Our On-Page SEO Checklist


Ever wondered what goes on behind the scenes at ROI.com.au to make your website bullet proof for SEO?

We’ve created a checklist which highlights the technical steps we take that ensure you’re ready to get the highest possible organic page rankings on Google.

Homepage & Target Pages analysis – On page optimisation

What we check:

–          Title tags, meta descriptions, h1 tags, h2 tags (for headlines)

Why is this important? These are the key fields for including each webpage’s target keywords. The title tag & Meta description will be shown in search engine result pages (SERP) and are the main factors that Google uses in determining content relevancy.

–          Search engine user friendly URL (SEF URL)

Why is this important? URLs that make sense to both humans and search engines by explaining the pathway to the page they point to achieve better results.

http://www.example.com.au/my-product  instead of http://www.example.com.au/index.php?page=1 is an example of an SEF URL.

how this benefits you    

  • The target pages meet the standards stipulated by Google’s guidelines .
  • For place pages, it is easier for search engines like Google to properly classify your site, recognise and understand that the content is about a particular place, and make your website discoverable to users.
  • When duplicate content is present, sites suffer losses in traffic and rankings, and search engines provide less relevant results.

Google Analytics and Google/Bing Webmaster Tools Set Up

What we check:

–          Google Analytics setup

Why is this important? Google Analytics (GA) is a powerful tool for monitoring and analysing traffic on your website. Setting up GA properly will make sure you get the best service possible. 

–          Goal Tracking setup

Why is this important?  Goals give you an enormous amount of extra and valuable information. With goals you can track if people are doing on your website what you want them to do. There are always multiple things that people could do that would benefit you, so tracking how many people are doing that is invaluable. 

–          Google Webmaster Tools set up – Crawl errors, sitemap, profile, malware

Why is this important? Google Webmaster Tools (WMT) is one of the best tools available to measure and analyse your SEO strategy and your website’s performance. It can be used to detect if your site has malware or any issues that prevent Google from crawling your site. 

–          Crawl errors

Having thousands of 404 errors, especially for URLs that are being indexed or linked to by other pages, creates a bad user experience. If users are landing on multiple 404 pages in one session, their trust for your site decreases and, of course leads to frustration and people leaving your website. 

–          Customized 404 page

It is important to figure out why you need this page to be customized in order to make it highly effective. The 404 error page should be capable of convincing the user to keep on browsing your website and not leave. Consequently, your page has to keep their attention and at least provide them with a hyperlink back to your website or navigation which allows them to browse the menu from the 404 page.

–          Sitemap

A sitemap is a well-known best practice method for SEO. By submitting a sitemap, you’re telling Google how structured your site is, the frequency of change and, most importantly, the tree of the site, including all pages and especially the problematic ones (deeper than 3 clicks from home). 

–          Malware

If Google detects any malware issues, it will display the warning “This Website Contains Malware That May Harm Your Computer” when people enter your website. It also appears in Google’s listing of your site, meaning your traffic could potentially drop radically. If you don’t move quickly, Google may also penalise you, especially if you host the malware or event by having your links point to a suspicious site. Either way, it’s important to resolve malware issues quickly. 

how this benefits you

  • The 404 page is a dead end page where there is no navigation or any message to redirect the user to a different page. In these situations, the visitor will either use the back button or will type another URL into the address bar. A default error page is displayed when there is no 404 error page code and you can assume that you will lose a visitor as a result.  
  • Sitemaps improve the chances of your whole site being indexed. Google may then determine that your website is more structured, easier to index and therefore more important. As a result, your site can potentially receive an increase in traffic. Whenever you make changes to your website, you should remember to update your sitemap too. If you keep both types of sitemaps on your website regularly updated, your site will be better indexed and easier for visitors to navigate.
  • It is very important to engage any visitor that lands on a 404 error page. Make them want to try again to obtain information from your site, rather than leaving to go to another website.
  • If site is free from errors, this is recognised and positively regarded by Google. 

Site wide issues check

What we check:

–          Duplicate Content

Why does Google care? Users don’t like to see 10 nearly identical results. Also, there’s no benefit in crawling multiple URLs with the same content. It’s a waste of resources for the Googlebot to do that. Google also likes to see that your pages are targeting specific product/service areas with relevant content. 

–          Page speed & performance optimisation

Why is this important? If your webpage does not load fast enough visitors are likely to grow impatient and click away. This is especially damaging if you are using Google Adwords, as page speed is one of the main factors for determining the quality of an Adwords landing page. 

how this benefits you

  • No duplicate content prevents the risk of losing rankings from a Google penalty.
  • An improvement on site speed will help to increase conversions.

Find out more about SEO services offered by ROI here.

Contact Us


Suite 3, Level 1
801 Glenferrie Road

Hawthorn VIC 3122


Level 4, 10-14
Waterloo Street Surry Hills NSW, 2010

Weekdays: 9.00am-5.30pm