ABCDEFGHIJKLMNOPQRSTUVWXY
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www.domain.com
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x - missing (fine)
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Last Updated:{date}
xx - missing (problematic)
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X/√INSPECTION ELEMENTSERP FLUX?ISSUE CATEGORYISSUE SUB-CATEGORYSKILLSETSCORETARGET
SCORE		DIFFICULTYSEO Impact & LogicGENERAL
LOE		LOE RANK (1-4)ReccomendationsVisual ReferenceToolLocELEMENT URL# OF ISSUESINSPECTORTICKET REFDUE% COMPLETENOTES
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XAbsolute vs Relative URL references in source codeY1- AccessibilityGeneral URL structureTech19HardModerateWeeks-Explore option to change link references to their absolute form, especially in the global nav and footer.-Chrome inspector/ushttp://www.website.com/usMultipleRJS----Most references are relative and do not present any particular issues. However, absolute cases should be explored as a better, and more risk averse, alternative
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XPage Speed Review: Use of HTTPS or HTTP/2N2- Page SpeedPage Speed Best PracticesTech29HardModerately HighHours-Consider a move to HTTP/2 to minimize server side round-trips. However, since our last call we discussed the HTTPS migration happening shortly so be sure to keep all URL mapping as close to 1:1 as possible, and all as 301s.-S.Frog/http://www.website.com/-RJS----Site is currently set to the standard HTTP protocol
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XOverall mobile indexationY3- Mobile ConditionMobile Best PracticesTech29HardHighDays-Create a mobile specific XML sitemap for all mobile pages and specifically aim to meet all mobile page speed expectations (scoring at least an 80/100 using Google's page speed grader).-GSC/http://www.website.com/MultipleRJS----Low number of mobile specific pages ranked is possible indication of indexation issues (no clear way to check though)
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XSocial icons embeddingN5- SocialSocial markupSocial29EasyModerateHours-Consider adding Facebook share, What's App, Linkedin, Pinterest, and Snapchat icons to the page - in addition to surfacing up all social signals.-Moz/http://www.website.com/-RJS----Overall, consider adding Facebook share, what's app, linkedin, pinterest, and snap icons to the page - in addition to surfacing up all social signals
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XBroken LinksN6- Link IssuesBroken LinksTech29MediumModerately HighWeeks-Start by fixing any high PA broken backlinks from external sources, followed by high internal PA links. From there go down to the next level of PA and follow the same pattern (external first, then internal).-Integrity/Xenu/http://www.website.com/MultipleRJS----Several broken inbound and internal links
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XSite directory structureY1- AccessibilityGeneral URL structureTech39HardHighWeeks-Create an additional navigational layer to "flatten" out the site hierarchy more (especially towards the middle). Also, consider visually mapping out all internal links to find island pages and gaps.-S.Frog/Manual/http://www.website.com/-RJS----Duplicate URLs and odd URL strings are likely the cause of such a heavy hierarchy "middle"
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XLink Issues (overall link health diagnostic)N6- Link IssuesGeneral Link IssuesLinks39MediumModerately HighHours-Recuperate recent lost links from high value sites first and then explore disavows on any links with a toxicity score (Moz) over 8.-Moz/http://www.website.com/-RJS----Recent uptick in high value lost links in addition to some links scoring above 8 in terms of Moz toxicity
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XDuplicate contentY1- AccessibilityDuplicate ContentTech49EasyModerately HighHours-Explore the current duplicate URLs being addressed through existing canonicals, as well as duplicates caused by URL aliases.-S.Frog/http://www.website.com/MultipleRJS----Several URLs are duplicated and are currently either canonicalized or responding as 200s
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XArchitecture IssuesY1- AccessibilityGeneral Site HierarchyTech49HardHighWeeks-1. Add HTML sitemap to surface all content to bots for crawling.
