Is your website broken? Follow this SEO Audit and see!

Is your website broken? Follow this SEO Audit and see!

Technical Site Audit

  • Check indexed pages
    • Site: Search in Google
    • Homepage is the first result (or near the top)
  • Review number of organic landing pages in Google analytics
    • This is often the best measure of how many pages are indexed AND Google finds valuable
  • Search for brand and branded terms
  • Is the homepage showing up at the top, or are correct pages showing up?
  • Check Google’s cache for key pages
    • Content shows up
    • Navigation links are present
    • Check for hidden content / links
  • Do a mobile search for your brand and key landing pages
    • Your listing has the “mobile friendly” label
    • Landing pages are mobile friendly

On­-page SEO

  • Title tags are:
    • Optimized
    • Unique
    • 55­60 characters (512 pixels)
  • Important pages have click­through rate optimized titles and meta descriptions
  • Pages are not missing page titles and meta descriptions
  • The on­page content includes the primary keyword phrase multiple times as well as variations and alternate keyword phrases
  • There is a significant amount of optimized, unique content on key pages
  • The primary keyword phrase is contained in the H1 tag
  • Images’ file names and alt text are optimized to include the primary keyword phrase associated with the
  • URLs are descriptive and optimized
  • URLs are clean:
    • No excessive parameters
    • URLs are static
  • URLs are short (115 characters or shorter)

Content Creation

  • Homepage is optimized
    • At least one paragraph of text
    • Enough content to give search engines an understand of what the page is about (typically at least 150 words)
    • Content is unique
  • Landing pages are optimized
    • At least a couple paragraphs of content ­ enough to help search engines understand what the page is about
    • Is the text templated or completely unique
  • Site contains real and substantial content
    • Is there real content on the site or is the “content” simply a list of links
  • Proper keyword targeting
    • The intent behind the keywords match the intent of the landing page
    • Pages exist to target head terms, mid­tail terms, and long­tail keywords
  • Keyword Cannibalization
    • site:search in Google for important keyword phrases does not reveal a significant amount of pages competing for the same term
    • There is are no duplicate page titles or duplicate content
  • Content exists to help users convert and is easily accessible to users
    • Content to help educate users about the product or service
  • Content formatting
    • Content is formatted well and is easy to read quickly
    • H tags are used
    • Images are used
    • Text is broken down into easy to read paragraphs
  • Good headlines on blog posts
    • Headlines are well written and draw users
  • Amount of content versus ads
    • There is significant unique content above the fold
    • There are not an excessive amount of ads above the fold

Duplicate Content

  • There should be one URL for each piece of content
    • URL parameters are not used, or are otherwise dealt with
    • The same content doesn’t exist on different URLs (often product/category related)
  • Do an in quotes search to check for duplicate content
    • Content does not show up elsewhere on the domain
    • Content has not been scraped
      • If scraped file a content removal request with Google
  • The same content does not exist on different sub­domains
  • The same content does not exist on a secure version of the site
  • The same content is not replicated on other domains owned by the company
  • Printer friendly pages are not causing duplicate content

Accessibility  & Indexation

  • Entire site, or key pages, have not been blocked in the txt file
  • Content displays correctly when JavaScript, cookies, and CSS are turned off
  • Navigation & Internal links display correctly when JavaScript, cookies, and CSS are turned off
  • Content is the same when you set the user agent to Googlebot
  • There are not excessive 4xx or 5xx errors in a crawl report (Moz, Screaming Frog, etc)
  • XML sitemaps are listed in the robots.txt file
  • XML sitemaps are submitted to Google/Bing Webmaster Tools
  • Important pages do not contain the meta robots noindex tag (Moz, Screaming Frog, etc)
  • Duplicate / thin content has the noindex command or is disallowed in txt
  • Goal pages are prevented from receiving organic visits

Website Architecture

  • Number of links on a page is reasonable (100­200 typically)
  • Vertical linking structures are in place
    • Homepage links to category
    • Category pages link to sub­category and product pages as appropriate
    • Product pages link to relevant category
  • Horizontal linking structures are in place
    • Category pages link to other relevant category
    • Product pages link to other relevant product
  • Links are in content
    • Does not utilize massive blocks of links stuck in the content to create internal links
  • Footer does not use a block of links instead of proper
  • Footer does not link to landing pages with optimized
  • Internal anchor text is used appropriately
  • No/minimal broken links

Technical issues

  • 301 redirects are being used for all redirects
  • 302, 307, meta refresh, and JavaScript redirects are not used as they pass little to no
  • Redirect chains are not used
  • Content is not served using JavaScript
  • Links are not served in JavaScript (unless intentionally done so)
  • Content is not pulled in via iFrames
  • Flash is not used to deliver content
  • No errors in Google Webmaster Tools
  • XML sitemaps in place
  • XML sitemaps are not band aids for poor site architecture
  • XML sitemaps are structured to show indexation problems
  • XML sitemaps follow proper XML protocols
  • Canonical version of the site established through 301s
  • Canonical version of site is specified in Google Webmaster Tools
  • Rel canonical link tag is properly implemented across the site
  • Uses absolute URLs instead of relative URLs

WebsiteSpeed

  • Pages load in a reasonable amount of time
  • Make sure compression is enabled
  • Caching is enabled
  • Images are optimized for the web
  • CSS/JS/HTML is minified
  • There are not excessive number of HTTP requests
  • Site is hosted on a fast server

Mobile Responsiveness

  • Site renders properly for mobile and tablet visitors
  • A mobile experience is set up (responsive design, dynamic serving, dedicated mobile site)
  • Analytics is set up properly if separate mobile content exists
  • Mobile configuration is specified
    • Responsive ­ The viewport meta tag is used
    • Dynamic serving ­ The Vary HTTP header is used
    • Mobile site ­ Mobile content uses the canonical tag to point to the desktop version
    • Mobile site ­ Desktop content uses the rel alternate tag to point to the mobile version
  • Buttons are not too close together for mobile visitors
  • The mobile experience matches up with the intent of mobile visitors
  • Ensure faulty mobile redirects do not exist

Google Analytics & Tracking

  • Analytics tracking code is on every page
  • There is only one instance of a GA property on a page
  • Analytics is properly tracking and capturing internal searches
  • Demographics tracking is set up
  • Adwords and Adsense are properly linked if you are using these platforms
  • Internal IP addresses are excluded
  • UTM Campaign Parameters are used for other marketing efforts
  • Meta refresh and JavaScript redirects are avoided
  • Event tracking is set up for key user interactions

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