Written by: Matthew L
August 28 2014
www.fruition.net – First to mention Penguin update in August 2014 although it turned out to be a Panda 4.1 update on 25th September see Search Engine Land
Google Penguin 3.0 from Search Engine Watch
Site Penalty Risks from Quick Sprout
Unnatural links and Penguin recovery Cognitive SEO
Link building from Buzzstream
50 reasons a site is penalised – don’t panic it can recover
feedthebot.com has a google webmasters guidelines checker. The http-last-modified test is not one that large sites that rank well in travel seems to use Wotif.com and Hotelclub for example do not use the http-last-modified test.
Copyscape.com has a good duplicate content checker including an internal site duplicate content checker Siteliner.com
SearchEngineLand.com/37-awesome-tools-get-seo-campaigns-206980
www.quicksprout.com/double-your-traffic-in-30-days
www.quicksprout.com/double-your-conversions-in-30-days
Backlino – Skyscaper Technique, find content, do it better, reach out to get links from whoever is linking to the content that isnt as good as your new content
Moz.com ranking factors for 2015
Conversion rate optimization for ecommerce sites
DOMAIN & URLS CHECKLIST
Short and Memorable URL
Purchase a .com TLD
To protect your domain you could buy Multiple TLD Extensions
.com .net .info .org .biz .co
Industry-Specific TLDs
Country-Specific TLDs
Secure Multiple Domain Spellings
Hyphenations
Misspellings
Misunderstandings
Keywords in URLs
Secure Type-In Keyword URLs
Redirect Alternate Domains
Use Domain Email Addresses
Redirect Non-www URLs
Assign Canonical URLs
Redirect Home Page to Root
Organize URLs
Keywords in Directory Names
Hyphens Between Words
Static Over Dynamic URLs
HTTPS over HTTP
Register Domain for 5+ Years
DESIGN CONSIDERATIONS CHECKLIST
Messaging Before Design
Target Your Audience
Unique Design
Instant Site Identification
Clean and Clutter-Free Design
Consistent Page Layout
Consistent Styling
Minimal On-Page Styling
Maintain White Space
Eliminate Distractions
Unobtrusive Background
Meet Industry Best Practices
Easy to Navigate
Descriptive Hyperlinks
Visual Page Organization
Custom 404 Page
Findable Phone Number
Link to Contact Information
Screen-Friendly Font
Adequate Font Size
Resizable Text
Narrow Paragraph Text
Strong Color Contract
Visual Colorization of Important Elements
No Saturated Colors
Use Animations Wisely
Incorporate Calls to Action
Don’t Require Browser Plugins
High-Def Images
Optimize Images and Image Usage
Readable Image File Names
Avoid Text in Images
Padding Around Images
Add Trust Symbols
“Skip” Multimedia and Ads
No Browser Hi-Jacking
No Horizontal Scrolling
Cross-Browser Compatible
Multi-Resolution Compatible
Mobile Compatible
Printer-Friendly Pages
Incorporate Breadcrumbs
Compatible Without JavaScript
Text-Only Compatibility
Avoid Flash
Avoid Splash Pages
Add Favicon
MOBILE-FRIENDLY DESIGN CHECKLIST
Use Responsive of AMP Code
Designed for Fingers
Collapsible Navigation
Short Text
Chunk Content
Large Fonts
Text Label Above Field Entry
Placeholder Text Removed
Form Field Visibility
Pre-Fill Content
Use Selection Boxes
Make Suggestions
Don’t Auto-Correct Everything
Support Copy/Paste
Use Correct Keyboard
Eliminate Pop-Ups
On-Demand Social Sharing
Utilize Horizontal Scrolling
Optimize Images
Reduce HTTP Requests
Reduce Scripts and Styles
CSS Instead of JavaScript
Link to Full Website
Increase Speed
SITE LOGO CHECKLIST
Unique and Original
Stands Out on the Website
Displays Company Name Clearly
Positioned Top-Left
Incorporates Tagline
Links to Home Page
Schema Logo Markup
Create a Favicon
SITE ARCHITECTURE
Fully HTTPS/SSL Secure
Add hreflang Attribute
Keep Security Certificate Current
Correct Robots.txt File
Declare Doctype
Validate HTML
Validate CSS
Spiderable CSS and JavaScript
Don’t Use HTML Frames
Use Alt Attribute on All Images
404 Bad URLs
Redirect Old URLs
Printer-Friendly CSS
Underline Clickable Links
Differing Link Text Style
Canonical Breadcrumb URLs
Proper Page Hierarchy
Balanced Directory Structure
