M2M Cloud - Website Report

Summary of Key Aspects Impacting Performance and Conversions

The analysis of the website’s technical and SEO performance reveals critical areas that require attention to enhance overall performance, security, and user experience. Here are the 10 key findings that would have the most significant impact on performance and conversions:

1. Implement HTTPS: Ensuring that the website uses HTTPS will secure user data, enable modern web technologies, and improve trustworthiness.

2. JavaScript and CSS Optimisation: Reducing unused JavaScript and CSS, and adopting modern loading strategies, will improve load times and user experience.

3. Image Optimisation: Properly sizing images, using efficient encoding, and adopting next-gen formats like WebP can significantly decrease load times.

4. Eliminate Render-blocking Resources: Inlining critical resources and deferring non-critical ones will reduce initial load times, enhancing user satisfaction.

5. Caching Improvements: Implementing efficient caching strategies will speed up repeat visits and reduce server load.

6. SEO Technical Enhancements: Addressing the absence of a sitemap and robots.txt, duplicate content, and missing meta descriptions will improve SEO performance and indexing.

7. Keyword Optimisation: Improving rankings for keywords currently in positions 11-50 can increase visibility and potential traffic.

8. Modernise Technology Stack: Transitioning from jQuery to modern libraries like React, and evaluating newer UI frameworks, will enhance performance and maintainability.

9. Upgrade Web Frameworks: Moving to ASP.NET Core will provide better performance and cross-platform capabilities.

10. Analytics Update: Upgrading to Google Analytics 4 will offer better insights and tracking capabilities to support strategic decision-making.

By focusing on these key areas, the website can significantly enhance its performance, user experience, and conversion rates, resulting in improved engagement and business outcomes.

Summary of Website Performance

The analysis of the website’s performance highlights several key areas for improvement to enhance speed and efficiency. The primary issues include the lack of HTTPS security, inefficient image handling, and significant unused JavaScript and CSS. Addressing these issues can significantly improve loading times and user experience.

Security and Protocol

Use HTTPS

The website does not currently use HTTPS, which is critical for ensuring secure communication. Implementing HTTPS will protect user data, prevent tampering, and is essential for newer web technologies such as HTTP/2. The site currently has 29 insecure requests that need addressing.

JavaScript and CSS Optimization

Avoid Serving Legacy JavaScript

The site is currently serving legacy JavaScript to modern browsers. By adopting a modern deployment strategy with module/nomodule feature detection, the website can reduce the unnecessary code sent to modern browsers, thereby improving load times.

Reduce Unused JavaScript

There are 93 KiB of potentially unused JavaScript that could be reduced. Defer loading scripts until absolutely necessary to reduce network activity and improve loading times.

Reduce Unused CSS

With 17 KiB of unused CSS, optimizing stylesheets by removing unused rules and deferring non-critical CSS can help decrease load times and enhance the user experience.

Image Optimization

Properly Size Images

Images should be resized appropriately to avoid excessive data usage and slow load times. The website has a potential saving of 1,029 KiB by serving responsive images.

Efficiently Encode Images

Optimizing image encoding can lead to a potential saving of 1,797 KiB. This will ensure faster loading times and reduced data consumption.

Serve Images in Next-gen Formats

Switching to next-gen image formats like WebP or AVIF could yield a substantial saving of 2,257 KiB. These formats provide better compression and quicker downloads.

Performance Metrics

Largest Contentful Paint (LCP)

The LCP is recorded at 1.7 seconds. Improving this metric can enhance perceived load speed. Consider optimizing images and scripts that affect the LCP element, currently painted at 1,660 ms.

First Contentful Paint (FCP)

The FCP is relatively good at 0.6 seconds, indicating that the initial rendering of text or images is swift. However, further optimization can still be beneficial.

Speed Index

The Speed Index is 1.0 seconds, which indicates how quickly content is visually displayed. Maintaining or improving this metric will positively impact user experience.

Max Potential First Input Delay

The maximum potential delay is 100 ms, which is within acceptable limits, but reducing long tasks will further enhance interactivity.

Time to Interactive

The page reaches full interactivity at 2.1 seconds. Streamlining resources and reducing payloads can improve this metric.

Resource and Network Management

Eliminate Render-blocking Resources

Eliminating render-blocking resources could save approximately 380 ms. Inline critical JS/CSS and defer non-critical resources to speed up the first paint.

