PRACTICAL GUIDE
30 SEO practices for structure, content and verification
A 30-point checklist for website architecture, technical foundations, content and measurement. Choose priorities based on your actual website.
1. Stable, descriptive URLs
Do not change a working URL solely to add a keyword.
2. Heading hierarchy
Use H1 for the page and H2/H3 to organise its topics logically.
3. Distinct descriptions
A meta description summarises the page; Google may choose another snippet.
4. Mobile usability
Check copy, navigation and actions on a small screen.
5. Performance
Distinguish laboratory tests from real-visitor Core Web Vitals.
6. Clear navigation
Use familiar names for services and sections.
7. Internal links
Connect pages when the link helps the next step.
8. Access to key pages
Avoid isolated pages; there is no universally correct click depth.
9. Similar content
Review intent and canonical signals; duplication is not automatically a penalty.
10. URL changes
Plan a mapping and redirect when content genuinely moves.
11. Dynamic content
Check that essential information and links are crawlable.
12. Images
Choose dimensions, format and alt text according to purpose.
13. HTTPS
Use a valid certificate and check for mixed content.
14. XML sitemap
List appropriate canonical URLs; a sitemap does not guarantee indexing.
15. Currency
Revise when something changes rather than only updating the date.
16. External references
Seek relevance and editorial justification without ranking schemes.
17. Natural-language questions
Give useful direct answers; there is no universal special voice-search schema.
18. Local information
Maintain actual address, phone, services and opening hours.
19. Expert content
Identify authorship, limitations and sources where relevant.
20. Competitor research
Use it to identify questions and gaps, not to copy mechanically.
21. User experience
Check whether visitors understand the offer and can take action.
22. Structured data
Use an appropriate type matching visible content.
23. Explanatory visuals
A diagram or table should clarify information, not fill space.
24. HTTPS migration
Check redirects, internal URLs, canonicals and certificates together.
25. Specific queries
Choose phrases by intent and relevance, not length alone.
26. Monitoring
Record changes and compare equivalent periods.
27. New websites
Plan structure and content before design and publication.
28. Markets and search engines
Assess audience channels and follow their official guidance.
29. Ecommerce
Distinguish categories, products and filters; verify stock and product data.
30. User-generated content
Moderate spam, protect personal information and publish genuine feedback.
How to use the checklist
Not every point deserves the same priority. Record the issue, affected page, evidence and next action. SEO is not free permanent traffic: it requires work and maintenance, and business effects must be assessed separately from rankings.