SEO Checklist: i fattori SEO da Ottimizzare

Ultimo aggiornamento: Ottobre 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!


Nota: l’infografica è molto estesa e pesante, nel caso non venisse caricata aggiorna la pagina (F5)

SEO Checklist by Giovanni Sacheli Last update: 10/2014

SEO Checklist by Giovanni Sacheli Last update: 10/2014
1 Purposes
1.1 SEO Services
1.2 SEO Audit
1.3 SEO Analysis
1.4 SEO Check list
2 Before
2.1 Client
2.1.1 who is him?
2.1.2 what does he sell?
2.1.3 where are his customers?
2.1.4 who are his customers?
2.1.5 what does he want? Leads, conversions, visits, …
2.1.6 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?
2.2 6/12 months target options
2.2.1 more visits
2.2.2 more time on site
2.2.3 more conversions
2.2.4 more registrations
2.2.5 lower bounce rate
2.2.6 more social sharing
3 Market Analysis
3.1 SERP Ranking
3.2 SERP Competition & Competitors
3.3 Inbound analysis
4 to consider
4.1 1. Architecture (navigation levels, internal linking, unnecessary redirection, too many URLs, orphaned pages, broken links, …)
4.2 2. Indexing & Crawling (canonical, noindex, follow, nofollow, redirects, robots.txt, sitemap.xml, server errors)
4.3 3. Duplicate content & On page SEO (more url same page, repeated text, pagination, parameter based, dupe/missing titles, description, h1s, etc..)
4.4 4. Backlink Analysis
4.4.1 quality PageRank Page and Domain Authority (SEOmoz)
4.4.2 quantity Google Webmastertools, Bing Webmastertools, SEOmoz,, Majestic SEO, …
4.4.3 anchor text
5 History
5.1 Domain
5.2 age of the domain
5.3 EMD – keyword exact match in url
5.4 trust/authority of the host domain
5.5 registration + hosting data
5.5.1 user history
6 robots.txt
6.1 does it exist?
6.2 is it necessary?
6.3 is it correct?
6.5 root folder/robots.txt
6.6 syntax
6.6.1 User-agent: * Disallow: /privatefolder/ Disallow: /privatefile.html User-agent: Googlebot/2.1 Disallow: /nogoogle.html Sitemap:
6.6.2 Alternatively you can explicitly disallow all disallowed pages: User-agent: * Disallow: /~joe/junk.html Disallow: /~joe/foo.html Disallow: /~joe/bar.html
6.6.3 To allow all robots complete access User-agent: * Disallow:
6.6.4 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: /*?*
6.6.5 To exclude all robots from part of the server User-agent: * Disallow: /cgi-bin/ Disallow: /tmp/ Disallow: /junk/
6.6.6 To exclude a single robot User-agent: BadBot Disallow: /
6.6.7 To allow a single robot User-agent: Google Disallow: User-agent: * Disallow: /
6.6.8 To exclude all robots from the entire server User-agent: * Disallow: /
6.6.9 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/
7 Sitemap.xml
7.1 complete?
7.2 correct?
7.3 General recommendations
7.3.1 XML file named “Sitemap.xml”
7.3.2 file must be no larger than 50MB when uncompressed
7.3.3 no more than 50,000 URLs for a single sitemap
7.3.4 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.
7.3.5 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.
7.3.6 Do not include session IDs in URLs
7.4 syntax
7.4.1 <?xml version=”1.0” encoding=’UTF-8’?> <urlset xmlns=’’> <url> <loc></loc> <lastmod>2012-05-25</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url> <url>etc, etc, etc</url> </urlset>
7.4.2 <Tag> – <Importance> – <Description> <urlset> – Required – Encloses all information about the set of URLs included in the Sitemap.
7.4.3 <url> – Required – Encloses all information about a specific URL.
7.4.4 <loc> – Required – Specifies the URL. For images and video, specifies the landing page (aka play page, referrer page). Must be a unique URL.
7.4.5 <lastmod> – Optional – The date the URL was last modifed, in YYYY-MM-DDThh:mmTZD format (time value is optional).
