New Website SEO Checklist: 25 Steps Before and After Launch
A 25-step new website SEO checklist covering pre-launch setup, launch-day checks and the first 90 days: indexing, on-page SEO, speed, local listings and links.
Launching a new website is the best time to get SEO right, because fixing structure, URLs and redirects later is much harder. This checklist covers 25 steps in three stages: before launch, on launch day and in the first 90 days. Work through it in order and tick off each item.
Before launch: foundations
1. Choose a clean domain and one preferred version
Pick https and either www or non-www, and make every other version redirect to it with a single 301 redirect. Mixed versions split signals and create duplicate URLs.
2. Install an SSL certificate
Every page should load over https without browser warnings. Most hosts offer free certificates.
3. Plan a simple site structure
Group pages into logical sections, and keep important pages within a few clicks of the homepage. A clear structure helps visitors and crawlers alike.
4. Use short, readable URLs
Use lowercase words separated by hyphens, such as /services/website-design/. Avoid dates, IDs and long parameter strings in URLs you want to rank.
5. Research one main keyword per page
Map each important page to one main search phrase and its close variations. Two pages targeting the same phrase compete with each other.
6. Write unique title tags and meta descriptions
Each page needs its own title with its main keyword near the start, and a meta description that tells searchers why to click.
7. Use one H1 and logical headings
Each page should have one H1 that describes the page, with H2 and H3 headings for sections. Headings should outline the content, not decorate it.
8. Write content that answers the search
Thin placeholder pages hurt new sites. Every page you launch should fully answer what a searcher wants, with specific details only you can provide.
9. Optimise images
Compress images, use modern formats such as WebP where possible, set width and height, and write descriptive alt text.
10. Check mobile usability and speed
Google uses the mobile version of your site for indexing. Test key pages on a real phone and with PageSpeed Insights, and fix large images, render-blocking scripts and layout shifts.
11. Add structured data where it fits
Add Organization or LocalBusiness markup on the homepage, and Article, Product or FAQ markup where it genuinely matches the content. Test it with Google's Rich Results Test.
12. Plan redirects if you are replacing an old site
Map every old URL to its closest new URL and set up 301 redirects before launch. This step is the one most often missed in redesigns, and it protects the links and rankings the old site earned.
Launch day: open the doors to Google
13. Remove staging blocks
Check that robots.txt does not contain "Disallow: /" for all user-agents and that no pages carry a leftover noindex tag. In WordPress, untick "Discourage search engines from indexing this site" under Settings, then Reading. Our robots.txt guide shows what a safe file looks like.
14. Generate and check your XML sitemap
Make sure it lists only canonical, indexable pages that return a 200 status. See our XML sitemap guide for details.
15. Set up Google Search Console
Add a Domain property, verify with DNS and submit your sitemap. Our Search Console setup guide walks through every step.
16. Set up Bing Webmaster Tools
You can import your sites directly from Search Console in a few clicks. Bing powers several other search experiences, so it is worth the few minutes.
17. Install analytics
Set up Google Analytics or another analytics tool so you can measure traffic and conversions from day one.
18. Request indexing for key pages
Use URL Inspection in Search Console on your homepage and most important pages, then request indexing.
19. Test canonical tags and status codes
Inspect a few pages to confirm each has a self-referencing canonical and returns 200. Check that a made-up URL returns a real 404, not a 200 page.
First 90 days: build discovery and trust
20. Create your Google Business Profile (local businesses)
If you serve customers in a location, create and verify a Google Business Profile. Our Google Business Profile optimization guide covers every field.
21. List your business consistently
Add your business to relevant directories and platforms with the same name, address and phone number everywhere.
22. Link your social profiles
Add your website to your social profiles, YouTube channel and any marketplace listings, and link back to those profiles from your site.
23. Build early backlinks
New sites have few external links, which slows discovery. Start with genuine opportunities: suppliers, partners, local associations, guest articles and resources pages. For quick discovery coverage, a free run with Backlink Generator submits your URL to public lookup pages such as site stats, WHOIS and SEO analysis pages, creating up to 100 mostly nofollow discovery mentions in one free run with a free account. These help crawlers find your site; they do not guarantee indexing or rankings.
24. Publish regularly
Add useful pages or posts on a steady schedule and link each new page from related older ones. Fresh, well-linked content gives Google reasons to return.
25. Review Search Console every week
Watch the Pages report for indexing problems and the Performance report for the first queries and impressions. If key pages stay unindexed, our guide to fixing each Search Console status explains what each reason means and how to fix it.
The checklist at a glance
| Stage | Steps | Main goal |
|---|---|---|
| Before launch | 1 to 12 | A clean, crawlable, useful site |
| Launch day | 13 to 19 | Let Google find and crawl it |
| First 90 days | 20 to 25 | Build discovery, links and trust |
FAQ
How long does it take for a new website to show in Google?
There is no fixed time. Some new sites see pages indexed within days, others take weeks, depending on how easily Google can find the site and how useful the pages are. Search Console, a sitemap and external links all help Google find it sooner.
Should I launch with a few pages or wait until the site is complete?
Launch when your core pages are genuinely useful, even if there are only a few. Avoid launching with empty placeholder pages, and add content steadily afterwards.
Do I need to pay for SEO tools to launch a new website?
No. Google Search Console, Bing Webmaster Tools, PageSpeed Insights and the Rich Results Test are free and cover every step in this checklist.