Most SEO problems on new websites are created before launch and are expensive to fix afterwards: wrong URLs, missing redirects, duplicate pages, language versions that compete with each other. This is the checklist we run on every project before it goes live. It works for a landing page, a business website and an online store.
Structure and URLs
- One page per search intent. Each important service, product category or location has its own page targeting one main keyword.
- Clean, readable URLs in the language of the page, without IDs or parameters.
- A logical hierarchy that is no more than three clicks deep for important pages.
- Internal links between related pages, with descriptive anchor text.
- Redirects from the old site. Every old URL that had traffic or links gets a 301 redirect to its new equivalent.
- A useful 404 page that returns a real 404 status.
Titles, descriptions and headings
- A unique title on every page, about 50-60 characters, with the main keyword near the start.
- A unique meta description of 120-155 characters that gives a reason to click.
- Exactly one H1 per page that matches the topic, and H2s that structure the content.
- Descriptive alt text for meaningful images.
Indexing
- Canonical tags on every page, pointing to the preferred URL.
- XML sitemap with all indexable pages, and nothing that redirects or returns errors.
- robots.txt that allows crawling and points to the sitemap. Check that the staging "noindex" is removed.
- HTTPS everywhere, with one version of the domain (with or without www) redirecting to the other.
Multilingual websites and hreflang
In the Baltics, websites often run in two to four languages. Without correct hreflang tags, Google may show the wrong version to users or treat versions as duplicates.
- Every language version links to all others with hreflang, including itself.
- An x-default version for users whose language is not covered.
- Localized URLs and translated titles, not just translated body text.
- A language switcher that leads to the same page in the other language, not to the home page.
Structured data
- Organization or LocalBusiness with name, address, phone and logo.
- Service, Product or Offer markup where it applies, with prices.
- FAQPage for question sections and BreadcrumbList for navigation.
- Article or BlogPosting for blog posts, with dates.
- Validate everything with Google's Rich Results Test before launch.
Speed and Core Web Vitals
- Images in modern formats (WebP or AVIF), with width and height set to avoid layout shifts.
- Lazy loading for images below the fold, priority loading for the main hero image.
- Fonts preloaded or served with font-display swap, only the weights you use.
- No unused scripts and plugins; third-party tags loaded only when needed.
- Test on a mid-range phone on a mobile connection, not only on an office computer.
Content
- Original copy written for the customer, answering the questions they ask before buying.
- Prices or price ranges where possible; they are among the most searched details.
- Contact details, address and opening hours consistent with your Google Business profile.
- A short FAQ on key pages, written in the words customers use.
Mobile and accessibility
- Google indexes the mobile version first, so check every page on a phone: menus, forms, tables and buttons.
- Tap targets large enough, text readable without zooming, no horizontal scrolling.
- Form fields with labels, sufficient colour contrast and keyboard navigation, following WCAG basics.
- Pop-ups and cookie banners that do not cover the main content on small screens.
Analytics and Search Console
- Google Analytics 4 installed with consent mode and a GDPR cookie banner.
- Conversions defined: form submissions, calls, bookings, purchases.
- Google Search Console verified for the domain, with the sitemap submitted.
- For a relaunch: compare indexed pages and rankings before and after, and watch the coverage report for errors in the first weeks.
After launch
SEO does not end at launch. Check Search Console weekly in the first month, fix crawl errors, and add content where you see impressions without clicks. Pages that rank on the second page often need only a better title, a few answered questions or more internal links to move up. New websites need time to build authority; good structure lets that work pay off faster.
In every BoostLab project, SEO structure, schema markup, hreflang, Core Web Vitals, GA4 and Search Console are part of the baseline, not extras. See web development and pricing.
