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ico.org.uk favicon ico.org.uk

Excellent Practice33
Improvement Could be Made8
Critical Issues to Attend9
May 22, 2020 08:35 AM

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Detailed Reviews

Related Category
Most related categories of this website.

comics   courses   dog   festival   museum   science   social   startups  

Home | ICO

Words count: 2    Unique Words: 2    Length: 10 characters
[ To optimize the page title, Use this SEO Title Optimizer ]

Excellent! the title contains 1-12 words, and within 10-70 characters!

The title will be displayed in search engine results in the form of a direct link to the site.

1. ideally, the title should contain 10 to 70 characters, including spaces. (Google displays up to 70 characters in the title, and takes into account only the first 12 words.)
2. put the most important and relevant keywords in the title, try not to repeat any word.
3. each individual page should have a unique title.
Words count: 0    Length: 0 characters
[ To optimize the page description, Use this SEO Meta Description Optimizer ]

Meta Description is not set.

Meta Descriptions provide concise explanations of the contents of web pages, that are commonly used by search engines on search result pages to display preview snippets for a given page.

1. it is best to keep meta descriptions between 70-160 characters.
2. a readable, compelling description using important keywords can draw a much higher click-through rate of searchers to the given web page.
3. avoid keyword stuffing, ensure each page has its own unique description.
Google SERP Preview
Home | ICO www.ico.org.uk/

[ To optimize this Google SERP preview, Use this Google SERP Optimizer ]

Page description is missing.

an optimized SERP snippet will have a higher click through rate.

1. make sure the title is clear, simple, straight to the point.
2. make sure the description is relevant and properly summarized the page content.
Words count: 0    Length: 0 characters    keyword phrases count : 0

Meta Keywords is not set.
[ To optimize the meta keywords, Use this SEO Meta Keywords Optimizer ]

Meta keywords should not be ignored, though they are not a major ranking factor for most of search engines nowadays. A Meta keywords tag is supposed to be a brief and concise list of the most important themes of your page

1. keep your list of keywords or keyword phrases down to 10 - 20 unique words or phrases.
2. separate the words or phrases using a comma (you do not need to leave a space between words separated by commas).
3. do not repeat words or phrases.
4. put your most important word or phrases at the beginning of your list.
Keywords Cloud
This keywords cloud gives your an idea of what are those important keywords appears in your website.

accessibility  action  authority  bodies  commissioner's  contact  coronavirus  data  decision  english  fee  government  guidance  guide  ico  independent  individuals  innovation  licence  linkedin  marketing  matters  notice  nuisance  office  openness  organisations  practical  privacy  promoting  protection  public  register  rights  rsquo  search  set  share  statement  uphold 

Top 20 Keywords
Total Terms Count: 355

It is nice! the word density is quite ok.

Top 20 terms occurance and density
KeywordIn DomainIn TitleIn DescriptionIn Heading In Body Density
data 13 3.66%
ico 8 2.25%
organisations 7 1.97%
public 7 1.97%
protection 6 1.69%
share 6 1.69%
rights 5 1.41%
openness 5 1.41%
action 5 1.41%
individuals 4 1.13%
english 4 1.13%
guide 4 1.13%
search 4 1.13%
bodies 4 1.13%
rsquo 3 0.85%
register 3 0.85%
privacy 3 0.85%
matters 3 0.85%
guidance 3 0.85%
nuisance 3 0.85%

keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase.

1. the optimum keyword density to be 1.0% - 3.0%. Using a keyword more than that could be considered search spam.
2. overuse of keywords, a practice called keyword stuffing, will cause a web page to be penalized.

Excellent! The page is using HTML headings (<H1> - <H6>) and inline emphasis tags (<EM><B><I><EM><STRONG>)




Data protection and coronavirus
Explaining decisions made with AI
Statement: DPIA for the NHSX’s trial of contact tracing app
ICO statement on Adtech work
Take action
Your data matters
Your right to get copies of your data
Your right to access information from a public body
Does an organisation need my consent?
Exam results
For organisations
Common topics
Nuisance calls and messages
Tech and innovation
Search the register
Share this page
Your data matters
For organisations
Action we've taken
About the ICO


FOI and coronavirus
Guide to Data Protection
General Data Protection Regulation (GDPR)
Age appropriate design: a code of practice for online services
SME website hub
Assessment for small business owners
Freedom of information
Electronic marketing

HTML headings and emphasis tags are the most basic forms to indicate important content.

