Ardent Hire Report

Dive into this report for an arsenal of actionable insights. Inside: exclusive peronalised imporovments, speed optimisation hacks, SEO quick-wins, and compelling data-driven content strategy. Your digital leap forward, in a nutshell.

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Overview

Website Summary

Based on search results our AI analysed your site and provided top line comments about the site content indexed in Google.

Overview of ardenthire.com

  1. Corporate Information: Includes details about senior management, company values, accreditations, and updates on COVID-19 and carbon policy.
  2. Depot Locations: A feature to find local depots across the UK.
  3. Blog and Media: Contains films, gallery, and memos providing insights into the company’s operations and industry.
  4. Career Opportunities: Information on career openings and contact details for potential applicants.
  5. Training and Academy: Dedicated sections for training and the Ardent Academy, highlighting educational opportunities.
  6. Plant Hire Services: Includes a range of services such as mini excavators, telehandlers, and dumper hire, with categories for both operated and self-drive plant hire.
  7. Plant Sales: A section for the sale of excavators and other equipment.
  8. Sector Specialisations: The company caters to sectors like housing, construction, events, government, industrial, infrastructure, energy, and renewable energy.
  9. Service and Reliability: Emphasizes the availability of their fleet, operational capabilities, reliability promise, and innovative edge.
  10. Sustainability Initiatives: Discusses carbon strategy and policies, including carbon offsetting options.
  11. Health and Safety: Details the company’s commitment to safe working practices and investing in people and skills.
  12. Contact Information: Provides a national hire number and email address for inquiries.

Competitors

Content Gap

We are utilising data from SEO like Ahrefs to conduct a comprehensive analysis of top competing domains the content gap between your domain and its top 10 competitors.

Top 5 Detailed Actions to Maximise Organic Traffic

Here are the five most important detailed actions to increase organic traffic:

  1. Optimise for common keywords shared with competitors to leverage their search market share. With competitors like speedyservices.com sharing 546 keywords, focusing on these can help improve relevance and visibility.
  2. Improve on-page SEO elements, particularly in areas where competitors are strong, such as page titles and meta descriptions, to enhance click-through rates from search engine results pages (SERPs).
  3. Review and improve the user experience and content quality of pages that have high organic traffic but are underperforming compared to competitors, like cwplant.co.uk, which has a high share percentage but lower traffic.
  4. Investigate the backlink profiles of competitors with high Domain Ratings (DR) such as jcb.com (DR 76) and develop a strategy to acquire high-quality backlinks to increase domain authority.
  5. Conduct a technical SEO audit to identify and fix any crawl errors, broken links, or security issues that could be impacting search engine rankings and user experience, such as the issues faced by machinerytrader.co.uk.

Top 10 Competitors

Domain Competitor’s Keywords Common Keywords DR Current Traffic Traffic Change
speedyservices.com 46768 546 57 137994 15641
machinerytrader.co.uk 10929 473 41 35173 5791
cwplant.co.uk 3337 405 18 4366 -1066
jcb.com 4528 397 76 36581 -1160
ridgwayrentals.com 1278 377 29 3121 -15
heservices.co.uk 1121 368 34 1848 -79
balloohire.com 6281 360 26 6881 -398
chaseplanthire.com 966 234 7 17365 6460
sjhallplant.com 1255 208 28 4758 -776
glenedenplant.com 1150 188 17 2485 -212

Speed

Top 5 Quick Wins

We run your site through Google PageSpeed Insights and evaluated the performance of a web page on both mobile and desktop devices, here are the biggest gains and suggestions on how to improve page load times.

 

URL: https://developers.google.com/speed/pagespeed/insights/?url=https://www.ardenthire.com/

Based on the performance analysis data, here are the five most important actions to be taken to gain the most speed for the website:

  1. Serve Images in Next-Gen Formats: This has the highest estimated savings of 3.95s. Converting images to formats like WebP, JPEG 2000, or JPEG XR can significantly reduce their file size without compromising quality, leading to faster load times.

  2. Reduce Unused JavaScript: Estimated to save 0.73s. Removing or deferring JavaScript that isn’t necessary for the initial page load can reduce the time it takes for the page to become interactive.

  3. Properly Size Images: Offers a saving of 0.66s. Ensuring images are not larger than necessary can reduce download times and speed up page rendering.

  4. Reduce Unused CSS: This can save 0.49s. Similar to JavaScript, removing unused CSS rules or splitting your CSS into multiple files can reduce the initial load time and speed up rendering.

  5. Efficiently Encode Images: This has a potential saving of 0.16s. Optimizing images by compressing them and adjusting quality settings can reduce their file size, resulting in faster loading times.

