SEO Checklist

Before working through the SEO checklist, define the keywords (search phrases) you want to address with a particular page. From this list, select your primary keyword.

Content & Relevance

  1. Unique primary keyword? - Make sure that the primary keyword is unique for the page among the other pages of the site.
  2. Descriptive URL? - The url has to be in relation with the content. It should contain the primary keyword.
  3. Unique, descriptive page title? - HTML head title tag and page headline (h2 tag) should contain the primary keyword.
  4. Unique, descriptive content? - Sub titles (h3, h4, ... tags) and content (p tag) should contain the previously defined keywords.
  5. Images alt text? - Each image shown on a page has have a descriptive alt text relevant to the image.
  6. Meta description short, unique with keywords? - Not relevant for search engine positioning but critical for click through rate.
  7. Meta keywords contains the keywords? - Not really relevant but let's make sure that our page adheres to W3 recommendation.
  8. Are there words or phrases in bold? - Emphasize important words and phrases by embedding them within a strong tag.

Page Speed & User Friendliness

You may want to check core vitals of a webpage using Chrome inspector > Lighthouse

  1. Page speed above average? - Confirm that the page load speed is in the green area with Google's page speed test. If not, follow the insights log to improve page speed.
  2. Page is mobile friendly? - Confirm that the page is mobile friendly using Google's mobile friendly test. It is reckless to publish a non-responsive web page in 2021.
  3. Images are served device optimized? - This is usually achieved using a complex picutre/figure/img tag and by images being hosted on CDN and served through an image rendering service.
  4. Above the fold loads immediately? - All content shown above the fold should should use inline code only.
  5. External scripts, libraries, stylesheets? - Make sure that these elements are lazy loaded (end of html code) and not required to render above the fold.
  6. Compressed javascripts and stylesheets? - Check if javascripts and stylesheets are compressed. CSS Minifier


  1. Canonical URL? - Make sure that the page has declared the canonical link element to prevent duplicate content issues.
  2. Valid HTML Code? - Use the W3 online validator to check.
  3. Missing Images or External References? - Use browser inspector to see if there are resources not loading.
  4. Javascript Errors? - Use browser inspector to see if there are javscript errors.
  5. Is the page in the xml sitemap? - Make sure that this new page is in the site xml sitemap.
  6. Correctly linking? - Make sure that a page is linking back to homepage and other upstream pages but not cross linking (text links).

Use webmaster tools to monitor performance of a certain page and rework the page when you are not satisfied with the number of clicks you get and searches used to find the page.