Launching a new website without proper SEO is like opening a store in a hidden alley—you might have the best products or services, but nobody will find you. For new websites, the first 90 days are critical for establishing your foundation in search engines and beginning the journey toward organic visibility.
The overwhelming majority of new websites fail to rank because they skip fundamental SEO steps during launch. Business owners get excited about design and functionality while overlooking the strategic elements that determine whether their site will be found by their target audience. This oversight costs months or even years of potential organic growth.
At Levaire, we’ve guided dozens of organizations through successful website launches that achieve strong search rankings within 6-12 months. The difference between websites that rank and those that remain invisible isn’t luck or budget—it’s methodical implementation of proven SEO fundamentals from day one.
Whether you’re launching a new nonprofit website, expanding your association’s online presence, or establishing a faith-based organization’s digital footprint, this comprehensive checklist ensures your website starts strong and builds momentum toward search engine domination.
This isn’t just theory—it’s the exact process we use to help Lansing-area businesses, nonprofits, and organizations achieve sustainable organic growth. Every step matters, and skipping even one can significantly impact your long-term success.
Phase 1: Technical Foundation (Steps 1-8)
1. Implement SSL Certificate (HTTPS)
Secure your website with an SSL certificate to enable HTTPS encryption. Google considers HTTPS a ranking factor and browsers display “Not Secure” warnings for HTTP sites, immediately damaging user trust. Most hosting providers offer free SSL certificates through Let’s Encrypt.
Implementation: Contact your hosting provider to enable SSL, then update all internal links to use HTTPS. Set up 301 redirects from HTTP to HTTPS versions.
2. Optimize Website Speed and Core Web Vitals
Google’s Core Web Vitals are essential ranking factors measuring loading performance, interactivity, and visual stability. New websites should achieve scores above 90 in Google PageSpeed Insights.
Key Optimizations:
- Compress and optimize images (use WebP format when possible)
- Minimize CSS, JavaScript, and HTML
- Enable browser caching
- Choose fast, reliable hosting
- Implement a Content Delivery Network (CDN)
3. Ensure Mobile-First Responsive Design
Google uses mobile-first indexing, meaning it primarily crawls and indexes the mobile version of your site. Your website must provide excellent user experience across all devices.
Testing: Use Google’s Mobile-Friendly Test and manually test on various devices to ensure proper functionality.
4. Create and Submit XML Sitemap
Generate an XML sitemap listing all important pages on your website. This helps search engines discover and index your content efficiently.
Implementation: Use plugins like Yoast SEO (WordPress) or online generators, then submit your sitemap to Google Search Console and Bing Webmaster Tools.
5. Set Up Robots.txt File
Create a robots.txt file to guide search engine crawlers about which pages to crawl and which to avoid. Include your sitemap location.
Basic Structure:
User-agent: *
Allow: /
Sitemap: https://yourwebsite.com/sitemap.xml6. Configure Google Search Console and Analytics
Set up Google Search Console to monitor search performance and Google Analytics to track user behavior. These free tools provide essential data for ongoing optimization.
Pro Tip: Connect Search Console to Analytics for comprehensive reporting in one dashboard.
7. Implement Structured Data Markup
Add structured data (schema markup) to help search engines understand your content better. For local businesses, implement LocalBusiness schema. Nonprofits should use Organization schema.
Testing: Validate your markup using Google’s Rich Results Test.
8. Fix Crawl Errors and Broken Links
Ensure all internal links work properly and resolve any 404 errors. Broken links frustrate users and waste search engine crawl budget.
Tools: Use Screaming Frog SEO Spider or online broken link checkers to identify issues.
Phase 2: On-Page SEO Optimization (Steps 9-16)
9. Conduct Comprehensive Keyword Research
Identify target keywords that your audience uses to find your services. Focus on long-tail keywords with lower competition for new websites.
Tools: Use Google Keyword Planner, Ubersuggest, or Answer the Public to discover relevant keywords.
