Thornhill Security Ltd - Website Report

Introduction Summary

The comprehensive analysis of thornhillsecurityltd.co.uk highlights several key areas for improvement that could significantly impact performance and conversions. By tackling issues such as slow page load times, SEO optimisation, and enhancing security measures, the website can offer a better user experience and improve its search engine rankings. Below are the ten key findings from the report:

1. Page Load Speed: Slow load times due to excessive JavaScript and CSS can be improved by reducing unused code and optimising scripts.
2. SEO Optimisation: Address duplicate content and missing meta descriptions to enhance search engine visibility and user engagement.
3. High Competition Keywords: Focus on content optimisation and backlink strategies for high-competition keywords to improve ranking.
4. Content Quality: Improve low-content pages and ensure comprehensive coverage of relevant topics and keywords.
5. Image Optimisation: Add alt attributes to images for better accessibility and search optimisation.
6. Technical SEO: Implement canonical tags correctly to prevent duplicate content issues and improve indexing.
7. Security Enhancements: Update all content to HTTPS and maintain security plugins to protect user data.
8. Performance Optimisation: Use caching plugins and consider alternatives to heavy plugins to boost site speed.
9. Mobile Responsiveness: Ensure full responsiveness and optimisation for mobile devices to enhance user experience.
10. Privacy Compliance: Regularly update privacy and cookie policies to align with current regulations.

Implementing these recommendations will enable thornhillsecurityltd.co.uk to deliver a faster, more secure, and user-friendly experience, fostering better engagement and potentially increasing conversion rates.

Summary

The website’s performance can be significantly improved by addressing several key areas identified in the report. The main issues include slow page load times, excessive JavaScript execution, and large network payloads. Addressing these issues will not only enhance user experience but also improve search engine rankings.

Key Performance Metrics

• • Speed Index (4.5 s): Indicates how quickly the page contents are displayed. A lower score suggests faster content rendering.
  • Total Blocking Time (1,300 ms): Represents the time when the page is unresponsive due to long tasks. Reducing this will lead to a more responsive experience.
  • Cumulative Layout Shift (0.117): Measures visual stability. Lower scores indicate fewer unexpected layout shifts.

Recommendations

1. Optimize JavaScript and CSS:

• • Reduce Unused JavaScript (546 KiB savings): Identify and remove JavaScript that is not essential to the initial page load.
  • Reduce Unused CSS (738 KiB savings): Minimise CSS that is not needed for rendering the visible part of the page.
  • Avoid Serving Legacy JavaScript: Use modern JavaScript to avoid unnecessary code for modern browsers.

2. Improve Page Load Times:

• • Minimize Main-Thread Work (7.5 s): Decrease the time the browser spends processing scripts by optimizing the code and reducing its size.
  • Eliminate Render-Blocking Resources (750 ms savings): Ensure that CSS and JavaScript do not block the rendering of page content.

3. Reduce Network Payloads:

• • Avoid Enormous Network Payloads (2,825 KiB): Compress images and files to reduce the load on the server and improve loading times.

4. Enhance User Experience:

• • Defer Offscreen Images (64 KiB savings): Implement lazy loading for images that are not immediately visible.
  • Reduce Third-Party Impact (380 ms): Limit or defer third-party scripts that can slow down the page.

5. Security Improvements:

• • Use HTTPS: Ensure all content is served over HTTPS to improve security and trustworthiness.

Additional Considerations

• Avoid Multiple Page Redirects (190 ms savings): Streamline redirects to reduce unnecessary delays.
• Improve Time to Interactive (5.0 s): Work towards making the page fully interactive more quickly by optimizing scripts and reducing heavy tasks.
• Ensure Descriptive Link Text: Enhance accessibility by using meaningful link descriptions, aiding search engines and users alike.

By focusing on these key areas, the website can deliver a faster, more secure, and user-friendly experience. Implementing these improvements will contribute to better engagement and potentially higher conversion rates.

Summary of Technical SEO Audit

The technical SEO audit of thornhillsecurityltd.co.uk reveals a generally strong foundation with an on-page score of 91.2, indicating a well-optimised site. However, there are areas needing attention to enhance overall performance and search engine visibility. Key issues include duplicate content, missing meta descriptions, lengthy titles, and missing image alt attributes. Addressing these will improve user experience and search ranking potential. Recommendations include ensuring canonicalisation is correctly implemented, reducing high loading and waiting times, and enhancing SEO-friendly URLs.

