The Gold Company - Website Report

Key Aspects Impacting Performance and Conversions

This summary compiles the crucial findings from the performance and SEO assessments conducted on the website. The analysis underscores the importance of optimising technical aspects to improve user experience, enhance search engine rankings, and ultimately drive conversions.

Key Findings:

1. Cache Policy Improvement:

• Implementing more efficient caching policies for static assets can significantly enhance page load times, particularly for repeat visitors.

2. JavaScript Optimisation:

• Avoid serving legacy JavaScript to modern browsers and remove duplicate and unused JavaScript modules to reduce payload and improve load speeds.

3. Image Handling:

• Optimising image delivery by compressing files and using modern formats like WebP can save bandwidth and speed up image load times.

4. DOM Size Reduction:

• Simplifying the HTML structure to reduce the DOM size will improve memory usage and style calculation efficiency.

5. Canonical Tag Configuration:

• Correctly implement canonical tags to prevent duplicate content issues that could affect search engine indexing.

6. Meta Tags and Content:

• Address missing meta descriptions, short title tags, and low content rates to enhance search visibility and user engagement.

7. Keyword Strategy:

• Focus on keyword optimisation by targeting high-value keywords with lower competition to improve search rankings and visibility.

8. Backlink Improvement:

• Enhance the quality and quantity of backlinks to boost domain authority and improve search engine performance.

9. Technology Stack Optimisation:

• Consider transitioning to a more flexible CMS for better scalability and customisation, and ensure regular updates to JavaScript libraries.

10. Performance Monitoring:

• Continuously monitor and optimise performance metrics such as Time to Interactive and First Contentful Paint to maintain a swift and responsive user experience.

By addressing these key areas, the website can substantially improve both its performance metrics and its ability to convert visitors into customers. Regular monitoring and iterative improvements are recommended to sustain these enhancements over time.

Summary

This report evaluates the performance of a website based on several PageSpeed Insights metrics. The analysis highlights the current strengths and areas for improvement, focusing on enhancing user experience and site speed. Key areas of improvement include implementing more efficient caching policies, optimising JavaScript and image handling, and reducing DOM size.

Detailed Analysis

Serve Static Assets with an Efficient Cache Policy

• Observation: A total of 83 resources were identified that would benefit from a long cache lifetime.
• Recommendation: Configure your server to serve static assets with a longer cache duration. This will help speed up repeat visits to your page by ensuring that static files like images, CSS, and JavaScript are cached effectively in users’ browsers.

Largest Contentful Paint (LCP)

• Observation: The Largest Contentful Paint occurs at 0.9 seconds, which is a good metric, indicating that the largest visible element on the page loads quickly.
• Recommendation: Maintain this performance by continuously optimising large elements and ensuring that server response times remain low.

Avoid Serving Legacy JavaScript to Modern Browsers

• Observation: Modern browsers were served 1 KiB of unnecessary legacy JavaScript.
• Recommendation: Adjust your build process to avoid transpiling modern JavaScript features for browsers that already support them. This will reduce the payload size and improve loading times.

Time to Interactive (TTI)

• Observation: The Time to Interactive is 2.1 seconds, which is an acceptable time frame.
• Recommendation: Continue to monitor and optimise JavaScript execution and server response to ensure the page becomes interactive as quickly as possible.

First Contentful Paint (FCP)

• Observation: The First Contentful Paint occurs at 0.6 seconds, which is excellent.
• Recommendation: Keep optimising initial page load resources to maintain or improve this metric.

Duplicated JavaScript

• Observation: Removing duplicate JavaScript modules could save an estimated 154 KiB.
• Recommendation: Review your JavaScript bundles and eliminate any redundant modules to reduce network activity and improve loading speeds.

Improve Image Delivery

• Observation: Optimising image delivery could save approximately 35 KiB.
• Recommendation: Compress images and consider using modern formats like WebP to reduce file sizes without losing quality. Implement lazy loading for off-screen images.

