Spectrum Workplace - Website Report

Introduction

The comprehensive analysis of the website highlights several key areas where improvements can significantly enhance performance and conversions. By focusing on optimising JavaScript execution, caching policies, image delivery, and SEO strategies, the website can achieve faster load times, improved interactivity, and a more engaging user experience. Below are the ten key findings that, if addressed, can create the most substantial impact on the website’s performance and conversion rates.

Key Findings

1. JavaScript Optimisation: Reducing and minifying unused JavaScript can notably decrease load times, thereby improving user experience and interactivity.

2. Caching and Resource Loading: Implementing efficient caching policies and eliminating render-blocking resources can enhance load speeds, particularly for return visitors.

3. Image Optimisation: Serving images in next-gen formats like WebP or AVIF and optimising existing images can significantly reduce data usage and improve page speed.

4. SEO Meta Descriptions: Addressing duplicate and missing meta descriptions can improve search engine rankings and click-through rates by ensuring each page accurately reflects its content.

5. Content Quality: Enhancing the content on pages with low information density can boost rankings by providing more value to users and search engines.

6. Keyword Strategy: Focusing on underperforming keywords and developing a strong backlink strategy can improve search visibility and drive more traffic.

7. Security Enhancements: Implementing additional security measures, such as Content Security Policy (CSP) and updated reCAPTCHA, can protect user data and improve trust.

8. Technical SEO Improvements: Resolving issues related to long page titles, missing <h1> tags, and deprecated HTML can strengthen on-page SEO and improve search rankings.

9. Modernising Web Technologies: Transitioning to modern JavaScript frameworks like React or Vue.js can enhance performance and maintainability.

10. Consistent HTTPS Usage: Ensuring all resources are loaded securely over HTTPS can prevent mixed content warnings and improve user trust and SEO performance.

By systematically addressing these findings, the website can achieve significant improvements in performance, user engagement, and conversion rates.

Summary

The website’s performance analysis indicates several areas for improvement, focusing on JavaScript execution, caching policies, and image optimisation. Key metrics like Time to Interactive and Total Blocking Time suggest a need for optimising resource load and execution. Enhancements can be made by addressing render-blocking resources, optimising JavaScript and CSS, and ensuring efficient image formats and compression. Implementing these recommendations can lead to a faster, more responsive user experience.

Key Performance Metrics

Max Potential First Input Delay: 280 ms

This metric indicates the longest delay users might experience before they can interact with the page.

Time to Interactive: 3.5 s

This is the time taken for the page to become fully interactive, suggesting room for improvement to make the site responsive more quickly.

Total Blocking Time: 480 ms

This represents the cumulative time when key tasks block the main thread, impacting interactivity.

Speed Index: 2.6 s

This reflects how quickly the contents of a page are populated visually, with a moderate room for enhancement.

Largest Contentful Paint: 1.4 s

This metric shows how quickly the main content of the page loads, which is relatively good but can be further improved.

Cumulative Layout Shift: 0.167

This score indicates how much content shifts during loading, suggesting moderate stability but room for further improvement.

Recommendations

Optimise JavaScript Execution

• • Reduce Unused JavaScript: There is a potential saving of 451 KiB by reducing unused JavaScript. This can decrease the amount of data that needs to be processed, speeding up load times.
  • Minify JavaScript: Minifying JavaScript can save 8 KiB, reducing parse times and improving speed.
  • Avoid Legacy JavaScript: Though no savings are currently identified, adopting modern script deployment strategies can future-proof performance improvements.

Improve Caching and Resource Loading

• • Efficient Caching Policies: Implement long cache lifetimes for static assets to speed up repeat visits. Seven resources could benefit from this strategy.
  • Eliminate Render-Blocking Resources: By deferring non-critical CSS/JS or using inline delivery for critical resources, you can potentially save 390 ms.
  • Reduce Main-Thread Work: Optimise the parsing, compiling, and execution of JavaScript to reduce the 2.6 seconds of main-thread work.

Enhance Image and Content Delivery

• • Serve Images in Next-Gen Formats: Significant potential savings of 1,417 KiB can be achieved by using formats like WebP or AVIF.
  • Efficiently Encode Images: Optimising images can save 98 KiB, enhancing load speed and reducing data usage.
  • Enable Text Compression: Implement gzip, deflate, or brotli for text-based resources to save 12 KiB, making load times faster.

