A Real-World SEO Checklist Backed by Strategy, Not Myths
By Juan Diaz, OSDM.ie
Let’s Be Honest: Most SEO Checklists Fall Short
You don’t need another “SEO for beginners” post filled with surface-level tips like “add keywords” and “use meta tags.” Most of them are written by people who’ve never ranked a page — or worse, who still think SEO ends at adding a few H2s.
But if you’re running a real business — not a personal blog — you need more than a checklist. You need a ruthless, ROI-driven SEO strategy that gets your site in front of people ready to act. One that tells you exactly what to do, what to skip, and what actually works in 2025’s search-first economy.
This isn’t decoration. If your site’s not showing up on Google, you’re invisible.
The difference between Page 1 and Page 3? It’s the difference between growing your revenue and burning your marketing budget.
That’s why we’ve created this practical SEO checklist — no filler, no empty promises, just the tactics that actually move the needle. And we’ve backed it with insights from global SEO leaders — because this isn’t guesswork. It’s what we apply at OSDM to drive results for Irish businesses across forestry, pharma, ecommerce, and beyond.
1. Use Keywords With a Brain, Not a Spreadsheet
Everyone talks about keywords. Few use them well.
What the internet says:
“Find trending keywords. Use them in your content. Job done.”
You don’t need 50 random search terms. You need 5 right ones that your customers are typing into Google right now — the ones that show intent to act, not just browse.
What actually works:
Good SEO starts with understanding your buyer’s mindset, not just chasing volume. That’s why our team doesn’t just hand you a list of search terms — we analyse intent, funnel stages, and competition overlap.
“Keyword research is market research. The better your insight into what your customer is typing, the better you serve them.”
— Rand Fishkin, Found of SparkToro
If your copy makes sense to Google but not to a human, you’ve already lost.
Here’s how to do it right:
- Pick long-tail keywords (they’re less competitive and more conversion-friendly).
- Sprinkle them naturally in your title, intro, headers, image alt text, and meta description.
- Don’t sound robotic. If it reads weird, it ranks worse.
At OSDM, we layer tools like Google Search Console, SEMrush, and AnswerThePublic with actual user behaviour from Irish audiences. Why? Because you can’t afford to write content people aren’t searching for — or worse, rank for the wrong ones.
2. Link Like a Pro
Let’s clear this up: links aren’t SEO seasoning. They’re structural. They define how Google sees your site and how users move through it. When used properly, links drive authority, relevance, and trust. When used lazily, they just sit there… or worse, hurt your rankings.
Here’s what matters in 2025:
- Internal links help users stay longer and help Google understand what matters on your site.
- External links add context and credibility.
- Backlinks — still one of Google’s top ranking factors — work best when they come from relevant, high-authority sites. And no, you can’t buy your way into good SEO anymore.
Link building remains essential, but it’s evolved. It’s no longer about the number of links. It’s about the relationships and relevance behind them. Old-school tactics like spammy blog comments and low-grade directories? They don’t just fail, they flag your site. Modern link-building is about creating content people want to reference and having the relationships to get it in the right hands.
Your 2025 Link Checklist:
• Use internal links to build journeys, not just keep people on your site
• Anchor text should make sense — “click here” won’t cut it
• External links should back up claims or add context (think .gov, .org, or trusted media)
• Backlinks? Focus on relevance and domain quality, not volume
• Audit your link profile quarterly — clean out the junk
Strong links = stronger rankings. Simple as that.
3. Fix Your URLs (Seriously)
Still using URLs like yourdomain.com/page?id=87234?
That’s not just ugly, it’s a missed opportunity!
And it’s one of the quickest ways to lose trust with both Google and your users.
URL is your first impression. Clean, readable, keyword-smart URLs signal clarity, intent, and relevance. If your slug looks like a broken barcode, no one’s clicking — and Google’s not ranking it.
“A clean URL structure doesn’t just help with SEO. It builds trust with users before they’ve even clicked.”
