Site Audit — Lift Parts Service

Everything currently powering the site, by layer — detected from its code, server headers, and public DNS:

That's four different systems stitched into one website (WordPress + dealer-inventory + store + portal) — the root cause of the speed, consistency, and SEO problems.

The complete fix list for this site, in priority order — auto-built from the performance diagnostics, the tech stack, and every page's on-page health. Keyword targeting, the content/blog plan, and local/GBP live in the SEO Strategy.

1. Consolidate 4 systems into one fast platform CRITICAL Structural
   The site runs 4 stitched-together systems (WordPress + Elementor; Trader Interactive; RocCommerce / theonlinecatalog; disprism). That's the root cause of the slow speed, the disjointed experience, and the inconsistent SEO. Rebuilding on one modern platform (our Cloudflare edge setup) fixes all three at once — see the phased migration plan below.
2. Cut server response time (2401ms → under 200ms)?TTFB stands for Time To First Byte — how long the server sits there thinking before it even starts sending the page. Think of it as how long the kitchen takes to start cooking after you order. Google wants this under about 0.2 seconds; this site takes much longer, and that delay is added to every single page load. CRITICAL Performance
   The server takes ~2.4s just to start sending the page — that delay is baked into every load, mobile and desktop. Server caching + a CDN help on the current site; a static/edge platform gets it under 0.2s, removing ~2.2s instantly.
3. Update WordPress (6.0.2, ~4 years old)?Content Management System — the software the site is built and edited on (here it's WordPress). An out-of-date CMS is a security risk and misses years of speed and SEO improvements. HIGH Structural
   An unpatched WordPress this old is a security risk and misses years of speed/SEO improvements. Update it now (or replace it in the rebuild).
4. Reconsider the DataDome bot-protection?A security tool meant to block malicious bots. The catch: it can also block the good bots — like Google's crawler and Google's own speed test — making the site harder for Google to read and rank. Here it's working against the site's own visibility. HIGH Structural
   DataDome blocks Google's own PageSpeed test and can interfere with crawling — it's working against the site's search visibility. Remove or reconfigure it so Google can read the site freely.
5. Shrink the page weight (5.2MB → under 1.5MB)?The total size of everything a page has to download (images, code, fonts) measured in MB. Heavier = slower, especially on phones and slower connections. Big images are usually the biggest culprit. HIGH Performance
   Compress and right-size images, serve modern formats (WebP), and lazy-load below-the-fold media. Biggest single weight win and what slows phones most.
6. Remove unused JavaScript (~813KB)?The code that makes a page interactive (menus, sliders, forms). Useful, but every extra piece a phone has to download and run slows the page down — especially on mobile. 'Unused JavaScript' is code that loads but isn't even needed on that page. HIGH Performance
   Each bolted-on system loads its own scripts. Defer/lazy-load non-critical JavaScript and drop libraries the page doesn't use — this is the main reason mobile scores far below desktop (phones can't power through the code).
7. Add an H1 heading to 4 pages?The single biggest on-page headline at the top of a page — the title the visitor reads. Every page should have exactly one; it tells Google (and people) what the page is about. Zero or several is a problem. MEDIUM On-page
   No main headline at all on: /disclaimer, /privacy, /terms-conditions, /testimonials. Every page needs exactly one H1 telling Google what it's about.
8. Trim 7 titles over 60 characters?The clickable blue headline for your page in Google's results. About 50–60 characters is ideal — long enough to describe the page, short enough that Google doesn't chop it off with '…'. LOW On-page
   /inventory, /inventory/new, /inventory/used, /map-hours, /pallet-racking, /privacy, /service-department — Google cuts long titles off in results.
9. Add alt text to 66 images across 24 pages?A short written description attached to an image. It's read aloud to blind visitors and is how Google 'sees' a picture (for image search). Missing alt text is an accessibility and SEO miss. LOW On-page
   Describe each image for screen readers and image search — likely template images (logo, icons) missing alt site-wide.

Recommendation #1 sounds big, but it's not one giant rebuild — it's phases, each live and better before the next. And most of these systems we keep — we just stop them dragging the site down.

