Modini Ltd - Website Report

### Key Aspects Impacting Performance and Conversions

#### Introduction

The comprehensive analysis of the website highlights several critical areas for improving performance and increasing conversions. The major focus is on optimising load times, enhancing user experience, and strengthening SEO strategies. By addressing these key findings, the website can achieve better performance metrics and improved search engine visibility.

#### Key Findings

1. Optimise Page Speed: Address render-blocking resources and convert images to next-gen formats to significantly decrease page load times and improve user experience.

2. Enhance Security: Ensure all resources are served over HTTPS to prevent data interception and to support newer web technologies like HTTP/2.

3. Improve JavaScript Efficiency: Minimise JavaScript execution time and reduce unused JavaScript to decrease main-thread blocking and enhance responsiveness.

4. Image Optimisation: Serve images in next-gen formats and efficiently encode them to save data and improve loading times, enhancing the visual content delivery.

5. Canonical Tag Implementation: Correctly configure canonical tags to prevent duplicate content issues and improve search engine rankings.

6. Content Quality: Increase content richness on pages with low content rates to improve user engagement and search rankings.

7. SEO Enhancements: Optimise title tags, meta descriptions, and ensure SEO-friendly URLs to improve click-through rates and search visibility.

8. Keyword Strategy: Focus on improving rankings for non-branded keywords to enhance search visibility and drive more organic traffic.

9. Security Advancements: Implement additional security measures like Content Security Policy (CSP) and Subresource Integrity (SRI) to safeguard against security vulnerabilities.

10. Web Development Improvements: Consider using advanced JavaScript frameworks for more dynamic user interface elements and improve site performance through code minification and bundling.

By implementing these strategies and recommendations, the website can expect to see marked improvements in performance, user engagement, and search engine optimisation, ultimately leading to higher conversions and a stronger online presence.

Summary

The website’s performance indicates several areas for improvement, primarily focusing on reducing resource load times and optimising content delivery. Key recommendations include addressing render-blocking resources, converting images to next-gen formats, and minimising JavaScript execution time. Implementing these changes can enhance load speed and user experience.

Detailed Analysis

Eliminate Render-Blocking Resources

Render-blocking resources delay the initial rendering of a page. To enhance page load speed, critical JavaScript and CSS should be delivered inline, while deferring non-essential scripts and styles. This approach can potentially save 130 ms.

Use HTTPS

Ensuring all resources are served over HTTPS is crucial, even for non-sensitive content. HTTPS prevents data interception and is necessary for newer web technologies like HTTP/2. The site currently has one insecure request that needs correction.

Serve Images in Next-Gen Formats

Images in formats like WebP or AVIF provide better compression compared to traditional formats like PNG or JPEG, leading to faster loading times and reduced data usage. Switching to next-gen formats could save 460 KiB.

Minimise Main-Thread Work

Excessive JavaScript parsing and execution can block the main thread, impacting performance. Reducing JavaScript payloads and optimising scripts can decrease the main-thread work duration, which currently stands at 2.6 seconds.

Avoid Serving Legacy JavaScript

Modern browsers do not require certain polyfills and transforms meant for legacy browsers. By implementing a modern script deployment strategy, unnecessary code can be avoided, although the potential savings here are 0 KiB.

Reduce JavaScript Execution Time

Reducing JavaScript execution time involves minimising the parsing, compiling, and execution process. This can be achieved by delivering smaller JavaScript files, potentially saving up to 1.5 seconds.

Reduce Unused JavaScript

Identifying and deferring unnecessary JavaScript can reduce network load and improve performance. This could lead to a potential saving of 752 KiB.

Avoid Multiple Page Redirects

Redirects introduce unnecessary delays before page loading. Streamlining redirects could save up to 190 ms.

Efficiently Encode Images

Optimising images ensures faster loading and reduced data usage. Efficient encoding could lead to a potential saving of 7 KiB.

Reduce the Impact of Third-Party Code

Third-party scripts can significantly impact loading times. Limiting these and loading them after the main content can reduce main-thread blocking by 580 ms.

Reduce Unused CSS

Unused CSS adds unnecessary weight to the page. Removing these unused styles and deferring non-essential styles can reduce load times, potentially saving 166 KiB.

Improve Time to Interactive

The Time to Interactive (TTI) measures how long a page takes to become fully functional. Currently, it stands at 4.4 seconds. Optimising resources can help reduce this time.

