Technical
- One indexable version of the site, with canonical tags
- XML sitemap submitted in Search Console
- robots.txt that does not block anything important
- Fast server response and compressed assets
- Clean, readable URLs
On-page
- One H1 per page describing that page's subject
- Unique title under 60 characters and description under 160
- Headings in a logical order
- Internal links between related pages
- Descriptive alt text on meaningful images
Local
- Consistent name, address and phone number everywhere
- Google Business Profile complete and verified
- Service area described in real page content
- LocalBusiness structured data where appropriate
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