The Complete SEO Audit Checklist for Small Businesses(2025 Edition): Boost Your Rankings & Traffic

Many small business owners pour heart and soul into their products or services, yet feel invisible online. In today’s digital marketplace, simply having a website isn’t enough; it needs to be discoverable by potential customers searching on engines like Google. This is where Search Engine Optimization (SEO) becomes essential, and for small businesses (SMBs) aiming for growth, a regular SEO audit is not a luxury, but a necessity.

An SEO audit is essentially a comprehensive health check-up for a website, evaluating its performance and visibility from a search engine’s perspective. Think of it like a meticulous inspection for your car or an annual physical for your body – it identifies what’s working well, what needs tuning up, and what might be causing underlying problems. Audits systematically uncover technical glitches, content weaknesses, and missed opportunities that could be hindering a site’s ability to rank well in search results.

For small businesses, the stakes are particularly high. With often limited marketing budgets and resources, every dollar and hour spent must count. SEO offers a powerful, cost-effective way to reach customers, with organic search driving a significant portion of website traffic. However, investing in content creation or other marketing efforts can be inefficient if foundational SEO issues prevent the site from being properly crawled, indexed, or ranked by Google. An audit provides the crucial diagnostic information needed to prioritize efforts and allocate resources effectively, shifting SEO strategy from guesswork to data-driven decision-making and maximizing the return on investment (ROI). Ignoring audits means potentially wasting precious marketing spend on activities undermined by undetected website problems.

This guide provides a complete, step-by-step SEO audit checklist specifically designed for small businesses navigating the complexities of online visibility in 2025. It covers all critical areas: technical foundations, on-page optimization, content effectiveness (including Google’s E-E-A-T signals), off-page authority building, local SEO essentials, and competitor analysis. Furthermore, it integrates the latest trends like the impact of AI, mobile-first indexing requirements, and Core Web Vitals. The goal is to offer practical tips, highlight budget-friendly tools, and provide clear guidance on prioritization, empowering SMBs to conduct effective audits and take control of their website’s search performance.

I. Gearing Up: Your Pre-Audit Toolkit & Mindset

Before diving into the technical checks and content reviews, proper preparation is essential for a successful and focused SEO audit. This involves setting clear objectives, assembling the right tools, and gaining context about the competitive landscape. For SMBs, who often operate with limited time and resources, this preparatory phase is crucial. It transforms the audit from a potentially overwhelming task into a manageable project with defined goals, preventing wasted effort on low-impact activities. Knowing which free or affordable tools are available demystifies the process, while a quick competitor glance helps set realistic expectations.

A. Setting Realistic Audit Goals & KPIs for Your Business

An SEO audit without clear goals is like a road trip without a destination. To ensure the audit provides actionable insights relevant to the business, it’s vital to define what success looks like. Vague aspirations like “improve SEO” are insufficient. Instead, goals should be specific and measurable. Examples for an SMB might include:

• Increase qualified leads generated through the website’s contact form by 15% within 6 months.
• Achieve top 5 ranking for 3 specific local service keywords (e.g., “best bakery downtown [city name]”).
• Grow organic website traffic by 20% year-over-year.
• Reduce the bounce rate on key service pages by 10%.

To track progress towards these goals, specific Key Performance Indicators (KPIs) must be monitored. Relevant KPIs for SMBs often include:

• Organic Traffic: The number of visitors arriving at the site from unpaid search engine results. This is a primary indicator of SEO visibility.
• Keyword Rankings: The position the website holds in search results for targeted keywords. Tracking this shows progress in visibility for specific terms.
• Click-Through Rate (CTR): The percentage of impressions (times the site appeared in search results) that resulted in a click. A low CTR might indicate uncompelling titles or meta descriptions.
• Bounce Rate: The percentage of visitors who leave the site after viewing only one page. High bounce rates can signal poor user experience or content mismatch.
• Conversion Rate: The percentage of visitors who complete a desired action (e.g., fill out a form, make a purchase). This measures the effectiveness of the site in achieving business goals.
• Local Pack Visibility: How often the business appears in the “map pack” results for local searches. Crucial for businesses targeting local customers.

Crucially, before starting the audit, a baseline assessment of current performance is needed. This provides a starting point against which future improvements can be measured. Tools like Google Analytics and Google Search Console are indispensable for gathering this initial data on traffic, rankings, and user behavior.

B. Essential (and Budget-Friendly) Audit Tools

Conducting a thorough SEO audit doesn’t necessarily require expensive software subscriptions, which is welcome news for budget-conscious SMBs. Several powerful and free tools provide the core data needed.

Core Free Tools (Must-Haves):

• Google Search Console (GSC): This free platform is non-negotiable. It’s Google’s direct communication channel, revealing how the search engine sees the site. GSC is essential for finding crawl errors, checking index status, identifying manual penalties, analyzing keyword performance, submitting sitemaps, and assessing Core Web Vitals and mobile usability.
• Google Analytics (GA4): Another free essential, GA4 tracks website traffic, user behavior (time on site, pages per session, bounce rates), traffic sources (including organic search), and goal completions (conversions).
• Google PageSpeed Insights (PSI): This free tool analyzes page loading speed and diagnoses issues related to Core Web Vitals for both desktop and mobile versions, providing specific recommendations for improvement.
• Google Mobile-Friendly Test: A straightforward free tool to quickly check if a specific page meets Google’s mobile-friendliness criteria.
• Google Business Profile (GBP): While not a traditional “audit” tool, accessing and optimizing the GBP dashboard is fundamental for the local SEO component of the audit. It’s free to manage.

Recommended Freemium/Low-Cost Tools:

While the free tools cover the basics, some freemium or lower-cost tools offer more in-depth analysis or streamline certain tasks:

• Screaming Frog SEO Spider: A desktop-based website crawler invaluable for technical audits. It identifies broken links, analyzes page titles and meta descriptions, checks redirects, finds duplicate content, and much more. The free version allows crawling up to 500 URLs, sufficient for many small business websites.
• Ahrefs Webmaster Tools (AWT): A generous free offering for website owners who verify their site. AWT provides website audit capabilities (similar to Screaming Frog but web-based), monitors website health, shows backlink data, and provides keyword insights.
• Semrush: A comprehensive SEO suite. While full access is subscription-based, a free account offers limited functionality for keyword research, competitor analysis, and site audits, which can still provide significant value. Paid plans start around $130/month.
• Other Noteworthy Options: Moz Pro offers a user-friendly interface, good for beginners, but is generally more expensive. Ubersuggest provides keyword ideas and content suggestions at a lower price point. SEOptimer is often recommended for its SMB-friendly pricing and features.

