Pre / Post Launch SEO Audit Checklist Template | Mike Ginley (2023)

• Mike Ginley
• Content Process
• July 15, 2022

TL;DR

• Website migrations are a difficult process where a lot can go wrong, especially with SEO.
• Ensuring that important SEO tasks are done correctly in their different phases can make all the difference for a successful website launch.
• Utilize this Pre / Post Launch SEO Audit Checklist Template to track the important tasks during your website migration.

Website launches and migrations are common tasks that SEO’s need to deal with. It is a stressful time because a lot can go wrong that can impact the organic visibility of a website. It is extremely important to optimize certain areas of the website to ensure rankings continue and users remain satisfied. I have put together a free template that is a checklist for the most important tasks for a successful SEO website migration or launch.

Pre / Post Launch SEO Audit Checklist Walkthrough

***Priority Task – If nothing else is done, make sure these are!

Pre Launch SEO Audit Checklist

Tacking

• Ensure KPIs Are Setup – Verify goals are set up and properly tracked in the dashboard.
• Organic Traffic / Analytics Review – Review organic traffic performance, top organic pages, etc.
• Final – Ensure Tracking Is Added On Site – Check with Analytics Team. Verify tracking code is firing.

Technical

• Frontend Scan – Front-end scan, and scrape of Google SERP. This will show us all site pages and the current SEO markup to identify which pages to maintain SEO markup
• XML Scan – XML sitemap scan. Check for any indexability errors or missing pages.
• Mockup & Information Architecture – Consulting for SEO Review the proposed new IA to advise on key considerations for SEO based on keyword research. Make recommendations for headings placement and content blocks.
• Site Architecture / URL Structure Planning – Site architecture will be reviewed and recommendations provided for URL naming and structure. Advise on navigation and breadcrumbs structure for best practices.
• SEO Markup – Write SEO-friendly Title Tags, H1 Headings, and Meta Descriptions for all pages (incorporating target keywords previously identified).
• 301 Redirect Mapping – Provide 301 redirect mapping for all URLs. Devs need to implement right at the switchover.
• Structured Data Markup Consulting – Advise on structured data markup to be utilized on the new website, such as product schema, organization schema, event schema, breadcrumbs, etc. Programming to implement recommendations.
• Canonicalization Best Practices – Review canonical tags usage and make recommendations if needed.
• JS Content Audit – Audit for any content or links dependent on JS. Can we optimize it to not need that?
• Page Speed Review – Review the website for any glaring page speed concerns, for example: excessively large images.
• Final – XML Sitemap Optimizations & Scanning – Final audit of XML sitemap, should be error free (all indexable URLs).
• Final – Visibility Audits – Frontend scans of site and improvements on internal linking structure or crawl errors.
• Final – Robots.txt File Optimization – Scans of the site will determine if any additional directives are needed.
• Final – Redirects Implementation – Add redirects from the old site to the new.
• Final – Google Search Console Setup – Add verification code on site.

On-Page

• Keyword Research: Current Rankings – Identify existing rankings for branded terms, non-branded terms, top traffic driving terms. Define top keywords to maintain in the web design project.
• Keyword Research: Target Keywords – Research keywords for opportunity terms related to core pillars. Identify top movers on the cusp of page 1.
• Keyword Research: Competitor Keywords – Research top branded and non-branded keywords for competitors to identify opportunities and keyword gaps.
• Internal Linking – Review the internal linking and make recommendations to add additional internal linking on top pages.
• Content Review for SEO – Review the content plans for the new website and advise on items such as: length of content, appropriate use of headings, appropriate use of target keywords
• Image Optimization – Scan site images and make recommendations for compression and/or image alt text if needed.

Off-Page

• Domain Audits – Audit all domains involved with migration.
• Identify All Local SEO Profiles – Document all profiles to ensure any name or content changes are accounted for.

