SpotDev - Website Report

Introduction

This report highlights the most significant aspects that impact the performance and conversion rates of a website. It covers technical SEO analysis, page speed, SEO strategy, and the technology stack, providing a comprehensive view of areas needing improvement for enhanced user experience, security, and search engine visibility.

Key Findings

1. Network Payload Size: The website’s total network payload size is large, impacting load times. Optimising images, compressing files, and minifying CSS and JavaScript are recommended.

2. HTTPS Usage: The site currently lacks HTTPS, compromising security and potentially affecting SEO. Implement HTTPS to secure data transmission and improve search rankings.

3. Descriptive Link Text: Some links lack descriptive text, which affects accessibility and search engine understanding. Ensure all links have clear, descriptive text.

4. Metadata Issues: Missing or duplicate meta titles and descriptions can negatively impact search engine rankings and user engagement. Ensure unique and optimised metadata for each page.

5. Layout Shifts: Numerous layout shifts were detected, which can disrupt user experience. Investigate and fix elements causing these shifts to improve the Cumulative Layout Shift (CLS) metric.

6. Keyword Rankings: While there are strong positions for some keywords, many fall outside top positions. Focus on content optimisation and link building to improve rankings.

7. Image Optimisation: Missing alt attributes for images can affect accessibility and SEO. Add descriptive alt text to all images and optimise image sizes.

8. Security: Current security measures are basic. Enhance protection by adding a Web Application Firewall (WAF) and conducting regular security audits.

9. Analytics Enhancements: Current analytics tools provide basic insights. Integrate advanced tools like Google Tag Manager and Hotjar for deeper user behaviour analysis.

10. Redirect Issues: Reduce the number of redirects to improve load times and ensure efficient indexing by search engines. Replace 302 redirects with 301 where appropriate.

By addressing these key findings, the website can achieve better performance, enhanced security, and improved conversion rates, ultimately leading to a superior user experience and higher search engine rankings.

Summary

The website demonstrates a mix of efficient and less efficient performance metrics. Key areas such as First and Largest Contentful Paint indicate a fast initial load; however, other areas like network payload size, layout shifts, and usage of HTTP instead of HTTPS need significant improvement. Implementing the recommendations below can enhance the website’s overall performance, security, and user experience.

Detailed Analysis and Recommendations

1. Descriptive Link Text

• • Issue: 3 links lack descriptive text.
  • Recommendation: Ensure that all links have clear and descriptive text, which aids both accessibility for users and search engines in understanding the link’s context.

2. Network Payload Size

• • Issue: The total network payload size is 4,663 KiB, which is considered large.
  • Recommendation: Reduce the payload size by optimising images, compressing files, and minifying CSS and JavaScript.

3. HTTPS Usage

• • Issue: The website does not use HTTPS, with 1 insecure request found.
  • Recommendation: Implement HTTPS to secure data transmission, improve SEO, and enable modern web features.

4. Largest Contentful Paint (LCP)

• • Performance: Recorded at 0.9 seconds, which is excellent.
  • Recommendation: Continue monitoring LCP to ensure it remains below the 2.5-second threshold for good user experience.

5. Layout Shifts

• • Issue: 10 layout shifts detected.
  • Recommendation: Investigate the root causes of layout shifts and fix elements that contribute most significantly to these shifts to improve the Cumulative Layout Shift metric.

6. Page Redirects

• • Issue: Multiple redirects with a potential time saving of 340 ms.
  • Recommendation: Minimise redirects to speed up page load times.

7. Third-Party Cookies

• • Issue: 2 third-party cookies detected.
  • Recommendation: Evaluate the necessity of third-party cookies and consider alternatives to enhance privacy and performance.

8. First Contentful Paint (FCP)

• • Performance: Recorded at 0.9 seconds, which is optimal.
  • Recommendation: Maintain the current setup, ensuring that initial content continues to load swiftly.

9. DOM Size

• • Issue: The DOM contains 949 elements, which could lead to performance issues.
  • Recommendation: Simplify the DOM structure by removing unnecessary elements and using more efficient coding practices.

10. Speed Index

• • Performance: Recorded at 1.0 seconds, which is excellent.
  • Recommendation: Ensure that the website continues to load visible content quickly.

11. Time to Interactive

• • Issue: Recorded at 2.9 seconds, which could be improved.
  • Recommendation: Optimise JavaScript execution and defer non-critical scripts to reduce the time to interactive.

12. Offscreen Images

• • Issue: Potential savings of 59 KiB by deferring offscreen images.
  • Recommendation: Implement lazy loading for images not immediately visible on the screen.

13. Image Sizing

• • Issue: Potential savings of 680 KiB by using responsive images.
  • Recommendation: Serve images in appropriate sizes and resolutions to reduce data usage and improve loading times.

