Domain Level Audit

This section of the audit evaluates the search marketing health of the
entire domain.

1. Site Command
site: trelleborg.com/en/marine-and-infrastructure

Record:

 # of pages indexed: 552

 Does the home page come up first? Yes

Check:

 Low/High Number of Indexed pages: Reasonable

 Spammy pages: No
 Anything in the index that shouldn’t be?
o https://www.trelleborg.com/en/marine-and-
infrastructure/eloquademopage (shouldn’t be index -
TBC)

o https://www.trelleborg.com/en/marine-and-
infrastructure/news--and--events/news/feb2015_1 (not
mobile friendly)

o https://www.trelleborg.com/en/marine-and-
infrastructure/news--and--events/news/oct2016_2 (not
mobile friendly)

o https://www.trelleborg.com/en/marine-and-
infrastructure/news--and--events/news/may2016_6 (not
mobile friendly)

o https://www.trelleborg.com/en/marine-and-
infrastructure/news--and--events/events/event--2016--
greece--seminar (not mobile friendly)
2. Google Webmaster Tools

Google Webmaster Tools is the best way to see the website through
the eyes of Google.

Record:

 # of server errors: 0
 # of Soft 404: 0
 # of Access Denied: 0
 # of Not Found: 0

Check:

 Anything in “New and Important”?

 Any Security Issues?
 Duplicate title tags
 Duplicate meta descriptions
o Search Appearance > HTML Improvements
 Are query parameters being indexed?
o Crawl > Url Parameters

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3. Google Analytics

Google Analytics will assist in spotting any search traffic trends and
issues.

Record:

 # of landing pages with > 1 organic visit: 19

 # of indexed pages: 85
 Top 5 organic landing pages (90-day):
o 1.
o 2.
o 3.
o 4.
o 5.

Check:

 Do you see signs of “index bloat”?

o More than a 1.5/1 ratio of indexed pages to pages with >
1 organic visit.
 Organic traffic trends (12 months)
o Drastic increases/decreases
 Are they seasonal?
 Do they coincide with major algorithm updates?
 Is Google Analytics missing from any pages?
o gachecker.com
 Is their GA code on other sites?
o Report: Audience > Technology > Network > Hostname

Remarks:

4. Sitemap

The XML sitemap is a document that helps Google and other search
engines find all of the important pages on the website.

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Record:

 # of pages in the sitemap: 75

o Open the sitemap in Chrome and search the page
(Ctrl/CMD+F) for "http"
 # of pages indexed: 85
 # of landing pages with > 1 organic visit: 19

Check:

 Is the sitemap present?

 Is the sitemap clean?
 Has the sitemap been submitted to Google?
o Google Webmaster Tools: Crawl > Sitemaps

Remarks:

5. robots.txt

The robots.txt file is used to instruct the search engines how to crawl
and index pages on the website.

Record:

o NA

Check:

o Are pages being restricted that shouldn’t?

 Google Webmaster Tools: Crawl > robots.txt Tester
o Are pages not being restricted that should?
 Duplicate pages
 Admin pages
 Tag pages

Remarks:

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6. Backlinks

The number and quality of backlinks to the domain is an indication of

the authority of that domain.

Record:

o Use https://moz.com/researchtools/ose/
 Domain Authority:
 Home Page Authority:
 # of Linking Root Domains
 # of Total Links:
 Spam Score:

Check:

o Are links to www different from non-www?

 Does one redirect to the other?
o Do you see spammy links?
o Do you see evidence of bought links?
o What are the top linked pages? Does that correlate with
a particular type of content asset?
o Do important pages have a strong internal linking
structure?
 Google Webmaster Tools: Search Traffic > Internal
Links
o Does the logo link to the canonical version of the home
page?
o Are external links to reputable sites?

Remarks:

7. 404 Page

The 404 page is what a web visitor will see when a page they visit
does not exist.

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Record:

o NA

Check:

o Is the 404 page present?

o Does the 404 page…
 Communicate the fact that they have found a page
that doesn’t exist?
 Make alternate suggestions with navigation?
 Get cute?

Remarks:

8. Internal Site Search

Internal site search is important for large websites, particularly

eCommerce websites with more than a few products.

Record:

o NA

Check:

o Is internal site search present?

o Does internal site search work as expected?
o Is Google Analytics recording internal site search?

Remarks:

9. Navigation

The navigation is how visitors will search for assets on the website
internally and an important crawl pathway for search engine spiders.

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Record:

o NA

Check:

o Is the navigation intuitive?

o Is faceted navigation used or needed?
o Is auto suggest used or needed?
o Is internal cross-linking from content used appropriately?
o Does each page, subpage and category have a purpose?
o Does the site use breadcrumb navigation?

Remarks:

10. Accessibility

It’s important that both search robots and humans are able to easily
access the important pages and resources on the website.

Record:

o NA

Check:

o Are important elements in Flash?

o Is important text contained in images?
o Is content being pulled in iframes?
 Search code for <iframe
o Are there crawl errors for mobile devices?
 Google Webmaster Tools: Crawl Errors > Mobile

Remarks:

11. Mobile

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The way the website renders for both search robots and humans is
critical to search marketing successs.

