Technical SEO Audit

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Meta HREFLANG

Signals to Google which language is being used on a page.

Why does Meta HREFLANG matter?
If you have content in different languages on your website, you want to make sure that the appropriate page is served to the searcher based on what language they’re using. Results will be served based on location. Ex. spanish pages with hreflang=es will be served to IP addresses in Spanish speaking countries.

Publisher markup


This markup connects the entire website to the publisher.
While they can be used mutually exclusive, publisher markup is for companies and authorship markup is for individuals. Publisher markup shows a summary of the companies google plus page on the right hand side of the screen when someone searches for the company by name.

Why does Publisher markup matter?
It good for branding as the searcher will get a snapshot of your company’s name, logo, address, pictures and reviews.

Page Source META tag

The information that is displayed by the search engines in the SERPs about a particular page or website. Your meta descriptions should be no longer than 156 characters. Anything more will get truncated by Google. Your pages should all have meta tags, none missing. Your pages should all have unique meta tags, no duplicates.

Why do Meta tags matter?

They matter because they act as descriptors for your site. They tell the user what content they can expect to find when they click on the result. While they have no direct ranking impact, they increase SERP click through rate, which is a ranking factor.



TITLE tags visibility

The title of your pages. This should be written both for SEO benefit and to incite a click from the user.

Why do the tags matter?
Title tags are HUGE on page ranking factors.
It draws the most attention to the user in the SERP with larger text and highlighted blue.





H1 Page headings

Aka tags, are generally found at the top of the page and display the page’s heading (may be different from the title tag). There should only be 1 heading on each page.

Why do H1 tags matter?
Tells search engines about important content on the page.
A good place to work in LSI keywords different from the main keyword in the title tag.



Structured data markup

A snippet of code (HTML) located in the tag that instructs search engines what your page is about. These markups come in different forms (local business, video, etc) and should be used based on your website and content type.

Why does structured data markup matter?
It makes it easier for Google to get to the meat of what your page is about without having to read complex code.
For product reviews, having a rich snippet show up on the SERP with stars, which greatly increases click through rate.

Key Content Location

The place where important, topical related content appears on the page.

Why does key content location matter?
Search engines read content from top to bottom. Topically related content should be mentioned near the top of the page to give the page the most relevancy for the desired topic. Your main keyword should be in the h1 tag and LSI variations of keyword should be placed in h2, h3 (when appropriate) without overtly keyword stuffing.



Editorial Strength

The quality of the content being published (length, authoritative, informative). Determine if the content is compelling enough for link building efforts.

Why does editorial strength matter?
Content that is well written, robust and properly optimized will index quicker and rank better in search. Conversely, thin content, duplicate content or keyword stuffed content will not rank well and runs the risk of penalty and/or deindexing.


Thin Content


Pages on a site with very little text and/or without rich media. Pages that serve little to no value to the end user.

Why does having thin content pages matter?
Creates a bad user experience and lower your sites quality score. They take longer to index or don’t index at all.
Even if they do index, they have very little value and rank poorly.

Image Location

Where images on a page are hosted.

Why is image location important?
Images can be found in search on the web. If someone finds your image you want the path to direct them to your site.
If you’re hosting images on a third party site and that site is terminated, you’ll lose the images on your site.



Image Sizes

The file size of an image (measured in kilobyte).

Why is it important to have images < 100 kb?
Larger image sizes slow load time on a page. Slow load time leads to bad user experience having to wait for images to render. Large image files take up unnecessary space on your server.


Image ALT Tags

When applied to images, the alt text will appear in it’s place when an image fails to render and gives a description of the image.

Why is it important to use alt text?
While it’s not recommended to stuff keywords into the alt text, it is place where you can add relevant keywords for SEO purposes. Search engines are unable to crawl images therefore unable to determine what the image is or deliver it in search queries without alt text.

Missing TITLE tag

Not having an input into how search engines are seeing your page titles.

Why do missing title tags matter?
Page titles are a ranking factor, they tell search engines what your page is about. Does not give the user a clear indication as to what the content on the page is about.



Duplicate TITLE Tags

When at least 2 pages on your site have the same title.

Why do duplicate titles matter?
You run the risk of search engines passing over them as similar or duplicate content. Each page on your site should have a clear, unique message.If pages have duplicate titles most likely they have similar content which would be better suited to merged together to create one robust and authoritative page with a unique title tag.

Title Tag Length

Having less than 65 characters in the title tag.

Why does character size matter?
Having more than 65 characters will result in the title being truncated.This can cut off keywords or your message to searchers.

Missing Meta Descriptions

When you don’t enter your own meta description, Google takes what it thinks is the most descriptive part of the content and uses it for the snippet to show users in the SERP.

Why do meta descriptions matter?
While filling out the meta description has become less important to tell the search engines what your page is about, it’s still a good place to put in keyword phrases and language that will elicit a click from the user.
By not filling out the meta description, you miss the opportunity to frame your snippet the way that you want it to read.


Duplicate Meta Descriptions

When two or more pages have the same content in the meta description

Why do duplicate meta description matter?
It’s better to either have unique meta description or no meta description than to use duplicate meta description.
Each page on your site should have a clear cut message.

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