1. use your keywords in the headings and make sure the first level heading (<H1>) includes the most important keywords.
2. never duplicate the title tag content in the heading tags.
3. for more effective SEO, use only one <H1> tag per page
Reading Level

The page text content is a bit too difficult to be read and understood!

Ensure your page content text can be read and understood by most of your site visitors. not too difficult nor too simple.

1. a score below 30, indicates the text content is too difficult to be read and understood.
2. a sore above 80, may suggest that the site is lack of in-depth and expertise of its topics (low quality content).
3. an optimal reading level score shall be 50-70.
en Excellent! the website declared its language in use.

the detected language is : en

Declare the language in use can help search engine to better understand and rendering your page, especially when special characters are encountered.
Page Encoding
utf-8 Excellent! the website declared its character encoding.

Declare the character encoding can help search engine to better rendering your page, especially when it comes to
non-asii characters.
Excellent! the website has a shortcut favicon image.

the website does not have a RSS Feed.

Robots.txt is not presented for the site.

Robots.txt file can be used to regulate access of search engine crawlers, properly configured robots.txt file can help
crawlers to better understand your website.

1. grand robots access to those pages you wish them to crawl.
2. restrict access to those pages you do not wish search engines to see and crawl.
XML Sitemap
XML Sitemap is not presented for the site.
[ To generate XML sitemap, Use this XML Sitemap Generator ]

Sitemap helps search engine crawler to identify your website pages.

1. ensure all your important pages are listed in the sitemap.
2. ensure to indicate the frequency of change and importance of each url.
3. inform search engines of the location/URL of your sitemap (eg, For Google, you can set the website sitemap location through Google Webmaster management panel).
Loading Time
0.52 seconds - 15.81 Kb/s

Excellent! the site is pretty fast and it takes less than 1 second to load.

Estimated loading time for different internet connections
Optical Fibre
1.17 s 0.01 s 0.01 s 0.00 s 0.66 ms

Site speed is becoming an crucial ranking factor. Slow page loading is one of the biggest complains of web users. If the loading time is too long, you may need to check your server, network, or system codes and structure.

1. ideal loading time is less than 1 seconds, if it take more than 5 seconds to load your site, likely users will run out of patience, so do search engines.
2. improve your SEO by optimizing your website to have a small size and faster responding server.
Total Size
8 Kb (8,222 bytes)

The page is a bit too small, it may not have enough relevant content to rank well!

Page size affects the speed of your website.

1. try to keep you page size between 30K-150K
2. put javascript and style sheet in separate files, and link them to the main page.
3. use optimized images for web and set up your server with gzip for downloading
Text To Code Ratio
Total Size Text Size HTML Code Size Text/HTML Code Ratio
8 Kb (8,222 bytes) 3 Kb (2,731 bytes) 5 Kb (5,491 bytes) 49.74 %

Excellent! the text to html code ratio is just nice, that is within 15%-70%!

the ratio of text to HTML code should always be above 15% for good SEO gain,
it is below 15% then that means that your website probably needs more text content.

1. a ratio between 25% and 70% is ideal, when it goes beyond than that, the page might run the risk of being considered as spam. As long as the content is relevant and gives essential information, it is a plus point to have more of it.
2. improve your SEO by adding more relevant text to your pages and also increasing your keyword density.
Excellent! No flash component is detected on this page.

Flash content can not be properly indexed by search engines, and normally flash file is large in size, which slow down the loading of your page.

1. avoid flash content whenever possible if you wish to have a fast and SEO friendly website.
Excellent! No frame is detected on this page.

Framesets and individual frames could cause problem for search engine to crawl your pages

1. avoid frames whenever possible.
2. search engines do not like frames.
3. use iframe instead if you really have no choice.
Inline CSS
Excellent! No Inline CSS is detected on this page.

It is a good practice to move inline CSS rules into an external CSS file in order to make your page lighter and increasing the text to code ratio.

1. move inline css rules to external css file.
2. separate style from html.
Nested Table
Excellent! No nested table is detected on this page (nested table : 0, total table : 0)

nested tables could slow down page rendering and lead to bad user experience.

1. avoiding <table> for your page layout.
2. using <div> instead of <table>.
Plain Text Email
Excellent! No Plain Text Email is detected on this page.