7.4.6 <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.
7.4.7 <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.
7.5 Image Sitemap
7.5.1 <?xml version=”1.0″ encoding=”UTF-8″?> <urlset xmlns=”″ xmlns:image=”″> <url> <loc></loc> <image:image> <image:loc></image:loc> </image:image> <image:image> <image:loc></image:loc> </image:image> </url> </urlset>
8 Crawlability
8.1 Tree Structure
8.2 Visible links
8.3 easy navigation
8.4 questions
8.4.1 how many URLs are indexed?
8.4.2 how many URLs are crawled by Googlebot everyday?
8.4.3 how many URLs are in the sitemap.xml?
8.4.4 how many URLs have you found crawling?
9 Indexability
9.1 Google Index
9.1.1 site: Google index vs sitemap vs crawler operators –> site: -subfolder www vs not-www check indexed pages
9.1.2 Indexed Pages Analysis (index vs sitemap) Google Operators Queries Main domain Page indexed –> -/eng/ -/blog Primary Index –>* Secondary Queries – intitle: – inurl: – intext: – inanchor: – link: – filetype: Good sitemap total urls = indexed pages Status Score = # URL in Google index / # URL in sitemap > 0,8 = Good < 0,8 = Not good 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? Tools Google Webmaster Tools SEOmoz toolbar Seo site tools for Chrome Google search [] WebSite Auditor
9.2 markup & tags
9.2.1 keyword in title tag, H1-Hx, body, anchor text, alt tag, meta desc, keywords, strong,, etc
10 HTTP status code
10.1 Internal/External
10.2 3xx, 4xx, 5xx
11 redirections
11.1 IP redirection
11.2 www vs not-www
11.3 Moved page
11.3.1 301 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.
11.4 Deleted page
11.4.1 404 404 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.
11.5 Temporary Redirect
11.5.1 302 302 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.”
11.5.2 307 307 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.
11.6 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.
11.7 Redirect
12 Site URL
12.1 friendly url
12.1.1 page-title: keyword at beginning
12.1.2 blog: (WordPress 2013)
12.1.3 use absolute url inside links: http://…
12.1.4 redirect 301 not-www to www version
12.2 URL Canonical
12.2.1 Good point to same domain same subdomain can point to point https -> http
12.2.2 Bad chain canonical
12.2.3 syntax on id url on page: <head><link rel=”canonical” href=””/></head>
12.3 URL structure
12.3.1 no underscore in url
12.3.2 silo structure
12.3.3 avoid URL parameters
12.3.4 keyword-rich URLs
12.3.5 no uppercase
13.1 check redirections
14 navigation path
14.1 tree structure
14.2 dynamic menu
14.3 breadcrumb
14.4 dynamic sidebar
14.5 footer
14.5.1 company info
14.6 Related post/article/product
15 Internal link structure
15.1 check distribution
15.2 anchor text
15.3 most linked pages
15.4 Link
15.4.1 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
15.4.2 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>
15.4.3 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
15.4.4 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
16 Breadcrumbs markup
17 absolute link under HTTP
17.1 relative links under HTTPS
18 find not-HTML elements with Google cache
19 CSS & JS calls check
19.1 try disable JS
20 JavaScript elements
20.1 navigation
20.2 box, text
21 Minify: HTML, CSS & JS
22 Google cache check
22.1 can you see all elements?
