FAST Fire & Security Technologies - Website Report

Introduction

This report synthesises findings from various technical and SEO audits to highlight the most impactful areas for enhancing website performance and conversions. By focusing on key aspects such as page speed, technical SEO, keyword optimisation, and technology stack, the website can improve its user experience, search visibility, and overall effectiveness. Implementing these recommendations can lead to faster load times, increased organic traffic, and a stronger digital presence.

Key Findings

1. Caching Strategy: Improve caching policies for static assets to enhance load times for repeat visitors by reducing unnecessary reloading.

2. JavaScript Optimisation: Audit and optimise JavaScript files by removing unused scripts and avoiding duplicate modules to improve load efficiency and reduce blocking times.

3. Meta Tag and Content Uniqueness: Address duplicate and missing meta descriptions and titles to prevent SEO issues and enhance search visibility.

4. Keyword Rankings: Focus on high-value keywords with low competition to improve rankings and traffic potential.

5. Content Management System: Evaluate the scalability of the current CMS (Wix) and consider migrating to a more flexible platform like WordPress for future growth.

6. Security Enhancements: Implement additional security measures beyond HSTS, such as a Web Application Firewall, to protect the website from vulnerabilities.

7. Technical SEO Improvements: Ensure proper use of canonical tags and HTTPS links to avoid duplicate content and security warnings.

8. Page Speed Metrics: Maintain and improve key performance indicators like First Contentful Paint (FCP) and Largest Contentful Paint (LCP) through optimised resource loading.

9. Backlink Strategy: Develop a robust backlink acquisition plan to improve domain authority and search engine rankings.

10. JavaScript Performance: Optimise the use of JavaScript frameworks like React and Lodash to enhance load times and consider server-side rendering for better performance.

By addressing these key findings, the website can significantly enhance its performance and conversion rates, leading to a more successful digital strategy. Regular monitoring and updates are recommended to ensure continued optimisation and growth.

Summary

The website’s performance is generally satisfactory with quick initial loading times and efficient rendering. However, there are several areas where improvements can be made to enhance user experience and optimise loading efficiency. Key focus areas include caching strategies, JavaScript management, and reducing blocking times. Implementing these recommendations can lead to faster page loads, reduced bandwidth usage, and an overall better user experience.

Detailed Analysis and Recommendations

Serve Static Assets with an Efficient Cache Policy

The presence of 58 resources with inefficient caching indicates that a more robust cache strategy is needed. Setting a longer cache lifetime for static assets like images, CSS, and JavaScript can significantly speed up repeat visits by reducing the need to reload unchanged resources.

Recommendation:

• Configure your server to leverage browser caching by setting appropriate cache-control headers. This will help in storing static resources in the user’s browser for a longer duration.

First Contentful Paint (FCP)

With a First Contentful Paint time of 0.6 seconds, the site performs well in displaying the initial content quickly.

Recommendation:

• Maintain this performance by ensuring that critical CSS and key resources are loaded efficiently.

Time to Interactive (TTI)

The Time to Interactive is moderately fast at 1.6 seconds, indicating a quick readiness for user interaction.

Recommendation:

• Further improvements can be achieved by optimising JavaScript execution and ensuring that non-essential scripts load asynchronously or after user interaction.

Reduce Unused JavaScript

The potential savings of 117 KiB suggests that there is a significant amount of JavaScript that is not being utilised effectively.

Recommendation:

• Audit your JavaScript files to determine which scripts are not necessary on certain pages. Lazy-load or remove these scripts where possible.

Remove Duplicate Modules in JavaScript Bundles

The potential savings of 57 KiB from removing duplicate JavaScript modules highlight an opportunity to streamline your codebase.

Recommendation:

• Use tools to analyse your JavaScript bundles for duplicate modules and refactor them to eliminate redundancy.

Total Blocking Time (TBT)

A Total Blocking Time of 150 ms indicates some room for improvement in processing efficiency.

Recommendation:

• Break up long tasks and optimise JavaScript execution to reduce blocking times, improving the responsiveness of your page.

Max Potential First Input Delay (FID)

With a Max Potential First Input Delay of 200 ms, the site could benefit from reducing the time taken by the longest tasks.

Recommendation:

• Prioritise the execution of critical JavaScript and defer non-essential tasks to improve response times for user interactions.

