Technical SEO 101 : The Ultimate Checklist for 2025

Technical SEO Checklist for 2025: The Ultimate Guide

Introduction

Technical SEO is a crucial component of any website’s success in search engine rankings. It ensures that search engines can crawl, index, and understand your website efficiently. While content and backlinks often take center stage in SEO discussions, technical SEO ensures your website’s foundation is strong. This checklist will help you optimize all technical aspects of your site to enhance your search rankings, site speed, and overall user experience.

1. Benchmarks

When it comes to SEO, benchmarks are essential because they help you understand your website’s starting point. These metrics give you insight into your website’s overall health and performance, allowing you to make informed decisions about where to focus your optimization efforts.

Total Pages Indexed in Google

This refers to the number of web pages that Google has indexed and can display in search results. Having more pages indexed allows your content to be discovered by Google and displayed in search results. A high number of indexed pages can be beneficial for SEO, but it’s important to ensure that all pages being indexed are valuable and not duplicate or low-quality content.

• Why it matters: The more pages indexed by Google, the greater the chance of your content being found and ranked. It also indicates that Google is effectively crawling your site.
  
• How to check: You can check the number of pages indexed by Google using the “site:” search operator (e.g., site:yourwebsite.com). Additionally, Google Search Console provides data on how many pages are indexed.
  

Total Number of Backlinks

Backlinks are links from other websites that point to your site. This is a critical factor for SEO because search engines consider backlinks as a vote of confidence in the quality of your content. The more backlinks your site has from authoritative sources, the higher your domain authority, and the better your chances of ranking higher in search results.

• Why it matters: Backlinks are a major ranking factor, signaling to search engines that your site is trustworthy and authoritative. A higher number of quality backlinks typically results in better SEO performance.
  
• How to check: You can use tools like Ahrefs, SEMrush, or Moz to analyze your backlink profile and see how many backlinks point to your site.
  

Total Number of Linking Root Domains

This refers to the number of unique domains that link back to your site. It’s similar to the “Total Number of Backlinks,” but focuses on the diversity of your backlink profile. Having backlinks from a wide range of unique domains is more valuable than having many backlinks from the same domain.

• Why it matters: More linking root domains provide a stronger signal to search engines about your site’s authority and relevance. It also helps avoid over-reliance on a few sources.
  
• How to check: Tools like Ahrefs and SEMrush allow you to see the number of linking root domains. In Google Search Console, you can also check the “Links” section for more details on linking domains.
  

Total Number of Organic Keywords

This refers to the total number of keywords that your site ranks for in search engines without paid advertisements. Ranking for a large number of organic keywords indicates that your site is attracting free, search-driven traffic.

• Why it matters: Organic keywords are a primary source of traffic. Monitoring these keywords helps you identify which content is performing well and where you can improve.
  
• How to check: Google Search Console and keyword tools like SEMrush or Ahrefs provide data on the number of organic keywords your site ranks for.
  

20-50 Top Keyword Positions

This refers to the ranking positions for your site’s most important keywords, particularly those ranking between positions 20 and 50 in search results. Keywords ranked in the 20-50 range are prime candidates for SEO optimization.

• Why it matters: Keywords ranked in this range have the potential to easily break into the top 10 with some targeted SEO work, leading to more traffic and visibility.
  
• How to check: Tools like Google Search Console and SEMrush can show your rankings for specific keywords. Use these to identify opportunities for boosting these rankings.
  

Domain Age

The age of your domain refers to how long your website’s domain name has been active and registered. Older domains tend to have more authority and trust with search engines. While domain age is not a direct ranking factor, older websites often have better backlink profiles and more established reputations, which can contribute to SEO success.

• Why it matters: Older domains are often perceived as more trustworthy by search engines, which can positively influence rankings.
  
• How to check: You can check the domain age using tools like WHOIS, which will show you when your domain was first registered.

2. Google

Ensuring that your website is properly integrated with Google’s tools is essential for monitoring performance, addressing issues, and improving search visibility. Here are the key Google-related checks to consider:

Is Google Analytics Installed?

Google Analytics provides crucial data about how users interact with your site. It tracks user behavior, traffic sources, and other performance metrics that can help you optimize your content and marketing strategies.

• Why it matters: Google Analytics is a powerful tool for tracking website traffic, understanding user behavior, and making data-driven decisions.
  
• How to check: Verify that the Google Analytics tracking code is installed on all pages of your site by using the Google Tag Assistant browser extension or checking the source code.
  

GA Duplication Check

Ensure that Google Analytics is not installed multiple times on your website, as this could lead to inaccurate data and inflated traffic numbers.

• Why it matters: Multiple installations of Google Analytics can cause double-counting of page views and other metrics, distorting your analysis and decisions.
  
• How to check: Use Google Tag Assistant to check for duplicate GA tracking codes on your website. If found, remove the extra tracking code.
  

Is Search Console Setup?

Google Search Console is a tool that helps webmasters monitor, maintain, and troubleshoot their site’s presence in Google search results. Setting it up is crucial for identifying issues like crawl errors, penalties, and indexing problems.

• Why it matters: Google Search Console helps track your site’s health and performance in search, offering insights into issues and opportunities for improvement.
  
• How to check: Visit Google Search Console and confirm that your website is verified and properly set up.
  

Are There Any Search Console Errors?

Google Search Console will flag crawl errors, 404 issues, and problems with your site’s indexation. These errors need to be addressed quickly to maintain good SEO health.

• Why it matters: Crawl errors can prevent Google from properly indexing your site, which can harm your rankings.
  
• How to check: In Google Search Console, check the “Coverage” report for any crawl errors or warnings. Address any critical issues immediately.
  

Google Cache Analysis

Google caches pages to store and retrieve them quickly. Checking the cached version of your website can help identify issues with indexing or content visibility.

• Why it matters: If Google’s cached version of your page is outdated, it can impact the user experience and search engine rankings.
  
• How to check: You can view the cached version of a page by typing cache:yourwebsite.com in the Google search bar. Compare it with the live page to ensure consistency.
  

Is There a Sitemap.xml File?

A sitemap is a file that helps search engines crawl and index the pages on your website. It is important for SEO, especially for large sites.

• Why it matters: A sitemap helps search engines discover and index all the important pages on your site.
  
• How to check: Check if a sitemap.xml file is present by visiting yourwebsite.com/sitemap.xml. If missing, generate one and submit it to Google Search Console.
  

Is There a Discrepancy Between Indexed Pages in Google and Sitemap?

There should be no significant difference between the pages listed in your sitemap and those indexed by Google. If there’s a discrepancy, Google may not be crawling some of your important pages.

• Why it matters: Pages missing from Google’s index may not rank or attract traffic.
  
• How to check: Compare the number of pages listed in your sitemap with the number of pages indexed by Google (use the site: search operator in Google). If there’s a gap, investigate why certain pages are not being indexed.
  

Are Any Invalid Pages in the Sitemap?

Your sitemap should only include valid, working pages. If you’ve included pages that no longer exist or are blocked, this can confuse search engines and hinder your SEO efforts.

• Why it matters: Invalid pages in your sitemap can lead to crawling issues or poor SEO performance.
  
• How to check: Regularly audit your sitemap and remove any pages that no longer exist or are restricted.
  

Are There Any Negative Search Results for the Brand?

Search engines can sometimes display negative content about your brand. It’s important to monitor these results and address them if necessary.

• Why it matters: Negative search results can harm your brand’s reputation and SEO performance.
  
• How to check: Regularly search for your brand on Google to monitor search results. Address any negative content by reaching out to the site owner or utilizing the Google “Remove Content” tool.
  

Are There Any Negative Google Autosuggest?

Google Autosuggest displays predictions when users type a query in the search bar. If negative or irrelevant suggestions are appearing for your brand, it can harm your reputation.

• Why it matters: Negative Google Autosuggest results can influence potential customers’ perception of your brand.
  
• How to check: Start typing your brand name in Google’s search bar to check the autosuggest results. If there are negative suggestions, you may need to take steps to remove or suppress them.
  

Is There a Google News Sitemap.xml File?

For news sites, a Google News sitemap helps Google discover and index news content more efficiently, ensuring that it appears in Google News.

• Why it matters: A Google News sitemap helps your site’s news articles appear quickly in Google News search results, increasing visibility.
  
• How to check: If your site is news-oriented, ensure that a google-news-sitemap.xml file is created and submitted to Google Search Console.
  

Any Manual Actions?

Manual actions are penalties imposed by Google when it detects that your website violates its guidelines. These penalties can significantly harm your rankings and visibility in search.

• Why it matters: Manual actions can drastically reduce traffic and rankings. If your site is penalized, you must take corrective actions to lift the penalty.
  
• How to check: In Google Search Console, check the “Manual Actions” section under the “Security & Manual Actions” tab. If you have a penalty, Google will provide details on the violation.

3. Crawlability & Competitors

Ensuring that your site is crawlable by search engines is a fundamental aspect of technical SEO. Additionally, understanding how you stack up against competitors can help refine your strategy and improve your rankings.

Are There Any Crawl Errors?

Crawl errors occur when search engines like Google attempt to visit a page on your site but cannot access it for some reason. Identifying and fixing these errors is essential to maintain good SEO health.

• Why it matters: If search engines cannot crawl your pages, they won’t be able to index or rank them. Crawl errors can prevent important content from being discovered and affect your rankings.
  
• How to check: In Google Search Console, check the “Coverage” report for any crawl errors. Address critical issues such as 404 errors or server problems that prevent Google from accessing your site.
  

Top 3-5 Competitors Identified?

Understanding who your competitors are in the search landscape is essential for developing a competitive SEO strategy. Identifying your top competitors gives you insight into their strengths and weaknesses.

• Why it matters: By identifying your top competitors, you can benchmark your performance against theirs and find opportunities to outperform them in search results.
  
• How to check: You can use tools like SEMrush, Ahrefs, or Moz to identify competitors based on keyword rankings and backlink profiles. Compare the results and focus on the top 3-5 competitors that target similar keywords or audiences.
  

Has the Competition Been Benchmarked?

Benchmarking your competitors allows you to assess their SEO performance, helping you understand where you stand and which areas require attention. It also gives you a sense of the competitive landscape.

• Why it matters: Benchmarking lets you see how your website compares to competitors in terms of keyword rankings, backlinks, content quality, and overall SEO health. This can guide your optimization efforts.
  
• How to check: Use SEO tools like Ahrefs or SEMrush to analyze competitors’ performance. Check their keyword rankings, traffic, backlinks, and domain authority. This data will help you create a more focused SEO strategy.
  

Competitor Top 10 Keywords

Understanding the top-ranking keywords for your competitors can help you discover new opportunities for your own site. These keywords often represent high-traffic, high-conversion terms that you can target to compete effectively.

• Why it matters: By identifying the top keywords that drive traffic to your competitors, you can target the same terms or find gaps where you can outrank them.
  
• How to check: Use keyword research tools like Ahrefs, SEMrush, or Moz to identify your competitors’ top-ranking keywords. Focus on the keywords that are most relevant to your niche and target them in your content.
  

Competitor Average Search Positions

Knowing the average search positions of your competitors’ top keywords allows you to measure how close or far away you are from ranking at the top.

• Why it matters: Competitors who rank well for relevant keywords will drive significant traffic to their site. By understanding their average rankings, you can determine which areas of SEO you need to improve to match or surpass them.
  
• How to check: Tools like SEMrush, Ahrefs, and Moz will show you the average search positions for your competitors’ target keywords. Use this data to prioritize your SEO efforts on keywords that will have the greatest impact.
  

