The Ultimate SEO Checklist for 2021

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Following this Website positioning guidelines helped us develop our weblog site visitors to over 640,000 month-to-month search visits.

It works for ecommerce shops, native companies, affiliate websites—something.

Here’s the guidelines:

  1. Basic Website positioning guidelines
  2. Technical Website positioning guidelines
  3. Keyword analysis guidelines
  4. Content guidelines
  5. On-page Website positioning guidelines
  6. Link constructing guidelines

How to make use of this Website positioning guidelines

Most Website positioning checklists fail to speak how Website positioning is an ongoing course of. Instead, they listing random duties and make it sound like Website positioning is finished and dusted when you test them off.

That’s not the case, so we’ve given every merchandise on our guidelines one in all these tags: 

  • Do it as soon as
  • Do it periodically
  • Do it every time you publish a brand new web page

This construction means you don’t must undergo every thing on this guidelines at present. Do the one-time duties first, then the periodic duties, then full the continuing duties every time you publish a brand new web page.

Let’s get to it.

Let’s begin with a number of Website positioning finest practices everybody ought to have within the bag. These received’t immediately enhance rankings, however they’re necessary in setting your self as much as rank greater in Google.

1. Set up Google Search Console

Google Search Console is a free device for monitoring your web site’s natural search efficiency.

Here are some things you are able to do with it:

  • See the key phrases you rank for
  • Check rating positions
  • Find web site errors
  • Submit sitemaps

Learn the right way to set it up in our step-by-step information.

2. Set up Bing Webmaster Tools

Bing Webmaster Tools is basically Bing’s equal of Google Search Console.

Learn the right way to set it up here.

3. Set up Ahrefs Webmaster Tools

Ahrefs Webmaster Tools (AWT) is a free device that helps you enhance your web site’s Website positioning efficiency and get extra natural search site visitors.

Here are a number of key options:

  • Scan your web site for 100+ Website positioning points
  • See all of your backlinks
  • See all of the key phrases you rank for

Learn extra about AWT right here:

4. Set up Google Analytics

Google Analytics is a free device that permits you to see how many individuals are visiting your web site, the place they’re coming from, and the way they’re interacting with it.

Learn the right way to set it up in this guide.


It’s additionally value linking Google Search Console with Google Analytics to see Search Console knowledge in Analytics. Learn how to do this here.

Recommended studying: How to Use Google Analytics to Improve Website positioning Performance

5. Install an Website positioning plugin

If you’re utilizing WordPress, you’ll want an Website positioning plugin that can assist you optimize issues like sitemaps and meta tags.

Here are a number of good choices (you solely want one):

Adding a meta title and outline with Yoast.

If you’re utilizing a distinct web site platform like Shopify, you most likely don’t want an Website positioning plugin.

6. Create and submit a sitemap

Sitemaps inform search engines like google the place to seek out necessary content material in your web site to allow them to simply crawl and index your pages.

Here’s what the sitemap seems to be like for our weblog:

You can normally discover your sitemap at one in all these URLs:


Read this should you can’t discover it, then learn to submit your sitemap to Google and Bing right here.

7. Create a robots.txt file

Robots.txt is a plain textual content file that tells search engines like google the place they’ll and might’t go in your web site.

It’s at all times good follow to have a robots.txt file, however it’s a should if it’s good to forestall search engines like google from crawling pages or sections in your web site.  For instance, should you run an ecommerce retailer, you won’t need them to crawl and index your cart web page.

You can test if you have already got a robots.txt file by going to If you see a plain textual content file, you’re good to go. If you see the rest, search Google for “robots.txt generator” and create one.

Recommended studying: Robots.txt and Website positioning: Everything You Need to Know

Technical Website positioning points usually maintain a web site again from rating as excessive because it deserves. Here are the essential technical finest practices everybody ought to observe.

8. Plan your web site construction (new websites solely)

It’s essential that guests and search engines like google can simply navigate your web site. That’s why it’s good to create a logical web site construction.

