Potential AED Acquisitions

This audit evaluates the current performance of two AED e-commerce websites, Safety Med and AED USA, focusing on key metrics such as organic data, backlink profiles, and on-page SEO.

The analysis highlights that AED USA has a stronger domain rating of 33 and attracts significantly more organic traffic, ranging from 15,000 to 30,000 visits, primarily driven by blog content and information-seeking visitors. On the other hand, Safety Med, with a lower domain rating of 6, experiences minimal traffic of 10-120 visits but is more conversion-oriented, with its top pages being product-centric and primarily attracting buyers. These differences underscore AED USA's focus on educational content to drive traffic, while Safety Med emphasizes direct sales.

With these insights, the following sections provide a more detailed examination of each website's strengths, weaknesses, and opportunities for optimization.

The website did not pass key performance standards for speed and user experience.

• Largest Contentful Paint (LCP): The largest element on the page loads slowly
• Interaction to Next Paint (INP): No data available on how quickly the page responds to user interactions.
• Cumulative Layout Shift (CLS): Layout shifts slightly during loading; improving this will enhance page stability.
• First Contentful Paint (FCP): The first visible content appears quickly, which is a good result.
• Time to First Byte (TTFB): The server response time is slow and could be improved.

Switching the website from WordPress to a faster hosting platform, like Octane, could significantly improve these metrics.

Based on the recent Ahrefs site crawl, several critical issues were identified that need immediate attention to enhance website performance and SEO. Below are the top issues detected:

• Missing [alt] attributes on images
• 40 orphan pages (no internal links)
• 25 missing meta titles & descriptions
• 678 non-indexable pages

• Lack of SEO in headers: The headers are straightforward but lack proper SEO keyword implementation. The formatting of the headers could also benefit from refinement by incorporating more H3 tags. A major issue is that on every page, "Congrats, You have created an account" is marked as an H1, which is an error that needs to be corrected.
  
• Low word count on pages: Each page contains between 200 and 450 words, which is insufficient for effective SEO. This low word count limits keyword usage and negatively impacts the site's ability to rank well in search results. Increasing the content depth would improve SEO performance.
• FAQ section: The website includes a basic FAQ section at the bottom, addressing common questions about AEDs and the company.

Domain Rating:

The website currently has a low Domain Rating (DR) of 6, which indicates a need for consistent focus and effort to improve authority and strengthen its online presence.

Backlinks:

The backlink profile includes some relevant AED-related links, but also contains several domain ranking booster links. The data shows a positive trend with a steady increase in backlinks over the past 30 days.

The higher traffic on product pages compared to the homepage indicates strong user engagement and suggests a likely high conversion rate. However, the continued presence of COVID-related products and content may suggest the site has not been recently updated.

Top 5 Most Visited Pages:

1. Product Page: LIFEPAK CR2 AED

2. Product Page: AED Inspection Tags

3. Product Page: Touchless Hand Sanitizer Dispenser

4. Home Page

5. Product Page: LIFEPAK CR Plus Battery Charge Pak

Over the past year, the website saw low organic traffic, but recent months show steady growth. This is significant given the site's low Domain Rating (DR) and minimal SEO efforts, both of which limit its search visibility.

The website did not pass key performance standards for speed and user experience.

• Largest Contentful Paint (LCP): The largest element on the page loads quickly.
• Interaction to Next Paint (INP): The page responds very quickly to user interactions, with a time of 40 milliseconds.
• Cumulative Layout Shift (CLS): Layout shifts slightly during loading.
• First Contentful Paint (FCP): The first visible content appears quickly, at 1.3 seconds.
• Time to First Byte (TTFB): The server response time is slow, at 1 second.

Switching the website to Octane, could significantly improve these metrics.

Based on the recent Ahrefs site crawl, several critical issues were identified that need attention to enhance website performance and SEO. Below are the top issues detected:

• 3 orphan pages identified
• 522 pages linking to redirects
• 3 missing meta descriptions
  

• Hero image and text combined: The hero image includes embedded text, making it non-crawlable by Google, which negatively impacts SEO. Separating the text from the image would allow search engines to index it.
• Localized service pages: While this is a national brand, they utilize 96 localized service pages, which is a strong SEO strategy to boost visibility and reach in specific areas.
• Ineffective SEO block: The large text block at the bottom of the homepage serves a the main SEO effort, but its placement and single-block format limit its effectiveness. It covers FAQs and AED-related content but doesn't maximize on-page SEO potential.
• Blog content: The website features a blog focused on AED training and heart-related topics, which positively contributes to the site's SEO.
  

Domain Rating:

The domain has a solid Domain Rating (DR) of 33, providing a strong foundation to build upon for further SEO improvements.

Backlinks:

The website has a strong backlink profile with relevant, high-quality links, aside from a few spam links in foreign languages. It has also shown positive backlink growth over the past 30 days.

The website's most visited pages are informational, indicating that users primarily use it as a resource rather than for purchasing. Blog pages significantly outperform the homepage in traffic, with product pages ranking much lower.

Top 5 Most Visited Pages:

1. Blog Page: Defibrillator Pad Placement

2. Blog Page: Which action should you take immediately after providing shock?

3. Blog Page: Automated external defibrillator certification online

4. Blog Page: Special considerations when using an AED

5. Blog Page: Defibrillator vs. Cardioversion

Over the past year, the website's traffic has fluctuated between 15,000 and 30,000. With a strong Domain Rating and high keyword rankings, the site remains easily discoverable by users

In conclusion, both Safety Med and AED USA exhibit unique strengths and areas for improvement.

AED USA, with its higher traffic, strong backlink profile, and blog-focused content, displays greater organic visibility but may be limiting its conversion potential by prioritizing informational content over product promotion. On the other hand, Safety Med, while smaller and more conversion-oriented, faces challenges with technical SEO, on-page optimization, and domain authority. By addressing these issues, both websites have significant opportunities to enhance their SEO performance, grow traffic, and ultimately increase conversions.