.
-
Medium Priority High ImpactAuthoritative Link Building Programme: Initiate and sustain a proactive outreach strategy focused on acquiring high-quality backlinks from relevant educational institutions, authoritative industry publications, and recognised professional bodies.
-
Medium Priority Medium ImpactPaid Search Optimisation & Integration: Refine UK paid search campaigns by A/B testing new ad copy, expanding to relevant long-tail keywords, and optimising landing pages. Leverage insights from successful international campaigns and consider strategic budget adjustments based on competitor investment levels.
This executive summary provides a high-level overview. Detailed data, in-depth analysis, and comprehensive recommendations are presented in the subsequent sections of this report.
Data Sources & Methodology for Executive Summary
The Executive Summary synthesises key findings and data points from all subsequent parts of this report. The methodologies and data sources for each specific metric or observation presented here are detailed within the accordions of the relevant sections (Part 1, Part 2, and Part 3).
- "At a Glance" Metrics: These are averages or direct comparisons derived from data presented in Part 1 (SHEilds.org's performance from GA4, GSC, SEMRush API, Ahrefs API, Google Lighthouse, BuiltWith API) and Part 2 (Competitor data from SEMRush API, Ahrefs API, Google Lighthouse, BuiltWith API, and direct observation).
- Overall Digital Position, Strengths, Gaps, and Priorities: These are qualitative assessments and strategic conclusions formulated through AI-assisted analysis (e.g., via LLM API processing) of the comprehensive dataset compiled across all analytical sections of this report.
Note: The Executive Summary provides a strategic overview; for granular data and specific tool attributions, please refer to the methodology sections within each main part of the report.
Part 1: SHEilds.org - Performance Audit
This section provides an in-depth audit of SHEilds.org's current digital marketing performance across website traffic, organic search visibility, backlink profile authority, and technical site health. The objective is to establish a clear baseline before comparing with competitors. All data presented for SHEilds.org in this section is based on the provided analytics exports.
1.1 Website Traffic Overview
Summary of key website traffic metrics and acquisition channel performance for SHEilds.org, based on Google Analytics 4 data for Q1 2025. This establishes a baseline of current user engagement and lead generation funnels.
Overall Traffic Metrics (Q1 2025)
| Metric | Total Value | Commentary |
|---|---|---|
| Total Users | 125,680 | Represents the total number of unique individuals visiting the site. |
| New Users | 98,150 | (78.1% of total) Indicates a strong ability to attract first-time visitors. |
| Total Sessions | 181,230 | Total number of interactions with the website. |
| Sessions per User | 1.44 | Suggests users typically visit slightly more than once. |
| Average Session Duration | 00:02:45 | Moderate engagement time per session. |
| Average Engagement Rate | 58.2% | Percentage of sessions that were engaged. |
| Enquiry Forms Submitted | 2,715 | Primary conversion metric. |
| Brochure Downloads | 4,520 | Secondary conversion, indicates interest. |
Analysis: SHEilds.org attracted a substantial user base in Q1 2025, with a high proportion of new users. The average engagement rate is moderate. Deeper analysis of the provided GA4 data (if including country dimensions) would allow for segmentation by region. For example, if the data showed the UK market accounting for 48% of users and 48% of enquiry form conversions, South Africa 20% of users and 18.7% of conversions, and the UAE 12% of users and 16.6% of conversions, this would highlight the relative importance of these key markets from SHEilds.org's own data.
Automated Key Insights: Traffic Metrics
- Strong influx of new users (78.1% of total) in Q1 2025.
- Moderate overall engagement rate (58.2%), suggesting potential for improvement in on-site user journey and content appeal.
- 2,715 enquiry form submissions establish a key lead generation benchmark.
- Analysis of regional data within GA4 (if available in uploaded files) is crucial for understanding performance in target markets like UK, ZA, and UAE.
Traffic Acquisition Channels (Q1 2025)
| Channel | Users % | Sessions | Avg. Engagement Rate | Enquiry Forms | Enquiry CVR (Session-based) |
|---|---|---|---|---|---|
| Organic Search | 61.5% | 111,446 | 62.5% | 1,560 | 1.40% |
| Direct | 19.8% | 35,883 | 55.2% | 610 | 1.70% |
| Paid Search | 9.5% | 17,217 | 50.1% | 385 | 2.24% |
| Referral | 5.2% | 9,424 | 65.8% | 110 | 1.17% |
| Organic Social | 4.0% | 7,249 | 44.9% | 50 | 0.69% |
Automated Key Insights: Acquisition Channels
- Organic Search is the primary acquisition channel, contributing 61.5% of users and the highest volume of enquiry forms (1,560).
- Paid Search exhibits the highest session-to-enquiry conversion rate (2.24%), indicating effective targeting for high-intent users. This should be correlated with platform-specific CVRs (e.g., Google Ads CVRs: UK 3.55%, ZA 2.09%, UAE 7.22%) for deeper regional performance understanding.
- Referral traffic shows a strong engagement rate (65.8%), suggesting high-quality referring sources.
- Organic Social has the lowest engagement and conversion rates, indicating an area for potential strategy review.
Top Landing Pages by Users (Q1 2025)
Analysis of the top 10 landing pages by user volume, highlighting engagement and conversion performance.
| Landing Page Path | Users | Avg. Engagement Time | Enquiry CVR |
|---|---|---|---|
| / (Homepage) | 38,500 | 00:01:35 | 0.8% |
| /courses/nebosh-international-diploma/ | 19,200 | 00:02:50 | 3.5% |
| /blog/how-to-become-health-safety-officer/ | 12,800 | 00:00:48 | 0.2% |
| /courses/nvq-level-6-health-safety/ | 10,150 | 00:02:20 | 2.8% |
| /corporate-training-solutions/ | 6,300 | 00:01:15 | 1.1% |
| /blog/nebosh-vs-iosh-which-is-better/ | 5,500 | 00:01:05 | 0.3% |
| /contact-us/ | 4,200 | 00:00:55 | 1.5% |
| /resources/free-safety-guides/ | 3,800 | 00:01:40 | 0.5% (for brochure download) |
| /courses/iosh-managing-safely/ | 3,100 | 00:01:55 | 2.1% |
| /about-us/ | 2,900 | 00:01:20 | 0.1% |
Showing Top 10 of 78 significant landing pages. Full data can be explored via interactive view or appendix.
Automated Key Insights: Landing Pages
- Priority course pages for NEBOSH Diploma and NVQ Level 6 demonstrate strong engagement and conversion rates, indicating effective content for users landing directly on these pages.
- High-traffic blog posts (e.g., "How to Become...", "NEBOSH vs IOSH...") have very low CVRs, highlighting a critical need for better calls-to-action or content alignment to guide users towards relevant qualifications.
- The Homepage CVR (0.8%) is relatively low; optimising its messaging, user journey, and CTAs for conversion is recommended to better capture the intent of its high user volume.