To do that, sketch out a easy thoughts map:

Each department on the map ought to be an inner hyperlink to permit search engines like google and guests to navigate between pages.

Recommended studying: Website Structure: How to Build Your Website positioning Foundation

9. Make certain your web site is crawlable

Google can’t correctly index content material that isn’t crawlable, so it’s value checking the Coverage report in Google Search Console for any warnings or exclusions regarding robots.txt.

If you need Google to verify Google indexes any of the blocked pages accurately, you need to take away the rule that’s inflicting the block out of your robots.txt file.

Recommended studying: Robots.txt and Website positioning: Everything You Need to Know

10. Make certain your web site is indexable

Indexing and crawling are two various things. Just as a result of search engines like google can crawl a web page doesn’t imply they’ll index it. If there’s a ‘noindex’ robots meta tag or x‑robots-tag on the web page, indexing isn’t doable.

Google tells you about noindexed URLs within the Coverage report.

You can even discover this info within the Indexability report in Ahrefs’ Site Audit.

If you will have ‘noindexed’ pages that ought to be listed, take away the ‘noindex’ tag.

Recommended studying: Robots Meta Tag & X‑Robots-Tag: Everything You Need to Know

11. Make certain you’re utilizing HTTPs

HTTPS is a confirmed light-weight rating issue.

If you’re not utilizing HTTPS at present, it’s time to make the change.

Potential rating boosts apart, HTTPS will defend your guests’ knowledge. This is very necessary when you’ve got any contact kinds in your web site. If you’re asking for passwords or fee info, then it’s not simply necessary; it’s an absolute should.

How have you learnt in case your web site makes use of HTTPS?

Look for a padlock in your browser’s search bar:


You can get a free SSL certification from Lets Encrypt.

12. Make certain your web site is accessible at one area

Visitors shouldn’t be capable of entry your web site at a number of areas. It can result in crawling, indexing, and safety points.

To test that every thing’s so as, plug these 4 URLs into


If every thing’s good, three of them ought to redirect to the fourth.

If that doesn’t occur, it’s good to arrange a everlasting 301 redirect.

If you’re utilizing HTTPS (you ought to be), it’s additionally necessary that the accessible model of your web site is the safe model. That’s both or

Recommended studying: 301 Redirects for Website positioning: Everything You Need to Know

13. Make certain your web site hundreds quick

Page pace has been a rating issue on desktop since 2010 and cellular since 2018.

It’s simple to see why. It’s irritating to click on on a search end result and have to attend for it to load. That’s why the probability of a bounce increases as web page pace decreases.

You can use instruments like PageSpeed Insights and GTMetrix to see how briskly your net web page hundreds.

However, these instruments can solely test one web page at a time. To test all of your pages, crawl your web site with Ahrefs’ Site Audit. You’ll see gradual pages flagged within the Performance report.

14. Make certain your web site is mobile-friendly

Most searches occur on cellular gadgets, so having a mobile-friendly web site is extra necessary than ever.

Check whether or not your web site wants work with Google’s Mobile-Friendly Test tool.

15. Install a picture compression plugin

Compressing photos makes picture recordsdata smaller and improves web page pace. That’s necessary as a result of web page pace is a Google rating issue.

If you’re utilizing WordPress, there are many plugins for this. We like ShortPixel. It enables you to compress as much as 100 photos per 30 days for free.

If you’re utilizing one other web site platform, search Google for an appropriate plugin or use ShortPixel’s web app.

16. Fix damaged pages

Broken hyperlinks can negatively impression person expertise and break the move of ‘authority’ into and round your web site.

To discover damaged hyperlinks in your web site, use Ahrefs Webmaster Tools.

  1. Crawl your web site with Site Audit
  2. Go to the Internal pages report
  3. Look for “404 page” errors

Here’s the right way to cope with any damaged hyperlinks you discover:

Recommended studying: How to Find and Fix Broken Links (to Reclaim Valuable “Link Juice”)

17. Fix duplicate content material points

Duplicate content material is precise or near-duplicate content material that seems on the net in multiple place. It’s a typical ecommerce Website positioning challenge because of faceted navigation. That alone may cause lots of of duplicate content material points.