Max Potential First Input Delay

This metric measures the longest task duration that users might experience. Currently, it is at 380 ms, indicating room for optimisation in task handling.

Speed Index

The Speed Index, at 2.2 seconds, shows how quickly the page content is visually populated. Improvements in resource loading can enhance this metric.

Cache Static Assets Efficiently

Implementing efficient caching policies ensures faster load times for repeat visits. Currently, seven resources have inefficient cache policies.

Avoid Enormous Network Payloads

With a total payload size of 3,306 KiB, there is a need to reduce network weight to improve load times and reduce costs for users.

Largest Contentful Paint

This metric measures the time taken to render the largest visible content. At 4.1 seconds, optimising loading of large elements can improve user experience.

Minify CSS

Minifying CSS reduces file sizes, enhancing loading performance. Potential savings of 3 KiB can be achieved through this process.

Total Blocking Time

The Total Blocking Time, which amounts to 530 ms, measures the cumulative time tasks block the main thread. Reducing this time can enhance responsiveness.

Properly Size Images

Ensuring images are served at appropriate sizes can save 488 KiB, leading to faster loading and reduced data usage.

SEO Audit Summary

The website modini.co.uk has undergone a comprehensive SEO audit. The site demonstrates strong technical SEO fundamentals, with a high on-page score of 96.53. Key areas of improvement include optimising title tags, improving content quality, and ensuring proper use of canonical tags. Below is a detailed analysis of the findings and recommended actions.

Crawl Statistics

• • Total Pages Crawled: 31
  • Internal Links: 145
  • External Links: 24
  • SSL Certificate: Valid until 21st March 2025
  • HTTP/2 Support: Enabled

Key Issues Identified

Canonical Tag Issues

• • Issue: Canonical tags are not properly implemented on many pages.
  • Impact: This can lead to duplicate content issues, negatively affecting search engine rankings.
  • Recommendation: Ensure that each page has a correctly configured <link rel=”canonical”> tag pointing to the preferred URL.

Meta Descriptions

• • Issue: 3 pages are missing meta descriptions.
  • Impact: Missing descriptions can affect click-through rates from search engine results.
  • Recommendation: Write compelling and relevant meta descriptions for these pages.

Title Tags

• • Issue: 3 pages have titles that are too long, and 5 pages have titles that are too short.
  • Impact: Improperly formatted titles can decrease visibility in search results and reduce click-through rates.
  • Recommendation: Titles should ideally be between 50-60 characters. Revise titles to fit this range while including relevant keywords.

Content Quality

• • Issue: 8 pages have a low content rate.
  • Impact: Thin content can lead to lower rankings and diminished user engagement.
  • Recommendation: Enhance the content on these pages by adding more valuable information and relevant keywords.

Image Optimisation

• • Issue: 9 images lack alt attributes, and 9 images lack title attributes.
  • Impact: Missing alt tags can affect image search visibility and accessibility for visually impaired users.
  • Recommendation: Add descriptive alt and title attributes to all images.

HTTPS to HTTP Links

• • Issue: There is one link pointing from HTTPS to HTTP.
  • Impact: This can cause mixed content issues, potentially affecting site security and user trust.
  • Recommendation: Update the link to point to the secure HTTPS version.

Additional Observations

• SEO-Friendly URLs: 8 URLs require optimisation to improve SEO friendliness and keyword inclusion.
• Redirects: 21 URLs are redirecting, ensure that these redirects are necessary and that there are no redirect loops or chains.

Overall Feedback

The website is performing well with a robust technical foundation. Addressing the highlighted issues will further enhance SEO performance, user experience, and search engine visibility. Regular audits are recommended to maintain optimal SEO health and to adapt to changes in search engine algorithms.

Summary

The website currently employs HTTP Strict Transport Security (HSTS) for security and uses the Stimulus framework for JavaScript development. While these technologies provide a solid foundation, there are opportunities to enhance the website’s security and functionality. Recommendations include expanding the use of JavaScript frameworks and enhancing security measures.

Security Technologies

• • Current Technology:
  • HSTS (HTTP Strict Transport Security): This is a powerful mechanism to protect websites against man-in-the-middle attacks such as protocol downgrade attacks and cookie hijacking.
  • Recommendations:
  • Content Security Policy (CSP): Implementing a CSP can help prevent a variety of attacks such as XSS by specifying which dynamic resources are allowed to load.
  • Subresource Integrity (SRI): Use SRI to ensure that files hosted on third-party servers have not been tampered with.
  • Regular Security Audits: Conduct regular security audits to identify and mitigate potential vulnerabilities.