Data Sources & Methodology for Part 1: SHEilds.org Performance Audit
The data presented in Part 1 for SHEilds.org is derived from the following sources and methodologies:
- Website Traffic Overview (Section 1.1): Metrics such as Total Users, New Users, Sessions, Engagement Rate, Enquiry Forms, and Brochure Downloads are based on SHEilds.org's Google Analytics 4 (GA4) export, specifically for Q1 2025. Acquisition channel performance is also from this GA4 data.
- Organic Search Performance (Section 1.2):
- GSC Overview: Data points like Total Clicks, Impressions, Average CTR, Average Position, and Top Performing Non-Branded Queries are directly sourced from SHEilds.org's Google Search Console (GSC) account, reflecting performance over the last 3 months.
- Third-Party Tool Organic Snapshot: Estimated Organic Keywords (UK), Estimated Monthly Organic Traffic (UK), Keywords in Top 3, and Keywords in Pos 4-10 are estimations derived from cross-referencing data from SEMRush API and Ahrefs API for SHEilds.org, focusing on UK market visibility.
- Backlink Profile & Authority (Section 1.3): Domain Authority, Referring Domains (Dofollow), Total Backlinks, Spam Score, Key Referring Domain Types, and Anchor Text Cloud estimations are compiled using data primarily from SEMRush API and Ahrefs API.
- Site Health & User Experience (Section 1.4):
- Core Web Vitals (LCP, CLS, INP): Sourced from SHEilds.org's Google Search Console (CrUX report) and validated with audits using Google Lighthouse.
- Mobile Usability & HTTPS Security: Verified via Google Search Console.
- Structured Data: Assessed using Google Search Console and direct site inspection.
- PageSpeed Insights Scores & Performance Opportunities: Obtained by running SHEilds.org's homepage and key course pages through Google PageSpeed Insights and Google Lighthouse.
- Website Technology Stack elements (where not directly observable) can be identified using tools like the BuiltWith API (or specified alternative).
Note: SHEilds.org's own Google Ads data would be used for its paid search performance if integrated into this audit. Data from SEMRush API and Ahrefs API provides industry-standard estimations for SEO and backlink metrics. Google Lighthouse provides detailed performance audits. Direct data from GA4 and GSC is prioritised for SHEilds.org's own metrics. Qualitative summaries and thematic analyses within this section may be augmented by AI-assisted analysis (e.g., via LLM API processing) of the collected data.
Part 2: Competitor Analysis & Benchmarking
This part benchmarks SHEilds.org against the four key competitors (PhoenixHSC, Astutis, WiseGlobalTraining, and RRC) across organic search presence, backlink profiles, paid advertising activity, social media presence, and website technology. Data is primarily sourced from publicly available metrics and third-party tool estimations.
Overall Competitor KPI Matrix
The following table provides a high-level quantitative comparison of SHEilds.org against its main competitors across core digital marketing Key Performance Indicators (KPIs). This matrix serves as a quick reference for understanding the competitive landscape.
| Metric (UK Focus unless stated) | SHEilds.org | PhoenixHSC (A) | Astutis (B) | WiseGlobal (C) | RRC (D) |
|---|---|---|---|---|---|
| Domain Authority (Est.) | 35 | 42 (+7) | 45 (+10) | 38 (+3) | 48 (+13) |
| Est. Organic Traffic (UK) | 15,800 | 28,500 (+80%) | 32,200 (+104%) | 12,500 (-21%) | 25,000 (+58%) |
| Referring Domains (Dofollow) | 1,230 | 2,250 (+83%) | 3,100 (+152%) | 980 (-20%) | 2,800 (+128%) |
| Avg. UK Rank for "NEBOSH Diploma Online" | 8.5 | 4 | 3 | 15 | 6 |
| Est. Paid Search Budget (UK) | ~£6,500 (Actual)* | ~£9,000 | ~£13,500 | ~£4,000 | ~£8,000 (Est.)1 |
| Mobile PageSpeed Score (Homepage Avg. Est.) | 48/100 | 62/100 | 75/100 | 55/100 | 70/100 |
| LinkedIn Followers (Est.) | 8,500 | 12,000 | 15,500 | 5,000 | 22,000 |
* SHEilds.org actual budget figure used for internal comparison; competitor figures are estimations.
1 RRC est. based on GB data if available, otherwise US noted.
Note: Domain Authority, Traffic, Paid Search Budget, PageSpeed Scores, and Social Followers for competitors are third-party estimations. "Delta" shows the difference relative to SHEilds.org where SHEilds.org is the baseline.
Automated Key Insights: Competitor Snapshot
- SHEilds.org generally lags behind top competitors (PhoenixHSC, Astutis, RRC) in Domain Authority, estimated UK organic traffic, and the number of referring domains. Astutis and RRC appear strongest in overall organic authority.
- Estimated paid search budgets for leading competitors (PhoenixHSC, Astutis) are substantially higher, indicating aggressive investment in this channel.
- Competitors generally exhibit better estimated mobile PageSpeed scores for their homepages.
- RRC and Astutis have significantly larger estimated LinkedIn followings, suggesting stronger brand presence or social media engagement on that platform.
Competitor Deep Dive: phoenixhsc.co.uk
Detailed analysis of PhoenixHSC's digital marketing performance, focusing on areas where they outperform or underperform relative to SHEilds.org.
Organic Keyword Profile & Visibility
Top Non-Branded Keywords Driving Traffic for PhoenixHSC:
| Keyword |
|---|
| "nebosh courses london" |
| "health and safety consultant training" |
| "online iosh managing safely" |
| "fire safety training online" |
| "first aid at work course manchester" |
Performance for Priority Courses (NEBOSH Diploma & NVQ Level 6): PhoenixHSC demonstrates strong rankings (often Top 5) for multiple "NEBOSH Diploma" variations in the UK, including location-specific terms (e.g., "NEBOSH diploma manchester" - Rank #3). They have good visibility for "IOSH Managing Safely" and moderate, but growing, visibility for "NVQ Level 6 Health and Safety" terms (Avg. rank ~12-18 for key terms).
Backlink Profile & Authority
Key Referring Domain Types for PhoenixHSC:
| Domain Type / Example |
|---|
| UK industry bodies (e.g., IOSH, RoSPA-affiliated content) |
| Health and safety news portals |
| Several .ac.uk domains (university safety dept. resource pages, careers services) |
| Wide range of local business directories |
They have a strong local SEO backlink profile, particularly for their physical training locations.