You can discover duplicate content material points totally free with Ahrefs Webmaster Tools.

  1. Crawl your web site with Site Audit
  2. Go to the Duplicate content material report
  3. Hit the “Issues” tab

Fix these by canonicalizing the affected URLs the place essential.

Recommended studying: Duplicate Content: The Complete Guide for Beginners

Keyword analysis guidelines

Keyword analysis is probably the most essential piece of the Website positioning puzzle. If you don’t know what key phrases individuals are trying to find, how will you presumably optimize your content material for search engines like google?

Follow these guidelines gadgets to get off on the proper foot.

18. Find a main key phrase to focus on

Each web page in your web site ought to goal one principal main key phrase. You ought to do key phrase analysis periodically to seek out key phrases to focus on, however you also needs to ensure you’re concentrating on the very best key phrase every time you publish a brand new web page.

How have you learnt which is the very best key phrase?

It’s the one which represents the preferred method of trying to find the subject.

For instance, let’s say you had been writing a submit about the very best protein powders. There are a number of methods folks may seek for this, such as:

  • what’s the finest protein powder
  • finest protein dietary supplements
  • finest protein shakes

So which one in all these key phrases do you goal, if any?

Luckily, there’s a straightforward strategy to determine this out. Just seek for your subject in Ahrefs’ Keywords Explorer and have a look at the Parent Topic. This is normally a extra fashionable method of looking out for a similar factor.


Parent Topic isn’t 100% foolproof. It merely reveals the key phrase sending probably the most site visitors to the top-ranking web page on your key phrase. This is normally the very best key phrase to focus on however not at all times, so don’t let this trump widespread sense. 

Recommended studying: How To Do Keyword Research for Website positioning

19. Assess search intent

Search intent is the explanation behind a searcher’s question. If your web page doesn’t align with this, your probabilities of rating are slim to none.

How do you assess search intent?

Look on the varieties and format of pages rating in Google on your main key phrase.

For instance, we are able to see from the URLs and titles of the top-ranking outcomes for “marketing skills” that they’re all weblog posts. As for the format, they’re largely listicles.

If you focused this key phrase with a web page promoting a course, you most likely wouldn’t rank as a result of it doesn’t match search intent.

Recommended studying: What is Search Intent? A Complete Guide for Beginners

20. Assess your probabilities of rating in Google

Understanding the benefit or problem of rating for a key phrase lets you prioritize the chance and set sensible expectations.

For an preliminary tough estimate, use the Keyword Difficulty rating in Keywords Explorer.

Just don’t depend on this completely. Check the outcomes your self for issues which will point out a tough key phrase to crack, like:

  • High-quality backlinks to the top-ranking pages
  • Predominantly huge manufacturers within the prime 10
  • High topical relevance of the top-ranking websites

Learn extra on this tutorial.

21. Research what folks need to know

Say that somebody searches for “SEO keywords.” You can see from analyzing search intent that individuals are on the lookout for a definition of the time period, however what different questions have they got? And what different info do you have to embody in your content material?

Google’s “People Also Ask” field offers some perception into this:

For extra concepts, take three top-ranking pages and paste them into Ahrefs’ Content Gap device. This will present you the key phrases that a number of of the pages rank for.

It’s then only a case of eyeballing the outcomes for key phrases which may symbolize subtopics. In our case, that is likely to be “keyword examples” and “how to use keywords for SEO.”

Picking the proper key phrase is necessary, however all of your efforts shall be in useless in case your content material isn’t as much as scratch. Follow these tricks to stage up your content material.

22. Solve the reader’s downside

Understanding search intent is step one of fixing the reader’s downside as a result of it tells you what sort of content material they’re on the lookout for.

Research is one other necessary step.

But to create really nice content material, it’s good to go additional and actually contemplate the customer’s downside.

