ABCDEF
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IssueImportancePass / FailNotesAction ItemsReference
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1. Basics
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Analytics installedHighPassThis is a place to track your notes and findings. For example:Here, record recommended actions for you and/or the client. For example:https://moz.com/seo-audit-checklist#analytics-installed
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Search engine properties set upHighFailSubmitted to Bing. No associate property found with GoogleSubmit site to Google Search Consolehttps://moz.com/seo-audit-checklist#properties
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Recommended: Run a site crawlHighN/Ahttps://moz.com/seo-audit-checklist#site-crawl
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2. Crawling & Indexing
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URL is indexedHighhttps://moz.com/seo-audit-checklist#indexed
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Important content indexedHighhttps://moz.com/seo-audit-checklist#content-indexed
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Returns a 200 status codeHighhttps://moz.com/seo-audit-checklist#status
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Indexable by robots meta tag and X-robots-tagHighhttps://moz.com/seo-audit-checklist#indexable
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URL not blocked by robots.txt fileHighhttps://moz.com/seo-audit-checklist#robots-txt
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URL listed in XML sitemap fileMediumhttps://moz.com/seo-audit-checklist#sitemap
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Sitemap file location defined in robots.txtMediumhttps://moz.com/seo-audit-checklist#sitemap-robots
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Sitemap file submitted to search enginesMediumhttps://moz.com/seo-audit-checklist#sitemap-engines
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URL is discoverable via internal links/navigationMediumhttps://moz.com/seo-audit-checklist#url-linked
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Content is available at a single, canonicalized URLMediumhttps://moz.com/seo-audit-checklist#single-url
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Google-selected canonical matches user-selected canonicalMediumhttps://moz.com/seo-audit-checklist#google-canonical
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No canonical/indexation mixed signal errorsMediumhttps://moz.com/seo-audit-checklist#mixed
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Friendly URL structureMediumhttps://moz.com/seo-audit-checklist#friendly-url
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Content can be rendered with basic JavaScriptHighhttps://moz.com/seo-audit-checklist#js-rendered
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Important CSS, JS, and images not blocked by robots.txtMediumhttps://moz.com/seo-audit-checklist#css-js-images
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3. Meta & Structured Data
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Page contains a title elementHighhttps://moz.com/seo-audit-checklist#title
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Title contains important keywords visible in first 60 charactersMediumhttps://moz.com/seo-audit-checklist#first-60
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Title tag is uniqueMediumhttps://moz.com/seo-audit-checklist#unique-title
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Page contains a unique meta descriptionLowhttps://moz.com/seo-audit-checklist#description
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Favicon definedMediumhttps://moz.com/seo-audit-checklist#favicon
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OG and social meta dataLowhttps://moz.com/seo-audit-checklist#social-meta
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Structured data markupMediumhttps://moz.com/seo-audit-checklist#rich-snippet
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Uses max-image-preview:large settingLowhttps://moz.com/seo-audit-checklist#max-image-preview
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4. Content
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Content isn't substantially duplicateMediumhttps://moz.com/seo-audit-checklist#unique
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Content organized with hierarchical HTML tagsMediumhttps://moz.com/seo-audit-checklist#header-tags
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Content is keyword-targetedHighhttps://moz.com/seo-audit-checklist#keyword-targeted
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Content doesn't violate Google's Quality GuidelinesHighhttps://moz.com/seo-audit-checklist#quality-guidelines
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Avoids intrusive interstitialsMediumhttps://moz.com/seo-audit-checklist#interstitials
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Avoids heavy ads above the foldMediumhttps://moz.com/seo-audit-checklist#ads
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Content isn't loaded in an iFrameLowhttps://moz.com/seo-audit-checklist#iframe
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Content isn't loaded in FlashHighhttps://moz.com/seo-audit-checklist#flash
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Lazy-loaded content is visible in the viewportHighhttps://moz.com/seo-audit-checklist#lazy
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Supports paginated loading for infinite scrollHighhttps://moz.com/seo-audit-checklist#scroll
