Check a whole site, page by page, against 57 rules.

No canonical link

Add a self-referencing canonical so parameters and duplicates resolve to one URL.

Canonical is not a valid URL

Use an absolute https URL in the canonical link.

Canonical points to another site

Check that the cross-domain canonical is intended; it hands the ranking to that URL.

Canonicalised to another URL

Fine when intended (filters, parameters). Check that the target is the page you want ranked.

Canonical points to a redirect

Point the canonical at the final 200 URL.

Noindex in robots meta

Remove the noindex if the page should rank; keep it on filters, carts and duplicates.

Noindex in X-Robots-Tag header

Check the server or CDN rule that sets X-Robots-Tag.

Noindexed URL listed in the sitemap

Remove the noindex, or drop the URL from the sitemap. Not both signals at once.

Invalid hreflang entry

Every hreflang link needs a language code and an absolute href.

hreflang without return link

Add the reciprocal hreflang on the other language URL.

No internal links to this page

Link the page from its hub or collection; pages found only in the sitemap are hard to discover.

Five or more clicks from the start page

Link deep pages from their collection's first page.

Missing title

Give the page a title that names the query and the page type, 30 to 60 characters.

Title shorter than 20 characters

Aim for 30 to 60 characters: query first, then what makes this page different.

Title longer than 70 characters

Front-load the query and cut the store name; Google truncates around 60.

Duplicate titles on indexable URLs

Give each URL a title that names its attribute (size, colour or use).

Missing meta description

Write a description that states the answer or offer; 70 to 160 characters.

Meta description shorter than 70 characters

Use the space: name the entity, the attribute and the reason to click.

Meta description longer than 160 characters

Put the answer in the first 160 characters; the rest is cut.

No H1

Add one H1 that states the page's subject.

More than one H1

Keep one H1; demote the others to H2.

Heading level skipped

Do not jump from H2 to H4; headings are the page's outline.

No og:title

Add Open Graph title so shares on Slack, LinkedIn and X show the page name.

No og:description

Add Open Graph description; share previews fall back to nothing.

No og:image

Add a 1200×630 share image; link previews without one are skipped by many feeds.

No twitter:card

Add twitter:card summary_large_image so X renders the share image.

No viewport meta

Add <meta name="viewport" content="width=device-width, initial-scale=1">.

<html> has no lang

Set lang on <html> (sv, nb, en) so engines and screen readers know the language.

HTTPS page loads http:// assets

Serve scripts, styles and images over https; browsers block or warn on mixed content.

HTTP error status

Fix or redirect (301) the URL and update the links that point at it.

URL redirects

Point internal links and the sitemap at the final URL.

Redirect chain (2+ hops)

Redirect straight to the final URL; every hop costs a request.

HTML larger than 500 KB

Move inline data and SVG out of the document; paginate long lists.

More than 8 render-blocking resources in <head>

Defer scripts, inline critical CSS and load the rest asynchronously.

Server response over 600 ms

Cache the template at the edge and defer third-party apps until after first paint.

Could not fetch the URL

Check DNS, TLS and timeouts; the crawler retried and gave up.

Could not parse the document

The response was not readable HTML; check the content type and encoding.

Main content under 100 words

Add the attribute sections the model places on this template, or noindex the page.

Main content under 300 words

Cover the consensus attributes for this page type before adding new ones.

Very hard to read

Shorter sentences and plainer words. English: Flesch under 30; other languages: LIX over 60.

Difficult to read

Shorter sentences and plainer words. English: Flesch under 50; other languages: LIX over 50.

One term over 5% of the text

Use the entity's attributes and variants instead of repeating one term.

Near-duplicate of another page

Merge the pages or canonicalise one to the other; differentiate with the attributes each one owns.

Pages compete for the same query

Give each query one URL; merge or re-target the others.

Over 20% of images lack an alt attribute

Add alt text from the variant or subject name; approve drafts in bulk.

Images without alt text

Describe what the image shows; decorative images get alt="".

Most images load eagerly

Add loading="lazy" to images below the fold; keep the hero eager.

No structured data

Add JSON-LD for the page type (Product, Article, Organization) using only what the page shows.

JSON-LD does not parse

Fix the JSON syntax; an invalid block is ignored entirely.

JSON-LD missing a required field

Add the required properties for the type, or Google will not use the markup.

JSON-LD claims not visible on the page

Render what the markup claims (price, rating, availability) or remove it from JSON-LD.

Product JSON-LD without GTIN or MPN

Add gtin13 or mpn from the supplier sheet; Merchant Center and shopping results use them.

Generic anchor text

Replace "click here" and "read more" with the target page's subject.

Link without anchor text

Give image links an alt text or add visible anchor text.

No internal links on the page

Link to the cluster hub and sibling pages; a dead end is a crawl dead end too.

Internal link points to a broken URL

Redirect the target (301) or update the link.

Internal link points to a redirect

Point the link straight at the final URL.