The Ultimate SEO Checklist: A Comprehensive Guide to On-Page Optimization

Want to drive more traffic and increase your Google rankings?

Then on-page optimization is a must.

Use the following SEO checklist to cover every essential step and keep your site in tip-top shape.

Step 1: Optimize your title tags 

Your title tag has a key role in on-page SEO. It’s the first thing search engines and visitors see. Make sure it’s clear, concise, and keyword-rich. And aim for a title between 50–60 characters so it doesn’t get cut off in search results.

Best practices:

• Keep it under 60 characters for mobile-friendliness.
• Include your target keyword early in the title.
• Be specific about what the page is about.

For example, if you’re selling running shoes, a title like “Best Running Shoes for Women | [Your Brand]” is clear and to the point.

Step 2: Craft effective meta descriptions

Your meta description gives searchers a preview of your page’s content. 

While it doesn’t directly impact rankings, a compelling meta description can boost your click-through rate (CTR). Stick to around 150–160 characters, and make it persuasive.

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Best practices:

• Use action-oriented language to encourage clicks.
• Keep it relevant to the content.
• Include your main keyword.

A meta description for an HR consulting firm could be: “Struggling with employee retention? Get expert HR strategies to build a stronger, more engaged workforce and improve company culture today!”

Step 3: Use header tags wisely

Header tags (H1, H2, H3) help organize your content and maintain readability. They make it for both search engines and users to understand your page’s structure. (And what your content’s about.)

The H1 tag refers to your main title, and it should include your target keyword. Subheadings to break up content and make it more scannable should be H2s. And sub-subheadings should be H3s.

Best practices:

• Use only one H1 tag per page — for instance, a blog post title should be the only H1 on the page.
• Add your main keywords in your H2 and H3 tags to guide readers.
• Make sure headers reflect the content that follows.

For instance, if you’re writing a blog post about project management practices to avoid, your H1 might be: “12 Common Mistakes in Project Management (And What to Do Instead)”. You might follow that by 12 H2 tags — each one dedicated to a different mistake. 

Step 4: Optimize URL structure

Search engines pay attention to URLs. 

When your URL structure is clean and concise, users and search engines can immediately identify the topic of your content. Always avoid long, complex URLs full of random characters.

Best practices:

• Avoid unnecessary words like “and” or “the.”
• Use short, descriptive URLs.
• Include your target keyword.

A good URL might look like “yourwebsite.com/best-mobile-devices” instead of “yourwebsite.com/page1?=1234.”

Step 5: Improve your site’s load speed

A slow website and SEO don’t go together. 

Search engines want to serve pages that load quickly, and so do your visitors. Plain and simple: A faster site leads to a better user experience and higher rankings.

Best practices:

• Use tools like Google PageSpeed Insights to test your site’s speed.
• Don’t use too many heavy scripts or plugins.
• Compress images to reduce file sizes.

For example, if your homepage takes more than three seconds to load, expect potential customers to bounce off. Compress your images and accept the suggestions from your Google PageSpeed Insights report to speed things up.

Step 6: Optimize images with alt text

Search engines can’t detect images, so they wouldn’t know that you’ve included an image to your  page. However, they can read the alt text you provide. Alt text helps with accessibility and SEO, so it’s important to include it for every image on your site.

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Best practices:

• Describe the image in one to two sentences.
• Include your target keyword when relevant.
• Avoid keyword stuffing. Keep it natural.

If you have an image of a men’s custom suit, the alt text could be “an example of a bespoke suit for men.”

Step 7: Create high-quality content

Content is everything when it comes to SEO. 

Search engines want to generate the best content for users — so you need to focus on providing value. Publish clear, engaging, and informative content that answers questions your audience is searching for.

If you haven’t already, conduct an SEO audit and keyword research. 

Highlight what content is ranking best and helping you reach your goals. (And create more assets like that.) 

It’s also so important to consider search intent before writing an article or piece of content!

Best practices:

• Use your target keyword naturally throughout the content.
• Write for the user first, not just for SEO.
• Keep paragraphs short and readable.