The move on each system — keep the engines that hold their data, money, and customers; replace only the slow display layer.

The reassuring part: you win the job on Phase 1 — the fast, optimized site we already build. Phase 2 is the one real new build (the inventory feed), and the store + portal you mostly keep. Phases 2–3 are a roadmap you propose, not prerequisites.

Every technical term used in this audit, explained in normal words. (You'll also see a tappable ? next to terms throughout the report.)

Mobile / desktop speed score

Google's 0–100 grade for how fast and smooth a page feels — on a phone (mobile) and on a computer (desktop). 90+ is great, 50–89 needs work, under 50 is poor. Most people and Google itself judge your site on the mobile score, so that's the one that matters most.

Server response time (TTFB)

TTFB stands for Time To First Byte — how long the server sits there thinking before it even starts sending the page. Think of it as how long the kitchen takes to start cooking after you order. Google wants this under about 0.2 seconds; this site takes much longer, and that delay is added to every single page load.

LCP (Largest Contentful Paint)

How long until the biggest thing on screen (usually the main image or headline) has loaded — i.e. when the page looks ready to the visitor. Google's target is under 2.5 seconds.

TBT (Total Blocking Time)

How long the page is frozen and unresponsive while the phone chews through code — taps and scrolls don't react during this window. Caused mostly by too much JavaScript (see below). Lower is better.

CLS (Cumulative Layout Shift)

How much the page jumps around as it loads (a button shifts down just as you go to tap it). Measures visual stability; near zero is the goal.

JavaScript

The code that makes a page interactive (menus, sliders, forms). Useful, but every extra piece a phone has to download and run slows the page down — especially on mobile. 'Unused JavaScript' is code that loads but isn't even needed on that page.

CSS

The code that controls how a page looks (colors, fonts, layout). 'Unused CSS' is styling code that loads but isn't used on the page — dead weight that can be stripped out.

Render-blocking

Code that the browser is forced to fully download and process before it can show anything — so the visitor stares at a blank screen longer. Deferring it lets the page appear sooner.

Page weight

The total size of everything a page has to download (images, code, fonts) measured in MB. Heavier = slower, especially on phones and slower connections. Big images are usually the biggest culprit.

Title tag

The clickable blue headline for your page in Google's results. About 50–60 characters is ideal — long enough to describe the page, short enough that Google doesn't chop it off with '…'.

Meta description

The short gray summary under the blue headline in Google results. About 120–160 characters. It doesn't change your ranking directly, but a good one convinces more people to click.

H1 heading

The single biggest on-page headline at the top of a page — the title the visitor reads. Every page should have exactly one; it tells Google (and people) what the page is about. Zero or several is a problem.

Canonical tag

A small piece of code that tells Google 'this is the one official version of this page.' It prevents Google from getting confused by duplicate or near-identical pages and splitting your ranking between them.

Schema markup

Hidden 'fact-sheet' code that spells out what a page is in a language Google and AI assistants read perfectly — e.g. 'this is a local business, here's the phone, hours, and reviews.' It's how you earn the rich extras in search results (star ratings, FAQs) and get quoted by AI.

Alt text

A short written description attached to an image. It's read aloud to blind visitors and is how Google 'sees' a picture (for image search). Missing alt text is an accessibility and SEO miss.

Crawl / crawlable

'Crawling' is how Google's automated robot reads your site, page by page, to figure out what's there. If something blocks or slows the robot, pages may not get found or ranked. 'Crawlable' = easy for that robot to read.

Index / indexable

After Google crawls a page, 'indexing' is it filing that page into its giant library so it can show up in results. 'Indexable' = allowed and able to appear in Google. A page that isn't indexed simply cannot rank.

CMS

Content Management System — the software the site is built and edited on (here it's WordPress). An out-of-date CMS is a security risk and misses years of speed and SEO improvements.

Bot protection (DataDome)

A security tool meant to block malicious bots. The catch: it can also block the good bots — like Google's crawler and Google's own speed test — making the site harder for Google to read and rank. Here it's working against the site's own visibility.