▲ 4 r/DoSEO
My Current SEO Checklist - What are your thoughts? Is anyone doing similar work?
## 1. Technical Foundation & Crawlability
- Keep server response time under 100ms and use SSL (https) sitewide.
- Submit and maintain an accurate sitemap.xml in Search Console; verify last-mod dates against actual crawl logs.
- Ensure every navigation link points to a 200-status page — no redirect chains from missing trailing slashes or similar.
- Keep mobile and desktop navigation menus consistent, since Google crawls primarily via mobile.
- Audit Core Web Vitals (LCP, INP, CLS) in Search Console; compress/size images and use a CDN for LCP, defer/break up non-essential JS for INP.
- Check your CDN's default settings (e.g., Cloudflare) to confirm you aren't accidentally blocking Googlebot or AI crawlers before enabling bot-management features.
- Run a crawl (e.g., Screaming Frog) to catch pages auto-generated by plugins/automation that shouldn't be indexed.
- For pages stuck "crawled – currently not indexed," check internal link authority flow to the page, and consider a clearer URL slug.
- Check server logs / Bot Analytics for slow-response signals (e.g., HTTP 499s, high time-to-first-byte) that may cause AI/search bots to abandon the page.
- Use 301 (permanent, server-side) redirects for migrations — this is standard practice, not something to avoid; just don't chain multiple redirects, and keep the destination page relevant to the original.
- Harden CMS security (keep software updated, rename default admin paths, enable 2FA) to prevent hack-based spam injection.
## 2. Site Architecture & Internal Linking
- Decide your category → subcategory → product/page hierarchy and keyword-to-URL mapping
*before*
building pages, to avoid future cannibalization.
- Build topical hub pages that link out to derivative subpages, and link key hubs prominently from the homepage to pass authority and aid discovery.
- Use an internal-link-opportunities audit to find pages that should link to each other, and identify the specific passage where each link belongs.
- Link contextually between similar/related pages using descriptive (not over-optimized) anchor text.
- Deliberately route more internal links toward high-revenue or high-priority pages that are currently under-linked.
- Limit the number of outbound internal links on your highest-authority "source" pages, and trim bloated navigation menus, to concentrate link equity on priority pages.
- Before creating a new page, confirm it has a real content reason to exist beyond targeting a keyword; consolidate rather than splitting thin content across multiple pages.
- When diagnosing a ranking drop, first rule out technical/structural issues (broken internal links, orphan pages, canonicalization) before assuming a content problem.
## 3. Keyword Research & Content Mapping
- Build a seed keyword list from real customer language: call logs, support tickets, reviews, on-site search history, sales call transcripts.
- Expand seeds using a keyword tool (Keyword Magic Tool, Keyword Planner, Ahrefs) filtered for commercial/transactional intent.
- Prioritize keywords by
*realistic*
winnability (personalized difficulty relative to your current authority), not raw search volume.
- Map every target keyword to exactly one URL in a spreadsheet before development, to prevent cannibalization.
- Verify search intent for each keyword by checking the actual SERP (organic vs. Shopping vs. Local Pack vs. AI Overview) rather than assuming from the keyword alone.
- Use a Keyword Gap / competitor-gap tool to find terms competitors rank for that you don't.
- Use Search Console data to find keywords you already get impressions or page-two rankings for but aren't yet targeting in titles/headings — often the fastest wins.
- Periodically review ranking data to catch declining pages and pages that no longer match current search intent.
- Fix keyword cannibalization by identifying which page best matches intent and consolidating signals there (via re-optimization, canonicalization, or redirect/merge).
- If AI chatbots are used for keyword brainstorming, always validate the output against a real keyword-data tool before acting on it (volume, intent, and difficulty numbers from a chatbot alone aren't reliable).
## 4. On-Page Optimization
- Place the target keyword in the title tag, URL slug, H1, and the beginning of the first sentence; use it sparingly elsewhere in the meta description or alt text — do not repeat it beyond these natural placements.
- Match content format/structure to what's actually ranking in the SERP for that keyword (list, comparison table, direct-answer, etc.).
- Answer the query directly near the top of the page, then support with depth further down.
- Use clear H2/H3 heading structure, short paragraphs, bullet points, and a table of contents for scannability.
- Write descriptive, unique alt text per image (not one alt tag reused across a gallery); compress files and use descriptive filenames.
- Include secondary/semantically related keywords naturally in headings and key sections (not stuffed).
- Regularly audit important pages: refresh outdated statistics, fix broken links, update screenshots and CTAs, add internal links, remove stale advice.
- Add a visible "last updated" date to reset freshness signals on refreshed pages.