Top Ranking Keywords

Tracking your own site’s top-ranking keywords is essential for monitoring SEO progress and identifying areas for improvement.

• Why it matters: Your top-ranking keywords drive the most traffic to your site. By optimizing these keywords and their corresponding content, you can increase your site’s visibility and attract more organic traffic.
  
• How to check: Use Google Search Console, SEMrush, or Ahrefs to identify your site’s top-ranking keywords. Focus on improving the rankings of keywords in the 20-50 range, as they can be pushed into the top 10 with targeted optimization.
  

Competitor Content Analysis

Analyzing the content strategy of your competitors helps you identify opportunities to improve or differentiate your own content. A comprehensive competitor content analysis involves reviewing their top-performing content and understanding why it works.

• Why it matters: Content is one of the most important ranking factors. By understanding what type of content ranks well for your competitors, you can improve your own content strategy and create more valuable, relevant, and engaging material.
  
• How to check: Use tools like BuzzSumo, SEMrush, and Ahrefs to analyze your competitors’ content. Identify their most shared and linked-to pages, and evaluate their content’s quality, format, and depth. Use this data to enhance your own content strategy.
  

4. Site Protocol & Structure

A well-structured site with clear protocols is essential for both search engines and user experience. Ensuring that your site is properly set up will improve its crawlability, indexing, and overall SEO performance.

Site Protocol Checks

The protocol your site uses (HTTP/HTTPS) plays a significant role in its security and SEO. Ensuring that your site is using the correct protocol is critical for maintaining a good SEO standing.

• Why it matters: HTTPS is a ranking factor for Google. A secure site builds user trust and contributes positively to SEO.
  
• How to check: Check your site’s protocol by looking at the URL in your browser’s address bar. If it’s using HTTP instead of HTTPS, implement an SSL certificate to secure your site.
  

Pagination Checks

Pagination is used to break up large amounts of content into multiple pages. It’s important to ensure pagination is set up correctly to avoid duplicate content issues.

• Why it matters: Improper pagination can lead to duplicate content issues or cause search engines to overlook important pages. It’s crucial for large e-commerce sites and blogs.
  
• How to check: Ensure that the rel=”next” and rel=”prev” tags are implemented correctly in the head of the paginated pages. Also, check that Google can index all relevant pages, and avoid excessive pagination.
  

Canonical Checks

Canonical tags tell search engines which version of a page is the “master” version, preventing duplicate content issues. Using the correct canonical tags is essential for proper indexing.

• Why it matters: Without proper canonical tags, search engines may index duplicate pages, diluting your site’s SEO value.
  
• How to check: Review your site’s HTML to ensure that the canonical tag is correctly implemented on all pages. Tools like Screaming Frog can help identify pages missing canonical tags.
  

Print Version Noindexed?

Many websites provide print-friendly versions of their pages. These should be marked as “noindex” to prevent them from being indexed by search engines, as they often duplicate content from the main page.

• Why it matters: If print versions of pages are indexed, it can cause duplicate content issues and confuse search engines.
  
• How to check: Check the <meta name=”robots” content=”noindex”> tag on the print version pages to ensure they are excluded from indexing.
  

Has Internal Linking Been Classified on Primary Pages?

Internal linking helps search engines understand the structure of your site and ensures that all pages are properly indexed. Primary pages should be linked to appropriately to distribute link equity.

• Why it matters: Proper internal linking helps search engines discover important pages and improves user navigation.
  
• How to check: Ensure that your primary pages (e.g., homepage, category pages, key landing pages) are linked to from other pages on your site. Tools like Screaming Frog can help identify internal links.
  

Site Visualisation Checks

Site visualisation refers to how users see and interact with your site. Ensuring that the structure and layout of your site are user-friendly is important for both user experience and SEO.

• Why it matters: A well-visualized site enhances the user experience, which can indirectly improve SEO by reducing bounce rates and increasing engagement.
  
• How to check: Review your site’s layout, structure, and visual appeal. Ensure that important content is accessible and easy to navigate for users and search engines.
  

Internal Redirects (3xx)

Internal redirects (3xx status codes) are used when a page has been moved or redirected. While redirects are necessary, too many internal redirects can slow down your site’s performance and negatively impact SEO.

• Why it matters: Excessive redirects can slow down page load times and confuse search engines, leading to crawling and indexing issues.
  
• How to check: Use tools like Screaming Frog or Google Search Console to identify any unnecessary internal redirects on your site. Redirect chains should be minimized.
  

Redirect Chains & Redirect Loops

A redirect chain occurs when a page redirects to another page, which then redirects to a third page. A redirect loop happens when pages keep redirecting back to each other, creating an endless loop. Both issues can impact SEO.

• Why it matters: Redirect chains and loops create unnecessary redirects, slow down page load times, and confuse search engines, leading to poor SEO performance.
  
• How to check: Use tools like Screaming Frog or Ahrefs to identify redirect chains and loops. Fix any chains and ensure redirects are as direct as possible.
  

Robots.txt Present?

The robots.txt file tells search engine crawlers which pages or sections of your site should not be crawled. Ensuring that your robots.txt file is set up correctly is crucial for SEO.

• Why it matters: A misconfigured robots.txt file can accidentally block search engines from crawling important content, hurting your site’s visibility in search results.
  
• How to check: Visit yourwebsite.com/robots.txt to check if the file is present. Use it to block pages that should not be indexed, such as admin pages, login pages, or duplicate content.
  

Are Pages Being Correctly Blocked by Robots.txt?

Ensure that pages that should not be indexed are blocked by the robots.txt file, but important pages are accessible to search engine crawlers.

• Why it matters: Blocking important pages can prevent them from being indexed, while allowing unnecessary pages to be crawled could waste crawl budget.
  
• How to check: Review your robots.txt file to ensure it’s configured correctly. Use Google Search Console’s “URL Inspection Tool” to confirm that important pages are being crawled.
  

Are Pages Being Correctly Blocked by Meta Robots?

Meta robots tags control how search engines crawl and index pages. These tags should be correctly applied to prevent unwanted pages from being indexed.

• Why it matters: Incorrect use of meta robots tags can lead to unintended content being indexed or important pages being excluded.
  
• How to check: Review your pages’ <meta name=”robots” content=”noindex, follow”> tags to ensure that they are correctly applied to the right pages. Tools like Screaming Frog can help identify incorrect or missing meta robots tags.
  

Site Structure / Silo Structure Use

A silo structure organizes content into logical categories, making it easier for search engines and users to navigate your site. Implementing a silo structure can help with both crawlability and SEO.

• Why it matters: A well-organized site structure helps search engines understand the hierarchy of your content, ensuring that your most important pages are crawled and ranked higher.
  
• How to check: Review your site’s URL structure and internal linking to ensure that content is grouped logically into categories and subcategories.
  

Category Use (Ecomm)

For e-commerce sites, category pages are crucial for organizing products and making them easier to find. Ensure that your categories are optimized for SEO.

• Why it matters: Optimized category pages help search engines understand the site’s structure and improve the visibility of your products in search results.
  
• How to check: Ensure that your category pages include relevant keywords, are well-organized, and contain high-quality content like product descriptions and reviews.
  

URL Naming Convention – Is This Well Optimized?

The way URLs are named can have an impact on SEO. URLs should be short, descriptive, and contain relevant keywords to make it easier for both users and search engines to understand the page’s content.

• Why it matters: Clean, descriptive URLs improve user experience and contribute to better search engine rankings.
  
• How to check: Review your site’s URL structure to ensure that URLs are short, descriptive, and include relevant keywords. Avoid using long, complex, or dynamic URLs.

5. Navigation & UX

The navigation structure and user experience (UX) play a key role in both user satisfaction and SEO performance. A well-structured site makes it easier for both users and search engines to find and engage with content.

Error Pages

Error pages, such as 404 pages, should be designed to guide users back to working content rather than leaving them stranded. A well-designed error page can improve user experience and keep visitors on your site longer.

• Why it matters: Proper error pages help users navigate your site even when they encounter broken links. A good 404 page encourages users to continue exploring, preventing bounce rates from rising.
  
• How to check: Review your 404 pages and ensure they are user-friendly, featuring links back to the homepage or other relevant content.
  

Is an HTML Sitemap in Use?

An HTML sitemap is a simple page that lists all the pages on your site for users to navigate easily. It helps users and search engines find content quickly.

• Why it matters: An HTML sitemap makes it easier for users to find content, particularly on large sites. It also helps search engines discover and index important pages.
  
• How to check: Ensure your site has an accessible HTML sitemap, ideally linked from the footer or another prominent location. If not, consider adding one.
  

Are Tag Pages Being Used?

Tag pages help categorize content by topic or keyword, making it easier for users to find related content. They are especially useful for blogs and large content-driven sites.

• Why it matters: Tag pages can improve SEO by organizing content into logical clusters, making it easier for search engines to index related content.
  
• How to check: Check if your site is using tag pages and ensure they are properly optimized for SEO. Avoid having too many similar tags or pages with thin content.
  

Is the Site Using a Crumb Trail?

A breadcrumb trail provides a navigation path that shows users where they are on your site. It’s especially useful for e-commerce sites and large websites with many levels of content.

• Why it matters: Breadcrumbs improve user experience by making it easier to navigate back to higher-level pages. They also help search engines understand your site’s hierarchy, which can enhance rankings.
  
• How to check: Ensure that breadcrumb navigation is implemented across your site, particularly on product pages, category pages, and other content-rich pages.
  

Is Primary Navigation Easy to Use?

Your site’s primary navigation should be intuitive and easy to use, helping visitors find what they need quickly. Complicated navigation structures can frustrate users and drive them away.

• Why it matters: Good primary navigation helps both users and search engines find and engage with your content more easily, which improves both user experience and SEO.
  
• How to check: Review your primary navigation for usability. Ensure that menu items are clearly labeled and organized in a way that makes sense for users.
  

Footer Navigation Checks?

Footer navigation offers another way for users to navigate your site. It’s important to ensure that the footer is well-organized and includes links to key pages, such as the contact page, privacy policy, and popular content.

• Why it matters: A well-organized footer improves site usability and helps search engines discover important pages that may not be linked to in the primary navigation.
  
• How to check: Review your site’s footer to ensure it contains useful links and is easy to navigate. Make sure it isn’t overloaded with too many links, which can confuse users.
  

Is All Good Content Under 4 Clicks from Home?

Content should be easy to find, and important pages should be accessible within a few clicks from the homepage. This is important for both user experience and SEO, as deep content can be harder for search engines to crawl and index.

• Why it matters: Keeping important content within 4 clicks ensures that users and search engines can easily find and navigate it. It improves the user experience and can positively impact SEO.
  
• How to check: Review your site’s structure to ensure that all important pages are easily accessible from the homepage, preferably within 4 clicks.
  

Menu Setup and Use

Your site’s menu should be well-organized and easy to navigate. A clear and concise menu helps users find what they’re looking for quickly and improves their overall experience.

• Why it matters: A well-organized menu helps both users and search engines navigate your site, reducing bounce rates and improving SEO performance.
  
• How to check: Ensure that your menu is easy to navigate, with categories and links clearly labeled. Avoid overcomplicating the menu with too many options.

6. SSL, Security & Site Uptime

Keeping your site secure and ensuring it stays online is important for both your users and SEO. Search engines prefer secure sites, and users trust websites that are safe to browse. Also, keeping your site online without interruptions is crucial to maintaining good user experience and search rankings.

Primary Protocol Use (HTTP / HTTPS)?

Your website should use HTTPS, not just HTTP. HTTPS stands for HyperText Transfer Protocol Secure. It makes sure that any information shared between your site and visitors is encrypted and safe.

