Monday, June 3, 2019

SEO audit checklist: 140+ factors

There're many tools you can use to run SEO audit, but all automated audits are quite poor since SEO is not just title+content+backlinks, e.g. commercial factors increase engagement and number of orders that outcomes in happy customers, good reviews and better rankings - everything is connected. So many of those factors must be checked manually. This is the reason why big companies never use automated audits. Below is the SEO audit checklist we use within our SEO agency to analyze any website (from a local bakery to international online stores with 1mln+ pages). Each factor is not only YES/NO, but every factor must also be researched in details and compared with competitors' practices (there's no point to reinvent the wheel - the key success and reaching TOP3 is in SERP - always check what do your competitors do to get/stay in TOP3 and start repeating this strategy, just do it better). Additional factors in comments are welcomed.

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TECHNICAL FACTORS (can be checked with any popular SEO software)

  • Broken Links
  • PageRank: Dead End
  • Duplicate Pages
  • Duplicate Text
  • Duplicate Titles
  • Missing or Empty Title
  • Duplicate Descriptions
  • Missing or Empty Description
  • 4xx Error Pages: Client Error
  • Broken Redirect
  • Endless Redirect
  • Max Redirections
  • Redirect Blocked by robots.txt
  • Redirects with Bad URL Format
  • Bad Base Tag Format
  • Max URL Length
  • Missing Internal Links
  • Links with Bad URL Format
  • Broken Images
  • Canonical Blocked by robots.txt
  • Multiple Titles
  • Multiple Descriptions
  • Missing or Empty H1
  • Multiple H1
  • Duplicate H1
  • Min Content Size
  • PageRank: Redirect
  • 3xx Redirected Pages
  • Redirect Chain
  • Refresh Redirected
  • Canonical Chain
  • External Redirect
  • Blocked by robots.txt
  • Blocked by Meta Robots
  • Blocked by X-Robots-Tag
  • Missing Images ALT Attributes
  • Max Image Size
  • 5xx Error Pages: Server Error
  • Long Server Response Time
  • Bad AMP HTML Format
  • Percent-Encoded URLs
  • Duplicate Canonical URLs
  • PageRank: Orphan
  • PageRank: Missing Outgoing Links
  • Same Title and H1
  • Max Title Length
  • Short Title
  • Max Description Length
  • Short Description
  • Max H1 Length
  • Max HTML Size
  • Max Content Size
  • Min Text/HTML Ratio
  • Nofollowed by Meta Robots
  • Nofollowed by X-Robots-Tag
  • Canonicalized Pages
  • Non-HTTPS Protocol
  • Max Internal Links
  • Max External Links
  • Internal Nofollow Links
  • External Nofollow Links
  • Missing or Empty robots.txt File
  • Markup
  • rel = alternate is used
  • Viruses and malicious code
  • Documents size under 10 MB

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ON-SITE SEO

  • Optimization of the Title tag
  • Optimization of meta tag Description
  • Optimization of Keywords tag
  • H1-H6 headers optimization
  • The distribution of the trust weight to important pages
  • "Bread crumbs" implementation
  • Internal links optimization
  • No hidden text
  • Sitelinks in SERP
  • Images Optimization
  • ALT attributes for images

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KEYWORD RESEARCH

  • Semantic core analysis
  • Competitors semantic cores
  • Collected Google suggester keywords
  • Useless keywords are excluded
  • Frequent jargon expressions, errors, abbreviations or possible variants of names are taken into account

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CONTENT

  • Blog/Articles semantic analysis
  • Section "Question-Answer"
  • Tagged pages
  • Portfolio or samples
  • Content publication timeline
  • Formatted structured content
  • Photos and infographics
  • Grammatical and spelling errors
  • Unique texts
  • The ability to bookmark this page and share it

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COMMERCIAL FACTORS

  • Company information
  • Description of delivery and payment options
  • Customer support
  • Sale
  • Credit options
  • Warranty and returns
  • Advertising of third-party sites
  • Wide range of products
  • Item card audit
  • Site usability
  • Access to cart from any page
  • Legal details and licenses/certificates
  • Registration through social networks
  • Https protocol (correct SSL certificate)
  • Geo-options
  • Email on website's domain
  • Accounts in social networks

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EXTERNAL FACTORS

  • Backlinks presence in Search Console
  • Backlinks profile comparison with competitors
  • Backlinks to 4xx and 5xx pages
  • Free backlinks options
  • Crowd-marketing
  • Spam in the anchor list
  • Brand awareness
  • External broken or unauthorized links
  • Backlinks from sites of prohibited niches or with suspicious anchors

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LOCAL SEO

  • Geo setup in Search Console
  • Google My Business
  • Google Shopping
  • The availability of pages for the robot, regardless of its IP
  • Regional pages
  • Reviews or cases of your customers
  • Backlinks from regional sites

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ENGAGEMENT

  • Pages match keywords
  • Pages with a high bounce rate
  • Average visit duration is not less than competitors have
  • Engagement comparison with the competitors' websites

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PENALTIES

  • Warnings in Search Console
  • Affiliated sites
  • Toxic SEO backlinks
  • Texts are not spammed
  • Hidden forwarding on mobile devices
  • Adult content
  • Ads analysis
submitted by /u/vasart88
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from Search Engine Optimization: The Latest SEO News https://www.reddit.com/r/SEO/comments/bwa8hk/seo_audit_checklist_140_factors/>
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