Martin

Symbol: C

Name: Crawl

Search engines can easily crawl and fully render all pages.

Group: Architecture

Symbol: Ca

Name: Canonicalize

Consolidate – use canonicals, redirects to avoid duplicate content.

Group: Architecture

Symbol: H

Name: HTTPS

Make the website secure for users.

Group: Architecture

Symbol: M

Name: Mobile-first

Design should begin with the mobile experience, then expand to other versions.

Group: Architecture

Symbol: P

Name: Pagination

Split content wisely across a series of component pages.

Group: Architecture

Symbol: Ps

Name: Page structure

Make it easy for users and bots to understand.

Group: Architecture

Symbol: Ta

Name: Taxonomy

Structure websites for discovery by interlinking topics and subtopics.

Group: Architecture

Symbol: Ur

Name: URLs

Keep URL structure simple; use descriptive words.

Group: Architecture

Symbol: Sc

Name: Schema

Use structured data to identify entities, enhance SERP snippets.

Group: Code

Symbol: Tt

Name: Titles

Write descriptive, optimized titles that attract clicks.

Group: Code

Symbol: At

Name: Alt text

Adding alt attribute to images is a key accessibility practice that can help in image search.

Group: Code

Symbol: D

Name: Descriptions

Meta descriptions should describe what the pages are about.

Group: Code

Symbol: Hd

Name: Headings

Add relevant keywords to headings and subheadings.

Group: Code

Symbol: Ib

Name: Inbound

Attract and accrue quality links from trusted, relevant and popular websites.

Group: Links

Symbol: In

Name: Internal

Guide users, via navigation, breadcrumbs and in-content links.

Group: Links

Symbol: Ac

Name: Anchors

Use words that are relevant to the destination URL of the link.

Group: Links

Symbol: Ex

Name: External

Link out to reputable, credible third-party resources.

Group: Links

Symbol: S

Name: Speed

Pages should load quickly on any device.

Group: Performance

Symbol: St

Name: Stickiness

Create an engaging website that makes people want to spend time on it and come back.

Group: Performance

Symbol: Rv

Name: Responsiveness

Reduce time after a user interaction.

Group: Performance

Symbol: Ae

Name: Accessible

Provide an accessible experience for all.

Group: User

Symbol: It

Name: Intent

Understand the true meaning (e.g., fears, needs, wants) behind keywords or topics.

Group: User

Symbol: I

Name: Interactions

Search engines track and analyze SERP clicks, hovers, scrolls, swipes, query chains and more.

Group: User

Symbol: Ly

Name: Locality

Create unique, authentic experiences by country, region, state, city, town or neighborhood.

Group: User

Symbol: Sa

Name: Satisfaction

Fully meet or exceed the wants or needs of people so they don't go to a competitor.

Group: User

Symbol: Tc

Name: Task completion

Help people achieve goals. Lead people to key website conversion points.

Group: User

Symbol: L

Name: Language

Match the language spoken by your target audience.

Group: Content

Symbol: Mm

Name: Multimedia

Images, video and audio can enhance content experiences.

Group: Content

Symbol: Q

Name: Quality

Helpful or useful content is well-researched and well-presented.

Group: Content

Symbol: R

Name: Relevance

Meets the information need of the user for a topic.

Group: Content

Symbol: U

Name: Uniqueness

Differentiate. Add substantial value or originality.

Group: Content

Symbol: V

Name: Value

Has a clear purpose or reason for existing.

Group: Content

Symbol: An

Name: Answers

Answer questions people ask.

Group: Content

Symbol: Au

Name: Accuracy

Deliver on your content's promise – avoid being clickbait.

Group: Content

Symbol: Cn

Name: Consensus

Align with a majority of high-quality sources.

Group: Content

Symbol: Dt

Name: Depth

Be comprehensive. Forget word count, aim for substance.

Group: Content

Symbol: F

Name: Freshness

Create timely content fast. Update, repurpose or remove stagnant content.

Group: Content

Symbol: K

Name: Keywords

Incorporate target keywords naturally, avoiding excess.

Group: Content

Symbol: A

Name: Authoritativeness

Be a recognized, reliable, respected resource.

Group: Credibility

Symbol: B

Name: Brand

The unique identity of a business, product or service, shaped via expert articles, references, reviews and recommendations.

Group: Credibility

Symbol: Cr

Name: Creator

Education level, professional experience, peer judgment, citations, achievements and credentials all contribute.

Group: Credibility

Symbol: E

Name: Expertise

Have deep subject matter knowledge or familiarity with a topic.

Group: Credibility

Symbol: Ee

Name: Experience

Demonstrate first-hand experience about a topic.

Group: Credibility

Symbol: T

Name: Trustworthiness

Demonstrate accuracy, honesty, safety and reliability over time.

Group: Credibility