Newmarket Strategy is a specialist healthcare and life sciences consulting firm with exceptional credentials — including a former NHS Chief Pharmaceuticals Negotiator on the team, 150+ clients, and 600+ successful asset strategies. However, almost none of this authority is visible to search engines. The site has zero structured data, no meta descriptions, missing canonical tags, and significant duplicate content from auto-generated WordPress plugin pages.
This site runs on WordPress with WPBakery page builder. All recommendations below are achievable within WordPress using an SEO plugin (Yoast SEO or Rank Math), theme settings, and minor plugin configuration.
| # | Issue | Impact |
|---|---|---|
| 1 | Zero structured data (schema markup) across the entire site — no Organization, Article, Person, or BreadcrumbList schema | Critical |
| 2 | No meta descriptions on any page — Google auto-generates snippets from page content | Critical |
| 3 | 4 duplicate team directory pages indexed (/our-people/, /profiles/, /team-showcase/newmarket/, /groups/newmarket/) | Critical |
| 4 | No canonical tags detected on any page — duplicate content signals unchecked | Critical |
| 5 | 37 insight articles have no author attribution despite having world-class subject matter experts on staff | Critical |
| # | Action | Effort |
|---|---|---|
| 1 | Install Yoast SEO or Rank Math — immediately adds canonical tags, meta descriptions, Open Graph, and XML sitemap control | Low |
| 2 | Set /profiles/, /team-showcase/, and /groups/ archives to noindex via plugin settings | Low |
| 3 | Write meta descriptions for all 10 core pages | Low |
| 4 | Fix the broken profile URL /profiles/11159-2/ → /profiles/olivia-lay/ | Low |
| 5 | Add author attribution to all insight articles (WordPress supports this natively) | Medium |
Contains two duplicate User-agent: * blocks. Disallows /wp-admin/ (correct) and
allows admin-ajax.php (correct). Also blocks a WP Starter Plugin configuration file.
No AI crawler directives present.
WordPress default sitemap index with 6 sub-sitemaps. Includes unnecessary taxonomy archives
(/category/insights/, /groups/newmarket/) and all 40 individual team member profile pages
in the index. No <lastmod> dates present.
No canonical tags were detected on any sampled page (homepage, about, expertise, people, contact, insights, or blog posts). This is a significant issue — without canonical tags, search engines receive no signal about which version of a page is the preferred one. The duplicate team directory pages make this especially damaging.
MissingThe “Modern Team Showcase” WordPress plugin has created multiple overlapping team directories, all indexed by Google:
| URL | Page Title | Status |
|---|---|---|
| /our-people/ | Our People – Newmarket Strategy | Keep (primary) |
| /profiles/ | Team Members – Newmarket Strategy | Duplicate |
| /team-showcase/newmarket/ | Newmarket – Newmarket Strategy | Duplicate |
| /groups/newmarket/ | Newmarket – Newmarket Strategy | Duplicate |
Additionally, 40 individual profile pages exist at /profiles/[name]/ which largely duplicate the bio
content already visible on /our-people/. One profile has a broken URL slug: /profiles/11159-2/
(Olivia Lay’s page) using a WordPress post ID instead of a name-based slug.
/category/insights/ is indexed and duplicates the content of /our-insights/.
Should be set to noindex or redirected.
| Sub-Sitemap | URLs | Issue |
|---|---|---|
| posts-page-1.xml | 10 pages | OK |
| posts-post-1.xml | 37 posts | OK |
| posts-modernteammembers-1.xml | 40 profiles | Review: do individual profiles add SEO value? |
| posts-modernteamshowcases-1.xml | 1 page | Unnecessary (duplicate of /our-people/) |
| taxonomies-category-1.xml | 1 page | Duplicate of /our-insights/ |
| taxonomies-modernteamgroups-1.xml | 1 page | Auto-generated, no value |
All pages follow the format “Page Name – Newmarket Strategy”. Functional but not optimised for target keywords. Homepage title is not visible but likely follows the same pattern. Titles should include primary keywords (e.g. “market access”, “healthcare consulting”, “life sciences”).
| Page | Status |
|---|---|
| Homepage | Not Detected |
| About Us | Not Detected |
| Our Expertise | Not Detected |
| Our People | Not Detected |
| Our Insights | Not Detected |
| Contact Us | Not Detected |
| Careers | Not Detected |
| Blog Posts (sampled) | Not Detected |
Without meta descriptions, Google generates its own snippets from page content. This means the business has no control over how it appears in search results.
| Page | H1 | Quality |
|---|---|---|
| /about-us/ | “About Us” | Generic |
| /our-expertise/ | None detected (H2 used as primary) | Missing |
| /our-people/ | “Our People” | Generic |
| /our-insights/ | None detected | Missing |
| /contact-us/ | “Contact Us” | Generic |
| /careers-at-newmarket/ | “Careers and Internships” | OK |
| Blog posts (sampled) | Article title (duplicated as H2) | Duplicate heading |
No Open Graph tags or Twitter Card meta detected on any page. When the site is shared on LinkedIn (critical for a B2B consulting firm), the platform will auto-generate a preview with no controlled image, title, or description.
