Technical Report Summary

This comprehensive report evaluates the performance and technical aspects of the website, highlighting key areas for improvement that can significantly impact performance and conversions. The analysis covers PageSpeed Insights, technical SEO, keyword performance, and the technology stack. By focusing on the following key findings, the website can enhance loading speeds, user engagement, security, and search engine visibility.

Key Findings

1. Page Load Optimisation: Improving image optimisation and caching strategies can significantly enhance loading speeds. Implementing lazy loading for offscreen images and using next-gen image formats like WebP can yield substantial data savings.

2. JavaScript and CSS Management: Minifying CSS and deferring unused JavaScript can reduce file sizes and improve load times. Auditing and removing unnecessary code is crucial.

3. Security Enhancements: Transitioning to HTTPS and ensuring SSL certificate validity will improve security and user trust. Addressing insecure requests is paramount.

4. Technical SEO Improvements: Resolving 5xx server errors and implementing correct canonical tags will enhance search engine indexing and user accessibility.

5. Sitemap and Robots.txt: The absence of a sitemap and `robots.txt` file can hinder search engine crawling. Creating and submitting these elements is essential.

6. Keyword Strategy: Focus on improving rankings for non-brand keywords and targeting high-value, low-competition keywords to boost traffic and conversions.

7. Backlink Acquisition: Developing a content strategy that earns quality backlinks will improve domain authority and search engine visibility, especially for competitive keywords.

8. Technology Stack Consolidation: Streamlining analytics and tag management solutions, such as transitioning fully to Google Analytics 4, can enhance data efficiency and future-proof capabilities.

9. Web Hosting and CDN Optimisation: Reviewing hosting arrangements for cost-effectiveness and performance, alongside optimising CDN configurations, can improve content delivery speeds.

10. Mobile and Internationalisation: Continuously testing mobile responsiveness and validating hreflang tags will ensure consistent user experience and accurate language targeting.

These strategic improvements can lead to faster load times, better security, enhanced SEO performance, and improved user engagement and conversion rates. Regular monitoring and updates are recommended to maintain optimal performance and compliance.

Summary

The website under analysis demonstrates a generally strong performance, with some areas of improvement that could optimise loading speeds and user experience further. The Largest Contentful Paint (LCP) and Time to Interactive (TTI) scores indicate a fast page load time and responsiveness, while opportunities exist to optimise images, reduce unused CSS and JavaScript, and improve security by implementing HTTPS. Key recommendations include implementing efficient caching policies, serving images in next-gen formats, and removing render-blocking resources.

Largest Contentful Paint (LCP)

• • Current Score: 1.5 seconds
  • Insight: The LCP is well within the optimal range, indicating that the largest visible element loads quickly.

Image Optimisation

• • Defer Offscreen Images: Potential savings of 35 KiB by lazy-loading images not immediately visible to the user.
  • Serve Images in Next-Gen Formats: Potential savings of 219 KiB by using formats like WebP or AVIF.
  • Properly Size Images: Potential savings of 334 KiB by ensuring images are appropriately sized for display.

Recommendation: Implement lazy loading for images below the fold and utilise next-gen image formats to improve loading times and reduce data usage.

Caching and Resource Management

• • Serve Static Assets with an Efficient Cache Policy: 28 resources can be optimised for better caching.
  • Eliminate Render-Blocking Resources: Potential savings of 50 ms by inlining critical CSS/JS and deferring non-critical ones.

Recommendation: Establish a long-term caching policy for static assets to enhance load performance for returning users and optimise the delivery of critical resources to reduce initial page load time.

JavaScript and CSS Optimisation

• • Avoid Serving Legacy JavaScript: Potential savings of 7 KiB by targeting modern browsers with updated scripts.
  • Reduce Unused CSS: Potential savings of 47 KiB by removing unnecessary CSS rules.
  • Reduce Unused JavaScript: Potential savings of 161 KiB by deferring loading scripts until they are needed.
  • Minify CSS: Potential savings of 6 KiB by reducing CSS file sizes.

Recommendation: Audit JavaScript and CSS files to remove unused code and minify CSS for reduced file sizes, leading to improved load times.

Security and Accessibility

• • Does Not Use HTTPS: 3 insecure requests detected.
  • Links Do Not Have Descriptive Text: 1 link found lacking descriptive text.

Recommendation: Transition to HTTPS to secure connections and provide a safer browsing experience. Ensure all links have descriptive text to enhance accessibility and SEO.

Additional Observations

• First Contentful Paint (FCP): 0.7 seconds, indicating quick initial rendering.
• Max Potential First Input Delay (FID): 110 ms, suggesting responsive interaction capabilities.
• Avoid Multiple Page Redirects: Potential savings of 380 ms by streamlining navigation paths.

