Client :
Willet Public Affairs
Monthly Maintenance Report | May 2025
WEBSITE MAINTENANCE
DESKTOP VERSION
✔
MOBILE VERSION
✔
SEO
✔
ENGINES & SCRIPTS
✔
Monthly Maintenance Report — May
Prepared by Adicator
1. Overview
This month’s SEO snapshot for Willett Public Affairs highlights foundational progress and promising search visibility gains. While organic search traffic experienced a temporary dip, increased impressions and notable page performances point toward a growing digital footprint in the competitive public affairs landscape of New York.
2. Website Authority & Backlink Profile
Linking Domains: 37 credible domains are now linking to the site, strengthening its authority.
Domain Authority: Increased to 10 — showing strong upward momentum for a niche public affairs brand.
Spam Score: Remains very low at 1%, reflecting healthy and high-quality backlink practices.
Backlinks: 153 backlinks are contributing to improved authority and trustworthiness.
3. Traffic and Search Metrics
Authority Score: Steady at 11 — showing consistency in domain performance.
Organic Search Traffic: Currently 1 visit (↓50%), an expected fluctuation that will likely rebound with recent visibility gains.
Traffic Distribution: Focused on regional and niche searches, positioning the brand well for targeted keyword engagement.
4. Search Impressions & Clicks
Total Impressions: 1,251 (↑19%) — demonstrating greater exposure in SERPs.
Clicks: 68 , which can be better with enhanced meta titles and descriptions.
5. Top Performing Queries
Key terms contributing to visibility growth:
“public affairs services new york” — 79 impressions (↑60)
“public affairs firm new york” — 77 impressions (↑38)
“new york lobbying firms” — 21 impressions (↑21)
“newyorkwired com” — 19 impressions (↑19)
“willett public affairs” — 32 impressions (↑18)
6. Top Performing Pages
Top content generating impressions:
Homepage (willettpublicaffairs.com) — 591 impressions (↑286)
/team — 395 impressions (↑51)
/post/willett-public-affairs-leads-successful-lobby-day-for-client-small-business — 29 impressions (↑28)
7. Recommendations & Next Steps
Refresh key landing pages with optimized meta descriptions to improve click-through rates.
Focus on building blog content around trending local search terms such as “public affairs services New York.”
Ensure Google Business Profile is active and aligned with on-page keyword strategy.
Continue strengthening backlink diversity with contributions to industry-relevant platforms or directories.
Consider publishing more case studies or service explanations to support informational search queries.
8. Glossary of Terms
Domain Authority (DA): Predicts how well a site ranks in search engines (scale: 1–100).
Spam Score: Indicates risk of low-quality backlinks; lower is better.
Organic Search Traffic: Visitors arriving from unpaid search engine results.
Impressions: Times your site appears in search engine results.
Clicks: Actual user visits from those search listings.
Keywords: Search terms users enter to find content related to your services.
Backlinks: External websites linking to yours — a core SEO ranking factor.
Authority Score: Overall measurement of your website’s SEO strength and visibility.
SEO & ANALYTICS
DOMAIN AUTHORITY
10
LINKING ROOT DOMAINS
11
SPAM SCORE
1%
GOOGLE CLICKS
68
IMPRESSIONS
1251
CTR
5.43%
GOOGLE ADS CAMPAIGN
CLICKS
IMPRESSIONS
AVG.CPC
CTR
AD OPTIMIZATION SCORE
CAMPAIGN COST
FAQS
-What Does Domain Authority Mean?
It is really important to define what domain authority is and what isn't in order to point your digital strategy in the right direction.
It gives sites a score ranked between 1 and 100, with the higher end of the scale representing a better outcome. Finding out your score helps you with building your brand and creating a website that you know clients and customers will want to engage with. It will also help you see the areas that may need a little more improvement.
-What Does Linking Root Domains Mean?
Number of unique root domains linking to a target. Two links from the same website will only be counted as one linking root domain.
-What Does Spam Score Mean?
Upon its first release, Spam Score analysed a website against 17 spam signalling factors, coined by Moz as ‘spam flags’. As the tool evolved, Moz incorporated more spam signalling factors ‘flags’. There are now 27 ‘spam flags’, which we will explain in detail later.
The aggregate of these flags is represented by a single score that indicates the likeliness of a site being penalized by Google. The more flags a site accumulates, the higher the Spam Score, and the stronger the prediction that it will be perceived as spammy by Google.
-What Does Google Clicks Mean?
How often someone clicked a link from Google to your site.
-What Does Impression Mean?
An impression means that a user has seen (or potentially seen) a link to your site in Search.
-What Does CTR Mean?
Click-through rate. Clicks/Impressions for Google Search clicks.
-What Does The On-Site SEO Score Mean?
The SEO Score is a measure of how well the user-facing and technical aspects of your site contribute to search engine optimization, and ultimately, higher rankings and organic traffic.
-What Does Organic Keywords Mean?
An organic keyword is a keyword used to attract free traffic through search engine optimization (SEO).
-What Does Backlinks Mean?
Backlinks are links from one website to a page on another website. Google and other major search engines consider backlinks “votes” for a specific page. Pages with a high number of backlinks tend to have high organic search engine rankings.