Check indexed pages  

• Do a site: search
• How many pages are returned (this can be way off so don’t put too much stock in this)?
• Is the homepage showing up as the first result?
• If the homepage isn’t showing up as the first result, there could be issues, like a penalty or poor site architecture/internal linking, affecting the site.

• Is the homepage showing up at the top, or are correct pages showing up.
• If the proper pages aren’t showing up as the first result, there could be issues, like a penalty, in play.

Check Google’s cache for key pages

• Is the content showing up?
• Are navigation links present?
• Are there links that aren't visible on the site?

Homepage content

• Does the homepage have at least one paragraph?

Landing pages

• Do these pages have at least a few paragraphs?
• Is it template text or is it completely unique?

Site contains real and substantial content

• Is there real content on the site or is the “content” simply a list of links.

Proper keyword targeting

• Is the intent right?
• Are there pages targeting head terms, mid-tail, and long-tail keywords?

Keyword cannibalization

• Do a site: search Google for important keyword phrases.
• Check for duplicate content/page titles in the SEOmoz Pro Campaign App.

Formatting

• Is the content formatted well and easy to read quickly?
• Are H tags used?
• Are images used?
• Is the text broken down into easy to read paragraphs?

Good Headlines on Blog Posts

• Good headlines go a long way. Make sure the headlines are well written and draw users in.

Amount of content v ads

• Since the implementation of Panda, the amount of ad-space on a page has become important to evaluate.
• Make sure there is significant unique content above the fold.
• If you have more ads than unique content, you are probably going to have a problem.

There should be one URL for each piece of content

• Do URLs include parameters or tracking code - This will result in multiple URLs for a piece of content.
• Does the same content reside on completely different URLs?
• Do a search to check for duplicate content
• Take a content snippet, put it in quotes and search for it.
• Does the content show up elsewhere on the domain?
• Has it been scraped? - If the content has been scraped, you should file a content removal request with Google.

Sub-domain duplicate content

• Does the same content exist on different sub-domains?

Check for a secure version of the site

• Does the content exist on a secure version of the site?

Check other sites owned by the company

• Is the content replicated on other domains owned by the company?

Check the robots.txt

• Has the entire site, or important content been blocked? Is link equity being orphaned due to pages being blocked via the robots.txt?

Turn off JavaScript, cookies, and CSS

• Use the Web Developer Toolbar
• Is the content there?
• Do the navigation links work?

Now change your user agent to Googlebot.

• Use the User Agent Add-on
• Are they cloaking?
• Does it look the same as before?

•  Check the SEOmoz PRO Campaign
• Check for 4xx errors and 5xx errors.

Hierarchy

• Are category pages set up in the appropriate way to flow link equity to key pages?

Landing pages

• Do they have landing pages high enough in the architecture to receive enough link equity to compete for competitive terms?

Number of category pages

• How many category pages are there?
• Have they been scaled out too much?
• Category pages should be built out only when there is enough demand for new or sub category pages.

Pagination/Faceted Navigation

• Is pagination or faceted navigation more appropriate? Or, should they be used in tandem?
• Does pagination exist to help long tail content get indexed?
• Is the pagination prohibitive to crawling (uses JavaScript).

Number of clicks to content

• Pages targeting really competitive head terms should be one or two clicks from the homepage.
• Pages targeting moderately competitive keywords should be 2 or three clicks from the homepage.
• Pages targeting the long tail should be 5 clicks away (obviously exceptions must be made here for sites with a ton of content).

Prioritized content

• Most important content should be higher up in the pagination

Proper use of 301’s

• Are 301’s being used for all redirects?
• If the root is being directed to a landing page, are they using a 301 instead of a 302?
• Use Live HTTP Headers FireFox plugin to check 301s.

Use of JavaScript

• Is content being served in JavaScript?
• Are links being served in JavaScript? Is this to do PR sculpting or is it accidental?

Use of iframes

• Is content being pulled in via iframes?

Use of Flash

• Is the entire site done in flash, or is flash used sparingly in a way that doesn’t hinder crawling?
• Site Speed
• How long does the page take to load - Is it significant for users or search engines?
• What improvements can be made?

Alt text

• Is alt text present?
• Does the alt text use keyword phrases?
• Does the alt text reinforce the topical themes presented in the content?

Check for Errors in Google Webmaster Tools

• Google WMT will give you a good list of technical problems showing up on your site that they are encountering (such as: 4xx and 5xx errors, inaccessible pages in the XML sitemap, and soft 404's)

XML Sitemaps  

• Are XML sitemaps in place?
• Are XML sitemaps covering for poor site architecture?
• Are XML sitemaps structured to show indexation problems?
• Do the sitemaps follow proper XML protocols? 

Canonical version of the site established through 301’s

Canonical version of site is specified in Google Webmaster Tools

Rel canonical link tag is properly implemented across the site

• Make sure it points to the correct page, and every page doesn't point to the homepage.

Uses absolute URLs instead of relative URLs

• This can cause a lot of problems if you have a root domain with secure sections.

Clean URLs

• No excessive parameters or session ID’s
• URLs exposed to search engines should be static.

Short URLs

• 115 characters or shorter – this character limit isn’t set in stone, but shorter URLs are better for usability.

