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Site Map
Your site should have an HTML site map, and every page should link to that site map, probably in the footer. You should also have an XML Sitemap you submit to search engines.

Text Navigation
Verify there is text navigation, not JavaScript or Flash navigation that spider’s can’t see. Make sure you at least have text navigation on the bottom of the page if there aren’t any spiderable navigation links in the top nav.

Make Robots.txt File
It’s important this file exists, even if it’s empty. The Robots.txt file tells the search engine spiders what not to index. Also make sure the file doesn’t accidentally exclude important files, directories or the entire site (this has been known to happen!).

Keyword Strategy
The keyword strategy is an ongoing process that essentially never ends. It starts with extensive research and iterates with extensive research. One could write novels about this topic; just know it’s part of any solid SEO checklist.

Web Analytics
There’s much you could say about Web analytics in your SEO strategy. The important thing is to make sure you have it. Ensure your analytics are properly set up and monitor them regularly to find out of if the keywords that are generating traffic are in your keyword list, and that your site is optimized for them.

Linking Strategy
This section warrants way more than just a few sentences, but it should be noted as part of the SEO checklist. Your internal linking structure typically stems from your siloing strategy. Your inbound/outbound links should be part of an organic, natural strategy in compliance with search engine guidelines, and be monitored regularly.

Server Configuration
Regularly check your server, looking for 404 errors, 301 redirects and other errors.

Privacy Statement
Some reports say a “privacy statement” on your site is an important element in bing. It’s best practices to include one anyway; this is so you can let site visitors know what you’re doing with any data you collect about them.

Static Pages
Complex, dynamic URLs could be a problem. If your URLs have more than two query string parameters and/or dynamic pages aren’t getting indexed and/or you have a lot of duplicate content, consider converting them to static pages. You can also use mod_rewrite or ISAPI_rewrite, as appropriate, to simplify URLs. Rewritten URLs will appear to be static pages. This tends to be a lot of work, but is a surefire way to address this issue; you can also use the Canonical tag.

Static Index Pages
If you have a home page with content that constantly changes, it can result in diluting the theme of your site and cause poor rankings for key terms. Try to maintain chunks of constant text on the home page.

Use Text over Images
Any time you can use text for something instead of image files, this helps the spiders understand what the page is about. This is because search engine spiders can’t “see” all the text on an image file.

Ensure No SPAM Tactics
Make sure your SEO strategy is following Google Webmaster Guidelines. If ever in doubt about any of your tactics, refer to what Google accepts for SEO.

Check for Duplicate Content
Do a search to see if your content exists elsewhere on the Web. You may want to check out and use it regularly.
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