1. Use HTTPS
What & Why:
HTTPS
secures your website by encrypting data between the user and your site. It’s a
ranking signal and boosts trust.
How to Implement:
● Buy or get a free SSL
certificate (e.g., Let’s Encrypt).
● Configure your server to
redirect HTTP to HTTPS.
● Check for non-secure content
using tools like Semrush Site Audit.
2. Find & Fix Duplicate
Content Issues
What & Why:
Duplicate
content (same content across pages) confuses search engines, causing issues
with ranking and crawl budget.
How to Fix:
● Use canonical tags to show
which version is the main one.
● Use 301 redirects if the
duplicate page shouldn’t exist.
● Audit your site using Semrush
for “Duplicate Content” errors.
3. Make Sure Only One Version
of Your Website Is Accessible
What & Why:
If both www.example.com and example.com are accessible, it causes
duplicate content and weakens link equity.
Fix It:
● Pick one version (www or
non-www).
● Redirect the other version
using a 301 redirect.
4. Improve Your Page Speed
Why It Matters:
Speed is a ranking factor. Faster websites
reduce bounce rates and improve user experience.
How:
● Compress images using tools
like TinyPNG or ShortPixel.
● Use CDNs (like Cloudflare).
● Minify CSS, JavaScript, and
HTML files.
5. Ensure Your Website Is
Mobile-Friendly
Why:
Google uses
mobile-first indexing. If your mobile version is poor, your rankings drop.
Checklist:
● Responsive design.
● Easy-to-read text.
● Clickable buttons spaced out
properly.
● Fast load speed on mobile.
6. Use Breadcrumb Navigation
Why:
Breadcrumbs
help both users and search engines understand page hierarchy. They improve UX
and internal linking.
How:
Implement
structured markup for breadcrumbs using schema.
7. Use Pagination
What It Is:
If you split
long lists into multiple pages, use rel="next" and
rel="prev" to tell Google they’re part of a series.
8. Review Your Robots.txt
File
Why:
Controls which parts of your site search
engines can crawl.
To-Do:
● Allow important pages.
● Block internal or sensitive
pages (e.g., /cart/, /wp-admin/).
● Check it in https://yoursite.com/robots.txt
9. Implement Structured Data
Why:
It gives search engines detailed information
(like product ratings, events). It can generate rich snippets on SERPs.
How:
● Use schema.org vocabulary.
● Validate with Google’s Rich
Results Test.
● Use JSON-LD format.
10. Find & Fix Broken
Pages
Why:
404 pages
harm UX and SEO, especially if they had backlinks.
Fixes:
● Reinstate removed content.
● Redirect to a relevant live
page.
● Audit using Semrush: search
for “4xx” in issues tab.
11. Optimize for Core Web
Vitals
Metrics:
● LCP (Largest Contentful Paint):
≤ 2.5s
● FID (First Input Delay):
≤ 100ms
● CLS (Cumulative Layout Shift):
≤ 0.1
Use Tools:
● Google Search Console (Core
Web Vitals report)
● PageSpeed Insights
● Semrush Core Web Vitals
report
12. Use Hreflang for
Multilingual Content
Why:
Helps Google serve the correct language or
regional version of your page.
Example Tag:
html
<link rel="alternate" hreflang="es" href="https://yourwebsite.com/es/" />
Use Cases:
● Different language versions.
● Same language, different
region (e.g., en-US vs en-GB).
13. Stay on Top of SEO Issues
Why:
SEO isn’t a
one-time job. You must monitor for new technical issues as the site evolves.
Tools:
● Semrush Site Audit (monitors
140+ issues).
● Regular audits uncover issues
like redirect chains, broken links, missing metadata, etc.
14. Redirect or Replace
Broken Internal Links
Why:
They lead to
404 pages, breaking user flow and harming crawlability.
Fix:
● Use Semrush to locate broken
internal links.
● Either fix the link or
redirect it properly.
15. Fix 5XX Errors
What It Means:
Server-side errors (like 500 Internal Server
Error). These stop Google from crawling your content.
Solution:
● Monitor via Semrush or Search
Console.
● Check hosting/server logs.
16. Fix Redirect Chains &
Loops
Why:
Too many
redirects slow things down. Loops can trap crawlers.
Fix:
● Update links to point
directly to final URL.
● Limit to one 301 redirect
whenever possible.
17. Use an XML Sitemap
Purpose:
Helps search engines find and crawl all
important URLs.
Best Practices:
● Submit via Google Search
Console.
● Only include canonical URLs
(no 404s, redirects).
18. Set Up Robots.txt
Correctly
Already
explained in #8.
19. Make Sure Important Pages
Are Indexed
Check in Google:
plaintext
site:yourdomain.com/page-name
If
not indexed:
● Remove noindex tag if present.
● Build internal links to it.
20. Identify Orphan Pages
What:
Pages with
no internal links pointing to them. Google may never discover them.
Solution:
● Use Semrush to find orphan
pages.
● Link to them from relevant
internal pages.