Technical SEO Issues and Recommendations

Duplicate Content

Impact: Duplicate content can cause confusion for search engines, leading to decreased rankings or pages being omitted from indexing.
Fix: Implement canonical tags to indicate the preferred version of a page. Consider consolidating duplicate content and using 301 redirects where appropriate.

Missing Meta Descriptions

Impact: Meta descriptions are crucial for click-through rates from search engine results pages. Missing descriptions can result in lower visibility and engagement.
Fix: Craft unique and descriptive meta descriptions for the 4 pages identified without them, focusing on relevant keywords and a compelling call-to-action.

Title Tag Issues

• • Title Too Long: 23 instances

Impact: Titles exceeding the recommended length may be truncated in search results, potentially reducing their effectiveness.
Fix: Edit titles to be concise and ensure they remain within 50-60 characters while retaining keyword relevance and clarity.

• Title Too Short: 1 instance

Impact: Short titles might not fully convey the page’s subject matter or include necessary keywords.
Fix: Expand the short title to include essential keywords and context, ensuring it aligns with search intent.

High Loading and Waiting Times

Impact: Slow page speeds can negatively affect user experience and search rankings.
Fix: Optimise images, leverage browser caching, and reduce server response times to improve loading speeds. Consider using a content delivery network (CDN) for faster resource distribution.

Low Content Rate

Impact: Pages with insufficient content may not rank well as they provide limited information to users and search engines.
Fix: Enhance content quality and length across identified pages, ensuring it adds value and includes relevant keywords naturally.

Missing Image Alt Attributes

Impact: Missing alt attributes hinder accessibility and image search optimisation.
Fix: Add descriptive alt text to the 32 images identified, focusing on accurately describing the image content and incorporating keywords where relevant.

Canonicalisation Issues

Impact: Without proper canonicalisation, search engines may index duplicate pages, diluting ranking signals.
Fix: Implement canonical tags correctly on all pages to specify the preferred version for indexing. Ensure that canonical tags do not lead to broken or redirected pages.

HTTPS to HTTP Links

Impact: Mixed content (HTTPS to HTTP links) can lead to security warnings and affect user trust.
Fix: Update links to use HTTPS where possible to ensure secure and consistent page loading.

Deprecated HTML Tags

Impact: Using outdated HTML tags can affect page rendering and site compatibility with modern browsers.
Fix: Replace deprecated tags with current standards to improve site functionality and maintainability.

SEO-Friendly URL Checks

Impact: Non-optimised URLs can impact user experience and search engine understanding of page content.
Fix: Review and update URLs to be concise, include relevant keywords, and avoid unnecessary parameters or session IDs.

Conclusion

Addressing these technical SEO issues will enhance thornhillsecurityltd.co.uk’s search performance and user experience. Continuous monitoring and optimising based on these recommendations will lead to sustainable improvements in organic search visibility.

Summary and Recommendations

The website is built on a robust WordPress platform utilising various plugins and technologies. While the current stack is quite comprehensive, there are opportunities to streamline and update certain components to enhance performance, security, and user experience. The following recommendations are suggested:

• Update WordPress Version: Ensure you are on the latest WordPress version to benefit from security patches and new features.
• Review Plugin Usage: Consider removing or replacing bloated or outdated plugins such as WPBakery and Slider Revolution if they are not essential. These can impact load times and performance.
• Security Enhancements: Maintain the Wordfence plugin for security but ensure it is updated regularly. Consider adding two-factor authentication for an additional layer of security.
• Performance Optimisation: Utilise a caching plugin to improve load speeds. Consider alternatives to heavy plugins like Essential Grid if not crucial for your design.
• SEO Enhancements: Ensure Google Analytics and Google Tag Manager are correctly configured for improved insights.
• Accessibility Improvements: Continue using Pojo Accessibility and ensure compliance with current accessibility standards.
• Content Delivery: Leverage GStatic for serving static content efficiently.
• Review JavaScript Usage: Minimise reliance on jQuery where possible by using native JavaScript.
• Ensure Mobile Optimisation: Verify that the site is fully responsive and optimised for mobile devices using viewport meta tags.
• Privacy and Compliance: Ensure all privacy and cookie policies are up-to-date with current regulations.