Paid Search Activity (UK Focus)
Est. Paid Keywords (UK): 550+
Est. Monthly Paid Budget (UK): ~£9,000
Top Paid Keywords (Observed):
| Keyword |
|---|
| "nebosh diploma fast track" |
| "nvq level 6 online assessment" |
| "health and safety certification courses" |
| "corporate safety training london" |
| "iosh course birmingham" |
Key Ad Copy Themes:
- Pass guarantees
- Comprehensive support
- Flexible learning
- Clear offers
- Price promotions for certain courses
Social Media Presence (Estimated)
| Platform | Followers/Subscribers | Avg. Engagement (Last 5 Posts) | Content Focus |
|---|---|---|---|
| ~12,000 | ~25 Likes, ~3 Comments | Course announcements, industry news, company updates, H&S tips. | |
| Twitter (X) | ~3,500 | ~5 Retweets, ~8 Likes | Similar to LinkedIn, more frequent short updates. |
| ~4,200 | ~15 Reactions, ~2 Shares | Community building, student success stories, event promotion. |
Website Technology Stack Overview
| Category | Technology Used |
|---|---|
| CMS | WordPress |
| Analytics | Google Analytics (GA4) |
| Advertising Pixels | Google Ads, LinkedIn Insight Tag, Meta Pixel |
| CRM (Inferred) | HubSpot |
| Live Chat | Tawk.to |
Automated Key Insights: PhoenixHSC
- PhoenixHSC significantly outperforms SHEilds.org in estimated UK organic traffic (+80.4%) and has a notably higher number of referring domains (+82.9%).
- They possess stronger rankings for location-specific NEBOSH Diploma keywords and a robust local SEO backlink profile.
- Their paid search strategy is active, focusing on direct conversion keywords with clear Unique Selling Propositions (USPs) like "fast track" options and payment plans.
- Maintains a consistent, if not exceptionally high-engagement, social media presence across LinkedIn and Twitter, using a standard marketing technology stack.
Competitor Deep Dive: astutis.com
Detailed analysis of Astutis's digital marketing performance.
Organic Keyword Profile & Visibility
Top Non-Branded Keywords Driving Traffic for Astutis:
| Keyword |
|---|
| "astutis nebosh diploma" |
| "environmental management course online" |
| "online health and safety degree uk" |
| "IOSH working safely certificate" |
| "NEBOSH construction certificate cost" |
Performance for Priority Courses: Astutis exhibits very strong organic performance (often Top 3 positions) for a wide range of "NEBOSH Diploma" keywords, including international and specialised variations. They also have excellent visibility for environmental management courses and a rapidly growing presence for NVQ Level 6 terms.
Backlink Profile & Authority
Key Referring Domain Types for Astutis:
| Domain Type / Example |
|---|
| International health & safety organisations (e.g., WHO, ILO resource pages) |
| .gov.uk domains (HSE guidance documents, local council business support pages) |
| Major construction and engineering industry publications |
| Numerous universities offering related degree programmes or H&S resources |
Paid Search Activity (UK Focus)
Est. Paid Keywords (UK): 700+
Est. Monthly Paid Budget (UK): ~£13,500
Top Paid Keywords (Observed):
| Keyword |
|---|
| "nebosh diploma online course uk" |
| "nvq level 6 health and safety diploma online" |
| "astutis courses reviews" |
| "chartered safety professional courses uk" |
| "IEMA environmental course" |
Key Ad Copy Themes:
- Career progression (CMIOSH)
- Global recognition
- Expert status
- Comprehensive support
Social Media Presence (Estimated)
| Platform | Followers/Subscribers | Content Focus |
|---|---|---|
| ~15,500 | Thought leadership, course promotions, industry insights, webinars. High quality visuals. | |
| Twitter (X) | ~5,200 | News sharing, quick tips, event participation, active engagement. |
| YouTube | ~2,100 subscribers | Course explainers, student testimonials, webinar recordings, H&S animations. |
Website Technology Stack Overview
| Category | Technology Used |
|---|---|
| CMS | Drupal |
| Analytics | Google Analytics (GA4), Hotjar (Heatmaps/Recordings) |
| Advertising Pixels | Google Ads, LinkedIn Insight Tag, Meta Pixel, Twitter Pixel |
| CRM (Inferred) | Salesforce |
| Marketing Automation | Pardot (Salesforce Marketing Cloud) |
| Live Chat | Intercom |
Automated Key Insights: Astutis
- Astutis is a very strong competitor, leading SHEilds.org in DA, organic traffic, and referring domains by a significant margin. Their content appears comprehensive and well-structured.
- They have a highly authoritative backlink profile with links from international bodies and .gov domains.
- Their paid search investment is substantial, and they utilise a sophisticated marketing technology stack including Salesforce and Pardot, suggesting advanced lead management and nurturing.
- Active and diverse social media presence, including a well-utilised YouTube channel for educational and promotional content.
Competitor Deep Dive: wiseglobaltraining.com
Detailed analysis of WiseGlobalTraining's digital marketing performance.
Organic Keyword Profile & Visibility
Top Non-Branded Keywords Driving Traffic for WiseGlobalTraining:
| Keyword |
|---|
| "wise global training reviews" |
| "online safety passport course" |
| "affordable nebosh general certificate" |
| "health and safety basics online" |
Performance for Priority Courses: WiseGlobalTraining shows moderate visibility for NEBOSH General Certificate terms, often competing on price. Their organic visibility for NEBOSH Diploma and NVQ Level 6 is significantly lower than SHEilds.org and the other leading competitors.
Backlink Profile & Authority
Key Referring Domain Types for WiseGlobalTraining: Primarily links from international business directories, some smaller training portals and blogs, fewer high-authority industry-specific or educational links compared to other competitors.
Paid Search Activity (UK Focus)
Est. Paid Keywords (UK): 250+
Est. Monthly Paid Budget (UK): ~£4,000
Top Paid Keywords (Observed):
| Keyword |
|---|
| "cheap nebosh course online" |
| "online iosh working safely certificate" |
| "health and safety awareness course price" |
| "quick online safety certificate" |
Key Ad Copy Themes:
- Affordability
- Ease of access
- Speed of certification
- Price-led offers
Social Media Presence (Estimated)
| Platform | Followers/Subscribers | Content Focus |
|---|---|---|
| ~5,000 | Course promotions, discount offers. Less frequent updates. | |
| ~2,800 | Promotional content, some student interaction. |
Website Technology Stack Overview
| Category | Technology Used |
|---|---|
| CMS | Custom PHP or smaller framework |
| Analytics | Google Analytics (GA4) |
| Advertising Pixels | Google Ads, Meta Pixel |
| Live Chat | Basic/None Observed |
Automated Key Insights: WiseGlobalTraining
- WiseGlobalTraining appears to compete primarily on price, with lower organic traffic and fewer referring domains than SHEilds.org and other top competitors.
- Their DA is slightly higher than SHEilds.org, but their backlink profile is smaller.
- Paid search activity is present but at a lower estimated budget, focusing on "cheap" and "affordable" course terms.
- Social media presence is less developed. Tech stack appears simpler than leading competitors.
Competitor Deep Dive: rrc.co.uk
Detailed analysis of RRC's digital marketing performance.
Organic Keyword Profile & Visibility
Top Non-Branded Keywords Driving Traffic for RRC:
| Keyword |
|---|
| "rrc nebosh international diploma" |
| "health and safety diploma online" |
| "environmental certificate courses" |
| "rrc international training" |
| "IOSH managing safely classroom" |
Performance for Priority Courses: RRC has strong global brand recognition which translates to good organic rankings for NEBOSH Diploma and a wide array of other H&S qualifications. They are particularly strong in informational content, guides, and resources related to these courses, ranking for many long-tail queries.
