TransRussia

Why it matters

The Quick Links column in the footer appears on every page of the site, and all three of its links lead nowhere. This is the largest single finding in the report and the one to do first.

All three destination pages exist and work perfectly. Only the addresses saved against the links are wrong, and each is a small typing slip.

“Become an Exhibitor” was saved as exhibiting-enquiry with no slash at the front. Without it a browser looks for that page inside whatever page the visitor is standing on — so from the homepage it happens to work, but from a sector page it looks for the enquiry form underneath that sector and finds nothing. That one missing character accounts for 289 of the broken links on the site, one on every page.

The other two were saved as https://post-show-report and https://event-brochure. Writing https:// in front tells the browser to go and find a different website by that name, rather than a page on yours, so the visitor gets “this site can’t be reached” instead of an error page.

Where to change it

Strapi → Global / Footer → the Quick Links column → each of the three links

Why it matters

A page can carry a “canonical” setting, which tells Google “this page is a copy — index this other address instead.” It exists so that two pages showing the same content do not compete with each other.

On both of these the address it names is a page that has been deleted. So each one is asking to be dropped from search in favour of nothing at all, and Google’s usual response is to do exactly that — even though both pages work perfectly for anyone who reaches them through the menu.

The Connect page matters most. It is the Connect item in your main menu, so the link to it sits in the navigation on all 288 other pages, and it is quietly removing itself from Google while collecting every one of those links.

Where to change it

Strapi → each page record → SEO → Canonical URL — clear the field

Why it matters

At the bottom of every sector page sits a wide “Ready to Exhibit?” banner. It looks like a button and it is clickable — but anyone who clicks it lands on a “page not found” error rather than the enquiry form.

These are the pages a potential exhibitor reads while deciding whether to get in touch, so it is the most valuable click on the site to be losing. Together with the footer links above, it is the pair worth doing today.

Nothing is broken in the build. When the banner was added, a block of form embed code was pasted into the field that should hold a web address, so the link now points at an address that cannot exist.

Where to change it

Strapi → each sector page → the body text → click the banner image → the link field

Why it matters

Eleven of your articles link out to a sector page as part of the writing. Twelve of those links use one of five wrong addresses, so the reader clicks a phrase like “ports and maritime terminals” and gets an error page instead of the sector it describes.

Two of them still carry the working name the sector was built under — trans-russia-sector — which suggests the sector page was renamed after the article was written, and the link was left pointing at the old address.

These are the links that carry a reader from an article into the part of the show they are interested in, so each one is a visitor lost at exactly the wrong moment.

The wording is quoted below so you can find each link in the text. The seven ports links are worded three different ways between them, so search for whichever phrase appears in the article in front of you.

Where to change it

Strapi → the article → the body text → the highlighted link

Why it matters

These are working pages — two test pages, a demo, an internal reference page and three post-form “thank you” pages. All six are currently set to be found by search engines and all six appear in your sitemap, so somebody searching for TransRussia can land on them.

The thank-you pages are the awkward ones: a visitor arriving from Google sees a message thanking them for a download they never requested.

Where to change it

Strapi → the page record → unpublish, or SEO → tick noIndex

Why it matters

The description is the grey text under your link in a Google result. It is the sentence that decides whether somebody clicks you or a competitor.

When that field is left empty the site falls back to the homepage’s description. So somebody searching for the TransRussia conference programme currently reads a general sentence about networking at Crocus Expo that never mentions the conference.

Google also treats a description repeated across a site as a sign of low quality, and often discards it and writes its own from whatever text it finds on the page.

Where to change it

Strapi → the page record → SEO → Meta Description

Why it matters

Every gallery under /media-gallery/ uses the single word TransRussia as its description — fifteen spelled TransRussia and three spelled Transrussia.

A one-word description gives a searcher nothing to choose from, and gives Google nothing to match a search against. Each gallery needs one sentence naming the year and what the photos show.

Where to change it

Strapi → the gallery record → SEO → Meta Description

Why it matters

The title is the blue clickable line in a Google result, and on most of these pages it is also the tab name in the visitor’s browser.

Ten pages still carry the working name they were built under — Form - Become A Partner, Sponsorship Page. One has a typo that is live right now: Terms of Visitng.

The other nine are simply short. Google gives you roughly 60 characters; Why Visit uses nine of them, and says nothing about the event, the industry or the year.

Where to change it

Strapi → the page record → SEO → Meta Title

Why it matters

The title is the blue clickable line in a Google result and the text on the browser tab. On the partner pages the Meta Title field is empty, so the site falls back to the record’s name on its own — UND, VTB, ATI.SU. Two or three characters, no context, and nothing to tell a searcher that the page is anything to do with TransRussia.

Google gives you roughly sixty characters. Adding the event name uses them and puts the partner in the right context, which is the whole point of the page.

Where to change it

Strapi → Partners → the partner record → SEO → Meta Title

Why it matters

On these pages the main heading has been typed a second time at the top of the body text. The result is the same line printed twice in a row on screen, and two competing headings where a search engine expects one.

The page title is already placed at the top automatically, so the copy in the body is a duplicate rather than a missing piece.

Where to change it

Strapi → the page → the first line of the body text

Why it matters

Every visitor downloads these at full size, including anyone on a phone using mobile data. It is the single biggest thing slowing the site down, and Google counts page speed when it decides where to rank you.

Anything over 100 kB is worth compressing. Save photographs as JPG rather than PNG, and resize them to roughly the size they actually appear at — a full-width banner rarely needs to be wider than 1920 pixels.

A good target is under 300 kB for a full-width photo. Any image editor, or a free tool such as squoosh.app, will get there without visible loss of quality.

Where to change it

Strapi → Media Library

Why it matters

The contact line in the footer displays marketing@ite.group, but the link behind it opens a message addressed to transport@ite.group.

So somebody who reads the address off the page and types it themselves reaches one inbox, and somebody who clicks it reaches another. Both are live, so nothing bounces — enquiries are simply arriving in two different places depending on how the visitor got there.

Where to change it

Tell us which inbox is the right one — the fix is in the same footer record

Why it matters

Three separate addresses all carry the same heading, Visitor Registration. Search engines have to guess which one to show, and they may well pick the wrong one.

One of them, /en/visit/visitor-registration/, is the only address on the whole site that starts with /en/ — everything else sits at the top level, so it looks as though it was created by mistake.

Where to change it

Tell us which one is the real page — we will point the other two at it

Why it matters

OptinMonster, the tool used for sign-up pop-ups and banners, loads on all 288 pages of the site. On every single one it reports that trstexpo.com is not a registered domain on the account, and then stops.

So no pop-up has been shown to anyone. The script still downloads on every visit and makes a failed call to its server, which costs a little speed on every page for no return.

Where to change it

Your OptinMonster account — or tell us to remove it