Website Auditing/Analysis

of
www.ratoathcollege.ie
Index:
1. Introduction
2. Universal Design – Website Analysis
3. Website Analysis
1. Loading or speed of the website
2. Competition
3. Website traffic
4. Search engine optimization

4. Universal Design Principals

5. Website according to Universal Design

6. Analysis and Recommendations

7. Conclusion

8. References
Introduction:
Website auditing is the process of analysis of a website. While auditing we consider multiple
factors of the website like performance, search engine optimization etc. Each page is considered
while analysis of a website. Few of the companies working on these tasks for big websites. Most
of the business is done through the world wide web and it is a heart of the business. Without
world wide web we cannot imagine the world. So, to improve the business worldwide and make
the website visible while searching by the user in search engine like google, bing, ask etc. For
example, if a user enters a book name in search engine it shows suggestions and sellers of the
book. Top seller book is showing on the top and the top place is acquired by some additional
tasks done by the digital marketing companies. Website performance is only by conducting
website audit. In audit of any website let us the owner seo keyword placement and page
performance, number of back links and their loading speed everything will be considered while
audit a website.

Universal Design - Website Analysis:

Website analysis is the process of checking the performance. Most of the websites or any product
designed based on universal design principals. Universal design is the way toward making items
that are available to individuals with a wide scope of capacities, incapacities, and different
qualities. ... Widespread plan commonly brings about item includes that advantage an assortment
of clients, not simply individuals with incapacities.

Website analysis:
Website analysis is a kind of practice which related to speed of website, SEO, traffic, and
competition. Websites can be benefit from when they are analyzing and improves their bugs
which are found in doing analysis or auditing.
Website analysis is done by user-driven approach:
Standard website analysis helps the website owner achieved good traffic, find the performance
issues and loading time of website.
Most popular traditional website analysis
1. Loading or speed of the website
2. Competition
3. Website traffic
4. Search engine optimization
Now we individually discuss about the categories.
Speed test of the website:
Website speed depends on the different type of parameters like browser, net speed and building
of the website with code. For example, if the website is developed based on the java script the
page loading is taking time also if the website is consuming external resources to load the page
that is also taking too much time. This happened mostly in service-oriented websites. Means the
website taking input and perform some action and show the desired output to the user.
For website speed test popular tool is Google- Page Speed.
Here is the url to perform the speed test of the website.
https://developers.google.com/speed/pagespeed/insights/
Once the user enters the url in the google speed test it shows the performance of the website as
per the loading of the website into web. Google is the most popular search engine. See the below
values it shows the website loading time. The speed index of the given website “Home
(ratoathcollege.ie)” is 13.7 seconds. Means it take 13 seconds to load the website.

To increase the speed of the website we must follow some suggestions which are helpful to
increase the website speed.
Competition of the website:
Most of the websites have similar business ideas and same working styles. So, the competition
formed between those websites. To identify the competition of the website there are some tools
in the market. SEMRush and Similar webs is the popular tools to identify the competitive
analysis of the website. In our case the given website is related to educational institute and
educational resources. So, the competitors are also do the same kind of business. Competitive
analysis is the act of distinguishing and breaking down contending organizations, evaluating the
dangers they present and recognizing the chances and benefits that can be particularly utilized in
the business. To do competitive analysis manual search is the best way to analyze. So, the fall
backs can be identified.

Website Traffic:
Traffic analysis is an essential part of auditing or analyzing any website. Because the website
traffic needs to the owner it reaches the targeted customers or not. For example, if a website
which provide online movie tickets the owner targeted middle aged and target whole state as the
audience so the owner know about the website traffic.
To analyze the website traffic different types of tools are available in the market even few or free
and few or paid. They provide some suggestions to improve the website traffic. Traffic analysis
helps the website owner to monitor the volume of the traffic from they received and what the
visitor do in the website what their purpose to visit the website and determine the most
successful and most traffic created page which means the page mostly visited on the website.
Website owner knowing the origination of the traffic like social media or search engine, how
popular your pages are which traffic sources convert better and where on the website loses
potential customers helps you to do successful digital marketing strategies.
Most popular tools to analyze the website traffic is google analytics which is best analytics tool
to analyze the website traffic.