Other Improvements

• Avoid Large Layout Shifts: Addressing the detected layout shift can enhance page stability and improve user experience.
• Use HTTPS: Ensure all resources are loaded over HTTPS to secure user data and leverage HTTP/2 benefits.
• Avoid Multiple Page Redirects: Streamline redirects to save 190 ms, decreasing overall load time.

By addressing these areas, the website can achieve faster load times, improved interactivity, and a better overall user experience.

Technical SEO Report for spectrumworkplace.co.uk

Overall Feedback Summary

The recent technical SEO audit of spectrumworkplace.co.uk indicates a robust performance with a high on-page score of 98.98. The website demonstrates effective use of HTTPS, has a valid SSL certificate, and maintains a clear structure with no broken links or resources. However, there are several areas requiring attention to enhance SEO performance, particularly concerning meta descriptions and content quality.

Issues and Recommendations

Duplicate Meta Descriptions

• • Issue: There are 2 pages with duplicate meta descriptions.
  • Impact: Duplicate descriptions can confuse search engines and users, impacting the click-through rate and possibly leading to lower rankings.
  • Fix: Ensure each page has a unique meta description that accurately reflects its content. This can be achieved by reviewing existing descriptions and tailoring them to reflect the unique value proposition of each page.

Missing Meta Descriptions

• • Issue: 6 pages are missing meta descriptions.
  • Impact: Pages without meta descriptions result in missed opportunities to attract users from SERPs and can negatively impact click-through rates.
  • Fix: Create concise and compelling meta descriptions for these pages, focusing on relevant keywords and a clear call to action.

Titles Too Long

• • Issue: 23 pages have titles that are too long.
  • Impact: Titles that exceed the optimal length may be truncated in search results, reducing their effectiveness in conveying the page’s content.
  • Fix: Revise the page titles to ensure they are within the recommended length of 50-60 characters, focusing on including primary keywords early in the title.

Low Content Rate

• • Issue: 79 pages exhibit a low content rate.
  • Impact: Pages with insufficient content may not rank well as they provide limited information to both users and search engines.
  • Fix: Enhance the content on these pages by adding more comprehensive and relevant information, utilising multimedia where appropriate, and ensuring that content is well-structured with relevant headings and subheadings.

No <h1> Tags

• • Issue: 4 pages are missing <h1> tags.
  • Impact: <h1> tags are crucial for indicating the primary topic of a page to search engines, and their absence can hinder SEO performance.
  • Fix: Add a descriptive <h1> tag to each page that accurately summarises the page’s main topic, ensuring that it includes relevant keywords.

Missing Image Alt Text

• • Issue: There is 1 image without alt text.
  • Impact: Missing alt text can affect accessibility and prevent search engines from understanding the content of images, impacting image search visibility.
  • Fix: Add alt text to the image, ensuring it is descriptive and includes relevant keywords to improve both accessibility and SEO.

Deprecated HTML Tags

• • Issue: Use of deprecated HTML tags.
  • Impact: Deprecated tags can affect how browsers render the site and may lead to potential SEO issues.
  • Fix: Replace deprecated tags with modern HTML tags that comply with current web standards to ensure compatibility and maintain SEO effectiveness.

HTTPS to HTTP Links

• • Issue: There are 6 links pointing from HTTPS to HTTP.
  • Impact: Links pointing from secure to non-secure pages can result in mixed content warnings and may affect user trust and SEO.
  • Fix: Update these links to point to the HTTPS version of the URLs to maintain a consistent and secure browsing experience.

Canonicalization Test

• • Issue: Canonicalization test is not passed.
  • Impact: Improper canonicalization can lead to duplicate content issues, affecting search engine rankings.
  • Fix: Implement proper canonical tags on all pages to guide search engines towards the preferred version of content.

Sitemap and Robots.txt

• Issue: Absence of robots.txt file.
• Impact: Without a robots.txt file, there is limited control over search engine crawling and indexing of website pages.
• Fix: Create and upload a robots.txt file to the root domain, specifying any pages or directories that should not be crawled.

Conclusion

Overall, spectrumworkplace.co.uk demonstrates strong technical foundations. By addressing the identified issues, particularly improving meta descriptions, optimising content quality, and refining page titles, the website can further enhance its SEO performance and user engagement. Regular audits and updates will ensure continued adherence to SEO best practices.

Summary

The website currently employs a robust technology stack with a strong focus on analytics, security, and web development. Key components include Google Analytics for tracking and performance insight, Cloudflare for CDN services, HSTS for security, and Microsoft ASP.NET as the web framework. While the existing stack is competent, there are opportunities for improvement, particularly in modernising the JavaScript library and enhancing security measures.