- Use structured comparison tables with consistent columns/criteria on comparison content, and keep them updated as details change.
## 5. Content Strategy & Creation
- Build content in a funnel structure — top (education), middle (comparison/guides), bottom (specific use-case, close to purchase) — rather than only chasing top-of-funnel volume.
- Pick 2–4 core content "pillars" and build consistent depth in each (e.g., one per quarter) rather than spreading thin across many unrelated topics.
- Start topic ideas from real audience problems (support tickets, Reddit threads, sales call questions) rather than only keyword-volume lists.
- Include original insight in every piece: proprietary data, expert interviews, case studies, or a genuinely new example — not just a competitor-structure rewrite.
- Name specific entities (products, tools, studies) instead of vague references ("a leading study" → cite the actual study).
- Match source type to claim type: official docs for product/policy claims, original research for statistics, government/academic sources for stronger proof — and place the citation near the claim it supports.
- Interview subject-matter experts or route content through expert review to add real firsthand detail.
- Include author/contributor bios with real name, role, and expertise.
- If using AI drafting, always have a human edit for accuracy, brand voice, and to remove obvious AI writing tells — don't publish AI drafts unreviewed.
- Publish new pages incrementally, roughly matched to your site's existing size and indexation rate, rather than launching hundreds of pages at once on a new/small domain.
- Quarterly or twice-yearly, audit content and classify as Keep / Improve / Repurpose / Remove; consolidate or redirect thin, outdated, or cannibalizing pages rather than letting them accumulate.
## 6. Schema & Structured Data
- Implement schema based on page purpose: Product (price, availability, SKU) and Review schema on product pages, Article on blog posts, LocalBusiness for physical locations, Organization on the homepage, Breadcrumb site-wide.
- Add product structured data (schema, reviews, breadcrumbs, ratings) even on non-traditional ecommerce pages if the page functions as a commercial product page.
- Generate schema manually (JSON-LD), via an AI tool, via a CMS plugin (Yoast, Rank Math, Schema Pro), or via Google's Structured Data Markup Helper.
- Validate every schema implementation with Google's Rich Results Test, and monitor ongoing issues via Search Console's Enhancements/Shopping reports.
- Treat schema as a CTR/rich-result lever, not a confirmed AI-visibility lever — Google has stated it isn't a direct ranking factor and its role in AI Overview inclusion is unconfirmed.
## 7. Ecommerce-Specific
- Prioritize collection/category pages as your primary page type for both optimization and backlink building — ahead of product pages and blog content.
- Build intent-driven category pages (e.g., "airport outfits" instead of only "jeans") by tagging existing products into new occasion/use-case groupings.
- Write meaningful (not keyword-stuffed) collection page copy, placed below the product grid rather than above the fold.
- Allow roughly the first 3 layers of faceted-navigation filters to be indexed; no-index or robots-block from the 4th filter combination onward.
- Add a plain-text description of variant options (color, size, quantity) on product pages, since many AI crawlers don't render JavaScript selectors.
- Use unique alt text per product image, and audit "related products" logic to ensure it surfaces genuinely related items.
- Keep evergreen sale pages (Black Friday, seasonal, etc.) live year-round; remove from nav after the event but keep the URL indexed.
- For highly granular/dissimilar product catalogs (parts, components), build dedicated guide/blog content from real spec sheets instead of forcing collection-page copy.
- Target primary generic keywords (e.g., "men's slim fit jeans") in titles/H1s rather than internal model numbers, even for well-known product lines.
## 8. Local SEO & Google Business Profile
- Fill out every Google Business Profile field completely: categories (up to 10, all genuinely relevant), services, description, hours, photos, attributes.
- Choose GBP categories/services based on actual intent you want leads for, without keyword-stuffing near-duplicate service names.
- Structure your site to mirror your GBP categories: homepage for primary category, dedicated pages for each secondary category and core service.
- Write the first paragraph of local pages to speak directly to searcher intent ("do you serve me / can you help") rather than opening with company history.
- Use specific regional/technical terminology that matches how customers and AI systems actually describe the service in your area.
- For multi-location businesses, do keyword research separately per location and map location-specific keyword clusters to dedicated location pages — avoid boilerplate duplicate content across them.
- Build hyperlocal content using real local data (e.g., census data, verified landmarks) rather than thin templated "doorway" pages.
- Keep GBP updated regularly (holiday hours, new photos) and log into it every few months, not just at setup.
## 9. Reviews & Reputation (legitimate practices only)
- Ask for detailed, specific reviews describing the actual experience and outcome, rather than generic "please leave a review" asks.
- Diversify review requests across multiple platforms (Google, Yelp, Facebook, industry-specific sites), not just GBP.
