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IssueImportancePass / FailRecommended ToolsNotesAction ItemsReference and Tips
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1. Basics
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Google Analytics installed ❗️High ❗️FailGoogle Analytics
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Search engine properties set up ❗️High ❗️PassGoogle Search Console
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Recommended: Run a site crawl ❗️High ❗️PassAhrefs
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2. Crawling & Indexing
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URL is indexed ❗️High ❗️PassURL Inspection Tool
or :site operator
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Important content indexed ❗️High ❗️PassMozBar
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Returns a 200 status code ❗️High ❗️PassMozBar
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Indexable by robots meta tag and X-robots-tag ❗️High ❗️PassMozBar
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URL not blocked by robots.txt file ❗️High ❗️PassRobots.txt Tester
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URL listed in XML sitemap file ❕Medium ❕PassGoogle Search Console
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Sitemap file location defined in robots.txt ❕Medium ❕FailManual Inspection
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Sitemap file submitted to search engines ❕Medium ❕PassGoogle Search Console
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URL is discoverable via internal links/navigation ❕Medium ❕PassAhrefs
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Content is available at a single, canonicalized URL ❕Medium ❕PassMozBar
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Google-selected canonical matches user-selected canonical ❕Medium ❕PassGoogle Search Console
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No canonical/indexation mixed signal errors ❕Medium ❕PassMozBar
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Friendly URL structure ❕Medium ❕PassManual Inspection
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Content can be rendered with basic JavaScript ❗️High ❗️PassGoogle Search Console
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Important CSS, JS, and images not blocked by robots.txt ❕Medium ❕PassGoogle Search Console
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3. Meta & Structured Data
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Page contains a title element ❗️High ❗️PassMozBar
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Title contains important keywords visible in first 60 characters ❕Medium ❕PassManual Inspection or Screaming Frog
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Title tag is unique ❕Medium ❕PassScreaming Frog
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Page contains a unique meta descriptionLowPassScreaming Frog
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Favicon defined ❕Medium ❕PassManual Inspection
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OG and social meta dataLowFailSEO META in 1 CLICK
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Structured data markup ❕Medium ❕FailGoogle Rich Results Test
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Uses max-image-preview:large settingLowFailManual Inspection
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4. Content
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Content isn't substantially duplicate ❕Medium ❕PassManual Inspection or Screaming Frog
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Content organized with hierarchical HTML tags ❕Medium ❕PassLogical Content Flow
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Content is keyword-targeted ❗️High ❗️PassManual Inspection
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Content doesn't violate Google's Quality Guidelines ❗️High ❗️PassManual Inspection
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Avoids intrusive interstitials ❕Medium ❕PassManual Inspection
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Avoids heavy ads above the fold ❕Medium ❕PassManual Inspection
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Content isn't loaded in an iFrameLowPassManual Inspection
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Content isn't loaded in Flash ❗️High ❗️PassMobile Usability Report
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Lazy-loaded content is visible in the viewport ❗️High ❗️PassGoogle Search Console
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Supports paginated loading for infinite scroll ❗️High ❗️PassManual Inspection
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Current publication and updated datesLowFailManual Inspection
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Clear who the author and/or publisher IsLowPassManual Inspection
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Content doesn't trigger Google Safe Search filters ❕Medium ❕PassManual Inspection
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5. Links & Navigation
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Links are crawlable ❗️High ❗️PassMozBar
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Page doesn't link to broken pages (404) ❕Medium ❕PassBroken Link Checker
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Links use descriptive anchor text ❕Medium ❕PassMozBar
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Links are qualified when appropriate (nofollow, ugc, sponsored)LowPassManual Inspection
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Faceted navigation doesn't lead to duplicate content ❗️High ❗️PassMoz Pro (Free Trial)
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Paginated pages are clearly linked ❗️High ❗️PassManual Inspection
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Page does not contain an excessive amount of links ❕Medium ❕PassMoz Pro (Free Trial)
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Page does not link to redirected chainsLowPassMoz Pro (Free Trial)
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6. Images
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Images contain descriptive alt attributes ❕Medium ❕FailMoz Pro (Free Trial)
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Image heights and widths are defined ❕Medium ❕PassPage Speed Insights
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Use descriptive titles, captions, filenames, and text for images ❕Medium ❕FailManual Inspection
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Images don't contain important text ❕Medium ❕PassManual Inspection
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Images are listed in image sitemapsLowFailManual Inspection
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7. Video
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Video is available on a public, indexable page ❗️High ❗️FailManual Inspection
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Video is wrapped within an appropriate HTML tag ❕Medium ❕FailManual Inspection
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Video is included in video sitemap ❕Medium ❕FailManual Inspection
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Video schema markup ❗️High ❗️FailStructured Data Viewer
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8. Mobile
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Passes Google Mobile-Friendly Test ❗️High ❗️PassMobile-Friendly Test
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Prefence responsive web design ❕Medium ❕PassManual Inspection
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Mobile content and links match desktop site ❗️High ❗️PassMobile-First Index Tool
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Special considerations for separate URLs ❗️High ❗️PassManual Inspection
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9. Speed
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Content fully loads within a reasonable time ❕Medium ❕PassSite Speed Report
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URL passes Google's Core Web Vitals assessment ❗️High ❗️PassPage Speed Insights
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Address common speed traps ❕Medium ❕PassManual Inspection
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10. Security
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Site uses proper HTTPS ❗️High ❗️PassManual Inspection
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Site supports HSTSLowPasshttpstatus
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No hacked content, malware, or other security issues ❗️High ❗️PassGoogle Search Console
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11. International & Multilingual Sites
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Signal location targeting ❗️High ❗️FailManual Inspection
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Valid hreflang annotation ❗️High ❗️Passhreflang Tags Testing Tool
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Page language is obvious ❕Medium ❕FailManual Inspection
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Avoid automatic redirection ❗️High ❗️FailManual Inspection
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12. Backlinks (Off-Page)
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URL has relevant backlinks ❗️High ❗️PassMajestic/Ahrefs
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Backlinks don't violate Google Guidelines ❗️High ❗️PassManual Inspection
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Disavow file doesn't block important links ❗️High ❗️PassDisavow Tool
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