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Complete SEO Checklist for New Websites

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Launching a new website without proper SEO is like opening a store with no signage. This checklist ensures your site is discoverable, crawlable, and optimized for search engines from day one.

Pre-Launch: Technical Foundation

1. Domain and Hosting

  • Choose a memorable, brandable domain name
  • Use HTTPS (SSL certificate installed)
  • Select fast, reliable hosting
  • Consider CDN for faster global delivery
  • Set up domain to redirect www to non-www (or vice versa) consistently

2. Site Structure and Navigation

  • Create logical URL structure (/category/page not /page?id=123)
  • Keep important pages 3 clicks or fewer from homepage
  • Implement breadcrumb navigation
  • Create user-friendly 404 error page
  • Ensure consistent navigation across all pages

3. Technical Setup

Robots.txt

  • Create /robots.txt file
  • Don’t block important pages
  • Block admin, search results, and private pages
  • Include link to sitemap
User-agent: *
Allow: /
Disallow: /admin/
Disallow: /search/

Sitemap: https://yoursite.com/sitemap.xml

XML Sitemap

  • Generate XML sitemap
  • Submit to Google Search Console
  • Submit to Bing Webmaster Tools
  • Keep under 50,000 URLs (split if larger)
  • Update when you add/remove significant pages

Site Speed

  • Optimize images (compress, use WebP format)
  • Minify CSS and JavaScript
  • Enable browser caching
  • Use lazy loading for images
  • Achieve LCP under 2.5 seconds
  • Achieve CLS under 0.1
  • Test with Google PageSpeed Insights

On-Page SEO Essentials

4. Page-Level Optimization

Every Page Needs:

  • Unique, descriptive title tag (50-60 characters)
  • Compelling meta description (150-160 characters)
  • One H1 heading per page (includes target keyword)
  • Logical heading hierarchy (H1 → H2 → H3, don’t skip levels)
  • Clean, descriptive URLs
  • Internal links to related pages
  • Image alt text for all images

Example of Good On-Page SEO:

<!DOCTYPE html>
<html lang="en">
<head>
  <!-- Unique title with keyword -->
  <title>Best Running Shoes for Beginners 2024 | YourBrand</title>

  <!-- Compelling meta description -->
  <meta name="description" content="Find the perfect running shoes for beginners. Compare top-rated models, read expert reviews, and get 20% off your first order. Free shipping.">

  <!-- Open Graph for social media -->
  <meta property="og:title" content="Best Running Shoes for Beginners 2024">
  <meta property="og:description" content="Expert guide to choosing your first running shoes">
  <meta property="og:image" content="/images/running-shoes-guide.jpg">

  <!-- Canonical URL -->
  <link rel="canonical" href="https://yoursite.com/running-shoes-beginners">
</head>
<body>
  <!-- One H1 per page -->
  <h1>Best Running Shoes for Beginners in 2024</h1>

  <!-- Logical heading structure -->
  <h2>How to Choose Your First Running Shoes</h2>
  <h3>Consider Your Foot Type</h3>
  <h3>Determine Your Budget</h3>

  <h2>Top 5 Running Shoes for Beginners</h2>
  <!-- content -->
</body>
</html>

5. Content Quality

  • Write comprehensive, original content (1,000+ words for main pages)
  • Include target keyword naturally in:
    • Title tag
    • H1 heading
    • First 100 words
    • At least one H2
    • Image alt text
    • URL
  • Use semantic keywords (synonyms, related terms)
  • Write for humans first, search engines second
  • Update publication date when you refresh content
  • Cite sources and link to authoritative sites

6. Images

  • Descriptive file names (red-running-shoes.jpg not IMG_1234.jpg)
  • Alt text for all images (describe what you see)
  • Compress images (aim for under 100KB each)
  • Use WebP format when possible
  • Implement lazy loading
  • Include images in your sitemap

Mobile Optimization

7. Mobile-Friendly Design

  • Use responsive design (not separate mobile site)
  • Test on multiple devices and screen sizes
  • Ensure tap targets are at least 48x48 pixels
  • Use readable font sizes (16px minimum for body text)
  • Avoid intrusive interstitials (pop-ups that cover content)
  • Test with Google Mobile-Friendly Test
  • Check mobile usability in Search Console

Local SEO (If Applicable)

8. Local Business Setup

  • Create Google Business Profile
  • Verify your business
  • Add complete business information (hours, phone, address)
  • Choose appropriate business categories
  • Upload high-quality photos
  • Encourage and respond to customer reviews
  • Add location keywords to title tags and content
  • Create location-specific pages for each location
  • Include structured data (LocalBusiness schema)

Schema Markup

9. Structured Data

Implement appropriate schema types:

  • Organization schema (for your business)
  • WebSite schema (for your site)
  • Article schema (for blog posts)
  • Product schema (for e-commerce)
  • LocalBusiness schema (if applicable)
  • FAQPage schema (for FAQ sections)
  • BreadcrumbList schema (for breadcrumbs)
  • Validate with Google’s Rich Results Test

