Safety Buzz Campus

Project Overview
There is an opportunity for Safety Buzz Campus to improve the content on its website to
address the way the user would interact with it. They also can invest in organic search
optimization to help rank for keywords with high search volume and low level of
competition relative to their target audience. In addition, optimizing their Metadata to
help users searching for services to click on their results in the organic search results
because it is optimized to help them feel as though Safety Buzz Campus is providing
them with what they are looking for.

The user persona, Busy Brian, is middle-aged (around 45 years old) and lives in
Medicine Hat. Busy Brian has owned his business in the oil and gas industry for over 15
years and prior to owning his business, he worked in the industry for 10 years growing
his experience in what he built his business on. He doesn’t have formal education but
his experience is his education. He has had great success, despite the challenges that
the Oil and Gas industry has seen and he’s grateful for the blessings he’s received. When
he started his business he thought he might end up with 10-15 trucks and perhaps 30
staff, but over the years more opportunities came to him and he just kept accepting
them as a gift to grow. He now has over 75 trucks and 150 employees with no sign of
slowing down any time soon. He’s married and has three kids and when he has the
ability, he lives by the saying “work hard, play hard”. Safety is something he knows needs
to be a high priority, and he has always tried to model it. Still, his industry requires a
higher level of safety programs today than it did when he worked in the field. He wants
to ensure that his OH&S Coordinator is doing everything possible to make their
company a leader in the industry for their safety programs and staff certifications. Brian
wants to ensure his company’s reputation stays solid, and he has heard that Safety Buzz
Campus is very good and ensures their clients are compliant and that his team seems
to enjoy their time at the campus which helps with changing their perspective around
safety. The recommendations for this site would appeal to Busy Brian as they would
answer his anticipated questions and the website would serve as a source of
information and resources.

The two organic competitors that have been identified are Work Safety Training and
Worksite Safety. Work Safety Training uses a friendly and professional tone to convey its
content. They have a lot of valuable content and information on their site, however, they
do not do much for internal linking, which could be of value to the user (anticipating
their needs). Worksite Safety uses more of a sales tone with lots of calls to action
throughout their site, but they do have a large number of blogs and resources that
answer commonly asked questions. They have a lot of internal linking but their
approach to the content does feel a bit too pushy and not as helpful. Based on analytics
the audience isn’t likely to share or engage with the content socially, but there is
apparent evidence that resource or FAQ-type content resonates with the audience as it
answers their anticipated questions.

Technical Review
There is an XML sitemap, however, it is not been completed. This should be developed
as it allows robots to analyze content in a logical way. It helps ensure that all pages on
the website are “viewable” for the crawlers. This sets the foundation for the site’s
content to be discovered and understood by search engines. I would recommend that
we don’t have the robots crawl the directory page (if created) to keep some personal
information of the employees from being crawled.

There are not currently any error pages on the site. However, the completion of the XML
sitemap is a high priority item.

Content Recommendations
The audience appreciates content that is of value to them that they wouldn’t necessarily
go searching for but would help them better understand their needs and requirements
for workplace safety. They aren't likely to share or engage with the content socially, but
having the option for a "share link" is beneficial in helping increase views of the content.
None of the resource pages on the two competitors' sites had video, so that could
perhaps be something to consider for Safety Buzz Campus' website and content type.
Different people absorb information in different ways so having text, images, video and
even audio (in the form of a podcast embedded) could help with sharability. There is
apparent evidence that resource or FAQ-type content resonates with the audience as it
answers their anticipated questions.

The Worksite Safety competitor did not have analytics to evaluate in terms of views on
the resources or blog posts, which is something that they could benefit from (and
something that Safety Buzz Campus should consider doing for their own blog posts or
resources). There is definitely an opportunity to create content that identifies and
answers common questions of our target audience personas. This approach will help
the audience become familiar with and associate Safety Buzz Campus as a trusted
resource for all their questions regarding workplace safety and various certifications.
Training
URL: https://safetybuzzcampus.ca/training

Keywords: Not currently targeting any keywords. I recommend targeting health and
safety training and workplace safety training.

Title Tag: Workplace Safety Training | Safety Buzz Campus

Meta Description: Learn more about the training programs we offer including equipment
training, truck driver training, safety training, Red Cross First Aid, and more!

Heading Tags: H2 heading is missing currently and the H1 heading is “Training”. I

recommend changing H1 to “Workplace Safety Training with Safety Buzz Campus” and I
would add an H2 heading that says, “Explore our different training programs to ensure
the safety of your employees!”

