Analyzing SEO Practices: TRI and Industry Competitors

Author

Jarrod Griffin

Published

December 9, 2024

Methodology and Input Companies’ Websites

Methodology

A reproducible research document was developed to systematically scrape and analyze websites from various competitors across six main types of webpages: Index, About, Resources, App, Research, and Continuing Education Credits. The table below details the inputs used for this analysis.

The process began by gathering the inputs, which included URLs corresponding to the six page types for each competitor. Each webpage was then scraped to extract headings and title text, resulting in a structured dataset containing these elements for TRI and its competitors.

Subsequently, text mining techniques were applied, focusing on bi-gram frequency analysis. Bi-grams (pairs of adjacent words) were generated from the headings and title text found on the webpages. This approach simulates the indexing process performed by search engines, providing insights into the terms and phrases prioritized by different organizations in their digital content.

The reproducible nature of this research document ensures that the analysis can be effortlessly rerun for any company with similar webpages. This flexibility makes it a valuable tool for benchmarking website content and SEO strategies within the context of competitive analysis. Please contact me(jarrod@jarrodgriffin.com or jsgriffin@cpp.edu) if any specific competitor or website should be added to the analysis.

Assessment of TRI’s Current SEO Practice

Index

The TRI homepage’s title text lacks specificity and does not effectively target important keywords related to their mission and services. While some critical keywords are incorporated into headings, such as those referencing the TRM model, there are notable omissions, including terms related to donations and continuing education credits, which could attract a broader audience. Additionally, some high-level headings are allocated to less relevant topics, such as legal and copyright information, which may dilute the SEO impact of more critical content. Optimizing these elements could significantly enhance the page’s search visibility and alignment with user intent.

About

The About page features headings that are often too short and generic, making it difficult for key topics to stand out. While the page includes a variety of keywords, their potential SEO impact is diminished by the lack of clear and descriptive headings. Additionally, the title text is overly generic and fails to highlight essential aspects such as donations or continuing education credits, which could attract more targeted search traffic. Revising the headings and title text to include specific, keyword-rich descriptions could significantly improve the page’s visibility.

Resources

The Resources page could benefit from a longer and more descriptive title text that better communicates the purpose and value of the content offered. Currently, the page contains very few headings, which can result in key topics being overlooked or not fully understood by search engines. Additionally, much of the content is presented in a way that lacks proper categorization, making it less accessible to users and less likely to rank well for relevant searches. Implementing well-structured headings and organizing the content into clearly defined categories would enhance both SEO performance and user experience.

App

The iChill app page provides valuable information about the app’s capabilities and how it helps users, but it is underutilized in terms of SEO. The lack of headings on the page presents a missed opportunity to incorporate additional keywords that highlight the app’s features and benefits. By creating descriptive headings for each feature or benefit, the page could improve its search engine visibility and better align with user intent. Structured headings would also enhance the user experience by making the content more navigable and engaging.

Research

The Research page includes headings, but they could be more effective by incorporating topic tags before each research title. This approach would allow for the addition of targeted keywords, enhancing the page’s SEO performance in key areas. While the page contains a substantial amount of valuable content, organizing it around consistent topics would improve its focus and make it more accessible to both search engines and users. Clear and structured categorization of research topics would also help raise awareness of TRI’s expertise and contributions in specific fields.

Continuing Education Credits

The Continuing Education Credits page follows a similar pattern of having few, limited headings, which restricts its SEO potential. The lack of descriptive and keyword-rich headings makes it difficult for important topics to stand out and be effectively indexed by search engines. Incorporating detailed headings that highlight key aspects such as accreditation, eligible professions, and benefits of the credits could significantly enhance the page’s visibility. By structuring the content with more targeted topics and keywords, the page could better attract and inform its intended audience.

Competitive Analysis

Index

The homepage serves as a crucial introduction to the company, offering an overview of its mission and services. TRI excels in this area, presenting a well-rounded and informative snapshot of its offerings, positioning itself strongly in search engine rankings. Driven also performs well, providing competitive content and structure. However, Brainspotting and the Trauma Research Foundation fall short, with less comprehensive homepages that fail to effectively convey their value propositions, reflected in their weaker search engine performance. TRI’s strong homepage sets a benchmark for competitors, emphasizing the importance of clear and engaging content for SEO success.

About

The About page serves as an opportunity to showcase what the business offers and how it operates. TRI performs well in this area, effectively highlighting its key services and mission. However, competitors like Driven stand out by incorporating more educationally focused keywords, which align closely with their target audience’s interests. In contrast, other companies lack specificity, missing the chance to clearly communicate their unique value propositions and connect with user search intent.

Resources

TRI falls behind some competition on the Resources page, as it relies on short, generic, and uninformative headings that fail to clearly represent the resources it offers. This lack of clarity diminishes the page’s effectiveness in highlighting TRI’s unique value. While no competitor excels in this area, Driven stands out for its strong emphasis on resilience-focused resources, offering a more targeted and robust approach that better aligns with audience needs.

App

The TRI app page places clear emphasis on the application’s name, which helps with branding, but it falls short by not providing sufficient details about what the application does. This lack of feature descriptions limits its ability to engage users and reduces its discoverability by search engines. In contrast, the Driven app page is well-executed, offering a comprehensive overview of the app’s features, which enhances both user understanding and SEO performance. TRI can improve by including detailed descriptions of the app’s functionality, organized under descriptive headings, to better compete and align with user expectations.

Research

The research pages highlight the impact of having extensive content, as competitors with more comprehensive pages perform significantly better. Across almost all competitors, there is a noticeable increase in the diversity and volume of topics covered, which enhances their visibility and engagement. Driven stands out as the strongest performer, offering a wide range of varied topics that cater to different audience interests and improve SEO rankings. This demonstrates the value of well-organized, content-rich pages in driving search engine success and audience engagement. TRI could benefit from expanding and diversifying its research headings to remain competitive.

Continuing Education Credits

Somatic Experiencing International excels in presenting continuing education credits, setting a high standard that may be challenging to compete with. However, the presence of a dedicated continuing education credit page is relatively uncommon among competitors, presenting an opportunity for TRI to differentiate itself. By enhancing its page with detailed, keyword-rich content that highlights the benefits and specifics of continuing education credits, TRI could position itself as a leader in this niche and attract a broader audience seeking professional development opportunities.