Overall Summary

Performance and Conversion Impact Summary

This report summarises the key findings from a comprehensive analysis of your website’s performance, technical SEO, and technology stack. The insights aim to identify areas that, when optimised, could significantly improve user experience, boost search engine rankings, and enhance conversion rates.

Key Findings

1. Excessive DOM Size: Reduce the number of DOM elements to decrease memory usage and improve style calculation efficiency, resulting in faster page rendering.

2. Render-Blocking Resources: Inline critical CSS and JavaScript to eliminate render-blocking, enhancing the speed of the first paint and overall page load times.

3. Lack of HTTPS: Secure all site resources with HTTPS to protect user data and improve trust and search rankings.

4. Large Network Payloads: Optimise images and compress resources to reduce the overall payload size, accelerating load times.

5. Duplicate Content: Resolve duplicate content issues to prevent ranking dilution and potential search engine penalties.

6. Slow Page Load Times: Implement caching, optimise media files, and use CDNs to improve load speeds, reducing bounce rates and improving user retention.

7. Keyword Optimisation: Focus on pushing mid-ranked keywords into top positions to improve visibility and drive more organic traffic.

8. Backlink Strategies: Enhance backlink profiles through content creation and outreach to boost domain authority and search rankings.

9. Technology Stack Enhancements: Implement a CDN, update software regularly, and optimise the server infrastructure to enhance performance and security.

10. SEO and Marketing Strategy: Leverage insights from tools like Yoast SEO and HubSpot to continuously refine SEO strategies and track marketing effectiveness.

Addressing these key areas will have the most significant impact on improving your website’s performance, user engagement, and overall conversion rates. Regular monitoring and updates will help maintain these improvements over time.

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Overall Performance Review

Desktop Speed Performance Results
A
B
C
Mobile Speed Performance Results
A
B
C
Domain Rating Results
A
B
C
A
Industry Standard
B
Capture LTD. Performance
C
Growthlabs Clients

SEO Overview Statistics

Total Ranked Keywords
359
Keywords in #1 Position
0
Keywords in #2-3 Position
1
Keywords in #4 - #10 Position
19
Estimated Traffic Value
$1076.97
Highest Search Volume
0
Top Ranked Keyword
n/a
Total Search Volume
0

Overall Website Statistics

Valid SSL Certificate
Canonicalization Test Passed
WWW Redirect Test Passed
4XX Errors
0
External Links
640
Internal Links
2896
Broken Links
0
Duplicate Titles
0
Duplicate Descriptions
0
Duplicate Content Instances
6
Pages Without Descriptions
4
Title Too Long
28
Title Too Short
8
Redirect Loops
0
5XX Errors
0
Broken Resources
1
SEO-Friendly URL Checks Passed
83
SEO-Friendly URL Keywords Check
83
Images With Missing Alt Attributes
86
Images Missing Image Titles
86
Summary

The performance evaluation of the website indicates several areas that require improvement to enhance user experience and page speed. Key factors include excessive DOM size, render-blocking resources, lack of HTTPS, large network payloads, and inefficient use of images and JavaScript. Addressing these issues can significantly improve load times and interactivity, contributing to a smoother user experience and better search engine rankings.

Detailed Analysis and Recommendations
Avoid Excessive DOM Size

Issue: The page contains 1,147 DOM elements, which can increase memory usage and slow down style calculations.

Recommendation: Simplify the HTML structure by removing unnecessary elements and consider using more efficient CSS selectors to reduce the complexity of style calculations.

Eliminate Render-Blocking Resources

Issue: Render-blocking resources are delaying the first paint of the page, with a potential savings of 260 ms.

Recommendation: Inline critical CSS and JavaScript directly into the HTML <head> to eliminate render-blocking resources. Defer non-critical CSS and JavaScript to load after the main content.

Lack of HTTPS

Issue: The site is not fully protected by HTTPS, with one insecure request found.

Recommendation: Secure all requests with HTTPS to protect user data and ensure that all resources, including images and scripts, are loaded over HTTPS.

Avoid Enormous Network Payloads

Issue: The total network payload size is 7,845 KiB, leading to longer load times.

Recommendation: Optimize images, compress text-based resources like HTML, CSS, and JavaScript, and remove unnecessary data to reduce the payload size.

