Overview

How to use this checklist

Each item is tagged with a priority level. Critical items are genuine blockers: getting them wrong will measurably harm your rankings or prevent pages from being indexed. High priority items are important but not immediately catastrophic. Medium priority items represent best practice that will improve performance over time.

If you are working on an existing site rather than a brand new launch, this checklist still applies. Run through it as an audit. Any items you have not addressed are opportunities. The technical section in particular tends to reveal overlooked issues on sites that have been live for some time without specialist SEO attention.

Priority key

Critical Fix before or immediately at launch. These are active ranking blockers.

High Address within the first month. Meaningful impact on rankings and visibility.

Medium Best practice. Address within the first 90 days.

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Foundation

Technical setup

Technical SEO is the foundation everything else depends on. These 12 items ensure Google can find, crawl, and correctly understand your site. Several of them are mistakes that are trivial to avoid at launch and expensive to fix once a site is live and indexed.

12 items Technical setup
  • 01
    HTTPS installed and enforced CriticalEvery page should load over HTTPS. HTTP pages display security warnings in Chrome and are a confirmed ranking disadvantage. Ensure your SSL certificate is valid, all pages redirect HTTP to HTTPS, and no mixed content warnings appear.
  • 02
    www vs non-www resolved CriticalChoose one canonical version of your domain (www or non-www) and redirect the other permanently. Both versions resolving without a redirect creates duplicate content issues and splits link equity.
  • 03
    Development noindex removed CriticalMost CMS platforms add a noindex directive during development. This is the single most common catastrophic oversight at launch. Confirm in your CMS settings and in the <head> HTML that no site-wide noindex is active on the live domain.
  • 04
    Google Search Console set up CriticalVerify your domain in Google Search Console (DNS verification is most reliable), submit your XML sitemap, and check the Coverage report for any immediate indexing issues. This is your direct line of communication with Google.
  • 05
    XML sitemap created and submitted CriticalGenerate an XML sitemap that includes all indexable pages and excludes pages you do not want indexed. Submit it in Search Console. Reference it in your robots.txt file. Most CMS platforms generate this automatically with an SEO plugin.
  • 06
    robots.txt file correct CriticalYour robots.txt tells crawlers which pages they can access. Verify it is not blocking important directories. A common mistake is blocking /wp-content/, which prevents images and scripts from being crawled.
  • 07
    Google Analytics or equivalent installed HighYou need a baseline from day one. Traffic data, page performance, and user behavior are all measurable from the start only if tracking is in place. If you wait, you lose the ability to measure early performance.
  • 08
    Core Web Vitals passing HighCheck scores in Search Console's Core Web Vitals report or PageSpeed Insights. LCP under 2.5s, INP under 200ms, CLS under 0.1. Failing scores suppress rankings and hurt conversion rates.
  • 09
    Mobile usability confirmed HighGoogle uses mobile-first indexing. Test every key page template on a real mobile device (not just a browser resize). Check the Mobile Usability report in Search Console for flagged issues.
  • 10
    Canonical tags implemented HighEvery page should have a self-referencing canonical tag pointing to its preferred URL. This prevents duplicate content issues when pages are accessible via multiple URLs. Most SEO plugins handle this automatically but verify it is working.
  • 11
    404 page configured MediumA properly configured 404 page returns a real 404 HTTP status code (not a 200 with a custom message). It should explain what happened and provide navigation back to the main site. Soft 404s confuse Google.
  • 12
    Structured data implemented for business type MediumAdd the appropriate schema markup: Organization for most businesses, LocalBusiness for physical locations, Person for personal brands. Validate in Google's Rich Results Test.
On-page

On-page SEO

On-page SEO is everything that lives on the page itself and signals relevance to search engines. These items need to be set up correctly on every key page, not just the homepage.

