Solstice AV - Website Report

#### Key Findings Summary

The following is a synthesis of various analyses conducted on the website, highlighting the most impactful areas for improving performance, user experience, and conversions. By addressing these key findings, the website can significantly enhance its overall functionality and SEO effectiveness.

1. JavaScript and CSS Optimisation: Reducing unused JavaScript and CSS can save significant bandwidth, improving load times and performance. Defer non-critical scripts and styles to enhance page speed.

2. First Contentful Paint (FCP) and Largest Contentful Paint (LCP): Optimising resource loading to improve FCP and LCP times can lead to faster initial loading and content rendering, enhancing user experience.

3. Caching Policies: Implementing efficient caching strategies for static assets can reduce load times, particularly for returning visitors, by preventing unnecessary data requests.

4. Image Optimisation: Efficiently encoding images and using next-gen formats like WebP can drastically reduce load times. Lazy-loading offscreen images can further enhance performance.

5. SEO Improvements: Unique and optimised <title> tags, meta descriptions, and alt attributes can improve search visibility and click-through rates. Addressing duplicate content and canonicalisation issues will further strengthen SEO.

6. Security Enhancements: Ensuring all resources are served over HTTPS and implementing security headers like CSP can improve user trust and data protection.

7. Backlink Strategy: Building high-quality backlinks through content outreach and partnerships can improve search rankings and domain authority.

8. Content and Keyword Strategy: Expanding and optimising content around high-potential keywords can enhance search engine rankings and attract more organic traffic.

9. Technical SEO Fixes: Addressing redirect links, render-blocking resources, and reducing DOM size can improve page speed and user experience.

10. Technology Updates: Regularly updating the CMS, plugins, and libraries to their latest versions will ensure security and performance improvements. Consider modern frameworks for better efficiencies.

In conclusion, by focusing on these key areas, the website can achieve significant improvements in performance, SEO, and user engagement, ultimately leading to higher conversions and a more competitive online presence.

Summary

The website’s performance reveals several areas in need of enhancement to ensure a faster and more responsive user experience. Key areas of improvement include optimizing JavaScript and CSS, improving image handling, ensuring efficient caching, and addressing layout shifts. Implementing these recommendations can significantly reduce load times and improve interaction times, leading to a more seamless browsing experience.

Reduce Unused JavaScript

• • Issue: Unused JavaScript is causing unnecessary network consumption. There is a potential savings of 430 KiB.
  • Recommendation: Defer loading scripts until they are required. This will reduce the initial load and improve performance metrics.

First Contentful Paint (FCP)

• • Metric: The FCP is currently at 0.9 seconds.
  • Recommendation: This is a reasonable start time, but further improvements can be made by optimizing resource loading to decrease the time it takes for the first piece of content to be painted.

Serve Static Assets with Efficient Cache Policy

• • Issue: 127 resources lack efficient caching.
  • Recommendation: Implement long cache lifetimes for static assets to improve load times on repeat visits.

Avoid Large Layout Shifts

• • Issue: Two significant layout shifts were identified.
  • Recommendation: Investigate elements causing layout shifts and ensure dimensions are set for images and ads to improve the Cumulative Layout Shift (CLS) score.

Minimize Main-Thread Work

• • Issue: Main-thread work takes 2.6 seconds.
  • Recommendation: Reduce the time spent on parsing, compiling, and executing JavaScript by optimizing scripts and reducing payload sizes.

Largest Contentful Paint (LCP)

• • Metric: LCP occurs at 3.0 seconds.
  • Recommendation: Aim to reduce this by optimizing images and delivering vital resources more quickly.

Efficiently Encode Images

• • Issue: Images could potentially save 236 KiB if optimized.
  • Recommendation: Compress and convert images to next-gen formats like WebP for faster loading.

Reduce Unused CSS

• • Issue: Unused CSS accounts for potential savings of 104 KiB.
  • Recommendation: Remove unused CSS and defer non-critical CSS to reduce load times.

Defer Offscreen Images

• • Issue: Potential savings of 342 KiB by lazy-loading offscreen images.
  • Recommendation: Implement lazy-loading techniques to delay loading images not immediately visible.

HTTPS Usage

• • Issue: One insecure request found.
  • Recommendation: Ensure all resources are served over HTTPS to improve security and performance.

Speed Index

• • Metric: The current Speed Index is 2.3 seconds.
  • Recommendation: Continue optimizing resource delivery to make pages visibly populate faster.

Avoid Enormous Network Payloads

• • Issue: The total network payload is 13,398 KiB.
  • Recommendation: Reduce payload sizes by compressing files and optimizing assets.

Serve Images in Next-Gen Formats

• • Issue: Using outdated image formats with potential savings of 810 KiB.
  • Recommendation: Serve images in modern formats like WebP or AVIF for better compression and faster loading.

