Modern SEO On Page Essentials for Google and ChatGPT

This comprehensive checklist provides the latest on-page SEO strategies proven to work for both Google and ChatGPT. By following this 49-point framework, websites can ensure proper indexing, crawlability, and optimal presentation for both search engines and large language models. The steps outlined here reflect the evolving requirements for modern SEO, blending technical precision with user-focused optimization.

Indexability and Accessibility Fundamentals

The foundation of on-page SEO begins with ensuring your pages are accessible to both traditional search engines and LLM crawlers. The first task is to verify that the URL is allowed in the robots.txt file for Googlebot, Bingbot, and AI bots like GPTBot, Google-Extended, and PerplexityBot. There should be no disallow directives blocking these crawlers.

Next, ensure the page is actually indexable—look for index, follow directives in the robots tag or a blank robots tag, both of which are acceptable. Confirm the page returns a 200 status, not a 404 or redirect, using tools to check status codes across environments.

For ChatGPT and other LLMs, direct retrieval must be possible. Test this by providing the URL to ChatGPT and verifying it retrieves factual, non-hallucinated content from the live page.

Search Engine Coverage and HTML Best Practices

Verify the page is indexed in Google, Bing, and Brave—the three key engines influencing both search and AI models. Use site searches or raw URL searches to confirm presence.

Use HTML as the core technology for your pages. Avoid JavaScript-heavy or client-side only rendering, as LLMs and search engines both prefer server-rendered, crawlable HTML. Check that the page source contains readable text, visible headings, and paragraph tags directly in the code.

Confirm the core content is server rendered and visible in the page source, and set a self-referencing canonical URL to signal the authoritative version.

Intent Matching and SERP Alignment

One of the most important ranking factors is matching the dominant intent shown in the live SERP for the target keyword. Study the top results and ensure your page fits the expected type—commercial, informational, transactional, or navigational. Model after the prevailing structure, especially for competitive terms.

Feature Eligibility and Freshness

Check if the page includes the necessary elements for rich features—such as Google Business Profile info for local packs, FAQs for People Also Ask, or structured data for AI overviews. For local businesses, ensure a Google Business Profile with accurate address and active reviews.

Content freshness is critical for both AI and search. Display a visible publish date and label the last update. Even on commercial pages, review the code for outdated references. LLMs prefer recently updated pages—refresh content regularly and eliminate old years or obsolete info.

Readability Structure and Conversion UX

Ensure content is scannable and easy to read. Use TLDDR (Too Long, Didn’t Read) or summary boxes for quick clarity. Avoid using blue for non-link text, and make primary CTAs—like phone numbers—prominent. The main headline (H1) should always be above the fold.

A left-right format with headline, subheadline, CTA, and testimonials improves both SEO and conversions. Examine competitor leaders for inspiration and structure your pages accordingly.

Content Quality and Optimization

Include a verdict or summary box if applicable. Provide information gain over top results—unique, relevant insight that goes beyond competitors. Word count should match user intent and SERP medians: not excessive, not thin.

Ensure flawless grammar and spelling. Use AI tools or editors for checks. Headings should follow a logical hierarchy: H1, followed by H2s and supporting H3s—not too H2-heavy.

Mobile Friendliness and Loading Speed

Run the page through Google PageSpeed Insights. Check both mobile and desktop scores—mobile is crucial for B2C, desktop for B2B. The site must be responsive; verify using real devices for true mobile experience.

Content should be written at a simple reading level—aim for high school or lower. Avoid overly technical or dense language.

Keyword Usage and Topical Coverage

The primary keyword should appear in the URL, title, meta description, H1, first 100 words, and at least one H2. Ensure headings are descriptive, and that you cover all relevant topics found in top-ranking competitor pages. Use tools to compare unused topics and fill gaps.

Conversion Readiness and User Engagement

Test all calls to action for functionality—phone numbers should be clickable, forms should submit and provide confirmation, and users should be guided with a thank you page and email. Continue nurturing trust post-submission with social proof, case studies, and clear expectations.

AI-generated content is a strong starting point, but human editorial input is vital for refining readability, tone, and unique brand presentation.

The Real Weight of On-Page SEO

On-page SEO is only one piece of the ranking equation. Off-site signals—especially backlinks and third-party mentions—can represent 50% or more of performance impact in Google and AI search. Even the best on-page optimization covers perhaps a quarter of the total requirement for strong visibility.

To maximize AI search and traditional SEO performance, ensure every aspect—on-page, technical, and off-site—is addressed in your broader strategy.