Serve Images in Next-Gen Formats

Issue: Potential savings of 23 KiB by using modern image formats like WebP or AVIF.

Recommendation: Convert existing images to next-gen formats to reduce file size without compromising quality, leading to faster downloads and less data consumption.

First Contentful Paint

Issue: The First Contentful Paint occurs at 1.0 seconds.

Recommendation: Reduce server response times and eliminate render-blocking resources to ensure the first content is painted more quickly.

Max Potential First Input Delay

Issue: The maximum potential First Input Delay is 420 ms.

Recommendation: Optimize JavaScript execution and consider reducing main-thread work to improve input responsiveness.

Minimize Main-Thread Work

Issue: The main-thread work takes 2.7 seconds.

Recommendation: Deliver smaller JavaScript payloads and optimize the critical rendering path to minimize time spent on parsing and executing scripts.

Reduce JavaScript Execution Time

Issue: JavaScript execution time is 1.6 seconds.

Recommendation: Identify and eliminate unnecessary scripts and use code-splitting techniques to load only essential JavaScript initially.

Reduce Unused CSS

Issue: Potential savings of 114 KiB by reducing unused CSS rules.

Recommendation: Audit stylesheets to remove unused CSS and consider deferring non-critical styles that are not required for initial content rendering.

Avoid Multiple Page Redirects

Issue: Redirects introduce additional delays, with potential savings of 340 ms.

Recommendation: Minimize redirects by ensuring direct links to the final destination and correcting any redirect chains.

Largest Contentful Paint

Issue: The Largest Contentful Paint occurs at 3.7 seconds.

Recommendation: Optimize images, fonts, and other large resources to ensure they load quickly, improving the LCP metric.

Total Blocking Time

Issue: Total Blocking Time is 470 ms.

Recommendation: Reduce the length of tasks that block the main thread by breaking down long-running tasks and optimizing script loading.

Time to Interactive

Issue: The Time to Interactive is 3.9 seconds.

Recommendation: Similar to other interactive metrics, reduce script execution time and defer non-essential scripts to improve interactivity.

Reduce Unused JavaScript

Issue: Potential savings of 777 KiB by reducing unused JavaScript.

Recommendation: Audit JavaScript files to remove unused code and load scripts asynchronously to reduce the initial load time.

Reduce Third-Party Code Impact

Issue: Third-party code blocked the main thread for 490 ms.

Recommendation: Limit the use of third-party scripts and load them after the main content to reduce their impact on page performance.

Properly Size Images

Issue: Potential savings of 29 KiB by serving appropriately-sized images.

Recommendation: Use responsive images and the <picture> element to serve images that are optimized for different screen sizes.

Avoid Serving Legacy JavaScript

Issue: Potential savings of 15 KiB by not serving legacy JavaScript to modern browsers.

Recommendation: Use modern JavaScript deployment strategies, such as module/nomodule, to serve only the necessary code to modern browsers.

Speed Index

Issue: The Speed Index is 2.8 seconds.

Recommendation: Improve the visual loading experience by optimizing critical resources and ensuring they load quickly to enhance the perceived performance.