Table 1: Budget-Friendly SEO Audit Toolkit for Small Businesses

C. Quick Competitor Reconnaissance

Before diving deep into one’s own website, a brief look at the competition provides valuable context. This isn’t the full competitor analysis (covered later), but rather a quick reconnaissance to understand the landscape.

Identify 2-3 direct competitors – businesses offering similar services in the same area that consistently appear in search results for primary keywords. Using free versions or trials of tools like Semrush or Ahrefs, perform quick checks:

• Keyword Targeting: What main keywords do their homepage and key service pages seem to be targeting? Look at their title tags and main headings.
• Site Structure: How is their website organized? Is their navigation clear and logical?.
• Content: What types of content are they producing? Do they have an active blog? Are they using videos or guides?.

The purpose of this initial check is to frame the subsequent audit. If competitors have highly sophisticated sites with extensive content, it helps set realistic short-term goals. Conversely, if competitors seem to be neglecting SEO, it highlights potential quick wins.

II. Under the Hood: The Technical SEO Checklist

Technical SEO forms the bedrock of any successful search strategy. It involves optimizing the website’s infrastructure so that search engines like Google can effectively crawl, index, and understand the content. For SMBs, addressing technical issues often yields significant improvements in visibility and performance, providing a strong foundation for other SEO efforts like content creation and link building. Neglecting this foundation means even the best content might never be seen. Think of it as ensuring a house has solid foundations, functional plumbing, and safe electrical wiring before starting any interior decoration.

A. Crawlability & Indexing: Ensuring Google Can Find and Read Your Site

The most fundamental aspect of technical SEO is ensuring search engines can actually access and process the website’s pages. If Google cannot crawl (discover) and index (add to its database) a page, that page simply cannot rank in search results, no matter how good its content is. Problems in this area render all other SEO efforts futile.

Technical Audit Checklist: Crawlability & Indexing

• Check Index Status (GSC): Regularly monitor the “Pages” report (previously “Coverage”) in Google Search Console. This report shows which pages are indexed and which are not, along with reasons for non-indexation (e.g., “Crawled – currently not indexed,” “Discovered – currently not indexed,” “Blocked by robots.txt,” “Page with redirect,” “Not found (404)”). Understanding these errors is the first step to fixing them. Common causes include thin or duplicate content, accidental noindex tags, or server errors.
• Inspect Specific URLs (GSC): For critical pages (homepage, key service/product pages), use the URL Inspection tool within GSC. This tool provides detailed information on a URL’s index status, crawlability, detected canonical URL, mobile usability, and allows viewing how Google actually rendered the page. This helps diagnose page-specific issues.
• Review robots.txt File: Access this file by typing yourdomain.com/robots.txt in a browser. This file instructs search engine crawlers which parts of the site they should or shouldn’t access. Ensure it isn’t unintentionally blocking important pages, sections, or critical resources like CSS and JavaScript files, which Google needs to render pages correctly. A common mistake is leaving a Disallow: / directive from a development phase, blocking the entire site. Use GSC’s Robots.txt Tester to validate the file and test specific URLs.
• Check XML Sitemap: An XML sitemap acts as a roadmap for search engines, listing important URLs the site owner wants crawled and indexed. Verify that a sitemap exists (often at yourdomain.com/sitemap.xml or similar). Ensure it has been submitted to Google Search Console and Bing Webmaster Tools, and that GSC reports no errors for it. The sitemap should only contain URLs that are indexable (return a 200 status code) and are the canonical versions of pages. The location of the sitemap file should also be specified in the robots.txt file.
• Identify Crawl Errors (GSC/Crawler): Look for patterns of 4xx client errors (like 404 “Not Found”) and 5xx server errors. GSC’s “Pages” report highlights these. Website crawlers like Screaming Frog or Semrush Site Audit can also systematically find these. 404 errors create a poor user experience and waste crawl budget, while 5xx errors indicate server problems preventing access.
• Check for Duplicate Site Versions: Ensure the website consistently uses one preferred version (e.g., https://www.yourdomain.com). All other variations (http vs. https, www vs. non-www) should automatically 301 redirect to the chosen canonical version. This prevents duplicate content issues and consolidates link signals. Check this manually by typing different versions into the browser or use tools like Ahrefs’ SEO Toolbar to inspect HTTP headers.
• Find Orphan Pages: These are pages that exist on the site but have no internal links pointing to them. Search engines primarily discover pages through links, so orphan pages are often difficult or impossible to find and index. Use a site crawler (Screaming Frog, Semrush, Ahrefs) to identify pages present in the sitemap or found via other means but lacking incoming internal links.

B. Site Speed & Core Web Vitals Audit

Website speed is no longer just a user experience factor; it’s a confirmed Google ranking signal for both desktop and mobile search. Slow-loading websites frustrate users, leading to higher bounce rates (visitors leaving quickly) and potentially lower rankings. The average site load time benchmarks suggest aiming for under 3 seconds is ideal.

Google measures page experience using a set of metrics called Core Web Vitals (CWV). These are:

• Largest Contentful Paint (LCP): Measures loading performance – how long it takes for the largest image or text block visible within the viewport to render.
• First Input Delay (FID) / Interaction to Next Paint (INP): Measures interactivity – how long it takes for the browser to respond to a user’s first interaction (like clicking a button). FID is being replaced by INP, which considers overall responsiveness.
• Cumulative Layout Shift (CLS): Measures visual stability – how much unexpected shifting of visible page elements occurs during loading.

Technical Audit Checklist: Site Speed & CWV

• Test Key Pages: Use tools like Google PageSpeed Insights (PSI), the GSC Core Web Vitals report, or GTmetrix to analyze the homepage, key service/product pages, and popular blog posts. PSI provides scores for mobile and desktop, CWV data, and specific optimization opportunities.
• Identify Common Speed Bottlenecks & Fixes:
  • Optimize Images: This is often the biggest win. Ensure images are properly sized for their display dimensions and compressed to reduce file size without significant quality loss. Use tools like TinyPNG, ShortPixel, or image editing software. Serve images in modern formats like WebP where possible.
  • Enable Browser Caching: Configure the server to tell browsers to store static files (like CSS, JavaScript, images) locally, so they don’t have to be re-downloaded on subsequent visits.
  • Minify CSS, JavaScript, and HTML: Remove unnecessary characters (spaces, comments) from code files to reduce their size. Many CMS platforms have plugins for this.
  • Reduce Server Response Time (TTFB): Slow Time To First Byte can indicate issues with hosting, server configuration, or heavy database queries. This might require discussion with the hosting provider.
  • Eliminate Render-Blocking Resources: Identify JavaScript and CSS files that delay the initial rendering of the page and defer their loading if possible.
  • Consider a Content Delivery Network (CDN): CDNs store copies of website assets on servers globally, delivering them from the server closest to the user, which speeds up load times, especially for geographically diverse audiences.