Unique Title Tags
Unique Meta Descriptions
Properly Bulleted Lists
Eliminate Code Bloat
Reduce Table Usage
Absolute Links in Navigation
Non-Spiderable Shopping Cart Links
“Disallow” Pages For No Search Engine
Evaluation
“NoIndex” Pages to Not Show in SERPs
“NoFollow” Links to Prevent Passing Value
Check for Broken Links
Increase Page Download Speed
Reduce Links On Page
Avoid Duplicate Content
Use Proper Heading Tag Hierarchy
Avoid Session IDs
Search Engine-Friendly Links
Use Structured Data
CONVERSION OPTIMIZATION & USABILITY CHECKLIST
What’s Important Is Prominent
Visually Relate Logical Elements
Clearly Defined Page Areas
High-Definition Images
Clickable Elements Are Obvious
Minimize Noise
Omit Needless Words
Consistent Navigation Placement
Incorporate On-Site Search
Highlight Current Location
Contrast Calls to Action
Establish Trust and Credibility
Visually Connected Tagline
Don’t Over-Promote
Don’t Hide Needed Info
Flexible Form Inputs
Request Only Necessary Info
Easy to Use
Tell Visitors What They Want to Know
Reduce Steps to Goal Completion
Answer Relevant Questions
Live Chat
Easy Error Recovery
Always Be Testing
SITE NAVIGATION CHECKLIST
Primary Nav Located Top-Left
Site-Wide Consistency
Easy to Use
HTML Links
Link to Main Site Sections
Link to Key Company Pages
Home Page
Contact Us Page
About Us Page
Blog
Login/Logout
Shopping Cart
Proper Categorical Divisions
Accurate Link Text
No Industry Jargon
Drop-Down Headings Clickable
Obvious Non-Clickable Elements
Links Are Visually Obvious
Mouse Pointer Changes on Clickable Links
Current Page Identification
Image Links Use Alt Text
Use Absolute Links
Internal Links Open in Same Window/Tab
External Links Open in New Window/Tab
No Flyout Menus
Simple Footer
Sitemap
Privacy Policy
Security Signals
Promotional Materials
Social Links
Accreditations and Organizations
No “Site-Map” Navigation
Add a Sitemap
Use Breadcrumbs
INTERNAL SITE SEARCH CHECKLIST
Locate in Top-Right Corner
Label as “Search”
Link to Advanced Search
Not Case Sensitive
Forgiving of Misspellings
Reiterate Search Query
Provide Alternate Spelling Options
Provide Search Refinement Options
Link to Relevant Pages
No HTML Tables
No Blank Results
Exact Matches Display First
Segment “Related” Results
Show Similar Products
Show Page Titles and Descriptions
Highlight Query In Results
10-20 Results Per Page
Change Number of Results Option
©Pole Position Marketing | Stoney deGeyter 6
CONTENT WRITING CHECKLIST
Buyer Personas
Grab the Visitor’s Attention
Get to the Good Stuff Quickly
Outline Importance
Expose the Visitor’s Need
State Features Clearly
Benefit Focused
Answers WIIFM
Justify the Conversion
Provide Reassurances
Calls to Action
Appropriate Reading Level
Don’t Talk Down to Your Audience
Short Sentences
Consistent Voice
Integrate Topically Related Phrases
(Keywords)
Eliminate Superfluous Text
Reduce/Explain Industry Jargon
Link to Authoritative Sources
Link to Internal Related Content
Display Publication Date on Articles/News
Fix Typo, Spelling and Grammar Errors
Review Periodically
CONTENT APPEARANCE CHECKLIST
Short Paragraphs
Readable Text Size
Good Contrast with Background
Skimmable and Scannable
Use Headings and Sub-Headings
Large Heading Size
Use Bulleted Lists
Close Link Proximity
Calls to Action
LINKS & BUTTONS CHECKLIST
Link Important Commands
Use Both Images and Links
Make the Link Obvious
Use White Space Effectively
Limit Number of Links
Underline Links in Text
Link to Related Content
Link Text Reflects Linked Content
Keywords in Links
Search-Friendly Link Code
Block Search Engines from Carts
Check for Broken Links
Use Consistent Linking Practices
SOCIAL SHARING CHECKLIST
Use Share Buttons
Use Follow Buttons
Implement Open Graph Meta Data
Implement Facebook Meta Data
Implement Twitter Card Meta Data
Implement Pinterest Rich Pin Meta Data
HOME PAGE CHECKLIST
Instant Page Identificati
on
Site Overview
Keep Content Consistent
No Splash Page
“NoODP” Directive
Add Social Buttons
ABOUT US PAGE CHECKLIST