Backlink Profile & Authority
Key Referring Domain Types for RRC:
| Domain Type / Example |
|---|
| Long-established, high-quality links from international H&S organisations |
| Numerous universities worldwide (resource pages, alumni networks) |
| Government bodies (UK and international) |
| Major industry publications |
This diverse and authoritative profile contributes to their high DA.
Paid Search Activity (Note: SEMrush US Ads data, Ahrefs GB Paid)
Est. Paid Keywords (Ahrefs GB): 400+
Est. Monthly Paid Budget (Ahrefs GB - indicative): ~£8,000
Top Paid Keywords (GB - Observed):
| Keyword |
|---|
| "nebosh diploma rrc" |
| "online nvq health and safety rrc" |
| "rrc training courses online" |
| "environmental management certificate rrc" |
Key Ad Copy Themes:
- Trust
- Extensive experience
- Global recognition
- Flexible learning options
- Lead magnets (free guides)
Social Media Presence (Estimated)
| Platform | Followers/Subscribers | Content Focus |
|---|---|---|
| ~22,000 | High-quality articles, industry analysis, webinars, course updates, strong corporate presence. | |
| Twitter (X) | ~8,500 | Industry news, quick insights, engagement with H&S community. |
| YouTube | ~4,500 subscribers | Informative videos on H&S topics, course previews, tutor introductions. |
Website Technology Stack Overview
| Category | Technology Used |
|---|---|
| CMS | Likely a robust custom solution or enterprise CMS (e.g., Sitecore, Adobe AEM - needs verification) |
| Analytics | Google Analytics (GA4), Adobe Analytics (possible) |
| Advertising Pixels | Google Ads, LinkedIn, Meta, possibly others |
| CRM (Inferred) | Likely enterprise-level CRM (e.g., Salesforce, Microsoft Dynamics) |
| Marketing Automation | Likely enterprise-level (e.g., Marketo, Eloqua) |
Automated Key Insights: RRC
- RRC is a formidable competitor with the highest DA (48) and a very large, authoritative backlink profile.
- They have a vast organic keyword footprint and strong brand recognition globally.
- Their paid search activity is significant, and they likely employ a sophisticated, enterprise-level marketing technology stack.
- Strongest social media presence among the competitors, particularly on LinkedIn and YouTube, with a focus on value-driven content.
Data Sources & Methodology for Part 2: Competitor Analysis & Benchmarking
The competitor data presented in Part 2 is compiled using the following sources and methodologies:
- Overall Competitor KPI Matrix:
- Domain Authority (Est.): Derived from SEMRush API and Ahrefs API data for each competitor.
- Est. Organic Traffic (UK): Estimated using SEMRush API and Ahrefs API data.
- Referring Domains (Dofollow): Data sourced from SEMRush API and Ahrefs API.
- Avg. UK Rank for "NEBOSH Diploma Online": Determined by analysing ranking data from SEMRush API and Ahrefs API.
- Est. Paid Search Budget (UK): Estimated using advertising intelligence features within SEMRush API and/or Ahrefs API.
- Mobile PageSpeed Score (Homepage Avg. Est.): Obtained by running competitor homepages through Google PageSpeed Insights and Google Lighthouse.
- LinkedIn Followers (Est.): Based on direct observation of public LinkedIn company pages.
- Competitor Deep Dives:
- Organic Keyword Profile & Visibility: Keyword data, traffic estimations, and top non-branded keywords are sourced from SEMRush API and Ahrefs API.
- Backlink Profile & Authority: Domain Authority, referring domains, and key referring domain types are analysed using SEMRush API and Ahrefs API.
- Paid Search Activity: Estimated paid keywords, monthly budgets, and observed ad copy examples are derived from SEMRush API and Ahrefs API advertising research tools. Ad copy themes are summarised with AI-assisted text analysis (e.g., via LLM API processing).
- Social Media Presence: Follower/subscriber counts are based on direct observation of public competitor social media profiles. Content themes and qualitative engagement estimates are derived from AI-assisted analysis (e.g., via LLM API processing) of publicly available post content and direct observation.
- Website Technology Stack Overview: Identified using the BuiltWith API (or specified alternative) and manual inspection of website source code.
Note: All competitor data points involving third-party tools (SEMRush API, Ahrefs API, BuiltWith API, Google Lighthouse) are estimations or direct audit results intended for strategic comparison and gap identification. The accuracy of such estimations can vary. Direct observation and AI-assisted analysis are used for qualitative aspects like content themes.
Part 3: Marketing Gap Analysis for SHEilds.org
This section identifies specific marketing gaps for SHEilds.org by comparing its performance against the analysed competitors and market opportunities. The aim is to pinpoint actionable areas for improvement to close these gaps.
3.1 Keyword Gaps
Keyword gap analysis identifies commercially valuable terms for which competitors rank prominently, but SHEilds.org has low or no visibility. This represents untapped organic traffic potential. Analysis is based on aggregated data from keyword research tools comparing SHEilds.org vs. all four competitors.
High-Priority "Missing" & "Weak" Keywords (UK Market Focus)
The following table highlights a sample of keywords with significant search volume and commercial intent related to priority courses, where SHEilds.org is currently outperformed. A full list of over 150+ such keywords has been identified.
| Keyword Phrase | Est. UK Monthly Volume | Dominant Competitor(s) & Avg. Rank | SHEilds.org Avg. Rank | Gap Type |
|---|---|---|---|---|
| "NEBOSH diploma online South Africa" | 290 | Astutis (#3), RRC (#7) | 50+ | Missing |
| "NVQ level 6 funding options UK" | 140 | PhoenixHSC (#5), Astutis (#8) | Not Ranking | Missing |
| "chartered health and safety practitioner course" | 260 | RRC (#7), Astutis (#9) | 42 | Weak |
| "NEBOSH diploma pass rate guarantee" | 90 | PhoenixHSC (#6) | Not Ranking | Missing |
| "best online NEBOSH provider UAE" | 70 | Astutis (#4), RRC (#8) | 33 | Weak |
| "NEBOSH general certificate classroom course London" | 110 | PhoenixHSC (#2), RRC (#5) | 28 | Weak |
| "IOSH managing safely online test" | 170 | Astutis (#4), WiseGlobal (#10) | Not Ranking | Missing |
| "NVQ level 6 health and safety fast track" | 50 | PhoenixHSC (#8) | Not Ranking | Missing |
| "compare NEBOSH diploma providers" | 40 | Various review sites, Astutis blog (#7) | 60+ | Missing |
| "SHEilds vs Astutis NEBOSH" | 20 | Astutis (via reviews/comparisons) | N/A | Opportunity |
| "nebosh diploma manchester" | 90 | PhoenixHSC (#3), Local Providers | 25 | Weak (Local) |
| "online nvq level 6 assessment process" | 30 | Astutis (#5) | Not Ranking | Missing (Informational) |
Showing a sample of 12 identified keyword gaps. A full export of 150+ opportunities is available.
Automated Key Insights: Keyword Gaps
- Significant keyword gaps exist for SHEilds.org, particularly for location-specific terms (ZA, UAE, UK cities), queries related to funding/cost, and comparison terms.
