Haywood office services - Website Report

### Key Performance and Conversion Summary

The comprehensive analysis of the website highlights several critical areas that can significantly influence performance and conversions. By focusing on these key aspects, the website can enhance user experience, improve SEO rankings, and increase traffic and engagement. Below are the ten key findings:

1. Image Optimisation: Implement next-gen formats like WebP or AVIF and properly size images to reduce load times and data usage, potentially saving over 369 KiB.

2. Performance Metrics Improvement: Optimise metrics such as Largest Contentful Paint (LCP), currently at 2,990 ms, and Total Blocking Time to improve perceived load speed and interactivity.

3. Resource Management: Reduce large network payloads (currently 2,919 KiB) and eliminate unused CSS and JavaScript to streamline loading and rendering.

4. Structural Optimisation: Minimise excessive DOM size and avoid multiple page redirects to enhance memory usage and reduce load times.

5. Security and Compliance: Transition to HTTPS to secure user data and improve SEO rankings, and minimise reliance on third-party cookies to enhance privacy.

6. SEO Enhancements: Address issues such as duplicate content, broken links, and missing meta descriptions to improve organic visibility and user engagement.

7. Backlink Development: Increase efforts in acquiring high-quality backlinks to boost domain authority and improve rankings of lower-positioned keywords.

8. Technology Stack Improvements: Leverage Cloudflare’s security features, modernise JavaScript libraries, and use Shopify’s SEO tools for enhanced performance and visibility.

9. Keyword Strategy: Focus on optimising keywords in positions 2-3 to reach top positions and develop strategies around high-volume keywords to increase traffic.

10. Caching and Linking: Implement efficient cache policies for static assets and ensure link text is descriptive to improve load times and accessibility.

By addressing these areas, the website can achieve enhanced performance, better user experience, improved security, and higher conversion rates. Regular audits and updates are recommended to maintain optimal performance and adaptability to changing SEO landscapes.

Summary

The website’s performance presents several areas for improvement, focusing on optimising load times and enhancing user experience. Key issues include large network payloads, image optimisation, excessive DOM size, and unutilised resources. By addressing these issues, the website can achieve faster loading times and a more responsive interface, ultimately improving user satisfaction and potentially boosting search engine rankings.

Image Optimisation

• • Serve Images in Next-Gen Formats: Convert images to WebP or AVIF formats to enhance compression, potentially saving 38 KiB. This will reduce loading times and data usage.
  • Properly Size Images: Ensure images are served in the correct dimensions to avoid unnecessary data usage, with potential savings of 331 KiB.

Performance Metrics

• • Max Potential First Input Delay: Currently at 120 ms, reducing this delay can enhance the site’s interactivity by ensuring that the longest tasks are optimised.
  • Largest Contentful Paint (LCP): The LCP is at 2,990 ms. Reducing this can significantly improve perceived load speed, making content visible faster.
  • First Contentful Paint (FCP): At 0.6 seconds, this metric is satisfactory but can be improved by optimising initial resource load.
  • Total Blocking Time: At 150 ms, this indicates room for improvement by reducing long tasks that block rendering.
  • Time to Interactive (TTI): The current TTI is 3.1 seconds. Streamlining assets and scripts can help make the page interactive more quickly.
  • Speed Index: With a score of 1.8 seconds, further improvements can be made by enhancing the visual rendering speed.

Resource Management

• • Avoid Enormous Network Payloads: The total size is 2,919 KiB, indicating a need to reduce large payloads for quicker load times.
  • Reduce Unused CSS and JavaScript: Potential savings of 42 KiB for CSS and 189 KiB for JavaScript. Streamline stylesheets and scripts to only include necessary code.
  • Avoid Serving Legacy JavaScript: Adopt modern JavaScript practices to ensure efficient loading for modern browsers, potentially saving 22 KiB.

Structural Optimisation

• • Avoid Excessive DOM Size: With 2,257 elements, a smaller DOM can reduce memory usage and improve rendering performance.
  • Avoid Multiple Page Redirects: Reduce unnecessary redirects to save 190 ms in load times.

Security and Compliance

• • Does Not Use HTTPS: Transition to HTTPS to secure user data and improve SEO rankings, addressing the 2 insecure requests found.
  • Uses Third-Party Cookies: Be aware of evolving privacy standards and minimise reliance on third-party cookies to enhance user privacy.

