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    SEO checklist

    Not every item applies to every site. Each one says when it is required, recommended or only relevant in certain situations.

    To track progress for your own site, create a project in the Workspace. It shows only the items that apply to your site.

    Showing 33 of 33 items.

    • CriticalImportant pages return HTTP status 200Technical SEO
      RequiredbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to every site.

      What it means

      Every page you want in search must respond with status 200 (OK). Pages that return 4xx or 5xx errors are not indexed.

      Why it matters

      This is one of Google's three technical requirements. A page that errors cannot rank, however good its content is.

      How to do it

      1. List your important URLs (home, categories, key services or products, top articles).
      2. Check each status code with a crawler or the browser's developer tools (Network tab, first document request).
      3. Fix errors at the source. Restore the page, fix the server error, or redirect a removed page to its closest replacement.

      Example

      GET https://example.com/services/ -> HTTP/1.1 200 OK

      How to check it

      • A crawl shows 200 for all important URLs.
      • Search Console's URL Inspection shows the page can be indexed.

      Platform notes

      PrestaShop:
      Disabled products and categories return 404 by default. Check Catalog for items that were switched off by accident.
      WordPress:
      Check that permalinks resolve after changing permalink settings. Re-save Settings > Permalinks if pages start returning 404.

      Sources

      Learn more

    • Criticalnoindex is used only on pages that should stay out of searchTechnical SEO
      RequiredbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to every site.

      What it means

      A noindex rule in a robots meta tag or an X-Robots-Tag header removes a page from results. Leftover noindex rules from development are a classic launch mistake.

      Why it matters

      One wrong template setting can remove an entire site from search.

      How to do it

      1. Crawl the site and list every URL with noindex in the meta robots tag or X-Robots-Tag header.
      2. Confirm each one is intentional, for example internal search results, thank-you pages, or account pages.
      3. Do not block noindexed pages in robots.txt, or Google cannot see the rule.

      Example

      <meta name="robots" content="noindex">

      How to check it

      • The crawler's noindex report contains only intended URLs.
      • The Search Console Pages report shows "Excluded by noindex tag" only for intended URLs.

      Platform notes

      WordPress:
      Check Settings > Reading. "Discourage search engines from indexing this site" adds noindex to the whole site.

      Sources

      Learn more

    • Criticalrobots.txt does not block pages or resources you need in searchTechnical SEO
      RequiredbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to every site, including sites without a robots.txt file (then everything may be crawled).

      What it means

      robots.txt tells crawlers which URLs they may fetch. A wrong rule can hide whole sections, or the CSS and JavaScript Google needs to render pages.

      Why it matters

      Blocked pages cannot be crawled, so their content is not indexed. This is one of the most common causes of sudden traffic loss after a site launch or migration.

      How to do it

      1. Open https://yoursite/robots.txt and read every Disallow rule.
      2. Make sure no rule matches important pages or the CSS and JS files they load.
      3. Remove a staging-style "Disallow /" before launch.
      4. Use robots.txt for crawl management only. Use noindex to keep pages out of results.

      Example

      User-agent: *
Disallow: /cart
Disallow: /checkout
Sitemap: https://example.com/sitemap.xml

      How to check it

      • Search Console's robots.txt report shows the file was fetched without errors.
      • URL Inspection for key pages shows crawling is allowed.

      Platform notes

      PrestaShop:
      Generate the file in Shop Parameters > Traffic & SEO, then review it. Regenerate after enabling friendly URLs or adding languages.
      Shopify:
      Shopify generates robots.txt. Edit it only through the robots.txt.liquid template, and only when you understand each rule.
      WordPress:
      WordPress serves a virtual robots.txt. SEO plugins can edit it. A physical file in the web root overrides it.
      Next.js:
      Generate it with app/robots.ts so rules live in code review.

      Sources

      Learn more

    • CriticalThe site is verified in Google Search ConsoleAnalytics
      RequiredbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to every site.

      What it means

      Search Console is the only source of Google's own data about your site's search performance and indexing.

      Why it matters

      Without it you cannot see indexing problems, the queries people use to find you, or manual actions.

      How to do it

      1. Add a Domain property and verify it with a DNS TXT record, or use a URL-prefix property if you cannot edit DNS.
      2. Give access to the people who need it (Settings > Users and permissions) rather than sharing a login.
      3. Record which verification method you used.

      Example

      Domain property: example.com, verified by DNS TXT record on 2026-11-05

      How to check it

      • The property appears as verified, and the Performance report shows data after a few days.

