SEO Checklist: i fattori SEO da Ottimizzare

Ultimo aggiornamento: 03/2014

Ho voluto condividere con voi questo schema logico che uso per affrontare da zero una analisi SEO.

Mi piace definirlo il mio taccuino SEO, è nato nel 2009 come bozza di note e appunti presi on the job durante le mie prime esperienze e corsi SEO. Negli anni questo lavoro è cresciuto prendendo forma e sostanza, il file è quindi…still work in progress…perchè ogni volta che apprendo qualcosa di nuovo lo implemento… In questo lavoro non si smette mai di imparare!

Spero possa tornare utile a qualcuno di voi, se avete consigli sono ben accetti!

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SEO Checklist
by Giovanni Sacheli
Last Update: 03/2014

SEO Checklist
by Giovanni Sacheli
Last Update: 03/2014
2 Purposes
2.1 SEO Services
2.2 SEO Audit
2.3 SEO Analysis
2.4 SEO Check list
3 Goals
3.1 Client
3.1.1 who is him?
3.1.2 what does he sell?
3.1.3 where are his customers?
3.1.4 who are his customers?
3.1.5 what does he want? Leads, conversions, visits, …
3.1.6 how many competitors in SERP? Quantitative search allintitle:"xxx yyy" analysis Total Google results count, inurl, allinanchor, … "xxx yyy" search analysis hom many rank better than him? why? where?
3.2 6/12 months target options
3.2.1 more visits
3.2.2 more time on site
3.2.3 more conversions
3.2.4 more registrations
3.2.5 lower bounce rate
3.2.6 more social sharing
4 TOP Google Ranking Factors
4.1 Domain
4.1.1 age of the domain
4.1.2 EMD – keyword exact match in url
4.1.3 trust/authority of the host domain
4.1.4 registration + hosting data user history
4.2 On-site factors
4.2.1 Crawlability Tree Structure Visible links easy navigation
4.2.2 Keywords distribution density position Synonyms correlate Traffic generation phrase/exact SEO Competition allintitle
4.2.3 Content Update Frequency Focused Topics Quality QDF – Query Deserves Freshness
4.2.4 Latent semantic indexing (LSI)
4.2.5 Meta and SEO tag keyword in title tag, H1-Hx, body, anchor text, alt tag, meta desc, keywords, strong
4.3 Off-site factors
4.3.1 link popularity of the specific page/domain
4.3.2 anchor text of external link to the page/domain
4.3.3 social graph metrix Social Sharing plugin positioning good content generation
4.3.4 traffic + SERP CTR data
5 SEO Check List
5.1 Index
5.1.1 site: search –> site: -subfolder
5.1.2 check indexed pages
5.1.3 www vs not-www
5.2 Technical
5.2.1 Google index vs sitemap vs crawler
5.2.2 redirections
5.2.3 robots.txt
5.2.4 sitemap.xml
5.2.5 HTTP status code 3xx, 4xx, 5xx
5.2.6 dashes vs underscore in url
5.2.7 url parameters
5.2.8 find not-HTML elements with Google cache
5.2.9 CSS & JS calls check
5.2.10 webserver performances
5.2.11 rel canonical
5.2.12 rel alternate
5.2.13 rel next rel prev
5.2.14 text/html ratio
5.2.15 navigation path
5.2.16 tree structure
5.2.17 internal links distribution
5.2.18 breadcrumbs
5.2.20 authorship/publisher
5.2.21 responsive/meta viewport
5.3 Content
5.3.1 meta tags title tag meta description meta keyword
5.3.2 headings
5.3.3 images alt tag dimensions scale size
5.3.4 body text & word count
5.3.5 landing page SEO copywriting
5.3.6 logo alt and code
5.3.7 duplicated content internal external
5.3.8 sitemap.html
5.4 Inbound
5.4.1 social signals
5.4.2 backlinks market average
6 on-site analysis
6.1 to consider
6.1.1 1. Architecture (unnecessary redirection, orphaned pages, broken links)
6.1.2 2. Indexing & Crawling (canonical, noindex, follow, nofollow, redirects, robots.txt, sitemap.xml, server errors)
6.1.3 3. Duplicate content & On page SEO (more url same page, repeated text, pagination, parameter based, dupe/missing titles, description, h1s, etc..)
6.1.4 4. Backlink Analysis quality PageRank Page and Domain Authority (SEOmoz) quantity Google Webmastertools, Bing Webmastertools, SEOmoz,, Majestic SEO, … anchor text
6.2 Site URL
6.2.1 friendly url page-title: keyword at beginning blog: (WordPress 2013) use absolute url inside links: http://… redirect 301 not-www to www version
6.2.2 URL Canonical Good point to same domain same subdomain can point to point https -> http Bad chain canonical syntax on id url on page: <head><link rel="canonical" href=""/></head>
6.3 Meta tag
6.3.1 TAG Title First TAG position: <head><title>Title</title></head> Lenght: max 70 char included spaces 6-12 words use important keywords at the beginning of the title Weight: Keyword < Category | Website Title Tool: AdWords keyword research no repeat keywords unique titles for every page Avoid Stop Words articles (such as “the”, ”an” and “a”) auxiliary verbs (such as “am”, “is”, and “can”) conjunctions (such as “and”, “or”, “but” and “while”) particles (such as “if”, “then”, and “thus”) prepositions (such as “of”, “that”, “on” and “for”) pronouns (such as “he”, “we”, “which” and “her”)
