1. Purposes
   1. SEO Services
   2. SEO Audit
   3. SEO Analysis
   4. SEO Check list
2. Before
   1. Client
      1. who is him?
      2. what does he sell?
      3. where are his customers?
      4. who are his customers?
      5. what does he want? Leads, conversions, visits, ...
      6. how many competitors in SERP?
         1. Quantitative search
         2. allintitle:"xxx yyy" analysis
         3. Total Google results count, inurl, allinanchor, ...
         4. "xxx yyy" search analysis
         5. hom many rank better than him?
            1. why?
            2. where?
   2. 6/12 months target options
      1. more visits
      2. more time on site
      3. more conversions
      4. more registrations
      5. lower bounce rate
      6. more social sharing
      7. ...
3. Market Analysis
   1. SERP Ranking
   2. SERP Competition & Competitors
   3. Inbound analysis
4. to consider
   1. 1. Architecture (navigation levels, internal linking, unnecessary redirection, too many URLs, orphaned pages, broken links, ...)
   2. 2. Indexing & Crawling (canonical, noindex, follow, nofollow, redirects, robots.txt, sitemap.xml, server errors)
   3. 3. Duplicate content & On page SEO (more url same page, repeated text, pagination, parameter based, dupe/missing titles, description, h1s, etc..)
   4. 4. Backlink Analysis
      1. quality
         1. PageRank
         2. Page and Domain Authority (SEOmoz)
      2. quantity
         1. Google Webmastertools, Bing Webmastertools, SEOmoz, Ahrefs.com, Majestic SEO, ...
      3. anchor text
5. Domain
   1. History
      1. age of the domain
   2. EMD - keyword exact match in url
   3. registration + hosting data
      1. user history
   4. Spammer neighbords
   5. trust/authority of the host domain
   6. Multi language websites
      1. Use one gTLD
      2. use many ccTLD
6. robots.txt
   1. does it exist?
   2. is it necessary?
   3. is it correct?
      1. Never block CSS and JS dependencies
   4. http://www.robotstxt.org/robotstxt.html
   5. root folder/robots.txt
      1. Bot-Specific directives has priority over generic directives
      2. Directives order doesn't impact on priorities
   6. syntax
      1. User-agent: * Disallow: /privatefolder/ Disallow: /privatefile.html User-agent: Googlebot/2.1 Disallow: /nogoogle.html Sitemap: http://www.mysite.com/sitemap.xml #allow all CSS and JS files allow: /*.css$ allow: /*.js$ #Alternatively you can explicitly disallow single pages User-agent: * Disallow: /~joe/junk.html Disallow: /~joe/foo.html Disallow: /~joe/bar.html #Example 1: Block all, also sitemap User-agent: * Disallow: / #Block a file estension Disallow: /directory/*.estension #Block specific folder www.dominio.com/directory/subdirectory/chiave/subdirectory/ Disallow: /*/keyword/ #Block all url containing a specific word www.dominio.com/1chiave.estensione www.dominio.com/2chiave.estensione www.dominio.com/chiave3.estensione Disallow: /*keyword #Block specific folder www.dominio.com/1chiave1/ www.dominio.com/2chiave2/ www.dominio.com/chiave3/ Disallow: /*keyword*/ #Block a page without block the same page plus parameters Disallow: /directory/file.estensione$ Disallow: /directory/file.pdf$ #Block all URL with parameters Disallow: /*? #Block all URL with "get" parameter Disallow: /*?* #To exclude all robots from part of the server User-agent: * Disallow: /cgi-bin/ Disallow: /tmp/ Disallow: /junk/ #To exclude a single robot User-agent: BadBot Disallow: / #To allow only Googlebot User-agent: Google Disallow: User-agent: * Disallow: / #To exclude all robots from the entire server User-agent: * Disallow: / #To exclude all files except one #This is currently a bit awkward, as there is no "Allow" field. The easy way is to put all files to be disallowed into a separate directory, say "stuff", and leave the #one #file in the level above this directory: User-agent: * Disallow: /~joe/stuff/ #To allow all robots complete access User-agent: * Disallow:
7. Sitemap.xml
   1. is it complete?