      Learn more

    • CriticalThe whole site uses HTTPS, and HTTP redirects to itTechnical SEO
      RequiredintermediateDocumentedReviewed 2026-11-05

      When it applies: Applies to every site.

      What it means

      Every page loads over HTTPS with a valid certificate, and every HTTP URL permanently redirects to its HTTPS version.

      Why it matters

      HTTPS protects visitors and their data, and browsers mark HTTP pages as not secure. Google lists secure serving as a page experience question, but says page experience aspects other than Core Web Vitals do not directly raise rankings, so the main reasons are trust and security. Serving both versions also creates duplicate URLs.

      How to do it

      1. Install a certificate (Let's Encrypt is free) and enable automatic renewal.
      2. Redirect http:// to https:// with a 301 at the server or CDN.
      3. Fix mixed content, meaning HTTP images, scripts or stylesheets loaded on HTTPS pages.
      4. Update internal links, canonicals and the sitemap to use HTTPS URLs.

      Example

      http://example.com/page -> 301 -> https://example.com/page

      How to check it

      • Requesting the http:// version returns a single 301 to the https:// version.
      • The browser shows no mixed-content warnings in the console.

      Platform notes

      PrestaShop:
      Enable SSL and "Enable SSL on all pages" in Shop Parameters > General, after the certificate works.
    • HighA performance baseline is recorded before you start changing thingsAnalytics
      RequiredbeginnerCommon practiceReviewed 2026-11-05

      When it applies: Applies to every project before optimisation starts. A brand-new site's baseline is simply "no data yet".

      What it means

      Note current clicks, impressions, CTR, average position and the number of indexed pages, with the date, before optimising.

      Why it matters

      Without a baseline you cannot show whether your work had any effect. Search Console keeps about 16 months of data, so export it if you need longer history.

      How to do it

      1. Export the last 3 months of Performance data (queries and pages) from Search Console.
      2. Record indexed and not-indexed page counts from the Pages report.
      3. Store the export and a short summary with the date in your project.

      Example

      2026-11-05: 3 months, 1,240 clicks, 58,300 impressions, CTR 2.1%, avg position 18.4, 212 indexed pages

      How to check it

      • The baseline file and summary exist in the project, with a date.

      Learn more

    • HighAn XML sitemap lists canonical URLs and is submittedTechnical SEO
      RecommendedbeginnerDocumentedReviewed 2026-11-05

      When it applies: Recommended for almost every site. A very small site with good internal links can be found without one, but a sitemap costs little.

      What it means

      A sitemap lists the URLs you want search engines to know about, optionally with accurate last-modified dates.

      Why it matters

      It helps discovery, especially for new, large or poorly linked sites. Google calls it a hint, not a guarantee.

      How to do it

      1. Generate the sitemap automatically from your CMS or framework.
      2. Include only canonical, indexable URLs that return 200.
      3. Use absolute URLs. Split files above 50,000 URLs or 50 MB uncompressed and use a sitemap index.
      4. Set lastmod only when main content changes. Google ignores priority and changefreq.
      5. Submit it in Search Console and add a Sitemap line to robots.txt.

      Example

      <url>
  <loc>https://example.com/services/seo-audit/</loc>
  <lastmod>2026-10-28</lastmod>
</url>

      How to check it

      • The Search Console Sitemaps report shows "Success" and the number of discovered URLs.
      • A sample of sitemap URLs all return 200 and are not noindexed or canonicalised elsewhere.

      Platform notes

      PrestaShop:
      Install and configure the official Google sitemap module (gsitemap). Re-run it, or schedule it with cron, after catalog changes.
      Shopify:
      Generated automatically at /sitemap.xml.
      WordPress:
      WordPress core serves /wp-sitemap.xml. SEO plugins such as Yoast or Rank Math replace it with their own.
      Next.js:
      Generate it with app/sitemap.ts from the same data that builds your pages.

      Sources

      Learn more

    • HighCanonical tags point to the preferred, indexable URLTechnical SEO
      RecommendedintermediateDocumentedReviewed 2026-11-05

      When it applies: Most important for sites with URL parameters, filters, or the same content on several URLs.

      What it means

      rel="canonical" tells search engines which URL you prefer when similar pages exist, for example with tracking parameters or sort orders.

      Why it matters

      Wrong canonicals can make Google ignore the page you want to rank. Google treats canonicals as a strong signal, not a command.