Other Recommendations

• Lazy Load Third-Party Resources: Use facades for third-party embeds to improve load times.
• Reduce DOM Size: A DOM size of 1,528 elements can be reduced for better performance.
• Minify JavaScript: Minifying JavaScript can save 43 KiB and improve parse times.
• Avoid Multiple Page Redirects: Preventing redirects can save up to 190 ms of load time.

By addressing these key areas, the website can achieve significantly better performance, offering users a quicker and more engaging browsing experience.

Technical SEO Report for Solsticeav.com

Overall Feedback Summary

The technical SEO analysis of Solsticeav.com reveals a generally positive status with an on-page score of 93.05. The website is SSL-secured, ensuring user data protection, and uses HTTP/2, providing efficient resource loading. However, there are several areas that require attention to further enhance the site’s SEO performance and user experience.

Key Issues and Recommendations

1. Duplicate Titles

• • Impact: Duplicate titles can confuse search engines and lead to indexing issues, potentially harming ranking.
  • Occurrences: 21 pages with duplicate titles.
  • Fix: Ensure each page has a unique and descriptive <title> tag that accurately reflects the content of the page.

2. Missing Meta Descriptions

• • Impact: Without meta descriptions, search engines may generate their own, which might not be optimal for search queries.
  • Occurrences: 81 pages missing descriptions.
  • Fix: Craft concise and relevant meta descriptions for each page to improve click-through rates from search results.

3. Title Length Issues

• • Impact: Titles that are too short or too long may not effectively convey the page’s content or may be truncated in search results.
  • Occurrences: 1 title too long, 63 titles too short.
  • Fix: Optimize <title> tag lengths to be between 50-60 characters for both user engagement and search visibility.

4. Low Content Rate

• • Impact: Pages with low content may not provide enough information to satisfy user queries, affecting rankings.
  • Occurrences: 81 pages identified.
  • Fix: Enhance content richness and depth on affected pages, ensuring the content is relevant and informative.

5. Missing Alt Attributes

• • Impact: Images without alt text hinder accessibility and image indexing by search engines.
  • Occurrences: 68 images without alt attributes.
  • Fix: Add descriptive alt text to all images to improve accessibility and search engine understanding.

6. Missing Image Titles

• • Impact: Without image titles, users and search engines may miss out on additional context about the visuals.
  • Occurrences: 82 images missing titles.
  • Fix: Provide title attributes for images that require additional context or description.

7. Canonicalization Issues

• • Impact: Improper canonical tags can lead to duplicate content issues, affecting SEO performance.
  • Fix: Implement correct canonical tags to ensure search engines index the preferred version of each page.

8. Redirect Links

• • Impact: Links pointing to redirect URLs can slow down user experience and pass less SEO value.
  • Occurrences: 18 links identified.
  • Fix: Update these links to point directly to the final destination URL.

9. HTTPS to HTTP Links

• • Impact: Links from secure pages to non-secure ones can compromise user trust and security.
  • Occurrences: 1 instance detected.
  • Fix: Update links to point to HTTPS versions to maintain security and trustworthiness.

10. Render Blocking Resources

• • Impact: Resources that block rendering can slow down page load times, negatively impacting user experience.
  • Occurrences: 3 instances found.
  • Fix: Defer or asynchronously load non-critical JS/CSS, or inline critical CSS to improve page speed.

Additional Observations

• SSL: The SSL certificate is valid and correctly issued by Let’s Encrypt, expiring on 11th February 2025.
• Robots.txt and Sitemap: Both files are present and help direct search engines appropriately.
• Broken Links and Resources: No broken links or resources were identified, indicating a well-maintained link structure.
• SEO-Friendly URLs: The URLs mostly adhere to SEO best practices but could be improved by ensuring keyword relevance in URLs.

In conclusion, while Solsticeav.com is performing well in several technical SEO aspects, addressing the highlighted issues will enhance visibility, improve user experience, and strengthen the site’s overall SEO strategy.

Summary

The website employs a robust and widely-used technology stack centred around WordPress with additional support from various plugins and frameworks. It leverages Amazon Web Services for hosting, utilises Nginx as the web server, and implements popular JavaScript libraries to enhance functionality. Given the current setup, the website demonstrates a solid foundation for performance and scalability. However, there are opportunities for improvement, particularly in areas of security, performance optimisation, and future-proofing the technology stack.

Security

• • Current Setup: Utilises AWS Certificate Manager for SSL/TLS certificates.
  • Recommendations:
  • Regularly update all security certificates and monitor for vulnerabilities.
  • Implement Content Security Policy (CSP) headers to mitigate XSS attacks.
  • Consider using a Web Application Firewall (WAF) for enhanced protection.

