Practical
SEO Checklists
Use these as a starting point for audits and launches.
Technical SEO checklist
- HTTPS is enforced with a single canonical version of the site (www or non-www).
- robots.txt does not block important sections and references the XML sitemap.
- XML sitemap contains only indexable, canonical URLs.
- Important pages are indexed in Google Search Console.
- Each page has a self-referencing canonical unless intentionally consolidated.
- No redirect chains or loops; internal links point to final URLs.
- Core Web Vitals are measured for key templates on mobile.
- Pages render critical content without requiring user interaction.
- Structured data validates and matches visible content.
- Faceted and parameter URLs have clear indexing rules.
- Custom 404 page returns a true 404 status.
- Hreflang is correct on multi-language or multi-country sites.
On-page SEO checklist
- Each page targets one primary intent and has a unique title tag.
- Meta descriptions are unique and written to earn clicks.
- One H1 that reflects the main topic.
- Headings follow a logical H2 and H3 structure.
- Content answers the main questions covered by top results.
- Key terms and related entities appear naturally in the copy.
- Images are compressed, named descriptively and have useful alt text.
- Internal links point to and from relevant pages with descriptive anchors.
- Clear call to action matches the page’s intent.
- Author, date and sources are shown where trust matters.
Local SEO checklist
- Google Business Profile is verified and fully completed.
- Primary and secondary categories reflect the services you offer.
- Business name, address and phone are consistent everywhere.
- Services, hours and attributes are accurate and up to date.
- Photos are added regularly, including real team and location images.
- A process exists to earn and reply to reviews.
- Location or service-area pages contain unique local content.
- Local business schema matches visible details.
- Key citations are claimed and consistent.
- Click-to-call and directions are easy on mobile.
- Call and form tracking is in place.
Website migration checklist
- Benchmark rankings, traffic and top landing pages before the move.
- Crawl the old site to list every URL.
- Map each old URL to the most relevant new URL.
- Test redirects on staging.
- Confirm the staging site is blocked from indexing and unblocked at launch.
- Check titles, descriptions, canonicals and schema on the new build.
- Update internal links to final URLs.
- Submit the new sitemap after launch.
- Monitor indexation, errors and rankings daily for the first weeks.
- Keep old domains and redirects live for at least a year.
Ecommerce SEO checklist
- Category pages have unique, useful copy.
- Product pages include descriptions, specifications and reviews.
- Product schema is present and matches visible information.
- Variant and filter URLs follow clear indexing rules.
- Out-of-stock and discontinued products are handled deliberately.
- Breadcrumbs and internal links reflect category structure.
- Images are optimised and have descriptive alt text.
- Shipping, returns and contact information are easy to find.
- Site is fast on mobile, including checkout.
- Duplicate manufacturer descriptions are rewritten.
Next step
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