Lista de objetivos para un buen SEO mayo 23, 2011

Ceck list para un buen SEO

Quick Overview

Check indexed pages
Do a site: search
How many pages are returned (this can be way off so don’t put too much stock in this)?
Is the homepage showing up as the first result?
If the homepage isn’t showing up as the first result, there could be issues, like a penalty or poor site architecture/internal linking, affecting the site.
Search for the brand and branded terms

Is the homepage showing up at the top, or are correct pages showing up.
If the proper pages aren’t showing up as the first result, there could be issues, like a penalty, in play.
Check Google’s cache for key pages
Is the content showing up?
Are navigation links present?
Are there links that aren’t visible on the site?
PRO Tip:
Don’t forget to check the text only version of the cached page.
Content

Homepage content
Does the homepage have at least one paragraph?
Landing pages
Do these pages have at least a few paragraphs?
Is it template text or is it completely unique?
Site contains real and substantial content
Is there real content on the site or is the “content” simply a list of links.
Proper keyword targeting
Is the intent right?
Are there pages targeting head terms, mid-tail, and long-tail keywords?
Keyword cannibalization
Do a site: search Google for important keyword phrases.
Check for duplicate content/page titles in the SEOmoz Pro Campaign App.
Formatting
Is the content formatted well and easy to read quickly?
Are H tags used?
Are images used?
Is the text broken down into easy to read paragraphs?
Good Headlines on Blog Posts
Good headlines go a long way. Make sure the headlines are well written and draw users in.
Amount of content v ads
Since the implementation of Panda, the amount of ad-space on a page has become important to evaluate.
Make sure there is significant unique content above the fold.
If you have more ads than unique content, you are probably going to have a problem.

Additional Reading:
How to Write Magnetic Headlines
SEO Copywriting Tips for Improved Link Building
The Ultimate Blogger Writing Guide
Tips to Earn Links and Tweets to Your Blog Post
Duplicate Content

There should be one URL for each piece of content
Do URLs include parameters or tracking code – This will result in multiple URLs for a piece of content.
Does the same content reside on completely different URLs?
Pro Tip:
Exclude common parameters, such as those used to designate tracking code, in Google Webmaster Tools. Read more at Search Engine Land.
Do a search to check for duplicate content
Take a content snippet, put it in quotes and search for it.
Does the content show up elsewhere on the domain?
Has it been scraped? – If the content has been scraped, you should file a content removal request with Google.
Sub-domain duplicate content
Does the same content exist on different sub-domains?
Check for a secure version of the site
Does the content exist on a secure version of the site?
Check other sites owned by the company
Is the content replicated on other domains owned by the company?
Accessibility

Check the robots.txt
Has the entire site, or important content been blocked? Is link equity being orphaned due to pages being blocked via the robots.txt?
Turn off JavaScript, cookies, and CSS
Use the Web Developer Toolbar
Is the content there?
Do the navigation links work?
Now change your user agent to Googlebot.
Use the User Agent Add-on
Are they cloaking?
Does it look the same as before?
PRO Tip:
Use SEO Browser to do a quick spot check.
Check the SEOmoz PRO Campaign
Check for 4xx errors and 5xx errors.
Site Architecture

Hierarchy
Are category pages set up in the appropriate way to flow link equity to key pages?
Landing pages
Do they have landing pages high enough in the architecture to receive enough link equity to compete for competitive terms?
Number of category pages
How many category pages are there?
Have they been scaled out too much?
Category pages should be built out only when there is enough demand for new or sub category pages.
Pagination/Faceted Navigation
Is pagination or faceted navigation more appropriate? Or, should they be used in tandem?
Does pagination exist to help long tail content get indexed?
Is the pagination prohibitive to crawling (uses JavaScript).
Number of clicks to content
Pages targeting really competitive head terms should be one or two clicks from the homepage.
Pages targeting moderately competitive keywords should be 2 or three clicks from the homepage.
Pages targeting the long tail should be 5 clicks away (obviously exceptions must be made here for sites with a ton of content).
Prioritized content
Most important content should be higher up in the pagination
Additional Reading:
Successful Site Architecture for SEO
The SEO Guide to Site Architecture
Information Architecture and Faceted Navigation
Technical Issues