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Current Website Issues

A large DOM will increase memory usage, cause longer [style calculations](https://developers.google.com/web/fundamentals/performance/rendering/reduce-the-scope-and-complexity-of-style-calculations), and produce costly [layout reflows](https://developers.google.com/speed/articles/reflow). [Learn how to avoid an excessive DOM size](https://developer.chrome.com/docs/lighthouse/performance/dom-size/).
Resources are blocking the first paint of your page. Consider delivering critical JS/CSS inline and deferring all non-critical JS/styles. [Learn how to eliminate render-blocking resources](https://developer.chrome.com/docs/lighthouse/performance/render-blocking-resources/).
All sites should be protected with HTTPS, even ones that don't handle sensitive data. This includes avoiding [mixed content](https://developers.google.com/web/fundamentals/security/prevent-mixed-content/what-is-mixed-content), where some resources are loaded over HTTP despite the initial request being served over HTTPS. HTTPS prevents intruders from tampering with or passively listening in on the communications between your app and your users, and is a prerequisite for HTTP/2 and many new web platform APIs. [Learn more about HTTPS](https://developer.chrome.com/docs/lighthouse/pwa/is-on-https/).
Large network payloads cost users real money and are highly correlated with long load times. [Learn how to reduce payload sizes](https://developer.chrome.com/docs/lighthouse/performance/total-byte-weight/).
Image formats like WebP and AVIF often provide better compression than PNG or JPEG, which means faster downloads and less data consumption. [Learn more about modern image formats](https://developer.chrome.com/docs/lighthouse/performance/uses-webp-images/).
First Contentful Paint marks the time at which the first text or image is painted. [Learn more about the First Contentful Paint metric](https://developer.chrome.com/docs/lighthouse/performance/first-contentful-paint/).
The maximum potential First Input Delay that your users could experience is the duration of the longest task. [Learn more about the Maximum Potential First Input Delay metric](https://developer.chrome.com/docs/lighthouse/performance/lighthouse-max-potential-fid/).
Consider reducing the time spent parsing, compiling and executing JS. You may find delivering smaller JS payloads helps with this. [Learn how to minimize main-thread work](https://developer.chrome.com/docs/lighthouse/performance/mainthread-work-breakdown/)
Consider reducing the time spent parsing, compiling, and executing JS. You may find delivering smaller JS payloads helps with this. [Learn how to reduce Javascript execution time](https://developer.chrome.com/docs/lighthouse/performance/bootup-time/).
Reduce unused rules from stylesheets and defer CSS not used for above-the-fold content to decrease bytes consumed by network activity. [Learn how to reduce unused CSS](https://developer.chrome.com/docs/lighthouse/performance/unused-css-rules/).
Redirects introduce additional delays before the page can be loaded. [Learn how to avoid page redirects](https://developer.chrome.com/docs/lighthouse/performance/redirects/).
This is the largest contentful element painted within the viewport. [Learn more about the Largest Contentful Paint element](https://developer.chrome.com/docs/lighthouse/performance/lighthouse-largest-contentful-paint/)
A long cache lifetime can speed up repeat visits to your page. [Learn more about efficient cache policies](https://developer.chrome.com/docs/lighthouse/performance/uses-long-cache-ttl/).
Largest Contentful Paint marks the time at which the largest text or image is painted. [Learn more about the Largest Contentful Paint metric](https://developer.chrome.com/docs/lighthouse/performance/lighthouse-largest-contentful-paint/)
Sum of all time periods between FCP and Time to Interactive, when task length exceeded 50ms, expressed in milliseconds. [Learn more about the Total Blocking Time metric](https://developer.chrome.com/docs/lighthouse/performance/lighthouse-total-blocking-time/).
Time to Interactive is the amount of time it takes for the page to become fully interactive. [Learn more about the Time to Interactive metric](https://developer.chrome.com/docs/lighthouse/performance/interactive/).
Reduce unused JavaScript and defer loading scripts until they are required to decrease bytes consumed by network activity. [Learn how to reduce unused JavaScript](https://developer.chrome.com/docs/lighthouse/performance/unused-javascript/).
Third-party code can significantly impact load performance. Limit the number of redundant third-party providers and try to load third-party code after your page has primarily finished loading. [Learn how to minimize third-party impact](https://developers.google.com/web/fundamentals/performance/optimizing-content-efficiency/loading-third-party-javascript/).
Serve images that are appropriately-sized to save cellular data and improve load time. [Learn how to size images](https://developer.chrome.com/docs/lighthouse/performance/uses-responsive-images/).
Polyfills and transforms enable legacy browsers to use new JavaScript features. However, many aren't necessary for modern browsers. For your bundled JavaScript, adopt a modern script deployment strategy using module/nomodule feature detection to reduce the amount of code shipped to modern browsers, while retaining support for legacy browsers. [Learn how to use modern JavaScript](https://web.dev/articles/publish-modern-javascript)
Speed Index shows how quickly the contents of a page are visibly populated. [Learn more about the Speed Index metric](https://developer.chrome.com/docs/lighthouse/performance/speed-index/).

Techical SEO Report

Technical SEO Report Summary

This report provides a detailed analysis of the technical SEO issues identified from a recent crawl of your website. The primary aim is to enhance your website’s performance, search engine visibility, and user experience. Key issues include broken links, duplicate content, and missing meta tags. Each issue is accompanied by its potential impact and recommended solutions to improve overall site health.

Broken Links

Issue: Broken links were detected across several pages.

Impact: Broken links can lead to poor user experience, as visitors may encounter 404 error pages. This can also negatively affect search engine crawling and indexing.