   2. check syntax
   3. General recommendations
      1. XML file named "Sitemap.xml"
      2. file must be no larger than 50MB when uncompressed
      3. place sitemap in root folder - The location of a Sitemap file determines the set of URLs that can be included in that Sitemap. A Sitemap file located at http://example.com/catalog/sitemap.xml can include any URLs starting with http://example.com/catalog/ but can not include URLs starting with http://example.com/images/.
      4. no more than 50,000 URLs for a single sitemap
      5. If you have more than one Sitemap, you can list them in a Sitemapindex.xml file and then submit the Sitemap index file to Google. You don't need to submit each Sitemap file individually.
      6. If your site is accessible on both the www and non-www versions of your domain, you don’t need to submit a separate Sitemap for each version. However, we recommend picking either the www or the non-www version, and using recommended canonicalization methods to tell Google which version you are using.
      7. Do not include session IDs in URLs
   4. syntax
      1. <?xml version=”1.0” encoding=’UTF-8’?> <urlset xmlns=’http://www.sitemaps.org/schemas/sitemap/0.9’> <url> <loc>http://www.mysite.com/</loc> <lastmod>2012-05-25</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url> <url>etc, etc, etc</url> </urlset>
      2. <Tag> - <Importance> - <Description> <urlset> - Required - Encloses all information about the set of URLs included in the Sitemap.
      3. <url> - Required - Encloses all information about a specific URL.
      4. <loc> - Required - Specifies the URL. For images and video, specifies the landing page (aka play page, referrer page). Must be a unique URL.
      5. <lastmod> - Optional - The date the URL was last modifed, in YYYY-MM-DDThh:mmTZD format (time value is optional).
      6. <changefreq> - Optional - Provides a hint about how frequently the page is likely to change. Valid values are: - always. Use for pages that change every time they are accessed. - hourly - daily - weekly - monthly - yearly - never. Use this value for archived URLs.
      7. <priority> - Optional - Describes the priority of a URL relative to all the other URLs on the site. This priority can range from 1.0 (extremely important) to 0.1 (not important at all). Does not affect your site's ranking in Google search results. Because this value is relative to other pages on your site, assigning a high priority (or specifying the same priority for all URLs) will not help your site's search ranking. In addition, setting all pages to the same priority will have no effect.
   5. Image Sitemap
      1. <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:image="http://www.google.com/schemas/sitemap-image/1.1"> <url> <loc>http://example.com/sample.html</loc> <image:image> <image:loc>http://example.com/image.jpg</image:loc> </image:image> <image:image> <image:loc>http://example.com/photo.jpg</image:loc> </image:image> </url> </urlset>
8. Crawlability
   1. Visible HTML links
      1. Avoid only JS/Flash navigation
   2. Tree Structure
      1. easy navigation
         1. Keep low navigation levels
   3. Questions
      1. how many URLs are indexed?
      2. how many URLs are crawled by Googlebot everyday?
      3. how many URLs are in the sitemap.xml?
      4. How many URLs found crawling? Ex: Screaming Frog
         1. How many canonical tags?
         2. How many with parameters?
         3. How many URLs are noindex?
         4. How many URLs with duplicated content?
9. Indexability
   1. Google Index
      1. site:
         1. Google index vs sitemap vs crawler
         2. operators --> site: -subfolder
         3. www vs not-www
            1. site:example.com -inurl:www
            2. site:www.example.com
         4. check indexed pages
      2. Indexed Pages Analysis (index vs sitemap)
         1. Google Operators Queries
            1. Main domain Page indexed --> site:example.com/
            2. site:www.example.com
            3. site:www.example.com -/eng/ -/blog
            4. Primary Index --> site:example.com/*
            5. Secondary Queries
            6. - intitle: - inurl: - intext: - inanchor: - link: - filetype:
         2. Good
            1. sitemap total urls = indexed pages
            2. Status Score = # URL in Google index / # URL in sitemap
            3. > 0,8 = Good
            4. < 0,8 = Not good
         3. Bad
            1. sitemap tot urls < indexed pages
            2. check canonical, double contents/urls and unwanted indexed files
            3. sitemap tot urls > indexed pages
            4. why some pages are not indexed?
            5. noindex?
            6. duplicated content?
