Technical SEO checklist: 25 points to check on your site

A site that looks correct to the eye can be poorly read by search engines: a forgotten noindex tag, duplicate titles, a home page redirecting to a version without a trailing slash. These flaws cost traffic without anyone noticing, often for months. This list reads in order: indexing first, then speed, then tags, then redirects and measurement. Each point produces a concrete action, not a score to admire. ## The twenty-five checks, by priority On indexing and structure: an up-to-date and submitted sitemap, a robots.txt that does not block important pages, a consistent canonical tag, a home page reachable without a duplicate version, no noindex on commercial pages, controlled URL parameters, correct pagination, and 4xx and 5xx errors removed. On speed: compress images in a modern format, load fonts correctly, limit tracking scripts, enable browser and server caching, check server response time, and test a typical product or article page, not just the home page. On tags and structured content: a unique and descriptive title per page, a clean meta description, a single H1, a logical heading hierarchy, alt text on images, valid structured data for the organisation, articles and products. On redirects and mobile: 301 redirects from the old version, no redirect chains, internal linking without broken links, a menu usable with a finger, a contact form tested on a phone, and a clickable phone number. This block-by-block approach makes delegation possible: a developer handles speed and tags, a marketing person checks content and titles, a manager approves conversions. Each check has an owner and a date. Without this split, the checklist stays in a corner of a desk and the same mistakes come back at the next check. Free tools cover most of the work. Search Console gives indexing errors and visitors' real queries, PageSpeed Insights measures speed and Core Web Vitals on mobile, and structured data testing tools validate the markup. A crawl tool rounds things off to explore the whole site in one go and spot broken pages. ## The most frequent mistakes The sites we see most often fail on redirects forgotten after a redesign, identical tags from one page to the next, uncompressed images, filter pages indexed en masse and a missing or outdated sitemap. These are quick fixes, often free, that produce visible results within a few weeks. Another classic mistake is fixing the site without measuring anything. If you don't know how many pages were indexed before the work, or how many clicks they received, you won't be able to prove the improvement. Take a screenshot of the figures in Search Console and Analytics before you start. Finally, a site built on a content management system can have contradictory settings between the SEO module and the theme. Always check the final rendering of the page in the browser, not just what the admin interface shows. When a page is not indexed, the order of investigation is simple: check the HTTP response code, then the tags present in the source, then robots.txt, then the page settings in the system. In the vast majority of cases, one of these four steps reveals the cause within a few minutes. Log each fix in a table with the date, the page concerned and the check performed: this log becomes the site's technical memory and speeds up the next checks. ## After the checklist Once the foundation is clean, the work moves to content and links. The [SEO audit](/services/seo/audit-seo/) guide then ranks fixes by commercial impact, and the [SEO migration](/services/seo/migration-seo/) guide covers URL and domain changes. If your site was recently rebuilt and has lost traffic, start by comparing the old and new URLs in Search Console before touching the content. A checklist fixes what is broken, not what is weak: it will never say whether a page answers a purchase intent or whether the content convinces. After the technical errors, progress comes from the pages themselves.

When this guide is for you

Your site has just gone live or been rebuilt and you don't know whether it is properly indexed
You see pages missing from Google despite quality content
You have migrated from one domain to another and want to check the result
You want a healthy technical foundation before investing in content or advertising

Step by step

Check indexing and the sitemap — Submit the XML sitemap in Search Console, check robots.txt (no key pages blocked), confirm the canonical tag on every page, review 'crawled, currently not indexed' pages, and remove 404 and 500 errors.
Check speed and Core Web Vitals — Test the home page, a category page and a typical product page on mobile with PageSpeed Insights. Compress images, remove unnecessary scripts, enable caching and a CDN if traffic is international.
Audit tags and structured data — One H1 per page, unique and informative titles, descriptions that make people want to click, images with alt text, and valid structured data (Organization, Product, FAQ).
Check redirects, internal links and mobile — Check that no redirect loops, that every old URL points to an equivalent page, that the site is usable on a phone and that internal links don't lead to errors.
Compare with traffic and conversions — Set up and check Google Analytics 4: a single property, a web stream, conversions (form, call, order) and correctly attributed organic traffic. A technical fix without measurement cannot be demonstrated.

What it costs (in MAD)

Service	Indicative price	Good to know
Full technical audit	6,000 – 20,000 MAD (≈ 550 – 1,800 €)	Crawl, index mapping, code fixes
Redirect plan after migration	3,000 – 15,000 MAD (≈ 270 – 1,400 €)	Depending on the number of URLs to redirect
Speed optimisation	4,000 – 20,000 MAD (≈ 370 – 1,800 €)	Images, scripts, caching and CDN

Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.

Mistakes to avoid

Leaving 404 pages after a redesign instead of redirecting them with 301s
Blocking all indexing with a 'Disallow' in robots.txt or a noindex left after go-live
Keeping identical title tags on every page, which blurs each page's intent
Relying on an audit done a year ago: the site, page templates and scripts change

Frequently asked questions

How long does the whole checklist take?

Half a day for a site with fewer than 100 pages using a crawl tool. For an e-commerce site with several thousand products, allow two to three days.

Do I need paid tools?

Not for the essentials: Search Console and PageSpeed Insights are free. Screaming Frog runs in a free version up to 500 URLs, which is enough for most brochure sites.

What should I do first?

Indexing. If key pages are not indexed, neither speed nor tags will have any effect. Then fix speed and redirects, then tags.

Are 'crawled, currently not indexed' pages serious?

Not always: they may be filters, sorting pages or duplicates. First check that these pages deserve to be indexed. If so, improve their content and internal linking.

When should I redo this check?

After every deployment, then a light check each quarter, and a full audit once a year or before a redesign.

Version française: /insights/checklist-pour-votre-site-web-seo/