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CategoryItem DescriptionHow to check Status (Fail or Pass)Recommendations
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ON PAGE SEO
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Page TitleSearch engine results can only display up to 60 characters in a title tag so they should not be longer than thatCheck title lengh and keywords
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Unique page titlesHTML titles have always been and remain the most important HTML signal that search engines use to understand what a page is about. Each page on a website should have its own unique title tag. Check the title of several pages and verify these are unique. Tools such as Screaming Frog will allow you to audit the whole website.
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Meta descriptionMeta descriptions allow you to influence how your web pages are described and displayed in search results. A good description acts as a potential organic advertisement and encourages the viewer to click through to your site. Keep it short and to the point; the ideal meta description should contain between 70 and 160 characters.Check the meta description using the SEOMoz bar Chrome extension. You can also search on the source code.
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URLs descriptiveURLs should be descriptive (including keywords) and not include a range of characters and numbers. For URLs to be optimized for SEO they should be no more than 128 characters. At this lenght the full URL will show in search engine resultsIs the URL descriptive? (e.g. company.com/123?= is not descriptive)
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Headings HTML header tags differentiate between headings, subheadings and the rest of the content on the page. There should be at Heading 1 (H1). Check H1 and H2 headings using the SEOMoz bar Chrome extension or checking the source code
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Image "alt" text Using descriptions for images helps optimize webpages for SEO because it adds text to graphics. Without the descriptions, images cannot be crawled by search engines. Adding text helps improve a page's SEO authority. Check image descriptions using the SEOMoz Bar Chrome extension (Alt text), Lighthouse or the Web Developer tool for Chrome
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Content optimizationContent should be optimized using your keyword strategy. Your page also has to provide value to searchers and be better than any other page Google is currently serving as the answer to a particular query. Does the site offer real value, something of substance to visitors that is unique, different and useful that they won’t find elsewhere? Review the page to see how keywords are used in the copy, videos, etc.
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Content freshnessWebsite should be updated frequentlyCheck if content is up-to-date
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Visuals and video content Image and video content is key for SEO. YouTube videos are given preferential treatment in the SERPsPerform a search using image and video search
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TECHNICAL
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Site structureThe website should be easy for "spiders" and "bots" to crawl. Ideally, a flat structure with pages only a few links away from one another is optimal to be indexed. 

The URL structure should be clear and breadcrumbs will also help the website indexing. 		Visual tool to see a site's structure http://www.visualsitemapper.com/
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Review the total pages indexedMake sure all your website content is being indexed Do a quick Google search for "site:example.com", entering your website instead of “example.com.” This will give you a rough idea of how many pages Google has indexed on your domain.
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Site speedThe amount of time it takes a website to load impacts its ability to perform well on SEO. Pages with slow load speeds may rank lower than pages with higher load speedshttps://developers.google.com/speed/pagespeed/insights/
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Mobile-friendly Mobile-first indexing means Google will predominantly use the mobile version of the content for indexing and ranking. https://search.google.com/test/mobile-friendly
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AMP testAMP pages load faster and look better than standard HTML pages on mobile devices.
https://search.google.com/test/amp
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Secure siteWebsite should use a secure connection ("https")Check if URL includes https:// and not http://
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XML sitemapSpecifying your XML sitemaps in your robots.txt file ensures that search engines and other crawlers find and access it easily each time they access your website. Check if the website has XML sitemap using the Woorank extension
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Robots fileA robots.txt file allows you to restrict the access of search engine crawlers to prevent them from accessing specific pages or directories. They also point the web crawler to your page’s XML sitemap file.Check if the website has a robots.xmil file. Options: 1. http://website.com/robots.txt or 2. use the Woorank extension
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Page Not FoundA website should have a "page not found" error page (404 page). It should include a link to the homepage, key pages, sitemap and a search boxCheck if there is a 404 page: Type a combination of letters after the main URL. Eg. www.pratt.edu/fdshafhsjkfhsak
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Schema.orgImplementing schema.org structured data in a page lets search engines understand more about the content—and can allow pages to be shown in different search features, such as Reviews and Recipes. This can increase click-throughCheck if the page uses schema.org using SEOMoz Chrome extension (Markup tab)
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KEYWORDS
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Keywords usageKeywords are the words used by people on search engines to find information or products. You need to do keyword research what people are searching in order to understand for which search terms you need to optimize your website. These keywords should be included in the URL, page title, headings, and content copy. Check how keywords are used on the website
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Keyword strategyDevelop new keywords that the website could use to target users. Follow this research process:
Define your website persona/target users
Create a list of keywords (you can use tools such as Google Trends, Moz Keyword Explorer, WordTracker, Google Keyword planner and Answer the public)
Analyze the keywords examining the following elements: search volume, relevance to your product, competition
Categorize your keywords
Define your keywords strategy
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OFF-PAGE
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BacklinksGetting quality links back to your website is a very important ranking factor as it shows to search engines that your content is valuable and trustworthy. https://moz.com/link-explorer#index  
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Social media sharing optionsTags can be added to a website to help users share pages and posts through social media. Because pages that have many shares on social media may perform better in search, it is important to have tools that make sharing from a website easyCheck if key pages have social media share options
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Active channelsPage links to the organization's active channels on social mediaCheck links to social media accounts
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Brand appearance in search resultsOrganization's information appears clearly on search results (clear title, description,rich snippets...). It appears first in search resultsPerform brand search and review how the information is displayed on the page (images,...) Perform both a text entry on mobile/desktop and voice search
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Knowledge panelThe presence or absence of business information is one of the most crucial local SEO ranking factors.
Perform a search and analyze the info on the knowledge panel - what is there, what is missing (compare with competitors) Example: address, telephone, customer reviews, map, social media, integration with third party websites, real time information about customers...
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Page authority/Domain authorityPage Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP). Page Authority scores range from one to 100 https://moz.com/learn/seo/page-authorityUser moz tools or use woorank extension to see how old is the domain and their page authority https://analytics.moz.com/pro/link-explorer/home#index
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