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Marketing Checklist

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Jessica Lewis Jessica Lewis
Vienna (VA)
Michael Johnston Michael Johnston
Selinsgrove (PA)
Denise Grothouse Denise Grothouse
Germansville (PA)


Title Tag

Botswana Post | We deliver, whenever whaterver

Length: 46 character(s) (350 pixels)

Your HTML title tag appears in browser tabs, bookmarks and in search result pages.

Make your title tags clear, concise (65 characters, 200-569 pixels) and include your most important keywords.

Check the title tags for thousands of pages at once using Site Crawl.

Check the title of your website

Meta Description


The meta description for is missing.

Meta descriptions allow you to influence how your web pages are described and displayed in search results. A good description acts as a potential organic advertisement and encourages the viewer to click through to your site.

Keep it short and to the point; the ideal meta description should be between 70 and 160 characters spaces included (400 - 940 pixels).

Ensure that each of your web pages have a unique meta description that is explicit and contains your most important keywords for each page. These keywords are especially important because they appear in bold when they match the user’s search query (See the Google Preview below).

Check your Google Search Console (Search Appearance > HTML Improvements) for any warning messages to identify meta descriptions that are too long/short or duplicated across more than one page.

Improve the Meta Description

Google Preview

Desktop Version

:: Botswana Post ::

Official web site for Botswana Post

Mobile Version

:: Botswana Post ::

Official web site for Botswana Post

This is a representation of what your title tag and meta description will look like in Google search results for both mobile and desktop users. Searchers on mobile devices will also see your site's favicon displayed next to the page's URL or domain.

Search engines may create their own titles and descriptions if they are missing, poorly written and/or not relevant to the content on the page and cut short if they go over the character limit. So it’s important to be clear, concise and within the suggested character limit.

Check your title tag and meta description to make sure they are clear, concise, within the suggested character limit and that they convey the right message to encourage the viewer to click through to your site.


<H1> <H2> <H3> <H4> <H5>
0 5 4 2 0
<H2> Search form
<H2> Featured Product
<H2> BotswanaPost App
<H2> Latest News
<H3> Our Stamps
<H3> BotswanaPost Foundation
<H3> Customer Service
<H3> Contact Details
<H4> Motshidisi Family Funeral Plan
<H4> BotswanaPost Changes Tariffs
and 8 more.

Great, your website is structured using HTML headings (<H1> to <H6>).

Use your keywords in the headings and make sure the first level (<H1>) includes your most important keywords. Never duplicate your title tag content in your header tag.

While it is important to ensure every page has an <H1> tag, only include more than one per page if you're using HTML5. Instead, use multiple <H2> - <H6> tags.

Add the important keywords in <H> headings

Content Analysis

  • motshidisi family funeral plan 2
  • masa premier mail boxes 2
  • post office boxes 2
  • post office 4
  • hybrid mail 2
  • bulk mail 2
  • tariff calculator 2
  • postage calculator 3
  • botswana post 3
  • parcel mail 2
  • transunion services 2
  • money transfer 2
  • botswanapost app 2
  • customer service 2
  • botswanapost foundation 3
  • family 3
  • posting 1
  • services 10
  • allowances 1
  • bills 1

This data represents the words and phrases that your page appears to be optimized around. We use what’s called “natural language processing" (NLP), which is a form of artificial intelligence that allows computers to read human language, to do this analysis.

The numbers next to each word or phrase represents how often we detected them and their variants on the page.

Are these the keywords you want to target for your page? If so, great! Track your site’s rankings in Google search results using WooRank’s Keyword Tool.

If these keywords aren’t relevant to your page, consider updating your content to optimize it for your target keywords.

Alt Attribute

We found 12 images on this web page.

No ALT attributes are missing.

Alternative text allows you to add a description to an image. Since search engine crawlers cannot see images, they rely on alternative text attributes to determine relevance to a search query. Alternative text also helps makes an image more likely to appear in a Google image search and is used by screen readers to provide context for visually impaired users.

It looks like most or all of your images have alternative text. Check the images on your website to make sure accurate and relevant alternative text is specified for each image on the page.