      How to do it

      1. Add a self-referencing canonical with an absolute URL to each indexable page.
      2. On parameter or variant URLs, point the canonical to the main version.
      3. Never point a canonical to a URL that redirects, returns 404 or is noindexed.
      4. Do not use robots.txt or noindex to choose canonicals.

      Example

      <link rel="canonical" href="https://example.com/shoes/running/">

      How to check it

      • The crawler's canonical report shows no canonicals to non-200 URLs.
      • URL Inspection shows the Google-selected canonical matches yours on key pages.

      Platform notes

      PrestaShop:
      Check that product URLs reached through different categories canonicalise to one URL. Some themes and modules handle this differently.
      Shopify:
      Shopify adds canonicals automatically. Check product URLs reached from collection paths.
    • HighEach topic has one target page, and each page has one main topicKeyword research
      RecommendedintermediateCommon practiceReviewed 2026-11-05

      When it applies: Recommended for every site with more than a handful of pages. Two pages with genuinely different intents for similar words are fine.

      What it means

      Every keyword topic (cluster) is mapped to the single page that should rank for it, and no two pages target the same topic and intent.

      Why it matters

      Pages that compete for the same topic usually perform worse than one strong page. A clear map also shows which pages to improve and which to create.

      How to do it

      1. Group keywords into topics by meaning, intent and results page overlap.
      2. Assign each topic to one existing or planned page, with one main keyword.
      3. In Search Console, filter by important queries and open the Pages tab to see whether several of your URLs compete.
      4. Merge, differentiate or canonicalise pages that compete for the same intent.

      Example

      Topic: laptop repair -> /paslaugos/nesiojamu-kompiuteriu-remontas/ (main keyword: nešiojamo kompiuterio remontas)

      How to check it

      • The Workspace keyword map shows no "topic mapped to several pages" warnings, or each one is documented as intentional.
      • Search Console shows one main URL receiving impressions for each priority query.

      Learn more

    • HighEvery indexable page has a unique, descriptive titleOn-page SEO
      RequiredbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to every indexable page.

      What it means

      The <title> element is the main source of the title link in search results. It should say what the page is about, in the words searchers use.

      Why it matters

      Titles help search engines understand the page and strongly affect whether people click. Duplicate or generic titles ("Home", "Products") waste that.

      How to do it

      1. Give each page its own <title> that describes its main topic.
      2. Put the most important words first. Add the brand at the end with a separator if it helps.
      3. Keep titles short enough that the key words show before truncation, about 50 to 60 characters as a practical guide.
      4. Avoid keyword stuffing and repeated boilerplate.

      Example

      <title>Men's waterproof hiking boots | Example Outdoor</title>

      How to check it

      • A crawl shows no missing or duplicate titles on indexable pages.
      • The title shown in search results is close to the one you wrote. Large rewrites by Google suggest the title does not match the page.

      Platform notes

      PrestaShop:
      Set "Meta title" in each product's and category's SEO tab, and for other pages in Shop Parameters > Traffic & SEO.
      Shopify:
      Edit "Search engine listing" at the bottom of each product, collection and page.
      WordPress:
      Use an SEO plugin's title field, or the theme's title-tag support.
      Next.js:
      Set title in the metadata export or generateMetadata of each route.

      Sources

      Learn more

    • HighFilter and sort URLs do not create endless crawlable combinationsTechnical SEO
      SituationaladvancedDocumentedReviewed 2026-11-05

      When it applies: Applies to sites with filters or faceted navigation, mostly online stores and listings.

      What it means

      Filters such as colour, size and price can generate a huge number of URL combinations with near-duplicate content.

      Why it matters

      Uncontrolled facets waste crawling on low-value URLs and dilute signals. Google has published specific guidance for faceted navigation.

      How to do it

      1. Decide which filter pages deserve to be indexed, for example "women's running shoes" with real demand.
      2. Give those indexable filter pages unique titles, headings and content.
      3. Keep other combinations out of crawling. Common methods are robots.txt rules for parameter patterns, or not linking them as crawlable URLs.
      4. Keep sorting and session parameters non-indexable.

      Example

      Indexable: /shoes/running/women/. Not crawled: /shoes?color=red&size=38&sort=price

      How to check it

      • Search Console's Crawl stats and Pages reports do not show large numbers of parameter URLs.
      • A crawl of the site does not explode in URL count when you follow filters.

