Technical SEO Checklist: 14 Checks for a Healthy Website

A technical SEO checklist helps you find and fix the problems that stop Google crawling, indexing and understanding your website. Even excellent content can fail to rank if pages are blocked, slow, duplicated or broken.

This technical SEO checklist gives you 14 checks in a sensible order: crawling, robots.txt, indexing, sitemaps, HTTPS, duplicate content, URLs, mobile, speed and Core Web Vitals, structured data, redirects, images and more. Every point is based on Google's documentation, and it is written for small business and WordPress websites.

In this guide

• What technical SEO is, and why it comes first
• 1. Crawling: can Google reach your pages?
• 2. robots.txt: control crawling, not indexing
• 3. Indexing: are the right pages in Google?
• 4. XML sitemap
• 5. HTTPS and security
• 6. Duplicate content and canonical tags
• 7. URL structure
• 8. Mobile-first indexing and responsive design
• 9. Page speed and Core Web Vitals
• 10. Structured data
• 11. Redirects and status codes
• 12. Images and media
• 13. International and multi-language sites
• 14. Security, privacy and trust pages
• How to run this technical SEO checklist in practice
• Common technical SEO problems and how to fix them
• Technical SEO for WordPress: practical tips
• Using Search Console as your technical dashboard
• Technical SEO priorities for different site sizes
• Putting your technical SEO checklist on a schedule
• Frequently asked questions

What technical SEO is, and why it comes first

Technical SEO is everything that affects whether search engines can find, access, understand and display your pages properly, independent of what the pages say. Think of it as the plumbing and wiring of your website. Visitors rarely notice it when it works, but when it fails, the best content in the world cannot reach anyone.

This technical SEO checklist is designed for small and medium business websites, especially WordPress sites. It follows Google's own documentation, so each item is something Google itself recommends or explains. Where Google does not give a firm rule, we say so rather than inventing one. You do not need to be a developer to work through most of it, though some fixes will need your web developer or host.

Google's SEO Starter Guide states the aim simply: help search engines understand your content and help users decide whether to visit. Technical SEO makes the first half possible. If you want a team to run these checks for you, our technical SEO service covers them in detail.

1. Crawling: can Google reach your pages?

Crawling is how Google discovers pages. Google mainly finds pages through links from pages it already knows, so the structure of your site and the links within it matter.

• Every important page is linked from at least one other page. Google's link guidance says each important page should be linked using contextual anchor text. Orphan pages are hard to discover.
• Links are standard HTML anchors. Google generally follows only <a> elements with an href attribute. Links built only with scripts or non-anchor elements may not be picked up reliably.
• Anchor text is descriptive. Use words such as "boiler servicing in Leeds", not "click here".
• Navigation is clear and crawlable without logins or forms for important content.
• Server errors and slow responses are monitored. A site that frequently fails may be crawled less.
• Internal links are not broken. Fix 404 errors and update links that point to redirected URLs. Our recent site checks found that links to old, redirected addresses can build up over time, so audit them regularly.

2. robots.txt: control crawling, not indexing

The robots.txt file tells crawlers which URLs they may access. Google explains that it is used mainly to manage crawler traffic and avoid overloading your server. It is not a way to keep a page out of Google: Google says a page blocked by robots.txt can still appear in results without a description if other sites link to it. To keep a page out of search results, use a noindex directive or password protection.

• The file exists at the root of your domain and loads without errors.
• It does not block important pages, CSS, JavaScript or images that Google needs to render your pages. Blocking resource files can stop Google understanding the page.
• It references your sitemap (optional but helpful).
• You do not use it to hide sensitive content. Compliance is voluntary, and the file itself is public.
• Staging and test sites are protected with passwords and noindex, not just robots.txt.

3. Indexing: are the right pages in Google?

Indexing means Google has analysed a page and stored it so it can appear in results. Not every page should be indexed, and not every page that should be indexed will be.