Post Launch SEO Checklist

Tacking

• Verify Analytics – Ensure tracking is active.
• KPIs & Reporting – Are we accurately tracking all KPIs? What is our reporting cadence? Are we setup for it?

Technical

• Submit New XML Sitemap to Google Search Console – Submit new sitemap to trigger crawling, and monitor for any errors.
• Initial Crawls – Check frontend and XML for any indexability errors (noindex, blocked by robots, 3xx, 4xx, 5xx).
• Redirects Check – Audit implemented redirects for any errors, check past ranking URLs for any errors.
• Verify SSL & www. – Check for forced HTTPs as well as www.
• Check New Robots.txt File – Audit for any errors or missing directives.
• Change of Address in Google Search Console – Initiate COA in GSC. Both properties need to be in the same account.
• Verify Crawling/Rendering – Test content in a mobile-friendly test, and ensure Google can access it.
• Check Browser & Mobile Compatibility – Check all popular browsers and rendering.
• Verify Structured Data – Any errors? Is any data missing?
• Check Crawl Depth & Orphans – Any pages hidden or buried?
• Verify 404 Page – Is it throwing a proper error? Is the page helpful to the user?
• Crawl Error Cleanup – Continuous based on crawls. Check Frontend and XML for any non-indexable errors.
• Visibility Audits – Any crawl errors (3xx, 4xx, 5xx, canonical)? JS dependent content or links? Blocks or noindex? Excessive redirects or chains?
• Page Speed Audits – Continuous based on data.
• Google Search Console Verification & Maintenance – Constant monitoring of Google Search Console Coverage Report.

On-Page

• Page Title Optimization – Continuous based on data.
• Meta Description Optimization – Continuous based on data.
• Header Optimization – Continuous based on data.
• Internal Linking Additions – Continuous based on new content and rankings.
• Content Creation for Top Pages – Create content for top ranking pages to allow for consistent rankings and more linking opportunities.
• Content Creation for Gaps – SEO & Content will work together to create a content plan to help answer user queries.
• Content Calendar – Audit for thin content that is not helping the user. Is it out of date? Optimize accordingly. Check for cannibalization across all domains. New topics? Do we have a plan built out?

Off-Page

• Verify Local SEO Profiles – Check Google My Business and other profiles for accuracy.
• Competitor Audits – Content gaps? What are they doing that is working? What can we do to overtake that?
• Backlink Analysis – Audit backlink profile. Anything to disavow? Any domains with opportunities? Any unlinked mentions?
• Local SEO – Continuously monitor and optimize any priority local SEO profiles.

What Comes After The SEO Audit

Many websites complete SEO audits and unfortunately nothing happens with them. Sometimes it is due to poor planning, others it’s due to a lack of resources or prioritization. One of the most important parts of the SEO audit is making it actionable. After you complete an SEO audit you need to map out each task by priority and expected impact. Having a plan of attack will make it a lot easier to follow through with.

When you optimize these initial areas it does not mean that SEO is over. SEO is a continuous process that needs to evolve based on your user’s needs. Continue to audit your website for technical or visibility issues. Continue to plan out content that solves your user’s problems and is backed by keywords you know users are searching for. Review older content to ensure it is still relevant and up to date.

How I Help

I am mainly using this site as a portfolio to create content that can help others in the industry. I have learned so much from people in this field and I want to do my part to help as well. I will continue to createprocesses and free templatesthat can hopefully help anyone inSEOandDigital Marketing. If there is anything you are looking for or have questions about please reach out to me on myContact page or onTwitter!

Pre & Post Launch SEO Resources

• The Semrush Website Migration Checklist – SEMrush
• The Website Migration Checklist: How To Safeguard Your SEO While Updating Your Site – Botify
• The Website Migration Guide: SEO Strategy, Process, & Checklist – Moz

Who To Follow

Interesting/smart accounts you should be following on Twitter:

• @taylorannberg
• @azarchick
• @TheCoolestCool
• @Suzzicks
• @Jammer_Volts

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