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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)
Optimize

SEO

Title Tag

Cheap Flights - Find Cheap Airline Tickets with Skyscanner

Length: 58 character(s)

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

Make your title tags clear, concise (50-60 characters) and include your most important keywords.

Check the title of your website

Meta Description

Skyscanner's flight search will help you find cheap flights and airline tickets to your favorite travel destinations. Book direct with no fees at Skyscanner.

Length: 157 character(s)

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Great, your meta description contains between 70 and 160 characters (spaces included).

A good meta description acts as an organic advertisement, so use enticing messaging with a clear call to action to maximize click-through rate. They allow you to influence how your web pages are described and displayed in search results.

Ensure that all of your web pages have a unique meta description that is explicit and contains your most important keywords (these appear in bold when they match part or all of the user’s search query).

Check your Google Search Console account (Click 'Search Appearance', then 'HTML Improvements') to identify any issues with your meta descriptions, for example, they are too short/long, or duplicated across more than one page.

Improve the Meta Description

Google Preview

Cheap Flights - Find Cheap Airline Tickets with Skyscanner

www.skyscanner.com/

Skyscanner's flight search will help you find cheap flights and airline tickets to your favorite travel destinations. Book direct with no fees at Skyscanner.

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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.

Alt Attribute

We found 7 images on this web page.

3 ALT attributes are empty or missing.

http://www.skyscanner.com/st2/sites/default/files/229-Downtown-Telluride-Colorado-9-Dec-14.jpg
http://www.skyscanner.com/st2/sites/default/files/229-MOB-00031_Homepage-Panel-Flights-App_229x130_EN-US_V1_EO.jpg
http://www.skyscanner.com/st2/sites/default/files/229-Seljalandsfoss-Iceland-11-Dec-14.jpg
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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 you're missing alt text for several images on your page. 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.

Set a name for all your images

Indexed Pages

30,362    30,362
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A low number can indicate that bots are unable to discover your pages, which is commonly caused by bad site architecture & internal linking, or you're unknowingly preventing bots and search engines from crawling & 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 you use parameters in your URL like session IDs or sorting and filtering, use the rel="canonical" tag tag to tell search engines which version of those pages is the original.

We've discovered %(IndexedPagesCount)s pages on %(domain)s in Google's index.

To make sure all of the pages on %(domain)s are crawled and indexed, create and submit an XML sitemap to the major search engines. Building backlinks to your internal pages will also help search engines find, crawl and index them. Nofollow links from reputable forums, discussion boards and social media will also help crawlers find and index your pages.

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

Underscores in the URLs

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

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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.

Mobile

Mobile visits

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Mobile-friendliness

Good    Good

This web page is super optimized for Mobile Visitors

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Mobile friendly websites make it easy for users to complete objectives and common tasks and use a design or template that is consistent across all devices (uses responsive web design).

Your site is well configured for mobile users.

Mobile Rendering

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

Touchscreen Readiness

Make the most important buttons/links large enough to be tapped easily.

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Touchscreen readiness is an important aspect of your site’s mobile friendliness.

Currently, the tap targets on skyscanner.com are too small for touchscreen users. They should be at least a 48 pixels height and width with at least 32 pixels of extra space on all sides.

You can further improve your User Interface by adding size and density buckets to accommodate varying device sizes and screen densities.

Mobile Compatibility

Perfect, no embedded objects detected.

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Great, your website does not embed any special types of web content, such as Flash, Silverlight or Java, so your content can be accessed on all devices.

Font Size Legibility

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

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

Mobile Viewport

Great, a configured viewport is present.

The content fits within the specified viewport size.

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Great, the viewport is well configured.

Keep in mind that since the width (in CSS pixels) of the viewport may vary, your page content should not solely rely on a particular viewport width to render well. Consider these additional tips:
  • Avoid setting large absolute CSS widths for page elements.
  • If necessary, CSS media queries can be used to apply different styling depending on screen size.
  • Ideally, serve responsively-sized images.

Mobile Speed

Average    Average

Eliminate render-blocking JavaScript and CSS in above-the-fold content

Leverage browser caching

Enable compression

Reduce server response time

Minify JavaScript

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Like with desktop, the time it takes a mobile page to load is an important mobile ranking factor. Your mobile/responsive website must deliver and render the “above the fold” content in under one second.

Since mobile device CPUs are less powerful than desktop CPUs, speed tips that reduce CPU consumption (for instance JavaScript Parse time) need to be addressed first.

See Google's PageSpeed Insights Rules for more information on how to improve each of the elements in this section.

Usability

Favicon

Great, your website has a favicon.

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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.

Add a Favicon

Structured Data Markup

No Structured Data Markup has been detected

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Structured Data Markup is used to generate Rich Snippets in search engine results. It is a way for website owners to send structured data to search engine robots; helping them to understand your content and create well-presented search results.

Get the most out of Google's rich snippets for content types such as: Reviews, People, Products, Businesses and Organizations, Recipes, Events, Videos and Music. If your website covers one of these topics, then we suggest that you annotate it with Schema.org using microdata.

Technologies

Server Uptime

Upgrade now and get notified when gr.skyscanner.com goes down.
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Technologies

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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.

Analytics

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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.

Crawl Errors

URL Errors

The Crawl Errors report for websites provides details about the site URLs that Google could not successfully crawl or that returned an HTTP error code.
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Promote

Social

Facebook Views

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  • Views
  • Activity
  • Demographics and more!
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Facebook Page

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The data relating to the Facebook Page is publicly available.

Twitter™ Account

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

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Twitter is a fast-growing social network. We did not detect a Twitter account linked with skyscanner.com.

If possible, register a Twitter account in your brand's name now to prevent brandjacking.

Here are a few tips to help create a Twitter promotion plan. Plus, learn from today's top Twitter-using brands.

Book your brand on Twitter

Google+ Page

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This is the Google+ page for skyscanner.com. Being active in this social network is important for claiming your brand, influencing your search engine rankings and interacting with your network. You might also consider managing your profile with Google My Business (formerly Google Places).

Local

Local Directories

Upgrade to see the latest reviews of gr.skyscanner.com in local directories
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Measure

SERP Checker

Google™ Ranking

Upgrade to monitor gr.skyscanner.com’s Google ranking for custom keywords
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Visitors

Sessions

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