      Platform notes

      PrestaShop:
      Check how your faceted search module (for example ps_facetedsearch) builds filter URLs and whether it adds noindex or canonicals. Behaviour differs between versions and modules.
      Shopify:
      Collection filters use URL parameters. Shopify's default robots.txt blocks many of them. Check before changing it.
      WooCommerce:
      Layered navigation plugins create parameter URLs. Check how your plugin handles indexing.

      Sources

    • HighGA4 tracks organic visits and the key events that matterAnalytics
      RecommendedintermediateDocumentedReviewed 2026-11-05

      When it applies: Recommended for every business site. A site without conversion goals, such as a personal portfolio, can rely on Search Console alone.

      What it means

      GA4 is installed on every page, linked to Search Console, and the actions that create business value (enquiries, calls, purchases) are marked as tested key events.

      Why it matters

      Without key events you can report traffic but not what search contributes to the business. The Search Console link shows queries and landing pages next to engagement.

      How to do it

      1. Install GA4 on all pages, through your platform's integration or Google Tag Manager.
      2. Link Search Console to GA4, and publish the Search Console report collection in the GA4 Library.
      3. Mark business actions as key events, and test each one in the real-time report.
      4. Set data retention to 14 months, and filter internal traffic.
      5. Implement cookie consent as the law requires, and note how it affects the numbers.

      Example

      Key events: generate_lead (enquiry form), phone_click (tel: links), purchase (with value). Search Console linked, 14-month retention.

      How to check it

      • Each key event appears in GA4 after a test.
      • The Google Organic Search Queries and Traffic reports show data.

      Sources

      Learn more

    • HighImportant content and links work when the page is rendered by GoogleTechnical SEO
      SituationaladvancedDocumentedReviewed 2026-11-05

      When it applies: Applies when content is rendered in the browser with JavaScript, as in single-page apps or client-side frameworks.

      What it means

      On JavaScript-heavy sites, check that the main content, links and meta tags appear in the HTML Google renders, and that links are real <a href> elements.

      Why it matters

      Google renders JavaScript, but rendering can fail or be delayed. Links that only work through click handlers are not followed.

      How to do it

      1. Compare the raw HTML and the rendered HTML (URL Inspection > View crawled page) for key templates.
      2. Prefer server-side rendering or static generation for important content.
      3. Use <a href="..."> for navigation. Do not rely on onclick handlers.
      4. Do not block JS or CSS files that are needed for rendering in robots.txt.

      Example

      <a href="/category/boots/">Boots</a> (crawlable), not <span onclick="go('boots')">Boots</span>

      How to check it

      • URL Inspection's rendered HTML contains the main content and links.

      Platform notes

      Next.js:
      Server Components and static generation put content in the initial HTML. Check client-only components for content Google needs.

      Sources

    • HighImportant pages pass Google's people-first self-assessmentContent SEO
      RequiredintermediateDocumentedReviewed 2026-11-05

      When it applies: Applies to every site with content meant to rank.

      What it means

      Key pages are reviewed against Google's helpful content questions, such as original value, clear sourcing and authorship, first-hand experience, and whether readers can reach their goal without searching again.

      Why it matters

      Google's ranking systems aim to reward helpful, reliable content made for people. Pages made mainly for search engines tend to perform worse over time, especially after core updates.

      How to do it

      1. List your most important pages (services, categories, top guides).
      2. Answer Google's self-assessment questions for each, honestly and in writing.
      3. Add original value where it is missing, such as experience, photos, data, prices and real answers.
      4. Remove signs of search engine-first content, such as filler written to a word count, fake freshness, or topics outside your expertise.

      Example

      Laptop repair page: added real prices, turnaround times, photos of the workshop, and answers to the five most common customer questions.

      How to check it

      • Each key page has a written assessment and a list of improvements in the Workspace.
      • Compared with the top results for its main query, the page offers something they do not.

      Learn more

    • HighImportant pages receive internal links with descriptive anchor textOn-page SEO
      RequiredbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to every site.

      What it means

      Pages that matter should be linked from navigation, related pages and content, using link text that says what the target page is about.

      Why it matters

      Links are how Google discovers pages and understands their relationships. Orphan pages, with no internal links, may not be found at all.

      How to do it

      1. List your key pages and check how many internal links each receives.
      2. Link to them from relevant categories, articles and navigation.
      3. Use descriptive anchor text, such as "men's hiking boots", instead of "click here".

