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Marketing Checklist

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Title Tag

The Independent | News | UK and Worldwide News | Newspaper

Length: 58 character(s)

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


The meta description for independent.co.uk 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 320 characters (spaces included).

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

The Independent | News | UK and Worldwide News | Newspaper


Independent, international and intelligent news coverage, from breaking stories to agenda-setting campaigns and comment

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.


<H1> <H2> <H3> <H4> <H5>
70 111 4 0 0
<H1> Top stories
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<H1> US says Syrian government may be developing new kinds of weapons
<H1> Michelle Obama tells frightened Americans: 'All we have is hope'
<H1> Robert Fisk Syria proves how dangerous wars can be when they're coming to an end
<H1> Most popular
<H1> Moazzam Begg I was a Guantanamo detainee – this is what I think of Trump's plan
<H1> Amateur astronomer rediscovers Nasa satellite lost for 12 years
<H1> Hope Hicks allegedly told Trump his son's emails 'would never get out'
<H1> Polish Senate approves new Holocaust speech restrictions
<H1> by KFC KFC's $5 Fill Ups
<H1> Indian Budget aims to lift millions out of poverty
<H1> Human trials start with cancer treatment that kills tumours in mice
<H1> Talking points
<H1> Here's how we should look back on Janet Yellen's Fed term
<H1> Venezuela’s most-wanted rebel shared his story, just before death
<H1> Yas Necati Queer and trans people are still being killed. This is not history
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<H1> Five high-growth tech stocks for 2018
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<H1> One reason why cryptocurrencies could be worth $1.2 trillion this year
<H1> Who might apple buy with its big tax holiday windfall?
<H1> Voices
<H1> Joe Mulhall Bitcoin has gifted huge windfalls to the alt-right
<H1> Emily Cracknell The Grammys were a politically neutered mess
<H1> Sean O'Grady As a Brexiteer, here's what I think about the leaked assessments
<H1> Caitlin De Jode Ireland's abortion referendum is positive but don't forget the North
<H1> Sean O'Grady Piers Morgan’s Trump interview was toe-curlingly fawning
<H1> Tech
<H1> Elon Musk sells 20,000 flamethrowers to the American public
<H1> How bitcoin regulation will happen, and what it will mean
<H1> Shadow of the Colossus PS4 review: The pinnacle of remakes
<H1> 10 best smart lighting
<H1> Latest video
<H1> Michelle Obama tells frightened Americans 'All we have is hope'
<H1> Minute’s silence honours men whose deaths inspired MLK’s final speech
<H1> Top US scientists offer to set Trump straight on climate change
<H1> Trump falsely claims record State of the Union speech TV ratings
<H1> Dramatic video shows moment fire breaks out on passenger plane
<H1> Polish Senate approves new Holocaust speech restrictions
<H1> Austrian armed forces step in to rescue stranded people from ski lift
<H1> Climber becomes first in world to climb frozen waterfall without ropes
<H1> culture
<H1> Exclusive trailer: Custody takes a new perspective on family
<H1> Rihanna tweets Theresa May urging UK to commit global schools funding
<H1> Banksy claims responsibility for new mural in Hull
<H1> Roxane Gay hits out at Black Panther premiere 'invite snub'
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<H1> Cleveland Indians to remove Chief Wahoo logo after racism accusations
<H1> Ozil signs new Arsenal contract until 2021
<H1> lifestyle
<H1> Meghan Markle ignores protocol by wearing a suit
<H1> Butternut squash and sage pasta bake recipe
<H1> Migraines linked to heart problems, claims study
<H1> Single mum in India breaks tradition to give daughter away at wedding
<H1> Thailand bans smoking and littering on tourist beaches
<H1> Sales apprentice buys her own home aged just 20
<H1> IndyBest
<H1> 4 best hair straighteners
<H1> 13 best bourbons
<H1> 6 best pet cameras
<H1> 8 best Berlin guide books
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<H2> Trump falsely claims record State of the Union speech TV ratings
<H2> Girl sentenced to 40 years for Slender Man stabbing
<H2> Meghan Markle ignores protocol by wearing a suit
<H2> Most people are pronouncing Versace wrong
