safeway.com website review

Not measured in this review.

• 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: 0.31

  0.31

  For real visitors the layout shifts by 0.31 (75th percentile). Good is under 0.1.

• Real-user LCP: 3.9 s

  3.9 s

  Real visitors wait 3.9 s for the largest content to appear (75th percentile). Good is under 2.5 s.

• Real-user FCP: 2.3 s

  2.3 s

  Real visitors see the first content after 2.3 s (75th percentile). Good is under 1.8 s.

• Real-user TTFB: 1.1 s

  1.1 s

  Real visitors wait 1.1 s for your server to start answering (75th percentile). Good is under 800 ms.

• Tap response (INP) held steady for real visitors

  +8%

  Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' tap response (inp) went from 170 ms to 184 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

• Largest content (LCP) got 16% slower for real visitors

  +16%

  Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' largest content (lcp) went from 3.4 s to 3.9 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

• Page weight: 6.7 MB

  6.7 MB

  Your homepage downloads 6.7 MB on a phone, 2.5 MB of it images (38%). Under 2 MB keeps phones on slow connections fast.

• 13 images below the first screen load straight away

  13 images further down the page (1.5 MB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

  Elements (5)

• 5 images in older formats

  5 images (1.3 MB) are JPEG, PNG or GIF. The same pictures as WebP or AVIF are usually much smaller at the same quality, and every current browser shows them.

  Elements (5)

• About 1.9 g of CO₂ per visit

  1.89 g

  By the Sustainable Web Design model, a visit to your homepage emits about 1.89 g of CO₂e: 227.0 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

• Certain ARIA roles must be contained by particular parents (1 element)

  Certain ARIA roles must be contained by particular parents: 1 element on the page fails this check, rated critical by axe-core.

  Elements (1)

• Orphan list items

  Some list items are not inside a list.

  Elements (3)

• 5 tap targets too small

  5 tap targets are too small or too close together to hit reliably with a finger.

  Elements (3)

• Malformed lists

  Some lists contain elements other than list items, which screen readers announce wrongly.

  Elements (1)

• 4 images without alt text

  4 images have no alt text, which hurts accessibility and image search.

  View source

• Landmarks should have a unique role or role/label/title (i.e. accessible name) combination (1 element)

  Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 1 element on the page fails this check, rated moderate by axe-core.

  Elements (1)

• All page content should be contained by landmarks (1 element)

  All page content should be contained by landmarks: 1 element on the page fails this check, rated moderate by axe-core.

  Elements (1)

• Headings skip levels

  Headings skip levels (h1 → h3), which makes the page harder to scan with a screen reader.

  View source

• No structured data

  No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.

• 2 H1 headlines

  There are 2 <h1> headlines (“Shopped with us before?” and “Hi, {firstName}! We think you might have more tha…”). One clear main headline is easier for people and search engines.

  View source

• No canonical URL

  No canonical URL, so duplicate versions of the homepage (with or without www, with tracking parameters) can split ranking signals.

• Meta description is long (164 characters)

  Your meta description is 164 characters; Google truncates after about 160, so the end of your pitch is cut.

  View source

• 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 X (Twitter) card tag

  No twitter:card tag. X falls back to Open Graph, which is incomplete here.

• 293 internal links, 44 external

  The homepage links to 293 pages on safeway.com and 44 external pages.

• 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.

• 2 pages without a title

  /customer-account/payment and /loyalty/mylist have no <title>, so Google invents the link text in results.

  Elements (2)

• 3 linked pages hidden from search

  /lp/supported-browsers.html, /customer-account/payment and /loyalty/mylist are marked noindex but linked from your homepage. If they are meant to be found, remove the noindex.

  Elements (3)

• 5 pages share a title

  /customer-account/account-dashboard, /customer-account/account-settings, /customer-account/family-members, /customer-account/rewards and /customer-account/refer-program all use the title “Customer Account”. Search engines can't tell which page to show for a search, so each competes with the others.

  Elements (5)

• 13 pages without a meta description

  /lp/supported-browsers.html, /erums/store/prebook, /customer-account/account-dashboard, /shop/purchases/buy-it-again.html, /order-account/orders and /schedule-and-save/manage and 7 others have no meta description, so Google writes the search snippet from whatever text it finds.

  Elements (8)

• 15 internal pages checked

  We fetched 15 pages linked from your homepage (of 199 found) and read each the way a search engine does.

• 1 broken image

  1 image failed to load on a phone, for example https://bat.bing.com/action/0?ti=25025198&Ver=2&mid=45f7b9a4-fe2d-4d8c-9207-c043910ec396&bo=1&sid=2483f0a0c60611f1be2e4921a7a31e6f&vid=248403b0c60611f1986fd1fc331607b5&vids=1&msclkid=N&pi=918639831&lg.

• 6 JavaScript errors while loading

  6 errors were logged to the browser console while the page loaded, for example “Loading the font 'data:application/font-woff;charset=utf-8;base64,d09GRgABAAAAABDkAAsAAAAAG6gAAQAAAAAAAAAAAAAAAAAAAAAAA…”.

• No social proof

  No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

• 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.

• About 1,529 words of copy

  The homepage carries about 1,529 words of visible text.

• 6 trackers load before any consent

  6

  Before a visitor clicks anything, the page loads Google Ads, Google Tag Manager, Meta Pixel, Microsoft Ads and Pinterest Tag and 1 more (measured from a US location before any click). A consent tool (OneTrust) is installed; check it blocks these until visitors agree where the law requires it.

• 27 cookies set on arrival

  27

  Opening the homepage sets 27 cookies (measured from a US location before any click).

• 41 other companies contacted

  Loading the homepage contacts 41 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.