How to check your website for Technical SEO

© 2019 - Ben Moll - 2019-08 Technical SEO Checklist
Ben Moll - www.ben-moll.com - ben@ben-moll.com © 2019Follow @bnmlldm
Technical SEO
Checklist
Check the technical performance and setup of your
website on your own.

Ben Moll - www.ben-moll.com - ben@ben-moll.com © 2019Follow @bnmlldm
TOC
Overview
Tools
01. Findability
02. Site Architecture
03. URL Structure
04. Technical OnPage
05. Site Equity
06. Search Console
07. Link Integrity
08. Social Media
Conclusion
2

Overview
Here is my free giveaway for you: My personal Technical SEO Checklist that I use as a basis for most of my
client projects. In case you do have any questions, please feel free to contact me on any social media
platform or by email: ben@ben-moll.com.
3

Tools you might need
1 Free Tools
Screaming Frog SEO Spider (limited)
Google Analytics
Google Search Console
Google Sheets (or Excel)
Google Page Speed Insights
Pingdom (Uptime and Website Speed)
GTMetrix (Speed Test)
2 Paid Tools
Screaming Frog SEO Spider (unlimited)
Majestic SEO
SEM Rush
Ahrefs
Deep Crawl
Moz
4

Ben Moll
The technology of your website is the
foundation for your success in SEO.
5

Introduction
Recently everyone just seems to talk about content, but any content you will published will only be as good as the
platform you are publishing on. No wonder that websites like medium.com, shopify.com or the hosted
wordpress.com are still so successful because not everyone is able to care about the technical side on his/her own.
Even if I strongly recommend everyone to do that because of a simple reason: You will be able to care about every
little aspect of your website which you actually can’t as soon as you are using some of the hosted versions.
Of course there are successful ones out there but I am sure that anyone can outperform these if you have enough
technical knowledge easily.
However, for this checklist I am not digging too deep into technical aspects and will cover only the basic things you
should deﬁnitely check. I am not covering technical server setups, RAM allocation, CDN setups, PHP versions, MySQL
databases and other things like that.
6

01
How well can
you be found?
7

Findability
01
Findability refers to how easily website information can be
found by both search engines and website visitors. This
section will cover how accessible your website’s content
is to external bots and internal users.
Side Note:
If you want to cover this chapter completely, I
recommend checking the usability and UX of a website
as well. I consider usability and UX to be more something
“technical” instead of content related.
QUICK TIP
Try right clicking on a photo and
using "Replace Image" to show
your own photo.
8

With a basic URL Check by crawling your website you get
a very good idea of how many single URLs your website
has.
Recommended Tool
Screaming Frog (https://www.screamingfrog.co.uk/)
For larger websites, you will either have to crawls the
website in pieces (e.g. per subfolder) or you get yourself a
full license which I’d recommend.
Crawling
01.1
9

Indexation Status
01.2
By checking the indexation status of a website you are
able to ﬁnd out how many of your pages are actually
available in Google and other search engines.
Side Note:
If you want to cover your website completely, I
recommend checking the usability and UX of a website
as well. I consider usability and UX to be more something
“technical” instead of content related.
10
Use site: https://your-domain.tld
as search query.
Use Google Search Consoles
Sitemaps and Coverage Report
https://search.google.com/

In case you do have a discrepancy between your
site:https://domain.tld query in Google and your number
of URLs in your sitemap, note it down somewhere and get
to the possible issues for that later.
For further investigation, I’d recommend having especially
a closer look at your Screaming Frog crawl to ﬁnd out if
some pages are set to “noindex” or do have a “nofollow”
link.
11
Indexation Status
01.2

Uptime is something you should closely monitor on a
regular basis and set some alerts on it.
Recommended Tool
Use the tool Pingdom for it (https://www.pingdom.com/). It’s
really convenient and alerts you any time your server is
not available. For private projects there is a free
alternative for you at: https://www.statuscake.com. The free
for life account checks your domain every 5 minutes and
sends out alerts as well.
Uptime / Availability
01.3
12
QUICK TIP
Larger Websites with loads of
traffic should be monitored with a
paid solution.

