The SaaS SEO Checklist - 60 Points From Technical to Content
A foundational SEO checklist that covers technical SEO, on-page optimization, content strategy, and link quality for SaaS teams.
Built for practical use
Technical SEO
A foundational SEO checklist that covers technical SEO, on-page optimization, content strategy, and link quality for SaaS teams.
On-page optimization
A foundational SEO checklist that covers technical SEO, on-page optimization, content strategy, and link quality for SaaS teams.
Content planning
A foundational SEO checklist that covers technical SEO, on-page optimization, content strategy, and link quality for SaaS teams.
Link quality review
A foundational SEO checklist that covers technical SEO, on-page optimization, content strategy, and link quality for SaaS teams.
How to Use This Checklist
This is a comprehensive SEO audit checklist organized into 4 categories totaling 60 checkpoints. Walk through each section against your website, scoring each point (Pass / Partial / Fail).
Categories:
- Technical SEO (20 points)
- On-Page SEO (15 points)
- Content Strategy (15 points)
- Link Building & Off-Page SEO (10 points)
Priority levels:
- Critical — Blocks Google from ranking your site. Fix immediately.
- Major — Significantly impacts rankings. Fix within 30 days.
- Minor — Polish and optimization. Fix within 90 days.
Scoring
- Pass = 1 point, Partial = 0.5 points, Fail = 0 points
- Maximum: 60 points
Score interpretation:
- 50-60: Excellent SEO foundation
- 40-49: Good — targeted improvements available
- 30-39: Below average — significant gaps
- Below 30: Major SEO issues likely holding back growth
Run The SEO Review
Work through the 60-point SEO checklist and capture gaps in crawlability, metadata, content, and authority.
Core Web Vitals (Google's official page experience metrics)
1. Largest Contentful Paint (LCP) is under 2.5 seconds.
LCP measures loading performance — specifically when the largest visible content element finishes rendering. Google threshold: ≤2.5s is "good," 2.5-4.0s is "needs improvement," >4.0s is "poor." Test with Google PageSpeed Insights or Chrome Lighthouse. **Priority: Critical**
2. Interaction to Next Paint (INP) is under 200 milliseconds.
INP measures responsiveness — how quickly the page responds to user input. Google threshold: ≤200ms is "good," 200-500ms is "needs improvement," >500ms is "poor." INP replaced FID (First Input Delay) in March 2024. **Priority: Critical**
3. Cumulative Layout Shift (CLS) is under 0.1.
CLS measures visual stability — whether page elements shift unexpectedly during load. Google threshold: ≤0.1 is "good," 0.1-0.25 is "needs improvement," >0.25 is "poor." Common causes: images without width/height attributes, late-loading ads or banners, dynamic content insertion. **Priority: Critical**
4. Core Web Vitals pass for 75% of page visits.
Google's thresholds must be met for at least 75% of real-user visits (measured via field data from Chrome User Experience Report). Lab data from Lighthouse is useful for debugging but not used for ranking. Check Search Console → Core Web Vitals report. **Priority: Critical**
Crawlability & Indexation
5. Site uses HTTPS (not HTTP).
Google has confirmed HTTPS as a ranking factor since 2014. Sites on HTTP show "Not Secure" warnings in browsers, creating trust and ranking penalties. Install an SSL certificate (free via Let's Encrypt). **Priority: Critical**
6. XML sitemap is submitted and healthy.
Sitemap lists all pages you want indexed. Submit via Google Search Console → Sitemaps. Check for errors. Sitemap should include only canonical, indexable URLs. **Priority: Critical**
7. robots.txt is configured correctly.
robots.txt tells crawlers which pages they can access. Common mistakes: blocking important pages, blocking JavaScript/CSS, using wildcards incorrectly. Also ensure you're not blocking AI crawlers (GPTBot, ClaudeBot, PerplexityBot) if you want AI discoverability. **Priority: Critical**
8. No pages are accidentally noindexed.
`<meta name="robots" content="noindex">` removes pages from Google's index. Check every important page for accidental noindex tags. Use Screaming Frog to audit all pages. **Priority: Critical**
9. Canonical tags are correct.
Every page has a self-referencing canonical tag or points to the correct primary version. Prevents duplicate content issues. Mismatched canonicals confuse Google. **Priority: Major**
10. No orphan pages.
Every indexable page is linked from at least one other page on your site. Orphan pages are hard to crawl and rarely rank. Audit with Screaming Frog. **Priority: Major**
Mobile-First Indexing
11. Mobile version is fully functional.
Google uses the mobile version of your site for ranking (mobile-first indexing). Mobile site must have the same content, metadata, and structured data as desktop. **Priority: Critical**
12. Mobile usability has no errors.
Check Google Search Console → Mobile Usability. Common errors: touch elements too close, text too small, viewport not configured, content wider than screen. **Priority: Critical**
