SEO Audit Checklist (UK): Fix the Issues That Actually Move Rankings

[IMAGE PLACEHOLDER: Add a featured image relevant to SEO audit checklist]

If your organic traffic has stalled, rankings are inconsistent, or new content just isn’t landing, you don’t need “more SEO” in the abstract. You need a clear SEO audit that tells you what’s blocking growth, what’s worth fixing first, and what will move the needle for your business in the UK.

This guide is a practical checklist you can run in-house or use to brief a specialist. It focuses on the work that improves visibility and conversions: crawl/index health, technical performance, site structure, on-page relevance, content quality, and authority.

What an SEO audit is (and what it isn’t)

An SEO audit is a structured review of your site to identify issues and opportunities that affect organic performance. Done properly, it delivers diagnosis + prioritisation, not a generic list of tool warnings.

• The goal: find the specific blockers (crawl, index, speed, intent match, internal links, duplication) and the fastest opportunities to improve non-brand clicks, qualified leads, and revenue where tracking allows.
• What it isn’t: a one-time tidy-up. SEO is ongoing; an audit gives you a baseline and a roadmap.
• Who it’s for: UK SMEs, local service businesses, lead gen sites, and ecommerce brands that want a repeatable system for improving rankings.

Before you start: set audit scope and success metrics

Audits go wrong when the scope is vague and the “success” measure is a vague promise of better rankings. Define what you’re checking and how you’ll judge progress.

1) Pick the scope

• Full domain audit: best if the site has grown over time, has multiple service lines, or has a history of migrations and redesigns.
• Template-led audit: focus on key page types first (service pages, product pages, category pages, blog posts) if you need speed.
• Priority pages: include your “money pages” (highest value services/products) and any pages already getting impressions in Google.

2) Agree on KPIs

• Non-brand clicks and impressions (Search Console).
• Qualified leads (form submissions, calls, bookings) and assisted conversions (GA4).
• Rankings for a small set of priority terms (directional, not the only metric).

3) Confirm tracking basics

• Google Search Console is verified and has the correct property (domain property if possible).
• GA4 is installed and key conversion events are configured.
• Call tracking is in place if calls are a core lead source (and doesn’t break NAP consistency for local SEO).

Step 1 — Crawl + index health (the foundations)

If Google can’t crawl or index the right pages reliably, everything else is friction. Start here.

Check index coverage in Google Search Console

• Review Pages (Indexing) for errors and exclusions.
• Pay attention to: “Excluded by ‘noindex’”, “Duplicate without user-selected canonical”, “Crawled – currently not indexed”, and “Soft 404”.
• Spot patterns: are entire folders, page types, or parameter URLs being excluded?

Review robots.txt and meta robots tags

• Check robots.txt isn’t blocking important sections (for example, /services/ or /products/).
• Confirm key pages are not accidentally set to noindex (common after staging or redesign work).

Check XML sitemaps

• Only include canonical, indexable URLs (no redirects, no 404s, no parameter variants).
• Compare submitted vs indexed counts in Search Console. A gap isn’t always bad, but big gaps should be explained.
• Ensure sitemap URLs match your preferred format (https, correct host, trailing slash consistency).

Find orphan pages and broken internal links

• Run a crawl (using a crawler tool) to identify pages with no internal links pointing to them (orphans).
• Fix broken internal links, especially from navigation, key service pages, and high-traffic blog posts.

Spot duplicate versions of the site

• Confirm you have one preferred version: https (not http), and either www or non-www.
• Check for duplicate URLs caused by trailing slashes, uppercase/lowercase, and tracking parameters.

Step 2 — Technical SEO checks that impact rankings and conversions

A technical SEO audit is not about chasing perfect tool scores. It’s about removing friction for users and search engines on the pages that matter.

Core Web Vitals (start with priority pages)

• LCP (Largest Contentful Paint): your main content should load quickly on mobile.
• INP (Interaction to Next Paint): the page should respond smoothly when users interact.
• CLS (Cumulative Layout Shift): layouts shouldn’t jump around as assets load.