C. Mobile-Friendliness Check

With Google’s shift to mobile-first indexing, the mobile version of a website is primarily used for ranking and indexing. This means a poor mobile experience can severely damage SEO performance, even if the desktop site works perfectly. Furthermore, over half of all web traffic now comes from mobile devices, making mobile usability critical for engaging potential customers.

Technical Audit Checklist: Mobile-Friendliness

• Use Testing Tools: Check key pages using the Google Mobile-Friendly Test and review the Mobile Usability report in Google Search Console for site-wide issues like “Content wider than screen” or “Clickable elements too close together.”
• Verify Responsive Design: Ensure the website uses responsive design, where the layout automatically adapts to fit different screen sizes (desktops, tablets, smartphones). This is Google’s preferred method as it uses the same URL and HTML for all devices. Test manually on different devices or use browser developer tools to simulate screen sizes.
• Check Readability: Is the text large enough to read comfortably on a small screen without needing to zoom?. Using shorter sentences and paragraphs improves mobile readability.
• Assess Tap Target Size & Spacing: Are buttons, links, and menu items large enough and spaced sufficiently apart so they can be easily tapped without accidentally hitting adjacent elements?.
• Avoid Intrusive Interstitials: Pop-ups or ads that cover the main content upon loading can be particularly frustrating on mobile devices and can lead to ranking penalties.
• Ensure Content Parity: Verify that the mobile version of the site contains the same essential content, links, structured data, and meta tags as the desktop version. Discrepancies can cause indexing and ranking issues under mobile-first indexing. Tools like Merkle’s Mobile-First Index Tool can help compare versions.

D. Security (HTTPS) & Site Structure Review

Security and a logical site structure are crucial technical elements that impact both user trust and search engine understanding.

HTTPS (Security):

Using HTTPS (Hypertext Transfer Protocol Secure) encrypts data exchanged between the user’s browser and the website server. It’s a confirmed Google ranking signal and essential for building user trust. Browsers display “Not Secure” warnings for sites still using HTTP, which can deter visitors.

Technical Audit Checklist: HTTPS

• Verify HTTPS Implementation: Check that all site URLs load with https:// and display a padlock icon in the browser address bar.
• Check for Mixed Content: Ensure that all resources (images, scripts, stylesheets) on HTTPS pages are also loaded via HTTPS. Loading HTTP resources on an HTTPS page creates “mixed content” warnings and security vulnerabilities. Use GSC or site crawlers (like Screaming Frog) to detect mixed content issues.
• Ensure Proper Redirects: Confirm that the HTTP version of the site automatically 301 redirects to the HTTPS version.
• SSL Certificate: Ensure the SSL/TLS certificate is valid and up-to-date. Free certificates are available from providers like Let’s Encrypt.

Site Structure (Architecture):

A well-organized site structure helps users easily navigate and find information, and it allows search engines to understand the hierarchy and relationship between different pieces of content. A clear structure, like well-signed aisles in a supermarket, improves user experience and can positively influence crawling and ranking.

Technical Audit Checklist: Site Structure

• Logical Hierarchy: Is content organized into clear categories and subcategories? Does the structure make sense from a user’s perspective?. Consider using a “silo” structure where related content is grouped tightly together.
• Simple Navigation: Is the main menu intuitive? Can users easily find key pages (About, Contact, Services)? Is the footer navigation helpful?.
• Clean URL Structure: Are URLs short, descriptive, and reflective of the site hierarchy? Do they include relevant keywords where appropriate?. Avoid long strings of numbers or unnecessary parameters.
• Implement Breadcrumbs: Use breadcrumb navigation trails (e.g., Home > Services > Specific Service) to show users their location within the site structure and provide additional internal links. Implement breadcrumb schema for potential SERP benefits.
• Check Click Depth: Ensure important pages are accessible within a few clicks (ideally 3 or fewer) from the homepage. Deeply buried pages may be perceived as less important by search engines and are harder for users to find.

E. Implementing Basic Schema Markup

Schema markup (from Schema.org) is a standardized vocabulary added to a website’s HTML to help search engines better understand the meaning and context of the content. While not a direct ranking factor itself, it enables search engines to display rich snippets in search results – enhanced listings that can include ratings, prices, event dates, FAQ dropdowns, and more. These richer results can significantly improve click-through rates (CTR) from search. Schema can also help reinforce E-E-A-T signals, for example, by clearly identifying the author of an article.

Technical Audit Checklist: Schema Markup

• Identify Opportunities: Determine which schema types are most relevant to the business’s content. For SMBs, common and valuable types include:
  • LocalBusiness: Essential for physical locations or service-area businesses. Includes NAP, hours, etc..
  • Organization: Basic information about the business entity.
  • Article / BlogPosting: For blog content, specifying author, publication/modification dates.
  • Product: For e-commerce sites, detailing price, availability, reviews.
  • Service: Describing services offered.
  • FAQPage: For pages with question-and-answer formats.
  • Review / AggregateRating: To display star ratings.
  • BreadcrumbList: To define breadcrumb navigation structure.
• Check Existing Implementation: Does the site already use schema? Use Google’s Rich Results Test or the Schema Markup Validator to test specific URLs and check for errors or warnings.
• Implement Basic Schema: For WordPress sites, SEO plugins like Yoast SEO or All in One SEO (AIOSEO) often add basic schema (like Article or Organization) automatically. They may also offer features to easily add other types like LocalBusiness or FAQ schema without needing to code. For non-WordPress sites or more complex implementations, schema may need to be added manually (JSON-LD is the preferred format) or with developer assistance.
• Prioritize: For SMBs, implementing LocalBusiness (if applicable), Organization, and Article/BlogPosting schema provides a solid foundation. Add others like Product, FAQ, or Review based on specific content types present on the site.