21. Minimize Click Depth
Why:
Pages 4+
clicks from homepage are crawled less and seen as less important.
Fix:
● Link key pages from homepage
or hubs.
● Flatten site structure.
22. Check URL Structure
Best Practices:
● Keep it short and
keyword-rich.
● Use hyphens (-)
not underscores.
● Avoid unnecessary parameters.
23. Remove Unnecessary Third-Party Scripts
Why:
They slow
down load time.
Do This:
● Remove any unneeded chatbots,
ads, tracking scripts.
24. Reduce Webpage Size
Techniques:
● Minify JS/CSS/HTML.
● Use image compression.
● Remove unused code.
25. Optimize Images
Why:
Large images
slow down the site.
Optimize By:
● Compressing images.
● Using next-gen formats
(WebP).
● Lazy loading images.
26. Fix Thin Content Issues
What:
Pages with very little content that offers no
value.
Fix:
● Add value to thin pages.
● Merge with similar pages.
● Use multimedia (images,
videos).
27. Ensure Metadata Is
Present
Elements:
● Title Tag
● Meta Description
Why:
Helps with CTR and SERP appearance.
Fix via:
● SEO plugin (Yoast, RankMath)
● Semrush meta tag audit
28. Use Canonical Tags
Why:
Prevent duplicate content issues by telling
search engines which version is “official.”
Example Tag:
html
<link rel="canonical" href="https://example.com/page/" />
In Details
SECTION 1: Make Sure Your Website
Uses HTTPS
What is HTTPS?
HTTPS
(HyperText Transfer Protocol Secure) encrypts the connection between your
website and your visitor’s browser.
Why does it matter?
● Google confirmed HTTPS is a ranking factor.
● Protects user data (forms,
passwords).
● Prevents hackers from
intercepting info.
How to set it up:
- Get an SSL certificate
(free from Let’s Encrypt or paid via your host).
- Force all URLs to redirect from
HTTP to HTTPS.
- Update your internal links and
canonical tags to reflect HTTPS.
- Test security with tools
like SSL Labs.
SECTION 2: Find and Fix Duplicate
Content
What is duplicate content?
Two
or more pages on your site have identical
or very similar content.
Why it matters:
● Confuses Google: Which one to
rank?
● Splits SEO power across
pages.
● Wastes crawl budget.
How to fix:
● Use canonical tags to point Google to the original version.
● Use 301 redirects to merge duplicates.
● Consolidate thin pages into
one strong resource.
● Avoid printing or URL
parameters creating copies (?ref, ?source).
SECTION 3: Ensure Only One Version of
Your Website Is Accessible
Problem:
Your
website may be accessible at multiple versions:
● http://example.com
● http://www.example.com
● https://example.com
● https://www.example.com
Why it matters:
● Google treats each as a separate page = duplicate content.
● Link equity gets split.
Fix:
● Choose one (usually https://www.example.com).
● Set a 301 redirect from all other versions to the preferred one.
● Set your preferred domain in Google Search Console.
SECTION 4: Improve Your Page Speed
Why speed matters:
● Google ranks faster pages higher.
● Visitors will leave if your
site is slow.
● Affects Core Web Vitals.
How to improve:
- Compress images with TinyPNG, ShortPixel.
- Minify CSS/JS/HTML (remove
spaces and comments).
- Use lazy loading for images.
- Host on fast servers or use CDNs (Cloudflare, BunnyCDN).
- Use caching (e.g. WP
Rocket, Litespeed).
SECTION 5: Ensure Mobile-Friendliness
What’s mobile-first indexing?
Google
now uses the mobile version of your site
as the primary version for indexing and ranking.
Why it matters:
● Over 60% of users browse on
mobile.
● Mobile-unfriendly sites drop
in rankings.
Checklist:
● Responsive design (adapts to
screen size).
● Avoid tiny text or too-close
buttons.
● Fast load times on mobile.
● Use Google’s Mobile-Friendly
Test.
SECTION 6: Use Breadcrumb Navigation
What are breadcrumbs?
A
secondary navigation system showing where the user is:
Home > Blog > SEO Tips > Internal Linking
Benefits:
● Helps users navigate.
● Helps Google understand your site structure.
● Appears in rich results.
How to implement:
● Add visible breadcrumbs using
HTML/CSS.
● Add schema markup for BreadcrumbList.
SECTION 7: Use Pagination Properly
What is pagination?
When
long content or product listings are split across multiple pages:
● Page
1 → Page 2 → Page 3
Tips:
● Use rel="next" and rel="prev" in HTML.
● Avoid canonicalizing every
page to page 1.
● Ensure links to all pages are
crawlable.
SECTION 8: Review Your Robots.txt
File
What is it?
A
file at yourdomain.com/robots.txt that tells search engines which
pages to crawl or ignore.
How to use:
● Allow crawlers to reach
important pages.
● Disallow internal or private
areas:
plaintext
Disallow: /checkout/
Disallow: /admin/
● Test in Google Search Console → robots.txt
tester
SECTION 9: Use Structured Data
(Schema)
What is it?