12 items On-page SEO
  • 13
    Every important page has a unique title tag CriticalTitle tags should be unique across the site, include the primary keyword, and stay under 60 characters. Duplicate title tags cause pages to compete with each other.
  • 14
    Every important page has a unique H1 CriticalOne H1 per page. Include the primary keyword and be more descriptive than the title tag. A generic H1 like "Home" or "Services" wastes a significant on-page signal. See part 1 of this series.
  • 15
    Meta descriptions written for key pages HighGoogle does not always use your meta description, but writing a compelling one improves click-through rates when it is used. 140 to 160 characters. Include the primary keyword. Give a specific reason to click.
  • 16
    URL structure is clean and keyword-relevant HighShort, descriptive URLs with hyphens as word separators. Set your permalink structure before publishing any content: changing it later requires redirects for every affected page.
  • 17
    Heading hierarchy is correct on all pages HighOne H1, followed by H2 sections, and H3 subsections. Do not use headings for visual styling. Check that themes have not applied H1 tags to the site name in addition to the page title.
  • 18
    Primary keyword in first 100 words HighThe primary keyword should appear naturally within the first 100 words of body content. This reflects the natural expectation that a page about a topic will introduce it early.
  • 19
    Images have descriptive alt text HighEvery meaningful image needs alt text describing what it shows. This serves accessibility and provides keyword context. Decorative images should use empty alt attributes (alt="").
  • 20
    Images are optimized for web HighCompressed, sized appropriately, and served in modern formats (WebP). Unoptimized images are one of the most common causes of poor Core Web Vitals scores.
  • 21
    Internal links connect related pages HighEvery page should link to at least 2 to 3 related pages using descriptive anchor text. Internal links distribute PageRank and help Google understand page relationships.
  • 22
    No keyword cannibalization HighEach keyword cluster should be targeted by exactly one page. Two pages targeting the same keyword compete with each other. Audit your page-to-keyword mapping before publishing.
  • 23
    Outbound links use correct attributes MediumAdd rel="nofollow" to paid links and rel="ugc" to user-generated links. Legitimate editorial links do not need any rel attribute. Do not nofollow all external links by default.
  • 24
    Open Graph and Twitter card tags set MediumThese control how pages appear when shared on social media. Set a compelling title, description, and image for each key page.
Content

Content and site architecture

Content decisions made at launch shape the site's topical authority for years. These items cover keyword targeting, content structure, and the architectural decisions that determine how Google understands what your site is about.

11 items Content and architecture
  • 25
    Keyword research completed before content is written CriticalEvery page should target a specific keyword cluster identified through research. Publishing without keyword research means guessing. See part 2 of this series.
  • 26
    Homepage targets your primary keyword CriticalYour homepage is typically your highest-authority page and should target the most important keyword cluster. A homepage with "Welcome" as its H1 is wasting its strongest ranking asset.
  • 27
    Each core service or product has a dedicated page CriticalDo not combine multiple services onto a single page. Each service needs its own dedicated, keyword-targeted page to rank for that service's search terms.
  • 28
    Content matches search intent for each page HighEvery page's content format should match the intent behind its target keyword. Google the keyword before writing: the top results show you what format Google believes serves that query best.
  • 29
    Thin pages avoided or addressed HighPages with very little content (under roughly 300 words) are often assessed as thin content. Either add meaningful content or use noindex. Many thin pages lower the site's overall quality signal.
  • 30
    Pillar pages and topic clusters planned HighMap content to topic clusters before publishing. Each needs a pillar page and supporting pages. This builds topical authority faster than disconnected pages. See part 3 of this series.
  • 31
    Navigation is crawlable and logical HighMain navigation should use standard HTML links, not JavaScript-only menus crawlers may struggle with. Every important page should be reachable within 3 clicks from the homepage.
  • 32
    Breadcrumb navigation implemented MediumBreadcrumbs help users and search engines understand page hierarchy. They display in search results with BreadcrumbList schema, improving click-through rates.
  • 33
    Blog or resource section set up with consistent URL structure MediumSet up the URL structure before the first post goes live. Changing it later requires redirects. /guides/post-title/ ages better than /blog/2024/04/post-title/.
  • 34
    Author pages set up for multi-author sites MediumAuthor pages with bios and credentials support E-E-A-T evaluation, particularly for health, finance, and legal topics.
  • 35
    FAQ section or schema added to key pages MediumFAQ sections with FAQPage schema can earn People Also Ask box visibility, giving you a second appearance in search results.
Local

Local SEO

These items apply to businesses with a physical location or a defined service area. If your business has no local component, skip this section.

5 items Local SEO
  • 36
    Google Business Profile claimed and completed CriticalClaim it, verify it, complete every section (hours, services, photos, description), and choose the most specific primary category. An unclaimed or incomplete GBP leaves significant local visibility on the table.
  • 37
    NAP consistent across website and GBP CriticalBusiness name, address, and phone number must be identical on your website and Google Business Profile. Inconsistencies dilute local ranking signals. Use exactly the same format everywhere.
  • 38
    LocalBusiness schema on contact page and homepage HighImplement LocalBusiness schema including name, address, phone, opening hours, and coordinates. This gives Google machine-readable confirmation of your business details.
  • 39
    Core citations submitted HighSubmit to core directories: Yelp, Apple Maps, Bing Places, Facebook Business, and major industry-specific directories. Consistent citations reinforce your local presence.
  • 40
    Location-specific landing pages for multi-location businesses MediumEach location needs its own dedicated page targeting location-specific keywords with unique content, not just a template with the city name swapped in.
Off-page

Authority and off-page SEO

Off-page SEO at launch is primarily about establishing a credible starting position. You will not build a strong backlink profile in the first few weeks, but there are foundational steps worth taking immediately.