13. Mobile page speed meets Core Web Vitals.
Mobile is typically slower than desktop due to network and device constraints. Mobile Core Web Vitals are more important than desktop for rankings. **Priority: Critical**
Site Architecture
14. Site structure is logical (3-click rule).
Users and crawlers can reach any important page within 3 clicks from the homepage. Deep URLs (`/blog/category/subcategory/subsubcategory/post`) reduce crawlability. **Priority: Major**
15. URLs are clean and descriptive.
Use hyphens (not underscores). Use lowercase. Include target keyword. Keep under 75 characters. Avoid parameters (`?id=123`) for important pages. **Priority: Major**
16. Internal linking strategy is in place.
Pages link to related pages with descriptive anchor text. Important pages have more internal links pointing to them. Avoid links like "click here" — use descriptive text. **Priority: Major**
17. No broken internal links (404s).
Test with Screaming Frog or Broken Link Checker. Fix or redirect broken links. Broken links waste crawl budget and hurt user experience. **Priority: Major**
Structured Data
18. Organization schema is implemented.
Add JSON-LD schema for Organization on homepage with name, logo, URL, contact info, social profiles. Helps Google understand who you are. **Priority: Major**
19. Relevant schema types are added per page.
Article schema for blog posts, FAQPage for FAQ pages, Product for product pages, BreadcrumbList for breadcrumbs, SoftwareApplication for SaaS products. **Priority: Major**
20. Schema validates with no errors.
Test with Google Rich Results Test (search.google.com/test/rich-results) and Schema.org validator. Errors prevent rich snippets. **Priority: Major**
Title Tags
21. Every page has a unique title tag.
No duplicate titles across pages. Use Screaming Frog to find duplicates. **Priority: Critical**
22. Titles are 50-60 characters.
Longer titles get truncated in search results. Include primary keyword near the beginning. Format: `Primary Keyword | Brand` or `Primary Keyword - Secondary Context | Brand`. **Priority: Major**
23. Titles match search intent.
If users searching your keyword want a "how-to" guide, your title should indicate that. If they want a comparison, structure accordingly. **Priority: Major**
Meta Descriptions
24. Every page has a unique meta description.
Under 155-160 characters. Describes what's on the page. Includes the target keyword naturally. Encourages clicks with benefit-focused language. **Priority: Major**
25. Meta descriptions include a clear value proposition.
Why should someone click? What will they learn, get, or accomplish? Generic descriptions ("Welcome to our blog") waste the opportunity. **Priority: Major**
Heading Structure
26. One H1 per page.
The H1 should contain your primary keyword. Multiple H1s confuse Google about the page's main topic. **Priority: Major**
27. Headings follow logical hierarchy.
H1 → H2s for sections → H3s for subsections. Don't skip levels (no H1 → H3 without H2). **Priority: Major**
28. Headings contain target keywords (naturally).
Include primary keyword in H1 and at least one H2. Use related keywords (LSI) in other H2s and H3s. Avoid keyword stuffing. **Priority: Major**
Content Optimization
29. Primary keyword appears in the first 100 words.
Signals to Google what the page is about. Natural usage, not forced. **Priority: Major**
30. Content length matches search intent.
"What is X?" queries: 800-1,500 words. "How to X" queries: 1,500-2,500 words. Comprehensive guides: 2,500-5,000 words. Quick answers: 300-600 words. Length should match intent, not exceed it. **Priority: Major**
31. Content is written for humans first.
Avoid keyword stuffing (keyword density over 2-3% is a red flag). Write naturally, then optimize. Use synonyms and related terms. **Priority: Major**
Images
32. All images have descriptive alt text.
Alt text should describe the image content. Use target keyword naturally where relevant, but don't force it. Decorative images have empty alt="". **Priority: Major**
33. Images are compressed and optimized.
Use WebP format for best compression. Aim for under 200KB per image. Use responsive srcset for different screen sizes. Large images slow down LCP. **Priority: Major**
34. Images have width and height attributes.
Prevents Cumulative Layout Shift (CLS) during load. Tell the browser the space the image will occupy before it loads. **Priority: Major**
Links
35. Internal links use descriptive anchor text.
"Read our SaaS onboarding guide" (not "click here"). Anchor text helps Google understand what the linked page is about. **Priority: Major**
Keyword Research
36. Primary keywords are researched and targeted.
Use Ahrefs, SEMrush, or Google Keyword Planner. Target keywords with: clear search intent, reasonable volume (100+ searches/month), achievable difficulty for your domain authority. **Priority: Critical**
37. Keywords are mapped to specific pages.
Each page targets one primary keyword + 2-3 related secondary keywords. Avoid targeting the same keyword with multiple pages (keyword cannibalization). **Priority: Major**
38. Long-tail keywords are captured.
Beyond primary keywords, target long-tail variations that match user questions. Long-tail keywords have lower volume but higher conversion rates. **Priority: Major**
