feat(data): publish England only, dropping Welsh and overseas establishments

GIAS ships the whole UK plus overseas and offshore establishments. None of them carry comparable DfE performance data — Wales does not publish on the English measures at all — so every one of these pages rendered with null results, null Ofsted and null phase. There were 2,036 of them: 1,569 Welsh, 123 offshore (Jersey, Guernsey, Isle of Man, Gibraltar), 316 British schools overseas and 28 service children's schools. All 2,036 were being submitted to search engines, alongside 29 local authorities that existed in the filters purely to list them. Filter at the mart boundary rather than the view layer. dim_school and dim_location both exclude TypeOfEstablishment in {25, 26, 30, 37}, listed once as vars.non_england_school_type_codes. Everything downstream reads those two marts — search, the school page, /api/filters, rankings, Typesense and build_sitemap() — so one filter removes them from the site and the sitemap together, and Typesense drops them on its next rebuild since it recreates the collection and swaps the alias rather than upserting in place. coalesce rather than a bare NOT IN: a null type code would make the predicate null and drop the row silently, and an unknown type is not grounds for exclusion. No establishment has a null type today, but a future GIAS refresh could ship one and the loss would be invisible. assert_england_only_schools guards both directions: no excluded type survives in dim_school, and dim_location holds no URN dim_school lacks — the API inner-joins them, so the two filters drifting apart would silently shrink the corpus. Corpus goes from 27,229 schools to 25,193, and the authority list from 182 to 153. The 1,569 Welsh URLs now 404. Co-Authored-By: Claude Opus 5 <noreply@anthropic.com> Claude-Session: https://claude.ai/code/session_015mWQnpye9F299NVRCCSRvj
2026-08-20 21:46:28 +01:00
1 parent 228eb214f5
commit 7650b16f62
@@ -0,0 +1,309 @@
 # SEO Programme — Design
 Date: 2026-08-20
 Status: awaiting review
 ## Problem
 schoolcompare ranks second for "school compare" — an exact match for the
 brand and the domain. It ranks poorly for "compare schools", "school
 comparison" and "schools near me". The first is a naming artefact and
 transfers to nothing; the rest are the queries that actually carry parent
 demand.
 The cause is structural, not editorial. The site publishes five route
 families:
    /  /compare  /rankings  /admissions  /school/[slug]
 Location intent has no landing page at all. Every competitor outranking us
 on those queries wins with programmatic location pages:
 | Competitor    | URL pattern                                |
 |---------------|--------------------------------------------|
 | School Guide  | `/best-schools-in/manchester`              |
 | Locrating     | `/the-best-primary-schools-in-Manchester_…`|
 | FindMySchool  | `/best-primary-schools/manchester`         |
 | Snobe         | `/best-primary-schools/manchester`         |
 | School Atlas  | `/guides/best-primary-schools-manchester`  |
 "Schools near me" is a local-intent query. Google resolves it against the
 user's coordinates and serves pages that are *about a place*. A national
 homepage cannot win it. No title or description change fixes this; only
 pages Google can localise will.
 ## Baseline (measured 2026-08-20, production API)
 | Measure                                    | Value   |
 |--------------------------------------------|---------|
 | Unique schools                              | 27,229  |
 | URLs in sitemap.xml                         | 27,232  |
 | Schools with 2024/25 performance data       | 21,266  |
 | Schools with **no** current performance data| ~5,963 (22%) |
 | Welsh establishments (all metrics null)     | 1,569   |
 | Overseas / offshore establishments           | 467     |
 | Static URLs in sitemap                      | 3       |
 | Routes setting a canonical                  | 1 of 5  |
 Three findings from that table drive the plan.
 **We submit ~6,000 thin pages to Google.** `build_sitemap()`
 (`backend/app.py:73`) enumerates every URN regardless of whether the school
 has any data. Welsh establishments return `school_type: "Welsh
 establishment"` with every performance metric, Ofsted grade and phase field
 null. Overseas and offshore establishments ("BFPO Overseas Establishments",
 "Gibraltar Overseas Establishments", "Jersey Offshore Establishments") are
 in the local-authority list too. At 22% of the submitted corpus this is a
 site-wide quality signal problem and a crawl-budget waste, not a rounding
 error.
 W1 item 4 removes 2,036 of those — every non-England establishment — taking
 the corpus to 25,193. The 3,927 that remain are English schools with no
 current data: mostly newly opened, special, nursery or alternative provision.
 Those are a template problem, not a corpus problem, and item 5 handles them
 separately.
