Survival Equipment Services Ltd - Website Report

Introduction

This report synthesises key findings from multiple analyses of a website’s performance and SEO strategies. It highlights areas where improvements can significantly impact performance, security, and user experience, ultimately enhancing conversions and search visibility.

Key Findings

1. Implement HTTPS: The lack of HTTPS is a critical security gap. Securing the site with HTTPS is essential for protecting data and enabling modern web functionalities.

2. Optimise Images: Significant image optimisation opportunities exist, with potential savings in kilobytes through compression, next-gen formats, and proper sizing.

3. Reduce DOM Size: An excessive number of DOM elements can affect performance. Streamlining the DOM structure can improve rendering times and memory usage.

4. Enhance Caching Strategies: Implement efficient cache policies for static resources to improve load times, especially for repeat visits.

5. Address Broken Resources: Fixing 98 instances of broken resources is crucial to enhance user experience and page loading speeds.

6. Improve Meta Descriptions: Many pages lack unique meta descriptions, affecting SEO visibility. Creating keyword-rich descriptions can improve search results.

7. Optimise Title Tags: Titles need adjustment to avoid being too long or too short, ensuring they are effective and not truncated in search results.

8. Canonical Tags: Implement canonical tags to address duplicate content issues, guiding search engines to the preferred URL versions.

9. Upgrade Technology Stack: Upgrading PHP and MySQL versions, as well as modernising the JavaScript stack, can improve security and performance.

10. Improve Page Speed: Address high waiting and loading times by optimising images, leveraging browser caching, and minimising JavaScript to enhance user experience and SEO rankings.

By focusing on these key areas, the website can achieve significant improvements in performance and conversions, providing a faster, more secure, and user-friendly experience.

Summary

This report analyses the performance of a website based on various metrics. The site exhibits areas of strength in speed index and contentful paint timings but also presents opportunities for improvement in HTTPS usage, image optimisation, and resource management. Recommendations provided aim to enhance the site’s performance, security, and user experience.

Key Performance Metrics

Speed Index and Paint Metrics

• • Speed Index: The page content becomes visible quickly with a speed index of 1.6 seconds.
  • First Contentful Paint: Occurs at 1.0 seconds, indicating a quick initial load of text or images.
  • Largest Contentful Paint: Achieved at 1.3 seconds, suggesting efficient loading of the largest visible content.

DOM Size

• • DOM Size: Contains 924 elements. A large DOM can lead to increased memory usage and slower style calculations and layout reflows.

Security

• • HTTPS Usage: The site does not use HTTPS, which is crucial for secure communications and modern web functionalities.

Resource and Asset Management

• • Render-blocking Resources: Potential savings of 440 ms by deferring non-critical JS/CSS can improve load times.
  • Image Optimisation:
  • Efficiently Encode Images: Potential savings of 750 KiB through optimised image encoding.
  • Next-gen Formats: Using modern formats like WebP could save 1,336 KiB.
  • Properly Size Images: Proper sizing could save 442 KiB.
  • Unused CSS: Reduction of unused CSS rules could save 223 KiB.
  • Caching: 25 resources lack efficient cache policies, affecting repeat visit speeds.
  • Redirects: Avoiding redirects could save 190 ms.

SEO

• • Link Descriptive Text: Three links lack descriptive text, which aids search engines in understanding content context.

Recommendations

1. Optimise the DOM Structure: Reduce the number of DOM elements to improve memory usage and reduce rendering time.

2. Implement HTTPS: Secure the site with HTTPS to protect data transmission and enable advanced web features.

3. Defer Non-critical Resources: Inline critical JS/CSS and defer non-critical resources to minimise render-blocking.

4. Optimise Images:

• Use tools to compress and encode images efficiently.
• Convert images to next-gen formats like WebP.
• Ensure images are appropriately sized for display.

5. Minimise Unused CSS: Audit stylesheets to remove unused CSS and defer non-essential CSS for above-the-fold content.

6. Enhance Caching Strategies: Implement efficient caching policies for static assets to improve load times for repeat visitors.

7. Avoid Redirects: Streamline navigation paths to minimise the need for page redirects.

8. Improve Link Text Accessibility: Ensure all links have descriptive text to enhance SEO and accessibility.

By addressing these areas, the website’s performance, security, and user experience can be significantly improved, leading to faster load times and a more secure browsing environment.

Technical SEO Report for ses-safety.com

Overall Feedback Summary

The website ses-safety.com demonstrates a solid technical foundation with a satisfactory on-page SEO score of 91.56. Notably, the site benefits from a valid SSL certificate and HTTP/2 support, enhancing its security and performance. However, certain areas require attention to improve search engine optimisation and user experience. These include addressing broken resources, optimising meta descriptions, and ensuring proper usage of HTML headers.