         4. Tools
            1. Google Webmaster Tools
            2. Google search [site:www.example.com]
            3. Screaming Frog
            4. WebSite Auditor
10. HTTP status code
    1. Internal/External
    2. 3xx, 4xx, 5xx
11. Redirections
    1. Setup an IP redirection
    2. Setup preferred domain
       1. Redirect www to not-www or vice versa
    3. Moved page
       1. 301
          1. The requested resource has been assigned a new permanent URI and any future references to this resource SHOULD use one of the returned URIs. Clients with link editing capabilities ought to automatically re-link references to the Request-URI to one or more of the new references returned by the server, where possible. This response is cacheable unless indicated otherwise.
    4. Deleted page
       1. 404
          1. 404 Not Found: The server has not found anything matching the Request-URI. No indication is given of whether the condition is temporary or permanent. The 410 (Gone) status code SHOULD be used if the server knows, through some internally configurable mechanism, that an old resource is permanently unavailable and has no forwarding address. This status code is commonly used when the server does not wish to reveal exactly why the request has been refused, or when no other response is applicable.
    5. Temporary Redirect
       1. 302
          1. 302 Found (HTTP 1.1) / Moved Temporarily (HTTP 1.0) A 302 redirect is a temporary redirect. It passes 0% of link juice (ranking power) and, in most cases, should not be used. The Internet runs on a protocol called HyperText Transfer Protocol (HTTP) which dictates how URLs work. It has two major versions, 1.0 and 1.1. In the first version, 302 referred to the status code "Moved Temporarily." This was changed in version 1.1 to mean "Found."
       2. 307
          1. 307 Moved Temporarily (HTTP 1.1 Only) A 307 redirect is the HTTP 1.1 successor of the 302 redirect. While the major crawlers will treat it like a 302 in some cases, it is best to use a 301 for almost all cases. The exception to this is when content is really moved only temporarily (such as during maintenance) AND the server has already been identified by the search engines as 1.1 compatible. Since it's essentially impossible to determine whether or not the search engines have identified a page as compatible, it is generally best to use a 302 redirect for content that has been temporarily moved.
    6. if the page you are removing has a suitable alternative page on your web site, then 301 it. Do not always 301 the page to your home page. If there is no suitable, and by suitable I mean, a page that is very similar to the page you are removing, then 404 the page. 301 if there is a related and similar page to the page you are removing. 404 if there is not.
    7. Redirect pages one-to-one, never many-to-one
12. Site URL
    1. friendly url
       1. keyword rich URLs
       2. nevers use non-ASCII characters
       3. www.example.com/page-title
          1. page-title: keyword at beginning
       4. blog:
          1. www.example.com/2012/01/page-title
          2. www.example.com/page-title (WordPress 2013)
    2. URL Canonical
       1. Good
          1. http://www.mysite.com/
          2. point to same domain
          3. same subdomain
             1. alfa.example.com can point to www.example.com
          4. point https -> http
       2. Bad
          1. http://www.mysite.com
          2. http://mysite.com/
          3. http://www.mysite.com/index.html
          4. http://mysite.com/index.html
          5. chain canonical
       3. syntax on id url
          1. on page: http://www.example.com/page.html?sid=123
          2. <head><link rel="canonical" href="http://www.example.com/page.html"/></head>
    3. URL structure
       1. no underscore in url
       2. silo structure
       3. avoid URL parameters
       4. keyword-rich URLs
       5. no uppercase
       6. use absolute url inside links: http://...