• Why it matters: Websites with HTTPS are more secure, and Google prefers them for better rankings. Users also trust HTTPS sites more, especially when entering sensitive information like passwords or credit card details.
  
• How to check: Look at the URL of your website. If it starts with “https://” instead of “http://,” you’re using the secure protocol. If not, you need to get an SSL certificate to make your site HTTPS.
  

Does the Site Have a Valid SSL Certificate?

An SSL certificate is what turns your site from HTTP to HTTPS. It’s a security feature that helps protect your users’ information by encrypting it.

• Why it matters: Without a valid SSL certificate, your site will be marked as insecure by browsers, which can make visitors leave. It also affects your rankings on search engines.
  
• How to check: Check your website’s URL. If it says “Not Secure” or doesn’t have the padlock symbol, you don’t have an SSL certificate. You can get one from your hosting provider or use a free SSL certificate service.
  

Do All Pages Redirect from HTTP to HTTPS Correctly?

All pages on your site should automatically switch from HTTP to HTTPS. This helps avoid confusion for users and search engines and ensures they always use the secure version of your site.

• Why it matters: If some pages are still using HTTP while others use HTTPS, search engines may see them as separate pages, which could hurt your rankings. It also makes your site seem inconsistent to users.
  
• How to check: Test your pages by typing your site’s URL with “http” instead of “https” and see if it redirects to the secure version. If not, you need to set up a redirect to automatically send users to the HTTPS version.
  

Is an HSTS Policy in Place?

HSTS (HTTP Strict Transport Security) is a security feature that tells browsers to always use HTTPS when visiting your site, even if the user types “http://” manually.

• Why it matters: HSTS ensures that visitors’ connections to your site are always secure, making it more difficult for hackers to interfere.
  
• How to check: You can check if HSTS is set up by looking at your site’s HTTP headers or using online tools like SecurityHeaders.io. It’s often set up by webmasters when they implement HTTPS.
  

Does the Site Use Subdomains?

A subdomain is like a section or category of your website that has its own separate URL, like “blog.yoursite.com” or “shop.yoursite.com.”

• Why it matters: Subdomains can help organize content, but they should be set up correctly to avoid confusing search engines or making it harder for users to navigate your site.
  
• How to check: Look at your site’s structure. If you see “something.yoursite.com” (like a blog or store), that’s a subdomain. Make sure they are secure (use HTTPS) and properly optimized for SEO.
  

Does the Site Carry a Favicon?

A favicon is the small icon that appears next to the website name in the browser tab. It helps identify your site and makes it easier for users to find your page when they have multiple tabs open.

• Why it matters: A favicon improves user experience by making your site more recognizable and easier to navigate, especially when users have many tabs open.
  
• How to check: Look at your site’s browser tab. If there’s no icon or it’s a generic one, you might want to add a favicon to make your site more professional and user-friendly.
  

Site Uptime

Site uptime is the amount of time your website is accessible to visitors. It’s important to make sure your website stays online and doesn’t experience too much downtime.

• Why it matters: A site that frequently goes down can frustrate users and harm your SEO. Google prefers websites that are always available to users.
  
• How to check: Use uptime monitoring tools like UptimeRobot or Pingdom to track your site’s uptime. These tools will alert you if your site goes down.

7. Broken & Redirected Links

Broken and redirected links can harm your website’s SEO and user experience. Fixing these links is essential to maintaining a smooth user experience and ensuring that search engines can properly crawl and index your site.

Broken / Redirected Internal Links

Internal links are links that point to other pages on your website. If any of these links lead to a 404 page or are redirected, it can hurt the navigation experience and SEO.

• Why it matters: Broken or redirected internal links can confuse users, increase bounce rates, and prevent search engines from crawling your pages effectively.
  
• How to check: Use tools like Screaming Frog or Google Search Console to identify broken or redirected internal links. Fix or remove any links that lead to 404 pages or those that unnecessarily redirect.
  

Broken / Redirected External Links

External links point to pages on other websites. Just like internal links, broken or redirected external links can harm your site’s user experience and SEO.

• Why it matters: Broken or redirected external links can make your site appear unreliable to both users and search engines. Google may also consider your site less authoritative if it links to too many broken or irrelevant external pages.
  
• How to check: Use tools like Ahrefs, SEMrush, or Screaming Frog to identify broken or redirected external links. Replace broken links with updated or relevant links to improve your site’s credibility and SEO.

8. Server, Malware & JavaScript

Your website’s server configuration, security measures, and JavaScript use are all critical for both performance and SEO. Ensuring that your site is secure, properly configured, and uses JavaScript correctly will improve both user experience and search engine rankings.

JavaScript Use

JavaScript is commonly used to create interactive features on websites, such as sliders, forms, and dynamic content. However, if not handled correctly, JavaScript can prevent search engines from properly crawling and indexing your site.

• Why it matters: If important content or links are hidden behind JavaScript, search engines may not be able to index them. This can lead to lower rankings.
  
• How to check: Use tools like Google Search Console’s URL Inspection Tool to check how Googlebot sees your pages. Ensure that critical content is accessible without relying solely on JavaScript for visibility.
  

Is the .htaccess File Configured Correctly?

The .htaccess file controls many server-side settings for your website, including redirects, URL rewrites, and access control. A misconfigured .htaccess file can cause issues with page redirects and site security.

• Why it matters: An improperly configured .htaccess file can lead to broken pages, security vulnerabilities, or improper redirects that hurt SEO and user experience.
  
• How to check: Review your .htaccess file for correct redirect rules, SSL settings, and security configurations. Use an online validator or consult with a developer to ensure it is configured correctly.
  

Are Dynamic Pages Being Served Correctly?

Dynamic pages are those that change based on user input or interaction, such as search results or product filters. It’s important to ensure that these pages are served correctly to both users and search engines.

• Why it matters: If dynamic pages are not served properly, they can lead to crawl errors or duplicate content issues, which can hurt SEO.
  
• How to check: Test your dynamic pages to ensure they load correctly for both users and search engines. Use tools like Google Search Console to check for any crawl errors related to dynamic content.
  

Does the Site Have Open Dynamic Pages That Can Be Blocked?

Some dynamic pages may not be valuable for SEO and could be wasting your site’s crawl budget. These pages, such as thank-you pages or session-based pages, should be blocked from search engines.

• Why it matters: Blocking unnecessary dynamic pages helps search engines focus on crawling and indexing important pages, improving overall site performance and SEO.
  
• How to check: Use robots.txt or meta tags to block irrelevant dynamic pages. Review your site for pages that may be indexed unnecessarily, and use tools like Screaming Frog to find pages that need to be blocked.
  

Malware & Security Checks

Malware on your site can have serious consequences, including damaging your reputation and harming your SEO. Regular security checks help identify vulnerabilities and protect your site.

• Why it matters: Malware can lead to penalties from search engines, make your site less trustworthy for users, and cause a drop in search rankings.
  
• How to check: Use security tools like Sucuri or Google Search Console to monitor for malware. Regularly scan your site for any signs of infection or vulnerabilities.
  

Malware History Check

Even if your site is secure now, it’s important to check for any past malware infections. Historical issues can affect your site’s reputation and search rankings.

• Why it matters: Search engines may still penalize sites with a history of malware, even after cleaning up the infection.
  
• How to check: Use security tools to review the history of any malware on your site. Google Search Console also provides alerts for security issues that could have occurred in the past.
  

Blacklist Check

Websites that have been blacklisted by security organizations or search engines can face serious consequences, including being removed from search results.

• Why it matters: Being blacklisted can prevent your site from appearing in search results and may also deter users from visiting.
  
• How to check: Use tools like Google Safe Browsing or Sucuri to check if your site has been blacklisted. If it has, take immediate steps to clean your site and submit a reconsideration request to Google.

9. Site Speed

Site speed is one of the most important factors for both user experience and SEO. A slow website can lead to high bounce rates, low user engagement, and lower rankings in search engines. Optimizing site speed should be a priority for every website owner.

Site Speed / Page Speed Status Check

Site speed refers to how quickly your website loads for users. Faster loading times result in better user experiences and improved SEO performance.

• Why it matters: Slow sites frustrate users and are penalized by search engines like Google. A faster site leads to better user engagement, lower bounce rates, and improved rankings.
  
• How to check: Use tools like Google PageSpeed Insights, GTMetrix, or Pingdom to analyze your site’s loading time. These tools provide insights into how fast your site is and suggest improvements.
  

Site Speed / Page Speed Issues Need to Be Solved

If your site has speed issues, you should address them immediately. Common issues include large image files, unoptimized code, and slow server response times.

• Why it matters: Unresolved speed issues can result in poor user experience, higher bounce rates, and lower search rankings. Google has made site speed a ranking factor, so optimizing it is crucial for SEO.
  
• How to check: Analyze your site using Google PageSpeed Insights or GTMetrix to pinpoint areas causing slow load times. Follow the tool’s recommendations to fix issues like image optimization, server performance, and code minification.
  

Are Any Pages Being Duplicated Due to Poor Architecture?

Poor site architecture can lead to duplicated pages, making it harder for search engines to crawl and index your content effectively. Duplicate pages can confuse search engines, resulting in ranking issues.

• Why it matters: Duplicate content can lead to search engines prioritizing one version of the page, leaving others unindexed. This can negatively affect SEO and user experience.
  
• How to check: Use tools like Screaming Frog or Google Search Console to identify duplicate pages. Ensure that canonical tags are in place to direct search engines to the preferred version of the page.

10. Structured Data & Schema

Structured data is a way to help search engines understand your content better. Using schema markup can improve how your content is displayed in search results and help you earn rich snippets, which attract more clicks. This section also covers important checks for ensuring your pages are secure and error-free.

Structured Data & Schema Use

Schema markup is a form of structured data that helps search engines understand the meaning of your content, such as articles, events, products, and more. Adding schema markup can improve the appearance of your pages in search results.

• Why it matters: Schema markup helps search engines display your content in rich snippets (like reviews or FAQs), which can increase your click-through rates. It also helps search engines understand your site’s content better, improving SEO.
  
• How to check: Use Google’s Structured Data Testing Tool to check if your site has the correct schema markup. Make sure to include schema types relevant to your content, such as Article, Product, or Local Business.
  

Are There Any Chrome Console Errors?

Chrome’s Developer Tools can reveal JavaScript errors and other issues that may affect your site’s performance. Checking these errors is important for maintaining a smooth user experience and good SEO.

• Why it matters: Errors in the Chrome console, such as JavaScript errors, can prevent search engines from properly indexing your content. They can also affect the usability of your site.
  
• How to check: Open Chrome Developer Tools by right-clicking on your page and selecting “Inspect.” Then, go to the “Console” tab to see if there are any errors. Fix any issues that appear.
  

Is CSS Being Minified?

CSS minification reduces the size of your CSS files by removing unnecessary spaces, comments, and characters. This makes your pages load faster.

• Why it matters: Minified CSS files reduce load times, which improves both user experience and SEO.
  
• How to check: Check your CSS files to see if they’re minified. Tools like Google PageSpeed Insights can provide recommendations on how to minify CSS. You can also use online tools like CSS Minifier.
  

Is Inline CSS Being Used?

Inline CSS is when styles are applied directly to elements within the HTML, rather than in an external stylesheet. Too much inline CSS can slow down your website.

• Why it matters: Inline CSS can increase the page size and make your site slower to load. It’s better to use an external stylesheet for better performance and maintainability.
  
• How to check: Review your HTML code and check if there’s excessive inline CSS. Use external stylesheets wherever possible to improve performance.
  

