Create SEO.md (#13435)

* Create SEO.md - DNP

WIP draft - please do not publish

* Update SEO.md

* Update SEO.md

* Update SEO.md

* Update SEO.md

* Update SEO.md

Co-authored-by: James Denyer <[email protected]>

* Update SEO.md

Co-authored-by: James Denyer <[email protected]>

* Update SEO.md

Co-authored-by: James Denyer <[email protected]>

---------

Co-authored-by: James Denyer <[email protected]>

SEO.md

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+## SEO Checklist
+
+- [ ] Identify whether the intent of the piece is informational, preferential, navigational, or transactional
+- [ ] Select one primary keyword (high-volume, relevant) and several semantically-relevant secondary keywords (long-tail)
+- [ ] Note whether the primary and secondary keyword searches trigger AI summaries, FAQs, or carousels in SERPs
+- [ ] Note if top resulting content types are videos, listicles, etc and what makes it engaging (headings, visuals, depth, etc)
+- [ ] Identify gaps that can be filled among the top performing results (new data, better examples, etc)
+- [ ] Only use a single H1 with the primary keyword intact; it should be unique to the entire website
+- [ ] Use descriptive H2s and H3s along with the secondary keywords for logical flow
+- [ ] Break up long text into paragraphs (<5 sentences)
+- [ ] Use bullet points and numbered lists where applicable
+- [ ] Include a concise summary that states the intent by addressing the readers needs
+- [ ] Make sure the content is [H.E.E.A.T.](https://docs.google.com/presentation/d/1OvdLR_25BXrAvozYt5XzMNGBVuy9a_NL4gsnEz1_uZA/edit#slide=id.g3164f0b88d5_0_30) (Helpful, Expertly-guided, Experienced, Authoritative, Trustworthy)
+- [ ] Make sure image elements explicitly specify width and height in pixels
+- [ ] Optimize images with descriptive alt text and compressed file sizes
+- [ ] Title tag should be 51-60 characters and include primary keyword
+- [ ] Meta description should be 50-160 characters
+- [ ] URL slugs should be short, descriptive, exclude underscores, and avoid dynamic parameters unless necessary
+- [ ] Content should link to at least 3-5 internal links using keyword-rich anchor text
+- [ ] Run page through [Google Search Console](https://search.google.com/search-console?resource_id=sc-domain%3Apulumi.com) to submit / verify that it has been indexed
+- [ ] Make sure [PageSpeed Insights](https://pagespeed.web.dev/) renders page load speed <2 seconds, interaction delay <100ms, and layout shift is minimal
+- [ ] Add [structured data markup](https://developers.google.com/search/docs/appearance/structured-data/search-gallery) where applicable and [test schema](https://search.google.com/test/rich-results)
+
+---
+More comprehensive info: [SEO Content Guidelines](https://docs.google.com/presentation/d/1OvdLR_25BXrAvozYt5XzMNGBVuy9a_NL4gsnEz1_uZA/edit#slide=id.gd0fdebba44_2_96)
+
+Topic and keyword ideas: [SEO Topical Authority & Prioritization](https://docs.google.com/spreadsheets/d/1CgtaoGyUENFlk70Zdw2y0QJgkEQ_43fs31l__qOSGSs/edit?gid=338520305#gid=338520305)