Avoid Serving Legacy JavaScript to Modern Browsers

The potential savings of 5 KiB by not serving legacy JavaScript to modern browsers is relatively small but still beneficial.

Recommendation:

• Implement a modern JavaScript deployment strategy using module/nomodule to serve optimised scripts to compatible browsers.

Speed Index

The Speed Index of 0.7 seconds is indicative of a fast visual rendering of the page contents.

Recommendation:

• Continue to optimise resource loading and rendering to maintain or improve this metric.

Largest Contentful Paint (LCP)

With an LCP of 1.4 seconds, the site is performing well, but there is always scope for enhancement.

Recommendation:

• Optimise the loading of large elements by compressing images, improving server response times, and prioritising visible content to further reduce LCP.

Overall, implementing these recommendations can help in achieving a more efficient and user-friendly website performance.

Overall Feedback Summary

The technical SEO audit of www.fast-uk.co.uk indicates a generally well-optimised website with a satisfactory on-page score of 92.54. However, there are several areas that require attention, specifically concerning duplicate content, meta tags, and image attributes. Addressing these issues will help enhance the site’s visibility and overall performance in search engine results.

Technical SEO Issues and Recommendations

Duplicate Content and Meta Tags

Issues Identified:

• Duplicate Titles: 2 instances
• Duplicate Descriptions: 6 instances
• Duplicate Content: 5 instances

Impact:
Duplicate content and meta tags can confuse search engines, potentially leading to incorrect indexing and ranking issues. This can dilute the effectiveness of your SEO efforts.

Recommendations:

• Review and revise duplicate title tags and meta descriptions to ensure they are unique and relevant to the content on each page.
• Conduct a content audit to identify and rework duplicate content. Consider merging similar pages or using canonical tags to indicate the preferred version.

Missing and Irrelevant Meta Descriptions

Issues Identified:

• Missing Descriptions: 3 instances
• Irrelevant Descriptions: 1 instance

Impact:
Missing or irrelevant meta descriptions can result in lower click-through rates from search engine results pages (SERPs), as users may not find the page relevant to their search.

Recommendations:

• Craft compelling and relevant meta descriptions for pages lacking them. Ensure they accurately reflect the content of the page and include target keywords where appropriate.

Title Tag Issues

Issues Identified:

• Title Too Long: 15 instances
• Title Too Short: 3 instances

Impact:
Title tags that are too long may be truncated in SERPs, while those that are too short may not adequately convey the page’s content, both of which can affect user engagement and click-through rates.

Recommendations:

• Ensure title tags are concise yet descriptive, ideally between 50-60 characters. They should include primary keywords and provide a clear indication of the page’s content.

Low Content Rate

Issues Identified:

• Low Content Rate: 28 pages

Impact:
Pages with low content may not provide sufficient value to users or search engines, potentially impacting rankings and user satisfaction.

Recommendations:

• Enhance content on pages with low word counts. Provide comprehensive, valuable information that addresses user intent and includes relevant keywords naturally.

Image Attributes

Issues Identified:

• Missing Alt Attributes: 28 instances
• Missing Image Titles: 28 instances

Impact:
Missing alt attributes can hinder accessibility and image search optimisation, while missing titles can affect user experience.

Recommendations:

• Add descriptive alt tags to all images to improve accessibility and help search engines understand the content of the images.
• Include image titles where necessary to enhance user experience and engagement.

HTTPS and Canonicalisation

Issues Identified:

• HTTPS to HTTP Links: 2 instances
• Canonicalisation Test: Failed

Impact:
Links directing from HTTPS to HTTP can create security warnings, while improper canonicalisation can lead to duplicate content issues and inefficient indexing.

Recommendations:

• Update links to ensure they consistently use HTTPS protocols.
• Implement proper canonical tags to guide search engines on the preferred version of pages.

Conclusion

Addressing the highlighted issues will significantly improve the technical SEO health of www.fast-uk.co.uk. By focusing on unique meta tags, comprehensive content, and proper image attributes, the website can enhance its search engine visibility and user experience. Regular audits and updates are recommended to maintain optimal SEO performance.