Record:

o Desktop Bounce Rate:

o Desktop Time on Site:
o Tablet Bounce Rate:
o Tablet Time on Site:
o Mobile Bounce Rate:
o Mobile Time on Site:

Check:

o Google Mobile Friendly test

 google.com/webmasters/tools/mobile-friendly/
o Google Webmaster Tools
 Search Traffic > Mobile Usability

Remarks:

Page Level Audit

This section of the audit analyzes 3 or more individual pages.
Consider choosing the home page, a landing page/product page and
a content page such as a blog post.

12. Value

The key to search in post-Panda and Penguin environment is

ensuring that each page deserves to rank in the search engine.

Record:

o Applause Rate
 If applicable, the sum total of all social shares.
o # of words on page
o # of images on page

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 o # of videos on page

Check:

o Is the page uniquely valuable?

o Does the page deserve to rank above pages that are
competing for that keyword?

Remarks:

13. Layout & Design

The look and feel of the page (while not having a direct connection to
rankings) is important to reducing bounce rates and encouraging
visitors to further explore the website.

Record:

o NA

Check:

o Is the page “polished” and of high quality?

o Are images “crisp” and of high quality?
o Is the design congruent with the brand?
o Is the page using unedited stock images?
o Is there a clear focal point on the page?
o Is the layout intuitive?
o Is the page able to be scanned or skimmed?
o Is the navigation intuitive?

Remarks:

14. Mobile

The critical pages on the website should have as little “mobile friction”
as possible.

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Record:

o NA

Check:

o Does the page render properly on mobile devices and

tablets?
 Google Chrome: Developer Tools, Emulator
o Are calls-to-action as easy as possible to complete on
mobile and tablet?

Remarks:

15. Keyword Targeted

It’s important to include signals to the search engines about which

queries the page is relevant.

Record:

o NA

Check:

o Does the page target a single intent and context based

keyword?
o Is the keyword used in the title tag?
 Title tag is ~75 characters
o Is the keyword used in the URL?
o Is the keyword used in the page headline?
o Is the keyword used in the body content?
o Is the keyword used in the meta description?
 Meta description is ~160 characters
o Are variations/synonyms of the keyword used on the
page?

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 o Is the keyword used in the alt attribute of the featured
image?
o Are internal links pointing at the page using some
variation of the keyword as anchor text?

Remarks:

16. Keyword Cannibalization

Each page on the site should be optimized for a single intent and
context and no other page should be optimized for that same intent
and context.

Record:

o NA

Check:

o Are other pages optimized for the same keyword?

 site:yourwebsite.com + keyword

Remarks:

17. Cross-Linking and Siloing

The pages that link to this page and the pages that the page links to
are signals to Google as to what that page is about.

Record:

o NA

Check:

o What pages is this page linking to?

o What pages are linking to this page?
 site:yourwebsite.com/example-page/

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 o What category and tag pages is this page nested within?

Remarks:

18. Shareability

The number of and quality of social shares are a signal to the search
engine that the page is of high quality.

Record:

o Applause Rate
 If applicable, the total number of social shares.

Check:

o Is this page able to be easily shared socially? Should it

be?
o Is the URL “ugly”?
o Is the content of high value?
o Do images have sharing buttons embedded?
o Is video using a shareable platform?

Remarks:

19. Duplicate Content

Search engines will choose a single “canonical” version of a page

that appears in multiple places on the web.

Record:

o NA

Check:

o Is the content duplicated?

 Google a long text string in quotes

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 o Does the content contain internal links?
o Is the site scraped?
o Is the site being scraped?

Remarks:

20. Stranded Page

Search engines find pages by crawling through links. If there are no

links pointing to the page, it won’t be indexed or it will be given less
weight because it is stranded.

Record:

o NA

Check:

o Is the page stranded?

o Is the page less than 3 clicks from the main navigation?

Remarks:

21. Redirects

Redirecting a page to a new page is perfectly acceptable but it must

be done properly to maintain the authority of the redirected page.

Record:

o NA

Check:

o Are pages redirecting to this page using a 301 redirect?

o Are there older versions of this page that should be
redirected to this page using a 301?

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 o Are there newer versions of this page that this page
should redirect to using a 301?

Remarks:

22. Robots and Meta Robots

If the search engine is being told not to index the page using the
robots.txt or meta robots directive, it will have no chance of receiving
search traffic.

Record:

o NA

Check:

o Is the page being restricted by robots.txt?

 Google Webmaster Tools: Crawl > robots.txt Tester
o Is the page being restricted by the meta robots directive?
 Search code for…
 CONTENT=“NO INDEX

Remarks:

23. Page Load Speed

Search engine rankings and the ability to keep humans on the page
will decrease with each fraction of a second the page takes to load.

Record:

o Page Load Time:

 gtmetrix.com

Check:

o Does the page load in < 5 seconds?

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Remarks:

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