02
Architecture of
your website.
13

A robots.txt file is most of the time located in your website
root folder. Make sure that this file is available at any time
and does not exclude any important bots from indexing
your website.
Recommendation
Visit https://moz.com/learn/seo/robotstxt to find more
information about the do’s and don’ts.
Check your robots.txt
01.4
14

It’s not uncommon that some CMS systems allow the
manual exclusion of URLs by adding a “noindex” tag in the
<head> part of your website. Check if some pages are set
to “noindex”.
Recommended Tool
Actually once again, Screaming Frog can help with that
easily. There is a column named “Indexability Status”.
Whenever there is a “noindex” you know that this is set for
this speciﬁc page/URL.
Other exclusions
01.5
15

Each and every error marked with 40X (most likely 404,
401 or 403) is something to avoid.
You can check these errors in two ways.
1. Use Google Search Console, go to Coverage and
click on “Excluded”. If there are 404 Errors or
similar on your domain, it will tell you where.
2. Use Screaming Frog and check the Status Code
column for any 40x Error.
40x Errors
01.6
16

You could say that it’s not really necessary to have a
custom 404 Error page but it gives you the opportunity to
do some (funny) branding.
My recommendations:
Include a inline search bar
Oﬀer a link to your main page
If you have a shot, feature your bestselling products
Custom 404 Error Page
01.7
17
QUICK TIP
@hootsuite: Even if your 404
page is fun and reflects your
brand - consider including a
prominent inline search field!

Every domain should at least have one sitemap.xml. The
name could be diﬀerent but that does not really matter,
as long as your sitemap.xml is linked from your robots.txt.
By submitting your sitemap.xml to Google Search
Console, you can make sure that your sitemap will get
closely monitored and you can see detailed information
in case there is something wrong with it.
Sitemap.xml Check
01.8
18
QUICK TIP
Consider creating more sitemaps
for different media types. One for
URLs, one for images and one
for videos.

Why is a proper pagination of pages so important? Using
pagination for example for blog category pages helps
avoiding duplicate content. When a search engine does
not ﬁnd these tags, it may also lead to low indexation
rates of your website in general.
You can ﬁnd this information in Screaming Frog as well.
Pagination
01.9
19
QUICK TIP
These columns are just filled if
there are follow-up pages. Make
sure to check whether you have
pages that would need proper
pagination.

Include all subdomains in your research - some might be
used as CDN alternative, some websites are hosting their
shop (shop.domain.com) or their blog (blog.domain.com)
within a subdomain (which does not make any sense at
all in my experience). Some do have a dev platform at e.g.
dev.domain.com which should be set to noindex at all
cost.
Include Subdomains
01.10
20
QUICK TIP
In case a company is hosting
e.g. their shop or blog in a
subdomain which is already
ranking quite well, leave it as is.
Otherwise consider moving the
content to your main presence.

It’s not all about content, when it comes to SEO but
sometimes content dictates site architecture. There are
some advantages in having a ﬂat site architecture, but in
my experience, your architecture should make sense for
users and search engines.
Just make sure that you are not stuﬃng content into the
wrong architecture just because you don’t know where it
belongs.
Site Architecture
02
QUICK TIP
Keep your architecture as flat as
possible but as deep as
necessary.
21

Since you’ve already crawled your website you are able to
export your URL list to and Excel Sheet or CSV with
Screaming Frog (with its paid version). In Excel you can
easily split the URLs into different columns so that an URL
like https://www.domain.com/sub1/sub2/ would fill 3
columns. As soon as you’ve done that, make sure that you
use a Pivot Table function to find out how many different
sublayers you have for your domain.
URL Structure
02.1
22
QUICK TIP
Consider not to use more than
three sublayers for your website!
Otherwise the url gets too deep
for Search Engines to consider
them important enough.