Content Analysis: Minimal copy on this page is likely why we are not seeing it rank for
any other keywords other than the business name. I recommend we build out this page
to include brief descriptions of each training program that they offer. The content does
currently link to the specific training program pages, however, the links are not apparent
and the call to action should stand out more. There is one image on this site and I would
recommend adding an image that represents each of the programs. The CTA on this
page is right at the top and should be highlighted better and included in other areas
throughout the page. The content currently does a poor job of answering the user’s
question of what different workplace safety training programs Safety Buzz Campus
offers or which workplace safety training programs they need.

Commercial Driver Training

URL: https://safetybuzzcampus.ca/commercial-driver-training

Keywords: Currently targeting “ Commercial driver training” and I recommend continuing

to target that keyword.

Title Tag: Commercial Driver Training | Safety Buzz Campus

Meta Description: We have a team of experienced driving instructors to help you get
your Class 1 and Class 3 license and Q-Endorsed Air Brakes certification.
Heading Tags: H1 heading is “Commercial Driver Training” and the H2 headings are
“How to Get Started Truck Driver Training…” and “Safety Buzz Campus has a solution for
you!!!” I recommend changing the H2 heading to “How to get your Class 1 or Class 3
license.”

Content Analysis: Showcases the team but there is information on an infographic at the
bottom that should be on page copy. The content does not sufficiently use keywords,
but it does link to other pages on the site. There is a call to action to call or email the
team to get started, but there are no additional resources like images or videos. The
content does not provide enough information to answer the user’s questions regarding
this training program.

Special Boiler Operator and Special Oilwell Boiler Operator

URL:
https://safetybuzzcampus.ca/special-boiler-operator-and-special-oilwell-boiler-operator

Keywords: Currently targeting “Boiler operator” and “Absa exam” and I recommend
continuing to target those keywords.

Title Tag: Special Boiler Operator Training | Safety Buzz Campus

Meta Description: For over 30 years, we have provided the Special Oilwell Operator and
Special Boiler Operator prep courses with the highest passing rate in Alberta.

Heading Tags: H1 heading is “Special oilwell Operator (SOW)” and “Special Boiler
Operator (SBO).” H2 is missing. I recommend changing the H1 heading to “Special
Oilwell Operator Exam Prep” and adding another H1 to say “Special Boiler Operator
Exam Prep.” I would include an H2 heading that says “Learn about our SWO and SBO
exam prep course”

Content Analysis: Outdated information. There is information on an infographic at the

bottom that should be on-page copy. The content does not sufficiently use keywords
and doesn’t link to other site pages. There is no call to action and there are no additional
resources like images or videos. The content does not provide enough information to
answer the user’s questions regarding this training program.

Safety Services
URL: https://safetybuzzcampus.ca/safety-services
Keywords: Currently targeting “Safety services” and I would recommend continuing to
target that keyword.

Title Tag: Safety Services | Safety Buzz Campus

Meta Description: We offer a variety of safety services including consultations, program

development and maintenance, on-site supervision, air trailer service, and more!

Heading Tags: H1 is currently “Safety services we provide:” and H2 is missing. I

recommend changing H1 to “Safety services to suit your needs” and adding an H2 that
says “We can help you identify the safety services you need.”

Content Analysis: There is information on an infographic at the bottom that should be

on-page copy. The content does not sufficiently use keywords, but it does link to other
pages on the site. There is a call to action to call or email the team to get started, but
there are no additional resources like images or videos. The content does not provide
enough information to answer the user’s questions regarding this training program.

Grants
URL: https://safetybuzzcampus.ca/grants

Keywords: There are not currently ranking for any keywords. I recommend trying to
expand this content to target “Grant funding opportunities.”

Title Tag: Grant Funding | Safety Buzz Campus

Meta Description: Learn more about the excellent grant opportunities available to help
individuals and businesses get the necessary training to operate under safe conditions.

Heading Tags: There are currently no H1 or H2 heading tags. I recommend H1 to be

“Grant funding opportunities” and H2 to “Learn more about grants for your business”

Content Analysis: There is information on an infographic at the bottom that should be

on-page copy and there is a QR code which is ineffective on a website. The content
does not sufficiently use keywords, but it does link to other pages on the site. There is a
call to action to call or email the team to get started, but there are no additional
resources like images or videos. The content does not provide enough information to
answer the user’s questions regarding this training program.
About
URL: https://safetybuzzcampus.ca/about

Keywords: Currently not ranking for any keywords. I don’t recommend trying to target
any keywords with this page and focus on high-quality content that enhances the UX.

