Web Marketing Checklist

THE BEST DAMN WEB MARKETING
CHECKLIST, PERIOD!
Domain Name & URLs
What this is about: This checklist covers various aspects of the domain and site URL structure, how they
should be used and how to ensure proper site and browser functionality.
Why this is important: The domain name is part of the identity of your business. The URL chosen can
have a significant impact on brand identity and toa lesser extent, keyword ranking performance.
However, how your site domain name and page URLs function can have significant impact on the crawlability of the site as well as overall visitor and traffic performance.
What to look for:
Multiple versions

Uses favicon

Purchase multiple versions of your domain name,

Make sure your favicon shows in the address bar

including .com, .org,.net, .biz, hyphenations

(create one if you must.)

between words, common misspellings. Also purchase
alternate domain names such as product names,
brand names and any other keywords that might be
typed in randomly.
.com,

.org,

Misspellings,

.net,

.biz,

Hyphenations,

Product names,

Brand names

Type-in keywords URLs
Purchase and redirect URLs that are related toyour
products, services and industry that may get some
random type-ins in the URL box.

Short and memorable
Keep primary domain name short and, if possible,
something easy to remember.
No: creative-widget-solution-factory.com
Yes: widgetfactory.com

Uses keywords
Use targeted keywords in your business name, and
therefore domain name.

Alternate Domain redirects
Make sure all alternatedomain names 301 redirect
to the primary domain to prevent potential duplicate
site issues.
batteryfreaks.com redirects to batterystuff.com

Home page redirect to root
Your Home Page should be accessible from the
domain root only, not the page file name.
www.site.com/index.html redirects to www.site.com

Hyphens not underscores page filenames
Don't use underscores in filenames, go withhyphens
instead.
No: /battery_chargers.html
Yes: /battery-chargers.html

Keywords in directory names
Use keywords in directory names wherever
applicable.
No: /category2568/product8954.html
Yes: /battery-chargers/samlex-24v.html

No: degeyter-enterprises.com

Multiple pages per directory

Yes: batterystuff.com

Don't create directories for a single page but

Used in emailaddresses
Don't use free email accounts for business, rather
use your business domain name for all business
communications.
No: pimpmcfly@aol.com
Yes: stoney@polepositionmarketing.com

Site.com redirect to www. version
Set a canonical URL and be sure the other version
301 redirects.
site.com redirects to www.site.com or vice versa

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organizedirectories so multiple pages fit in a single
directory.
No: honda-chargers/honda-chargers.html, yamahachargers/yamaha-chargers.html
Yes: chargers/honda.html, chargers/yamaha.html

Registered for 5+ years
Keep your domain name registered for 5-10 years at
a time, rather than renewing year to year.

Best Damn Web Marketing Checklist, Period!

Browser Issues
What this is about: This listcovers a handful of browser functionality and compatibility issues, as well as
user interface with the site via the browser.
Why this is important: The browser is what we use to view websites. The goal is to give the visitor the
best browsing experience possible, but we have to keep in mind that not all browsers are the same. We
must make sure to accommodate different users, ensuring that they getthe most value out of the site
possible.
What to look for:
Visible address bar

No browser hi-jacking

Make sure the browser's address bar is always visible
to allow the visitor to know what site and page they
are on.

When visitors click a link, don't hijack their browser

Fully functional navigation tools
Don't take away the user’s ability to maneuver the
site using the...