SEO Audit Checklist

The Google Business Profile is claimed and verified

How to check: Search the business name on Google Maps. If it says 'Own this business?', it is not claimed.

The main category is the most specific one available

How to check: Open the profile editor and compare the category with the top three competitors on Maps.

Name, address and phone match the website exactly

How to check: Put the profile and the website contact page side by side and compare word for word.

Opening hours are correct, including holiday hours

How to check: Check the hours on the profile and ask the owner about festival and Sunday timings.

The business description is filled in and mentions main services and area

How to check: Read the 'From the business' section on the profile.

At least 10 real photos, with some added in the last month

How to check: Open the Photos tab on the profile and look at the dates.

Services or products are listed on the profile

How to check: Look for the Services or Products section in the profile editor.

There is a post from the last 14 days

How to check: Scroll to Updates on the profile and check the date of the latest one.

Every recent review has a reply from the owner

How to check: Open Reviews, sort by newest and check for owner responses.

The website loads securely with a padlock

How to check: Visit the site with http:// and check it moves to https:// with no warning.

The website is easy to use on a phone

How to check: Open it on a phone: text readable without zooming, buttons easy to tap.

Pages load quickly on mobile

How to check: Run the home page through PageSpeed Insights and look at the mobile result.

Google has the important pages stored

How to check: Search site:yourdomain.in on Google, or check Pages in Search Console.

A sitemap exists and is submitted to Google

How to check: Open /sitemap.xml and check Sitemaps in Search Console.

Nothing important is blocked from Google

How to check: Open /robots.txt and look for 'Disallow: /' or blocked key folders.

No broken links or 'page not found' errors

How to check: Click through the menu and footer links, and check Pages in Search Console for 404 errors.

Old or moved pages redirect to the right new page

How to check: Try old URLs you know of and check where they land.

The site opens at one address only (with or without www)

How to check: Visit both www and non-www versions; one should redirect to the other.

Images are compressed and not oversized

How to check: PageSpeed Insights lists images that could be smaller.

Each important page has a unique, clear title

How to check: Search site:yourdomain.in and read the blue headlines.

Key pages have a description written for Google results

How to check: Look at the grey text under each result in the site: search, or use our page checker.

Each page has one main heading that says what it is about

How to check: Check the biggest heading at the top of each page.

Longer pages are broken up with sub-headings

How to check: Skim each service page: can you see the sections at a glance?

Page addresses are short and readable

How to check: Look at the address bar: /dental-implants is good, /page?id=123 is not.

Important images have a text description

How to check: Use our page checker or right-click an image and inspect it for an alt description.

Pages link to each other where it helps

How to check: Check that the home page and blog articles link to the main service pages.

Business details code (schema) is on the site

How to check: Run the home page through Google's Rich Results Test.

Phone number and WhatsApp are easy to find on every page

How to check: Open any page on a phone and see if you can call in one tap.

Every main service has its own page

How to check: List the owner's top services and check each has a page, not just a line on the home page.

Service pages explain the service properly

How to check: Each page should cover what it is, who it is for, price guide, area and why choose you.

Common customer questions are answered on the site

How to check: Ask the owner what customers ask on the phone and search the site for answers.

Content is up to date (prices, offers, staff)

How to check: Look for old dates, past offers or staff who have left.

There are helpful articles, updated in the last three months

How to check: Open the blog or articles page and check the latest date.

An About page shows the real people behind the business

How to check: Look for names, photos, experience and qualifications.

Reviews, photos of work or case studies are on the site

How to check: Check the home page and service pages for proof from real customers.

Every page tells visitors what to do next

How to check: Look for a clear button or line: call, WhatsApp, book or visit.

Areas served have their own pages or clear mentions

How to check: Search the site for each area name the business serves.

Business details match on Justdial, Facebook and other listings

How to check: Search the business name and phone number and compare the top listings.

Listed on the main Indian directories for this trade

How to check: Check Justdial, IndiaMART, Sulekha, Practo or Zomato, whichever fit.

The contact page has the address and a map

How to check: Open the contact page and check the address is written out, not only an image.

Review count and rating are close to or above top competitors

How to check: Search the main service with the city on Google Maps and compare the top three.

There is a simple way to ask customers for reviews

How to check: Ask the owner if they share a review link on WhatsApp or a QR code at the counter.

The website mentions the city and area with the services

How to check: Check titles and headings for phrases like 'dentist in Andheri'.

Local business details code includes address and hours

How to check: In the Rich Results Test, look for LocalBusiness with address and opening hours.

Some trusted websites link to the business

How to check: Check Links in Search Console, or use our authority checker.

No obvious spam links pointing to the site

How to check: Scan the linking sites in Search Console for foreign-language spam or adult sites.

You know where competitors get their links

How to check: Note directories and websites that mention the top competitors but not this business.

Social profiles exist and link to the website

How to check: Check the Instagram, Facebook and YouTube bios for the website link.

The business is mentioned in local news or blogs

How to check: Search the business name in quotes on Google and look beyond its own pages.

Suppliers, partners or associations link to the site

How to check: Ask the owner which brands they stock or groups they belong to, and check their websites.

There is a plan to earn new mentions each month

How to check: Look for events, sponsorships, awards or offers worth writing about.

Marketplace listings (Amazon, Zomato, IndiaMART) point back to the brand

How to check: Check the business profile on each marketplace for the correct name and website.

Google Search Console is set up and verified

How to check: Ask for access or check that the property shows data for the last three months.

Google Analytics is installed and receiving visits

How to check: Open Analytics Realtime and visit the site from your phone.

Form enquiries are counted as goals

How to check: Submit a test enquiry and check it appears as a key event in Analytics.

Phone clicks are tracked

How to check: Check that tapping the phone number is recorded in Analytics.

WhatsApp clicks are tracked

How to check: Check that tapping the WhatsApp button is recorded in Analytics.

Links in social posts and the Google listing are tagged

How to check: Look at the website link on the Google profile for utm_source tags.

Starting numbers are recorded before work begins

How to check: Note clicks, visits, calls and reviews for last month, with the date.

A simple monthly report is agreed with the owner

How to check: Agree which three or four numbers they care about and how they want to receive them.