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rockauto.com website review
Visit site (opens in a new tab)Reviewed 12 October 202616 issues · 54 checks
This review found 16 issues worth fixing on rockauto.com, 4 of them high impact, across 54 checks. The most urgent: fails Core Web Vitals for real visitors. Google's speed test didn't respond, so speed is not measured here; your full playbook measures it. Your full playbook turns these into prioritised fixes alongside reviews, competitors and channels.
- Homepage
- Phone render
- Links and pages
- Google PageSpeed
Google PageSpeed Insights (opens in a new tab), mobile
Site score
Not scored yet: Google's speed test didn't run in this review. Re-run the review to get a score.
Show as table
| Date | Real-visitor load time (LCP) |
|---|---|
| Apr 18, 2026 | 1.4 s |
| Apr 25, 2026 | 1.4 s |
| May 2, 2026 | 1.4 s |
| May 9, 2026 | 1.4 s |
| May 16, 2026 | 1.4 s |
| May 23, 2026 | 1.4 s |
| May 30, 2026 | 1.4 s |
| Jun 6, 2026 | 1.4 s |
| Jun 13, 2026 | 1.4 s |
| Jun 20, 2026 | 1.4 s |
| Jun 27, 2026 | 1.4 s |
| Jul 4, 2026 | 1.4 s |
| Jul 11, 2026 | 1.4 s |
| Jul 18, 2026 | 1.4 s |
| Jul 25, 2026 | 1.4 s |
| Aug 1, 2026 | 1.4 s |
| Aug 8, 2026 | 1.4 s |
| Aug 15, 2026 | 1.4 s |
| Aug 22, 2026 | 1.5 s |
| Aug 29, 2026 | 1.5 s |
| Sep 5, 2026 | 1.5 s |
| Sep 12, 2026 | 1.5 s |
| Sep 19, 2026 | 1.4 s |
| Sep 26, 2026 | 1.4 s |
| Oct 3, 2026 | 1.4 s |
Show as table
| Date | Real-visitor tap response (INP) |
|---|---|
| Apr 18, 2026 | 153 ms |
| Apr 25, 2026 | 152 ms |
| May 2, 2026 | 152 ms |
| May 9, 2026 | 151 ms |
| May 16, 2026 | 153 ms |
| May 23, 2026 | 153 ms |
| May 30, 2026 | 153 ms |
| Jun 6, 2026 | 154 ms |
| Jun 13, 2026 | 154 ms |
| Jun 20, 2026 | 154 ms |
| Jun 27, 2026 | 155 ms |
| Jul 4, 2026 | 155 ms |
| Jul 11, 2026 | 155 ms |
| Jul 18, 2026 | 154 ms |
| Jul 25, 2026 | 155 ms |
| Aug 1, 2026 | 154 ms |
| Aug 8, 2026 | 154 ms |
| Aug 15, 2026 | 154 ms |
| Aug 22, 2026 | 153 ms |
| Aug 29, 2026 | 152 ms |
| Sep 5, 2026 | 153 ms |
| Sep 12, 2026 | 153 ms |
| Sep 19, 2026 | 154 ms |
| Sep 26, 2026 | 154 ms |
| Oct 3, 2026 | 154 ms |
Chrome UX Report (opens in a new tab): real Chrome visitors over rolling 28-day periods.
One score from every part of this review. How it works
Speed
Not measured in this review.
Core Web Vitals
Fails Core Web Vitals for real visitors
Real Chrome users on phones do not pass Google's Core Web Vitals on your site (28-day field data from the Chrome UX Report (opens in a new tab)). Google uses this in ranking.
Real-user CLS: 1.00
1.00For real visitors the layout shifts by 1.00 (75th percentile). Good is under 0.1.
Real-user TTFB: 822 ms
822 msReal visitors wait 822 ms for your server to start answering (75th percentile). Good is under 800 ms.
Tap response (INP) held steady for real visitors
+1%Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' tap response (inp) went from 153 ms to 154 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).
Largest content (LCP) held steady for real visitors
+1%Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' largest content (lcp) went from 1.4 s to 1.4 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).
3 checks passed
Real-user LCP: 1.4 s
1.4 sReal visitors wait 1.4 s for the largest content to appear (75th percentile). Good is under 2.5 s.
Real-user INP: 154 ms
154 msReal visitors wait 154 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.
Real-user FCP: 1.2 s
1.2 sReal visitors see the first content after 1.2 s (75th percentile). Good is under 1.8 s.
Images and page weight
About 0.1 g of CO₂ per visit
0.11 gBy the Sustainable Web Design model, a visit to your homepage emits about 0.11 g of CO₂e: 13.2 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.
4 checks passed
Page weight: 397 KiB
397 KiBYour homepage downloads 397 KiB on a phone, 160 KiB of it images (40%). That is a lean page.
Images use modern formats
Every sizeable image is WebP, AVIF or SVG.
Images load when needed
Images below the first screen wait until the visitor scrolls to them.
Images are sized for phones
No image is downloaded at more than three times the size it is drawn on a phone.
Accessibility
All page content should be contained by landmarks (9 elements)
All page content should be contained by landmarks: 9 elements on the page fail this check, rated moderate by axe-core.
2 checks passed
Every image has alt text
All 799 images in the HTML carry an alt attribute.
34 automated accessibility rules passed
axe-core 4.13.0, the open-source engine behind most accessibility testing tools, ran 35 WCAG 2.2 A/AA and best-practice rules on the phone render: 34 passed and 1 failed. 1 more need a person to judge. Automated rules catch about a third of accessibility problems; the rest need manual testing.