Redirect Count
1 redirection was detected for loading this page.

Excellent! HTTPS is used for your page.

WWW Resolve
Excellent! the websites http://www.ico.org.uk and http://ico.org.uk are resolved to the same url :https://ico.org.uk/

Search Engines treat URLs with or without "www" as two different records.

1. edit your .htaccess file and permanently redirect one to the other (eg redirect www.mysite.com to mysite.com).
IP Canonicalization
Excellent! IP address of the site is forwarded to its domain name site https://ico.org.uk/.

URL Rewrite
Non SEO Friendly URLs

You may use url rewrite techniques to make these 1 urls to be SEO friendly.

clean, short and relevant URLs are favoured by users and search engines

1. use url rewrite to turn dynamic pages with query parameters into seo friendly static pages.
2. put your important keywords in the url.
3. good urls are not only user friendly but also seo friendly.
Underscore In URL
Excellent! your do not use underscore in your URLs.

Search Engines treat hyphen as word separator, they do not treat underscore as word separator.

1. use hyphen "-" instead of underscore "_" to optimize your page url.
2. help search engines to better understand your url, eventually will benefit your page`s ranking.
Internal Links
(link to pages within this domain)
External Links
(link to pages on other websites)
70 7 77

Excellent! the number of links are less than 100.

Internal Links (link to pages within this domain) - 70
URL Anchor Text
http://ico.org.uk/#startcontentSkip to main content
http://ico.org.uk/ICO: Information Commissioner'...
http://ico.org.uk/your-data-matters/Your data matters
http://ico.org.uk/for-organisations/For organisations
http://ico.org.uk/make-a-complaint/Make a complaint
http://ico.org.uk/action-weve-taken/Action we've taken
http://ico.org.uk/about-the-ico/About the ICO
http://ico.org.uk/globa...tion-and-coronavirus-information-hub/Data protection and coronaviru...
http://ico.org.uk/about...05/explaining-decisions-made-with-ai/Explaining decisions made with...
http://ico.org.uk/about...-nhsx-s-trial-of-contact-tracing-app/Statement: DPIA for the NHSX’s...
http://ico.org.uk/about...2020/05/ico-statement-on-adtech-work/ICO statement on Adtech work ...
http://ico.org.uk/about...e-ico/news-and-events/news-and-blogs/More news and blogs
http://ico.org.uk/for-organisations/data-protection-fee/Pay fee, renew fee or register...
http://ico.org.uk/for-organisations/report-a-breach/Report a breach
http://ico.org.uk/make-a-complaint/Make a complaint
http://ico.org.uk/about.../who-we-are/information-commissioner/Meet the Commissioner
http://ico.org.uk/your-data-matters/Your data matters ...
http://ico.org.uk/your-...our-right-to-get-copies-of-your-data/Your right to get copies of yo...
http://ico.org.uk/your-data-matters/official-information/Your right to access informati...
http://ico.org.uk/your-...does-an-organisation-need-my-consent/Does an organisation need my c...
http://ico.org.uk/your-data-matters/schools/exam-results/Exam results
http://ico.org.uk/your-data-matters/See all our advice for individ...
http://ico.org.uk/for-organisations/For organisations Guidanc...
http://ico.org.uk/about...-blog-on-its-information-rights-work/FOI and coronavirus
http://ico.org.uk/for-o...ganisations/guide-to-data-protection/Guide to Data Protection
http://ico.org.uk/for-o...eral-data-protection-regulation-gdpr/General Data Protection Regula...
http://ico.org.uk/for-o...code-of-practice-for-online-services/Age appropriate design: a code...
http://ico.org.uk/for-organisations/business/SME website hub
http://ico.org.uk/for-o...all-business-owners-and-sole-traders/Assessment for small business ...
http://ico.org.uk/for-o...ions/guide-to-freedom-of-information/Freedom of information
http://ico.org.uk/for-organisations/guide-to-pecr/Electronic marketing
http://ico.org.uk/for-organisations/guidance-index/See all our guidance for organ...
http://ico.org.uk/actio...ve-taken/nuisance-calls-and-messages/Nuisance calls and messages ...
http://ico.org.uk/about...e-ico/what-we-do/tech-and-innovation/Tech and innovation ...
http://ico.org.uk/about...co/what-we-do/register-of-fee-payers/Search the register ...
http://ico.org.uk/#Share this page (Opens share p...
http://ico.org.uk/global/rss-feeds/RSS feeds
http://ico.org.uk/about...the-ico/news-and-events/e-newsletter/Subscribe to our e-newsletter
http://ico.org.uk/ICO: Information Commissioner'...
http://ico.org.uk/your-data-matters/Your data matters
http://ico.org.uk/your-data-matters/official-information/Official information
http://ico.org.uk/your-data-matters/nuisance-calls/Nuisance calls
http://ico.org.uk/for-organisations/For organisations
http://ico.org.uk/for-o...ganisations/guide-to-data-protection/Guide to Data Protection
http://ico.org.uk/for-o...ions/guide-to-freedom-of-information/Guide to FOI
http://ico.org.uk/for-organisations/guide-to-pecr/Guide to PECR
http://ico.org.uk/action-weve-taken/Action we've taken
http://ico.org.uk/action-weve-taken/enforcement/Enforcement action
https://icosearch.ico.o...tion=ico-meta&profile=decisions&queryDecision notices
http://ico.org.uk/about-the-ico/About the ICO
http://ico.org.uk/about-the-ico/who-we-are/Who we are
http://ico.org.uk/about-the-ico/what-we-do/What we do
http://ico.org.uk/about-the-ico/news-and-events/News and events
http://ico.org.uk/about-the-ico/uphold information rights in t...
http://ico.org.uk/global/copyright-and-re-use-of-materials/© Copyright
http://ico.org.uk/global/privacy-notice/Privacy notice
http://ico.org.uk/global/contact-us/Contact us