2. Add layers to breadcrumbs that reflect the specific category and/or sub-category you are on.
3. Look for ways to "flatten" out the site with fewer directories and sub-directories. There is a lot of pathing, but most appears to be technically driven rather than user-based.		-Manual/Excel/http://www.website.com/-RJS----Overall, internal links need major improvements in order to successfully tie together all content for users and bots
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XURL Issues/Duplicate ContentY1- AccessibilityGeneral URL structureTech49MediumModerately HighHours- Look into several cases of duplicate URLs caused by elements like trailing slash, double trailing slash, mixed capitalization, and others. Check to make sure each is a true duplicate (>80% similarity) and that each is a stand-alone page (meaning no canonicals or redirects are in place). From there, prioritize resolution based on PA and which version should be considered the primary.-S.Frog/Manual/ushttp://www.website.com/us-RJS----Several cloned URLs were found in S.Frog - many of which appear automatically generated and possibly self-competing
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XHyphens used as default delimiter in URLsY1- AccessibilityGeneral URL structureTech49MediumModerately LowHours-Standardize URLs to only utilize the hyphen as the primary delimiter, and only single instances (eg. - vs. --)-S.Frog/Manual/ushttp://www.website.com/us-RJS----Most URLs have mix-use of hyphens and + symbols to delineate phrases
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XOdd parameter indexing - AlphanumericalsY1- AccessibilityGeneral IndexationTech49MediumModerateDays-Explore all cases of alphanumericals (even dynamic ones created by itinerary dates). Explore resolving via either canonicals, redirection, or noindex tags.-S.Frog/Manual/ushttp://www.website.com/us-RJS----Odd URL extensions were found when crawling the site - and appear to be duplicates (or near duplicates) of the same URL without the extension. No canonicals found
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XLanguage translation accuracy & consistencyN4- ContentInternationalContent49MediumModerately HighDays-Change translation elements to cover all text on any particular webpage as an effort to prevent mixed language usage.-Manual/ushttp://www.website.com/MultipleRJS----While the website is translated across several languages, it appears to be at the template level - meaning several elements are left untranslated
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XLogo linkN6- Link IssuesAsset Links - ImageTech49EasyModerateHours-Change reference to absolute.-Chrome inspector/ushttp://www.website.com/1RJS----Logo link is active but contains a relative reference
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XGeneral video content presenceN4- ContentGeneral Content InventoryContent49HardModerateWeeks-Streamline all video content to a single location (for SEO purposes), as well as ensuring all best practices are standardized in that location for videos.-S.Frog/Manual/http://www.website.com/-RJS----Video content is found in great quantites throughout sub-domains, however the structure is not consistent and not formatted in a search engine friendly manner
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XUse and benefits of external linksN6- Link IssuesExternal LinksTech49MediumLowWeeks-Consider adding 1-2 external links per page as the content warrants addition context and information not available on the site. Especially necessary to refer to official press releases, articles, or official sites of parks/venues/events, etc..-Moz/http://www.website.com/-RJS----Limited use, consider expanding to several external sources as applicable on a page-by-page basis
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XPagination optimizationY1- AccessibilityPaginationTech59MediumModerately HighHours-Implement the rel=next,prev pagination element in all paginated cases. And explore methods to paginate or fully load the expanded "view more" cases.-Manual/ushttp://www.website.com/-RJS----Pagination found on-site and not properly labeled using the rel=next,prev references
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XImage redirectsY1- AccessibilityAsset OptimizationTech59MediumModerately LowDays-Remove image redirects by changing the HREF reference to the final destination directly (fully bypassing the redirect).-Chrome ext./ushttp://www.website.com/us/~29 on avg.RJS----Appears to be a set 29 redirected links across several (if not all) pages
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XVideo title attributesN1- AccessibilityAsset OptimizationTech59EasyModerately LowHours-Add title attributes to each video to improve UX and ensure search engines can understand what each video is about.-Chrome inspector/http://www.website.com/MultipleRJS----Most videos can be found at either http://media.website.com/en/videos/ or http://visuals.website.com/pages/footage - and in neither case were title attributes found
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XVideo detail page and URLY1- AccessibilityAsset OptimizationTech59HardModerateWeeks-Create a dedicated video page for each video with its own URL. On a side note, look at the visuals.website.com videos are currently doing this well, but are not primed for indexation and rankings like the media directory.-Chrome inspector/http://www.website.com/MultipleRJS----No dedicated video page found at media.website.com But we did find one at: http://visuals.website.com/pages/footage (videos are embedded, not YT like media.)