Extra
code added to pages that helps Google understand:
● Products
● Reviews
● Events
● FAQs
Why it matters:
● Enables rich snippets (stars, images, FAQ drop-downs).
● Improves CTR and rankings.
Use schema.org + JSON-LD
format.
Example:
json
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Leather Wallet",
"offers": {
"@type": "Offer",
"price": "45.00",
"priceCurrency": "USD"
}
}
SECTION 10: Find and Fix Broken Pages
(404 Errors)
Why it matters:
● Users get frustrated.
● Google bots hit dead ends =
crawl budget wasted.
How to fix:
● Use Semrush or Screaming Frog
to find 404s.
● Redirect old URLs with 301s to relevant pages.
● Rebuild missing content if
needed.
SECTION 11: Optimize for Core Web
Vitals
What are they?
- LCP (Largest Contentful Paint) – How fast big elements load.
- FID (First
Input Delay) – How quickly a user can interact.
- CLS (Cumulative Layout Shift) – How much layout moves as it
loads.
Fixes:
● Use lazy loading.
● Compress files.
● Reserve space for images (to
reduce CLS).
● Avoid blocking JavaScript.
Test in PageSpeed Insights or Google Search Console.
SECTION 12: Use Hreflang Tags for
Multilingual Sites
Purpose:
Let
Google know what language/region
each page is for.
Example:
html
<link rel="alternate" hreflang="fr" href="https://example.com/fr/" />
<link rel="alternate" hreflang="en-us" href="https://example.com/en-us/" />
Tips:
● Add hreflang tags in the <head> or sitemap.
● Must reference every version, including itself.
SECTION 13: Ongoing Technical SEO
Audits
Why ongoing?
SEO
issues change as your site changes (new content, plugins, migrations).
Audit Tools:
● Semrush Site Audit
● Google Search Console
(Coverage + CWV reports)
● Screaming Frog
Check:
● Crawl errors
● Indexability
● Broken links
● Missing schema
SECTION 14: Redirect or Replace
Broken Internal Links
Problem:
Links
between pages on your site that go to a 404 error.
Solution:
● Fix the URL if it’s a typo.
● Or add a 301 redirect to the correct destination.
SECTION 15: Fix 5XX Errors (Server
Errors)
What is it?
● 500, 502, 503 errors from
your server.
● Usually means server is down,
overloaded, or misconfigured.
Fix:
● Check logs or ask your
hosting provider.
● Monitor uptime with tools
like Uptime Robot.
SECTION 16: Fix Redirect Chains and
Loops
What are they?
● Redirect chain: A → B → C
● Redirect loop: A → B → A → B (infinite)
Fix:
● Link directly to final URL.
● Limit to one redirect per
request.
● Fix in .htaccess or plugin
settings.
SECTION 17: Use an XML Sitemap
Purpose:
List
of all indexable URLs for Google.
Best Practices:
● Only include canonical, live
pages.
● Update regularly.
● Submit to Google Search
Console.
WordPress: Use Yoast or RankMath for automatic sitemap.
SECTION 18: Make Sure Important Pages
Are Indexed
How to check:
Search:
bash
site:yourdomain.com/page-slug
If
it’s missing:
● Make sure it’s not blocked in
robots.txt.
● Ensure it’s internally
linked.
● Remove noindex tags if present.
SECTION 19: Identify and Fix Orphan
Pages
What are orphan pages?
Pages
that are not linked to from anywhere
on your site.
Fix:
● Find them with Semrush or
Screaming Frog.
● Add contextual internal links
to them from related pages.
SECTION 20: Minimize Click Depth
What is click depth?
How
many clicks it takes to reach a page from the homepage.
Ideal:
● Try to keep it at 3 clicks or less.
● Link deeper pages from hubs
or menus.
SECTION 21: Optimize URL Structure
Best Practices:
● Use short, descriptive URLs.
● Include primary keywords.
● Use hyphens (-),
not underscores (_).
● Avoid parameters unless
absolutely necessary.
Example:
bash
Good: /seo-tips/
Bad: /index.php?id=52
SECTION 22: Remove Unnecessary
Scripts
Third-party
scripts (like ads, trackers, widgets) can:
● Slow down your site
● Hurt Core Web Vitals
Solution:
● Use only essential ones.
● Load others after interaction
or on click.
SECTION 23: Reduce Page Size
Tips:
● Minify JavaScript, CSS, HTML
● Use GZIP or Brotli
compression
● Limit large image/video usage
● Remove unused code from
themes/plugins
SECTION 24: Optimize Images
Checklist:
● Use compressed formats (WebP,
JPEG)
● Use descriptive file names (seo-checklist.png)
● Add alt attributes
● Use lazy loading
SECTION 25: Fix Thin Content
What is it?
Pages
with little to no useful information.
Fix:
● Combine thin pages into
stronger guides.
● Add value: examples, images,
tips, videos.
● Ensure at least 300–500+
words per useful page.
