Cavello Group

GoodFolks Digital Audit

3.3 Foundational SEO

Table Of Contents

Current Status

Pentagon SP’s website benefits from having basic SEO structures in place, but several gaps reduce its ability to rank strongly in search. While canonical tags and an XML sitemap are implemented, metadata, structured data, and keyword alignment remain underdeveloped. Search visibility is therefore reliant on brand searches rather than broader product and service queries.

Key Findings

Metadata

  • Page titles and descriptions are present but under-optimised. Many titles use generic wording (e.g. “Home – Pentagon SP”) rather than descriptive, keyword-rich phrasing.
  • Meta descriptions exist but lack compelling calls-to-action and targeted keywords.

Headings & Keywords

  • H1s are present but heading hierarchies are inconsistent across pages.
  • Product/service keywords are not evenly applied — some pages reference roofing systems clearly, others default to generic language.

Structured Data

  • No Organization, LocalBusiness, or BreadcrumbList schema was detected.
  • Without schema, search engines lack structured context for Pentagon SP’s brand, contact details, or page hierarchy.

Image Optimisation

  • Several product and hero images are missing descriptive alt text.
  • This limits accessibility and reduces relevance for Google Images search.

Internal Linking

  • Internal links are largely restricted to the main navigation.
  • In-content links between related products/services are minimal.
  • Conversion paths (e.g. from product detail to enquiry form) could be made more prominent.

Recommendations

GoodFolks recommends strengthening SEO foundations through the following actions:

High Impact, Low Effort

  • Optimise meta titles and descriptions to target priority keywords (e.g. “Felt & Liquid Roofing Systems for Contractors – Pentagon SP”).
  • Add descriptive alt text to all product and banner images.

High Impact, Medium Effort

  • Implement structured data (Organization and LocalBusiness) to surface brand details directly in search results.
  • Introduce BreadcrumbList schema alongside visible breadcrumb navigation.
  • Audit heading structures to ensure a single H1 per page with logical H2/H3 support.

Medium Impact, Low Effort

  • Strengthen internal linking between product categories, accessories, and the enquiry form to create clearer user journeys.
  • Ensure consistent use of roofing-related keywords across all service and product pages.

Outlook

By addressing metadata, structured data, and keyword consistency, Pentagon SP can shift from relying on branded searches to competing more effectively for sector-specific queries. These improvements provide the technical foundation for stronger visibility and organic growth.