6.3.2 Meta Description Use Title keywords inside description text lenght: max 156 char 24-48 words use keywords at the beginning repeat TOP keywords max 2x unique description for every page
6.3.3 Meta keywords from 5 to 20 words, include title keywords longest first initial cap comma separated unique SET for every page if the page is an AdWords landing page, use AdWords bought keywords
6.3.4 META Language Tag <meta http-equiv="content-language" content="it"> Tip: better placed in sitemap
6.3.5 Multi Language: rel="alternate" hreflang="x" in HEAD section <link rel="alternate" hreflang="en" href="" />
<link rel="alternate" hreflang="en-gb" href="" />
<link rel="alternate" hreflang="en-us" href="" />
<link rel="alternate" hreflang="de" href="" />
6.3.6 Meta Refresh (Warning, not safe) Force page refresh Syntax Place inside <head> to refresh page after 5 seconds:
<meta http-equiv="refresh" content="5"> Redirect to after 5 seconds:
<meta http-equiv="refresh" content="5; url="> Redirect to immediately (BETTER):
<meta http-equiv="refresh" content="0; url="> An alternative is by sending an HTTP redirection header, such as HTTP 301 or 302
6.3.7 Headings H1 – H6 Use H1 one time for page, H2-H6 could be repeated Use in order: H1>H2>H3>H4… Headings should contain TOP keyword phrases Lenght: 2-6 words Check Tools: Screaming Frog Website Auditor Marketing Grader Traffic Travis Xenu Google Doc XMLIMPORT (f)
6.3.8 Strong & Italic Use it on Keyword phrases and related terms
6.3.9 Images image tag alt="" 1 word every 16*40 pixels 1-12 words include keywords unique for each image image tag title="" always define dimensions! spider supported formats: BMP, GIF, JPEG, PNG, WebP or SVG. Additionally:
- the image filename is related to the image’s content;
- the alt attribute of the image describes the image in a human-friendly way;
- HTML page’s textual contents as well as the text near the image are related to the image. Logo alt tag: "brand name" > "home" or "logo"
6.4 Rich Snippet
6.4.1 Microdata/Microformats/RDFa Rating Stars WordPress GD STar Rating Recipes recipe details Authorship Multi-author Single Author Thumbnail Products Price
6.4.3 Google Rich Snippets Testing tool
6.4.4 Rich Snippet submission form
6.5 Sitemap
6.5.1 General recommendations XML file named "Sitemap.xml" file must be no larger than 50MB when uncompressed no more than 50,000 URLs for a single sitemap If you have more than one Sitemap, you can list them in a Sitemapindex.xml file and then submit the Sitemap index file to Google. You don’t need to submit each Sitemap file individually. If your site is accessible on both the www and non-www versions of your domain, you don’t need to submit a separate Sitemap for each version. However, we recommend picking either the www or the non-www version, and using recommended canonicalization methods to tell Google which version you are using. Do not include session IDs in URLs
6.5.2 syntax <?xml version=”1.0” encoding=’UTF-8’?>
<urlset xmlns=’’>
<url>etc, etc, etc</url>
</urlset> <Tag> – <Importance> – <Description>
<urlset> – Required – Encloses all information about the set of URLs included in the Sitemap. <url> – Required – Encloses all information about a specific URL. <loc> – Required – Specifies the URL. For images and video, specifies the landing page (aka play page, referrer page). Must be a unique URL. <lastmod> – Optional – The date the URL was last modifed, in YYYY-MM-DDThh:mmTZD format (time value is optional). <changefreq> – Optional – Provides a hint about how frequently the page is likely to change. Valid values are:
- always. Use for pages that change every time they are accessed.
- hourly
- daily
- weekly
- monthly
- yearly
- never. Use this value for archived URLs. <priority> – Optional – Describes the priority of a URL relative to all the other URLs on the site. This priority can range from 1.0 (extremely important) to 0.1 (not important at all).
Does not affect your site’s ranking in Google search results. Because this value is relative to other pages on your site, assigning a high priority (or specifying the same priority for all URLs) will not help your site’s search ranking. In addition, setting all pages to the same priority will have no effect.
6.5.3 Image Sitemap <?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns=""
6.6 Robots meta tag
6.6.1 upload the robots.txt in the root directory
6.6.2 lang <html lang="en">