• Check with site:yourdomain.co.uk to see whether your site appears in Google, as the SEO Starter Guide suggests.
• Use the URL Inspection tool in Search Console for important pages to see their indexing status and how Google renders them.
• Review the Pages (indexing) report in Search Console for errors such as "Crawled, currently not indexed", "Duplicate without user-selected canonical" or "Blocked by robots.txt".
• Important pages do not have a noindex tag accidentally left over from development.
• Low-value pages are handled deliberately: thin tag archives, internal search results and parameter URLs may be set to noindex or left out of the sitemap. A noindex page still needs to be crawlable for Google to see the directive.
• Old and test pages are removed or redirected rather than left to confuse crawlers.

4. XML sitemap

A sitemap helps Google discover your pages. Google says small sites of around 500 pages or fewer that are well linked internally may not need one, but that new sites with few external links can benefit. If you use WordPress, an SEO plugin probably generates one already. A sitemap does not guarantee that pages will be crawled or indexed.

• A sitemap exists and loads without errors, usually at /sitemap.xml or /sitemap_index.xml.
• It lists only canonical, indexable pages that return a 200 status. Remove redirected, noindex and error pages.
• It is submitted in Search Console, and the report shows no errors.
• It is referenced in robots.txt if you wish.
• Images or videos are included if they are important to your business and might otherwise be missed.

5. HTTPS and security

Your site should load over HTTPS. Google's canonical guidance recommends preferring HTTPS over HTTP and avoiding HTTPS-to-HTTP redirects and bad certificates.

• A valid SSL certificate is installed and renewed automatically.
• All HTTP URLs redirect to HTTPS with a single permanent redirect.
• The www and non-www versions resolve to one preferred version.
• There is no mixed content, such as images or scripts loaded over HTTP.
• The site is protected against malware and spam. Keep WordPress, themes and plugins updated, use strong passwords and two-factor authentication, and review user accounts.

6. Duplicate content and canonical tags

Duplicate content is not a penalty by itself, as Google's starter guide notes, but it can split signals and waste crawling. Google decides which version of duplicate pages to show, and you can guide it with redirects, canonical tags and sitemap signals.

• Each important page has a self-referencing canonical tag using an absolute URL.
• Duplicates point to the preferred version with a canonical tag or a permanent redirect. Google lists redirects as the strongest signal and canonical annotations as a strong one.
• You do not mix signals. Do not point different methods at different URLs for the same page.
• Internal links point to the canonical URL, not to duplicates.
• URL parameters, tracking codes and print versions do not create indexable duplicates.
• Do not use noindex or robots.txt to choose a canonical. Google advises against this.

7. URL structure

• URLs are descriptive and readable, as Google recommends, for example /services/boiler-servicing/ rather than /?p=1234.
• URLs use hyphens to separate words and avoid unnecessary parameters.
• URLs are stable. Avoid changing them without a redirect.
• Similar content is grouped in logical directories, such as /services/ or /blog/.
• There are no long redirect chains. Update internal links so they go straight to the final URL.

Our article on absolute versus relative links explains one common area of confusion.

8. Mobile-first indexing and responsive design

Google uses the mobile version of your content for indexing and ranking. Responsive design, where the same HTML and URL adapt to screen size, is the recommended setup.

• The site is responsive and tested on real phones.
• Mobile pages contain the same primary content as desktop. Accordions and tabs are fine for layout, but do not hide key content behind actions that Google may not trigger.
• Titles, descriptions, headings and structured data are the same on mobile and desktop.
• Images and videos use supported formats with meaningful alt text and stable URLs.
• Text is readable, buttons are tappable and pop-ups do not block content.
• Resources needed for rendering are not blocked.