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XPage Speed Review - Avg. Speed CallsN2- Page SpeedPage Speed TestTech59MediumModerately HighHours-Reduce to less 150 calls at a max, and ideally <100.-See hyperlinks on PageSpeed tab/usRandom Sampling (see "PageSpeed" tab)-RJS----Server calls are on the high-end (>150 per page) and some go as high as ~280
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XPage Speed Review: Sub-domain (media.)N2- Page SpeedPage Speed TestTech59MediumModerately HighHours-Review Google's recommendations for page speed and particularly implement image compression.-Google Page Speedm.Clienthttp://media.website.com/en/-RJS----Overall the sub-domain performed moderate, and needs work in terms of browser caching, above the fold JS rendering (recommend moving it inline or down in code), and image compression.
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XGoogle Webmaster: Soft 404sN7- OtherTool ManagementTech59MediumLowWeeks-Resolve extreme cases of pages with full navigation and breadcrumbs, but no content.-GSC/http://www.website.com/-RJS----Minor instances of soft 404s found - but there are a few that need to be resolved
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XInternal link ecoystemN1- AccessibilityInternal link hierarchyLinks59MediumHighWeeks-Review internal link maps on a much more granular basis to review current connections and missed opportunities. Please reach out to us with questions in regards to accessing these network maps.-Manual/Excel/ushttp://www.website.com/us-RJS----Existing internal links are inconsistent and not properly transferring page authority. Challenges with island pages is also a potential risk and concern
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XOptimized meta description tags per pageY4- ContentOn-Page Content MarkupContent59EasyModerateHours-Optimize pages with the lowest CTR (but with a page 1 ranking) first - with new meta description rewrites-S.Frog/Manual/ushttp://www.website.com/usMultipleRJS----Most meta descriptions are formatted in a search engine friendly format, but do not fully utilize keywords and SEO-rich sentence structures
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XPage Headings (H2)N4- ContentOn-Page Content MarkupContent59EasyLowHours-Optimize pages with high second page rankings first - with new <h2> heading rewrites-S.Frog/Manual/ushttp://www.website.com/usMultipleRJS----Most heading tags (h2) are formatted in a search engine friendly format, but do not fully utilize keywords and SEO-rich sentence structures
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XEditorial strength and content amount (content value for business)N4- ContentContent VolumeContent59HardModerateWeeks-Rewrite 1-2 pages using a variety of content and call-to-action ideas suggested in the audit notes.-Manual/SEO Quake/ushttp://www.website.com/us-RJS----Consider adding additional content pieces for the business audience, such as in-depth guides, tour guide maps, special perks and accomodations, special deals/rates (if applicable), as well as more prominent call-to-actions such as form completions, special documents to review, date/rate calculators, etc...
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XCustom 404 PageY1- AccessibilityServer ResponsesTech69HardModerateWeeks-Consider creating a custom 404 page with either a creative or humorous style, and also include 4-5 quick links to key site sections.-Manual/http://www.website.com/-RJS----There currently is a custom 404 in place, however it could use a more creative approach in order to keep users on-page for a longer period of time (enough to re-engage)
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XXML Sitemap - PagesN1- AccessibilitySitemapsTech69EasyModerately HighDays-Explore updating priority and changefreq dates, as well as breaking down into 5 core site sections to gain clearer insights into crawling and indexing. Also, consider multiple sitemap indexes if they become to cumbersome to manage (considering there may be several with images, videos, news, etc...).-Manual/http://www.website.com/sitemap-index.xmlMultipleRJS----There are several page sitemaps used on the site, with proper robots.txt references (but should be moved to the bottom). However, most could benefit from additional parameters.
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XImage alt attributesN1- AccessibilityAsset OptimizationContent69EasyModerately HighHours-Update several alt attributes with more descriptive phrases around long tail keywords.-FF ext./ushttp://www.website.com/us/MultipleRJS----Most images contain alt attributes, but they could be re-written to be more descriptive and tailor to longer tail search queries
36
XMobile code and server-side deliveryY3- Mobile ConditionMobile Best PracticesTech69MediumModerately HighDays-Move JavaScript inline, or defer it below-the-fold, in efforts to facilitate HTML parsing.-webpagetest.org/http://www.website.com/-RJS----Render blocking JS appears to be the primary factor in mobile rendering and page speed
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XUse of link nofollowsN6- Link IssuesLink NofollowsTech69EasyLowHours-Start with nofollows in the footer and then add them to any pages with over 150 links (only on non-essential links).-Manual/ushttp://www.website.com/us-RJS----No nofollow attributes found throughout US pages
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XMalicious/Toxic backlinksY6- Link IssuesGeneral Link IssuesTech69EasyLowHours-Review current backlinks with a toxicity score >8 and consider for disavow.-Moz OSE/http://www.website.com/196RJS----The vast majority of links are in good status, however a small number scored > 8 in terms of spam and should be reviewed and possibly disavowed to ensre they aren't causing damage to the site's overall link profile.
