ON-PAGE SEO AUDIT CHECKLIST

IMPROVE YOUR OVERALL WEBSITE SEO RANKINGS

ON-PAGE SEO AUDIT CHECKLIST

IMPROVE YOUR OVERALL WEBSITE SEO RANKINGS

Obsidian are a Glasgow SEO Agency providing online marketing services. If you’re looking for an established local SEO Company in Glasgow that offers the best value online marketing services, we’d like to pitch for your business.

Obsidian are a Glasgow SEO Agency providing online marketing services. If you’re looking for an established local SEO Company in Glasgow that offers the best value online marketing services, we’d like to pitch for your business.

STAGE 1 | KEYWORD RESEARCH

STAGE 1 | KEYWORD RESEARCH

» KEYWORD RESEARCH

Finding semantic keywords that perfectly describe your business will help you rank for the most relevant queries and achieve top position SERPs.

» ANALYSE COMPETITORS KEYWORDS 

With ‘competitor research’ you’re just basic research away from discovering your competitor’s keywords and taking SEO measures to outrank them.

» SEGMENT KEYWORDS

Splitting keywords into neat little semantic clusters facilitates the distribution of keywords between the site’s pages and eliminates the risk of several pages of one site competing for the same query.

» KEYWORD RESEARCH

Finding semantic keywords that perfectly describe your business will help you rank for the most relevant queries and achieve top position SERPs.

» ANALYSE COMPETITORS KEYWORDS 

With ‘competitor research’ you’re just basic research away from discovering your competitor’s keywords and taking SEO measures to outrank them.

» SEGMENT KEYWORDS

Splitting keywords into neat little semantic clusters facilitates the distribution of keywords between the site’s pages and eliminates the risk of several pages of one site competing for the same query.

STAGE 2 | ON-SITE OPTIMISATION

STAGE 2 | ON-SITE OPTIMISATION

» INSTALL WEB ANALYTICS TOOLS & SETUP GOALS

Set up conversion goals using a web analytics tool such as Google Analytics to track traffic and user engagement on your website. Set up goals in alignment with your marketing strategy and make any required optimisation changes.

» ADD WEBSITE TO GOOGLE SEARCH CONSOLE 

Add your website to Google search console and track site’s rankings in Google Search results. This helps us spot the crawling and indexing related issues on your site and helps optimise the sites overall performance.

» REGISTER BUSINESS WITH GOOGLE MAPS

Get your business listed for local searches in Google maps by completing a simple registration form. Getting listed in Google maps offers greater search visibility for your local visitors, and helps them to find your product and services easily.

» INSTALL WEB ANALYTICS TOOLS & SETUP GOALS

Set up conversion goals using a web analytics tool such as Google Analytics to track traffic and user engagement on your website. Set up goals in alignment with your marketing strategy and make any required optimisation changes.

» ADD WEBSITE TO GOOGLE SEARCH CONSOLE 

Add your website to Google search console and track site’s rankings in Google Search results. This helps us spot the crawling and indexing related issues on your site and helps optimise the sites overall performance.

» REGISTER BUSINESS WITH GOOGLE MAPS

Get your business listed for local searches in Google maps by completing a simple registration form. Getting listed in Google maps offers greater search visibility for your local visitors, and helps them to find your product and services easily.

» DEVELOP A LOGICAL SITE STRUCTURE 

Logically structured websites binds together different elements of your site, namely, name, page and subpages. A transparent logical structure will allow search bots to easily crawl the site and all linked pages.

» MOVING TO HTTPS

An influential ranking signal, HTTPS protects your site users’ personal information like billing data from online attackers. It ensures the site’s security, thus insulating visitor information and other sensitive details from theft or manipulation.

» DEFINE PREFERED DOMAIN

Search engines view www.example.com and example.com as two different pages. You should define a preferred domain so that a user will be redirected to a specific page, irrespective of whether they search for the www version of your page or not.

» DEVELOP A LOGICAL SITE STRUCTURE 

Logically structured websites binds together different elements of your site, namely, name, page and subpages. A transparent logical structure will allow search bots to easily crawl the site and all linked pages.

