JscottDesign Ltd - Website Report

### Key Performance and Conversion Impact Summary

This summary provides an overview of the most impactful recommendations derived from a comprehensive analysis of the website’s technical SEO, performance, and technology stack. By focusing on these key areas, the website can enhance its performance, user experience, and conversion rates.

#### Introduction

The website has been evaluated across several dimensions, including page speed, technical SEO, keyword rankings, and technology stack. The following key findings highlight areas with the greatest potential to improve performance and conversions.

#### Key Findings

1. SSL Implementation: The absence of SSL on the site leads to security risks and potential trust issues. Acquiring and installing an SSL certificate is crucial to ensure secure data transmission and enhance search engine rankings.

2. Image Optimisation: Serving images in next-gen formats and optimising them for size can significantly reduce load times, improving both speed and user experience.

3. JavaScript and CSS Management: Reducing unused JavaScript and CSS, and minifying these resources, can decrease load times, leading to a more responsive user experience.

4. Canonical Tags: Implementing canonical tags can prevent duplicate content issues, improving search engine visibility and ensuring the correct pages are indexed.

5. Keyword Strategy: Focusing on optimising keywords that are close to breaking into higher search positions can increase visibility and drive more organic traffic.

6. Meta Descriptions and Title Tags: Addressing missing or duplicate meta descriptions and title tags can improve click-through rates and search engine effectiveness.

7. Backlink Acquisition: Enhancing the backlink profile by acquiring links from authoritative sites can boost domain authority and improve search rankings.

8. Cache Policy: Implementing efficient caching strategies for static assets can improve load times on repeat visits, enhancing user satisfaction.

9. Technology Stack Upgrades: Regularly updating the technology stack components, including Bootstrap, ASP.NET, and JavaScript libraries, can improve security and performance.

10. Server Optimisation: Regular server audits and configurations, such as enabling gzip compression on Nginx, can optimise performance and scalability, particularly during traffic surges.

By addressing these recommendations, the website can achieve significant improvements in performance, user experience, and conversion rates, leading to better engagement and higher satisfaction levels for visitors.

Summary

This report evaluates the performance of a website based on various metrics derived from a PageSpeed Insights analysis. Key issues have been identified that affect loading speed, interactivity, and overall user experience. By addressing these issues, the website can achieve better performance, faster load times, and improved user satisfaction. The main areas for improvement include optimising images, managing JavaScript and CSS resources, ensuring secure connections, and enhancing caching strategies.

Detailed Analysis and Recommendations

Serve Images in Next-Gen Formats

Issue: Images are not served in modern formats like WebP or AVIF, resulting in larger file sizes and slower downloads.

Recommendation: Convert images to next-gen formats such as WebP or AVIF to reduce file size and enhance loading speed. This change can potentially save 192 KiB of data.

Time to Interactive (TTI)

Issue: The page takes 3.0 seconds to become fully interactive.

Recommendation: Optimise and defer non-essential scripts to improve the Time to Interactive. Prioritise scripts that are crucial for initial page rendering.

Largest Contentful Paint (LCP)

Issue: LCP is recorded at 2.6 seconds, affecting perceived load speed.

Recommendation: Reduce server response times, optimise images, and eliminate render-blocking resources to achieve a faster LCP.

Speed Index

Issue: The Speed Index is 1.8 seconds, indicating the page’s visual completeness.

Recommendation: Continue efforts to optimise visual content loading, focusing on prioritising above-the-fold content.

Serve Static Assets with an Efficient Cache Policy

Issue: 57 resources lack efficient caching headers, affecting load times on repeat visits.

Recommendation: Implement a longer cache lifetime for static assets to improve load times for returning users.

First Contentful Paint (FCP)

Issue: FCP occurs at 1.7 seconds, indicating when the first visual element is rendered.

Recommendation: Enhance server response times and optimise the loading of critical resources to improve FCP timing.

Reduce Unused JavaScript

Issue: There is 696 KiB of unused JavaScript, increasing load times.

Recommendation: Identify and remove unnecessary JavaScript. Defer the loading of non-essential scripts to improve loading performance.

Invalid robots.txt

Issue: The robots.txt file contains 278 errors, which may hinder proper website crawling and indexing.

Recommendation: Review and correct the robots.txt file to ensure it accurately reflects desired crawling instructions.

Minify CSS

Issue: Unminified CSS is causing unnecessary data transfer, with potential savings of 36 KiB.

Recommendation: Minify CSS files to reduce their size and improve load times.

Efficiently Encode Images

Issue: Non-optimised images are causing delays, with potential savings of 60 KiB.

Recommendation: Optimise images using appropriate compression techniques to improve loading speeds.

Enable Text Compression

Issue: Text resources are not compressed, resulting in potential savings of 833 KiB.

Recommendation: Enable text compression using methods like gzip or Brotli to decrease data transfer sizes.

Avoid Serving Legacy JavaScript

Issue: Serving legacy JavaScript to modern browsers results in unnecessary data transfer, with potential savings of 30 KiB.