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XMobile server errorsY3- Mobile ConditionMobile Best PracticesTech69MediumModerately LowWeeks-Resolve as many mobile 404s as possible (prioritize off of pages with highest PA) - resolution options: canonicalize, 301 redirect, archive-deindex metadata rules, or reissue pages. Or, as a last resort, resolve to a custom 404.-GSC/http://www.website.com/MultipleRJS----High number of mobile usability issues in GSC (97), and mobile-specific 404s (1,523)
40
XOptimized title tags per pageY4- ContentOn-Page Content MarkupContent69EasyModerateHours-Optimize pages with the lowest CTR (but with a page 1 ranking) first - with new page title rewrites-S.Frog/Manual/ushttp://www.website.com/usMultipleRJS----Most title tags are formatted in a search engine friendly format, but do not fully utilize keywords and SEO-rich sentence structures
41
XDepth of content across key pagesN4- ContentContent VolumeContent69HardModerately HighWeeks-Select 10 pages that are ranking high on the second page of search results and add increments of 2 paragraphs every two weeks for rank/traffic improvements-Manual/SEO Quake/ushttp://www.website.com/us-RJS----Most pages could use an additional 5-6 paragraphs of text around contextually similar topics to add the extra ranking weight
42
XContent location on siteN4- ContentContent DesignContent69MediumModerateHours-Review existing directory and sub-directory pathing for options to shorten trail (especially for language directories)-S.Frog/Manual/ushttp://www.website.com/us-RJS----Most content sits at the right sub-directory level, however language and other directories push content further down the path from the homepage
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XSocial performance (share volume for key pages)N5- SocialSocial markupSocial69MediumLowHours-Consider adding social counters (if applicable) for a weighted sharing impact.-Moz/http://www.website.com/-RJS----Consider social counter icons to measure overall page activity over time
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XAnchor text linksY6- Link IssuesAsset Links - TextTech69MediumModerately HighHours-Add no follow attribute on any page that has more than 2+ instances of the same anchor.-Web Developer Firefox/ushttp://www.website.com/usMultipleRJS----Good use, but often duplicates significantly dillute value: http://www.website.com/us/trips-and-driving-itineraries/north-island/auckland-to-wellington-via-bay-of-islands/ (example with some of the location anchors)
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XMaintenance Errors (404, 500)Y1- AccessibilityServer ResponsesTech79MediumLowHours-Look into pages with a server response of 404 or 500 for potential issues. Prioritize based off of page authority.-S.Frog / GSChttp://www.website.com/1486 (404s /) - S.Frog
33 on /us - S.Frog
11 (500s /) - S.Frog		RJS----Some 404s and 500s found - investigate and explore options to either redirect, canonicalize, or expire
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XBroken redirectsY1- AccessibilityRedirectionTech79HardLowHours-Fix the four cases of 404s at level 3 redirect chains (see "SEO Technical Audit Datasheet") and associated tab.-S.Frog/http://www.website.com/-RJS----We found 4 URL redirect chains (level 3) with 404 server responses
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XGeneral crawl behaviorsY1- AccessibilityGeneral CrawlingTech79MediumLowWeeks-Focus on improving page speed elements such as image compression and inlining JS (or deferment) and then re-run and check crawl behaviours.-GSC/http://www.website.com/-RJS----The average time it takes Googlebot to download a page increasing disproportionately from 5/4 - 5/10 2017. Page crawled were at 90-day lows on 5/10, but have since normalized
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XProper use of canonical tagsY1- AccessibilityDuplicate ContentTech79EasyModerateHours-Most canonicals were found on duplicate URLs (with unique naming conventions) - which should generally be handled via 301 redirects vs. canonicals. Therefore, explore current usage and consider redirection. In the event where canonicals are preferred, review cases where canonical primaries are weaker than the canonicalizing page and consider switching them around.-S.Frog/http://www.website.com/MultipleRJS----3,119 Canonical tags were found across all domain-level HTML pages. Only 159 on /us directory. Most canonicals were fine, but consider 301s as alternative, or ensure all canonicals point to strongest of two instances
49
XImage file optimizationY1- AccessibilityAsset OptimizationTech79EasyLowHours-Explore options within the CDN to rename image filenames or create filename aliases.-S.Frog/http://www.website.com/MultipleRJS----Most images are feed in from a CDN at farm1.Clientstatic.com and have long form naming conventions. Delivery is fine and presents no issue to bots.
