My SEO checklist for a new customer or project

As an SEO specialist at Rank Rocket, I know one thing for sure: every website is unique. Nevertheless, with every new project, I always start with the same comprehensive SEO checklist. Why? Because SEO is not about simple tricks, but about a strong basis. With this checklist, I get a quick insight into where a website is located, which errors need to be solved and what opportunities there are.

Whether you're a local entrepreneur with a service nearby or an international webshop that wants to grow globally, these steps are the foundation of online success.

Crawling and Indexing

It all starts with the question: can Google even find and understand your website? I check the robots.txt, XML sitemap, canonical tags, and any noindex pages. I often see that important pages have been accidentally excluded, or that Googlebot picks up duplicate content.

Loading Speed and Core Web Vitals

A slow site costs you visitors and rankings. I measure Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), and First Input Delay (FID/FCP), among others. Sites that rank poorly here immediately lose ground with competitors. Speed is crucial, especially on mobile. To do this, use the open source tool: Lighthouse.

Mobile-friendliness

More than half of all searches come from smartphones. If a site doesn't work well there, your target group drops out. I test design, buttons, font size and loading speed specifically on mobile.

HTTPS and security

Google prefers safe sites. I check that SSL is set up correctly and that there is no mixed content (e.g. images that are still being loaded via http).

URL structure

A clear URL helps both the user and Google. Short, clear and SEO friendly. An example: /services/seo-optimization/ is much better than /page? id=123.

Redirects

I'm checking that redirects are set correctly (301 for permanent, 302 for temporary). Redirect chains and loops cause crawling problems and delays.

Duplicate content

Duplicate content can seriously damage your SEO. I check canonical tags, but also titles and meta descriptions. I often see web shops with dozens of identical product pages, where there is a lot of profit to be made.

Structured data

With Schema.org, you can give Google extra context, for example about products, reviews, or company information. Structured data increases the chance of rich snippets and thus more visibility in search results.

Crawl budget optimization

Large websites often waste crawl budget on irrelevant pages. By optimizing this (e.g. via noindex or better internal linking), I make sure that Google focuses on the really important pages.

Keyword research

The basis of every SEO strategy. I look at main keywords and longtail, always linked to search intent. Is someone going to orientate, compare or buy directly? I adapt the content accordingly.

On-page optimization

Titles, meta descriptions, h1/H2s, and alt texts, all signals for Google. Here, I make sure that everything is correct, unique and matches the right keywords.

Content quality

Google loves complete, current, and readable content. A 2017 blog about trends from that year no longer scores. That's why I always look for completeness, topicality and the reading experience.

Internal linking

A strong internal link structure helps visitors and Google. I search for orphan pages (pages with no inbound links), check anchor texts, and make logical connections.

Content gap analysis

By analyzing competitors, I discover what topics they cover and you're not yet. This often provides quick opportunities to expand your content.

Local SEO

For local companies, this is indispensable. I check Google Business Profile, NAP consistency (name, address, phone number), and local citations. A plumber in Utrecht, for example, must score very differently than a webshop throughout the Netherlands.

Backlink profile

Links remain one of the most important factors. I look at quality, diversity and anchor texts. Many companies either have too few links or too many spam links.

Toxic backlinks

Spammy links can damage your site. Think of links from gambling sites or Russian directories. If necessary, I'll create a disavow file for Google.

Competitive analysis

I compare the link profile and content strategy with those of competitors. This way, I can see where the real gaps are and how we can position you better.

Citations and reviews

Especially in local SEO, citations (listings in directories, Google Maps, Yelp, etc.) and reviews are extremely important. A company with 100 positive reviews often wins against a competitor with 10 reviews.

Navigation and internal structure

A user-friendly menu and breadcrumb structure helps visitors find the right info quickly. The easier it is, the better Google understands it.

Ease of use and engagement

Readability, contrasts, white space and call-to-actions are all factors that determine whether visitors stick around. Metrics such as bounce rate and dwell time give me insight into engagement.

Conversion points

SEO without conversions is useless. That's why I'm looking at forms, chat options, and contact points. The easier it is for someone to become a customer, the better.

Goals and KPIs

Together with the customer, I set clear goals: more leads, higher turnover, better visibility. This is how we can measure and adjust success.

Set up tools

Without data, there is no strategy. I always put GA4, Google Search Console, Tag Manager and often also tools such as Hotjar or Clarity in. This gives me insight into behavior and results.

Reporting and SEO roadmap

I'll end with a report: rankings, traffic and conversions. Then I create an SEO roadmap: quick wins (things that have an immediate effect) and long-term improvements.

Conclusion

With this checklist, I make sure that no detail is overlooked. Whether you're a local service provider or an international webshop: this basis lays the foundation for sustainable growth.

At Rank Rocket, this is my standard starting point for every new customer or project. This way, you know that your SEO is not only technically correct, but is also strategically future-proof.