23 Avoid cloaking
24 Avoid iFrames
25 text/html ratio
26 HTML declared language vs real language
27 rel canonical
28 rel alternate
29 rel next rel prev
30 Meta tag
30.1 TAG Title
30.1.1 First TAG position: <head><title>Title</title></head>
30.1.2 Length: max 56 char included spaces 6-12 words
30.1.3 512 pixels
30.1.4 use important keywords at the beginning of the title
30.1.5 Weight: Keyword < Category | Website Title
30.1.6 Tool: AdWords keyword research
30.1.7 no repeat keywords
30.1.8 unique titles for every page
30.1.9 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”)
30.2 Meta Description
30.2.1 Use Title keywords inside description text
30.2.2 length: max 156 char 24-48 words
30.2.3 920 pixels
30.2.4 use keywords at the beginning
30.2.5 repeat TOP keywords max 2x
30.2.6 unique description for every page
30.3 Meta keywords
30.3.1 from 5 to 20 words, include title keywords
30.3.2 longest first
30.3.3 initial cap
30.3.4 comma separated
30.3.5 unique SET for every page
30.3.6 if the page is an AdWords landing page, use AdWords bought keywords
30.4 META Language Tag
30.4.1 <meta http-equiv=”content-language” content=”it”>
30.4.2 Tip: better placed in sitemap
30.5 Multi Language: rel=”alternate” hreflang=”x”
30.5.1 in HEAD section
30.5.2 <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=”” />
30.6 Meta Refresh (Warning, not safe)
30.6.1 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.
30.6.2 Force page refresh
30.6.3 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=”>
30.6.4 An alternative is by sending an HTTP redirection header, such as HTTP 301 or 302
30.7 Robots meta tag
30.7.1 upload the robots.txt in the root directory
30.7.2 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:
30.7.3 noindex <meta name=”robots” content=”noindex”>
30.7.4 nofollow <meta name=”robots” content=”nofollow” />
30.7.5 noarchive <meta name=”robots” content=”noarchive”> no Google cache version
30.7.6 noodp no open directory project <meta name=”robots” content=”NOODP”>
30.7.7 noydir
30.7.8 nosnippet <meta name=”googlebot” content=”nosnippet”>
30.7.9 hreflang better in sitemap.xml <link rel=”alternate” hreflang=”fr” href=”” /> <link rel=”alternate” hreflang=”en” href=”” /> Link <a href=”” hreflang=”en”>W3Schools</a>
30.8 Meta Noindex
30.8.1 <meta name=”robots” content=”noindex”>
30.8.2 HTTP Header X-Robots-Tag: noindex
30.9 Unavailable_after
30.9.1 <meta name=”googlebot” content=”unavailable_after: 25-Aug-2007 15:00:00 EST”>
30.9.2 HTTP Header X-Robots-Tag: unavailable_after: 7 Jul 2007 16:30:00 GMT
30.10 Headings H1 – H6
30.10.1 Use H1 one time for page, H2-H6 could be repeated
30.10.2 Use in order: H1>H2>H3>H4…
30.10.3 Headings should contain TOP keyword phrases
30.10.4 Length: 2-6 words
30.10.5 Check Tools: Screaming Frog Website Auditor Marketing Grader Traffic Travis Xenu Google Doc XMLIMPORT (f)
30.11 Strong & Italic
30.11.1 Use it on Keyword phrases and related terms
31 Images
31.1 image tag alt=””
31.1.1 1 word every 16*40 pixels 1-12 words
31.1.2 include keywords
31.1.3 unique for each image
31.2 image tag title=””
31.3 always define dimensions!
31.4 spider supported formats: BMP, GIF, JPEG, PNG, WebP or SVG.
31.5 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.