— Cyrus Shepard
Why it matters:
- Boosts click-through rates in search results
- Helps Google crawl and index your content more effectively
- Instantly builds confidence with users (who can smell spam a mile away)
Here’s what good and bad looks like:
Bad:
www.osdm.ie/page?p=123
/seo2025-checklist-complete-for-businesses-that-want-to-grow-in-ireland
Better:
www.osdm.ie/blog/seo-checklist-2025
Your URL Checklist:
• Keep it short, clear, and lowercase
• Use dashes — not underscores — to separate words
• Only include keywords that add clarity (don’t force them in)
• No dates unless it’s essential for context (and even then, only if you’ll update it)
Clean slugs help people click. They help Google rank. They make your site feel legit. And best of all? They take 10 seconds to fix.
4. Image SEO: Often Ignored, Always Valuable
Images aren’t just visual garnish — they’re searchable, rankable assets. But most websites treat them like an afterthought.
The truth? Image SEO is one of the most overlooked wins in a technical SEO strategy. Done right, your images can bring in consistent traffic from Google Image Search, improve accessibility, and help your pages load faster — all of which matter for rankings.
And yet, here’s what we still see all the time:
• Uploads called IMG_3291.jpeg
• No alt text whatsoever
• 4MB file sizes choking mobile load speed
That’s not just sloppy. It’s a signal to Google that you’re not playing smart.
Here’s how to get it right:
- Name your files properly — use relevant, descriptive filenames (e.g. native-trees-ireland.jpg instead of IMG2025.jpeg)
- Write meaningful alt text — describe the image clearly and include a relevant keyword if it makes sense
- Compress everything — fast-loading images improve both UX and search rankings. Use tools like TinyPNG, Squoosh, or WebP format
- Size appropriately — don’t upload 3000px-wide images if your container is 800px
- Add lazy loading — especially for image-heavy pages
Think of every image as a micro-entry point into your site. Done well, it becomes another path for traffic — and another reason for Google to trust your page.
5. Technical SEO: Behind the Curtain, But Front of Mind
You can write the best content in your niche and still rank nowhere. Why? Because Google might not even see it.
Technical SEO is what makes your site accessible, crawlable, and indexable. It’s the layer that tells Google how to interact with your content. And if it’s broken or misconfigured, everything else you’re doing is wasted effort.
Here’s where most businesses get it wrong:
- Missing or outdated sitemaps
- Robots.txt blocking key pages by accident
- Duplicate content with no canonical tags
- Slow load speeds that tank performance
- Pages published but never indexed
It’s not glamorous, but it’s critical.
What to get right:
- Sitemap.xml
This is your site’s blueprint. It tells search engines which pages exist and which ones to prioritise. Keep it updated and submit it via Google Search Console every time you publish new content. - Robots.txt
This file controls what Google can and can’t crawl. It’s powerful and dangerous if misused. One wrong line of code can block your entire site from being indexed. - Indexing health
Use Google Search Console to monitor what’s actually showing up in search. If a page isn’t indexed, it might as well not exist. Check for crawl errors, redirects, and noindex tags that don’t belong. - Canonical tags
If you’ve got multiple versions of similar pages (e.g. /products/green-jacket and /green-jacket), use canonical tags to tell Google which version is the “master.” Otherwise, you split your ranking power. - Page speed + Core Web Vitals
Google doesn’t want to rank slow, clunky websites. Make sure your pages load quickly, are visually stable, and respond fast on mobile. Compress images, reduce unnecessary scripts, and don’t ignore CLS/LCP scores.
Bottom line: if your foundation is shaky, your rankings won’t stick — no matter how good your content or links are.
6. Schema Markup: Speak Google’s Language
Search engines aren’t mind readers — but schema markup gives them context.
Structured data helps Google understand what your content actually is. Not just a blog post, but a guide. Not just a product, but one with a price, availability, and reviews. When implemented properly, schema unlocks rich snippets in search results — stars, FAQs, pricing, events, and more.
