seo checklist

Domain name & URLs (click heading for additional details)

* Short and memorable
* Uses Keywords
* Used in email addresses
* Uses Favicon
* Site.com redirect to www. version:
* Alternate Domain redirects
* Home page redirect to root
* No underscores in filenames
* Keywords in directory names
* Multiple pages per directory
* Registered for 5+ years



* Multiple versions:
* .com
* .org
* .net
* .biz
* Hyphenations
* Misspellings
* Product names
* Brand names
* Type-in keywords URLs

Browser issues (click heading for additional details)

* Visible address bar
* Fully functional navigation tools
* Visible status bar



* Site works in multiple browsers
* No browser hi-jacking

Site logo (click heading for additional details)

* Displays company name clearly
* Isn't hidden among clutter
* Links to home page



* Unique and original
* Use tagline consistently across site

Design considerations (click heading for additional details)

* Instant site identification
* Crisp, clean image quality
* Clean, clutter-less design
* Consistent colors and type
* Whitespace usage
* Minimal distractions
* Targets intended audience
* Meets industry best practices
* Easy to navigate
* Descriptive links
* Good on-page organization
* Easy to find phone number
* Don't link screen captures
* Skip option for flash
* Consistent page formatting
* No/minimal on-page styling
* Avoid text in images



* Font size is adequate
* Font type is friendly
* Paragraphs not too wide
* Visual cues to important elements
* Good overall contrast
* Low usage of animated graphics
* Uses obvious action objects
* Avoid requiring plugins
* Minimize the use of graphics
* Understandable graphic file names
* No horizontal scrolling
* Non-busy background
* Recognizable look and feel
* Proper image / text padding
* Uses trust symbols
* Works on variety of resolutions
* Works on variety of screen widths

Architectural issues (click heading for additional details)

* Correct robots.txt file
* Declare doctype in HTML
* Validate HTML
* Don't use frames
* Alt tag usage on images
* Custom 404 error page
* Printer friendly
* Underlined links
* Differing link text color
* Breadcrumb usage
* Nofollow cart links
* Robots.txt non-user pages
* Nofollow non-important links
* Review noindex usage
* Validate CSS
* Check broken links
* No graphics for ON/YES, etc.
* Page size less than 50K



* Flat directory structure
* Proper site hierarchy
* Unique titles on all pages
* Title reflects page info and heading
* Unique descriptions on pages
* No long-tail page descriptions
* Proper bulleted list formats
* Branded titles
* No code bloat
* Minimal use of tables
* Nav uses absolute links
* Good anchor text
* Text can be resized
* Key concepts are emphasized
* CSS less browsing
* Image-less browsing
* Summarize all tables

Navigation (click heading for additional details)

* Located top or top-left
* Consistent throughout site
* Links to Home page
* Links to Contact Us page
* Links to About Us page
* Simple to use
* Indicates current page
* Links to all main sections
* Proper categorical divisions
* Non-clickable is obvious
* Accurate description text



* Links to Login
* Provides Logout link
* Uses Alt attribute in images
* No pop-up windows
* No new window links
* Do not rely on rollovers
* Avoid cascading menus
* Keep scent from page to page
* Targets expert and novice users
* Absolute links

Content (click heading for additional details)

* Grabs visitor attention
* Exposes need
* Demonstrates importance
* Ties need to benefits
* Justifies and calls to action
* Gets to best stuff quickly
* Reading level is appropriate
* Customer focused
* Benefits and features
* Targets personas
* Provides reassurances
* Answers WIIFM



* Consistent voice
* Eliminate superfluous text
* Reduce /explain industry jargon
* No typo, spelling or grammar errors
* Contains internal contextual links
* Links out to authoritative sources
* Enhancing keyword usage (SEO)
* Date published on articles/news
* Web version of PDF docs available
* Consistent use of phrasing
* No unsubstantiated statements


Content Appearance (click heading for additional details)

* Short paragraphs
* Uses sub-headings
* Uses bulleted lists
* Calls to action on all pages
* Good contrast



* No overly small text for body
* No overly small text for headings
* Skimmable and scannable
* Keep link options in close proximity

Links and buttons (click heading for additional details)

* Limit the number of links on a page
* Avoid small buttons and tiny text for links
* Leave space between links and buttons
* Avoid using images as the only link



* Link important commands
* Underline all links
* Accurately reflects the page it refers

Home page (click heading for additional details)

* No splash page
* Instant page identification
* Provides overview of site



* Site purpose is clear
* Robot meta: NOODP,NOYDIR

About Us page (click heading for additional details)

* Adequately describes company
* Shows team biographies
* Shows mission statement
* Up to date information
* Note associations, certifications & awards
* Links to support pages:
* Contact page



* Investor relations
* Company news
* Registration info
* Job opportunities
* Newsletters
* Link to social media profiles

Contact Us page (click heading for additional details)

* Easy to find
* Multiple contact options:
* Phone
* Fax
* Email
* Form
* Chat
* Customer feedback
* Street map
* Hours of operation
* Final call to action