Detailed Findings and Recommendations

1. SSL and Security

• • SSL Certificate: The SSL certificate is valid and issued by Let’s Encrypt, ensuring secure data transmission. The certificate is set to expire on 2nd April 2025; schedule a renewal to maintain security.
  • Server Configuration: The server is running LiteSpeed, which supports efficient handling of web traffic.

2. Canonicalisation

• • Issue: Canonicalisation tests were not passed, indicating potential duplicate content issues.
  • Impact: This can lead to search engines indexing duplicate pages, diluting SEO efforts.
  • Recommendation: Implement and verify canonical tags on all pages to direct search engines to the preferred URL versions.

3. Meta Tags and Descriptions

• • Duplicate Descriptions: 4 pages have duplicate meta descriptions.
  • Missing Descriptions: 52 pages lack meta descriptions.
  • Impact: Missing or duplicate descriptions can affect search engine visibility and click-through rates.
  • Recommendation: Create unique, keyword-rich meta descriptions for each page to enhance search visibility.

4. Title Tags

• • Title Too Long: 28 pages have excessively long titles.
  • Title Too Short: 1 page has a title that is too short.
  • Impact: Titles that are too long or too short can be truncated in search results, reducing their effectiveness.
  • Recommendation: Optimise title lengths to be within 50-60 characters while ensuring they are descriptive and keyword-focused.

5. Content Quality

• • Low Content Rate: Found in 97 pages.
  • Duplicate Content: Detected on 6 pages.
  • Impact: Low content quality and duplication can harm SEO rankings and user engagement.
  • Recommendation: Enhance content quality by providing valuable, unique information on each page.

6. Internal and External Links

• • Internal Links: 5,866 internal links are functioning correctly.
  • External Links: 581 external links are present; none are broken.
  • Impact: A healthy link structure supports better navigation and SEO.
  • Recommendation: Continue to monitor link health and ensure relevant external linking.

7. Broken Resources

• • Issue: There are 98 instances of broken resources.
  • Impact: Broken resources can disrupt user experience and affect page loading times.
  • Recommendation: Identify and fix or remove broken resources to improve page performance.

8. Header Tags and Structure

• • No <h1> Tags: 38 pages lack an <h1> tag.
  • Impact: Absence of <h1> tags can affect search engine understanding of page content hierarchy.
  • Recommendation: Ensure each page has a single <h1> tag that accurately reflects the main topic of the page.

9. URL Structure

• • SEO-Friendly URLs: Generally well-structured, with a 95% success rate.
  • Impact: SEO-friendly URLs are easier for users and search engines to understand.
  • Recommendation: Maintain and improve URL structures by including relevant keywords and avoiding unnecessary parameters.

10. Page Speed

• High Waiting Time: Detected on 78 pages.
• High Loading Time: Noted on 1 page.
• Impact: Slow page speed can negatively impact user experience and SEO rankings.
• Recommendation: Optimise images, leverage browser caching, and minimise JavaScript to improve loading times.

Conclusion

While ses-safety.com has a robust technical foundation, addressing the highlighted issues will further enhance its SEO performance and user experience. Regular audits and updates are recommended to maintain optimal website health and search engine rankings.

Summary

The website utilises a robust technology stack with a strong reliance on popular open-source tools and services. Key technologies include WordPress for content management, WooCommerce for eCommerce solutions, and Amazon Web Services for cloud infrastructure. However, there are potential improvements to enhance performance, security, and scalability.

Web Development Technologies

JavaScript Libraries

The website uses several JavaScript libraries, including Lightbox, Modernizr, Underscore.js, jQuery, jQuery Migrate, and Choices. While jQuery is widely used, consider progressively migrating to vanilla JavaScript or modern frameworks like React or Vue.js for better performance and maintainability.

UI Frameworks

Bootstrap is employed as the UI framework. Bootstrap is a strong choice for responsive design, but ensure you are using the latest version to benefit from performance improvements and security updates.

Programming Languages

PHP is utilised for server-side scripting, which is expected with WordPress. Ensure that the latest PHP version is in use for performance and security enhancements.

Server Infrastructure

Web Servers

The use of LiteSpeed is beneficial for performance due to its ability to handle multiple connections with lower resource usage compared to traditional servers like Apache.

CDN and PaaS

Amazon S3 provides robust CDN capabilities, enhancing content delivery speed. Amazon Web Services offers scalable and reliable hosting, which is ideal for growing projects.

Databases

MySQL is a standard choice for WordPress sites. Regularly update your MySQL version and optimise your database for improved performance.

