SCOTT AEROSPACE LIMITED - Website Report

#### Summary of Key Findings for Performance and Conversions

The analysis of scottaero.co.uk identifies several crucial areas that, when optimised, can significantly impact the website’s performance and conversion rates. Enhancing load speeds, user experience, and search engine visibility are pivotal for achieving better results. Below are ten key findings and recommendations that focus on impactful improvements.

1. Image Optimisation: Properly size and efficiently encode images to save bandwidth and improve load times. Consider next-gen formats and implement lazy loading for offscreen images.

2. JavaScript and CSS: Reduce unused JavaScript and CSS, and eliminate render-blocking resources to enhance page rendering speed.

3. Meta Descriptions and Titles: Address missing meta descriptions and short titles to improve search engine visibility and click-through rates.

4. Keyword Strategy: Focus on content optimisation for keywords ranked between 21 and 50, and target low-competition keywords for better ranking opportunities.

5. Canonical Tags: Correct the implementation of canonical tags to prevent duplicate content issues and ensure proper page authority distribution.

6. Security Enhancements: Ensure all resources are served over HTTPS and implement additional security measures like Content Security Policy (CSP) and Subresource Integrity (SRI).

7. SEO-Friendly URLs: Continue refining URL structures to maintain user-friendly and keyword-rich links for enhanced SEO performance.

8. Backlink Strategy: Develop a robust backlink strategy to improve domain authority by acquiring high-quality links from relevant sources.

9. JavaScript Libraries: Transition from jQuery to native JavaScript or modern frameworks for improved performance and maintainability.

10. Content Quality: Enhance the content on pages with low content rates by adding more detailed, relevant, and valuable information to improve user engagement and search rankings.

Implementing these key recommendations will likely lead to noticeable improvements in performance, user experience, and conversion rates, ultimately enhancing the website’s overall effectiveness.

Summary

The website’s performance analysis reveals several areas for improvement, particularly in optimising load times and enhancing user experience. Key metrics such as the Cumulative Layout Shift (CLS), Speed Index, and Largest Contentful Paint (LCP) are performing within acceptable ranges, but there’s room for enhancement. Recommendations include optimising images, reducing unused JavaScript and CSS, and addressing HTTPS issues. Implementing these changes can significantly improve the site’s speed and reliability.

Detailed Analysis

Cumulative Layout Shift (CLS)

• • CLS Score: 0.158
  • Recommendation: Although this score is below the threshold for poor performance, reducing layout shifts further can enhance user experience. Consider using fixed dimensions for images and ads and reserve space for dynamic content.

Properly Size Images

• • Potential Savings: 97 KiB
  • Recommendation: Ensure images are appropriately sized for the display dimensions to save data and improve load times. Use responsive design techniques to serve images that match the device’s resolution.

Reduce Unused JavaScript

• • Potential Savings: 474 KiB
  • Recommendation: Audit JavaScript files to identify and remove unused code. Consider deferring non-essential scripts to improve load performance.

Speed Index

• • Speed Index Time: 1.9 seconds
  • Recommendation: This time indicates a moderate level of performance. Optimise resources and prioritise loading visible content to improve this metric.

Avoid Large Layout Shifts

• • Layout Shifts Found: 2
  • Recommendation: Investigate the root causes of these shifts. Ensure content is loaded in a predictable manner and reserve space for images, videos, and embeds.

Avoid Multiple Page Redirects

• • Potential Savings: 190 ms
  • Recommendation: Minimise redirects by updating links to direct URLs and eliminating unnecessary forwarding chains.

Avoid Serving Legacy JavaScript

• • Potential Savings: 0 KiB
  • Recommendation: Implement modern JavaScript practices, using feature detection and syntax that current browsers support, to decrease the load of unnecessary polyfills.

First Contentful Paint

• • Time: 1.9 seconds
  • Recommendation: Enhance this metric by optimising server response times, minimising render-blocking resources, and prioritising the loading of critical content.

Time to Interactive

• • Time: 2.7 seconds
  • Recommendation: Aim to reduce this time by deferring non-essential JavaScript and optimising main-thread work.

Reduce the Impact of Third-Party Code

• • Blocking Time: 320 ms
  • Recommendation: Limit the use of third-party scripts and asynchronously load those that are essential, after the main content has loaded.

Eliminate Render-Blocking Resources

• • Potential Savings: 1,160 ms
  • Recommendation: Inline critical CSS and defer non-critical JS and CSS to speed up the initial page rendering.

Max Potential First Input Delay

• • Max Delay: 340 ms
  • Recommendation: Reduce the length of long tasks to improve the responsiveness of the site, particularly for user interactions.

Serve Static Assets with an Efficient Cache Policy

• • Resources Found: 3
  • Recommendation: Implement long cache lifetimes for static resources to enhance repeat visit performance.