Web Development Technologies

• • Current Technology:
  • Stimulus: A modest JavaScript framework that enhances HTML by connecting elements to JavaScript objects, allowing for dynamic user interfaces without the complexity of larger frameworks.
  • Recommendations:
  • Consider Using Additional Frameworks: If the project scales or requires more interactive components, consider integrating other JavaScript frameworks such as React or Vue.js for more robust features and state management.
  • Progressive Web Apps (PWA): Consider leveraging PWA technologies to enhance user experience by providing offline capabilities, improved performance, and app-like interactions.
  • Code Minification and Bundling: Employ tools for minifying and bundling JavaScript and CSS files to improve load times and performance.

General Recommendations

• Monitoring and Performance:
• Implement website monitoring tools to track uptime, page load speed, and user interactions.
• Use performance analysis tools to identify bottlenecks and optimize resource loading.
• SEO Enhancements:
• Ensure that SEO best practices are followed, including the use of meta tags, descriptive alt attributes for images, and structured data for enhanced search engine understanding.
• Responsive Design:
• Verify that the website is fully responsive and offers a seamless experience across all devices and screen sizes.

By addressing these recommendations, the website can improve its security posture, enhance user experience, and scale effectively with future development needs.

Summary

The SEO analysis reveals that the website demonstrates strong performance for branded keywords, specifically ranking first for terms related to “modini.” However, there is room for improvement with non-branded keywords, which are generally ranking lower. The overall Estimated Traffic Value (ETV) is significant, being driven primarily by the strong rankings of branded keywords. To enhance visibility further, a strategic focus on improving rankings for non-branded keywords is recommended.

SEO Strengths

• • Branded Keywords: The website excels in ranking for branded terms such as “modini,” “modini limited,” and “modini ltd,” all achieving the top position. These keywords collectively contribute significantly to the site’s ETV.
  • Estimated Traffic Value (ETV): The website has an ETV of approximately 125.67, indicating a good potential for traffic monetization.
  • Low Competition: Most keywords have low competition, suggesting opportunities for ranking improvements with targeted efforts.

SEO Weaknesses

• • Non-Branded Keywords: The rankings for non-branded keywords are notably lower, with positions ranging from 14 to 97. For instance, “bignell park barns” ranks at position 14 despite a higher search volume of 480.
  • Search Volume: The total search volume across all keywords is relatively low. The highest search volume is for “modini” with 260 searches.
  • Keyword Distribution: There is no presence in the crucial ranking positions 2-10, which could significantly enhance visibility and traffic if targeted.

Keyword Rankings

• Position 1 Keywords: The site ranks first for three keywords: “modini,” “modini limited,” and “modini ltd,” all of which are branded terms.
• Position 11-20 Keywords: Only “bignell park barns” ranks in this range, at position 14, highlighting a gap in this crucial range.
• Position 21-50 Keywords: Keywords such as “ox26 1td,” “bignell park,” and “certo aerospace” fall within this range, indicating potential for upward movement.
• Position 50+ Keywords: Keywords like “space consultancy” and “assembly job description” rank beyond position 50, suggesting these terms require significant optimisation efforts.

Backlink Profile

The analysis does not provide explicit data on backlinks. However, improving the backlink profile, particularly for non-branded keywords, could enhance rankings and traffic.

Strategies for Improvement

1. Content Optimisation: Enhance content quality and relevance for non-branded keywords. This could involve blog posts, detailed guides, or FAQs targeting these keywords.
2. Backlink Acquisition: Focus on acquiring high-quality backlinks for pages targeting non-branded keywords to improve authority and rankings.
3. Keyword Expansion: Explore additional related keywords with higher search volumes and lower competition to broaden the keyword portfolio.
4. On-Page SEO: Optimise on-page elements such as <h1&gt tags, meta descriptions, and <title&gt tags for non-branded keywords to improve click-through rates and rankings.
5. Local SEO Enhancements: For location-specific terms like “ox26 1td,” consider strengthening local SEO tactics, including Google My Business optimisation and local citations.

By implementing these strategies, the website can improve its visibility for non-branded keywords and overall search performance.