14. Duplicate JavaScript Modules

• • Issue: Potential savings of 4 KiB by removing duplicated JavaScript.
  • Recommendation: Audit and eliminate redundant JavaScript modules from bundles.

15. Cumulative Layout Shift (CLS)

• • Issue: Recorded at 0.368, which needs improvement.
  • Recommendation: Address elements causing unexpected shifts to achieve a CLS score below 0.1.

16. Cache Policy

• • Issue: 10 resources could benefit from a longer cache lifetime.
  • Recommendation: Set an efficient cache policy to enhance repeat visit performance.

17. Next-Gen Image Formats

• • Issue: Potential savings of 107 KiB by using next-gen formats like WebP.
  • Recommendation: Convert existing images to modern formats for better compression and faster loading.

18. Total Blocking Time

• • Issue: Recorded at 120 ms, which is acceptable but can be improved.
  • Recommendation: Optimise long tasks and reduce JavaScript execution time between FCP and interactive.

19. Unused JavaScript

• • Issue: Potential savings of 219 KiB by reducing unused JavaScript.
  • Recommendation: Defer or remove JavaScript that is not critical to the initial page load.

20. Max Potential First Input Delay

• Issue: Recorded at 140 ms.
• Recommendation: Optimise JavaScript to reduce the length of long tasks and improve responsiveness to user inputs.

Overall Feedback Summary

The technical SEO analysis has identified several key areas for improvement that could enhance the site’s visibility and performance in search engine results. The primary issues include non-optimised metadata, broken links, and missing alt attributes for images. Addressing these issues promptly will likely lead to improved search engine rankings and user experience. Below is a detailed breakdown of the issues, their potential impact, and recommended fixes.

Metadata Issues

Missing or Duplicate Meta Titles

Impact: Meta titles are crucial for search engine rankings and user engagement, as they are the first interaction users have with your site in search results. Missing or duplicate meta titles can lead to poor click-through rates and reduced visibility.

Fixes:

• • Ensure each page has a unique meta title that accurately reflects its content.
  • Keep meta titles concise, ideally between 50-60 characters.
  • Integrate primary keywords naturally within the meta titles.

Missing or Duplicate Meta Descriptions

Impact: Meta descriptions serve as a brief summary of a page’s content and can influence click-through rates. Missing or duplicate descriptions can result in lower engagement.

Fixes:

• • Create unique, compelling meta descriptions for each page.
  • Aim for descriptions between 150-160 characters.
  • Include a call to action and relevant keywords.

Broken Links

Internal and External Broken Links

Impact: Broken links can lead to a poor user experience and may hinder search engine crawling and indexing, potentially impacting rankings.

Fixes:

• • Regularly audit the site for broken links and update or remove them.
  • Ensure all internal links point to active pages.
  • For external links, consider using tools to check their status periodically.

Image Optimisation

Missing Alt Attributes

Impact: Alt attributes are essential for accessibility and can impact image search rankings. Missing alt tags reduce the site’s accessibility and SEO potential.

Fixes:

• • Add descriptive alt attributes to all images.
  • Ensure alt text is concise and relevant to the image content.
  • Avoid keyword stuffing within alt text.

Page Speed Issues

Slow Load Times

Impact: Page speed is a direct ranking factor and significantly affects user experience. Slow pages can increase bounce rates and decrease conversion rates.

Fixes:

• • Optimise images for faster loading by compressing and resizing them.
  • Leverage browser caching and reduce server response times.
  • Minimise JavaScript and CSS files to enhance loading speeds.

Crawl Errors

Non-Indexable Pages

Impact: Pages that are not indexable cannot appear in search engine results, reducing the site’s visibility.

Fixes:

• • Ensure important pages are set to be indexed by search engines.
  • Check for and correct any <meta name=”robots” content=”noindex”&gt tags that may block indexing.
  • Use the <robots.txt&gt file appropriately to control page indexing.

Redirect Issues

Temporary Redirects (302)

Impact: Temporary redirects can cause search engines to continue indexing the old URL, which might not pass on the full ranking potential to the new URL.

Fixes:

• Replace 302 redirects with 301 redirects where appropriate to permanently redirect traffic and consolidate ranking signals.
• Regularly review redirect chains to ensure they are necessary and efficient.

This detailed technical SEO report outlines actionable tasks that can be undertaken to improve the site’s structure and performance. By addressing these issues, the site can achieve better search engine rankings and provide a superior user experience.

Summary

The website employs a robust technology stack with a focus on performance, security, and marketing automation. It uses Cloudflare for CDN and security purposes, HubSpot for content management and marketing automation, and Google Analytics for tracking user behaviour. While this stack is efficient, there are opportunities for enhancements, particularly in analytics and security features.

