"The title tag is one of Google's main signals as to what a page is about," according to DiPatrizio. You should ensure that each page has a unique HTML title tag with keywords relevant to each page, and "do your best to ensure text is live' and not part of an image," he says. (Text in images isn't searchable.) "Keep image file sizes at a minimum to increase load times. Use static URLs, such as 'example.com/services/example-service' instead of 'example.com/services.php?id=12.' Check if header tags (H1, H2 and H3) are being used. If they aren't, use them."
Duplicate content makes Google choose which page to display in search results, and that can diminish SEO efforts.
"Ensuring that your website is not unintentionally hosting duplicate content is one of the most important things to check for when performing an onsite audit," says Richard Kline, Internet marketing manager, LegalAdvice.com. Kline recommends using Moz's Open Site Explorer to check for duplicate content.
How quickly (or slowly) does your site load? A few seconds lag time may seem like no big deal, but SEO experts say Google rewards sites that have fast download times. Google's PageSpeed Tool works well for checking your site's speed on mobile devices and desktop computers, according to DiPatrizio.
Is Google able to easily crawl and index your entire site? You can, and should, use the free Google Webmaster Tools to check how many pages of your site Google indexes, according to Petar Traychev, CEO, Hop Online.
Don't forget to take a look at your competitors' websites when auditing your own, says Michael Riley, co-founder, Boxter.
Look at how competitors rank in search results for keywords you care about. If they're beating you in Google rankings, look at their sites for reasons why. What are they doing that you aren't or could do better?
You should look at how your site's content compares to competitors' content that ranks above yours, according to Luke Marchie, co-founder, Majux Marketing. "If you both have a page vying for the same keyword, is the amount of content and detail on your page blowing your competition out of the water or is it half-assed?"
You should also look at your competitors' backlinks, or links to their site from other sites. "How are they getting those links," Marchie asks. "Analyzing your competition's backlink sources can reveal a lot of missed traffic and backlink opportunities you'll want your marketing team to chase."
Usability and Design
You should audit your site from the perspective of your target visitor, according to Herda. Take user experience into account and how it relates to the site's usability, while also keeping in mind the search engine's "experience" of your site, including how easy or difficult it is to crawl and index.
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