The given website is analyzing by using the traffic analyzer tool which shows the traffic of the
website. The alexa rank of the website is # 8,980,375 which is global rank of the website.

SEO Analysis:
When ever doing website analysis or auditing important analysis is SEO. SEO in full is search
engine optimization. Digital marketing people identify the key words and according to the
website functionality and set the key words when build the website in meta tags. So, the search
engine crawler identifies the website based on the key words. To know about the key words and
their density on the website is knowing by doing seo analysis. SEO is of two type on page seo
and off page seo. While auditing a website user consider
Backlinks audit/analysis
On-page SEO audit
Search engine ranking analysis
In any website there are some back links are some external links can be found the links may be
social media platform of the firm or any other useful resources r any business enquiry resource.
All these links are considered while doing audit. Because these backlinks playing key role in seo
and loading the webpage in the browser.
On-page SEO helps to identify the common issues of the website that could affect search engine
performance. The errors like missing tags mostly they are <title> heading tags or broken
redirection. This analysis is performed by special tools like google search engine console,
semrush, seopro like tools.
Search engine ranking analysis help us to know the rank of the website globally. Some rank
trackers like alexa will calculate the website seo performance based on the keywords and it
appears on the search engines like google, bing, msn etc. This is done by tools like sitepro,
SEOpro tools.

Universal Design Principals:

1. Flexibility of use: The design of the website is easy to use and facilitate individuals’
preferences. Provide multiple choices while using, facilitates get accuracy in information.
2. Equitable Use: The design of the website obeys the marketable and reach the visitors with
diverse abilities. Provide security, safety, and accuracy. Design making is appealing to all
the visitors across the globe.
3. Simple and Intuitive Use: Avoid the complexity of the usage, understand the design
easily, regardless the language every user must understand, provide globalization.
4. Perceptible Information: Represent the information in different modes like pictures,
videos or text.
5. Error Tolerance: Improper usage of website gives the warning messages, arrange
elements to reduce the threats. Provide features at the time of failure.
6. Physical Effort Low: Design of the product or website should be simple and comfortable
to the end user with the minimum fatigue.
7. Size and Space for approach and use: Every user must allot a space and appropriate size
regardless of their size of body, posture, and mobility for approach, reach and
manipulation and use.

Website according to Universal Design:

Analysis of website gives the website information where the errors occurred, page
responsiveness and seo results. Also found issues of certificates.
Universal Design principal Approach in Website
Flexibility Use The website is design flexible to use for every
visitor hence it obeys first principal
Equitable Use Design is acceptable and maintain the market
standards.
Simple, Intuitive use In the website home page the display the
important content hence the user no need to
worry and their required info getting easily.
Perceptible Information The website home page contains videos,
presentations, and images to attract visitor.
Also, the content is understandable by the
user.
Tolerance for Error Website is designed in globalized form. If any
hazardous and unintended action formed that
will be protected.
Low physical effort Website is complying with all the devices.
Few functionalities are not loaded.
Size Space and approach to use Web layout is looks good but need some
improvements.

Analysis and Recommendations:

The url Home (ratoathcollege.ie) is analyzed for auditing purpose to know more about it.
In the below screenshot the website analysis rankings are displayed.

Sitemap.xml not found:

The website is missing the sitemap.xml which is helpful for google crawler index to identify the
all the pages of the website. To improve ranking in search engine sitemap.xml is very important,
it enables your site easily in search engine by crawl. Sitemap.xml is created by creating a list of
url of the website and these url's would be indexed by the search engine. Even search engines
also identify all the pages of the website. By using any online tool like screaming frog like site
you can create sitemap.xml and upload into the server.

On-Page SEO:
The website on-page seo is average. It needs some improvements, To get placed in search
engines On-Page SEO is important and SEO understands content of the website appropriately
and help it for grab the rank for suitable keywords. make sure that content of HTML tag is
completed and correctly and the good text which contains target key words. So the page is visible
by the search engine on the top.

Recommendations for On-Page SEO:

Title tag have character length of 10 to 70 characters in length but in this case the title of the
home page is “Home” which is 4 characters length.