Full Company Description
Team Biographies
Mission Statement
Up-to-Date Information
Link to Supporting Pages
Contact Us Page
Registration Info
Investor Relations
Company News
Job Opportunities
Newsletters
Pricing
Testimonials
Link to Social Networks
Note Associations, Certifications & Awards
CONTACT US PAGE CHECKLIST
Easy to Find
Multiple Contact Options
Telephone Number(s)
Fax Number
Email Address
Web Forms
Instant Chat
Social Media Profiles
Multiple Points of Contact
Customer Service
Tech Support
Inquiries
Management Team Members
General Information
Job Applications
Billing
Human Resources
Hours of Operation
Street Map
Final Call to Action
Require Only Essential Info
ECOMMERCE CONSIDERATIONS CHECKLIST
Minicart Display
Display Payment Options
Major Credit Cards
Third-Party Payment Processors
Eliminate Duplicate Product URLs
Don’t Use URL Tracking IDs
Exclude Cart Pages from Search Engines
Exclude Links to Duplicate Secure URLs
Allow User-Generated Content
Reviews
Ratings
Questions
Stories
Pictures
Videos
Keep Secure Certificate Current
Install Ecommerce Tracking
ECOMMERCE PRODUCT CATEGORY PAGES CHECKLIST
Simplified Categories
On-Scroll Images
Adjust Number of Products Per Page
Allow Product Filtering
Product Search
Product Comparisons
Adjust Sort Order
Show Product Ratings
Closeout Pages
PRODUCT PAGES CHECKLIST
One Master Category
Consistent Page Layout
Short, Keyword-Friendly URLs
Display Contact Info
Combine SKUs for Similar Products
Clear Product Presentation
Show Product Ratings and Reviews
Add Videos
Obvious Call to Action
Multiple Calls to Action
Clear Pricing
Display International Pricing
High-Def Product Images
Multiple Image Views
Describe the Image Content
Robust Product Description
Product Details and Specifications
Provide On-Demand Content
Implement Canonical Tag
Emphasize Brand Quality and Trust
Offer Product Selection Options
Show Shipping Costs
Use Structured Data
Display Product Availability
Provide Delivery Options & Details
Estimate Delivery Date
Add Social Buttons
Add Social Meta Data
Link to Site Security Information
Provide Return & Guarantee Info
Allow “Save for Later”
Allow “Print” or “Email This” Options
Printer-Friendly Pages
Related Products & Upsells
Include Product Reviews
Product Comparisons
Offline Competitor Comparison
Provide RSS Feed
SHOPPING CART PAGE CHECKLIST
Obvious Checkout Link
Include Product Thumbnails
Brief Product Descriptions
Display Product Availability
Ability to Remove Items
Updatable Quantities
Link to Products
Provide Product and Total Price
Display Payment Options
Coupons & Vouchers Explained
Security Assurances
Link to Guarantees
Show Delivery Costs
Estimate Delivery Date
Answer Shipping & Return Questions
International Shipping Options
Display Contact Information
Provide Related Product/Upsell Options
“Continue Shopping” Link
No Unnecessary Navigational Elements
Block From Search Engines
Provide Minicarts
Provide RSS Feed
©Pole Position Marketing | Stoney deGeyter 9
MINICART CHECKLIST
New Products Added Are Obvious
Link to Full Cart/Checkout Page
Allow Removal of Products
Provide Order Total
CHECKOUT PROCESS CHECKLIST
Secure Checkout
Don’t Require Pre-Registration
Show CC and Security Info
No Hidden Fees
Show Checkout Progress Meter
Keep Checkout Process Short
International Address Forms
Allow Gift Options
Provide Registration Benefits
Faster Checkout in Future
Access to Order History
Check Order Status Anytime
“Save” or “Wishlist” Option
Access to Promotions
Personalized Experience
Joining the Community
Don’t Keep Personal Info Unless Authorized
Receipt/Order Confirmation
Thank You Message
Order Confirmation Number
Order Date
List Items Purchased
Expected Delivery Date
Note Method of Payment
After-Sale Guarantees
Cancellation Policy
Return Policy
Printable
Emailed
After-Order Follow-Up
LOGIN ACCOUNT PAGE CHECKLIST
Easy-to-Find Login
Logged-In Status
Easy Logout
Use Security Protocols
Provide Security Assurances
Link for New Registrations
Provide Benefits of Joining
Recover/Reset Password Option