Technical SEO requires ongoing vigilance. Website platforms get updated, content changes, plugins can introduce conflicts, and search engine guidelines evolve. For SMBs, who might make website alterations without a dedicated SEO expert overseeing them, small technical issues can easily accumulate and negatively impact rankings over time. Relying solely on an infrequent audit is insufficient. Fortunately, free tools like Google Search Console act as a continuous monitoring system. Regularly checking GSC for crawl errors, indexing problems, manual actions, security issues, and Core Web Vitals performance provides an essential early warning system. This low-effort, high-reward activity allows SMBs to catch and fix technical problems before they significantly harm their search visibility.

III. Polishing Your Pages: The On-Page SEO Checklist

Once the technical foundation is solid, the focus shifts to optimizing the content and elements on individual website pages. On-Page SEO ensures that both search engines and human visitors can clearly understand what each page is about and why it’s relevant to specific search queries. It’s about maximizing clarity, relevance, and user engagement at the page level. Effective on-page optimization involves more than just keyword placement; it requires a synergistic approach where technical elements like titles and headers support compelling content that matches user intent.

A. Keyword & Search Intent Alignment

The cornerstone of on-page SEO is targeting the right keywords – the terms and phrases the target audience actually uses when searching online. Equally important is understanding the search intent behind those keywords. Does the user want to learn something (informational), find a specific website (navigational), research before buying (commercial), or make a purchase now (transactional)?. Creating content that doesn’t match the likely intent of the searcher will lead to poor engagement (like high bounce rates) and signal to Google that the page isn’t a good result, hurting its ranking potential.

On-Page Audit Checklist: Keywords & Intent

• Conduct Keyword Research (SMB Focus):
  • Start with Seed Keywords: Brainstorm core terms related to the business’s products or services.
  • Expand with Tools: Use free or freemium tools to find variations, questions, and related terms. Good starting points include Google Keyword Planner, Google Suggest (autocomplete), AnswerThePublic, and the free tiers of Semrush or Ahrefs.
  • Target Long-Tail Keywords: Prioritize longer, more specific phrases (e.g., “affordable gluten-free bakery Brooklyn” instead of “bakery”). These typically have lower competition, making them easier for SMBs to rank for, and often indicate stronger purchase intent.
  • Analyze Volume, Difficulty, Relevance: Evaluate keywords based on estimated monthly search volume (how many people search for it), keyword difficulty (how hard it is to rank for), and relevance to the business’s offerings. SMBs should prioritize keywords that offer a realistic chance of ranking (lower difficulty) while still being relevant and having some search demand.
• Verify Search Intent: For target keywords, perform a Google search and analyze the top-ranking results. What kind of content is ranking (blog posts, product pages, category pages, local listings)? What questions are being answered? Ensure the content planned or audited matches this dominant intent.
• Map Keywords to Pages: Assign a primary target keyword (or a tight cluster of related keywords) to each important page on the website (homepage, service pages, key blog posts).
• Check for Keyword Cannibalization: Ensure that multiple pages on the site aren’t competing for the same primary keyword. This confuses search engines and splits ranking potential. If cannibalization exists, consider consolidating pages or refining keyword targets for each page.

B. Crafting Compelling Titles, Headers & Meta Descriptions

These on-page elements are critical for communicating page relevance to both search engines and users.

On-Page Audit Checklist: Titles, Headers & Metas

• Title Tags (<title>): This is arguably the most important on-page SEO element. It appears as the clickable headline in search results and browser tabs.
  • Keyword Inclusion: Include the page’s primary keyword, ideally near the beginning.
  • Length: Keep it concise, typically under 60 characters, to prevent it from being cut off (truncated) in search results.
  • Uniqueness & Clarity: Each page should have a unique title tag that accurately describes its content.
  • Compelling: Write titles that entice users to click. Consider adding modifiers like “Guide,” “Checklist,” “Tips,” the current year, or the brand name.
• Meta Descriptions: These short snippets appear below the title tag in search results. While not a direct ranking factor, they significantly impact CTR.
  • Length: Aim for around 150-160 characters.
  • Content: Treat it like ad copy. Summarize the page’s value proposition and include a call to action or highlight key benefits to encourage clicks.
  • Keywords: Include the target keyword(s) naturally where relevant, as Google often bolds matching search terms.
  • Uniqueness: Write a unique meta description for every important page. Avoid duplicates.
• Header Tags (H1-H6): These tags structure the content hierarchically, improving readability for users and helping search engines understand the page’s topic structure.
  • H1 Tag: Use only one H1 tag per page; it should typically reflect the main topic and include the primary keyword. Avoid multiple H1s. Ensure the H1 is visible “above the fold” (visible without scrolling), especially on mobile.
  • H2, H3, etc.: Use these tags to break down content into logical sub-sections. Follow a proper hierarchy (H2s for main sections, H3s for sub-sections within H2s, etc.). Incorporate secondary and related keywords naturally within these subheadings.
• Keyword Placement in Content:
  • Early Mention: Include the primary target keyword naturally within the first 100-150 words of the main body content.
  • Natural Integration: Use the primary keyword and relevant variations (synonyms, LSI keywords) throughout the body text where it makes sense. The focus should be on natural language and readability.
  • Avoid Keyword Stuffing: Do not excessively repeat keywords in an unnatural way. This practice offers no SEO benefit and harms user experience, potentially leading to penalties.

C. Optimizing Images for Speed and Search

Images are crucial for engagement, but they need optimization to contribute positively to SEO and user experience. Image optimization serves two main purposes: reducing file size to improve page load speed, and providing context to help search engines understand what the image depicts.

On-Page Audit Checklist: Images

• Use Descriptive File Names: Before uploading, rename image files using relevant keywords separated by hyphens (e.g., local-seo-audit-checklist.png instead of screenshot1.png).
• Write Informative Alt Text: Add descriptive “alt text” (alternative text) to all meaningful images. Alt text describes the image for visually impaired users (via screen readers) and helps search engines understand the image content. Incorporate relevant keywords naturally if appropriate, but prioritize accurate description.
• Compress Images: Reduce image file sizes significantly without noticeable quality loss using tools like TinyPNG, ShortPixel, or built-in features of image editing software or CMS plugins. Large image files are a primary cause of slow page load times.
• Choose the Right Format: Use appropriate image formats (JPEG for photographs, PNG for graphics with transparency, WebP for better compression and quality).
• Ensure Contextual Relevance: Place images close to the related text on the page to help search engines understand their context.
• Use High-Quality, Relevant Images: Use clear, visually appealing images that add value to the content. Avoid overuse of generic stock photos where custom visuals or product images would be more effective and demonstrate authenticity.

D. Strategic Internal & External Linking

Links within a page – both to other pages on the same site (internal) and to external sites (outbound) – play a role in user experience and SEO.

