On page SEO checklist

This is a short (actually not so short) checklist of ON page SEO factors i look at when someone asks me to analyze a site. There are others too, more complicated ones. I’ve just decided to share with you the basics… And a little bit more. So, enjoy.

The ON page SEO Checklist

1. The arborescent structure
   • depth of the tree (should be at most 3 levels deep)
   • the logic dependence between levels (the child level has to be a particular case of its parent)
   • Existence of broken parts of the tree
2. Link analysis
   • breadcrumbs (the navigation bar)
   • link structure (related to the structural tree)
   • use only absolute links, no relative ones
   • how is the link built (should contain only lower case words separated with "-"; special character and connection words should be eliminated)
   • length of the link (65 characters top is the best)
   • no duplicate links (different links with same content)
   • links should always end in "/ " (www.mikesquarter.com/article/) due to server loading problems
   • don’t use links ending with extensions (.htm, .html, .php, etc)
   • number of links on a single page
   • title attribute on each link
3. Menus
   • Important keywords in menus
   • absolute text links
   • using Hs where needed
   • Use CSS menus rather than JS or Flash ones
   • use nofollow on secondary menus where needed
4. Indexing and nofollow
   • use robots and index only the important pages (usually search and secondary pages should be excluded)
   • use nofollow internally
5. Semantics
   • Title, keywords and description - unique for every single page
   • using H1 for title, H2 for subtitle, etc
   • using the Alt attribute for pictures and Title for links
   • using Em, Strong, etc to emphasize parts of the text
   • using internal linking
6. Sitemap
   • use a sitemap
   • the standard of the sitemap
   • put in the sitemap only the links you want to be indexed
7. Coding
   • validate your HTML and CSS code (might be impossible to do this, but take care of the important errors. for example, don’t leave opened tags unclosed, don’t use inappropriate attributes for a tag, etc)
   • external CSS
   • try not to use JS, Flash unless really needed. If you have to use it, make sure you have external JS.
   • Don’t use Frames or iFrames
8. Gallery
   • make sure you have a little bit of content on each picture’s page in the gallery. (A short description of the image would do just fine)
   • use the Alt attribute and try to rename the picture accordingly to what you can see in it (actually, according to what you think users will search on Google to find that picture). Be short and descriptive.
   • use proper navigation in you gallery
   • I would not recommend on using Flash or JS galleries, even though they look quite good. That’s if you want your pictures to be found by Search engines.
9. Other problems
   • personalized 404 page returning proper HTTP status code
   • domain canonicalization
   • table less design would be appreciated (not needed though)
   • keep your page dimension as low as you can (many Internet users in the world still use Dial up you know)

Well, this should help you make a decent analysis on your site.