FINDING 01
The Flagship Page Is Leaking Visibility
impressions · 1.1% CTR
The Doctor of Chiropractic page — Logan's flagship degree — shows up in Google search results 76,000 times every 90 days. Almost no one clicks. The PA program page, by contrast, converts at 14.3% on identical visibility mechanics. Same site, same audience, twelve times the click-through rate. The DC page isn't broken. It just isn't written for the people Google is sending to it.
Fixable in an afternoon. Currently uncorrected for years.
FINDING 02
Logan Defends Its Brand. It Doesn't Grow.
of organic clicks come from queries containing "logan"
In the last 90 days, Logan's top 1,000 ranking queries drove 14,104 clicks. 12,472 of them — nearly nine out of ten — came from people who already knew the brand and typed it directly. Brand awareness is doing its job. Brand awareness has limits. The other 12% of clicks came from unbranded queries, almost none enrollment-intent: "purser center," "rex newnham," "ryodoraku pathways," "pottenger cat study." Useful for academic credibility. Not useful for filling next year's class. The queries that drive prospective students into a chiropractic or PA program — "doctor of chiropractic programs," "physician assistant programs Missouri," "best chiropractic schools," "DC vs DO" — Logan does not rank for in the top 1,000.
The current site is built to be found by people who already searched for Logan. Growing enrollment means winning the searches by people who didn't.
FINDING 03
The College of Health Sciences Has No Page
anchor link · landing pages
The PA program is Logan's highest-converting page. It sits under the College of Health Sciences. The College of Health Sciences sits at /academics/#CollegeofHealthSciences — which is not a page. It's a jump-link on the parent. Google can't rank an anchor. Prospective students looking for "health sciences degrees" land on the academics overview and have to find PA by scrolling.
The new Life Sciences college will hit the same wall if the architecture isn't fixed first.
FINDING 04
The Application Lives on a Different Planet
third-party subdomain · 1990s aesthetic
Logan's application portal is hosted on a separate subdomain with a layout that looks like it was last updated when AOL was still mailing CDs. Once a prospective student finally finds the apply link, they leave Logan's brand entirely. Mobile-unfriendly, untracked by GA4 on the main site, and visually disconnected from every program page that drove them there.
A redesign that doesn't address this is a paint job on a building with no front door.
FINDING 05
The Site Is Blocking Its Own Visitors
/admissions/ forbidden via IP geo-blocker plugin
The IP2Location Country Blocker plugin is currently denying access to the admissions page for at least some geographies. For a university that recruits internationally — and where chiropractic and PA programs draw significant overseas interest — this is a self-inflicted enrollment wound. The page that should be the easiest to reach is rejecting visitors before they ever see it.
Should be removed or scoped narrowly. Not as a "future fix." This week.
FINDING 06
The Site Is Bigger Than the Sitemap Says
URLs declared vs indexed
Google has indexed nearly twice the pages listed in the public sitemap. The extra are duplicate URLs, plugin-generated paths, parameter combinations, and orphan content the sitemap doesn't acknowledge but Google found anyway.
The site and the search engines are working from different maps.
FINDING 07
Plugin URL Bloat Is Burning Crawl Budget
URLs Google flagged as canonical duplicates
That number is not a typo. Google has crawled 256,422 separate URLs on logan.edu and concluded each one is a duplicate of a canonical page elsewhere. Almost all are filter-and-pagination variants generated by the Classified Listings plugin (?category=…&location=…&tag=…&page=…) and similar plugin-spawned permutations. Google figures it out and ignores them — but it has to crawl them first to know. Translation: search engines are spending most of their attention on URLs nobody asked for, instead of the program pages Logan wants ranked.
The new build should retire, consolidate, redirect, or noindex these instead of dragging them into a cleaner platform like a haunted suitcase.
FINDING 08
Sitemap Quality Issues
sitemap URLs returning 404
The sitemap is currently advertising dead URLs to Google. A new site launch should include a redirect map, QA pass, and post-launch index monitoring.
Broken sitemap URLs are not a branding strategy, despite what the internet seems to believe.
FINDING 09
Traffic-Earning PDFs Are Invisible to the Plan
PDFs earning traffic · 0 in the sitemap
The 2025-2026 academic calendar PDF alone earns 760 clicks every 90 days — making it one of Logan's most-visited URLs. It is not in the sitemap. Neither are 406 other traffic-earning PDFs (course catalogs, research papers, handbooks). A migration that doesn't account for them loses real ranking equity at launch. Some should remain indexed, some should be converted to HTML pages, others may need redirects.
Status quo is "ignore them and hope."
FINDING 10
A Third of the Content Is Quietly Earning Nothing
sitemap URLs earned zero organic clicks in 90 days
Classified Listings: 981 pages, 63 clicks. Events: 221 pages, zero. Old blog posts: roughly 450 pages with no traffic. Migrating that content into a new platform is paying to move dead weight. The 548 pages that DO earn traffic — that's where the redesign focus belongs.
Everything else gets archived, redirected, or retired before launch.
