Technical and indexing review
The audit should examine crawl access, indexability, status codes, canonicals, redirects, duplicate URLs, mobile behavior, performance, sitemap coverage, and structured data.
Content and intent review
Pages should be evaluated for search intent, clarity, unique value, headings, metadata, internal links, media, calls to action, and whether the content answers the questions it targets.
- Evidence for every finding
- Priority by impact and effort
- Clear ownership of each fix
- Baseline measurement
- Post-implementation verification
Local and conversion review
For local businesses, the audit should compare website business data with the Google Business Profile and other listings. Forms, calls, emails, and primary CTA events should be tested end to end.
Frequently asked questions
Does an audit include implementation?
Not always. The scope should state whether the deliverable is diagnostic only or includes technical, content, and measurement fixes.
How should recommendations be prioritized?
Resolve blocking technical and conversion issues first, then address high-value service and location opportunities, followed by lower-impact refinements.