Ardent Hire Report

Dive into this report for an arsenal of actionable insights. Inside: exclusive peronalised imporovments, speed optimisation hacks, SEO quick-wins, and compelling data-driven content strategy. Your digital leap forward, in a nutshell.



Website Summary

Based on search results our AI analysed your site and provided top line comments about the site content indexed in Google.

Overview of

  1. Corporate Information: Includes details about senior management, company values, accreditations, and updates on COVID-19 and carbon policy.
  2. Depot Locations: A feature to find local depots across the UK.
  3. Blog and Media: Contains films, gallery, and memos providing insights into the company’s operations and industry.
  4. Career Opportunities: Information on career openings and contact details for potential applicants.
  5. Training and Academy: Dedicated sections for training and the Ardent Academy, highlighting educational opportunities.
  6. Plant Hire Services: Includes a range of services such as mini excavators, telehandlers, and dumper hire, with categories for both operated and self-drive plant hire.
  7. Plant Sales: A section for the sale of excavators and other equipment.
  8. Sector Specialisations: The company caters to sectors like housing, construction, events, government, industrial, infrastructure, energy, and renewable energy.
  9. Service and Reliability: Emphasizes the availability of their fleet, operational capabilities, reliability promise, and innovative edge.
  10. Sustainability Initiatives: Discusses carbon strategy and policies, including carbon offsetting options.
  11. Health and Safety: Details the company’s commitment to safe working practices and investing in people and skills.
  12. Contact Information: Provides a national hire number and email address for inquiries.


Content Gap

We are utilising data from SEO like Ahrefs to conduct a comprehensive analysis of top competing domains the content gap between your domain and its top 10 competitors.

Top 5 Detailed Actions to Maximise Organic Traffic

Here are the five most important detailed actions to increase organic traffic:

  1. Optimise for common keywords shared with competitors to leverage their search market share. With competitors like sharing 546 keywords, focusing on these can help improve relevance and visibility.
  2. Improve on-page SEO elements, particularly in areas where competitors are strong, such as page titles and meta descriptions, to enhance click-through rates from search engine results pages (SERPs).
  3. Review and improve the user experience and content quality of pages that have high organic traffic but are underperforming compared to competitors, like, which has a high share percentage but lower traffic.
  4. Investigate the backlink profiles of competitors with high Domain Ratings (DR) such as (DR 76) and develop a strategy to acquire high-quality backlinks to increase domain authority.
  5. Conduct a technical SEO audit to identify and fix any crawl errors, broken links, or security issues that could be impacting search engine rankings and user experience, such as the issues faced by

Top 10 Competitors

DomainCompetitor’s KeywordsCommon KeywordsDRCurrent TrafficTraffic Change


Top 5 Quick Wins

We run your site through Google PageSpeed Insights and evaluated the performance of a web page on both mobile and desktop devices, here are the biggest gains and suggestions on how to improve page load times.



Based on the performance analysis data, here are the five most important actions to be taken to gain the most speed for the website:

  1. Serve Images in Next-Gen Formats: This has the highest estimated savings of 3.95s. Converting images to formats like WebP, JPEG 2000, or JPEG XR can significantly reduce their file size without compromising quality, leading to faster load times.

  2. Reduce Unused JavaScript: Estimated to save 0.73s. Removing or deferring JavaScript that isn’t necessary for the initial page load can reduce the time it takes for the page to become interactive.

  3. Properly Size Images: Offers a saving of 0.66s. Ensuring images are not larger than necessary can reduce download times and speed up page rendering.

  4. Reduce Unused CSS: This can save 0.49s. Similar to JavaScript, removing unused CSS rules or splitting your CSS into multiple files can reduce the initial load time and speed up rendering.

  5. Efficiently Encode Images: This has a potential saving of 0.16s. Optimizing images by compressing them and adjusting quality settings can reduce their file size, resulting in faster loading times.

Additionally, addressing the diagnostics like avoiding enormous network payloads, reducing the impact of third-party code, and minimizing main-thread work can further enhance the website’s performance. These actions focus on optimizing content delivery and resource utilization, crucial for improving the website’s loading speed and user experience.