SECTION 26: Ensure Metadata Is
Present
Title tags and meta descriptions help with:
● SERP appearance
● Click-through rates
Tips:
● Use unique, keyword-rich
titles.
● Write compelling meta
descriptions (155–160 characters).
SECTION 27: Use Canonical Tags
If
you have multiple similar pages, tell Google which is the main version using a canonical tag.
Example:
html
<link rel="canonical" href="https://example.com/main-page/" />
Prevents
duplicate content issues.
THE 18-STEP SEO AUDIT
CHECKLIST
1. Check Your Organic Traffic
● Purpose: Know how much organic (free) traffic your site gets from
Google.
● Tool Used: Google Analytics.
● What to check:
○ Navigate to Reports > Acquisition > Traffic
acquisition.
○ Filter by “Organic Search”.
○ View trends over time —
rising, stable, or falling traffic.
○ Use Google Search Console’s “Performance > Pages” to see which
pages get the most clicks.
● Why this matters: This sets a performance benchmark and shows where to focus improvement efforts.
2. Run a
Full Site Crawl
● Purpose: Analyze your site technically, page-by-page.
● Tool Used: Screaming Frog, Semrush.
● What to check:
○ Crawlability (can search
engines access your content?).
○ Page speed.
○ Broken links.
○ Structured data issues.
○ Missing metadata, thin
content, etc.
● Why this matters: It’s a fast way to gather valuable data across your
entire site.
3. Improve Your On-Page SEO
● Purpose: Ensure each page targets one keyword and is optimized.
● What to optimize:
○ Title tag with the keyword.
○ Meta description — include keyword once.
○ Headers (1, H2, etc.) — structured and informative.
○ Image ALT tags — describe images and use keyword in the first one.
○ Keyword placement — in first sentence, naturally throughout, and in the
conclusion.
● Why this matters: On-page SEO affects how Google understands your
page.
4. Maximize Internal Linking
● Purpose: Help users and Google navigate your content.
● What to do:
○ Use exact-match or partial-match anchor text.
○ Link only to relevant internal pages.
○ Fix broken or misleading
internal links.
● Why this matters: Internal links pass SEO value and keep users
engaged.
5. Optimize for UX Signals
● Purpose: Improve how users interact with your site.
● What to optimize:
○ Bounce rate — make content engaging and relevant.
○ Time on site — use visuals, headings, and structured layouts.
○ Mobile-friendliness.
○ Clear calls-to-action (CTAs).
● Why this matters: Google uses UX behavior as a ranking factor.
6. Optimize for Featured Snippets
● Purpose: Get your content into Google’s rich results.
● What to do:
○ Use Q&A-style content.
○ Provide clear, concise answers (40–60 words).
○ Use bullet points, tables,
and step-by-step formats.
● Why this matters: Featured snippets sit at “Position 0” — top of the page.
7. Check
Page Rendering
● Purpose: See how Google “sees” your page.
● Tools: Google Search Console’s URL Inspection Tool.
● Check:
● Is all content (especially
dynamic JS content) visible to Google?
● Why this matters: If Google can’t render your page, it can’t rank it.
8. Ensure Your Site is Mobile-Friendly
● Tool: Google’s Mobile-Friendly
Test.
● What to look for:
○ Text too small to read.
○ Clickable elements too close.
○ Content wider than the
screen.
● Why this matters: Mobile-first indexing is the default for Google.
9. Check Google Is Indexing Your Site Correctly
● Tool: Google Search Console.
● Use:
○ “Coverage” report — check
errors, excluded pages, and index status.
○ site:yourdomain.com search — see what pages Google has indexed.
10. Speed Up Your Site (Core Web Vitals)
● Tools: PageSpeed Insights, Lighthouse, GTmetrix.
● Metrics to focus:
○ LCP (Largest Contentful
Paint) < 2.5s
○ FID (First Input Delay) <
100ms
○ CLS (Cumulative Layout Shift)
< 0.1
● Why this matters: Page speed affects both SEO and user experience.
11. Remove “Zombie Pages”
● Definition: Pages that get no traffic and offer no value.
● What to do:
○ Identify low-performing
content in Google Analytics.
○ Combine, improve, or delete
these pages.
● Why this matters: They waste crawl budget and dilute site quality.
12. Fix Indexing Problems
● Tools: GSC “Coverage” report.
● Look for:
○ Excluded pages.
○ “Noindex” directives.
○ Canonical errors.
○ Server errors.
● Fix: Adjust robots.txt, sitemap, meta tags accordingly.
13. Fix Broken Links
● Tool: Screaming Frog or Semrush.
● Find and fix:
○ Broken internal links (4xx).
○ Redirect chains.
○ Outdated outbound links.
● Why this matters: Broken links harm user experience and SEO signals.
14. Perform a Backlink Audit
● Tools: Ahrefs, Semrush, GSC.
● What to check:
○ Quality of backlinks (not
just quantity).
○ Spammy or irrelevant links —
disavow them.