      Example

      See our <a href="/hiking-boots/men/">men's hiking boots</a> for wide fits.

      How to check it

      • The crawler's inlinks report shows that key pages are linked from several relevant pages and that there are no orphan pages.

      Sources

      Learn more

    • HighKeyword research is documented, with sources and datesKeyword research
      RequiredbeginnerCommon practiceReviewed 2026-11-05

      When it applies: Applies to every site that wants search traffic. For a very small site, a short list of topics is enough.

      What it means

      The keywords you target are written down with their intent, topic, the data behind them (Search Console, Keyword Planner or another tool) and when the data was collected.

      Why it matters

      Undocumented research cannot be checked, repeated or measured. Volumes are estimates that change, so the source and date matter.

      How to do it

      1. Start from seed keywords that come from the business and customers.
      2. Expand with Search Console queries, autocomplete, People also ask, Keyword Planner and competitor pages.
      3. Record intent, topic, the volume or impressions, and the data source and date for each keyword.
      4. Remove irrelevant keywords instead of keeping them for their volume.

      Example

      seo kursai | informational | topic: SEO courses | Keyword Planner LT 1K–10K (2026-11-05) | GSC 340 impressions (Aug–Oct 2026)

      How to check it

      • The keyword map exists, and every keyword has an intent and a topic.
      • Each volume figure has a source and a date.

      Learn more

    • HighLanguage and country versions are linked with hreflangTechnical SEO
      SituationaladvancedDocumentedReviewed 2026-11-05

      When it applies: Applies only to sites with more than one language or country version.

      What it means

      hreflang annotations tell search engines which URL to show for each language or region, for example lt-LT and en versions of the same page.

      Why it matters

      Without hreflang, the wrong language version may rank, or versions may be treated as duplicates.

      How to do it

      1. On each version, list every alternate version, including itself.
      2. Use valid language codes (ISO 639-1), optionally with a region (ISO 3166-1 alpha-2), for example lt or en-GB.
      3. Make annotations reciprocal. If A points to B, B must point to A.
      4. Add x-default for a language selector or fallback page.

      Example

      <link rel="alternate" hreflang="lt" href="https://example.com/lt/" />
<link rel="alternate" hreflang="en" href="https://example.com/en/" />
<link rel="alternate" hreflang="x-default" href="https://example.com/" />

      How to check it

      • A crawler's hreflang report shows no missing return links and no hreflang pointing to non-200 or non-canonical URLs.

      Platform notes

      PrestaShop:
      With several languages enabled, PrestaShop and most themes output language alternates. Verify they are complete and reciprocal on product and category pages.
    • HighMoved pages use direct permanent redirectsTechnical SEO
      SituationalintermediateDocumentedReviewed 2026-11-05

      When it applies: Applies whenever URLs change, for example in a redesign, migration, or when products are renamed.

      What it means

      When a URL changes permanently, redirect the old URL straight to the new one with a 301 or 308, without chains.

      Why it matters

      Permanent redirects tell Google to show and use the new URL. Temporary redirects (302, 307) keep the old URL shown. Chains slow crawling and users.

      How to do it

      1. Keep a redirect map (old URL to new URL) for every migration or URL change.
      2. Use 301 or 308 for permanent moves and 302 or 307 only for temporary ones.
      3. Update chains (A to B to C) so A goes straight to C.
      4. Update internal links to the final URL instead of relying on redirects.

      Example

      /old-product -> 301 -> /new-product

      How to check it

      • A crawl shows no redirect chains and no internal links that point to redirects.

      Platform notes

      PrestaShop:
      Core PrestaShop has limited redirect management. Redirects for deleted products are often handled by a module or at the server level.
      Shopify:
      Use Online Store > Navigation > URL Redirects, or bulk import a CSV.
      WordPress:
      Use a redirect plugin or server rules. Some SEO plugins include a redirect manager.

      Sources

    • HighOne preferred host (www or non-www) with redirects from the otherTechnical SEO
      RequiredbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to every site that responds on more than one hostname.

      What it means

      The site answers on one hostname. The other version (www or bare domain) redirects permanently to it.

      Why it matters

      Two live versions split signals between duplicate URLs and make reporting messy.

      How to do it

      1. Choose www or non-www. Either is fine.
      2. 301-redirect the other host to the same path on the chosen host.
      3. Use the chosen host in canonicals, the sitemap and internal links.

