A technical SEO audit should help you make decisions. It should not be a spreadsheet of warnings with no view of which pages matter. Start with the checks that can block crawling, indexing and the performance of valuable landing pages.
Confirm which pages should be indexed
Compare the pages in Google’s index, your XML sitemap and your internal links. Look for important pages that are missing and thin, duplicate or parameter URLs that should not be competing.
Review robots and canonical signals
Check robots.txt, meta robots directives and canonical tags together. A canonical should agree with the version used in navigation, internal links and the XML sitemap.
Find broken links and redirect chains
Repair internal links that lead to errors or unnecessary redirect hops. During a redesign, map old URLs to the closest relevant new page rather than sending everything to the homepage.
Check site architecture
Priority services and locations should be reachable through clear navigation and contextual internal links. Important pages buried several levels deep are harder for users and search engines to discover.
Test performance by template
Do not test only the homepage. Review service pages, location pages, posts and forms on mobile. Large images, unused scripts, fonts, sliders and plugin-heavy templates are common sources of delay.
Validate structured data
Structured data should describe content that is visible on the page. Remove unsupported or duplicated markup and fix validation errors on the page types where rich-result eligibility matters.
Verify analytics and conversions
An audit is incomplete if you cannot see whether organic visitors call, submit forms or reach key confirmation pages. Test the conversion events before relying on the report.
Turn findings into a roadmap
Group work by impact, effort and dependency. Fix blocking issues first, then improve structure and content. For a deeper review, see our technical SEO services and SEO audits.