» MOVING TO HTTPS

An influential ranking signal, HTTPS protects your site users’ personal information like billing data from online attackers. It ensures the site’s security, thus insulating visitor information and other sensitive details from theft or manipulation.

» DEFINE PREFERED DOMAIN

Search engines view www.example.com and example.com as two different pages. You should define a preferred domain so that a user will be redirected to a specific page, irrespective of whether they search for the www version of your page or not.

» CREATE A ROBOT.TXT FILE

Robots.txt is a standard used by a website to instruct search bots when and when not to crawl its webpage. The communication standard prevents search bots from crawling and indexing web pages that contain database information and other sensitive details.

» CREATE XML SITEMAP

XML sitemap serves as a guide for Google to reach and index all the important pages on your website in accordance with crawl priority and budget. A well-created sitemap makes crawl bots jobs easier and makes sure that it reaches all your important web pages.

» SET LANGUAGE WITH .HREFLANG 

If your website wants to cater content to geographical locations inhabited by people who speak different languages, hreflang attribute serves the corresponding language URL in the search results, based on the native country and language preferences of the searcher.

» CREATE A ROBOT.TXT FILE

Robots.txt is a standard used by a website to instruct search bots when and when not to crawl its webpage. The communication standard prevents search bots from crawling and indexing web pages that contain database information and other sensitive details.

» CREATE XML SITEMAP

XML sitemap serves as a guide for Google to reach and index all the important pages on your website in accordance with crawl priority and budget. A well-created sitemap makes crawl bots jobs easier and makes sure that it reaches all your important web pages.

» SET LANGUAGE WITH .HREFLANG 

If your website wants to cater content to geographical locations inhabited by people who speak different languages, hreflang attribute serves the corresponding language URL in the search results, based on the native country and language preferences of the searcher.

» MAKE URLS SEO FRIENDLY

Including relevant keywords in your website URL will help both users and search bots to understand the content of the particular page right away. Studies have revealed the correlation between well-optimised URLs and page ranking.

» USE BREADCRUMBS

Breadcrumbs are tiny graphical elements serving as a route map for website visitors who are navigating from one page to another. It helps users and search engines to make better sense of your site’s information architecture and page hierarchy.

» CREATE SEO-FRIENDLY CROSS-LINKING 

Internal cross-linking is the most organic way of linking different pages on your website. Internal cross-linking plays an instrumental role in circulating link value between relevant web pages and building the authority of your website.

» MAKE URLS SEO FRIENDLY

Including relevant keywords in your website URL will help both users and search bots to understand the content of the particular page right away. Studies have revealed the correlation between well-optimised URLs and page ranking.

» USE BREADCRUMBS

Breadcrumbs are tiny graphical elements serving as a route map for website visitors who are navigating from one page to another. It helps users and search engines to make better sense of your site’s information architecture and page hierarchy.

» CREATE SEO-FRIENDLY CROSS-LINKING 

Internal cross-linking is the most organic way of linking different pages on your website. Internal cross-linking plays an instrumental role in circulating link value between relevant web pages and building the authority of your website.

» CHECK HTTP STATUS CODE

Stable HTTP status codes are central to making sure all your web pages are working properly. Search engines make a point of devaluing websites with pages that carry an inordinate amount of wrong response codes.

» USE CANONICAL URLS

Having the same content on various pages of your website can confuse search engines into viewing it as duplicated content. You should assign a rel=”canonical” tag to the specific page you want search bots to crawl and index.

» FIX BROKEN LINKS 

Broken links, when left unfixed, can affect user experience and have an adverse impact on a website’s ranking. Non-working links will turn users off and send bad signals to Google which will, in turn, devalue your website.

» CHECK HTTP STATUS CODE

Stable HTTP status codes are central to making sure all your web pages are working properly. Search engines make a point of devaluing websites with pages that carry an inordinate amount of wrong response codes.

» USE CANONICAL URLS

Having the same content on various pages of your website can confuse search engines into viewing it as duplicated content. You should assign a rel=”canonical” tag to the specific page you want search bots to crawl and index.

» FIX BROKEN LINKS 

Broken links, when left unfixed, can affect user experience and have an adverse impact on a website’s ranking. Non-working links will turn users off and send bad signals to Google which will, in turn, devalue your website.