13. HTTPS
    1. check redirections
14. navigation path
    1. tree structure
    2. use a light navigation (1-4 levels)
    3. dynamic menu
    4. breadcrumb
    5. dynamic sidebar
    6. footer
       1. company info
    7. Related post/article/product
15. Internal link structure
    1. check internal link distribution
    2. use specific anchor text
    3. use sitemap.html
    4. use homepage deep links for top products/pages
    5. check most linked pages
    6. Link
       1. Links Position Weights
          1. Links Higher Up in HTML Code Cast More Powerful Votes
          2. External Links are More Influential than Internal Links
          3. Links from Unique Domains Matter More than Links from Previously Linking Sites
          4. Links from Sites Closer to a Trusted Seed Set Pass More Value
          5. Links from "Inside" Unique Content Pass More Value than Those from Footers/Sidebar/Navigation
          6. Keywords in HTML Text Pass More Value than those in Alt Attributes of Linked Images
          7. Links from More Important, Popular, Trusted Sites Pass More Value (even from less important pages)
          8. Links Contained Within NoScript Tags Pass Lower (and Possibly No) Value
          9. A Burst of New Links May Enable a Document to Overcome "Stronger" Competition Temporarily (or in Perpetuity)
          10. Pages that Link to WebSpam May Devalue the Other Links they Host
       2. Internal Links
          1. Internal Links Distribution
             1. more internal links to important pages
          2. use keyword in anchor text
          3. use keywords in URL
          4. use structured levels: draw a tree/SILO
          5. better no more than 100 link on page
          6. Warning: Internal nofollow
             1. <a rel="nofollow" href="www.example.com">Example</a>
       3. Tools
          1. Screaming Frog
          2. Xenu
             1. Broken links
          3. Google Webmaster Tools
             1. Download a back link report to see if you're missing out on links pointing to orphaned, 302 or incorrect URLs on your site. If you find people linking incorrectly, add some 301 rules on your site to harness that link juice
          4. Open Site explorer
          5. ahrefs.com
          6. Majestic SEO
       4. PageRank Distribution
          1. YES
             1. page A "index"
             2. page B
             3. page A "noindex"
             4. page B
             5. page A
             6. page B "disallow"
             7. page A "English"
             8. page B "French"
          2. NO
             1. page A "404"
             2. page B
             3. page A
             4. page B "404"
             5. page A "disallow"
             6. page B
             7. page A "nofollow"
             8. page B
16. Breadcrumbs
    1. Use breadcrumbs!
    2. schema.org markup
    3. anchor text keyword rich
17. absolute link under HTTP
    1. relative links under HTTPS
18. find not-HTML elements
    1. with Google cache
       1. can you see all elements?
    2. fetch as Googlebot - GWMT
    3. Avoid cloaking
19. No-JS Navigation check
    1. try disable JS in browser
       1. are you still able tu use and navigate the website?
20. CSS
    1. remove unused rules
    2. Merge
    3. minify
21. Avoid iFrames
22. Check text/html ratio
23. Meta tag
    1. Check HTML declared language vs real language
    2. TAG Title
       1. First TAG position: <head><title>Title</title></head>
       2. Length: max 56 char included spaces
          1. 6-12 words
       3. 512 pixels
       4. use important keywords at the beginning of the title
       5. Weight: Keyword < Category | Website Title
       6. Tool: AdWords keyword research
       7. no repeat keywords
       8. unique titles for every page
       9. Avoid Stop Words
          1. articles (such as “the”, ”an” and “a”)
          2. auxiliary verbs (such as “am”, “is”, and “can”)
          3. conjunctions (such as “and”, “or”, “but” and “while”)
          4. particles (such as “if”, “then”, and “thus”)
          5. prepositions (such as “of”, “that”, “on” and “for”)
          6. pronouns (such as “he”, “we”, “which” and “her”)
          7. ...
    3. Meta Description
       1. Use Title keywords inside description text
       2. length: max 156 char
          1. 24-48 words
       3. 920 pixels
       4. use keywords at the beginning
       5. repeat TOP keywords max 2x
       6. unique description for every page
    4. Meta keywords
       1. from 5 to 20 words, include title keywords
       2. longest first
       3. initial cap
       4. comma separated
       5. unique SET for every page
       6. if the page is an AdWords landing page, use AdWords bought keywords
    5. META Language Tag
       1. <meta http-equiv="content-language" content="it">
       2. Tip: better placed in sitemap
    6. Multi Language: rel="alternate" hreflang="x"
       1. in HEAD section
       2. <link rel="alternate" hreflang="en" href="http://www.example.com/page.html" /> <link rel="alternate" hreflang="en-gb" href="http://en-gb.example.com/page.html" /> <link rel="alternate" hreflang="en-us" href="http://en-us.example.com/page.html" /> <link rel="alternate" hreflang="de" href="http://de.example.com/seite.html" />
    7. Meta Refresh (Warning, not safe)
       1. Meta refreshes are a type of redirect executed on the page level rather than the server level. They are usually slower, and not a recommended SEO technique. They are most commonly associated with a five-second countdown with the text "If you are not redirected in five seconds, click here." Meta refreshes do pass some link juice, but are not recommended as an SEO tactic due to poor usability and the loss of link juice passed.
