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Parameter typeimportance / 100degree of 'depend-
ance'
Parameter

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Domain (16)

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Domain History:

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Domain Age

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Domain Ownership changes

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Domain Registration:

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Domain Length of time

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Domain Owner information hidden/anonymous

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Domain Top level domain (TLD):

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Domain Geography (e.g. .com versus co.uk)

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Domain Non-geographical (e.g. .com versus .info)

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Domain Subdomain?

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Domain Keyword(s) in name

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Domain Non-linked citations/mentions

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Domain Presence in Google News

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Domain Presence in Google Blog Search

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Domain Use of Google products:

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Domain AdWords

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Domain AdSense

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Domain Analytics

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Domain Custom Search

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Domain Webmaster Tools

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Domain Geographically targeted?

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Server-side (5)

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Server-side Server geographical location

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Server-side Server reliability / uptime

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Server-side Server speed

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Server-side Domain IP:

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Server-side Changes in

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Server-side Neighbors

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Architecture (13)

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Architecture URL structure

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Architecture HTML structure

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Architecture Semantic structure

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Architecture Use of external files:

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Architecture Images

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Architecture JS

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Architecture CSS

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Architecture Iframes

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Architecture Embeds

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Architecture Accessibility (use of inaccessible navigation, JavaScript, etc)

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Architecture Use of canonical attribute

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Architecture Valid (W3C) HTML/CSS

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Architecture Use of cookies:

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Architecture First-party

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Architecture Third-party

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Content (14)

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Content Content language

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Content Content uniqueness

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Content Amount of content (text versus HTML)

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Content Unlinked content density (links versus text)

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Content Pure text content ratio (without links, images, code, etc)

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Content Content topicality / timeliness (for seasonal searches for example);

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Content Semantic information (phrase-based indexing and co-occurring phrase indicators)

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Content Content flag for general category (transactional, informational, navigational)

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Content Content / market niche

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Content Flagged keywords usage (gambling, dating vocabulary)

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Content Text within images?

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Content Malicious content (possibly added by hackers)?

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Content Rampant mis-spelling of words, bad grammar, and 10,000 word screeds without punctuation

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Content Use of absolutely unique/new phrases

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Internal Cross Linking (5)

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Internal Cross Linking # Of internal links to page

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Internal Cross Linking # Of internal links to page with identical / targeted anchor text

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Internal Cross Linking # Of internal links to page from content (instead of navigation bar, breadcrumbs, etc)

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Internal Cross Linking # Of links using “nofollow” attribute (?)

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Internal Cross Linking Internal link density

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Website factors (10)

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Website factors Website Robots.txt file content

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Website factors Update frequency

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Website factors Site size (number of pages)

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Website factors Sitemaps:

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Website factors XML

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Website factors HTML

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Website factors Trust flags:

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Website factors About Us

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Website factors Contact info ( for local search even more important)

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Website factors Privacy policy

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Website factors Terms of service

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Website factors Website category

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Website factors Blog

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Website factors Informational

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Website factors Ecommerce

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Website factors Presence of RSS/Atom feed

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Page-specific factors (10)

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Page-specific factors Robots tags

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Page-specific factors Age

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Page-specific factors Freshness

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Page-specific factors Frequency of edits and

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Page-specific factors % Of page effected (changed) by page edits)

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Page-specific factors Internal duplicate content

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Page-specific factors Reading level (?)

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Page-specific factors Load time (many factors in here)

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Page-specific factors Type/category (e.g. about, content, terms)

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Page-specific factors Number of internal links to

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Page-specific factors Number of external links to

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Keywords usage and keyword prominence (15)

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Keywords usage and keyword prominence Page title:

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Keywords usage and keyword prominence Presence of

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Keywords usage and keyword prominence Relative location within

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Keywords usage and keyword prominence Image alt tags

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Keywords usage and keyword prominence Anchor text of internal links (internal anchor text)

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Keywords usage and keyword prominence Anchor text of outbound links (?)