» OUTBOUND LINK REVIEW

It’s a terrible idea to indiscriminately offer lots of outbound links on your website as Google can interpret them as the low editorial standards of your website and end up lowering your rankings in search engine result pages.

» IMPROVE PAGE SPEED

The faster your web pages load, the better their chances of ranking well in the search engine results page. Fast loading pages tend to produce sustained user engagement and enjoy greater visibility on SERP.

» CREATE A 404-ERROR PAGE

You get a 404-error on websites in the event of mistyped URL, redirection or deletion of a page. Status code, points towards a non-existing page and gives visitors information about what might have happened to the page they were looking for.

» OUTBOUND LINK REVIEW

It’s a terrible idea to indiscriminately offer lots of outbound links on your website as Google can interpret them as the low editorial standards of your website and end up lowering your rankings in search engine result pages.

» IMPROVE PAGE SPEED

The faster your web pages load, the better their chances of ranking well in the search engine results page. Fast loading pages tend to produce sustained user engagement and enjoy greater visibility on SERP.

» CREATE A 404-ERROR PAGE

You get a 404-error on websites in the event of mistyped URL, redirection or deletion of a page. Status code, points towards a non-existing page and gives visitors information about what might have happened to the page they were looking for.

STAGE 3 | CONTENT STRATEGY

STAGE 3 | CONTENT STRATEGY

» WRITE A UNIQUE TITLE FOR EACH PAGE ON THE WEBSITE

A title tag should define what a page is all about. It helps search engines and visitors to understand the content on a page. Writing neat and accurate title tags is the first step towards optimising a web page.

» CREATE UNIQUE META DESCRIPTIONS FOR EACH PAGE

A meta description is a keyword-rich brief write up about a webpage that appears in SERP and other media for relevant queries. It should give searchers an overview of your page so that they can decide whether to visit your page.

» OPTIMISE H-TAGS (HEADING TAGS)

Heading Tags offer clear-cut instruction to search engines about headings and subheadings on a page in order of importance. In HTML code there are six levels of heading tags of which H1 is the most powerful.

» WRITE A UNIQUE TITLE FOR EACH PAGE ON THE WEBSITE

A title tag should define what a page is all about. It helps search engines and visitors to understand the content on a page. Writing neat and accurate title tags is the first step towards optimising a web page.

» CREATE UNIQUE META DESCRIPTIONS FOR EACH PAGE

A meta description is a keyword-rich brief write up about a webpage that appears in SERP and other media for relevant queries. It should give searchers an overview of your page so that they can decide whether to visit your page.

» OPTIMISE H-TAGS (HEADING TAGS)

Heading Tags offer clear-cut instruction to search engines about headings and subheadings on a page in order of importance. In HTML code there are six levels of heading tags of which H1 is the most powerful.

» USE ALT TAGS FOR EACH IMAGE

The alt tag is a brief description (usually 3 to 5 words) of an image. It describes the content of the image and helps search engines to make quick sense of the image. If an image is not fully displayed in the search results, users will still be able to read its description.

» OPTIMISE CONTENT FOR BOTH ROBOTS AND HUMANS 

It’s absolutely vital to create content that appears natural to search bots and users alike. You should make sure to insert relevant keywords in such a manner that they don’t look out of place or unnatural.

» DEVELOP A CONTENT PLAN

Creating a detailed content plan that contains preset pieces to be published consistently for a specific period of time. Publishing content on a frequent basis will help your website rank well in search results.

» USE ALT TAGS FOR EACH IMAGE

The alt tag is a brief description (usually 3 to 5 words) of an image. It describes the content of the image and helps search engines to make quick sense of the image. If an image is not fully displayed in the search results, users will still be able to read its description.

» OPTIMISE CONTENT FOR BOTH ROBOTS AND HUMANS 

It’s absolutely vital to create content that appears natural to search bots and users alike. You should make sure to insert relevant keywords in such a manner that they don’t look out of place or unnatural.

» DEVELOP A CONTENT PLAN

Creating a detailed content plan that contains preset pieces to be published consistently for a specific period of time. Publishing content on a frequent basis will help your website rank well in search results.

