G&O Springs - Website Report

Introduction

This report summarises key insights from a comprehensive analysis of the website’s performance and search engine optimisation (SEO) strategy. The evaluation covers aspects that significantly impact performance and conversions, focusing on page speed, technical SEO, keyword rankings, and technology stack. Implementing the following recommendations can enhance user experience, increase traffic, and improve conversion rates.

Key Findings

1. Optimise Page Redirects: Reduce multiple redirects to save approximately 190 ms, ensuring URLs are direct and relevant.

2. Improve Image Efficiency: Potential savings of over 3,500 KiB by optimising image sizes and formats, including using next-gen formats like WebP and implementing lazy-loading.

3. Enhance Layout Stability: Address cumulative layout shift (CLS) issues by specifying dimensions for images and ads to prevent unexpected layout shifts.

4. Reduce Render-Blocking: Eliminate render-blocking resources, potentially saving 460 ms, by inlining critical CSS and deferring non-essential JavaScript.

5. Address Duplicate Content: Resolve duplicate content issues to prevent SEO penalties and improve search engine clarity, using canonical tags where necessary.

6. Optimise Keyword Strategy: Focus on improving rankings for keywords currently positioned between 4 to 20 to increase visibility and traffic.

7. Upgrade JavaScript Framework: Transition from jQuery to modern frameworks like React or Vue.js for better performance and scalability.

8. Improve Backlink Profile: Develop a strategic outreach programme to gain high-quality backlinks, enhancing domain authority and search rankings.

9. Optimise Server Performance: Review and enhance the Apache server configuration or consider alternatives like Nginx for better performance under high traffic.

10. Explore Privacy-Focused Analytics: Consider using analytics tools that offer better privacy controls, such as Matomo or Plausible, to comply with GDPR and other privacy regulations.

By focusing on these key areas, the website can achieve significant improvements in performance, user experience, and SEO effectiveness, ultimately boosting conversions and market competitiveness.

Summary

The website’s performance is generally satisfactory but presents several areas for improvement that could significantly enhance user experience and reduce loading times. This report highlights key issues such as redirects, image optimisation, and layout shifts, providing straightforward recommendations to address these concerns. Implementing these suggestions can lead to faster load times and a more stable visual presentation for users.

Detailed Analysis and Recommendations

Avoid Multiple Page Redirects

Issue: Redirects introduce additional delays, with a potential savings of 190 ms.

Recommendation: Minimise the use of redirects by ensuring URLs are direct and relevant. Review server configurations and content management systems to eliminate unnecessary redirects.

First Contentful Paint (FCP)

Performance: The FCP is 0.8 seconds.

Recommendation: While this is within an acceptable range, further optimisation can be achieved by reducing server response times and minimising critical rendering path resources.

Time to Interactive (TTI)

Performance: The page becomes interactive at 2.5 seconds.

Recommendation: Consider deferring or removing unnecessary JavaScript and using asynchronous loading to improve interactivity times.

Cumulative Layout Shift (CLS)

Performance: The CLS score is 0.448, indicating visible layout shifts.

Recommendation: Ensure dimensions are specified for images and ads to reduce unexpected shifts. Avoid inserting content above existing content unless necessary.

Largest Contentful Paint (LCP)

Performance: LCP occurs at 2.5 seconds.

Recommendation: Optimise server response times, resource load times, and remove render-blocking resources to improve LCP metrics.

Efficiently Encode Images

Issue: Potential savings of 1,551 KiB by optimising images.

Recommendation: Compress images using formats like JPEG, PNG, or modern formats like WebP to reduce load times and data consumption.

Properly Size Images

Issue: Potential savings of 1,248 KiB by serving appropriately-sized images.

Recommendation: Implement responsive image techniques to ensure images are served at the correct size for the device, reducing unnecessary data transfer.

Eliminate Render-Blocking Resources

Issue: Potential savings of 460 ms by eliminating render-blocking CSS/JS.

Recommendation: Inline critical CSS and use defer or async attributes for non-critical JavaScript to speed up initial page load.

Serve Images in Next-Gen Formats

Issue: Potential savings of 2,208 KiB by using next-gen formats like WebP.

Recommendation: Convert images to next-gen formats to take advantage of superior compression and faster loading times.

Defer Offscreen Images

Issue: Potential savings of 241 KiB by lazy-loading offscreen images.

Recommendation: Implement lazy-loading for images not immediately visible to the user, which can improve load times and defer resource loading.

Speed Index

Performance: The Speed Index is 1.3 seconds.

Recommendation: Optimise resources and reduce blocking scripts to improve the visual load speed further.

Avoid Large Layout Shifts

Issue: Two significant layout shifts were detected.

