Avon-Dynamic Calibration Ltd. - Website Report

Summary of Key Aspects Impacting Performance and Conversions

Introduction

The comprehensive analysis encompasses various aspects of website performance, SEO, and technology. This summary highlights the most impactful areas that, if addressed, could significantly enhance website performance and conversions. By focusing on these key findings, the website can improve load times, user experience, security, and search engine rankings.

Key Findings

1. Implement HTTPS: The absence of HTTPS is a critical security issue. Securing the website with HTTPS will protect data integrity and enable advanced web technologies.

2. Optimise Images: Converting images to next-gen formats and properly sizing them can drastically reduce file sizes, improving load speed and user experience.

3. Manage CSS and JavaScript: Removing unused CSS and deferring non-critical JavaScript can enhance page load speed, particularly impacting metrics like Speed Index and Largest Contentful Paint (LCP).

4. Enhance Network Efficiency: Implement efficient cache policies for static assets and reduce network payloads to boost repeat visit speeds and lower loading times.

5. Address Duplicate Content and Tags: Resolving duplicate meta tags and content will improve SEO performance and user engagement by ensuring unique and relevant page information.

6. Improve Keyword Rankings: Focus on low-competition keywords to quickly enhance search visibility and drive significant traffic increases.

7. Strengthen Backlink Strategies: Building quality backlinks from authoritative sites can boost domain authority and improve keyword rankings, especially for competitive terms.

8. Update JavaScript and PHP: Ensure all libraries and PHP versions are up-to-date to mitigate security vulnerabilities and enhance website performance.

9. Leverage Additional Marketing Tools: Expanding advertising platforms beyond LinkedIn Ads can broaden audience reach and enhance marketing efforts.

10. Regular Monitoring and Adjustments: Continual monitoring of website performance and SEO metrics, followed by strategic adjustments, will sustain improvements and adapt to changing digital landscapes.

By implementing these recommendations, the website can achieve a more robust online presence, leading to increased conversions and a better overall user experience. Regular audits and updates will ensure the site remains competitive and efficient in serving its audience.

Website Performance Summary

The website’s performance analysis reveals several areas needing improvement to enhance speed, security, and user experience. Key issues include the absence of HTTPS, inefficient image handling, unused CSS and JavaScript, and large network payloads. Addressing these issues can significantly improve load times, interactivity, and overall security.

Key Recommendations

Secure Your Website with HTTPS

• • Issue: The website currently does not use HTTPS, with one insecure request found.
  • Recommendation: Implement HTTPS to secure communications, prevent data tampering, and enable new web technologies like HTTP/2.

Image Optimisation

• • Serve Images in Next-Gen Formats: Convert images to modern formats like WebP or AVIF to reduce file sizes and improve load speed. Potential savings: 1,414 KiB.
  • Properly Size Images: Ensure images are appropriately sized for their display context, which can save 163 KiB of data.
  • Efficiently Encode Images: Optimise image encoding to achieve faster loading times and save 267 KiB.

CSS and JavaScript Management

• • Reduce Unused CSS: Remove unused CSS rules and defer non-critical styles to save 26 KiB.
  • Reduce Unused JavaScript: Defer loading of unnecessary JavaScript to save 104 KiB.
  • Avoid Serving Legacy JavaScript: Use modern JavaScript deployment strategies to minimise the amount of code sent to browsers.

Improve Loading Times

• • Speed Index: Currently at 4.3 seconds, indicating room for improvement in how quickly content is visually populated.
  • Largest Contentful Paint (LCP): Takes 3.4 seconds; optimising this metric can improve perceived load speed.
  • Time to Interactive (TTI): At 3.4 seconds; work to reduce this by optimising scripts and reducing server response time.
  • Eliminate Render-Blocking Resources: Deliver critical JS/CSS inline and defer non-critical resources to save 420 ms.

Network Efficiency

• • Serve Static Assets with Efficient Cache Policies: Implement longer cache lifetimes for static resources to improve repeat visit speeds. 37 resources were identified for improvement.
  • Avoid Enormous Network Payloads: Reduce the total network payload, currently at 3,332 KiB, to decrease load times and costs.
  • Avoid Multiple Page Redirects: Eliminate unnecessary redirects to save 190 ms and improve loading speed.

Other Enhancements

• Cumulative Layout Shift (CLS): Improve the CLS, currently at 0.383, to enhance visual stability.
• First Contentful Paint (FCP): At 0.9 seconds; this is relatively quick but can still be improved with optimised resource loading.
• Reduce Initial Server Response Time: Decrease server response time, currently at 1,140 ms, to improve overall page load speed.