Try to keep your alternative text to a simple, one-sentence description of what's in the image.

Set a name for all your images

Discovered Pages

168    168

We've discovered 168 pages on

Discovered pages do not impact your ranking but this is very handy information to have to make sure that your site’s pages are being indexed correctly.

A low number can indicate that bots are unable to discover your pages, which is commonly caused by bad site architecture and poorl internal linking. Or you've unknowingly prevented bots and search engines from crawling and indexing your pages. An unusually high number could be an indication of duplicate content due to URL parameters.

Make sure your website's XML sitemap is present and that you've submitted it to the major search engines. Building backlinks to your website's internal pages will also help bots to discover, crawl and index them, while building authority to help them rank in search results at the same time.

Check Index Status and Crawl Errors in Google Search Console to track the status of your crawled/indexed pages.

If the number shown here doesn’t sound right, we recommend to use WooRank’s Site Crawl analysis to find out why.

If you use parameters in your URL like session IDs or sorting and filtering, use the rel="canonical" tag to tell search engines which version of those pages is the original.

Write more content

WWW Resolve

Warning, no 301 redirects are in place to redirect traffic to your preferred domain. Pages that load successfully both with and without www. are treated as duplicate content!

Search engines see and as two different websites with the same content. This causes them to see a lot of duplicate content, which they don't like.

Right now your website is not directing traffic to and to the same URL. It is crucial that you fix this.

Use the to tell search engines which is the definitive version of your domain. Use a 301 redirect to divert traffic from your secondary domain.

Redirect non-www to www


A robots.txt file allows you to restrict the access of search engine crawlers to prevent them from accessing specific pages or directories. They also point the web crawler to your page’s XML sitemap file.

Your site currently has a robots.txt file. You can use Google Search Console's Robots.txt Tester to submit and test your robots.txt file and to make sure Googlebot isn't crawling any restricted files.

See the pages you've disallowed with your robots.txt file with Site Crawl.

Add a robots.txt file

XML Sitemap

No sitemap found in your robots.txt.

We checked the robots.txt file for but couldn't find an XML sitemap. Specifying the location of your XML sitemaps in your robots.txt file ensures that search engines and other crawlers find and access it easily each time they access your website.

Learn more about adding your XML sitemap to your robots.txt file.

If you haven't created a sitemap yet, we recommend you generate one for your site and submit it through both Google Search Console and Bing Webmaster Tools. Usually, your XML sitemap would be found at

Make sure to only include the pages you want search engines to crawl, so leave out any that have been blocked in a robots.txt file. Avoid using any URLs that cause redirects or error codes and be consistent in using your preferred URLs (with or without www.), correct protocols (http vs. https) and trailing slashes.
Add and Optimize your XML sitemap

URL Parameters

Good, the URLs look clean.

URL parameters are used to track user behaviors on site (session IDs), traffic sources (referrer IDs) or to give users control over the content on the page (sorting and filtering). The issue with URL parameters is that Google sees each unique parameter value as a new URL hosting the same thing - meaning you could have a duplicate content problem. Sometimes, it’s able to recognize these URLs and group them together. It then algorithmically decides which URL is the best representation of the group and uses it to consolidate ranking signals and display in search results. You can help Google recognize the best URL by using the rel="canonical" tag.

Use the URL Parameters Tool in Google Search Console to tell Google how your URL parameters affect page content and how to to crawl URLs with parameters. Use this tool very carefully - you can easily prevent Google from crawling pages you want indexed through overly restrictive crawling settings, especially if you have URLs with multiple parameters.

Check the On-Page section of Site Crawl to identify any duplicate content issues.
Rewrite your URLs and clean them up.

Underscores in the URLs

Great, you are not using ‪underscores (these_are_underscores) in your URLs.

Great, you aren't using ‪underscores (these_are_underscores) in your URLs.

Google sees hyphens as word separators while underscores aren't recognized. So the search engine sees as The bots will have a hard time determining this URL's relevance to a keyword.

