Objective Website Assessment

Objective assessment of websites

Lipperhey analyzes and assesses the quality and searchability of websites. The analysis is done by specially developed software and is completely objective and independent in its verdict. The analysis is based on guidelines provided by search engines such as Google, Yahoo! and Microsoft Bing supplemented with criteria from W3C, Governments, trade publications and our own in-house research.

To evaluate a website, our spider researches all pages and files of the website. The spider walks through your site from link to link until all pages have been indexed, analyzed and assessed. In fact, this is the same methodology search engines like Google use to evaluate and rank your website. Our spider is looking at your site the same way any leading search engine would.

The final assessment is expressed in a number for technical quality, SEO score and popularity. The number for technical quality is an objective assessment of the site's technical prowess. The SEO-score indicates to what extent Search Engine Optimization is applied and can be used as a guide to improving the site's searchability. The popularity number indicates how popular your website is in terms of linking with other high-quality sites.

1) Evaluation of technical quality

Lipperhey carries out objective analyses and evaluations of the quality and searchability of sites. As part of our analysis, all of a site's pages are investigated and evaluated. The number for technical quality represents an objective evaluation of every aspect of the site's technical expression. The SEO score indicates to what degree search engine optimization has been employed. Link popularity indicates how popular your site is on the internet.

Internationally recognized agreements, in the form of web standards, exist concerning the building of sites. When these are applied and adhered to, the result is better accessibility for both visitors and search engines. As part of the evaluation process, all web pages are investigated as to the application of quantifiable web standards and indexing components. Such an evaluation is based on governmental web guidelines and those found in field-specific literature.

Technical quality evaluation is based on 30 topics and is achieved by assigning each aspect a weight or level of importance. The weight of an aspect is determined by the relative complexity and importance of indexation by search engine robots.

Technical subjects

  • Directory structure of URls
  • Spread of information and depth of folders
  • Link density and website architecture
  • Relationship between code composition and text
  • File extensions in URLs
  • Avoiding the use of deprecated elements
  • Uniform use of language settings
  • Consistent use of a character set
  • Prevention of dead links
  • Avoid internal scripts
  • Avoiding use of frames and iframes
  • Avoiding excessive use of FLASH
  • Application of DocType declaration
  • Moderate use of email addresses
  • Files for search engine robots
  • Pages containing unique META descriptions
  • Pages containing existing META keywords
  • Avoiding META refresh and redirects
  • Avoiding inline style for design
  • Use of stylesheets and avoiding style blocks
  • Correct usage of (external) images
  • Search Engine Friendly URLs
  • Pages containing (unique) titles
  • Application of hierarchy between headings
  • Use of headings and subheadings
  • Sufficient text on pages
  • Pages containing unique content
  • Alternative texts for images
  • Application of tooltips for illustrations and links
  • Avoid keyword spamming

2) Evaluation of search engine optimization

The search engine optimization score (SEO score) indicates to what degree the site has been optimized for easy searchability in search engine results. Our spider behaves like a search engine spider and approaches the site in the same way that a search engine like Google, Microsoft Bing or Yahoo! would.

Words that help search engines locate a site are referred to as search terms. A search term will have more power and better ability to engage search engine spiders if the term is unique and is presented properly on the page. Search terms are optimized by placing them within special HTML (layout) elements. HTML elements determine how important a search term is in relation to the other words on the page.

Each HTML element has a different weight according to the 'eyes' of a search engine. For example, a heading is more important than a sub-heading. Lipperhey investigates which HTML elements are employed and which search terms are located within them. In the evaluation process, the degree of search engine optimization is assessed and the most important search terms are identified for each page.

SEO Subjects

  • Title of page
  • URL
  • META description
  • META keywords
  • Headings (H1)
  • Subheadings (H2, 3, 4, 5 and 6)
  • Content keywords
  • ALT text in images
  • Words in lists
  • Bold words
  • Anchor text in links
  • Title text for images and links

3) Evaluating popularity

A site's popularity is determined by the number of links to it and how many people are talking about it on social media. Search engines use popularity to determine the rank of the site in their search results. The more high-quality links there are leading from related sites to the site, the higher the site will rank.

In addition to the number of links to the site, the quality of the incoming links also influences search results.


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