Web Development

• • Current Setup:
  • Page Builder: Bricks.
  • JavaScript Libraries: DataTables, jQuery, Moment.js, OWL Carousel, Select2, Underscore.js.
  • Programming Language: PHP.
  • Recommendations:
  • Consider replacing jQuery with vanilla JavaScript or a modern framework like React or Vue.js for performance gains.
  • Regularly update all libraries to their latest versions to ensure security and performance enhancements.
  • Evaluate the necessity of each JavaScript library to reduce potential bloat.

Add-ons

• • Current Setup:
  • WordPress Themes: Bricks.
  • WordPress Plugins: WP Rocket, WooCommerce, Yoast SEO.
  • Recommendations:
  • Regularly audit and update all plugins and themes to prevent security vulnerabilities.
  • Explore additional caching solutions or Content Delivery Networks (CDNs) to complement WP Rocket for faster load times.

Analytics

• • Current Setup: Google Tag Manager.
  • Recommendations:
  • Regularly review and audit tags for efficiency and privacy compliance.
  • Implement server-side tagging to enhance data privacy and accuracy.

Servers

• • Current Setup:
  • Web Servers and Reverse Proxies: Nginx.
  • Caching: WP Rocket.
  • Platform-as-a-Service: Amazon Web Services.
  • Databases: MySQL.
  • Recommendations:
  • Consider using a managed database service for improved scalability and maintenance.
  • Evaluate the benefits of using HTTP/2 or HTTP/3 for improved web performance.
  • Regularly monitor server performance and optimise configurations for peak efficiency.

Sales

• • Current Setup: WooCommerce.
  • Recommendations:
  • Ensure WooCommerce is always up-to-date to leverage new features and security patches.
  • Integrate with additional payment gateways to offer more options to customers.

Content

• • Current Setup:
  • CMS: WordPress.
  • Blogs: WordPress.
  • Recommendations:
  • Regularly update WordPress core to the latest version to prevent security vulnerabilities.
  • Consider using a static site generator for parts of the site to improve performance and security.

Marketing

• Current Setup: Yoast SEO.
• Recommendations:
• Continuously update SEO strategies to align with the latest search engine algorithms.
• Utilise additional SEO tools for comprehensive analysis and insights.

By addressing the above recommendations, the website can enhance its security posture, improve performance, and ensure a scalable infrastructure for future growth.

Summary

The analysis of the current SEO performance reveals areas of strength and potential improvement opportunities. While there are no keywords ranked in the top three positions, there is a notable presence in positions 4-10, indicating potential for growth with the right strategies. The overall traffic potential remains modest, suggesting room for enhancement in keyword optimisation and backlink acquisition. The competition level remains high for many targeted keywords, reflecting the competitiveness of the market.

SEO Strengths

• • Rankings in Positions 4-10: The website ranks for three keywords within positions 4-10, including “i1 display pro” and “x-rite i1display pro”. These positions indicate that the website is on the cusp of top-tier rankings, which could be improved with targeted SEO efforts.
  • Diverse Keyword Portfolio: A diverse range of 88 ranked keywords, covering various industry-specific terms, provides a broad base for traffic acquisition.
  • Presence of High Search Volume Keywords: Keywords such as “2.03m in feet” and “bellabot” indicate the potential for high traffic if optimisation efforts are successful.

SEO Weaknesses

• • Lack of Top 3 Rankings: Currently, no keywords rank in the top three positions, which are crucial for attracting significant organic traffic.
  • High Competition: Many keywords, such as “x-rite i1display pro” and “vesa mount 400 x 400”, have high competition, indicating a need for more aggressive SEO strategies.
  • Low Estimated Traffic Value (ETV): The total ETV is relatively low at 68.09, suggesting limited organic traffic despite the number of keywords ranked.

Keyword Analysis

• • Top Performing Keywords:
  • “i1 display pro” (Position 4, Search Volume 110, ETV 7.249)
  • “x-rite i1display pro” (Position 7, Search Volume 140, ETV 3.584)
  • “solstice pod” (Position 9, Search Volume 70, ETV 1.05)
  • Low Performing Keywords:
  • Several keywords rank beyond position 50, indicating a need for optimisation, such as “adder xdip” and “ambient light philips”.

Backlink Strategy

To improve rankings, a focus on acquiring high-quality backlinks is recommended. This could involve:

• • Content Outreach: Creating valuable content that naturally attracts links.
  • Partnerships and Collaborations: Engaging with industry partners to build authoritative backlinks.
  • Guest Blogging: Contributing to reputable sites to gain backlinks while showcasing expertise.

Recommended Strategies

• On-page Optimisation: Enhance meta tags, headers, and content structure for better keyword alignment.
• Competitive Analysis: Study competitors with strong rankings to identify successful strategies and gaps.
• Content Expansion: Develop comprehensive content around high-potential keywords to improve rankings and traffic.

Conclusion

With strategic improvements in keyword targeting, content optimisation, and backlink acquisition, the website can enhance its SEO performance, improve rankings, and increase organic traffic. Regular monitoring and adjustments based on performance data will be essential for sustained growth in this competitive landscape.