Crawlability & Technical SEOImportant pages are crawlable and indexableXML sitemap contains canonical indexable URLs onlyRobots directives match the intended indexation strategyCanonical URLs are self-referencing or intentionally consolidatedRedirects point directly to the final canonical destinationBroken internal links and unintended 404s are addressedHTTPS and one preferred host are enforced consistentlyCore Web Vitals use current metrics such as LCP, INP, and CLSStructured data accurately represents visible page contentJavaScript and third-party scripts do not prevent important content from rendering
Page Intent & On-Page SEOEach important page owns a distinct search or buyer intentTitles and descriptions are unique, descriptive, and written for useful search snippetsThe main heading clearly explains the page topicSubheadings make the content easy to scan and understandCopy answers the user's task without arbitrary word-count targetsImages use descriptive alternative text when the image conveys meaningful informationInternal links connect related services, problems, industries, resources, and decision pagesDuplicate or near-duplicate pages are consolidated when they compete for the same intentClaims, statistics, testimonials, certifications, and case results have evidence when presented as factCalls to action match the visitor's stage and the page's purpose
Local SEOGoogle Business Profile information is accurate and currentCore business information is consistent across important profiles and citationsCategories and services accurately describe the businessReviews are requested neutrally without incentives or review gatingThe website represents real locations and service areas without invented officesLocation pages exist only where there is distinct, useful market-specific contentLocal pages avoid city-name swaps and doorway-page patternsLocal conversion actions such as calls, forms, and bookings are measurable
Content & Search DemandKeyword and query research is mapped to real customer questions and buying decisionsCommercial pages cover services, costs, comparisons, objections, and next steps where relevantInformational content adds something useful beyond existing service pagesThin drafts and placeholder articles are kept out of the index until completeOlder content is reviewed for accuracy, outdated dates, links, claims, and recommendationsContent ownership prevents multiple pages from targeting the same primary intentAI-search and answer-engine content remains factual, structured, and easy to cite
Authority & Entity SignalsOrganization name, location, contact details, services, and founder information are consistentRelevant structured data uses stable organization and service identifiersLegitimate industry, community, partner, and editorial relationships are evaluated for visibility opportunitiesLink acquisition prioritizes relevance and editorial merit over arbitrary volume or authority-score quotasPaid, sponsored, or exchanged links are handled in accordance with search-engine policiesUnverifiable awards, certifications, press mentions, or client counts are not presented as proof
Measurement & ConversionGoogle Search Console is connected to the canonical propertyAnalytics records meaningful conversion eventsCalls, forms, bookings, or other lead actions are tested end to endQualified leads and downstream sales outcomes are connected to source data when possibleReporting distinguishes visibility and traffic from business outcomesSEO changes are compared against a documented baseline rather than a guaranteed ranking timelinePages with traffic but weak conversion are evaluated for intent, offer, trust, friction, response, and follow-up