Avoid an Excessive DOM Size

• Observation: The page contains 900 DOM elements, which is considered large.
• Recommendation: Reduce the complexity of your HTML structure by simplifying nested elements and removing unnecessary tags. This will help improve memory usage and reduce style calculation times.

Remove Duplicate Modules in JavaScript Bundles

• Observation: Removing duplicate modules could save an additional 44 KiB.
• Recommendation: Similar to the earlier recommendation, thoroughly audit your JavaScript files and remove any unnecessary duplicates to decrease load times.

Reduce Unused JavaScript

• Observation: Reducing unused JavaScript could save approximately 288 KiB.
• Recommendation: Defer the loading of non-critical JavaScript and eliminate unused code. This will help decrease the bytes consumed by network activity, improving page load performance.

Technical SEO Report for www.thegoldcompany.co.uk

Overall Feedback Summary

The technical SEO assessment of www.thegoldcompany.co.uk reveals a generally well-configured site with a high on-page SEO score of 96.71. The website’s infrastructure is set up effectively, with valid SSL certificates and HTTP/2 support. However, there are areas requiring optimisation, including issues with missing meta descriptions, short titles, and low content rates. Addressing these concerns can enhance the site’s search engine visibility and user experience.

Detailed Findings and Recommendations

1. SSL and Security

• Valid SSL Certificate: The SSL certificate is valid, ensuring secure data transmission. No action required.
• Server Signature: The server signature is hidden, which is good for security. No action required.

2. Canonicalisation

• Canonical Tag Implementation: Canonical tags are improperly implemented, with a status code of 403. Ensure that canonical tags are correctly configured to prevent duplicate content issues and improve search engine indexing.

3. Page and Content Issues

• Missing Meta Descriptions: 1 page is missing a meta description. Add relevant meta descriptions to improve click-through rates from search results.
• Short Title Tags: 1 title is too short. Lengthen title tags to provide more context to search engines and users.
• Low Content Rate: 2 pages have a low content rate. Increase the amount of meaningful content to improve relevance and user engagement.

4. HTML and Meta Tags

• Missing <h1> Tag: 1 page is missing an <h1> tag. Ensure each page has a unique <h1> tag to define the primary topic.
• Missing Image Titles: 2 images are missing titles. Add descriptive titles to images to improve accessibility and SEO.

5. URL and Link Structures

• SEO-friendly URLs: URLs are friendly and adhere to SEO best practices. No action required.
• Internal Links: There are 10 internal links, which is adequate for a small site. Continue monitoring and optimising internal link structures.
• External Links: There are no external links, which might limit the site’s ability to connect with other relevant content. Consider incorporating external links where appropriate.

6. Performance Checks

• Render Blocking Resources: There are render-blocking resources present. Optimise CSS and JavaScript to improve loading times.
• High Content Rate: No pages have a high content rate, indicating content is manageable and likely easy to consume.

7. Redirects and Error Codes

• Redirect Loops: No redirect loops detected, ensuring users and search engines are not caught in infinite loops. No action required.
• 404/5xx Errors: No 4xx or 5xx errors were found, indicating that the site is accessible without server issues. No action required.

Conclusion

Overall, the site is well-optimised for security and basic SEO practices, but there are areas for improvement regarding meta tags, content quality, and canonicalisation. Addressing these issues will help improve search engine rankings and user engagement. Regular monitoring and updates are recommended to maintain and enhance site performance.

Summary

The website is built using a combination of modern web technologies and platforms. The technology stack primarily consists of Google Analytics for tracking, HTTP/3 for network protocols, Lodash for utility functions, React as the JavaScript framework, and Wix as both the CMS and blogging platform. While this stack provides a solid foundation, there are areas for improvement, especially regarding flexibility and performance.

Technology Stack Analysis

Analytics

• Google Analytics: Utilised for tracking website traffic and user engagement. This is a widely used tool and provides comprehensive insights into user behaviour.

Network Protocols

• HTTP/3: The website uses HTTP/3, which is beneficial for improved connection speed and security compared to its predecessors.