Structured Data

We didn't detect any items on your webpage

Get started using vocabulary and marking up your webpage. is a set of vocabularies used to add meaning to the information on a webpage in a way that is readable by machines (Google). vocabularies include attributes for entities, relationships between entities and actions.

Learn more in Google's intro to structured data. Structuring data on your pages can help increase website traffic and improve audience engagement. vocabulary can be added to a page using many different formats, including RDFa, Microdata and JSON-LD.


We didn't detect any microformat items on your webpage

Designed for humans first and machines second, microformats use code (HTML/XHTML tags) originally intended for other purposes to add context to the content on a webpage. This helps machines (like Google!) to understand certain information (contact information, geographic coordinates, calendar events, etc.) intended for humans.


Mobile visits

Upgrade to see the number of monthly visits from mobile users.
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Mobile Rendering on an iPhone on an iPad

This is how your website appears when displayed on different mobile devices.

With more than half of all Google search queries originating on a mobile device, it is important to make sure your mobile site is optimized for these users.

Tap Targets

Perfect, your page’s tap targets are big enough and have enough space between them.

Great, your links and buttons are big enough to be easily tapped and spaced enough so that a user's finger pressing on one tap target does not inadvertently touch another tap target.

Font Size Legibility

Perfect, this web page’s text is legible on mobile devices.

At least 60% of your page’s font size is 12 pixels or greater.

Mobile Viewport

Great, a configured viewport is present.

The content does not fit within the specified viewport size.

The viewport is an element of a page’s responsive design. It’s the area of a webpage visible to the user and varies between devices.

It looks like your page could be missing a meta viewport.

Use the meta viewport tag in the <head> to set the viewport to the device’s screen size. It should look like this: <meta name="viewport" content="width=device-width, initial-scale=1.0">.

Mobile Frameworks

No mobile frameworks have been detected.

Mobile or responsive frameworks are an important part of website optimization as they assist developers in creating applications which are applicable to multiple devices.


We didn't find AMP on your page.

AMP is an open-source library that provides a straightforward way to create web pages that are compelling, smooth, and load near instantaneously for users.

Check your AMP markup with the AMP validator.



Length: 8 character(s)

Keep your URLs short and clean and avoid long domain names when possible.

A descriptive URL is better recognized by search engines. A user should be able to look at the address bar and make an accurate guess about the content of the page before reaching it (e.g.,

Keep in mind that URLs are also an important part of a comprehensive SEO strategy. Use clean URLs to make your site more "crawlable" by Google.

Resource: Search for a good domain name. If no good names are available, consider a second hand domain. To prevent brand theft, you might consider trademarking your domain name.


Great, your website has a favicon.

Favicons are the small icons that represent a website, company and/or brand. They can be displayed (among other instances) in browser tabs or bookmarks. Google also displays favicons in a page's search snippet in mobile search results.

You can see how your site's favicon appears in search results in the Google Preview above.

Make sure your favicon is consistent with your brand to help improve visibility.
Add a Favicon

Custom 404 Page

Great, your website has a custom 404 error page.

Your server responded with the HTTP status code: 404

Custom 404 error pages are an opportunity for you to reduce customer frustration and link to other pages on your site.

Customize the 404 error page

Asset Minification

63%    63%

You could reduce 37% (120.8 KiB) by minifying the asset(s) listed below.

