Essential SEO Checklist for Optimising Your Website

Using an SEO checklist helps you stay organised and improve your site’s performance. This comprehensive SEO checklist addresses all key areas, including technical SEO, on-page SEO, and keyword research. It is suitable for various types of websites, such as blogs, Shopify sites, local businesses, and affiliate sites. First, let’s discuss how to make the most of this checklist.

How to Use This SEO Checklist

We used this checklist to increase our organic traffic by 189.12% in just 30 days.

This approach has also helped us rank for highly competitive keywords such as “on-page SEO” and “link building tools.”

However, you don’t need to apply every item on the checklist. Focus on the areas that are most relevant to your site.

To determine which parts are most important for you:

– If you’re unsure where to start with site optimisation, begin with the basics, keyword research, and on-page SEO checklists.

– If you have a lot of content but low traffic, start with the content checklists.

– If your site has issues with slow loading times or other technical problems, concentrate on the technical SEO checklist.

– If you’re experienced and want to boost organic traffic, work through the link building checklist and advanced tips.

By following these steps, you can effectively address your site’s needs and improve its performance.

SEO Basics Checklist

Use these tools and techniques to improve your site’s SEO.

1. Set Up Google Search Console

Google Search Console (GSC) is a valuable free tool for SEO. It helps you track your site’s performance on Google search. With GSC, you can:

– Identify which keywords drive the most traffic

– Submit your sitemap

– Fix website errors

– Check your Core Web Vitals scores

Setting up GSC is a crucial first step if you’re serious about SEO. For guidance, refer to our guide on Google Search Console.

2. Install Bing Webmaster Tools

Next, set up Bing Webmaster Tools (BWT). Although Bing isn’t as popular as Google, it has over 100 million daily users, making it worth optimising for. BWT can provide additional useful data to enhance your SEO strategy.

3. Set Up Google Analytics

Google Analytics is essential for understanding how visitors find and use your site. It allows you to:

– See how much traffic comes from Google

– Identify which pages attract the most traffic

– Track changes in traffic levels

– Discover other sources of traffic

– Review engagement metrics like page views and time on site

Connecting Google Analytics with Google Search Console integrates valuable SEO information directly into your Analytics account. Check our guide on Google Analytics if you’re new to the tool.

4. Install Yoast SEO (WordPress and Shopify)

Yoast is a popular SEO plugin that simplifies optimisation for WordPress sites and is also available for Shopify. It helps with various SEO aspects, including technical elements like robots.txt and sitemaps, making it a versatile tool for beginners.

5. Identify Your Project’s KPIs

In addition to setting up the right tools, determine your SEO goals. Common key performance indicators (KPIs) include:

– Organic Traffic: More traffic from search results can lead to increased engagement and sales.

– Brand Awareness: Better visibility can enhance brand recognition and build trust with potential customers.

– Backlink Growth: More high-quality backlinks improve your site’s authority and ranking.

– Keyword Rankings: Monitoring your rankings for target keywords helps you adjust strategies and capitalise on improvements.

You can also track additional metrics like bounce rate and page load time. For businesses, tracking sales is also important to align SEO efforts with direct business results. Understanding your SEO objectives makes it easier to measure success.

6. Set Up Rank Tracking

If tracking keyword rankings is one of your SEO goals, you need to set up a rank tracker. There are many tools available for this, including options tailored for local businesses. For instance, Semrush’s Map Rank Tracker allows you to monitor local rankings down to the street level. Tracking your rankings helps you assess whether your SEO efforts are effective.

7. Get a Free Semrush Account

A useful tool for your SEO toolkit is Semrush. The free version offers significant benefits.

– Competitor Analysis: With a free Semrush account, you can examine your competitors’ SEO strategies. You can analyse their top keywords, backlinks, and organic performance to understand what works for them and apply similar tactics to your strategy.

– Site Issue Fixes: You can also use Semrush to run site audits, which help identify and address technical SEO issues like broken links and slow page speeds. The free account allows you to crawl up to 100 pages, ensuring your site is optimised.

– Backlink Analysis: The Backlink Analytics Tool helps you review your backlinks to assess your site’s authority and spot harmful links that might affect your rankings.

Even with the free version, Semrush provides valuable tools to start with SEO. As you see the benefits, you can consider upgrading to access more features.

8. Identify Your Target Market

Before selecting keywords, understand who is searching for them and what they want from the content. Consider:

– Your ideal customer: What is their profile? What language do they use, and what type of content do they engage with?

– Their pain points: What problems are they trying to solve? How can your content address these issues?

– Their preferred platforms: Are they searching for your products or services online, or are they more active on social media?

– Their search terms: What specific terms do they use when looking for products or services like yours?

These insights will guide you in finding the most relevant keywords.