○ Lost valuable links — try to
recover.
● Why this matters: Backlinks remain a top Google ranking factor.
15. Analyze Your Competitors
● What to look for:
○ Keywords they rank for.
○ Content types that perform
best.
○ Their backlink sources.
● Why this matters: Gives insight into what you’re missing or can do
better.
16. Create 10x Better Content
● Tactics:
○ Better visuals.
○ Deeper research.
○ More helpful structure.
○ Include entities, statistics, FAQs.
● Why this matters: Google rewards content that offers more value than
competitors.
17. Audit Structured Data
● Tool: Schema Validator, Google Rich Results Test.
● What to check:
○ Are you using Schema types
correctly (Article, Product, FAQ, etc.)?
○ Are you eligible for rich
results (stars, images, etc.)?
● Why this matters: Enhances visibility and CTR in SERPs.
18. Set Up Keyword Rank Tracking
● Tool: Semrush, Ahrefs, Rank Ranger.
● Why: After making SEO changes, you need to track results over
time.
● Pro Tip: Use auto-discovery to find new keywords you’re ranking for.
BONUS STEPS
Bonus Step 1: Analyze Your Site’s Topical Authority
● Tool: Topical Authority Spreadsheet by Graphite + GSC data.
● What to do:
○ See which topics you rank
well in.
○ Expand coverage in those
clusters.
● Why this matters: Google ranks “experts” — topical depth is key.
Bonus Step 2: Think About Information Gain
● Definition: Add new, valuable information to what’s already ranking.
● Tactics:
○ Add expert opinions, case
studies, interviews.
○ Include comparisons, original
insights, or updated stats.
○ Satisfy search intent better than competitors.
● Why this matters: Google prefers unique, value-added content.
COMPLETE 9-STEP SEO AUDIT (by
GotchSEO)
This
complements the above and focuses on strategy:
- Define Strategic Objectives.
- Do Keyword Analysis (quality, intent, difficulty).
- Conduct Competitor Analysis.
- Review Technical SEO: speed, indexation, redirects, mobile.
- Page-Level Optimization.
- Content Quality Review.
- UX Signals (time on site,
bounce, return visits).
- Link Profile Audit.
- Citation/NAP Review for
Local SEO.
In Details
Step 1: Check Your Organic Traffic
Goal: Understand how much free (organic)
traffic you’re getting from Google and which pages are performing best.
Why it's
important:
● Shows your site’s current
visibility in search results.
● Helps identify which content
is working — and what’s not.
● Acts as a starting benchmark for your SEO audit.
How to do
it:
- Open Google Analytics:
○ Go to Reports >
Acquisition > Traffic Acquisition.
○ Filter by “Organic Search” as the traffic source.
○ Choose a longer time frame
(last 3–6 months) to view performance trends.
- Open
Google Search Console:
○ Go to Performance
> Pages.
○ See which URLs get the most clicks.
○ Look for pages that:
■ Used to get more traffic.
■ Are ranking but not in the
top 5 (yet).
Example:
If
/blog/seo-tips used to get 1,000 clicks/month and now only gets 300, that’s
a declining performer you should
investigate.
The point isn’t to panic — it's to identify
top performers and low-hanging fruit for improvement.
Step 2: Run a Full Site Crawl
Goal: Analyze your site’s structure and
technical issues at scale.
Why it's
important:
● Uncovers SEO blockers like broken links, missing titles, slow pages, and
more.
● Gives a site-wide health report.
Tools you
can use:
● Screaming Frog SEO Spider (free for 500 URLs)
● Semrush Site Audit (100 free URLs or 14-day Pro trial)
How to do
it:
- Enter your domain.
- Let the tool scan all your
site’s pages.
- Review data like:
○ Title & meta tag issues.
○ Broken internal/external links.
○ Thin or duplicate content.
○ Structured data errors.
Example:
Screaming
Frog shows that /services/design.html is a 404 error — fix this by redirecting or restoring the page.
This crawl gives you a map of SEO
problems to work through efficiently.
Step 3: Improve Your On-Page SEO
Goal: Optimize individual pages so that
Google understands what each is about and how it serves the user.
Why it's
important:
● On-page SEO directly affects rankings.
● Helps target specific keywords effectively.
Focus on
your top 5 pages:
● High-potential (ranking but
not in top 3).
● Important to your business
(like service/product pages).
5 Key
Actions:
- Title Tag – Include main keyword.
○ Example: “Best SEO Tools for
2024” not “Home”
- Meta
Description – Include keyword + compelling reason to click.
○ Example: “Explore the top SEO
tools to boost traffic in 2024.”
- Header
Tags (H1–H3) – Organize content clearly.
- First 100
Words –
Use your main keyword naturally.
- Image Alt Text – Use keyword in the first image’s alt attribute.
Example:
If
the page is about “cheap smartphones in UAE,” your H1 might be:
“Top 10 Cheap Smartphones You Can Buy in the UAE (2024 Guide)”
And your first sentence might be:
“Looking for an affordable smartphone in
the UAE? Here are our top picks…”
You don’t need to over-optimize — just make your content clear, focused, and helpful.