By addressing these recommendations, the website’s performance can be significantly enhanced, resulting in faster load times, improved user experience, and increased security.

SEO Technical Audit Summary

The SEO technical audit for avon-dynamic.co.uk indicates a largely healthy website with a few areas needing attention. The site shows a strong on-page score of 93.63, supported by valid SSL certification, proper HTTP2 implementation, and a good structure of internal and external links. However, issues such as duplicate meta tags, missing alt attributes for images, and some broken links need addressing to enhance SEO performance.

Detailed Findings and Recommendations

SSL and Security

• • SSL Certificate: The SSL certificate is valid, which ensures secure data transmission and builds trust with users and search engines.
  • Canonicalization: The canonical test failed, indicating potential issues with duplicate content or improper canonical tags. Implement correct <link rel=”canonical”> tags to guide search engines on preferred content versions.
  • WWW Redirection: There is no redirection from non-www to www or vice versa. Implement a 301 redirect to maintain a consistent domain format and consolidate link equity.

Link Analysis

• • External Links: There are 130 external links. Monitor these to ensure they do not lead to broken pages, which could affect user experience and SEO.
  • Internal Links: With 866 internal links, ensure these are well-structured to enhance crawlability and user navigation.
  • Broken Links: One broken link was detected. Rectify this to avoid potential SEO penalties and improve user experience.

Content Issues

• • Duplicate Titles and Descriptions: Six pages have duplicate titles and seven have duplicate descriptions. Ensure unique and descriptive titles and meta descriptions for each page to improve search engine differentiation and user click-through rates.
  • Duplicate Content: Four instances of duplicate content were found. Consider merging similar content or using canonical tags to specify the preferred version.
  • Missing Descriptions: No pages are missing descriptions, which is positive; however, ensure all descriptions are relevant and concise.

Meta and Tag Issues

• • Title Length: One title is too long, and two are too short. Aim for titles between 50-60 characters for optimal visibility in search results.
  • Low Content Rate: 29 pages have a low content rate. Enhancing content richness can improve user engagement and search rankings.
  • No <h1> Tags: Six pages lack <h1> tags. Ensure each page has a single, descriptive <h1> tag to outline the main topic.

Image Optimization

• • Missing Alt Attributes: Twelve images are missing alt attributes. Adding descriptive alt text can improve accessibility and SEO.
  • Missing Image Titles: 30 images lack titles. Consider adding titles for better context and SEO benefits.

Technical Performance

• • Redirect Loops: No redirect loops were detected, which is positive for maintaining efficient site navigation.
  • 4XX Errors: One 404 error was found. Ensure all pages are accessible and correctly linked.
  • 5XX Errors: No server errors were detected, indicating stable server performance.

URL Structure

• SEO-Friendly URLs: Most URLs are SEO-friendly, but ensure consistency in using descriptive and keyword-rich formats.
• HTTPS to HTTP Links: Four links redirect from HTTPS to HTTP. Update these links to maintain security and SEO benefits.

Overall Recommendations

Focus on resolving the issues related to duplicate meta tags and content, enhancing image optimization with alt attributes, and ensuring all links are functional. Addressing these areas will likely result in improved user experience, search engine rankings, and overall website performance. Regular monitoring and audits are advised to maintain optimal SEO health.

Summary

The website utilises a robust technology stack centred around WordPress, with Cloudflare providing CDN services for enhanced performance and security. The backend is powered by PHP and MySQL, which are standard choices for WordPress-based sites. The site also employs Google Tag Manager for analytics, with SEO efforts supported by Yoast SEO. While the current technology stack is solid, there are a few areas where enhancements could be beneficial, particularly in updating JavaScript libraries and exploring additional marketing tools.

Server Technologies

Content Delivery Network (CDN)

• • Current Technology: Cloudflare
  • Recommendation: Cloudflare is a reliable choice for CDN services, providing benefits in terms of performance and security. It is recommended to ensure that all of Cloudflare’s features, such as caching and security settings, are fully optimised to maximise benefits.

Databases

• • Current Technology: MySQL
  • Recommendation: MySQL is a well-suited database for WordPress. Regular updates and maintenance should be conducted to ensure optimal performance. Exploring newer versions of MySQL or compatible alternatives like MariaDB could provide performance improvements.

Analytics

Tag Managers

• • Current Technology: Google Tag Manager
  • Recommendation: Google Tag Manager is a powerful tool for managing and deploying marketing tags without modifying code. Regular audits of the tags in use are recommended to remove any outdated or unnecessary tags, which can improve site performance.

