Purpose
To ensure all content (blogs, landing pages, case studies, etc.) is optimized for SEO performance, user experience, and conversions before publishing.
Scope
- Applies to all website content (pillar pages, subtopic blogs, service pages, landing pages).
- Executed by SEO specialists, content leads, and publishers.
- Enforced at the final stage of production before content goes live.
Objectives
- Guarantee SEO hygiene across all content.
- Standardize optimization so results are measurable and scalable.
- Enhance user engagement, accessibility, and discoverability.
Step-by-Step Process
Step 1 – Pre-Publishing SEO Checks
| Checkpoint | Action | Tool/Method |
| Keyword Placement | Primary keyword in H1, first 100 words, meta title, URL, and naturally in body | Manual review |
| Secondary Keywords | Sprinkle in sub-headings and supporting content | Manual + SEO tool |
| Meta Title & Description | Unique, keyword-rich, within character limits (Title ≤ 60, Description ≤ 155) | Yoast, RankMath, Semrush |
| URL Structure | Short, descriptive, keyword included | CMS slug editing |
| Headers (H1, H2, H3) | Hierarchy correct, include keywords naturally | Manual review |
| Alt Text for Images | Descriptive, keyword if relevant | CMS image editor |
| Schema Markup | Add Article, FAQ, Breadcrumb schema where applicable | Google Rich Results Test |
| Internal Links | Link to at least 2–3 related posts/pillar pages | Manual |
| External Links | Reference authoritative, relevant sources | Manual |
Step 2 – UX & Readability Optimization
| Checkpoint | Action |
| Paragraph Length | Max 3–4 lines per paragraph |
| Readability | Use simple, active voice; avoid jargon |
| Bullet Points & Tables | Use for scannability |
| Multimedia | Add visuals, infographics, videos where possible |
| CTA Placement | At least one clear CTA per piece (aligned to funnel stage) |
Step 3 – Technical Performance Checks
| Checkpoint | Action | Tool/Method |
| Mobile Responsiveness | Test across devices | Google Mobile-Friendly Test |
| Page Speed | Optimize images, lazy loading, caching | PageSpeed Insights |
| Core Web Vitals | Check LCP, FID, CLS scores | GSC |
| Accessibility | Verify alt tags, contrast ratios, ARIA roles | Axe, Wave |
Step 4 – Final QA & Approval
- SEO Specialist runs through the On-Page Checklist.
- Publisher verifies formatting, tagging, and categorization.
- Content Lead signs off before publishing.
Roles & Responsibilities
| Role | Responsibility |
| Writer/Designer | Ensures draft includes keywords, structure, visuals |
| SEO Specialist | Performs full on-page optimization checks |
| Content Lead | Approves before publishing, ensures persona/funnel alignment |
| Publisher | Uploads content, applies schema, ensures technical compliance |
Governance
- Checklist Enforcement: Every content piece must complete the checklist before publishing.
- Audit Frequency: Monthly spot-check of 10% of live pages.
- Escalation: Missing SEO elements → flagged to SEO Lead & Marketing Manager.
- Continuous Update: Checklist updated quarterly based on Google algorithm updates.
Outcome
- Consistently optimized pages across all clients.
- Higher rankings, CTR, and engagement due to SEO + UX alignment.
- Stronger foundation for link building, repurposing, and conversions.