The Search Engine Results Questions
Note: Please complete the SEO quick audit for a company of your choice.
Instructions: The purpose of this assignment is to conduct an SEO “quick audit” – covering the search engine results/competitive landscape, page content, and SEO fundamentals. It does not cover technical SEO or detailed site architectures.
Follow the below instructions. If unclear or confused, please research specific sections via Google Search. If not applicable to your business, please skip that question or point in the audit.
The Search Engine Results Page:
The Search Engine Results Questions
Check indexed pages
Search Your Company Name in Google
Is the Homepage the first result?
Search for brand and branded terms
Is the homepage showing up at the top, or are the correct pages showing up?
Do any paid ads appear?
Are any competitors bidding on your brand terms?
If so, what is the ad content?
What other pages (social, reviews, forums. Etc. appear)
Check Google’s cache for key pages
Does content show up?
Are navigation links present on the website?
Any other observations from the Search Engine Results Page?
On-page Optimization – Download and Use Screaming Frog – Input your site URL to start the below steps:
Do title tags appear to be “SEO friendly”?
Are title tags unique?
Are title tags 55-60 characters (Use excel, len= formula)?
What are the main click-through optimized titles and meta descriptions?
Are pages missing page titles and meta descriptions? How many or what % are missing?
Does the on-page content include the primary keyword phrase multiple times as well as variations and alternate keyword phrases? Is there a significant amount of optimized, unique content on key pages
Is the primary keyword phrase contained in the H1 tag (Heading on a website)?
Are Images’ file names and alt text optimized to include primary keyword phrases associated with the page
Are URLs descriptive and optimized (SEO Friendly)?
Are URLs clean?
No excessive parameters
Are URLs static?
Are URLs short?
Content, Site architecture, and internal linking
Is the Homepage SEO friendly?
Is there at least one paragraph of text or 150 words?
Is the content unique?
Are Landing pages optimized?
Is the text template unique?
Does the site contain real and substantial content?
Is there keyword targeting on the page?
Does the intent behind the keywords match the intent of the landing pages?
Do pages exist to target head terms, mid-tail terms, and long-tail terms?
Is there keyword cannibalization? (on-page problems that downplay keyword relevance?)
Does content exist to convert and is easily accessible to users?
Is the content formatted properly?
Are there good headlines on blog posts?
What is the amount of content versus ads?
Search using several example blocks of content to identify duplicate content:
Is there one URL for each piece of content?
Does the same content exist on different subdomains?
Is the same content replicated on other domains owned by the company?
Site architecture and internal linking:
Are the number of links on the page reasonable? 10-20
Are vertical linking structures in place?
Does the homepage link to category pages?
Do Category pages link to subcategory and product pages as appropriate?
Do product pages link to relevant category pages?
Do product pages link to other relevant product pages?
Are Links in the content?
Are there massive blocks of links stuck in the content to create internal links?
Does the footer use a block of links instead of proper navigation?
Does the footer link to landing pages with optimized anchors?
Is Internal anchor text used appropriately
Are there broken links?
5 Points – Site Speed and Mobile
Do pages load in a reasonable amount of time?
Are Images optimized for the web?
Is your site mobile friendly?
What are the results of the mobile friendly test?
Does the site render properly for mobile and tablet visitors (A mobile experience is set up (responsive design, dynamic serving, dedicated mobile site)?
Are buttons too close together for mobile visitors?
Does the mobile experience match up with the intent of mobile visitors?