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

Make your title tags clear, concise (20-70 characters, 200-569 pixels) and include your most important keywords.

The meta description for cityofpewaukee.us 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.

This is a representation of what your Title Tag and Meta Description will look like in Google search results.

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.

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.

The Keyword Cloud provides an insight into how relevant a topic or keyword is to the content on your page.

It's important to do keyword research to get an understanding of the keywords that your audience is using. There are a number of keyword research tools available online to help you choose which keywords to target.

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 minimize the number of alt text characters to 150 or less (including spaces!) to optimize page load times.

Links pass value from one page to another. This value is called 'link juice'.

A page's link juice is split between all the links on that page so lots of unnecessary links on a page will dilute the value attributed to each link. There's no exact number of links to include on a page but best practice is to keep it under 200.

Using the Nofollow attribute in your links prevents some link juice, but these links are still taken into account when calculating the value that is passed through each link, so using lots of NoFollow links can still dilute PageRank.

Right now either www.cityofpewaukee.us or cityofpewaukee.us is failing to resolve properly or returns a 404 error. You should set a preferred domain in Google Search Console and use a 301 redirect to divert traffic from your secondary domain.

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.

XML sitemaps contain the list of your URLs that are available to index and allow the search engines to read your pages more intelligently. They can also include information like your site’s latest updates, frequency of changes and the importance of URLs.

Be 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 sure to be consistent in using your preferred URLs (with or without www.), correct protocols (http vs. https) and trailing slashes. You should also use your robots.txt file to point search engine crawlers to the location of your sitemap.

Valid sitemaps make search engines happy by allowing them to find new and updated content easily. Make sure your sitemaps are accessible, have valid syntax, are free from content errors and respect the limits set by search engines.

To learn more about what a valid sitemap should look like check out our guide about XML Sitemaps or submit it through Google Search Console.

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.

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 www.example.com/green_dress as www.example.com/greendress. The bots will have a hard time determining this URL's relevance to a keyword.

Great, you aren't using Flash or frames on your site.

While it often looks nicer, Flash content can't be properly indexed by search engines. Maximize your SEO efforts by avoiding Flash.

Search engines also have problems with frames because they can't crawl or index the content within them. Avoid them if you can and use a NoFrames tag when you can't.

Your domain is the human-readable address of your website on the Internet. How long your domain name has been registered does have a limited impact on your rankings in search results. The newer your domain the harder it can be to achieve a higher rank. To help offset this, consider buying a second-hand domain name.

Do you know that you can register your domain for up to 10 years? By doing so, you will show the world that you are serious about your business.

80% of adult Internet users now have a smartphone. You should definitely be optimizing your website to render on the most popular mobile devices.

You can find additional font recommendations for mobile devices in Google’s typography guidelines for Android.

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

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.

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., http://www.mysite.com/en/products).

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.

Favicons are the small icons that appear next to your site’s name or URL in a browser. They can be displayed in the address bar, a browser tab title or bookmarks. Make sure it is consistent with your brand.

Here is a way one company used a special favicon to improve user experience.

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

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 check out these 10 tips to improve page load time or consult Google's PageSpeed Insights guide on minification.

Great! We didn't find uncompressed assets on your web page.

To learn more on how to enable compression for your assets you can check out these 10 tips to improve page load time or consult Google's PageSpeed Insights guide on compression.

Fast websites make happy visitors. Caching assets such as images, javascript and CSS files allows a browser to keep these files in local storage so it doesn't have to download them every time it requests a page on your website. This will lower the bandwidth used and improve the page load time.

To learn more on how to enable caching for your assets you can check out these 10 tips to improve page load time or consult Google's PageSpeed Insights guide on browser caching.

Great, your declared language matches the language detected on the page.

Make sure your declared language is the same as the language detected by Google.

Tips for multilingual websites:

• Define the language of the content in each page's HTML code.
• Specify the language code in the URL as well (e.g., "mywebsite.com/fr/mycontent.html").
• Use hreflang tags to specify language and country for Google, and the "content-language" meta tag to specify the language and country for Bing.

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

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

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.

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

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

We were unable to find a Facebook page for cityofpewaukee.us.

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 cityofpewaukee.us and add a CTA to really maximize your social media marketing efforts.

We couldn't find a Twitter account for cityofpewaukee.us. 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.