Example Organization Schema:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Company Name",
  "url": "https://yoursite.com",
  "logo": "https://yoursite.com/logo.png",
  "sameAs": [
    "https://facebook.com/yourcompany",
    "https://twitter.com/yourcompany",
    "https://linkedin.com/company/yourcompany"
  ]
}
</script>

Search Console & Analytics

10. Monitoring Setup

Google Search Console:

  • Add and verify your property
  • Submit XML sitemap
  • Check for crawl errors
  • Monitor search performance
  • Set up email alerts for issues

Google Analytics (or alternative):

  • Install tracking code on all pages
  • Set up conversion goals
  • Create custom reports for organic traffic
  • Link to Search Console
  • Set up monthly reports

11. Competitor Analysis

  • Identify top 5-10 competitors
  • Analyze their keyword targets
  • Review their backlink profiles
  • Identify content gaps (topics they haven’t covered)
  • Study their site structure and navigation
  • Note what works well and what doesn’t

Content Strategy

12. Keyword Research

  • Identify 20-50 target keywords
  • Focus on long-tail keywords for new sites
  • Map keywords to specific pages
  • Create content calendar
  • Prioritize by search volume vs. competition
  • Group keywords into topic clusters

13. Content Plan

  • Create pillar page for main topic
  • Plan cluster content (supporting articles)
  • Set up internal linking strategy
  • Schedule regular content publication (weekly/monthly)
  • Plan content updates for existing pages

Off-Page SEO

  • Create high-quality, link-worthy content
  • Submit to relevant online directories (if appropriate)
  • Reach out to industry blogs for guest posting
  • Build relationships with influencers in your niche
  • Create shareable resources (infographics, tools, research)
  • Monitor mentions of your brand (earn links from existing mentions)

15. Social Media

  • Set up business profiles on relevant platforms
  • Add social sharing buttons to content
  • Share new content on social media
  • Engage with your audience
  • Include links to your site in profiles

Post-Launch Monitoring

16. Weekly Tasks

  • Check Google Search Console for errors
  • Monitor site speed (PageSpeed Insights)
  • Review new backlinks
  • Check keyword rankings
  • Respond to any reviews or comments

17. Monthly Tasks

  • Review analytics (traffic, conversions, top pages)
  • Update old content with new information
  • Create and publish new content
  • Check for broken links
  • Review and improve low-performing pages
  • Analyze competitor movements

Red Flags to Avoid

Never do these:

  • ❌ Keyword stuffing (using keywords unnaturally)
  • ❌ Buying links or participating in link schemes
  • ❌ Duplicating content from other sites
  • ❌ Hiding text or links (white text on white background)
  • ❌ Cloaking (showing different content to search engines vs. users)
  • ❌ Creating doorway pages (low-quality pages targeting keywords)
  • ❌ Using black hat tactics (they’ll get you penalized)

Priority Quick Wins

If you’re short on time, focus on these high-impact items first:

  1. HTTPS - Absolutely essential
  2. Mobile-friendly design - Google uses mobile-first indexing
  3. Fast page speed - Core Web Vitals matter
  4. Unique title tags and meta descriptions - On all pages
  5. XML sitemap - Submit to Search Console
  6. Google Business Profile - If you’re a local business
  7. Quality content - At least 10 solid pages to start
  8. Internal linking - Connect your pages logically

30-Day Launch Plan

Week 1: Technical Setup

  • Set up HTTPS, Search Console, Analytics
  • Create XML sitemap and robots.txt
  • Implement schema markup

Week 2: On-Page Optimization

  • Optimize all title tags and meta descriptions
  • Ensure proper heading hierarchy
  • Add alt text to images
  • Optimize site speed

Week 3: Content & Mobile

  • Create or optimize 5-10 core pages
  • Test mobile-friendliness
  • Set up internal linking

Week 4: Off-Page & Monitoring

  • Set up social profiles
  • Reach out for initial backlinks
  • Set up monitoring and reporting
  • Create content calendar for next 3 months

Tools to Help

Free Tools:

  • Google Search Console
  • Google Analytics
  • Google PageSpeed Insights
  • Google Mobile-Friendly Test
  • Google Rich Results Test
  • Bing Webmaster Tools

Paid Tools (Optional):

  • Ahrefs (keyword research, backlinks, competitor analysis)
  • SEMrush (comprehensive SEO toolkit)
  • Moz Pro (keyword research, rank tracking)
  • Screaming Frog (technical audits)

The Bottom Line

SEO is a long-term investment. Don’t expect immediate results—it typically takes 3-6 months to see meaningful traffic from search engines.

Focus on:

  1. Technical excellence - Fast, secure, mobile-friendly
  2. Quality content - Comprehensive, helpful, original
  3. User experience - Easy to navigate, valuable to visitors

Get these fundamentals right at launch, and you’ll build a solid foundation for long-term SEO success.

Want to dive deeper? Check out our comprehensive SEO & GEO Guide for advanced strategies and techniques.