SEO Audit of


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

Newcon Optik began life in Toronto in 1992 by company founder Michael Beker. Newcon was incorporated in 2021 and is a world leader in the design and manufacture of image-intensified night vision, thermal imaging systems, laser rangefinders and other professional-grade tactical optics. Headquartered in Toronto, Canada. As per DNB site, the company currently counts 34 employees, with an estimated yearly revenue of $15 million. Part of the company for 23 years in various positions, Alex Rudiy has been appointed President in January 2021.

1- 𝐖𝐞𝐛𝐬𝐢𝐭𝐞 𝐑𝐞𝐯𝐢𝐞𝐰 𝐒𝐮𝐦𝐦𝐚𝐫𝐲:

The company’s website was designed in 2015 and last updated in 2017.

Based on a wordpress SNS theme, the site is ‘Index’ protected. Other domains are redirected for instance redirects to (http), as well and redirects to the same site It appears that hosting and domains would need more attention as although the site is secured with https, Internal links still point to http pages.

In terms of browsing, the mobile menu needs to be fixed as the top menu dropdown list shows under the header second menu icon. Also, there is a double menu icon in the menu header dropdown.

The search function doesn’t work and it shows an error message for ‘omega search‘ settings configuration. The site does not have a favicon image for the browsers tab. There is no meta description hence the snippet shown in Google results only shows existing text on the homepage. The ‘News’ page is kept updated. The homepage doesn’t have the company’s social media links. Facebook exists but is not active, no Twitter page found, Linkedin page is not active, Youtube was only active in 2018. The site search shows 673 internal pages. Google My Business listing exists and is included in the contact page but the company’s Google account profile is not claimed.

2- 𝐓𝐞𝐬𝐭𝐢𝐧𝐠:

Lighthouse mobile:

34/100 Performance – 79/100 Accessibility – 69/100 Best Practices – 86/100 SEO

Time to Interactive: 32.5 s

GTMetrix desktop:

Largest Contentful Paint 3.5s – Total Blocking Time 71ms – Cumulative Layout Shift 0.01

3 – 𝐏𝐨𝐢𝐧𝐭𝐬 𝐟𝐨𝐫 𝐢𝐦𝐩𝐫𝐨𝐯𝐞𝐦𝐞𝐧𝐭:

Total Page Size – 12.1MB. 8 images all over 700kb to be optimized.

The overall look is somewhat outdated but clearly structured. Redirects should be fixed to avoid being penalized. Search functionality and http internal links should be fixed. In terms of branding, ISO-9001 well established Canadian companies you would expect to have a French version of their site. Social media and google reviews should be kept regularly updated. It is a good practice in order to improve and optimize the customer experience that the footer includes sitemap, terms and conditions as well as privacy policy pages.

Please like and share this website audit, as the aim here is to improve your web presence, and remain constructive 🙂

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