“Remember Me” Option
Change of Info Confirmation
Link to Privacy Policy
Method of Delivery Options
Link to Financial Information
Transaction History
Invoices
Account Balances
Default Payment Methods
FORMS & ERROR MESSAGE CHECKLIST
Clearly Labeled Fields
Text Label Above Field
Placeholder Text Removed
Stack Fields Vertically
Pre-Fill Content
Flexible Field Entry
Can Tab Between Fields
Request Only Necessary Info
Minimal Instructions
Instructions Above the Field
Pre-Selected Field Options
Comprehensive Choices
Appropriate Field Size
Proper Use of Buttons and Boxes
Annotate Required Fields
No Autocomplete on Sensitive
©Pole Position Marketing | Stoney deGeyter 10
Use Multi-Step Forms
Progress Indicator
Back Navigation
Submit Button Close to Fields
Submit Button Notes Action
No “Reset” or “Cancel” Option
Preserve Entered Data
Friendly Error Output
Errors Describe Remedy
Errors Obviously Indicated
Provide Contact Option
Remove Site Navigation
Link to Privacy Information
Final Verification
Confirmation Page
THANK YOU/CONFIRMATION PAGES CHECKLIST
Address Visitors by Name
Say “Thanks”
Confirm Transaction
Link to Next Actions
Reference Number
Expected Delivery/Tracking
Policy Information
Testimonials
Social Sharing Options
Option to Create Account
Email Opt-In/Autoresponders
Survey/Feedback
Emailed
Printable
Keep From Search Engines
HELP & FAQ CHECKLIST
Link to Additional Pages
User Guides
Downloads
Contact Us/About Us Pages
Technical Data/Specifications
Product Support
Resource Library
Customer Support
Link to Outside Resources
Internal Help Search
Printable Text
PRIVACY & SECURITY PAGE CHECKLIST
Linked in Footer
Easy-to-Read Format
Summarize Sections
Provide Consumer Protection Tutorials
Link to Contact Info
Identify Information You Collect
Explain Info Usage
Explain Protection Protocols
SITEMAP CHECKLIST
Keep It Current
Presented in Hierarchal Format
Optimize HTML Sitemap
Intro Paragraph
Intro to Main Sections
Keyword Link Text & Descriptions
Properly Linked in Site
Create XML Sitemap
Link in Robots.txt
Submit to Search Engines
©Pole Position Marketing | Stoney deGeyter 11
ON-PAGE OPTIMIZATION CHECKLIST
Core Term Research
Key Phrase Research
Eliminate Junk Words
Organize Your Phrases
Group Similar Phrases Together
Search Engine Accessibility
Use Structured Data
Canonical Tag Usage
Rel=”prev”/”next”
Optimize URLs
Optimize Title Tag
Brand Titles
Optimize Meta Description
Ignore Meta Keyword Tag
Optimize Heading Tags
Heading Tag Hierarchy
Optimize Page Content
Make Text Scannabl
e
Optimize Alt Attribute
Optimize Link Anchor Text
Review Page for Usability
Add Calls to Action
LOCAL OPTIMIZATION CHECKLIST
Review NAP for Consistency
Use Structured Data
Submit to Local Directories
Get Reviewed
Google My Business
Link to Review Sites
LANDING PAGE CHECKLIST
Compelling, Keyword-Focused Title Tag
Compelling Meta Description Tag
Attention-Getting Headline
Benefit-Focused Content
Use Proper Content Hierarchy
Visual Clarity
Secure Inbound Links
Include Social Sharing Options
Clear Call to Action
Test Changes
IMAGE OPTIMIZATION CHECKLIST
Readable File Name
Include Alt Attribute
Add Image Title
No Keyword Stuffing
Proper Image Format
Reduce Image Size
Add Image Captions
No Text in Images
Multiple Image Sizes
Use CSS Sprites
Spiderable Images
Create Image XML Sitemap
Don’t Remove Old (Product) Images
Add Image Social Sharing Icons
©Pole Position Marketing | Stoney deGeyter 12
PDF OPTIMIZATION CHECKLIST
Use Text-Based Files
Search-Friendly File Name
Optimize Content
Add Alt Text to Image
Set Reading Language
Optimize Title Property
Optimize Subject
Link Back to Your Website
Use Standard Fonts
Fewer Fonts
Limit Font Styles
Use Vector-Based Images
Use Monochrome Bitmap Images
Save as Minimum Size
Enable Fast Web View
Establish Initial View Settings
Check Compatibility
Link to Your Published PDF
BLOGGING CHECKLIST
Know Your Purpose
Build Personas
Listen to Your Audience
Determine Your Message
Select Your Goals
Choose a Platform
Built on Your Domain
Set ‘www.’