Proper use of 301’s
Are 301’s being used for all redirects?
If the root is being directed to a landing page, are they using a 301 instead of a 302?
Use Live HTTP Headers FireFox plugin to check 301s.
Use of JavaScript
Is content being served in JavaScript?
Are links being served in JavaScript? Is this to do PR sculpting or is it accidental?
Use of iframes
Is content being pulled in via iframes?
Use of Flash
Is the entire site done in flash, or is flash used sparingly in a way that doesn’t hinder crawling?
PRO Tip:
Flash is like garlic. A little bit of garlic in your food can make it taste better. Eating a plate full of garlic would be quite terrible. Likewise, Flash can be added to a site in a way that improves the user’s experience, but creating the entire site in flash is not a good idea.
Site Speed
How long does the page take to load – Is it significant for users or search engines?
What improvements can be made?
Alt text
Is alt text present?
Does the alt text use keyword phrases?
Does the alt text reinforce the topical themes presented in the content?
Check for Errors in Google Webmaster Tools
Google WMT will give you a good list of technical problems showing up on your site that they are encountering (such as: 4xx and 5xx errors, inaccessible pages in the XML sitemap, and soft 404′s)
Canonicalization

Canonical version of the site established through 301’s

Canonical version of site is specified in Google Webmaster Tools

Rel canonical link tag is properly implemented across the site
Make sure it points to the correct page, and every page doesn’t point to the homepage.
Uses absolute URLs instead of relative URLs
This can cause a lot of problems if you have a root domain with secure sections.
URLs

Clean URLs
No excessive parameters or session ID’s
URLs exposed to search engines should be static.
Short URLs
115 characters or shorter – this character limit isn’t set in stone, but shorter URLs are better for usability.
Descriptive URLs
Get your primary keyword phrase in there.
Additional Reading:
Best Practices for URLs
URL Rewriting Tool
mod_rewrite Cheat Sheet
Creating 301 Redirects With .htaccess
Internal Linking

Number of links on a page
100 is a good target, but not a rule.
Vertical Links
Homepage links to category pages.
Category pages link to sub-category and product pages as appropriate.
Product pages link to relevant category pages.
Horizontal Links
Category pages link to other relevant category pages.
Product pages link to other relevant product pages.
Links are in content
Does not utilize massive blocks of links stuck in the content to do internal linking.
Footer links
Does not use a block of footer links instead of proper navigation.
Does not link to landing pages with optimized anchors.
Good internal anchor text

Check for broken links
Link Checker and Xenu are good tools for this.
Additional Reading:
Importance of Internal Linking
Internal Linking Tactics
Using Anchor Links to Make Google Ignore The First Link
Title Tags

Unique title tags
Every page should have a unique title tag.
Keyword rich
Pages should contain the primary keyword phrase.
Is possible to use the secondary keyword phrase in a non spammy way?
Primary keyword phrase at the beginning of the title tag

Page titles include branding
In most cases the brand should be included at the end of the page title to help build a brand or entice users if you are a well known brand
65 – 70 characters in length
If the title is longer than this, the entirety will not be displayed in the SERPs.
Have they been keyword stuffed by someone else?

Meta Tags

Meta keywords tag used
This data should be removed as competitors can scrape this data.
Meta description is appropriate
Each page has a unique meta description.
Meta descriptions are representative of the content and entice users.
Rewrite meta descriptions for key pages
For key landing pages, write meta descriptions by hand instead of systemically implementing.
Meta robots tag
Noindex pages only appropriate pages.
Not blocking important pages.
Helpful tools for doing a site audit:
Web Developer Toolbar
User Agent Add-on
Firebug
Link Checker
SEObook Toolbar
SEOmoz Toolbar
Xenu
Screaming Frog
Your own scraper