7.1 Title tags are not duplicated
Title tags should be unique across pages. Duplicate title tags often indicate some kind of technical issue with the site.
7.2 One title tag, and one meta description tag per page, located in head
Ensure that there’s just one title tag, and one meta description, and that they’re appropriately located.
7.3 Title tags are the correct length, 55 - 60 characters
Title tags should generally be 55 - 60 characters for proper display in SERPs.
7.4 Description tags are not duplicated
Description tags should be unique across pages. Duplicate description tags often indicate some kind of technical issue with the site.
7.5 Description tags are the correct length, <160 characters
Description tags should generally be less than 160 characters for proper display in SERPs.
7.6 Description tags for important pages encourage clickthrough
Descriptions are essentially an ad that the users sees before they click through. Ideally, write description text as you would an advertisement for the page.
7.7 H1 tags are present
H1 tags are semantically at the top level and are often interpreted as the topic of the page.
7.8 Heading and other tags are used semantically
Semantic tags are tags that correspond to the function of a piece of content in a document – for example, using a <footer> tag for content within a footer, or using an <h2> for a headline that’s subordinated to the main headline, <h1>. Heading tags should also be used in a nested structure (not simply when you want a larger or smaller font size.)
7.9 Meta keywords tag is not used
The meta keyword tag is ignored by search engines.
7.10 Pages have Open Graph tags for social
Open Graph tags ensure that your content is displayed correctly on social.
7.11 Where appropriate, pages have Open Graph images for social
Open Graph images can help engage potential visitors on social and other content distribution channels.