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Keywords usage and keyword prominence Visual markup:

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Keywords usage and keyword prominence Headings

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Keywords usage and keyword prominence Bold

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Keywords usage and keyword prominence Italics

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Keywords usage and keyword prominence Underline

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Keywords usage and keyword prominence Color

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Keywords usage and keyword prominence Body text:

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Keywords usage and keyword prominence Presence of

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Keywords usage and keyword prominence Relative location within

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Keywords usage and keyword prominence Synonym usage

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Keywords usage and keyword prominence Filenames

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Keywords usage and keyword prominence URL

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Outbound links (8)

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Outbound links Number of outbound links (per domain)

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Outbound links Number of outbound links (per page)

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Outbound links Quality of pages the site links in

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Outbound links Links to bad neighborhoods

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Outbound links Relevancy of outbound links

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Outbound links Links to 404 and other error pages

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Outbound links Links to SEO agencies from clients site

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Outbound links Hot-linked images

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Backlink Profile (22)

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Backlink Profile Relevancy of sites linking in

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Backlink Profile Relevancy of pages linking in

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Backlink Profile Quality of sites linking in

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Backlink Profile Quality of web page linking in

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Backlink Profile Backlinks within network of sites

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Backlink Profile Co-citations (which sites have similar backlink sources)

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Backlink Profile Link profile diversity

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Backlink Profile Anchor text diversity

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Backlink Profile Different IP addresses of linking sites

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Backlink Profile Geographical diversity

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Backlink Profile Different TLDs

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Backlink Profile Topical diversity

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Backlink Profile Different types of linking sites (logs, directories, etc)

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Backlink Profile Diversity of link placements

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Backlink Profile Authority Link (CNN, BBC, etc) Per Inbound Link

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Backlink Profile Backlinks from bad neighborhoods (absence / presence of backlinks from flagged sites)

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Backlink Profile Reciprocal links ratio (relevant to the overall backlink profile)

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Backlink Profile Social media links ratio (links from social media sites versus overall backlink profile)

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Backlink Profile Backlinks trends and patterns (like sudden spikes or drops of backlink number)

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Backlink Profile Citations in Wikipedia and Dmoz

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Backlink Profile Backlink profile historical records (ever caught for link buying/selling, etc)

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Backlink Profile Backlinks from social bookmarking sites

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Each Separate Backlink (8)

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Each Separate Backlink Authority of TLD (.com versus .gov)

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Each Separate Backlink Authority of a domain linking in

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Each Separate Backlink Authority of a page linking in

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Each Separate Backlink Location of a link (footer, navigation, body text)

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Each Separate Backlink Anchor text of a link (and Alt tag of images linking)

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Each Separate Backlink Title attribute of a link (?)

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Each Separate Backlink rel="attribute" of link

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Each Separate Backlink rev="attribute" of link

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Visitor Profile and Behavior (8)

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Visitor Profile and Behavior Number of visits

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Visitor Profile and Behavior Visitors’ demographics

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Visitor Profile and Behavior Bounce rate

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Visitor Profile and Behavior Visitors’ browsing habits (which other sites they tend to visit)

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Visitor Profile and Behavior Visiting trends and patterns (like sudden spiked in incoming traffic)

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Visitor Profile and Behavior How often the listing is clicked within the SERPs (relevant to other listings)

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Visitor Profile and Behavior Sidewiki contributions

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Visitor Profile and Behavior SearchWiki notes/manipulations

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Penalties, Filters and Manipulation (12)

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Penalties, Filters and Manipulation Keyword over usage / Keyword stuffing

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Penalties, Filters and Manipulation Link buying flag

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Penalties, Filters and Manipulation Link selling flag

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Penalties, Filters and Manipulation Spamming records (comment, forums, other link spam)

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Penalties, Filters and Manipulation Cloaking

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Penalties, Filters and Manipulation Hidden Text

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Penalties, Filters and Manipulation Duplicate Content (external duplication)

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Penalties, Filters and Manipulation History of past penalties for this domain

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Penalties, Filters and Manipulation History of past penalties for this owner

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Penalties, Filters and Manipulation History of past penalties for other properties of this owner (?)

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Penalties, Filters and Manipulation Past hackers’ attacks records

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Penalties, Filters and Manipulation 301 flags: Double re-directs/re-direct loops, or re-directs ending in 404 error

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Brand/Author Reputation (8)

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Brand/Author Reputation External citations of

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Brand/Author Reputation Use of Google products

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Brand/Author Reputation Google profiles

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Brand/Author Reputation Orkut

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Brand/Author Reputation Knol

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Brand/Author Reputation AdWords

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Brand/Author Reputation AdSense

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Brand/Author Reputation Gmail

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Brand/Author Reputation Social graph of author