External Links (link to pages on other websites) - 7
URL Anchor Text
https://twitter.com/iconewsFollow us on Twitter
http://facebook.com/ICOnewsLike us on Facebook
http://linkedin.com/com...any/information-commissioner's-officeConnect with us on Linkedin
http://www.youtube.com/user/icocommsWatch us on YouTube
http://www.reddit.com/submit?url=http:%2f%2fico.org.uk%2fShare via Reddit
https://www.linkedin.co...%2f%2fico.org.uk%2f&source=Ico.org.ukShare via LinkedIn
http://www.nationalarch...oc/open-government-licence/version/3/Open Government Licence v3.0

reasonable number of links (below 100) per page will give a better user experience.

1. keep the number of links per page below 100.
2. having more than 100 links in a single page will lead to a bad user experience, and it possibly runs into the risk of been considered as spam.
3. search engines may not follow all the links if you have too many of them in a single page.
Total Images Alt Present Alt Missing
9 1 8

8 images do not have Alt values.

Image URL - 9
http://ico.org.uk/media/2617384/coronavirus-and-dp-website-homepage-80.jpgdata protection and coronaviru...

search engines cannot `see` images, proper Alt content will help them to better understand and index images.

1. always add alt attributes to images. Alt is mandatory for accessibility and for valid XHTML.
2. words used within an image`s Alt attribute should be its text equivalent and convey the same information.
3. use a human-readable caption and descriptive text around the image.
Style Block In Same Page Links to External Style Files Total
0 1 1

Excellent! all stylesheets are kept in separate files.

Links To External Stylesheet Files - 1
Stylesheet URL rel type

Scripts Block In Same Page Links to External Script Files Total
7 4 11

Too many (4) external scripts files , it will slow down the downlaoding.

Links To External Script Files - 4
Script URL Type

put scripts together and link them from an external files rather then put them in the same file as the main page.

1. reduce the use of in-page scripts, put them in separate files and link them in.
2. reduce the number of external script files, it will help browser to make lesser number of http requests from the server.
3. optimize or compress the script files to have smaller size and faster loading.
Blog Or News Release
Link to Blog / News Release Page
http://ico.org.uk/about...05/explaining-decisions-made-with-ai/Explaining decisions made with...

Excellent! we have found blog linked to your site.

Having a blog is a great way to provide fresh content and retain users, search engines favour it too.

1. regularly update your blog and provide fresh and quality content.
2. relevant blogs of your website topics, generate more credits in the eyes of your visitors, as well as search engines.
DMOZ Listing

Excellent! the website is listed in the DMOZ open directory. DMOZ Open Directory Project

Google Analytics
UA-1036645-1 Excellent! the website implements Google Analytics.

Links From Root Domains
Fair Enough! number of root domains (42) linked to your site ico.org.uk could be improved.

