This document provides guidance on creating an SEO design plan and using checklists to optimize web pages for search engines. It recommends identifying stakeholders, benchmarking current SEO success, and creating a general timeline. It then outlines specific items to check on each page, including title tags, meta tags, header use, images, links, and duplicate content. Checklists can log changes made and track targeted keywords. The overall goals are to take an inventory of pages, research keywords, and verify pages are properly accessible to search engines and users.