MITT

Why it matters

Every page can carry a setting called Canonical URL. It has one job: to tell Google “this page is a copy — index that other address instead of this one.” Left empty, the site fills in the page’s own address, which is correct almost every time.

On these five pages it is filled in. Four name an old address that shows “page not found”, so each of those pages is asking Google to index a page that does not exist. The fifth names an old address that only forwards straight back to the page, so Google goes round in a circle. Between them they cover the Exhibit, Enquire to Exhibit, Event Sectors, Visitor Enquiry and About MITT links in the menu of every page.

All five work perfectly for anyone who clicks through the menu. The damage is invisible and entirely in search. These five were on the 24 August list and are still set. It is about five minutes of work, and it matters more for search than everything else in this report put together.

Where to change it

Strapi → Pages → the page → SEO → Canonical URL → delete the value → save and publish

Why it matters

On the Industry Insights Hub page (/industry-insights/) the articles block has an “Explore All Articles” button. Its link is articles, and there is no page at that address. A visitor who clicks it lands on “page not found”, and the site’s own link-preloading logs a failed request every time the page opens. The homepage uses the right link.

Change the link to articles-and-reports and the button works.

Where to change it

Strapi → Pages → Industry Insights Hub → the articles block → the button → its link

Why it matters

All eight are published, appear in the sitemap file Google reads, and can be indexed. Most are test records made while the site was being built: placeholder galleries, a copy of a real article, a demo page and a contact card saved as a person profile. The one new addition to the 24 August list is the “Thank you” page that appears after the report download form, which should not come up in search.

A page with noIndex ticked drops out of the sitemap by itself at the next publish. Unpublishing removes it from the site and the sitemap in one step.

Where to change it

Strapi → the record → Unpublish, or SEO → tick noIndex, as shown in the table

Why it matters

The link is typed as https://expomitt.com/exhibitor-enquiry with no / at the end. It works, but every click goes through an extra redirect first, and search engines count that against the page.

Change each to /exhibitor-enquiry/ with the slash on the end. This is a one-character edit. Nine are links in the text of sector pages and one is the button at the bottom of an article.

Where to change it

Strapi → the record named in the table → the link in the page text, or the button

Why it matters

Both links carry a trailing ?utm_source=chatgpt.com, left over from copying a citation out of ChatGPT. On the first article it makes Google see the homepage a second time, under a different address.

Where to change it

Strapi → Articles → the article → the link

Why it matters

The page is headed “Your Next Key Market: Russian Travellers”, but below the heading there is only the partners strip that appears on every page. A visitor or Google arriving here finds a title and nothing to read.

Either add the text it was meant to have, or unpublish it. Once it has content it will also need a description of its own (see the descriptions item).

Where to change it

Strapi → Pages → Why Russia

Why it matters

These pages exist and are in the sitemap, but no menu, footer or other page links to them. A visitor can only arrive from a search result or an old bookmark, and search engines treat a page that nothing links to as unimportant.

For each one, either link it from the relevant menu section or the footer, or unpublish it if it has served its purpose.

Where to change it

Strapi → the menu or footer → add a link; or the page record → Unpublish

Why it matters

The title is the blue clickable line in a Google result. It has its own field, separate from the headline on the page, and on these three articles that field holds a show name and nothing else, so all three appear in search as identical results reading MITT 2025.

Clearing the field is enough: the site then uses the article’s own headline, which is exactly right in all three cases.

Where to change it

Strapi → Articles → the article → SEO → Meta Title — clear the field

Why it matters

The description is the grey text under your link in a Google result. On every photo gallery the Short text field says “MITT” (on one, “mitt”). That word is shown under the gallery heading on the page and is also used as the gallery’s description in Google, so a searcher has nothing to go on. Because 24 galleries say the same thing, search engines also treat them as near-copies of each other.

Replace it with one sentence per gallery. The sentences below are a starting point, built from the gallery name and year. Please read them over before pasting, because they go out under your name.

Where to change it

Strapi → Media → the gallery → Short text

Why it matters

The description is the grey text under your link in a Google result. When a page has none, Google writes its own from whatever text it finds first, which is often the partners strip.

The suggestions below are drafted from each page’s own text. They are a starting point, not a decision about how you want to sound — please read each one before you use it.