Analytics

Current Technologies

• • Crazy Egg: Used for heatmaps and user behaviour analysis.
  • Google Analytics: Provides insights into website traffic and user interactions.
  • Google Tag Manager: Facilitates easy management of tags and tracking scripts.

Recommendations

• • Consider integrating Google Analytics 4 to leverage its enhanced data collection and analysis features.
  • Evaluate the need for both Crazy Egg and Google Analytics to avoid overlapping functionalities and streamline analytics efforts.

Servers

Current Technologies

• • cdnjs: Utilised as a Content Delivery Network (CDN) for efficient distribution of static resources.
  • Cloudflare: Provides CDN services, DDoS protection, and enhances website performance.

Recommendations

• • Ensure that Cloudflare’s caching settings are optimised for the latest performance improvements.
  • Consider enabling Cloudflare’s Web Application Firewall (WAF) for an additional layer of security.

Security

Current Technologies

• • HSTS (HTTP Strict Transport Security): Enforces secure connections by default, mitigating man-in-the-middle attacks.
  • reCAPTCHA: Protects forms against abuse and spam by requiring user verification.

Recommendations

• • Implement Content Security Policy (CSP) to protect against cross-site scripting (XSS) attacks.
  • Regularly update and review reCAPTCHA implementations to leverage the latest security enhancements.

Web Development

Current Technologies

• • jQuery: A widely-used JavaScript library for DOM manipulation and event handling.
  • Microsoft ASP.NET: A robust web framework for building dynamic web applications.

Recommendations

• • Consider transitioning to a more modern JavaScript framework such as React or Vue.js to improve performance and maintainability.
  • Ensure that Microsoft ASP.NET is kept up-to-date with the latest patches for security and performance.

General Recommendations

• Conduct a regular audit of third-party plugins and libraries to ensure they are still supported and do not introduce vulnerabilities.
• Evaluate the benefits of progressive web app (PWA) features to improve user engagement and offline capabilities.

Summary

This report provides an in-depth analysis of the SEO strengths and weaknesses of the current keyword strategy. The analysis focuses on rankings, keyword performance, backlinks, and suggests strategies for improvement. The data reveals that the website ranks for a total of 594 keywords, with a notable presence in the top search positions. However, there is room for improvement in terms of competition and traffic acquisition. The following sections detail the findings.

Keyword Rankings and Performance

Top Performing Keywords

• • “spectrum workplace” ranks in position 1 with a search volume of 210 and an estimated traffic value (ETV) of 63.84.
  • Keywords in Positions 2-3: A total of 2 keywords occupy these positions, including “pelham waterlooville” and “pelham laboratories waterlooville.”

General Ranking Distribution

• • Position 4-10 Keywords: 33 keywords are in this range, indicating a solid presence but with potential for improvement.
  • Position 11-20 Keywords: 51 keywords are ranked here, suggesting that with optimisation, these could move into higher ranking positions.
  • Position 21-50 Keywords: 207 keywords fall into this category, indicating a significant opportunity for better optimisation.
  • Position 50+ Keywords: 300 keywords are ranked beyond the 50th position, highlighting areas that require substantial work.

Competition and Traffic Insights

• Estimated Traffic Value (ETV): The total estimated traffic value is 977.69.
• Average Competition: The average competition level is low, suggesting that with strategic efforts, higher rankings could be achievable.
• Highest Search Volume: The keyword “spectrum workplace” holds the highest search volume at 210.
• Keywords with CPC > $1: There are 73 keywords identified with a cost-per-click higher than $1, indicating potential monetisation opportunities.

Backlinks and Domain Authority

The backlink profile and domain authority are critical components of SEO strength. However, the specific data on backlinks is not included in this dataset. Generally, increasing high-quality backlinks can significantly bolster search engine rankings and domain authority.

Strategic Recommendations

1. Optimise Underperforming Keywords: Focus on improving the on-page and off-page SEO for keywords ranked in positions 11-50 to move them to higher positions.

2. Enhance Content Quality: Create or update content around high-potential keywords, especially those with high search volume and competition less than 0.5.

3. Backlink Strategy: Develop a comprehensive backlink strategy to earn high-quality backlinks, which can help improve domain authority and rankings for challenging keywords.

4. Target High CPC Keywords: Prioritise high CPC keywords for content and advertising strategies to maximise potential revenue.

5. Monitor and Adjust: Continuously monitor keyword performance and adjust strategies based on ranking changes and competition dynamics.

By implementing these strategies, there is potential to improve overall search engine visibility, traffic, and ultimately, the business’s online presence.