SEO report for www.nhs.uk
https://www.nhs.uk/ · checked Sun, 01 Nov 2026 13:20 GMT
Fix these first
- LocalBusiness markuphigh
No LocalBusiness structured data.
Fix: Add LocalBusiness JSON-LD with address or areaServed, telephone, geo, opening hours and url.
Also fixes: Entity clarity
- JSON-LD present & validhigh
No JSON-LD structured data.
Fix: Add JSON-LD describing the business and the page (Organization/LocalBusiness, WebSite, WebPage or Article, BreadcrumbList).
- Title tagcritical
“NHS website for England - NHS”
Fix: Write a unique title of roughly 50–60 characters with the main search phrase first.
- 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.
- Trust pages (E-E-A-T)medium
Links found to about; missing contact and privacy.
Fix: Link to About, Contact and Privacy pages from every page – they help visitors, Google and AI tools see who stands behind the content.
- Meta descriptionhigh
61 characters, ~387px of ~990px.
Fix: Write a 140–155 character description that answers the searcher's question and invites the click.
- Render-blocking resourceshigh
1 blocking script(s) and 1 stylesheet(s) in <head>.
Fix: Add defer to scripts, inline critical CSS and load the rest asynchronously.
- Word countmedium
285 words of main content (inside <main>).
Fix: Add genuinely useful content: key service pages usually need 400+ words to answer what customers ask.
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 nhs.uk…
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.nhs.uk/sitemap.xml listing 8 sitemaps.
Declared in robots.txt.
Most recent lastmod: 2026-11-01T11:44:49Z.
- ✓
Canonical URLhigh
Canonical: https://www.nhs.uk/
Points to this page (self-referencing).
- ✓
Redirectshigh
1 redirect before the page loaded.
https://nhs.uk/ → https://www.nhs.uk/
A single redirect to your preferred address is normal; just make sure your own links use the final address.
- ✓
www / non-wwwmedium
nhs.uk redirects to www.nhs.uk.
Search snippet & sharing 67%
How the page looks in Google results and when shared.
- !
Title tagcritical
“NHS website for England - NHS”
About 283px of Google's ~580px desktop width.
Repeated words: nhs.
Fix: Write a unique title of roughly 50–60 characters with the main search phrase first.
- !
Meta descriptionhigh
61 characters, ~387px of ~990px.
Short – sell the click with a benefit and a call to action.
Google sometimes rewrites descriptions to match the search; a good one is still used most often.
Fix: Write a 140–155 character description that answers the searcher's question and invites the click.
- ✓
Faviconlow
Favicon linked (Google shows it next to results).
- ✓
Languagelow
lang="en"
Content quality 83%
Is there enough clear, useful text that matches what the page targets?
- !
Word countmedium
285 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.
- ✓
Readabilitymedium
Flesch reading ease 52 (fairly easy), about 13 words per sentence.
- ✓
Topic focushigh
2 of 2 title keywords appear in the main content.
- ✓
H1 headingcritical
“NHS website for England Find information and services to help you manage your health”
- !
Heading structuremedium
17 headings for 285 words – a lot for the amount of text.
Levels are in order.
Fix: Use H2s for main sections and H3s inside them, without skipping levels.
- !
Text-to-code ratiolow
7% of the HTML is visible text.
Fix: Trim unused markup, inline scripts and builder bloat.
AI search readiness 50%
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.
- ✗
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.
- ✗
Entity clarityhigh
No Organization / LocalBusiness structured data – search engines and AI have to guess who runs this site.
Fix: Add Organization or LocalBusiness JSON-LD with name, url, logo, contact details and sameAs links to your official profiles.
- ✓
Freshness signalsmedium
The page shows when it was published or last updated.
- ✗
Trust pages (E-E-A-T)medium
Links found to about; missing contact and privacy.
Fix: Link to About, Contact and Privacy pages from every page – they help visitors, Google and AI tools see who stands behind the content.
Structured data 0%
Machine-readable facts for rich results and AI.
- ✗
JSON-LD present & validhigh
No JSON-LD structured data.
Fix: Add JSON-LD describing the business and the page (Organization/LocalBusiness, WebSite, WebPage or Article, BreadcrumbList).
Links 100%
Internal linking, anchor text and broken links.
- ✓
Internal linkinghigh
42 internal and 1 external links.
- ✓
Anchor text qualitymedium
No link text points to two different pages.
- ✓
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.
Performance 80%
Speed signals from the HTML and server. Real-user Core Web Vitals load below.
- ✓
Server response (TTFB)high
365 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
31 kB of HTML.
- ✓
Compressionmedium
Compressed with gzip.
- !
Render-blocking resourceshigh
1 blocking script(s) and 1 stylesheet(s) in <head>.
Fix: Add defer to scripts, inline critical CSS and load the rest asynchronously.
- !
Scripts & third partiesmedium
12 script tag(s); files loaded from 1 other domain(s): assets.adobedtm.com.
Fix: Remove unused tracking and widget scripts; every third party adds connection time.
- ✓
Imagesmedium
No <img> tags.
- !
Cachinglow
Cache-Control: max-age=5
Fix: Set Cache-Control so browsers and CDNs can reuse the page.
- i
HTTP/3low
Couldn't be confirmed from our server – the alt-svc header that advertises HTTP/3 isn't always visible to it. Your site is on Cloudflare, which offers HTTP/3 under Network settings.
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=63072000
- !
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).
- ✓
Server fingerprintlow
No X-Powered-By header (server: cloudflare).
Mobile & accessibility 100%
Usable on phones and by everyone – Google indexes the mobile version.
- ✓
Mobile viewportcritical
viewport: width=device-width, initial-scale=1, shrink-to-fit=no
- ✓
Image alt textmedium
No images.
- ✓
Form labelsmedium
All 1 form fields are labelled.
- ✓
Link nameslow
Every link has a readable name.
- ✓
Tap-to-contactmedium
One-tap contact: phone.
Local SEO 33%
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.
- ✓
Contact details on pagemedium
A UK phone number is shown.
No postcode found (fine for service-area businesses).
- ✗
Map & directionslow
No map or directions link.
Fix: Add a Google Maps directions link so customers can find you.