URL Reduction size
/sites/all/themes/BotswanaPost/css/bootstrap.css?pjkcke 45.3 KiB (35%)
/sites/all/themes/BotswanaPost/css/main.css?pjkcke 10.3 KiB (35%)
/misc/ajax.js?v=7.61 9.8 KiB (40%)
/sites/all/modules/views_slideshow/js/views_slideshow.js?v=1.0 8.1 KiB (40%)
/misc/drupal.js?pjkcke 7.9 KiB (40%)
/sites/all/modules/colorbox_node/colorbox_node.js?pjkcke 4.4 KiB (40%)
/sites/all/modules/google_analytics/googleanalytics.js?pjkcke 2.4 KiB (40%)
/sites/all/modules/webform_conditional/webform_conditional.js?pjkcke 2.4 KiB (40%)
/sites/all/modules/views/js/ajax_view.js?pjkcke 2.2 KiB (40%)
/sites/all/modules/flexslider_views_slideshow/js/flexslider_views_slideshow.js?pjkcke 2.2 KiB (40%)
/sites/all/libraries/jquery.placeholder/jquery.placeholder.js?pjkcke 2.1 KiB (40%)
/modules/system/system.base.css?pjkcke 1.9 KiB (35%)
/sites/all/libraries/flexslider/flexslider.css?pjkcke 1.7 KiB (35%)
/sites/all/modules/colorbox/styles/default/colorbox_style.css?pjkcke 1.6 KiB (35%)
/sites/all/libraries/superfish/superfish.js?v=v1.4.8 1.6 KiB (40%)
/sites/all/modules/nice_menus/css/nice_menus_default.css?pjkcke 1.6 KiB (35%)
/sites/all/modules/quicktabs/js/quicktabs.js?pjkcke 1.5 KiB (40%)
/sites/all/modules/jquery_update/replace/ui/external/jquery.cookie.js?v=67fb34f6a866c40d0570 1.4 KiB (40%)
/sites/all/modules/views/js/base.js?pjkcke 1.3 KiB (40%)
/misc/collapse.js?pjkcke 1.3 KiB (40%)
/sites/all/modules/date/date_api/date.css?pjkcke 1.3 KiB (35%)
/sites/all/modules/date/date_popup/themes/datepicker.1.7.css?pjkcke 1.3 KiB (35%)
/modules/system/system.theme.css?pjkcke 1.3 KiB (35%)
/sites/all/modules/nice_menus/css/nice_menus.css?pjkcke 1.2 KiB (35%)
/misc/progress.js?pjkcke 1.2 KiB (40%)
/sites/all/modules/webform/js/webform.js?pjkcke 1.2 KiB (40%)
/sites/all/modules/form_placeholder/form_placeholder.js?pjkcke 1.2 KiB (40%)
/misc/jquery.once.js?v=1.2 1.2 KiB (40%)
and 25 more.
Fast websites make happy visitors. Enabling minification on assets like HTML, JavaScript and CSS files will reduce their transfer size. Every time a page is requested from your website less bytes and lighter assets are sent over the network resulting in faster delivery which loads your website faster for your customers.

To learn more on how to enable minification for your assets you can consult Google's PageSpeed Insights guide on minification.

Asset Compression

26%    26%

You could reduce 74% (403.6 KiB) by compressing the asset(s) listed below.