7 items Authority and off-page
  • 41
    Social profiles created and consistent HighCreate profiles on relevant platforms with NAP and brand description matching your website. Social profiles appear in branded search results and shape how your brand looks to researchers.
  • 42
    Backlinks from existing relationships requested HighSuppliers, partners, trade associations, and membership organizations are the first places to request a link. Legitimate, easy to justify, and often quickly acquired.
  • 43
    Industry directory listings completed HighBeyond general directories, list in every relevant industry-specific directory. These provide both citations and relevant backlinks.
  • 44
    Link building strategy planned HighEven if not executing at launch, having a 6 to 12 month link building strategy planned gives you lead time. Digital PR, resource building, and outreach all need preparation.
  • 45
    Brand mentions monitored MediumSet up Google Alerts for your brand name. Unlinked brand mentions are an opportunity to request a link. Early monitoring catches them as they happen.
  • 46
    No toxic backlinks acquired MediumAudit your backlink profile in Ahrefs or Semrush and identify anything unnatural. Disavow toxic links before they accumulate into a pattern Google penalizes.
  • 47
    Competitor backlink research completed MediumReview the backlink profiles of your top 3 to 5 organic competitors. Identify shared link sources you do not yet have. These are your first acquisition targets.
Post-launch

After launch: the first 90 days

The checklist above is about getting the foundations right. The 90 days after launch are about confirming those foundations are working and establishing the habits that will compound over time.

Week 1 to 2

Verify indexing in Search Console. Submit your sitemap if you have not already. Use the URL Inspection tool on your most important pages to confirm they are indexed. If pages are not indexing, diagnose immediately. Common causes include robots.txt or noindex tag issues from items 3 and 6.

Month 1

Review your Search Console coverage report for crawl errors. Check Core Web Vitals for pages flagged as poor. Look at which queries are generating impressions (even without clicks yet). These early impressions tell you which searches Google is associating with your pages and whether targeting is working.

Month 2 to 3

By month 2, you should see consistent indexing of new pages within days of publishing. Rankings will fluctuate as Google assesses the site. Start tracking target keyword clusters in a rank tracker to establish baselines. Begin executing on your content calendar and link building strategy. The compounding effect of SEO starts here.

"The sites that struggle most with SEO are not the ones that made big strategic mistakes. They are the ones that skipped items 1 through 6 on this list and spent two years wondering why their content was not ranking."

FAQs

Frequently asked questions

How long does it take for a new website to rank on Google?

New websites typically take 3 to 6 months to begin ranking for competitive terms, and 6 to 12 months for organic search to become a reliable traffic source. Google needs time to crawl, index, assess quality, and observe engagement. Sites with good technical foundations, quality content targeting low-competition keywords, and a few backlinks see initial rankings faster. Targeting low-difficulty keywords first while building authority for harder terms is the most efficient approach.

Does a new website need to do everything on this checklist?

The Critical items are non-negotiable for any website that wants to be indexed and rank. High priority items should be addressed in the first month. Medium items and local SEO (if applicable) can be worked through in the first 90 days. If time is limited, prioritize items 1 through 12 first. A site with a clean technical foundation and no content will consistently outperform a site with great content and a broken technical setup.

What is the most important SEO thing to do for a new website?

If forced to choose one: set up Google Search Console and verify your site is indexing correctly. You cannot fix what you cannot see. Search Console tells you whether Google can find your pages, what errors exist, which queries generate impressions, and whether Core Web Vitals are passing. Everything else produces better results when you can monitor the impact. Set up Search Console on day one and check it weekly.

Should I do SEO before or after launching my website?

Both. Before launch: HTTPS, URL structure, keyword research, CMS configuration. At launch: submit sitemap, set up Search Console and Analytics, verify no noindex tags remain, confirm crawlability. After launch: publish optimized content, build links, monitor Search Console weekly. SEO built into the launch process is significantly cheaper than remediation on a live site with accumulated technical debt.

How do I know if my website's SEO is working?

Track four things: organic sessions (clicks from Search Console), keyword rankings for target clusters (rank tracker), organic conversions (leads or sales in Google Analytics), and index coverage (pages indexed vs crawled). After 3 months of consistent work, all four should be moving in the right direction. If traffic is flat after 6 months, the issue is usually technical problems preventing indexing, keywords too competitive for current authority, or content that does not match search intent.

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