Recommendation: Maintain and build upon the current performance levels for FCP and FID while reducing unnecessary redirects to improve user experience.

By addressing these areas, the website can achieve faster load times, improved user engagement, and enhanced security, leading to an overall better performance profile.

Technical SEO Report for Westconcomstor.com

Overall Feedback Summary

The technical SEO analysis of “westconcomstor.com” reveals several critical areas for improvement. The site appears to have significant issues with server response codes, particularly with a 5xx error indicating server-side problems. Additionally, there is a lack of essential SEO elements such as a sitemap and a `robots.txt` file, which can hinder search engine indexing. The website’s use of HTTPS is verified, but there are problems with canonical tags and HTTP/2 protocol implementation. Addressing these issues is crucial for enhancing the site’s SEO performance and user experience.

Detailed Technical Issues and Recommendations

1. 5xx Server Error

• • Impact: A 5xx error indicates a server-side problem that prevents users and search engines from accessing the site. This can significantly affect site rankings and user trust.
  • Fix: Investigate server logs to identify the root cause of the error. Ensure server configurations are optimised and scalable to handle traffic effectively. If necessary, consult with your hosting provider.

2. Canonicalisation Issues

• • Impact: Missing or incorrect canonical tags can lead to duplicate content issues, confusing search engines and diluting page authority.
  • Fix: Implement correct canonical tags to signal the preferred URL for each page. Conduct a thorough audit to ensure all pages have appropriate canonical links.

3. Lack of Sitemap and Robots.txt

• • Impact: The absence of a sitemap and `robots.txt` file can impede search engines from crawling and indexing the site efficiently.
  • Fix: Generate a comprehensive XML sitemap and submit it to search engines. Create a `robots.txt` file to guide search engines on which pages to crawl or avoid.

4. HTTP/2 Protocol Not Implemented

• • Impact: HTTP/2 offers improved performance and faster page load times, which are essential for both user experience and SEO.
  • Fix: Upgrade server configurations to support HTTP/2. This may require consulting your hosting provider for the necessary adjustments.

5. Redirect and Canonicalisation Checks

• • Impact: The absence of proper redirects and canonicalisation can lead to link equity loss and indexation issues.
  • Fix: Ensure that all non-preferred URLs redirect to their preferred versions using 301 redirects. Regularly audit the site for any redirect chains or loops.

6. HTTPS Implementation and SSL Validity

• • Impact: The site uses HTTPS, which is a positive ranking factor, but ongoing monitoring is necessary to maintain certificate validity.
  • Fix: Regularly check SSL certificates for expiration and renew them promptly to avoid security warnings.

7. No H1 Tags Detected

• • Impact: Missing `
    

    ` tags can hinder SEO, as they help search engines understand the main topic of a page.

  • Fix: Ensure every page has a unique `
    

    ` tag that accurately reflects the page’s content.

8. High Content Rate and On-page SEO Score

• Impact: Poor on-page SEO scores indicate that the content may not be optimised for search engines.
• Fix: Conduct a content audit to improve keyword optimisation, meta descriptions, and title tags. Ensure content is relevant, engaging, and informative.

Conclusion

Addressing these technical SEO issues is essential for improving the site’s search engine visibility and user experience. Implementing the recommended fixes will help “westconcomstor.com” achieve better performance, usability, and ranking in search engine results pages. Regular monitoring and audits are recommended to maintain optimal SEO health.

Summary

The website utilises a comprehensive technology stack, covering a wide range of functionalities such as analytics, marketing automation, content delivery, and privacy compliance. Key components include Adobe Marketing Cloud, Google Analytics, and various tag management systems. Recommendations focus on enhancing efficiency and security through streamlined tools and updated technologies.

Analytics and Tracking

• • Pardot: Utilised for marketing automation, now part of Salesforce Marketing Cloud Account Engagement.
  • Adobe Dynamic Tag Management: Manages tags and technologies, now known as Adobe DTM.
  • Omniture SiteCatalyst: Provides real-time intelligence on marketing initiatives.
  • Adobe Marketing Cloud: A suite of marketing solutions for audience measurement and automation.
  • Hotjar: Used for heatmaps, surveys, feedback, and conversion optimisation.
  • Google Analytics & Google Analytics 4: Essential for visitor count tracking and audience measurement.
  • LinkedIn Insights: Enhances campaign reporting and conversion optimisation.

Recommendation: Consider consolidating analytics solutions to streamline data collection and analysis. Transition fully to Google Analytics 4 for future-proofing analytics capabilities.

Tag Management

• • Google Tag Manager: Allows the addition and updating of tags without altering the website code.

Recommendation: Ensure all legacy tags are migrated to Google Tag Manager to simplify tag management.