9. Discover Long Tail Keywords with “Google Suggest”

An easy way to find long tail keywords is using Google Suggest. Start by typing a keyword into Google but don’t press enter. Instead, look at the suggestions that appear:

– These suggestions, known as “Google Suggest” keywords, reflect what people are searching for and can be valuable for your SEO.

For a more extensive search, check out SearchResponse.io, which can help scale this process by scraping Google for related searches.

10. Find Keywords with the Backlinko Keyword Tool

Keyword research tools are useful for finding relevant terms. Backlinko’s free keyword research tool is a good starting point. Enter a broad term related to your business to receive a list of related keywords, along with metrics such as search volume and cost per click.

11. Tap Into Online Communities

Reddit, Quora, forums, and other online communities are useful for finding keywords. These platforms feature real people discussing real problems that your products or content can address. To find relevant keywords:

– Browse relevant communities for ideas or use search operators on platforms like Reddit to narrow down your search.

– Look for problem-related search terms like “How to,” “I wish,” and “Where can I,” which can lead to content ideas that address specific issues.

12. Identify Low Competition Keywords with Semrush

Semrush’s Keyword Magic Tool, available with a free account for up to 10 searches per day, provides extensive data on keywords. When you enter a keyword, you get information on:

– Search volume

– Keyword difficulty

– Cost per click (CPC)

– Trends

– SERP features

This data helps you select low-competition keywords that are easier to rank for and likely to yield better results.

13. Find Question Keywords

Question keywords are great for blog posts and articles. For example: “How do you make cold brew coffee?” You can find these questions using tools like Answer The Public, which shows commonly searched questions.

Semrush’s Keyword Magic Tool also has a filter for finding question keywords, helping you generate content that answers users’ queries.

14. Conduct a Topical Authority Analysis

Topical authority refers to how well your website is recognised as a reliable source on a specific topic. To assess your site’s topical authority, use a spreadsheet to analyse Google Search Console data. This will help you see which topics you rank for and identify areas where you lack coverage. By finding content gaps, you can improve your site’s authority and potentially increase traffic.

15. Include Your Keyword in Your URL

Including your keyword in the URL helps Google understand the content of your page and can improve click-through rates. For instance, if your target keyword is “SEO checklist,” your URL should be something like: example.com/seo-checklist. This straightforward approach can enhance your SEO.

16. Use Short URLs

Keeping URLs short is beneficial for SEO. Research of 11.8 million Google search results indicates that shorter URLs often rank better. Aim to make your URLs concise and to the point.

17. Front-Load Your Keyword in Your Title Tag

Placing your keyword at the beginning of your title tag is important for SEO. For example, if your main keyword is “copywriting,” ensure your title tag starts with this term. This practice helps with ranking and makes it clear to both search engines and users what your page is about.

18. Embed Title Tag Modifiers

Adding modifiers like “Best,” “Top,” “Checklist,” or “Full Review” to your title tag can make it more appealing in search results. These additions can help your page stand out and attract more clicks from users.

19. Use Your Keyword within the First 150 Words

Inserting your keyword within the first 150 words of your content helps both search engines and users quickly understand the topic of your page. This practice is beneficial for SEO and ensures that visitors know they are on the right page.

20. Use Your Target Keyword in H1, H2, or H3 Tags

Include your keyword in H1, H2, or H3 tags to improve SEO. For example, if your page’s focus is “SEO Checklist,” include this term in an H2 tag. This helps Google and users grasp the main subject of your content.

21. Optimize Your Images

Since Google cannot “see” images, you need to optimise them using descriptive filenames and alt tags. For example, if your image is of a spinach omelette, name it “spinach_omelette.png” and use a descriptive alt tag. This helps Google understand your images and can improve your rankings in image search.

22. Use Synonyms and LSI Keywords

To avoid keyword stuffing, incorporate synonyms and Latent Semantic Indexing (LSI) keywords. For instance, if you’re targeting “how to start a blog,” use variations like “starting a blog” and “blog setup.” Adding LSI keywords such as “content creation” can further help Google understand your content.

23. Use External Links

Link to relevant and authoritative sources within your content. This includes citing statistics or providing additional resources on terms not covered in your own articles. For instance, in discussions about SEO techniques, linking to well-regarded sites like Wikipedia or Google.com demonstrates that your content is well-supported. While this may not directly boost your rankings, it improves user experience by offering valuable references.

24. Use Internal Links

When publishing new content, link to 2-5 other relevant pages on your site. This helps guide users to additional information and provides context for search engines. For example, using anchor text like “on-page SEO” in internal links indicates the linked page’s topic, assisting both Google and readers in understanding the connection.

25. Chunk Your Content to Maximise Readability

Avoid long blocks of text, which can deter readers. Break content into shorter, easily readable sections to keep users engaged and reduce bounce rates. Structured content helps readers absorb information better and stay on the page longer.

26. Focus on Current Content Formats

Content trends shift over time. Stay updated on what formats are popular, such as expert-written articles, original research, case studies, and evergreen content. For example, a comprehensive list of SEO tools that has been personally tested and reviewed can generate significant engagement and backlinks.

