Primary steps

• Make sure 301 redirects from old pages work as intended
• No noindex tag on the *main pages
• Robots.txt doesn’t prevent Google from crawling the website
• Page speed is within 90 for desktop users and 80 for mobile users (using LightHouse)
• Check canonical tags on the *main pages
• Hreflangs are implemented correctly on the main website and its language versions
• HTML code contains nothing odd (content from other pages, doubled content, etc.)
• Basic redirects are set up correctly (home.html, http, without www, etc. version respond with 301/404)

Secondary steps

• No broken internal links
• No redirects in internal links
• No noindex tag on all pages (except for the technical ones or those that are not intended to be indexed)
• Make sure images are properly optimized
• URL consistency
• Title tags are structured in the right way
• Meta titles – to check whether there is anything weird
• Heading hierarchy (h1 followed by h2 and so on)
• No doubled h1 or pages with absent h1
• Sitemaps are set up correctly (no more than 50k in one sitemap, etc.)
• If structured data is present – make sure there is nothing weird
• No duplicate pages

NOTE: *main pages are pages that bring most of the traffic + key business pages (Homepage, PLP filtered and unfiltered, PDP, Store Locator)