BornInTheCity.com — SEO Audit
2026-05-31 · Goal: more organic search traffic · Sources: GSC 12-mo, GA4 90d, 161-URL crawl, PageSpeed, live REST
On-page SEO is clean — Yoast covers 100% of pages, schema fires, the server is fast, desktop PageSpeed is 95. Meta tags are not the problem. Two blockers hold the site down: authority (it ranks page 5–8 for its own keywords — 22k impressions, 11 clicks, avg position ~41) and mobile performance (LCP 13.4s vs 1.1s desktop, capping mobile-first rankings). Beneath those, a fast win: page-1 pages bleeding clicks — led by Phantom at position 6 with 1,763 impressions and zero clicks.
The numbers — 12 months
~31k
Impressions
Google shows the pages
~41
Avg position
page 4–5 average
72
Organic sessions / 90d
4% of all traffic
13.4s
Mobile LCP
desktop 1.1s ✓
Where the impressions sit — 53% are buried (position 51+)
pos 4–102,135 · leaking clicks
pos 11–202,330 · striking distance
pos 51+11,670 · authority problem
Device split — mobile ranks better but renders broken
| Device | Impr | Clicks | CTR | Pos |
|---|
| Desktop | 23,918 | 18 | 0.08% | 45.9 |
| Mobile | 7,113 | 45 | 0.63% | 32.4 |
| Tablet | 76 | 0 | — | 12.2 |
| Channel (GA4 90d) | Sessions |
|---|
| Direct | 1,264 |
| Organic Social (IG/Pinterest) | 231 |
| Organic Search | 72 |
| Referral / Email / Other | 44 |
Tier 1 — recover clicks on pages already ranking (this week)
| Page | Now | Action |
|---|
| DONE /product/phantom-of-the-opera/ | pos 6.3 · 1,763 impr | Rewritten around Masquerade ($66.60) + tour ($30) lotteries; Masquerade page drafted. Live. |
| DONE /product/hells-kitchen/ | pos 36.9 · 3,415 impr | Ticket-intent title + intro shipped & verified live today. |
| #3 /how-to-win-every-broadway-lottery-2026/ | pos 9.9 · 660 impr · 6 clk | Title/intro polish + internal links → push to top 3. |
| DONE Closed high-impr shows | page 4–8 | Camelot, Back to the Future, Merrily, Kimberly Akimbo rewritten live. 36 stale lottery links cleared. |
Page-1 assets — defend & expand
| Page | Impr | Position | Clicks |
|---|
| /product/phantom-of-the-opera/ | 2,543 | 8.4 | 8 |
| /how-to-win-every-broadway-lottery-2026/ | 660 | 9.9 | 6 |
| /product/new-born/ | 255 | 7.5 | 7 |
| /product/hells-kitchen/ | 3,415 | 36.9 | 4 |
Roadmap
TIER 1 · days
CTR recovery on ranking pages. Phantom, the closed-show batch, how-to-win push. All reversible REST pushes — I can run on your go.
TIER 2 · weeks
Striking distance: rebuild /broadway-lotteries-what-are-they/ (5,384 impr, pos 57) and the hub (pos 64). New Masquerade page. Internal-link equity to the hub.
TIER 3 · months
Mobile LCP <2.5s, closed-show Review schema, digital-PR backlinks, clear 36 stale lottery links, decide on off-mission surf/elevator content.