The SEO checklist we run before every website goes live

Launch day decides a lot

A new website can start ranking within weeks, or sit unindexed for months, depending on a handful of technical details. None of them are difficult. They are just easy to forget when everyone is focused on how the site looks.

Here is the checklist we run before every launch.

Indexing

1. Search engines are allowed in. Staging sites are often blocked from search engines. Make sure that block is removed on launch.
2. There is a sitemap. A sitemap lists every page you want found, and it should be submitted in Google Search Console.
3. There is a robots file that points to the sitemap and does not block important pages.
4. Every page has one clear address. Canonical tags tell search engines which version of a page is the real one.

Page basics

5. Every page has a unique title. Under about 60 characters, with the main topic first and the brand last.
6. Every page has a unique description. One or two sentences that make someone want to click.
7. One main heading per page, describing what the page is about.
8. Headings in a logical order, not chosen for their size.
9. Images have descriptive alt text, for accessibility and image search.

If two pages have the same title, search engines have to guess which one matters. Do not make them guess.

Speed and mobile

10. Images are compressed and correctly sized. This is the biggest speed win on most sites.
11. The site is fast on a phone on mobile data, not just on office wifi.
12. Text is readable and buttons are tappable without zooming.

Structure and links

13. Important pages are linked from the navigation or from other pages, never orphaned.
14. Old URLs redirect to new ones if this is a redesign. Losing old links is how redesigns lose traffic.
15. No broken links in the menu, footer or content.

Structured data

16. Organisation details are marked up, so search engines understand who you are.
17. FAQs, articles and breadcrumbs are marked up where they exist, which can make your results richer.

Sharing

18. Every page has a share image and title, so links look good on WhatsApp, LinkedIn, Facebook and X.

After launch

19. Verify the site in Google Search Console and submit the sitemap.
20. Set up analytics so you can see what people do.
21. Set up your Google Business Profile if you serve a local area.
22. Check indexing after a week or two and fix anything Search Console reports.

The takeaway

None of this is advanced. It is just easy to skip. Every website we build goes through this list before launch. If your current site has never been checked, send us the link and we will tell you what is missing. Or see our website packages.