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XOverall URL friendliness (short and easy to share)Y1- AccessibilityGeneral URL structureTech79HardModerateWeeks-Review cases of double-hyphens and plus (+) symbols in URLs and consider reducing and setting the single hyphen as the default. Also look at canonical references as well and ensure those are also standardized.-S.Frog/Manual/ushttp://www.website.com/us-RJS----URLs are friendly in terms of length and overall stringing (good use of hyphens). However, there are a few small instances of double-hyphens and + symbols that should be reviewed.
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XPage Speed Review - Avg. Speed ScoreY2- Page SpeedPage Speed TestTech79HardModerately HighHours-Image compression should be sufficient to boost scores into the acceptable range.-See hyperlinks on PageSpeed tab/usRandom Sampling (see "PageSpeed" tab)-RJS----Desktop pages scored on the high end but still have a little was to go before getting into the target range of 80-100. Mobile needs major work to even get up to the 50/100 mark consistently
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XPage Speed Review - Avg. Packet SizesY2- Page SpeedPage Speed TestTech79MediumModerately HighHours-Try to keep page sizes to <1mb-See hyperlinks on PageSpeed tab/usRandom Sampling (see "PageSpeed" tab)-RJS----Packet sizes are normal, but compression could help further reduce them to above-average mark - all of which could further help with calls, load times, etc..
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XPage Headings (H1)N4- ContentOn-Page Content MarkupContent79EasyLowHours-Optimize pages with high second page rankings first - with new <h1> heading rewrites-S.Frog/Manual/ushttp://www.website.com/usMultipleRJS----Most heading tags (h1) are formatted in a search engine friendly format, but do not fully utilize keywords and SEO-rich sentence structures
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XEditorial strength and content amount (content value for customers)N4- ContentContent VolumeContent79HardNo ImpactWeeks-Select 10 pages that are ranking high on the second page of search results and add increments of 2 paragraphs every two weeks for rank/traffic improvements-Manual/SEO Quake/ushttp://www.website.com/us-RJS----Overall, content is strong and contextually relevant to important topics related to {Client Tourism}. However, some additional content elements such as interactive maps, infographics, downloadable assets, 360 videos, VR/AR, could add a more rounded view of the country, as well as hold a heavier weight for search engines
55
XFooter link optimization and potential link issuesY6- Link IssuesLink NofollowsTech79EasyLowHours-Consider adding the nofollow attribute to most footer elements that are found elsewhere in global navigation. Also, consider adding an HTML sitemap element.-Manual/http://www.website.com/-RJS----Overall in OK shape, but could use some final touches in terms of nofollows and additional links
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XRobots.txt (root) condition and best practicesY1- AccessibilityRobots.txtTech89EasyLowHours-Update malicious bot list and move XML sitemap to the bottom of the file.-Manual/http://www.website.com/robots.txt-RJS----Overall, robots.txt appears to be in good condition with no indication of important directories/sub-directories or pages blocked and most malicious bots appear to be blocked
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X403 Server ResponseY1- AccessibilityServer ResponsesTech89MediumLowHours-Double-check the existing list of 403s to ensure they are indeed not user facing pages and leave as-is. However, if the pages are user-facing pages, then proceed with changes to resolve as 200s.-S.Frog / GSC/http://www.website.com/GWT = 17RJS----Google search console found 17 pages with a 403 response, however upon closer inspection most of the pages do not appear to be actual live pages
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XUse of meta refreshesY1- AccessibilityRedirectionTech89MediumNo ImpactHours-Explore single case at http://www.website.com/pure360/ for possible issues.-S.Frog/http://www.website.com/1RJS----Single case of a meta refresh found that does not appaer problematic
