The 10-point SEO checklist for business websites

Business owners ask me all the time, “What’s the most important thing I need to do for my website SEO?” It’s a valid question, but a hard one to answer, because SEO is like health. If I told you the most important thing for you to remain healthy was to drink water, and you went ahead and did this, but ate junk food all the time, the results would be pretty bad.

SEO is the same. In order to have a website that search engines (and ultimately, humans) trust, there is more than one single thing you need to do. It’s an interplay of different things all working together to show Google, Bing, and other search engines that your website is the right one to rank at the top.

If you want your business website to stand out, understanding how all these factors work together is important.

We put together this SEO checklist to help you do that. This step-by-step guide helps to ensure your website is fully optimized for search engines, driving traffic, and engaging users.

1. Website Setup Basics

Domain Name

There is no better place to start an SEO checklist than domain names. Your domain name is your online identity. It should be short, memorable, and relevant to your business. For instance, if you run a vegan restaurant in Chicopee, something like ChicopeeVegan.com would be ideal as it brings together two important aspects related to how people would find you (You’re a vegan restaurant and you’re in Chicopee) but is still short and memorable. Avoid complex or lengthy names that are difficult to remember or spell.

If your domain name already says what you do, you’ve nailed a big chunk of your SEO from the get go.

Secure Website (HTTPS)

When I started building websites in a garage in Harare in 1998, all websites used a data transfer protocol known as HTTP (Hypertext Transfer Protocol). This wasn’t very secure and prone to security breaches since anyone with a bit of technical know-how could see your data as it moved between the server and your computer. HTTPS (Hypertext Transfer Protocol Secure), had been invented four years earlier in 1994, but was not yet commonly used.

Today, using HTTPS is non-negotiable. Search engines penalize websites that don’t use it.

HTTPS secures data between your website and users, building trust and improving search rankings.

To use HTTPS, you need an SSL (Secure Sockets Layer) certificate which your website hosting service can provide. You can also get an SSL certificate from providers like Let’s Encrypt. 

At Artist Dynamix, we provide SSL certificates as a default for all our website hosting clients.

Mobile-Friendly Design

With over half of web traffic coming from mobile devices, your website must look and function well on all screen sizes. Use responsive design principles, which automatically adjust the layout based on the device. Tools like Responsive Design Checker can help you check your site’s performance on different-sized devices.

Fast Loading Speed

Aim for a loading time of 3 seconds or less. A fast website improves user experience and reduces bounce rates. Tools like Google PageSpeed Insights provide detailed reports on your site’s speed and suggest improvements.

Clear Website Structure

Organize your content into a logical structure with a clear menu. A well-structured website helps both users and search engines navigate your content. For example, a vegan restaurant might categorize its menu items by type, such as appetizers, entrees, and desserts.

Use intuitive naming for your menus. In most cases, simple is best. So instead of ‘How we came to be’ as a page or menu title, simply use, ‘About Us.’

2. On-Page SEO Essentials

Title Tags

Title tags are one of the most important on-page SEO elements. Each page should have a unique title tag that includes the main keyword. For instance, if you’re optimizing a page about vegan breakfast options, a good title tag might be “Vegan Breakfast Options | Chicopee Vegan Restaurant”. Keep it under 60 characters to ensure it displays correctly in search results.

Meta Descriptions

Meta descriptions don’t directly impact rankings but are crucial for click-through rates. They should summarize the page content in 150-160 characters and include the target keyword. For example, “Discover a delicious range of vegan breakfast options, including pancakes, smoothies, and more at our Chicopee Vegan Restaurant.”

Header Tags (H1, H2, etc.)

Header tags help structure your content. The H1 tag should include the primary keyword and define the page’s main topic. Subheadings (H2, H3, etc.) break down the content into sections. For instance, an H1 tag could be “Vegan Breakfast Options in Chicopee”, with H2 tags like “Why Choose Vegan Breakfast?” and “Our Best-Selling Vegan Dishes.”

Keyword Placement

Place your primary keyword naturally within the first 100 words of your content. Avoid keyword stuffing; instead, focus on readability. For example, if your keyword is “Vegan Restaurants in Chicopee,” an introductory sentence might be “Explore the best vegan restaurants in Chicopee offering a variety of plant-based dishes that cater to all tastes.”

URL Structure

Clean, keyword-rich URLs are easy for users and search engines to understand. A URL like www.chicopeevegan.com/vegan-breakfast-options is better than www.chicopeevegan.com/p=14367. Avoid using special characters or unnecessary words.

Internal Linking

Internal links connect different pages of your website, improving navigation and helping search engines understand your site’s structure. For instance, a blog post about vegan breakfast recipes could link to a page about your restaurant’s brunch menu or another blog post on vegan lunch ideas.