For example, if your main keyword is “how to keep employees,” make sure your content talks about common problems managers have. Offer practical tips and real-life examples. This directly matches the searcher’s intent for actionable insights. (Or “informational” search intent.)

Step 8: Optimize for mobile

More people are browsing on mobile devices than ever before, so you need a mobile-friendly website. 

Google also uses mobile-first indexing. Meaning your mobile site is considered the primary version for ranking purposes.

Best practices:

• Make sure your site is responsive (adjusts to different screen sizes).
• Make sure buttons are easy to click on smaller screens.
• Use larger fonts for readability.

If your site isn’t mobile-friendly, visitors will bounce off quickly. Work with a web developer to audit your site and re-design it using a mobile-first approach. 

You can also target conversational keywords and local keywords to help attract users who are searching on mobile devices.

Step 9: Improve internal linking

Implement internal linkings so that users and search engines can navigate your site and visit older content. 

Internal links connect related content and guide visitors to relevant pages. 

They also spread link equity throughout your site, to improve rankings for multiple pages.

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Best practices:

• Use descriptive anchor text that gives you a sneak peek of what the linked page is about.
• Don’t overdo it. Too many internal links can seem spammy.
• Link to relevant pages within your website.

For example, if you have a blog post about improving SaaS onboarding, link to other related posts. Like “How to Create an Engaging Onboarding Experience.” Or “Key Metrics to Track During SaaS Onboarding.” 

This keeps the content tightly aligned with users’ interests. 

These are also called “topic clusters” — and they’re great at showing users and search engines what you specialize in. More on content clusters in a bit.

Step 10: Use structured data (schema markup)

Using structured data signals search engines that your content is easy to understand. This can increases the chance for rich snippets to appear in search results. Rich snippets like star ratings, product prices, and FAQ lists can boost your CTR. (More on rich snippets in a bit.)

Best practices:

• Use tools like Google’s Structured Data Markup Helper to implement it easily.
• Test your markup using Google’s Rich Results Test tool.
• Add schema markup for products, reviews, and articles.

Here’s a screenshot of Google’s Structured Data Markup Helper:

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And Google’s Rich Results Test tool:

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If you’re running an online store, use schema markup on product pages to display your prices and ratings directly in search results.

Step 11: Make your content shareable

Social signals (likes, shares, and comments) don’t directly impact SEO. 

But they can increase visibility and traffic. Make it easy for users to share your posts – by adding sharing buttons to your content.

Best practices:

• Make sure your pages and blog posts have social sharing buttons.
• Encourage users to share by offering valuable content.
• Don’t overwhelm visitors with too many buttons.

For instance, if you create a detailed guide on improving employee engagement strategies, include social sharing buttons to encourage HR managers to share the content with their networks.

Step 12: Keep track of analytics

You can’t improve what you don’t measure.  The two must-have tools to track website performance are Google Analytics and Google Search Console. 

→ Google Analytics provides a detailed overview of your website’s traffic, user behavior, and conversion rates. It helps you understand what’s working and what needs improvement.

→ Google Search Console focuses on your website’s performance in search results. It shows which search queries bring traffic to your site and any technical issues that could affect rankings. It also reveals how well Google has indexed your site.

Best practices:

• Make sure you have Google Analytics and Google Search Console all set up if you haven’t already.
• Track your keyword rankings and refine your strategy based on results.
• Use Google Analytics to spot pages that have a high bounce rate.
  • And optimize them.

If you see that one of your pages has a high bounce rate, consider improving the content or design to keep visitors engaged. Test both options to see what works best!

Step 13: Improve user experience (UX)

According to Zendesk, more than half of consumers leave a brand after just one bad experience.

But, what do search engines have to do with this?

Search engines prioritize pages with excellent user experience. UX includes factors like ease of navigation, clear calls to action, and fast load times. A good UX encourages visitors to stay longer and engage more with your site — so make sure to prioritize this.

Best practices:

• Make sure your site is visually appealing and your pages are easy to read.
• Have clear, actionable calls to action on each page.
• Simplify your site’s navigation.

