ford.com

• Strong signalImagery

  177 of 242 images lack alt text — accessibility gap, not AI signal, but impacts compliance

  Evidence

  • “Images: 242 (missing alt: 177)”page
  Try this

  Audit and add descriptive alt text to all product images, focusing on vehicle model/trim names and key features for SEO and WCAG compliance.

• Clear signalStructure

  Multiple H1 tags (7 total) violate semantic HTML standards — suggests legacy maintenance or template sprawl

  Evidence

  • “Employee Pricing for All You Pay What We Pay”H1
  • “Find Your Ford”H1
  • “All Vehicles”H1
  Try this

  Refactor to single H1 per page; demote secondary headings to H2 to improve semantic structure and screenreader navigation.

• Worth notingContent

  Review moderation rules are lengthy boilerplate but authentic to Ford's third-party verification process

  Evidence

  • “No Profanity or inappropriate defamatory remarks”body
  • “MaritzCX moderates public reviews to ensure they contain content that meet Review guidelines”body
  Try this

  Condense review guidelines FAQ into a single collapsed section to reduce page bloat while maintaining transparency.

Observations of human authorship the page is doing well.

• Structure

  Sophisticated multi-level navigation taxonomy reflects real product hierarchy and business logic, not a generic template

• Content

  Third-party review explanation and dealer-specific sections show domain expertise and mature process documentation

• Words2,231
• Images242
• Alt coverage27%
• Internal links438
• External links43
• Schema blocks0
• HTML size1,800 KB

• Meta tags

  All present

  Why this matters

  Why it matters. Title and description are the two strings Google shows in search results — they decide whether anyone clicks. A canonical tag tells Google which URL is the source of truth when the same content lives at multiple paths.

  Passing looks like. A non-empty title under 60 characters, a meta description under 160, and a self-referencing canonical link.

  Fix. Add the missing tags inside the page head. Treat the title as a headline you'd want to read in a SERP, not a brand slogan.

• Heading structure

  7 H1 tags

  Why this matters

  Why it matters. Headings are how crawlers and assistive tech understand a page's outline. One H1 names the page; H2s break it into sections. Skipped levels and missing H1s confuse both.

  Passing looks like. Exactly one H1, at least one H2, and no skipped levels (no H1 → H3 jumps).

  Fix. Replace the missing or duplicate H1 with a single, descriptive heading. Promote section titles to H2; demote sub-points to H3.

• Mobile readiness

  Responsive

  Why this matters

  Why it matters. Google indexes mobile-first. A page without a responsive viewport renders zoomed-out on phones, fails Core Web Vitals on touch, and loses its mobile ranking.

  Passing looks like. A meta viewport tag with width=device-width and a layout that reflows under 600px.

  Fix. Add a viewport meta tag set to width=device-width and initial-scale=1, then audit your largest blocks at mobile widths.

• Page speed signals

  Slow response: 8.8s

  Why this matters

  Why it matters. Page weight and response time directly feed Core Web Vitals. Slow LCP and oversized HTML hurt rankings more than people expect.

  Passing looks like. First-byte under 1.5s, HTML payload under 500 KB, fewer than 30 images on the initial render.

  Fix. Trim render-blocking scripts, defer non-critical CSS, and serve compressed images sized to the viewport. Move heavy components below the fold.

• Schema markup

  No JSON-LD

  Why this matters

  Why it matters. JSON-LD structured data is how you earn rich results — review stars, FAQ accordions, breadcrumbs, article cards. Without it you're competing with one hand tied.

  Passing looks like. At least one valid JSON-LD block matching schema.org types relevant to the page (Article, Product, FAQPage, Organization).

  Fix. Add an application/ld+json script block describing the page. Validate with Google's Rich Results Test before deploying.

• Broken links

  5/5 broken in sample

  Why this matters

  Why it matters. Broken internal links waste crawl budget, degrade UX, and signal to Google that the site isn't well-maintained. They also cap how deep crawlers reach.

  Passing looks like. Every internal link in the sample returns 2xx or 3xx. No dead anchors, no stale paths.

  Fix. Use the link list above to spot the broken paths. Either restore the missing pages or update the links to point at live URLs.

• Image alt text

  177/242 missing alt

  Why this matters

  Why it matters. Alt text is how screen readers describe images and how Google understands what's in them. Missing alts hurt accessibility, image search, and on-page relevance.

  Passing looks like. Every meaningful image has a descriptive alt attribute. Decorative images can use alt="" to be skipped intentionally.

  Fix. Audit images in /assets and CMS uploads — write alts that describe what's in the image, not what it links to.

Every H1, H2, and H3 we found on the page, in document order.

We HEAD-check up to five internal links to spot broken paths quickly.