Strategy: Target 1-2 primary keywords per page plus 3-5 related secondary keywords.
10. Optimize Title Tags for Every Page
Write unique, compelling title tags (50-60 characters) that include target keywords and encourage clicks.
Formula: Primary Keyword | Secondary Keyword | Brand Name
Example: “Nonprofit Grant Writing Services | Funding Strategy | Levaire”
11. Craft Compelling Meta Descriptions
Write unique meta descriptions (150-160 characters) that summarize page content and include a call-to-action.
Best Practice: Include target keywords naturally while focusing on user appeal rather than keyword stuffing.
12. Use Header Tags (H1, H2, H3) Strategically
Structure content with logical header hierarchy. Each page should have one H1 tag containing the primary keyword, followed by H2 and H3 tags for subsections.
Example Structure:
- H1: Main Page Topic (Primary Keyword)
- H2: Major Sections (Secondary Keywords)
- H3: Subsections and Details
13. Optimize Images with Alt Text and File Names
Use descriptive, keyword-rich file names and alt text for all images. This improves accessibility and provides additional ranking opportunities.
Implementation:
- File names: “nonprofit-grant-writing-consultation.jpg”
- Alt text: “Nonprofit consultant reviewing grant application with client”
14. Create SEO-Friendly URL Structure
Design clean, descriptive URLs that include target keywords and follow logical hierarchy.
Good: yoursite.com/services/nonprofit-consulting Bad: yoursite.com/page1?id=12345
15. Optimize Internal Linking Structure
Create strategic internal links using descriptive anchor text. This helps distribute page authority and improves user navigation.
Strategy: Link from high-authority pages to important target pages using keyword-rich anchor text.
16. Implement Breadcrumb Navigation
Add breadcrumb navigation to help users understand their location and provide additional internal linking opportunities.
Phase 3: Content Strategy and Authority Building (Steps 17-21)
17. Publish High-Quality, Keyword-Optimized Content
Create valuable, comprehensive content that addresses your audience’s questions and needs. Target 1,500+ words for main service pages and 800+ words for blog posts.
Content Guidelines:
- Answer user search intent completely
- Include target keywords naturally (1-2% density)
- Provide unique insights and value
- Update content regularly
18. Start a Strategic Blog with Editorial Calendar
Launch a blog focused on your audience’s interests and pain points. Consistent publishing builds authority and creates opportunities for long-tail keyword ranking.
Content Ideas for Nonprofits:
- “Complete Guide to [Local Area] Grant Opportunities”
- “How to Measure Nonprofit Program Effectiveness”
- “Building Sustainable Donor Relationships”
19. Create Location-Specific Landing Pages
For businesses serving multiple areas, create dedicated pages for each location with unique, valuable content.
Example: “Nonprofit Consulting Services in East Lansing” with local resource lists, case studies, and community information.
20. Develop Resource Pages and Lead Magnets
Create comprehensive resource pages that provide exceptional value while capturing leads. These pages often attract natural backlinks from other organizations.
Examples:
- “Ultimate Directory of Michigan Nonprofit Resources”
- “Church Website Planning Template and Guide”
- “Association Management Best Practices Checklist”
21. Optimize for Featured Snippets and FAQ Sections
Structure content to target featured snippets by answering specific questions concisely. Include FAQ sections using schema markup.
Implementation: Use question-and-answer format with clear, complete answers in 40-60 words.
Phase 4: Local SEO and Online Presence (Steps 22-25)
22. Claim and Optimize Google Business Profile
Complete your Google Business Profile with accurate information, high-quality photos, and regular updates.
Optimization Checklist:
- Accurate NAP (Name, Address, Phone)
- Relevant business categories
- Complete business description with keywords
- High-quality photos of location, team, services
- Regular posts and updates
23. Build Local Citations and Directory Listings
Submit your business to relevant local directories and industry-specific listings. Ensure NAP consistency across all platforms.
