26-point SEO checklist: what every site needs

This SEO checklist brings together the 26 items that most influence how a site ranks on Google, organized into the 4 pillars search engines evaluate: technical SEO, on-page, content and links. Below, each item is explained on two fronts: why it matters and how you handle it in practice. Use it alongside the interactive list above to tick what is already done and see what is left.

Technical SEO

Technical SEO makes sure Google can crawl, understand and index your site. Without that base, not even the best content ranks. There are 7 items.

HTTPS enabled

HTTPS protects your visitors' data and is a ranking factor; browsers flag HTTP pages as not secure and drive visitors away. To fix it, install an SSL certificate (most hosts offer one free via Let's Encrypt), force the redirect from http to https and clear up mixed content, meaning images and scripts still loaded over http.

Fast site (Core Web Vitals)

Speed affects both ranking and conversion: slow pages lose the visitor before they even load. Measure it on PageSpeed Insights, compress images, enable caching and use a good server or CDN until LCP, INP and CLS are in the green.

Mobile friendly

Google indexes the mobile version first (mobile-first) and most traffic comes from phones. Use a responsive layout, test on a real device and make sure fonts are readable without zoom and buttons are tappable without sideways scroll.

Sitemap.xml submitted

The sitemap lists your URLs and helps Google discover and prioritize pages, which matters even more on large or new sites. Generate the sitemap.xml (most CMSs do it automatically), check that it is well formed with the sitemap validator, keep it updated and submit it in Google Search Console.

Correct robots.txt

The robots.txt tells search engines what they can crawl, and one wrong rule can block the whole site without you noticing. Check it at yourdomain.com/robots.txt, make sure it does not block important pages or the sitemap, and validate the rules with the robots.txt checker. If you need to build the file from scratch, use the robots.txt generator.

No indexing errors

A page that is not indexed simply does not show up on Google, however good it is. Watch the Pages report in Search Console, fix 404 errors, remove any noindex added by mistake and request reindexing of the important pages.

Clean, canonical URLs

Short URLs and a canonical tag prevent duplicate content and concentrate authority on a single version of the page. Use short, descriptive addresses, set a canonical on every page, checking the result with the canonical checker, and standardize details like www, no-www and the trailing slash.

On-page

On-page is everything you control inside each page to tell Google and the reader what it is about. These are quick, high-return tweaks, across 7 items.

Unique title tag with keyword

The title tag is the blue title that appears on Google and one of the strongest on-page signals, plus it is what wins the click. Write 50 to 60 characters, with the keyword near the start, unique on every page and compelling enough to stand out in the results, which is easier with the title generator.

Compelling meta description

The meta description influences your click-through rate by acting as the ad for your result, even though it is not a direct ranking factor. Write 150 to 160 characters, summarize the page benefit and include a call to action and the keyword, or start from a draft made in the meta description generator.

A single H1 per page

The H1 confirms the page's main topic for the reader and for search engines. Use only one H1 per page, clear and with the keyword, and avoid copying the title tag word for word so it does not feel redundant.

Heading hierarchy (H2/H3)

Subheadings organize the content, make it easier to read and help Google understand the page structure. Use H2 for sections and H3 for sub-items, without skipping levels, and take the chance to include secondary keywords. Check the hierarchy in the headings checker.

URL with the keyword

A short slug with the keyword reinforces the topic and looks more clickable in the results. Use a few words separated by hyphens, drop stop words and dates, and keep the keyword in the address, building the URL in the slug generator.

Alt text on images

Alt text describes the image for screen readers and for Google, which improves accessibility and opens traffic from image search. Describe naturally what the image shows, include the keyword when it fits and avoid names like image1.jpg, leaning on the alt text generator.

Relevant internal links

Internal links spread authority across the site and help Google discover and relate your pages. Link from each piece to related pages, use descriptive anchors and prioritize your most strategic pages, checking that no link is broken in the broken link checker.

Content

Content is what actually ranks and keeps the reader on the page. Here the 6 items focus on answering search intent better than the competition.

Search intent satisfied

Google ranks the page that best answers the searcher's goal, so missing the intent sinks everything else. Research the keyword, look at what already ranks (article, list, product page) and deliver the format and the answer the person expects to find.

Keyword and variations

Using the keyword and its synonyms helps Google confirm the topic, as long as you avoid keyword stuffing. Include the keyword in the title, the intro and a few subheadings naturally, and spread variations and related terms throughout the text.

Deep, original content

Content that covers the topic better than competitors earns authority and starts ranking for more terms. Analyze the top 10, answer the questions they leave out and bring data, examples and your own experience instead of rewriting what already exists.

Scannable content

Most people scan the page before reading, and a wall of text drives them away and raises bounce. Use short paragraphs, lists, bold on the key points, clear subheadings and images that support the text.

Up to date and accurate

Outdated content loses trust and positions, especially on topics that change often. Review data, dates and links periodically, update what has changed and make the last revision date visible.

Optimized for AI (GEO)

More and more searches end in an AI answer, like ChatGPT and AI Overviews, and being quotable opens a new front of visibility. Answer the question directly right at the start and use clear structure, data and objective definitions that the AI can extract and cite. For a full step by step on the topic, see also the GEO checklist.

Links and off-page

Links and off-page signals show Google that other sources trust you. These 6 items build authority over time.

Quality backlinks

Backlinks from trusted sites are among Google's strongest authority signals. Earn links with reference content, guest posts, partnerships and press outreach, always prioritizing the relevance and trust of the site linking to you over sheer quantity.

Natural anchor text

Varied, natural anchors signal organic links, while always repeating the exact keyword looks like manipulation. Mix brand anchors, URL anchors and descriptive phrases, and avoid having every link use exactly the same term.

Google Business profile

For local businesses, the Google Business profile is decisive for showing up on the map and in regional searches. Create and verify the listing, fill in category, hours, photos and description, and keep everything up to date.

Brand mentions and citations

Brand mentions and consistent data reinforce trust in your business, even without a link. Keep the same name, address and phone (the so-called NAP) across directories and networks, and aim to be cited in lists and articles in your niche.

No toxic links

Spam links pointing to your site can hurt your reputation in Google's eyes. Audit your link profile through Search Console or SEO tools and disavow the obvious spam links.

Active social presence

Social networks help distribute content, drive traffic and widen the chances of mentions and links, even without being a direct ranking factor. Share every post, keep profiles active and use the networks to send visitors to the site.