URL Reduction size
/sites/all/themes/BotswanaPost/css/bootstrap.css?pjkcke 110.4 KiB (85%)
/sites/all/modules/jquery_update/replace/jquery/1.8/jquery.min.js?v=1.8.3 58.8 KiB (64%)
/ 48.2 KiB (81%)
/sites/all/themes/BotswanaPost/css/main.css?pjkcke 24.3 KiB (83%)
/sites/all/modules/views_slideshow/js/views_slideshow.js?v=1.0 17.3 KiB (86%)
/misc/ajax.js?v=7.61 16.8 KiB (69%)
/sites/all/libraries/flexslider/jquery.flexslider-min.js?pjkcke 14.9 KiB (71%)
/misc/drupal.js?pjkcke 13.0 KiB (66%)
/sites/all/modules/jquery_update/replace/jquery.form/4/jquery.form.min.js?v=4.2.1 10.0 KiB (62%)
/sites/all/modules/colorbox_node/colorbox_node.js?pjkcke 7.7 KiB (70%)
/sites/all/libraries/colorbox/jquery.colorbox-min.js?pjkcke 7.0 KiB (60%)
/sites/all/modules/webform_conditional/webform_conditional.js?pjkcke 4.4 KiB (73%)
/sites/all/modules/google_analytics/googleanalytics.js?pjkcke 4.3 KiB (70%)
/sites/all/modules/flexslider_views_slideshow/js/flexslider_views_slideshow.js?pjkcke 4.1 KiB (77%)
/sites/all/modules/nice_menus/css/nice_menus_default.css?pjkcke 3.5 KiB (77%)
/sites/all/modules/views/js/ajax_view.js?pjkcke 3.5 KiB (63%)
/sites/all/libraries/jquery.placeholder/jquery.placeholder.js?pjkcke 3.5 KiB (68%)
/modules/system/system.base.css?pjkcke 3.5 KiB (65%)
/sites/all/modules/colorbox/styles/default/colorbox_style.css?pjkcke 3.4 KiB (74%)
/sites/all/libraries/flexslider/flexslider.css?pjkcke 3.2 KiB (67%)
/sites/all/modules/date/date_popup/themes/datepicker.1.7.css?pjkcke 2.7 KiB (76%)
/sites/all/modules/nice_menus/css/nice_menus.css?pjkcke 2.7 KiB (76%)
/sites/all/modules/responsive_menus/styles/meanMenu/jquery.meanmenu.min.js?pjkcke 2.6 KiB (65%)
/sites/all/modules/date/date_api/date.css?pjkcke 2.5 KiB (68%)
/sites/all/libraries/superfish/superfish.js?v=v1.4.8 2.5 KiB (61%)
/sites/all/modules/quicktabs/js/quicktabs.js?pjkcke 2.4 KiB (63%)
/modules/system/system.theme.css?pjkcke 2.4 KiB (67%)
/sites/all/modules/jquery_update/replace/ui/external/jquery.cookie.js?v=67fb34f6a866c40d0570 2.3 KiB (63%)
/sites/all/modules/views/js/base.js?pjkcke 2.1 KiB (64%)
/misc/collapse.js?pjkcke 2.1 KiB (64%)
/sites/all/modules/form_placeholder/form_placeholder.js?pjkcke 2.0 KiB (68%)
/sites/all/modules/webform/js/webform.js?pjkcke 2.0 KiB (64%)
/misc/progress.js?pjkcke 1.9 KiB (61%)
/misc/jquery.once.js?v=1.2 1.9 KiB (64%)
/sites/all/modules/responsive_menus/styles/meanMenu/meanmenu.min.css?pjkcke 1.7 KiB (68%)
/sites/all/modules/date/date_repeat_field/date_repeat_field.css?pjkcke 1.7 KiB (76%)
/misc/form.js?pjkcke 1.4 KiB (59%)
/modules/system/system.menus.css?pjkcke 1.3 KiB (68%)
/sites/all/modules/views_ticker/js/ 1.3 KiB (65%)
/modules/user/user.css?pjkcke 1.1 KiB (62%)
/sites/all/modules/responsive_menus/styles/meanMenu/responsive_menus_mean_menu.js?pjkcke 1.0 KiB (63%)
and 38 more.
Fast websites make happy visitors. It is very important to lower the load time of your web pages as much as possible for a better user experience. Compressing assets like images, javascript and CSS files will save bandwidth which results in a better page load time.

To learn more on how to enable compression for your assets, or consult our guide on compression.

Asset Cacheability

Perfect, all your assets are cached.

Great! We didn't find uncached assets on your web page.
Enabling caching for your website makes your site load faster for repeat visitors.

To learn more on how to make your website faster, check out these tips to decrease page load time.


Declared: Missing

Detected: English

Your website hasn't specified a language yet. Use the META Language Attribute to declare the intended language of your website. We've detected that your website is currently in English.

Here are some tips for multilingual websites:

Declare the language used

Domain Availability

Domains Status Expires in 3 months Available. Register it now! Available. Register it now! Available. Register it now! Available. Register it now! Available. Register it now!

Register the various extensions of your domain to protect your brand from cybersquatters.

Typo Availability

Domains Status Available. Register it now! Available. Register it now! Available. Register it now! Available. Register it now! Available. Register it now! Available. Register it now! Available. Register it now!
and 1 more.

Register the various typos of your domain to protect your brand from cybersquatters.

Email Privacy

Warning! At least one email address has been found in plain text.

We don’t recommend adding plain text/linked email addresses to your webpages, as malicious bots scrape the web in search of email addresses to spam. Instead, consider using a contact form.

