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Site Audit Checklist [Updated June 2021]

Updated: Jun 28, 2021

Monthly, or at the very least quarterly, you should spend some time diving into aspects that affects your site’s search engine performance. You will likely find that it is time to make appropriate updates and adjustments for improvement.

Page Content

Without enough text on a page, Google will have trouble understanding what the content is about. If Google doesn't know what the content is about, it won't be able to rank your content for the search terms you are targeting. By adding more text, you are telling Google's crawlers, and your end users, more about what it is you have to offer. Anything less than a few hundred words is considered thin content and will be nearly impossible to rank.

Add more content to the pages that have less than 300 words so that Google won't consider these pages to have thin content. The better and more valuable the content, the better chance your page has of ranking. Remember, in general, the average web page that ranks on page 1 of Google contains 2200 words. Now this word count obviously isn’t plausible for every single product or service page, it is important to describe your products and services in as much detail as possible so that you can gain the appropriate (and deserved) rankings for them.

Keyword Consistency

Your page's main keywords should be distributed well across the important meta and header tags. Be sure that each page has a focus keyword that is your primary target and it appears in the metas and a main H1 header, and that it is supported by a variety of keywords that relate back to it with naturally flowing content.

SEO Optimized URLs

In order to create a URL that is truly SEO-friendly, one must take into account certain factors that Google deems important for rankings.

Here are just a few factors to consider when optimizing your URLs:

  • Length of the URL should not exceed 120 characters

  • Relevancy of the wording in the title to the content in the post

  • Avoid symbols and underscores within the slug

  • Include target keyword or keyword phrase

  • URL should be readable and understandable to the user

301 Redirects

Old or broken URLs should be redirected to a corresponding new page wherever possible. Also, don't forget to do this when optimizing your URLs! This will allow Googlebot and human visitors will smoothly pass through to the new URL without even noticing.

Custom 404 Page

A custom 404 error page was created to assist human and robot visitors so they don’t hit a dead end when they land on a defunct page or follow a broken URL. Get creative with your 404 page so it does not frustrate your visitor. Be sure to include links to popular pages on your site and/or your Home page so it is easy for your visitor to get back on track.

Page Speed Info

It is SO important that your page speed is up to par in order to give the best user experience. Google is focused on this in 2021 more than ever and has even added a new section to Google Search Console to help track these metrics called Core Web Vitals.

Site Security

Security is important to ensure your website protects user data so it doesn't become compromised and your site does not experience downtime or data loss. If you haven't already, add an SSL certificate to your website.

Meta Data

Metadata is SO crucial to the SEO success of your website. DO NOT SKIP THIS STEP! Set up your metadata first before taking any deeper dives into your SEO plan so you have a strong foundation you can build upon to bring in the traffic you want onto your website.

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