9. Page speed and Core Web Vitals

Google recommends achieving good Core Web Vitals for success in Search and measures them at the 75th percentile of real page loads. The three metrics and their "good" thresholds are:

• Test key pages with PageSpeed Insights and review the Core Web Vitals report in Search Console.
• Compress and resize images, use modern formats such as WebP and lazy-load images below the fold.
• Set width and height on images to prevent layout shifts.
• Use caching and a quality host.
• Minimise heavy scripts, plugins and third-party widgets.
• Avoid intrusive pop-ups and interstitials that block content.

Our article on the strategic use of images in SEO has more on optimising images.

10. Structured data

Structured data helps Google understand the entities on your pages and can make pages eligible for enhanced results. It does not guarantee a rich result, and it must follow Google's guidelines.

• Use the most relevant types: Organization, LocalBusiness, Article, BreadcrumbList, FAQ where eligible and Product for shops.
• LocalBusiness markup includes the required properties, name and address, and recommended ones such as opening hours, telephone, URL and geo coordinates, following Google's LocalBusiness documentation.
• Markup matches visible content on the page.
• Markup is valid in Google's Rich Results Test and the Search Console enhancement reports.
• Do not mark up content that users cannot see or misrepresent reviews.

11. Redirects and status codes

• Deleted pages return 404 or 410, or redirect to a genuinely relevant replacement. Avoid redirecting everything to the home page.
• Permanent moves use 301 redirects.
• Redirect chains and loops are fixed.
• Important pages return a 200 status.
• Custom 404 pages help visitors and link to important sections.
• Server errors (5xx) are monitored and fixed quickly.

12. Images and media

Google's image guidance recommends standard HTML image elements, descriptive file names, meaningful alt text and images placed near relevant text, balanced with file size.

• Images use <img> with a src and not CSS backgrounds for important content.
• Alt text is descriptive and not stuffed with keywords.
• Files are compressed and sized sensibly. Heavy images slow pages and hurt performance.
• File names are descriptive and extensions match the file type.

13. International and multi-language sites

If your site has multiple languages or regions, tag them correctly. Use hreflang annotations so Google serves the right version, use a canonical in the same language where possible and avoid automatic redirects based on location that block crawlers. Most UK small business sites are single language and single region, in which case you can skip this section.

14. Security, privacy and trust pages

• Privacy policy and terms pages exist and are linked from the footer.
• Cookie consent is set up where required.
• Contact details are easy to find.
• Spam comments and forms are controlled. Large numbers of spam comments waiting in moderation suggest your site needs better anti-spam protection.

How to run this technical SEO checklist in practice

1. Start with Search Console: look at indexing, sitemaps, Core Web Vitals and security reports.
2. Crawl your site with a crawler to find broken links, redirect chains, missing titles and duplicates.
3. Test your key pages with PageSpeed Insights on mobile first.
4. Fix problems in order of impact: indexing blockers first, then speed and mobile issues, then tidy-ups.
5. Re-test after each batch and keep notes of what changed.
6. Schedule repeat checks every quarter, and after any redesign or migration.

Google says changes can take from a few hours to several months to show, so be patient and avoid changing too many things at once.

Common technical SEO problems and how to fix them

Technical SEO for WordPress: practical tips

Most small business sites run on WordPress, which makes many technical tasks easier but also adds its own risks. Use these tips to keep a WordPress site healthy:

• Use a reputable SEO plugin to manage titles, descriptions, sitemaps, canonical tags, robots directives and structured data. Review its settings rather than trusting defaults blindly.
• Review archives. Tag, author, date and category archives can create thin or duplicate pages. Decide which ones should be indexed. Many sites noindex tag and author archives.
• Keep plugins lean. Every plugin adds code and potential slowdowns. Remove ones you do not need.
• Use caching and image optimisation plugins carefully and test the effect on speed and layout.
• Update regularly and keep backups. Security problems and failed updates are common causes of sudden SEO problems.
• Check page builders. Some builders produce heavy code or hide content in ways that affect speed. Test your key pages on mobile.
• Control spam. Use anti-spam tools and moderate comments so your site is not filled with junk links.