Meta Description Tag

Meta description of the website is missing in the given website. To understand the content of the
website by the search engine meta descriptions are helpful and play’s vital role. This description
is shows in the search engine while searching.
H1 Header Tag Usage

The home page of the given website don’t have the H1 tag. Search engines captures the signaling
of H1 header tags and tells the search engine what the content is available in website. The H1 tag
is helpful in grab the keywords and its rank.

H2-H6 Header Tag Usage

The website page is developed by using multiple types of Header tags ranging from H2 to H6.
Keyword Consistency:
Keywords not well organized in the website. Your page content should be focused around
keywords you would like to rank for. Ideally these keywords should also be distributed across
tags such as the title, meta and header tags.

Performance results:
Performance is the key factor of the website success. Here are the performance factors while
doing auditing the website. To increase the performance, remove the unnecessary libraries which
are not used in the website. Also reduce the java script content which cause the page rendering
and performance.

Social Media Results:

The page is not reporting any kind of Java script errors. The page is not linked with the face
book. Twitter, YouTube and LinkedIn are connected and showing the string activity on these
platforms. Which are helpful in grab the traffic across the globe.
A

After Overall analysis of the website below are

recommendations:
1. Reduce the Java script unnecessary code.
2. Improve the key word density in the home page.
3. Increase the home page character.
4. The website has total 553 pages out these few page pages have less content increase the
content.
5. Reinstall the SSL certificate to avoid the https error.
6. Keep some more text on the home page.
7. Create sitemap.xml and upload to server.
8. Make every page visible to search engine crawler.
Conclusion:
A website designed based in Universal design that website is easy to use, secure and obeys the
present market trend. So, to do any kind of digital marketing or SEO on these sites are easy and
reduce the job of SEO experts. Because the website already responsive and follow the 7
principals of universal design. In the is case The website performance is good and pass the SEO
test too but the keyword distribution is need to again. But still there are some more backlogs in
the website designing which are hiding the website from google search index this will be escaped
by using sitemap.xml. There are so many online tools which are analyzing websites and gives the
results accurately. Website opted a global alexa rank which 8,980,375.This is will change upon
the SEO and code changes.

References:
1. University of Washington (n.d.) Universal Design of Web Pages,
https://www.washington.edu/doit/universal-design-web-pages: DO-IT , University of
Washington.
2. Nadiminti Sarvani (August 2021) What is universal design? Learning how to apply this approach
to digital designs, 1 edn., https://99designs.com/blog/tips/universal-design/: 99Designs.
3. The 7 Principles, http://universaldesign.ie/what-is-universal-design/the-7-principles/: Centre for
Excellence in Universal Design.
4. Aaron Shear (march 2014) SEO Website Audits: Everything You Need to Know,
https://www.searchenginewatch.com/2014/03/17/seo-website-audits-everything-you-need-to-
know/: Search Engine watch.
5. Cruz-Cunha, Maria Manuela, Varaj (2010) E-business issues, challenges and opportunities for
SMEs: Driving competitiveness, https://books.google.co.in/books?id=-
kE7u1mJi2gC&lpg=PR1&ots=C7HucZdoGV&dq=%20E-business%20issues%2C%20challenges
%20and%20opportunities%20for%20SMEs%3A%20Driving
%20competitiveness&lr&pg=PR1#v=onepage&q=E-business%20issues,%20challenges%20and
%20opportunities%20for%20SMEs:%20Driving%20competitiveness&f=false: Business Science
Reference.
6. Moz Community (2021) What is SEO?, https://moz.com/learn/seo/what-is-seo: Moz.
7. Mike (December 2020) SEO Analytics: Step-by-step Guide,
https://whatagraph.com/blog/articles/seo-analytics: www.Whatagraph.com.
8. Venkat N Gudivada- East Carolina University; Dhana Rao-Marshall University; Jordan Paris
(October 2015) Understanding Search Engine Optimization, DOI:10.1109/MC.2015.297 edn.,
https://www.researchgate.net/publication/282818323_Understanding_Search_Engine_Optimiza
tion: research gate.
9. Suraj Chande, Eastern Institute of Technology (January 2015) Google Analytics -Case study,
https://www.researchgate.net/publication/271447580_Google_Analytics_-Case_study: research
gate.