Prioritise templates that drive revenue: top service pages, top categories, top products, and the landing pages that rank on page 1–2.

Page speed basics you can actually act on

• Compress and correctly size images (avoid uploading massive originals).
• Use lazy loading where appropriate (especially below-the-fold imagery).
• Reduce render-blocking scripts and heavy third-party tags where possible.
• Implement sensible caching and consider a CDN if your audience is distributed across the UK (or beyond).

Mobile usability

• Check for layout issues, overlapping elements, and tap targets that are too close together.
• Avoid intrusive pop-ups on mobile that disrupt the main content.
• Ensure forms are usable and not overly long on smaller screens.

Status codes and redirect logic

• Fix 4xx and 5xx errors on important pages first.
• Replace redirect chains with a single, clean redirect where required.
• For deleted pages with links or traffic, map them to the closest relevant alternative (not always the homepage).

Canonical tags

• Confirm canonical tags point to the correct preferred URL.
• Use canonicals to manage duplicates from parameters (filters, sorting) where appropriate.

Structured data basics

• Organisation schema helps reinforce brand identity.
• LocalBusiness schema supports local intent, when relevant.
• FAQ schema should be used carefully and only when the content genuinely follows an FAQ format.

If performance and UX fixes require design or build support, this is where strong website design and development fundamentals make SEO easier to scale.

Step 3 — Site architecture and internal linking (how Google understands your site)

Most UK business sites don’t have a “Google penalty” problem. They have a clarity problem. Architecture and internal links tell Google which pages matter, what they’re about, and how they relate.

Check navigation and URL structure

• Keep URLs clean and descriptive (avoid messy strings where possible).
• Use a logical category-to-detail flow for ecommerce and a service-to-subservice flow for lead gen.
• Make it easy for users (and crawlers) to move from broad topics to specific solutions.

Ensure money pages are easy to reach

• Priority service/product pages should be no more than a few clicks deep.
• Important pages should be linked from navigation, related services, and relevant content posts.

Internal link distribution

• Identify pages with strong authority (often the homepage, popular blog posts, and core guides).
• Add contextual internal links from those pages to priority commercial pages.
• Use descriptive anchor text that reflects the destination topic (avoid repetitive exact matches).

Fix keyword cannibalisation

• Find pages competing for the same intent (two similar service pages, or multiple blog posts targeting the same query).
• Decide whether to merge, differentiate, or re-target one of the pages.
• Update internal links so you consistently point to the best page for that topic.

Create a simple topic cluster plan

• Build a strong core page (e.g., a main service page).
• Support it with related articles answering specific questions and subtopics.
• Link supporting content back to the core page using helpful, natural anchors.

Step 4 — On-page SEO audit (page-by-page checks that compound over time)

An on-page SEO audit is where you align each page to a specific search intent and make it easy to understand, scan, and trust. Small improvements across many pages compound.

Title tags

• Make each title unique and aligned to the page’s primary intent.
• Include the main topic naturally (don’t force it).
• Keep it readable for a UK audience; favour clarity over cleverness.

Meta descriptions

• Write for clicks: explain who it’s for, what they’ll get, and why you’re a good option.
• Use UK phrasing where it makes sense (for example, “prices” not “pricing plans” if that fits your market).

H1/H2 structure

• One clear H1 that matches the page purpose.
• Use H2s to create a logical flow that mirrors user questions and decision points.
• Keep headings punchy and scannable.

Content alignment

• Does the page answer the query quickly and clearly?
• Is it too generic (could apply to any business), or does it show specific expertise?
• Are pricing, process, timelines, and next steps explained where relevant?

Image SEO

• Use descriptive filenames where practical.
• Add alt text only when it’s genuinely descriptive and improves accessibility.
• Serve appropriately sized images to avoid slowing down key pages.

E-E-A-T signals (trust and transparency)

• Make it easy to find who you are, where you are, and how to contact you.
• Add author details for advice-led content where credibility matters.
• Ensure key policy pages exist where relevant (privacy, cookies, returns for ecommerce).

Step 5 — Content audit (what to update, merge, remove, or rebuild)

A content audit for SEO is how you turn a blog archive or a sprawling services section into an organised asset. The output should be decisions, not just observations.

