The On-Page SEO Checklist: What to Check Before You Publish

ByFrank Deardurff

Most SEO problems I find on small business websites aren’t complicated. They’re small things that got skipped when a page was published: a missing title, a vague heading, an image named IMG_0042.jpg, a page with no clear next step.

Each one is easy to fix. Together, they make a real difference.

Here’s the checklist I use before a page goes live. Bookmark it and run through it every time you publish.

Want to see this in action? Here’s a video where I go through my own WordPress service site and fix it live:

Before you write

  • Know who the page is for and what they’re searching. Pick one main topic (your focus keyword) per page. “Emergency furnace repair” is a different page from “furnace installation.”
  • Check what already ranks. Search your keyword and look at the top results. That tells you what Google thinks people want: a guide, a service page, a price list, a comparison.
  • Make sure you don’t already have a page on it. Two pages competing for the same search usually means neither ranks well.

Title and description

  • Write a unique SEO title for every page, around 50 to 60 characters, with your main keyword near the front.
  • Write a meta description of around 150 to 160 characters. It doesn’t directly affect rankings, but it’s your pitch in the search results, so write it to earn the click.
  • Keep the URL short and readable. /furnace-repair/ beats /services-page-2-copy/.

An SEO plugin like Rank Math or Yoast makes all three easy to set in WordPress.

Headings and content

  • One H1 per page that clearly says what the page is about. In WordPress, that’s usually the page title.
  • Use H2 and H3 headings to break up the content. Most people scan before they read, and so does Google.
  • Put your main keyword in the first paragraph, naturally. Write for people first.
  • Answer the question fully. Cover what someone would want to know, including the follow-up questions they’d ask next.
  • Keep paragraphs short. Two to four sentences is plenty on a screen, especially on a phone.
  • Write it in your own words. AI can help you get started, but a page that sounds like everyone else’s gives Google no reason to choose yours.

Images

  • Resize and compress images before uploading. (My free Image Utility Drawer does this right in your browser, and the image optimization guide walks through it.)
  • Use descriptive file names: blue-kitchen-remodel.webp, not IMG_4382.jpg.
  • Add alt text describing each image.

Links

  • Link to related pages on your own site. It helps visitors find more, and it helps Google understand how your pages fit together.
  • Use descriptive link text. “See our furnace repair pricing” is better than “click here.”
  • Link out to trustworthy sources where it helps the reader.
  • Check for broken links, especially on older pages.

Calls to action

  • Every page needs a next step. Call, book, buy, download, or sign up. Make it obvious.
  • Put it near the top and again at the bottom. Not everyone scrolls all the way down.

Technical basics

  • It looks good and works on a phone. Check it on your own phone before you publish.
  • It loads fast. Run it through PageSpeed Insights.
  • It’s on https:// with no security warnings.
  • It’s set to be indexed. Make sure “noindex” isn’t turned on by accident (it happens more than you’d think after a site redesign).
  • Add schema where it fits. Your SEO plugin can mark up articles, FAQs, products and local business details.

After you publish

  • Check that it’s indexed. In Google Search Console, use URL Inspection and request indexing for new pages.
  • Share it. Email list, social media, your Google Business Profile.
  • Check back in a month or two. Search Console shows what searches the page is showing up for. You’ll often find ideas to improve it.
  • Keep it current. Update prices, dates, screenshots and anything that’s changed.

Quick version

Every time you publish, ask:

  1. Does it have one clear topic and keyword?
  2. Is there a unique title and description?
  3. Is there a clear H1 and well-organized headings?
  4. Does it actually answer the question?
  5. Are the images sized, named and described?
  6. Does it link to related pages?
  7. Is the next step obvious?
  8. Does it work on a phone and load fast?

Get those eight right, and you’re ahead of most of your competitors.

Working on local search too? Read Local SEO for Small Businesses. And if you’d like a second set of eyes on your site, get in touch.

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