Issues to fix

Analysing current on page SEO here’s a list of top issues which should be addressed

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Main Site – SEO SCORE 85/100

HIGHEliminate any render-blocking resources on this webpage.
HIGHUse images in a modern format to reduce file size and improve loading speed.
MEDIUMServe properly sized images to reduce page loading times.
MEDIUMAdd “rel=noopener” or “rel=noreferrer” to “target=_blank” links to avoid performance and security issues.
LOWResolve errors identified by the Chrome DevTools Console to improve user experience.
LOWHide or obfuscate email addresses in your page code to protect against spam harvesters.
LOWAdd the Strict-Transport-Security header to ensure encrypted web traffic over HTTPS.
LOWLimit to fewer than 20 HTTP requests per webpage to improve loading time.
LOWMove inline CSS styles to an external stylesheet to improve site performance.


Issue NameIssue TypeIssue PriorityURLs% of TotalDescriptionHow To Fix
Security: HTTP URLsIssueHigh50.3HTTP URLs that are encountered in the crawl.All URLs should be to secure HTTPS pages.
Response Codes: Internal Client Error (4xx)IssueHigh10.03Internal URLs with a client-side error.All links should ideally resolve to 200 ‘OK’ URLs.
Page Titles: MissingIssueHigh10.15Pages with a missing page title element.Write concise, descriptive and unique page titles.
Canonicals: Multiple ConflictingIssueHigh9813.15Pages with multiple canonicals set for a URL.Specify a single canonical URL for every page.
Canonicals: CanonicalisedWarningHigh9913.29Pages that have a canonical to a different URL.Review to ensure indexing and link signals are correct.
Page Titles: Over 60 CharactersOpportunityMedium21132.46Page titles that exceed the limit might be truncated.Write concise page titles to avoid truncation.
Page Titles: Over 561 PixelsOpportunityMedium18628.62Page titles over the pixel length limit.Write concise page titles to avoid truncation.
Page Titles: DuplicateOpportunityMedium314.77Pages with duplicate page titles.Update to unique and descriptive page titles.
Page Titles: Below 30 CharactersOpportunityMedium12018.46Page titles under the configured limit.Consider updating to include additional target keywords.
Page Titles: Below 200 PixelsOpportunityMedium6610.15Page titles much shorter than the limit.Consider updating to include additional target keywords.


External Review

We analysed your environments to check for any common problems.

Shared Hosting Detected

List of domains hosted on the same server:

This table includes the domain names and their last resolved dates, extracted from the provided data. The full data contains 58 domains, but only a few are shown here for brevity.

Domain NameLast Resolved Date

In the context of web hosting, particularly for businesses, opting for dedicated hosting can be a significant decision. Dedicated hosting provides an exclusive server for a single client, which means that the client does not share the server’s resources with any other users. This exclusivity can lead to enhanced performance, security, and control—factors that are crucial for businesses that rely on their online presence for operations and revenue.

The importance of dedicated hosting for business reasons includes:

  1. Performance: With dedicated hosting, businesses can expect improved website loading times due to the availability of dedicated resources. This can be particularly important for sites that experience high traffic volumes or require significant processing power.
  2. Security: Dedicated servers can offer stronger security measures since the business has complete control over the server’s security protocols. This can be critical for companies that handle sensitive data.
  3. CustomiSation: Businesses have the flexibility to customise the server environment to their specific needs, including the operating system, software, and configurations.
  4. Reliability: Since the server is not shared, there are fewer chances of downtime caused by other websites’ traffic spikes or technical issues.

On the other hand, shared hosting, where multiple clients share the resources of a single server, can pose several risks:

  1. Resource Limitation: Websites on shared hosting may experience slower performance due to the shared resources among numerous clients.
  2. Security Concerns: If one website on a shared server is compromised, there is a potential risk for other sites on the same server to be affected.
  3. Limited Control: Clients have limited ability to install custom software or make server configuration changes, which can be restrictive for businesses with specific needs.
  4. IP Blacklisting: If one of the websites on a shared server engages in malicious or spammy behavior, it could lead to the server’s IP being blacklisted, affecting all websites hosted on that server.

Search engines and web services may consider the type of hosting as a factor when assessing a website’s credibility and reliability. While dedicated hosting is generally not directly referenced as a ranking factor by major search engines like Google, the indirect benefits such as faster loading times, better uptime, and enhanced security can contribute positively to SEO rankings.