Is Every Site Page Secure and Without Errors?

Every page on your website should be secure and free of errors, ensuring a smooth experience for users and search engines alike.

• Why it matters: Pages with errors or security issues, such as SSL problems or broken content, can negatively affect your SEO rankings and user trust.
  
• How to check: Regularly test your site for errors using Google Search Console, Google PageSpeed Insights, or other error-checking tools. Ensure all pages are secure with HTTPS and have no critical errors.
  

Are There Any Canonical Errors?

Canonical tags help search engines understand which version of a page should be considered the “main” version to avoid duplicate content issues. Errors in canonical tags can cause pages to be improperly indexed.

• Why it matters: Canonical errors can lead to duplicate content, which can harm your rankings. Correctly set canonical tags ensure that search engines index the right page.
  
• How to check: Use tools like Screaming Frog or Google Search Console to check for canonical errors. Ensure each page’s canonical tag points to the correct URL.
  

Are All Ads and Affiliate Links Nofollowed?

When using ads or affiliate links, it’s important to use the rel=”nofollow” attribute to prevent search engines from following those links and passing SEO value.

• Why it matters: Nofollowing ads and affiliate links ensures that you’re not passing SEO value to external sites, which can negatively affect your rankings.
  
• How to check: Review the code for all ads and affiliate links on your site. Ensure that these links contain the rel=”nofollow” attribute.

11. Server and Platform Checks

Your website’s server and platform play a significant role in its performance, security, and SEO. Ensuring that your server is set up correctly and your platform is optimized will improve both user experience and search engine rankings.

Server Location by IP

The location of your website’s server can affect its speed and search rankings. Ideally, your server should be located near your target audience for faster loading times.

• Why it matters: A server that’s far from your target audience can increase page load times, which can hurt your SEO and user experience.
  
• How to check: Use tools like IP Location Finder to determine where your server is located. If your target audience is in a specific region, make sure your server is located nearby.
  

Check All Sites on Webserver

If your website shares a server with other websites, it’s important to ensure that none of the other sites are causing security or performance issues.

• Why it matters: If other sites on your server have poor performance or security problems, they can affect your site’s load times or cause security vulnerabilities.
  
• How to check: Use server management tools to review all websites hosted on your server. Monitor performance and security to ensure no other site is affecting your website’s performance.
  

Do Any Pages Have More Than 100 External Links?

Pages with too many external links (more than 100) can appear spammy to search engines, and excessive linking can also confuse users.

• Why it matters: A high number of external links on a page can dilute the value of the content and lead to a poor user experience. Google may also see this as an attempt to manipulate rankings.
  
• How to check: Use tools like Screaming Frog or Ahrefs to audit your pages and ensure that no page has excessive external links. If necessary, reduce the number of external links or distribute them more evenly.
  

What Platform Is the Site Built On?

The platform or content management system (CMS) used to build your website (e.g., WordPress, Shopify, etc.) can affect your site’s SEO capabilities and performance.

• Why it matters: Some platforms may have SEO limitations or require additional customization for better performance. Choosing the right platform ensures that your site can be optimized for search engines.
  
• How to check: Identify your website’s platform by looking at the source code or using online tools like BuiltWith. If your platform has known limitations, consider upgrading or using additional plugins to enhance SEO.
  

Does the Platform Come with Known Restrictions?

Some website platforms come with built-in restrictions that can limit your ability to fully optimize your site for SEO, such as limited customization options or poor support for technical SEO features.

• Why it matters: Platform restrictions can make it difficult to fully optimize your site for SEO or prevent you from implementing important features like custom meta tags, redirects, or structured data.
  
• How to check: Research your platform to find out if it has any known restrictions. You can check forums or documentation to understand its SEO limitations. Consider switching platforms if restrictions are affecting your SEO performance.
  

Is a CDN in Use?

A Content Delivery Network (CDN) is a network of servers that deliver your website’s content from the location closest to the user, improving load times and performance.

• Why it matters: Using a CDN can drastically improve site speed, especially for users located far from your server. Faster websites have better user engagement and perform better in search engine rankings.
  
• How to check: Use tools like GTMetrix or Pingdom to see if a CDN is in use on your site. If not, consider implementing one to improve site speed.
  

Check Domain History

The history of your domain, including any past penalties or ownership changes, can affect your site’s current SEO performance.

• Why it matters: A domain with a history of penalties or previous blacklisting can hurt your site’s SEO. Checking domain history ensures that you don’t inherit any negative reputation from past ownership.
  
• How to check: Use tools like DomainTools or WHOIS to check the domain’s history. Look for any past issues, such as penalties, blacklisting, or other red flags that could impact your SEO.

12. Images

Images are a critical part of your website’s content. Optimizing your images helps improve page load speed, user experience, and SEO performance. This section covers essential image-related checks to ensure your site’s images are working for you.

How Many Images Are Used Sitewide?

Tracking how many images are used across your site can help you manage image load and performance. Too many images can slow down your website, especially if they aren’t optimized.

• Why it matters: The more images you have on your site, the more time it takes to load. Large numbers of images can negatively impact your SEO and user experience.
  
• How to check: Use tools like Screaming Frog or Google PageSpeed Insights to audit the number of images on your site and determine if any image-heavy pages are slowing down your site.
  

Are Images Being Optimized?

Optimized images are smaller in file size but still look great, which helps your website load faster without losing visual quality. Image optimization is essential for improving page speed.

• Why it matters: Unoptimized images can slow down your website, leading to poor user experience and lower SEO rankings.
  
• How to check: Use tools like ImageOptim, TinyPNG, or the Google PageSpeed Insights tool to check if your images are optimized. Consider using compression tools to reduce file sizes while maintaining quality.
  

Are ALT Tags Being Regularly Used?

ALT tags (alternative text) are used to describe the content of images for search engines and users who may be visually impaired. Proper ALT tags improve SEO and accessibility.

• Why it matters: ALT tags help search engines understand what your images are about, contributing to better rankings. They also make your site more accessible to users with disabilities.
  
• How to check: Review your images to ensure they have descriptive and relevant ALT tags. Tools like Screaming Frog can help identify images without ALT text.
  

Are Images Named Sympathetically?

Images should be named descriptively, using relevant keywords that help search engines understand the content of the image.

• Why it matters: Properly named images improve SEO by making them easier for search engines to index. Descriptive filenames also help with image search visibility.
  
• How to check: Check your image filenames to ensure they are descriptive, short, and relevant to the image content. Avoid generic names like “IMG1234.jpg.”
  

Are There Any Dead Images?

Dead images are images that no longer exist or are broken on the site. These images can create a poor user experience and negatively affect SEO.

• Why it matters: Dead images can hurt your website’s user experience by displaying broken image icons, and they may increase bounce rates.
  
• How to check: Use tools like Google Search Console, Screaming Frog, or Xenu to identify any broken or missing images on your site.
  

Are Too Many Stock Images Used?

Stock images can be useful, but using too many generic stock photos may make your website look less authentic and engaging. Overuse can also affect your SEO performance.

• Why it matters: Search engines prioritize original, engaging content. Overusing stock images can make your site seem less unique and may hurt your SEO.
  
• How to check: Audit your site’s images and consider replacing overused stock images with custom or original photos to make your content stand out.
  

Are There Any Images in Excess of 100KB?

Large image files can slow down your website, especially when they exceed 100KB. Optimizing these images is important for faster load times.

• Why it matters: Large images take longer to load, which can hurt both SEO and the user experience. Optimizing images reduces file sizes and improves site performance.
  
• How to check: Use tools like Google PageSpeed Insights or GTMetrix to identify images over 100KB. Resize or compress these images to optimize their load time.
  

Image File Size Is Too Large

Images with large file sizes can significantly impact your site’s load time, especially if multiple large images are used on a page. Optimizing image file sizes is critical for performance.

• Why it matters: Large file sizes slow down page loading speeds, which can result in higher bounce rates and lower rankings on search engines.
  
• How to check: Check the file sizes of images using Google PageSpeed Insights or other performance tools. Compress any images with large file sizes without sacrificing quality.

13. Mobile Optimization

With more users browsing the web on mobile devices, optimizing your website for mobile is essential for both user experience and SEO. Google uses mobile-first indexing, which means it primarily uses the mobile version of your site for ranking. This section ensures your site performs well on mobile devices.

Responsive Check

Responsive design ensures your website automatically adjusts to different screen sizes, providing an optimal viewing experience on mobile devices.

• Why it matters: A responsive site improves user experience, reduces bounce rates, and is favored by search engines.
  
• How to check: Use Google’s Mobile-Friendly Test tool to check if your site adjusts properly on different devices. Ensure that all content is accessible and easy to read on mobile screens.
  

Popups/Interstitials

Popups and interstitials (large ads or messages) that appear when users first land on a page can disrupt the mobile experience. Too many popups can be frustrating, especially on smaller screens.

• Why it matters: Google penalizes sites that show intrusive interstitials on mobile devices. A poor mobile experience can drive users away and hurt your rankings.
  
• How to check: Test your website on mobile devices to see if popups or interstitials block the main content. Consider reducing their size or making them less intrusive.
  

Mobile Page Size

The size of your page can affect its loading time, especially on mobile networks, which are often slower than desktop connections. Keeping your page size small helps improve load times.

• Why it matters: Large pages take longer to load, leading to poor user experience and higher bounce rates.
  
• How to check: Use tools like Google PageSpeed Insights or GTMetrix to check your mobile page size. Aim to keep the size under 1-2MB for faster loading.
  

Image Use

Images enhance the visual appeal of your site, but they can slow down page load time, especially on mobile devices. Optimizing image use is critical for mobile performance.

• Why it matters: Too many images or large image files can negatively affect mobile page speed.
  
• How to check: Review your website’s images and make sure only essential images are used. Compress and optimize images for mobile devices using tools like TinyPNG or ImageOptim.
  

Image Optimization

Optimizing images for mobile ensures that your website loads quickly and looks good on all devices.

• Why it matters: Unoptimized images can slow down your site, particularly on mobile, where slower connections may be common.
  
• How to check: Use Google’s PageSpeed Insights to check for any images that need optimization. Compress large images and choose the right file format (JPEG for photos, PNG for graphics).
  

Image Resizing

Resizing images for mobile is important because large images can take up too much bandwidth and slow down your page load times.

• Why it matters: Resizing images ensures that they load faster and appear correctly on mobile screens, improving both speed and user experience.
  
• How to check: Make sure that images on mobile devices aren’t unnecessarily large. You can use responsive images (with the srcset attribute) to serve different image sizes based on the user’s screen size.
  

Search Console Errors

Google Search Console provides valuable insights into mobile usability and other issues affecting your site’s mobile performance.

• Why it matters: Errors in Google Search Console can indicate problems with your mobile site that need to be fixed to improve rankings and user experience.
  
• How to check: Regularly check the “Mobile Usability” report in Google Search Console for any errors or warnings related to mobile optimization.
  

AMP Check

Accelerated Mobile Pages (AMP) is a framework designed to make mobile web pages load faster. Check if AMP is implemented correctly on your site.

• Why it matters: AMP pages load faster on mobile devices, improving user experience and potentially boosting SEO performance.
  
• How to check: Use the AMP Validator or Google Search Console to check if your pages are AMP-compliant. Ensure that AMP pages are set up correctly and don’t have errors.
  

Mobile UX Issues (see UX)

User experience (UX) on mobile devices should be seamless, with easy navigation, fast load times, and readable content.

• Why it matters: A poor mobile user experience can lead to higher bounce rates and lower rankings. It’s crucial for keeping users engaged on mobile.
  