On-Page Audit Checklist: Linking

• Internal Links: These links connect pages within the same website.
  • Benefits: They help users discover more relevant content, improve site navigation, distribute ranking power (PageRank or link equity) across the site, and help search engines understand the site’s structure and the relationship between pages.
  • Audit Checks:
    • Relevance: Are pages linking to other contextually relevant pages on the site?
    • Anchor Text: Is the clickable text (anchor text) descriptive and relevant to the linked page? Using keyword-rich anchor text helps signal context. Avoid generic anchors like “click here.”
    • Quantity: Are there sufficient internal links pointing to important pages? When publishing new content, aim to add 2-5 internal links to older, relevant pages. Identify important pages that have too few incoming internal links.
    • Broken Links: Check for and fix any broken internal links (links pointing to 404 pages) using GSC or site crawlers.
• External Links (Outbound Links): These are links from the website to pages on other domains.
  • Benefits: Linking out to relevant, high-quality, authoritative sources can enhance the credibility and trustworthiness of the content.
  • Audit Checks:
    • Quality & Relevance: Are outbound links pointing to reputable and contextually relevant websites?
    • Broken Links: Check for and fix any broken external links.
    • Link Attributes: Use appropriate link attributes like rel="nofollow", rel="ugc" (user-generated content), or rel="sponsored" for links that shouldn’t pass ranking signals, such as paid links, links in comments, or links to potentially untrusted sources.

IV. Content is King: The Content & E-E-A-T Audit Checklist

Content is the fundamental reason users visit a website and search engines rank it. A content audit goes beyond checking keywords; it assesses the quality, value, uniqueness, and trustworthiness of the information provided. Incorporating Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework into this audit is crucial for building credibility and aligning with search quality guidelines.

A. Evaluating Content Quality, Value & Uniqueness

The core principle guiding content creation and auditing should be Google’s emphasis on helpful, reliable, people-first content. This means evaluating whether the content genuinely serves the user’s needs, is well-researched, accurate, and offers something more than what competitors already provide.

Content Audit Checklist: Quality, Value & Uniqueness

• Relevance & Intent Match: Does the content directly address the target keyword(s) and, more importantly, satisfy the underlying search intent identified in the previous section?. Is it providing the information or solution the user is seeking?
• Accuracy, Depth & Freshness: Is the information presented factually correct and supported by evidence where necessary? Is it comprehensive enough to thoroughly cover the topic, avoiding “thin content” that offers little substance?. Is the information up-to-date, especially for topics where timeliness matters?.
• Originality & Uniqueness: Does the content offer unique value, such as original research, data, expert insights, case studies, or a distinct perspective?. Avoid simply rewriting or aggregating information readily available elsewhere. Consider the concept of “Information Gain”: providing value beyond what currently ranks.
• Readability & Formatting: Is the content easy to consume? Break up long text blocks using short paragraphs, clear headings (H1, H2, H3s), subheadings, bullet points, numbered lists, and bold text for emphasis. Ensure correct grammar and spelling. Tools like the Hemingway App can help assess readability.
• Use of Multimedia: Is the text enhanced with relevant and high-quality images, videos, charts, infographics, or interactive elements where appropriate?. Multimedia can increase engagement and understanding.

B. Tackling Duplicate & Thin Content Issues

Duplicate content (identical or very similar content appearing on multiple URLs, either on the same site or across different sites) and thin content (pages with minimal substance or value) can negatively impact SEO performance. While Google doesn’t typically issue direct penalties for duplicate content unless it’s clearly manipulative, it can confuse search engines about which version to rank, dilute link equity, and waste crawl budget. Thin content simply struggles to rank because it provides little value to users.

Content Audit Checklist: Duplicate & Thin Content

• Identify Duplicate Content:
  • Use online plagiarism checkers like Copyscape or site crawlers like Screaming Frog or Siteliner to find instances of duplicate content both internally (on the same site) and externally (copied from or onto other sites).
  • Check Google Search Console for potential issues flagged under indexing reports.
• Identify Thin Content:
  • Use site crawlers to identify pages with very low word counts.
  • Analyze website analytics (GA4) to find pages with high bounce rates, low time-on-page, and minimal organic traffic – these can be indicators of thin or low-value content.
  • Look for “Zombie Pages” – pages that contribute little value, attract no traffic or links, and potentially harm the site’s overall quality perception. Common examples include outdated press releases, empty tag/category pages, or irrelevant archive pages.
• Implement Fixes:
  • Consolidate Similar Pages: If multiple pages cover very similar topics with overlapping content, consider merging them into a single, comprehensive page and redirecting the URLs of the retired pages to the main one.
  • Use Canonical Tags (rel="canonical"): For legitimate cases of duplicate content (e.g., printer-friendly versions, tracking parameters in URLs, content syndicated to other sites), use the canonical tag on the duplicate versions to point search engines to the preferred, original URL that should be indexed. This is crucial for e-commerce sites using faceted navigation that can generate many similar URLs.
  • Implement 301 Redirects: For pages that are truly duplicates and should no longer exist separately, use permanent (301) redirects to send users and search engines to the canonical version.
  • Use noindex Tags: For pages that have a purpose but shouldn’t appear in search results (e.g., internal search result pages, login pages, thank-you pages, some archive/tag pages), apply a noindex meta tag.
  • Improve or Remove Thin Content: For pages identified as thin, either significantly enhance them by adding substantial, unique, valuable content or, if they serve no real purpose and cannot be improved, consider removing them and redirecting the URL (if it has any traffic or links) to a relevant page. Pruning low-quality “zombie pages” can sometimes improve overall site performance.

C. Demonstrating E-E-A-T for Small Businesses

Google’s Search Quality Rater Guidelines emphasize the importance of E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. While not a direct ranking factor itself, the signals that demonstrate E-E-A-T are evaluated by Google’s algorithms and human quality raters to assess content credibility and value. Trust is considered the most crucial element, underpinning the others. Demonstrating E-E-A-T is particularly vital for “Your Money or Your Life” (YMYL) topics (health, finance, safety), but the principles apply broadly and help build user confidence. For SMBs, consciously auditing for and improving E-E-A-T signals can significantly enhance their perceived credibility.