You can also use behavioral intelligence software to see where your users are getting frustrated. And what’s keeping them on page.

For example, if users are abandoning your checkout page, it might indicate a problem with the process. Like confusing steps or slow load times. Or, if users are spending extra time on a product details page, it could indicate they’re carefully reading through reviews or comparing options. 

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Maybe they appreciate your detailed descriptions, high-quality images, or the option to chat with a customer support rep.

More on behavioral intelligence in a bit. (Head to the heatmaps step if you’re curious.)

Step 14: Promote content readability

Search engines love content that’s easy to read.

Search engine crawlers have an easier time digesting content that’s around a 6th to 8th-grade reading level. Users also appreciate not being alienated from content that’s too formal. 

Best practices:

• Use bulleted or numbered lists for easier scanning.
• Break up long paragraphs into smaller chunks.
• Use short sentences and simple words.

For example, if your blog post about cybersecurity best practices is too technical or long-winded, use Hemingway Editor to highlight hard-to-read sentences. Then edit those so they’re more digestible.

Step 15: Optimize for Featured Snippets

Featured snippets are the boxed results that appear at the top of Google’s search page. Securing a featured snippet spot can help boost your visibility and increase your site traffic.

Best practices:

• Provide a clear, concise content structure to answer common questions.
• Target question-based queries like “What is,” “How to,” and “Why.”
• Use lists or tables when answering questions.

If your content answers “What is a backlink profile?”, make sure it’s formatted in a way that’s easy for Google to pull into a snippet. Break it down in short and easy-to-understand sentences. And include a practical example to dial it in even further.

Let’s explore the next step of your SEO checklist.

Step 16: Improve your site’s navigation

Easy-to-follow navigation makes it simple for both users and search engines to find what they need. 

Well-organized menus and a logical structure help visitors stay longer, which reduces bounce rates.

Best practices:

• Don’t add a lot of menu options to avoid overwhelming visitors.
• Add a search bar so that your audience can quickly find specific content.
• Use a clear, hierarchical structure for your menu.

For instance, if you run a baking blog, organize your posts into categories like “Cookie Recipes,” “Cake Recipes,” and “Pie Recipes.” Make sure your site also has a search bar so users can quickly search for other recipes they’re interested in.

Step 17: Add video content

Video content can enhance user experience and engagement. Both of which indirectly benefit your SEO. Videos can also appear in search results, which gives you more opportunities to capture attention.

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Best practices:

• Optimize video titles and descriptions with your primary keywords and secondary keywords.
• Use a video platform like YouTube to record and embed videos on your site.
  • (YouTube can also improve discoverability since Google owns it!)
• Include relevant videos on your pages or blog posts.

A blog post about “How to Map Out The Customer Journey” could include an embedded video tutorial, so the content’s even more valuable.

Step 18: Leverage long-tail keywords

Long-tail keywords are longer, more specific phrases. People search for these when they’re closer to purchasing or deciding.  

They often have lower competition and can bring in more targeted traffic.

Best practices:

• Focus on the search intent behind the search (informational, transactional, navigational).
• Include the long-tail keywords naturally in your content, title tags, and meta descriptions.
• Use Semrush or Ahrefs’ keyword research tools to get a list of long-tail keywords.

Instead of targeting just “productivity,” try “best productivity apps for small businesses” to attract a more specific audience.

Step 19: Avoid duplicate content

If you want to stay ahead of the curve, you should make sure that you don’t have any duplicate content on your site. This is because search engines may have difficulty recognizing which version of a page to rank. 

You might also have duplicate pages or content you don’t know about. For example, if you accept guest posts, authors may add the same articles they wrote for you to their websites. 

Best practices:

• Rewrite duplicate content or consolidate similar pages into one.
• Use canonical tags to point to the preferred version of content.
• Use plagiarism checkers to make sure your content is unique.

For example, if you have multiple pages discussing project milestone planning, make sure each page is unique. Or use canonical tags to point to the most important one.

