Uniquely
Valuable
Ø Page provides authentic, obvious value beyond
self-promotion of the host site/author
Ø Content quality stands
apart from the crowd by a significant margin
Ø Text, images, &
multimedia are remarkable
Ø Page would be described
by 80%+ of visitors as useful, high quality, & unique
Ø Searchers who visit
would be unlikely to go "back" from the page to choose a different
result
Provides
Phenomenal UX
o
Content and navigation elements are easily consumed/ understood
by users
o
Design is aesthetically polished, high quality, and fit authentically
with the brand
o
Page layout makes scanning easy & important content elements
obvious
o
Page renders fast (<0.5 secs to first response; <4 secs to
primary content loaded)
o
A minimal number of browser requests are required to fully load
the page
o
Page is browser & device responsive (or specifically
optimized to each as appropriate)
Keyword-Targeted
§
Page targets a single
searcher intent(and associated keyword phrases)
§
Primary Keyword phrase
is the first words of the title element
§
Primary keyword phrase
appears in page URL
§
Content is logical
& comprehensive, employing related terms/phrases
§
Keyword phrases are
highlighted with bold/italic/sizing/etc as appropriate
§
Primary keywords are
used prominently in the page headline
§
Primary keyword is
found in the body content 2X+
§
Secondary keywords
appear in headline(s)/title/body as appropriate
§
Images on the page
employ descriptive, keyword-rich alt attributes
§
Descriptive anchor
text is used in links pointing to the page
Built to be Shared through Social
Networks
v
URL is descriptive and
makes the page's topic obvious
v
Includes sharing
options to the optimal social networks for the page's audience
v
Page has inherent
sharing value (i.e. those who share it will be praised by their audiences, and
additional amplification is likely)
v
As appropriate, employ
tags for Facebook Open Graph, Twitter Cards, etc
Multi-Device
Ready
·
Renders in every (popular) browser properly
·
Optimized to render legibly & elegantly on every screen size
·
Employs the same URL when requested/loaded on every device
Authorship, Meta Data, Schema &
Rich Snippets
ü
Page content is
associated with the author/publisher in the markup via Google+
rel="author" or rel="publisher" attribution
ü
As appropriate to the
content/topic/vertical, page includes schema.org micro data markup options
ü
As appropriate to the
content/topic/vertical, page includes Google's rich snippets markup options
ü
Employs primary &
secondary keywords in the meta description
ü
Meta description
inspires interest & click-through from SERPs/social
ü
Generally avoids meta
keywords (unless used for internal search)
ü
As appropriate to
country/language, page employs hreflang
Crawler/Bot
Accessible
Ø URL is static (contains
no dynamic parameters)
Ø Content is unique to
this URL (all duplicates canonicalize to it)
Ø Content loads in page's
HTML (not via post-load JS/AJAX/iFrames/etc)
Ø No more than 4 clicks
are required from any page on the site to reach the URL
Ø Redirects from
other/older versions use 301s or rel=canonical (not 302s)
Ø Redirects from
other/older versions come direct (no redirect chains)
Ø If the page is
temporarily unviable, status code 503 is returned by the server
Ø As appropriate, page is
include din an RSS feed; RSS URL is canonicalized/ redirects to original
Ø Meta robots tag allows
crawling & indexing
Ø Robots.txt file does
not block crawler access
Ø Host server does not
restrict search crawler IPs
Ø Key page elements are
character length limited:
o
Title <75 characters
o
URL <90 characters
o
Meta Description <160 characters
Ø URL is included in
site's XML Sitemaps file
