website analysis report
February 2011
KC Tools
This document provides a brief overview of the current issues and functionality of the website: http://www.kctools.com.au.
Carey IT
KC Tools Website Analysis Report – Feb 2011
SCOPE The purpose of this document is to present any current issues on the website, and to provide any recommendations where appropriate. This document specifically focuses on Search Engine Optimisation (SEO) and underlying coding structure.
SITE DESCRIPTION Technology The website is based primarily on static HTML coding, utilising embedded CSS styling and a mixture of external, embedded and in-line Javascript. The use of PHP server-side scripting is limited to the search facility.
Functionality The website is primarily used as a means of public awareness. The website provides detailed information on a large range of products, as well as providing information about current resellers of the products.
GENERAL ISSUES Code Structure Embedded and In-line CSS Styling Currently, the website utilises both embedded and in-line CSS styling rules, without the use of any external CSS stylesheets. This presents an issue in terms of website maintainability, code readability, and mixing content with presentation. By moving all styling into external stylesheets, the maintainability of the website is greatly improved as styles can be utilised throughout all pages on the site, rather than re-declaring styling on each page. Furthermore, this strategy greatly improves efforts to cater for cross browser compatibility.
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KC Tools Website Analysis Report – Feb 2011
Embedded and In-line Javascript Using the previous example of CSS styling, it is also ideal to move the majority of Javascript code into external files for easier maintainability and code readability. Internet Explorer 6 Compatibility There is an issue with the website styling when browsing with Internet Explorer 6 on a Windows XP platform (see illustration1 below). Although Internet Explorer 6 is a legacy browser and Windows XP is an outdated operating system, there is still a large user base using these applications.
Illustration 1: kctools.com.au in IE6/Windows XP
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Carey IT
KC Tools Website Analysis Report – Feb 2011
Broken Links On the main page, the link 'Cdsds' in the secondary navigation is broken. This means that the destination URL does not exists (404 error). Currently, this link points to the below URL: http://www.kctools.com.au/contazt.html
SEARCH ENGINE OPTIMISATION Meta Data Meta-data refers to information about information. In a typical web document, a declaration about the description of the page, and related keywords are used to help search engines understand what your page is about. Having the right information in this area can greatly improve the website ranking in Search Engine Result Pages (SERPs). Current Meta Description: “KC Tools – Tools to Last a lifetime” Consider updating the meta description of the website to provide potential users with a better understanding of the kinds of products and services offered. Limit this to a maximum of 150 characters if possible, as most search engines only display 150 characters. Description: “Professional Tools, Toolkits and Equipment | KC Tools” Current Meta Keywords: “kc tools, kc, tools, professional, speciality, impacta, sunteech, kc pro-am, pro-am, workmaster, proam, pro, am, work" Using the appropriate keywords can help match user searches to the keywords used on the website. Consider using keywords such as the following, rather than using product line names. Keywords: “tools, tools online, kc tools, professional tools, specialised tools, pneumatic tools, chrome sockets, socket sets, toolkit, professional toolkits, panel beating equipment...” Document Structure It is important to have the right structure in place in order to get the most out of SEO. The use of header tags, such as <h1>, helps provide proper formatting to the document. Search engines base keyword importance by the formatting used. For example a h1 element will have higher importance
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KC Tools Website Analysis Report â&#x20AC;&#x201C; Feb 2011
over a p (paragraph) element. By using proper formatting, search engines are able to better assess the structure of the document. As the website relies heavily on providing information via images, it is vitally important to include information in each image tag 'alt' attribute. Search engines are unable to read information contained within images, therefore placing a heavy reliance on getting that information through the image 'alt' attribute. This attribute simply describes the image, or in this case, should provide product information. Using these attributes also enhances the websites accessibility for users who rely on listening devices.
CONCLUSION There are several recommendations for the website, including altering CSS coding, Javascript coding, and amending broken elements, as well as updating meta information and improving the document structure to gain better results in search engines.
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