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The SEO audit

71 checks across everything in the SEO course. Answer Yes, Partly or No, see where the gaps are, and turn what’s missing into a 90-day plan, with anything that stops you being found fixed first.

Priority 1: CriticalPriority 2: High impactPriority 3: GrowthPriority 4: Refinement

Every check links to the lesson that explains it. A score here isn’t your ranking (nobody can measure that in one number); it shows what you control and haven’t fixed yet. Saved on this device, nothing sent anywhere.

0 of 71

Your plan

Module 2

Technical Foundations

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0 of 14 answered

Module 3

Local

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0 of 11 answered

Module 4

Speed, Mobile and Safety

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0 of 10 answered

Module 5

Your Pages and Content

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0 of 11 answered

Module 6

Property Listings

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0 of 8 answered

Module 7

Links and Reputation

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0 of 5 answered

Module 8

Trust

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0 of 5 answered

Module 9

Playing It Smart

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0 of 5 answered

Module 10

Measure and Plan

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0 of 2 answered

02Technical Foundations

  1. Are your homepage, valuation, sales and lettings pages all indexed (URL Inspection says "URL is on Google")?

    Priority 1: CriticalLesson 2.1: Can Google Find and Read Your Pages?

    Are your homepage, valuation, sales and lettings pages all indexed (URL Inspection says "URL is on Google")?

  2. Is your site free of accidental noindex tags and robots.txt blocks on pages you want found?

    Priority 1: CriticalLesson 2.1: Can Google Find and Read Your Pages?

    Is your site free of accidental noindex tags and robots.txt blocks on pages you want found?

  3. Do you check Search Console's Pages report monthly, and after any change to the site?

    Priority 2: High impactLesson 2.1: Can Google Find and Read Your Pages?

    Do you check Search Console's Pages report monthly, and after any change to the site?

  4. Can a visitor reach the valuation form, a listing, and your landlord and tenant guides within three clicks of the homepage?

    Priority 2: High impactLesson 2.2: Site Structure, Menus and Internal Links

    Can a visitor reach the valuation form, a listing, and your landlord and tenant guides within three clicks of the homepage?

  5. Do Buy, Rent, Sell, Let and Valuation all appear in your top menu?

    Priority 2: High impactLesson 2.2: Site Structure, Menus and Internal Links

    Do Buy, Rent, Sell, Let and Valuation all appear in your top menu?

  6. Does every important page have internal links pointing to it, with no orphan pages?

    Priority 3: GrowthLesson 2.2: Site Structure, Menus and Internal Links

    Does every important page have internal links pointing to it, with no orphan pages?

  7. Is your sitemap submitted in Search Console and Bing Webmaster Tools, and showing Success?

    Priority 2: High impactLesson 2.3: Sitemaps, and Getting Your Photos Found

    Is your sitemap submitted in Search Console and Bing Webmaster Tools, and showing Success?

  8. Does your sitemap list only live, indexable pages (no sold or let listings, redirects or noindexed pages)?

    Priority 3: GrowthLesson 2.3: Sitemaps, and Getting Your Photos Found

    Does your sitemap list only live, indexable pages (no sold or let listings, redirects or noindexed pages)?

  9. Do the http, https, www and non-www versions of your site all redirect to one official version?

    Priority 1: CriticalLesson 2.4: Duplicate Addresses and Canonical Tags

    Do the http, https, www and non-www versions of your site all redirect to one official version?

  10. Does every key page and listing have a canonical tag pointing to itself, even with tracking codes added?

    Priority 2: High impactLesson 2.4: Duplicate Addresses and Canonical Tags

    Does every key page and listing have a canonical tag pointing to itself, even with tracking codes added?

  11. Do sold and let listings follow a written policy (kept live and marked, then redirected), never an error page?

    Priority 2: High impactLesson 2.5: Redirects, Broken Pages, and Sold or Let Properties

    Do sold and let listings follow a written policy (kept live and marked, then redirected), never an error page?

  12. Are broken links and redirect chains fixed, and does your 404 page help people back in?

    Priority 3: GrowthLesson 2.5: Redirects, Broken Pages, and Sold or Let Properties

    Are broken links and redirect chains fixed, and does your 404 page help people back in?

  13. Does your homepage have RealEstateAgent (or Organization) markup that matches your real details, with no errors?

    Priority 3: GrowthLesson 2.6: Schema Markup: Labels for Machines

    Does your homepage have RealEstateAgent (or Organization) markup that matches your real details, with no errors?

  14. Is your markup free of review stars about your own business, and of anything that isn't visible on the page?

    Priority 2: High impactLesson 2.6: Schema Markup: Labels for Machines

    Is your markup free of review stars about your own business, and of anything that isn't visible on the page?