       2. Force page refresh
       3. Syntax
          1. Place inside <head> to refresh page after 5 seconds: <meta http-equiv="refresh" content="5">
          2. Redirect to http://example.com/ after 5 seconds: <meta http-equiv="refresh" content="5; url=http://example.com/">
          3. Redirect to http://example.com/ immediately (BETTER): <meta http-equiv="refresh" content="0; url=http://example.com/">
       4. An alternative is by sending an HTTP redirection header, such as HTTP 301 or 302
    8. Robots meta tag
       1. upload the robots.txt in the root directory
          1. www.example.com/robots.txt
       2. lang
          1. <html lang="en"> ... </html>
          2. In XHTML, the language is declared inside the <html> tag as follows:
          3. <html xmlns="http://www.w3.org/1999/xhtml" lang="en" xml:lang="en"> ... </html>
          4. ref: http://www.w3schools.com/tags/ref_language_codes.asp
       3. noindex
          1. <meta name="robots" content="noindex">
       4. nofollow
          1. <meta name="robots" content="nofollow" />
       5. noarchive
          1. <meta name="robots" content="noarchive">
          2. no Google cache version
       6. noodp
          1. no open directory project
          2. <meta name="robots" content="NOODP">
       7. noydir
       8. nosnippet
          1. <meta name="googlebot" content="nosnippet">
       9. hreflang
          1. better in sitemap.xml
          2. <link rel="alternate" hreflang="fr" href="http://www.ex.com/fr/index.html" /> <link rel="alternate" hreflang="en" href="http://www.ex.com/en/index.html" />
          3. Link
             1. <a href="http://www.w3schools.com" hreflang="en">W3Schools</a>
    9. Meta Noindex
       1. <meta name="robots" content="noindex">
       2. HTTP Header
          1. X-Robots-Tag: noindex
    10. Unavailable_after
        1. <meta name="googlebot" content="unavailable_after: 25-Aug-2007 15:00:00 EST">
        2. HTTP Header
           1. X-Robots-Tag: unavailable_after: 7 Jul 2007 16:30:00 GMT
    11. Headings H1 - H6
        1. Use H1 one time for page, H2-H6 could be repeated
        2. Use in order: H1>H2>H3>H4...
        3. Headings should contain TOP keyword phrases
        4. Length: 2-6 words
        5. Check Tools:
           1. Screaming Frog
           2. Website Auditor
           3. Marketing Grader
           4. Traffic Travis
           5. Xenu
           6. Google Doc XMLIMPORT (f)
    12. Strong & Italic
        1. Use it on Keyword phrases and related terms
    13. indexing tag
        1. canonical tag
        2. rel alternate
        3. rel prev, rel next
    14. Tools
        1. URLsMatch.eu
        2. Screaming Frog
        3. Google Search Console
24. Images
    1. Original images perform better
       1. if you can't: filter it, resize it, mirror it, ...
    2. image tag alt="define"
       1. 1 word every 16*40 pixels
          1. 1-12 words
       2. include relevant keywords
       3. unique text for each image
    3. image tag title="define"
    4. always define image dimensions in HTML
    5. spider supported formats: BMP, GIF, JPEG, PNG, WebP or SVG.
    6. Additionally: - the image filename is related to the image’s content; - the alt attribute of the image describes the image in a human-friendly way; - HTML page’s textual contents as well as the text near the image are related to the image.
    7. Logo alt tag: "brand name" > "home" > "logo"
    8. Compression .JPG 80%
    9. Upload scaled images
25. schema.org markup
    1. Rich Snippet
       1. Microdata/Microformats/RDFa
          1. Rating Stars
             1. WordPress
             2. GD STar Rating
          2. Recipes
             1. recipe details
          3. Authorship
             1. Multi-author
             2. Single Author
          4. Thumbnail
          5. Products Price
       2. Schema.org
       3. Google Rich Snippets Testing tool
       4. Rich Snippet submission form
    2. breadcrumbs markup
    3. Use Local business markup
26. Custom 404 page
    1. check status code
       1. must be 404!