31.6 Logo alt tag: “brand name” > “home” or “logo”
31.7 Compression .JPG 80%
31.8 Upload scaled images
32 markup
32.1 Rich Snippet
32.1.1 Microdata/Microformats/RDFa Rating Stars WordPress GD STar Rating Recipes recipe details Authorship Multi-author Single Author Thumbnail Products Price
32.1.3 Google Rich Snippets Testing tool
32.1.4 Rich Snippet submission form
32.2 breadcrumbs
32.3 Local markup
33 Custom 404 page
34 sitemap.html
35 Content optimization
35.1 update frequency
35.1.1 constantly write a few articles is better than many randomly posts
35.2 logic organization
35.2.1 Menu design Tree design
35.2.2 In blog use categories & TAGS
35.3 SEO copywriting
35.3.1 Study SERP to find nice free places AdWords keyword Tool for traffic
35.3.2 study best title *see TAGS
35.3.3 study right keywords
35.3.4 use at least 350 words
35.3.5 Keyword density Good human friendly < 5/10% Bad > 10% too much kw repetitions bad human readability
35.3.6 write with steps Intro content End
35.3.7 nice images alt tag with main keywords title tag with main keywords image file name with main keywords link title
35.3.8 call to action forms on landing pages affiliate links phone calls
35.4 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
35.5 readability
35.5.1 text dimensions
35.5.2 easy words and phrases
35.6 Content and Usability
35.6.1 usability design deep/levels max 3 load speed latency image caching pages caching compression CDN Tools Page speed Good Speed >75% Yslow Good B GT metrix Mobile – Mobile friendly website (WordPress Touch/Mobify/…) – Mobile ads (SMS Text/video/Google Mobile ads) – Mobile & Social integration – Mobile apps/QR codes
35.7 content
35.7.1 body text & word count > 350
35.7.2 content generation
35.7.3 frequency
35.7.4 content quality
35.7.5 keyword focus
35.7.6 SEO copywriting
35.7.7 tag HTML5
35.7.8 tag
35.7.9 freshness
35.8 Keywords
35.8.1 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
35.8.2 Google SERP Analysis opportunity new keywords easy ranking areas weak competitors treath aggressive competitors what they do? natural ranking AdWords social link building
35.8.3 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
36 Usability
36.1 Mobile implementation
36.2 Mobile redirect
36.3 responsive
36.4 meta viewport
36.5 Webserver Performances
37 Inbound
37.1 External 404
37.2 Link popularity
37.3 Backlink anchor text
37.4 Most linked pages
37.5 % Site wide backlinks
37.6 Local directories
37.7 Backlinks (Inbound)
37.7.1 Rank inbound link? Google PageRank DomainRank Rank Majestic SEO SEOmoz Rank Page Authority Domain Authority
37.7.2 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
37.7.3 Correct Broken links – 404 definitive use Redirect 301 Yes PageRank temp use Redirect 302 No PageRank
37.7.4 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
38 Social signals
38.1 Channels
38.1.1 Google Plus Authorship Link for bloggers use Keyword and description frequent updates use sidebar links
38.1.2 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
38.1.3 Twitter autocontent generation Facebook Connection rss graffiti auto Hashtag generation
38.1.4 Linkedin Company page personal page Group ADS budget: min 10$/day and 2$ click not all language (!) Share button plugin on website
38.1.5 Pinterest Pin it button plugin create topic dashboards follow the moods, don’t use it only to promote
38.2 Social Plugins
38.2.1 Facebook Like button to Company page to Website URL Open Graph TAG implementation Comments Boxes fans sharing activity/recommendation Facebook Connect Auto login
38.2.2 Twitter Share button Follow tweet feed
38.2.3 Linkedin Button follow company follow profile share button
38.2.4 Social Bookmarking Stumble Upon Reddit Digg
38.2.5 Google +1 “Add to my circles” Button +1 Button
38.2.6 Pinterest Pin It Button Follow Me Button
39 Google penalties
39.1 Internal 2x content
39.2 External 2x content
39.3 Low quality and/or thin content
39.4 Bad backlink profile
39.5 much more…
39.6 Negative aspects
39.6.1 duplicated contents internal external check kw rank history
39.6.2 duplicated meta
39.6.3 server down time
39.6.4 spam and site-wide links link pruning activities
39.6.5 Sponsored links
39.6.6 malware on server
39.6.7 Directory backlink if unique source
39.6.8 hidden text by css
39.6.9 longer url with too much parameters
39.6.10 too much levels
39.6.11 adsense abuse
39.6.12 bad usability
39.6.13 bad contents high bounce rate short content short time on page
39.6.14 flash
39.6.15 low quality out-bound links
39.6.16 spamming/stuffing/hiding
39.6.17 spam in-bound links
39.6.18 having too many transactional anchor text
39.6.19 advertising abuse
39.6.20 site wide links
39.6.21 dofollow sponsor links
39.6.22 link selling/buying


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