Fixes:

    • Conduct a periodic audit of all external and internal links.
    • Update or remove broken links.
    • Implement 301 redirects for any removed pages with high traffic or backlinks.
Duplicate Content

Issue: Instances of duplicate content were found on the site.

Impact: Duplicate content can dilute the ranking potential of your pages and lead to penalties from search engines.

Fixes:

    • Use canonical tags (<link rel=”canonical”>) to indicate the preferred version of a page.
    • Ensure each page has unique, relevant content.
    • Consider implementing 301 redirects or using noindex meta tags (<meta name=”robots” content=”noindex”>) for duplicate pages.
Missing Meta Tags

Issue: Several pages are missing critical meta tags, including titles and descriptions.

Impact: Missing meta tags can reduce click-through rates from search results, as they provide essential information about the page content.

Fixes:

    • Ensure each page has a unique and descriptive <title> tag.
    • Include a compelling <meta name=”description”> tag for each page.
    • Maintain meta tag length within search engine standards (typically 50-60 characters for titles and 150-160 characters for descriptions).
Slow Page Load Times

Issue: Some pages exhibit slow loading times.

Impact: Slow page speeds can lead to higher bounce rates and can negatively impact search rankings.

Fixes:

    • Optimise images and other media files to reduce load times.
    • Implement browser caching and take advantage of content delivery networks (CDNs).
    • Minify CSS, JavaScript, and HTML files.
Insufficient Header Tags

Issue: Pages lack proper header tag structure.

Impact: Improper use of header tags can affect readability and search engines’ understanding of page hierarchy and content relevance.

Fixes:

    • Use <h1> tags for main titles and <h2>, <h3>, etc., for subheadings.
    • Ensure each page has only one <h1> tag.
    • Maintain a logical structure to enhance content comprehension.
XML Sitemap Issues

Issue: The XML sitemap is outdated or incomplete.

Impact: An inaccurate sitemap can hinder search engines from effectively indexing your site.

Fixes:

  • Regularly update the XML sitemap to reflect recent changes.
  • Ensure the sitemap is correctly submitted to search engines.
  • Verify that all important pages are included in the sitemap.
Feedback Summary

The analysis reveals critical areas for improvement in your website’s technical SEO. Addressing these issues will likely enhance user experience, boost search engine rankings, and increase organic traffic. Regular monitoring and maintenance are recommended to ensure ongoing optimisation and performance.

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Tech Stack Report

Summary

The website under review utilises a technology stack primarily centred around WordPress, with accompanying technologies and integrations for analytics, marketing, and web development. The stack includes popular solutions like Google Tag Manager for analytics, HubSpot for marketing automation, and Yoast SEO for search engine optimisation. The server infrastructure is based on Nginx with a MySQL database. Recommendations for potential improvements focus on enhancing performance, security, and scalability.

Detailed Assessment
Analytics and Add-Ons
    • Google Tag Manager: Utilised for managing tracking codes. This is a robust choice allowing flexibility in managing various scripts and analytics tags without altering the website’s code directly.
    • Gravity Forms: Deployed for form building, providing a versatile tool for creating and managing forms within WordPress.
Add-Ons
    • WordPress Plugins:
    • Gravity Forms: Its presence in both the analytics and add-ons categories indicates its critical role in form management.
    • Yoast SEO: A comprehensive tool for enhancing on-page SEO, offering features such as keyword optimisation, readability analysis, and XML sitemaps.
Marketing
    • HubSpot: A marketing automation platform that enables tracking and nurturing leads, managing customer relationships, and improving conversion rates.
    • Yoast SEO: Besides its role in add-ons, it provides crucial SEO functionalities to ensure the website is well-optimised for search engines.
Web Development
    • JavaScript Libraries:
    • Modernizr: A JavaScript library that helps in detecting HTML5 and CSS3 features, ensuring cross-browser compatibility.
    • Programming Languages:
    • PHP: The core programming language used by WordPress, providing a server-side scripting environment.
Servers
    • Web and Reverse Proxy Servers:
    • Nginx: Known for its high performance and low resource consumption, serving as both a web server and a reverse proxy, offering load balancing and caching capabilities.
    • Databases:
    • MySQL: A reliable choice for relational database management, frequently used in conjunction with WordPress.
Content Management
    • CMS and Blogs:
    • WordPress: The predominant CMS, favoured for its user-friendly interface, extensive plugin ecosystem, and customisability.
Recommendations

1. Performance Enhancements:

    • Consider implementing a content delivery network (CDN) to reduce latency and improve page load times for global users.
    • Leverage caching mechanisms provided by Nginx and potentially integrate additional caching plugins to enhance performance.

