smp.se website review

About 833 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 1.5 s faster on a phone.

Your mobile performance score is 41 (desktop: 56). Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

A phone's processor spends 4.9 s on main-thread work while loading, 1.4 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 3,528 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

6 third-party services load with your homepage (bonniernews.se, Rubicon Project and Google/Doubleclick Ads and others), adding 1.3 MB and 1.1 s of main-thread time.

bonniernews.se costs a phone 629 ms of main-thread work and 837 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

2 files block the first paint until they finish downloading. Deferring or inlining them could save about 700 ms.

15 long tasks block the main thread while loading, the longest for 428 ms. During a long task the page ignores taps.

Google/Doubleclick Ads costs a phone 258 ms of main-thread work and 273 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Rubicon Project costs a phone 258 ms of main-thread work and 172 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

About 85 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 270 ms faster on a phone.

14 files are served with short cache lifetimes, so returning visitors download them again (240 KiB).

5 images could be 95 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

Polyfills for old browsers add 8 KiB JavaScript that modern phones do not need.

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

Your largest element takes 7.2 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

The page becomes fully interactive after 13.2 s. Good is under 3.8 s.

Scripts block taps and scrolling for 1.4 s in total while the page loads. Good is under 200 ms.

Visually, the page fills in at 6.5 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 2.8 s on a phone. Good is under 1.8 s.

Over the last 25 four-week periods to 2026-10-17, real Chrome visitors' tap response (inp) went from 113 ms to 111 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-17, real Chrome visitors' largest content (lcp) went from 1.2 s to 1.3 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

By the Sustainable Web Design model, a visit to your homepage emits about 0.54 g of CO₂e: 64.9 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

2 buttons have no accessible name, so screen readers announce just “button”.

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.

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

8 visible links have no text or label, so screen readers cannot say where they go.

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

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

Your meta description is only 36 characters: “Smålandsposten – dina lokala nyheter”. 70 to 160 characters is enough to sell the click.

No Open Graph image, so links shared on LinkedIn, Slack or Facebook show no preview picture.

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

The homepage links to 342 pages on smp.se and 26 external pages.

Your robots.txt shuts out ChatGPT search (OAI-SearchBot), ChatGPT (ChatGPT-User), Claude search (Claude-SearchBot), Claude (Claude-User), Perplexity (PerplexityBot) and Perplexity (Perplexity-User). These fetch pages to answer people's questions and cite the source, so your site can't be quoted or linked in those answers.

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.

There is no https://www.smp.se/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.

robots.txt blocks GPTBot, ClaudeBot, Google-Extended and CCBot, which collect pages to train models. That's a legitimate choice and doesn't by itself stop the site appearing in AI answers.

Your homepage links to https://www.smp.se/logga-in, which answers with an error. Visitors hit a dead end and search engines drop it.

https://www.smp.se/livesport has no meta description, so Google writes the search snippet from whatever text it finds.

https://www.smp.se/livesport has no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 182 found) and read each the way a search engine does.

11 of 44 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

2 errors were logged to the browser console while the page loaded, for example “Access to XMLHttpRequest at 'https://static.bonniernews.se/video-player/assets/stylesheets/main.min_d35b13f36dcbd57862c…”.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

We found no call-to-action buttons or links (such as “Book a demo” or “Get a quote”) anywhere on the homepage.

Social proof on the homepage: 5 trust badges. Pairing it with named testimonials or customer logos makes it far more convincing.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

There is no form on the homepage, so every lead has to click through to another page first.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

The homepage carries about 3,140 words of visible text.

Before a visitor clicks anything, the page loads Google Ads and Google Tag Manager (measured from a US location before any click). No consent tool was detected. Visitors from the EU, UK and several US states must be asked first.

Opening the homepage sets 2 cookies (measured from a US location before any click).

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.

Loading the homepage contacts 8 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.