SEO for a new website: the complete pre-launch checklist

Key points

• An important page must answer one clear intent.
• A sitemap does not fix weak or inaccessible pages.
• Measure leads and sales, not just visits.

Architecture before keywords

Group searches by the problem the user wants to solve. Create distinct pages for distinct services and avoid near-identical pages for minor variations.

Every important page must be reachable through descriptive internal links, not just through the sitemap.

The technical check

Confirm the correct server response, the canonical HTTPS version and the absence of accidental blocks. The title, description and canonical URL must be unique.

• XML sitemap with real update dates
• robots.txt pointing to the sitemap
• 301 redirects for old URLs
• Useful 404 pages
• Valid JSON-LD structured data
• Properly sized images with alt text

Content worth indexing

Answer the question directly, then add context, examples, criteria and next steps. Include the author, the update date and sources when you make verifiable claims.

Do not chase an arbitrary length. Google recommends helpful, complete content created for people, not pages padded to hit a word count.

The period after launch

Submit the sitemap in Google Search Console and Bing Webmaster Tools, track indexing and fix the errors. Compare the terms that bring impressions with the message of the page and improve the answers.

How to build content clusters

Start with a commercial page for each important service and link the articles that answer the questions around that service. The commercial page explains the offer, while the articles cover costs, comparisons, risks and implementation steps.

This structure helps the reader move from research to decision and gives search engines clear thematic relationships between pages.

• Main service page
• Buying guides
• Cost articles
• Case studies
• FAQs

Useful signals for generative answer engines

ChatGPT, Claude, Gemini and Perplexity need accessible pages and information that can be attributed. Use direct answers, a clear author, update dates, examples and primary sources for technical claims.

Consistency matters. The company name, the services, the location and the contact details must be the same in the content, the structured data and the external profiles.

What to track after indexing

In Search Console, track indexed pages, queries, impressions and click-through rate. In your analytics tool, track the path to the form, the call or the order. Traffic without commercial actions is not the end goal.

For AI search, track referrals from ChatGPT, Perplexity and other sources, plus the questions where the brand is mentioned or cited. Use this information to complete the content, not to manipulate the dates.

An editorial plan for the first period

Start with the service pages and the questions that come before a purchase: cost, duration, comparisons, risks and selection criteria. Publish less often, but deliver a complete answer worth keeping and citing. Link each article to the relevant commercial page.

In the following months, fill the gaps observed in Search Console and in conversations with the sales team. Real customer questions are a better source of topics than generic keyword lists.

The final audit on launch day

Check all the important URLs, the redirects, the titles, the canonicals, the sitemap and the forms. Open the pages on a phone, test keyboard navigation and confirm that the images have stable dimensions. Remove the passwords and noindex tags used during development.

Record the initial version of the speed, indexing and conversion metrics. Without this baseline you will not be able to prove whether later changes helped.

• 200 response
• Unique title
• Correct canonical
• Tested form
• Accessible sitemap
• Active measurement

Frequently asked questions