Health Check
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Perform a site search ("site:")
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Perform brand searches (product/service name)
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Review the total pages indexed
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Duplicate content review (www vs. non-www, etc)
Content Review
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Quality
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Length
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Human or goal-focused
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Ease of read/use
Content Review
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Search-friendly URLs
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Complete and relevant Title Tags
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Unique, relevant Meta Descriptions
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Number of links on the page
Usability Review
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Site load time
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Home page layout
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Landing interior page --> Keyword focus
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Quality/frequency of CTA
Server Redirect/Response Codes
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301
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302
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307
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404
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410
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500
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503
Server Redirect/Response Codes
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Review of internal link structure (including anchor text)
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Image names
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Image size
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Semantic HTML review