Complete SEO Checklist for 2023
If you’re looking for a comprehensive SEO checklist to search-engine-optimize your website, you’ve just found it. Keep reading to find out more!
Don’t have the time to read now? Get your Free Complete SEO Checklist here!
Here are the chapters in this checklist:
- How to Use this Checklist
- SEO Basic Checklist
- Technical SEO Checklist
- Keyword Research Checklist
- On-Page SEO Checklist
- Content SEO Checklist
- Off-Page SEO Checklist
- Local SEO Checklist
- Mobile SEO Checklist
How to Use this Checklist
This checklist covers every aspect of SEO practices, from basic SEO practices to the three main parts of SEO: Technical SEO, On-Page SEO and Off-Page SEO.
I have also added best practices of:
- Keyword Research
- Content Audit
- Local SEO
- Mobile SEO
When you’re going through the checklist, you might find some tasks that you’re not familiar with. Don’t worry, I have included a “Learn More” section for further reading.
Another tip is you don’t need to perform everything on the list in one day. You just need to follow the categories in the list:
- Perform only once
- Perform it regularly
- Perform it when you publish a new page
Last point before we move on:
SEO is a long-term process. A checklist won’t grow your website unless you do it accordingly. Every little detail and effort will have an impact on your rankings.
Let’s deep dive into it now!
SEO basics Checklist
These are the fundamental setup you need to start ranking on search engines. You will learn the crucial practices and tools.
1. Setup Your Google Search Console
Google Search Console is a free tool that helps you to check your site’s performance on Google.
It helps you to:
- Check your keywords’ ranking position
- Discover keywords and links
- Identify and fix website error
- Receive messages from Google
- Submit a sitemap
Visit this to learn how to set up Google Search Console step-by-step.
You can also set up the Bing Webmaster tool to understand your site performance on Bing.
2. Setup Your Google Analytics
Google Analytics is another free tool that collects your website’s data which include number traffic, demographics, locations, user behaviour, etc.
Remember to connect your Google Analytics with your Google Search Console to import data to your Google Analytics.
3. Install an SEO Plugin
There are a lot of good SEO plugins for your site. These plugins will help you optimize things like sitemaps and meta descriptions.
Image Source: Yoast
If you’re on WordPress, you should consider installing Yoast SEO. It’s one of the best SEO plugins with a free version available.
4. Create a Robot.txt File
A robot.txt file is the root directory of your website. It gives search engine’s crawlers instructions as to which pages they can crawl and index.
It is commonly used to tell Google’s crawlers to stop crawling on certain pages or sections of your site.
To find your robot.txt file, simply type in your domain and add “robot.txt”:
If you’re able to find your robot.txt file, you’re good to go. If you don’t, head over to the Robot.txt generator to generate one and upload it to your server.
5. Submit XML Sitemap
The purpose of a sitemap is to let Google know which pages and files on your site are important. This helps Google to crawl and index your site.
The most common format of sitemap is XML.
Similar to the robot.txt file, you can identify your sitemap by adding “sitemap.xml” after your domain:
If you already install Yoast SEO Plugin, it will help you create a sitemap automatically.
Image source: Yoast
How to Use Google Search Console: A Beginner’s Guide
The Beginner’s Definitive Guide to Google Analytics
A Beginners Guide to Robot.txt
Technical SEO Checklist
Technical SEO refers to optimizing your website for search engines to crawl and index easily. It’s called “technical” because it has nothing to do with the content.
Here are the best practices:
1. Use HTTPS
HTTPS has been a Google ranking factor since 2014.
So make sure your website has a padlock icon like this:
If your site is still using HTTP, you should migrate it now.
2. Ensure Your Website is Accessible at One Domain
You should ensure that Google only indexes one version of your website.
To check whether your site looks good, place these 4 variations of the domain into httpstatus.io:
If you found this, then you’re ready to go.
If not, you should make a 301 redirect to the primary one. Contact your developers if you need any help.
3. Identify and Fix Crawl Errors
Make sure your site is crawlable and indexable. Otherwise, Google will have trouble viewing your site.
Open your Google Search Console and head to the “Coverage” section.
If there is any error, you should fix it as soon as possible.
4. Ensure Your Site Loads Fast
Site speed is super important.