Step 4: Maximize Your Internal Linking
Goal: Guide users and search engines to
your most valuable pages.
Why it's
important:
● Passes link equity (ranking
power).
● Improves crawlability and user
navigation.
● Reduces orphan pages (pages with no internal links).
Best
practices:
- Use contextual anchor
text.
○ Example: From a blog post on
marketing tools, link like this:
“For SEO, we use a range of [keyword
research tools].”
- Link to
high-priority pages often.
- Keep crawl depth low (within 3 clicks from
homepage).
Example:
If
you have a post on “Image SEO” and another post on “SEO basics,” mention the
Image SEO post with a link:
“Once your content is ready, don’t forget to optimize images. Here’s a
guide on [Image SEO best practices].”
Internal links are simple to add
but powerful for SEO when done right.
Step 5: Optimize for UX Signals
Goal: Improve how real users interact
with your content.
Why it's
important:
● Google’s RankBrain and user metrics (like click-through rate, bounce rate,
time on site) influence rankings.
● Content must match search intent — not just contain
keywords.
What is
UX Optimization?
● Making your content easy to read and satisfying.
● Making sure people stay on your site and don’t bounce.
Key areas
to improve:
- Satisfy Search Intent
If the keyword is “how to run Facebook ads,” users expect a step-by-step guide, not just tips or history.
- Update
Outdated Content
Replace old screenshots, add recent stats.
- Add
visuals, examples, and summaries
Use images, tables, and actionable examples to break up text.
- Improve mobile usability
Use responsive design and large buttons.
Case
Example:
An
SEO blog post on “SEO Campaigns” wasn’t ranking. After updating it with:
● A clear step-by-step format.
● Updated images.
● Better alignment with search intent...
…
the post went from rank #15 to #1 in Google, even earning the featured snippet.
COMPLETE CHECKLIST OF TECHNICAL SEO
TIPS (Explained in Depth)
1. Use Screaming Frog to Crawl Rendered JavaScript Content
● Why it matters: Google can now index JS-rendered pages, but many crawlers
can't see dynamic elements.
● What to do:
○ Set Screaming Frog’s
rendering mode to JavaScript rendering.
○ Compare the HTML vs rendered
DOM to ensure Google sees full content.
Example: Your product descriptions
are loaded via JavaScript — Screaming Frog in standard mode won’t see them, but
Google can. You need to verify rendered output.
2. Integrate Custom Extraction in Screaming Frog
● Why it matters: Sometimes you want to pull data beyond titles and headings
— like schema types, custom attributes, or JS-injected content.
● What to do:
○ Use Custom Extraction to collect structured data or meta info like productPrice, JSON-LD blocks, etc.
Example: Extract all @type values from your structured data to verify proper use of Product, Article, or Breadcrumb.
3. Use Log File Analysis to See What Googlebot Crawls
● Why it matters: Log files tell you exactly
what Googlebot accessed, when, and how often.
● How:
○ Use tools like Screaming
Frog’s Log Analyzer.
○ Identify crawl waste
(unimportant URLs being hit) or neglected pages.
Example: If Googlebot keeps crawling
filters like /?color=blue, you might need to block them in robots.txt.
4. Crawl Budget Optimization: Focus on High-ROI Pages
● Why it matters: On large sites, Google won’t crawl everything often.
Prioritize important content.
Tips:
● Reduce crawlable junk
(faceted nav, empty category pages).
● Use internal linking to boost
crawl frequency of money pages.
● Block or noindex low-value
templates.
5. Avoid Overloading Google with Useless Variants
● Why it matters: E-commerce sites generate tons of similar URLs (e.g. size,
color, filters).
● Fixes:
○ Canonicalize product variants
to main pages.
○ Disallow filters in robots.txt.
○ Use parameter handling in
GSC.
Example: /shoes?color=red and /shoes?color=blue
→ both should point to /shoes via canonical tag.
6. Test How Google Renders Your Page with Chrome Dev Tools
● Why it matters: JavaScript-based websites may look fine to users but appear
broken to bots.
How:
● Use
“Inspect Element” → “View Rendered Source” or Google’s Mobile-Friendly Test and URL Inspection Tool.
● Confirm that important
content and links appear in the DOM.
7. Audit Canonical Tags Across Product/Variant Pages
● Why: Conflicting canonical tags confuse search engines and can
lead to de-indexing important pages.
Good
Setup:
● Main
product page → canonical to itself
● Variant
pages → canonical to the main page
8. Use Internal Site Search Data for SEO
● Why it matters: What users search on your site = what they actually want.
● Action:
○ Review internal search
queries.
○ Use findings to create
content, improve nav, or optimize existing pages.
Example:
Many people search "refund policy" → create a dedicated FAQ page with
strong internal linking.
9. Monitor Soft 404s and Noindex Tags in GSC
● Why it matters: Google may see blank or error-prone pages as "soft
404s" — and drop them from the index.