Efficient Cache Policy

Implementing a long cache TTL for static assets can improve repeat visit load times. Currently, 26 resources lack efficient caching.

Overall Recommendations

1. Implement HTTPS: Secure the website to prevent data breaches and enable modern technologies.
2. Optimize JavaScript and CSS: Remove unused code and adopt modern loading strategies.
3. Improve Image Handling: Resize, encode efficiently, and use next-gen formats for images.
4. Reduce Network Payloads: Streamline content to decrease load times and resource consumption.
5. Enhance Caching: Use long TTL for static resources to speed up subsequent visits.

By addressing these areas, the website’s performance can be significantly enhanced, leading to better user satisfaction and engagement.

Technical SEO Report for m2mcloud.com

Overall Feedback Summary

The crawl of m2mcloud.com indicates a generally solid technical foundation with an on-page score of 87.39. However, there are several areas requiring attention to improve SEO effectiveness. Key issues include lack of a sitemap and robots.txt file, duplicate content, missing meta descriptions, and missing image alt attributes. Addressing these issues will enhance search engine understanding and indexing of the website.

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Crawl Status

• Crawl Completion: Finished
• Pages Crawled: 3 of 100
• Pages in Queue: 0
• Crawl Gateway Address: 168.119.141.170
• Crawl Duration: Started at 09:10:30 and finished at 09:10:44 on 16 January 2025

Domain Information

• Domain Name: m2mcloud.com
• Server: Microsoft-IIS/10.0
• IP Address: 23.101.54.230
• SSL Certificate: Valid, issued by Go Daddy Secure Certificate Authority – G2
• SSL Expiration: 20 August 2025

Key Technical Issues and Recommendations

1. Sitemap and Robots.txt Absence

• Impact: Search engines might have difficulty crawling and indexing the site effectively.
• Fix: Create and submit an XML sitemap and robots.txt file to guide search engines.

2. Duplicate Content Issues

• Impact: Duplicate titles and descriptions can lead to ranking dilution and indexing inefficiencies.
• Fix: Ensure each page has a unique title and meta description. Review content to eliminate duplications.

3. Missing Meta Descriptions

• Impact: Pages without meta descriptions may not perform well in search results.
• Fix: Add relevant meta descriptions to all pages, focusing on unique and descriptive text.

4. HTTP/2 Protocol

• Impact: Not using HTTP/2 can result in slower page loading times, affecting user experience and SEO.
• Fix: Upgrade server to support HTTP/2 for better performance.

5. Image Alt Attributes Missing

• Impact: Missing alt attributes can hinder search engines from understanding image content, affecting accessibility.
• Fix: Add descriptive alt text to all images to improve accessibility and SEO.

6. No <h1> Tag Found

• Impact: The absence of an <h1> tag can confuse search engines about the main topic of a page.
• Fix: Ensure each page contains a single, relevant <h1> tag to define the page’s main heading.

7. Directory Browsing Enabled

• Impact: Enabling directory browsing can expose sensitive files and data.
• Fix: Disable directory browsing in the server settings for enhanced security.

8. SEO-Friendly URLs

• Impact: Ensures URLs are easily readable by both search engines and users.
• Fix: Maintain the use of clean, descriptive, and keyword-rich URLs.

Additional Observations

• Canonical Tags: Ensure proper implementation of canonical tags to avoid potential duplicate content issues.
• Broken Resources: Three broken resources were identified. Regularly check and fix all resource links to ensure smooth user experience.
• 4xx/5xx Errors: No HTTP errors were detected, indicating good server health and page response management.

Conclusion

The technical audit of m2mcloud.com reveals a need for improvements in content uniqueness, server configuration, and accessibility features. By addressing the identified issues, the website can enhance its SEO performance, user experience, and search engine indexing capabilities.

Summary

The website is built using a Microsoft-centric technology stack, featuring Azure for platform-as-a-service, IIS as the web server, and Windows Server as the operating system. The development framework includes ASP.NET, with Bootstrap for UI frameworks and jQuery for JavaScript libraries. Google Analytics is used for tracking and analytics. This stack is robust and reliable but could benefit from modernisation in certain areas, particularly in JavaScript libraries and UI frameworks.

Servers

Platform as a Service

• Azure: Utilising Azure provides scalability and resilience. Azure offers extensive integration capabilities and is well-suited for enterprise applications.

