The SEO audit checklist, 30 checks you can run on your own site today

Pass: The home page, every service page and your main location pages are all in the indexed list.

Pass: No Disallow line covers a page you want found. Watch for a staging rule left in place at launch.

Pass: It appears on nothing you want ranked. This is the single most common cause of a new site that never appears.

Pass: It lists live pages only, no redirects, no 404s, and Search Console reports it as read.

Pass: Dates differ per page and reflect real edits. Every URL sharing one date is the same as having none: Google discounts it, and it is the only automatic recrawl signal you get.

Pass: All three of them 301 to the fourth, in one hop.

Pass: No two titles are identical. Two pages with the same title are two pages Google has to choose between, and it often chooses neither.

Pass: The keyword is near the front and the brand at the end, not the other way round.

Pass: Present, under about 155 characters, and written as a reason to click rather than a summary.

Pass: One H1. Page builders often render the hero as a styled div, so a page can look like it has a heading and have none in the code.

Pass: Self-referencing, and in the raw HTML. If JavaScript rewrites it after load you have a problem that is invisible from the browser.

Pass: The outline alone tells you what the page covers.

Pass: Under 2.5s. Look at the field data at the top if it is there: that is real visitors, the lab score underneath is a simulation.

Pass: No “serve images in next-gen formats” or “properly size images” entries. A camera-sized file on a phone is usually the single biggest cost.

Pass: Both present, so nothing jumps as the page loads.

Pass: Under 0.1. Above it, something is loading late and pushing the page around under the reader's thumb.

Pass: Nothing large you cannot name the purpose of. Page-builder runtimes and abandoned tracking tags are the usual passengers.

Pass: The text is still there. Google renders JavaScript; no other major AI crawler does, so a client-rendered page can rank in Google and be blank to ChatGPT and Perplexity.

Pass: It answers the question without the rest of the page. This is also the part an AI assistant quotes.

Pass: You can still tell them apart. If you cannot, Google treats them as one page and copies, and the copies get filtered out.

Pass: If the results are directories, listicles and map pins, a service page will not win it however well written. That is a page-type problem, not an optimisation problem.

Pass: A figure on the page. Cost-intent searches want a number, and “packages available” is not one.

Pass: One page per query. Several pages competing for one term is the most common self-inflicted ranking problem there is.

Pass: They could not, because it contains your jobs, your numbers and your view.

Pass: Claimed, with the right primary category, every service listed, and opening hours that are actually correct including Saturday.

Pass: Identical. “St” against “Street” counts as different.

Pass: A steady trickle. Recency counts for more than most people expect.

Pass: Present, with the specific subtype where one fits, and every field true. Never mark up a rating you do not display.

Pass: A name, a face and something checkable. This is the cheapest trust signal available and the most commonly skipped.

Pass: It arrives, and not in spam. Test this after every site change; forms break silently and nobody finds out for months.