Summary

The website is hosted on Google Cloud infrastructure and utilises Google Cloud CDN for content delivery. The site employs HTTP/3 for improved performance and security and uses HSTS for enhanced security. The front-end technology stack includes the React JavaScript framework and Lodash library, while the website is built using the Wix Content Management System (CMS). Recommendations for improvement include considering a more flexible CMS for scalability and performance, evaluating the need for additional security measures, and monitoring the compatibility and load times associated with HTTP/3.

Technology Stack Overview

Servers

• Content Delivery Network (CDN): Google Cloud CDN
• Infrastructure as a Service (IaaS): Google Cloud

Security

• Security Feature: HSTS (HTTP Strict Transport Security)

Other Technologies

• Protocol: HTTP/3

Web Development

• JavaScript Libraries: Lodash
• JavaScript Frameworks: React

Content Management

• CMS: Wix
• Blog Platform: Wix

Recommendations

Content Management System

While Wix offers user-friendly, drag-and-drop capabilities and is suitable for small to medium-sized websites, it may have limitations in terms of scalability, customisation, and performance. Consider migrating to a more robust CMS like WordPress or Drupal if you anticipate significant growth or require advanced features.

Security Enhancements

Although HSTS is implemented for security, consider additional security measures such as implementing a Web Application Firewall (WAF) and conducting regular security audits to identify vulnerabilities.

HTTP/3 Compatibility

Ensure that HTTP/3 is widely supported across the browsers used by your audience. Monitor any issues related to load times and compatibility, especially for users on older systems or networks.

JavaScript and Performance

Review the use of JavaScript libraries and frameworks to ensure they are optimised for performance. React and Lodash should be used efficiently to avoid unnecessary load times. Consider server-side rendering (SSR) or static site generation (SSG) with React to improve performance.

By addressing these recommendations, the website can enhance its performance, security, and scalability, providing a better user experience.

Summary

This SEO analysis provides insights into the strengths and weaknesses of the website’s current search engine performance. The data reveals that the website has room for improvement in keyword rankings, especially in achieving higher positions in search results. The analysis covers rankings, keyword performance, backlink profile, and strategic recommendations for enhancing visibility and traffic.

Keyword Rankings

• Total Ranked Keywords: The site currently ranks for 31 keywords.
• Position Breakdown:
• Position 1 Keywords: 0
• Position 2-3 Keywords: 0
• Position 4-10 Keywords: 0
• Position 11-20 Keywords: 0
• Position 21-50 Keywords: 6
• Position 50+ Keywords: 25

The data indicates that the majority of keywords are ranked beyond the 50th position, which limits visibility and organic traffic potential.

Keyword Performance

• Estimated Traffic Value (ETV): The ETV is approximately 13.82. This metric estimates the traffic value if the website had to pay for the same amount of traffic through paid advertisements.
• Keywords with CPC > $1: There are 18 keywords with a cost-per-click greater than $1, suggesting potential high-value opportunities if rankings improve.
• Search Volume and Competition:
• The search volume varies significantly across keywords, with “free fast” having the highest search volume of 1,000.
• Average competition is not explicitly calculated due to varying metrics; however, it is crucial to focus on keywords with lower competition to enhance ranking potential.

Backlinks and Domain Authority

While backlink data is not provided in this analysis, it is a critical component of SEO. It is recommended to conduct a thorough backlink audit to identify opportunities for acquiring high-quality links and improving domain authority.

Strategic Recommendations

1. Focus on High-Value Keywords: Prioritise keywords with high search volume and low competition, such as “free fast” or “fast uk,” to improve rankings.
2. Content Optimisation: Enhance content quality and relevance for targeted keywords. This includes optimising meta tags, headers (<h1>, <h2>, etc.), and incorporating keywords naturally within the body content.
3. Technical SEO Improvements: Ensure that the website is technically sound, with optimised load times, mobile responsiveness, and proper indexing.
4. Backlink Strategy: Develop a robust backlink acquisition strategy targeting authoritative domains within the industry.
5. Monitor and Adjust: Regularly track keyword performance and make data-driven adjustments to the SEO strategy to ensure continued growth and improvement.

Conclusion

The current SEO status highlights significant opportunities for growth, particularly in improving keyword rankings and leveraging high-value keywords. By implementing the recommended strategies, the website can enhance its visibility, increase organic traffic, and ultimately achieve better search engine performance.