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Basic SEO Checklist for Self-Promotion

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Here you can conduct a free SEO site audit. Go through the list of the most important points for self-promotion in 2025.
Make sure to apply them on your site. Add your own points as needed.

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1. Keyword Research Checklist

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1.1. Define target audience

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The target audience
The target audience is that group of Internet users who may be interested in visiting the site, receiving information, buying a product or ordering a service presented on the site.
When determining the target audience, a portrait is drawn up:
  • gender, age, marital status
  • place of residence
  • education, employment
  • financial and social status
  • other data
Understanding the portrait of the target visitor allows you to better understand exactly how he searches for information, which words he most often uses, and which phrases he practically does not use.

1.2. Pick up keywords

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People use keywords to find sites. They don't always search the way the site owner would like. Therefore, it is important to understand exactly what keywords can be used to find your product, service or content. By optimizing landing pages for these phrases, the likelihood of the page being found by the target audience in search results increases.

1.2.1. Brainstorm

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Think about which words or phrases are most appropriate for the site or business it represents.
After generating ideas, group them and rate each one.

1.2.2. Google and Yandex search suggestions

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Search engines provide a good opportunity to see the most popular queries for a given key.
Use Yandex and Google hints to expand the phrases you brainstorm.
To automate the collection of search suggestions, you can use tools such as KeyCollector, Kparser and Keyword Tool.

1.2.3. Statistics and keyword selection services

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Major search engines provide their statistics services, where you can not only expand your key phrases, but also select new options, as well as assess the popularity of each of the query.
Use: Yandex.Wordstat and Google Keyword Planner.

1.2.4. Site statistics

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Analyze in the web analytics services installed on the site (Google Analytics, Yandex.Metrica or others) for which key phrases your site or certain pages are found.
Site statistics can show many more options than available third-party services.

1.2.5. Webmaster Panels

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The statistics of requests for impressions and clicks are also provided in Google Search Console and panels for webmasters Yandex. Here you will find for which phrases your site already has visibility.

1.2.6. Competitor words

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Find sites that are similar to yours or reflect a similar business. You can find out what keywords these sites use for promotion:
  • By analyzing html code (phrases in titles, meta tags, content) and text links;
  • Viewing open statistics of visits to sites of interest;
  • Using third-party services like Serpstat and Ahrefs.
Through the same services, it is also useful to pay attention to the keywords for which competitors are spinning contextual advertising.

1.3. Extend the query engine

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Found your keywords? Fine!
Now is the time to expand the resulting list using word combinations, synonyms, abbreviations and typos. After all, people search not only for one-word queries, but use different options!

1.3.1. Single-word and multi-word queries

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What additional one-word queries might add to your earlier list?
Is it possible to expand this list with verbose?

1.3.2. Synonyms and abbreviations

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Add synonyms, acronyms and acronyms to the list of keywords you have chosen.
For example, people can search for a laptop in different ways:
  • "Notebook";
  • "Netbook";
  • "laptop" or just "beech";
  • "Macbook".
You can also include slang words or slang here.

1.3.3. Combinations of words

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Use several key phrases in different combinations to get new options.
For example, you can try this scheme:
  • Cheap - … - in Moscow;
  • New - Laptops - Asus;
  • Used - netbooks - Acer;
  • The best - … - from the warehouse;
You can also swap words.

1.4. Check the key phrases selected through brainstorming and combination. Are users looking for them?

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Keywords and search terms are different concepts. People enter search queries in the search form and they are interesting for the site, as they can attract traffic.
Check which of the key phrases you have selected (by means of brainstorming or combination) no one is looking for and remove them from the general list.
The easiest way to check the list is with the Keyword Tool program.

1.5. See the number of search results for the selected phrases

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Too many of the found documents indirectly speaks of the competition of the search query and, accordingly, the difficulty of its promotion.

1.6. Select promising keywords

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Depending on your goal, select the most promising keywords from the received core of queries that will bring maximum traffic and, at the same time, do not require too much effort to promote.
Over time, you can expand the list, but you can start to achieve better results with minimal costs.

2. Plan or Optimize Your Website Structure

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2.1. Compose key phrases

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Working with a large list of keywords is inconvenient. Usually they are grouped into groups according to a number of characteristics and work separately with the group. A list of keyword groups can help you understand which sections are important on the site, and make an optimal structure.