Content Audit Checklist: E-E-A-T

• Demonstrate Experience:
  • Showcase first-hand knowledge. If reviewing a product or place, include original photos or videos, not just stock images or official materials.
  • Share personal anecdotes, case studies, or real-world examples that illustrate points.
  • Use a first-person narrative (“I found that…”, “In my experience…”) where appropriate to convey direct involvement.
  • Create “behind-the-scenes” content showing processes or the team in action.
• Demonstrate Expertise:
  • Author Credibility: Clearly identify the author(s) of content. Create detailed author bio pages or sections highlighting relevant credentials, education, years of experience, industry recognition, or awards. Link bios to author pages or relevant professional profiles (like LinkedIn).
  • Content Accuracy: Ensure all factual claims are accurate and up-to-date. Cite reputable external sources (studies, official statistics, expert sites) to back up claims. Link to these sources.
  • Content Depth: Cover topics thoroughly, demonstrating a deep understanding beyond surface-level information.
  • Regular Updates: Keep content current, especially for topics that evolve. Display “last updated” dates.
• Demonstrate Authoritativeness:
  • Topical Authority: Become a go-to resource by creating comprehensive content clusters covering a specific niche or topic in depth. Use internal linking to connect related articles within the cluster.
  • External Recognition: Earn backlinks and mentions from other respected, authoritative websites in the industry. Positive press coverage contributes.
  • Brand Reputation: Maintain a positive online reputation. Monitor brand mentions and reviews.
  • About Us Page: Have a clear and comprehensive “About Us” page detailing the business’s history, mission, values, and expertise.
  • Awards & Accreditations: Display any relevant industry awards, certifications, or memberships.
• Demonstrate Trustworthiness:
  • Website Security: Use HTTPS throughout the site.
  • Transparency: Clearly state who owns and operates the website. Provide easily accessible contact information (physical address, phone number, email).
  • Policies: Have clear and accessible Privacy Policies, Terms of Service, and Refund/Return Policies (especially for e-commerce).
  • User Reviews & Testimonials: Display genuine customer reviews or testimonials. Respond professionally to both positive and negative reviews.
  • Website Usability: Ensure the site is easy to navigate, functions correctly (no broken links or errors), and provides a good user experience.
  • Schema Markup: Use Organization and Person (for authors) schema to explicitly provide information to search engines.

Improving E-E-A-T is not just about ticking boxes; it’s about genuinely building a credible and helpful online presence that serves users well.

D. Identifying Content Gaps & Update Opportunities

A content audit should also look forward, identifying opportunities to create new content or improve existing assets.

Content Audit Checklist: Gaps & Updates

• Content Gap Analysis: Identify topics or keywords relevant to the audience and business goals that competitors are covering (and ranking for) but the business’s website is not. Tools like Ahrefs’ Content Gap tool or Semrush’s Keyword Gap tool can automate this comparison. This analysis reveals valuable opportunities for creating new blog posts, guides, or service pages.
• Content Refreshing & Optimization: Not all content needs to be created from scratch. Identify existing pages that could perform better with updates. Look for:
  • Pages with Declining Traffic: Use GA4 or GSC to find pages whose organic traffic has dropped over time. Investigate why – is the information outdated? Have competitors published better content?
  • “Opportunity” Pages: Find pages ranking on the lower half of page 1 or on page 2 (e.g., positions 6-20) for valuable keywords. These pages have potential; improving them could push them into higher-visibility positions.
  • Improvement Actions: Update outdated information, add new sections or data, incorporate more relevant keywords (based on current GSC data), improve readability, add multimedia, strengthen internal linking to and from the page, and enhance E-E-A-T signals (e.g., add author bio, cite sources).
• Address “Zombie Pages”: As mentioned earlier, identify pages with very low traffic, engagement, and value. Decide whether to significantly improve them, consolidate them with other pages, or remove them entirely (with appropriate redirects if they have any backlinks). Removing dead weight can sometimes improve the perceived quality of the site as a whole.

Content quality and E-E-A-T are now deeply connected in Google’s evaluation. It’s insufficient to merely publish keyword-targeted articles. SMBs must strive to demonstrate genuine experience, expertise, and trustworthiness through transparent authorship, accurate information, and content that truly helps the user. Simultaneously, pruning low-quality, thin, or duplicate content is essential, as these pages detract from the overall perception of site quality and trust. The audit process must therefore evaluate content holistically – assessing not just keyword alignment but also depth, accuracy, authoritativeness, demonstrable experience, and the presence of any low-quality pages that could undermine the site’s credibility.

V. Building Authority: The Off-Page SEO Checklist

Off-Page SEO encompasses activities performed outside of the business’s own website to influence its search engine rankings. The primary focus of off-page SEO is building the website’s authority, credibility, and trustworthiness, largely through earning high-quality backlinks from other reputable websites.

A. Understanding Your Backlink Profile

Backlinks are links from external websites pointing to a business’s site. Search engines like Google view high-quality backlinks as votes of confidence or endorsements, signaling that other resources find the content valuable. A strong backlink profile is a significant ranking factor. However, not all links are created equal; quality and relevance matter far more than sheer quantity.

Off-Page Audit Checklist: Backlink Profile Analysis

• Gather Backlink Data: Use backlink analysis tools to get a list of websites linking to the business’s site. Options include:
  • Ahrefs Site Explorer
  • Semrush Backlink Analytics
  • Moz Link Explorer
  • Google Search Console (Links report – provides data but less analysis capability)
• Assess Key Metrics:
  • Quantity: Note the total number of backlinks and, more importantly, the number of unique referring domains (different websites linking to the site).
  • Quality & Authority: Evaluate the authority of the linking domains. Tools provide metrics like Domain Authority (Moz), Domain Rating (Ahrefs), or Authority Score (Semrush). Aim for links from websites that are themselves authoritative and relevant to the business’s industry.
  • Relevance: Are the linking sites topically related to the business? Links from relevant sources carry more weight.
  • Anchor Text: Analyze the text used in the backlinks. Is it varied and natural, or is it heavily optimized with exact match keywords? Over-optimized anchor text can look unnatural and potentially trigger penalties.
  • Link Velocity: Check the rate at which new backlinks are acquired over time. Sudden, unnatural spikes might indicate low-quality link building tactics or even negative SEO attacks.
• Identify Toxic Links: Look for potentially harmful backlinks coming from low-quality sources such as:
  • Spammy websites (e.g., irrelevant directories, link farms).
  • Sites in completely unrelated niches.
  • Sites with low authority or negative reputations.
  • Sites known for selling links or participating in link schemes.
  • Many tools offer a “toxicity score” or similar metric to help identify these.
• Review Disavow File: Check in Google Search Console if a disavow file has previously been submitted. This file tells Google to ignore specific backlinks. If toxic links are identified during the audit and are believed to be causing harm, consider creating or updating a disavow file. However, use the disavow tool with extreme caution, as disavowing healthy links can harm rankings. It’s generally recommended only for clear cases of spammy links or after receiving a manual action penalty related to links.