Caching and Linking

• Serve Static Assets with an Efficient Cache Policy: Review caching strategies for 17 resources to improve load times for returning visitors.
• Links Do Not Have Descriptive Text: Ensure link text is descriptive to improve accessibility and SEO, with 3 links needing improvement.

By implementing these recommendations, the website can achieve enhanced performance, better user experience, and improved security.

Technical SEO Report for haywoodofficeservices.co.uk

Overall Feedback Summary

The website haywoodofficeservices.co.uk has undergone a comprehensive technical SEO audit. The site displays a strong foundational structure, evident from its high on-page score of 92.31. Significant issues such as SSL validity and HTTP to HTTPS redirection are properly configured, indicating good security practices. However, there are several areas requiring attention to enhance the site’s SEO performance and user experience.

Key Issues and Recommendations

1. Duplicate Content

• • Impact: Duplicate content confuses search engines and can dilute the organic visibility.
  • Specific Fixes: Identify and consolidate duplicate content. Use canonical tags <link rel=”canonical”> to point to the preferred version of pages.

2. Broken Links

• • Impact: Broken links lead to a poor user experience and can negatively affect SEO.
  • Specific Fixes: Fix or remove the broken link identified. Regularly audit links to ensure they remain functional.

3. Title Tags Too Long

• • Impact: Long titles may be truncated in search results, reducing their effectiveness.
  • Specific Fixes: Shorten title tags to be within 50-60 characters while ensuring they remain descriptive and keyword-rich.

4. Missing Meta Descriptions

• • Impact: Missing descriptions can reduce click-through rates from search results.
  • Specific Fixes: Provide unique, relevant meta descriptions for each page. Aim for 150-160 characters that summarise the page content.

5. Low Content Rate

• • Impact: Pages with insufficient content may not rank well.
  • Specific Fixes: Enhance content quality and length to ensure it meets user expectations and provides value.

6. Missing Image Alt Text

• • Impact: Lacking alt text affects accessibility and image search visibility.
  • Specific Fixes: Add descriptive alt text to images, ensuring they are contextually relevant to the surrounding content.

7. High Loading Time

• • Impact: Slow-loading pages can result in higher bounce rates and lower rankings.
  • Specific Fixes: Optimise images, leverage browser caching, and minimise JavaScript/CSS to improve loading times.

8. HTTPS to HTTP Links

• • Impact: Links directing from HTTPS to HTTP can present security warnings to users.
  • Specific Fixes: Update links to use HTTPS to maintain a secure browsing experience.

9. Canonicalization Issues

• • Impact: Lack of proper canonicalization can lead to duplicate content issues.
  • Specific Fixes: Implement proper canonical tags <link rel=”canonical”> on pages to specify the preferred version.

10. Deprecated HTML Tags

• • Impact: Using outdated HTML tags can affect website accessibility and SEO.
  • Specific Fixes: Review and update code to use modern, semantic HTML5 elements.

Additional Insights

• Internal and External Links: The website has a healthy internal link structure with 6,624 links, enhancing navigation and authority flow. External links are also substantial, totalling 507.
• No Indexability Issues: There are no significant indexability issues, suggesting search engines can effectively crawl and index the site.
• Secure Connection: The SSL certificate is valid, and the site uses HTTP/2, which are both positive for security and performance.

Overall, addressing the identified issues will significantly improve the user experience and organic search performance. Regular audits are recommended to maintain optimal SEO health and adaptability to search engine algorithm changes.

Summary

The website utilises a combination of modern technologies including Cloudflare for CDN, InstantClick for performance enhancement, HTTP/3 for protocol, jQuery for JavaScript libraries, and Shopify for e-commerce functionality. While the current technology stack is robust and provides a good foundation for performance and scalability, there are several areas where improvements can be made to enhance site efficiency, security, and user experience.

Technology Stack Analysis

Servers

• • CDN: Cloudflare
  • Current Use: Cloudflare is employed as the Content Delivery Network (CDN), which helps in reducing latency and improving load times by caching content closer to users.
  • Recommendation: Continue using Cloudflare, but consider enabling additional features such as Web Application Firewall (WAF) for enhanced security and image optimisation to improve load times further.
  • Performance: InstantClick
  • Current Use: InstantClick is used to improve page load performance by preloading pages when users hover over links.
  • Recommendation: Ensure that InstantClick is configured correctly to avoid preloading unnecessary resources, which could lead to increased bandwidth usage. Consider alternative solutions like lazy loading for images to complement InstantClick’s performance benefits.

