An SEO audit shows how people find your website, and what stops them from getting in touch. A long report is not much use if you cannot tell what to do with it. This SEO audit checklist covers the same six areas that a Lavender Giraffe audit looks at, in plain language, so you can start checking your site before you book one.
You can check many of these points yourself, using Google Search Console, which Google provides to site owners. A full audit goes further. It compares your site with up to three competitors, tests how AI tools describe your business, and gives you a written plan with the fixes in order. If you want to know what a good audit should tell you, read what an SEO audit is and what a good one should tell you first.
Visibility on Google
Start with how Google sees your site today.
- Clicks and impressions: see how often people see your site in Google results, and how often they click.
- Keywords on page one: check which searches show your site on the first page of results.
- Google Business Profile: if you have one, check your rating, your reviews, and your business details.
- Indexing: check that Google has added your main pages to its results.
Visibility in AI tools
More people now ask AI tools for recommendations before they search. Check how your business appears in those answers.
- Questions: ask AI tools the questions your customers ask, such as "accountant in Athens for small businesses," and note whether your business is named.
- Sources: check which websites and directories the answers cite.
- Access: check that AI tools are allowed to read your pages.
- Repetition: run the same questions more than once, because answers change from one try to the next.
Speed on phones and computers
Visitors often arrive on a phone, so check the speed there first.
- Image size: large photos slow a page down.
- Stability: check that the page does not jump around while it loads.
- Scripts and styles: look for extra code that slows the page.
- Load time on a phone: check how long the main content takes to appear.
Content and structure
- Titles and descriptions: each page needs a clear title and a short description.
- Headings: use headings that show what each page is about.
- Repeated or thin pages: pages that copy each other, or say little, need work.
- Internal links: links between your pages help visitors and Google find them.
- Customer words: check that your pages use the words your customers search for.
Technical health
This technical SEO checklist covers how the site is built. Your developer can help with the fixes.
- Secure connection: the address should start with https.
- Broken links: look for links that lead nowhere, and for redirects that pass through several pages before they arrive.
- Sitemap: a list of your pages that you share with Google.
- robots.txt: a file that tells search engines which pages they may read.
- Structured data: hidden code that describes your business to Google. Check it for errors.
- Mobile use: check that every page works on a phone.
Contact and conversion
- Next step: check that it is clear what a visitor should do next.
- Contact form: check that it works and is easy to find.
- Trust: check that testimonials and reviews appear near your calls to action.
- Mobile inquiries: check that a visitor on a phone can send an inquiry without trouble.
What a full audit adds
Checking yourself gives you a picture. A full audit gives you a plan. A Lavender Giraffe audit includes:
- A comparison with up to three competitors.
- A test of AI answers, with the results saved for your developer.
- A written report within two business days, with the three most important changes, a status for each area, and your starting numbers.
- A walkthrough call of up to 45 minutes to go through the report together.
The audit does not include the fixes. If you want us to make them, we prepare a Proposal of Service. You can read the full scope on the SEO and AI visibility audit page.
The decision in one sentence
Check the six areas above, fix what holds your site back first, and measure your progress against where you started.
If you want an expert view of your own site, book a strategy call, and we will talk through what makes sense for your business.
Common questions
What do I need before I start?
You need access to Google Search Console and Google Analytics, which Google provides to site owners. A full audit needs both. A browser is enough to begin.
Do I need to check everything?
No. Start with the visibility checks, since they show whether people can find you. Then work through the rest of this SEO checklist in order.
