60 Site SEO Audit Checklist

Reviewing SEO in an audit sometimes can be overwhelming. We all want to make a systematic approach so we are able to address two important issues: a) Make use of time efficiently and b) Ensure we don’t miss any relevant SEO issue. Hence this SEO audit checklist for webmasters who don’t want to engaged with a consultant and learn more about SEO at their own pace.

1 Indexed pages
Use the “site:” operator in Google search (for example enter “site:seo-hongkong.com“) and verify how many pages are indexed in Google.

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Site Structure Pitfall No. 238: Failure to Add Index Pages for Subfolders

One of the things I sometimes encounter on local websites is the ’404 Error’. Although seeing the custom 404 is an upgrade over the generic error message generated by web browsers or web servers, such errors are deemed unnecessary and paints a bad impression of the website. Not that we clicked on a broken link has generated this ’404 File Not Found Error’ page but a random ‘hack’ of removing the trailing filename will reveal this error.

For example, it very is common to view Hong Kong Observatory’s pages during time of inclement weather conditions. With a wealth of timely weather information — from synchronizing time to climate change — the Hong Kong Observatory is the place to go. However, when it comes to organizing content, the site is a bit wanting.

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Google Redefines Internal, External Links

Google has mad a small yet significant change in how it defines internal and external links.

What we previously know before as external links are no longer classified that way. Links coming from subdomains used to be known as external are no longer grouped as such.

Based on its Google Webmaster blog post

Most people think of example.com and www.example.com as the same site these days, so we’re changing it such that now, if you add either example.com or www.example.com as a site, links from both the www and non-www versions of the domain will be categorized as internal links. We’ve also extended this idea to include other subdomains, since many people who own a domain also own its subdomains—so links from cats.example.com or pets.example.com will also be categorized as internal links for www.example.com.

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SEM Session at City University of HK

Last week, I was privileged to speak before communication students of City University of Hong Kong. I had a 30+ slide presentation regarding the basics of search engine marketing, including search engine optimization, pay per click advertising, measurements and best practice guidelines.

About eighty percent of my audience are female students, which may be related to the type of course they’re pursuing here. While I was reminded that it’s typical for my audience not to ask questions — same as many of Hong Kong people attending a presentation like this — the 30-minute presentation elicited questions from both neophytes and students seemingly experienced with search marketing. One girl asked how do I compare online and offline ads. Another asked what are other online marketing alternatives apart from SEO, PPC, email marketing and social media. It was indeed an interesting group of students.

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Speaking for SES Hong Kong

I was invited to speak at Search Engine Strategies Hong Kong on 13-14th of September. This is a premier search and social media gathering finally happening in Hong Kong. In the past I used to monitor similar events happening in the United States and find out what speakers are up to.

I was curious what are the new SEO methods, new product releases or latest study releases so I can apply it in practice. Now, I am still curious not only on what others are going to talk about, but on what type of audience are expected to listen to my talk. As I am busy preparing my piece, it would be great if I knew what people would like to hear, even if the agenda already provide a good hint.

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