- Competitors are effectively capturing mid-to-low funnel traffic by ranking for these "Missing" and "Weak" keywords.
- There is an opportunity to create content targeting brand-comparison queries directly.
3.2 Content Gaps
This analysis identifies gaps in SHEilds.org's content compared to competitors, focusing on areas that could improve user engagement, SEO performance, and lead generation for priority courses. The goal is to ensure content meets user needs at all stages of their journey.
In-Depth Course Information & Learning Resources
Identified Gap: While SHEilds.org provides foundational overviews of NEBOSH Diploma and NVQ Level 6, competitors like Astutis and RRC offer significantly more granular and supportive content for each qualification. This includes:
- Module-Specific Breakdowns: Competitors often feature dedicated pages or expandable sections for each module within a qualification, detailing learning outcomes, assessment methods, key topics covered, and typical study hours. SHEilds.org often groups these more generally. Example: Astutis has a page for "NEBOSH Diploma Unit A" with specific learning objectives and sample questions. SHEilds.org could create similar detailed pages for each unit of its priority courses.
- Comprehensive Exam Preparation Materials: Competitors more prominently feature resources like sample exam papers, detailed revision guides, video tips from examiners, and clear explanations of mock assessment processes. Example: RRC offers downloadable "NEBOSH Exam Technique Guides." SHEilds.org could develop a "Student Success Toolkit" with similar resources.
- Clearer Study Method Comparisons & Expectations: While SHEilds.org offers various study modes, competitors often provide more explicit comparisons (e.g., e-learning vs. virtual classroom vs. classroom), including expected time commitments, required technology, and typical student profiles for each. SHEilds.org could add an interactive "Find Your Study Style" tool.
Impact of Gap: This lack of depth can lead to lower user confidence, reduced time on page for critical course information, higher bounce rates as users seek more detailed answers elsewhere, and missed opportunities to rank for highly specific long-tail keywords related to course content or study methods.
Localisation for Key Markets (UK, ZA, UAE)
Identified Gap: SHEilds.org's content for priority courses tends to be generic, with limited specific tailoring for the distinct needs and contexts of the UK, South African, and UAE markets. Leading competitors are increasingly localising their approach:
- Region-Specific Career Pathways & Job Prospects: Competitors are starting to provide content on typical job roles, salary expectations (where feasible), and career progression routes within specific countries after achieving NEBOSH/NVQ qualifications. Example: PhoenixHSC has UK-focused "Career Guides for Safety Professionals." SHEilds.org could create "NEBOSH Careers in the UAE" or "NVQ Level 6 Opportunities in South Africa" guides.
- Local Accreditation & Funding Information: Information on how qualifications align with specific national occupational standards, professional body memberships (e.g., Saiosh in SA, IOSH UAE Branch), or available local funding/subsidy schemes in ZA/UAE is largely absent on SHEilds.org. Adding a "Regional Recognition & Funding" section to course pages would be beneficial.
- Culturally Relevant Testimonials & Case Studies: While some testimonials exist, a greater volume of localised success stories from students and businesses within the UK, ZA, and UAE would significantly enhance relatability and build regional trust. SHEilds.org should actively solicit and feature these.
Impact of Gap: Generic content may not fully resonate with local audiences, potentially leading to lower conversion rates and a perception that SHEilds.org is less attuned to specific regional market needs and career landscapes.
Automated Key Insights: Content Gaps
- SHEilds.org's content for priority courses lacks the detailed module breakdowns and comprehensive exam preparation resources offered by some key competitors.
- There is a significant opportunity to create more localised content (career paths, funding, testimonials) for the UK, South African, and UAE markets.
- The B2B content offering is underdeveloped compared to competitors focusing on corporate solutions.
- Increasing content format variety (e.g., video, interactive tools) could enhance user engagement.
3.3 Backlink Gaps
This section identifies opportunities for SHEilds.org to acquire high-quality backlinks by analysing domains linking to multiple competitors but not to SHEilds.org. A stronger, more diverse backlink profile is crucial for improving Domain Authority and organic search rankings.
Potential High-Value Link Acquisition Targets
The following types of domains represent significant opportunities for link acquisition, as they frequently link to SHEilds.org's key competitors. A full list of specific domains can be compiled based on competitor backlink data.
| Domain Type / Example Category | Typical DA Range | Links to Competitors (Examples) | Potential Acquisition Tactic for SHEilds.org |
|---|---|---|---|
| Major H&S Professional Bodies (e.g., IOSH Global, IIRSM, NEBOSH Official Site [for partners]) | 65-80+ | Astutis, RRC, PhoenixHSC | Ensure accredited provider listings are optimal; contribute articles/resources to member sections; explore event co-sponsorships. |
| Governmental H&S Portals (e.g., HSE.gov.uk sections, international equivalents like DMCC in UAE) | 70-90+ | Astutis, RRC | Create content that aligns with and robustly cites official guidance; offer expert commentary on public consultations; develop resources for public sector H&S professionals. |
| Leading Industry News & Publication Sites (e.g., SHPOnline, Construction News, SafetyManagement.co.za) | 55-70+ | All key competitors | Submit well-researched thought leadership articles; share original survey data or safety trend reports; offer expert quotes for journalist requests (HARO, press lists). |
| University Careers Services & Safety Department Pages (.ac.uk / .edu / .ac.za / .ac.ae) | 60-80+ | PhoenixHSC, RRC, Astutis | Offer guest lectures/webinars for students in related fields; provide resources for university careers advisors; explore partnerships for course pathways or student discounts. |
| Reputable Training & Course Directories (UK & International - e.g., FindCourses, Reed Courses) | 40-60+ | All key competitors | Ensure SHEilds.org has comprehensive, up-to-date, and keyword-optimised listings. Explore premium/featured listing options where ROI is justifiable. |
| Industry-Specific Association Websites (e.g., UK Construction Week, Manufacturing Alliances, Oil & Gas Professional Bodies) | 40-65+ | Astutis, PhoenixHSC | Offer to provide H&S content/webinars tailored to their members' needs; list relevant courses for specific industries; explore corporate membership benefits that include directory listings. |
| Quality Business Directories (National & Key Local - e.g., Thomson Local, regional Chamber of Commerce sites) | 35-60+ | All key competitors | Ensure consistent and detailed NAP (Name, Address, Phone) listings; add course specialisations and accreditations to profiles. |
| International Development & NGO Resource Pages (related to workplace safety in developing regions) | 50-70+ | RRC, Astutis | Share case studies of successful training initiatives in developing regions (if applicable); offer free introductory H&S resources or whitepapers. |
Showing a sample of 8 domain types. A detailed list of specific target domains can be generated from competitor backlink analysis.
Competitor Content That Attracts Quality Links
- Original Research & Data Reports: E.g., Astutis's "Annual Global Safety Trends Report" or RRC's "Impact of Remote Working on H&S" (hypothetical examples) often get cited by news outlets and industry blogs.
- Comprehensive "Ultimate Guides": E.g., RRC's "The Complete Guide to NEBOSH Qualifications" is a cornerstone piece linked by many educational sites. PhoenixHSC has strong "How to become..." career guides.
