Don’t Listen to Me, Listen to Google
The Top Priority in SEO is your Foundation. With AI-driven engines rewarding clarity and authoritative data, now is the critical time to perform a deep technical and content cleanup.
December is the ideal window to optimise your site architecture and solidify your crawl budget before the new year
The SEO Consistency Checklist
Make sure every page has ONE official web address
What it means: Don’t let the same page appear under slightly different URLs.
Example:
- /about
- /about/
- /about?ref=facebook
These should all point to one version, not three.
Tell Google which version of a page is the “real” one (canonical)
What it means: If Google sees multiple versions, you must nominate the “master copy.”
Example:
If your property listing opens with or without a slash, Google might think they’re two listings.
You tell Google: “Use this version as the real one.”
Keep your behind-the-scenes data (schema) matching what’s on the page
What it means: Your “tech labels” must reflect the real information.
Example:
If the page says a house has 3 bedrooms, your schema must not say 4 bedrooms.
Don’t mix old and new page layouts after a redesign
What it means: All pages must follow the same structure and rules.
Example:
Some pages using your new layout and others still using a 5-year-old layout confuses Google.
Make your internal links and menu structure match everywhere
What it means: Your menus, breadcrumbs, and in-page links should all follow the same path.
Example:
If one menu link says “Properties” and another says “Homes for Sale,” Google gets mixed signals.
Fix consistency issues before doing fancy SEO work
What it means: Clean foundations beat advanced tricks.
Example:
It’s like renovating a house; you fix the cracks before you add designer lighting.
Other December must-do items
- Review & check the search console if working correctly
- Check your NAP business information on the Internet, so Google doesn’t think your business is a scam
- Review & check your Google My Business