2. Security Improvements:

    • Regularly update WordPress core, themes, and plugins to patch vulnerabilities.
    • Implement a web application firewall (WAF) to protect against common threats and attacks.

3. Scalability Considerations:

    • Evaluate the current infrastructure to ensure it can handle increased traffic and load, especially if anticipating significant growth.
    • Consider database optimisation and potentially exploring database clustering for enhanced performance and reliability.

4. SEO and Marketing:

  • Continuously monitor and refine SEO strategies using Yoast SEO insights.
  • Utilise HubSpot’s analytics to track marketing campaign effectiveness and adjust tactics as necessary.

These recommendations aim to bolster the website’s overall efficiency, security, and capacity to scale, ensuring a robust platform for future growth and user engagement.

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SEO Report

Summary

The current SEO analysis reveals a mixed landscape of strengths and weaknesses. The site has a significant number of keywords ranked between positions 21-50, which presents opportunities for optimisation and improvement to elevate them to higher positions. While there are no keywords currently ranked in the top position, there is one keyword ranked in positions 2-3. The overall estimated traffic value (ETV) is approximately 1076.97, indicating a moderate potential for organic traffic. This analysis will delve into the specific areas of keyword performance, search volume, competition, and backlink strategy to outline actionable SEO strategies.

SEO Rankings Overview
    • Total Ranked Keywords: 359
    • Position 1 Keywords: 0
    • Position 2-3 Keywords: 1
    • Position 4-10 Keywords: 19
    • Position 11-20 Keywords: 47
    • Position 21-50 Keywords: 132
    • Position 50+ Keywords: 160

The majority of keywords fall within the 21-50 rank group, with potential for optimisation. Efforts should be concentrated on improving the ranking of keywords currently in positions 4-20 to increase visibility and traffic potential.

Keyword Analysis
    • Estimated Traffic Value (ETV): 1076.97
    • Average Competition: Data not provided for all keywords
    • Highest Search Volume: Data not provided
    • Top Ranked Keyword: Not specified

The keyword with the highest rank is in positions 2-3, but specific details are not provided. Keywords with higher search volumes and lower competition should be targeted for content development and promotion.

Keyword Opportunities

Focus on the following keywords for potential optimisation and content strategy:

    • “capture”: Ranked 4, with a significant search volume of 6600
    • “digital asset management”: Ranked 7, search volume of 1000
    • “manage digital assets”: Ranked 7, search volume of 1000

These keywords present opportunities due to their relatively high search volumes and positions close to the top 3. Enhancing content relevance and on-page optimisation for these terms can help improve rankings.

Backlink Strategy

Backlink data is not explicitly provided, but it is crucial to develop a robust backlink strategy to support keyword ranking improvements. Consider the following strategies:

  • Guest Blogging: Contribute high-quality articles to reputable industry blogs and websites, including links back to relevant pages on your site.
  • Content Partnerships: Collaborate with complementary brands or influencers to create and share content that includes backlinks.
  • Resource Pages: Reach out to websites that list resources in your industry, requesting inclusion of your content or website.
SEO Strategy Recommendations

1. On-Page SEO: Enhance meta tags, headings, and content relevance for high-potential keywords. Ensure all pages are optimised for target keywords without over-optimisation.

2. Technical SEO: Conduct a comprehensive audit to identify and resolve any technical issues, such as site speed, mobile responsiveness, and crawl errors.

3. Content Strategy: Develop a content calendar targeting high-volume, low-competition keywords. Aim to produce informative, engaging content that answers user queries.

4. Backlink Acquisition: Implement a proactive backlink strategy focused on quality over quantity. Aim for links from authoritative sites in related fields.

5. Monitoring and Adjustment: Regularly monitor keyword rankings and traffic metrics to assess the impact of implemented strategies and adjust as necessary.

By focusing on the identified opportunities and implementing these strategies, there is potential to significantly enhance the site’s SEO performance and increase organic traffic.

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