* Multiple points of contact:
* Customer service
* Tech support
* Inquiries
* General info
* Job applications
* Billing
* Management team
* Ad-free
* Form requires only essential info

E-Commerce considerations (click heading for additional details)

* Mini-product basket always available
* Displays payment options:
* CC
* Paypal
* Google Checkout



* No multiple paths to dupe product pages
* No tracking IDs in URLs
* Exclude shopping cart pages
* No (or nofollowed) links to secure pages
* Keep secure cert current

Product pages (click heading for additional details)

* Visible calls to action
* Clear contact info (phone #)
* Consistent layout
* Clear pricing
* Show additional fees
* Clear product presentation
* Show shipping cost
* Show availability
* Provide delivery options, details
* Estimate delivery date
* Link to site security info
* Return / guarantee info
* Allow "save for later"
* Related products & up sells
* Clear product image
* Describe images


* Enhanced multiple image views
* Product description
* Product details & specs
* Product selection options
* Customer product reviews
* Product comparisons
* Printer-friendly option
* "Add to cart" close to item
* Secondary "add" button at bottom
* Standardized product categorization
* Clutter-free page
* Provide International pricing
* Provide product search
* Emphasis brand quality and trust
* Compare to offline competitors
* Short URLs with keywords

Basket page (click heading for additional details)

* Obvious checkout link
* Product descriptions
* Product image
* Show availability
* Updatable quantities
* Ability to remove items
* Link to products
* Product price
* Payment options
* Promos/vouchers explained
* Link to security



* Link to guarantees
* Show delivery costs
* Show delivery date
* Allow gift options
* "Continue shopping" link or options
* Show contact information
* No advertising/upselling
* Don't keep personal info w/o authorization
* Shipping questions answered
* International shipping
* International address forms

Mini baskets (click heading for additional details)

* Make new products added obvious
* Link to full basket page



* Allow removal of products
* Show order total

Checkout process (click heading for additional details)

* No hidden fees
* No pre-registration
* Keep checkout process short
* Show benefits of registration:
* Faster checkout in future
* Access to order history
* Check order status
* Saved for later information
* Access to special promotions
* Personalization
* Joining a community
* Show checkout progress meter
* Effective after-order follow-up
* Receipt / Confirmation:



* Printable
* Emailed
* Thank you message
* Order number
* Order date
* Items purchased
* Expected delivery date
* Payment method
* Cancellation policy
* How to cancel
* Return policy
* Address return costs
* After-sale guarantees

Login & My Account pages (click heading for additional details)

* Easy to find login access
* Use security protocols
* Provide security assurances
* Link for new registrations
* Outline account benefits
* Reclaim lost password option
* "Remember me" option
* Link to privacy policy
* Logged-in status is clear
* Account info change access
* Confirmation of change info

* Links to financial info
* Transaction history
* Invoices
* Balances
* Payment methods
* Choose method of delivery:
* Text email
* HTML email
* Snail mail
* Overnight
* Etc.

Help and FAQ pages (click heading for additional details)

* Avoid marketing hype
* Allow Help search
* Provide printable text
* Link to additional resources:

User guides
* Product support
* Customer support
* Downloads

Forms and errors (click heading for additional details)

* Flexible entry requirements
* Allow for tabbing between fields
* Proper tab order
* Clear field labels
* Text label above field box
* Only require necessary information
* Minimal instructions
* Instructions above field
* Friendly error output
* Errors obviously indicated
* Errors describe remedy
* Errors provide contact / help option
* Preserve data with errors
* Provide pre-selected choices
* Don't overdo choices

* Note required fields
* Progress indicator
* Progress navigation
* Remove navigation
* Link to privacy information
* Final info verification check
* Confirmation/thank you page
* Stack fields vertically
* Proper use of radio buttons
* Keep "submit" close to fields
* Field boxes adequately wide
* No "reset" or "cancel" buttons
* Autocomplete=off as necessary
* Buttons denote action

Site search (click heading for additional details)

* Located in top-right corner
* Search not case sensitive
* Properly labeled as "search"
* Link to "advanced search"
* Forgiving of misspellings
* Shows similar products
* Shows related items in results
* No "no products found"
* Provide refinement options
* Provide alternate spellings

* Provide links to relevant pages
* Show search string in results
* Don't place results in tables
* Display exact matches first
* Display close matches second
* Bold query words in results
* Display titles with descriptions
* No more than 20 results p/ page
* Option to increase result p/ page
* Link to additional results pages

Privacy and Security pages (click heading for additional details)

* Present info in easy to read format
* Make information easily scannable
* Provide section summaries
* Identify information types collected
* Explain how cookies are used

* Explain how user information will be used
* Explain how info will be protected
* Provide additional protection tutorials
* Link to these pages in footer
* Provide links to contact info

Site map (click heading for additional details)

* Keep information current
* Link to site map in footer
* Linked from help and 404 pages
* Provide overview paragraph

* Provide intro to main sections
* Visible site hierarchy
* Descriptive text and links
* Link to xml sitemap in robots.txt file