Nibbler SEO audit for www2.hm.com
Summary
Overall7.5
The overall score for this website.
Accessibility8.5
How accessible the website is to mobile and disabled users.
The following tests contribute to this score:
Experience7.4
How satisfying the website is likely to be for users.
The following tests contribute to this score:
Marketing5.1
How well marketed, and popular the website is.
The following tests contribute to this score:
Technology7.7
How well designed and built the website is.
The following tests contribute to this score:
Nibbler tested a sample of 5 pages from this website at 15:10 on 23 Apr 2024 (BST).
Top priorities for website improvement
- Consider adding your analytics solution to the pages which aren't currently monitored. (read more)
- Add width and height attributes to all image tags. The width and height you specify should be the same as the source image. If you want to resize an image in the browser, use CSS. (read more)
- Consider URL rewriting as an effective and transparent means of creating appropriate URLs. URLs using unusual characters (such as semi-colons or underscores), long numerals or complex phrasing are very difficult for real people to use or exchange. They also tend to be less favoured by search engines. Wherever possible ensure web addresses are 'human readable' - i.e. they should be easy to read, remember and type. In particular, avoid the use of obscure characters (including the underscore, which is not widely understood by non-technical users, or particularly memorable) and long numerals, e.g. example.com/23857984325. (read more)
Twitter0.0
This website does not appear to be associated with a Twitter account.
- This website did not contain a link to Twitter.
- Sign up for a Twitter account and make sure it is linked to from your site.
Printability0.0
0% of pages are optimised for printing
- 5 pages of this website do not appear to be optimised for printing (using CSS).
- Add printable stylesheets for all pages, wherever possible. In most cases, websites can share printable stylesheets over many or all pages, as with screen-based stylesheets.
Print optimised pages
Page Print www2.hm.com/en_us/index.html Not detected www2.hm.com/en_us/customer-service.html Not detected www2.hm.com/en_us/.../newsletter.html Not detected www2.hm.com/en_us/favourites Not detected www2.hm.com/en_us/women.html Not detected
- Add printable stylesheets for all pages, wherever possible. In most cases, websites can share printable stylesheets over many or all pages, as with screen-based stylesheets.
Media specific CSS detected
URL format2.4
5 URLs are less than ideal
- All URLs are particularly hard to type or remember.
- Consider URL rewriting as an effective and transparent means of creating appropriate URLs. URLs using unusual characters (such as semi-colons or underscores), long numerals or complex phrasing are very difficult for real people to use or exchange. They also tend to be less favoured by search engines. Wherever possible ensure web addresses are 'human readable' - i.e. they should be easy to read, remember and type. In particular, avoid the use of obscure characters (including the underscore, which is not widely understood by non-technical users, or particularly memorable) and long numerals, e.g. example.com/23857984325.
- 4 URLs include a file extension.
- Avoid use of file extensions wherever possible. File extensions appear at the end of web addresses, and have several negative effects. They make the address harder to remember or type (particularly for non-technical users), and can reveal the underlying technology of the website making it very slightly more vulnerable to hackers. They also tie the implementation of the website to a specific technology, which can make subsequent migration of URLs difficult. Consider URL rewriting as an effective and transparent means of creating appropriate URLs.
Page extensions
- Avoid use of file extensions wherever possible. File extensions appear at the end of web addresses, and have several negative effects. They make the address harder to remember or type (particularly for non-technical users), and can reveal the underlying technology of the website making it very slightly more vulnerable to hackers. They also tie the implementation of the website to a specific technology, which can make subsequent migration of URLs difficult. Consider URL rewriting as an effective and transparent means of creating appropriate URLs.
Analytics4.0
40% of pages use analytics
Coremetrics
- 40.0% of this website is using Coremetrics but 3 pages have no analytics. It is still possible to gather a great deal of information for the other 3 of pages from webserver logs, however complete visitor analysis requires client-side Javascript or an image not found here.
- Consider adding your analytics solution to the pages which aren't currently monitored.
- Note that this test can only detect recognised analytics solutions. If an analytics solution is new, obscure or used in a non-standard way (e.g. it has been customised) it may not be detected.
Headings6.0
- All pages were found to use defined headings. This is excellent as it allows visitors and search engines to summarise the content of webpages quickly. Correctly defined headings aid accessibility and are particularly important for search engine optimisation.
- A large number headings (21.0%) were found to be empty, or incorrectly defined. Empty or invalid headings are of no value to search engines and make a website less accessible.
- Make sure all headings have content which is relevant to the page of content.
- Some pages did not define headings correctly. The H1 tag should be used for the most top-level heading, with H2 being used for sub-headings and H3 for further sub-headings and so-on. Not conforming to this convention may confuse visitors.
