SEO Audit Report

zelosfinance.com.au

Comprehensive on-page, technical, and content SEO analysis

Audit Date27 May 2026
Site TypeWordPress + Elementor (SSR)
SEO PluginRank Math
Overall HealthModerate
4
Critical Issues
12
High-Impact Improvements
6
Quick Wins
5
Pages Audited
📋
Executive Summary

Zelos Finance is running a properly crawlable, HTTPS-secured WordPress site with Rank Math handling SEO. The fundamentals are in place — the site is fully server-side rendered (all content is indexable by Google), has a valid sitemap, correct canonical tags, and Open Graph tags on every page.

However, the site is losing ground on three key fronts: title and meta description quality, missing keyword targeting in headings and content, and blanket missing image alt text across every image on the site. There are also a handful of technical issues that need urgent attention, particularly a BugHerd development tool leaking in production with a public API key.

The site also has no blog or resources section, which is a significant long-term content gap for a finance broker competing on high-intent search queries.

Top 5 Priority Issues
  • 1
    Every image on the site has an empty alt="" — a complete accessibility and SEO failure
  • 2
    All meta descriptions are truncated mid-sentence in search results
  • 3
    Title tags are keyword-thin and follow a weak "Page Name — Brand | Tagline" pattern
  • 4
    BugHerd feedback widget is loading in production (exposes API key, adds page weight)
  • 5
    No H1 keyword targeting — headings are marketing slogans, not search-intent aligned
🚨
Critical Issues — Fix Immediately
Critical
All images have empty alt text
Affects: All pages — logo, hero images, all 35 lender logo images, icons, process step images
Evidence
alt="" on logo, hero photo, all 35 lender logos, feature icons, step images, footer logo
Example: <img src="Logo.svg" alt=""> — the site logo has no alt text
Impact
Google cannot understand what images depict. Images are invisible to image search. Screen readers fail. This is a crawl signal wasted at scale — 35+ images with no descriptive context.
Fix
Add descriptive alt text to every image. Logo → "Zelos Finance logo". Hero image → describe what is shown (e.g. "Zelos Finance broker meeting with clients"). Lender logos → the lender name. Icons → describe function (e.g. "Trust icon"). Process step images → "Step 1 — Initial consultation icon".
Critical
All meta descriptions are truncated mid-sentence
Affects: Homepage, /services/, /services/residential/, /services/commercial/, /about/
Evidence
Homepage: "…Specialising in tailored solutions for SMEs and" — cuts off
Services: "…Zelos Finance Group offers competitive rates, flexible terms, and fast approvals" — cuts off
Residential: "…Backed by over a decade of expertise, our boutique firm" — cuts off
About: "…As a" — severely truncated (only 2 words before cut)
Impact
Truncated descriptions in SERPs reduce click-through rates and signal low attention to on-page detail. Google may replace them with arbitrary page content.
Fix
Rewrite all meta descriptions in Rank Math as complete sentences, 150–160 characters max. Each description should end with a period and include a clear value proposition. See the Page-by-Page section below for recommended copy.
Critical
BugHerd project management widget loading in production
Affects: All pages (injected site-wide)
Evidence
<script src="https://www.bugherd.com/sidebarv2.js?utm_source=wordpress&apikey=u4yz0gxxeupyb0tjxjbrba" async="true"></script>
Impact
BugHerd is a developer QA/feedback tool — it should never be on a live site. The API key is publicly visible to anyone who views the page source. It also adds an external script load on every page visit, contributing to slower load times.
Fix
Remove the BugHerd plugin or deactivate it in WordPress immediately. If BugHerd is needed for staging reviews, configure it to load only on a staging/development domain, never production.
Critical
All content attributed to a developer's email address as author
Affects: All pages (via Rank Math schema)
Evidence
"author": {"name": "dev1@crescospec.com"}
<meta name="twitter:data1" content="dev1@crescospec.com" />
Impact
Google's E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework evaluates author credibility heavily for financial content ("YMYL" — Your Money or Your Life). A developer email as the named author for a financial services site sends a very weak E-E-A-T signal.
Fix
In WordPress Admin → Users, update the post author profile: set the real broker's full name, professional bio, and a headshot. Rank Math pulls from this profile. The content author should be the licensed finance broker, not the web developer.
📈
High-Impact Improvements
Issue Page(s) Impact Fix
Title tags are keyword-thin — lead with "Home -", "Services -" instead of target keywords All pages High Rewrite titles to lead with primary keyword (see Page-by-Page below)
Residential & Commercial titles exceed 65 characters — Google truncates them in SERPs /services/residential/, /services/commercial/ High Shorten to ≤65 chars — see recommended titles in Page-by-Page section
H1s contain no search keywords — "Welcome To Zelos Finance Group", "Unlock Your Life's Full Potential…" Homepage, Services, Residential High Rewrite H1s to include target terms: "mortgage broker", "home loans", "business finance"