SEO
No structured data
No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.
No social preview image
No Open Graph image (also missing: og:title, og:description), so links shared on LinkedIn, Slack or Facebook show no preview picture.
No XML sitemap
No XML sitemap at https://www.rockauto.com/sitemap.xml, so Google discovers your pages only by following links.
No favicon declared
No favicon is declared in the HTML, so browser tabs and Google's mobile results may show a generic icon.
No X (Twitter) card tag
No twitter:card tag. X falls back to Open Graph, which is incomplete here.
1,100 internal links, 0 external
The homepage links to 1,100 pages on rockauto.com and 0 external pages.
5 checks passed
Meta description: 134 characters
Your meta description is 134 characters: “Auto Parts for Your Vehicle at Reliably Low Prices. Fast Online Catalog. DIY-Easy. Your Choice of Quality. Full Manufac…”.
One H1 headline
Your main headline reads: “ALL THE PARTS YOUR CAR WILL EVER NEED”.
Title: 48 characters
Your title is a healthy 48 characters: “RockAuto | All The Parts Your Car Will Ever Need”.
Canonical URL set
The canonical URL is https://www.rockauto.com/.
robots.txt in place
robots.txt is in place.
AI search readiness
No Organization structured data
There is no Organization (or LocalBusiness) JSON-LD, so search engines and AI assistants have no machine-readable facts about who runs the site: its name, logo, profiles and contact details.
No llms.txt
There is no /llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.
Opted out of AI training for 1 crawler
robots.txt blocks ClaudeBot, which collect pages to train models. That's a legitimate choice and doesn't by itself stop the site appearing in AI answers, which the crawlers above handle.
2 checks passed
AI answer engines may read the site
Your robots.txt lets the crawlers behind ChatGPT search, Claude and Perplexity read the site and cite it in answers.
Text is in the HTML
Your server sends the page's text in the HTML (807 words), so crawlers that don't run JavaScript still read it.
Other pages
1 page without a title
/captcha/securimage/securimage_play.php has no <title>, so Google invents the link text in results.
1 page without a meta description
/captcha/securimage/securimage_play.php has no meta description, so Google writes the search snippet from whatever text it finds.
3 pages without an H1
/lang/en/promo.html, /captcha/securimage/securimage_play.php and /Newsletter have no <h1> headline, so visitors and search engines get no clear main topic.
15 internal pages checked
We fetched 15 pages linked from your homepage (of 192 found) and read each the way a search engine does.
4 checks passed
Linked pages load
All 15 pages we checked loaded without an error.
Canonical URLs point to themselves
No page we checked hands its ranking to a different URL.
Titles are unique
Every page we checked has its own title.
No linked page is hidden from search
None of the pages we checked carries a noindex tag.
Best practices
No mobile viewport
No viewport meta tag, so phones render the desktop layout zoomed out.
63 small tap targets
63 of 131 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.
1 checks passed
No console errors
No JavaScript errors were logged while the page loaded on a phone.
Content and conversion
No analytics detected
No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.
No direct contact details
No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.
No risk reducer
No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.
About 455 words of copy
The homepage carries about 455 words of visible text.
4 checks passed
Clear next step on the first screen
On a phone, the first screen shows a clear next step: “Order Status & Returns”.
4 calls to action
The homepage has 4 calls to action, for example “Order Status & Returns” and “Apply”.
8 short forms
8 short forms (5 fields at most) are right on the homepage.
Social proof on the page
Social proof on the homepage: 3 testimonial or review blocks and 1 customer or partner logo.
Privacy and tracking
8 cookies set on arrival
8Opening the homepage sets 8 cookies (measured from a US location before any click).
No consent tool detected
No known cookie consent tool loads with the page. Some sites build their own banner, and some only show one to visitors from the EU.
1 checks passed
No known trackers before consent
No known advertising or analytics trackers load before a visitor clicks anything (measured from a US location before any click).
Security, domain, email and software versions
The security, domain and email checks, software and plugin versions, and any app with a known security problem are visible only to people at rockauto.com, because details like these could help someone attack a site. Every review keeps them private, whatever they found.
Go beyond the website
What your $25 Growth Playbook adds
This review found 16 issues on rockauto.com, including 3 speed issues, 4 SEO issues and 2 conversion gaps. That is the website alone. The full Growth Playbook pairs these findings with what your customers say in public reviews and communities and what your closest competitors do better, then turns everything into at least 20 prioritised ideas, each with the evidence behind it, a step-by-step playbook, a metric and an owner.
- 28 research agents read your site, reviews, competitors, communities and public filings
- Customer review mining (G2, Capterra, Trustpilot and more) and voice-of-pain analysis in your buyers’ own words
- Competitor intelligence with battlecards for your closest rivals
- Ideal customer profile, buyer segments and buying-stage funnel
- Ranked channels, outreach sequences and content angles
- Live Reddit threads where buyers ask for what you sell, with draft replies
- Earned media and PR openings
- At least 20 ideas with evidence, a step-by-step playbook, metric, owner, effort and impact, grouped into this week, this quarter, big bets and wildcards, plus a 30/60/90-day roadmap
- PDF, Markdown, CSV, Notion and Linear exports, and a shareable page your team can track progress on
- Refresh the playbook later to see what changed
14-day money-back guarantee: not happy for any reason, email us within 14 days and we refund in full.