Recommendation: Review and rectify elements causing shifts, such as dynamically injected content without adequate space allocation.

Avoid Enormous Network Payloads

Issue: Total network payload size was 2,947 KiB.

Recommendation: Minimise resource sizes by compressing files and eliminating unnecessary data transfers to reduce overall payload size.

Links Do Not Have Descriptive Text

Issue: Six links lack descriptive text.

Recommendation: Use meaningful text for links to improve accessibility and search engine understanding.

Serve Static Assets with an Efficient Cache Policy

Issue: 26 resources lack a long cache TTL.

Recommendation: Update cache policies to extend expiry times for static resources, improving load times for repeat visitors.

Reduce Unused JavaScript

Issue: Potential savings of 42 KiB by reducing unused JavaScript.

Recommendation: Audit JavaScript files to remove or defer non-essential scripts, decreasing network load and improving performance.

Does Not Use HTTPS

Issue: One insecure request was found.

Recommendation: Transition all site resources to HTTPS to secure data transmission, prevent intrusions, and leverage performance benefits of HTTP/2.

Overall Feedback Summary

The technical SEO audit for the domain “springs.aero” identified several issues that could impact the website’s search engine performance. The crawl completed successfully with 100 pages analysed, reaching the maximum crawl limit. The site’s overall on-page score is commendable at 97.09, indicating good SEO practices; however, there are areas for improvement. Key issues include duplicate content, long titles, and lack of canonicalisation. These should be addressed promptly to enhance search visibility and user experience.

Crawl Overview

• • Crawl Progress: Finished
  • Pages Crawled: 100 of 100
  • Crawl Limit Exceeded: Yes

Domain Information

• • Domain Name: springs.aero
  • Server: Apache
  • IP Address: 185.53.58.203
  • SSL Certificate: Valid (issued by Let’s Encrypt, expires on 16th February 2025)
  • HTTP/2 Support: Not available

Key Issues and Recommendations

Duplicate Content and Metadata

• • Duplicate Titles: 4 instances
  • Impact: Can lead to keyword cannibalisation and confusion for search engines.
  • Fix: Ensure each page has a unique <title> tag that accurately reflects its content.
  • Duplicate Descriptions: 5 instances
  • Impact: May lead to poor click-through rates from search engine results.
  • Fix: Create unique <meta description> tags for each page, highlighting the page’s unique value.
  • Duplicate Content: 3 instances
  • Impact: Can dilute the authority of pages and confuse search engines.
  • Fix: Use canonical tags to specify the preferred version of duplicate content pages.

Title Tag Optimisation

• • Titles Too Long: 9 instances
  • Impact: Search engines may truncate lengthy titles, reducing their effectiveness.
  • Fix: Limit <title> tags to 60 characters, ensuring they are concise and relevant.

Canonicalisation

• • Canonicalisation Not Set: 12 instances
  • Impact: Potential for duplicate content issues and diluted ranking signals.
  • Fix: Implement <link rel=”canonical”> tags on pages where applicable to specify the preferred URL.

URL Optimisation

• • SEO Friendly URL Issues: 4 instances
  • Impact: Non-descriptive URLs can affect user understanding and search engine interpretation.
  • Fix: Ensure URLs are descriptive, use hyphens to separate words, and include relevant keywords.

Image Attributes

• • Missing Image Titles: 12 instances
  • Impact: Reduces opportunities for image search optimisation and accessibility.
  • Fix: Add descriptive <title> attributes to all images.

Content Quality

• • Low Content Rate: 12 instances
  • Impact: Pages with insufficient content may be deemed less valuable by search engines.
  • Fix: Ensure all pages have substantial, high-quality content that meets user intent.

Technical Aspects

• Sitemap and Robots.txt: Present and configured correctly.
• HTTPS Redirection: Configured correctly, ensuring secure connections.
• Page Not Found Handling: Status code 200 instead of 404; adjust server response for non-existent pages.
• Directory Browsing: Status code 200; disable directory browsing for security purposes.

Conclusion

The SEO audit reveals a strong foundation with a high on-page score, yet it highlights critical areas for enhancement. Addressing duplicate content, optimising titles, and ensuring proper canonicalisation can significantly improve the site’s SEO performance. Implementing these recommendations will not only boost search engine rankings but also enhance user experience and engagement.

Summary

The website utilises a technology stack consisting of Apache HTTP Server for web hosting, Google Hosted Libraries as a CDN, Google Analytics for tracking and analytics, and jQuery for JavaScript functionality. Recommendations for improvement include considering a more modern JavaScript framework, optimising server performance, and exploring alternative analytics platforms.

Technology Stack Assessment

Web Servers

• • Apache HTTP Server: This is a robust and widely-used web server software, known for its stability and flexibility. It is suitable for a variety of web hosting needs but may not be the best choice for all scenarios, especially where performance and scalability are critical.