• How to check: Perform a mobile usability test and check for common issues like small buttons, hidden content, or slow load times. Aim for a mobile-friendly and intuitive design.
  

Mobile Navigation

Mobile navigation should be simple, intuitive, and easy to use. Avoid clutter and make sure that users can easily find what they’re looking for.

• Why it matters: Difficult-to-use mobile navigation can frustrate users and lead to a high bounce rate, which affects SEO.
  
• How to check: Test your site’s navigation on mobile devices. Ensure that the menu is easy to use, and important pages are accessible within a few taps.
  

Use of Video on Mobile

Video content is increasingly popular on mobile devices. However, videos should be optimized for mobile to ensure smooth playback and minimal data usage.

• Why it matters: Large video files can slow down mobile page loads and use too much data, which can frustrate users. Optimized videos improve the mobile experience.
  
• How to check: Ensure that videos are compressed and use the appropriate file format. Test the playback speed and make sure videos load quickly without buffering.
  

Are Buttons and Links Easy to Click?

On mobile devices, buttons and links should be large enough and spaced far enough apart to avoid accidental clicks.

• Why it matters: Small or tightly spaced buttons can frustrate users, leading to a poor experience and higher bounce rates.
  
• How to check: Test your site on mobile devices to ensure that buttons and links are large enough and spaced properly for easy clicking.
  

Is the Favicon Being Displayed in Mobile SERPs?

The favicon is the small icon that appears next to your site’s title in a browser tab or search results. Make sure it’s visible in mobile search results as well.

• Why it matters: A favicon makes your website look more professional and helps users easily identify it in search results, especially when browsing on mobile devices.
  
• How to check: Make sure your site’s favicon is set up and appearing in mobile search results. If not, check your HTML code to ensure the favicon is linked correctly.
  

Parity Checks – Content, Meta & Directives the Same as Desktop?

It’s important to ensure that the mobile version of your site has the same content, meta tags, and directives as the desktop version to maintain consistency.

• Why it matters: Inconsistent content between mobile and desktop versions can confuse search engines and negatively affect rankings.
  
• How to check: Compare the content, meta tags, and directives on the mobile version of your site with the desktop version. Ensure they are the same, and the mobile version is not missing any important SEO elements.
  

Mobile Testing

Mobile testing ensures that your site works well across all mobile devices and screen sizes. This test helps identify any issues that could affect mobile users.

• Why it matters: Regular mobile testing helps identify and fix issues that could affect the mobile user experience and search rankings.
  
• How to check: Use tools like Google’s Mobile-Friendly Test, BrowserStack, or real device testing to ensure your site is fully optimized for mobile.

14. HTML & CSS

The HTML and CSS of your site are crucial for both user experience and SEO. Clean, well-structured code ensures that search engines can easily crawl and index your pages. It also helps make your site more accessible and visually appealing to users.

Are Any Deprecated HTML Tags Being Used?

Deprecated HTML tags are old tags that are no longer supported or recommended for use. Using these tags can cause issues with browsers and search engines.

• Why it matters: Deprecated tags can break your site’s layout or functionality and may prevent your content from displaying properly. They can also harm your SEO, as search engines may struggle to interpret old code.
  
• How to check: Use an HTML validator like W3C Markup Validation Service to check for deprecated tags. Replace old tags with modern HTML elements that are fully supported.
  

HTML Validation

HTML validation ensures that your website’s code is free from errors and follows modern web standards. Valid HTML ensures that browsers can display your pages correctly.

• Why it matters: Valid HTML helps ensure that your site displays properly across different browsers and devices. It also helps search engines crawl and index your site more efficiently.
  
• How to check: Use tools like the W3C Validator to check your HTML for errors. Fix any issues that may prevent your pages from rendering correctly or cause search engines to misinterpret your content.
  

Accessibility Checks

Accessibility checks ensure that your site can be used by all users, including those with disabilities. This involves making sure that your content is readable by screen readers and navigable by users with different abilities.

• Why it matters: Making your site accessible improves user experience and ensures compliance with web accessibility standards. Google also values accessible sites and may reward them with better rankings.
  
• How to check: Use accessibility tools like WAVE or Google Lighthouse to identify accessibility issues on your site. Check for things like missing alt text for images, improper heading structure, and color contrast issues.
  

CSS Checks

CSS (Cascading Style Sheets) controls the visual layout of your site. Ensuring that your CSS is well-organized and free of errors can improve site speed and design consistency.

• Why it matters: Poorly written CSS can slow down your site’s load times and cause display issues on different devices. It can also negatively affect user experience and SEO.
  
• How to check: Use tools like Google PageSpeed Insights or CSS Lint to check your CSS for errors and inefficiencies. Minify your CSS to reduce file size and improve load times.

15. Page Titles & Meta Tags

Page titles and meta descriptions are essential for both SEO and user experience. Well-crafted page titles and meta descriptions can improve click-through rates and ensure that search engines understand the content of your pages.

Page Titles – Are All Page Titles Under 65 Characters? (570 Pixels)

Page titles should be concise and descriptive, ideally under 65 characters. This ensures they display correctly in search engine results without getting cut off.

• Why it matters: Titles that are too long get truncated in search results, which can make them less effective at drawing in clicks.
  
• How to check: Use tools like Google Search Console or SEO audit tools to check the length of your page titles. Ensure that they are under 65 characters (or around 570 pixels) for optimal display.
  

Page Titles – Are Any Page Titles Under 30 Characters?

Page titles that are too short (under 30 characters) may not be descriptive enough, which can impact SEO performance and clarity for users.

• Why it matters: Page titles that are too short might not fully describe the content of the page, potentially leading to lower click-through rates.
  
• How to check: Review your page titles and make sure they are descriptive and not too short. Titles should be between 30-65 characters.
  

Page Titles – Are Any Page Titles Being Duplicated Without Canonical/Pagination?

Duplicating page titles across multiple pages can confuse search engines and dilute your SEO efforts. Canonical tags or pagination should be used to indicate which page is the primary version.

• Why it matters: Duplicate page titles can result in search engines treating pages as similar or identical, leading to indexing issues.
  
• How to check: Use tools like Screaming Frog or Google Search Console to check for duplicate page titles. Implement canonical tags or pagination to resolve duplication issues.
  

Page Titles – Any Signs of Keyword Cannibalisation?

Keyword cannibalization happens when multiple pages on your site target the same keyword, causing them to compete with each other for rankings.

• Why it matters: Keyword cannibalization can confuse search engines about which page should rank for a keyword, ultimately hurting your SEO.
  
• How to check: Check for multiple pages targeting the same keyword using Google Search Console or an SEO tool like Ahrefs. Consolidate or optimize your content to prevent cannibalization.
  

Page Titles – Are Page Titles Descriptive of the Page Content?

Each page title should accurately describe the content of the page. Descriptive titles help users understand what they can expect when they click and improve SEO by aligning with the content.

• Why it matters: Descriptive page titles improve user experience and ensure search engines can accurately index your content.
  
• How to check: Review each page title to ensure it accurately reflects the content on that page. Avoid generic titles like “Home” or “Page 1.”
  

Page Titles – Are Any Page Titles Missing?

Every page on your website should have a unique and descriptive page title. Missing page titles can hurt SEO and make it harder for search engines to index your site correctly.

• Why it matters: Missing page titles make it difficult for search engines to understand the purpose of a page, which can hurt your rankings.
  
• How to check: Use Google Search Console or an SEO tool to identify pages without titles. Add descriptive titles to any pages that are missing them.
  

Meta Descriptions – Are All Meta Descriptions Unique and Descriptive?

Meta descriptions provide a brief summary of your page’s content. Each page should have a unique and descriptive meta description that entices users to click on your link.

• Why it matters: Unique, descriptive meta descriptions improve your click-through rate by providing users with a preview of what to expect on the page.
  
• How to check: Review each page on your site to ensure it has a unique, relevant meta description. Avoid using the same description for multiple pages.
  

Meta Descriptions – Are Any Meta Descriptions Missing?

Meta descriptions should be present on all pages. Missing meta descriptions can reduce the chances of your page showing up with an appealing preview in search results.

• Why it matters: Missing meta descriptions reduce your control over how your page is presented in search results, which can hurt your click-through rate.
  
• How to check: Use tools like Screaming Frog or Google Search Console to identify pages missing meta descriptions and add them.
  

Meta Descriptions – Are Any Meta Descriptions Being Duplicated Without Canonical/Pagination?

Just like page titles, meta descriptions should be unique across your site. Duplicate meta descriptions can confuse search engines and affect your rankings.

• Why it matters: Duplicate meta descriptions may signal to search engines that your content is similar or repetitive, which can negatively impact SEO.
  
• How to check: Use SEO tools like Screaming Frog or Ahrefs to find duplicate meta descriptions. Ensure each page has a unique meta description, or use canonical tags where necessary.
  

Meta Descriptions – Are Any Meta Descriptions Below 70 Characters?

Meta descriptions should generally be between 150-160 characters to ensure they display correctly in search results. Meta descriptions shorter than 70 characters may not provide enough context to encourage clicks.

• Why it matters: Short meta descriptions may not fully describe the page content, reducing their effectiveness in search results.
  
• How to check: Review your meta descriptions to ensure they are at least 150 characters. If they are too short, extend them to provide more context.

16. Other Meta Tags & Redirects

This section covers various meta tags and redirects, as well as checks for ads, call-to-actions, and site structure. These elements help ensure your site is optimized for both SEO and user experience.

Are Meta Keywords in Use?

Meta keywords are tags that used to be a major SEO factor but are now largely ignored by search engines. Many modern SEO practices no longer rely on them.

• Why it matters: Meta keywords are outdated and no longer used by search engines for ranking purposes. If used incorrectly, they can be seen as spammy.
  
• How to check: Review your site’s meta tags and remove any meta keywords, as they are unnecessary for modern SEO.
  

Are There Any Redirects Other Than 301?

301 redirects are the preferred method for permanently redirecting a page, but other types of redirects, such as 302 (temporary) or 307, can cause issues if used incorrectly.

• Why it matters: Using redirects other than 301 for permanent page moves can confuse search engines and lead to SEO issues, such as loss of link equity.
  
• How to check: Use tools like Screaming Frog to check for any 302 or 307 redirects. Make sure that permanent redirects use the correct 301 status code.
  

Are There Any 5xx Errors?

5xx errors are server-side issues that prevent a page from loading. These errors need to be fixed immediately as they negatively affect user experience and SEO.

• Why it matters: 5xx errors indicate problems with your server, and persistent errors can harm your site’s reputation and SEO performance.
  
• How to check: Monitor your site’s server logs or use Google Search Console to find any 5xx errors. Work with your hosting provider to resolve these issues.
  

Are Images ALT Tags in Use?

ALT tags describe images for search engines and users with visual impairments. They are important for both SEO and accessibility.

• Why it matters: ALT tags help search engines understand what an image is about, and they improve accessibility for users who rely on screen readers.
  
• How to check: Use tools like Screaming Frog to check if all your images have appropriate ALT tags. Make sure they are descriptive and relevant to the content.
  

Are There Too Many Ads on Any Pages?

Too many ads on a page can slow down load times, annoy users, and negatively impact SEO.

• Why it matters: Excessive ads can lead to a poor user experience, which can result in higher bounce rates and lower rankings on search engines.
  
• How to check: Review your pages to ensure there aren’t too many ads. Balance content and ads to maintain a user-friendly experience.
  

Does the Site Bombard You with Popups?

Popups can be useful, but too many can frustrate users, especially on mobile devices. Google also penalizes sites that use intrusive popups on mobile.