Largest Contentful Paint

• • Time: 2.0 seconds
  • Recommendation: Improve LCP by optimising server response times, resource load times, and removing large resources that block rendering.

Reduce Unused CSS

• • Potential Savings: 57 KiB
  • Recommendation: Audit stylesheets to identify and remove unused CSS, and ensure CSS for above-the-fold content is prioritised.

Links Do Not Have Descriptive Text

• • Issues Found: 1
  • Recommendation: Ensure all links have descriptive text to improve accessibility and search engine understanding.

Total Blocking Time

• • Time: 340 ms
  • Recommendation: Reduce long tasks and optimise third-party code to decrease total blocking time.

Efficiently Encode Images

• • Potential Savings: 53 KiB
  • Recommendation: Use optimised image formats and compression techniques to reduce image load times.

Does Not Use HTTPS

• • Insecure Request Found: 1
  • Recommendation: Ensure all resources are served over HTTPS to secure data transmission and leverage the benefits of modern web protocols.

Defer Offscreen Images

• • Potential Savings: 68 KiB
  • Recommendation: Implement lazy loading for images that are not immediately visible to enhance load performance.

Serve Images in Next-Gen Formats

• Potential Savings: 209 KiB
• Recommendation: Convert images to next-gen formats like WebP or AVIF for better compression and faster loading.

Implementing these optimisations should lead to a noticeable improvement in performance and user experience.

Overall Feedback Summary

The technical SEO audit for scottaero.co.uk reveals a generally well-optimised website with an impressive on-page score of 97.14. However, there are several areas that require attention to improve the website’s search engine optimisation further. Key areas of concern include missing meta descriptions, short titles, and issues with canonical tags. Addressing these issues can enhance the website’s visibility and performance in search engine results.

Crawl Status

• • Pages Crawled: 68 out of a maximum of 100 pages.
  • Crawl Completion Reason: The crawl stopped due to an empty queue, indicating that all reachable pages were processed.

Domain Information

• • Domain Name: scottaero.co.uk
  • Server: Squarespace
  • IP Address: 198.185.159.144
  • SSL Certificate: Valid (issued by Let’s Encrypt, expires on 13th April 2025)
  • HTTP/2 Support: Enabled
  • Canonicalisation Test: Failed
  • Directory Browsing: Disabled

Key SEO Issues and Recommendations

Duplicate Titles

• • Issue: 4 pages have duplicate title tags.
  • Impact: Duplicate titles can confuse search engines and dilute keyword relevance.
  • Fix: Ensure each page has a unique, descriptive title that accurately represents its content.

Missing Meta Descriptions

• • Issue: 11 pages have no meta descriptions.
  • Impact: Missing descriptions can affect click-through rates as users may not receive relevant information about the page content.
  • Fix: Add unique and compelling meta descriptions to all pages, ensuring they summarise the page content effectively.

Short Titles

• • Issue: 12 pages have titles that are too short.
  • Impact: Short titles may fail to fully convey the page’s purpose and reduce keyword optimisation opportunities.
  • Fix: Expand titles to include relevant keywords and provide a more descriptive overview of the page content.

Low Content Rate

• • Issue: 25 pages have a low content rate.
  • Impact: Pages with insufficient content may lack value for users and search engines, potentially affecting rankings.
  • Fix: Enhance the content on these pages by adding more detailed information, ensuring it is relevant and valuable to users.

Canonicalisation

• • Issue: Canonical tags are not properly implemented on some pages.
  • Impact: Improper canonicalisation can lead to duplicate content issues and affect page authority distribution.
  • Fix: Review and correct canonical tags to ensure they point to the correct preferred version of each page.

Missing Image Alt Attributes

• • Issue: 6 images are missing alt attributes.
  • Impact: Missing alt text can affect accessibility and image search visibility.
  • Fix: Add descriptive alt attributes to all images to improve accessibility and SEO.

Missing Image Titles

• • Issue: 25 images are missing title attributes.
  • Impact: Image titles can enhance user experience and provide additional context to search engines.
  • Fix: Add informative title attributes to images where appropriate.

Additional Observations

• External Links: 74 external links were found, all functional.
• Internal Links: 669 internal links were identified, aiding navigation and SEO.
• Broken Links: No broken links were detected, which is positive for user experience and SEO.
• Redirect Loops and Errors: No redirect loops or server errors (4xx or 5xx) were identified, indicating good server health.

Recommendations for Further Improvement

1. SEO-Friendly URLs: Continue to monitor and adjust URL structures to ensure they remain user-friendly and keyword-rich.
2. Content Encoding and Performance: Address the 32 pages missing content encoding to enhance loading speeds and user experience.
3. HTTPS to HTTP Links: Resolve the single instance of an HTTPS to HTTP link to maintain secure connections throughout the site.