Recommendation: Implement a modern script deployment strategy to serve only necessary JavaScript to modern browsers.

Eliminate Render-Blocking Resources

Issue: Render-blocking resources delay initial page rendering by 1,270 ms.

Recommendation: Inline critical CSS and defer non-essential JavaScript to enhance rendering performance.

HTTPS Implementation

Issue: 69 insecure requests indicate a lack of HTTPS, compromising security and performance.

Recommendation: Migrate to HTTPS to ensure secure data transfer and improve trustworthiness.

Largest Contentful Paint Element

Issue: The largest contentful element is painted at 2,640 ms.

Recommendation: Optimise this element by reducing its size or ensuring it loads quickly to improve user experience.

Reduce Unused CSS

Issue: Unused CSS rules contribute to 251 KiB of data transfer.

Recommendation: Audit and remove unnecessary CSS rules, especially those not required for above-the-fold content.

Minify JavaScript

Issue: Unminified JavaScript adds to data transfer, with potential savings of 205 KiB.

Recommendation: Minify JavaScript files to decrease load times and enhance performance.

Avoid Multiple Page Redirects

Issue: Page redirects introduce an additional delay of 190 ms.

Recommendation: Minimise the use of redirects to speed up the page load process.

Max Potential First Input Delay (FID)

Issue: The maximum potential FID is 100 ms, indicating tasks that can delay user interaction.

Recommendation: Optimise long tasks by breaking them into smaller, asynchronous operations to improve responsiveness.

By implementing these recommendations, the overall performance of the website can be significantly improved, leading to a better user experience and potentially higher engagement rates.

Technical SEO Report for jscottdesign.co.uk

Overall Feedback Summary

The website jscottdesign.co.uk has a solid on-page SEO score of 88.79. However, there are several technical issues that need attention to improve search engine visibility and user experience. The most critical areas include SSL implementation, canonical tags, and URL structuring. Addressing these issues could enhance the website’s performance and search engine rankings.

Crawl Status Overview

• • Crawl Progress: Finished
  • Pages Crawled: 20 out of a maximum of 100
  • Crawl Duration: Approximately 1 minute
  • No Errors Detected: The crawl completed without encountering any significant errors.

Domain Information

• • Server: nginx/1.25.3
  • IP Address: 88.208.252.134
  • HTTPS: Not implemented (site is served over HTTP)
  • Sitemap & Robots.txt: Not found during the crawl

Key Issues and Recommendations

1. SSL Implementation

• • Impact: High. Lack of SSL can lead to decreased trust and search engine rankings.
  • Fix: Acquire and install an SSL certificate to ensure all pages are served over HTTPS.

2. Canonical Tags

• • Impact: High. Absence of canonical tags can lead to duplicate content issues.
  • Fix: Implement canonical tags on pages where appropriate to guide search engines to the preferred version of content.

3. Title Tags

• • Duplicate Titles: 2 pages have duplicate titles.
  • Short Titles: 11 pages have titles that are too short.
  • Impact: Medium. Affects click-through rates and keyword effectiveness.
  • Fix: Ensure each page has a unique, descriptive title between 50-60 characters.

4. Meta Descriptions

• • Missing Descriptions: 11 pages lack meta descriptions.
  • Impact: Medium. Missing meta descriptions can affect click-through rates.
  • Fix: Add unique and compelling meta descriptions to all pages.

5. Content Issues

• • Duplicate Content: Detected on 2 pages.
  • Low Content Rate: 9 pages have low content quality or quantity.
  • Impact: Medium. Affects search engine rankings and user engagement.
  • Fix: Review and enhance the content on identified pages to provide more value and uniqueness.

6. Image Optimization

• • Missing Alt Text: 11 images lack alt text.
  • Missing Image Titles: 11 images lack titles.
  • Impact: Low. Impacts accessibility and image search optimisation.
  • Fix: Add descriptive alt text and titles to all images.

7. URL Structure

• • SEO Friendly URLs: 11 URLs do not follow best practices.
  • Impact: Low. Affects user experience and can slightly impact rankings.
  • Fix: Revise URL structure to be more descriptive and keyword-rich.

8. Internal Linking

• • Internal Links Count: 138
  • Impact: Positive. Good internal linking can improve navigation and site authority.
  • Suggestion: Continue building a robust internal linking strategy to aid in user navigation and search engine crawling.

Additional Observations

• Redirects and Errors: No broken links, redirect loops, or 4xx/5xx errors were found.
• Page Not Found & Directory Browsing: Directory browsing is enabled, which could pose a security risk. Ensure that directory browsing is disabled on the server.
• Content Encoding: 9 pages lack content encoding, which could affect page load times.

Conclusion

The site jscottdesign.co.uk has a good foundational SEO setup, but several technical aspects require attention to maximise its potential. Prioritising SSL implementation and canonical tags, followed by addressing content and meta-related issues, will significantly enhance the site’s SEO performance. Regular monitoring and updates in these areas will help maintain and improve search visibility.