B. Analyzing Competitor Backlinks

Understanding where competitors get their backlinks is a powerful way to identify link building opportunities and benchmark efforts within the industry.

Off-Page Audit Checklist: Competitor Backlink Analysis

• Identify Competitors: Use the same 2-3 key competitors identified earlier.
• Use Analysis Tools: Input competitor domains into backlink analysis tools (Ahrefs, Semrush, Moz).
• Analyze Their Profiles: Look for patterns and specific opportunities:
  • Common Linking Sites: Are there high-quality, relevant websites linking to multiple competitors but not to the business being audited? These are prime targets.
  • Linkable Content Types: What kind of content on competitors’ sites attracts the most links (e.g., comprehensive guides, original research, free tools, infographics)? This informs future content strategy.
  • Specific Opportunities: Identify specific websites where competitors have links that could potentially be replicated, such as industry directories, resource pages, guest post placements, or mentions in roundup articles.

C. Practical Link Building Tactics for SMBs

Earning high-quality backlinks requires consistent effort and a focus on providing value. SMBs should prioritize sustainable, ethical tactics over risky shortcuts like buying links, which can lead to penalties.

Off-Page Audit Checklist: Link Building Opportunities

• Foundation: Create Linkable Assets: The most sustainable way to earn links is to create outstanding content or resources that other websites naturally want to reference and link to. This includes in-depth guides, original research or data, useful tools, compelling infographics, or unique case studies. This aligns with a Digital PR approach.
• Leverage Local Connections:
  • Local Citations: Ensure consistent NAP information on relevant local directories (Yelp, industry-specific sites, Chamber of Commerce). While primarily for local SEO, these can provide relevant links.
  • Local Partnerships: Collaborate with complementary local businesses for cross-promotion or guest content.
  • Local Sponsorships/Events: Sponsoring local events or charities can sometimes lead to mentions and links on their websites.
• Content-Based Outreach:
  • Guest Blogging: Write high-quality articles for reputable websites within the industry or related niches. Focus on providing value, not just getting a link.
  • Broken Link Building: Use tools to find broken external links on relevant websites. Contact the site owner, point out the broken link, and suggest the business’s own relevant content as a replacement.
  • Resource Page Link Building: Identify resource pages on authoritative sites that list helpful links for a specific topic. If the business has a relevant resource, reach out and suggest its inclusion.
• Leverage Expertise & Relationships:
  • Expert Contributions (HARO/Connectively): Respond to queries from journalists seeking expert sources on platforms like Help A Reporter Out (HARO), Connectively, or Help a B2B Writer. This can result in valuable media mentions and backlinks.
  • Unlinked Brand Mentions: Set up Google Alerts or use brand monitoring tools (like Talkwalker) to find online mentions of the business name that don’t include a link. Reach out and politely request that a link be added.
  • Testimonials: Offer testimonials to suppliers or vendors whose products/services the business uses. They may feature the testimonial on their website with a link back.
  • Podcast Guesting: Seek opportunities to be interviewed on relevant podcasts in the industry. Hosts often include a link to the guest’s website in the show notes.
  • Relationship Building: Engage with industry influencers and other businesses online. Mentioning them positively in content can sometimes lead to shares or links.

For small businesses, focusing on quality over quantity in link building is paramount. Building genuine relationships, creating truly valuable content, and leveraging local connections are often more sustainable and effective strategies than attempting large-scale, low-quality outreach. These approaches also align better with demonstrating genuine Expertise and Authoritativeness (E-E-A-T), making the earned links more impactful and less risky.

VI. Winning Locally: The Local SEO Checklist

For small businesses that serve customers within a specific geographic area – whether from a physical storefront or as a service-area business (SAB) – Local SEO is absolutely critical. A significant percentage of searches have local intent, meaning users are looking for products or services “near me” or within a particular town or city. Optimizing for local search helps these businesses appear prominently in location-specific search results, including the coveted Google Maps “Local Pack.”

A. Mastering Your Google Business Profile (GBP)

The Google Business Profile (formerly Google My Business or GMB) is the cornerstone of local SEO. It’s a free listing that appears in Google Search and Maps results, providing essential information directly to potential customers. For many local searches, the GBP listing is the first interaction a user has with the business online. Optimizing it thoroughly is often the single most impactful local SEO action an SMB can take.

Local SEO Audit Checklist: Google Business Profile

• Claim and Verify Listing: Ensure the business has claimed its GBP listing and completed the verification process (usually via postcard, phone, or email). An unclaimed listing cannot be fully managed.
• Complete & Accurate Information: Meticulously fill out all applicable sections of the profile with accurate and up-to-date information. This includes:
  • Business Name, Address, Phone (NAP): Must be exactly correct and consistent with the website and other online listings (see next section).
  • Website Link: Ensure the link points to the correct homepage or relevant location page.
  • Hours of Operation: Keep hours current, including holiday hours.
  • Categories: Select the most accurate primary category that describes the core business. Add relevant secondary categories as well.
  • Service Area: Define the specific geographic areas served (for SABs) or confirm the physical location pin is accurate on the map.
  • Services/Products: List specific services offered or products sold, using relevant keywords where appropriate.
  • Attributes: Select relevant attributes (e.g., “wheelchair accessible,” “free Wi-Fi,” “women-led”).
  • Business Description: Write a compelling description incorporating relevant keywords.
• High-Quality Photos & Videos: Regularly upload high-quality photos showcasing the business exterior, interior, products, services, team, and customer interactions. Videos can also be added.
• Utilize GBP Features: Actively use features like:
  • Google Posts: Share updates, offers, events, or new blog content regularly.
  • Q&A: Monitor and promptly answer questions asked by users. Proactively add common questions and answers.
  • Offers/Events: Promote special deals or upcoming events.
  • Booking/Appointment Links: Integrate booking functionality if applicable.
• Manage Reviews: Monitor new reviews and respond promptly and professionally to both positive and negative feedback (covered in detail below).

B. NAP Consistency & Local Citations

Local citations are online mentions of a business’s core contact information: Name, Address, and Phone number (NAP). These mentions often appear in online directories (like Yelp, Yellow Pages, Foursquare), industry-specific sites (like TripAdvisor for travel, Houzz for home improvement), local chamber of commerce sites, and other websites. Including the website URL (NAP+W) is also common.