That doesn’t just look better. It earns clicks.
If you’re using WordPress, plugins like Yoast or Rank Math can help. If you’re building from scratch, use Google’s Structured Data Markup Helper or JSON-LD manually. And always test with Google’s Rich Results Tool.
Smart markup gets your content seen — and trusted.
7. Content Quality & E-E-A-T: Prove You Belong on Page One
Google’s not just checking what you wrote. It’s checking why anyone should trust you.
That’s where E-E-A-T comes in — Experience, Expertise, Authoritativeness, and Trust. It’s not a checklist; it’s a standard.
If your content is vague, faceless, or just AI regurgitation, don’t expect to climb the rankings. Quality wins — and that means content built by real people with actual knowledge of the topic.
To do it right:
- Show the author behind the content (with a real bio and credentials).
- Reference data from legitimate sources.
- Keep your articles updated. Outdated advice is worse than none.
- Speak with clarity and authority — not filler or fluff.
Good content doesn’t sell. It solves.
8. Mobile & UX: Design for Humans, Not Just Crawlers
Your site might be technically correct — but if it’s hard to use on a phone, it won’t rank.
Mobile-first indexing isn’t new, but a shocking number of sites still break on smaller screens. The result? Frustrated users, high bounce rates, and tanked rankings.
Here’s what Google’s watching:
- Is your site responsive and readable on all devices?
- Do links and buttons work with thumbs — not just mice?
- Does your page load quickly and stay visually stable?
- Is the navigation clear enough that someone can find what they need in under five seconds?
Mobile UX isn’t about trends. It’s about trust.
9. Local SEO: Get Found Where It Matters
Trying to reach customers in a specific area? Then local SEO is your frontline.
Ranking for “forestry services Ireland” or “Christmas trees Kilkenny” won’t happen with generic SEO. You need a local game plan.
That means:
- A properly set up and optimised Google Business Profile.
- Consistent NAP (name, address, phone number) across your website and directories.
- Collecting real reviews — and replying to them.
- Embedding a Google Map on your site to reinforce location relevance.
Local intent is high-intent. If you’re not showing up on the map, someone else is getting that business.
10. Measuring SEO: Track or Be Forgotten
If you’re not tracking what’s working — or what’s not — you’re guessing. And guesswork doesn’t grow businesses.
Real SEO performance comes from real data. Every decision should be backed by what the numbers tell you.
Here’s what to stay on top of:
- Use Google Search Console to monitor impressions, CTR, and indexing issues.
- Check Google Analytics (GA4) to understand traffic sources, bounce rates, and conversions.
- Track rankings over time using reliable tools (SEMrush, Ahrefs, or Ubersuggest — whichever fits your stack).
- Report monthly. Refine quarterly. Repeat.
“If you’re not measuring, you’re not improving. Data isn’t extra — it’s the engine behind every smart SEO move.”
How We Use This SEO Checklist in the Real World
We’re not in the business of theory. Our SEO process is practical, localised, and proven to work for Irish businesses across forestry, pharma, ecommerce, and hospitality.
Case in point:
• A forestry client moved from Page 4 to Page 1 for “forest management services Ireland” in under 3 months — just by aligning their sitemap, URL structure, and content strategy.
• Our B2B client in the manufacturing sector tripled their organic traffic by building content hubs and cleaning up outdated backlinks.
These aren’t hypothetical wins. They’re proof of what focused, technical, and strategic SEO can do.
Final Thoughts: SEO Isn’t a Task. It’s a Strategy.
If you’ve made it this far, you already know the truth: SEO isn’t about ticking boxes. It’s about building discoverability that actually drives growth. Half-baked advice and generic checklists won’t move the needle. A smart, ruthless SEO strategy will. One built on solid foundations, tested over time, and adapted to how people search — and how Google thinks.
That’s what this checklist is. Not a template. A playbook.
If you’re ready to stop guessing and start scaling, we’re ready to help.
Let’s talk about what’s really holding your search performance back — and what to do about it.