JavaScript Libraries and Frameworks

• Lodash: A robust library for utility functions that helps in simplifying JavaScript code.
• React: A popular JavaScript framework known for building dynamic user interfaces. It is efficient and widely supported, making it a good choice for modern web applications.

Content Management

• Wix: The website uses Wix for both CMS and blogging. While Wix offers ease of use and a streamlined setup process, it can be limiting in terms of scalability and customisation compared to open-source CMS options.

Recommendations for Improvement

1. Analytics Enhancements: Consider implementing additional analytics tools like Hotjar or Crazy Egg for more in-depth user interaction analysis, such as heatmaps and session recordings.

2. CMS and Blogging:

• Flexibility and Customisation: Evaluate transitioning to a more flexible CMS like WordPress or a headless CMS such as Contentful or Strapi. These options can offer better scalability and customisation capabilities.
• SEO and Performance: Wix can be limited in terms of SEO flexibility. A platform like WordPress, with its vast array of plugins and themes, might offer more robust SEO optimisation tools.

3. JavaScript and Frameworks:

• Ensure regular updates to both Lodash and React to leverage performance improvements and security patches.
• Consider server-side rendering (SSR) with React to improve initial load times and enhance SEO.

4. Network Protocols:

• While HTTP/3 is an excellent choice, ensure that the server and CDN configurations are optimised to fully utilise its benefits.

By addressing these areas, the website could enhance user experience, improve performance, and increase flexibility for future development needs.

Summary

This report provides a detailed analysis of the SEO strengths and weaknesses focusing on keyword rankings, backlinks, and strategic opportunities. The data indicates that there is significant room for improvement in keyword rankings, particularly for high-value keywords. Despite a modest estimated traffic value, the potential for growth exists, especially by targeting higher-ranking positions and capitalising on search volume.

SEO Analysis

Keywords and Rankings

• Total Ranked Keywords: 2

The current number of keywords that have been ranked is only two, indicating limited keyword diversity.

• Position Distribution:
• Position 1 Keywords: 0
• Position 2-3 Keywords: 0
• Position 4-10 Keywords: 0
• Position 11-20 Keywords: 0
• Position 21-50 Keywords: 0
• Position 50+ Keywords: 2

Both keywords are positioned beyond the 50th position, suggesting minimal visibility in search engine results.

• Top Ranked Keyword:

Currently, there is no keyword with a significantly high ranking.

• Highest Search Volume:

The data indicates no keyword with a notably high search volume.

Keyword Details

1. Keyword: “gold company”

• Position: 90
• Search Volume: 590
• CPC: £3.96
• ETV: 1.24
• URL: /

2. Keyword: “gold for business”

• Position: 59
• Search Volume: 90
• CPC: £3.38
• ETV: 0.19
• URL: /

Backlinks and Domain Authority

• Backlink Analysis:

While this report does not include specific backlink data, improving the quality and quantity of backlinks is essential for enhancing domain authority and search rankings.

Traffic Value and Potential

• Estimated Traffic Value (ETV): £1.43

The ETV remains low, highlighting the need to improve keyword positioning to enhance organic traffic.

• High Value Keywords (CPC > £1): 2

Both keywords are considered high value due to their CPC, offering potential for revenue if ranked higher.

• Total Search Volume: 680

There is a moderate search volume that could be better leveraged with improved rankings.

Strategic Recommendations

1. Keyword Optimisation:
Focus on optimising existing keywords and identifying additional keywords with lower competition and higher search volumes.

2. Content Improvement:
Enhance content quality and relevance to align better with user intent, which could improve rankings.

3. Link Building:
Implement a strategic link-building campaign to increase domain authority and improve search engine performance.

4. Performance Monitoring:
Regularly monitor keyword performance and adjust strategies accordingly to capitalise on emerging opportunities.

Conclusion

The analysis shows an opportunity to improve search rankings and increase traffic. A targeted approach to keyword optimisation, content enhancement, and strategic backlink acquisition can significantly improve the site’s SEO performance.