Missing| Pillar | Score | Notes |
|---|---|---|
| Experience | 7/10 | Team includes former NHS Chief Negotiator, former Civil Service leaders, and 150+ client engagements |
| Expertise | 5/10 | Deep expertise exists but no author attribution on articles; no credentials shown alongside content |
| Authoritativeness | 6/10 | Strong team bios on /our-people/ but no external signals (press mentions, speaking, publications) surfaced on-site |
| Trustworthiness | 6/10 | Full contact details, London address, phone number. Client testimonials on About page. Copyright shows 2025. |
Overall E-E-A-T: 6/10 — Exceptional credentials, very poorly surfaced for search engines.
37 articles covering UK health policy, NICE, NHS reform, market access, and life sciences innovation. Publication dates present. Previous/Next navigation between articles. Content demonstrates genuine expertise.
No author attribution on any article. Average word count ~500 words (competitive benchmark for B2B thought leadership: 1,500–2,500+). No categories or tags shown. No related articles section. No social sharing buttons. H1 duplicated as H2 on article pages.
| Gap | Impact |
|---|---|
| No case studies page — despite “150+ clients” and “600+ assets” claims | High |
| No service-specific landing pages (e.g. /market-access/, /government-affairs/) | High |
| Contact page has ~150 words of content | Medium |
| About page has ~650 words — light for the depth of experience available | Medium |
| Insight articles not categorised (e.g. Policy, Market Access, Digital Health) | Medium |
37 articles published from March 2021 to December 2025. Publishing has been inconsistent — roughly 7–10 articles per year, with significant gaps. The most recent article (December 2025) is a personnel announcement rather than thought leadership. Only 2 articles published in all of 2025.
| Page Type | Schema Found | Status |
|---|---|---|
| Homepage | None | Missing |
| About Us | None | Missing |
| Our Expertise | None | Missing |
| Our People | None | Missing |
| Insight articles (37) | None | Missing |
| Team profiles (40) | None | Missing |
| Contact | None | Missing |
| Careers | None | Missing |
The site has zero structured data. This is the single biggest missed opportunity. For a professional services firm in the health sector, schema markup is essential for establishing entity authority with search engines.
| Schema Type | Where | Impact |
|---|---|---|
| Organization | Homepage, site-wide | Establishes entity identity, Knowledge Panel eligibility |
| ProfessionalService | Homepage | B2B consulting service classification |
| Article / BlogPosting | All 37 insight articles | Enhanced article visibility, author linking |
| Person | Team profiles, article bylines | Author entity authority, expertise signals |
| BreadcrumbList | All pages | Breadcrumb display in SERPs |
| ContactPage | /contact-us/ | Enhanced contact information visibility |
| JobPosting | /careers-at-newmarket/ | Job listing rich results in Google |
All of these can be implemented via Yoast SEO Pro, Rank Math, or the Schema Pro plugin for WordPress. Organization and BreadcrumbList schema are typically configured once and applied site-wide automatically.
| Page | Status | Notes |
|---|---|---|
| Homepage | Poor | Images lack descriptive alt text |
| About Us | Poor | Logo, divider images lack alt text |
| Our Expertise | Poor | Decorative images without alt attributes |
| Our People | Poor | 40+ team photos with empty alt attributes |
| Blog Posts | Poor | No descriptive alt text on article images |
Estimated alt text coverage across the site: <15%. Target: 95%+. Team member photos should use the format “[Name], [Title] at Newmarket Strategy”. Every image in the WordPress Media Library can have alt text added retroactively.
Images appear to be served in standard formats (JPEG/PNG). WordPress plugins like ShortPixel or Imagify can automatically convert images to WebP format, reducing file sizes by 25–35% with no visible quality loss.
| Signal | Status |
|---|---|
| llms.txt file | Does not exist |
| AI crawler policy in robots.txt | No directives (implicitly open) |
| Structured Q&A content | Not detected |
| Passage-level citability | Low to Moderate |
| Author entity authority | Not established |
37 thought leadership articles on niche UK health policy topics (NICE, NHS reform, market access). Strong proprietary expertise claims (“150+ clients”, “600+ assets”). Former NHS Chief Pharmaceuticals Negotiator on team — a unique credential.
No author attribution means AI systems cannot link expertise to named individuals. Articles tend to be descriptive rather than definitive — few concrete data points or statistics. No structured data to help AI systems understand content relationships.
Create an llms.txt file with brand information, key expertise areas, team credentials, and service descriptions. This can be added as a static file to the WordPress root directory. Add explicit AI crawler directives to robots.txt. Restructure article openings with definitive, fact-first statements for improved AI citability.
| Priority Band | Actions | Est. Score Gain |
|---|---|---|
| Critical (#1–5) | SEO plugin, noindex duplicates, meta descriptions, authors, URL fix | +25–30 pts |
| High (#6–11) | Schema markup, H1s, title tags, alt text, job schema | +15–20 pts |
| Medium (#12–17) | Landing pages, content expansion, categories, llms.txt, OG tags | +10–15 pts |
| Low (#18–22) | Person schema, case studies, related posts, robots.txt, WebP | +5–8 pts |