27. Content optimization
    1. update frequency
       1. constancy rewards
    2. logic organization
       1. Menu design
          1. Tree design
       2. In blog use categories & TAGS
    3. SEO copywriting
       1. Study SERP to find nice free places
          1. AdWords keyword Tool for traffic
       2. study best title
          1. *see TAGS
       3. study right keywords
       4. use at least 350 words
       5. Keyword density
          1. Good
             1. human friendly
             2. < 5%
          2. Bad
             1. > 10%
             2. too much kw repetitions
             3. bad human readability
       6. write with steps
          1. Intro
          2. content
          3. End
       7. nice images
          1. alt tag with main keywords
          2. title tag with main keywords
          3. image file name with main keywords
          4. link title
       8. call to action
          1. forms on landing pages
          2. affiliate links
          3. phone calls
    4. 1. Post it on your website with no strings attached. It’s free and you require no personal information from prospects 2. Blog about it 3. E-mail your in-house database 4. Post it on your social media profiles 5. Publish a press release (pitch it to the media too) 6. Create an ad campaign using banner and text ads 7. Reach out to popular and respected bloggers in your industry and get them to blog about it 8. Mention it in your next monthly newsletter 9. Use it as a basis for a webinar or podcast episode 10. Produce a video about it
    5. readability
       1. text dimensions
       2. easy words and phrases
    6. Content and Usability
       1. design
          1. deep/levels
             1. max 3
       2. load speed
          1. latency
          2. image caching
          3. pages caching
          4. compression
          5. CDN
          6. Tools
             1. Page speed
             2. Good
             3. Speed >75%
             4. Yslow
             5. Good
             6. B
             7. GT metrix
       3. Mobile
          1. – Mobile friendly website (Wordpress Touch/Mobify/...) – Mobile ads (SMS Text/video/Google Mobile ads) – Mobile & Social integration – Mobile apps/QR codes
    7. content
       1. body text & word count > 350
       2. content generation
       3. frequency
       4. content quality
       5. keyword focus
       6. SEO copywriting
       7. tag HTML5
       8. tag Schema.org
       9. freshness
    8. Keywords
       1. Keyword list
          1. on site analysis
          2. competitors websites
          3. AdWords keywords tools
             1. competitors
             2. cost
             3. competitors
             4. traffic
             5. estimated traffic
             6. cost
             7. competitors
             8. traffic
             9. phrase
             10. exact
          4. Google Analytics
             1. Goal
             2. conversions
             3. filters
             4. Branded / not branded
             5. ITA/ENG (lingua)
             6. time on site
             7. visit deep
       2. Google SERP Analysis
          1. opportunity
             1. new keywords
             2. easy ranking areas
             3. weak competitors
          2. treath
             1. aggressive competitors
             2. what they do?
             3. natural ranking
             4. AdWords
             5. social
             6. link building
       3. tools
          1. KW analysis
             1. potential traffic
             2. SEO and PPC competition
          2. Google Analytics
             1. access kw
             2. time on site
             3. visit deep
          3. Ubersuggest
             1. http://ubersuggest.org/
          4. Google AdWords
             1. kw tools
             2. traffic tools
          5. Rank Traker
             1. Keep ranking history
             2. competitors ranking
          6. EVE Milano Keywords Tool
             1. www.evemilano.com/keyword-tool/
    9. Language Management
       1. use rel alternate href lang
       2. change language button
          1. redirect to the same page
          2. do not redirect to the homepage!
28. Usability
    1. Mobile implementation
       1. Responsive design
          1. setup meta viewport
       2. Dinamic site
          1. desktop and mobile has same URL
          2. identify user-agent
          3. setup http vary
       3. Dedicate mobile site m.
          1. identify user-agent
    2. setup Mobile redirect
    3. check Webserver Performances
       1. GTmetrix
       2. PageSpeed
       3. webpagetest
29. Inbound
    1. External 404
       1. if backlink brings authority, redirect the 404
    2. check Link popularity for the 404 resource
    3. check Backlink anchor text
    4. check Most linked pages
    5. avoid too many site wide backlinks
    6. Local directories to start
    7. Backlinks (Inbound)
       1. Rank inbound link?
          1. Google
             1. PageRank
             2. DomainRank
          2. Ahrefs.com Rank
          3. Majestic
          4. Moz Rank
             1. Page Authority
             2. Domain Authority
       2. Link building
          1. Anchor texts
             1. Brand
             2. min 60%
             3. Brand Name
             4. KW + brand name
             5. URL
             6. Navigational
             7. max 20%
             8. click here
             9. Local
             10. Local Brand
             11. City + Brand Name
             12. Local Transational
             13. City + Service Keyword
             14. Transational
             15. max 20%
             16. Exact Service Keyword
             17. KW
             18. different KW for different landing
          2. social bookmarking
             1. See social section
          3. social networks
             1. See social section
          4. link ads
             1. use nofollow tag
          5. publish quality content for natural linking
          6. Blogs and Forums
             1. find comments dofollow
          7. warning: don't buy links
          8. link exchange?
