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SEO report: www.johnlewis.com scores 74/100

Fix these first

Topic focushigh
2 of 6 title keywords appear in the main content (missing: partners, never, knowingly, undersold).
Fix: Use your main title phrases naturally in the opening paragraph and headings.
Find the phrases people search with the free keyword generator
Read the guide: how to write SEO content
See the details
Render-blocking resourceshigh
2 blocking script(s) and 2 stylesheet(s) in <head>.
Fix: Add defer to scripts, inline critical CSS and load the rest asynchronously.
Read the guide: Core Web Vitals
See the details
LocalBusiness markuphigh
No LocalBusiness structured data.
Fix: Add LocalBusiness JSON-LD with address or areaServed, telephone, geo, opening hours and url.
Make the code with the free local business schema generator
Read the guide: schema markup
See the details
H1 headingcritical
“Create a space you love”
Fix: Use one H1 that states the page topic with its main keyword.
See the details
Heading structuremedium
45 headings for 308 words – a lot for the amount of text.
Fix: Use H2s for main sections and H3s inside them, without skipping levels.
Read the guide: the on-page SEO checklist
See the details
Question-led contentmedium
No headings phrased as questions.
Fix: Add headings that match real questions ("How much does…?") followed by a direct one- or two-sentence answer – an easy format for search and AI answers to quote.
Read the guide: how to write SEO content
See the details
Freshness signalsmedium
No published/updated date found.
Fix: Show a 'last updated' date and add dateModified to your structured data.
See the details
HTML sizemedium
864 kB of HTML – heavy for phones.
Fix: Remove inline bloat, base64 images and unused markup.
See the details

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Real-world speed Google PageSpeed

Loading Core Web Vitals from Google… this can take up to 30 seconds.

Authority & backlinks

Looking up which websites link to johnlewis.com…

Indexing & crawling 100%

Can search engines reach, read and index this page?

✓
Status codecritical
The page returned HTTP 200.
✓
Indexablecritical
No noindex instruction – the page can appear in search.
✓
robots.txthigh
robots.txt found.
Googlebot is allowed to crawl this page.
✓
XML sitemaphigh
Sitemap index found at https://www.johnlewis.com/siteindex.xml listing 6 sitemaps.
Declared in robots.txt.
No lastmod dates – add accurate ones so search engines know what changed.
✓
Canonical URLhigh
Canonical: https://www.johnlewis.com/
Points to this page (self-referencing).
✓
Redirectshigh
1 redirect before the page loaded.
https://johnlewis.com/ → https://www.johnlewis.com/
A single redirect to your preferred address is normal; just make sure your own links use the final address.
✓
www / non-wwwmedium
johnlewis.com redirects to www.johnlewis.com.

Content quality 27%

Is there enough clear, useful text that matches what the page targets?

!
Word countmedium
308 words of main content (inside <main>).
Google has no minimum word count – this is a rough guide to whether the page answers the question in full.
Fix: Add genuinely useful content: key service pages usually need 400+ words to answer what customers ask.
Count words and keywords with the free word counter
Read the guide: how to write SEO content
i
Readabilitymedium
Not enough paragraph text to score readability.
✗
Topic focushigh
2 of 6 title keywords appear in the main content (missing: partners, never, knowingly, undersold).
Fix: Use your main title phrases naturally in the opening paragraph and headings.
Find the phrases people search with the free keyword generator
Read the guide: how to write SEO content
!
H1 headingcritical
“Create a space you love”
The H1 shares no keywords with the title.
Fix: Use one H1 that states the page topic with its main keyword.
✗
Heading structuremedium
45 headings for 308 words – a lot for the amount of text.
Levels are in order.
1 empty heading(s).
Fix: Use H2s for main sections and H3s inside them, without skipping levels.
Read the guide: the on-page SEO checklist
✗
Text-to-code ratiolow
1% of the HTML is visible text.
Fix: Trim unused markup, inline scripts and builder bloat.

AI search readiness 69%

Can ChatGPT, Claude, Perplexity and Google AI Overviews read, understand and cite this site?

✓
AI crawler accesshigh
Search and AI-search crawlers (Googlebot, Bingbot, OAI-SearchBot, Claude-SearchBot, PerplexityBot…) can read this page.
✓
Snippet controlshigh
No snippet restrictions – search and AI answers can quote this page.
✗
llms.txtlow
No /llms.txt file. It's an optional, emerging convention – few AI tools are confirmed to read it yet, so this is low priority.
Fix: Optionally add /llms.txt: a short Markdown summary of who you are with links to your key pages.
Make one with the free llms.txt generator
Read the guide: do you need llms.txt?
✗
Question-led contentmedium
No headings phrased as questions.
Fix: Add headings that match real questions ("How much does…?") followed by a direct one- or two-sentence answer – an easy format for search and AI answers to quote.
Read the guide: how to write SEO content
✓
Entity clarityhigh
Identified as: Organization.
6 official profile link(s) (sameAs).
✗
Freshness signalsmedium
No published/updated date found.
Fix: Show a 'last updated' date and add dateModified to your structured data.
✓
Trust pages (E-E-A-T)medium
Links found to all three: about, contact and privacy.

Structured data 100%

Machine-readable facts for rich results and AI.

✓
JSON-LD present & validhigh
2 JSON-LD block(s): Organization, ContactPoint, WebSite, SearchAction.
All blocks parse correctly.
✓
Required propertiesmedium
Key types include Google's required properties.
i
Breadcrumbslow
Home page – breadcrumbs not needed.