Privacy Compliance

• • CookiePro & OneTrust: Used for GDPR and ePrivacy compliance.
  • US Privacy User Signal Mechanism: Implements privacy signal communication.

Recommendation: Regularly update privacy tools to comply with evolving regulations and enhance user trust.

Content Delivery Network (CDN)

• • Akamai & Amazon S3 CDN: Employed for global content delivery.

Recommendation: Ensure CDN configurations are optimised for performance and cost-efficiency.

Web Hosting and Servers

• • Akamai Hosted, Rackspace, Amazon AWS: Provides cloud hosting with a focus on US-based servers.
  • Apache & Apache 2.4: Utilised as the web server.

Recommendation: Conduct a review of hosting costs and performance. Consider edge computing solutions for faster content delivery.

Web Security

• • DigiCert SSL: SSL certificates ensure secure data transmission.

Recommendation: Regularly audit SSL configurations to prevent vulnerabilities.

JavaScript Libraries

• • jQuery, Underscore.js, lodash: Utilised for simplifying JavaScript operations.

Recommendation: Review the necessity of multiple JavaScript libraries to reduce page load times.

Content Management System

• • Adobe CQ (AEM): Manages web content and user experiences.

Recommendation: Regular updates and audits of the CMS should be performed to ensure security and performance optimisation.

Language and Internationalisation

• • HREFLANG Tags: Implemented for multiple languages, improving SEO and user experience across regions.

Recommendation: Regularly validate hreflang tags to ensure language targeting remains accurate.

Mobile Optimisation

• • Viewport Meta & Apple Mobile Web Clips Icon: Ensures mobile compatibility and optimisation.

Recommendation: Continuously test mobile responsiveness to maintain a seamless user experience.

Email and Web Hosting

• Microsoft Exchange Online & Apple iCloud Mail: For business email hosting.
• DMARC & SPF: Security measures for email authentication.

Recommendation: Regularly update email security protocols to protect against phishing attacks.

By implementing the above recommendations, the website can enhance its performance, security, and compliance, ultimately improving the user experience and operational efficiency.

Summary

The SEO analysis reveals a strong presence in high-ranking positions, with 12 keywords ranking at position 1 and a significant number of keywords with lower competition. The domain’s performance is particularly notable for brand-related keywords such as “comstor” and “westcon.” However, there are opportunities to improve rankings for non-brand keywords and those with higher competition levels. The estimated traffic value is robust, but there is potential to enhance this through strategic keyword targeting and backlink acquisition.

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Detailed Analysis

Rankings Overview

• • Position 1 Keywords: The site currently ranks first for 12 keywords, including “comstor,” “westcon,” and “tech xpert,” which are key brand-related terms. This indicates a strong brand presence and effective optimisation for these terms.
  • Position 2-3 Keywords: There are 16 keywords in these positions, including “cisco distributor uk” and “next wave palo alto,” suggesting potential for improvement through targeted SEO strategies.
  • Position 4-10 Keywords: With 68 keywords in this range, there is a substantial opportunity to push these terms into the top three positions. Keywords like “extreme networks” and “libraesva” are examples of high-value terms in this category.

Keyword Analysis

• • Volume & Competition: The keyword “comstor westcon” has the highest search volume of 880, indicating a strong brand search presence. The competition levels are generally low, with an average competition score of 0, suggesting that there is room to capitalise on less competitive high-volume keywords.
  • Traffic & Value: The estimated traffic value (ETV) amounts to 3822.53, driven primarily by high-ranking, brand-focused keywords. There are 43 keywords with a cost-per-click (CPC) greater than $1, offering potential for monetisation through paid search strategies.

Backlinks Strategy

• Current Status: Backlinks are not directly analysed within this dataset; however, they are crucial for improving the domain authority and keyword rankings, especially for non-brand terms.
• Opportunities: Focusing on acquiring quality backlinks from relevant industry sources can enhance rankings for competitive keywords. Implementing a content marketing strategy that earns natural links could further bolster search visibility.

Strategic Recommendations

1. Enhance Non-Brand Keywords: While the brand presence is strong, there is potential to improve non-brand keyword rankings through focused content optimisation and targeted link-building.

2. Target High-Value, Low-Competition Keywords: Continue to identify and optimise for keywords with lower competition but substantial search volume to increase traffic and improve ranking positions.

3. Content and Backlink Development: Develop a comprehensive content strategy that aligns with user intent and encourages backlink acquisition. Engaging content can help build authority and relevance in search engine rankings.

4. Monitor and Adjust: Regularly monitor keyword rankings and adjust strategies to maintain and improve positions, concentrating efforts on high-value terms that drive significant traffic and conversions.

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This analysis highlights the strengths in current rankings and identifies strategic areas for improvement to enhance overall SEO performance.