Setup
- Google Search Console is verified
- Google Analytics 4 is installed
- Calls, forms and WhatsApp clicks are tracked as conversions
- An XML sitemap is submitted
- Google Business Profile is claimed, if you have a location
Technical
- No important page carries a
noindextag -
robots.txtdoes not block the site - The whole site loads over HTTPS
- Pages pass Core Web Vitals on mobile
- The site works well on a phone
- No broken links or redirect chains
- One URL per page, with canonical tags where needed
Details in the technical SEO guide . Test pages with the SEO checker .
On-page
- Every page has a unique title under 60 characters
- Every page has a unique meta description
- One H1 per page
- Each page targets one keyword theme
- Images are compressed and have alt text
- URLs are short and readable
- Related pages link to each other
Details in the on-page SEO guide . Preview titles with the SERP preview tool .
Content
- Each service or product has its own page
- Pages answer the main question in the first paragraph
- Authors and update dates are shown
- FAQs cover common follow-up questions
- Old content is reviewed at least yearly
Details in the SEO content guide.
Local
- Business name, address and phone are identical everywhere
- The Business Profile has the right category, services, hours and photos
- You ask for reviews and reply to them
Details in the local SEO guide.
Authority and AI
- Relevant sites link to you, and none of the links were bought
- Structured data marks up your business, products and FAQs
- AI crawlers are not blocked, and key facts about your business are consistent across the web
Details in off-page SEO and how to rank in AI engines .
What to do with your score
- 25 or more: the basics are sound. Growth will come from content and authority.
- 15 to 24: fix the gaps in order, technical first.
- Under 15: start with a free audit so the work is prioritised.
Frequently asked questions
How long does the checklist take?
A small site can be checked in an afternoon. Fixing what you find takes longer.
Which items matter most?
Anything that stops indexing comes first: items 6 to 8. After that, titles and content.
Related guides
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