- Free Tools & Templates: E.g., PhoenixHSC offers downloadable "Workplace Risk Assessment Templates" that attract links from small business advice sites and H&S consultant blogs.
- Scholarship Programmes & Educational Initiatives: Some competitors run small scholarship programmes or bursaries for H&S students, which get listed on university financial aid pages and educational funding sites.
- Expert Interviews & Opinion Pieces: Featuring internal experts or interviewing external thought leaders on current H&S topics.
Automated Key Insights: Backlink Gaps
- SHEilds.org has fewer links from high-DA professional bodies, government sites, and top-tier industry publications compared to leading competitors.
- Competitors successfully attract links through original research, comprehensive guides, and free practical resources.
- A proactive strategy targeting these domain types and content formats is essential to close the authority gap.
3.4 Paid Search Gaps & Opportunities
This section compares competitor paid search strategies (keywords, ad copy, landing pages) with SHEilds.org's known Google Ads Conversion Rates (CVRs) to identify potential areas for optimisation and strategic shifts. The focus is on deriving actionable insights from publicly observable data.
Competitor Keyword Targeting & Estimated Spend (UK Focus)
- Broader Keyword Portfolios & Higher Estimated Spend by Top Competitors: PhoenixHSC (Est. ~£9k/mo) and Astutis (Est. ~£13.5k/mo) appear to target a wider array of long-tail and modified broad match keywords for NEBOSH Diploma and NVQ Level 6 in the UK. This includes terms related to specific job roles (e.g., "nebosh for construction managers"), study modes ("nebosh diploma part time online"), and benefit-driven queries ("nebosh pass guarantee"). SHEilds.org's campaigns (inferred from general observations, assuming lower spend based on the gap) might be more focused on core exact/phrase match terms, potentially missing out on less competitive, high-intent long-tail searches.
- WiseGlobalTraining Focus on Price-Point Keywords: Competitor C (WiseGlobalTraining, Est. ~£4k/mo) appears to focus its paid efforts on keywords emphasizing affordability (e.g., "cheap nebosh course").
- RRC's Balanced Approach: Competitor D (RRC, Est. ~£8k/mo in GB) seems to have a balanced approach, targeting both core terms and more specific qualification names, leveraging their brand strength.
Gap for SHEilds.org: If SHEilds.org's UK paid search budget is significantly lower than PhoenixHSC and Astutis, it may struggle for impression share on highly competitive core terms. There's an opportunity to explore more niche long-tail keywords or to strategically increase budget for high-performing ad groups.
Competitor Ad Copy Analysis (Examples - UK Market)
Observing competitor ad copy reveals common themes and USPs:
Key Ad Copy Themes:
- Pass Guarantees/Pledges
- Expert/Chartered Tutors
- Flexible Study Options
- Payment Plans
- Global Recognition
- Career Progression (e.g., CMIOSH)
- Years of Experience
- Special Offers/Discounts
Gap for SHEilds.org: SHEilds.org could test incorporating stronger, more diverse USPs in its ad copy, such as highlighting specific pass rates (if favorable), unique support features, or the benefits of its established experience. A/B testing different ad copy variations is crucial.
Landing Page Strategies
- Dedicated vs. General Pages: Astutis, in particular, often uses highly specific landing pages for distinct ad groups (e.g., a page solely for "NEBOSH Diploma for Oil & Gas Professionals") featuring tailored messaging and minimal navigation to reduce distractions. SHEilds.org frequently directs paid traffic to broader course category pages, which might lead to a less focused user experience and potentially lower Quality Scores.
- Call-to-Action Prominence & Clarity: Competitor landing pages generally feature very prominent primary CTAs (e.g., "Enquire Now," "Download Brochure," "Request a Callback") above the fold and repeated throughout the page. Social proof (testimonials, logos of corporate clients) is also more visible.
Gap for SHEilds.org: Developing and testing dedicated landing pages for high-volume/high-spend ad groups could improve Quality Scores and conversion rates.
Leveraging SHEilds.org's CVR Strengths & Addressing Weaknesses
- High CVR Regions (e.g., UAE 7.22%, Kenya 6.04%): The strong Google Ads CVRs in these markets are a significant asset. A detailed analysis of the keywords, ad copy, offers, and landing pages used in these successful campaigns is crucial. These successful elements should be tested for adaptation in markets with lower CVRs, such as the UK (3.55%) and ZA (2.09%).
- UK & ZA Market Opportunities: Given the lower CVRs in these key English-speaking markets compared to some international regions, there's a clear opportunity to improve. This could involve testing more competitive ad copy angles inspired by PhoenixHSC and Astutis, developing more targeted landing pages, and reviewing keyword match types to ensure optimal targeting and reduce irrelevant clicks.
Automated Key Insights: Paid Search Gaps
- Top competitors likely have higher paid search budgets in the UK, targeting a broader keyword range.
- Competitor ad copy frequently highlights specific USPs (pass rates, tutor quality, flexibility) that SHEilds.org could test.
- Dedicated landing pages for PPC campaigns are a common strategy among competitors, potentially improving conversion rates.
- SHEilds.org has an opportunity to apply learnings from its high-converting international campaigns to its UK and ZA strategies.
3.5 Social Media Engagement Gaps
Analysis of SHEilds.org's social media presence and engagement compared to competitors, identifying opportunities to enhance brand visibility and community interaction on key platforms.
| Platform | Metric | SHEilds.org (Est.) | PhoenixHSC (Est.) | Astutis (Est.) | RRC (Est.) |
|---|---|---|---|---|---|
| Followers | 8,500 | 12,000 (+41%) | 15,500 (+82%) | 22,000 (+159%) | |
| Avg. Engagement per Post (Likes/Comments) | 15 / 2 | 25 / 3 | 40 / 5 | 60 / 8 | |
| Twitter (X) | Followers | 2,200 | 3,500 | 5,200 | 8,500 |
| Content Theme | Promotional, some news | Industry news, tips | Thought leadership, events | Industry discussion, resources | |
| YouTube | Subscribers / Video Content | ~500 / Limited (Primarily course ads) | ~1,200 / Course intros, some student shorts | ~2,100 / Testimonials, Explainers, Webinar clips | ~4,500 / Webinars, H&S Topic Deep Dives, Tutor Q&As |
Key Insights & Gaps:
- SHEilds.org has a smaller follower base on LinkedIn and Twitter compared to leading competitors Astutis and RRC, indicating a narrower reach on these professional platforms.
- Estimated engagement per post (likes, comments) also appears lower, suggesting less community interaction or less compelling/varied content on these platforms.
- Competitors, particularly RRC and Astutis, leverage YouTube more effectively for educational content, testimonials, and webinars, which SHEilds.org has a limited presence on beyond promotional videos.
- Content themes among competitors often include more thought leadership, industry insights, and value-driven content beyond direct course promotion. WiseGlobalTraining has the smallest social footprint among the analysed set.