Customize URLs
Provide Subscription Options
RSS Feed
Twitter Feed
Email Subscription
Choose Full Text or Summary RSS Feed
Open to Search Engines
Search Function
Customizable Title Tags
Customizable Meta Description Tags
Allow Comments
Block Spam
Comment Subscription
Backup Regularly
Custom Content Conclusion
Categorize Posts
Offer Related Posts
Check for Broken Links
Install Analytics
Set Up Social Sharing
Establish Author Guidelines
Topics to Cover
Post Titles
Length of Posts
Formatting
Language & Tone
Voice
Image Usage
Linking
Quoting
Proofing and Approval Process
Bio
Comment Responses
Guest posts
Save Ideas
Create an Editorial Calendar
Write a Killer Post Title
Stimulating Intro
Compelling Content
Appealing Images
Skimmable
Ask Questions
Answer Questions
Provide Solutions
Inform (Teach)
Stay on Point
Integrate Keywords
Write Naturally
Be Unique
Vary Content
Exceed Expectations
Link Out
Call to Action
Add Media
Proof
Share
Syndicate Your Posts
Measure Success
©Pole Position Marketing | Stoney deGeyter 13
SOCIAL MARKETING CHECKLIST
Build a Strategy
Customize Names and URLs
Stake Your Claim
Claim Social Review Site Listings
Complete Your Profiles
Include Keywords
Build Authority Relationships
Monitor Your Networks
Give Customers a Reason to Follow You
Grow Your Networks Organically
Social Ads
YOUTUBE OPTIMIZATION CHECKLIST
Keyword Research
Complete Your YouTube Channel Profile
Associate Your Website With Your Channel
Claim Your Vanity URL
Encourage Channel Subscriptions
Video File Name
Video Title
Video Description
Video Tags
Video Captions
Video Thumbnail
Video Quality
Video Engagement
Video Cards & End Cards
ONLINE PR/LINK MARKETING CHECKLIST
Find Influencers
Listen
Set-Up Keyword Alerts
Select Influencers to Engage
Share Influencer Content
Engage
Maximize Your Network
Expand Your Network
PAY-PER-CLICK CHECKLIST
Calculate Conversion Value
Link Accounts
Enable Auto-Tagging
Install Conversion Tracking
Separate Campaigns
Proper Ad Campaign/Ad Group Usage
Properly Organize Campaigns
Ads Match Intent
Utilize Ad Extensions
Use Keyword Match Types Properly
Analyze Bidding Strategies
Test Ads and Landing Pages
Take Advantage of Remarketing
Create Bid Strategy Options
Create Brand Keyword Campaigns
Study Your Competitors
©Pole Position Marketing | Stoney deGeyter 14
EMAIL MARKETING CHECKLIST
Create an Integrated Plan
Select an Email Marketing Service
Natural Text, Not Image Text
Text Version
Don’t Spam
Avoid Spam Triggers
Be Consistent
Proper Reply-to Address and “From” Name
Create an Amazing Subject Line
Excellent Content
Proof, Proof, Proof
Run Tests
Track Your Success
ANALYTICS CHECKLIST
Set Up Analytics Account
Track Goals
Calculate Economic Value
Track Internal Site Search
Set Up Custom Alerts
Exclude Internal Traffic
Exclude Unwanted/Spam Traffic
Link Analytics to Search Console
Install Ecommerce Tracking
Keep Annotations
Create Custom Reports & Dashboards