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XSite accessible without JavascriptY1- AccessibilityRoadblock - Asset BlockingTech89HardModerateDays-Most scripts that were blocked did not present a significant issue for search engines. However, there are a few that triggered high warnings and should be looked into.-GSC - fetch/render/Random Sampling-RJS----Most pages do indeed block scripts but most are non-issues with only minor importance to search engines. Nonetheless, there are also a few scripts that triggered HIGH importance that should be looked into
60
XBreadcrumb presence (and links)Y1- AccessibilityBreadcrumbsTech89MediumLowWeeks-Consider standardizing the location of all breadcrumbs across all pages. And nofollowing cases of dual breadcrumbs.-Manual/ushttp://www.website.com/us-RJS----Breadcrumbs appear properly formatted with inactive last link (as per best practices). However, the location of the breadcrumb appears inconsistent and may cause confusion for users
61
XOverall URL optimization (usage of target keywords)Y1- AccessibilityGeneral URL structureTech89HardModerately LowWeeks-Consider extending keyword usage slightly to capture more precisely what the page's content is about and capture longer-tail keyword searches.-S.Frog/Manual/ushttp://www.website.com/us-RJS----Most URLs do a great job at including target phrases, however some could be further extended in order to capture more specific longer-tail keyword searches
62
XPage Speed Review - Avg. RoundtripsY2- Page SpeedPage Speed TestTech89MediumModerately HighHours-Explore HTTPS or HTTP/2 options to further reduce round-trips.-See hyperlinks on PageSpeed tab/usRandom Sampling (see "PageSpeed" tab)-RJS----Most server connections were 1:1, although some round-trips were help up in the download and/or negotiation phase
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XMobile (m.) CanonicalizationY3- Mobile ConditionGeneral Mobile Presence/Opt.Tech89HardNo ImpactHours-Explore a sole case of an indexed and ranking m. page at: http://m.website.com/-Manual (site:)/http://www.website.com/-RJS----All m. pages appear to be properly de-indexed from organic search, with exception to one case at: http://m.website.com/
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XAnalytics taggingY9- TaggingGeneral TaggingTech89MediumNo ImpactHours-Using the Chrome extension: Google Tag Assistant, check various pages for consistent errors and explore options to resolve.-Manual/ushttp://www.website.com/us/stargazing/-RJS----Good use of floodlight, remarketing, and standard analytic tags. However some custom dimensions may contain blank values (e.g. u2 value)
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XGeneral visually designed content presenceN4- ContentGeneral Content InventoryContent89HardModerately HighWeeks-Consider new options for long scrolling itineraries using either data visualization or faceted navigations (in a design forward format)-S.Frog/Manual/http://www.website.com/-RJS----Content is designed in an appealing and modern design/IA format. Also, content typography and format reads well across devices and audiences
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XContent IssuesN4- ContentGeneral Content IssuesContent89MediumLowHours-Consider taking the most popular location that has the lowest overall SEO performance, and creating a content web/hub/network around that location with contextually relevant nodes (eg. weather, what to eat, getting around, transport, etc...) - all connected to the main page via internal links.-Manual/SEO Quake/ushttp://www.website.com/us-RJS----The greatest challenge with content is the lack of content networks with similar topics connected via internal links
67
XUse of meta robots tag (X-Robots)Y1- AccessibilityX-RobotsTech99MediumNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-S.Frog/http://www.website.com/-RJS----Good use of meta robot element to remove directory references (Open Directory and Yahoo Directory), and minimal uses of NOINDEX or NOARCHIVE appear to be properly allocated
68
XServer Errors (302)Y1- AccessibilityRedirectionTech99MediumNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-S.Frog / GSC/http://www.website.com/-RJS----No 302s found on main /us directory
69
XHomepage Redirects (duplicates)Y1- AccessibilityRedirectionTech99EasyNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-Manual/http://www.website.com/-RJS----All homepage redirect possibilities are 404s - therefore, no issues were found that needed resolving
70
XHomepage Root Redirect (www / nonwww)Y1- AccessibilityRedirectionTech99EasyNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-Chrome ext./http://www.website.com/-RJS----Non www properly redirects to www via 301
71