Title Tag: About Our Team | Safety Buzz Campus

Meta Description: Meet our team who provide high-quality workplace safety training
with an engaging and forward thinking approach.

Heading Tags: The current H1 is “Our Mission” and the H2 headings are “Mission
statement”, “Mantra”, “F&S Safety Buzz’s Vision” and “Testimonials”. I recommend
changing the H1 heading to “Meet our team” and H2 heading to “We value high-quality
workplace safety training.”

Content Analysis: Low quality content here is likely why it isn’t ranking for any keywords.
A complete about us page can help with local ranking. The content does not sufficiently
use keywords, but it does link to other pages on the site. There is no clear call to action
and there are no additional resources like images or videos. The content does not
provide enough information to answer the user’s questions regarding the company.

FAQ
URL: https://safetybuzzcampus.ca/faq

Keywords: Oddly enough they are ranking for “Ossa fall protection red deer.” I don’t
recommend trying to rank for any keywords here as this is just focused on high-quality
content that enhances the UX.

Title Tag: FAQ | Safety Buzz Campus

Meta Description: Explore the answers to commonly asked questions regarding our
workplace safety programs, training, and more.

Heading Tags: The current H1 heading is “FAQ” and H2 is missing. I recommend

changing H1 to “Frequently Asked Questions” and H2 to each of the applicable
questions.
Content Analysis: Poor display of FAQs. No real questions are being answered (can’t
scan through and find a question that the audience may be looking for an answer to).
The page does not link to other pages on the site, which is a missed opportunity. There
is no clear call to action and there are no additional resources like images or videos. The
content does not provide enough information to answer the user’s questions regarding
the company.

Contact
URL: https://safetybuzzcampus.ca/contact

Keywords: Currently ranking for “f&s safety medicine hat” which is the former business
name. I recommend not trying to rank for any keywords here as this is just focused on
high-quality content that enhances the UX.

Title Tag: Get In Touch With Our Team | Safety Buzz Campus

Meta Description: Our team of experts is here to help you get started with your
workplace safety training.

Heading Tags: The current H1 heading is “Contact Safety Buzz campus:” and H2 is
missing. I recommend changing the H1 to “Contact Safety Buzz Campus” and adding an
H2 “Our expert team is here to help”

Content Analysis: Major opportunity to improve this page. The page does not link to
other pages on the site, which is a missed opportunity. There is no clear call to action
and there are no additional resources like images or videos. The content sufficiently
answers how to get in contact with the company.

Safety Management
URL: https://safetybuzzcampus.ca/safety-managment

Keywords: Currently not ranking for any keywords. I recommend focusing on “safety
management programs.”

Title Tag: Safety Management Programs | Safety Buzz Campus

Meta Description: We help businesses elevate the culture of safety within their
organization through our safety management evaluations, strategies, and execution.
Heading Tags: Currently H1 is “Safety Program Development and Maintenance” and the
H2 is “Safety Buzz Campus safety programs,”. My recommendation is to change H1 to
“Safety Management Programs for Your Business” and H2 to “We create safety
programs designed to achieve OH&S compliance.”

Content Analysis: There is information on an infographic at the bottom that should be

on page copy. More internal linking should be present. The content does not sufficiently
use keywords, but it does link to other pages on the site. There is a call to action to call
or email the team to get started, but there are no additional resources like images or
videos. The content does not provide enough information to answer the user’s
questions regarding this training program.

Our Mission
URL: https://safetybuzzcampus.ca/our-mission

Keywords: Currently ranking for “Mission safety red deer”. I recommend not trying to
rank for any keywords here as this is just focused on high-quality content that enhances
the UX.

Title Tag: Our Mission | Safety Buzz Campus

Meta Description: Learn more about our company values, mission statement, and
vision.

Heading Tags: Currently H1 is “Our Mission” and H2 is “Mission Statement.” I

recommend changing H1 to “Our Mission” and H2 to “We are proud to serve Medicine
Hat and area.”

Content Analysis: Poor display of company information along with off-brand

infographics and an embedded video that doesn’t work. The page does not link to other
pages on the site, which is a missed opportunity. There is no clear call to action and
there are no additional resources like images or videos. The content sufficiently
answers how to get in contact with the company.

