Published by Smashing Magazine in December 2020, this SEO checklist was authored by Frederick O’Brien and is available as a downloadable PDF (158 KB). The guide frames search engine optimization as an ongoing process rather than a one-time implementation, noting that even the most well-designed website provides little value if it cannot be found in Google’s results.
The checklist is organized into seven sections: establishing an SEO culture within an organization, setting realistic and measurable goals, defining environment considerations, on-page optimization, off-page factors, testing and monitoring, and a collection of quick wins. Key topics covered under on-page optimization include meta titles and descriptions, internal and external linking, structured data implementation, site speed, image optimization, and mobile-first indexing. The guide notes that Google handles more than 90% of mobile searches globally, making mobile readiness a baseline requirement.
Off-page sections address backlink quality and domain authority considerations. The testing and monitoring section recommends establishing baselines and tracking ongoing performance. Tools specifically named in the guide include Google Search Console, Lighthouse, and PageSpeed Insights, alongside third-party platforms such as SEMrush and Moz. HTTPS security and content quality are emphasized as foundational ranking factors throughout.
The PDF format makes the checklist a portable reference for practitioners managing SEO across multiple projects or teams seeking a structured framework for site-level audit work.
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