• Why it matters: Excessive popups harm user experience and can result in penalties from search engines.
  
• How to check: Test your site on mobile devices to see if popups appear frequently. Consider reducing their number or making them less intrusive.
  

Does the Site Carry Clear Call to Actions?

Clear call-to-actions (CTAs) guide users to take action, such as signing up for a newsletter or making a purchase. Strong CTAs are essential for conversions.

• Why it matters: Clear CTAs improve user experience and increase the likelihood of conversions, whether it’s making a purchase, filling out a form, or subscribing.
  
• How to check: Review your site’s CTAs to ensure they are easy to find, clearly worded, and visible on all pages.
  

Does Each Page Have a Clear H1 Tag?

The H1 tag should be used for the main heading of each page and clearly describe the page’s content.

• Why it matters: The H1 tag is one of the most important SEO elements on a page. It helps search engines understand what the page is about and contributes to good SEO practices.
  
• How to check: Review your pages to ensure that each one has a single, descriptive H1 tag that clearly outlines the page’s content.
  

Are H2’s Being Used Across the Site?

H2 tags are used for subheadings and help break content into sections, making it easier for users to read and search engines to understand.

• Why it matters: Proper use of H2 tags improves content structure, making it more readable for users and more understandable for search engines.
  
• How to check: Check your pages to ensure that H2 tags are used to organize content, and that they provide relevant subheadings that help guide readers.
  

Is the Site W3C Compliant?

W3C compliance means your website follows the web standards set by the World Wide Web Consortium. This ensures that your site is properly structured and accessible.

• Why it matters: W3C compliance ensures that your website works across different browsers and devices, improving user experience and SEO.
  
• How to check: Use the W3C Markup Validation Service to check your website’s HTML and CSS for compliance. Fix any errors that are found to improve your site’s performance.
  

Does Site:Brand Show Expected Sitelinks?

Sitelinks are additional links that appear beneath your site’s main result in search engines. They help users navigate directly to important pages.

• Why it matters: Sitelinks improve user experience and can increase your site’s click-through rate by making it easier for users to find what they’re looking for.
  
• How to check: Perform a “site:brand” search on Google to see if your site displays the expected sitelinks. If not, ensure your site’s structure is clear and organized, as Google automatically selects sitelinks based on site structure.
  

Is the Site Using a Cookie Acceptance Notice?

Many countries require websites to inform visitors about cookie usage, especially in compliance with privacy regulations like GDPR.

• Why it matters: A cookie notice ensures that your site is compliant with privacy laws and builds trust with users.
  
• How to check: Review your site to see if a cookie acceptance notice appears when users first visit. If not, implement a cookie notice to comply with privacy regulations.

17. Keyword Research for Benchmarks

Keyword research is an essential part of SEO. By targeting the right keywords, you can attract the right audience and improve your search engine rankings. This section focuses on key benchmarks to ensure that your keyword strategy is effective.

Brand Search – Does Homepage Come Up #1 When Searched?

When someone searches for your brand name, your homepage should appear at the top of the search results. This is a crucial indicator of your brand’s visibility and authority.

• Why it matters: Ranking #1 for your brand name ensures that users can easily find your homepage, which is vital for driving traffic and building brand recognition.
  
• How to check: Perform a search using your brand name and check if your homepage ranks first. If not, review your site’s SEO to ensure it is optimized for your brand’s primary keyword.
  

Primary Homepage Term

Your homepage should target a primary keyword that clearly describes your business or main offering. This keyword should be included in key places like the page title, URL, and meta description.

• Why it matters: The primary term helps search engines understand the main focus of your homepage. It should be something users commonly search for when looking for your product or service.
  
• How to check: Ensure that your homepage’s main keyword is included in the page title, URL, meta description, and body content. Tools like Google Search Console can help track how well this keyword ranks.
  

Is a Keyword Strategy in Place?

Having a clear keyword strategy ensures that you target the right terms to drive relevant traffic to your site. It involves identifying high-value keywords and aligning your content to rank for them.

• Why it matters: A solid keyword strategy helps guide your content creation, ensuring that you’re targeting the right audience and boosting your rankings for important terms.
  
• How to check: Review your keyword research and content plan. Make sure that you have identified the main keywords you want to rank for and that your content is aligned with these terms.
  

Is There Evidence of Keyword Duplication or Overuse?

Keyword duplication or overuse (keyword stuffing) happens when you target the same keyword too many times or use variations of the same keyword across multiple pages unnecessarily.

• Why it matters: Keyword duplication or overuse can lead to keyword cannibalization, where your pages compete against each other for rankings. It can also hurt your rankings if search engines see your content as spammy.
  
• How to check: Review your content to ensure that keywords are naturally integrated. Use tools like Google Search Console or Screaming Frog to identify pages that may be overusing the same keyword.
  

Are Keywords in Page Titles?

Page titles should include relevant keywords to help search engines and users understand the topic of the page. This is a key factor for both SEO and user engagement.

• Why it matters: Keywords in page titles help search engines understand what the page is about, which can improve rankings. It also helps users quickly assess if the page matches their search intent.
  
• How to check: Review your page titles to ensure that they contain relevant keywords and are properly optimized for SEO. Tools like Google Search Console and SEO audit tools can help identify missing or non-optimized titles.
  

Are Keywords in H1?

The H1 tag is usually the main heading on a page, and it’s an important place to include your target keyword. It helps search engines and users understand the topic of the page.

• Why it matters: Using keywords in the H1 tag signals to search engines what the page is about. It also improves content clarity for users.
  
• How to check: Ensure that each page on your site has a unique H1 tag and that the keyword appears in the tag. Avoid using more than one H1 tag on a page, as this can confuse search engines.
  

Are Keywords in H2?

H2 tags are used for subheadings, and they also provide a place to include secondary keywords that are relevant to the page content.

• Why it matters: Including keywords in H2 tags helps organize your content and improves SEO by signaling to search engines what the subtopics of the page are.
  
• How to check: Review your content to ensure that secondary keywords are used in H2 tags. Make sure that each H2 tag is descriptive and relevant to the content beneath it.
  

Are Keywords in Meta Description?

Meta descriptions provide a summary of the page’s content. Including relevant keywords in the meta description can improve click-through rates by giving users a preview of what to expect.

• Why it matters: Keywords in the meta description can help improve rankings and attract clicks from users by making the page appear more relevant to their search query.
  
• How to check: Review the meta descriptions of your pages to ensure they contain relevant keywords and accurately describe the content. Tools like Screaming Frog can help identify missing or duplicate meta descriptions.
  

Are Keywords in the Main Page Document?

The main content of the page should naturally incorporate your target keywords. This helps both search engines and users understand the relevance of the page to a particular search query.

• Why it matters: Using keywords naturally in the page content helps search engines understand what the page is about and improves its chances of ranking for relevant queries.
  
• How to check: Review the body content of each page to ensure that target keywords are used naturally and appropriately. Avoid keyword stuffing and focus on providing valuable, relevant content.

18. Content Quality

High-quality content is one of the most important factors for SEO success. Ensuring that your content is clear, relevant, and user-friendly will not only improve user experience but also help your site rank higher in search engine results.

Are All Fonts Large Enough to Read Clearly?

The font size used on your website should be large enough for users to read comfortably. Small text can frustrate visitors and lead to a poor user experience.

• Why it matters: Fonts that are too small can drive users away, leading to higher bounce rates and lower engagement. Google also considers user experience as a ranking factor.
  
• How to check: Review your site’s fonts to ensure they are large enough to read easily on all devices. The ideal font size for body text is usually around 16px.
  

Are Hyperlinks Clear?

Hyperlinks should be easily recognizable and distinguishable from regular text. Using clear link styles, like underlining or different colors, helps users navigate your site more effectively.

• Why it matters: If users can’t easily identify links, it can lead to frustration and a poor user experience. It also helps with accessibility for people using screen readers.
  
• How to check: Ensure all hyperlinks are styled in a way that makes them easy to identify (e.g., underlined or a different color). Test them to ensure they’re functional and easy to click.
  

Could Font Colour Be Considered Too Light?

Font color should have enough contrast with the background to ensure readability. Light-colored text on a light background can make it hard for users to read your content.

• Why it matters: Text that’s difficult to read can frustrate users and negatively impact your SEO performance due to higher bounce rates.
  
• How to check: Review your site to ensure that the text color contrasts sufficiently with the background. Use tools like the WebAIM Contrast Checker to make sure your text meets accessibility standards.
  

Are There Clear Primary and Supplementary Content Types?

It’s important to differentiate between primary content (the main focus of the page) and supplementary content (such as related articles, sidebars, or advertisements).

• Why it matters: Clear distinction helps users find the most important content quickly, improving their experience. It also helps search engines understand your content hierarchy.
  
• How to check: Ensure your main content is easily distinguishable from supplementary content. Organize your pages with headings and subheadings to make it clear what is most important.
  

Is Content Evergreen or Fresh?

Evergreen content remains relevant and useful over time, while fresh content is timely and covers current topics. A good balance of both is important for SEO.

• Why it matters: Evergreen content continues to attract traffic over time, while fresh content helps keep your site up-to-date and engaging.
  
• How to check: Review your content to ensure you have a mix of evergreen and fresh content. Keep your evergreen content updated as needed and regularly add new content on relevant topics.
  

Are There Any Thin Pages? (<200 Words of Content?)

Thin content refers to pages with very little content (less than 200 words). These pages are unlikely to provide much value to users and may harm your SEO.

• Why it matters: Pages with little content are considered low-value by search engines, which can hurt your rankings.
  
• How to check: Review your site for pages with less than 200 words of content. Expand these pages with more valuable information to improve their SEO value.
  

Does the Site Carry an Up-to-date Privacy Policy?

A privacy policy is essential for informing users about how their data is collected and used. Keeping it up-to-date is not only important for user trust but also for compliance with privacy regulations like GDPR.

• Why it matters: An outdated or missing privacy policy can reduce user trust and make your site non-compliant with data protection laws, which can negatively affect SEO.
  
• How to check: Review your privacy policy to ensure it reflects your current data collection practices and complies with applicable laws. Update it as necessary.
  

Does the Site Carry Up-to-date TOS’s (Terms of Service)?

Terms of Service (TOS) outline the rules and regulations for using your site. Keeping them up-to-date ensures that users are informed about your site’s usage policies.

• Why it matters: Outdated TOS can leave your site vulnerable to legal issues. It also shows users that you are professional and trustworthy.
  
• How to check: Review your TOS page to ensure it is current and reflects any changes in your site’s services or operations.
  

Is There Any Duplicate Content Internally?

Duplicate content can occur when the same or similar content appears on multiple pages within your site. This can confuse search engines and harm your rankings.

• Why it matters: Duplicate content can cause search engines to struggle with indexing, leading to poor rankings for the affected pages.
  
• How to check: Use tools like Copyscape or Siteliner to find duplicate content within your site. Implement canonical tags to tell search engines which version of the content is the primary one.
  

Is There Any Duplicate Content Externally?

External duplicate content happens when your content is copied by other websites. This can hurt your site’s rankings and reputation.

• Why it matters: Duplicate content on other sites can lead to penalties from search engines if they consider your site as the source of spammy or low-quality content.
  
• How to check: Use tools like Copyscape or Google Search Console to identify if your content is duplicated on other websites. If so, reach out to the website owner or file a DMCA complaint if necessary.
  

Is Any Content Scraped from External Sources?

Scraped content is copied from other websites without permission. It is considered unethical and can lead to penalties from search engines.

• Why it matters: Search engines penalize sites that use scraped content, which can hurt your rankings. It also damages your site’s reputation and trustworthiness.
  
