SEO Checklist for New Website (FREE Checklist)

Why Every New Website Needs an SEO Checklist

Your new website is a digital business card and also a powerful sales channel. But just like the foundation needed for any house, a successful website requires a strong SEO foundation. In today's digital world, where more than 60% of web traffic is on mobile devices and Google processes more than 8.5 billion searches every day, one cannot afford to miss out on SEO opportunities.

An SEO checklist is not a luxury but an essential tool to ensure that your website reaches the right people at the right time. Otherwise, your huge investment in website development will turn into a digital tombstone that will not bring customers or income.

SEO optimization of a new home page begins even before the first line of code is written. This strategic approach will save up to five years of time and thousands of euros that would otherwise be spent on later improvements. Timely SEO control will help you avoid the most common mistakes that even experienced entrepreneurs make.

If you have just finished creating a website or are planning to do so, this moment is critical. Search engines evaluate the first weeks and months of a web page especially carefully. An SEO checklist with a good start ensures that your website will immediately start in a strong position and achieve organic traffic faster than your competitors.

What is an SEO checklist? (simple explanation)

An SEO checklist is a systematic list of all the important steps and actions needed to optimize your website for search engines. Think of it like a building inspection checklist—before a house is habitable, it must pass all safety checks. The same applies to the home page before it is “opened” to search engines.

Simply put, an SEO checklist is your guide through the complex SEO world. It falls into three main categories: technical SEO, which includes the “engine” and technological basis of the homepage; on-page SEO, which focuses on the content and structure of each page; and off-page SEO, which covers the reputation and authority of the website on the Internet.

A good SEO checklist is time-tested and meets Google's ever-changing requirements. For example, in 2024, mobile-friendliness, page speed, and user experience will be more important than ever. Also, schema markup and structured data have become more important than usual, as they help search engines understand your content at a deeper level.

AND. Technical SEO

Technical SEO is the foundation of your website — just like the concrete base of a house, which must be strong before you can start building walls. If technical SEO is in order, search engines can effectively “read”, understand and index your website.

URL structure

Your website's URLs are like street names and house numbers — they help both people and search engines find their way around. A good URL structure is short, descriptive, and contains important keywords.

Examples of good URL ideas:

• www.sinute.ee/services/IT-solutions
• www.sinute.ee/blog/seo-checklist
• www.sinute.ee/contact

It is necessary to avoid:

• www.sinute.ee/p=123
• www.sinute.ee/category/product12345
• URLs that are too long (more than 60 letters)

It is important for an Estonian company to use characters that can be used in URLs only if this is necessary for the substantive part. It is easier for Google to process standard Latin letters.

SSL Certificate

An SSL certificate (https://) is no longer an option but a standard. Google has made security a direct freezing factor — without SSL, websites lose positions in search results and show warnings to users.

Why SSL is essential:

• All major browsers show “not secure” warning on http pages
• HTTPS is a direct freezing factor in Google algorithms
• Customers trust secure pages more and convert better
• Many modern browser functions only work with HTTPS

PageSpeed/ Speed

Page loading speed is one of the most important factors for user experience and SEO. With Google's new Core Web Vitals algorithm, speed has become even more important. Every second counts — research shows that 53% of mobile users leave a page if it loads for more than 3 seconds.

Key points of speed optimization:

• Optimize images (use WebP format, reduce file sizes)
• Use cache (caching)
• Reduce server response time
• Optimize CSS and JavaScript files
• Use CDN (Content Delivery Network)

It is particularly important for an Estonian company to ensure speed for both local and international users.

Mobile-friendliness

More than 60% of web traffic is on mobile devices, which is why Google has switched to mobile-first indexing. This means that Google evaluates your website primarily on the mobile version.

Mobile friendliness checkpoint:

• All content must be easy to read on mobile (without magnification)
• Buttons and links must be large enough to click
• Horizontal scrolling must be avoided
• Menus must be adapted to the mobile
• Actions must work on the touch screen

Test your website with Google Mobile-Friendly Test and fix any problems you find.

Sitemap.xml

Sitemap.xml is like a table of contents for your website — it shows search engines which pages are available and how they relate to each other. This is especially important for large websites or if the internal links on your website are not perfect.

Basic Sitemap requirements:

• Include all important pages (do not include duplicates or 404 pages)
• Keep the sitemap under 50,000 URLs and within 50MB
• Submit a sitemap in Google Search Console
• Update sitemap regularly as content changes

Robots.txt

The Robots.txt file is like a “don't come” tag on the door of your website — it gives search engines instructions on which pages they can and should not visit.