<H2> There’s just one week left to buy a house in Sardinia for €1
<H2> Hope Hicks allegedly told Trump his son's emails 'would never get out'
<H2> The heartbreaking experiment of triplets separated at birth
<H2> Top US scientists offer to set Trump straight on climate change
<H2> Mika Brzezinski cuts off Michael Wolff over affair rumors
<H2> Hundreds of miners trapped underground in South Africa
<H2> Apple records highest ever profits despite fall in iPhone sales
<H2> Guy Verhofstadt rejects Theresa May's plan to end free movement early
<H2> London mosque terror attacker found guilty of murder
<H2> Jonathon Shafi The ‘Marxist’ case for staying in the EU isn't straightforward
<H2> Trump administration rolls back Obama's Clean Water Act
<H2> Inside the real-life Hogwarts that's a Harry Potter fan's dream
<H2> If music gives you goosebumps, your brain might be special
<H2> 11 weirdly insightful quotes from kids
<H2> A Tory MP has launched their own social networking app, obviously
<H2> Cardi B fans are roasting Logan Paul for joking about his controversy
<H2> People don't know what to make of this dad's response to his daughter'
<H2> Who was the 'Father of Black History'?
<H2> Can going vegan for a month really change your life?
<H2> Cryptocurrency values plunge amid bans, regulation and heists
<H2> 'Human uber' lets you pay someone to live your life for you
<H2> New Instagram tool lets people post text instead of pictures
<H2> Fake porn videos featuring celebrities deleted from the internet
<H2> Logan Paul explains why he uploaded controversial dead body video
<H2> Nintendo announces Mario Kart for iPhone and much more
<H2> Facebook 'aggressive with users who don’t log in often enough'
<H2> Bitcoin is 'too volatile to replace gold', claims World Gold Council
<H2> What's going on with Apple and its iPhone batteries
<H2> Why Facebook is changing and what it actually means
<H2> Net neutrality may be dead in the US
<H2> Why your smartphone and laptop are so at risk
<H2> How the ‘Original Internet Godfather’ walked away from crime
<H2> How Apple finally made your wrist talk to your treadmill
<H2> How your computer might be doing the work of international criminals
<H2> The best video games of 2017
<H2> 10 best Xbox One X enhanced games
<H2> LA Noire Switch review: A fantastically fun detective-thriller
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<H2> Microtransactions system used in world's biggest games could be banned
<H2> 8 best headphones for running
<H2> 5 best smartphone gimbals
<H2> 8 best gaming headsets
<H2> This is what our tech editor wants for Christmas
<H2> 15 best tech gifts
<H2> 10 best PS4 games of 2017
<H2> Best Cyber Monday games console deals - updated live
<H2> Jennifer Lawrence's new film is most certainly not for children
<H2> Margot Robbie defends how ‘I, Tonya’ depicts domestic abuse
<H2> Black Panther is officially the most anticipated superhero film ever
<H2> JK Rowling responds to outrage over Dumbledore sexuality revelation
<H2> Daniel Day-Lewis: Why Britain has just lost its De Niro
<H2> Marvel head discusses how Disney/Fox merger will change the MCU
<H2> The First Purge poster mocks Donald Trump's 2020 campaign slogan
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<H2> All Points East has added a fresh wave of impressive acts to its lineu
<H2> Album reviews: Graham Coxon, Simple Minds, Field Music and more
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<H2> Mark Stoermer Q&A on his solo album Filthy Apes and Lions
<H2> Calvin Harris grew a beard 'to be taken seriously by the Grammys'
<H2> Everything you need to know ahead of the Super Bowl 2018
<H2> Trump wanted to borrow Van Gogh but Guggenheim offered golden toilet
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<H2> The Giant Picture Postcard Project
<H2> 17,500sq metre painting unveiled in London
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<H2> The Only Story by Julian Barnes, review: Shattering emotional acuity
<H2> Costa Book Awards: Inside the Wave named as 2017 Book of the Year
<H2> An introduction to Virginia Woolf, whom Google is honouring today
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<H2> Tenderstem, halloumi and cherry tomato salad, recipe
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<H2> Hummus prices rise by a third due to chickpea shortage
<H3> Adblock / Adblock Plus
<H3> Firefox Tracking Protection
<H3> Ghostery
<H3> uBlock
and 182 more.

