Start with the visitor’s need
Plan each page around one primary need. A service page should explain the work, process, boundaries, and next step. An informational article answers the reader’s question first, then links to a relevant service when useful.
Make content discoverable
Use HTML links with href for important navigation. Core content should be available in the HTML response so readers and crawlers do not have to wait for an interaction or JavaScript execution to understand it.
Set URLs and canonical tags
Use descriptive, consistent URLs and avoid changing them without a reason. Canonicals indicate the preferred URL version; a permanent move still needs a redirect. Do not canonicalise every page to the homepage.
Separate crawling from indexing
robots.txt controls crawling requests, while noindex instructs search engines not to include a page in the index. Blocking crawling can prevent a crawler from seeing noindex. Private environments should also use access protection.
Publish a clean sitemap
An XML sitemap lists canonical URLs intended for indexing. Exclude errors, internal search results, and noindex pages. Sitemaps aid discovery but do not guarantee that a URL will be indexed.
Measure after launch
Review indexing and important URLs in Search Console once the domain is ready. Connect organic measurement with defined business actions. Assess technical changes alongside content quality rather than one day of rankings.
References & further reading
Google Search Central — SEO Starter Guide (new tab)Google Search Central — Canonical URLs (new tab)Discuss your business needs.
Explore the service scope and prepare questions for a discussion.
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