      Example

      https://www.example.com/a -> 301 -> https://example.com/a

      How to check it

      • Each host variant returns either 200 (the chosen host) or a single 301 to it.
    • HighPages work well on mobile, with the same main content as desktopTechnical SEO
      RequiredbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to every site.

      What it means

      Google mainly uses the mobile version of a page for indexing and ranking, so content and links missing on mobile may be ignored.

      Why it matters

      Most searches happen on phones, and the mobile version is the one Google mainly evaluates.

      How to do it

      1. Use a responsive layout with a viewport meta tag.
      2. Keep the same main content, headings, structured data and important links on mobile.
      3. Check tap targets, font sizes and that no content is wider than the screen.

      Example

      <meta name="viewport" content="width=device-width, initial-scale=1">

      How to check it

      • Key templates render correctly at 360 px width without horizontal scrolling.
      • Lighthouse mobile audit has no viewport or tap-target problems.
    • HighThe site clearly shows who is responsible for it and how to contact themContent SEO
      RequiredbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to every business site. A personal blog still benefits from a clear About page.

      What it means

      An About page and contact details make clear which business or person runs the site, with address, contact options and, for shops, customer service information.

      Why it matters

      Trust is the most important part of E-E-A-T. Google's quality rater guidelines ask raters to find who is responsible for a site and how to contact them, and visitors look for the same before buying.

      How to do it

      1. Publish an About page with the real business or person behind the site.
      2. Show contact details (email, phone, address where relevant) and link them from every page, usually in the footer.
      3. For shops, publish delivery, returns, guarantee and privacy information.
      4. Show legal company details where the law requires them.

      Example

      Footer: UAB Example, company code 123456789, Vilniaus g. 1, Šiauliai, +370 600 00000, [email protected]

      How to check it

      • A first-time visitor can find who runs the site and how to contact them within one click from any page.

      Learn more

    • MediumA weekly and monthly monitoring routine is in placeAnalytics
      RecommendedbeginnerCommon practiceReviewed 2026-11-05

      When it applies: Recommended for every site that depends on search traffic.

      What it means

      Someone checks Search Console, uptime of key pages and Google's Search Status Dashboard on a fixed schedule, and records problems.

      Why it matters

      Drops in traffic or indexing are far cheaper to fix when caught within days. Without a routine, problems are often noticed months later.

      How to do it

      1. Weekly, check the Performance report for sharp drops, and the overview for new issues, manual actions and security issues.
      2. Monitor that key pages are up and return 200, ideally with an automatic uptime check.
      3. Monthly, check the Page indexing and Core Web Vitals reports, and import fresh query data into the keyword map.
      4. When something changes, check the Search Status Dashboard and your own recent changes, and record issues with evidence.

      Example

      Monday 10-minute check: Search Console performance and overview, uptime report. First Monday of the month: indexing, Core Web Vitals, opportunities.

      How to check it

      • The routine is written down with an owner, and the last run date is recorded.

      Learn more

    • MediumArticles show honest, labelled publication and update datesOn-page SEO
      SituationalbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to sites with articles, news or blog posts. Product and service pages usually do not need dates.

      What it means

      Articles show a visible "Published" or "Last updated" date that matches datePublished and dateModified in structured data. Dates change only when the content changes substantially.

      Why it matters

      Google uses several signals to choose a byline date. Clear dates help readers judge freshness. Changing dates without real updates is named by Google as a sign of search engine-first content.

      How to do it

      1. Show a visible date with a label near the article title.
      2. Add datePublished and dateModified to Article or BlogPosting structured data, matching the visible dates.
      3. Update dateModified only after substantial changes to the content.
      4. Never use future dates, and keep other prominent dates on the page to a minimum.

      Example

      Visible: "Atnaujinta 2026-11-05"
JSON-LD: "datePublished": "2025-03-12", "dateModified": "2026-11-05"

      How to check it

      • The visible date and the structured data match in the Rich Results Test or Schema Markup Validator.
      • Dates change in your CMS history only when content changed.

      Learn more

    • MediumArticles show real authors with author pages and matching markupContent SEO
      SituationalbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to sites with articles or guides. Product and category pages do not need bylines.

      What it means

      Articles where readers would ask "who wrote this?" show a byline linking to an author page, and Article structured data lists each author with name and url.

      Why it matters

      Google asks sites to make authorship clear where readers expect it, and calls fake authors deceptive. Author pages support trust, especially on YMYL topics.