Where to change it

Strapi → the page → SEO → Meta Description. For the three partner pages it may sit in the partner record instead

Why it matters

On /mitt-zima/ the page heading and the title in Google both read “Mitt zima”. Everywhere else the show is written MITT.

Where to change it

Strapi → Pages → MITT Zima → the page title, and SEO → Meta Title if one is set

Why it matters

These links leave your site for somebody else’s. The first nine point at a page that no longer answers, so a visitor clicking one gets an error instead of the regulations, the hotel or the visa service the link promises. The two hotel booking buttons on Plan Your Travel are the costliest, because that is the page someone opens after deciding to come. The tenth cannot be checked from outside Russia.

The first three rows were already on the 24 August list.

Where to change it

Strapi → the page named in the table → the link field or the button

Why it matters

The site serves images exactly as uploaded, so a 4 MB photo is a 4 MB download on every phone, including anyone on mobile data at the show. Page speed counts when Google decides where to rank you.

You can see it on the homepage: on a slow connection, 37–66 of its 78 images were still downloading 8 seconds after scrolling to the bottom, and all had finished by 20 seconds. Nothing is broken — every picture loads — but the page is slow to finish.

Resize before uploading: 1600 pixels on the long side for photos, 800 for cards and logos. Save photos as JPEG at about 80% quality or as WebP, never PNG, and aim for under 200 kB per photo. Replace media keeps the file in place on every page, so nothing needs re-linking.

Where to change it

Strapi → Media Library → the asset → Replace media

Why it matters

The page alternates testimonial videos with blocks of text. Four of those blocks, each an Animated Large Title, have no title and no buttons, so each shows as an empty band about 224 pixels tall between two videos and the page looks unfinished as you scroll.

Open the page’s content blocks and delete the four empty ones. If they were placeholders for text still to come, filling them in does the same. This has been open since August.

Where to change it

Strapi → Pages → Exhibitor Feedback → the content blocks → delete the four empty Animated Large Title blocks

Why it matters

The partner’s card in the “When You Succeed, We Succeed” strip appears on 52 pages. It has no website address behind it, so the card goes nowhere and, for now, a click opens a second copy of the same page in a new tab. This is the only partner still missing its link, down from several in August.

Add the partner’s website to the button link. Its sponsor logo, which appears in the same way on the homepage and elsewhere, has no link either, so check that one in the same sitting.

Where to change it

Strapi → the Alliance of Travel Agencies partner → its button link

Why it matters

Alternative text is the short written description of a picture. A screen reader reads it aloud to visitors who cannot see the image, and Google uses it to understand the picture. On these two it holds only blank spaces, so there is nothing to read out.

Open each image and either clear the field or write a short phrase saying what it shows.

Where to change it

Strapi → Media Library → the image → Alternative text

Why it matters

The site has 16 person profiles under /speakers/ — Maxim Shilov, Inga Naumova, Julia Alimova and the rest of the MITT team — each with its own public page. Nothing on the site lists them, so no visitor can reach them by clicking, yet they are in the sitemap and open to search.

If they are meant to be seen — as a team or contact page, say — tell us where and we will add the listing. If they exist only for internal use, tell us and we will take them out of the sitemap, so Google stops being sent to pages it cannot reach from anywhere.

Where to change it

Tell us whether to link them from a page, or leave them unlisted

Why it matters

Contrast is how clearly text stands out from its background. The widely used accessibility standard asks for a ratio of at least 4.5 to 1 for normal-size text. Two of the site’s colour pairings fall short of it: the light-grey text style, seen on 25 of the 49 pages sampled for this check, and the red button style, seen on 10.

We have not measured how far short they fall, so we are not proposing specific shades here. Changing either means changing part of your brand colours, which is why it is your decision.

Where to change it

Tell us whether to look at alternative shades, or leave the colours as they are

Why it matters

Every page loads a script from OptinMonster, the pop-up and email-capture tool used for newsletter boxes and exit-intent offers. On this site it never displays anything: the tool answers that expomitt.com is not registered on the account, on all 256 pages.

So every page load fetches a script that does nothing, and every page quietly records an error. Visitors see nothing either way. It is, however, most of the third-party noise our automated check picked up on this site.

The choice is a business one. If the pop-ups are still wanted, the address needs registering in that account and they will start appearing. If not, we remove the tool and every page gets slightly faster.

Where to change it

Tell us to register the domain or to remove the tool