             1. no site-wide
             2. yes dedicated page
          9. web directories
             1. local
             2. general
             3. dmoz
             4. yahoo! directory
             5. yellow pages
             6. Local Directories
             7. Yelp
             8. Foursquare
             9. Google Map
          10. article marketing
              1. infographics
          11. guest article
              1. on related blogs
          12. Feed RSS
              1. Use partial RSS file
              2. Register RSS to Aggregators websites
              3. Insert deep links inside RSS
       3. Correct Broken links - 404
          1. definitive
             1. use Redirect 301
             2. Yes PageRank
          2. temp
             1. use Redirect 302
             2. No PageRank
       4. link pruning?
          1. - Ask for link removal - Ask nofollow tag - noindex on destination page - Disallow with robots.txt - redirect 410 - redirect 404 - copy page and move internal link + noindex
30. Social signals
    1. Channels
       1. Google Plus
          1. Authorship Link for bloggers
          2. use Keyword and description
          3. frequent updates
          4. use sidebar links
       2. Facebook
          1. actions
             1. Content generation
             2. frequent updates
             3. Call to action
             4. nice contents
             5. Commenti
             6. analysis and shared answers
             7. Landing page/Form
             8. flash
             9. static html
             10. imagemap
             11. cms
             12. ecommerce
             13. Like button indication
             14. app
             15. form
             16. Open Graph integration
             17. website side
          2. Advertising
             1. Inside Facebook
             2. min CTR > 0,03 (3%)
             3. min CPL > 0,3 (30%)
             4. Landing customization
             5. social shared ads
             6. Outside Facebook
             7. More expensive
             8. use url builder
       3. Twitter
          1. autocontent generation
             1. Facebook Connection
             2. rss graffiti
             3. auto Hashtag generation
       4. Linkedin
          1. Company page
          2. personal page
          3. Group
          4. ADS
             1. budget: min 10$/day and 2$ click
             2. not all language (!)
          5. Share button plugin on website
       5. Pinterest
          1. Pin it button plugin
          2. create topic dashboards
          3. follow the moods, don't use it only to promote
    2. Social Plugins
       1. Facebook
          1. Like button
             1. to Company page
             2. to Website URL
             3. Open Graph TAG implementation
          2. Comments
          3. Boxes
             1. fans
             2. sharing activity/recommendation
          4. Facebook Connect
             1. Auto login
       2. Twitter
          1. Share button
          2. Follow
          3. tweet feed
       3. Linkedin Button
          1. follow company
          2. follow profile
          3. share button
       4. Social Bookmarking
          1. Stumble Upon
          2. Reddit
          3. Digg
          4. Del.icio.us
       5. Google +1
          1. "Add to my circles" Button
          2. +1 Button
       6. Pinterest
          1. Pin It Button
          2. Follow Me Button
31. Google penalties
    1. Internal 2x content
    2. External 2x content
    3. Low quality and/or thin content
    4. Bad backlink profile
    5. much more...
    6. Negative aspects
       1. duplicated contents
          1. internal
          2. external
             1. check kw rank history
       2. duplicated meta
       3. server down time
       4. spam and site-wide links
          1. link pruning activities
       5. Sponsored links
       6. malware on server
       7. Directory backlink
          1. if unique source
       8. hidden text
          1. by css
       9. longer url with too much parameters
       10. too much levels
       11. adsense abuse
       12. bad usability
       13. bad contents
           1. high bounce rate
           2. short content
           3. short time on page
       14. flash
       15. low quality out-bound links
       16. spamming/stuffing/hiding
       17. spam inbound links
       18. having too many transactional anchor text
       19. advertising abuse
       20. site wide links
       21. dofollow sponsor links
       22. link selling/buying