What would the ultimate SEO checklist for your team look like? It would probably include a bit of detail, as well as the a bit of strategy, taking account of how your own editorial team is structured and the resources available to you. Oh, and it would be easy to understand and execute. Every team is different so here’s my own suggestions:

1. Be Aware: Do you know what search keywords are being used right now by people looking for the content you produce?  Do you know what they are most interested in today? Are you familiar with the trends and tools to help you get that insight? 
   
2. Respond: Is you team structured to respond to breaking news and changes in your market? Can they lend their journalistic expertise to what is being discussed by Joe Public? Can they separate the rumours from the facts? Can they use their contacts to illuminate other aspects of a story or kill it flat? Simply put, are you fast enough to respond to what’s happening right now and can you add value.
   
3. Checklist: Have you simplified SEO to some quick and easy steps for your editorial team? Have you prioritised for them so they can concentrate on what they do best?
4. Measurement: Have you put realistic SEO targets in place and put a system in place to track performance?
5. Potential: Are you spotting gaps and opportunities? Are you prepared to accept that people just aren’t interested in what you think is your most interesting section?
6. Focus: Is the whole team aligned towards a clear goal? Do you have a strategy document in place so each stakeholder can see progress clearly and objectively? Are you demanding more from your own in-house or external SEO expert?
7. Celebrate:  Are you rewarding success and sharing best practise across groups? 
8. Courage: Are you allowing the insights gained by SEO to flavour and shape your consumer proposition? Are you brave enough to go back to the drawing board?
9. Review: Are you checking your selected keywords for popularity? Are they still ranking highly?
10. Ideas: Have you provided links and resources for team members to find out more about SEO? Editorial insight should shape your SEO strategy so don’t leave it to the technical types. Ultimately, we’re all a little blind to the truth, but together we should be able to work it out.