27. Consider Information Gain

To rank well, your content must provide more value than existing top-ranking pages. Go beyond summarising what others have said; offer unique insights and in-depth coverage. For instance, a detailed guide with exclusive insights from an industry expert can stand out and rank higher.

28. Use Multimedia

Incorporate various types of multimedia, such as images, charts, infographics, videos, and interactive elements. Visual content enhances the user experience and can help improve search rankings. Adding relevant visuals to your posts makes them more engaging and informative.

29. Identify Crawling and Indexing Errors

Crawling errors occur when search engine bots have trouble accessing your pages, while indexing errors mean that content is found but not indexed. Both issues can prevent your pages from ranking. Use Google Search Console’s “Indexing” report to identify and fix these errors, ensuring your important pages are accessible to search engines.

30. Check How Google Sees Your Pages

Sometimes your page might look fine to users but not to Google. If Google can’t fully access your page, it won’t rank it. Use Google Search Console’s “Inspect URL” feature to see how Google views your page. Enter your page URL, and you’ll get a view of how Google processes it. Look out for issues like indexing problems or incorrect canonical URLs that need fixing.

31. Ensure Your Site is Mobile-Friendly

Google uses mobile-first indexing, meaning your site must be optimized for mobile devices to rank well. To make sure your site is mobile-friendly, follow these tips:

– Use responsive design: Ensure that all site elements work well on mobile devices.

– Keep sentences and paragraphs short: This improves readability on small screens.

– Avoid intrusive popups: They can disrupt the user experience on mobile.

32. Fix Broken Links

Broken links can harm both SEO and user experience. Use tools like DrLinkCheck.com to find and fix broken links on your site. This free tool will scan your site and help you address any broken links quickly.

33. Secure Your Site with HTTPS

HTTPS is a confirmed Google ranking factor. If your site isn’t already using HTTPS, make the switch. If you’re launching a new site, set it up with HTTPS from the start.

34. Check Your Site’s Loading Speed

Page speed affects your search rankings. Use PageSpeed Insights to measure how quickly your site loads for both desktop and mobile users. This tool also provides recommendations for improving speed and passing Core Web Vitals.

35. Use Schema Markup

Schema markup helps search engines understand your content better and can lead to rich snippets in search results, like star ratings or recipe details. Implementing schema can be complex, so use structured data testing tools to simplify the process. For more guidance, refer to a comprehensive schema markup guide.

36. Provide Expert Quotes to Media Outlets

Media outlets often need sources for their stories. If you’re an expert in your field, you can contribute quotes and gain backlinks to your site. Platforms like Connectively (formerly HARO) and Help a B2B Writer connect writers with sources. You can also search social media for opportunities using hashtags like “#journorequest.”

37. Create Linkable Assets for Journalists

Create content that’s easy for journalists to link to, such as original research or engaging reports. This is known as digital PR. Linkable assets can attract backlinks from media sources. For example, our comprehensive list of Google ranking factors has earned over 26,000 backlinks from 6,700 referring domains.

38. Analyse Your Competitors’ Backlinks

Instead of creating new links from scratch, consider replicating your competitors’ backlinks. To do this, use a backlink analysis tool such as Semrush’s Backlink Analytics. Here’s how:

– Enter your competitor’s URL into the tool.

– Collect the list of their backlinks.

Some links may be difficult to duplicate, such as those from established relationships, but many can be replicated or used for inspiration, like links from roundup posts or podcast appearances.

39. Appear as a Podcast Guest

Similar to guest blogging, you can appear as a guest on podcasts in your industry. For instance, Brian Dean appeared on a podcast that resulted in a backlink and additional targeted visitors. Research podcasts related to your field and consider reaching out to be a guest.

40. Mention Influencers in Your Blog Posts

Mention influential people or bloggers in your content and let them know. For example, when we featured various SEO tools, we informed the founders of those tools. Many of them then shared our content on social media. While connecting with influencers can be challenging, it can lead to content shares and backlinks.

Bonus: Advanced SEO Tips

41. Improve User Experience Signals

Optimising for user experience signals such as click-through rate and dwell time can drive more traffic and increase conversions. To improve click-through rate:

– Use engaging, relevant titles.

– Write compelling meta descriptions.

– Implement schema markup for rich snippets.

– Optimize for featured snippets.

To increase dwell time:

– Create high-quality content that addresses search intent.

– Use short paragraphs and sentences for readability.

– Include visuals to enhance engagement.

– Add clear CTAs, internal links, and easy navigation.

42. Remove Low-Value Pages

Google advises against having too many low-quality pages on your site. Pages with little value, such as outdated posts, duplicate content, or thin content, can hurt your SEO. As Google’s Gary Illyes suggests, focus on high-quality content and delete pages that don’t add value, like empty category pages, old product pages, and duplicate or low-quality blog posts.