You can use GTMetrix and Page Speed Insights to test your website speed.
Follow the suggestion given by these platforms to improve your site speed.
Learn more from Moz if you want to improve your site speed.
5. Check and Optimize Your 404 Page
A 404 Page is a page that tells the user that the page they visit is no longer available.
Your 404 page should contain something meaningful and provide an alternative to your visitor (such as navigate to your home page)
Here’s an example of VeecoTech’s 404 Page:
6. Check Your Page Depth
A good site structure should not be more than 3 levels deep. Users should access any of your pages in less than 3 clicks (from the homepage).
This is because pages more than that are less likely to be found by visitors and search engines.
7. Fix Broken Internal and External Links
Broken links refer to the links that are not functioning. It can negatively impact your site’s user experience.
You can identify broken links by performing a website audit or using this free tool. Watch this video to find and fix your broken links.
8. Add Schema Markup
As Google keeps improving their search engines, schema and structured data have been more important than before.
With schema and structured data, your website appears more interesting (such as reviews, search rich cards, rich snippets, local businesses, etc), which increase click-through rate and conversion.
Image source: Workspaces Builder
Watch this video to know how to add schema markup to your site.
9. Use SEO Friendly URL
An SEO friendly URL helps search engine crawlers to understand what the page is about.
Here are the three basic guidelines:
- They contain keywords
- They are short
- They use hyphens (-)
Technical SEO: The Definitive Guide (2022)
Advanced Technical SEO: A Complete Guide
Keyword Research Checklist
To achieve great SEO results, you need to have solid keyword research.
A keyword means the term or word that people use when searching for something on a search engine.
Follow the keywords research steps below to find the keywords that your customers search for:
1. Identify Your Keywords From Competitors
When you’ve just started, you will find it difficult to determine your most relevant keywords.
One of the fastest ways to get started is to identify those keywords that are working for your competitors.
There are a lot of great SEO tools out there, but if you’re just starting, I highly recommend trying the free version of Ubersuggest.
Simply head to the “Similar websites” in Ubersuggest, then insert your website domain. You can also change the location if you want. Click search.
You will see a great list of your competitors. Select one of your competitors and click the “View All” button to see common keywords.
You can also head to Keyword Gap to check what are the keywords your competitors rank for but you doesn’t.
2. Determine Your Seed Keywords
Now you have a lot of keywords from competitors, but you need to determine your seed keywords.
A seed keyword is a keyword that is related to your core business and has high search volume and high competition. These keywords are the keywords that drive your sales and conversion.
Below are 2 effective ways to determine your seed keywords:
- Identify keywords that best describe your core services
- Identify from Rank Tracker (Google Search Console & Competitors)
Firstly, ask yourself the questions below:
- What are the words that best describe my website?
- What products/services do I offer?
- What are the keywords I want to rank for?
- What words will my prospects use when they want to research a topic related to my service?
You can also use your Google Search Console to find your seed keywords.
Open your Google Search Console, go to Performance tab.
Scroll down to “Queries”. You should be able to see keywords that already bring traffic. Take note of those that have high impressions.
Don’t forget to also take into account the keywords from your competitors!
3. Explore Various Long-Tailed Keyword
Seed keywords are not enough. It’s because they are highly competitive keywords. That’s why you need long-tailed keywords.
Long-tailed keywords are the keywords that are more than three words. Although long-tailed keywords have lower search volume, they deliver a higher conversion rate.
Image Source: Semrush
A good mix of your seed and long-tailed keywords are important in your SEO strategy. Once you’ve determined your keywords, remember to use the closely related keywords throughout your page content.
Another great way to determine long-tailed keywords is using Ubersuggest Chrome Extension.
Once you’ve installed it, you will see a keyword suggestion panel on the right side of your Google Search result page.
Wish to know more about the keywords? Click the word “Ubersuggest”:
I’ve no room to discuss how to choose the right long-tailed keywords but you can read this great article to find out more.
4. Check Out Suggestions from Google
Other than using Ubersuggest, you can use the keywords provided by Google.
Open Google, type in your keywords.
But don’t press enter or “Search Google”, take a look at the keywords that google gives you:
You can also check out the keywords at “People also ask”.
And “Related Searches”:
Sidenote: If you have the Ubersuggest Chrome extension, it will automatically show the details of the keywords, which saves you time in analyzing them.