There is an even easier way to ﬁnd that information in
Screaming Frog. As soon as you’ve crawled your website,
you can ﬁnd a report for your site structure all the way to
the right in the tab “Site Structure”.
The important part is marked in blue on the right.
URL Structure
02.1
23

When it comes to breadcrumbs there are two things to
keep in mind. The ﬁrst one is: Are they included on the
page for usability? The second check you should take
care of is if breadcrumbs are set up properly with
microdata (schema.org).
Required tools:
Google Structured Data Testing Tool
Breadcrumbs Check
02.2
24
QUICK TIP
@homedepot: Even so this is not
the best example for an
optimized Search Result
Snippet, you covered the markup
correctly.
The part marked above will only
be recognized by search engines
if you include schema.org
markups.

A propper used top level navigation (TLN) is important for
many things:
Indexability of your website including subpages.
Huge impact on usability of your website.
Structuring your website content.
Check the source code if the website uses Javascript to
generate the menu. If it does, change immediately to a
HTML version for the menu. Javascript usually causes
problems with indexability.
Top Level Navigation
02.3
25
QUICK TIP
@mediamarkt: Please, please
make sure to not link to more
than 100 URLs on a single page.
You are by far exceeding the
amount already with your TLD.

Every website should have a footer, even if some are still
not giving the footer enough credibility. Things like imprint
(if necessary), privacy and data usage information,
contact, etc. should be stored in the footer.
If you do have a website with many subpages I strongly
recommend setting pages like privacy and data
protection information and other subsites that usually
reside in the future to rel=”noindex” , to save crawling
budget for search engines.
Footer Navigation
02.4
26
QUICK TIP
@lawnmowersdirect.co.uk: Do
not overstuff your footer with
SEO keywords like brand names
and categories. Google and
other search engines do
recognize this as
over-optimization - which
apparently isn’t good for your
overall performance in search.

03
Optimization of
URLs.
27

We’ve already covered some questions regarding URLs.
Now we are digging deeper into the functionality of the
CMS used for the website.
Using a CMS does not really prevent your website from
performing badly or misbehaving in a way it’s not
supposed to be.
URL Optimization
03
QUICK TIP
Keep your URLs clean, short
and as simple as possible.
28

I don’t want to get too religious with using trailing slashes
in URLs but there is one simple reason why you should
use these: Loading speed!
Some websites still use instead of
https://www.domain.de/folder1/ the “shorter” version
https://www.domain.de/folder1. Since 2010, where John
Mueller from Google statet that it’s a question of speed,
you should all use trailing slashes. There is no excuse not
to do so.
Trailing Slashes
03.1
29
QUICK TIP
Be consistent with your trailing
slashes. Use them everywhere
and make sure that your CMS is
set up properly. WordPress can
cause some confusion there. The
example above doesn’t use any.

This is an important information for naming files and
folders in general. The best practice is to always use “-”
for separating words on webservers.
It’s still kind of o.k. to use “_” but NEVER use anything
different like “.” or even “,”. Search Engines might interpret
these strings wrong.
How can you find wrong URLs?
Use Screaming Frog for a crawl of your website, open the
tab “URL” and simply search for “_” or any other character.
Hyphenation
03.2
30
QUICK TIP
You could leave Javascripts and
images as is but make sure that
you don’t have any Page-URLs
that include a “_”.

This again is not only important for search engines but
also for UX or usability. There are not many simple rules
to follow at best:
Do use descriptive URLs whenever possible.
No need to use words like “and”, “or”, “if”, etc. in URLs.
Technical there is limit of 2,083 characters but keep them
as short as necessary.
Used tool
Again Screaming Frog is the tool of choice here.
Friendlyness of URLs
03.3
31
QUICK TIP
Amazon is probably the one and
only website that does not have to
care about URL structure. They
are a mess, way too long but they
are still working as amazon
became the search engine for
products.