Consistency is paramount. Search engines like Google cross-reference NAP information across the web to verify the legitimacy and location details of a business. Inconsistent information (e.g., variations in the business name like “Inc.” vs. “Incorporated,” different street abbreviations like “St.” vs. “Street,” old phone numbers) can confuse search engines and users, negatively impacting local rankings.

Local SEO Audit Checklist: Citations & NAP Consistency

• Audit Existing Citations: Identify where the business is currently listed online. This can be done through:
  • Manual searches on major directories (Google Maps, Yelp, Bing Places, Apple Maps, Facebook).
  • Using citation audit tools (many are paid services like Moz Local, BrightLocal, Yext, Semrush Listing Management, but some offer free checks or limited reports).
  • Searching for the business name and address variations on Google.
• Check for NAP Consistency: Create a canonical (master) version of the business NAP. Compare the NAP information found in existing citations against this master version. Note any inconsistencies in name spelling/formatting, address details (suite numbers, street types), and phone numbers. Also check website URL consistency.
• Identify Missing Citation Opportunities: Research relevant directories where the business should be listed but isn’t. Look at:
  • Major national/global directories (if not already listed).
  • Key local directories (city-specific, Chamber of Commerce).
  • Industry-specific directories (e.g., legal directories for law firms, health directories for doctors).
  • Check where direct competitors are listed.
• Clean Up Inconsistencies & Duplicates: Take steps to correct inaccurate information on existing listings. This often involves claiming listings and editing them directly or contacting directory administrators. Identify and attempt to remove or merge any duplicate listings for the same business location, as these also cause confusion. Managing citations manually can be time-consuming, especially with many locations; automated services exist but come at a cost.

Ensuring NAP consistency across the GBP profile, the business website, and major online directories is a foundational task for local SEO success.

C. Leveraging Customer Reviews

Online reviews are a powerful local ranking factor and significantly influence customer decisions. Positive reviews build trust and credibility, while the volume, velocity, and diversity of reviews are signals Google considers. Managing the business’s online reputation through reviews is crucial.

Local SEO Audit Checklist: Reviews

• Monitor Key Review Platforms: Regularly check for new reviews on:
  • Google Business Profile (most important for local SEO).
  • Major platforms like Yelp, Facebook.
  • Relevant industry-specific sites (e.g., TripAdvisor, Angie’s List, BBB, Houzz).
  • Conduct searches like ” reviews” to find reviews on lesser-known sites.
• Respond Promptly & Professionally: Make it a policy to respond to all reviews, both positive and negative, in a timely manner. Thank positive reviewers. Address negative reviews constructively, acknowledge concerns, and offer solutions offline if necessary. This shows engagement and customer care.
• Encourage (Don’t Incentivize) Reviews: Actively encourage satisfied customers to leave reviews on key platforms like Google. This can be done via email follow-ups, signage in-store, or links on the website. Important: Do not offer discounts or rewards specifically for leaving reviews, as this violates the terms of service for most platforms and can erode trust.
• Analyze Review Content: Look for recurring themes or feedback in reviews (both positive and negative). This provides valuable insights into customer satisfaction and areas for business improvement.
• Showcase Positive Reviews: Feature positive testimonials or review snippets on the business website (with permission, if necessary) to build social proof. Consider using review schema markup.

D. Localized Website Content & On-Page Signals

The business website itself needs to be optimized with local signals to reinforce its relevance to the target geographic area.

Local SEO Audit Checklist: Website Localization

• Location-Specific Service Pages: If the business serves multiple distinct areas, consider creating separate pages on the website for each key location or service area. These pages should feature unique content relevant to that specific area (e.g., mentioning local landmarks, discussing local needs). Avoid simply duplicating content across location pages.
• NAP on Website: Ensure the full, consistent NAP appears clearly on the website, typically on the Contact Us page and in the website footer (especially for businesses with fewer than 10 locations). Make phone numbers clickable for mobile users.
• Embed Google Map: Include an interactive Google Map showing the business location, usually on the Contact Us or location pages.
• Local Keywords in Content: Naturally incorporate location-specific keywords (e.g., “plumber in [City],” ” near [Neighborhood],” “best [Product]”) into page titles, headings, body text, and image alt text where relevant.
• Localized Content Creation: Develop blog posts or resources that address local topics, events, news, or customer interests relevant to the service area. For example, a local landscaper might write about “Best Plants for [City Name] Climate”.
• Local Schema Markup: Implement LocalBusiness schema markup on relevant pages to explicitly provide structured NAP data and other business details to search engines.
• Local Link Building: Seek opportunities to earn backlinks from other local businesses, organizations, news sites, or blogs within the target geographic area.

Local SEO requires a multi-faceted approach, combining strong GBP management, consistent citations, proactive review management, and locally relevant website optimization.

VII. Sizing Up the Competition: Competitor Analysis Checklist

While a quick competitor check was done during preparation, a more thorough analysis during the audit provides deeper strategic insights. Understanding competitor strengths and weaknesses helps identify realistic opportunities and potential threats.

Competitor Analysis Checklist:

• Identify Top 3-5 Competitors: Confirm the key competitors ranking consistently for the most important target keywords (both organic and local results).
• Analyze Their On-Page SEO:
  • Keyword Targeting: Which keywords do their key pages (homepage, main service/product pages) target in titles, H1s, and content?.
  • Content Strategy: What types of content are they producing (blogs, guides, videos, case studies)? How frequently? What topics do they cover?. How deep/comprehensive is their content?
  • Site Structure & UX: How is their site organized? Is it easy to navigate? Is it mobile-friendly? How fast does it load?.
• Analyze Their Off-Page SEO (Backlinks):
  • Link Volume & Quality: Use tools (Ahrefs, Semrush, Moz) to estimate the number and quality (domain authority) of their backlinks. How does this compare to the business being audited?
  • Link Sources: Where are they getting their best links from? Identify specific websites, directories, or types of content attracting links.
• Analyze Their Local SEO (If Applicable):
  • GBP Presence: How optimized is their Google Business Profile? Check completeness, photos, posts, reviews, Q&A activity.
  • Citations: Where are they listed? Is their NAP consistent?
  • Reviews: What is their average rating? How many reviews do they have? Do they respond?
• Identify Strengths & Weaknesses: Based on the analysis, what are competitors doing well that can be learned from? Where are their weaknesses or gaps that the business can exploit? (e.g., poor mobile site, lack of blog content, negative reviews, missing key citations).
• Content Gap Analysis (Revisited): Specifically identify valuable keywords/topics they rank for that the audited business does not cover.