building an seo foundation - a corporate marketer's checklist
DESCRIPTION
When’s the last time you did a complete diagnosis of your site’s SEO health? Join us for our June Webinar and we’ll walk you through the checklist to determine what’s going right and what needs improvement. Learn how to implement an SEO audit to ensure execution resources will be directed to the areas that provide the biggest impact to the company’s bottom line. You will learn: • On-page positive ranking factors • On-page negative ranking factors • Off-site ranking factors • Domain and server factors • Top level metrics to benchmark against competitors Speaker: Nick Urbani is Managing Director at eBoost Consulting. Nick has spoken across the country about digital marketing at associations and events, including the Women’s Presidents Organization, iMarketer’s Beyond Search Summit, Cal Polytechnic University, and SDSIC.TRANSCRIPT
Building an SEO
Foundation:
A Corporate Marketer’s Checklist
On-Site Factors
Negative On-Site Factors
Domain & Server Factors
Off-SiteFactors
CompetitorSnapshot
On-Site Factors
URLs
http://www.example.com/cgi-bin/gen.pl?id=4&view=basic
http://www.example.com/categorykeyword/ keyword-keyword
Titles
Titles
Not unique. Keyword stuffing.
All unique. Well researched keywords <66 characters.
Meta Description
Not unique. Keyword stuffing.
Unique. Relevant. Increases click through rate (CTR).
Navigation & Architecture
Images or Flash. No theming.
HTML. Good theming. User-friendly.
Pages (#)
Too few pages.
Above average # of pages. Fresh content regularly.
Copy
< 250 words per page. Lacking unique keywords per page.
250+ words per page. 600-800+ for articles, services, etc. Strategic use of
keywords.
Robots.TXT
Robots.TXT
No robots.txt file found.
File with location of sitemap and disallowed pages you don’t want in search
results.
404 Page
No custom 404 page.
Custom page with main site template with regular navigation and an error message.
Canonical URL
Multiple versions of home page URL. (w/ www’s, w/o www’s, .com/index.html, .com,
etc)
One default version of home page URL . Preferably http://www.site.com.
Headers
No use of header tags.
Main headers in H1 tags. Sub-heads in H2, H3, etc. Use of targeted keywords.
Images
No alt text. Irrelevant file names.
Alt text and file names that are descriptive and contain keywords.
XML & HTML Sitemap
No XML or HTML sitemap found.
Located at *.com/sitemap.xml. Up to date and submitted to Google, Yahoo, and Bing
webmaster tool platforms.
Breadcrumbs
Breadcrumbs
Not found.
Logical with keyword rich anchor text.
Internal Linking
No internal links.
Adequate use of internal linking with keyword rich anchor text.
Negative On-Site Factors
Negative On-Site Factors
hidden text
Negative On-Site Factors
hidden textexcessive flash
Negative On-Site Factors
hidden textexcessive flashexcessive images
Negative On-Site Factors
hidden textexcessive flashexcessive imagesirrelevant or bad outlinks
Negative On-Site Factors
hidden textexcessive flashexcessive imagesirrelevant or bad outlinkskeyword stuffing
Negative On-Site Factors
hidden textexcessive flashexcessive imagesirrelevant or bad outlinkskeyword stuffingduplicate content
Negative On-Site Factors
hidden textexcessive flashexcessive imagesirrelevant or bad outlinkskeyword stuffingduplicate contentjavascript & css
Negative On-Site Factors
hidden textexcessive flashexcessive imagesirrelevant or bad outlinkskeyword stuffingduplicate contentjavascript & cssiframes
Negative On-Site Factors
hidden textexcessive flashexcessive imagesirrelevant or bad outlinkskeyword stuffingduplicate contentjavascript & cssiframespenalties
Negative On-Site Factors
hidden textexcessive flashexcessive imagesirrelevant or bad outlinkskeyword stuffingduplicate contentjavascript & cssiframespenalties
Domain & Server Factors
Registration Date http://www.dnsstuff.com/tnonools
< 1-2 years.
Older than competitors. > 5 years
IP Blacklist http://www.mxtoolbox.com/blacklists.aspx
Found.
None found.
Server Response Time http://www.websitepulse.com/help/testtools.website-test.html
Slower than your competitors. Finger tap test.
< 2 seconds.
Off-SiteFactors
Google Page Rank (Home Page)
0
6+
4
Google Page Rank (Ave. Top 10 Pages)
0
5+
3
External Links
0
> competitor
Unique Linking Domains
All links coming from a few domains.
Average 1-5 external links for 1 unique linking domain.
Indexed Pages (G, Y, & B)
0 pages indexed.
100% of pages indexed in all 3 search engines.
G, Y, & B Webmaster Tools?
Not registered.
Registered.
CompetitorSnapshot
domain authority
domain authoritypage rank
domain authoritypage rankave. page rank
domain authoritypage rankave. page rankage of domain
domain authoritypage rankave. page rankage of domainlinks
domain authoritypage rankave. page rankage of domainlinksindexed pages
