SEO courseModule 10 of 10: Measure and PlanLesson 10.2
Your Audit, Your Priorities and Your 90-Day Plan
Putting the whole course together: auditing your own site, deciding what to fix first, and turning it into a plan for the next three months.
01What it is
You’ve learnt every part of the car. Now it’s the full service: check everything, fix the dangerous things first, then the rest in order.
Everything comes down to six questions
- 1Can search engines find me? (Module 2)
- 2Can they understand me? (Modules 2 and 4)
- 3Do I answer the searcher's need? (Module 4)
- 4Do they have reason to trust me? (Modules 7 and 8)
- 5Am I relevant to this search and this place? (Modules 4, 5 and 6)
- 6Am I better than the alternatives? (Module 9)
How it all connects
Problems cascade: poor property data leads to poor relevance, a poor experience, fewer enquiries and a weaker reputation. Strengths compound: genuine local research leads to useful content, visibility, journalist interest, links, a better-known brand, more people searching for your name, and more enquiries. Every good result feeds the next one, which is why consistency beats any single fix.
Step 1: run the audit
| Check | What to look at | Lessons |
|---|---|---|
| Technical | Indexing, sitemap, robots.txt, redirects, canonicals, broken links, speed, mobile | 2.1 to 3.4 |
| Content | Every key page has a clear purpose; gaps, thin and duplicate pages | 4.1 to 4.8 |
| Listings | Five listings: accuracy, photos, floorplan, status, sold and let handling | 5.1 to 5.4 |
| Local | Business Profile, area pages, visibility across your patch, NAP | 6.1 to 6.4 |
| Authority | Links, mentions, reputation, branded searches | 7.1 and 7.2 |
| Trust | Bios, authors, sources, fees, redress, privacy | 8.1 to 8.3 |
| Competition | Three rivals, ten searches | 9.2 and 9.3 |
Step 2: put every problem in one of four boxes
| Priority | What it means | Examples |
|---|---|---|
| 1. Critical | Stops you being found at all | Pages not indexed, site blocked, serious security problems, wrong canonicals on key pages |
| 2. High impact | Costs you major opportunities | Weak service pages, template area pages, missing listing details, big local gaps, poor internal links |
| 3. Growth | Makes you more competitive | New guides, market reports, links and press, video |
| 4. Polish | Small improvements | Minor title tweaks, image descriptions, formatting |
A worked example (fictional)
Harbour & Co is a made-up sales and lettings agency in Marlbrook, a made-up market town. Enquiries have stalled. The audit finds: the valuation page has carried a noindex tag since the website relaunched; sold and let properties show error pages; the Business Profile's category is just "Business" and nobody has replied to a review in eight months; the rentals page takes over six seconds to load on a phone; there's no rental valuation page or fees page; and the area pages are one template with the town name swapped.
- Critical: remove the noindex tag and request indexing.
- High impact: fix the profile category and start a review routine, agree a sold and let policy, compress the rentals page images.
- Growth: build a rental valuation page and a landlord guide, rewrite the area pages from real knowledge.
- Polish: titles and image descriptions.
The biggest problem, a stray noindex tag, took minutes to fix and had been costing the agency its most valuable page. That's why Critical comes first.
Step 3: build your 90-day plan
Tick the problems you found below. The plan builder puts them in the right order across the next 90 days, and you can print it or save it as a PDF.
90-day plan builder
Tick what your audit found
Your 90-day SEO plan
Tick a problem above to start your plan
Before you call your website “SEO ready”
| Area | Ask |
|---|---|
| Content | Does every important page have a clear purpose, match the search, and show real experience? |
| Technical | Can Google and Bing crawl and index the important pages? Are canonicals and redirects right? Are important pages linked? |
| Local | Is your Business Profile complete? Are your details the same everywhere? Are your area pages genuinely useful? |
| Authority | Do respected, relevant local sites link to you or mention you? Is your link profile natural? |
| Listings | Are details accurate, prices current, statuses right, and sold and let pages handled properly? |
| Experience | Is the site fast and easy on a phone? Can people find properties and contact you quickly? |
| Trust | Are your business, people, fees and registrations easy to verify? Is the site secure? |
That's lesson 10.2
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