Links 83%

Internal linking, anchor text and broken links.

✓
Internal linkinghigh
102 internal and 24 external links.
!
Anchor text qualitymedium
Same text used for different pages: “read more”.
3 vague link(s) like “click here” or “read more”.
Fix: Make every link text describe its destination, e.g. “logo design prices” instead of “click here”.
Check every link's wording with the free anchor text checker
Read the guide: internal linking
✓
Broken links (sample)high
Checked 12 internal link(s).
No broken links found.
1 link(s) point to a redirect – link to the final address instead.
!
Internal nofollowlow
10 internal link(s) are nofollow, so search engines may not follow them.
Fix: Remove rel="nofollow" from links to your own pages.

Performance 44%

Speed signals from the HTML and server. Real-user Core Web Vitals load below.

✓
Server response (TTFB)high
379 ms until the first response from our checker, including connection setup (Google rates TTFB good under 0.8 s, poor over 1.8 s).
✗
HTML sizemedium
864 kB of HTML – heavy for phones.
Fix: Remove inline bloat, base64 images and unused markup.
✓
Compressionmedium
Compressed with gzip.
✗
Render-blocking resourceshigh
2 blocking script(s) and 2 stylesheet(s) in <head>.
Fix: Add defer to scripts, inline critical CSS and load the rest asynchronously.
Read the guide: Core Web Vitals
✗
Scripts & third partiesmedium
54 script tag(s); files loaded from 5 other domain(s): se.monetate.net, media.johnlewiscontent.com, static.johnlewiscontent.com, tools.applemediaservices.com, play.google.com.
Fix: Remove unused tracking and widget scripts; every third party adds connection time.
Read the guide: Core Web Vitals
✗
Imagesmedium
51 image(s).
17 without width/height – can cause layout shift (CLS).
42 image(s) after the first three aren't lazy-loaded.
10 use WebP/AVIF or responsive srcset.
Fix: Give every image width and height, lazy-load images below the fold (but not the main image) and serve WebP/AVIF.
Read the guide: image SEO
✓
Cachinglow
Cache-Control: max-age=60, s-maxage=600, stale-while-revalidate=604800
✓
HTTP/3low
Server advertises HTTP/3 (faster on mobile networks).

Security 96%

Visitor safety signals that browsers and Google check.

✓
HTTPScritical
Secure HTTPS with no mixed content.
✓
HTTP → HTTPS redirecthigh
http:// redirects to https://.
✓
HSTSmedium
HSTS: max-age=31708800
!
Security headerslow
Present: nosniff, Referrer-Policy, clickjacking protection.
Fix: Add X-Content-Type-Options, Referrer-Policy, Permissions-Policy and X-Frame-Options (or a CSP).
Read the guide: the technical SEO checklist
✓
Server fingerprintlow
No X-Powered-By header (server: cloudflare).

Mobile & accessibility 83%

Usable on phones and by everyone – Google indexes the mobile version.

✓
Mobile viewportcritical
viewport: width=device-width
✓
Image alt textmedium
All 51 images have alt text.
✓
Form labelsmedium
All 1 form fields are labelled.
✓
Link nameslow
Every link has a readable name.
✗
Tap-to-contactmedium
No tel: or mailto: links.
Fix: Add a tap-to-call or tap-to-email button so phone visitors can contact you instantly.
Read the guide: mobile-friendly websites

Local SEO 50%

Signals that help you appear in Google Maps and 'near me' searches.

✗
LocalBusiness markuphigh
No LocalBusiness structured data.
Fix: Add LocalBusiness JSON-LD with address or areaServed, telephone, geo, opening hours and url.
Make the code with the free local business schema generator
Read the guide: schema markup
✓
Contact details on pagemedium
No phone number found.
A UK postcode is shown.
✓
Map & directionslow
Links to or embeds a map.

This report checks one page. Scores are a guide, not a guarantee of rankings. Check another page · Print or save as PDF

SEO report for www.johnlewis.com

Fix these first

Real-world speed Google PageSpeed

Authority & backlinks

Indexing & crawling 100%

Status codecritical

Indexablecritical

robots.txthigh

XML sitemaphigh

Canonical URLhigh

Redirectshigh

www / non-wwwmedium

Search snippet & sharing 88%

Title tagcritical

Meta descriptionhigh

Open Graph & social cardsmedium

Faviconlow

Languagelow

Content quality 27%

Word countmedium

Readabilitymedium

Topic focushigh

H1 headingcritical

Heading structuremedium

Text-to-code ratiolow

AI search readiness 69%

AI crawler accesshigh

Snippet controlshigh

llms.txtlow

Question-led contentmedium

Entity clarityhigh

Freshness signalsmedium

Trust pages (E-E-A-T)medium

Structured data 100%

JSON-LD present & validhigh

Required propertiesmedium

Breadcrumbslow

Links 83%

Internal linkinghigh

Anchor text qualitymedium

Broken links (sample)high

Internal nofollowlow

Performance 44%

Server response (TTFB)high

HTML sizemedium

Compressionmedium

Render-blocking resourceshigh

Scripts & third partiesmedium

Imagesmedium

Cachinglow

HTTP/3low

Security 96%

HTTPScritical

HTTP → HTTPS redirecthigh

HSTSmedium

Security headerslow

Server fingerprintlow

Mobile & accessibility 83%

Mobile viewportcritical

Image alt textmedium

Form labelsmedium

Link nameslow

Tap-to-contactmedium

Local SEO 50%

LocalBusiness markuphigh

Contact details on pagemedium

Map & directionslow