HTML header tags (or simply header tags) differentiate between headings, subheadings and the rest of the content on the page.

independent.co.uk currently has 70 HTML header tags. Each page should have one, and only one, <H1> tag. Use keywords in your headings with your most important keywords in the top level, and be sure to maintain the <H1> to <H6> hierarchy.

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

Keywords Cloud

  • tech 14
  • trump 13
  • culture 7
  • film 7
  • drink 7
  • adblock 7
  • claims 7
  • books 7
  • fashion 6
  • speech 6
  • games 6
  • apple 5
  • bowl 4
  • icon 4
  • iphone 4
  • london 4
  • hope 4
  • grammys 4
  • super 4
  • disable 4

This Keyword Cloud provides an insight into the frequency of keyword usage within the page.

It's important to carry out 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.

Keyword Consistency

Keywords Freq Title Desc <H>
Tech 14
Trump 13
Culture 7
Film 7
drink 7
Keywords (2 words) Freq Title Desc <H>
10 best 5
8 best 5
Super Bowl 4
Black Panther 4
Robert Fisk 3

Keyword consistency is the use of keywords throughout the different elements of the webpage. Consistent keyword use helps crawlers index your site and determine relevancy to search queries.

The table above highlights the most frequently used keywords on your page and how consistently you're using them.

Be more consistent with your keywords

Alt Attribute

We found 2 images on this web page.

2 ALT attributes are empty or 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 you're missing alternative text for 2 images on independent.co.uk. 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

Discovered Pages

1,029,770    1,029,770

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.

Write more content

WWW Resolve

Great, a redirect is in place to redirect traffic from your non-preferred domain.

Search engines see www.independent.co.uk and independent.co.uk as different websites. This means they could see a large amount of duplicate content, which they don't like.

Fortunately your website redirects www.independent.co.uk and independent.co.uk to the same site.

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 robot.txt file. You can use Google Search Console's Robots.txt Tester to submit and test your robot.txt file and to make sure Googlebot isn't crawling any restricted files.

Add a robots.txt file

XML Sitemap

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.

Add and Optimize your XML sitemap

Underscores in the URLs

We found underscores in this URL and/or in your in-page URLs.


Using underscores in your URL makes it hard for search engines to determine your site's relevance to a search. Google sees hyphens as word separators while underscores are ignored. So the search engine sees http://www.independent.co.uk/news/long_reads/oscar-perez-death-venezuela-helicopter-attack-caracas-muerte-suspendida-a8177051.html as all one word. Use hyphens in your URLs instead: http://www.independent.co.uk/news/long-reads/oscar-perez-death-venezuela-helicopter-attack-caracas-muerte-suspendida-a8177051.html.

We've detected underscores in your URLs. Change underscores to hyphens to maximize your SEO.

Blocking Factors

Flash: No

Frames: No

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.

Domain Registration

Creation date unavailable

Expires in 10 months

Your domain is the human-readable address of your website on the Internet.

It looks like independent.co.uk is less than a year old and your registration expires in less than a year. How long your domain name has been registered does have a limited impact on your rankings in search results.

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


We have not found a Blog on this website.

In a crowded digital marketing world, content is king. Publishing your content on other sites is beneficial, but publishing it on your own site is much more effective. One of the best ways to do this is through a blog.

We recommend you start a blog on independent.co.uk to engage with your audience and improve your online visibility to attract qualified traffic from a variety of new sources. Use our tips to get the most out of your blog.

If you don't think a blog would work for your site or business, consider publishing other forms of evergreen content such as guides or whitepapers.

Consider starting a blog


Mobile visits

Upgrade to see the number of monthly visits from mobile users.
Free Trial

Mobile Friendliness

Very Good    Very Good

This web page is super optimized for Mobile Visitors

Mobile friendly pages 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.

Touchscreen Readiness

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

Touchscreen readiness is an important aspect of your site’s mobile friendliness. Your tap targets should be at least a 48 pixels in 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.

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.

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.

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

Slow    Slow

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

Leverage browser caching

Optimize images

Enable compression

Minify JavaScript

Like with desktop, the time it takes a mobile page to load is an important part of mobile search engine results page ranks. Your mobile/responsive website must deliver and render the “above the fold" content in under one second.

Unfortunately, the mobile page speed for independent.co.uk is Slow.

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.

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.




Length: 11 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., 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.


Great, your website has a favicon.

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

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

60%    60%

You could reduce 40% (2.3 KiB) by minifying the asset(s) listed below.

URL Reduction size
/profiles/ines/modules/ines_gigya/js/gigya.ui.js 2.3 KiB (40%)
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.

Asset Compression

Perfect, all your assets are compressed.

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.

Asset Cacheability

We found a total of 3 uncached asset(s) listed below.

URL Freshness lifetime
/layout_component/api-mmm 12 hours
/layout_component/api-i100 12 hours
/share-count 12 hours
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.


Declared: English

Detected: English

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:

Declare the language used

Structured Data Markup

No Structured Data Markup has been detected

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.

Domain Availability

Domains Status
independent.com Expires in 8 months
independent.net Expires in 10 months
independent.org This domain is booked
independent.info This domain is booked
independent.biz This domain is booked
independent.eu This domain is booked

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

Typo Availability

Domains Status
ondependent.co.uk Available. Register it now!
indeoendent.co.uk This domain is booked
inde0endent.co.uk Available. Register it now!
indep4ndent.co.uk Available. Register it now!
indepemdent.co.uk This domain is booked
indepenednt.co.uk Available. Register it now!
independeent.co.uk Available. Register it now!
and 1 more.

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

Email Privacy

Good, no 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


92%    92%

Child safety

91%    91%