Common robots.txt rules:

• Block admin pages and internal search results
• Allow access to all important content
• Avoid blocking the entire homepage (Disallow:/)
• Check that important pages are not accidentally blocked

404 and redirects

Broken links and wrong redirects are like sold houses — they create a bad user experience and damage SEO. 404 errors show search engines that your website is not well maintained.

Basic rules of redirects:

• Use 301 redirects for permanent redirects (old pages → new pages)
• 302 redirect for temporary redirects
• All versions are redirected to one preferred (www vs non-www, http vs https)
• Internal links must be up to date

Scheme markup

Schema markup is a structured data code that helps search engines understand the context and meaning of your content. This allows your website to appear in rich search results (rich snippets), which increases the click-through rate.

Common types of schema:

• Organization — company information
• LocalBusiness — a local business with an address
• Article — blog posts and news
• Product — product information
• Review — customer ratings
• FAQ - Frequently Asked Questions

Adding a schema may seem technical, but it's an investment that pays off with better visibility in search results.

II. In-Page SEO (On-Page SEO)

On-page SEO is like furnishings and furniture in a house — it makes your website livable and attractive to both visitors and search engines. This includes all the elements that are directly on your website and that you can fully control.

Titles, meta descriptions

Titles and meta descriptions are the “ads” of your homepage in Google search results. These are the first elements that a potential visitor sees and on the basis of which they decide whether to click on your homepage.

Title tag optimization:

• Length: 50-60 characters
• Include the main keyword at the beginning
• Be unique for each page
• Include brand name (if applicable)
• Be attractive and persuasive

Examples of good headlines:

• “SEO Checklist for New Website | Free Checklist”
• “Professional IT Solutions in Tallinn | Your Company”
• “The best Christmas gifts 2024 | E-shop”

Meta descriptions (meta description):

• Length: up to 155 characters
• Include the main keyword naturally
• Be persuasive and include a call to action
• Accurately describe the content of the page
• Be unique for each page

Good meta description examples:

• “A complete SEO checklist for a new website - technical SEO, on-page optimization and content strategy. Download the free checklist and optimize your website now!”

Structure of H1, H2, H3

A title hierarchy is like a book's table of contents — it helps both people and search engines understand the structure and importance of your content.

Rules for the hierarchy of titles:

• One H1 title for each page (mostly the same as the title tag)
• H2 titles break down content into main sections
• H3 headings specify H2 subsectors
• Use keywords naturally in your titles
• Do not jump over the steps of the hierarchy (for example, H1 -> H3)

An example of a structure:

H1: SEO checklist for a new website
H2: Technical SEO
H3: URL structure
H3: SSL Certificate
H2: On-Page SEO
H3: Titles and Meta Descriptions


Keywords

Keywords are bridges that connect your content to visitor search queries. Choosing and using the right keywords is the foundation of SEO success.

Keyword selection process:

1. Find out the search behavior of your target audience— what are they looking for?
2. Use keyword research tools(Google Keyword Planner, Ahrefs, SEMrush)
3. Analyze competitor keywordsWhat are they using?
4. Choose both short (long tails) and long keywords
5. Control search volumes and competition

Keyword Placement:

• URL
• In the title (H1 and title)
• In the meta description
• In the first paragraph
• H2, H3 in titles
• Naturally through the whole content
• Images in alt texts

Readability of content

Good readability ensures that visitors stay on your page and appreciate the value. Google analyzes the user experience and prefers pages where people stay longer.

Requirements to improve readability:

• Use short sentences (15-20 words on average)
• Divide the text into short paragraphs (2-4 sentences)
• Use subheadings and headings for structure
• Add lists and numbered points
• Avoid overly technical jargon
• Use an active way of speaking
• Add visualization elements (images, graphs)

In Estonian, it is important to use clear and understandable language, avoid excessive expressions and keep sentences short.

Internal linking

Internal linking helps users navigate and search engines understand the structure of your website and the links between pages.

Internal Linking Best Practices:

• Create a logical link structure (like a spider web)
• Use descriptive anchor texts (avoid “click here”)
• Connect related content
• Add links to important pages on the homepage
• Avoid excessive linking (leave less than 100 internal links for each page)
• Check that all internal links work

Examples of good anchor texts:

• “read our SEO checklist”
• “see our IT solutions service”
• “free checklist for download”

Images & alt text

Images are important for both user experience and SEO. properly optimized images bring in extra traffic from image searches and improve page load speed.