Website Structure and Technology Stack Analysis

Analytics and Tracking

The website employs Google Analytics for tracking visitor interactions and measuring audience behaviour. This tool is essential for gathering data-driven insights to help optimise the site further.

Widgets and Plugins

The site uses WPForms and its Lite version for creating forms, which is effective for collecting user feedback. WPBakery is utilised as a page builder, though it can be resource-intensive, potentially affecting performance.

Fonts and Typography

The Google Font API is used, allowing for a wide range of web fonts to enhance the website’s aesthetic appeal and readability.

Security and Compliance

Wordfence provides robust security measures. The use of reCAPTCHA v3 helps in preventing spam and bot interactions effectively.

Tag Management

Google Tag Manager is implemented, providing a flexible solution for managing various tags without altering the website’s underlying codebase.

Privacy

The US Privacy User Signal Mechanism is in place to handle privacy compliance, which is crucial for user data protection.

Content Management System

The website is built on WordPress 6.6, a reliable and widely used CMS that supports extensive customisation and plugin integration.

JavaScript Libraries

jQuery and Lightbox are used for enhancing interactivity. Intersection Observer API is employed to efficiently handle DOM element visibility.

Advertising

DoubleClick.Net is part of the advertising strategy, offering monetisation opportunities through targeted ads.

Server and Hosting

The site is hosted on Catalyst2 Services with a British server location, ensuring optimal performance for users in the UK. LiteSpeed serves as the web server, providing high performance and scalability.

Security and SSL

SSL by Default with Let’s Encrypt ensures secure data transmission, which is vital for user trust and SEO benefits.

In conclusion, while the current website structure and technology stack are functional, there are several areas for improvement that can lead to a more efficient, secure, and user-friendly site. Regular updates and optimisation will ensure continued performance and compliance with evolving web standards.

Summary

The website demonstrates strong SEO performance with several top-ranked keywords, particularly for niche terms related to security and geographical location, such as “locks bristol” and “thornhill security”. Despite these strengths, there are opportunities for improvement, particularly in increasing rankings for high competition and high-volume keywords. This report analyses the current SEO status of the website, focusing on rankings, keywords, backlinks, and strategies for improvement.

Current Rankings

The website ranks first for four keywords including “locks bristol”, “thornhill security”, “thornhill security bristol”, and “thornhill security ltd”. These keywords have relatively low competition, contributing to their high rankings. The website also secures positions 2 to 3 for four keywords and positions 4 to 10 for 24 keywords, which indicates a good breadth of coverage across relevant search queries.

Keywords Analysis

• • High-Ranking Keywords: The highest-ranked keywords are low competition, which allows the website to maintain strong visibility in these areas.
  • Keywords with Potential: Keywords such as “secure room” have higher search volumes and lower competition, but rank lower (position 4). These present opportunities for improvement.
  • High Competition Keywords: Keywords like “used safes” and “safe movers” have high competition and rank poorly, suggesting that focusing on content optimisation and backlinking strategies could be beneficial.

Backlinks

While backlink data is not included in the available data, backlinks are essential for improving domain authority and search engine rankings. Building quality backlinks from reputable websites can enhance visibility and rank for competitive keywords.

SEO Strategies

1. Content Optimisation: Focus on improving the content for high potential keywords with moderate to high search volume and low competition to boost rankings.
2. Keyword Expansion: Explore long-tail keywords related to high-ranking terms to capture more specific search queries.
3. Backlinking: Develop a strategy to acquire more backlinks from authoritative sites, especially for keywords with higher competition.
4. Technical SEO: Ensure that the website’s technical elements such as site speed, mobile responsiveness, and structured data are optimised for better search engine indexing.

Performance Improvement

• Target Low-Ranking Keywords: Enhance content and on-page SEO for keywords currently ranked in positions 11 to 20 to move them into the top 10.
• Increase Content Depth: Provide more comprehensive content that covers related topics and queries to improve relevance and authority.
• Regular Updates: Keep content fresh and updated to maintain rankings and adapt to changing SEO trends.

Conclusion

The website is performing well for specific niche keywords and has the potential to improve its visibility further by targeting higher-volume terms and enhancing its backlink profile. By focusing on these areas, the website can improve its overall SEO performance and capture a larger share of search traffic.