Additionally, addressing the diagnostics like avoiding enormous network payloads, reducing the impact of third-party code, and minimizing main-thread work can further enhance the website’s performance. These actions focus on optimizing content delivery and resource utilization, crucial for improving the website’s loading speed and user experience.

SEO

Issues to fix

Analysing current on page SEO here’s a list of top issues which should be addressed

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Main Site – SEO SCORE 85/100

Priority Suggestion
HIGH Eliminate any render-blocking resources on this webpage.
HIGH Use images in a modern format to reduce file size and improve loading speed.
MEDIUM Serve properly sized images to reduce page loading times.
MEDIUM Add “rel=noopener” or “rel=noreferrer” to “target=_blank” links to avoid performance and security issues.
LOW Resolve errors identified by the Chrome DevTools Console to improve user experience.
LOW Hide or obfuscate email addresses in your page code to protect against spam harvesters.
LOW Add the Strict-Transport-Security header to ensure encrypted web traffic over HTTPS.
LOW Limit to fewer than 20 HTTP requests per webpage to improve loading time.
LOW Move inline CSS styles to an external stylesheet to improve site performance.

Opportunities

Issue Name Issue Type Issue Priority URLs % of Total Description How To Fix
Security: HTTP URLs Issue High 5 0.3 HTTP URLs that are encountered in the crawl. All URLs should be to secure HTTPS pages.
Response Codes: Internal Client Error (4xx) Issue High 1 0.03 Internal URLs with a client-side error. All links should ideally resolve to 200 ‘OK’ URLs.
Page Titles: Missing Issue High 1 0.15 Pages with a missing page title element. Write concise, descriptive and unique page titles.
Canonicals: Multiple Conflicting Issue High 98 13.15 Pages with multiple canonicals set for a URL. Specify a single canonical URL for every page.
Canonicals: Canonicalised Warning High 99 13.29 Pages that have a canonical to a different URL. Review to ensure indexing and link signals are correct.
Page Titles: Over 60 Characters Opportunity Medium 211 32.46 Page titles that exceed the limit might be truncated. Write concise page titles to avoid truncation.
Page Titles: Over 561 Pixels Opportunity Medium 186 28.62 Page titles over the pixel length limit. Write concise page titles to avoid truncation.
Page Titles: Duplicate Opportunity Medium 31 4.77 Pages with duplicate page titles. Update to unique and descriptive page titles.
Page Titles: Below 30 Characters Opportunity Medium 120 18.46 Page titles under the configured limit. Consider updating to include additional target keywords.
Page Titles: Below 200 Pixels Opportunity Medium 66 10.15 Page titles much shorter than the limit. Consider updating to include additional target keywords.

Hosting

External Review

We analysed your environments to check for any common problems.

Shared Hosting Detected

List of domains hosted on the same server:

This table includes the domain names and their last resolved dates, extracted from the provided data. The full data contains 58 domains, but only a few are shown here for brevity.

Domain Name Last Resolved Date
4ajcb.co.uk 2023-11-25
4amanitou.com 2023-03-07
zargescases.co.uk 2023-11-25

In the context of web hosting, particularly for businesses, opting for dedicated hosting can be a significant decision. Dedicated hosting provides an exclusive server for a single client, which means that the client does not share the server’s resources with any other users. This exclusivity can lead to enhanced performance, security, and control—factors that are crucial for businesses that rely on their online presence for operations and revenue.

The importance of dedicated hosting for business reasons includes:

  1. Performance: With dedicated hosting, businesses can expect improved website loading times due to the availability of dedicated resources. This can be particularly important for sites that experience high traffic volumes or require significant processing power.
  2. Security: Dedicated servers can offer stronger security measures since the business has complete control over the server’s security protocols. This can be critical for companies that handle sensitive data.
  3. CustomiSation: Businesses have the flexibility to customise the server environment to their specific needs, including the operating system, software, and configurations.
  4. Reliability: Since the server is not shared, there are fewer chances of downtime caused by other websites’ traffic spikes or technical issues.

On the other hand, shared hosting, where multiple clients share the resources of a single server, can pose several risks:

  1. Resource Limitation: Websites on shared hosting may experience slower performance due to the shared resources among numerous clients.
  2. Security Concerns: If one website on a shared server is compromised, there is a potential risk for other sites on the same server to be affected.
  3. Limited Control: Clients have limited ability to install custom software or make server configuration changes, which can be restrictive for businesses with specific needs.
  4. IP Blacklisting: If one of the websites on a shared server engages in malicious or spammy behavior, it could lead to the server’s IP being blacklisted, affecting all websites hosted on that server.

Search engines and web services may consider the type of hosting as a factor when assessing a website’s credibility and reliability. While dedicated hosting is generally not directly referenced as a ranking factor by major search engines like Google, the indirect benefits such as faster loading times, better uptime, and enhanced security can contribute positively to SEO rankings.

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