Sometimes, if developers are lazy, they tend to use
relative URLs. Maybe it makes their job easier and I
remember me using relative URLs as well more than 12
years ago, when I started with developing my ﬁrst
websites.
Absolute URLs are the way to go even if relative URLs are
a bit better page load speed wise. Absolute URLs are
better for SEO because the also help the search engines
understand the whole website structure better.
Make sure that you have URLs that include your domain
name like: https://www.domain.de/subfolder/.
Relative vs. Absolute
03.4
32
QUICK TIP
Either consider checking your
source code or mark a URL in
Screaming Frog and check the
Inlinks and Outlinks tab below.

04
Technical OnPage
SEO.
33

Here I am covering all technical OnPage SEO factors that
are relevant for your website performance. This is the
most important part of my slides here and often the
source of many mistakes and misinterpretations.
On Page SEO
04
QUICK TIP
Technical OnPage is the basis
for your performance in every
search engine.
34

Imagine you have a multi language website in English and
German. Imagine a user in Germany with a browser set to
German opens up google.de and enters a search term
your website could rank for. Which localization of your
website would you like to present to him/her? Of course
the German localization to make it as easy as possible for
him/her to consume the content you are oﬀering. You will
also want to make sure that no English search result is
distracting him/her from the right content. This is done by
hreﬂang tags.
Localization
04.1
35
QUICK TIP
Open the source code of the
website to check and simply
search for “hreflang”. You could
also use a tool like:
https://app.sistrix.com/en/hreflang-
validator/

There have been times and tests from Google and other
Search Engines to show author pictures or information
next to the search results on SERPs. Since June 16th 2019
the author markup will be shown again on Google Search
Results Pages at least sometimes - I strongly assume that
Google is still testing the results of CTR - because that’s
what massively increased with the introduction of author
pictures in 2011 and the removal in June 2014.
Authorship
04.2
36
QUICK TIP
No matter what search engines
are considering to do, always
include the author structured data.
You can test it with:
https://search.google.com/structur
ed-data/testing-tool/u/0/

To keep things short: Include as many relevant markup
information as possible in your source code as in general
will improve your CTR for organic search results.
- Company information
- Product information
- Product/service rating
- Publisher markup
Always test with Google Structured Data Testing Tool.
Important Markups
04.3
37

Still meta tags are one of the most important factors for
SEO and organic CTR.
Meta Tags you should not forget:
<title></title>
<description></description>
Meta Tag you should forget:
<keyword></keyword>
This one is not supported by any search engine since
years.
Meta Tags
04.4
38
QUICK TIP
Recommended title length incl.
Branding:
about 60 characters (600 pixel)
Recommended description length:
max. 160 characters (580 pixel
limit for two lines)

Think of a science article while writing extended content
for websites. If it’s shorter content, make sure that you at
least include one H1 headline and one H2 headline.
You can easily check it either in the source code by
searching for “h1” or “h2” or use again Screaming Frog and
search for the columns H1-1 and H2-1 in your overall
report.
Headings
04.5
39
QUICK TIP
If you use the Web Developer
Extensions for Google Chrome
you can easily outline the
appearance of headlines in your
website (example above).

By crawling a website with Screaming Frog, you get lots
of important information. One of it is the amount of text
included in a website and the text source ratio.
Make sure that your most important content on your
website is long enough for search engines and users to
have something to index and understand. Everything
about 500 words for an article seems to be reasonable for
me.
Thin Content Pages
04.6
40
QUICK TIP
Having thin content on a website
causes bad user experience
problems. These sites will either
take longer to get indexed or won’t
be indexed at all. Ranking will for
sure be another issue.