• How to check: Use tools like Copyscape to check for instances of content scraping. If found, replace the content with original, valuable material.
  

Is the Contact Page Easy to Find and Use?

Your contact page should be easy to find and use. It should provide clear ways for visitors to reach you, such as contact forms, phone numbers, or email addresses.

• Why it matters: A clear and accessible contact page helps build trust with users and improves your site’s usability.
  
• How to check: Review your site to ensure the contact page is easy to find (usually in the header or footer). Make sure all contact methods are functional and easy to use.
  

Content Gap Analysis

A content gap analysis identifies missing content or topics that could attract more traffic to your site. This helps you find new opportunities for growth.

• Why it matters: Identifying content gaps allows you to create new content that targets high-value keywords, improving your rankings and attracting more visitors.
  
• How to check: Use tools like SEMrush, Ahrefs, or Google Keyword Planner to find keywords or topics that are relevant but missing from your site. Create new content to fill these gaps.
  

Copy and Classification Checks

It’s important to ensure that your content is well-written, clear, and correctly categorized. This helps both users and search engines understand the purpose of your content.

• Why it matters: Well-written and properly classified content improves readability and user experience, which can lead to better rankings.
  
• How to check: Review your content for clarity, spelling, grammar, and relevance. Ensure that it’s properly categorized and structured for easy navigation.
  

Has Page Grammar Been Checked?

Proper grammar is essential for readability and professionalism. Pages with poor grammar can hurt user experience and your site’s credibility.

• Why it matters: Poor grammar can reduce user trust and negatively affect engagement on your site. It also affects how search engines perceive your content.
  
• How to check: Review your content carefully for grammar mistakes. You can use tools like Grammarly or Hemingway to help catch errors.
  

Has Page Spelling Been Checked?

Spelling errors can make your site look unprofessional and reduce trust with users.

• Why it matters: Misspelled words can harm user experience and make your site appear less credible.
  
• How to check: Use tools like Grammarly to catch spelling mistakes and correct them across your site’s content.

19. Site Engagement

Engagement and backlinks are critical to your website’s SEO performance. Engaging users through high-quality content and having authoritative backlinks pointing to your site can significantly boost your rankings.

Site Video Use

Videos can be a powerful tool to engage users, increase time on site, and improve SEO. Embedding videos that are relevant to your content can make your pages more interactive and appealing.

• Why it matters: Video content improves user engagement, reduces bounce rates, and can contribute to better rankings on search engines.
  
• How to check: Review your pages to see if video content is used appropriately. If not, consider adding videos to your high-traffic pages or blogs to enhance engagement.
  

Homepage Check

Your homepage is the most important page on your site. It should provide a clear overview of what your site offers and guide users to the most important areas of your site.

• Why it matters: A well-optimized homepage improves user experience and encourages visitors to stay longer on your site. It also sets the tone for the rest of your site.
  
• How to check: Ensure your homepage is clear, concise, and provides easy navigation. Make sure important information, such as your brand message and services, is immediately visible.
  

Internal Page Checks

Internal pages, such as blog posts and service pages, should also be optimized for SEO and user engagement. They should be easy to navigate and provide valuable content to users.

• Why it matters: Well-optimized internal pages help users navigate your site and encourage deeper engagement, while also ensuring better search engine rankings.
  
• How to check: Review your internal pages to ensure they are well-structured, contain useful content, and have appropriate meta tags, headings, and internal links.
  

Contact Page Check

Your contact page should be easy to find and user-friendly, providing clear ways for visitors to reach you (email, phone number, contact form, etc.).

• Why it matters: A clear and accessible contact page builds trust with users and improves overall user experience.
  
• How to check: Ensure your contact page is easy to find (typically in the header or footer) and contains all necessary information for users to contact you.
  

Custom 404 Page Check

A 404 page is shown when a user tries to visit a page that doesn’t exist. Having a custom 404 page with helpful links can keep users on your site and guide them to other pages.

• Why it matters: A custom 404 page helps reduce frustration for users and can help direct them to other relevant content on your site.
  
• How to check: Test the 404 page on your site to make sure it’s user-friendly and includes links to important pages, like the homepage or popular content.
  

Category Pages (Ecomm)

Category pages help organize your e-commerce site’s products into logical groups. These pages should be well-optimized to improve user navigation and SEO.

• Why it matters: Well-organized category pages help users find products more easily and improve your site’s search engine rankings by targeting relevant keywords.
  
• How to check: Ensure that each category page includes clear headings, product descriptions, and optimized meta tags. Make sure it’s easy for users to navigate and find the products they’re looking for.
  

Mobile UX Priorities

Mobile optimization is crucial since many users browse websites on their mobile devices. Prioritizing mobile user experience (UX) ensures that visitors have a smooth and enjoyable experience.

• Why it matters: Mobile-first indexing by Google means your mobile site’s performance directly affects your search rankings. A poor mobile UX can drive users away and hurt SEO.
  
• How to check: Test your site on mobile devices to ensure it’s easy to navigate, loads quickly, and has no usability issues.
  

Review Live Site Usage

Reviewing how users engage with your site, including which pages are most visited and where visitors drop off, helps you understand the effectiveness of your content and layout.

• Why it matters: Analyzing live site usage helps you optimize content and layout to increase user engagement and reduce bounce rates.
  
• How to check: Use tools like Google Analytics to track user behavior on your site. Look for pages with high bounce rates or low engagement and make improvements accordingly.
  

20. Backlink Profile

Backlink Health & Score

Backlinks are one of the most important ranking factors for SEO. It’s important to track the health and quality of your backlinks to ensure they are from reputable sources.

• Why it matters: High-quality backlinks improve your site’s authority and help boost your rankings. Low-quality or spammy backlinks can hurt your SEO performance.
  
• How to check: Use tools like Ahrefs, SEMrush, or Moz to monitor your backlink profile. Ensure that you have backlinks from authoritative, relevant websites.
  

Spammy Domains / Toxic Backlinks

Toxic backlinks are links from low-quality, spammy, or irrelevant websites that can negatively impact your SEO. These backlinks may come from sites with a poor reputation or websites that engage in black-hat SEO tactics.

• Why it matters: Toxic backlinks can lead to penalties from search engines, causing your site to lose rankings or be removed from search results entirely. It’s important to identify and disavow these links to maintain a clean backlink profile.
  
• How to check: Use tools like Ahrefs, SEMrush, or Moz to monitor the health of your backlinks. Look for backlinks from questionable sources or irrelevant websites and consider disavowing them using Google’s Disavow Tool.

Has Disavow File Been Created?

The disavow file allows you to tell Google to ignore certain backlinks that could negatively impact your SEO.

• Why it matters: A disavow file is important if you have harmful backlinks that could affect your rankings. It helps prevent penalties from low-quality or spammy backlinks.
  
• How to check: Review your backlink profile to identify any harmful links. If necessary, create a disavow file and submit it to Google via Search Console.
  

Has Disavow File Been Checked?

It’s important to regularly check your disavow file to ensure it’s up-to-date and accurately reflects the backlinks you want Google to ignore.

• Why it matters: Regularly checking your disavow file ensures that you are not unintentionally blocking valuable backlinks.
  
• How to check: Periodically review your backlink profile and disavow file to make sure it includes only harmful links that should be ignored.
  

Anchor Text Use

Anchor text is the clickable text in a hyperlink. Using relevant and varied anchor text can improve the SEO of the linked page.

• Why it matters: Proper use of anchor text helps search engines understand the context of the linked page and improves keyword relevance.
  
• How to check: Review your site’s internal and external links to ensure anchor text is descriptive, relevant, and varied. Avoid overusing the same keyword-rich anchor text.
  

Backlinks Lost

Losing backlinks can negatively impact your site’s SEO, especially if the links were from high-quality sources.

• Why it matters: Backlinks from authoritative sites are important for ranking. Losing too many backlinks can hurt your site’s authority and rankings.
  
• How to check: Monitor your backlink profile using tools like Ahrefs or Google Search Console to identify any lost backlinks. Reach out to the linking sites to try to recover important links.
  

Broken Backlinks

Broken backlinks (links that point to non-existent pages) hurt user experience and SEO.

• Why it matters: Broken backlinks waste link equity and provide a poor user experience, potentially lowering your rankings.
  
• How to check: Use tools like Screaming Frog or Ahrefs to identify broken backlinks. Replace them with working links or remove the broken links.
  

Are There Large Numbers of Backlinks from 1 Domain or More?

Having too many backlinks from one domain can look unnatural to search engines, and it may not help improve your rankings.

• Why it matters: A healthy backlink profile should have a diversity of domains linking to your site. Relying on one domain too much can make your site appear spammy.
  
• How to check: Review your backlink profile to ensure that backlinks come from a variety of domains. If too many links are from a single domain, consider building links from other reputable sites.

21. International & Local SEO

Optimizing your site for international and local audiences is crucial if you want to attract global or region-specific traffic. Whether you have a multinational audience or are targeting a specific local market, these checks ensure your site is properly configured for both.

Does the Site Have an International Audience?

If your site attracts visitors from multiple countries, it’s important to ensure that it’s optimized for international users.

• Why it matters: An international audience requires content and optimization that appeals to people in different regions. This can involve language, currency, or culturally relevant content.
  
• How to check: Review your site’s analytics in Google Analytics to see where your traffic is coming from. Consider implementing international SEO practices if you have significant traffic from outside your home country.
  

Is the Site Using rel=”alternate” hreflang=”x”?

The hreflang attribute helps search engines serve the right version of your site to users based on their language or region. This is crucial for international sites targeting different countries or languages.

• Why it matters: Proper use of hreflang ensures that search engines show the correct regional or language version of your content to users in different locations, avoiding content duplication.
  
• How to check: Check your site’s <head> section for hreflang tags that point to alternate versions of your pages. Tools like Screaming Frog can help you identify missing or incorrect hreflang tags.
  

Is the Site Being Translated Without Errors?

If your site is available in multiple languages, it’s essential that the translations are accurate and error-free. Poor translations can harm user experience and damage your reputation.

• Why it matters: Accurate translations improve user engagement and trust. Google also values high-quality content, so errors in translation could negatively impact SEO.
  
• How to check: Review your site’s translated content for grammatical or contextual errors. You may also want to hire native speakers or professional translation services to ensure accuracy.
  

Is the Site Using an International URL Structure?

For international websites, having a proper URL structure that indicates the country or language version is important for SEO and user experience.

• Why it matters: A clear URL structure helps search engines understand the regional or language version of a page. It also improves usability for international visitors.
  
• How to check: Ensure your site uses appropriate URL structures, such as subdirectories (example.com/en/ for English) or subdomains (en.example.com for English).
  

Are the Correct Localized Web Pages Being Used?

Localized web pages are tailored for specific countries or regions. These pages should reflect local languages, currencies, and cultural preferences.

• Why it matters: Providing localized content improves user experience and engagement, which can boost SEO for regional traffic.
  
• How to check: Ensure that you have specific pages or versions of your site for different countries or regions. These pages should include localized keywords, content, and services.
  

Does the Site Have Backlinks from Target Countries?

Backlinks from authoritative sites in the target country or region can help boost your rankings for local search queries.

• Why it matters: Local backlinks improve your site’s authority and relevance in specific regions, which can improve local SEO rankings.
  
• How to check: Use backlink analysis tools like Ahrefs or SEMrush to see if you have backlinks from reputable sites in your target countries.
  

Is the Site Multilingual, Multiregional, or Both?

Determining whether your site is multilingual (different languages) or multiregional (different countries) helps guide SEO strategies for international traffic.