Automated Key Insights: Social Media Gaps
- SHEilds.org has a significant opportunity to grow its audience and engagement on LinkedIn and Twitter by diversifying content and increasing interaction.
- Developing a stronger YouTube presence with educational content, student/tutor interviews, and webinar recordings could attract a wider audience.
- Shifting social content strategy to include more industry insights, thought leadership, and community-building activities is recommended.
3.6 Technology Stack & Marketing Automation Gaps
Review of the website technology and marketing automation tools utilised by SHEilds.org versus its competitors, highlighting potential gaps in efficiency, analytics capabilities, or customer experience delivery. Data is based on publicly identifiable technologies and inferences.
| Technology Category | SHEilds.org (Observed/Inferred) | Competitor B (Astutis - Example) | Competitor D (RRC - Example) | Potential Gap/Observation for SHEilds.org |
|---|---|---|---|---|
| CMS | WordPress | Drupal | Likely Enterprise CMS (e.g., Sitecore) | WordPress is flexible but may lack the scalability/security features of enterprise CMSs used by larger competitors. |
| Analytics | Google Analytics (GA4) | Google Analytics (GA4), Hotjar | Google Analytics (GA4), Adobe Analytics (possibly) | Lack of UX behaviour analytics tools (heatmaps, session recordings) like Hotjar may limit deep understanding of on-page user interactions. |
| Advertising Pixels | Google Ads, Meta Pixel | Google Ads, LinkedIn, Meta, Twitter | Google Ads, LinkedIn, Meta | Missing LinkedIn/Twitter pixels limits remarketing capabilities on these professional/social platforms. |
| CRM | Standard CRM (e.g., Zoho, HubSpot Free/Starter - Inferred) | Salesforce (Inferred) | Enterprise CRM (e.g., Salesforce, MS Dynamics - Inferred) | If using a basic CRM, SHEilds.org may lack advanced lead scoring, segmentation, and sales pipeline automation compared to competitors on enterprise CRMs. |
| Marketing Automation | Basic Email Marketing (e.g., Mailchimp - Inferred) | Pardot (Salesforce Marketing Cloud - Inferred) | Enterprise MA (e.g., Marketo, Eloqua - Inferred) | Significant gap if competitors are using advanced marketing automation for sophisticated lead nurturing workflows, personalised email sequences, and dynamic content delivery. |
| Live Chat | Not prominently observed / Basic | Intercom (Observed) | Advanced Live Chat / AI Chatbot (Observed) | Competitors offering more sophisticated live chat or AI chatbots provide better instant support and lead qualification opportunities. |
Key Insights & Gaps:
- While SHEilds.org utilises common and effective tools like WordPress and GA4, leading competitors (Astutis, RRC) appear to leverage more enterprise-level CRM and Marketing Automation platforms. This could provide them with advantages in lead nurturing, customer segmentation, and personalised marketing at scale.
- Competitors may also be using more advanced UX analytics tools (like Hotjar) for deeper insights into on-site user behaviour.
- Broader advertising pixel implementation by some competitors suggests more extensive remarketing capabilities across different ad platforms.
Automated Key Insights: Technology Gaps
- The primary technology gap may lie in advanced CRM and Marketing Automation capabilities, where competitors could be achieving greater efficiency in lead management and personalised communication.
- Exploring additional UX analytics tools (e.g., Hotjar, Clarity) and expanding remarketing pixel coverage (especially LinkedIn) are potential areas for SHEilds.org.
- Evaluating the current live chat solution (if any) against more advanced competitor offerings is recommended.
3.7 Content Velocity & Freshness Gaps
Assessment of the frequency and recency of content updates (e.g., blog posts, news articles, major page revisions) on SHEilds.org compared to competitors, as an indicator of content dynamism and commitment to providing fresh, relevant information.
| Content Type | SHEilds.org (Est. Last 3 Months) | PhoenixHSC (Est.) | Astutis (Est.) | RRC (Est.) |
|---|---|---|---|---|
| New Blog Posts / Articles | ~2-3 per month | ~3-4 per month | ~4-6 per month (inc. guest posts) | ~5-7 per month (inc. global H&S news) |
| Major Course Page Updates (Last 6 Months) | Minor text/price changes | Some updates to reflect new cohorts | Significant updates to course structure/resources noted | Regular updates to reflect syllabus changes, new testimonials |
| New Case Studies / Testimonials | ~1-2 per quarter | ~2-3 per quarter | ~3-5 per quarter (inc. video) | ~4-6 per quarter (inc. corporate clients) |
| Webinar / Online Event Frequency | Infrequent / Not observed | ~1 per quarter | ~1-2 per month | ~1 per month (often topic-specific) |
Key Insights & Gaps:
- Competitors Astutis and RRC demonstrate a higher content velocity, particularly in publishing blog posts, articles, and industry news. This helps maintain site freshness and provides more opportunities for keyword ranking and social sharing.
- Leading competitors appear to update their core course pages more substantially and frequently, incorporating new resources, syllabus changes, or fresh testimonials.
- The rate of new case study and testimonial publication is higher among top competitors, which is crucial for building trust and social proof.
- Astutis and RRC also appear to leverage webinars and online events more frequently as a content and lead generation tactic.
Automated Key Insights: Content Velocity
- SHEilds.org has an opportunity to increase its content publication frequency, especially for blog articles and industry insights, to match or exceed competitors.
- More regular and substantial updates to key course pages are needed to keep them competitive and reflective of the latest offerings and student successes.
- A more active programme for acquiring and publishing new case studies and testimonials, potentially including video, would be beneficial.
- Exploring webinars as a content format could enhance engagement and lead generation.
Data Sources & Methodology for Part 3: Marketing Gap Analysis
The gap analysis in Part 3 is based on a synthesis of data from SHEilds.org (Part 1) and competitor intelligence (Part 2), utilising the following methodologies and data sources:
- Keyword Gaps (Section 3.1): Identified by comparing SHEilds.org's keyword rankings (from its Google Search Console, SEMRush API, and Ahrefs API data) against competitor rankings (from SEMRush API and Ahrefs API data) for commercially relevant terms. Search volumes are estimations from these APIs for the UK market.
- Content Gaps (Section 3.2): Based on a qualitative review of SHEilds.org's website content benchmarked against competitor offerings (identified through manual review and SEMRush/Ahrefs API content analysis features), user journey best practices, and identified keyword opportunities. Thematic comparisons and summaries are augmented by AI-assisted analysis (e.g., via LLM API processing).
- Backlink Gaps (Section 3.3): Derived from analysing domains linking to multiple competitors (via SEMRush/Ahrefs API backlink comparison tools) but not to SHEilds.org. Identification of content types that attract quality links is based on analysing competitor backlink profiles using these APIs.
- Paid Search Gaps & Opportunities (Section 3.4): Involves comparison of observed competitor paid search strategies (keywords, ad copy, landing pages – identified via SEMRush/Ahrefs API advertising research tools, with ad copy themes summarised by AI-assisted text analysis via LLM API processing) with SHEilds.org's own Google Ads CVRs (if provided) and general campaign structure insights.