Image Optimization

Use descriptive file names and alt tags for your images. For example, instead of IMG71453.jpg, name it vegan-pancakes.jpg. This helps search engines understand the image content and improves accessibility. Compress images using tools like TinyPNG here to reduce load times.

It also helps whoever manages your website find the files they are looking for. Imagine trying to find a specific photo in a folder full of files with names like IMG71453.jpg!?

Content Quality

High-quality content is crucial for user engagement and SEO. Focus on creating informative, engaging content that addresses your audience’s needs. For example, a detailed blog post about the health benefits of a vegan diet can attract potential customers and boost your SEO efforts.

It helps to use tools like UberSuggest to and Answer The Public to help you understand the sort of content your target market wants and the specific keywords they are using to describe it.

3. Technical SEO Must-Haves

XML Sitemap

An XML sitemap helps search engines find and index your site’s pages. You can create one using tools like XML-Sitemaps.com or  Yoast SEO for WordPress.

Once you have your sitemap, submit it to Google Search Console.

Robots.txt File

Your robots.txt file controls which pages search engines can crawl. Make sure it’s not blocking important pages. You can check this by adding /robots.txt to your domain in a browser. (e.g., www.chicopeevegan.com/robots.txt).

Most CMS platforms like WordPress will automatically create it for you, but should you want to do it manually, here is a guide on how to create a robots.txt file.

Canonical Tags

Canonical tags prevent duplicate content issues by telling search engines which version of a page is the “master” copy. For example, if you have similar content across multiple pages, the canonical tag points to the preferred version.

Here’s a guide from Google on how to do this.

Broken Links

Broken links lead to a poor user experience and can hurt your SEO. They occur when your rename pages on your website and don’t update links to those pages or when you move things around on your site.

Regularly check for 404 errors using tools like Google Search Console or Broken Link Checker, and fix or redirect them as needed.

Structured Data Markup

Structured data (or schema markup) helps search engines understand your content better.

For instance, it helps you apply standard formatting to product pages so that the search engine understands where to find the right product image, pricing, description, etc.

Another example is formatting of events pages. Structured data markup helps search engines understand things like date of event, start time, end time, venue, etc.

Implement it to enhance your chances of appearing in rich snippets. Use Google’s Structured Data Markup Helper to get started.

You can test to see if your any of your web pages supports rich results using the Rich Results Test.

Site Architecture

Keep your site’s structure shallow, ensuring that important pages are no more than three clicks from the homepage. This makes it easier for users to find what they’re looking for and helps search engines crawl your site more effectively.

4. Content Strategy & SEO

Keyword Research

Effective SEO starts with keyword research. Use tools like Google Keyword Planner or Ahrefs to find relevant keywords. Target both short-tail (e.g., “vegan food”) and long-tail keywords (e.g., “best vegan restaurant in Chicopee”).

Content Calendar

Plan a content calendar to consistently publish fresh content. This helps keep your website active and improves SEO. For example, a vegan restaurant could post a new recipe or health tip every week.

Search engines love websites that post new, quality content regularly, as it’s a signal that a website is active.

Evergreen Content

Create evergreen content that remains relevant over time, such as “The Ultimate Guide to Vegan Dining in Chicopee.” This type of content consistently attracts traffic and can be updated as needed.

Content Updates

Regularly update your existing content to keep it accurate and current. For instance, if you wrote a blog post on vegan diet trends for 2023, update it for 2024 to maintain its relevance.

Search engines love it when you do this. And older content is more likely to already be indexed by search engines, so updating it helps you serve up useful, relevant content to your visitors.

Multimedia Content

Incorporate videos, infographics, and other multimedia to enhance user engagement. For example, a video tutorial on making a popular vegan dish can complement a blog post and provide added value to your audience.

5. Local SEO Focus

Google Business Profile

Claim and optimize your Google Business Profile (formerly known as Google My Business). Ensure your business name, address, and phone number (NAP) are accurate and consistent across all platforms. Add photos, respond to reviews, and keep your information updated.

We have a handy guide to help you claim and optimize your Google Business Profile.

NAP Consistency

Ensure your NAP (Name, Address, Phone Number) is consistent across your website, social media, and online directories. Inconsistencies can confuse search engines and hurt your local rankings.

Local Keywords

Optimize your content with local search terms, like “Chicopee vegan restaurant” or “vegan food Western MA.” Include your location in title tags, meta descriptions, and within your content to enhance local search visibility.

Customer Reviews

Encourage customers to leave reviews on Google, Yelp, and other review platforms. Respond to reviews, both positive and negative, to show you value customer feedback. Reviews can significantly impact local SEO and attract more customers.

Local Backlinks

Build backlinks from local businesses, news sites, and directories. For example, collaborate with local health food stores or wellness centers to get mentions and links on their websites.