Fix:
● Use GSC’s Coverage > Excluded > Soft 404
report.
● Add real content or proper
redirects.
10. Indexing Troubleshooting: Use Coverage + Render Tools
Together
● Steps:
1. Use GSC’s Index > Coverage to see excluded
pages.
2. Use Inspect URL tool to see how Google renders that page.
3. Fix rendering issues,
canonical conflicts, or noindex tags.
11. Use Parameter Tools in GSC for Crawl Control
● What: You can tell Google how to handle URLs like ?sort=price or ?filter=lowstock.
● Why: Prevents crawl budget being wasted on duplicate content.
Pro Tip: Combine with robots.txt and canonical tags for best
results.
12. Core Web Vitals Fixes: Render-Blocking Resources
● Issue: CSS or JavaScript that blocks rendering hurts your LCP
(Largest Contentful Paint).
● Fix:
○ Inline critical CSS.
○ Use async or defer for non-critical JS.
○ Load fonts early with preload.
13. Use the Right Status Codes
● Avoid:
○ Returning 200 for error pages
(use 404 or 410).
○ Returning 302 instead of 301
for permanent redirects.
● Tools: Screaming Frog, Chrome Dev Tools
14. Prioritize Mobile Rendering Issues
● Why: Google uses mobile-first indexing.
● Use the Mobile Usability Report in GSC.
● Check font size, tap targets,
horizontal scrolling.
Example: If buttons are too close or
the layout breaks, fix with responsive design CSS or mobile-friendly layout
adjustments.
15. Use Lazy Loading Properly
● Why: Improves performance by loading images only when needed.
● Caution: Ensure that lazy-loaded content still appears in rendered
HTML (or Google may miss it).
16. Avoid JavaScript-Only Navigation
● Issue: If navigation links are built entirely with JS, Google
might not follow them.
Fix:
● Use <a
href="..."> tags with real URLs.
● Ensure links appear in rendered HTML.
17. Optimize Pagination with rel="next" and
rel="prev"
● Why: Helps Google understand paginated series (e.g. product
lists, blogs).
● Though deprecated by Google,
still used by other engines and helps clarity.
18. Don’t Over-Rely on XML Sitemaps
● Why: A sitemap is NOT a guarantee of indexing.
● Internal links carry more
weight than sitemap inclusion.
Fix orphan pages by linking them internally, not just adding to a
sitemap.
19. Use Structured Data Correctly
● What: Schema for products, breadcrumbs, FAQs, etc.
● Tools: Google Rich Results Test, Schema.org validator
Mistakes like wrong data types or misplaced fields can cause eligibility failures in SERPs.
20. JavaScript SEO Checklist
● Pre-render dynamic content
for bots (via SSR or dynamic rendering).
● Ensure crawlable links.
● Reduce reliance on JS for
critical content.
● Avoid JS errors that block
rendering.
Final Advice from Experts:
● Don’t blindly trust “indexed” = “optimized” — rendering issues may block
content.
● Automate routine crawls with Screaming Frog or Sitebulb.
● Log analysis > crawl simulation for large/enterprise sites.
● Every tech fix should tie back to crawlability, indexation,
and SERP performance.
In Details
OVERVIEW: What is This Document
About?
This
doc is a curated collection of expert
technical SEO tips, mostly from experienced SEOs on LinkedIn. These tips
are real-world, advanced-level insights
focused on things like:
● JavaScript SEO
● Crawling and rendering
● Canonicalization
● Page speed and performance
● Log file analysis
● Structured data
● Indexation control
Each
tip solves a specific problem
technical SEOs face on large, dynamic, or modern websites.
DETAILED CHECKLIST WITH EXPLANATIONS
1. Crawl Rendered JavaScript
Pages with Screaming Frog
What’s the Problem?
Many
websites load content using JavaScript (e.g. React, Vue, Angular). Most
traditional crawlers (like Screaming Frog in default mode) only see the HTML,
not what the page looks like after JS is
rendered.
What to Do:
● Open Screaming Frog.
● Set Rendering to JavaScript Mode
in “Configuration > Spider > Rendering”.
● Crawl your site.
Example:
You
visit a product page. The description looks fine in your browser. But Screaming
Frog shows it’s missing — why?
Because that description is loaded after
the page loads (with JavaScript). You wouldn’t know this unless you crawl with
JS rendering turned on.
Why It Matters:
If
Google can’t render your JS, it may not index key content — meaning lost rankings.
2. Use Custom Extraction in
Screaming Frog
What is Custom Extraction?
This
feature lets you pull out specific data like schema, JSON-LD, Open Graph tags,
or any HTML element from your pages.
How to Use:
● In Screaming Frog >
“Configuration > Custom > Extraction”
● Use XPath or CSS selectors to
extract things like:
○ @type from schema.org
○ meta[property="og:title"]
○ Product prices from HTML
spans
Example:
You
want to check that all your product pages use @type: Product in structured data. Instead
of checking one-by-one, custom extraction lets you collect them all at once.