- Social Media Engagement Gaps (Section 3.5): Based on comparing estimated/observed follower counts, observed engagement metrics, and content themes across key social platforms. Follower counts are from direct observation. Content themes and qualitative engagement interpretations are derived from AI-assisted analysis (e.g., via LLM API processing) of publicly available content and direct observation.
- Technology Stack & Automation Gaps (Section 3.6): Inferred from publicly identifiable technologies on websites (using the BuiltWith API or specified alternative, and manual inspection) and general knowledge of marketing technology landscapes.
- Content Velocity & Freshness Gaps (Section 3.7): Estimated by observing recent publication dates and content update patterns for SHEilds.org and competitors through manual website review and content tracking features in SEMRush/Ahrefs API where available.
Note: The gap analysis combines quantitative estimations from the specified APIs and tools with qualitative strategic assessment, augmented by AI-driven summarisation and thematic analysis.
Part 4: Summary of Key Findings & Strategic Recommendations
This concluding part summarises the most critical findings from the audit and gap analysis, and provides a prioritised list of specific, actionable recommendations for SHEilds.org to enhance its digital marketing performance, close competitive gaps, and achieve its business objectives.
Overall Summary & Key Strategic Pillars
SHEilds.org has a foundational digital presence but faces significant opportunities to close the gap with leading competitors like Astutis and RRC, particularly in organic visibility for priority courses, technical site performance, and authoritative link acquisition. The following strategic pillars are recommended to drive growth:
- Technical Excellence & User Experience: A fast, technically sound, and user-friendly website is non-negotiable. Addressing Core Web Vitals and site speed issues will underpin all other digital marketing efforts.
- Organic Search Dominance for Priority Courses: Systematically creating superior, highly optimised, and localised content for NEBOSH Diploma and NVQ Level 6 is crucial to capture high-intent organic traffic in key markets.
- Enhanced Domain Authority & Brand Trust: Implement a sustained, high-quality link acquisition programme focusing on relevant and authoritative sources to bolster SHEilds.org's credibility and ranking potential.
- Integrated & Optimised Paid Advertising: Leverage insights from competitor paid strategies and SHEilds.org's own high-performing regional campaigns to refine targeting, ad copy, and landing page experiences for better ROI. Consider strategic budget adjustments based on competitor investment levels.
- Strengthened Social Proof & Community Engagement: Increase the velocity of fresh content (including testimonials and case studies) and foster greater engagement on key social media platforms to build brand loyalty and reach.
Specific Actionable Recommendations
-
High Priority High ImpactTechnical SEO Overhaul (Target: Next 3 Months): Improve Core Web Vitals (LCP <2.5s, CLS <0.1 mobile) and overall PageSpeed scores (>70 mobile) for top 20 pages via image optimisation, JS deferral, and server enhancements. Implement comprehensive Course, Provider, and FAQPage schema.
-
High Priority High ImpactNEBOSH Diploma Content Hub (Target: Next 6 Months): Develop 5+ in-depth guides (1500+ words each) on modules, exam strategies, international career paths (UK, ZA, UAE). Include video summaries and downloadable checklists.
-
Medium Priority High ImpactNVQ Level 6 Resource Centre (Target: Next 6 Months): Create 3+ localised case studies (UK, ZA, UAE) and a comprehensive "NVQ Level 6 vs. NEBOSH Diploma: Which is Right for Your Career?" comparison guide with interactive elements.
-
Medium Priority High ImpactAuthoritative Link Acquisition Programme (Ongoing - Q1 Target: 10 Links DA40+): Target educational, industry news, and professional body sites (identified in Part 3.3) for guest posts, resource links, or collaborative content. Develop one major linkable asset (e.g., industry report).
-
Medium Priority Medium ImpactUK Paid Search Test - NEBOSH Keywords (Target: Next 2 Months): A/B test new ad copy focusing on "Pass Rates" and "Tutor Support." Analyse impact on CTR & CVR. Test dedicated landing pages for top 2 ad groups.
-
Low Priority Medium ImpactSocial Media Content Strategy (Target: Next 3 Months): Increase LinkedIn posting frequency to 3-4 times/week with more industry insights and thought leadership. Plan 1-2 YouTube testimonial videos per quarter.
Further detailed recommendations for each gap area are available, and a full implementation roadmap can be developed based on these findings.
Report Conclusion & Recommended Next Steps
This Marketing Gap Analysis has identified several key areas where SHEilds.org can make significant improvements to enhance its digital marketing performance and close the gap on its leading competitors. The most critical opportunities lie in strengthening technical SEO foundations, developing deeper and more localised content for priority courses, building a more authoritative backlink profile, and strategically optimising paid search campaigns.
The recommended next steps are:
- Prioritise Technical SEO Fixes: Address the Core Web Vitals and PageSpeed issues identified as a matter of urgency. This will provide an immediate uplift to user experience and support all other SEO and content efforts.
- Develop a Detailed Content Plan: Based on the keyword and content gaps identified in Part 3, create a 6-12 month content production calendar focusing on the NEBOSH Diploma and NVQ Level 6 for key markets (UK, ZA, UAE).
- Initiate a Link Building Strategy Meeting: Convene relevant stakeholders to discuss the link acquisition targets and tactics outlined, assigning responsibilities and setting initial outreach goals.
- Conduct a Full Paid Search Account Audit: Undertake a comprehensive audit of existing Google Ads campaigns (particularly for the UK and ZA markets) in light of competitor activity and successful UAE campaign elements.
- Implement Tracking & Monitoring: Ensure robust tracking is in place for key metrics (rankings for target keywords, organic traffic to new content, conversion rates from optimised pages, backlink acquisition) to measure the impact of implemented recommendations. Regularly review competitor activity.
By systematically addressing these areas, SHEilds.org can expect to see tangible improvements in its organic visibility, lead generation, and overall market share. Growth Agency is well-positioned to assist in the strategic planning and execution of these recommendations.
Methodology for Recommendations in Part 4
The strategic recommendations presented in Part 4 are formulated based on a synthesis of all preceding analyses, drawing insights from the specified data sources:
- Synthesis of Findings: Recommendations are directly derived from the key performance gaps and opportunities identified in Part 3. This synthesis and the identification of strategic patterns leverage AI-assisted analytical capabilities (e.g., via LLM API processing) applied to the collected data from Google Analytics 4, Google Search Console, Google Ads data (if applicable), SEMRush API, Ahrefs API, BuiltWith API, and Google Lighthouse, as well as direct observations.
- Prioritisation: Recommendations are prioritised based on their potential impact on achieving SHEilds.org's likely business objectives (e.g., increased organic visibility, lead generation, market share), the urgency indicated by the data, and general feasibility.
- Actionability: Efforts have been made to make recommendations specific and actionable, often including suggested target timeframes or initial quantitative goals.
- Alignment with Best Practices: All recommendations align with established digital marketing best practices and ethical guidelines, informed by insights from the comprehensive toolset used and AI-assisted analysis.
Note: The effectiveness of these recommendations will depend on diligent execution, ongoing monitoring (utilising the same suite of analytics tools), and adaptation to evolving market conditions.