5. Analyze Searcher’s Intent from the Page that Rank
If you want to find a hair salon, you probably won’t look for a page that tells you “What is hair salon?”
That’s why you need to ensure your content meets the searcher’s intent. If your page content is not aligned with this, it won’t rank.
Here’s how you can check the searchers’ intent: Place your keywords, then look at the types and format of pages that Google ranks.
Let’s say your keyword is “hair salon singapore”. After placing your keywords, we can see that type of the pages that rank is informational (“best” or listicle content)
If you want to target this keyword with your service page, you probably won’t rank because it doesn’t meet the search intent. In order to rank, you have to create an article similar to those that are ranking, but with better content.
6. Determine the Right Keyword
Okay, now you should have a list of keywords.
But how do you pick the right keywords?
I don’t have enough room for me to discuss further, but here are some of the details you should go through:
- Search volume – find keywords that have medium to high volume (it depends on your industry)
- Keywords Difficulty – If you website is new, start by focus on difficulty within easy to medium level (if you’re using Ubersuggest)
- Cost-per-click (CPC) – Although CPC is for ads, but it helps us to know whether the keyword is valuable or not. Try to target keyword with higher CPC.
If you’re using I have included some awesome articles in the learn more section. Do check them out.
7. Create a Keyword Map
After you’ve identified your targeted keywords, you need to know how to place your keywords on your page. A keyword map helps you categories your keywords and place them into relevant pages or content.
Take a look at this article to know more about keyword mapping.
8. Track Your Keyword Ranking
This step is done after you’ve included your keywords in your site.
To track your keyword, simply head into Rank Tracking in Ubersuggest and add your keywords. Copy and paste your keywords and click next. Optimize your keywords if it’s not working well. (Note; You need to add your project first before you use the rank tracking feature)
Find out more about keyword’s ranking tracking here if you need help.
Learn More (Keyword Research):
How to do Keyword Research for SEO
15 Best Keyword Research Tool in 2022 – Both Free and Paid
15 Free SEO Tools to Drive Traffic, Clicks & Sales
9 Free Chrome Extensions for SEO and Keyword Research
Not sure which SEO Tools you should invest in? Check this SEO Tools comprehensive review.
On-Page SEO Checklist
Now it’s time to optimize your actual content on the page. There are two main goals in on-page SEO:
- Ensure the content satisfies the user’s search intent
- Ensure it’s understood by search engines
1. Optimize All Your Titles
A good title helps the users and search engines know the direction of a page.
To optimize it, follow the best practices below:
- Add your targeted keywords to the title (include your homepage)
- Make sure all title tags are unique (no repeats)
- Your title should accurately describe your page content.
- Write a compelling title to attract people to click and read.
You can use Headline Analyzer or Sharethrough to check whether your title looks good or not. Read here if you want to craft a perfect SEO title.
2. Optimize Meta Description for Every Page
Although meta description is not a Google ranking factor, a good meta description can increase your click-through rate and increase your search traffic.
Follow these great tips to write a good meta description:
- Keep it less than 160 characters
- Add your target keywords (but don’t overdo it)
- It should match search intent
- Use active voice
- Avoid duplicate meta descriptions
Image credit: Yoast
Tips: Use the Yoast SEO plugin to help you to write an SEO-friendly title and meta description.
Heads up: Google will not always use your meta description.
3. Include Your Target Keyword in URL
Your URL helps search engines to understand what the page is about. You should add relevant keywords to your URL.
For instance, I have written a post about digital marketing and the keyword is “benefits of digital marketing”.
So I made the slug for the blog post as: benefits-of-digital-marketing
Pro tip: Research shows that a short URL works better.
4. Include Keyword in First 150 Words
Google puts more weight on the first 100-150 words of your page.
Hence, remember to use it, but again, don’t overdo it.
For example, I’ve written a blog post of “Why Do You Need a Website”. You can see that I include my keyword “website” in the first paragraph:
5. Place Keyword in H1, H2 or H3 Tags
H1 tag is the first important element shown on a page. You should label them properly according to the importance of the title.
Take a look at the image below to have a better grasp of the H1, H2 and H3 tags:
Image Source: ReliableSoft
Adding keywords to these helps readers and search engines to understand more about your content.