Why It Matters:
It
saves hours of manual checking and ensures data
consistency across your site.
3. Use Log File Analysis to
Understand Crawl Behavior
What is a Log File?
A
log file records every time Googlebot (or a user) visits a page on your site.
It shows:
● IP address
● Date/time
● Page URL
● User-agent (Googlebot,
Bingbot, etc.)
What You Learn:
● Which pages Google crawls often (high importance).
● Which pages Google ignores (potential problems).
● If it’s crawling useless URLs (like search filters).
Tools:
● Screaming Frog Log File
Analyzer
● JetOctopus
● Raw log access via your
server or host
Example:
If
you find Googlebot crawls /category?page=99 every day but skips /best-sellers, you know to adjust your internal linking or robots.txt.
4. Optimize Crawl Budget for
Important Pages
What’s Crawl Budget?
The
number of pages Google is willing to crawl on your site per day.
If
you have a large site, Google can’t
crawl everything at once — it prioritizes pages based on internal links, update
frequency, and importance.
What to Do:
● Block non-important URLs (/filters, /?sort=price) in robots.txt.
● Use canonicals and parameter
controls.
● Improve internal links to
important content.
Example:
E-commerce
sites often generate 1000s of filter combinations — /shoes?color=blue&size=9. These can eat crawl budget
unless blocked.
5. Canonicalize Duplicate
Pages Properly
What’s a Canonical Tag?
It
tells Google: “This is the main version of the page.”
Use Case:
Product
variants (color, size, etc.) often create duplicate
content. Canonical tags solve that by pointing all variants to the main
product URL.
html
<link rel="canonical" href="https://example.com/product-name" />
Example:
● /product?color=red
● /product?color=blue
Both should have a canonical tag pointing to /product.
6. Test JavaScript Rendering
with Google Tools
Tools to Use:
● Google
Search Console → URL Inspection Tool
● Mobile-Friendly Test – Shows how Google renders your site
What to Look For:
● Is important content visible?
● Are key links in the rendered
HTML?
Google may not wait long to render your JS — if it takes too long or
errors out, your content won’t be seen or indexed.
7. Use Internal Site Search
Data for Content Ideas
What is Internal Site Search?
What
people search inside your website (via your own search box).
Why It’s a Goldmine:
It
tells you what real users are looking
for, in their own words.
Example:
If
many users type “return policy” into your search box, it means they:
● Don’t see a return policy
link easily
● Want that info now
Fix:
● Create a clear Return Policy
page
● Add internal links from
product pages
8. Fix Soft 404s and
Misconfigured Status Codes
What’s a Soft 404?
A
page looks like a 404 (no content)
but sends a 200 OK status — so Google thinks
it's valid and wastes indexation space.
Fix:
● If
page is dead → return 404 or 410 status.
● If
page is real → add content and fix issues.
Tools:
● GSC
→ Coverage → Excluded → Soft 404
● Screaming
Frog → Check status codes vs content
9. Use Google’s Parameter
Handling Tool
Where:
Google Search Console → Legacy Tools →
URL Parameters
Why:
Tell
Google how to treat things like:
● ?color=blue
● ?sort=high-to-low
Set
unnecessary parameters to “No URLs”.
10. Check Core Web Vitals
(CWV)
Metrics:
- LCP – Largest element should load < 2.5s
- FID – Input response <
100ms
- CLS – Avoid layout shifts (target < 0.1)
Fix Tips:
● Use lazy loading
● Preload fonts
● Defer JS
Use PageSpeed Insights and Search
Console’s CWV report.
11. Use Correct Redirects
(301 vs 302)
Difference:
● 301 = Permanent redirect → Passes SEO
value
● 302 = Temporary → May NOT pass link
equity
Always
use 301 for permanent changes:
http
301 Moved Permanently
12. Lazy Load Correctly
Why:
Speeds
up initial load by loading images only when needed.
Warning:
Make
sure Google can see lazy-loaded images in the rendered HTML. Use IntersectionObserver or <img
loading="lazy"> properly.
13. Avoid JavaScript-only
Navigation
Why It’s Bad:
If
your nav is JS-generated, Google might not find your links.
Use
real <a href="..."> tags in the HTML.
Make
sure links appear in:
● Source code
● Rendered DOM
14. Don’t Rely Solely on XML
Sitemaps
Sitemaps
help discovery, but if you have orphan
pages (no internal links), they may still not rank.
Internal
links > Sitemaps
15. Monitor Indexation Health
in Google Search Console
Check:
● Pages marked “Crawled -
currently not indexed”
● “Discovered – not indexed”
● “Excluded by noindex tag”
Fix
by:
● Improving content
● Removing noindex
● Increasing internal links
FINAL ADVICE FROM SEO EXPERTS
● Always render what Google sees — don’t assume.
● Use Screaming Frog weekly for
internal audits.
● Prioritize page performance and crawl efficiency.
● Clean up legacy issues — old
pages, thin content, parameter noise.
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