When it comes to reviewing the optimization of a website for the first time, a good SEO will review a minimum of 5 elements to be able to form an opinion about its optimization status. It should be noted that these factors are on-site (read, on the site) and that they are only the tip of the iceberg. There are many other factors that must be reviewed but here we mention some of the main ones.
- Check that the site is indexed in Google: Running a site: dominio.com in Google is a fundamental first step to be able to determine if the site suffered a penalty, if indexation problems exist, etc. If the site to be optimized has hundreds of pages but only a handful of them appear in the SERPs , then the most likely thing is that there is a problem of visibility and/or indexing. On the contrary, if you know that the site has a couple of dozen pages but hundreds (or thousands) of pages indexed in Google are appearing, then there is also a problem.
- Check that Google can read the content of your site: If your site is correctly indexed in the search engines but its content is not readable, most likely not positions for the keywords you are targeting (unless you have a massive number of links incoming, but that’s a topic for another post). If you want to know how Google sees the content of your site you can check the cache and the text version. If you do not find the content there, Google would not be lifting it.
- Audit site load times: If the site is correctly indexed and visible to Google but it takes a minute to load, your rankings will not be very high (but your bounce rate will). If your pages take more than 2 to 3 seconds to load, you will have to optimize the content so that everything loads faster. More on how to do this in another post.
- Review URLs: The importance of an optimized URL for SEO should never be underestimated. If your site does not have a unified URL structure , if your URLs do not contain keywords that describe the content of the page, if they are mixed, they contain parameters when they are not needed, etc. then it will be necessary to optimize them. Do not forget to read our post that teaches how to create SEO friendly URLs with Excel .
There are many important factors that need to be optimized but these are usually the most important. If all these elements are well optimized, your site would be correctly routed. For more information about other on-site elements and how to optimize them, be aware of future posts.