The Only On-Page SEO Checklist You Need in 2025

Keyword Strategy & Targeting

Define one primary keyword per page:
Choose a single main keyword that reflects the page’s core topic to avoid keyword cannibalization and focus content clearly.

‍Identify keyword intent (Informational / Navigational / Commercial / Transactional):
Understand why the user is searching. This guides the tone, structure, and CTA of your content.

‍Check keyword volume, difficulty, and SERP features:
EUse tools like Ahrefs, Semrush, or Google Keyword Planner to ensure the keyword has enough traffic potential and is realistically rankable.

‍Use supporting/LSI keywords & entities (via NLP tools):
Add semantically related terms and topics (e.g., via SurferSEO or Clearscope) to help search engines better understand the topic.

Map keywords to each stage of the buyer journey:
Align content with funnel stages (awareness, consideration, decision) for better user engagement and conversion rates.

‍Evaluate top-ranking pages for structure and content themes:
Study what currently ranks to understand the content length, format, and subtopics that Google favors.

‍Document keyword variations for internal linking:
Record relevant keyword variants to use as anchor text when building internal links from other pages.

URL & Slug Optimization

Short, clean, descriptive URLs:
Keep URLs easy to read and type as they should reflect the page’s topic clearly.

Include the primary keyword in the slug:
This helps with relevancy signals and can improve CTR in search results.

Use hyphens to separate words (no underscores):
Hyphens are preferred by search engines for readability and parsing.

Avoid parameters and unnecessary folders:
Clean URLs without query strings or deep folders perform better and reduce confusion.

Set canonical URLs for duplicate pages:
Prevent duplicate content issues by pointing search engines to the preferred version.

Redirect old URLs to new with 301s:
Retain link equity and avoid broken pages when changing URLs.

Title Tag Optimization

Title tag includes primary keyword:
Write your title in a way that includes the main keyword close to the beginning, e.g., “Running Shoes for Men – Best 2024 Picks.”

Under 60 characters to prevent truncation:
Use a character counter (like SERPsim) to ensure your title fits within Google’s display limit.

Unique, relevant, and click-worthy:
Avoid generic titles. Make each page title specific and engaging by highlighting benefits or USPs (e.g., “Free Shipping on All Orders”).

Aligned with search intent:
Analyze top-ranking pages for your keyword and match the tone. E.g., use “Buy,” “Best,” “Guide,” or “How to” depending on intent.‍

Avoid keyword stuffing:
Use your main keyword once naturally. Don’t repeat it; make it readable like a sentence, not a list of terms.

Test CTR with A/B tools or GA4 performance data:
Use Google Search Console or A/B tools like Title-Optimizer or Thrive Headline Tester to compare performance of different titles.

Meta Description Optimization

140–160 characters max:
Write your description and count characters with tools like Meta Tag Preview or SERPsim to avoid getting cut off.

Includes primary keyword:
Naturally include the main keyword in the description so it’s bolded in SERPs and matches the user query.

Compelling and clear value proposition:
State the benefit or result the user gets from visiting the page, like “Compare 2024’s top-rated hiking boots by comfort and price.”

Contains a call-to-action:
End with action-oriented text like “Read the full guide,” “Download the checklist,” or “Start comparing now.”

Avoid duplicate meta descriptions across pages:
Write a unique description tailored to each page’s topic. Use CMS plugins (like Yoast or Rank Math) to manage this.

Matches the page content:
Ensure your meta description accurately reflects what’s on the page. Don’t promise what’s not delivered.

Header Tags (H1–H6)

One H1 per page:
The H1 should clearly state what the page is about. Think of it like a headline and include your primary keyword.

Use H2s for main sections, H3s for subpoints:
Structure your content like an outline by assigning H2 tags to each major section and using H3s beneath them for supporting details or subtopics.

Structured hierarchy:
Use headings in order to maintain logical flow (don’t skip levels) and help search engines interpret content.

Descriptive and keyword-relevant subheadings:
Subheadings should summarize the content beneath and include relevant terms.

No duplicate headings on the same page:
Every header should serve a unique purpose.

On-Site Content Optimization

Original, valuable, and thoroughly researched:
Content must bring something new, not just paraphrased versions of existing material.

Matches search intent:
Make sure your content type aligns with what’s ranking by checking SERP (e.g., blog vs. product page).

Includes primary keyword within first 100 words:
Early keyword use reinforces topical relevance to search engines.

Uses LSI/synonyms naturally throughout:
Helps Google understand the full context of your topic.

Covers topic in-depth:
Aim for 1,500+ words if appropriate. Long-form, detailed content tends to perform better in competitive spaces.

Incorporates stats, examples, case studies, or real-world proof:
Add industry stats, specific use cases, customer quotes, or before/after results directly in your content to back up claims and make it more persuasive.

Written at an 8th-grade reading level or appropriate for audience:
Make it easy to digest for your target user. Use Hemingway or Grammarly to test.

Updated regularly for freshness:
Keep stats current and refresh outdated information to stay competitive.