</html> In XHTML, the language is declared inside the <html> tag as follows: <html xmlns="" lang="en" xml:lang="en">

</html> ref:
6.6.3 noindex <meta name="robots" content="noindex">
6.6.4 nofollow <meta name="robots" content="nofollow" />
6.6.5 noarchive <meta name="robots" content="noarchive"> no Google cache version
6.6.6 noodp no open directory project <meta name="robots" content="NOODP">
6.6.7 noydir
6.6.8 nosnippet <meta name="googlebot" content="nosnippet">
6.6.9 hreflang better in sitemap.xml <link rel="alternate" hreflang="fr" href="" />
<link rel="alternate" hreflang="en" href="" /> Link <a href="" hreflang="en">W3Schools</a>
6.6.10 robots.txt syntax root folder/robots.txt User-agent: *
Disallow: /privatefolder/
Disallow: /privatefile.html

User-agent: Googlebot/2.1
Disallow: /nogoogle.html


6.6.11 Example 1: Block all, also sitemap
User-agent: *
-Disallow: /

Example 2: Block a file estension
-Disallow: /directory/*.estension

Example 3: Block specific folder
-Disallow: /*/keyword/

Example 4: Block all url containing a specific word
-Disallow: /*keyword

Example 5: Block specific folder
-Disallow: /*keyword*/

Example 6: Block a page without block the same page plus parameters
-Disallow: /directory/file.estensione$
-Disallow: /directory/file.pdf$

Example 6: Block all URL with "get" parameter
-Disallow: /*?*

6.6.12 To exclude all robots from the entire server

User-agent: *
Disallow: / To allow all robots complete access

User-agent: *
Disallow: To exclude all robots from part of the server

User-agent: *
Disallow: /cgi-bin/
Disallow: /tmp/
Disallow: /junk/ To exclude a single robot