 **The homepage is its own competitor.** `app/page.tsx` accepts eleven search
 params (`search`, `local_authority`, `school_type`, `phase`, `page`,
 `postcode`, `radius`, `sort`, `gender`, `admissions_policy`,
 `has_sixth_form`) and sets no canonical. Every filter combination is a
 crawlable near-duplicate of the single page we are asking to rank for
 "compare schools".
 **School pages are near-orphans.** Reachable from the sitemap and from site
 search, but almost nothing links to them contextually, so they accrue no
 internal authority.
 Also noted: the sitemap emits invented `priority` values and no `lastmod`.
 Google ignores `priority` and `changefreq` entirely; `lastmod` is the field
 it does read, and we omit it.
 ## Keyword clusters
 Ranked by judgement of UK parent search behaviour and by the competitive
 SERP evidence above. Google Search Console is connected, so cluster
 priorities are to be re-derived from measured impressions before build
 starts (see Workstream 0).
 **C1 — Head "compare" terms.** compare schools · school comparison · school
 comparison tool · compare school performance · compare primary schools ·
 compare secondary schools · compare two schools
 **C2 — League tables and rankings.** primary school league tables ·
 secondary school league tables · school league tables 2026 · SATs results by
 school · GCSE results by school · KS2 league tables · Progress 8 rankings ·
 best primary schools in [town] · top 10 primary schools in [LA]
 **C3 — Local / near me.** schools near me · primary schools near me ·
 secondary schools near me · best schools near me · good schools near me ·
 schools in [town] · primary schools in [LA] · schools near [postcode] ·
 [postcode] school catchment
 **C4 — Individual school long tail.** [school] ofsted · [school] SATs
 results · [school] catchment area · [school] reviews · [school] URN
 **C5 — Admissions.** primary school admissions 2027 · national offer day
 2027 · school application deadline · school admissions appeal ·
 oversubscription criteria · distance criteria school admissions · didn't get
 first choice school · school admissions [LA]
 **C6 — Metric explainers.** what is a good SATs score · what is Progress 8 ·
 what is Attainment 8 · expected standard KS2 meaning · scaled score
 explained · Ofsted grades explained · Ofsted report cards · pupil premium
 explained
 **C7 — Head to head.** [school A] vs [school B] · academy vs community
 school · grammar school vs comprehensive · faith school vs community school
 ## Workstreams
 ### W0 — Measure before touching anything
 Export a Google Search Console baseline: impressions, clicks, average
 position and CTR by query and by page, for the trailing 16 months. Bucket
 queries into C1–C7. This sets the counterfactual — without it, no later
 claim about lift is defensible, because school-search traffic is strongly
 seasonal (results day in December, offer day in March/April).
 Re-rank C1–C7 against measured impressions and adjust the sequence below if
 the data disagrees with the judgement calls.
 ### W1 — Crawl hygiene and index sanity
 Cheap, and it unblocks everything after it. Adding 5,000 pages on top of a
 corpus that is 22% thin would compound the existing problem.
 1. Canonical on every route. `/`, `/rankings`, `/compare` and `/admissions`
   currently set none.
 2. The homepage canonicalises to `/` regardless of search params.
 3. `/compare?urns=…` gets `noindex, follow` — it is an unbounded parameter
   space with no standalone value.
 4. **England only — DONE.** Wales, the Crown Dependencies, Gibraltar and the
   service/overseas schools are removed from the corpus at the mart boundary,
   not hidden at the view layer. `dim_school` and `dim_location` both exclude
   `TypeOfEstablishment` in {25, 26, 30, 37} — Offshore schools, Service
   children's education, Welsh establishment, British schools overseas —
   listed once as `vars.non_england_school_type_codes` in `dbt_project.yml`.
   That removes 2,036 establishments and 29 local authorities, and because
   `build_sitemap()` reads the same marts, it drops them from the sitemap in
   the same stroke. `assert_england_only_schools` fails the pipeline if a GIAS
   refresh reintroduces them or if the two models drift apart.
 5. Prune the remaining thin pages: exclude any school with no performance data
   **and** no Ofsted record. Distinct from item 4 — these are English schools
   with nothing yet to show, so the fix may be a better template rather than
   removal.
 6. Rebuild the sitemap as a sitemap **index**: one child per page family,
   real `lastmod` from the data-load timestamp, `priority` and `changefreq`
   dropped.
 ### W2 — The location layer
 The dominant lever. `dim_location` already carries `town`, `county`,
 `local_authority_name`, `parliamentary_constituency`, `latitude`,
 `longitude` and `postcode`, so no new ingestion is required.