03Local

  1. Is your Google Business Profile claimed and verified, by an account your business owns?

    Priority 1: CriticalLesson 3.1: Google Business Profile (and Bing and Apple Too)

    Is your Google Business Profile claimed and verified, by an account your business owns?

  2. Is your profile complete: your real name, the most accurate primary category, services, hours and at least 10 real photos?

    Priority 2: High impactLesson 3.1: Google Business Profile (and Bing and Apple Too)

    Is your profile complete: your real name, the most accurate primary category, services, hours and at least 10 real photos?

  3. Does your profile's website link go to the most useful page, with a tracking tag?

    Priority 3: GrowthLesson 3.1: Google Business Profile (and Bing and Apple Too)

    Does your profile's website link go to the most useful page, with a tracking tag?

  4. Have you claimed Bing Places and Apple Business, with the same details?

    Priority 2: High impactLesson 3.1: Google Business Profile (and Bing and Apple Too)

    Have you claimed Bing Places and Apple Business, with the same details?

  5. Do you add photos and post to your profile regularly?

    Priority 3: GrowthLesson 3.1: Google Business Profile (and Bing and Apple Too)

    Do you add photos and post to your profile regularly?

  6. Are your area pages written from real local knowledge, not one template with the place name swapped?

    Priority 2: High impactLesson 3.2: Area Pages That Show Real Local Knowledge

    Are your area pages written from real local knowledge, not one template with the place name swapped?

  7. Do you only have area pages for places you genuinely work?

    Priority 2: High impactLesson 3.2: Area Pages That Show Real Local Knowledge

    Do you only have area pages for places you genuinely work?

  8. Is every location on your profiles a real, staffed office (no virtual offices)?

    Priority 1: CriticalLesson 3.3: Distance, and Why You Show Up in Some Places and Not Others

    Is every location on your profiles a real, staffed office (no virtual offices)?

  9. Have you checked how you appear from customers' streets across your patch, not just from the office?

    Priority 3: GrowthLesson 3.3: Distance, and Why You Show Up in Some Places and Not Others

    Have you checked how you appear from customers' streets across your patch, not just from the office?

  10. Are your name, address and phone identical on your website, Google, Bing, Apple, the portals and directories?

    Priority 2: High impactLesson 3.4: One Business, the Same Details Everywhere

    Are your name, address and phone identical on your website, Google, Bing, Apple, the portals and directories?

  11. Do you keep one master sheet of your exact details for staff?

    Priority 4: RefinementLesson 3.4: One Business, the Same Details Everywhere

    Do you keep one master sheet of your exact details for staff?

04Speed, Mobile and Safety

  1. Do your listing and valuation pages pass Core Web Vitals on mobile in PageSpeed Insights?

    Priority 2: High impactLesson 4.1: Page Speed: Hosting, Images and Core Web Vitals

    Do your listing and valuation pages pass Core Web Vitals on mobile in PageSpeed Insights?

  2. Are listing photos resized and compressed before they reach the site?

    Priority 2: High impactLesson 4.1: Page Speed: Hosting, Images and Core Web Vitals

    Are listing photos resized and compressed before they reach the site?

  3. Do you have uptime monitoring that tells you when the site goes down?

    Priority 4: RefinementLesson 4.1: Page Speed: Hosting, Images and Core Web Vitals

    Do you have uptime monitoring that tells you when the site goes down?

  4. Can someone find a rental, view the photos, call you and book a viewing easily on a phone?

    Priority 2: High impactLesson 4.2: Mobile: Built for Phones, With Nothing Missing

    Can someone find a rental, view the photos, call you and book a viewing easily on a phone?

  5. Does the mobile version show everything the desktop one does (floorplan, details, map)?

    Priority 2: High impactLesson 4.2: Mobile: Built for Phones, With Nothing Missing

    Does the mobile version show everything the desktop one does (floorplan, details, map)?

  6. Does every page load on https with a padlock, and is the certificate in date?

    Priority 1: CriticalLesson 4.3: Security: the Padlock, Hacking and Malware

    Does every page load on https with a padlock, and is the certificate in date?

  7. Does Search Console show no security issues?

    Priority 1: CriticalLesson 4.3: Security: the Padlock, Hacking and Malware

    Does Search Console show no security issues?

  8. Are plugins and software up to date, with two-step login and tested off-site backups?

    Priority 2: High impactLesson 4.3: Security: the Padlock, Hacking and Malware

    Are plugins and software up to date, with two-step login and tested off-site backups?