User-agent: BadBot
Disallow: / To allow a single robot

User-agent: Google

User-agent: *
Disallow: / To exclude all files except one

This is currently a bit awkward, as there is no "Allow" field. The easy way is to put all files to be disallowed into a separate directory, say "stuff", and leave the one file in the level above this directory:
User-agent: *
Disallow: /~joe/stuff/ Alternatively you can explicitly disallow all disallowed pages:
User-agent: *
Disallow: /~joe/junk.html
Disallow: /~joe/foo.html
Disallow: /~joe/bar.html
6.7 Indexed Pages Analysis (index vs sitemap)
6.7.1 Google Operators Queries Main domain Page indexed –> -/eng/ -/blog Primary Index –>* Secondary Queries – intitle:
- inurl:
- intext:
- inanchor:
- link:
- filetype:
6.7.2 Good sitemap total urls = indexed pages Status Score = # URL in Google index / # URL in sitemap > 0,8 = Good < 0,8 = Not good
6.7.3 Bad sitemap tot urls < indexed pages check canonical, double contents/urls and unwanted indexed files sitemap tot urls > indexed pages why some pages are not indexed? noindex? duplicated content?
6.7.4 Tools Google Webmaster Tools SEOmoz toolbar Seo site tools for Chrome Google search [] WebSite Auditor
6.8 Link
6.8.1 Backlinks (Inbound) Rank inbound link? Google PageRank DomainRank Rank Majestic SEO SEOmoz Rank Page Authority Domain Authority Link building Anchor texts Brand min 60% Brand Name KW + brand name URL Navigational max 20% click here Local Local Brand City + Brand Name Local Transational City + Service Keyword Transational max 20% Exact Service Keyword KW different KW for different landing social bookmarking See social section social networks See social section link ads nofollow quality content for natural linking find comments dofollow warning: don’t buy link building link exchange? no site-wide yes dedicated page web directories local general dmoz yahoo! directory yellow pages Local Directories Yelp Foursquare Google Map article marketing infographics guest article on related blogs Feed RSS Use partial RSS file Register RSS to Aggregators websites Insert deep links inside RSS Correct Broken links – 404 definitive use Redirect 301 Yes PageRank temp use Redirect 302 No PageRank link pruning? – Ask for link removal
- Ask nofollow tag
- noindex on destination page
- Disallow with robots.txt
- redirect 410
- redirect 404
- copy page and move internal link + noindex
6.8.2 Links Position Weights Links Higher Up in HTML Code Cast More Powerful Votes External Links are More Influential than Internal Links Links from Unique Domains Matter More than Links from Previously Linking Sites Links from Sites Closer to a Trusted Seed Set Pass More Value Links from "Inside" Unique Content Pass More Value than Those from Footers/Sidebar/Navigation Keywords in HTML Text Pass More Value than those in Alt Attributes of Linked Images Links from More Important, Popular, Trusted Sites Pass More Value (even from less important pages) Links Contained Within NoScript Tags Pass Lower (and Possibly No) Value A Burst of New Links May Enable a Document to Overcome "Stronger" Competition Temporarily (or in Perpetuity) Pages that Link to WebSpam May Devalue the Other Links they Host
6.8.3 Internal Links Internal Links Distribution more internal links to important pages use keyword in anchor text use keywords in URL use structured levels: draw a tree/SILO better no more than 100 link on page Warning: Internal nofollow <a rel="nofollow" href="">Example</a>
6.8.4 Tools Screaming Frog Xenu Broken links Google Webmaster Tools Download a back link report to see if you’re missing out on links pointing to orphaned, 302 or incorrect URLs on your site. If you find people linking incorrectly, add some 301 rules on your site to harness that link juice Open Site explorer Majestic SEO
6.8.5 PageRank Distribution YES page A "index" page B page A "noindex" page B page A page B "disallow" page A "English" page B "French" NO page A "404" page B page A page B "404" page A "disallow" page B page A "nofollow" page B
6.8.6 Redirect Deleted page 404 404 Not Found: The server has not found anything matching the Request-URI. No indication is given of whether the condition is temporary or permanent. The 410 (Gone) status code SHOULD be used if the server knows, through some internally configurable mechanism, that an old resource is permanently unavailable and has no forwarding address. This status code is commonly used when the server does not wish to reveal exactly why the request has been refused, or when no other response is applicable. Moved page 301 The requested resource has been assigned a new permanent URI and any future references to this resource SHOULD use one of the returned URIs. Clients with link editing capabilities ought to automatically re-link references to the Request-URI to one or more of the new references returned by the server, where possible. This response is cacheable unless indicated otherwise. Temporary Redirect 302 302 Found (HTTP 1.1) / Moved Temporarily (HTTP 1.0)

A 302 redirect is a temporary redirect. It passes 0% of link juice (ranking power) and, in most cases, should not be used. The Internet runs on a protocol called HyperText Transfer Protocol (HTTP) which dictates how URLs work. It has two major versions, 1.0 and 1.1. In the first version, 302 referred to the status code "Moved Temporarily." This was changed in version 1.1 to mean "Found." 307 307 Moved Temporarily (HTTP 1.1 Only)