Services page has no H1 — page opens with an H2 /services/ Medium Add a keyword-rich H1 as the first heading on the page
Schema logo URL uses HTTP not HTTPS All pages (shared schema) Medium Fix in Rank Math → General Settings → Logo URL → ensure it starts with https://
OG image dimensions are too small — 800×578px; recommended 1200×630px All pages Medium Upload a properly sized 1200×630px OG image in Rank Math global settings
No HSTS security header All pages Medium Enable HSTS on the hosting control panel (most cPanel/Plesk hosts have a toggle)
Homepage schema is typed as "Article" — semantically incorrect for a homepage Homepage Medium Change to WebPage or remove the Article block in Rank Math's Schema tab
No BreadcrumbList schema on subpages — missed rich result opportunity /services/, /services/residential/, /services/commercial/, /about/ Medium Enable BreadcrumbList in Rank Math globally, or add per page via the Schema tab
No FAQPage schema — FAQ snippets dominate finance SERPs Service pages High Add FAQ sections to Residential and Commercial pages; mark up with FAQPage schema in Rank Math
No local business details in schema — no address, phone, or service area Homepage High Add physical address, phone number, and areaServed to the Organization schema in Rank Math
XML-RPC endpoint exposed — security vulnerability /xmlrpc.php Medium Disable via a security plugin (Wordfence, Sucuri) unless actively needed
⚡
Quick Wins
Opportunity Page Potential Impact
Add alt text to the site logo → "Zelos Finance logo" All pages (header + footer) Immediate accessibility + image SEO fix
Add Contact Us to the main navigation — currently only a CTA button, not a nav link All pages Reduces friction; reinforces site architecture for crawlers
Complete the truncated meta descriptions — copy is 80% written, just needs endings All 5 pages Click-through rate lift in SERPs
Add a visible phone number to the homepage header and footer Homepage Trust signal + local SEO click-to-call
Add twitter:site handle if a Twitter/X account exists All pages (Rank Math global) Social sharing completeness
Update WordPress author profile to real broker name + headshot WordPress admin E-E-A-T improvement, fixes schema author attribution
🔍
Page-by-Page Analysis
Homepage
zelosfinance.com.au/
Content Score: 5/10
Title Tag
Current (57 chars)
Home - Zelos Finance - Your Partner in Financial Growth.
Recommended (50 chars)
Mortgage & Business Finance Broker | Zelos Finance
H1
Current
Welcome To Zelos Finance Group
Recommended
Your Trusted Finance Broker for Home & Business Loans
Meta Description
Current (truncated)
…At Zelos Finance Group, we go beyond numbers to craft financial strategies aligned with your goals. Specialising in tailored solutions for SMEs and [cut off]
Recommended (159 chars)
Zelos Finance Group helps SMEs and individuals secure competitive home and business loans. Tailored strategies, fast approvals — backed by 10+ years experience.
  • Empty alt text on all images (logo, hero photo, 35 lender logos, icons)
  • BugHerd QA widget loading in production — remove immediately
  • Truncated meta description
  • H1 is a generic welcome greeting with no keyword targeting
  • Homepage schema typed as "Article" — should be WebPage
  • No phone number visible in header or footer
  • No local business details (address, service area) in schema
Services Hub
zelosfinance.com.au/services/
Content Score: 4/10
Title Tag
Current (61 chars)
Services - Zelos Finance - Your Partner in Financial Growth.
Recommended (57 chars)
Finance Services: Home & Commercial Loans | Zelos Finance
H1
Current
None found — page opens with an H2
Recommended
Loan Services for Individuals & Businesses
Meta Description
Current (truncated)
…Zelos Finance Group offers competitive rates, flexible terms, and fast approvals [cut off]
Recommended (145 chars)
Explore Zelos Finance's residential and commercial loan services. Competitive rates, flexible terms, and fast approvals for SMEs and individuals.
  • No H1 — the page's first heading is an H2, skipping the H1 entirely
  • Thin hub page — no unique descriptive content differentiating service categories
  • No schema markup on this page
  • Meta description truncated
Residential Loans
zelosfinance.com.au/services/residential/
Content Score: 5/10
Title Tag
Current (75 chars — too long ⚠️)
Services - Residential - Zelos Finance - Your Partner in Financial Growth.
Recommended (51 chars)
Residential Home Loans & Mortgages | Zelos Finance
H1/H2
Current H2 (no keyword)
Unlock Your Life's Full Potential with the Right Financial Help!
Recommended H1
Home Loans Tailored to Your Goals
Meta Description
Current (truncated)
…Backed by over a decade of expertise, our boutique firm [cut off]
Recommended (143 chars)
Find the right home loan with Zelos Finance. We compare options from leading lenders to get you competitive rates and a smooth approval process.
  • Title is 75 chars — will be truncated in Google SERPs
  • Heading is a marketing slogan with no keyword ("residential loans", "home loan", "mortgage")
  • No FAQPage schema — FAQ content would earn featured snippets in finance SERPs
  • No BreadcrumbList schema
  • Meta description truncated
  • Empty image alt text throughout
Commercial Loans
zelosfinance.com.au/services/commercial/
Content Score: 4/10
Title Tag
Current (74 chars — too long ⚠️)