Server and CDN

• • Current Technology: The website utilises Cloudflare for its Content Delivery Network (CDN).
  • Recommendation: The use of Cloudflare is beneficial for reducing latency and improving load times. Consider implementing additional Cloudflare features like Image Optimisation and Railgun to further enhance site performance.

Security

• • Current Technology: Security measures include Cloudflare Bot Management and HTTP Strict Transport Security (HSTS).
  • Recommendation: While these are effective for basic security needs, consider adding a Web Application Firewall (WAF) for enhanced protection against common threats. Regular security audits and penetration testing can also help identify potential vulnerabilities.

Analytics

• • Current Technology: Google Analytics is used for tracking and analysing web traffic.
  • Recommendation: To gain deeper insights, consider integrating Google Tag Manager for more flexible tracking options. Additionally, exploring advanced analytics tools like Hotjar or Crazy Egg can provide qualitative data on user interactions, improving site usability and conversion rates.

Content Management System

• • Current Technology: HubSpot CMS Hub is utilised for content management.
  • Recommendation: HubSpot CMS is a robust platform for managing and optimising content. Ensure that the CMS is kept up-to-date with the latest features and security patches. Consider leveraging HubSpot’s SEO tools to improve content visibility and ranking.

Marketing Automation

• • Current Technology: HubSpot is used for marketing automation.
  • Recommendation: HubSpot is powerful for automating marketing tasks and nurturing leads. To maximise its potential, ensure comprehensive use of its features like lead scoring, personalised email campaigns, and A/B testing. Regularly review and update marketing strategies based on performance metrics obtained from HubSpot analytics.

Additional Recommendations

• Performance Optimisation: Regularly monitor site speed using tools like Google PageSpeed Insights and implement suggested improvements.
• SEO Enhancements: Conduct a technical SEO audit to ensure all on-page elements like <title>, <meta> descriptions, and <h1> tags are optimised. Consider implementing structured data to improve search visibility.
• User Experience (UX): Regularly gather user feedback to identify areas for improvement in UX and implement changes to enhance user satisfaction and engagement.

SEO Analysis Summary

This report provides an analysis of the SEO strengths and weaknesses, focusing on keyword rankings, backlinks, and strategic insights. The data reveals a strong presence in high-ranking positions for some keywords, but also areas where improvements can be made to enhance overall visibility and traffic.

Keyword Rankings

• • Total Ranked Keywords: 2,837
  • Position 1 Keywords: 2
  • The top-ranking keywords include “digital file images” and “spotdev,” both holding rank group 1 with search volumes of 320 and 70, respectively.
  • Position 2-3 Keywords: 9
  • Notable keywords in this category include “endemol richard osman” and “revenue target,” indicating competitive positioning.
  • Position 4-10 Keywords: 85
  • Keywords such as “click funnel” and “website funnel” are in this range, suggesting potential for improvement to reach higher rankings.
  • Position 11-20 Keywords: 262
  • This range contains a substantial number of keywords, providing opportunities to optimise content to move them into the top 10 positions.
  • Position 21-50 Keywords: 1,088
  • A significant portion of keywords fall into this category, highlighting a need for strategic enhancements in SEO practices.
  • Position 50+ Keywords: 1,391
  • Many keywords are ranked beyond 50, reflecting potential areas to explore for boosting their rankings.

Traffic and Competition Analysis

• Estimated Traffic Value (ETV): 5,079.55
• This value suggests a moderate level of traffic potential, which can be increased by targeting high-value keywords.
• Average Competition: 0
• The competition metric is reported as zero, indicating that most keywords may not have significant paid competition, which could be an opportunity for organic ranking enhancements.
• Highest Search Volume: 320
• The keyword “digital file images” has the highest search volume, representing a valuable target for maintaining or improving rank.
• Keywords with CPC > $1: 42
• These keywords indicate potential monetisation opportunities through targeted advertising strategies.

Strategic Insights

1. Focus on High-Volume Keywords: Ensure content optimisation for keywords like “digital file images” to maintain top positions and capture traffic.

2. Improve Mid-Range Rankings: Keywords in positions 4-10 and 11-20 should be prioritised for content updates, link building, and on-page SEO tactics to move them higher in search results.

3. Leverage Low Competition: The low average competition suggests an opportunity to dominate certain niches organically, reducing dependency on paid advertising.

4. Backlink Strategy: Enhance authority and ranking potential by acquiring high-quality backlinks for keywords with high ETV and search volume.

Conclusion

The current SEO strategy exhibits strengths in select high-ranking keywords, yet there is substantial room for improvement across the spectrum of ranked keywords. By focusing on content optimisation, strategic link building, and targeting low-competition areas, there is potential to significantly enhance organic search visibility and overall traffic value.