Sales and E-commerce

E-commerce Platforms

WooCommerce is a solid choice for WordPress eCommerce. Regular plugin updates and security checks are crucial to maintain a secure transaction environment.

Add-ons and Plugins

WordPress Plugins

The site uses WooCommerce, Slider Revolution, and Contact Form 7. Regularly update these plugins and remove any unused ones to reduce security risks and improve site speed.

Content Management

CMS and Blogging

WordPress powers both the CMS and blogging platform, which is appropriate given its flexibility and wide range of plugins.

Marketing and Communication

Marketing Automation and Email

MailChimp is used for email marketing, providing a reliable platform for managing campaigns. Ensure GDPR compliance by updating privacy policies and obtaining explicit consent from users.

Security

Security Features

reCAPTCHA is deployed to protect against spam and abuse. Consider additional security measures such as two-factor authentication and regular security audits.

Other Technologies

Miscellaneous

HTTP/3 is implemented, which can enhance performance by reducing latency and improving load times.

Analytics

Analytics Tools

Google Analytics is used for tracking and analysing visitor behaviour. Regularly review analytics data to inform marketing strategies and website improvements.

Recommendations for Improvement

1. Upgrade PHP and MySQL Versions: Ensure that the latest stable versions are used for enhanced security and performance.

2. JavaScript Framework: Consider modernising the JavaScript stack with frameworks like React or Vue.js to improve client-side performance.

3. Security Enhancements: Implement additional security measures such as automated backups, SSL certificates, and security plugins.

4. Performance Optimisation: Optimise images and leverage browser caching to enhance site speed further.

5. Regular Plugin Maintenance: Keep all plugins updated and audit them regularly to prevent potential vulnerabilities.

By addressing these recommendations, the website can achieve improved performance, security, and scalability, ensuring a seamless experience for its users.

Summary

This SEO report provides a detailed analysis of the strengths and weaknesses of the current search engine optimisation strategy, focusing on rankings, keywords, backlinks, and strategic insights. The analysis is derived from various SEO metrics, including keyword rankings, estimated traffic value, and competition levels. While the site exhibits strong rankings for certain keywords, there are opportunities for improvement in overall search visibility and traffic acquisition.

SEO Analysis

Keyword Rankings

• • Total Ranked Keywords: 215
  • Position 1 Keywords: 2
  • Notable Keywords: “rfd beaufort”, “survival equipment services”
  • Position 2-3 Keywords: 8
  • Notable Keywords: “alpha 900 helmet”, “alpha eagle helmet”
  • Position 4-10 Keywords: 16
  • These keywords show potential for improvement to reach top positions.
  • Position 11-20 Keywords: 38
  • Keywords in this range require strategic focus to move into higher rankings.
  • Position 21-50 Keywords: 68
  • These keywords are less competitive, representing opportunities for optimisation.
  • Position 50+ Keywords: 83
  • Keywords in this range are underperforming and need significant optimisation efforts.

Estimated Traffic Value (ETV)

• • Total ETV: 418.23
  • This value indicates the potential traffic value the site could achieve with optimal rankings.

Keyword Competition

• • Average Competition: 0
  • Competitiveness varies across keywords, with some highly competitive and others less so.

Search Volume and Top Keywords

• • Highest Search Volume: 90 for “rfd beaufort”
  • Top Ranked Keyword: “rfd beaufort”
  • This keyword is currently the most successful in terms of ranking and search volume.

Keywords with CPC > $1

• • Keywords with CPC > $1: 10
  • These keywords have a higher cost-per-click, indicating valuable commercial intent.

Total Search Volume

• Total Search Volume: The data did not provide a specific total search volume figure, highlighting an area for further refinement in data collection.

Backlinks

The current report does not include backlink data. Backlinks are crucial for improving domain authority and search rankings. It is recommended to perform a separate detailed backlink analysis to identify opportunities for acquiring high-quality links.

Strategies for Improvement

1. Optimise for Position 2-3 Keywords: Focus on enhancing content and on-page SEO for keywords ranking in positions 2-3 to push them to the top position.

2. Content Strategy: Develop a robust content strategy targeting keywords in the position 11-20 range, aiming to capture higher search traffic.

3. Backlink Acquisition: Engage in strategic link-building activities to improve domain authority and boost rankings for competitive keywords.

4. Keyword Expansion: Identify and target long-tail keywords with lower competition to increase visibility and traffic incrementally.

5. Competitor Analysis: Conduct a thorough competitor analysis to understand their strengths and weaknesses, which can inform future SEO strategies.

Conclusion

The analysis reveals a mixed performance in SEO, with some strong keyword rankings alongside areas needing improvement. By focusing on strategic content optimisation, backlink building, and competitive analysis, there is potential to enhance overall search visibility and traffic acquisition significantly.