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What does this website analysis cover?
What follows is a description of the analysis, which is also displayed on the analysis results page, together with comments for your particular website. So, click the button above and read the analysis results.
Let me explain: just as a house is built from bricks, a website is built from tags. We don't see the tags (or bricks) at a glance, although they define, how the website looks (where a picture should be, how big the text is etc.). If a website is to be correctly displayed and have high places in search engine results, it needs to have the correct tags and content within them.
Standards compliance check for code
Checking, if a website has the correct code (tags) is called validation. The website is checked for misspellings and missing elements in the tags. In our analogy validation means checking, if the bricks (tags) are placed correctly and there's no bricks (tags) missing.
It's okay for a website to have up to about 15 errors, especially if there's a Facebook Like button or Facebook Fan Box (the one with people's faces on it) or the equivalents of those elements for Google+. You'll find more on validation in the Finding, Validating and Choosing a Web Developer article.
You should validate your website after every content or layout change. If it's not validating (or there's more errors than usually), there's a good chance that the website will not display correctly for many visitors and the search engine will not be able to analyze and index it!
Analysis of the title tag
This tag consists of the title of a page, displayed in the top left corner of your browser and as the title in the search engine (Google, Bing) results pages. It should have keywords which your website is trying to rank for. The title tag should have no more than 70 characters, because that's how much the search engines show in their results.
Analysis of the meta description tag
This tag consists of the description of the website, often displayed in the search engine (like Google or Bing) results. It is not displayed there if a search engine decides that it's better to show a snippet of text from the content of the page instead. This decision is being made automatically each time your website shows up in the search results, so it may be different for various search terms. Usually though, the meta description tag's content is used.
This description is also used when people post links to your website on Facebook or Google+, so it should be catchy and to the point. It is a good practice to repeat the keyword which you want the website to rank for twice in this tag. It should have no more than 156 and not less than 50 characters - this is how much the search engines will display.
Analysis of the meta keywords tag
This tag was used many years ago to place within the keywords which you would want your website to rank for in the search engine results. Nowadays the search engines omit it completely, because they have better ways to determine what keywords a website is related to.
Using this tag nowadays can only hurt you - if you put your keywords there, your competition will instantly see them and also will try to rank for them, possibly hurting your position. However, if you do already have a meta keywords tag with non-essential content within it (which is the case most of the time when it is automatically generated through a Content Management System like WordPress), it's okay to leave it as is and not worth your time to remove it.
Analysis of the h1 tag
This tag represents the most important (and usually biggest, although this can be changed) heading on your website, so it usually has the title of the page in it, displayed to the visitor right before the main content of the page (just like a heading in a newspaper).
In distinction to the title tag, the content of this tag is not displayed in the top left corner of your browser window or as the title in the search engine results (although in very rare occurances this may be the case). That being said, the content of the h1 tag has an immense meaning for search engines, so it should consist of the keywords you want your page to rank for. Because the h1 tag is usually the biggest text on the page, it should be short and to the point.
Just like in a newspaper, there should be only one big heading (h1 tag).
Analysis of the h2 tag
This tag consists of a heading, which separates text paragraphs that have a bit different content (just like smaller headings in a newspaper article), so it should be short and precise.
This tag has a big impact on the search engine results, so it should have keywords which you want your website to rank for. Just like in a newspaper, you can have many smaller headings.
Analysis of the h3 tag
This tag represents a heading that is a level below the h2 tag (so it is smaller and less important). Just like the h2 tag, it separates paragraphs of a bit different content, so it should be short and precise. Many people (including me) don't use headings below h2, although it doesn't hurt to do so.
This tag has a considerable impact on the search engine results, so it should have keywords which you want your website to rank for. Just like in a newspaper, you can have many smaller headings.
Analysis of the h4, h5 and h6 tags
These tags represent a headings that are respectively 1, 2 and 3 levels below the h3 tag (so they are smaller and less important). Just like the previous heading tag, they separate paragraphs of a bit different content, so they should be short and precise. Many people (including me) don't use headings below h2, although it doesn't hurt to do so.
