- Create a site with unique, rich content.
- Ensure that both content and page markup are well-formatted and have no errors.
- Google will naturally favor bigger brands, and push them to the top of search results.
- This means that site branding is more important than ever.
- The ‘keywords’ meta tag is never used by Google for determining search ranking.
Keywords
- Have 5-10 specific keywords or keyword phrases been identified to increase targeted traffic?
- Have Keywords been analyzed for search popularity?
- Have selected keywords been associated with specific pages on the site?
- Have selected keywords been inserted in content with 7% keyword density?
- Are keywords leveraged in URL folders and file names, including image files?
- Is there a Keyword / Key phrase in URL?
- Is there a Keyword / Key phrase in Domain Name?
- Is there a Keyword / Key phrase in Title Tag?
- Is there a Keyword / Key phrase in Meta Description Tag?
- Is there a Keyword / Key phrase in Meta Keyword Tag?
- Is there a Keyword / Key phrase in H1, H2 and H3 Tags?
- Is there a Keyword / Key phrase in Bold and Strong Tags?
- Is there use of a Keyword / Key phrase in content?
- Is there prominence of Keyword / Key phrase in webpage code?
- Is there a Keyword / Key phrase in Alt text for images?
- Is there use of Keyword / Key phrase in Anchor text?
- Are we using hyphens to separate keywords in URL’s?
- Are Keyword Density and Keyword Prominence employed?
Technical Considerations
- Does the site properly use a robots.txt file?
- Does the site have an XML-based Sitemap deployed?
- Does the site have a text-based, standard sitemap?
- Does the site avoid serving duplicate content on multiple URLs?
- Are 301 redirects in place for content residing in alternate URL domains?
- Does the site limit user input forms required to access content?
- Are Query-string URLs avoided throughout the site?
- Does the site consist of 5 or fewer subdirectory levels?
- Do site URLs generally avoid parameter strings in excess of 4 variables?
- Is JavaScript / CSS generally avoided or referenced external to source code?
- Is Flash-only content avoided?
- Is there a good Internal Navigation tree like structure?
- Does HTML Sitemap link to all pages?
- Are there any RSS Feeds?
- Have we validated coding of webpage’s as per W3 standards?
- Are we compressing the file size of web page?
- Do we avoid excess use of Java Script?
- Are we promoting use of CSS for coding?
- Are we using off page CSS and Java Scripts?
- Are we avoiding long URL’s?
Off-Page Ranking Factors
- What’s the age of page from were back link is coming?
- Is there frequent change in Anchor Text?
- Popularity of referring page
- What’s the position of the link?
- Is site listed in Dmoz.org?
- Is site in Yahoo Directory
- Is site listed in Wikipedia
- Is site listed in other reputed directories
- Have we submited site to classified directories?
- Are we getting back links from Social Media sites?
- Have we submited frequent articles to article directories?
- Have we submited press release frequently?
- Increase site and web page traffic
- Do we have a method for increasing CTR?
- Do we have a method for decreasing bounce rates of site?
- Do we have a method for increase time spent on page and site?
Destination Site
Because Google penalizes sites for being low-content gateway or thin referral sites (see the -30 penalty below) every site must be a destination site that retains users for as long as possible. There are a number of common strategies for adding value to a site and preventing it from being marked as a gateway or referral site, though the most important thing is always to add content to a site and retain users for longer. Some common strategies include:
- Adding a blog to the site. Rumor has it that Google loves blogs, but the blog must have regular content updates – just its presence won’t help!
- Writing content for humans, not search engines.
There are a number of additional theories circulating that have not been verified. These are nothing more than ideas, but they may be valuable.
- Every page should be content-rich, and that any pages that are not will only detract from a site’s PageRank.
- Each page should have a single focus. If a page has multiple targets or foci, it should be split into separate, more focused pages.