Image should be hosted on your own domain. Wait… you
might ask “what about CDN?”. From an SEO perspective,
CDN oﬀer the advantage of improving the site speed. On
the other hand there is the problem, that CDNs prevent
the user who discovers an image in e.g. Google image
search to land directly on your website.
The easiest way to check images is to use Screaming
Frog. Open the “Images” tab and take a look.
Image hosting
04.7
41
QUICK TIP
As you can see (except for the
Gravatar icon) all images are
loaded from the main domain.
That’s how it should be.

Images should be no larger than 100KB. Even if most of
us enjoy higher network speeds and the introduction of
5G rounds the corner, it’s strongly recommended to keep
images as small as possible.
When it comes to responsive design quality, just make
sure that the image is about twice the size as it shows up
on your website. Imagine having an image that is viewed
with 1.000x600 pixel, make sure to upload it with
2.000x1.200 pixel, but still smaller than 100KB.
The 100KB rule
04.8
42
QUICK TIP
Use Adobe Photoshop for
improving the image size or use:
https://tinypng.com/
https://tinyjpg.com/

It’s all about helping search engines to understand the
content of your images but without stuﬃng keywords into
your alt text.
Make sure that the image your are putting on your
website is related with the content and that the alt text is
also related with the content of the image. Filling out the
alt tag also helps visually impaired people to understand
the visual context of your website and is good for SEO in
general. Search engines are kind of visually impaired as
well.
Alt Attributes
04.9
43
QUICK TIP
To check a single image, right click
with your mouse on the image and
click on “info” or “image info”. If
some descriptive text is included,
you are all set. To bulk check
images, use Screaming Frog.

Again you should check with Screaming Frog whether
your website shows duplicate meta tags. As soon as your
crawl is ﬁnished you can see in the “Overview Tab” a
detailed report of all collected data. Scroll down a bit to
ﬁnd the Page Title section as well as the Meta Description
Section in the overview.
Duplicate Meta Tags
04.10
44
QUICK TIP
Avoid and duplicate content,
especially when it comes to Page
Titles (<title>) as well as Meta
Descriptions.

What are they here for and why are they important?
You can find your canonical URLs in the <head> of your
website. It’s an option that allows you to avoid duplicate
content problems. Most likely you should consider having
canonicals set up properly as soon as you have an online
shop with products. I advise you to use them in the
following scenarios:
Product variations (different sizes, colors, add-ons),
paginated websites (blog, product categories), same
product in different locations or very similar content.
Canonical URLs
04.11
45
QUICK TIP
Check the usage of canonical links
again with Screaming Frog. They
can be spotted in the canonical
tab.

05
Equity of your
website.
46

There are many diﬀerent kinds of SEO Equity which are
important for your website. And it’s not easy to build or
protect it. So no matter whether you have an old, existing
site with some history or whether you have a brand new
new website that needs to be established - you have to
strongly care about it.
SEO Equity
05
Side Note
I am covering the most important
things for you here even if there
are more things to watch out for.
47

In general, when it comes to your SEO Equity, always
make sure that you are closely monitoring your
competitors. Use schema.org and AMP technology as
long as you can and as long as it keeps your source code
clear.
SEO Equity
05
48

Improving the ranking for a new site can be quite diﬃcult,
depending on the number of competitors you have. A
timeframe of 6 month is not that unusual. Even when it
comes to improving the ranking for an existing website, it
can still take a couple of month. But how can you achieve
that?
It’s all about continuous creation of valuable and
consistent content. The time frame should give you
enough room to ﬁgure out how to outrank your
competitors.
Ranking improvement
05.1
49
QUICK TIP
Check the ranking distribution on a
regular basis in tools like sistrix
(good for German market),
searchmetrics (good for
US/UK/CA market) or with Google
Search Console.

Temporary content won’t be indexed with search engines
at all. If you have to move some content from one URL to
another for whatever reason you should make sure to
always use the 301 redirect. 302 redirects are temporary,
while 301 redirects are permanent and therefore the
better choice.
Avoid using redirect chains like page A redirects to page
B which again redirects the user to page C. This is a bad
user signal as it takes longer for each page to load.
301 vs. 302 redirects
05.2
50
QUICK TIP
By crawling your domain with
Screaming Frog or using Redirect
Checker, you can see how certain
pages are redirected to their final
destination. Make sure that you
have no 302 redirects at all.

