This document provides an overview of 25 opportunities to improve a website for SEO through an audit of technical issues, content, and user experience. It outlines key areas to examine such as robots.txt files, JavaScript, redirects, links, metadata, keywords, speed, and mobile friendliness. The goal is to help websites be more accessible to search engines for crawling, more relevant for indexing, and better optimized for high ranking. Following the outlined steps can help identify issues and improvement opportunities.

1. The Right Way To Do An SEO Audit
Jeff Oxford
25 SEO Opportunities to Improve your Website

2. How Search Engines Work
Crawl Index Rank
Can search engines
access the page?
Is the page worthy of
being indexed?
How relevant is the
page to the searcher?

3. Technical Issues Affecting Crawling
Crawl

4. Make sure all target pages aren’t blocked by robots.txt
1) Important pages blocked by Robots.txt?
/robots.txt

5. 1) Important pages blocked by Robots.txt?
Look out for this!!!

6. 2) Is javascript affecting crawling?
Compare appearance of website with text-only version
vs

7. 2) Is javascript affecting crawling?
Search URL in Google and view the Cached page

8. 3) Any non-SEO friendly (status 302) redirects?
Xenu Download: http://home.snafu.de/tilman/XENU.ZIP
Pro Tip: http://home.snafu.de/tilman/tmp/xenuwild.zip

9. 3) Any non-SEO friendly (status 302) redirects?

10. 3) Any non-SEO friendly (status 302) redirects?

11. 4) What about broken links?

12. 5) Is there an XML sitemap?

13. 5) Is there an XML sitemap?
Note: Not all sitemaps are located at /sitemap.xml

14. 6) Are there any issues with the XML sitemap?
No broken links
No duplicate URLs
No Missing URLs

15. 7) How is the website link structure?
Review the Xenu export to find URLs 4 or more levels deep

16. 8) Are there too many links per page?
https://moz.com/tools/seo-toolbar

17. Technical Issues Affecting Indexing
Index

18. 9) Is there enough content on pages?
vs

19. 10) Are there any duplicate URLs?
Add a self-referencing canonical tag to pages with duplicate URLs

20. 11) Are there duplicate subdomains?
http://www.printbotz.com/
http://printbotz.com/
Make sure one subdomain redirects to the other

21. 12) Is there any duplicate content?
Paste a snippet of content into Google with quotes to check for duplicate content

22. 12) Is there any duplicate content?
Pro Tip: Use CopyScape.com to quickly find duplicate content

23. 13) Is the content above the fold?
vs

24. 13) Is the content above the fold?
Google Analytics -> Behavior -> In-Page Analytics -> Browser Size

25. Technical Issues Affecting Ranking
Rank

26. 14) Are title tags properly optimized?
Use Xenu export to easily see all webpage title tags

27. 14) Are title tags properly optimized?
Best Robot Toys for Kids | Tin Toy Arcade
Root Keyword
Long-Tail Variations
Brand Name
Keyword Searches/mo
robot toys 5,400
robot toy 2,400
robot toys for kids 590
best robot toys 210

28. 15) Are meta descriptions properly optimized?
Use Xenu export to easily see all meta descriptions

29. 15) Are meta descriptions properly optimized?
Huge selection of Robot Toys for Kids. 100%
safe online checkout. Same day shipping.
16,000+ satisfied customers. 60-day money
back guarantee. Shop now!
1. Target Keyword
- Pro Tip -
Use elements from high performing AdWords ads
2. Unique Selling Points
3. Call to Action

30. 16) Are the URLs SEO friendly?
Use Xenu export to easily see all meta descriptions

31. 17) Are target keywords in the content?

32. 18) Are there links to be competitive?
Pro Tip: Use SEM Rush or Ahrefs to find organic competitors

33. 19) Are there any potentially harmful links?
Anchor text distribution reports is a quick way to find low quality links

34. 19) Are there any potentially harmful links?
Low quality link lists
Low quality directory links
Low quality blog posts

35. 20) Are there internal linking opportunities?

36. 20) Are there internal linking opportunities?

37. 20) Are there internal linking opportunities?

38. 21) How fast does the website load?
Use WebPageTest.org to quickly see the load time of any page

39. 21) How fast does the website load?

40. 22) Is the website mobile-friendly?
https://www.google.com/webmasters/tools/mobile-friendly/

41. 23) Are the pages useful to users?

42. 24) Are the pages useful to users?
Google Analytics -> Acquisition -> Campaigns -> Organic Keywords -> Landing Pages

43. 25) Does the website use microformats?
Applications
Authors
Events
Music
People
Products
Recipes
Reviews

44. 25) Does the website use microformats?

45. Thank you
Jeff@180marketing.com