  9. Does a first-time visitor see at most one overlay, and never a pop-up on arrival or on listings?

    Priority 3: GrowthLesson 4.4: Pop-ups, Clutter and Accessibility

    Does a first-time visitor see at most one overlay, and never a pop-up on arrival or on listings?

  10. Can your enquiry form be filled in with only a keyboard, with every field labelled?

    Priority 3: GrowthLesson 4.4: Pop-ups, Clutter and Accessibility

    Can your enquiry form be filled in with only a keyboard, with every field labelled?

05Your Pages and Content

  1. Does each key page have one clear job ("this page solves X for Y") that matches what Google shows for its main search?

    Priority 2: High impactLesson 5.1: Search Intent and Keyword Research

    Does each key page have one clear job ("this page solves X for Y") that matches what Google shows for its main search?

  2. Do you keep a search list by audience, and revisit it every quarter?

    Priority 3: GrowthLesson 5.1: Search Intent and Keyword Research

    Do you keep a search list by audience, and revisit it every quarter?

  3. Do your valuation, landlord and service pages fully answer what people need, compared with the top results?

    Priority 2: High impactLesson 5.2: Useful, In-Depth Pages

    Do your valuation, landlord and service pages fully answer what people need, compared with the top results?

  4. Does each audience have a main page plus supporting guides that link to each other?

    Priority 3: GrowthLesson 5.3: Covering Your Whole Subject: Topic Clusters

    Does each audience have a main page plus supporting guides that link to each other?

  5. Do you publish your own local data (a market report, rents, time to sell), with your method?

    Priority 3: GrowthLesson 5.4: Original and Accurate: What Only You Can Say

    Do you publish your own local data (a market report, rents, time to sell), with your method?

  6. Do your guides show a named author and a reviewed date, with official sources for legal claims?

    Priority 2: High impactLesson 5.4: Original and Accurate: What Only You Can Say

    Do your guides show a named author and a reviewed date, with official sources for legal claims?

  7. Have thin, duplicate and template pages been improved, merged or removed?

    Priority 2: High impactLesson 5.5: Thin, Copied and Mass-Produced Pages

    Have thin, duplicate and template pages been improved, merged or removed?

  8. Does each key page open with who it's for and what they get, with one H1 and descriptive headings?

    Priority 3: GrowthLesson 5.6: Clear Structure, Headings and the First Screen

    Does each key page open with who it's for and what they get, with one H1 and descriptive headings?

  9. Are your page titles unique, under about 60 characters, and do they say what and where?

    Priority 3: GrowthLesson 5.7: Titles and Descriptions That Get the Click

    Are your page titles unique, under about 60 characters, and do they say what and where?

  10. Do your key pages have specific meta descriptions?

    Priority 4: RefinementLesson 5.7: Titles and Descriptions That Get the Click

    Do your key pages have specific meta descriptions?

  11. Do your pages use your area names and property terms naturally, without keyword stuffing?

    Priority 4: RefinementLesson 5.8: Writing Naturally: Places, Topics and Property Terms

    Do your pages use your area names and property terms naturally, without keyword stuffing?

06Property Listings

  1. Are listings accurate and complete, with Part A material information (price or rent, council tax band, tenure, deposit) shown early?

    Priority 1: CriticalLesson 6.1: Accurate, Complete Listings

    Are listings accurate and complete, with Part A material information (price or rent, council tax band, tenure, deposit) shown early?

  2. Do you fix listing errors in your CRM first, so the next feed doesn't undo them?

    Priority 3: GrowthLesson 6.1: Accurate, Complete Listings

    Do you fix listing errors in your CRM first, so the next feed doesn't undo them?

  3. Do status and price match across your CRM, your website and every portal, checked daily?

    Priority 2: High impactLesson 6.2: Availability, Prices, Feeds and the Portals

    Do status and price match across your CRM, your website and every portal, checked daily?

  4. Is your own listing page more useful than the portal's copy (local detail, the agent's name, an original description)?

    Priority 3: GrowthLesson 6.2: Availability, Prices, Feeds and the Portals

    Is your own listing page more useful than the portal's copy (local detail, the agent's name, an original description)?

  5. Are your lettings fees published on your website, as the law requires for letting agents?

    Priority 1: CriticalLesson 6.3: Process and Fees Pages

    Are your lettings fees published on your website, as the law requires for letting agents?

  6. Does each journey (buying, renting, selling, letting) have a page with the steps, a timeline and the fees?

    Priority 3: GrowthLesson 6.3: Process and Fees Pages

    Does each journey (buying, renting, selling, letting) have a page with the steps, a timeline and the fees?