Using Search Console as your technical dashboard

Google Search Console is the best free source of technical SEO information because it reports what Google itself sees. These reports are the most useful:

• Performance: shows queries, pages, countries and devices that bring impressions and clicks.
• Pages (indexing): lists indexed pages and reasons why others are not indexed.
• Sitemaps: shows whether your sitemap was read and how many pages were discovered.
• Core Web Vitals: groups pages by speed and stability issues for mobile and desktop.
• Mobile usability and page experience: highlight layout and tapping problems on phones where reported.
• Security and manual actions: tell you about hacking or policy actions against your site.
• URL Inspection: shows how Google crawls, renders and indexes a specific URL, and lets you request indexing.

Check Search Console at least monthly, and look at it after any major site change. If you ever hire an SEO, Google advises giving read-only access for audits.

Technical SEO priorities for different site sizes

Small brochure sites (5 to 30 pages): make sure HTTPS, mobile usability, speed, titles, canonical tags and structured data are right. A sitemap is helpful but not critical. Most problems here are speed and duplicated or thin pages.

Blog-heavy sites (30 to 300 pages): watch indexing and archives, internal linking, duplicate topics and image size. Large numbers of tag pages and thin posts can dilute quality.

Ecommerce sites: focus on category and product structure, canonical tags for variations and filters, structured data, speed and crawl efficiency. Faceted navigation can create many near-duplicate URLs.

Multi-location sites: each location needs its own page, accurate structured data and consistent details. Avoid duplicated text across locations.

Putting your technical SEO checklist on a schedule

The best technical SEO checklist is the one you actually use. Technical problems rarely appear all at once; they build up quietly as plugins are updated, pages are added and redirects pile up. A light but regular routine catches them early.

• Weekly (5 minutes): glance at Search Console for new errors, security alerts or a sudden drop in impressions.
• Monthly (30 minutes): check the indexing report, Core Web Vitals, broken links and your sitemap.
• Quarterly (2 hours): run the full technical SEO checklist above, crawl the site and review speed on mobile.
• After any big change: test the affected pages straight away. Redesigns, migrations, theme changes and plugin swaps are the most common causes of sudden technical problems.

Keep a simple log of what you check and fix. Over time it becomes a record of how your site has changed, which is useful for you and for anyone you hire later.

Frequently asked questions about technical SEO

What is included in a technical SEO checklist?

Crawling and internal links, robots.txt, indexing, sitemaps, HTTPS, canonical tags and duplicate content, URL structure, mobile usability, page speed and Core Web Vitals, structured data, redirects and status codes, and image optimisation.

How often should I run a technical SEO audit?

At least quarterly for most small business sites, and after any redesign, migration or major plugin change. Monitor Search Console continuously for alerts.

Do I need a developer for technical SEO?

Many checks can be done by a non-developer using Search Console and PageSpeed Insights. Some fixes, such as server configuration or code changes, may need a developer or host.

Does robots.txt stop pages appearing in Google?

No. Google says robots.txt is not a way to keep a page out of search. Blocked URLs can still appear without a description if other sites link to them. Use noindex or password protection.

Do I need an XML sitemap?

Google says small, well-linked sites may not need one, but it is helpful for new sites and large sites. It is easy to provide and harmless, so most sites include one.

What are good Core Web Vitals scores?

Google recommends LCP within 2.5 seconds, INP of 200 milliseconds or less and CLS of 0.1 or less, measured at the 75th percentile of page loads.

How long do technical SEO fixes take to show results?

Some changes can take effect within hours, others take weeks or months, according to Google. Wait a few weeks before judging, and track indexing and impressions in Search Console.

Want a technical SEO audit done for you?

SuperSEOPlus checks and fixes technical SEO issues for UK business websites and explains every change in plain English. Get a free SEO quote or request a free SEO analysis.