      How to do it

      1. Create an author page for each real author with their role, background and photo.
      2. Add bylines that link to the author page.
      3. In Article or BlogPosting structured data, list every author as a Person with name and url.
      4. Never use invented names or AI-generated photos for authors.

      Example

      "author": [{"@type": "Person", "name": "Jonas Jonaitis", "url": "https://example.com/apie/jonas-jonaitis/"}]

      How to check it

      • Bylines link to existing author pages.
      • The Rich Results Test shows the author in Article markup with the correct name and url.

      Learn more

    • MediumCore Web Vitals are in the "good" range for real usersTechnical SEO
      RecommendedadvancedDocumentedReviewed 2026-11-05

      When it applies: Recommended for all sites. Low-traffic sites may not have field data. Then use lab data as a guide.

      What it means

      Core Web Vitals measure real-user loading (LCP), responsiveness (INP) and visual stability (CLS), at the 75th percentile of visits.

      Why it matters

      Google says its ranking systems use Core Web Vitals, but relevance still matters more. A fast page will not outrank a much more relevant one. Speed also affects conversions.

      How to do it

      1. Check field data in PageSpeed Insights or the Search Console Core Web Vitals report.
      2. Aim for LCP of 2.5 s or less, INP of 200 ms or less, and CLS of 0.1 or less.
      3. Use lab data (Lighthouse) to debug. Judge success by field data.
      4. Fix the biggest causes first, such as heavy hero images, render-blocking scripts, unsized images and slow servers.

      Example

      Field data, mobile: LCP 2.1 s, INP 140 ms, CLS 0.03 (all good)

      How to check it

      • The Search Console Core Web Vitals report shows URLs as "Good", or field data passes in PageSpeed Insights.

      Sources

    • MediumEach page has a clear main heading that matches its topicOn-page SEO
      RecommendedbeginnerDocumentedReviewed 2026-11-05

      When it applies: Recommended for every content page. The exact number of headings does not matter.

      What it means

      The main visible heading, usually an <h1>, tells visitors and search engines what the page is about. Subheadings organise the rest.

      Why it matters

      Google says it uses the main visible title as one source for title links. Clear headings also help readers scan the page and help screen reader users. Google says heading order itself does not affect ranking.

      How to do it

      1. Give each page one clear main heading that describes its topic.
      2. Use subheadings (h2, h3) to structure sections logically.
      3. Use headings for structure, not for styling text.

      Example

      <h1>Men's waterproof hiking boots</h1> followed by <h2>How to choose the right size</h2>

      How to check it

      • A crawl shows no pages without a main heading among important templates.

      Sources

    • MediumImportant pages have a unique meta description that summarises themOn-page SEO
      RecommendedbeginnerDocumentedReviewed 2026-11-05

      When it applies: Recommended for important pages. Google writes its own snippet when there is none, so missing descriptions on minor pages are not an error.

      What it means

      The meta description is a short summary in the page head that Google may use as the snippet when it describes the page well.

      Why it matters

      Google does not describe it as a ranking factor, but a clear, specific description can improve click-through rate.

      How to do it

      1. Write a unique description for important pages that summarises what the visitor gets.
      2. Include concrete details such as price, delivery time, or location where they help.
      3. For large catalogues, generate descriptions from product data rather than copying one text everywhere.
      4. Do not use lists of keywords.

      Example

      <meta name="description" content="Waterproof leather hiking boots for men, sizes 40 to 47. Free delivery in Lithuania in 1 to 3 days.">

      How to check it

      • A crawl shows no duplicate meta descriptions on important pages.

      Platform notes

      PrestaShop:
      Set "Meta description" in the SEO tab of products and categories.
      Shopify:
      Edit "Search engine listing" on each product, collection and page.

      Sources

      Learn more

    • MediumMeaningful images have descriptive alt textOn-page SEO
      RequiredbeginnerDocumentedReviewed 2026-11-05

      When it applies: Applies to every site with meaningful images.

      What it means

      The alt attribute describes an image for screen readers and for search engines. Google uses it, together with context, to understand images.

      Why it matters

      It improves accessibility and image search visibility. Product images in particular can bring image search traffic.

      How to do it

      1. Write alt text that describes what the image shows, in context.
      2. Leave alt empty (alt="") for purely decorative images.
      3. Use descriptive file names, not image1.jpg.
      4. Use <img> elements for important images. Google does not index CSS background images.

      Example

      <img src="/img/brown-leather-hiking-boot.webp" alt="Brown leather hiking boot with a rubber sole, side view">

      How to check it

      • A crawl lists no missing alt text on meaningful images.

