SEO isn't a one-off setting but an ongoing process made up of technical infrastructure, content and trust signals. This checklist is a practical guide you can work through step by step before launching a new site or when auditing your current one.
- Technical infrastructure is a prerequisite for content: speed, mobile usability, a secure connection and a clean URL structure.
- Each page should have one purpose, one H1 and a unique title/description.
- Structured data and a sitemap help search engines understand your site correctly.
- Local SEO increases visibility in city-focused searches such as Ankara.
1. A secure connection and a single address
Your site should only open over https, in a single domain format (with or without www). Other formats should be permanently (301) redirected to the one address. Otherwise search engines see the same content at different addresses and split the signals. Also keep track of your security certificate's expiry date.
2. Mobile usability and page speed
Search engines prioritize the mobile experience. Pages need to be readable, tappable and fast on small screens. Serve images in modern formats and at the right size, remove unnecessary scripts, preload fonts and use caching. Measure Core Web Vitals regularly; loading time of the largest content, responsiveness to interaction and visual stability are the key metrics.
3. A clean URL structure
URLs should be short, readable and made of words that describe the topic, such as /services/web-design/. Avoid parameterized, numeric and meaningless URLs. If the URL structure is changed after publication, a 301 redirect is essential.
4. Title and description
Each page should have a unique title of no more than about 60 characters that naturally includes the main keyword and adds the brand at the end. The description should be about 70–160 characters long, encourage clicks and summarize the page. Repeating the same title and description on multiple pages hurts rankings.
5. Heading hierarchy (H1–H3)
Each page should have only one H1 that clearly states the page's topic. Subtopics should be organized with H2 and their subheadings with H3. Use headings for content structure, not just visual size; screen readers and search engines rely on this hierarchy.
6. Original and sufficient content
Pages should give a satisfying answer to the user's question. Very short, copied or keyword-stuffed content has little value. On service pages, explain what you do, how you do it, who it's for, the process, the pricing framework and frequently asked questions. Case studies that prove your experience and expertise increase trust.
7. Images: alt text, size and format
Write descriptive alt text for every meaningful image; mark decorative images with an empty alt. Prevent layout shift by giving images width and height values, and lazy-load off-screen images. Keep file names meaningful.
8. Internal linking
Related pages should be linked to each other in context: from a service page to a related blog post, from the post to the service and portfolio. Link text should describe the target's topic instead of "click here". Internal links help search engines understand site structure and page importance.
9. Structured data (schema)
Schema markup tells search engines clearly what a page is: an organization, service, article, FAQ, breadcrumb and so on. It must match the visible content; marking up information not on the page violates the guidelines. Verify with the Rich Results test after publishing.
10. Sitemap and robots.txt
An XML sitemap lists all the pages you want indexed and their last update dates; submitting it to the search console speeds up the process. The robots.txt file specifies areas you don't want crawled; be careful not to block the entire site by mistake.
11. Canonical URLs and duplicate content
If the same content can be reached from more than one URL, specify your preferred URL with the canonical tag. On e-commerce sites, filter and sorting parameters can produce duplicate content; define rules to manage them.
12. Local SEO
To appear in city-focused searches such as Ankara, fill in your Google Business Profile completely, keep your address and phone details consistent on the site and in all directories, use local keywords naturally on service pages, and collect local references and reviews.
13. Trust and E-E-A-T signals
Signals of expertise, experience, authority and trustworthiness are increasingly important for rankings. Team introductions, references, case studies, author information, contact details, and privacy and KVKK pages support this trust. Giving sources and dates in articles is also helpful.
14. A working 404 and redirect structure
Non-existent URLs should land on a meaningful 404 page that guides the user to the main sections. For deleted or moved pages, set up a 301 redirect to the closest matching content; scan for broken links regularly.
15. Measurement and regular audits
Use the search console and analytics to track which queries you appear for, which pages get clicks and which bring conversions. Set up a monthly reporting routine, examine pages that drop and keep content up to date. SEO results can take months to appear; patience and consistency are needed.
SEO tools and measurement
The search console shows which queries your site appears for, which pages are clicked and technical issues. Analytics tools measure visitor behavior and conversions. Speed tools report your Core Web Vitals. Crawling tools can find broken links, duplicate titles and missing descriptions in bulk. Tools diagnose; content and technical work deliver the improvement.
How do you do keyword research?
Start by finding the phrases your target audience types into search engines, such as "web design Ankara", "setting up an e-commerce site" or "what to consider when choosing an ERP". Each page should focus on a single main intent; content should match informational, comparison or purchase intent. Analyze which topics competitors cover and which gaps you can fill. Covering the topic comprehensively and naturally is more effective than forcing repetition of the keyword.
Common SEO mistakes
Common mistakes include giving every page the same title, keyword stuffing, neglecting speed and mobile usability, leaving broken links, changing old URLs without redirects, copying content and focusing only on external links. Another mistake is seeing SEO as a one-off job; content and technical structure need regular maintenance.
A 30-day post-launch SEO plan
In the first week, verify the search console and analytics setup, submit the sitemap and check that all pages are indexed and there are no crawl errors. In the second week, take speed and mobile usability measurements and improve titles and descriptions on critical pages based on performance. In the third week, publish the first blog posts that support your service pages and link them with internal links. In the fourth week, produce the first report: which queries gained visibility, which pages get low clicks, which issues were resolved?
This routine turns SEO from a one-time job into a continuous improvement cycle. When regular content production, technical maintenance and measurement go hand in hand, results last.
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