- Accept and respond professionally to occasional negative reviews — a 4.7–4.9 rating converts better than a suspiciously perfect 5.0, and authentic negative reviews build trust.
- When a legitimate negative review occurs, contact the customer directly to try to resolve the issue (refund, fix, follow-up) rather than trying to suppress the review itself.
- Encourage video or photo testimonials from real customers where possible, with review schema markup applied.
- Keep your brand's business information consistent everywhere it appears (GBP, website, social profiles, directories) and correct inaccurate third-party listings.
## 10. Link Building & Digital PR (white-hat only)
- Prioritize backlinks to your highest-value pages first (for ecommerce: collection pages, then product, then informational).
- Vet any prospective link source before pursuing it: check its traffic trend (avoid sites in sharp decline), confirm the specific page is indexed and has real ranking keywords.
- Use broken-link building: find competitor pages with broken outbound links, and pitch your content as the replacement.
- Reclaim unlinked brand mentions by monitoring for them and asking the site owner to add a link.
- Build genuinely useful linkable assets — free tools, calculators, original data studies, comprehensive guides — that naturally earn citations.
- Do digital PR by pitching journalists who've recently covered relevant topics, with a specific, timely, evidence-backed angle (not a generic pitch).
- Use expert-quote platforms (HARO-style: Qwoted, Featured, SourceBottle, JournoRequests) to respond to relevant media requests with specific, quotable insight.
- When guest posting, target sites with a real audience and topical relevance; avoid sites that exist purely to host guest content, and check their organic keyword footprint (not just Domain Authority) before pitching.
- Negotiate sponsorships and partnerships (local, industry, event) for the site link plus newsletter/social mentions, not just a footer badge.
- Reach out to sites that used your original photos/graphics without attribution and request a credit link.
- Use a Backlink Audit to find and address genuinely toxic links (harmful spam links pointing at you); use disavow only as a last resort for large volumes you can't get removed and that pose real penalty risk.
## 11. AI Search Visibility (GEO)
- Establish a baseline: search 10–20 buyer-relevant prompts across ChatGPT, Gemini, Perplexity, and Claude to see if/how your brand is mentioned or cited today.
- Track weekly, but wait for at least four consecutive weeks of trend data before acting on it (mention rates are noisy week-to-week).
- Ensure AI crawlers can actually read your key content — most don't render JavaScript, so critical info needs to exist in plain HTML.
- Keep brand/entity description consistent across your site, social profiles, and any directories or knowledge bases (Wikipedia, Crunchbase, LinkedIn) that LLMs might draw from.
- Structure key answer content as direct, self-contained Q&A passages so a model can cite a clean chunk.
- Put the direct answer near the top of the page (reduce "time to value") to help both users and AI extraction.
- Consolidate your best answer onto a single strong page rather than spreading thin coverage across many pages, since models tend to deduplicate results by domain.
- When you notice the same third-party sources repeatedly cited for your category, check whether you're already featured there, and pitch the ones you're missing from.
- Revisit and refresh top-cited content every 60–90 days to maintain its freshness for AI systems.
- Set up an AI-referral tracking channel in GA4 (or a custom regex-based channel group) since AI traffic often shows as Direct/Referral by default.
## 12. Conversion & On-Page UX (adjacent to SEO, affects rankings via engagement)
- Make it immediately clear who you are, what you do, and how to contact you on every important page.
- Keep a consistent, visible primary call-to-action; remove competing actions that dilute it.
- Add real proof near the CTA — reviews, testimonials, case studies, security badges.
- Test forms, phone numbers, and click-to-call links regularly across devices to catch broken conversion paths.
- Use layered content (proof gradually revealed while scrolling) rather than cramming everything above the fold.
- Prioritize UX and speed fixes on the homepage, main product/service pages, and checkout/signup pages first.
## 13. Measurement & Reporting
- Track weekly automated rank monitoring for your core keyword list.
- Review Search Console (queries, CTR, position) and GA4 acquisition monthly; investigate anomalies rather than assuming a cause.
- Monitor Core Web Vitals monthly via Search Console's Experience report.
- Treat a page that's never exceeded roughly position 20–60 as a domain-authority issue to address with links/time, not a content problem to rewrite endlessly.
- If a page reaches page one but has very low CTR, treat that as an intent-mismatch or title/snippet problem, not an authority problem.
- Track AI visibility separately from organic search (citation rate, share of voice, mentions) using an AI-visibility tool, since it behaves differently and lags organic ranking changes by 0–180 days.
If there's anything you'd consider outright false or outdated, please let me know!
u/wooblegoggle — 7 days ago