      Platform notes

      PrestaShop:
      Set image captions or legends per product image. Many themes use them as alt text.
      Shopify:
      Edit each image's alt text in the product media editor.
      WordPress:
      Set "Alternative Text" in the media library.

      Sources

    • MediumStructured data is valid and matches visible contentOn-page SEO
      RecommendedintermediateDocumentedReviewed 2026-11-05

      When it applies: Recommended where a supported type fits the content. Not required for indexing or for AI features.

      What it means

      Structured data (JSON-LD with schema.org types) describes page content such as products, organisations or articles. It must describe what users can actually see.

      Why it matters

      Valid markup can make pages eligible for rich results. Markup that misrepresents the page can lead to a manual action. Not every type produces a rich result. For example, FAQ and HowTo rich results are no longer shown.

      How to do it

      1. Add only types that describe the page's real content.
      2. Check Google's structured data gallery for the types it currently supports.
      3. Validate with the Rich Results Test (Google features) and the Schema Markup Validator (general schema.org).
      4. Keep values such as price and availability in sync with the page.

      Example

      <script type="application/ld+json">
{"@context":"https://schema.org","@type":"Organization","name":"Example UAB","url":"https://example.com","logo":"https://example.com/logo.png"}
</script>

      How to check it

      • The Rich Results Test shows no errors for the types you use.
      • Search Console enhancement reports show valid items.

      Sources

    • MediumThe site is verified in Bing Webmaster ToolsAnalytics
      RecommendedbeginnerDocumentedReviewed 2026-11-05

      When it applies: Recommended for every site. It takes a few minutes once Search Console is set up.

      What it means

      Bing Webmaster Tools shows how Bing crawls and indexes your site, and its search performance.

      Why it matters

      Bing is a separate search engine with its own index. It also accepts IndexNow submissions.

      How to do it

      1. Sign in at bing.com/webmasters and import your site from Google Search Console, or verify it directly.
      2. Check that your sitemap was imported or submit it.

      Example

      Imported from Google Search Console on 2026-11-05, sitemap: 1 file, 120 URLs

      How to check it

      • The site appears under My Sites with its sitemap processed.

      Learn more

    • LowThe home page states the preferred site name with WebSite structured dataOn-page SEO
      RecommendedbeginnerDocumentedReviewed 2026-11-05

      When it applies: Recommended for every site with a brand name. It sets a preference only. Google decides the name it shows.

      What it means

      Google shows a site name above each result. It chooses it automatically, mainly from the home page. WebSite structured data with name and url is the strongest way to state your preference.

      Why it matters

      A wrong or inconsistent site name looks unprofessional in results and weakens brand recognition.

      How to do it

      1. Add WebSite JSON-LD with name and url to the home page only.
      2. Optionally add alternateName with other acceptable names, in order of preference.
      3. Use the same name in the home page title, headings and og:site_name.

      Example

      {"@context":"https://schema.org","@type":"WebSite","name":"Servisas","alternateName":["Servisas.lt"],"url":"https://example.com/"}

      How to check it

      • The Schema Markup Validator parses the WebSite item without errors. The Rich Results Test does not support site names.
      • Search results show the intended site name after Google recrawls the home page.

      Sources

      Learn more

    • LowURLs are readable and describe the contentOn-page SEO
      RecommendedbeginnerDocumentedReviewed 2026-11-05

      When it applies: Most valuable when planning a new site. For an existing site, only change URLs when the benefit outweighs migration risk.

      What it means

      Use words that describe the page in the URL, for example /hiking-boots/men/, instead of IDs such as /index.php?id_category=12.

      Why it matters

      Readable URLs help users and can appear as breadcrumbs in results. Google says keywords in URLs have hardly any ranking effect, so do not change working URLs just to add keywords.

      How to do it

      1. Use short, lowercase words separated by hyphens.
      2. Keep one URL per page. Avoid session IDs in URLs.
      3. When changing existing URLs, 301-redirect the old ones.

      Example

      https://example.com/hiking-boots/men/

      How to check it

      • New pages follow the pattern. Changed URLs have redirects.

      Platform notes

      PrestaShop:
      Enable "Friendly URL" in Shop Parameters > Traffic & SEO, then regenerate robots.txt and check redirects.
      WordPress:
      Choose a "Post name" style structure in Settings > Permalinks before publishing content.

      Sources