The goal of this checklist is to help SEOs synthesize their notes during discovery work and provide context to their SEO oppurtunities.
This basic checklist can be used to connect the dots throughout the discovery process.
I use this checklist as a way to keep track of notes when understanding a business, craft a Problem Statement and create valid SEO oppurtunties which can drive results for users and the business.
Stay safe.
Step 1: Understand the Business
1. The Business Strategy
What is the business and what is the domain(s) being worked on?
What is the scope of the project?
Try to be as specific as possible.
This section is key.
It will require you to integrate management and other team members.
What is the key challenge the business is trying to overcome?
What is the north star metric everyone pays attention to?
Phase
Details
Questions
Business
Domain
Scope
Mission
Strategy
Goals
2. The Business Model
Phase
Details
Notes
Category
Price
Cost
Channels
3. Key Metrics
Phase
Model
Notes
Business Metrics
4. Resources
Phase
Structure
Notes
Inventory
Team
Technology
Tools
Templates
Partnerships
5. Market Differentiation
Phase
Competitors
Notes
Direct Competitors
Indirect (SEO) Competitors
Adjacent Markets
Unique Value Differentiation
6. Digital Channels
Phase
Primary Strategies in Use (Mark with X)
Overview of Strategies
Paid
Content
SEO
Social
Sales
PR
Affiliate
7. SEO Channel Fit
Phase
Questions
Attributes
Product/Service
Is the product(s) or service(s) profitable for the business?
Budget
What is the budget to invest in SEO?
Visitors
Does the website get 500-1000+ visits from other channels per month?
Content
Does the business have a content team or writer?
Developer
Does the business have a developer or engineering team?
Experts
Does the business have access to experts in their target topics?
Tech Stack
Does the website or web app allow for content and SEO changes?