SEO Audit of


Latest SEO audit analysis I did on #MSE_Audio, discussing content, usability issues, and Web Presence Optimization good practice guidelines.

MSE Audio operation dates back to 1995. The company MS Electronics, LLC registered in 2002 is based in Lenexa, Kansas and has registered the MSE Audio trademark in 2006. The MSE Audio brands provide a broad range of speaker choices for a wide variety of applications in both the commercial and residential markets. Under MSE Audio the company acquired/merged with several companies over the years and hold the following divisions; SoundTube,  Soundsphere, SolidDrive, Rockustics, PhaseTech, Induction Dynamics, and more recently dARTS Systems. MSE Audio was founded by Bill Hecht who passed away in 2012 at the age of 89, his son Kenneth Hecht is the VP of Engineering and International Sales.

MSE Audio has been a leader in residential, commercial and industrial indoors and outdoors high quality speakers, PA, and sound reinforcement. 

1- 𝐖𝐞𝐛𝐬𝐢𝐭𝐞 𝐑𝐞𝐯𝐢𝐞𝐰 𝐒𝐮𝐦𝐦𝐚𝐫𝐲:

It is with great interest that I went over the structure of this website MSE Audio, as at first glance it is apparent that the strategy chosen to build the structure using subdomains shows its weaknesses when growing a company and adding over time various divisions and brands. Wishing to keep a relationship ‘link’ between the brands but at the same time making it very complex and uncomfortable to say the list to navigate through all the brands and products.

In terms of optimization Google has nothing against using subdomains for anything relating to the actual domain. But in this particular case, they are completely different brands. It would be therefore recommended to have each brand with their own domain name, of course with MSE Audio domain pointing to each of them.

First of all the actual main domain is unnecessarily redirected to . As well the ‘Home’ link of the menu goes to . All seven brands’ logos over the hearder points to their respective sub-domains except for the last one dARTS . Similar links are also listed in the MSE Audio products menu sub-list.

It appears that the same template used for all the brands is an e-commerce platform to handle and ease product selection/comparison but not really for purchasing the products online. Hence the ‘find a reseller’ call to action option.

All six subdomains menu items ‘Press’ are redirected to their respective homepage with no press articles. Except for the main site MSE Audio which has about ten news articles from the past 3 years.

All six subdomains menu items ‘Contact’ are all the same content ‘…’

All six subdomains menu items ‘Downloads’ are all the same content ‘…’

All six subdomains in addition to the main subdomain links to ‘Sitemap’ all point to a broken link as there is no sitemap.xml page.

Social media accounts are all active and links can be found in the footer, pointing to MSE Audio in all subdomains. Menu’s ‘About’ provides access to all relevant subdomain pages. 

All ‘warranties’ pages show the same duplicate content for all brands.

All contact pages are all duplicate content, with the email link to going to a broken link. As well the email for sales shows but points to The mobile browsing experience also shows some errors. The top of the header menu shows a link to a broken page ‘Darts’. Selecting the main menu home link, the top menu appears overlaid on the hero section. Footer’s advanced search page function seems to be broken. 

‘Reseller Pricing’ page seems to still be in construction as shown ‘image coming soon’. The page for system configurator uses a discontinued flash interface no longer supported.

2- 𝐓𝐞𝐬𝐭𝐢𝐧𝐠:

Lighthouse mobile:

19/100 Performance – 83/100 Accessibility – 77/100 Best Practices – 80/100 SEO

Time to Interactive: 37.3 sec

GTMetrix desktop:

Largest Contentful Paint 3.5s – Total Blocking Time 113ms – Cumulative Layout Shift 0.01

3 – 𝐏𝐨𝐢𝐧𝐭𝐬 𝐟𝐨𝐫 𝐢𝐦𝐩𝐫𝐨𝐯𝐞𝐦𝐞𝐧𝐭:

The load size of the site is 5.84MB. There are 8 homepage images over 100kb to be optimized.

Google My Business MSE Audio company is not claimed and contains 1 review.

Broken links and duplicate content need to be corrected urgently and in priority.

Google search for shows about 15,400 internal pages in the mseaudio domain.

Emphasis on clarity and higher resolution brands logos as some are difficult to read.

Hero call to action ‘Learn more’ is bouncing back to the home page.

4 – Final thoughts:

The years of online presence, sales, and reputation of MSE Audio product lines and well known brands are all well indexed in Google. It would take an in depth analysis to find more information on keywords performances and duplicate content penalties if any but I suspect there must be because of the structure of the site and all the subdomains criss crossing links and duplicate content.

The fact that the e-commerce template is used for all the brands and not allow online purchasing is a shortcut which reduces visitor’s browsing experience.

Although I could not find many archives on the online wayback machine database, I suspect the site has recently been re-structured with some updates dating back to 2008. I would strongly recommend creating different responsive sites, structured content, and recent design, even if using subdomain structure is preferred by the company. ‘Crossorigin’ redirect is shown in Google’s cache and source code for indicating current sitewide redirect.

Please like and share, as the aim here is to learn, improve, and remain constructive 🙂



#seo #audiovisual #video #broadcast #broadcasting #healthcare #marketing #webdesign #webdeveloper 

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