Optimization of images:

• Use descriptive file names (seo-kontrollnimekiri.jpg)
• Optimize file size (reduce up to 200KB)
• Use the correct format (WebP, JPEG, PNG)
• Add alt-text
• Set title and description
• Use the matching image to the content

Writing Alt-Text:

• Be descriptive and short (up to 125 letters)
• Include an important keyword (of course)
• Describe what's in the picture, not how it looks
• Avoid keyword oversupply

Slugid

Slugs are the final part of the URL that identifies a specific page. A good slug is short, descriptive and contains keywords.

Rules for good slugs:

• Use lowercase letters and hyphens
• Avoid numbers and special characters (if necessary)
• Include the main keyword
• Be unique and descriptive
• Length: 3-5 words

Examples:

• /seo checklist
• /it-solutions-for-companies
• /contact-us

III. Content and strategy

Content is the heart and blood of a homepage. without quality content, a website is not a sales channel but just a digital business card. the right content strategy brings organic traffic, builds brand trust and makes you an authority in your field.

Importance of the blog

A blog is one of the most powerful SEO tools that helps:

• Trigger new keywords and target groups
• Build authority and trust
• Get backlinks from other websites
• Keep the website up to date and active
• Provide value to potential customers

Sources of blog content ideas for Estonian companies:

• “How to choose...” (example: how to choose an IT solution)
• “5 tricks...” (example: 5 tricks to improve cybersecurity)
• “What is...” (educational posts)
• Case Studies and Customer Stories
• Industry News and Trends
• FAQs and Reviews

How to choose keywords

The choice of keywords is the basis of the content strategy. Choosing the wrong keywords leads to a waste of time and a lack of results.

Keyword Research Process:

1. Create an original listWhat are your customers looking for?
2. Use research tools:Google Keyword Planner, Ahrefs, Ubersuggest
3. Analyze competitor keywordsWho is on the first page of Google and what keywords do they use?
4. Filter:high search volume, low competition
5. Group keywords by topic

Types of keywords:

• Informative:“how to do SEO”, “what is schema markup”
• Commercial:“SEO service price”, “IT solutions price”
• Brand keywords:“your company name”, “product name”
• Locals:“SEO service in Tallinn”, “IT solutions in Pärnu”

SEO-friendly content

SEO-friendly content is written for both people and search engines. It responds to the user's query and provides value.

Principles of SEO content:

• Reply to inquiryWhat does the user really want to know?
• Offer value— provide useful information, solve problems
• Be thoroughWrite at least 1000 words on important topics
• Use structure— titles, lists, short paragraphs
• Add Visualization— images, videos, infographics
• Optimize for keywords— naturally, not oversaturated

Content length guidelines:

• Blog post: 1000-2000+ words
• Services page: 500-1000 words
• Main page: 500-800 words
• Product page: 300-500 words

Value proposition

Value proposition is what makes you different from your competitors. It's not just a question of price but the whole experience you offer.

Components of the value proposition:

• Unique know-howWhat are you an expert in?
• Best customer service— speed, availability, quality
• Innovative solutionsWhat do you do differently than others?
• Strong brand storyWhat are your mission and values?
• Community and SupportHow do you support the customer after the sale?

Examples of value proposition:

• “24/7 IT support for Estonian companies”
• “Customized software solutions with fast delivery”
• “15 years of experience in digital marketing”
• “Satisfaction guarantees and free consultations”

IV. User experience (UX) and SEO relationship

User experience and SEO are inextricably linked. Google prefers websites that offer the best user experience because that's their mission — to provide users with the best answers to their questions.

Navigating

Good navigation is like a clear road map — it helps users find what they're looking for and Google to understand the structure of your website.

Navigation best practices:

• Simple and logical menu structure (max 7 main elements)
• Clear and descriptive menu names
• “Breadcrumbs” navigation
• Search function for a large page
• Footer links to important pages
• The mobile menu is simple and user-friendly

Common navigation errors:

• Too many menu items
• Illogical structure
• Same names for different pages
• Missing opportunity to return to the top tier

Conversion (CTAs)

A call to action is what turns a visitor into a customer. Without clear CTAs, your website is only a source of information, not a sales channel.