2.1.1. Group keywords into categories and subcategories

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Select the main categories from the resulting query engine, including the correspondingkeywords in them. Divide the remaining words into subcategories. Typically, the categories are high and mid-range phrases, and the sub-categories are mid and lower phrases.
Also, for grouping queries, you can use the so-called clusterizers. The most popular ones are KeyAssort and Rush Analytics There are also built-in keyword grouping functions in KeyCollector.

2.1.2. Create a schematic site tree

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Furniture:
  • Beds
  • Kitchen furniture
  • Children's furniture
  • Furniture for living room:
    • Coffee tables
    • Cabinets
    • Walls
    • Chests of drawers
    • …
  • Hallways
  • Cushioned furniture
  • …

2.2. Optimize site structure

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The structure of the site implies the presence of important pages and links between them. The search engine must have access to important pages, understand the priority of each document, and quickly crawl and index the required content.
You can visualize the structure of the site using tools, Screaming Frog or Sitebulb.

2.2.1. All navigation links are available in HTML

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Search robots do not recognize well the structure of sites made mainly in JavaScript or Flash. It is important to display the structure with text links. Disable JavaScript and Flash in your browser, you can also disable styles, and check if the browser displays the necessary navigation.

2.2.2. Any page is available from the main page with a maximum of two clicks

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Make important pages and sections quickly accessible (measured in the number of clicks from the main page).
The more clicks you need to make to access the page, the less significant and visited it is. Search engines index "distant" pages with difficulty, and re-index them with a long delay.
2-3 levels of nesting of pages guarantee more frequent visits to the site by search robots and have the highest priority for them.

2.2.3. Important sections of the site are linked from the main page

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The link from the home page is the most meaningful. Priority partitions are best placed at the second nesting level.

2.2.4. Use bread crumbs

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Breadcrumbs are navigation links and help search engines better define the structure of a site and improve its usability.

2.2.5. Create sitemap.xml

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See how to create sitemap.xml for details.

2.3. Optimize page URLs

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2.3.1. In the address of the page, reflect the structure of the site

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Displaying the site structure in page URLs is useful not only for ease of use, but also for correct clustering of the site into sections by search algorithms. This will also affect snippets in search results.

2.3.2. CNC for internal page addresses

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CNC (human-readable urls or friendly urls) allows you to use keywords in page addresses, as well as increase the click-through rate of links.

2.3.3. Short URL length for internal pages

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Page addresses should be short and concise, reflecting content, like headings. This is convenient in many cases, including when users send each other a link to a page or post it on social networks.
Also, long links are often truncated when placed on a number of sites. Use short options!

3. Technical SEO Checklist

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3.1. Configure HTTPS

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The secure protocol allows the site to be more secure for both administrators and users, and increases the credibility of the site. It is also one of the ranking signals.
How to translate a site to HTTPS in detail read here.

3.2. Speed up the site

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You can check the current site speed with the tools PageSpeed Insights, GTmetrix, WebPageTest

3.2.1. The size of the html code does not exceed 100-200 kilobytes

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The larger the size of the html-code, the longer the page takes to load and the more browser resources are needed to render it. Small pages will allow you to quickly load the site for both users and search robots.
You can check the size of the html-code using the Developer Console built into the browser, or through external services, for example, through Sitechecker. You can massively check page sizes on your site using the Screaming Frog crawler.

3.2.2. Page loading speed does not exceed 3-5 seconds

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Check how long your site takes to load on both desktop and mobile. It is optimal if the full download occurs in 3-5 seconds. Otherwise, you need to look for the bottlenecks that slow down the site, and work on them.

3.2.3. There is no unnecessary garbage in the html-code of the page

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Search engine parsers, when analyzing site content, remove unnecessary information from the code, such as comments or scripts with styles. To make it easier for them, reduce the size of pages and speed up the parsing of the site, you can immediately delete all unnecessary in the html code, move large pieces of scripts into separate files, including caching for them.

3.2.4. Optimize images

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Images are one of the bottlenecks of all sites that prevent them from reaching their maximum loading speed. Use all image optimization techniques to reduce their size, bring them to the optimal format, or postpone their loading until the image appears within the user's screen.