For instance, take a question like “productivity tips.” It’s clear from assessing search intent that searchers need a listicle-style weblog submit. And if we analysis the top-ranking posts, we see widespread recommendation like “take breaks” and “put things down on paper.”

Although there’s nothing fallacious with the following pointers, folks trying to find “productivity tips” most likely need extra sensible concepts they’ll implement proper away.

So you’d most likely need to transcend easy recommendation like “take breaks.”

23. Write a successful intro

If you’ll be able to’t persuade readers that your web page gives what they need inside a number of seconds, they’ll hit that again button sooner than you’ll be able to say “dwell time.”

Your finest protection towards this can be a compelling intro.

Good introductions ought to do three issues:

  1. Connect with the reader
  2. Build belief
  3. Promise an answer to the person’s downside

Remember, if guests by no means get previous your introduction, they by no means learn your content material. And in the event that they by no means learn your content material, they received’t convert, share, or hyperlink to it.

Learn one strategy to write a successful intro right here.

24. Use headings to create hierarchy

Headings like H1 and H2 assist to create hierarchy and break your content material into logical sections. This makes your content material simpler to skim and digest.

For instance, the listing that you just’re studying proper now’s damaged into 5 distinct sections.

  1. Website positioning fundamentals guidelines
  2. Technical Website positioning guidelines
  3. Content guidelines
  4. On-page Website positioning guidelines
  5. Link constructing guidelines

Under every of those, we’ve got sub-sub headings for every guidelines merchandise.

Think about how a lot tougher it could be to learn this web page with out subheadings.

Recommended studying: What is an H1 Tag? Website positioning Best Practices for 2021

25. Break issues up with photos

Nobody desires to learn an enormous wall of textual content. It’s overwhelming and might lead folks to bounce.

Images assist clear up this by breaking apart your copy and aiding visible comprehension.

But don’t simply throw photos in for the sake of it. Make an effort to seek out or create photos that enhance the reader’s expertise.

For instance, we frequently use graphs, charts, and screenshots to assist illustrate our factors.

26. Use brief sentences and paragraphs

50% of the US inhabitants read below an 8th-grade reading level.

So except you need to alienate half of the inhabitants, don’t overcomplicate issues. Stick to brief sentences and paragraphs.

You also needs to:

  • Use easy phrases and phrases
  • Avoid jargon
  • Write in an lively voice

Hemingway is a free, browser-based device that may assist with this. It tells you the present grade stage of your copy and suggests enhancements.

27. Add a desk of contents

A desk of contents supplies leap hyperlinks to totally different sections on the web page.

We use them in most of our posts:

Although you’ll be able to add a desk of contents to any web page, they’re best-suited to prolonged content material which may in any other case be troublesome to navigate. As most of our posts are 2,000+ phrases, they make a whole lot of sense for our guests.

A desk of contents can even aid you win sitelinks within the SERPs.

Recommended studying: What Are Sitelinks? How to Influence Them

On-page Website positioning is the method of optimizing the precise content material in your web page. It contains optimizations made to seen content material and content material within the supply code.

Let’s have a look at the right way to do it.

28. Use a brief, descriptive URL

Short, descriptive URLs assist searchers to grasp what the web page is about within the SERPs.

For instance, these two pages are about losing a few pounds…

… however you wouldn’t comprehend it from that first URL.

Most of the time, the only strategy to create brief, descriptive URLs is to set your main key phrase because the URL slug. We do that with most of our weblog posts.

Keeping URLs brief is beneficial as a result of lengthy URLs are likely to truncate within the SERPs.

Recommended studying: How to Create Website positioning-Friendly URLs (Step-by-Step)

29. Write a compelling title tag

Like URLs, title tags present up in Google’s search outcomes and assist searchers perceive what the web page is about.

Common recommendation for title tags is to incorporate your goal key phrase.

Although that’s good follow, don’t sweat it if it doesn’t make sense. It’s way more necessary to jot down one thing compelling that may make folks need to click on.

Most of the time, your submit or web page title will work properly.

