Aura Innovation Centre – SEO Audit

Aura Innovation Centre - SEO Audit

Aura Innovation Centre, renowned for supporting SMEs in achieving net-zero goals, also offers AuraFlex (flexible workspaces) and AuraConnex (venue hire). However, both struggled to convert online leads. I was engaged to conduct an SEO audit and provide recommendations on how to enhance their visibility and drive conversions for these commercial services.

Site Health

The audit that revealed a moderate overall health score, with a small number of critical issues but many warnings and notices. Although the site’s load speed is acceptable and HTTPS coverage is nearly complete, international SEO is missing and core web vitals need attention. Overall performance and internal linking are decent, but there’s still room for technical improvements to address flagged issues.

Domain Analytics

Aura’s domain authority largely comes from its position in renewable energy solutions, green technology, and carbon offset initiatives. However, there’s virtually no established authority for its flexible workspaces and venue hire offerings, indicating the need for a more targeted SEO approach in these areas.

Keyword Research Findings

Top-ranking organic keywords are brand-related (e.g., “Aura Innovation Centre,” “Aura UK”), with no strong visibility for terms related to venue hire or flexible office spaces.

Competitor Analysis

Competitors like Allenby Commercial, K2 Bondstreet, and Fig Flex rank for high-value terms related to office rentals and flexible spaces.

Key Issues Identified

Venue hire and flexible office spaces are not ranking for relevant keywords, limiting Aura’s reach and preventing potential customers from finding its services. Competitors outperform Aura in search visibility, capturing more leads and leaving Aura behind. Poor SEO compounds these issues because, even when people do find the services, the website feels cluttered and overwhelming, with no clear way to enquire about a service, make a booking, or check out, ultimately costing Aura valuable leads and revenue.

Recommendations

Improve visibility by updating venue hire and office space pages with relevant keywords and concise, customer-focused content. Optimize meta tags, headers, and images to boost load speed and address duplicate content. Standardize NAP details and acquire high-quality backlinks, while improving mobile performance and reducing layout shifts to enhance user experience. Finally, align social media messaging with the website’s content to direct users toward optimized landing pages and drive conversions.

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