6. Off-Page SEO & Backlinks

Quality Backlinks

Backlinks from high-authority, relevant sites are vital for SEO. Focus on quality over quantity. For example, a backlink from a popular vegan blog or a local newspaper can boost your site’s credibility.

I know I’ve already mentioned backlinks above, but note the distinction here. Local backlinks are great for local SEO but you also want backlinks from highly ranked, relevant sites in your niche.

Guest Blogging

Write guest posts for reputable industry blogs to gain exposure and backlinks. For instance, you could contribute a guest article on a popular vegan blog about sustainable eating, linking back to your site.

Social Media

Share your content on social media platforms like Facebook, Instagram, and LinkedIn to increase visibility and drive traffic. Engaging content, like behind-the-scenes videos of your kitchen or customer testimonials, can be highly shareable and attract more visitors to your site.

‘Social signals’ signal an active, engaged business and are good for SEO.

Online Directories

Submit your business to relevant online directories, such as Yelp, HappyCow, or niche directories related to your industry. These platforms can provide valuable backlinks and improve your local search visibility.

7. Analytics & Monitoring

Google Analytics

Set up Google Analytics to track website traffic, user behavior, and conversions. This data helps you understand how visitors interact with your site and where improvements are needed.

Google Search Console

Use  Google Search Console to monitor your site’s performance in search results. It provides insights into your keyword rankings, click-through rates, and any issues that need fixing, like crawl errors or mobile usability problems.

SEO Audits

Conduct regular SEO audits to identify and address any issues. Tools like The Jack Checker, SEMrush, Moz, or Screaming Frog can help you analyze your site’s SEO health and find areas for improvement.

Rank Tracking

Monitor your keyword rankings regularly to gauge the effectiveness of your SEO efforts. Tools like SerpWatch, Ahrefs, or Mangools SERPWatcher allow you to track your progress and make adjustments as needed.

Competitor Analysis

Keep an eye on your competitors’ SEO strategies. Use tools like Ahrefs or SpyFu to analyze the keywords they rank for, backlinks, and content. This can help you identify opportunities and refine your own strategy.

8. User Experience (UX) Optimization

User-Friendly Navigation

Ensure your site is easy to navigate with clear menus and an intuitive design. For example, a simple dropdown menu that categorizes dishes by type (e.g., breakfast, lunch, dinner) helps users find what they need quickly.

Engaging Content

Create content that is informative, easy to read, and visually appealing. Use short paragraphs, bullet points, and images to break up text. Consider the intent behind user searches and provide answers or solutions.

Calls-to-Action (CTAs)

Use clear and compelling CTAs to guide users towards desired actions, such as “Order Online”, “Reserve a Table”, or “Learn More”. Place CTAs strategically throughout your content to encourage engagement.

Accessibility

Make your website accessible to all users, including those with disabilities. Use descriptive alt text for images, ensure text is readable with sufficient contrast, and provide keyboard navigation options. Accessibility not only helps with SEO but also broadens your audience.

9. Voice Search Optimization

Conversational Keywords

Optimize for long-tail, conversational keywords that match how people use voice search. For example, instead of targeting “vegan restaurants Chicopee,” use “Where can I find vegan restaurants in Chicopee?” This approach aligns with how people speak when using voice assistants like Siri or Alexa.

FAQ Sections

Create FAQ sections to answer common questions in a natural, conversational tone. These are often featured in voice search results. For example, an FAQ like “What vegan dishes are popular in Chicopee?” can target voice search queries directly.

Local SEO

Voice searches often have local intent, so ensure your site is optimized for local search terms. For instance, someone might ask, “Find a vegan restaurant near me,” so including location-specific content is crucial.

10. Continuous Improvement

Stay Updated

SEO is constantly evolving, so staying informed about the latest trends, algorithm updates, and best practices is essential. Follow industry blogs like Moz, Search Engine Journal, and Google’s Search Central Blog to keep up to date.

A/B Testing

Regularly test changes to your site, such as headlines, CTAs, or layout variations, to see what works best. Tools like Google Optimize can help you run A/B tests and make data-driven decisions.

Feedback Loop

Gather and act on feedback from users to continuously improve your website’s performance. Use surveys, contact forms, and user testing sessions to identify pain points and areas for improvement.

Not Sure Where To Start?

You’ve gone through the SEO checklist, but find yourself aghast at the sheer length of the list of things that need to be checked off? My recommendation is always to take it one step at a time. Don’t try to cram all of this into a month.

Great SEO takes years. Part of this is because there are things you cannot rush, e.g. search engines take time to do their thing.

I also highly recommend getting an online presence audit done and walking through it with an expert. This will let you know what your current SEO and digital marketing results are, where the gaps are, and will give you recommended next steps to take.