 Routes:
    /schools/[la]                     e.g. /schools/manchester
    /schools/[la]/primary
    /schools/[la]/secondary
    /best-primary-schools/[town]
    /best-secondary-schools/[town]
    /schools/near/[outcode]           e.g. /schools/near/m20
    /schools/near-me                  geolocating hub
 **Thin-page threshold: generate a town or outcode page only where at least
 five schools have current performance data.** Below that, 301 to the parent
 LA page. This is the single most important constraint in the workstream —
 it is what separates a location layer from index bloat.
 Each page must earn its place with content a parent would actually use, not
 a template shell:
 - H1 matching the query intent ("Best primary schools in Manchester")
 - Counts framed usefully: "137 primary schools, 9 rated Outstanding"
 - A ranked table of the top 20 on the headline metric
 - Local average against the England average
 - Ofsted grade distribution
 - Map
 - Links to neighbouring towns and to the parent LA
 - An FAQ block (feeds `FAQPage` in W4)
 - Links to every school page in scope — this is what de-orphans W1's corpus
 Sizing estimate: ~150 usable LAs × 3 ≈ 450; towns clearing the threshold
 ≈ 1,200 × 2 ≈ 2,400; outcodes ≈ 2,300. Roughly **5,000 new pages**,
 comfortably inside a sitemap index and well under the per-file 50,000 limit.
 ### W3 — Make rankings indexable
 `/rankings` is driven entirely by query params, so Google indexes
 approximately one page where there should be hundreds.
    /rankings/[phase]/[metric]
    /rankings/[phase]/[metric]/[la]
 The interactive filter UI stays; its state moves into real paths. Param
 forms canonicalise to the clean path. This is the direct play for C2.
 ### W4 — Structured data and internal linking
 - Replace the bare `EducationalOrganization` on school pages with `School`,
  and populate it properly.
 - `BreadcrumbList` site-wide.
 - `ItemList` on every rankings and location page.
 - `FAQPage` on admissions and on location pages.
 - New school-page modules: "Other schools in [town]", "Nearby schools",
  "Compare with similar schools". Each links out to W2 and W3 pages, which
  is what circulates authority instead of stranding it.
 Explicitly **not** doing `Dataset` or `AggregateRating` — no review corpus
 exists, and fabricating one would be both useless and a policy violation.
 ### W5 — Admissions expansion
 One static page currently carries an entire cluster.
    /admissions/[la]                  per-authority deadlines and offer day
    /admissions/appeals
    /admissions/national-offer-day
 `school admissions [LA]` is high-intent and highly seasonal; per-authority
 pages are the natural unit.
 ### W6 — Explainer content
    /guides/progress-8
    /guides/attainment-8
    /guides/sats-scaled-scores
    /guides/ofsted-grades
    /guides/expected-standard
 Each links into the corresponding W3 rankings page. Cheap to build, and it
 is what gives the metric vocabulary enough topical weight to support C1–C4.
 ### W7 — Head-to-head pages
    /compare/[school-a]-vs-[school-b]
 C7 is uncontested and native to the product. It is also the easiest way to
 destroy everything W1 fixes: 27,229 schools generate 370 million pairs.
 **Curated pairs only** — same town, both with current data, both with real
 search demand — capped in the low thousands. Gated behind evidence that W2
 is indexing cleanly.
 ### W8 — Metadata rewrite for C1
 Current homepage title is `schoolcompare | Compare every school in England`,
 which spends the most valuable position on the brand. Rewrite the homepage,
 rankings and compare titles and descriptions around C1 phrasing. Small
 change, and the cheapest item in the programme.
 ## Sequencing
    W0 → W1 → W2 → W3 → W4 → W5 → W6 → (W7 if W2 indexes cleanly)
 W1 before W2 is not negotiable: adding pages to a corpus that is 22% thin
 compounds the problem rather than diluting it.
 This spec is a programme, not a single implementation plan. Each workstream
 gets its own plan and its own PR; W2 will likely need several. Only W0 and W1
 are ready to plan against today — the rest should be re-read after W0's
 Search Console baseline lands, because that data may reorder them.
 ## Testing
 Per CLAUDE.md, user-facing behaviour changes extend the `e2e/` journeys in
 the same PR. Each workstream adds:
 - W1: canonical present and correct on every route; `/compare?urns=` carries
  `noindex`; sitemap excludes a known dataless URN.
 - W2: a known LA, town and outcode page renders with the expected school
  count; a below-threshold town redirects to its LA.
 - W3: a clean rankings path renders; the param form canonicalises to it.
 - W4: JSON-LD parses and validates against the declared types.
 ## Risks
 **Index bloat.** The failure mode of every programmatic SEO programme. The
 five-school threshold, the W1 prune and the W7 gate are the three controls.