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Current publication and updated datesLowhttps://moz.com/seo-audit-checklist#dates
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Clear who the author and/or publisher IsLowhttps://moz.com/seo-audit-checklist#author
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Content doesn't trigger Google Safe Search filtersMediumhttps://moz.com/seo-audit-checklist#safe
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5. Links & Navigation
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Links are crawlableHighhttps://moz.com/seo-audit-checklist#crawlable
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Page doesn't link to broken pages (404)Mediumhttps://moz.com/seo-audit-checklist#broken
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Links use descriptive anchor textMediumhttps://moz.com/seo-audit-checklist#anchor
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Links are qualified when appropriate (nofollow, ugc, sponsored)Lowhttps://moz.com/seo-audit-checklist#nofollow
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Faceted navigation doesn't lead to duplicate contentHighhttps://moz.com/seo-audit-checklist#faceted
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Paginated pages are clearly linkedHighhttps://moz.com/seo-audit-checklist#paginated
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Page does not contain an excessive amount of linksMediumhttps://moz.com/seo-audit-checklist#excessive-links
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Page does not link to redirected chainsLowhttps://moz.com/seo-audit-checklist#chains
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6. Images
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Images contain descriptive alt attributesMediumhttps://moz.com/seo-audit-checklist#alt
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Image heights and widths are definedMediumhttps://moz.com/seo-audit-checklist#width
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Use descriptive titles, captions, filenames, and text for imagesMediumhttps://moz.com/seo-audit-checklist#original
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Images don't contain important textMediumhttps://moz.com/seo-audit-checklist#image-text
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Images are listed in image sitemapsLowhttps://moz.com/seo-audit-checklist#image-sitemap
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7. Video
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Video is available on a public, indexable pageHighhttps://moz.com/seo-audit-checklist#video-page
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Video is wrapped within an appropriate HTML tagMediumhttps://moz.com/seo-audit-checklist#blank
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Video is included in video sitemapMediumhttps://moz.com/seo-audit-checklist#video-tags
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Video schema markupHighhttps://moz.com/seo-audit-checklist#video-schema
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8. Mobile
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Passes Google Mobile-Friendly TestHighhttps://moz.com/seo-audit-checklist#mobile-friendly
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Prefence responsive web designMediumhttps://moz.com/seo-audit-checklist#responsive
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Mobile content and links match desktop siteHighhttps://moz.com/seo-audit-checklist#parity
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Special considerations for separate URLsHighhttps://moz.com/seo-audit-checklist#seperate-urls
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9. Speed
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Content fully loads within a reasonable timeMediumhttps://moz.com/seo-audit-checklist#speed
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URL passes Google's Core Web Vitals assessmentHighhttps://moz.com/seo-audit-checklist#cwv
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Address common speed trapsMediumhttps://moz.com/seo-audit-checklist#speed-traps
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10. Security
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Site uses proper HTTPSHighhttps://moz.com/seo-audit-checklist#https
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Site supports HSTSLowhttps://moz.com/seo-audit-checklist#hsts
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No hacked content, malware, or other security issuesHighhttps://moz.com/seo-audit-checklist#hacked
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11. International & Multilingual Sites
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Signal location targetingHighhttps://moz.com/seo-audit-checklist#local-urls
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Valid hreflang annotationHighhttps://moz.com/seo-audit-checklist#hreflang
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Page language is obviousMediumhttps://moz.com/seo-audit-checklist#language
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Avoid automatic redirectionHighhttps://moz.com/seo-audit-checklist#redirection
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12. Backlinks (Off-Page)
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URL has relevant backlinksHighhttps://moz.com/seo-audit-checklist#backlinks
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Backlinks don't violate Google GuidelinesHighhttps://moz.com/seo-audit-checklist#penalties
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Disavow file doesn't block important linksHighhttps://moz.com/seo-audit-checklist#disavow