Content Delivery Networks (CDN)

• • Google Hosted Libraries: The utilisation of Google Hosted Libraries is beneficial for serving common libraries efficiently, reducing load times by using Google’s infrastructure. However, it is worth noting that relying solely on external CDNs can introduce dependencies that might impact website resilience in the event of service disruptions.

Analytics

• • Google Analytics: This provides comprehensive tracking and analytics capabilities, offering insights into user behaviour and website performance. While it is a powerful tool, privacy concerns and the need for compliance with regulations such as GDPR may necessitate considering alternative analytics solutions that offer enhanced privacy controls.

JavaScript Libraries

• • jQuery: While jQuery was once a staple in web development for simplifying JavaScript tasks, modern frameworks such as React, Vue.js, or Angular offer more efficient and scalable solutions for building interactive web applications. These frameworks can enhance performance and maintainability, particularly for dynamic and complex websites.

Recommendations for Improvement

• Upgrade JavaScript Framework: Consider transitioning from jQuery to a more modern framework like React or Vue.js. This can improve performance, provide a better developer experience, and offer more robust support for building scalable applications.
• Optimise Server Performance: Evaluate the current configuration of Apache HTTP Server to ensure it is optimised for performance. Consideration could also be given to alternative web servers, such as Nginx or LiteSpeed, which may offer enhanced performance, especially under high traffic conditions.
• Explore Alternative Analytics: While Google Analytics is comprehensive, exploring privacy-focused analytics tools like Matomo or Plausible could provide a balance between insight gathering and user privacy.
• Evaluate CDN Strategy: Assess the current CDN strategy to ensure it aligns with performance goals and consider integrating additional CDNs if needed to improve redundancy and load times, especially for global audiences.

Summary

This SEO report provides an analysis of the current performance, strengths, and weaknesses of your website’s search engine optimisation (SEO) strategy. The analysis focuses on rankings, keywords, and backlinks, offering insights into potential areas for improvement and further strategic development. The website is performing well with certain keywords, specifically “g&o springs,” which ranks first, indicating a strong presence in specific niche markets. However, there are notable opportunities for improvement in other keyword rankings and overall traffic acquisition.

SEO Strengths

• • Top Ranked Keyword: The keyword “g&o springs” is a significant strength, ranking in the first position with a search volume of 210 and an estimated traffic value (ETV) of 63.84. This indicates a strong market presence for this specific term.
  • Position 4-10 Keywords: Two keywords are ranked between positions 4 to 10, which highlights potential quick-win opportunities for SEO improvements and increased visibility.
  • Low Competition Keywords: Several keywords have low competition, such as “elgiloy” and “spring factory,” providing opportunities to enhance rankings with minimal resistance.

SEO Weaknesses

• • Position 50+ Keywords: The majority of the keywords (22 out of 35) are ranked beyond position 50, indicating limited visibility for these terms. This suggests a need for enhanced content optimisation and backlink strategies.
  • Keywords with High Competition: Keywords like “spring coiling” and “stainless steel springs” have a high competition level and require more robust SEO efforts to improve rankings.
  • Limited Top 3 Rankings: There is only one keyword in the top 3 positions. Expanding the number of high-ranking keywords could greatly improve traffic and visibility.

Keyword Analysis

• Total Keywords: The analysis covers 35 ranked keywords.
• Position 1 Keywords: 1 keyword is ranking in the top position.
• Position 11-20 Keywords: 5 keywords are ranked between positions 11 to 20, indicating potential for improvement with focused SEO strategies.
• Keywords with CPC > £1: There are 17 keywords with higher cost-per-click, indicating valuable opportunities for paid search strategies.

Backlink Strategy

While specific backlink data is not provided, enhancing backlink profiles can significantly impact keyword rankings, particularly for high competition terms. A focused effort on acquiring high-quality backlinks from reputable sources can improve domain authority and keyword performance.

Strategic Recommendations

1. Content Optimisation: Focus on optimising content for keywords ranked between positions 4 to 20 to improve their rankings into the top 3 positions.
2. Improve Backlink Profile: Develop a strategic outreach programme to acquire backlinks from high-authority websites, particularly for high competition keywords.
3. Target Low Competition Keywords: Prioritise SEO efforts on low competition keywords for faster gains in rankings and traffic.
4. Analyse Competitors: Conduct a competitive analysis to understand strategies employed by top-ranking competitors, particularly for high competition keywords.
5. Monitor Performance: Continuously monitor keyword performance and adjust strategies as necessary to ensure consistent improvement.

By addressing these areas, the website can improve its overall search engine visibility, traffic acquisition, and competitiveness in the market.