Strengths

• Strong brand reputation
• High DA
• Lots of guest blogging links
• Own multiple domains / products

Weaknesses

• Fragmented content
  • Using different terms/keywords to describe core offerings (no clear pillars)
    • How aura works
    • Areas of expertise
    • Solutions
  • Site architecture is disorganized
  • Digital parenthood site and parents ig account separate from main account - why?
• Audiences aren’t clear.
  • Lots of different personas within each audience segment
• Pricing/offerings are confusing — what are you getting?
• Content quality — written for search engines, not humans — aka not distributable, which is crucial for SEO
• Some people see the “all-in-one” offering as a negative, because not specialized in any specific product
• Social media content is weak — very low engagement rates
• Looks like you’ve created more pages, but search traffic is decreasing, according to Ahrefs

Opportunities

• Improve content design
  • Dwell time
  • Bounce rate
• Create high-quality content for humans that differentiates Aura from others in industry that are all doing the same thing
• Parenting Brew — parent hub and newsletter
• Improve paid landing pages
• Improve website copy and flow
  • The AI copy is vague — it doesn’t explain what it does
  • Go deeper into founder story of why he started Aura
• Popup triggers and CTA