A good SEO checklist for a small business website covers four things: Google can reach your pages, each page says clearly what it offers, your business details are easy to confirm, and your local listing is complete. You do not need a specialist to get these basics right. Here are the twelve checks we look at first, in the order we would fix them.
Check that Google can reach and read your site
1. Every page loads over HTTPS
Every page should load with https:// in the address, not just the homepage. Most hosting providers include a free certificate. Search Console’s HTTPS report shows which pages are not served securely and what to fix.
2. Your important pages can be indexed
A single noindex rule removes a page from Google Search entirely. These rules are sometimes left behind after a website rebuild, so check for them first. The URL Inspection tool in Google Search Console confirms whether each key page is indexed.
3. Pages load quickly on phones
Run your homepage and main service pages through PageSpeed Insights. It is free, tests each page on mobile and desktop, and lists what to fix. Start with the pages that bring in enquiries.
4. You have a sitemap and a sensible robots.txt file
A sitemap lists the pages you want search engines to find. Most content management systems create one for you, so you usually only need to submit it in Search Console.
A robots.txt file tells crawlers which parts of the site they may visit. It is not a way to keep a page out of Google. Use noindex for that instead.
Make each important page clear
5. Write a clear, different title for each page
The page title usually becomes the link people click in search results, and long titles are cut short to fit the screen. Put the main service near the start, add your brand briefly, and use a different title on every page. For example: “Emergency plumbing repairs | Smith Plumbing”.
6. Add a helpful meta description
Write a one or two sentence summary for each page that says what you offer and why someone should click. Google builds result snippets mainly from the page itself. It sometimes uses your meta description instead, when that describes the page more accurately.
7. Use headings that describe each section
Write headings for readers: one main heading that says what the page is about, then a clear heading for each section. There is no ideal number of headings, and their order does not matter to Google Search. Do not bend the page to fit a formula.
8. Describe your images with alt text
Describe what each image shows in a few plain words. Alt text is the most important image detail for Google, which reads it with the page content to understand the image. It also helps people who use screen readers.
Build content and trust
9. Give each main service its own page
A single page listing everything you do gives Google little to match to a specific search. In our experience, a separate page for each main service works better. Include what the service is, who it is for, where you offer it, pricing guidance and answers to common questions.
10. Add structured data for your business
Structured data describes your business in a standard format that search engines read. LocalBusiness markup covers your opening hours, departments and other details.
Leave FAQ markup off the list. Google stopped showing FAQ rich results on 7 May 2026. FAQ sections still help readers, but the markup no longer earns a special result.
Get found in local search
11. Complete your Google Business Profile
Verify your profile and fill in every field: address, hours (including special hours), business category, attributes and real photos. Google says businesses with complete and accurate information are more likely to show up in local results.
Local results are mainly based on relevance, distance and how well known a business is. Links to your website and the number of reviews count towards that last factor. There is no way to pay for a better local ranking.
If your customers also use Bing, list your business on Bing Places for Business to keep your address, hours and contact details current there too.
12. Keep your details consistent and ask for reviews
Use the same business name, address and phone number on your website, your Business Profile and the directories in your industry. Ask happy customers for reviews, and reply to them. More reviews and positive ratings can help your local ranking, and replies show customers you value their feedback.
How this checklist helps with AI search
The same groundwork decides whether your pages can appear in Google’s AI Overviews and AI Mode. Both are built on Google’s core Search ranking and quality systems. A page must be indexed and eligible to show with a snippet to be included. You do not need special files such as llms.txt, or special markup. Get the checklist above right and you have covered both. Our AI search optimisation work builds on these same steps.
Where to start
You do not need to do everything at once. Fix anything that stops Google reaching or indexing your pages first. Then work through titles, page speed and your Business Profile. Check Search Console every month to see what changed. If you would rather hand it over, see how our SEO service works.
References
15 official sources
- SEO Starter Guide: The Basics
- Block Search Indexing with noindex
- URL Inspection tool
- Understanding Google Page Experience
- About PageSpeed Insights
- Build and Submit a Sitemap
- Introduction to robots.txt
- Influencing Title Links in Google Search
- How to Write Meta Descriptions
- Image SEO Best Practices
- Local Business (LocalBusiness) Structured Data
- Latest Google Search Documentation Updates (FAQ rich result deprecation)
- Tips to improve your local ranking on Google
- Introducing AI Performance in Bing Webmaster Tools Public Preview
- Optimizing your website for generative AI features on Google Search