STAGE 4 | OFF-SITE OPTIMISATION

STAGE 4 | OFF-SITE OPTIMISATION

» MIND THE VOLUME AND QUALITY OF BACKLINKS 

Google views a backlink as a vote of confidence a site receives from another website. Since backlink can make or break your site’s rankings in search results, it’s important that you strike a balance between quality and volume of your backlink portfolio.

» CREATE A LINK-BUILDING STRATEGY 

A link building strategy is carried out with the intention of earning backlinks from high authority websites. To improve your rankings, you should seek backlinks from websites that are relevant to the products or services your website offers.

» COLLABORATE WITH WEBSITE BY SHARING CONTENT 

Earning a backlink from a website that is relevant to your business is more important than earning one from a totally irrelevant website.

» MIND THE VOLUME AND QUALITY OF BACKLINKS 

Google views a backlink as a vote of confidence a site receives from another website. Since backlink can make or break your site’s rankings in search results, it’s important that you strike a balance between quality and volume of your backlink portfolio.

» CREATE A LINK-BUILDING STRATEGY 

A link building strategy is carried out with the intention of earning backlinks from high authority websites. To improve your rankings, you should seek backlinks from websites that are relevant to the products or services your website offers.

» COLLABORATE WITH WEBSITE BY SHARING CONTENT 

Earning a backlink from a website that is relevant to your business is more important than earning one from a totally irrelevant website.

» PARTICIPATE IN FORUMS

Posting content on the relevant forums will give you a better chance of engaging potential prospects who may be interested in your products or services. Grow traffic to your site by attracting the users on forums with valuable content.

» ENCOURAGE USERS TO WRITE REVIEWS 

Search engines closely monitor brand mentions and reviews of your online business. The greater the reviews you get, the better your site’s ranking in search engine results page.

» USE IMAGES, VIDEOS AND DOCUMENTS FOR PROMOTION

Promotional materials in the form of images, ebooks and webinars are capable of optimising the online visibility of your website in search results. Optimise your multimedia to achieve desired results.

» PARTICIPATE IN FORUMS

Posting content on the relevant forums will give you a better chance of engaging potential prospects who may be interested in your products or services. Grow traffic to your site by attracting the users on forums with valuable content.

» ENCOURAGE USERS TO WRITE REVIEWS 

Search engines closely monitor brand mentions and reviews of your online business. The greater the reviews you get, the better your site’s ranking in search engine results page.

» USE IMAGES, VIDEOS AND DOCUMENTS FOR PROMOTION

Promotional materials in the form of images, ebooks and webinars are capable of optimising the online visibility of your website in search results. Optimise your multimedia to achieve desired results.

STAGE 5 | SOCIAL MEDIA STRATEGY

STAGE 5 | SOCIAL MEDIA STRATEGY

» LEARN SOCIAL SIGNALS MODEL OF THE INDUSTRY 

Increased social media signals can significantly improve your site’s ranking in a search engine results pages. Socials signals are closely linked with greater user engagement and better visibility of your website.

» STRIVE TO CREATE VIRAL CONTENT 

Publishing appealing materials on social media platforms like Facebook, LinkedIn and Twitter can broaden the virality of your content. It is the most effective means of attracting attention to your brand and growing traffic to the website.

» ADD SOCIAL MEDIA BUTTONS TO WEBSITE

Placing all the key social media buttons on a page will allow visitors to share it on social media channels as they engage with the content. Website users should be able to share your page content with a single click.

» LEARN SOCIAL SIGNALS MODEL OF THE INDUSTRY 

Increased social media signals can significantly improve your site’s ranking in a search engine results pages. Socials signals are closely linked with greater user engagement and better visibility of your website.

» STRIVE TO CREATE VIRAL CONTENT 

Publishing appealing materials on social media platforms like Facebook, LinkedIn and Twitter can broaden the virality of your content. It is the most effective means of attracting attention to your brand and growing traffic to the website.

» ADD SOCIAL MEDIA BUTTONS TO WEBSITE

Placing all the key social media buttons on a page will allow visitors to share it on social media channels as they engage with the content. Website users should be able to share your page content with a single click.