6. Optimize Your Images
Below are some best practices when you optimize your images (including screenshots and infographics).
First, you need to compress your image file size. This helps your page to run faster.
You can compress it by using an image compressor or install an image compression plugin.
Second, optimize the file name and add an Alt text to your images.
For example, when I save this image, I will rename it as simple-ways-boost-seo-ranking.png.
And add an Alt text that describes the photo (in this case I will follow the title).
7. Use Internal Links
Internal links are the links that point to other pages in the same domain. Adding internal links help search engines and readers to understand and navigate your content better.
When you publish new content, make sure it links to other pages on your website.
For example, I’ve added a few internal links that link to other pages of my website in this blog post:
Pro tip: Use keyword-rich anchor text in your internal links.
Notice that I used “eCommerce business” in the paragraph. This tells search engines that the page I’m linking to is about e-commerce.
8. Add External Links
Similar to internal links, external links are links pointing to other pages, but pages that have different domains.
Try to link to appropriate pages that are trustworthy and relevant to your content.
This helps both readers and search engines know that your content is well-referenced. For example, I link to BigCommerce when I share their research statistics:
9. Optimize Your Website & Post for Google Sitelinks
Sitelinks is another great way to improve the appearance of your website.
Although you can’t decide which site links to show, you can guide Google to pick the site you want.
10. Optimize Your Post for Feature Snippet Using Lists
A featured snippet is a brief answer to the searcher’s query. It usually shows on the top of the search engine result page.
According to Search Engine Land, the average click-through rate of a featured snippet is 8.6%. It will certainly boost your organic traffic click-through rate if your content gets there.
You can try using lists as Google loves showing lists at the top of its search result.
Look at these articles if you want to optimize your feature snippets:
What are Featured Snippets & How to Optimize?
How to Optimize for Google Featured Snippets: A 12 Steps Guide
On-Page SEO: The Definitive Guide
On-Page SEO: The Beginner’s Guide
Advanced: The Complete Guide to On-Page SEO
Content SEO Checklist
“Content is king” — Bill Gates
If you want to rank in Google, there’s no doubt that you need to publish great content.
Follow these practices below to level up your content.
1. Identify the Search Intent
Yup, like what I’ve mentioned in the keyword research checklist, you need to know who your target audience is and what they seek.
There are two ways to identify their search’s intent:
First, check out the content that Google ranks.
Type in your keyword and make a Google search. Then, go through the headline and the page that Google ranks on the first page. Refer to step 5 in the keyword research checklist for more information.
Second, go through your buyer’s persona or digital marketing funnel.
Check this (buyer’s persona) and this (marketing funnel) out if you want to know more.
Once you’ve determined, let’s proceed to the next one.
2. Focus on Creating In-Depth Content
Below are some of the advantages of creating in-depth content:
- Google tends to rank the content that covers an entire topic in-depth.
- In-depth content provides comprehensive and valuable information to searchers
- High opportunity to gain a lot of backlinks.
When you’re creating your high-quality content, always keep the search intent of your target audience in mind. Don’t just write long but valueless content.
2. Maximize Your Content Readability
I bet no one like to read content like this:
So you should try this:
If you’re writing a blog post, you should also make sure the content is easy to read by:
- Breaking your content into chunks
- Short sentences and paragraphs
- Use active voice
- Use simple words and phrase
- Bold important words or phrases
4. Add a Lot Visual Content
You might notice that this article uses a lot of images.
Simple reason: It enhances the reading experience and helps content to rank better.
Consider these when you’re preparing for the next post
Try these free tools when you plan to create your visual content.
5. Update Your Old Content
Run a content audit regularly. Remove content that doesn’t rank, doesn’t provide value, duplicate and low-quality content.
Instead of writing new content, you should update your old content to increase your rankings.
Image credit: Search Engine Journal
6. Optimize Your Content for E-A-T
E-A-T stands for “Expertise, Authoritativeness & Trustworthiness”.
Google introduces this to stress that the websites that rank well need to have a good reputation.
Image Source: ReliableSoft
How do you optimize for E-A-T? Here are some tips for you:
- Gain more high-quality backlinks (more about this later)
- Create high-quality content
- Get more reviews
- Get more mentions
- Hire experts to create content
- Use Skyscraper Technique
Check this out if you want to know more about E-A-T:
What is E-A-T? Why Is It Important for SEO?