Hide email addresses to avoid being spammed

Trust Indicators


61%    61%

This feature shows how trustworthy your domain is based on ‬‬data provided by The Web of Trust (WOT). This group rates millions of websites based on the experience of millions of users together with information from a number of trusted sources, including phishing and malware blacklists.


Server Uptime

Upgrade now and get notified when goes down.
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Server IP

Server location: Gaborone

Your server's IP address has little impact on your SEO. Nevertheless, try to host your website on a server which is geographically close to your visitors. Search engines take the geolocation of a server into account as well as the server speed.

Use DNSstuff for comprehensive reports on your server.


Get to know the technologies used for your website. Some codes might slow down your website. Ask your webmaster to take a look at this.


Web analytics let you measure visitor activity on your website. You should have at least one analytics tool installed, but It can also be good to install a second in order to cross-check the data.

Popular Analytics Tools Include: Google Analytics, Quantcast™, AdobeAnalytics™, Piwik™, chartbeat™, Clicky™, ClickTale™, etc.



The Doctype is used to instruct web browsers about the document type being used. For example, what version of HTML the page is written in.

Declaring a doctype helps web browsers to render content correctly.


Great, language/character encoding is specified: utf8

Specifying language/character encoding can prevent problems with the rendering of special characters.

SSL Secure

Great, your website is SSL secured (HTTPS).

Your website's URLs redirect to HTTPS pages.

Your website is configured with HSTS.

The SSL certificate expires in 9 months.

The certificate issuer is, Inc..

Modern websites tend to be SSL secured (HTTPS) as it provides an extra security layer while logging in to your Web Service. In 2014, Google announced that an HTTPS (vs HTTP) website would receive an extra boost in their ranking.

While switching to HTTPS, make sure your site remains optimized and see to it that your website will still run quickly. Follow these best practices for a smooth transition:
  • Use a serious issuer to purchase your SSL certificate
  • Redirect all of your HTTP pages to the HTTPS version of your website
  • Use HTTP Strict Transport Security (HSTS) in your headers
  • Renew your SSL certificate every year, before it expires
  • Make sure that all of your content (CSS, etc.) is linked to HTTPS
  • Update your XML sitemap to ensure the URLs include HTTPS and update the robots.txt file to reference this version
  • Register the HTTPS website in Google & Bing Search Console/Webmaster Tools


Facebook Views

Upgrade to connect your Facebook Page and get in-depth insights about:
  • Views
  • Activity
  • Demographics and more!
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Facebook Page

We were unable to find a Facebook page for

Facebook is a vital channel for any business' digital marketing. 72% of consumers and almost every Millennial expects your to have a presence on Facebook.

Use Facebook Insights to measure and track your audience's engagement with your posts to get the most out of your social media efforts. Link your Facebook profile with and add a CTA to really maximize your social media marketing efforts.

Twitter Account

The Twitter™ Account @botspost is available. Register it now!

We couldn't find a Twitter account for Twitter, simply put, is huge: 67 million monthly American users and 310 million people worldwide. Even better, there's a positive correlation between social media use and education and household income. By not having a Twitter account, you're potentially missing out on a huge audience.

Create a Twitter account for your brand and link it with your website to prevent brandjacking and help make your social media marketing more effective. Here are a few tips to help create a Twitter promotion plan. Use Twitter Dashboard and Analytics to track and optimize your Twitter feed for the engagements that are most valuable to your marketing plan.
Book your brand on Twitter


Local Directories

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Keyword Tool

Google Ranking

Upgrade to monitor’s Google ranking for custom keywords
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Traffic Estimations

Low    Low

This shows your estimated traffic for compared to any competitors you have chosen. We use Alexa for this information.


Upgrade to sync your Google Analytics account and find significant metrics like:
  • Traffic Source
  • Source Domains
  • Pageviews and more!
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Traffic Rank

2,745,897th most visited website in the World

A low rank means that your website gets a lot of visitors.

Your Alexa Rank is a good estimate of the worldwide traffic to, although it is not 100 percent accurate.

Reviewing the most visited websites by country can give you valuable insights.