Meta data,Titles, URLs, H-tags
Server Response Codes
4. Site Architecture
Subpages Subpages Subpages
Sub-sub pages Sub-sub pages Sub-sub pages Sub-sub pages
Pages pass value to other pages
Crosslink to enhance pages
6. OnSite Checklist
✓ Domain age - Usually older websites rank better (not necessarily).
Check out the expiry date, too.
✓ Url Structure - dynamic or static
✓ Meta Data - Titles, description, keywords. All of these should be
relevant to the webpage.
✓ Cross Linking - Be sure to link to other internal pages.
✓ 301 and 404 - 301 is a permanent redirect, so make sure it works
fine. It’s a big plus to have a custom 404 page.
✓ Broken links - For obvious reasons, broken links are bad. Fix
7. OnSite Checklist
✓ Sitemap - Your website must have a .XML and .HTML sitemap. Be
sure the links inside are the same as the links on your website.
✓ Robots.txt - You must have such a file. Check out if the sitemap is
written correctly. Make sure the right things are disallowed. You
don’t want your index.php to be there.
✓ Content - It must be unique. This means there is on duplicate
content anywhere on the web.
✓ Alt Tags and Alt Titles - Google loves when there are alt tags and
titles on images. People love it, too.
✓ Page Speed - Slow pages are never any good. If your site is slow,
use online tools to check what the problem is.
8. OnSite Checklist
✓ Pictures - It’s not wise to have a big text content and don’t
have any pictures. Make sure your pictures are unique. They
mustn’t be too large.
✓ Mobile Responsive - With the evolution of technology
every website should be mobile responsive or at least have a
✓ Text-to-code ratio - Higher ratio is better for your site.
9. ● Check if there are different versions of your domain - with “www”
and without. If there are two versions, you have a problem which
needs to be solved. Google treats these as duplicate content.
A simple 301 redirect can help.
● Don’t use dynamic URLs. Structured URLs are user friendly and
● Make sure there are no broken URLs. There are different tools
online or Add-ons for your browser to help you out.
● Keep URLs short. You are making a website for people, not for bots.
● Instead of subdomains use subfolders. E.g subdomain.website.com
should be website.com/subfolder
- Structured URL
- Dynamic URL
10. Meta Data
● Title Tag - This is the title that appears in the SERP (search
engine result page). It’s good to have your main keyword in. The
title should be not only attractive for spiders (crawlers, bots),
but for the users, too.
● Description Tag - Even if it doesn’t help much with the
ranking it is very essential to have good description tags. This
way you can attract more user attention.
● Keyword Tags - It’s not going to help you with ranking. Still,
it’s a common practice to add meta tags to your pages. That will
Sitemaps are used to inform search
engines about pages available for
crawling. XML Sitemaps are files that list
the URLs of a site, including some bonus
data - last updates, how often it changes,
importance of a page. This helps search
engines to crawl faster around your site.
HTML Sitemaps are used to navigate the
user through the website. XML Sitemaps
are used only by search engines.
“Robots.txt is a text file you put on
your site to tell search robots which
pages you would like them not to
visit. Robots.txt is by no means
mandatory for search engines, but
generally search engines obey what
they are asked not to do.
It is important to clarify that robots.txt
is not a way from preventing search
engines from crawling your site.”
13. Page Speed
Page speed is one of the many criteria Google uses to rank your website.
The faster it is, the better chances you have to get higher in the SERP.
Why? Faster sites make the users happier.
What can make your site slower?
● Unoptimized images
● Social Sharing buttons
● Various Ads
● Bad CSS
● Not using Gzip
● Using old server software
Check your Page Speed - http://tools.pingdom.com/fpt/