Basic SEO Checklist for Small to Mid-Sized Businesses

Search engine optimization, or SEO, has evolved since I first dove into it as a writer about 10 years ago. There’s more focus on natural language, mobile-first indexing and, of course, AI.

If you’re a small- or mid-sized business trying to figure it all out, it’s a lot. And it goes far beyond choosing the “right” keywords. That’s where this basic SEO checklist steps up.

At Zoe Marketing & Communications, we have 15+ years of digital marketing experience, including SEO services. Here, we’ll touch on what SEO is. And we’ll cover 12 SEO basics that all small- to mid-sized businesses should focus on:

1. Keyword research
2. On-page optimization
3. Content quality
4. Mobile-friendliness
5. Page speed
6. Internal linking
7. External linking
8. Image optimization
9. User experience (UX)
10. Technical SEO
11. SEO analytics and monitoring
12. Local SEO

Consider this a starting point for improving your website’s SEO yourself. Or take the next steps to connect with an SEO expert to help your company.

What is SEO?

Search engine optimization (SEO) is the process of helping people find your website when they’re “Googling” or browsing a search engine. With good SEO, there’s a better chance they’ll click on your website — and stay on it longer once they’re there.

After all, most people only look at the first page of results (at least 75%-90%). Higher SEO visibility means more visitors, which can lead to more customers. 

Basic SEO Checklist

SEO includes three layers: on-site, or what’s on your pages; technical, or behind-the-scenes stuff like page speed and security; and off-site, which includes site backlinks.

This checklist of 12 basics covers each of these layers.

1. Keyword research

Start by pinpointing the most relevant and high-traffic keywords for your target audience. Use the data you find to update your existing content and create new content.

• Use Google Search Console to examine your existing content. This free tool requires a bit of setup. It lets you see what keywords are driving people to your pages.
• Use Google Keyword Planner, part of Google Ads, or a tool like Semrush to discover new keywords, see monthly searches and create new campaigns.

In particular, with Google Keyword Planner, you can examine factors like:

• Search volume: Keywords with higher average monthly searches have more demand
• Competition: Investigate whether keywords have low, medium or high competition
• Trends: See how keywords’ search volume fluctuates over time

2. On-page optimization

Ensure every page of your website has relevant keywords in the title tags, meta descriptions, headers and body content. Maintain a natural flow; keyword stuffing can harm your rankings.

• Title tags: Include primary keywords at the start. Keep the length under 60 characters.
• Meta descriptions: Use relevant keywords and compelling language; aim for 160 characters max.
• Headers: Place main keywords in the H1 (title) tag. Weave secondary keywords in H2, H3, etc. to structure content logically.
• Content: Integrate keywords within the first 100 words and throughout the content. Avoid keyword stuffing or overuse.
• Natural flow: Ensure keywords fit organically into sentences. Keep it readable.

3. Content quality

Create high-quality, relevant content that provides value to your readers. Make it well-written, informative and engaging.

• Value: Content should directly address the needs and questions of your audience.
• Quality: Maintain a high standard of grammar and clarity. Provide thorough explanations and include expert insights.
• Engagement: Use images, bullet points and interactive media to keep readers interested.

4. Mobile-friendliness

Google prioritizes mobile-friendly websites in its search results. So, optimizing your site for smartphones and tablets is essential.

• Responsive design: Most website software adjusts content and layouts to fit different screen sizes and resolutions. Make sure yours does.
• Mobile testing: Regularly test your site on different devices to ensure consistent performance.
• Simple navigation: Use mobile-friendly elements like hamburger menus with limited text for easy navigation on small screens.

5. Page speed

Faster websites provide a better user experience. Google suggests having a page load time of 3 seconds or less. To do this:

• Optimize images: Compress images without losing quality to reduce their load time.
• Minimize code: Reduce CSS, JavaScript and HTML size by minifying code and combining files.
• Use browser caching: Set up caching to store parts of your site on visitors’ browsers, speeding up their future visits.
• Use Google PageSpeed Insights: Regularly analyze your site to get recommendations for speed improvements.

6. Internal linking

Within content on your pages, link to other related pages on your website. This improves people’s navigation. It also helps Google understand the structure of your website.

• Strategic placement: Link to related topics and pages using relevant anchor text. Include specific keywords when possible; avoid “click here” language.
• Link quality: Ensure links are relevant and add value. Excessive links can seem spammy.
• Regular updates: Review and update internal links to reflect changes.

7. External linking

Build high-quality backlinks from reputable sites. Backlinks are a strong ranking signal for search engines. To get them:

• Create valuable content: Produce high-quality, informative, unique content that attracts links from credible websites.
• Build relationships: Engage with other leaders and influencers in your industry through social media, forums and conferences. These connections can lead to backlinks.
• Monitor backlinks: Use tools like Ahrefs or Semrush to track your backlinks. Ensure they’re from reputable, relevant sources, and disavow those that aren’t.

8. Image optimization

Take steps to ensure your images load quickly and display correctly. This helps pages load faster and improves accessibility, which Google values.

• Compress images: Reduce image file sizes (while maintaining quality). Tools like Adobe Photoshop or free options like Optimizilla can help.
• Label mindfully: Name image files with clear, descriptive keywords, aiding SEO.
• Use alt tags: Use concise descriptions to improve image accessibility for screen readers.
• Pick appropriate formats: Select the proper file format (e.g., JPG for photos, PNG for graphics with fewer colors). This ensures the optimal balance between quality and file size.

9. User experience (UX)

Make your website design simple and easy to navigate. This reduces bounce rates and increases conversions.

• Clean design: Use an uncluttered layout that highlights key information. It should feature easy-to-read fonts and color schemes.
• Intuitive navigation: Make menus and links logical and easy to follow. Let people access important pages quickly.
• Fast load times: Again, optimize web speed to ensure pages load quickly.
• Responsive layout: Again, make your site accessible and visually appealing on all devices.

10. Technical SEO

Regularly check your website for problems. You can track and maintain your site’s health using Google Search Console (or other tools) to:

• Monitor crawl errors: Detect and address any issues that prevent search engines from properly indexing your site.
• Fix broken links: Audit your site to find and repair broken links. Those can negatively impact user experience and SEO.
• Eliminate duplicate content: Ensure each page has unique content to avoid search engine penalties. Use canonical links to address “dupes.”

11. SEO analytics and monitoring

Track your site’s performance and keep an eye on your organic traffic and conversion rates.

• Use analytics tools: Tap into Google Analytics and Google Search Console to understand your site’s performance.
• Monitor key metrics: Watch organic traffic, conversion rates and user engagement.
• Refine SEO strategies: Analyze data to identify trends and areas for improvement. Continuously adjust your tactics for better results.

12. Local SEO

Finally, if you’re a local business, optimize for local search.

• Claim your Google Business Profile: Set up, verify and optimize your listing. This improves your visibility in local search results and Google Maps.
• Get local backlinks: Focus on gaining them from reputable local sources.
• Incorporate local keywords: Include location-based keywords in your website content, titles and meta descriptions.

Next steps for building your SEO

Maintaining SEO is a multi-pronged process. Even if you’re just starting, this basic SEO checklist can help you get your bearings.

Do you feel like you could use some help? Talk to us. Zoe Marketing & Communications has in-house SEO expertise, and we help small—to mid-sized businesses like yours get going.

Still trying to explore your options? Build on your growing knowledge with these articles:

• 10 top common SEO mistakes and solutions
• 10 top local SEO strategies for businesses