3.2.5. Configure caching

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The cache is a temporary storage, the content of which is provided at the user's request instead of the original file, which significantly speeds up the loading of page content. Client caching, server caching, as well as caching on the side of search platforms are distinguished depending on the cache storage location.
Server caching is configured with special caching plugins and depends on the CMS, client caching can often be enabled by yourself using the .htaccess file or the same caching plugins.

3.2.6. Enable compression

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Compressed or archived data is smaller, which means it can be transferred faster over the network. You need to check if text documents are compressed on your site and, if necessary, enable this function.

3.2.7. Configure AMP pages

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Accelerated Mobile Pages is a technology used by Google to instantly deliver content to mobile users. To implement it, you need to create separate versions of pages (amp-pages) on the site and link them to the main ones. For details read the documentation.

3.3. Optimize site indexing

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3.3.1. Good server uptime

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Uptime is the uptime of the server. Uptime 98% means that your site will be down for 7.5 days a year, 99% is already 3.5 days. The simpler the type of hosting, the more often the worse the uptime. This issue must be studied even before purchasing a hosting and placing a website on it. Bad uptime can negatively affect the indexing and ranking of a site.
Set up monitoring of your server's availability through Uptime Robot or Yandex.Metrica, which sends reports in case of problems.

3.3.2. Sitemap.xml added to the panel for webmasters

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The created sitemap.xml must be added to the panels for Google and Yandex webmasters. So search engines will learn about its existence faster and will be able to quickly crawl the pages placed in it.

3.3.3. The Javascript used does not contain content important for indexing

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Search engines know how to execute javascript, but they do it not immediately when crawling a site, but at the second stage. If important content is loaded into the site by javascript, the search engine will not see it immediately, and in some cases it may not see it at all. To prevent this from happening, it is necessary to give all important content to the search engines immediately in the HTML code. Disable javascript in your browser and check after reloading the page to see if it contains content important for indexing.

3.3.4. Missing frames

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Frames are old technologies. But if suddenly you still use them, then it is better to redo it.

3.3.5. Server logs, admin. the panel and subdomains with the test version of the site are closed from indexing

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All sections of sites that should not be included in the index must be closed from indexing. It is better to close the admin panel using the meta-robots noindex tag, and test subdomains using the entry in robots.txt.

3.3.6. The pages contain the corresponding encoding

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File encoding, encoding specified in the http-headers of the document, as well as in the html-code, must match. It is recommended for modern sites to use UTF-8 encoding, which supports writing text in different languages, as well as supporting special characters and emoji.

3.4. Get rid of duplicates

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Duplicate content prevents your site from indexing and ranking properly in search results. In large quantities, it can reduce the authority of the site.

3.4.1. Primary mirror selected (with or without www)

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A site mirror is a separate domain or subdomain that duplicates the content and is an alias. The site should have only one main mirror, and all other mirrors should redirect a 301 status code to the main one. Otherwise, several versions of the site may be included in the index.
If you have a major version of a site without www, check what happens when a user enters your site with the www prefix. And it is necessary to check not only the presence of a redirect, but also its code. Only 301 redirects are used to merge mirrors.

3.4.2. Robots.txt file configured

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The robots.txt file contains directives for the search crawler, which can be used to deny access to certain sections of the site. You need to make sure that robots.txt is configured in such a way that everything important to the robot is available for crawling, and everything unimportant is closed.
Useful links:

3.4.3. The main page is not available at /index.php or /index.html

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When requesting pages with index.php or index.html elements, they must return a 404 status code or redirect to the canonical page if the canonical tag is not used in the code.

3.4.4. Old URLs redirect visitors to new pages

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If the site previously had a different address structure, then it is necessary to inform the search engines about the change in the structure. This is done using a 301 redirect from old addresses to new ones. If there are no new analogs of pages in the structure, then you can redirect to very similar pages, parent sections, or, in extreme cases, give a 404 status code, preventing duplicates.

3.4.5. Rel=canonical is used

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If you have the same content on several pages, you can specify the canonical one using rel=canonical, then it will be used for all available versions and shown in search results.
An example of specifying a canonical page in the <head> of a document: <link rel="canonical" href="http: www.example.comproduct.php?Item=swedish-fish">
See details about tag rel = canonical.