Other

• • Miscellaneous: HTTP/3
  • Current Use: The website uses HTTP/3, which offers improved performance over its predecessors by reducing latency and improving connection speed.
  • Recommendation: Continue using HTTP/3, as it is beneficial for modern web applications. Regularly monitor its implementation to ensure compatibility and performance are optimal across different browsers and devices.

Web Development

• • JavaScript Libraries: InstantClick, jQuery
  • Current Use: The site uses InstantClick for performance and jQuery for scripting.
  • Recommendation: While jQuery is widely used, consider replacing or supplementing it with more modern, lightweight JavaScript frameworks like React or Vue.js for better performance and maintainability. Ensure that jQuery is updated to the latest version if it continues to be used to prevent security vulnerabilities.

Sales

• Ecommerce: Shopify
• Current Use: Shopify is the platform used for e-commerce functionality, providing a reliable and scalable solution for online sales.
• Recommendation: Leverage Shopify’s SEO features to improve search engine visibility. Regularly review and update product listings and utilise Shopify’s analytics to inform business decisions. Additionally, explore Shopify’s app ecosystem to find tools that can enhance customer experience and streamline operations.

Overall Recommendations

1. Security Enhancements: Implement Cloudflare’s security features such as WAF to protect against cyber threats. Regularly review security protocols and ensure all software is up to date.

2. Performance Optimisation: Complement existing technologies like InstantClick with techniques such as image lazy loading and code minification to further enhance performance.

3. Modernisation of JavaScript: Consider transitioning to modern JavaScript libraries that offer better performance and maintainability compared to jQuery.

4. SEO and Analytics: Use Shopify’s built-in tools to optimise the site for search engines and make data-driven decisions to improve user experience and sales performance.

By addressing these areas, the website can achieve better security, performance, and user engagement, ultimately leading to improved business outcomes.

Summary

The SEO analysis reveals significant strengths and weaknesses across rankings, keywords, and backlinks. The primary strengths lie in the high number of position 1 keywords, while the weaknesses are evident in the large volume of keywords ranking below position 50. The strategy should focus on improving the rankings of keywords currently in lower positions and leveraging high-ranking keywords with substantial search volumes.

Keyword Rankings Analysis

• • Position 1 Keywords
  • Total: 8
  • Example: “cost of used furniture” is a top-ranked keyword with a search volume of 140, indicating a strong position in this niche.
  • Position 2-3 Keywords
  • Total: 17
  • Keywords in this range include “best executive office chair uk” and “office furniture southampton.” These keywords have potential for improvement to reach the top position.
  • Position 4-10 Keywords
  • Total: 194
  • This group consists of a significant number of keywords that require targeted strategies to improve their rankings into the top three positions.
  • Position 11-20, 21-50, and 50+ Keywords
  • Position 11-20: 241
  • Position 21-50: 885
  • Position 50+: 872
  • A substantial portion of the keywords falls into these lower ranking positions, emphasizing the need for optimisation efforts to boost their visibility and traffic.

Backlink Profile

• • A detailed analysis of the backlink profile is necessary to determine the quantity and quality of backlinks contributing to the current rankings. Building authoritative and relevant backlinks will be crucial for improving rankings of lower-positioned keywords.

Keyword Strategy

• High Search Volume Keywords
• The keyword with the highest search volume is “cost of used furniture” with 140 searches. Targeting similar high-volume keywords could significantly enhance traffic.
• Estimated Traffic Value (ETV)
• The estimated traffic value is approximately 7940.21, indicating the potential monetary value of the current keyword positions.
• Keywords with High Competition
• Average competition across keywords is low, indicating opportunities for increasing market share with strategic content and link-building efforts.
• Keywords with CPC > $1
• There are 43 keywords with a cost-per-click greater than $1, which should be targeted for potential paid advertising strategies as well.

Recommendations

1. Focus on Content Optimisation: Enhance keyword optimisation for position 2-3 keywords to push them to position 1.
2. Backlink Development: Increase efforts in acquiring high-quality backlinks to improve domain authority and keyword rankings.
3. Target High ETV Keywords: Allocate resources to optimise and potentially advertise keywords with high estimated traffic value.
4. Leverage High Volume Keywords: Develop content strategies around high search volume keywords to increase organic traffic.
5. Monitor Competition: Continuously monitor competitive keywords and adjust strategies to maintain or improve rankings.

By addressing these areas, the website can enhance its SEO performance, resulting in improved rankings, increased traffic, and greater online visibility.