Priority Directories:
- Yelp
- Facebook Business
- Better Business Bureau
- Industry-specific directories
- Local chamber of commerce listings
24. Start Earning Quality Backlinks
Develop a strategy for earning high-quality backlinks from relevant, authoritative websites. Focus on creating linkable assets and building relationships.
Link Building Strategies:
- Guest posting on relevant industry blogs
- Creating shareable resources and tools
- Building relationships with local organizations
- Participating in community events and partnerships
Important: Avoid purchasing links or participating in link schemes. Focus on earning links through valuable content and genuine relationships.
25. Monitor and Track SEO Performance
Set up comprehensive tracking to measure your SEO progress and identify optimization opportunities.
Key Metrics to Monitor:
- Organic traffic growth
- Keyword ranking improvements
- Click-through rates from search results
- Conversion rates from organic traffic
- Backlink acquisition
- Local search visibility
Tools for Monitoring:
- Google Search Console for search performance
- Google Analytics for traffic and user behavior
- Local rank tracking tools for location-specific rankings
The Long-Term SEO Strategy: Building Sustainable Growth
SEO success doesn’t happen overnight, but following this checklist creates the foundation for sustainable organic growth. Unlike paid advertising that requires continuous investment, proper SEO implementation builds momentum over time.
Timeline Expectations:
- Months 1-3: Technical foundation and content creation
- Months 4-6: Initial ranking improvements for long-tail keywords
- Months 7-12: Significant traffic growth and authority building
- Year 2+: Market domination for target keywords
The Content Marketing Advantage: Every piece of quality content you create continues working for your organization indefinitely. A comprehensive blog post published today can attract organic traffic for years, generating leads long after the initial investment. This makes content-driven SEO particularly valuable for nonprofits and associations with limited marketing budgets.
Backlink Building for Authority: Focus on earning backlinks through valuable content, community involvement, and industry relationships. Each quality backlink increases your website’s authority, making all your content rank higher. This compound effect separates successful SEO strategies from failed attempts.
Common Mistakes That Kill New Website SEO
Rushing the Launch: Many organizations launch before completing technical SEO fundamentals, requiring expensive fixes later.
Keyword Stuffing: Overusing keywords damages readability and triggers Google penalties. Focus on natural, valuable content.
Ignoring Mobile Users: With 60%+ mobile traffic, poor mobile experience severely limits ranking potential.
Inconsistent Publishing: Sporadic content creation signals low authority to search engines. Maintain consistent publishing schedules.
Buying Cheap Backlinks: Low-quality link schemes result in Google penalties that can take years to recover from.
Your Competitive Advantage Starts Now
Every day you delay implementing these SEO fundamentals is another day your competitors gain advantage in search results. New websites that follow this checklist systematically outperform those that ignore SEO basics, often permanently.
The organizations achieving SEO success understand that search engine optimization is a marathon, not a sprint. While competitors chase quick fixes and paid advertising, your methodical approach builds the sustainable online presence that generates leads for years.
The 90-Day Challenge: Commit to implementing this entire checklist within 90 days of launch. Organizations that complete these steps within the first three months consistently achieve better long-term results than those who delay.
Remember the Goal: SEO isn’t about tricks or shortcuts—it’s about creating the best possible experience for your audience while making it easy for search engines to understand and rank your content. Every optimization should serve both purposes.
Ready to Build Your SEO Foundation?
This checklist represents the exact process successful organizations use to achieve sustainable organic growth. The difference between websites that rank and those that remain invisible isn’t budget or luck—it’s systematic implementation of proven strategies.
Your competitors who ignore these fundamentals will struggle with poor visibility and high marketing costs while your optimized website captures increasing market share through organic search.
The question isn’t whether these strategies work—it’s whether you’ll implement them before your competitors do. Every month you delay is another month of missed opportunities and lost potential customers.
Your website deserves to be found by the people who need your services. Give it the SEO foundation it needs to succeed, and watch as organic traffic transforms your organization’s growth trajectory.
The checklist is complete. The only question remaining is: when will you start?