Trying to pull this site apart - help

I am trying to critique this website - belfasttelegraph .co.uk

Can any of you guys tell me if what I am saying sounds correct?


Here are the keywords - belfast, telegraph, newspaper, jobs, news, northern, ireland, ulster, irish, royal, wedding, kate, middleton, william, troubles, facebook, youtube

I find this a wierd choice of keywords, especially these ones northern, royal, wedding, kate, middleton, william, facebook, youtube - these same a waste of space.

Shouldn't they have more than 1 word for some of these, like 'Northern Ireland' rather than 'northern' and 'ireland'?

Here is where these key words rank in google:
belfast, 5
telegraph, 4
newspaper, 174
jobs, 200+
news, 200+
northern, 100+
ireland, 100+
ulster, 100+
irish, 100+
royal, 100+
wedding, 100+
kate, 100+
middleton 100+,
william + 100,
troubles 100+,
facebook, didn't even check
youtube, didn't even check

So on the home page, can anyone see any on site issues that would affect this site? I'm thinking Alt text on links could be a start

On-site recommendations to improve optimisation of the page for the term Newspaper?

Off-site: back link analysis and how/what they would do to improve it?


Appreciate your help warriors