• Why it matters: Multilingual and multiregional websites need specific SEO practices, such as using hreflang tags and targeting regional keywords, to rank effectively in each language or country.
  
• How to check: Identify whether your site targets multiple languages, regions, or both. You may need different SEO strategies based on whether your site is multilingual, multiregional, or both.
  

Does the Site Location Need to Be Setup in Search Console?

If your site targets a specific country, you can set your target country in Google Search Console. This helps Google understand your site’s regional focus.

• Why it matters: Setting your target country in Search Console helps Google serve your content to the appropriate audience and improve local SEO.
  
• How to check: In Google Search Console, go to the “International Targeting” section and set the country you want to target. If your site is targeting multiple countries, ensure that you have configured it correctly.
  

Checks from International Locations

It’s important to test your site from various international locations to ensure it loads correctly and provides the right content to users in different regions.

• Why it matters: Users from different countries should be able to access the correct version of your site and experience fast load times.
  
• How to check: Use tools like VPNs or BrowserStack to simulate visits to your site from various international locations. Check that content loads properly and that users see the correct regional version.
  

Does the Site Need and Gain Traffic from Local Audiences?

For sites that target local markets, it’s essential to attract local traffic. Optimizing your site for local audiences helps improve visibility in local search results.

• Why it matters: Local SEO helps attract traffic from users in your target area. If your site needs local traffic, it’s important to focus on region-specific optimization.
  
• How to check: Use Google Analytics or Google Search Console to check where your traffic is coming from. If you’re targeting a local audience, make sure your content is tailored to their needs.
  

Are Local Titles Tags Being Used?

Local title tags should include the target city, region, or country. This helps your site rank for local search queries and improves visibility in local search results.

• Why it matters: Local title tags help search engines understand the geographic focus of your page and improve local search rankings.
  
• How to check: Review your title tags to ensure that they include relevant location-based keywords, such as your city or country name.
  

Is There a Consistent NAP Across the Site and External Sites?

NAP stands for Name, Address, and Phone number. Consistency across your website and external listings (like directories) helps improve local SEO.

• Why it matters: Inconsistent NAP data can confuse search engines and customers, potentially harming your local SEO performance.
  
• How to check: Review your site and any external listings (Google My Business, Yelp, etc.) to ensure that your NAP information is consistent and accurate.
  

Is Local Structured Data Being Used?

Local structured data (schema markup) helps search engines understand key details about your business, such as your location, hours of operation, and contact information.

• Why it matters: Using local structured data improves visibility in local search results, making it easier for users to find important information like your address or phone number.
  
• How to check: Use Google’s Structured Data Testing Tool to check if your site includes local schema markup. Make sure to add the necessary information, such as business name, address, and phone number.
  

Is There a Google My Business Listing?

A Google My Business listing helps your business appear in local search results, including Google Maps, and makes it easier for customers to find you.

• Why it matters: Google My Business is essential for local SEO, as it improves your visibility in local searches and provides key information to users.
  
• How to check: Ensure that your business is listed on Google My Business and that all information is up-to-date, including your location, hours, and contact details.
  

Is the Site Listed in Reputable Business Directories?

Listing your site in reputable business directories helps build local SEO and authority.

• Why it matters: Being listed in trusted business directories improves your site’s credibility and provides valuable backlinks for SEO.
  
• How to check: Ensure your business is listed in relevant and reputable directories, such as Yelp, Yellow Pages, or local chamber of commerce sites.
  

Does the Site Have Local Citations?

Local citations are mentions of your business name, address, and phone number (NAP) on other websites. They are important for local SEO.

• Why it matters: Local citations help improve your site’s local search rankings and increase its visibility in local searches.
  
• How to check: Use tools like Moz Local or BrightLocal to check for local citations. Ensure that your NAP information is consistent across all citations.
  

Does the Site Carry Good Local Content?

Local content, such as blog posts or landing pages tailored to your city or region, can improve local SEO and attract relevant traffic.

• Why it matters: Local content helps search engines understand your geographic relevance and improve your rankings for location-based searches.
  
• How to check: Review your site to ensure you have content targeted to local audiences, such as blog posts about local events, news, or services.
  

Does the Site Have Too Many Thin Content Local Pages?

Thin content refers to pages with very little useful information (under 200 words). These pages can harm your SEO, especially for local searches.

• Why it matters: Thin pages are often considered low-value by search engines, which can hurt your local SEO performance.
  
• How to check: Review your local pages to ensure they contain meaningful, high-quality content. If any pages are thin, add valuable information to improve their quality.

22. Additional SEO Considerations

Hidden Text or Content

Text that is not visible to users but is still in the source code.
Why it matters: Hidden text can be seen as manipulative and result in penalties from search engines.
How to check: Use browser DevTools or Screaming Frog to identify hidden elements via CSS or JS.

Cloaking

Serving different content to users and search engines.
Why it matters: Cloaking is a serious violation of Google’s guidelines and can lead to de-indexing.
How to check: Use Google’s URL Inspection Tool to compare what bots and users see.

Doorway Pages

Pages created to rank for specific keywords and funnel users elsewhere.
Why it matters: Doorway pages can trigger manual actions as they provide poor UX.
How to check: Look for thin content pages that redirect or lead to the same destination.

Meta Refresh

An HTML tag that redirects users after a delay.
Why it matters: Meta refreshes can confuse search engines and lead to a poor user experience.
How to check: Look for <meta http-equiv=”refresh”> in page source or with Screaming Frog.

JavaScript Redirection

Redirects executed using JavaScript rather than server-side methods.
Why it matters: JavaScript redirects may not always be processed by bots, delaying indexing.
How to check: Use Google’s Mobile-Friendly Test to detect client-side redirection.

Link Exchanges

Mutual backlinking between sites to manipulate rankings.
Why it matters: Excessive reciprocal links can result in penalties.
How to check: Audit backlinks with Ahrefs or SEMrush to identify patterns.

Flash Usage

Old multimedia technology no longer supported by browsers.
Why it matters: Flash is obsolete, invisible to search engines, and not mobile-friendly.
How to check: Use BuiltWith or check for .swf files in source code.

iFrames

HTML elements that embed another webpage within a page.
Why it matters: Search engines may struggle to index iframe content, affecting visibility.
How to check: Search for <iframe> tags in the HTML or with Screaming Frog.

3XX Redirects in Sitemap

Redirected URLs listed in the sitemap.xml file.
Why it matters: Redirects waste crawl budget and mislead crawlers.
How to check: Crawl your sitemap and filter 3XX status codes with Screaming Frog.

Robots.txt File Optimization

Controlling what search engines can and can’t crawl.
Why it matters: Misconfigured rules can block important pages from indexing.
How to check: Test with Google’s Robots.txt Tester in Search Console.

Duplicate XML Sitemap

Multiple or repeated sitemap submissions.
Why it matters: Duplicates cause confusion and inefficiencies in crawling.
How to check: Look in robots.txt and GSC for repeated sitemap references.

Internal Links With No Anchor Text

Links that are visually present but lack descriptive text.
Why it matters: Anchor text provides context to search engines about the linked page.
How to check: Use Screaming Frog to find links with missing or empty anchors.

Missing Social Share Buttons

Absence of buttons for sharing content on social platforms.
Why it matters: Limits content exposure, engagement, and backlink potential.
How to check: Manually inspect key content pages for social share functionality.

Orphan Pages

Pages with no internal links pointing to them.
Why it matters: Orphan pages may not be discovered or crawled by search engines.
How to check: Use Screaming Frog + GA/GSC integration to find orphaned pages.

Uncategorized Blog Posts

Posts assigned to the default “Uncategorized” group.
Why it matters: Poor taxonomy reduces topical relevance and UX.
How to check: Check blog post categories via CMS or with site crawlers.

XML Sitemap Optimization

Ensuring the sitemap includes only indexable, canonical pages.
Why it matters: A clean sitemap enhances crawl efficiency and priority.
How to check: Validate sitemap in Search Console; remove non-canonical URLs.

Disabled Author Profile Pages

Author archive pages that are thin or unused.
Why it matters: Thin pages can dilute quality and waste crawl budget.
How to check: Check /author/ paths; noindex or redirect if not in use.

Links to Redirected URLs

Internal links pointing to 301/302 redirected pages.
Why it matters: Causes unnecessary hops and possible PageRank dilution.
How to check: Use Screaming Frog’s Redirect Chains report.

Missing Related Posts

Blog pages that don’t suggest other relevant content.
Why it matters: Reduces internal linking and user engagement.
How to check: Manually review blog layout for related post widgets.

Table of Contents

A navigational summary at the start of long-form content.
Why it matters: Improves UX and enhances jump links in search results.
How to check: Use or install a plugin like Easy Table of Contents in WordPress.

Internal Linking Plugin

Tools that automate and manage internal links.
Why it matters: Strengthens site architecture and improves crawlability.
How to check: Check WordPress for plugins like Link Whisper or Internal Link Juicer.

Security Plugin or System

Site-level tools to prevent hacks and malware.
Why it matters: SEO can suffer if a site is hacked or blacklisted.
How to check: Look for active plugins like Wordfence or check security headers.

Content Delivery Network (CDN)

Network that delivers site assets from distributed servers.
Why it matters: Improves page speed and Core Web Vitals by reducing latency.
How to check: Use BuiltWith or check headers for services like Cloudflare.

Backdated Content Sections

Old publish dates displayed within content.
Why it matters: Dated content appears stale and discourages clicks.
How to check: Review articles for publish dates and use “Updated on” when applicable.

Sticky Sidebar

Sidebar that stays visible while scrolling.
Why it matters: Boosts visibility for CTAs and related content.
How to check: Scroll down your pages and ensure sidebar visibility remains intact.

Empty Pages in Sitemap

Blank or low-content URLs submitted via sitemap.
Why it matters: Low-value pages waste crawl budget and hurt site quality.
How to check: Crawl sitemap and filter pages by word count using Screaming Frog.

404 or Missing Images

Images that are broken or return not found errors.

• Why it matters: Damages UX and may harm image SEO performance.
• How to check: Run an image crawl with Screaming Frog to identify 404s.

CTA Button Color Issues

Call-to-action buttons lacking visual contrast.

• Why it matters: Poor contrast reduces visibility and conversion rates.
• How to check: Manually inspect CTAs or use A/B testing to optimize.

Outdated Years in Titles

Old years used in content titles (e.g., 2022, 2023).

• Why it matters: Lowers CTR as content appears outdated in SERPs.
• How to check: Scan blog titles for old dates and update to current year where applicable.

Mastering Technical SEO in 2025 and Beyond

As we’ve explored throughout this ultimate checklist, technical SEO in 2025 isn’t just about ticking boxes—it’s about creating a rock-solid foundation that supports everything else you do in SEO. From optimizing site speed and ensuring mobile-friendliness to implementing schema markup and securing your domain, every technical tweak contributes to better crawling, indexing, and ranking.

Search engines are smarter than ever, and user expectations are higher. That means it’s crucial to audit your site regularly, stay updated with algorithm changes, and adapt your strategies accordingly. The tools and tactics may evolve, but the principles remain the same: fast, secure, accessible, and well-structured websites always win.

✅ Start by tackling the basics, then gradually move into advanced enhancements like Core Web Vitals, structured data, and international SEO if needed.
🛠️ Use this checklist as your roadmap—whether you’re launching a new site or improving an existing one.
🚀 Remember, technical SEO is an ongoing process, not a one-time task.

By investing the time and effort into getting your technical SEO right, you’re paving the way for your content to shine and your site to thrive in competitive search results.

Ready to dominate the SERPs in 2025? Let’s get technical.