XUse of framesY1- AccessibilityRoadblock - FramesTech99MediumNo ImpactWeeks-No changes necessary. However, continue to follow best practices for further usage-Manual/http://www.website.com/-RJS----No frames found throughout the site
72
XAsset blockingY1- AccessibilityRoadblock - Asset BlockingTech99HardNo ImpactWeeks-No changes necessary. However, continue to follow best practices for further usage-GSC - fetch/render/ushttp://www.website.com/us/trips-and-driving-itineraries/3-7-days/-RJS----Some AJAX, Script, and Image assets are blocked at the page-level but all are low severity and appear to not affect the load and function of the webpage for users or search engines
73
XUse of session IDs or other unique identifiersY1- AccessibilityRoadblock - Session IDsTech99HardNo ImpactWeeks-No changes necessary. However, continue to follow best practices for further usage-S.Frog/http://www.website.com/-RJS----The site does not appear to use session IDs or any other URL-level user identifier that can lead to duplicate content issues
74
XUse of splash or gateway pagesN1- AccessibilityRoadblock - Splash/GatewayTech99MediumNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-Manual/http://www.website.com/-RJS----No splash or gateway pages were found. All pages appear to be interconnected within the main site
75
XGoogle Hreflang meta tagY1- AccessibilityGeo/Language tagsTech99MediumNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-Manual/http://www.website.com/-RJS----Hreflang references in XML sitemaps look good with no major issues to address at this moment
76
XGeneral indexation behaviorsY1- AccessibilityGeneral IndexationTech99MediumNo ImpactWeeks-No changes necessary. However, continue to follow best practices for further usage-GSC/http://www.website.com/-RJS----Indexation patterns are stable with a temprary increase of 1m URLs happening between 11/6/16 - 5/7/17. And net result is a steady +400k pages currently
77
XContent pulled in via iFramesN1- AccessibilityRoadblock - FramesTech99HardNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-Chrome inspector/ushttp://www.website.com/-RJS----No content was found to be feed in via iframes. Several pages and elements were inspected, but please let us know of any known cases and we'll inspect that in more depth
78
XMultimedia Issues (general accessibility & indexing)Y1- AccessibilityAsset OptimizationTech99HardModerately HighWeeks-No changes necessary. However, continue to follow best practices for further usage-S.Frog/http://www.website.com/-RJS----Image directories in root and images.website.com appear to be blocked, but img assets appear visibile and indexed at media.website.com. Also, rankings are strong across media.website.com
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XText on image overlayY1- AccessibilityAsset OptimizationTech99EasyNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-Chrome inspector/ushttp://www.website.com/us/-RJS----All text overlays on images appear to be crawlable and separate entities in source code
80
XFlash avoidanceN1- AccessibilityRoadblock - FlashTech99MediumNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-Chrome inspector/http://www.website.com/-RJS----No Flash elements found on root domain
81
XBreadcrumb visual representationY1- AccessibilityBreadcrumbsTech99MediumNo ImpactWeeks-No changes necessary. However, continue to follow best practices for further usage-Manual/ushttp://www.website.com/us-RJS----Breadcrumbs look and act normal and according to best practices
82
XFooter optimizationN1- AccessibilityFooter optimizationsLinks99EasyNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-Manual/Excel/http://www.website.com/-RJS----Based on the flow of domain-level page authority, the footer does not appear to be causing any link related or hierarchial issues
83
XUse of the rel=canonical tagY1- AccessibilityDuplicate ContentTech99MediumNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-Manual/ushttp://www.website.com/us-RJS----Tag format is correct and utilized consistently throughout the site's code base. However, some issues do exist in terms of usage and consistency (see row #34)
84
XMobile verification: Avg (based on random sampling)Y3- Mobile ConditionMobile Verification TestTech99HardNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-See hyperlinks on PageSpeed tab/usRandom Sampling (see "PageSpeed" tab)-RJS----All pages from sampling were mobile friendly
85
XPage Source META tagsN4- ContentOn-Page Content MarkupContent99EasyNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-S.Frog/http://www.website.com/-RJS----Meta tags and formatting seems normal and functioning properly. No issues.