Descriptive URLs

• Get your primary keyword phrase in there.

• Internal Linking

  Number of links on a page
• 100 is a good target, but not a rule.

Vertical Links

• Homepage links to category pages.
• Category pages link to sub-category and product pages as appropriate.
• Product pages link to relevant category pages.

Horizontal Links

• Category pages link to other relevant category pages.
• Product pages link to other relevant product pages.

Links are in content

• Does not utilize massive blocks of links stuck in the content to do internal linking.

Footer links

• Does not use a block of footer links instead of proper navigation.
• Does not link to landing pages with optimized anchors.

Good internal anchor text

Check for broken links

• Link Checker and Xenu are good tools for this.

Unique title tags

• Every page should have a unique title tag.

Keyword rich

• Pages should contain the primary keyword phrase.
• Is possible to use the secondary keyword phrase in a non spammy way?

Primary keyword phrase at the beginning of the title tag

Page titles include branding

• In most cases the brand should be included at the end of the page title to help build a brand or entice users if you are a well known brand

65 - 70 characters in length

• If the title is longer than this, the entirety will not be displayed in the SERPs.

Have they been keyword stuffed by someone else?

Meta keywords tag used

• This data should be removed as competitors can scrape this data.

Meta description is appropriate

• Each page has a unique meta description.
• Meta descriptions are representative of the content and entice users.

Rewrite meta descriptions for key pages

• For key landing pages, write meta descriptions by hand instead of systemically implementing.

Meta robots tag

• Noindex pages only appropriate pages.
• Not blocking important pages.

Search Keyword Tools

• Google AdWords Keyword Tool – Google’s own keyword research tool, the GAKT was developed to help paid search advertisers, but is also used routinely by SEO’s.
• Google Insights – Check out when a keyword is most seached. Helpful for choosing keywords for seasonal campaigns.
• Also see SEMrush below… I rely on this tool for some good competitive research.

Social Media Tools

• Crowdbooster – Awesome tool for Twitter marketing.  Comes with recommendations on who to engage with, and analytics into how your messages and follower growth is trending.
• Shared Count – Enter a URL, get the Facebook, +1, Twitter, LinkedIn, Digg, and Buzz social metrics.
• – Like Google Insights for blogs. Tracks URLs or keywords.

Analytics

• Google Analytics – The hero of free analytics.  Some interpolated data, but a pretty robust interface.  Segmentation and goal funnels are available.  You can’t correlate as deeply as something like Omniture (arguably better suited for enterprise sites), but for SEO and marketing, this will likely serve the purpose just fine.
• Woopra – Real time analytics.  Provides a nice view into live queries and active pages.  Plus it’s just fun to watch your visitors navigate your site. The pay version gives you filters and navigation path.  For certain strategies, I hang out here more than GA.  It’s great ‘in your face’ insight.

Domain Searchers

• DD Whois – When you’re looking for a domain, this is a quick iPhone friendly way to check for availability.

Technical Audits

• URI Valet – Scans a page for headers, tag content, content density, objects, external links, and speed.
• WooRank – Also scans a page for a quick summary of traffic estimations, site rank, popular pages, tags, and more. (Thanks Brian)
• Robots.txt Checker – I like this one because it also gives some warnings and insight.

Comparison Tools

• – Archive.org has snapshots of decades old websites. Nice if you have a need to see competitor changes, or have a client who’s content or URLs suddenly disappeared.
• SEMrush – You only get a little for free here (you pay to unlock the full beast), but this tool is great for giving you insight into what your competitors are bidding and organically ranking for. This is one of my favorites.
• Paid Link Discovery Tool – Read the post, and copy the worksheet.  It’s a clever tool to help identify potential paid link buyers… but you have to continue doing some digging on the resulting suspects.  You can get some false positives.  Still, very useful.

Counters / Measures

• Keyword Density Tool – For those who still think in terms of keyword density, you’ll find this useful.

Text Spinners

• Free Article Spinner – This tool will take your content and rewrite it using other synonyms. Does the spun copy read well? No. But if you’re using an auto-spinner, you probably don’t care about that.

URL Builder

• Google Analytics URL Builder – Simple tool to help you whip up tracking parameters for your URLs.

URL Helpers

• URL Opener – When you have a list of URLs, and want to open them in tabs, this quick web-based tool can handle the job.

Emulators

• – This is an emulator that attempts to show you what a search engine spider sees. Feels pretty accurate to me.

Browser Extensions

Tab Helpers

• Send Tabs URL (firefox) – When doing link building, you start to open a lot of tabs. How many times do you wish you could just get them in a document to follow up on later? Now you can.
• Multi Links (firefox) – This tool lets you highlight a large group of links (in the SERPs or webpage), and attempts to open all of them for you at once. Can be a time saver in certain applications.
• SEO Serp (chrome) – Unlike many, I’m not a fan of Firefox’s rank checker. I find it much too slow and innacurate. Instead I opt for SEO Serp for chrome.
• Web Developer (firefox) (chrome) – This is a must. Need to see the site with javascript, images, or CSS disabled? Click it off with this plugin. It does more, so get this bad boy.
• Firebug (firefox) (chrome) – Another must. This tool lets you edit code live on a page, and troubleshoot. Once you get your head around how it works, you’ll be using this all the time to inspect code.