The h6 tag is the smallest and the least important heading tag - a h7 tag does not exist.
This tag has a small impact on the search engine results, so it should have keywords which you want your website to rank for. Just like in a newspaper, you can have many smaller headings.
Analysis of the strong tag
This tag consists of content, which we want to emphasize in a big matter, so usually it is used for a few words in a sentence or for a whole sentence. The web browsers by default bold the text which is in this tag, although this behaviour can be changed by the website developer.
The strong tag has a fair effect on the search engine rankings, so it is best to use it on keywords, which you want your website to rank for. In my opinion, there should be at least 3 and at most 8 strong tags on one subpage, although no search engine gives any guidelines about this. You should therefor aim to use this tag on just a couple of percent of your content, so that the search engine knows that it is really essential.
Analysis of the em tag
This tag consists of content, which we want to emphasize (but in a lower matter than with the strong tag), so usually it is used for a few words in a sentence or for a whole sentence. The web browsers by default display the text within this tag in italic style, although this behaviour can be changed by the website developer.
The em tag has a small effect on the search engine rankings, so it is best to use it on keywords, which you want your website to rank for. In my opinion, there should be at least 3 and at most 8 strong tags on one subpage, although no search engine gives any guidelines about this. You should therefor aim to use this tag on just a couple of percent of your content, so that the search engine knows that it is really essential.
Analysis of the PageRank factor
PageRank is a popularity and quality ranking factor, developed and used by Google. Websites can have a PageRank of 0 up to 10, but they can have no PageRank at all if they're fairly new. Most of the websites have a PageRank ranging from 1 to 4. Only very popular sites have higher rankings than those.
Your site's PageRank is calculated mostly by how many websites and of how high quality link to your site. You should know, that there is an internal PageRank system, and the public PageRank values are refreshed only a few times each year. PageRank is still a ranking factor to Google and a good indicator of how good a site performs.
Analysis of the number of pages indexed by Google
With time, the search engines (Google in particular) will visit and add to their databases every page of your website, which then will be displayed for certain terms that users search for. This process is called indexing. Indexing a new page within an already indexed sites may take anywhere from a few seconds (for popular sites) to a couple of weeks (for sites that rarely add new content).
Of course, the more pages from your website are indexed, the higher possibility there is that a search engine user will go to your site. Indexing new content can be accelerated by posting links to the newly added page on other, more popular subpages of your websites or totally different websites (like forums, Facebook, Twitter etc.).
If your website has less than 30 indexed pages, in my opinion you absolutely should add new content or work on making the indexing process quicker for your site.
Alexa Ranking Analysis
The ranking of the Alexa company consists of most websites that are at least fairly popular. This ranking is not related to any keywords, but the overall page popularity.
Some Internet users have this company's software installed on their computers, which (aside from other things) reports on which sites they visit. This number of visits is then multiplied by a certain factor to calculate the worldwide rank of the website.
While this is a good idea, the data in this ranking is not trustworthy. The numbers from the Alexa ranking can be used only to compare two similar sites from the same industry, and even then the conclusion may be false. You can read more about why you shouldn't trust the Alexa ranking, but to sum it up, Kevin Yank from the 71st episode of the Sitepoint Podcast said, that a few years back Alexa decided to favor technical sites and on that day you could see a spike for some sites in their rankings (SitePoint included). It may very well be then that these rankings are skewed.
Analysis of images
The names of all the image files used on every page of your website should consist of keywords which you want that page to rank for (example file name: hotels-new-york.jpg). The tags (they are called img tags) which are used to embed these graphics on a page should also have these keywords in two places, called attributes: in the title attribute (which is displayed after you move your mouse over that image) and the alt attribute (which is displayed instead of the image, if for some reason that image could not be loaded).
These three factors have a fair impact on the search engine rankings, so it is best to take care of them. Aside from that, you will get some visitors who are searching for images using the image search from Google or any other search engine.