< 20 21 - 50 > 51
Poor Good Excellent

Number of backlinks from some other root domains is an indicator of domain authority, the more backlinks your site has, the higher its domain authority, which leads to a higher chance of better ranking.

1. make it easy for others to link to your site, provide the code if possible.
2. links from older domains are more powerful than links from new domains.
3. links from .edu and .gov generally have a higher value.
Social Media Integration
Excellent! your site is well integrated with social media networks.

Facebook Pagehttp://facebook.com/ICOnews
Twitter Accounthttps://twitter.com/iconews
Google+ PageNot Found


Excellent! the website has a good Trustworthiness Score (84/100).

0 - 19 20 - 39 40 - 59 60 - 79 80 - 100
Very Poor Poor Unsatisfactory Good Excellent

Users are concerned about the safety of their online transactions. Trustworthiness rating is based on real user ratings and that tells you how much other users trust this site, so do the serch engines. note: this trustworthiness score is provided by WOT (Web of Trust).

1. pay attention to the look and design of your site, many people look for visual cues when assessing a site`s credibility
2. make your site easy to use, sites that are easy to navigate are perceived as being more trustworthy.
3. make it easy for user to contact you, users will be more comfortable and feel more secured shall they need to get in touch with you.
Child Safe
87 Excellent! the website has a good Child Safe Score (87/100).

0 - 19 20 - 39 40 - 59 60 - 79 80 - 100
Very Poor Poor Unsatisfactory Good Excellent

Safe Browsing
Safe! the site ico.org.uk is NOT currently listed as suspicious, most-likely it is clean from malware and phining code [ verify this by Google Safe Browsing ]

Ensure that your site is malware free and does not cause harm to users` computers.

1. do not put virus, malicious worms, adwares, trojans, spywares and suspicious phishing code in your server.
2. take suspicious behaviours seriously, have a regular check-up and monitor closely of your server`s log files.
3. if your site is black-listed by Google as suspicious, clean it up before requesting for a review.
Traffic Rank
83,628th most visited website in the world.
3,907th most visited website in United Kingdom  

your site has an excellent high traffic rank in the world.
Websites On Same Server
Excellent! You do have very few domains (1 - ico.org.uk) hosted on the same server as ico.org.uk (ip :

Too many domains hosted on the same server is an indicator that you are not really serious about your website, and your site will have a higher chance to be surrounded by bad neighbours.

1. the fewer domains hosted on the same server/ip the better.
2. avoid shared hosting whenever possible, especially when there are already hundreds or thousands of sites are hosted on the same server.
3. dedicated ip or resources for your site not only do good to your site visitors but also favoured by search engines.
Server Location
your server (IP : is located at United States  
the most site visitors come from United Kingdom  

your server is located in different place from where most of your site visitors come from.
HTTP Compression

your website server does not support HTTP Compression.


your website server does not support Caching.

Server Signature
Excellent! the website server signature is off.

A secure and safe server is not only good for your site visitors but also good for search engines.

1. server software version information can be utilized by malicious visitors to attack your server.
2. by turning off the server signature, you actually have made your server a little bit more secure.
3. for Apache server - edit the apache2.conf or the .htaccess file to turn server signature off.
Domain Age
12 years, 258 days old ( 1st registered on : 2007-09-14 )

[ To check the detailed whois info, Use this Whois Lookup Tool ]

excellent, the domain age is old enough.

Domain Expires
0 years, 107 days from today ( expires on : 2020-09-14 )

[ To check the detailed whois info, Use this Whois Lookup Tool ]

domain is expiring in less than a year.

Domain Info
ico.org.uk ( 10 characters )

Domain Registrar : Nominet UK

[ To check the detailed whois info, Use this Whois Lookup Tool ]

Domain Created On Last Modified On Expires On
2007-09-14 2007-09-14 2020-09-14
12 years, 258 days old 12 years, 258 days ago 0 years, 107 days from today
12 years, 258 days old

Domain Name Servers used by ico.org.uk
DNS Name IP Address

Domain is going to expire in less than a year time (0 years, 107 days from today), try to renew it for more than one year!

domain name choice and domain age are crucial for SEO.

1. keep the domain name short and relevant to the content, which will be easier to be remembered and related to.
2. older domain tends to be more trustworthy.
3. register a domain for more than 1 year, and search engine will think it is a serious business.


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