Overview checkpoints

  • Applies to:
  • Starter
  • Premium
  • Enterprise

Silktide Prospect Overview

Quick links:

The Silktide Prospect report overview provides an at-a-glance view of the digital performance of the analyzed business. The overview is available in Silktide Prospect’s main report view, presentation view, PDF exports and the inbound tool.

To view more detail for a specific point, just click on it to be taken to the relevant section of the detailed report. You can also quickly and easily hide specific points from the presentation view if needed to. Enterprise customers may customize the order and categorization of the overview to better suit their presentation style.

A breakdown of the checkpoints, their display criteria and their standard categories is below:


Facebook page

Good: If a business Facebook page is linked to, from the website

Bad: If a business Facebook page is not linked to, from the website

Warning: If a Facebook link is detected, but it is restricted or a personal profile.


Good: if a Twitter account is linked to, from the website

Bad: if a Twitter account is not linked to, from the website.

The amount of activity on a Twitter account, Facebook page or other forms of social media is a major factor in how well a business is marketed online.


Google Maps

Good: the business is found in Google Maps

Bad: the business is not found in Google Maps.

Ensuring a business is listed in Google Maps is a good way of marketing the business online. Little or no information can make it difficult for users to find the business. It is also necessary to keep the information up-to-date as incorrect information can be as bad as no information at all.


Good: if reviews for the business are found on Google Maps or Yelp

Bad: if no reviews for the business are found on Google Maps or Yelp.

Reviews are used to measure visitor satisfaction, so are a good indication of how popular a site is.


Good: found in Yelp
Bad: not found in Yelp.

Having a Yelp page can help potential clients find the business online. It’s vital the information is kept up to date as having incorrect information can be as bad as having no information online at all.

Website build

Alternative text*

Good: 100% of images have alternative text attribute

Bad: less than 100% of all images have alternative text attribute.

Alternative text attribute (alt text) helps users with visual disabilities and is a legal requirement in some countries (UK, US, AU). It is also helpful for all user should an image resource fail to load, they will be presented with the alternative text.


Good: analytics solution found on the website

Bad: no analytics solution found on the website

Info: multiple analytics solutions found on the website.

An analytics service provides a website owner with a wealth of information about their website. This information can be used to optimize the website and guide future business decisions.

Broken links*

Good: no broken links were discovered

Bad: one or more broken links was discovered.

Broken links can be harmful to a website’s user experience and SEO. Visitors are less likely to trust a website broken links and are likely to leave without making an inquiry or purchase.

Code quality*

Good: semantic HTML used appropriately throughout
Bad: tables for layout or presentational HTML used.

Using the right code in the right situation ensures that the site will render correctly across the widest range of devices. Using semantic HTML also makes a website easier to update and helps with search engine optimization.


Good: 100% of images are web friendly

Bad: less than 100% are web friendly.

All images on a website should be in a web-friendly format, such as JPEG, PNG, GIF or SVG. Any images not in these formats may take a long time to load or fail to display entirely.

Internal links*

Good: 100% of internal links are optimized

Bad: less than 100% of internal links are optimized.

Internal links should be clear and concise and not use terminology such as “click here” or “read more” which is bad for SEO and accessibility.

Last update

Good: the site has been updated within the last 90 days

Bad: the site hasn’t been updated within the last 90 days.

Updating a website on a regular basis makes search engines such as Google spider more often, so it will be faster at indexing changes. Visitors also perceive up-to-date websites as being more credible.

It’s best to update a website regularly and ensure all content is current and still appropriate.

Server behavior*

Good: no server behavior issues found

Bad: server behavior issue(s) found.

Incorrect server settings can render a site slow, un-searchable, or even inaccessible by users. We check for the following server behavior issues:

  • Correct handling of error pages
  • Whether the site uses HTTPS / SSL
  • If the site has duplicate content on www. and apex domain (e.g. and

Titles and descriptions*

Good: no missing or duplicated titles or descriptions

Bad: titles and descriptions missing or duplicated.

Titles and descriptions are useful to inform the user about what content is on each website page. They are also used for SEO purposes and to help with search rankings.


Info: this section always displays as informational.

Attempts to identify the vendor that produced this website.


Good: a video is found on the website

Bad: no video found.

Videos are great at engaging website visitors. They can also increase traffic if posted on a video sharing site such as YouTube.

Website size*

Info: this section always displays as informational.

This displays the number of pages we have detected on the website as well as the number of pages we have analyzed.

Website speed

Good: if a page loads in 4 seconds or under

Bad: if a page takes longer than 4 seconds to load.

Slow pages deter users and search engines from accessing the site. Google uses website speed as part of their criteria when ranking websites.

Each page should be made as fast as possible by optimizing code and reducing any files or images that need to be downloaded in order for the page to load.


Mobile friendly

Good: if a site is mobile friendly

Bad: if a site is not mobile friendly.

Mobiles and tablets are becoming increasingly more popular to browse websites. Its best practice to adapt a website to give visitors a better experience.

Any websites that use Adobe Flash may not work on a mobile or tablet device and should be recreated in HTML for a better user experience.


Good: if a website has used AdWords in the past 12 months

Bad: if a website has not used AdWords in the past 12 months.

Google AdWords can be used to drive additional traffic to a website. If a website runs an AdWords campaign, ads are placed into Google’s search results for the target search terms.

AdWords keywords

Info: this section always displays as informational.

These are the key phrases the website is using for their AdWords campaigns. We do not judge whether the key phrases are appropriate, so this is presented for information only.

Amount of content

Good: the word count if over 500

Bad: the word count is under 500.

The amount of content on a web page is shown to correlate with a websites rank in search engines. The website needs to contain a sufficient quantity of high quality text.


Good: if backlink count is over 5
Bad: if backlink count is under 5.

Backlinks to a site are very important as search engines use these as a ‘vote’ making it appear higher in the search rankings. The volume of backlinks is also a good measure as to how popular a site is.

Domain age

Good: domain was registered 183 days ago or more

Bad: domain was registered less than 183 days ago.

New domain names are considered as being untrustworthy by search engines like Google. Older websites on the other hand are likely to appear higher in search engine rankings as they are known to favour older sites.

This is due to unscrupulous websites changing their domain name on a regular basis to avoid being blocked by internet filters.

Organic referrals

Good: over 50 visitors from search engines per month (estimated)

Warning: under 50 visitors from search engines per month (estimated)

Bad: zero visitors from search engines per month (estimated).

Organic search is the biggest driver of traffic to a website in most cases.

Website owners need to ensure their site is well optimized for search engines.

Search terms

Info: this section always displays as informational.

These are terms the website may be found for in organic search result pages. Since we don’t judge how appropriate these keywords are for the website, this checkpoint is provided as information only.

* Not enabled by default, please contact us if you wish to enable this section.

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