1. Canonical Issues - check canonical issues to make sure there is a preferred default page or domain preference (http:// or www).
* No reason to have 3 variations of a home page .html, .php and default.htm, depending on your programming platform, server settings (Unix or Windows) as well as if you are using static pages or a content management system you will need to consolidate your website to either http:// or http://www to avoid splitting your site into less potent slivers.
2. Indexation and Crawl Frequency – See how many pages are crawled in a site to determine crawl frequency.
* If you have a home page that is crawled regularly and your internal pages are ignored, then this is often a result of lack of internal or external links.
* You can implement sitemaps on a folder by folder basis, then link from the footer in a site template to a maser sitemap page (where all the mini sitemaps are linked to) to increase indexation. This way the link from the footer consolidates the ranking factor to one page and THAT page feeds the various site maps equivocally (through a tiered drip-down site architecture effect).
3. Orphaned Pages and Dead Ends – check for orphaned pages to determine if pages are linked sufficiently to ensure crawling.
* If you have a page or sub folder in a website that is only linked to from a few pages, then you cannot possibly expect that page to rank well in search engines. If you yourself will not “endorse” a page by linking to it properly (contextually from keywords in the body copy) or from the primary or secondary navigation, then you cannot possibly expect search engines to pay that page with any more credence than yourself.
* Also be weary of PDF files (which can rank on their own and sponge link flow from your website). Make sure PDF files have absolute links (use the complete URL) back to your site, so they do not pool ranking factor and trap it where the rest of your site cannot benefit.
4. Dynamic URL’s – If pages are dynamically created, try to remove or rewrite as many parameters in the URL as possible or use URL / Mod rewrite.
* Any time you have session data or query string parameters in a URL, you are decreasing the possibility of indexation. Particularly if there are conventions such as ?PID=23D-55.aspx trailing along, when a SEO friendly naming convention could have taken its place with a bit of programming. You can rewrite entire segments, sub folders, categories, etc. without losing functionality or compromising SEO value.
5. Naming Conventions – Use proper naming conventions (subject or keyword first, then plural variation, modifier, then tag line).
* Here is a more useful post about how to use meta titles, descriptions and naming conventions, but the gist is simple. Create a hierarchy based on a relevant platform of topically reinforcing semantics using keyword clusters and related synonyms to toggle relevance from what search engines deem as the co-occurrence matrix.
6. Manage Outbound Links – Try to cap outbound links per page to fewer than 50 links for larger pages (10 for top level pages that need more ranking factor).
* The more links that leave a page, the less ranking factor the elements on that page have as equity. The only instance when this is not a concern is if the page itself is augmented from other strong internal pages or have strong inbound links from other sites to offset the hemorrhaging effects of excessive links leaving a page.
7. Footer / Site wide Links – Use footer links sparingly by tactfully to tie site segments together.
* Footer links still work (using 5-10 keyword-rich text links at the bottom of a page), but that can also diffuse the intent of pages that do not have enough content to distinguish themselves from other pages. If a page in a site does not have more than 300 unique words on that page, it can lose relevance as the navigation and other code structures collapse and all interject their shingles to offset or diffuse the pages unique purpose and optimal continuity.
* For example if you have a page that is only a paragraph or two and you expect that page to rank for specific keywords, your navigation alone may trump the relevance for that page. Check your cached pages in text view to see how search engines view your code and your content without style sheets or java script.
* Footer links can help bring balance to pages with less content, but use them on pages with enough content to weather their contribution.
8. Broken Links – Check for broken links which could be hemorrhaging link flow and weakening a site from within.
* Broken links irritate search engine spiders, and when they cannot connect the dots, your sites rankings suffer. If you are using WordPress our plugin SEO Ultimate features a 404 monitor that sweeps the site for broken links which you can find and eliminate.
9. Alt Attributes in Images – Use alt attributes on images to preserve content integrity while providing internal links for ranking factor.
* Using the alt attribute in images allows you to reinforce topical relevance with the on page text based content to improve a pages relevance score.
10. Anchor Text Optimization – Use pertinent anchor text and do not waste link equity from excessively linking to non reciprocating pages within a site.
* Employing anchor text optimization means using relevant keywords to link to relevant pages within a site. Do this enough and before you know it you are virtual theming (which means creating a secondary navigation contextually through keyword co-occurrence).
* This alone can distinguish your site from competitors as each granular layer consolidates ranking factor for a website. This alone is one reason why Wikipedia dominates search results, due to virtual theming.
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