- Ensure that headings are defined in a semantically correct way, i.e. always start with a H1 tag. This is used to summarise the page content. Further tags (H2, H3, H4 etc) are meant to summarise and partition sections within the content.
Page headings detail
| URL | Heading | Level |
| www2.hm.com/en_us/index.html | Member Days are coming! | H3 |
| www2.hm.com/en_us/index.html | SHOP | H4 |
| www2.hm.com/en_us/index.html | CORPORATE INFO | H4 |
| www2.hm.com/en_us/index.html | HELP | H4 |
| www2.hm.com/en_us/index.html | Become a member | H4 |
| www2.hm.com/en_us/customer-service.html | Welcome to Customer Service | H1 |
| www2.hm.com/en_us/customer-service.html | Become a member | H2 |
| www2.hm.com/en_us/customer-service.html | How can we help you today? | H3 |
| www2.hm.com/en_us/customer-service.html | Â | H3 |
| www2.hm.com/en_us/customer-service.html | READ MORE | H4 |
| www2.hm.com/en_us/.../newsletter.html | NEWSLETTER SIGN UP | H1 |
| www2.hm.com/en_us/.../newsletter.html | Subscribe now to experience | H2 |
| www2.hm.com/en_us/.../newsletter.html | Become a member | H2 |
| www2.hm.com/en_us/.../newsletter.html | NEWSLETTER SIGN UP | H4 |
| www2.hm.com/en_us/.../newsletter.html | READ MORE | H4 |
| www2.hm.com/en_us/favourites | Become a member | H2 |
| www2.hm.com/en_us/favourites | READ MORE | H4 |
| www2.hm.com/en_us/women.html | Become a member | H2 |
| www2.hm.com/en_us/women.html | READ MORE | H4 |
Images6.0
20% of images have a clearly defined size
No images are being resized by the browser
- Most images (80.0%) don't have defined sizes using width and height attributes in the HTML. These attributes are optional, but strongly recommended as they help the browser arrange the page more quickly.
- Add width and height attributes to all image tags. The width and height you specify should be the same as the source image. If you want to resize an image in the browser, use CSS.
Non Explicitly Sized Images
Image URL Format Page URL www2.hm.com/.../-6.00-GOE-Customer-Service-940x156.jpg jpg www2.hm.com/en_us/.../newsletter.html
- Add width and height attributes to all image tags. The width and height you specify should be the same as the source image. If you want to resize an image in the browser, use CSS.
- One image is not in a web-friendly format.
- Make sure all images on this website are JPEG, PNG, SVG or GIF format.
Amount of content8.3
Rendering Chart...
- This website has an average of 383 words per page. The amount of content on a website has been shown to correlate with its search engine ranking.
- Consider the amount of text on this website and increase it if appropriate.
Amount of content discovered
| Page | Characters | Words |
| www2.hm.com/en_us/index.html | 1615 | 258 |
| www2.hm.com/en_us/customer-service.html | 3941 | 513 |
| www2.hm.com/en_us/.../newsletter.html | 3735 | 480 |
| www2.hm.com/en_us/favourites | 2374 | 270 |
| www2.hm.com/en_us/women.html | 3193 | 394 |
Meta tags8.4
This is how this website will look in Google search listings:
H&M
www2.hm.com/en_us/index.html
H&M is your shopping destination for fashion, home, beauty, kids' clothes and more. Browse the latest collections and find quality pieces at affordable prices.
- All pages include at least some metadata, but only 80.0% of pages have a description meta tag. The description meta data is important as it appears on Google's search result pages.
- Make sure that all the pages of this website include a meta description. If you don't include one, Google will choose a sample of text from the page to appear in the search engine result. By including a meta description, you can control how your search engine result will appear.