Web Development

JavaScript Libraries

• • Current Technologies:
  • jQuery
  • jQuery Migrate
  • OWL Carousel
  • Recommendation: Consider updating to the latest versions of these libraries to address any security vulnerabilities and improve performance. Additionally, evaluate the necessity of jQuery Migrate, as it is often used as a temporary solution for older jQuery versions.

Programming Languages

• • Current Technology: PHP
  • Recommendation: Ensure the PHP version is up to date, as newer versions offer improved security and performance. PHP 8.x is recommended if not already in use.

Marketing

Advertising

• • Current Technology: LinkedIn Ads
  • Recommendation: Explore integrating additional advertising platforms such as Google Ads or Facebook Ads to reach a broader audience and enhance marketing efforts.

SEO

• • Current Technology: Yoast SEO
  • Recommendation: Yoast SEO is a comprehensive tool for managing on-page SEO. Regularly update the plugin to benefit from the latest features and improvements. Consider complementing SEO efforts with tools like Google Search Console for additional insights.

Content Management

CMS and Blogs

• • Current Technology: WordPress
  • Recommendation: WordPress is a versatile CMS that meets the site’s requirements. Regular updates and maintenance of WordPress and its plugins are essential to ensure security and performance.

Add-ons

WordPress Plugins

• Current Technology: Yoast SEO
• Recommendation: Evaluate the usage of other potential plugins to enhance functionality, such as security plugins (e.g., Wordfence) for added protection or caching plugins (e.g., WP Super Cache) for improved load times. Regularly review and update all plugins to prevent vulnerabilities.

Summary

The analysis highlights the SEO strengths and weaknesses of the website based on rankings, keywords, backlink strategies, and search volume. The data indicates a strong presence for specific branded keywords while revealing opportunities for improvement in broader keyword categories. The top-ranked keyword is “avon dynamic,” and most keywords fall within the 21-50 ranking positions. There’s a high Estimated Traffic Value (ETV) of 1121.07, suggesting potential traffic gains with strategic adjustments.

Keyword Rankings

• Position 1 Keywords: The website ranks first for four keywords, namely “avon dynamic,” “avon dynamic calibration,” “avon dynamics,” and “avon-dynamic calibration.” These keywords have a search volume of 720 each and very low competition, indicating strong brand association and visibility for these terms.
• Position 4-10 Keywords: There are three keywords within this range that could be optimised further to move them into the top three positions, which include “bs15 4nq” and “pyrometry,” both of which have reasonable search volumes but higher competition.
• Position 11-20 Keywords: Six keywords fall into this category, indicating potential for improvement. For example, “dynamic co” and “calibration house” have relatively low competition, suggesting that targeted SEO efforts could improve their rankings.
• Position 21-50 Keywords: The majority of keywords (58) are in this range. This indicates a significant opportunity for optimisation, particularly for keywords related to the brand such as “avon careers” and “avon equipment.”
• Position 50+ Keywords: Fifty-four keywords are ranked over position 50. These may require more substantial SEO efforts or could be deprioritised if they are not central to the business strategy.

Estimated Traffic Value (ETV)

The ETV for the site is 1121.07, indicating the potential monetary value of the organic traffic driven by these keywords. This suggests that with improved rankings, especially for high-volume keywords, there could be substantial gains in traffic and associated business value.

Competition Analysis

The average competition across the keywords is relatively low, which is advantageous for the brand. A strategic focus on improving keyword rankings with low competition could yield significant traffic increases.

Backlink Strategies

The analysis of backlinks wasn’t provided, but a strong backlink strategy could further enhance keyword rankings, especially for competitive terms. Building quality backlinks from authoritative sites related to “calibration” and “dynamics” could improve domain authority and search engine rankings.

SEO Strategies

1. Focus on Low-Competition Keywords: Prioritise improving rankings for keywords with low competition, as these will be easier to move up in the rankings and can quickly improve traffic.

2. Improve On-Page Optimisation: Ensure that relevant keywords are effectively integrated into page titles, meta descriptions, and content across the site.

3. Content Creation: Consider creating targeted content around high-value keywords, particularly those with high search volumes but lower rankings.

4. Backlink Acquisition: Develop a backlink strategy focused on acquiring links from reputable sites within the industry to increase domain authority.

5. Monitor and Adjust: Regularly monitor keyword performance and adjust strategies to maintain and improve rankings, especially for high-value keywords.

Conclusion

The website has a strong foundation with excellent rankings for key branded terms but has room for improvement in broader, high-volume keywords. Focusing on low-competition keywords, enhancing on-page SEO, and developing a robust backlink strategy could significantly improve search visibility and traffic.