Principles of CTAs:

• Be clear and specific (“Book a free consultation”)
• Use the active language (“Download”, “Contact Us”)
• Make it stand out (contrasting color, large font)
• Place in strategic locations
• Offer value (what do you get when you click?)
• Reduce obstacles (simple form, fast process)

CTA Locations:

• On the top page, right under the title
• At the end of each important paragraph
• Sidebar
• Pop-up windows (moderated)
• Jaluses

Natural path of movement

The user should be able to move naturally from page to page, finding the information he needs on his way. It's like in a good store — customers can find what they need and shop more easily.

Elements of the natural path of movement:

• Clear Content Hierarchy
• Suggestions for related articles
• Next step links
• Demonstration of progress (if the process is multi-stage)
• Back to Home Impotence

Analysis where users most often leave:

• Google Analytics Behavior Flow
• Heatmap tools (Hotjar, Crazy Egg)
• Conversion Hunts Analysis

V. Off-page SEO

Off-page SEO is anything that happens outside of your website but affects your rankings. It's like your reputation in the city — the more people say good things about you, the more trustworthy you are.

Backlinks

Backlinks are links to your website from other websites. They are like votes for search engines — the more high-quality voices, the more reliable you are.

Features of a quality backlink:

• Comes from an authoritative and thematically related page
• Uses descriptive anchor text
• Is “dofollow” (conveys SEO value)
• Comes from a unique domain
• Located in the content of the page, not in the footer

Ways to build backlinks:

• Quality content that people want to share
• guest posts on authoritative blogs
• Media Press Releases and News
• Cooperation with other companies
• Infographics and research
• Catalogues and lists (high quality)

It is necessary to avoid:

• Purchased links
• Link farms and exchange links
• Spamm-comments
• Low quality catalogs

Social Signal

While Google hasn't said that social media tokens are a direct icing factor, it's clear that an active social presence helps SEO.

Benefits of Social Media SEO:

• Increases visibility and sharing of content
• Brings direct traffic
• Builds brand awareness
• Can help with getting backlinks
• Improves the user experience

The most important platforms in Estonia:

• Facebook (biggest covers)
• LinkedIn (for B2B)
• Instagram (visual content)
• YouTube (video content)

Company Profiles

Local and business profiles are important both for SEO and for finding a customer.

Important profiles:

• Google Business Profile (Local SEO)
• Commercial register information
• Yelp/Foursquare
• Job portals (CV Centre, Jobbail)
• Education and union profiles

Optimization of profiles:

• Unified NAP (Name, Address, Phone)
• Descriptions with keywords
• High quality images
• Customer ratings
• Regular renewal

Free Checklist

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Practical examples and common mistakes

Successful SEO examples from Estonian companies

Example 1: Local IT Service Provider

• Used local keywords (“IT support in Tallinn”)
• Optimized Google Business Profile
• Wrote blog posts “5 tips for small business cybersecurity”
• Achieved first place in 3 months in the search for “IT services in Tallinn”

Example 2: E-shop for health products

• Descriptions of natural products with keywords
• Used alt texts for images and without product video
• Collaborated with health bloggers
• Increased organic traffic by 300% 6 per month

Example 3: B2B consulting firm

• Written by in-depth case studies
• Used Linkedin-it for thought leadership
• Optimized long-tail keywords (“digital transformation of the enterprise 2024")
• Brought 15 high-quality interfaces per month organically

Common SEO Mistakes

Mistake #1: Overbidding Keywords

• What happened:The company repeated “SEO service in Tallinn” 15 times in 500 words
• Consequence:Google gave a manual penalty, positions fell
• Solution:Edit the natural language of the content, use synonyms

Mistake #2: Technical Negligence

• What happened:Website without SSL, slow loading speed (8 seconds)
• Consequence:Low conversion rate (0.5%), high bounce rate (75%)
• Solution:Install SSL, optimize images, use cache

Mistake #3: Duplicate Content

• What happened:Description of the same product on several different pages
• Consequence:Confusion in Google, worse rating
• Solution:Use canonical links, write unique content

Mistake #4: Mobile incompatibility

• What happened:The website only worked on the computer
• Consequence:Lost 70% of mobile users
• Solution:Install Responsive Design

Mistake #5: Wrong Link Strategy

• What happened:Bought cheap links from Fiverr
• Consequence:Google spotted and issued a penalty
• Solution:Remove bad links, focus on quality content

Quick fix list

Hours, not weeks:

1. Install an SSL certificate (30 minutes)
2. Optimize titles and meta descriptions (2 hours)
3. Repair broken links (1 hour)
4. Optimize website images (2 hours)
5. Set up Google Analytics (30 minutes)
6. Create and submit a sitemap (15 minutes)
7. Check mobile friendliness (30 minutes)

A week, not a month:

1. Write 1-2 high quality blog posts
2. Optimize 3-5 important pages
3. Set up a Google Business Profile
4. Perform competitor analysis
5. Create a content strategy
6. Start the process of building backlinks

FAQ — 10 Frequently Asked Questions About New Website SEO

1. How long does it take to see SEO results?

SEO is not a quick fix. Usually you will see results in 3-6 months, but a significant increase in traffic will begin in 6-12 months. The more uncompetitive the field, the longer it will take. Patents are important — results come gradually and permanently.

2. Do I need to hire an SEO specialist?

If you are a beginner and a small business, you can start on your own. But if you want faster results and are serious about growing your business, then a professional SEO specialist will save you years of time and money.

3. How much does SEO cost?

Prices vary from 500€ to 5000€ per month depending on the volume of the service and the experience of the specialist. Cheaper services are usually less effective. The investment should pay off in 6-12 months with increased sales.

4. Do I need a blog?

Yes, a blog is one of the most effective SEO tools. It helps to bring in new keywords, build authority and keep the homepage active. Even 1-2 posts a month is better than nothing.

5. What is the most important SEO factor?

The most important thing these days is the user experience. If your website is fast, mobile-friendly and offers value, chances are good ratings are high. However, technical SEO is the foundation without which you cannot have a good user experience.

6. Does SEO work for all areas?

Yes, SEO works for anyone looking for information online. Some areas are more unrivaled (e.g. travel, finance), others lighter (local services). Each area has its own specific requirements.

7. How often should I update the content?

Regularly is the key. Blog posts at least 1-2 times a month, homepage content every 3-6 months. Updating old content is also important — Google prefers up-to-date information.

8. What is the difference between SEO and Google Ads?

SEO is organic (free) traffic that comes over time. Google Ads is paid advertising that immediately brings traffic. Ideally, you use both — Ads for quick visibility, SEO for long-term growth.

9. Do I need to learn programming?

The main part of SEO does not require programming. But a basic technical understanding helps a lot. WordPress and other platforms make many technical things easy.

10. How do I measure SEO success?

Key metrics: organic traffic, search engine rankings, conversions from organic traffic, number and quality of backlinks, time spent on the page. Use Google Analytics and Google Search Console.

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Summary

Your new website SEO checklist is not a one-time task but an ongoing process. The digital world is changing rapidly, Google algorithms are evolving and competition is growing. But one thing remains the same — high-quality content and a great user experience have always won.

We went through all the most important SEO areas: the technical SEO foundation, the importance of on-page optimization, content strategy creation, user experience, and off-page SEO construction. Each of these parts is important, and their interaction brings the best results.

Remember that SEO is a marathon, not a sprint. Results do not come overnight, but consistent work and the right strategy will bring long-term and lasting success. Every optimized page, every blog post you write, and every backlink you get is a step towards your goals.

Are you ready to take your website SEO to the next level?

Download our complete SEO checklist containing all the points discussed in this article in a printable format. It is a complete tool that will help you gradually optimize your website and achieve better results in search engines.

🔥 Download free SEO checklistand start optimizing today!

Why should you work with me on SEO?

The world of SEO is complex and constantly changing. While this article provides an excellent foundation, a professional SEO specialist is a valuable investment in the future of your business.

My advantages:

• 8 years of experienceEstonian and international market
• Knowledge of the local market— I understand the specificities and needs of Estonian companies
• A complete approach— technical SEO, content strategy and link building in one package
• Transparent reporting— receive clear reports on your results every month
• Long-term partnership— I'm here to help you grow, not just make quick money

My process:

1. Full SEO audit— we identify all opportunities and problems
2. Drawing up a strategy— we create a plan tailored to your goals
3. Execution— technical optimization, content creation, link building
4. Monitoring and optimization— we analyze the results and make corrections

• Effectiveness— we focus on real business results, not just technical indicators

Investing in professional SEO is an investment in the future of your business. Good positions in search engines constantly bring in new customers, increase brand awareness and give you a competitive advantage.

Get in touch and start the path to SEO success for your website!

📞 +372 555 18 375
📧 angela.viispert@gmail.com
🌐 https://www.partsdesign.eu/services/seo

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