Meta Tags (name attribute)
| Page URL | Name | Content |
| www2.hm.com/en_us/index.html | contentpath | /en_us/index |
| www2.hm.com/en_us/index.html | description | H&M is your shopping destination for fashion, home, beauty, kids' clothes and more. Browse the latest collections and find quality pieces at affordable prices. |
| www2.hm.com/en_us/index.html | viewport | width=device-width, initial-scale=1, shrink-to-fit=no |
| www2.hm.com/en_us/index.html | next-head-count | 37 |
| www2.hm.com/en_us/customer-service.html | viewport | width=device-width, initial-scale=1 |
| www2.hm.com/en_us/customer-service.html | contentpath | /en_us/customer-service |
| www2.hm.com/en_us/customer-service.html | description | Need help or support? Find out more about H&M Customer Services in your area, including all the ways you can get in touch. |
| www2.hm.com/en_us/.../newsletter.html | viewport | width=device-width, initial-scale=1 |
| www2.hm.com/en_us/.../newsletter.html | contentpath | /en_us/customer-service/newsletter |
| www2.hm.com/en_us/.../newsletter.html | description | Sign up for the H&M newsletter to get all the latest fashion news, inspiration and style tips, as well as access to exclusive offers. Subscribe today. |
| www2.hm.com/en_us/favourites | viewport | width=device-width, initial-scale=1 |
| www2.hm.com/en_us/favourites | contentpath | /en_us |
| www2.hm.com/en_us/favourites | description | |
| www2.hm.com/en_us/women.html | viewport | width=device-width, initial-scale=1 |
| www2.hm.com/en_us/women.html | contentpath | /en_us/ladies |
| www2.hm.com/en_us/women.html | description | Keep on top of your fashion game with our edit of women's clothing. Find stylish dresses, jackets and coats, pants and jeans at H&M. |
Meta Tags (http-equiv attribute)
| Page URL | Name | Content |
| www2.hm.com/en_us/index.html | X-UA-Compatible | IE=edge,chrome=1 |
| www2.hm.com/en_us/customer-service.html | X-UA-Compatible | IE=edge,chrome=1 |
| www2.hm.com/en_us/customer-service.html | content-type | text/html; charset=UTF-8 |
| www2.hm.com/en_us/.../newsletter.html | X-UA-Compatible | IE=edge,chrome=1 |
| www2.hm.com/en_us/.../newsletter.html | content-type | text/html; charset=UTF-8 |
| www2.hm.com/en_us/favourites | X-UA-Compatible | IE=edge,chrome=1 |
| www2.hm.com/en_us/favourites | content-type | text/html; charset=UTF-8 |
| www2.hm.com/en_us/women.html | X-UA-Compatible | IE=edge,chrome=1 |
| www2.hm.com/en_us/women.html | content-type | text/html; charset=UTF-8 |
Server behaviour9.7
404 page
Compression
- This website handles missing pages correctly by sending a 404 HTTP status code.
- This website was served with GZIP encoding. This is very good because it reduces the loading time of a web page.
- 4 of the pages of this website return page content with or without a trailing slash on their URLs, but they use a canonical tag to denote the correct version. This is ideal, as search engines will know which version to index.
- One page of this website returns page content with or without a trailing slash on its URL, but it uses a canonical tag to denote the correct versions. This is usually ideal, as search engines will know which version to index, but there are links on this website which point to the non canonical version.
- Make sure all internal links to this page go to the canonical version.
Incorrectly linked pages
Tested page Alternate www2.hm.com/en_us/favourites www2.hm.com/en_us/favourites/
- Make sure all internal links to this page go to the canonical version.
- This test is not applicable as this website appears to be on a subdomain.
Internal links9.9
- 5 links are weakly described. Common weak links include 'click here' and 'read more'. These links fail to describe the content the link points to.
- Consider using descriptive words or phrases (e.g. 'News', 'September 2012 financial results') in your anchor tag to benefit search engine optimisation.
Weak link text
- Consider using descriptive words or phrases (e.g. 'News', 'September 2012 financial results') in your anchor tag to benefit search engine optimisation.
- 4 links have no text describing their destination. Links on a page should describe their destination for the benefit of both screen readers and search engine spiders.
- Add meaningful anchor text that describes the link's destination. If the link contains an image, ensure you have provided alt text.
Mobile10.0
- All of this website appears to be optimised for viewing on a mobile phone or a tablet.
Media specific CSS detected
Page titles10.0
100% of pages have defined titles
0% of page titles are weak
- All pages were found to use page titles appropriately. Page titles appear in search results and at the top of the browser's window when visiting the site. Appropriate page titles are particularly important for search engine optimisation.
Page titles
Freshness10.0
Last updated April 22, 2024
- It looks like this website was last updated on Monday, 22 April 2024. This is good because visitors perceive up-to-date websites as more credible. Websites that are updated regularly are also spidered by search engines more often.
- To find this information we used the last modified dates reported by this website's server in addition to looking for dates written on each page.
All dates found
| Date | File | Source |
| 15/02/2024 | www2.hm.com/.../-6.00-GOE-Customer-Service-940x156.jpg | Last modified header |
| 25/03/2024 | www2.hm.com/.../3008222d93b412aa.css | Last modified header |
| 22/04/2024 | www2.hm.com/.../9b95a8dab89ff9f1.css | Last modified header |
| 09/04/2024 | www2.hm.com/.../7f2994be4e337ecc.css | Last modified header |
| 25/03/2024 | www2.hm.com/.../0fa80f0f61fe0e72.css | Last modified header |
| 22/04/2024 | www2.hm.com/.../e7971e803255a73f.css | Last modified header |
| 25/03/2024 | www2.hm.com/.../75de98cf0d1f5d15.css | Last modified header |
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