Recommended studying: How to Craft the Perfect Website positioning Title Tag

30. Write a compelling meta description

Google reveals meta descriptions within the SERPs roughly ⅓ of the time.

Here are our greatest suggestions for making a compelling meta description:

  • Expand on the title
  • Double down on search intent
  • Use an lively voice
  • Keep it below 120 characters
  • Include your main key phrase (the place it makes sense)

Recommended studying: How to Write the Perfect Meta Description

31. Link to related sources

Linking to different inner sources helps guests to navigate your web site.

But what about exterior sources?

Here’s what Google’s John Mueller says:

Linking to different web sites is a good way to supply worth to your customers. Oftentimes, hyperlinks assist customers to seek out out extra, to take a look at your sources and to raised perceive how your content material is related to the questions that they have.

John Mueller

Does this imply it’s a must to power inner and exterior hyperlinks into your content material?

Nope. Just add hyperlinks if and when it makes sense.

Recommended studying: Internal Links for Website positioning: An Actionable Guide

32. Optimize your photos

If you’re following the guidelines so as, you need to have already put in a picture compression plugin. But there are a few different picture optimizations you need to do on a web page by web page foundation:

  1. Name photos descriptively. Don’t use generic picture filenames like IMG_875939.png or Screenshot-2021–06-01. Use descriptive filenames like black-puppy.png or eiffel-tower.jpg.
  2. Add descriptive alt textual content. Alt textual content replaces a picture on the web page when it fails to load. It’s additionally useful for these utilizing display readers. Learn extra right here.

Recommended studying: Image Website positioning: 12 Actionable Tips for More Organic Traffic

33. Add schema markup for wealthy snippets

Schema markup helps search engines like google to grasp your content material higher. But it might probably additionally dramatically have an effect on how your web page reveals up within the SERPs.

Here’s a web page with schema markup that at the moment ranks for “pizza dough recipe:”

Here’s what it could look with out schema markup:

Do you see the distinction?

Schema markup can increase click-through rates and convey extra site visitors to your web site.

It’s not that technical to implement both. Use Google’s markup helper or this Schema markup generator to do it with ease.

Recommended studying: Rich Snippets: What Are They and How Do You Get Them?

34. Add inner hyperlinks

Internal hyperlinks assist Google perceive what your web page is about. They additionally assist search engines like google and customers to navigate your web site.

We already lined the significance of linking to related inner and exterior sources in your content material. But it’s additionally value including inner hyperlinks from different related pages everytime you publish new content material.

Here’s the right way to discover related inner hyperlink alternatives:

  1. Create a free Ahrefs Webmaster Tools account
  2. Crawl your web site with Site Audit
  3. Go to the Link Opportunities report
  4. Add a “Target page” filter and set it to your new web page

Add inner hyperlinks to these pages wherever it makes sense.

Link constructing is a vital Website positioning activity, particularly if you wish to rank for something remotely aggressive. In this part, we’ll cowl a number of tried and examined hyperlink constructing ways.


Some of those ways are centered on constructing backlinks to your web site as a complete, whereas others are centered on constructing backlinks to particular person pages. 

35. Replicate your opponents’ hyperlinks

If a web page is mentioning and linking to a number of opponents, however not you, it is likely to be a hyperlink value pursuing.

Here’s the right way to discover these web sites:

  1. Go to Content Explorer
  2. Search for (“competitor 1” AND “competitor 2”) -“your brand”
  3. Hit search
  4. Toggle “One page per domain”

This will search our database of over seven billion pages for these mentioning each your opponents, however not you.

Then it’s only a case of on the lookout for alternatives the place you may be capable of get a hyperlink.

For instance, should you had been doing this for ConvertKit, this listing of 79 advertising instruments would most likely be alternative:

36. Reclaim misplaced hyperlinks

Backlinks don’t final ceaselessly.

For instance, if we test the Lost Links report in Ahrefs’ Site Explorer for the Ahrefs Blog, we see lots of of misplaced hyperlinks within the final 7 days.

This occurs for every kind of causes. Sometimes they’re gone for good. Other occasions it’s doable to reclaim them.

