SEO Audit Checklist for Business Owners

An SEO audit tells you what is blocking visibility and leads — before you sign a monthly retainer. Use this checklist on your site or run our free SEO audit for a starting point.

Technical basics

• Site loads on HTTPS without mixed-content warnings.
• Pages are indexable (no accidental noindex on money pages).
• XML sitemap submitted in Google Search Console.
• Mobile usable — text readable, buttons tappable, no horizontal scroll.
• Core pages load in under ~3 seconds on mobile (test with PageSpeed Insights).
• Broken links and 404s fixed; redirects in place after any URL changes.

On-page SEO

• One clear H1 per page that matches search intent.
• Unique title tags and meta descriptions on home, services, and contact.
• Service pages exist for what you sell — not one generic "services" blob.
• Internal links from home and blogs to commercial pages.
• Image alt text on photos that matter for trust or services.

Local SEO (if you serve customers in a geography)

• Google Business Profile claimed, verified, and complete (hours, services, photos).
• NAP (name, address, phone) consistent on site and GBP.
• Service-area or location pages only where you truly operate.
• Reviews responded to; new reviews requested on a steady cadence.

Conversion & tracking

• Phone number click-to-call works on mobile.
• Forms submit to the right inbox/CRM; you receive test leads.
• Google Analytics or equivalent installed; key events tracked (calls, forms).
• Search Console shows which queries already bring impressions.

What a paid audit should deliver

Expect a written priority list — not a generic PDF. Typical agency audits: $500–$2,500 one-time depending on site size. Ongoing SEO: $399–$1,500+/mo for local businesses.

Typical SEO cost context (2026)

DIY fixes are free except your time. A paid audit runs $500–$2,500. Monthly local SEO commonly lands at $399–$1,500 for one location, or $1,500–$5,000+ in competitive cities. Saintcode SEO Essential starts at $399/mo. See SEO cost in Canada and pricing.

Related: SEO services, Google Business Profile guide.