As already mentioned previously, your content should be
long enough to be considered as comprehensive content.
Here are a few more important factors:
Do include outgoing links.
Do include internal links.
Use some media ﬁles (e.g. videos or images)
Write
Quality of content
05.3
51
QUICK TIP
All outgoing links can be exported
as a .csv file easily with
Screaming Frog.

Broken redirects/links do not only lead to a bad user
experience but also to a low quality score of your website.
You should always make sure that your links are available
because if not, it will aﬀect your rankings negatively.
If you spot any occurrence of broken links (e.g. 4xx/3xx
errors), make sure to ﬁx them as soon as possible.
Broken Redirects
05.4
52
QUICK TIP
Broken links or redirects can
easily be spotted by visiting the
response code tab and setting a
filter to e.g. “Redirection (3xx)”.

To keep it as simple as possible:
If you want to pass on some equity and we are NOT
talking about a paid article you’ve written, make sure to
leave your outgoing links as is. If not, use rel=”nofollow”.
Usually you should never use rel=”nofollow” for internal
links except for optimizing the crawling budget (see 2.4
Footer Navigation).
You can ﬁnd some extended information on my website.
rel=”nofollow”
05.5
53
QUICK TIP
You can check rel=”nofollow” links
in Screaming Frog (again),
Majestics or any nofollow plugin
for your browser of choice.

Since PageRank no longer exists since years, all you have
to care about is link equity. Ask yourself these seven
simple questions:
- is the link relevant?
- is the linking site authorative?
- is the link followed?
- is the link crawlable?
- where is the link located on the page?
- how many links are on that page?
- what’s the http status of the link?
Link Equity PageRank
05.6
54
QUICK TIP
The higher on top of a page a link
is located the more relevant it’s
classified.

06
Checking Google
Search Console.
55

Setting up Google Search Console for every single
website is a must. There is no argument against using it,
even if you are slightly concerned if Google is using some
data you don’t know of.
Google already knows about everything regarding the
data in GSC, there are just oﬀering one option to actually
take a look at the data with GSC. So there should not be
any privacy concerns involved by anyone.
GSC Check
06
Side Note
I’d suggest verifying GSC by
using Google Analytics for your
website.
56

If you are using Google Analytics (which I strongly
recommend to do except you do have any privacy
concerns), you should make sure to cross-reference
Google Search Console with Google Analytics. That way
you will get most of GSC data into Google Analytics which
eases up the monitoring and analyzing process.
Cross-Referencing
06.1
57
QUICK TIP
That way, all critical issues that
have an effect on your sites
ranking will be reported to you.

The internal link report in Google Search Console
(formerly known as Google Webmaster Tools) shows you
which pages are most linked to. Unfortunately Google
hides the old view with more detail under the “Go to the
old version” link.
Internal Link Report
06.2
58
QUICK TIP
That way, all critical issues that
have an effect on your site
rankings will be reported to you.

If there is no issue detected, you are all set.
If errors do show up you might be in serious trouble as
this is a sign for a manual penalty. Do make sure that you
care about all the things mentioned in this report and
request Google afterwards to check the reason for the
manual penalty again.
Spam Penalty
06.3
59
QUICK TIP
In case you have some manual
actions affecting your page, take
care of everything immediately!

We’ve already checked the robots.txt previously (01.4) but
it’s still good to have a second check in GSC if everything
is working ﬁne.
There is a quick and easy tool, the Google Robots Testing
Tool that you could use. Select your property and GSC
jumps right into the “older” version of GSC.
Blocked Pages
06.4
60
QUICK TIP
The older GSC version offers
more options to check your site.
Hopefully they’ll move everything
to the new version soon.

