Website Analysis and Critique

For this assignment, we will be conducting a website audit of a website of your choice.

Students are to provide a Word document of their findings (3‐page single-spaced)

Your assignment must contain the following:

  1. Domain of the website
  2. URL of the website
  3. Sections 1, 2 and 3 – See instructions below

Section 1: Purpose of the website

What are the intended purposes of the website? Does it aim to inform people about the company or organization, to advertise a product, to provide a means for online purchase, to recruit new clients/volunteers, to convince people of a particular cause? Most websites are designed with more than one purpose in mind. Which of these purposes are primary or more important? Which purposes are secondary and less important? How well does the site accomplish its intended purposes. Is the content of the website informative and persuasive?

Section 2: Navigation of the website

Is it easy to navigate the site? Is the site well-structured to provide easy navigation? Are navigational devices easy to identify and locate?

Section 3: Website SEO Analysis and SEO Recommendations

For this section of the assignment, we are using the free version of the Screaming Frog SEO Spider to analyze the website.

The Screaming Frog SEO Spider is a website crawler that allows you to crawl websites’ URLs to analyze & audit technical & onsite SEO. The free version only allows you the crawl 500 URLs of a website, which is fine for this exercise.

Screaming Frog SEO Spider will return lots of data. For this assignment, students are to provide a short SEO diagnosis of the website:

These are the steps to complete this section of assignment:

  1. Visit:

i. Download the free application and install it on your computer

  1. Watch the instructional video
  2. Create the SEO report – See required data below
  3. Conclusion: Identify SEO issues and suggest recommendation to improve SEO.

Required data from Screaming Frog SEO Spider


  1. General Information

a. Total URLs Encountered (Max 500)

b. Total Internal URLs

c. Total External URLs

SEO Elements:

  1. Response Codes

a. Redirection (3XX)

b. Client Error (4XX); Same as broken links

  1. Page Title

a. Missing

b. Duplicate

c. Over 60 Characters

d. Below 30 Characters

  1. Meta Description

a. Missing

b. Duplicate

c. Over 155 Characters

d. Below 70 Characters

  1. H1

a. Missing

b. Duplicate

c. Over 70 Characters

  1. H2

a. Missing

b. Duplicate

c. Over 70 Characters

  1. Images

a. Over 100 KB

b. Missing Alt Text

c. Duplicate Alt Text

d. Alt Text Over 100 Characters

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