  7. Does every listing have a floorplan and enough real photos, each with alt text?

    Priority 3: GrowthLesson 6.4: Photos, Floorplans and Video

    Does every listing have a floorplan and enough real photos, each with alt text?

  8. Do you use video where it helps, with a transcript on the page?

    Priority 4: RefinementLesson 6.4: Photos, Floorplans and Video

    Do you use video where it helps, with a transcript on the page?

07Links and Reputation

  1. Do several relevant local sites (press, community groups, partners) link to you?

    Priority 3: GrowthLesson 7.1: Backlinks: Which Links Count, and How Agents Earn Them

    Do several relevant local sites (press, community groups, partners) link to you?

  2. Is your link profile free of bought or spammy links?

    Priority 2: High impactLesson 7.1: Backlinks: Which Links Count, and How Agents Earn Them

    Is your link profile free of bought or spammy links?

  3. Do you approach one local site, group or journalist each week?

    Priority 3: GrowthLesson 7.1: Backlinks: Which Links Count, and How Agents Earn Them

    Do you approach one local site, group or journalist each week?

  4. Do you track searches for your agency's name every month?

    Priority 4: RefinementLesson 7.2: Your Reputation and Brand Beyond Your Website

    Do you track searches for your agency's name every month?

  5. Do you take part in local forums and groups honestly, under your real name?

    Priority 4: RefinementLesson 7.2: Your Reputation and Brand Beyond Your Website

    Do you take part in local forums and groups honestly, under your real name?

08Trust

  1. Do your key pages show who wrote them, their credentials and your registrations, linked to the official registers?

    Priority 3: GrowthLesson 8.1: E-E-A-T: Proving You're Real and You Know Your Stuff

    Do your key pages show who wrote them, their credentials and your registrations, linked to the official registers?

  2. Have you removed claims you can't prove, like "the best agent in town"?

    Priority 2: High impactLesson 8.1: E-E-A-T: Proving You're Real and You Know Your Stuff

    Have you removed claims you can't prove, like "the best agent in town"?

  3. Does everyone on your team page have a real bio and photo, with leavers removed?

    Priority 3: GrowthLesson 8.2: Agent Bios and Named Authors

    Does everyone on your team page have a real bio and photo, with leavers removed?

  4. Can people reach your contact details, privacy notice, complaints procedure and redress scheme (and client money protection, for lettings) from every page?

    Priority 1: CriticalLesson 8.3: Transparency and Compliance

    Can people reach your contact details, privacy notice, complaints procedure and redress scheme (and client money protection, for lettings) from every page?

  5. Do analytics and advertising cookies wait until people agree?

    Priority 2: High impactLesson 8.3: Transparency and Compliance

    Do analytics and advertising cookies wait until people agree?

09Playing It Smart

  1. Does Search Console show no manual actions?

    Priority 1: CriticalLesson 9.1: Shortcuts That Get You Penalised, and How to Choose an SEO Provider

    Does Search Console show no manual actions?

  2. Do you own your domain, website, Search Console, Analytics and Business Profile, with any provider added as a user?

    Priority 2: High impactLesson 9.1: Shortcuts That Get You Penalised, and How to Choose an SEO Provider

    Do you own your domain, website, Search Console, Analytics and Business Profile, with any provider added as a user?

  3. Have you audited three real rivals and picked searches you can realistically win?

    Priority 3: GrowthLesson 9.2: Your Competitors, and the Searches You Can Win

    Have you audited three real rivals and picked searches you can realistically win?

  4. Do you snapshot the results page and check AI answers for your main searches every month?

    Priority 4: RefinementLesson 9.3: What the Results Page Looks Like Now

    Do you snapshot the results page and check AI answers for your main searches every month?

  5. Do you publish seasonal content four to eight weeks before each peak, and keep fee and legal pages dated and current?

    Priority 3: GrowthLesson 9.4: Seasons, Freshness, Google Updates, and What's Outside Your Control

    Do you publish seasonal content four to eight weeks before each peak, and keep fee and legal pages dated and current?

10Measure and Plan

  1. Are your key actions (valuation form, contact form, viewing booked, phone tap) tracked as key events in Google Analytics?

    Priority 2: High impactLesson 10.1: Measuring What Matters: Enquiries, Not Just Visits

    Are your key actions (valuation form, contact form, viewing booked, phone tap) tracked as key events in Google Analytics?

  2. Do you ask "How did you hear about us?" on every form and call, and log the answers?

    Priority 2: High impactLesson 10.1: Measuring What Matters: Enquiries, Not Just Visits

    Do you ask "How did you hear about us?" on every form and call, and log the answers?

Your 90-day plan

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