SEO fundamentals test

The SEO fundamentals test is deprecated and being replaced with the Metadata test and Alternative text tests. SEO fundamentals will remain available to selected customers while we help you migrate.

What is it?

This test checks how well core SEO fundamentals are implemented for this website. Fundamentals apply to all websites, regardless of what keywords they are optimizing for.

Why it matters

A significant part of effective SEO is covered by these fundamental rules, which are usually easy to implement, but often overlooked.

How to use it

The first tab of this test lists any pages with potential or confirmed SEO issues. Click on any of these pages to open the Inspector and review specific issues.

Some issues will be marked as confirmed for you, which means Insites knows these are definitely problems and you should always fix them (for example, if a page is missing a title). Other issues will be marked as potential – you should review these and answer any questions about them. For example, you may be asked if a specific image justifies alternative text.

Insites learns from your feedback, so if you confirm a specific image does not require alternative text, it will not ask you again about the same image on other pages.

You can also ignore specific SEO issues if they are valid, but not practical or desirable to implement. When ignoring an issue, you will be given the option to set a duration. This means you could choose to ignore a specific issue for 3 months, for example.

What is covered

SEO fundamentals checks for:

  • Missing title – pages must have a title defined
  • Duplicate title – pages must have unique titles*
  • Missing meta description – pages must have a meta description
  • Duplicate meta description – pages must have unique meta descriptions*
  • Long meta description – pages with a meta description that is too long (over 320 characters)
  • Empty headings – headings (H1, H2 etc) that contain no text, including alternative text
  • Missing alternative text – images with no alternative text
  • Weak alternative text – images with alternative text that is not descriptive or useful
  • Captions – sufficiently large images should consider having captions
  • Empty anchor text – links should always contain some text, e.g. alternative text
  • Generic anchor text – links should avoid using generic anchor text, e.g. “Read more”, or specify a unique title attribute where this is necessary
  • Long anchor text – links should not contain overly long anchor text (over 60 characters)

* Note that duplicate pages are excluded from this, so if the same page is repeated with 100 different URLs, it will not be counted here – but if 100 different pages have the same title, they will. To see duplicate pages, see the Duplicate pages test.

This test also measures the amount of content (word count) on each page, and displays a searchable list of titles, descriptions, and headings for every page.