3.4.6. Non-existent pages give 404 error

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To prevent unplanned duplicates on the site, all non-existent pages must return a 404 status code. This can be verified by observing the server response code for a deliberately non-existent URL on the site, for example, via https://httpstatus.io.

3.4.7. Check site with Netpeak Spider

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You can find additional duplicates on the site using a parser program that will scan all pages and generate reports. Duplicate pages often have duplicate titles. Use Netpeak Spider for check.

3.5. Users and robots see the same content

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If users and robots see different content for the same page, this can be considered cloaking, which can damage the site. Also, often unforeseen problems arise due to an incorrectly configured geoip redirect. You need to make sure that robots and users see the same content, regardless of region or other customer data.

3.6. Reliable hosting is used!

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3.6.1. Virus protection used

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Websites are often broken in order to plant a virus or spam content. The authority of sites suffers from this and search engines try not to give traffic to infected resources. To prevent this from happening, you need to have a secure site, conduct a security audit and use a reliable hosting.

3.6.2. Protection against DDOS attacks is used

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DDOS is an attack on a website to disable it. Usually this is an imitation of high traffic from different sources, which the hosting cannot withstand and the site becomes unavailable for a long time (for the period of the attack), if it does not take additional measures to protect it. The more popular a site is, the more often it is attacked by competitors. Make sure you have anti-DDOS tools.

3.6.3. Backups configured

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It happens that sites can no longer be laid down and restored. Perhaps from backups, if they have ever been saved. Set up your regular automatic backups so that in case of emergencies you can get by with the least losses.

3.6.4. Server availability monitoring is configured

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Your server may be unavailable at the moment when search robots are actively scanning it. And it's better to find out about the server crash as soon as possible in order to quickly rectify the situation. To do this, you need to configure availability monitoring. The easiest way to do this is through Yandex.Metrica or special services.

3.7. The site is registered in the panel for webmasters

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Search engines have developed a special panel where you can monitor the status of your site and respond to problems in time. Use this opportunity to monitor your resources!

4. On-page and Content SEO Checklist

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4.1. Optimize headings <title>

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If a quality resource is being created, then it is necessary to make the page titles convenient for use (in different aspects) and optimized for search engines.
See article in detail about optimizing the title tag and «How to write a Title correctly: 18 topical tips».

4.1.1. A short and succinct title is used

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Use short and capacious titles, otherwise their text will not fit into the titles displayed by search engines in search results.

4.1.2. Display page content in title

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The title should not just be, but display the content of the page. It shouldn't be this way:

4.1.3. Make headlines clickable

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What headlines would you click on? Use important and user-expected keywords as if you were optimizing your ad.

4.1.4. Use keywords in title

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TITLE is the most important text section for SEO. Use the keywords here that you want users to find you by.

4.1.5. Insert important words at the beginning of the heading

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Sentences and phrases are read first, so this is where it is best to place important words - key words to this page and or motivating a person to click on the title.
When adding a site to your bookmarks, the important words at the beginning of the title will help you find the desired site faster.

4.1.6. Title is unique within the network

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Headers must be unique not only within a single site, but throughout the entire network. This will make the choice easier for the user.

4.1.7. Emoji used

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Emoji in titles and descriptions will help you stand out from the rest of the text and attract additional user attention. You can find suitable emoji by keywords on the website https://collaborator.pro/emoji/

4.2. Optimize snippets

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A snippet is a description of a site in search results. This includes both the headings and the description text itself, as well as additional visual elements such as the address of the company office or quick links.
A good site snippet can significantly increase the number of clicks to it.

4.2.1. Text in meta description no more than 250 characters

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Make a meta-description from 100 to 250 characters. The short ones will look bad, and the long ones will be cut.

4.2.2. The description is designed in such a way that it attracts attention and prompts the user to action

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Like any other text, a good description, directed to the user and prompting for action, will work more efficiently and will increase the site's CTR in search.

4.2.3. The description contains a keyword

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The text from the meta-description is just a snippet sentence to search engines, it displays it only if the text turned out to be relevant to the keyword (that is, the description contains a keyword).
In most cases, the snippet is taken from the page content (the most relevant part of the request).