Checking in on the Index Coverage of your website, you
can easily ﬁnd out about errors or warnings.
Index Coverage
06.5
61
QUICK TIP
As long as the index coverage
shows 0 errors and 0 warnings,
your website is doing great.

07
Link integrity.
62

If technical SEO is the heart of your website, links are the
veins. Links are the integral part of SEO and most of the
time reason for issues with the overall performance.
There are some things that can go wrong here.
It’s all about links
07
Side Note
Internal link structure is a mostly
overseen part of OnPage
optimization.
63

To keep things simple:
Imagine you are linking to an URL of your website about
“ice cream”. You would like to actually link the word “ice
cream” to this URL. If you are writing a story about your
cat loving ice cream it would be wrong to use the words
“my cat” for the link.
The anchor link should in best cases always match as
closely as possible the anchor text like:
<a href=”https://www.domain.com/ice-cream”>ice
cream</a>
Propper Anchor Links
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The best way to check anchor
links is again with Screaming
Frog.

It’s a usability thing and a SEO thing to make sure that
your sites logo always leads to the main page, the root,
the index page of your website. Nowhere else. Please
make sure that you include that link.
The logo leads to...
07.2
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Check it by hovering with your
mouse over the logo. In the footer
row of your browser, the right link
should show up.

Some backlinks are good, some ar bad. You should just
make sure that the relevancy of your website depends
partly on that. If pages with totally diﬀerent topics link
back to your website, they can have an impact on your
SEO and cause penalties (like backlinks from pørn).
You should check your backlink structure by using two
tools. On the one hand Google Search Console and on
the other hand Majestic.
Links w/ bad inﬂuence
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Make sure to check on your
backlinks on a regular basis. Also
make sure to check backlinking
domains as long as you don’t
know what’s behind it.

08
Be social,
stay social.
67

Years ago I would not have given Social Media that much
of an attention but nowadays… without Social Media I’d
consider you are almost lost.
Even if Social still does not give you any valuable
backlinks from a pure SEO perspective, it is still necessary
for a website to do it’s best for shareability.
Share it and care for it
08
Side Note
Give Social Media and setting up
proper snippets enough attention
nowadays.
68

So why is Local SEO under the Social Media category?
First of all we are going to talk about Google My Business
Accounts. One of the most important local SEO
requirements that you will have to meet. Without this
account, there is no control over your business listing.
For Bing use Bing Places, for Apple use Apple Maps
Connect.
In Google you beneﬁt from Knowledge Graph information
for brand searches besides an nice Google Maps entry.
Local SEO
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Make sure that the pin on the map
is as accurate as possible. For
Apple Maps a different positioning
is expected, close by the actual
venue instead of on the side of a
road.

There is a technology that’s called “twitter cards”. You
should make sure that that information is used in your
source code. If you already have it is something you can
easily check in your source code. Search for “twitter:card”.
In case you can’t ﬁnd it, have a look at Twitters
documentation.
You can use Twitters own validator to check whether the
markup is o.k. or not.
Tweet, Tweet, Twitter
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Twitter Cards take care of your
websites appearance on Twitter. In
case they are included, posting a
link to twitter would look like this
example above.

Facebook Cards fulﬁll basically the same purpose as
Twitter Cards. There also is a validator for Facebook Cards
which shows you a preview of your page that you are
considering to post.
Make sure to check it each time you are about to publish
a post to facebook that links to your own website.
To verify whether the code was included, search for
“og:card” in your websites source code.
Facebook Cards
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You can find more about Open
Graph here on Facebooks official
help section for the Open Graph
Protocol.

Conclusion
72

Conclusion
Of course, these few slides can’t cover all topics of a technical SEO analysis but in my experience, this
collection covers most of the important things to take a look at.
This document is meant to oﬀer more understanding for agencies and clients as well.
Please feel free to share it as you like.
73

Follow me
74

Thank you.
75

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