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Work top to bottom. Fix indexability before content, and content before cosmetics. Run the free SEO audit to do most of this automatically, then use this list to go deeper.
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The 40 checks that matter
Eight categories, in priority order. Fix them in this sequence.
1. Indexability & crawlability
- Every important page returns HTTP 200.
- No accidental noindex in meta robots or the X-Robots-Tag header.
- One self-referencing canonical per page; no canonical loops.
- robots.txt allows Google and does not block CSS/JS.
- An XML sitemap exists, is listed in robots.txt, and contains only indexable URLs.
- No orphan pages: every page is reachable by a crawlable link.
- Redirect chains are one hop, not three.
2. Technical & speed
- Core Web Vitals pass on mobile and desktop: LCP < 2.5s, CLS < 0.1, INP < 200ms.
- Images are WebP/AVIF with explicit width and height.
- Render-blocking JS/CSS is deferred or removed.
- TTFB is under ~800ms (good hosting + caching).
- No mixed content (HTTPS throughout).
- Mobile layout has no horizontal scroll and tap targets are large enough.
3. On-page & metadata
- Unique title tag per page, 50-60 characters, primary keyword front-loaded.
- Meta description 120-160 characters with a reason to click.
- Exactly one H1, matching the page’s main intent.
- Logical H2/H3 structure that could stand alone as an outline.
- URL is short, readable and hyphenated.
- Open Graph and Twitter tags set (title, description, image).
4. Content & intent
- The page matches the dominant search intent of the target query.
- Enough depth to answer the query fully (usually 600+ words for informational).
- Claims are sourced and dated.
- A clear next action (CTA) is present.
- No duplicate or competing pages for the same keyword.
5. Internal linking
- Each page links to 3-6 relevant internal pages with descriptive anchors.
- Money pages receive internal links from supporting content.
- No broken internal links.
- Hub-and-spoke structure: a pillar links to its cluster, and back.
6. Images & media
- Every image has descriptive alt text (or empty alt if decorative).
- Filenames are descriptive, not IMG_2043.jpg.
- Lazy-loading is used below the fold.
7. Structured data
- Organization and WebSite on the homepage.
- BreadcrumbList on inner pages.
- Article/BlogPosting on posts, FAQPage where FAQs exist.
- SoftwareApplication on tool pages.
- Validate with the Rich Results Test – no errors.
8. Measurement
- Google Search Console verified; sitemap submitted.
- GA4 installed and key events tracked (audit run, lead, purchase).
- Rank tracking per target keyword cluster.
- Monthly re-audit; refresh pages sitting in positions 5-20 first.
How to use this checklist
Do not try to fix all 40 at once.
How to prioritise the 40 checks
- Always fix first: anything noindex, blocked in robots.txt, or returning a 4xx/5xx on a page that should rank.
- Fast wins: duplicate or weak titles and missing meta descriptions – they lift clicks at the same position.
- Medium term: content depth, intent match and internal links – these move rankings over weeks.
- Ongoing: speed, schema and AI-readiness – important, but rarely the first bottleneck on a small site.
How the checklist maps to the guides
- Technical checks 1-2: technical SEO audit.
- On-page checks 3 and 6-7: on-page SEO audit.
- Content and links checks 4-5: part of the full SEO audit method.
- AI-readiness: AEO/GEO guide and the llms.txt generator.
Related guides
- SEO audit checklist (40 checks) – the practical companion.
- On-page SEO audit – titles, headings, content, links.
- Technical SEO audit – crawl, index, speed, schema.
- Free website SEO audit – run one in 30 seconds.
- SEO audit services – when you want the fixes done.
A worked example: your first five checks
Is the page indexable?
Confirm it returns 200, is not noindexed, and is allowed in robots.txt. If not, stop and fix this first.
Is there one canonical?
Check for a self-referencing canonical and no conflicting or chained canonicals.
Is the title unique and 50-60 characters?
Front-load the primary keyword; avoid duplicates across pages.
Is there a meta description of 120-160 characters?
Give a reason to click – it lifts CTR at the same position.
Does the content match search intent?
Compare your page against what already ranks for the query. Wrong format, wrong ranking.
Turning the checklist into a plan
- Create a tracker with one row per check: status (pass, partial, fail), owner and date.
- Use the free report template so the findings are documented and shareable.
- Group fails by category, then fix a whole category before moving on – it is faster than switching context.
- Re-run the free scan after each batch and compare against the last one.
- Set a monthly reminder: an audit is a loop, not a one-off event.
Frequently asked questions
How long does an SEO audit take?
An automated scan runs in under a minute. A full human audit with prioritisation typically takes a few hours to a few days depending on site size.
What should I fix first?
Indexability and technical blockers first, then titles and meta, then content depth and internal links. Fixing content before indexation wastes effort.
Is a free SEO audit enough?
It is enough for diagnosis. Paid work adds interpretation, priority order and implementation in your CMS.
How often should I audit?
Run a free scan monthly and a full audit quarterly, or after any major change to the site.
Do I need to fix all 40 checks?
No. Fix the ones that are failing and high-impact for your site; many will already pass.
Can I use this checklist for a client?
Yes – it maps to the free report template so you can document findings and hand them over.
Is this checklist updated?
Yes – it reflects 2026 practice, including AI-readiness and Core Web Vitals INP.
What is the single most important check?
Indexability. If a page cannot be indexed, nothing else on it matters.
How do I track progress?
Use the report template as a tracker: status, owner and date per check, re-run monthly.
Sources
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