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Technical SEO (Technical issues (Security (Malicious website hijacking…
Technical SEO
Technical issues
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Bad redirects are avoided such as 302s, 307s, meta refresh, and JavaScript
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Security
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Site HTTPS complete (latest Google update hinted this will be a consideration going forward where rankings will be affected - not currently though)
Malicious website hijacking where a malicious attacker will create a 'fake' version of your website and attempt to populate it with keywords to drive traffic from your site to capture your customers details/damage your brand by filling the visitors with malware etc...
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Ensure there is 'reassurance' messaging across the site such as SSL secure checkout etc... this goes towards the customer becoming aware of how your site should behave. This mitigates some risk .
Ensure URL contains the company brand name, is short, and as simple as possible so that it is obvious to a user by the URL that they are not on the correct site
Reduce the number of external URLs on your site. For e-commerce this is a no brainer as you want to reduce friction to checkout. By reducing the scope of external domains a user will encounter on a journey, it will be more obvious to a user that something is wrong when they are on a malicious website.
On-page optimization
Title tags are optimized
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Title tags are about 55+60 chars (512 px) to be fully displayed in search results pages. Results width's can be reviewed in software such as screaming frog.
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The on-page content includes the primary keyword phrase multiple times as well as variations and alternate keyword phrases
There is a significant amount of optimized, unique content on key pages
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Images file names and alt text are optimized to include the primary keyword phrase associated with the page
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- Quick brand keyword overview
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Site Speed
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Compression enabled - Gzip, minification of scripts
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Mobile
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Consider removing friction from Desktop in if not required on mobile this will remove 'bloat' from responsive sites in addition to good code practice
If site is adaptive, ensure analytics and content are the same across both versions of the adaptive sites, different content/less functionality or unavailability can be punished by Google
If a mobile (m.) exists, does the desktop equivalent URL point to the mobile version with rel="alternate"?
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Content
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Site contains real and substantial content
e.g. the content is 'real' and not just a collection of links
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International
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For multiple versions of the site which are the same language, ensure content isn't duplicated e.g. a seperate Germany & Austrian distinct websites
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Analytics
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Use tools like Screaming Frog www.screamingfrog.co.uk to crawl the site as a search bot to establish baseline and to revisit to establish if problems have been solved
Semrush is useful for identifying a baseline in terms of traffic (organic/natural) to monitor technical SEO changes https://www.semrush.com - also good for competitor analysis
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