86
XVisible meta description tags per page (non-dynamic)Y4- ContentOn-Page Content MarkupContent99EasyNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-S.Frog/http://www.website.com/-RJS----Meta descriptions are static and visible within each page's source code
87
XVisible title tags per page (non-dynamic)Y4- ContentOn-Page Content MarkupContent99EasyNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-S.Frog/http://www.website.com/-RJS----Page titles are static and visible within each page's source code
88
XExpired contentN4- ContentGeneral Content IssuesContent99EasyNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-Manual/http://www.website.com/-RJS----No timestamped content was found on the site - so naturally no expired content would be found either. However, timestamping content may be beneficial in a dedicated blog section to capture DKI
89
XOpen Graph Snippet: FacebookN5- SocialSocial markupSocial99EasyLowHours-No changes necessary. However, continue to follow best practices for further usage-Chrome ext./ushttp://www.website.com/-RJS----Most pages contain Facebook's full range of OG tags (https://developers.facebook.com/docs/sharing/webmasters#markup) - and appear to be correctly implemented
90
XWebmaster Tools IssuesN7- OtherTool ManagementTech99EasyNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-GSC/http://www.website.com/-RJS----Normal issue/error activity
91
XGoogle Analytics linked to Google WebmasterN7- OtherTool ManagementTech99EasyNo ImpactHours-No changes necessary. However, continue to follow best practices for further usage-GSC/ushttp://www.website.com/us-RJS----Accounts connected and data is being fed correctly
92
XGoogle Webmaster: Manual ActionsN7- OtherTool ManagementTech99HardNo ImpactWeeks-No changes necessary. However, continue to follow best practices for further usage-GSC/http://www.website.com/-RJS----No manual actions were found, nor was there any suspicious indexation activity to indicate any should be expected at the moment
93
XContent Readability ("readable chunks")N4- ContentContent DesignContent99HardModerateWeeks-No changes necessary. However, continue to follow best practices for further usage-Manual/SEO Quake/ushttp://www.website.com/us-RJS----Overall, content is very legible and easy-to-understand across most audiences
94
XRobots.txt (sub-domains) indexation and competitionY1- AccessibilityRobots.txtTechn/a9EasyLowHours-Scoring was not possible without a clear idea of the purpose of each sub-domain and if they should indeed be independent and self-indexed. However, from our general perspective we feel there could be more challenges than value from the current setup (vs. a single sub-domain with asset directories).-G Search Operator/Multiple (see "Sub-Domains" tab)n/aRJS----Several found and many appear to be indexed and ranking as stand-alone assets (especially media.website.com) for image queries
95
XXML Sitemap - Mobile (if applicable)-1- AccessibilitySitemapsTechn/a9EasyN/ADays---Manual/http://www.website.com/sitemap-index.xml-RJS----Mobile pages appear responsive, therefore a dedicated mobile XML sitemap is not necessary
96
XAuthorship markup (if applicable)Y1- AccessibilityOn-Page Technical MarkupTechn/an/aMediumN/AHours---Chrome inspector/http://www.website.com/-RJS----Authorship elements are no longer considered a ranking signal and not a major area of focus for non-publishing websites
97
XLocal search optimization (location-centric pages)-8- Local SearchGeneral Local SearchTechn/an/aMediumN/AWeeks---Manual/http://www.website.com/-RJS----No local search content found on site (eg. restaurants, hotels, car rentals, doctors, etc...)
98
XImage title attributes-1- AccessibilityAsset OptimizationTechX9EasyNo ImpactHours-Not needed at this time-Chrome inspector/http://www.website.com/MultipleRJS----No images appear to have a title attribute which may be causing difficulties to vision impaired visitors. But overall importance and priority for SEO is low
99
XTwitter Card Snippet: Twitter-5- SocialSocial markupSocialX9MediumModerately LowHours-Not needed at this time-Chrome inspector/ushttp://www.website.com/-RJS----Did not find any cases of Twitter card page attribute tags (https://dev.twitter.com/cards/markup)
100
XHTML Sitemap-1- AccessibilitySitemapsTechXX9MediumModerately HighWeeks-Create an HTML sitemap for the site and add a footer link pointing to it. Example: http://www.australia.com/en-us/sitemap.html-Manual/http://www.website.com/1RJS----No visible HTML sitemap on the root domain