 **Helpful-content exposure.** Google's stance on templated location pages
 has hardened. The mitigation is that each page carries genuinely local
 computed data — real counts, real distributions, real local-vs-national
 comparison — rather than a name substituted into boilerplate.
 **Build cost.** School pages already use ISR with a 7-day revalidate and
 `PRERENDER_SCHOOLS` gating full prerender. 5,000 more routes need the same
 treatment; full static generation of 32,000 pages is likely impractical in
 CI.
 **Seasonality.** Results day and offer day dominate the traffic curve.
 Judging the programme on a mid-summer window would misread it in either
 direction. W0's baseline must be year-on-year, not month-on-month.
 ## Open questions
 1. Catchment areas are Locrating's moat and a strong C3 driver
   (`[postcode] school catchment`). `fact_admissions` carries admission
   distances. Is deriving approximate catchment a later workstream, or out
   of scope?
@@ -1449,3 +1449,104 @@ test('no single section dominates the height of a school page', async ({ page })
      + sections.map((s) => `${s.id}=${s.h}`).join(', '),
  ).toBeLessThan(2.5);
 });
 /*
 * England-only corpus.
 *
 * GIAS ships the whole UK plus overseas and offshore establishments, none of
 * which carry comparable DfE performance data. dim_school and dim_location
 * exclude them (vars.non_england_school_type_codes in dbt_project.yml), which
 * keeps them out of the site, the filter lists and the sitemap together.
 *
 * These assert the published surface, not the warehouse: the dbt test
 * assert_england_only_schools guards the marts, and these guard what the
 * environment actually serves once the marts have been rebuilt.
 */
 const WELSH_AUTHORITIES = [
  'Blaenau Gwent', 'Bridgend', 'Caerphilly', 'Cardiff', 'Carmarthenshire',
  'Ceredigion', 'Conwy', 'Denbighshire', 'Flintshire', 'Gwynedd',
  'Isle of Anglesey', 'Merthyr Tydfil', 'Monmouthshire', 'Neath Port Talbot',
  'Newport', 'Pembrokeshire', 'Powys', 'Rhondda Cynon Taf', 'Swansea',
  'Torfaen', 'Vale of Glamorgan', 'Wrexham',
 ];
 const NON_ENGLAND_AUTHORITIES = [
  'BFPO Overseas Establishments', 'Fieldwork Overseas Establishments',
  'Gibraltar Overseas Establishments', 'Guernsey Offshore Establishments',
  'Isle of Man Offshore Establishments', 'Jersey Offshore Establishments',
  'Scotland Offshore Establishments',
 ];
 const NON_ENGLAND_TYPES = [
  'Welsh establishment', 'Offshore schools',
  "Service children's education", 'British schools overseas',
 ];
 test('the local authority filter offers no Welsh or overseas authority', async ({ page }) => {
  const res = await page.request.get('/api/filters');
  expect(res.ok()).toBeTruthy();
  const { local_authorities: las } = await res.json();
  expect(Array.isArray(las)).toBeTruthy();
  // Guards against the list being empty, which would pass the check below
  // for the wrong reason.
  expect(las.length).toBeGreaterThan(100);
  const leaked = [...WELSH_AUTHORITIES, ...NON_ENGLAND_AUTHORITIES]
    .filter((la) => las.includes(la));
  expect(leaked, `non-England authorities still offered: ${leaked.join(', ')}`)
    .toEqual([]);
 });
 test('the school type filter offers no non-England establishment type', async ({ page }) => {
  const res = await page.request.get('/api/filters');
  expect(res.ok()).toBeTruthy();
  const { school_types: types } = await res.json();
  expect(Array.isArray(types)).toBeTruthy();
  expect(types.length).toBeGreaterThan(10);
  const leaked = NON_ENGLAND_TYPES.filter((t) => types.includes(t));
  expect(leaked, `non-England types still offered: ${leaked.join(', ')}`)
    .toEqual([]);
 });
 test('searching a Welsh authority by name returns no schools', async ({ page }) => {
  // Cardiff held 144 Welsh establishments and nothing else, so the authority
  // should now be absent from the corpus entirely rather than merely thinned.
  const res = await page.request.get('/api/schools?local_authority=Cardiff&page_size=1');
  expect(res.ok()).toBeTruthy();
  const body = await res.json();
  expect(body.total ?? (body.schools ?? []).length).toBe(0);
 });
 test('a Welsh school URL 404s while an English one still resolves', async ({ page }) => {
  // Paired on purpose: the Welsh assertion alone would also pass if the whole
  // site were down, which is the failure this test most needs to distinguish.
