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Website Checklist

If you haven’t spent much time analyzing your website before, here are some basic tools and benchmarks to help get you started:

  • Competitive Analysis
    Test your website’s authority ranking (on a scale out of 100) – Then check your competitors
  • Make sure you are using Google’s free tools:
    – Google Analytics – track website usage, ie how people are getting to your website, what do they do there?
    – Google Webmaster Tools – identify site health concerns such as search engine visibility issues, key phrases that are driving traffic to your site.
    – Google My Business – verify your company(website) with Google, you may need to fill out or correct the profile, description, location info.
  • Search Engines and Website Content Basics
    Write descriptive and meaningful: content, page titles, headings, internal linking (between your pages). I often hear from people who are trying to rank for a word or phrase that is not on their website.
  • If anyone on your team is using the default user name that was created by the content management system (eg WordPress uses “Admin”) it is an open door for hackers. 9 Tips to Harden your Website
  • Generating Leads
    What do you want people to do when they arrive on your website – make it easy for prospects to educate themselves on your products/offerings, to call, compare, or fill out the form, remove barriers (eg shorten form), setup analytics goals to track the conversion pathway, create direct calls to action.
  • Is your website content original? – Google already knows – do you? You can test content originality using tools like
  • Check who is linking to your organization’s website by using (free limited use). Links to your site are one of the most important factors that search engines use to assess your website.
  • Google Speed Test – test your site speed (browser Ioad time) here:
  • Use Screaming Frog (free limited use) to crawl your entire site to see: links, images, CSS, script and apps from an SEO perspective.
  • Keywords – track your top ranking keywords for with 30 day free trial.
  • Social Media – use to track URL shares
  • Google – type your company name into Google and see what comes up. Are competitors bidding on your branded terms (Adwords)? Geo-targeting – is the intended web property (language/region) of your website appearing. Is your Google my business information connected properly – is it being displayed in Google’s knowledge Graph (on the right side of the search results page).


  • Facebook – has some amazing targeting options, for example you can target anyone with a masters degree, or who is in a new relationship, recently moved, or target all employees of a large organization. Better yet, create a custom audience by mining contact data relevant to your business.
  • Google Adwords – Strategically place your ad where people are intentionally searching for services that you offer.

Advanced Check List – Detailed Technical Website Audit Checklist – if you have a free week to spare 🙂



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