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SEO Audit Checklist
Work through every layer of your site’s SEO health — technical, on-page, off-page, and paid alignment. Your progress saves automatically.
Technical SEO
0/9
Core Web Vitals passing High
LCP under 2.5s, CLS under 0.1, FID under 100ms. Check via Google Search Console or PageSpeed Insights.
Site is mobile-friendly High
Google uses mobile-first indexing. Test with Google’s Mobile-Friendly Test tool.
HTTPS enabled site-wide High
All pages should serve over HTTPS. HTTP pages are flagged as insecure and hurt rankings.
XML sitemap submitted to Google Medium
Sitemap should be submitted in Google Search Console so Google can find all your pages.
Robots.txt configured correctly Medium
Ensure you’re not accidentally blocking important pages from being crawled.
No broken links (404 errors) Medium
Broken links hurt user experience and crawl efficiency. Use Screaming Frog or Ahrefs to find them.
Canonical tags set correctly Medium
Prevent duplicate content issues by ensuring canonical tags point to the preferred URL version.
Structured data / schema markup Medium
Add schema for your business type (Restaurant, LocalBusiness, etc.) to enable rich results in search.
Google Search Console set up Low
GSC shows impressions, clicks, crawl errors, and indexing issues. Essential baseline tool.
On-page SEO
0/9
Every page has a unique title tag High
Title tags should be unique, keyword-rich, and under 60 characters. Primary keyword near the front.
Meta descriptions written for every page High
Compelling meta descriptions under 160 characters with a clear reason to click. Doesn’t directly affect rankings but drives CTR.
One H1 per page High
Each page should have exactly one H1 that includes the primary keyword. H2/H3 for supporting content.
Keywords used naturally in content High
Primary and secondary keywords should appear naturally in copy — not stuffed. Aim for topical depth over keyword density.
Image alt text on all images Medium
Descriptive alt text helps Google understand images and improves accessibility.
Internal linking between related pages Medium
Link related pages together using descriptive anchor text. This distributes authority and helps users navigate.
URLs are clean and descriptive Medium
URLs should be short, lowercase, use hyphens (not underscores), and include the primary keyword where possible.
Content demonstrates E-E-A-T Medium
Experience, Expertise, Authoritativeness, Trustworthiness. Google rewards content from credible, knowledgeable sources.
No thin or duplicate content Low
Pages with very little original content or near-duplicate pages can be penalized. Each page should have a clear, unique purpose.
Off-page SEO
0/6
Google Business Profile claimed and complete High
For local businesses, GBP is essential. Fill out every field, add photos, and collect reviews consistently.
NAP consistent across directories High
Name, Address, Phone must match exactly across Yelp, TripAdvisor, Bing Places, Apple Maps, and all directories.
Backlink profile audited Medium
Review inbound links using Ahrefs or SEMrush. Remove or disavow toxic links. Identify opportunities for quality link building.
Reviews being collected actively Medium
Volume and recency of Google reviews are local ranking signals. Have a system for asking satisfied customers to leave reviews.
Brand mentions monitored Low
Track unlinked brand mentions using Google Alerts or SEMrush. Reach out to convert mentions into backlinks.
Industry/local directory listings complete Low
Listed in relevant industry directories and local Houston business directories where applicable.
Paid & organic alignment
0/8
Organic rank baseline mapped per keyword High
Know which keywords you already rank for organically before building paid strategy. Ranks 1–3 don’t need paid support.
Branded and non-branded campaigns separated High
Branded campaigns protect your name. Non-branded drive new customer acquisition. Each needs its own budget and success metrics.
Negative keywords exclude organic winners High
If you rank #1 organically for a term, add it as a negative keyword in paid. Don’t pay for clicks you’d get for free.
Paid ads point to optimized landing pages High
Ad destination URLs should go to pages optimized for the keyword — not just the homepage. Landing page relevance improves Quality Score.
Conversion tracking verified and accurate High
Every conversion action (form, call, reservation, purchase) must be tracked accurately. Verify via GTM and Google Ads diagnostics.
Keyword gaps identified for paid investment Medium
Where organic ranking is pages 2+ for high-intent terms, paid fills the gap. Map these systematically.
Competitor bidding on your brand terms identified Medium
Check Auction Insights in Google Ads to see who’s bidding on your branded keywords. Protect your own name aggressively.
SEO insights informing ad copy Low
High-CTR organic page titles and meta descriptions reveal what resonates. Use those insights to write stronger ad copy.
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