Addresses user objections and FAQs:
Include a section in your content that directly answers common questions, concerns, or objections your target audience might have.

Multimedia & Image Optimization

Use relevant, high-quality images and/or videos:
Use original visuals or source from licensed platforms (Unsplash, Pexels, or paid stock sites). Avoid generic images.

Alt text contains keywords where relevant:
Describe the image accurately using a keyword if it fits naturally (e.g., “screenshot of SEO keyword research in Ahrefs”).

Filenames include keywords, use hyphens:
Rename files before uploading (e.g., on-page-seo-checklist.png instead of IMG_9823.png).

WebP or AVIF formats used for faster loading:
Convert images to WebP or AVIF using tools like Squoosh.app before uploading, and make sure your CMS or site supports displaying them with fallback for older browsers.

Images compressed without quality loss:
Use tools like TinyPNG, ShortPixel, or native compression in your CMS (e.g., WP Smush for WordPress).

‍Lazy loading enabledInclude video transcripts (if video present):
Use native loading="lazy" attribute in <img> tags or enable through your site builder (WordPress, Webflow, etc.).

Include video transcripts (if video present):
Write or auto-generate a transcript (via YouTube, Descript, etc.), then add it below the video or in expandable FAQ-style markup.

‍Add structured data for videos/images if applicable:
Use Schema.org markup via plugins (e.g., Rank Math or Schema Pro) or manually implement VideoObject or ImageObject schema in your HTML.

Internal Linking Strategy

2–5 contextual internal links per page:
Link to related posts naturally within the body. Example: "Learn more in our technical SEO checklist."

Use descriptive, keyword-rich anchor text:
Avoid “click here.” Use: “check out our local SEO guide” instead.

Link to high-priority/cornerstone pages:
Identify pillar pages in your site structure. Always try to link back to them when relevant from subpages and blog posts.

Maintain logical topical clusters:
Group your internal links by theme. Example: Link all blog posts about "keyword research" to your main keyword research hub page.

Avoid linking to unrelated pages:
Only add links that provide value to the reader in the context of the current page.

External Linking

Link to 1–3 high-authority, relevant sources:
Use sources like Moz, Google, or top industry blogs. Link when citing stats, research, or definitions.

Use contextual anchor text (not generic like “click here”):
Anchor: “According to a Loopex Digital study...” rather than “Click here for the study.”

Outbound links open in a new tab:
Add target="_blank" and rel="noopener" to the link tag or configure your CMS to open external links in a new tab.

Ensure all external links work and aren’t broken:
Use tools like Screaming Frog or Ahrefs’ Site Audit to find and fix 404s.

User Experience (UX) & Engagement

Clear, skimmable formatting (short paras, bullets, headings):
Use paragraphs under 3 lines. Add bullet points or numbered lists for clarity. Use subheadings every 300–400 words.

Mobile-friendly responsive layout:
Test your site in Chrome DevTools (mobile view) and run Google’s Mobile-Friendly Test.

Fast-loading (under 2.5s Core Web Vitals: LCP, CLS, INP):
Use tools like PageSpeed Insights or GTmetrix. Optimize images, use caching (e.g., WP Rocket), and minimize scripts.

No intrusive interstitials or popups on mobile:
Ensure popups can be closed easily and don’t cover the main content. Use exit intent popups or delay display.

Table of contents for long pages:
Use a plugin (like Easy Table of Contents for WordPress) or manually add anchor links for each section.

Sticky navigation or breadcrumbs:
Add breadcrumb schema or use native WordPress theme options. Sticky headers can be added with CSS (position: sticky).

Easy-to-read typography:
Use at least 16px font size, clear contrast ratios, and readable font families (e.g., sans-serif).

Trust signals (testimonials, security badges, author bios):
Add visible trust signals above-the-fold or near CTAs. Use verified reviews, SSL, payment icons, and expert bios.

E-E-A-T Optimization

Clear author bio on every article:
Include name, role, short background, and a profile photo below or beside each article.

Professional credentials, awards, or certifications listed:
Add a dedicated section in the About page or author bio with badges or text for certifications.‍

Cited sources are high-authority and relevant:
Link to government (.gov), education (.edu), or well-known niche sources when making factual claims.

Content includes personal experience or expert commentary:
‍Add quotes, case studies, or direct “I/we” insights to show hands-on knowledge.

“Last updated” timestamps visible:
Display "Last updated on [date]" at the top or bottom of your articles using a CMS feature or plugin.

About and Contact pages optimized:
Include real business info, photos, bios, and clear contact options (form, phone, email, social).

Business info (NAP) and local schema present if relevant:
Use LocalBusiness schema via Schema.org or a plugin. Add Name, Address, and Phone consistently across site and directories.

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Maria Harutyunyan

A well-structured approach is the cornerstone of successful SEO. That's why we’ve developed a series of in-depth checklists designed to streamline your SEO strategy. From building high-quality backlinks and optimizing your WordPress site to tackling on-page SEO and technical optimizations, our checklists offer precise, actionable steps to help you confidently navigate every aspect of SEO.

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