How to Optimize for Google’s E-A-T Algorithms?
Bonus: Skyscraper Technique
If you’ve followed the checklist, you will find that high-quality content and backlinks are two crucial factors in your SEO strategy.
But do you know that there is a technique to kill two birds with one stone?
It’s the Skyscraper technique.
The skyscraper technique is a powerful formula to create amazing content and earn high-quality backlinks.
Follow these three steps:
There are a lot more details on the Skyscraper technique. Find out, here.
10 Amazing Tips to Write High-Quality Blog Posts
7 Traits that REALLY Defined High-Quality Content
The 10 Ingredients of Great Content Writing
Off-Page SEO Checklist
Off-Page SEO is SEO practices done outside of your websites to improve your rankings such as link building. If you want to rank well on search engines, it’s a must. Follow these tested tactics to start your link building strategy.
1. Analyze Your Competitor’s Profile
You need to know your competitors before you can outrank them.
To identify backlinks from your competitor, simply head to “Backlink Opportunity” in Ubersuggest.
Add yours and your competitor’s domain (you can add up to five domains), hit “Search”.
You’ll see a lot of referring domain and backlinks of your competitors. Ubersuggest also shows your competitor’s page that get backlinks. You can also download the .CSV files if you want to.
2. Identify Link Intersection
Once you’ve a list of backlinks from your competitors, you need to identify the opportunity to gain backlinks from this site.
For example, I found that one of my competitors get backlinks from a trustable listing website.
This is a great opportunity to gain backlink as what I need to do is to submit the required details to them. After I’ve reached out to them, they’ve listed VeecoTech in their list.
3. Check for Unlink Mention
Unlink mention refers to people that mention your brand without linking back to you.
Here’s an example:
Image Source: Ahref
If you found those mentions, just reach out to the authors and request for them to make the text clickable. Since they’re familiar with your brand, there is a high chance that they will do that for you.
Another method to find unlinked mentions is through images.
You can use Google reverse-search to find all web pages that use your image in their content.
Check this to know more about solving unlink mentions.
4. Search for Guest Posting
Guest blogging is where you write and publish an article on another site in your industry.
Then, you can link back to your website.
When you’re reaching out, remember quality is more important than quantity. You should seek those that are relevant to your content.
However, the question remains, how do you find guest posting opportunities?
One of the best ways is using the Link-Assistant tool in SEO Powersuite.
You can read this to understand more about guest posting.
In simple terms, Guestographics = Guest post + infographics
Do you know that you can also use infographics to gain high-quality backlinks?
Well, it doesn’t mean that you should post thousands of infographics in a post. When you use it properly, it can boost your ranking!
Here’s a step-by-step guide if you want to learn more.
6. Identify Opportunities for Resources Pages Link Building
Resource pages or content hubs are pages that curate and link to resources about a topic. It’s a great way to build links as it links out to many other pages.
To search for resource pages in your industry, you can use Google search operators like this:
- [topic] intitle:resources inurl:resources.html
- [topic] intitle:links inurl: resources.html
- [topic] inurl:.com/resources
- [topic] inurl:resources intitle:resources
Once you’ve found a suitable one, you can reach out to them politely.
7. Listicle Link Building
Simply put, listicles are articles with titles like:
- Top 10 Smartphones…
- 8 Best Pet Foods…
Your goal is to become a part of a listicle with a link back to your site.
Follow the steps below:
- Find listicles related to your industry (Type Best/Top + “your keywords”).
- Reach out to the authors and ask about an opportunity to include your business there
- Provide short information about your company.
Another way to do it is to write listicle content. They are great because they require minimal effort to read.
Read more: How to write a great listicle post.
8. Broken Link Building
This is one of the most effective link building strategies.
Follow these 4 steps:
- Conduct a backlink analysis on a relevant website
- Find a broken link
- Contact the owner and let them know about the dead link
- Offer a replacement link from your website when appropriate
Refer to this article to learn how to use Website Auditor and SEO SpyGlass to find broken links. Check this if you’re not sure what is broken link building.
