On-page SEO checklist for every new page
Run through this checklist before you publish any page: title, headings, content, links, images, structured data and speed.
- Published
- Reading time
- 1 min read
Key takeaways
- Each page should target one clear topic and intent.
- Write titles and descriptions for searchers, not just for keywords.
- Link new pages from relevant existing ones so they are discovered and understood.
On-page SEO covers everything on the page itself that helps search engines understand it and helps searchers choose it. Use this checklist before publishing.
Topic and intent
- The page has one clear topic and matches the intent behind its main search.
- No other page on your site targets the same thing.
Title tag
- Unique, descriptive and close to the start of the main topic.
- Short enough to display fully in most results, roughly 50 to 60 characters.
- Includes your brand where it fits.
Meta description
- Summarises what the visitor will get in about 150 to 160 characters.
- Written to earn the click, with a clear benefit or next step.
URL
- Short, readable and descriptive, using hyphens between words.
Headings
- One main heading (H1) that states the topic.
- Subheadings (H2, H3) that follow a logical outline and reflect the questions people ask.
Content
- Answers the main question early, then adds depth.
- Includes specifics: process, prices or price factors, examples, locations, dates.
- Shows who wrote or stands behind it, and why they are qualified.
- Original, accurate and up to date.
Links
- Links to related pages on your site with descriptive anchor text.
- At least one relevant existing page links to this new page.
- External links point to reputable sources where they help the reader.
Images and media
- Compressed and correctly sized.
- Descriptive file names and alternative text for meaningful images.
- Width and height set to prevent layout shifts.
Structured data
- Relevant schema markup added, such as Article, Product, Service or LocalBusiness, matching visible content.
Experience
- Loads quickly and reads comfortably on a phone.
- Clear next step: a contact form, a related guide or a product to explore.
After publishing
- Included in the XML sitemap.
- Inspected in Google Search Console if you want it crawled sooner.
Our SEO service applies this checklist across whole sites, and our copywriting team writes pages with it built in.
Frequently asked questions
Does the meta description affect rankings?
Not directly, but it often appears as the snippet in results. A clear, relevant description can encourage more people to click.
How long should a page be for SEO?
There is no ideal length. A page should be as long as needed to fully answer the searcher's question, and no longer.