  const english = await page.request.get('/api/schools?search=primary&per_page=1');
  expect(english.ok()).toBeTruthy();
  const [first] = (await english.json()).schools ?? [];
  expect(first, 'no English school available to compare against').toBeTruthy();
  const good = await page.goto(`/school/${first.urn}-x`);
  expect(good?.status(), 'an English school should still resolve').toBeLessThan(400);
  // Adamsdown Primary School, Cardiff — a Welsh establishment (URN 401559).
  const welsh = await page.goto('/school/401559-adamsdown-primary-school');
  expect(welsh?.status(), 'a Welsh school should no longer resolve').toBe(404);
 });
 test('the sitemap submits no Welsh or overseas school', async ({ page }) => {
  const res = await page.request.get('/sitemap.xml');
  expect(res.ok()).toBeTruthy();
  const xml = await res.text();
  const urlCount = (xml.match(/<url>/g) ?? []).length;
  expect(urlCount, 'sitemap looks empty or truncated').toBeGreaterThan(1000);
  // 401559 (Cardiff) and 402426 (ACT Schools, Cardiff) were both submitted
  // before the England-only filter landed.
  expect(xml).not.toContain('/school/401559');
  expect(xml).not.toContain('/school/402426');
 });
@@ -11,6 +11,19 @@ seed-paths: ["seeds"]
 target-path: "target"
 clean-targets: ["target", "dbt_packages"]
 # schoolcompare publishes England only. GIAS ships the whole UK plus overseas
 # and offshore establishments, none of which have comparable DfE performance
 # data — Wales does not publish on the English measures at all. Excluding them
 # at the mart boundary keeps them out of the site, the filter lists and the
 # sitemap together. Codes are TypeOfEstablishment, see seeds/gias_code_names.csv.
 #   25 = Offshore schools            (Jersey, Guernsey, Isle of Man, Gibraltar)
 #   26 = Service children's education (BFPO, Fieldwork Overseas)
 #   30 = Welsh establishment
 #   37 = British schools overseas
 # dim_school, dim_location and assert_england_only_schools all read this list.
 vars:
  non_england_school_type_codes: [25, 26, 30, 37]
 models:
  school_compare:
    staging:
@@ -31,5 +31,9 @@ select
        else null
    end as longitude
 from {{ ref('stg_gias_establishments') }} s
-- Must match dim_school's status filter exactly (the API inner-joins the two).
+-- Must match dim_school's status and England filters exactly (the API
 -- inner-joins the two).
 where s.status_code in (1, 3)
 -- coalesce, not a bare NOT IN: a null type code would make the predicate
 -- null and drop the row silently. Unknown type is not grounds for exclusion.
 and coalesce(s.school_type_code, -1) not in ({{ var('non_england_school_type_codes') | join(', ') }})
@@ -91,3 +91,8 @@ left join {{ ref('int_ofsted_latest') }} o on s.urn = o.urn
 -- 1 = Open; 3 = Open, but proposed to close (still operating; drops out when
 -- GIAS flips to Closed — marts fully rebuild each run).
 where s.status_code in (1, 3)
 -- England only. dim_location must apply this filter identically (the API
 -- inner-joins the two). See vars in dbt_project.yml for what the codes are.
 -- coalesce, not a bare NOT IN: a null type code would make the predicate
 -- null and drop the row silently. Unknown type is not grounds for exclusion.
 and coalesce(s.school_type_code, -1) not in ({{ var('non_england_school_type_codes') | join(', ') }})
@@ -0,0 +1,28 @@
 -- Custom test: the published corpus is England only.
 --
 -- GIAS ships the whole UK plus overseas and offshore establishments. None of
 -- them carry comparable DfE performance data, so dim_school and dim_location
 -- filter them out (see vars.non_england_school_type_codes in dbt_project.yml).
 -- This test is the guard: a GIAS refresh that reintroduces them, or an edit
 -- that drops the filter from one of the two models, fails the pipeline rather
 -- than quietly republishing ~2,000 dataless pages to the site and the sitemap.
 select
    urn,
    school_name,
    school_type_code
 from {{ ref('dim_school') }}
 where school_type_code in ({{ var('non_england_school_type_codes') | join(', ') }})
 union all
 -- dim_location is inner-joined to dim_school by the API, so it must filter
 -- identically. Anything here that dim_school does not have means the two
 -- models have drifted apart.
 select
    l.urn,
    null::text    as school_name,
    null::integer as school_type_code
 from {{ ref('dim_location') }} l
 left join {{ ref('dim_school') }} s on l.urn = s.urn
 where s.urn is null