Payments.service.gov.uk - SEO Checker

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Overview of the SEO Check
Meta information
82% 
Page quality
83% 
Page structure
100% 
Link structure
98% 
Server
99% 
External factors
100% 
SEO Score
Response time
0.41 s
File size
25.00 kB
Words
527
Media files
11
Number of links
23 internal / 10 external

Task list of SEO Improvements

Meta specifications

Title
(Critically important)
GOV.UK Pay
The page title is too short. (117 pixels of 580 max pixel length) Optimize title
There are no duplicate words in the title
Meta description
(Critically important)
GOV.UK Pay is for central government, local authorities, police and the NHS. It lets them take payments quickly, easily and securely.
The length of the meta description is perfect. (814 pixels out of 1000 max pixel length)
Crawlability
(Critically important)
There are no problems in accessing the website.
Canonical URL
(Important)
No canonical link is specified.
Language
(Somewhat important)
Language detected in text: en
Language defined in HTML: en
Server location: Germany
The following language is defined by HTML: en
Alternate/Hreflang Links
(Somewhat important)
There are no alternate links specified on this page.
Other meta tags
(Somewhat important)
There is no rel next meta tag on this page.
There is no rel prev meta tag on this page.
Domain
(Somewhat important)
This page is hosted on a subdomain. Use a top level domain for better SEO results.
The domain does not contain non-latin characters.
Page URL
(Somewhat important)
No parameters were found in the URL.
No session ID was found in the URL.
The URL does not have too many subdirectories.
Charset encoding
(Somewhat important)
The charset encoding (UTF-8) is set correctly.
Doctype
(Nice to have)
The doctype HTML 5 is set correctly.
The doctype is placed at first in the HTML code.
Favicon
(Nice to have)
The favicon is linked correctly.

Meta tags

NameValue
descriptionGOV.UK Pay is for central government, local authorities, police and the NHS. It lets them take payments quickly, easily and securely.
theme-color#0b0c0c
viewportwidth=device-width, initial-scale=1, viewport-fit=cover
google-site-verificationlgwTmoP7_cxm8W8Tp3n8aeUdcmJ3tKNpHxPiUtTCjWk
langen
twitter:cardsummary
twitter:site@gdsteam
og:imageimages/govuk-opengraph-image.png
og:titleEmpty
og:site_nameGOV.UK Pay
og:urlhttps://www.payments.service.gov.uk
og:descriptionGOV.UK Pay is for central government, local authorities, police and the NHS. It lets them take payments quickly, easily and securely.
og:typewebsite
charsetutf-8

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Page quality

Content
(Critically important)
Words from the H1 heading are not used in the page content.
This page contains 527 words. That's ok.
34.9% of the text are stop words.
The page contains a listing, which indicates a good text layout.
6 paragraphs were found on this page.
No placeholders texts or images were found.
There are no duplicates on the site.
The average number of words per sentence of 10.11 words is good.
Frames
(Critically important)
This page does not use a frameset.
Mobile optimization
(Somewhat important)
A viewport "width=device-width, initial-scale=1, viewport-fit=cover" is provided.
At least one Apple touch icon is specified.
Bold and strong tags
(Somewhat important)
The usage of strong and bold tags is perfect. We recommend the use of up to 11 tags for this page.
Image SEO
(Somewhat important)
Alt text (alternative text) is correctly used on all found images.
Social Networks
(Nice to have)
There are only a few social sharing widgets on the page. Make your website popular in social networks with social sharing widgets.
Additional markup
(Nice to have)
No additional page markup was found.
HTTPS
(Somewhat important)
This website uses HTTPS to protect privacy and integrity of the exchanged data.
All included files are also transferred via HTTPS.

Media list

URLAlt attributeTitle
/images/pay-top-image-5f2b3404.pngPayment screen on mobile and dashboard with refund function.
/images/pay-top-image-5f2b3404.pngPayment screen on mobile and dashboard with refund function.
...uct-page_images_user-screen-029bf750.svgA user-facing payment page with entry fields for card details and a payment summary.
...page_images_example_service-b1ece607.svgA user-facing payment page with information about what the payment is about and an input box to input the price.
...age_images_api_json_example-74fb4d88.svgA screenshot of an extract of JSON code that would be used in an API call to GOV.UK Pay.
/images/logos/hmpo-7ffd1566.pngHM Passport Office
/images/logos/moj-a3cede9d.pngMinistry of Justice
/images/logos/mod-2ccb39df.pngMinistry of Defence
/images/logos/nhs-457d4b9b.jpgNHS
/images/logos/essex-police-72a8a3f3.pngEssex Police
/images/logos/dorset-council-3935ad90.svgDorset Council

Page structure

H1 heading
(Critically important)
The best way to take payments for public services
The H1 heading is perfect.
Headings
(Important)
The heading structure is perfect.