By addressing these issues and continuing to optimise the website, scottaero.co.uk can improve its search engine rankings and overall user experience.

Summary

The website’s current technology stack includes Font Awesome for font scripts, jQuery for JavaScript libraries, Google Hosted Libraries for CDN services, and HTTP Strict Transport Security (HSTS) for security. While the stack covers basic requirements, there are opportunities for enhancement to improve performance, security, and modernisation.

Technology Stack Assessment

Web Development

• • Font Scripts:
  • *Font Awesome*: Utilised for scalable vector icons. It is a reliable choice for adding icons to web pages.
  • JavaScript Libraries:
  • *jQuery*: A well-established JavaScript library that simplifies HTML document traversing, event handling, and animation. While widely used, it is worth considering modern alternatives or native JavaScript for performance improvements.

Servers

• • CDN:
  • *Google Hosted Libraries*: This provides reliable and fast content delivery for commonly used libraries. It is an effective choice for reducing latency and improving load times.

Security

• • Security Measures:
  • *HSTS (HTTP Strict Transport Security)*: This is a valuable security feature that enforces the use of HTTPS, protecting against man-in-the-middle attacks. It is a critical component of a secure web application.

Recommendations for Improvement

1. JavaScript Libraries:

• • Consider migrating from jQuery to native JavaScript or modern frameworks such as React or Vue.js. These frameworks offer enhanced performance, modularity, and are more aligned with current development practices, potentially improving application efficiency and maintainability.

2. Font Management:

• • Evaluate the necessity of Font Awesome if only a limited set of icons is used. Custom icon fonts or SVGs may provide faster load times and reduced file sizes.

3. Content Delivery Network (CDN):

• • Assess the benefits of additional CDN providers, such as Cloudflare or Amazon CloudFront, particularly if your user base is globally distributed. These can offer additional features like DDoS protection, SSL management, and improved caching strategies.

4. Security Enhancements:

• • Beyond HSTS, ensure other security best practices are in place, such as Content Security Policy (CSP), Subresource Integrity (SRI), and regular security audits to keep the website resilient against emerging threats.

5. Performance Optimisation:

• Implement lazy loading for images and videos, minify CSS and JavaScript files, and leverage browser caching to further optimise load times and enhance user experience.

By adopting these improvements, the website can achieve better performance, security, and compatibility with modern web standards.

Summary

The SEO analysis focuses on key metrics including keyword rankings, search volumes, competition levels, and estimated traffic value (ETV). The data reveals that the majority of the keywords are ranked beyond the 50th position, indicating a need for strategic SEO improvements. The total estimated traffic value stands at approximately 25.39, which could be enhanced by improving rankings and targeting high-value keywords.

Keyword Rankings

• • Total Ranked Keywords: 28
  • Position 1 Keywords: 0
  • Position 2-3 Keywords: 0
  • Position 4-10 Keywords: 0
  • Position 11-20 Keywords: 0
  • Position 21-50 Keywords: 9
  • Position 50+ Keywords: 19

The data indicates that none of the keywords are ranked within the top 20 positions. Most keywords are ranked between positions 21 and 50, with a significant number ranked beyond 50.

Search Volume and Estimated Traffic Value (ETV)

• • Total Search Volume: 0 (indicated, but likely summation needed for provided data)
  • Estimated Traffic Value (ETV): 25.39

The keywords are contributing to a modest ETV, suggesting there is room for growth by improving keyword rankings and targeting more relevant and high-volume keywords.

Competition Analysis

• • Average Competition: 0 (as indicated, but competition values are provided for specific keywords)

Keywords like “aerospace x” and “laser etching” show high competition, whereas others like “lancer scott bristol” have relatively lower competition, presenting opportunities for ranking improvements.

Top Keywords by Search Volume and Competition

• Highest Search Volume Keywords:
• “lancer scott bristol” (1,900)
• “aerospace company” (1,600)
• “aerospace company uk” (1,300)
• Keywords with High Competition:
• “aerospace x” (competition: 0.98)
• “laser etching” (competition: 1)

Strategic Recommendations

1. Focus on Content Optimisation: Enhance content quality and relevance for keywords ranked between 21 and 50 to improve their ranking positions.

2. Target Low-Competition Keywords: Prioritise SEO efforts on keywords with lower competition such as “lancer scott bristol” to improve visibility and traffic.

3. Keyword Expansion: Explore additional keywords with higher search volumes and lower competition to increase potential traffic.

4. Technical SEO Improvements: Ensure that on-page SEO elements such as <title>, <meta>, and <h1> tags are optimised for target keywords.

5. Backlink Strategy: Develop a backlink strategy to enhance domain authority, focusing on acquiring high-quality backlinks from relevant industry sites.

By addressing these aspects, the potential to improve keyword rankings and overall traffic value can be significantly enhanced.