Recommended studying: Link Reclamation: How to Easily Find (and Reclaim) Lost Backlinks

37. Pursue unlinked mentions

People will generally point out your model with out linking to you. These are referred to as unlinked mentions.

Here’s an instance of one:

You can see that although they point out Ahrefs, they don’t hyperlink again to us.

Now, wouldn’t or not it’s cool should you may convert unlinked mentions on your model to linked mentions?

It would, and you’ll. Just attain out to the authors and request that they “make the text clickable.” Because they’re already conversant in your model, there’s a excessive probability that they’ll fortunately make that change for you.

However, the query stays: How do you discover unlinked model mentions within the first place?

Everything is defined within the information under.

Recommended studying: A Simple Guide to Turning (Unlinked) Brand Mentions into Links

38. Publish visitor posts

Guest running a blog is the place you write and publish an article on one other web site in your trade.

For instance, right here’s a visitor submit by Ryan Stewart on the Ahrefs Blog:

Most folks let visitor authors hyperlink to their web site from their creator bio.

There are some ways to seek out visitor running a blog alternatives, however a easy methodology is to seek for websites which have already written about related matters. Why? Because these websites are prone to be considering a visitor submit a few related subject.

Here’s the right way to discover these websites:

  1. Go to Ahrefs’ Content Explorer
  2. Enter a related subject (e.g., “keyword research”)
  3. Choose “In title” from the drop-down
  4. Hit “Search”
  5. Go to the “Websites” tab

Here you need to see the highest 100 web sites with probably the most natural site visitors from pages about your subject.

Look via the listing and attain out to any related websites.

Recommended studying: Guest Blogging for Website positioning: How to Build High-quality Links at Scale

39. Pitch useful resource pages

Resource pages are pages that curate and hyperlink to sources a few subject.

You can discover related useful resource pages utilizing Google search operators like:

  • [topic] intitle:sources inurl:sources.html
  • [topic] intitle:hyperlinks inurl: sources.html
  • [topic]
  • [topic] inurl:sources intitle:sources

For instance, right here’s a useful resource web page itemizing digital advertising sources:

It would make sense to pitch an Website positioning useful resource for that listing.

40. Find folks linking to inferior content material

If you’ve put some effort into creating the very best piece of content material a few subject, there ought to be numerous posts that aren’t pretty much as good as yours.

People linking to those posts are good hyperlink prospects.

For instance, right here’s a submit about long-tail key phrases with an inaccurate definition (it has nothing to do with size):

If we plug the submit’s URL into Site Explorer, we see it has hyperlinks from over 1,000 web sites.

So we may simply attain out to these folks, clarify the difficulty, and recommend they hyperlink to our submit about long-tail key phrases with an correct definition as an alternative.

How do you discover related posts with a number of backlinks?

Follow these steps:

  1. Go to Content Explorer
  2. Search on your subject (e.g., lengthy tail key phrases)
  3. Choose “In title” from the drop down
  4. Filter for pages with a number of referring domains (linking web sites)

Then it’s only a case of discovering a compelling cause why somebody ought to hyperlink to your web page over theirs.

41. Tell extra folks about your content material

People can’t hyperlink to content material in the event that they don’t comprehend it exists. That’s why you need to make a acutely aware effort to inform the proper folks about your content material.

But who’re the “right” folks?

They have two attributes:

  1. They are considering your content material
  2. They have the ability to hyperlink to you

Learn the right way to discover the proper folks to contact right here, and the right way to attain out to them utilizing this outreach recommendation.

Final ideas

Website positioning is an ongoing course of, and it could be not possible to incorporate every thing that’s necessary in a single guidelines. Having stated that, should you sort out the guidelines gadgets above, you’ll be properly in your strategy to greater rankings. You’ll additionally most likely be properly forward of your competitors. That’s all that issues.

If you’re trying to be taught extra about executing on this guidelines, take a look at our free Website positioning coaching course.

Want much more Website positioning concepts? Check out our listing of Website positioning suggestions.

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