Heading structure

Heading levelContent
H1 The best way to take payments for public services
H2 Can we store analytics cookies on your device?
H2 What GOV.UK Pay can do
H2 What’s coming
H2 Payment links: no tech knowledge needed
H2 Or use GOV.UK Pay’s API in your digital service
H2 Who’s using GOV.UK Pay?
H2 Secure, reliable and accessible
H2 About GOV.UK Pay
H2 Support
H2 Support Links
Some anchor texts are used more than once.
The number of internal links is ok.
None of the anchor texts is too long.
All internal links are not using dynamic parameters.
There are 10 external links on this page.

Found links on this page

LinkAttributesAnchor text
https://payments.service.gov.uk/Anchor Skip to main content
/cookies/How GOV.UK Pay uses cookies
/cookies/change your cookie settings
https://payments.service.gov.uk/Pay
/using-govuk-pay/Features
/getstarted/Get started
https://docs.payments.service....External Subdomain Documentation
/support/Support
https://selfservice.payments.s...External Subdomain Sign in
https://www.gov.uk/service-too...External Anchor GOV.UK services
https://payments.service.gov.uk/Anchor GOV.UK Pay
/getstarted/Find out if you can use GOV.UK Pay
/using-govuk-pay/new features
/roadmap/roadmap
/govuk-payment-pages/Payment links
/api-integration/integrate GOV.UK Pay into your full digital service.
/performance/services using GOV.UK Pay
/security/security and compliance
/accessibility-statement/accessibility statement
/getstarted/Text duplicate Get started
/using-govuk-pay/Using GOV.UK Pay
/roadmap/Roadmap
/performance/Performance
/support/Contact
https://ukgovernmentdigital.sl...External Subdomain Chat with GOV.UK Pay on Slack
https://docs.payments.service....External Subdomain Text duplicate Documentation
https://payments.statuspage.io/External Subdomain System status
https://www.gov.uk/government/...External Government Digital Service
https://selfservice.payments.s...External Subdomain Privacy notice
/cookiesCookies
/accessibility-statementAccessibility statement
https://www.nationalarchives.g...External Subdomain Open Government Licence v3.0
https://www.nationalarchives.g...External Subdomain © Crown copyright

Server configuration

HTTP redirects
(Critically important)
This page redirects to "https://payments.service.gov.uk/"
HTTP header
(Important)
No X-Powered HTTP header is sent.
The web server transmits the web page (HTML) in compressed form.
Performance
(Somewhat important)
The page response time of 0.41 seconds is longer than the recommended limit of 0.4 seconds. A high response time unnecessarily slows down search engine crawling and results in bad user experience as well.
The file size of the HTML document is fine (25 kB).

HTTP Response Header

NameValue
content-typetext/html; charset=utf-8
content-length6690
serverGitHub.com
last-modifiedMon, 11 Aug 2025 09:43:02 GMT
content-encodinggzip
x-proxy-cacheMISS
x-github-request-idA0ED:151D8C:52E9D83:5377E2A:6899BBDF
accept-rangesbytes
via1.1 varnish, 1.1 b44e2902bb3501d47514e51618f1bda4.cloudfront.net (CloudFront)
x-served-bycache-fra-etou8220120-FRA
x-fastly-request-idabe580a2aed6e8b58e2a2f230ad86adc1d6a48c0
x-cache-hits0
x-timerS1754905567.317859,VS0,VE106
dateTue, 12 Aug 2025 08:51:47 GMT
cache-controlmax-age=600
expiresMon, 11 Aug 2025 22:49:35 GMT
etagW/"6899bb26-6425"
varyAccept-Encoding
x-cacheHit from cloudfront
x-amz-cf-popFRA50-C1
x-amz-cf-id-egezl2Gor6V-qYHgBOkGBYe1sCp2Iz5qAmTC4qLnkU_jF0JAjNr0Q==
age901
x-xss-protection1; mode=block
x-frame-optionsSAMEORIGIN
referrer-policystrict-origin-when-cross-origin
x-content-type-optionsnosniff
strict-transport-securitymax-age=31536000
statuscode200
http_versionHTTP/2

External factors

This website has excellent links from other websites.
This page has backlinks from 251 referring domains.
This page has 666 backlinks.
This page has backlinks from 139 different ip addresses.

Links from Wikipedia

No links from Wikipedia were found.

Robots.txt

No valid Robots.txt file was found.

Similar sites

Search preview

payments.service.gov.uk
GOV.UK Pay
GOV.UK Pay is for central government, local authorities, police and the NHS. It lets them take payments quickly, easily and securely.

Most important keywords

Following keywords were found. You can check the keyword optimization of this page for each keyword.

KeywordResultRecheck
Pay89%Check
GOV77%Check
payments73%Check
service68%Check
GOV.UK Pay63%Check
payments quickly60%Check
Card Payments55%Check
Recurring Payments54%Check
digital service54%Check
Government Digital Service52%Check
Show more keywords and terms

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