Content auditing and assessment is becoming more and more important as Google et al alter the landscape in favour of unique and original material. Word count on pages Accuracy of content Optimisation for target keywords Authenticity and originality Spelling, punctuation, grammar Copyright and duplication These are all very important elements of a website audit checklist. The ultimate goal is original web site content, well-written entirely by the website owners/staff, with original images etc. For optimisation purposes, every page must be accurately categorised and described in all areas; titles, headings, meta-tags etc. The auditor will assess page URLs, image file names and Alt text, heading and paragraph relevancy and hyperlinks & titles within those paragraphs.