Step 20: Monitor and fix broken links

Broken links are a no-go for SEO efforts and user experience. If users click on a link that leads to a 404 error page, they may leave your site. (Search engines also view broken links as a sign of poor website quality.)

Best practices:

• Use tools like Screaming Frog or Google Search Console to check if there’s a link that points to a broken page.
• Redirect old pages that no longer exist to a relevant, existing page.
• Replace broken links with relevant, working links.

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For instance, if you have a blog post linking to an outdated resource, replace it with a current, valuable resource to improve UX. So, make sure to keep this step in mind when printing or bookmarking this SEO checklist. 

Step 21: Use outbound links to authoritative sites

Linking to high-quality, authoritative sources can enhance your page’s credibility. Outbound links show that you’ve done your research and provide users with additional value.

Best practices:

• Make sure the outbound link opens in a new tab to keep users on your site.
• Don’t overdo it. Focus on linking to sources that genuinely add value.
• Link to relevant, reputable external sites when appropriate.

For example, if you’re discussing the importance of backlinks, link to a respected SEO guide by uSERP. Or link to one of Google’s resources.

Step 22: Update your content regularly

Fresh and up-to-date content is a must for your on-page SEO efforts. When you update your content regularly, search engines can see that you have an and up to date site (or online store). Keeping your content (like blog posts, guides, and articles) fresh and up-to-date signals to search engines that your site is active and relevant. This also helps you maintain high rankings.

(This is actually one of the first things we do at uSERP when working with new SEO or link building clients.)

Best practices:

• Add new statistics, examples, or fresh insights to keep content valuable.
• Republish old blog posts with updated information for a ranking boost.
• Audit old content and make updates when necessary.

If you have a blog post about remote work management best practices, update it based on the latest data so it’s even more valuable. Better yet, interview remote work managers to grab real-life insights and pull quotes.

Step 23: Implement content clusters

Content clusters help organize your site and improve SEO by grouping related content together. 

With this strategy, search engines find it easier to understand how the different pieces of content relate. It also helps them pinpoint what topics your brand is an expert in.

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Best practices:

• Link related blog posts to the pillar page for more specific coverage.
• Use internal linking to point to other relevant content on your website.
• Create pillar pages that cover broad topics in depth.

A pillar page targeting “top time management practices” could link to individual blog posts that target keywords like “time management tools,” and “top productivity apps.” 

Step 24: Track user behavior with heatmaps

With heatmaps, you can see how your audience reacts to your content. They can show you where visitors are clicking, how far they’re scrolling, and what they’re ignoring. This information can help you optimize your content and design.

Best practices:

• Analyze where users spend the most time and adjust your content accordingly.
• Use heatmaps to identify potential issues, like poorly placed CTAs.
• Use heatmap tools like Hotjar or Crazy Egg.

For instance, if users are scrolling past important content without interacting, it may be time to move it higher up on the page. Or rework it to be more engaging.

Step 25: Use clear calls to action (CTAs)

Every page on your site should have a clear call to action. 

Whether it’s to buy a product, sign up for a newsletter, or read another article (perhaps an SEO checklist), a strong CTA can increase engagement and conversions.

Best practices:

• Make your CTAs clear and direct (e.g., “Shop Now,” “Learn More,” “Download Free Guide”).
• Position CTAs prominently so visitors can easily find them.
• Use contrasting colors or design to make CTAs stand out.

If you have a page about branding tools, try a CTA like “Use Our Free Logo Maker Now.” 

This makes it easy for visitors to know what action to take next.

Wrap up 

Follow the steps in our SEO checklist to set yourself up for on-page SEO success. Implementing these best practices increases your chance to rank better in search results. This creats a more user-friendly experience. 

Keep track of your results, and keep optimizing to stay ahead of the competition. 

Happy optimizing!

PS: Want to skip the manual labor and leave it to the pros? Book a call with uSERP today for a custom SEO strategy tailored to your business. We’ll take care of the to-dos on this SEO checklist for you — plus help you build quality backlinks.

You won’t regret it.