SEO Audit Checklist
The working checklist our SEO team uses to audit a site. Run through it yourself and you will know exactly what is holding your rankings back.
- Technical SEO checks: indexing, crawl errors, sitemaps, robots.txt and HTTPS
- Core Web Vitals and page speed checks that affect both rankings and conversions
- On-page checks for titles, meta descriptions, headings and internal linking
- A content audit section to spot thin, duplicate or outdated pages
Most SEO audits miss the same things
When rankings drop or never arrive, it is almost always one of a handful of root causes. Generic audits skim the surface and leave the real issues buried.
You do not know what is wrong
You can see traffic is flat or falling, but you cannot tell whether it is technical, content or competition.
Every "audit tool" says something different
One says you have 400 errors, another says 12. Without a framework, the noise is useless.
You waste money on the wrong fix
Throwing budget at backlinks when the site is not indexed properly is the most expensive SEO mistake going.
No way to prioritise
Even when you spot issues, you have no clear order of operations, so nothing actually gets shipped.
What is inside the checklist
No theory, no filler. Every section earns its place.
Technical SEO checks
Indexing, crawl errors, sitemaps, robots.txt and HTTPS. The plumbing that has to be right before anything else matters.
Core Web Vitals and speed
The page-experience metrics Google actually uses to rank pages, and the ones that wreck your conversions.
On-page checks
Titles, meta descriptions, headings, internal links. The easy wins most sites are still leaving on the table.
Content audit prompts
Spot thin, duplicate or outdated pages that are dragging the rest of the site down.
Local SEO checks
Google Business Profile, NAP consistency, citations and reviews. What it takes to show in the local pack.
Prioritised action list
A simple framework to rank fixes by impact and effort, so you do the high-leverage work first.
Is this the right resource for you?
It is built for a specific job. If that is your job, it will save you days of work. If not, we will tell you straight.
Built for you if
- Your rankings or organic traffic have flatlined or dropped
- You are about to invest in SEO and want to know the starting point
- You want a second opinion on an agency's audit or proposal
- You manage marketing in-house and want a proper diagnostic tool
In short: Business owners and marketers who suspect their website is underperforming in Google and want a clear, honest picture of what needs fixing before spending money on SEO.
Probably not for you if
- Your site is brand new with no rankings to audit yet
- You only want quick rank-tracking, not a structural audit
- You expect a button that "fixes SEO". This is a diagnostic, not a fix
- You are looking purely for paid ads or social media advice
Honest answer: if any of these match, this resource will not be the best use of your time.
A real document, not a 1-page PDF
A practical, tickable PDF organised by audit phase. Each check explains what to look for, why it matters, and what a healthy result looks like.
- Technical SEO and indexing
- Core Web Vitals and page speed
- On-page and internal linking
- Content quality and intent
- Local SEO and backlinks
Want it without filling in your details twice?
Scroll back up, drop your email in the form, and the PDF is in your inbox in seconds.
Email me the checklistWhat clients say about working with us
The resources are pulled straight from how we work with clients. Here is what those clients say about that work.
"Jason took the time to understand our vision and business needs, translating them into a stunning, user-friendly website. Communication throughout the project was seamless. We highly recommend Lucid Media to anyone looking for top-notch web design services. Their talent, dedication, and customer-focused approach make them a standout in the field."
"We've been working with Jason from Lucid Media and couldn't recommend him more. He's been a fast communicator, proactive, and always willing to help. Jason goes above and beyond with providing recommendations and support. The websites he's built and implemented for us have been excellent. He has captured our business perfectly and ensured that it is user friendly on both desktop/mobile. Fantastic service!"
"Jason and his team have been fantastic to work with from the initial website design and with the ongoing maintenance. They built us a really professional and well-designed site that represents our business well. It is nice to know someone reliable can manage our website and make sure it stays ranking on Google."
"We recently wanted to bring our idea for an app to life and Jason has been amazing to work with on this project. He worked quickly and efficiently, turning our ideas into reality. His expertise made the process smooth, and implemented any changes really quickly until things were working just as we needed. We're thrilled with the final product and will continue working with Jason on future projects."
"Working with Jason @ Lucid Media on our website was a great experience from start to finish. Jason brought our vision to life with creativity and professionalism. The design is clean and modern, and the functionality is exactly what we needed. Highly recommend to anyone looking for top-tier web design and development."
"Jason and team at Lucid Media were absolutely great in delivering our company's e-commerce website. It was a great experience from start to finish - and even beyond! I would especially like to highlight the clear communication, willingness to make changes and tailoring the end product to our needs, throughout the entire process. Best of luck in the future and I'm sure we will be working with Lucid Media again soon!"
"Jason has been awesome to work with over the last few months. Whenever we've had any sort of issue with our website, he is extremely prompt in resolving it. Very professional and helpful, I highly recommend."
"Jason created our JunkBoss company website from start to finish. He always responded immediately, shared great ideas, and the final site looks spectacular!! Highly recommend to anyone looking to get their website done."
"Working with Lucid Media was an excellent experience from start to finish. They took the time to thoroughly analyse our previous website, understand our product, and align with our company goals. The results were outstanding: clean, strategic, and exactly what we needed to elevate our brand presence."
"I had a call with Jason and was so impressed by how in-depth it was. He really listened, understood where I'm at, and gave me a clear action plan that I can actually use. It was practical, straightforward, and made me feel confident moving forward with my ads. I couldn't recommend working with him enough."
"Jason was a delight to work with. He turned my vision into my dream website for my business in a matter of days. His service and support is unmatched. I am truly, blown away."
"Working with Jason from Lucid Media has been an absolute game changer for my social media presence. His strategies have helped increase engagement, improve reach, and bring a more polished and professional edge to my social platforms."
"I have been working with Jason from Lucid for a year now and he is absolutely brilliant, honest and reliable. His client first approach has meant his work is always on time and to a high standard. Most of all he actually gets the results he says he will."
"I had Lucid Media do some SEO work for us and I'm super impressed with the results. Jason also took the time to educate me deeply on the topic so I didn't feel like everything was smoke and mirrors like I have had with previous agencies."
"Jason has been awesome in the work he has done for us - he is fast, very responsive and professional. Would highly recommend!"
"Jason at Lucid Media did an incredible job designing my website and optimising it for lead generation. He delivered everything quickly without compromising on quality. I'm really happy with the end result and already seeing the benefits."
How to use it
A simple three-step approach. Download, work through it, act on what you find.
Download the checklist
Pop your email in and the PDF arrives in your inbox.
Work through the audit
Tick each check off in order. The free tools you need (Search Console, PageSpeed Insights) are linked.
Prioritise the fixes
Use the impact-vs-effort framework at the back to decide what gets done first, and what you hand to a developer.
Explore more from Lucid Media
Other free resources you might find useful, plus the service that goes with this one.
Website Project Brief Template
A fill-in template that turns a vague website idea into a clear brief your designer can quote and build from.
Google Ads Launch Checklist
A pre-launch checklist that catches the costly mistakes before you switch a Google Ads campaign on.
Website Launch Checklist
A go-live checklist that catches the broken links, missing tracking and SEO gaps before your new site is public.
SEO
If the audit turns up more than you want to tackle alone, our SEO service fixes the issues and builds rankings that hold.
Questions about this resource
Quick answers before you download. Got something else? Get in touch and we will help.
Ask a QuestionReady to grab the PDF checklist?
Pop your email in and the PDF is yours in seconds. No spam, no sales pitch. Use it however you like.
Would rather talk it through? Skip the download and book a free 30-minute strategy call instead. No obligation, no pressure.
Book a free call