Services - Commercial - Zelos Finance - Your Partner in Financial Growth.
Recommended (52 chars)
Commercial Business Loans & Finance | Zelos Finance
Meta Description
Current (truncated)
…Backed by over a decade of expertise, our boutique firm delivers [cut off]
Recommended (150 chars)
Zelos Finance secures commercial loans for Australian SMEs — equipment finance, business loans, and property development funding with flexible terms.
  • Title is 74 chars — truncated in SERPs, identical structure to Residential page
  • Meta description truncated and identical in structure to Residential — low differentiation
  • No FAQPage schema
  • No BreadcrumbList schema
  • Empty image alt text throughout
About
zelosfinance.com.au/about/
Content Score: 5/10
Title Tag
Current (57 chars)
About - Zelos Finance - Your Partner in Financial Growth.
Recommended (63 chars)
About Zelos Finance | Finance Brokers with 10+ Years Experience
H1
Current (brand name only)
Zelos Finance Group
Recommended
About Zelos Finance Group — Your Finance Brokers
Meta Description
Current (most severely truncated — cuts off at "As a")
…At Zelos Finance Group, we believe financial success goes beyond numbers—it's about creating strategies that align with your goals and aspirations. As a [cut off]
Recommended (145 chars)
Learn about Zelos Finance Group — boutique finance brokers helping SMEs and individuals across Australia with personalised strategies since 2015.
  • Most severely truncated meta description on the site — stops at "As a"
  • H1 is brand name only — missed keyword opportunity
  • Opportunity to add broker credentials, licences, and professional bio for E-E-A-T
🗂️
Prioritised Action Plan
🚨 Phase 1 — Critical (Do This Week)
  • 1
    Remove the BugHerd plugin from WordPress immediately — it is exposing an API key on every page
  • 2
    Fix all image alt text — start with the logo, hero image, and lender logos for maximum impact
  • 3
    Fix all meta descriptions — complete the truncated sentences in Rank Math per page
  • 4
    Update the WordPress author profile — replace developer email with the real broker's name, bio, and photo
📈 Phase 2 — High Impact (Do This Month)
  • 5
    Rewrite all title tags using the recommended versions in the Page-by-Page section (keyword-first, under 65 chars)
  • 6
    Add H1 keyword targeting across all pages — especially the homepage and services pages
  • 7
    Fix schema logo URL from HTTP to HTTPS in Rank Math → General Settings
  • 8
    Change homepage schema type from "Article" to "WebPage" in Rank Math Schema tab
  • 9
    Enable BreadcrumbList schema on all subpages via Rank Math
  • 10
    Add FAQ sections to Residential and Commercial pages with FAQPage schema markup
  • 11
    Add local business details to schema — address, phone number, and areaServed
⚡ Phase 3 — Quick Wins (Easy, Immediate)
  • 12
    Add "Contact Us" to the main navigation menu (it is currently only a CTA button)
  • 13
    Display a phone number prominently in the header and footer
  • 14
    Add the Twitter/X handle to Rank Math's social settings (if an account exists)
  • 15
    Upload a 1200×630px OG image for social sharing — current image (800×578) is too small
🔭 Phase 4 — Long-Term Growth
  • 16
    Start a blog/resources section — guides like "How to apply for a home loan in Australia", "What is LVR", "First home buyer guide" rank for high-intent queries that service pages cannot capture. This is the single highest-leverage growth opportunity for organic traffic.
  • 17
    Build location pages if serving specific cities (e.g. Melbourne, Sydney) — these can rank for "[city] mortgage broker" searches
  • 18
    Enable HSTS on the hosting panel for the missing security header
  • 19
    Disable the XML-RPC endpoint (/xmlrpc.php) unless actively needed by an integration
  • 20
    Convert hero and content images from JPEG to WebP format for improved page load speed and Core Web Vitals
✅
What's Already Working Well
✅ HTTPS across the entire site
✅ Canonical tags present on all pages
✅ www → non-www redirect (301)
✅ Robots.txt properly structured with sitemap reference
✅ XML sitemap is valid and up-to-date
✅ Open Graph tags present on all pages
✅ Twitter Card tags present on all pages
✅ datePublished & dateModified in schema
✅ x-content-type-options security header
✅ Responsive mobile design via Elementor
✅ Rank Math is capable — just needs configuration tuning
✅ Server-side rendered — all content indexable by Google
Note on Page Speed (Core Web Vitals): LCP, INP, and CLS measurements require a live browser test and cannot be captured via server-side analysis. Run the site through Google PageSpeed Insights to get your Core Web Vitals scores. Target LCP under 2.5s. Key areas to investigate: the high number of individual Elementor CSS files loaded per page, full-size JPEG hero images (consider WebP), and render-blocking jQuery scripts.

Note on Schema Verification: For definitive structured data testing, use the Google Rich Results Test — it renders JavaScript and gives accurate results, whereas server-side curl checks cannot always detect client-side schema injection.
SEO Audit Report for zelosfinance.com.au — Audited 27 May 2026
This report covers on-page SEO, technical foundations, schema, and content quality. It does not include backlink profile analysis or paid traffic recommendations.