4.2.4. Use data micro-markup

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Microformats allow you to structure content and explicitly indicate the semantic meanings of individual blocks of text, which can be reflected in snippets in the search.
More about microdata:

4.3. Optimize content

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4.3.1. Use unique content

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Unique content is not only loved by readers. Pages with such content get indexed faster and are promoted more easily.
Even if your site has thousands of product description pages, create each description by hand to make it unique.

4.3.2. Format content

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Formatting includes numbered and bulleted lists, tables, and other elements. Structured and formatted content can better address the information needs of users, often improving behavioral factors.

4.3.3. Paste Key Phrases in H1-H6

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Don't forget to use <h1> - <h6> tags with keywords. These tags not only help structure your content, but also briefly describe it. The weight of words in h-headings is much higher than the weight of words in regular p-paragraphs.

4.3.4. Key phrase occurs in the text

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The text should contain the key phrases for which you want users to find the current page. If the key phrase is unnatural and never occurs in the language, then on the page you need to use not a direct occurrence, but its natural version.

4.3.5. Missing invisible text

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For whom did you add this invisible text? :)
Sooner or later, someone will see it and all efforts to optimize the site will go nowhere. Approach website optimization responsibly, be as white as possible.

4.3.6. There are no duplicate content

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Duplicate content is often the reason the search engine misidentifies the relevant page.
If this is not an intra-site duplicate, but a copy-paste from another resource, then such pages are hardly indexed and even more difficult to get to the top for the necessary phrases. Get rid of duplicates!

4.3.7. Keywords are used in the alt attribute (if there are images)

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In the alt attribute of the <img> tag, you can specify alternative text that is displayed when images are disabled in the browser. This text is also used by search engines, associating it with a picture.
Using keywords in alt, you can increase the relevance of the page for these phrases, as well as get them into image searches, which can attract additional traffic.

4.3.8. No pop-up ads covering main content

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Pop-up ads tend to annoy the visitor by distracting them from their own thoughts. Therefore, it spoils the karma of the entire site as a whole.
Search engines try not to show sites with poor usability in the top, regardless of the quality of the content.

4.3.9. The text on the page consists of at least 250 words

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250 words per page are guaranteed to get it into the index quickly, as well as multiple occurrences of the keywords you want.
When composing a description for the goods of an online store, pay special attention to this item.

5. Off-page SEO Checklist

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5.1. Optimize internal links

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5.1.1. There is a transition to the pages by at least one text link

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All pages of the site must be linked. If you have pages on your site that are not linked by other pages, then:
  • it will be more difficult for them to be indexed in search engines, since the robot may not find them;
  • they will have low internal weight, which will hinder their promotion in search engines.
You can check the availability of such pages using any available crawler: Screaming Frog, Netpeak Spider and other programs and services.

5.1.2. The number of internal links on the page is not more than 200

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The number 200 is rather arbitrary, 300 internal links can also be valid.
Don't use internal links unnecessarily - it will be inefficient to spend your crawling budget
We are talking about sites with hundreds of thousands of pages, for sites with thousands of pages - this recommendation is not relevant.

5.1.3. Keys are used in internal links

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This does not mean that you need to make all internal links with commercial anchors like:
  • laptop price discount;
  • laptop Moscow inexpensive.
For the excessive use of such anchors, you can fall under the sanctions of search engines for using spam technologies.
Let's say you link 100 internal links to a page selling gaming laptops. The ideal anchor list for internal linking is 100 different key phrases with mid and low frequency queries, such as:
  • buy a gaming laptop;
  • game laptop for a child;
  • how much does a gaming laptop cost, etc.
This mechanic allows you to enrich the semantics of the landing page and rank it for more queries.

5.1.4. Wikipedia principle applies

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The main principle of linking is to think about the user. The landing page should meet the expectations. Don't try to put internal links in inappropriate places.
The best example of internal linking is wikipedia. You always understand what will happen if you click on the internal link. Do also:

5.1.5. The main navigation is available to search engines that do not use javascript

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Don't close menus or other internal navigation elements in javascript. This will prevent search engine crawlers from converting, as well as transferring internal weight.