Web Servers

• IIS (Internet Information Services): IIS is a stable and secure choice for hosting applications on Windows Servers. However, ensure that the latest version of IIS is employed to take advantage of security updates and performance improvements.

Operating Systems

• Windows Server: This operating system is suitable for Microsoft-based applications. Regular updates and patches are essential to mitigate security vulnerabilities and improve performance.

Web Development

UI Frameworks

• Bootstrap: While Bootstrap is a popular and flexible framework, consider evaluating alternatives or newer versions that offer more modern design capabilities and reduced overhead in terms of CSS and JavaScript.

JavaScript Libraries

• jQuery: jQuery has been largely superseded by more efficient and modern libraries such as React, Vue.js, or Angular. Transitioning to a more contemporary library can enhance performance and maintainability.

Web Frameworks

• Microsoft ASP.NET: ASP.NET is a powerful framework for building robust web applications. Consider upgrading to the latest ASP.NET Core if not already done, which offers improved performance, cross-platform capabilities, and a host of modern development features.

Analytics

Analytics Tools

• Google Analytics: This is an industry-standard tool for website analytics. Ensure that the implementation is updated to the latest version (Google Analytics 4) to take advantage of enhanced features like better cross-platform tracking and improved user privacy controls.

Recommendations for Improvement

1. JavaScript Libraries: Transition from jQuery to a modern JavaScript library such as React or Vue.js for better performance and maintainability.
2. UI Frameworks: Consider newer versions of Bootstrap or alternative frameworks like Tailwind CSS for more modern and flexible design options.
3. Web Frameworks: Upgrade to ASP.NET Core to benefit from improved performance and cross-platform flexibility.
4. Web Servers and Operating Systems: Regularly update your IIS and Windows Server to the latest versions to ensure security and performance optimisations.
5. Analytics: Upgrade to Google Analytics 4 to utilise advanced tracking and analysis features.

Summary

The SEO analysis highlights the current status of your website’s visibility in search engines. The data reveals several key insights into keyword rankings, search volumes, competition, and estimated traffic value. There are opportunities for improvement, particularly in keyword optimisation and competitive positioning.

Keyword Rankings

The analysed dataset includes six keywords, with a focus on terms related to “m2m” and “biketrac.” Here’s a breakdown of the keyword rankings:

• Position 11-20: 1 keyword (“m2m” – rank 19)
• Position 21-50: 2 keywords (“m2m tech” – rank 35, “m2m technologies” – rank 41)
• Position 50+: 3 keywords (“biketrac tracker” – rank 57, “biketrac” – rank 78, “bike trac tracker” – rank 90)

Search Volume and Competition

• The keywords have varying search volumes, with “biketrac” having the highest at 1,600 searches.
• The average competition across these keywords shows a significant range, with “biketrac tracker” and “bike trac tracker” having the highest competition at 1.0.

Estimated Traffic Value (ETV)

The total estimated traffic value for the analysed keywords is approximately 7.84. This metric indicates the potential traffic these keywords could generate if they achieved higher rankings.

SEO Strengths

• Presence in Search Results: The website appears for several keywords, indicating some level of visibility in search engines.
• Diverse Keyword Targeting: The range of keywords covers both niche industry terms (“m2m”) and specific branded terms (“biketrac”).

SEO Weaknesses

• Keyword Rankings: No keywords are currently ranking in the top 10 positions, limiting potential traffic.
• High Competition: The competition for some keywords, notably those related to “biketrac,” is high, making it challenging to improve rankings without strategic efforts.
• Estimated Traffic Value: The ETV is relatively low, suggesting that even with higher rankings, the potential traffic value may not be substantial without further keyword optimisation.

SEO Strategies

• Optimise for Higher Ranking: Focus on improving the ranking of keywords currently in positions 11-50, especially those with higher search volumes and lower competition.
• Long-Tail Keywords: Consider targeting long-tail variations of existing keywords to capture more specific search intents with potentially lower competition.
• Content and Link Building: Enhance content quality and relevance for targeted keywords. Invest in a strategic link-building campaign to improve domain authority and increase ranking potential.
• Monitor and Adapt: Continuously monitor keyword performance and competition levels to adapt strategies as needed.

Conclusion

While there are challenges in terms of high competition and current keyword rankings, there is significant potential for growth through targeted optimisation strategies. By focusing on improving keyword positions and leveraging long-tail opportunities, the website can enhance its SEO effectiveness and drive more organic traffic.