A 307 redirect is the HTTP 1.1 successor of the 302 redirect. While the major crawlers will treat it like a 302 in some cases, it is best to use a 301 for almost all cases. The exception to this is when content is really moved only temporarily (such as during maintenance) AND the server has already been identified by the search engines as 1.1 compatible. Since it’s essentially impossible to determine whether or not the search engines have identified a page as compatible, it is generally best to use a 302 redirect for content that has been temporarily moved. Meta Refresh Redirect Meta refreshes are a type of redirect executed on the page level rather than the server level. They are usually slower, and not a recommended SEO technique. They are most commonly associated with a five-second countdown with the text "If you are not redirected in five seconds, click here." Meta refreshes do pass some link juice, but are not recommended as an SEO tactic due to poor usability and the loss of link juice passed. if the page you are removing has a suitable alternative page on your web site, then 301 it. Do not always 301 the page to your home page. If there is no suitable, and by suitable I mean, a page that is very similar to the page you are removing, then 404 the page.
301 if there is a related and similar page to the page you are removing. 404 if there is not.
6.9 Keywords
6.9.1 Keyword list on site analysis competitors websites AdWords keywords tools competitors cost competitors traffic estimated traffic cost competitors traffic phrase exact Google Analytics Goal conversions filters Branded / not branded ITA/ENG (lingua) time on site visit deep
6.9.2 Google SERP Analysis opportunity new keywords easy ranking areas weak competitors treath aggressive competitors what they do? natural ranking AdWords social link building
6.9.3 tools KW analysis potential traffic seo competition Google Analytics access kw time on site visit deep Ubersuggest Google AdWords kw tools traffic tools Rank Traker Keep ranking history competitors ranking free monitor for google SEOtoolset EVE Milano Keywords Tool
7 Content and Usability
7.1 update frequency
7.1.1 constantly write a few articles is better than many randomly posts
7.2 logic organization
7.2.1 Menu design Tree design
7.2.2 In blog use categories & TAGS
7.3 SEO copywriting
7.3.1 Study SERP to find nice free places AdWords keyword Tool for traffic
7.3.2 study best title *see TAGS
7.3.3 study right keywords
7.3.4 use at least 350 words
7.3.5 Keyword density Good human friendly < 5/10% Bad > 10% too much kw repetitions bad human readability
7.3.6 write with steps Intro content End
7.3.7 nice images alt tag with main keywords title tag with main keywords image file name with main keywords link title
7.3.8 call to action forms on landing pages affiliate links phone calls
7.4 Content
7.4.1 1. Post it on your website with no strings attached. It’s free and you
require no personal information from prospects
2. Blog about it
3. E-mail your in-house database
4. Post it on your social media profiles
5. Publish a press release (pitch it to the media too)
6. Create an ad campaign using banner and text ads
7. Reach out to popular and respected bloggers in your industry and
get them to blog about it
8. Mention it in your next monthly newsletter
9. Use it as a basis for a webinar or podcast episode
10. Produce a video about it
7.5 usability
7.5.1 readability text dimensions
7.5.2 navigation homepage elements to not miss phone number email contact form dynamic menu breadcrumb dynamic sidebar footer company info Related post/article/product Top Nav sidebar
7.5.3 design deep/levels max 3
7.5.4 load speed latency image caching pages caching compression CDN Tools Page speed Good Speed >75% Yslow Good B GT metrix
7.5.5 Mobile – Mobile friendly website (WordPress Touch/Mobify/…)
– Mobile ads (SMS Text/video/Google Mobile ads)
– Mobile & Social integration
– Mobile apps/QR codes
8 Social
8.1 Channels
8.1.1 Google Plus Authorship Link for bloggers use Keyword and description frequent updates use sidebar links
8.1.2 Facebook actions Content generation frequent updates Call to action nice contents Commenti analysis and shared answers Landing page/Form flash static html imagemap cms ecommerce Like button indication app form Open Graph integration website side Advertising Inside Facebook min CTR > 0,03 (3%) min CPL > 0,3 (30%) Landing customization social shared ads Outside Facebook More expensive use url builder
8.1.3 Twitter autocontent generation Facebook Connection rss graffiti auto Hashtag generation
8.1.4 Linkedin Company page personal page Group ADS budget: min 10$/day and 2$ click not all language (!) Share button plugin on website
8.1.5 Pinterest Pin it button plugin create topic dashboards follow the moods, don’t use it only to promote
8.2 Social Plugins
8.2.1 Facebook Like button to Company page to Website URL Open Graph TAG implementation Comments Boxes fans sharing activity/recommendation Facebook Connect Auto login
8.2.2 Twitter Share button Follow tweet feed
8.2.3 Linkedin Button follow company follow profile share button
8.2.4 Social Bookmarking Stumble Upon Reddit Digg
8.2.5 Google +1 "Add to my circles" Button +1 Button
8.2.6 Pinterest Pin It Button Follow Me Button
9 Negative aspects
9.1 duplicated contents
9.1.1 internal
9.1.2 external check kw rank history
9.2 duplicated meta
9.3 server down time
9.4 spam and site-wide links
9.4.1 link pruning activities
9.5 Sponsored links
9.6 malware on server
9.7 Directory backlink
9.7.1 if unique source
9.8 hidden text
9.8.1 by css
9.9 longer url with too much parameters
9.10 too much levels
9.11 adsense abuse
9.12 bad usability
9.13 bad contents
9.13.1 high bounce rate
9.13.2 short content
9.13.3 short time on page
9.14 flash
9.15 low quality out-bound links
9.16 spamming/stuffing/hiding
9.17 spam in-bound links
9.18 having too many transactional anchor text
9.19 advertising abuse
9.20 site wide links
9.21 dofollow sponsor links
9.22 link selling/buying


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