9. Keep Improving Your Off-Page SEO Strategy
Although we have discussed a lot of link building strategies, you shouldn’t just end here.
There is still a lot to explore!
Read the content in the resource section to add to your off-page SEO techniques.
P.S. Don’t forget to use Skyscraper Technique to build your backlinks!
Link Building Strategies: The Complete List (2022)
98 Marketers Share Their 35 Most Effective Off-Page SEO Techniques
No Link Building Strategies is Complete Without These 12 Tactics
Building backlinks the Right Way with SEO Powersuite
Local SEO Checklist
Many checklists don’t cover these two parts: Local SEO and Mobile SEO.
But these subsets have the same importance as the previous, so keep reading!
Local SEO is an SEO strategy that optimizes your website to rank for searches related to your city/country.
Here are some best practices:
1. Set Up Google My Business
If you’re running a local business, you should ensure that you’re listed and rank on Google My Business. Otherwise, you’re giving traffic to your competitors.
Here’s how VeecoTech’s Google My Business look like:
Not sure how to set up your Google My Business? Follow this step-by-step guide.
2. Add Your NAP Information (Name, Address & Phone Number)
These are the three vital pieces of information for your business.
You need to make sure they are consistent across your website, Google My Business, business listing, local listing sites, directories and review pages (Yelp, Trustpilot, etc).
Reminder: Keep your significant business information updated.
For example, your operating hours and holidays.
If there is any outdated information, including information from other websites, you should fix it as soon as possible.
3. Add Google Maps to Your Contact Page
By doing this, you’re emphasizing to Google that you’re located in a specific location.
To embed your map, go to Google Maps and find your business.
Click “Menu”, look for “Share or embed map”.
Once you get that code, embed it to the Contact Page of your website like this:
4. Register Your Website with Relevant Directories
Other than optimizing your Google My Business Profile, you should also reach out to relevant directories like:
5. Get More Reviews
You know that customers trust reviews more than your marketing collateral.
That’s why you should get more reviews for your business, like what VeecoTech did:
Other than getting reviews from Google, you should also get reviews from 3rd party sites like:
- Proven Expert
- GoodFirms (for IT & Software)
- Facebook Reviews
- Trip Advisors
Local SEO: The Definitive Guide
A Comprehensive Guide to Local SEO in 2022
Top 10 Ways to Improve Your Local SEO Right Now
Mobile SEO Checklist
According to Statista, mobile searches generated 54.8% of global website traffic.
It means that you’re going to lose a lot of traffic (and conversion) if you miss this step!
Check out some of the best mobile SEO practices:
1. Run Google Mobile-Friendly Test
Run a Google Mobile-Friendly Test to understand how well your website performs on mobile devices.
Then, optimize your mobile according to the recommendations given by Google.
You can also use “Mobile Usability” on your Google Search Console to check whether your website has any errors.
2. Check Your Mobile Responsiveness
After you’ve checked your mobile speed, you should also consider mobile responsiveness.
When reading content, no one likes to zoom in and out. That’s why you should build a mobile responsive website.
Image source: Google
You can try this out by viewing your website on different resolutions and devices. Try this responsive testing tool if you don’t have various devices.
3. Identify Pop Up Usage on Mobile
Although pop-up ads and email capture lightboxes are great marketing tactics, you want to make sure you do it carefully since Google punishes websites that use it extensively.
To prevent that, the best way is to ensure there is enough content in the user’s viewport before showing any popups.
4. Check Your Site’s Speed on Mobile
Loading speed is very important for mobile users. Your goal is to make sure your website loads in less than 3 seconds.
How do you know what your site’s loading speed is?
Here are some free checkers for you (use different tools):
It can be difficult to achieve that so you might want to contact your developers or us to help out.
5. Implementing Schema Structured Data
Google now uses “rich cards” to help content to stand out.
It also enables reviews, event dates and recipes to show up.
If you want to increase your click-through rate, you should consider optimizing your page by using structured data.
Mobile SEO: The Definitive Guide
The DIY Mobile SEO Guide: How to Be Mobile-First in 2022
Beginner’s Guide: 9 Things You Should Know if You Are New to Mobile SEO
It’s impossible to cover everything in SEO in one checklist. What matters is you implement these practices and continue to learn more about SEO.
If you need any help in SEO, feel free to contact us today!
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