5.1.6. All links work (no broken links)!

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Make sure that all internal links are correct and do not lead to 404 pages. This can be done using any available crawler: Screaming Frog, Netpeak Spider and other programs and services.

5.2. Moderate outbound links

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5.2.1. Controlled the quantity and quality of external outbound links

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It's perfectly okay to link to other sites. This is how you participate in the Internet ecosystem.
However, you need to watch out for who you are linking to and if there are too many.
Link to sites and pages that are relevant to your site's content. In terms of quantity, use common sense.

5.2.2. Irrelevant and unmoderated outbound links closed in rel = nofollow

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If for some reason you link to sites that you do not trust, close them with the nofollow tag.
If you have open comments without moderation and are not protected from spam, close external links in them with the nofollow tag.

5.2.3. Links posted by visitors are moderated

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Moderate user-generated content to avoid spam.

5.2.4. There is no link cleaner

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Do not create special pages from which you will put 100-200 external links to unverified or low-quality sites.
If you want to make a listing of your partners and you have more than 10-20 of them, then it is better to make a separate page describing each of them, or use pagination.

5.3. Place backlinks to the site

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5.3.1. Positive dynamics of the link profile is set

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Maintain consistent positive link profile dynamics. If links appear on your site, then users are talking about it. This is a positive sign for the search engines.
Link building is a process. Adjust it so that new links appear on your site daily / weekly.
One of the easiest ways to accomplish this task is crowd marketing.

5.3.2. Work is underway to increase the authority of the site

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The authority (trust) of a site is a very important criterion for evaluating a link profile. The higher the trust, the easier it is for new and old pages on your site to occupy the leading pages in search results.
You can assess the trust of a site using services such as:
To increase the authority of the site, you need to use backlinks from donor sites with high trust.
To solve this problem, the following are perfect:
  • links from main pages;
  • links from guest articles on trust sites;
  • pass-through links.

5.3.3. External link anchors do not use keywords

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Getting links to your site - follow the anchor list. The ideal ratio of anchor and non-anchor links is 20% to 80%.
Important! Excessive use of commercial phrases in the anchor list is very risky. This can lead to sanctions from the search engines.

5.3.4. Unique domains are used

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To build site trust - use backlinks from unique domains.
Domain reuse is great for spot promotion of landing pages.

5.3.5. Links from thematic documents are placed

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Strive to ensure that the theme of the page from which the backlink is obtained and the landing page are the same.

5.3.6. The thematicity of donors is expanding

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Use platforms with a wide range of topics, as well as media platforms.
Let's say you are promoting an air conditioner installation site. The topic should be expanded like this:
  • personal blogs of air conditioner installation masters;
  • repair sites;
  • construction and design sites;
  • sites about technology;
  • sites that have a section on technology;
  • business sites;
  • Media platform.
Your task is to constantly build up backlinks. To do this, you need to find opportunities, be creative and expand the topic so as not to reach the ceiling.

5.3.7. Tracking of received links is configured

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Control your investments. Track posted links. If you use exchanges, then they have functionality to control.
To track links obtained by other methods, you can use:
If the owner of the site has deleted - try to agree on its restoration.

5.3.8. Tracking the development of the link profile

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Check your website's link profile at least once a week.
  • pay attention to new links and their source;
  • make sure there are no spammy links from competitors;
  • control the anchor list.
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The work on launching the site is voluminous and painstaking. Many nuances must be taken into account so that search engines like the resource from the first days. Using a detailed free checklist will help to systematize work and take into account all requirements for onpage, technical & offpage SEO.

Yes, you can. This will help to take into account all the nuances and competently optimize the site before the start.

The Collaborator’s SEO checklist contains the most important points of independent site promotion: keyword analysis, site structure compilation, setting up technical elements, content optimization, and work on internal linking and backlinks to the site. If necessary, you can add your indicators for verification.

Our SEO checklist can be useful to:

  • SEO specialists,
  • team leaders of SEO teams,
  • marketers,
  • webmasters,
  • business owners.

Yes, you can. With the help of our SEO checklist, you can make a current analysis of the site to adjust the efforts of the SEO specialist.

Yes. Anyone can use the SEO checklist for free.

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