Summary

The website utilises a robust technology stack comprising Bootstrap for UI frameworks, several popular JavaScript libraries, Microsoft ASP.NET for web frameworks, and Nginx for server management. While the current stack is generally effective, there are potential improvements and updates that can enhance performance, security, and maintainability. Recommendations include updating JavaScript libraries, optimising server configurations, and considering alternative frameworks or libraries to align with modern web standards.

Web Development

UI Frameworks

• • Bootstrap: The use of Bootstrap provides a responsive design foundation. Ensure the latest version is in use to benefit from the newest features and security patches.

JavaScript Libraries

• • FancyBox, jQuery, jQuery UI, OWL Carousel:
  • jQuery: Consider migrating to native JavaScript for commonly used features as this can reduce dependencies and improve performance. If jQuery is necessary, ensure it is the latest version.
  • jQuery UI: Evaluate whether all features of jQuery UI are essential. Lightweight alternatives or custom implementations may be more efficient.
  • OWL Carousel: Assess if OWL Carousel is the best choice for carousels. Libraries like Slick or Swiper may offer better performance or features.
  • FancyBox: Update to the latest version to ensure compatibility and security. Explore alternatives like Lightbox if FancyBox is not integral.

Web Frameworks

• • Microsoft ASP.NET: This framework is a reliable choice for building secure and scalable web applications. Ensure the framework is updated to the latest version to utilise the most recent improvements and security enhancements.

Location

Maps

• • Google Maps: Google Maps is a premier choice for integrating maps. Review API usage and costs, and consider optimising API requests to manage usage effectively.

Servers

Web Servers & Reverse Proxies

• • Nginx: Nginx is a powerful server used for both serving web content and as a reverse proxy. Regularly update Nginx to the latest stable version to benefit from security patches and performance improvements.
  • Consider optimising the configuration files for better performance, such as enabling gzip compression, and exploring caching mechanisms to reduce load times.
  • Monitor server performance to ensure it scales well with increased traffic.

Recommendations for Improvement

1. JavaScript Libraries:

• • Reduce reliance on jQuery where possible, transitioning to modern JavaScript.
  • Regularly audit and update all libraries to minimise security vulnerabilities.

2. Web Framework:

• • Ensure ASP.NET is updated.
  • Explore ASP.NET Core if cross-platform support is beneficial.

3. Server Configuration:

• Regularly audit Nginx configurations for potential performance enhancements.
• Implement security measures such as HTTP/2 and SSL/TLS optimisations.

By addressing these areas, the website can improve its overall performance, security, and user experience.

SEO Analysis Summary

This SEO report provides an overview of the strengths and weaknesses of the current search engine optimisation efforts, focusing on keyword rankings, search volume, competition, backlinks, and strategic recommendations. The data reveals opportunities for improvement, particularly in enhancing keyword rankings and leveraging backlink strategies to boost search visibility and traffic.

Keyword Rankings Analysis

• • Total Ranked Keywords: 3

The analysis reveals that there are three keywords currently ranked. These keywords are crucial for driving organic traffic and improving site visibility.

• • Keyword Distribution by Position:
  • Position 1 Keywords: 0
  • Position 2-3 Keywords: 0
  • Position 4-10 Keywords: 0
  • Position 11-20 Keywords: 1
  • Position 21-50 Keywords: 1
  • Position 50+ Keywords: 1

The keyword “j scott” is performing better, currently positioned between 11-20, indicating a need for strategic optimisation to push it into the top 10, where it can attract more visibility and clicks.

Search Volume and Competition

• • Search Volume Insights:
  • Keywords analysed have varying search volumes, with “b63 2qu” having the highest search volume at 590.
  • Average Competition:
  • The average competition is low, offering an excellent opportunity for improving rankings with targeted SEO strategies.

Estimated Traffic Value (ETV)

• ETV: 2.53

The estimated traffic value indicates the potential monetary value of the current organic traffic. There is room for improvement by targeting higher-value keywords or improving the current keyword positions.

Strategic Recommendations

1. Keyword Optimisation: Focus on improving the rankings of the keyword “j scott,” which is close to breaking into the top 10. Implement on-page SEO techniques such as optimising meta tags and improving content relevancy.

2. Content Strategy: Develop high-quality, keyword-rich content targeting the keywords with high search volume and low competition to improve rankings and traffic.

3. Backlink Acquisition: Enhance backlink strategies by acquiring high-quality links from authoritative sites related to your niche. This can improve domain authority and, consequently, keyword rankings.

4. Competitor Analysis: Evaluate competitor strategies for the same keywords to understand their strengths and identify gaps to capitalise on.

5. Monitoring and Adjustment: Regularly monitor keyword performances and adjust strategies as necessary to maintain and improve rankings and traffic.

Conclusion

The current SEO efforts show potential, particularly with low competition keywords. By focusing on targeted keyword optimisation and enhancing backlink strategies, there is a significant opportunity to improve search rankings and drive higher traffic to the site.