Mexican Mama — Site Audit — Quantised
Mexican Mama — Site Audit
Summary
234 images across the site have no alt text; 10 collection/utility pages have no meta description; robots.txt and sitemap.xml are both fine.
Mobile LCP 5,185 ms and TTFB 2,248 ms, both rated Slow by Google's own real-user (CrUX, 28-day) data — this is what actual visitors experienced, not a lab estimate.
#1 for the brand name and for 'Mexican snacks and sweets', but not found in the top 20 for three of the five category terms tested, including 'Mexican spices' and 'tequila and mezcal delivery UK'.
Every sampled product carries schema, delivery info, returns info and a review widget; zero real broken links across 150 URLs checked. Gap: out-of-stock products aren't sorted to the bottom of collection listings.
183 collections for what looks like a few hundred SKUs — 'Beverages' alone holds 147 products with no sub-navigation, while several sibling collections sit at 0-1 products.
Critical — fix before anything else
- 🔴Mobile Core Web Vitals are slow for real visitors: 28-day field data shows mobile LCP at 5,185 ms and TTFB at 2,248 ms, both rated 'Slow' by Google's own thresholds (target: under 2,500 ms). Desktop TTFB is fast, so the delay is front-end weight — hero image and above-the-fold apps are the place to start.
High priority
- 🟠Not ranking for the category terms customers actually search: absent from the top 20 for 'Mexican spices', 'tequila and mezcal delivery UK' and 'hot sauces and chili peppers', while competitors like mexgrocer.co.uk and coolchile.co.uk capture that traffic instead.
- 🟠234 images site-wide have no alt text — 29 of 44 on the Beverages collection page alone — both an accessibility gap and a missed Google Image Search opportunity for a food and drink brand.
- 🟠A phone number is linked without a tel: prefix and 404s when clicked on mobile — a five-minute theme fix.
Medium priority
- 🟡183 collections for a catalogue this size is more taxonomy than the SKU count supports: 'Beverages' holds 147 products with no sub-navigation, while collections like 'Beverages - Alcohol - Rum' sit at 0-1 products — a dead end for anyone who lands there.
- 🟡No aggregateRating in product schema despite every sampled product carrying a review widget, so star ratings aren't reaching Google search results.
- 🟡Out-of-stock products aren't sorted to the bottom of collection pages — they're interspersed throughout and occasionally appear above in-stock products, a real conversion cost on category pages.
- 🟡Sampled bundle/gift products show only one image each — a second image showing box contents would help conversion.
- 🟡The Contact Us page has broken images — the icon graphics next to the phone and email entries fail to load, showing browser placeholder icons instead. Not functional, but it's the page a hesitant first-time customer is most likely to check before buying.
What's working
- ✅Product pages are properly built: Product and Offer schema, delivery info, returns info and a review widget on all seven sampled.
- ✅Zero real broken links across 150 internal URLs checked.
- ✅A genuine, already-earned local reputation: 4.9-star Google Business Profile from 194 reviews, plus live Trustpilot reviews.
- ✅Full payment method coverage including Apple Pay, Google Pay and Shop Pay.
Prioritised action plan
- ▸🔴 Audit and defer render-blocking above-the-fold scripts/images — real-user mobile LCP is 5.2s against a 2.5s target
- ▸🟠 Build/optimise content for 'Mexican spices', 'hot sauces', 'tequila and mezcal delivery' — not ranking in the top 20 for any
- ▸🟠 Bulk alt-text pass across 234 flagged images, prioritising collection pages
- ▸🟠 Fix the anchor tag missing a tel: prefix causing broken click-to-call
- ▸🟡 Consolidate thin (0-2 product) collections; add sub-navigation to the 100+ product 'Beverages' collections
- ▸🟡 Confirm the review app outputs aggregateRating so star ratings reach Google search results
- ▸🟡 Push out-of-stock products to the bottom of collection listings
Next steps
A focused engagement to close the visibility gap — mobile speed, category-page SEO and alt text — followed by a taxonomy clean-up, would put Mexican Mama's genuine catalogue depth and trust signals in front of the customers currently finding competitors instead.
- Mobile speed first — the widest-reaching fix and the one most likely to be losing sales right now
- Category keyword content and alt text the same sprint — both largely mechanical, bulk work
- Then a taxonomy pass: consolidate the thinnest collections, add sub-navigation to the broadest ones