New Page Recommendation 1: Safety Guides

Keywords: Safety guides workplace, safety manuals
Content: Create comprehensive guides on various safety topics that can be offered as
downloadable resources on the website or as printed materials for distribution.

Addressed Issues: There is no information that is downloadable and concise on the

current site.

Linking: Different program or training pages

Title Tag: Downloadable Safety Manuals | Safety Buzz Campus

Meta Description: Access our downloadable, comprehensive safety guides and manuals
to help you serve your business.

Heading Tags: H1 - Downloadable safety manuals, H2 - Access our resources for safety
management

Resources: Images and downloadable guides

Call to Action: Download now, Learn more about our training programs, Contact us

New Page Recommendation 2: Case Studies

Keywords: workplace health and safety

Content: Share real-life case studies or scenarios that highlight the importance of safety
protocols and demonstrate the consequences of not following them. Include the
lessons learned and best practices to engage learners and emphasize the practical
applications of safety training.

Addressed Issues: Currently, there is minimal social proof on this site and this would
help improve the level of confidence that the target audience would have in working with
SBC.

Linking: Different program or training pages

Title Tag: Case Studies | Safety Buzz Campus

Meta Description: Read about our various success stories and how implementing our
safety management training helped improve workplace health and safety.
Heading Tags: H1 - Workplace health and safety success stories, H2 - Learn how our
safety training programs can help your business

Resources: Images and videos

Call to Action: Learn more about our training programs, Contact us

New Page Recommendation 3: Blogs

Keywords: Keywords to target would be specific to each blog article but one could be
“when do you need a health and safety committee?”

Content: Publish regular blog articles on the website covering a wide range of
safety-related topics. Consider writing about emerging safety trends, new regulations,
tips for compliance, or success stories from clients who have implemented effective
safety measures.

Addressed Issues: Currently, the site does not have a resources or blog page and this
can help with SEO and target audience retention by answering their anticipated
questions.

Linking: Different program or training pages

Title Tag: Read Our Blog | Safety Buzz Campus

Meta Description: Explore our resources and blog articles related to workplace health
and safety.

Heading Tags: H1 - Read our blog, H2 - How you can improve your workplace health and
safety

Resources: Blogs, images, videos

Call to Action: Learn more, Contact us

New Page Recommendation 4: Industry-specific training

Keywords: construction safety training
Content: Customize safety training information for different industries, considering their
unique hazards and regulations. For example, pages tailored for construction,
manufacturing, healthcare, or hospitality sectors.

Addressed Issues: This helps the target audience get what they are looking for in one
page rather than not knowing all the training that they could need and having to explore
the full site to find it.

Linking: Training programs

Title Tag: Construction Safety Training | Safety Buzz Campus

Meta Description: Learn more about the necessary workplace safety training and
programs for the construction industry.

Heading Tags: H1 - Construction Safety Training, H2 - How to be safe on your

construction site

Resources: Short videos, images

Call to Action: Learn more about our training programs, Contact us

New Page Recommendation 5: Industry-specific training

Keywords: hospitality safety training

Content: Customize safety training information for different industries, considering their
unique hazards and regulations. For example, pages tailored for construction,
manufacturing, healthcare, or hospitality sectors.

Addressed Issues: This helps the target audience get what they are looking for in one
page rather than not knowing all the training that they could need and having to explore
the full site to find it.

Linking: Training programs

Title Tag: Hospitality Safety Training | Safety Buzz Campus

Meta Description: Learn more about the necessary workplace safety training and
programs for the hospitality industry.
Heading Tags: H1 - Hospitality Safety Training, H2 - How to be safe in the hospitality
industry

Resources: Short videos, images

Call to Action: Learn more about our training programs, Contact us

Success Metrics
Metrics to track:
● Site traffic sessions (goal of content improvement)
● Keyword rankings (goal of improved organic search traffic)
● Organic click-through rate (goal of Metadata optimization)
● Total # of links
● Total # of referring domains

Increase in rankings: Keywords to track here would be fall protection training, forklift
training, standard first aid, air brakes, air brakes course, class 1 license, class 3 drivers
license, alberta occupational health and safety, occupational health and safety alberta,
and how to get forklift license.

Provides a bird’s eye view of what's working well. This data is good to show trends over
time (year over year) and identifying which sections on the site perform. However, it is
important to keep in mind that this data fluctuates often and there are lots of variations
in search and how people are looking for information.

Increase in traffic: Best to measure organic click-through rate.

User engagement: Best to measure site traffic sessions as it helps to determine

engagement with the site and its content.