Topic Clusters & Content Architecture
39. Pillar pages exist for core topics.
Comprehensive pillar pages (2,000-5,000 words) cover major topics. These rank for competitive keywords and anchor topic clusters. **Priority: Major**
40. Cluster pages link to pillar pages.
Supporting articles target long-tail variations and link back to the pillar page. Pillar links out to cluster pages. Creates topical authority. **Priority: Major**
41. Content calendar aligns with keyword strategy.
Publishing schedule targets keyword opportunities systematically, not randomly. See Resource 11: Content Marketing Calendar Template. **Priority: Major**
Content Quality (E-E-A-T)
42. Content demonstrates Experience.
Firsthand knowledge, real examples, case studies, original data. Google's E-E-A-T prioritizes experiential content. **Priority: Major**
43. Content demonstrates Expertise.
Author credentials visible. Content written by subject matter experts. Technical accuracy. **Priority: Major**
44. Content demonstrates Authoritativeness.
Your brand is cited by others, mentioned in industry publications, linked from authoritative sources. **Priority: Major**
45. Content demonstrates Trustworthiness.
Accurate information, cited sources, contact information, privacy policy, transparent business practices. **Priority: Major**
Freshness & Maintenance
46. Content is regularly updated.
Outdated content loses rankings. Review top-performing pages every 6-12 months. Update statistics, examples, and links. **Priority: Major**
47. Low-performing content is pruned or merged.
Pages with no traffic, thin content, or outdated information drag down overall site authority. Either improve, merge, or remove (with redirects). **Priority: Minor**
Search Intent Matching
48. Content matches the SERP format.
If top results are list posts, don't publish a long essay. If top results are guides, don't publish a quick answer. Analyze the current top 10 before writing. **Priority: Major**
49. Featured snippets are optimized for.
Structure content with clear headings, concise answers (40-60 words), numbered lists, and tables for question-based queries. **Priority: Major**
50. Content covers questions users ask.
Use AnswerThePublic, AlsoAsked, or the "People Also Ask" section of search results to identify related questions. Address them in your content. **Priority: Major**
Backlink Strategy
51. Domain Authority / Domain Rating is tracked.
Monitor with Ahrefs, Moz, or SEMrush. Baseline your current authority and track over time. **Priority: Major**
52. Quality of backlinks matters more than quantity.
One link from TechCrunch is worth 100 from low-quality directories. Focus on earning links from relevant, authoritative sites. **Priority: Major**
53. Backlink acquisition strategy is in place.
Guest posting, digital PR, original research, tool creation, broken link building, resource page outreach, HARO/Qwoted, podcast appearances. **Priority: Major**
54. Toxic backlinks are monitored and disavowed.
Spammy links from irrelevant sites can hurt rankings. Use Google Search Console to identify and disavow via Disavow Tool. **Priority: Major**
Brand Signals
55. Brand is searched for.
Branded search volume is a strong ranking signal. Growing branded searches over time indicates growing authority. **Priority: Major**
56. Brand is mentioned across the web (even unlinked).
Unlinked brand mentions are increasingly important. Use tools like Google Alerts or Mention.com to monitor. **Priority: Minor**
Local SEO (if applicable)
57. Google Business Profile is optimized.
Complete profile, accurate NAP (Name, Address, Phone), categories, photos, posts, reviews. **Priority: Major** (for local businesses)
58. NAP consistency across web.
Name, Address, Phone number consistent everywhere (your site, directories, social profiles, citations). **Priority: Major** (for local businesses)
Reviews & Reputation
59. Reviews are collected and managed.
Google reviews, G2, Capterra, Trustpilot (whatever is relevant). Respond to both positive and negative reviews. **Priority: Major**
60. Reputation is actively managed.
Monitor brand mentions. Address negative feedback. Build relationships with industry influencers. **Priority: Minor**
Tools to Use
Technical SEO:
- Google Search Console (free, essential)
- Screaming Frog SEO Spider (£199/year or free version for up to 500 URLs)
- Ahrefs Site Audit (paid, best for larger sites)
- Google PageSpeed Insights (free)
- Chrome Lighthouse (free, built into DevTools)
Keyword Research:
- Ahrefs Keywords Explorer
- SEMrush Keyword Magic Tool
- Google Keyword Planner (free)
- Ubersuggest
- AnswerThePublic
Backlink Analysis:
- Ahrefs Site Explorer
- Moz Link Explorer
- SEMrush Backlink Analytics
Content Optimization:
- Clearscope
- SurferSEO
- Frase
- MarketMuse
Sources and References
- Google Search Central Documentation (developers.google.com/search)
- Google Core Web Vitals Guidelines (2024 thresholds)
- Google's E-E-A-T Guidelines (Search Quality Rater Guidelines)
- Ahrefs SEO Research
- Moz Beginner's Guide to SEO
- Search Engine Journal industry research
Created by Desisle — SaaS UI/UX Design Agency desisle.com | hello@desisle.com Free to use and share with attribution.
For a full technical SEO audit of your site, contact us at hello@desisle.com.
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