This checklist helps small business owners or marketers run a practical SEO audit without enterprise tools. Use it quarterly to identify blockers, prioritize fixes, and map a 90‑day roadmap. Each section includes a task, tool, fix, priority, and ETA. Score tasks High/Medium/Low impact and sort by effort to build a realistic sprint plan. For collaboration, export the Google Sheet version (linked at the end) so teams can log owners, dates, and notes. Fix critical crawl and indexing issues before spending on new content or ads. When implementing, consider your approach carefully—DIY vs Freelancer vs Agency—to decide whether to handle tasks in-house, hire flexible external support, or engage a full-service team for scale.
Crawlability & Indexation
Issue | Tool | Fix | Priority | ETA |
|---|---|---|---|---|
Blocked by robots.txt | Search Console > Coverage | Remove/disallow only essentials; unblock key pages | High | Immediate |
404/soft 404s | Screaming Frog / GSC | Redirect or restore; fix internal links | High | <7 days |
Duplicate URLs (params) | Screaming Frog / GA4 | Canonicalize, parameter handling | High | <14 days |
Sitemap errors | GSC > Sitemaps | Update & resubmit clean XML | High | Immediate |
Site Performance & Core Web Vitals
- Metrics: LCP ≤ 2.5s · INP ≤ 200ms · CLS ≤ 0.1
- Fixes: compress images (WebP/AVIF), preload fonts, lazy‑load media, minify JS/CSS.
- Tools: PageSpeed Insights, Lighthouse, WebPageTest.
- Prioritize template‑level fixes; re‑audit after deployment.
Since performance optimization can vary in scope, pricing is usually structured either per template, per page, or as a bundled site-wide package, depending on complexity.
Information Architecture & Internal Links
- Flatten structure: keep important pages ≤3 clicks deep.
- Use breadcrumb schema.
- Add contextual links between service pages, blogs, and location pages.
- Identify orphaned pages via Screaming Frog + GA4 landing page data.
On‑Page SEO (Titles, Headers, Schema, Media)
Element | Best Practice |
|---|---|
Titles | ≤60 chars; primary keyword early; unique per page |
Meta descriptions | ≤155 chars; compelling CTA; unique |
Headers | H1 once; H2/H3 logical hierarchy with keywords |
Schema | Article, LocalBusiness, FAQ, Product where relevant |
Media | Alt text descriptive; compress; use lazy‑loading |
Content & Topic Coverage
- Map 10–15 core services/topics.
- Ensure each has a pillar + cluster structure.
- Audit word count vs top 5 competitors.
- Identify thin (<300 words) or outdated pages.
- Add FAQs, comparison tables, or local cues where gaps exist.
Local SEO / GBP Health
- Check NAP consistency across directories for strong local SEO signals.
- Review Google Business Profile (categories, photos, posts).
- Audit review velocity; respond to all reviews.
- Confirm GBP has UTM‑tagged links for tracking.
Backlinks & Risk Review
- Export links from Search Console + Ahrefs/Moz.
- Tag each as natural / directory / risky.
- Disavow only if clear spam.
- Benchmark referring domains vs top 3 competitors.
- Plan 90‑day link earning campaign (data study, partnerships, PR).
Analytics & Tracking Setup
- GA4 events: form fills, calls, chats, purchases.
- GSC verified for all versions (http/https, www/non‑www).
- Tag Manager governs pixels.
- Call tracking with DNI; ensure NAP still consistent.
- CRM attribution (lead source → closed deal)
Prioritized 90‑Day Roadmap
- High Impact/Low Effort: Fix crawl errors, sitemap, titles, GBP categories.
- High Impact/Medium Effort: Core Web Vitals, schema rollout, citation cleanup.
- Medium Impact/Low Effort: Add FAQs, internal links, alt text.
- Medium Impact/Medium Effort: Content refreshes, link earning outreach.
- High Effort/Strategic: Redesign IA, build calculators/tools.
Download — Google Sheet Version
Export the fillable checklist with drop‑downs for priority, owner, status. Share with your team; review weekly.
Link: [[Add Google Sheet URL]]
Download the SEO Audit Template
Prioritize issues, assign owners, and track fixes. Run this audit quarterly. Resolve crawl + speed first, then double down on content and PR. Review progress in 90 days; renew scope only if KPIs (traffic, leads, revenue) improve.