Group content by intent

• Informational: guides, how-tos, definitions, comparisons.
• Commercial: service pages, “best X for Y”, pricing, case study templates (without inventing results).
• Local: location pages and content answering area-specific needs.

Find thin or outdated pages

• Low impressions and clicks (Search Console).
• Little engagement or poor conversion contribution (GA4).
• Outdated advice, old statistics, or content that no longer reflects your offering.

Build a refresh plan

• Update examples and details to match how the market looks now.
• Expand sections that matter to users (cost drivers, timelines, deliverables, FAQs).
• Add internal links to related pages and your main service pages where appropriate.

Create a consolidation plan

• Merge overlapping posts to reduce cannibalisation.
• 301 redirect old URLs to the consolidated page (and update internal links accordingly).
• Preserve the best parts: unique insights, diagrams, FAQs, and any links pointing in.

Identify missing content

• Use Search Console queries to find what you’re already being shown for, but not ranking well enough to win clicks.
• Review competitors’ coverage to spot gaps (but don’t copy; improve on clarity and usefulness).
• Prioritise content that supports commercial pages, not content published “because blogging is good”.

Step 6 — Backlink and authority audit (risk + opportunity)

A backlink audit doesn’t need to be complicated. You’re looking for two things: obvious risk and realistic opportunity.

Review your backlink profile at a high level

• Relevance: do links come from websites connected to your industry, location, or audience?
• Quality: are these real sites with real content, or thin directories and spam?
• Velocity: did you acquire links gradually, or is there a strange spike?

Spot obvious risks (without panicking)

• Spammy sites, irrelevant foreign-language domains, or automated directory footprints.
• Weird anchor text patterns that don’t match your brand or offerings.
• In most cases, you should not over-focus on disavow unless there’s a clear reason (for example, a manual action or a history of aggressive link building).

Identify link opportunities

• Digital PR angles based on data, insights, or genuinely useful resources.
• Partner and supplier links where relationships already exist.
• Industry associations and relevant UK directories (selective, not mass submissions).
• Resource pages and local community links that make sense for your niche.

Step 7 — Local SEO audit (if you serve specific areas in the UK)

If you operate in defined locations, a local SEO audit can uncover quick wins that improve calls and enquiries—often faster than national ranking improvements.

Google Business Profile checks

• Correct primary and secondary categories.
• Complete services and descriptions with clear, customer-first language.
• Fresh photos and regular updates (posts) where appropriate.
• Q&A is monitored and answered.
• Review strategy: consistent requests and thoughtful responses.

NAP consistency

• Ensure your Name, Address, Phone match across key listings.
• Fix duplicates and outdated addresses or phone numbers.

Location pages (if you use them)

• Avoid near-duplicate pages for every town. Thin location pages can become a quality issue.
• Add proof: testimonials (without inventing results), real service details, FAQs, and coverage specifics.
• Make sure each location page has a unique purpose and value.

Local intent optimisation

• Use city/area modifiers where it genuinely reflects how people search and how you serve.
• Don’t force “near me” into copy; instead, ensure your local signals (GBP, NAP, location context) are strong.

Step 8 — Turn findings into a prioritised action plan (what to fix first)

An audit only creates value when it becomes an execution plan. A simple prioritisation framework keeps teams focused and prevents “busy SEO”.

Use an ICE framework

• Impact: how much could this change affect rankings, traffic, or conversions?
• Confidence: how sure are you that it’s the real constraint?
• Effort: time/cost/complexity to implement.

Split work into time horizons

• Quick wins (1–2 weeks): title/meta improvements on high-impression pages, internal links to money pages, fixing broken links, resolving accidental noindex.
• Core fixes (30 days): sitemap and canonical clean-up, redirect logic, mobile UX fixes, Core Web Vitals improvements on priority templates.
• Growth work (90 days): topic cluster build-out, consolidation projects, content refresh cycles, link acquisition based on real assets.

Map tasks to owners

• Development: performance, redirects, canonicals, schema, crawl issues.
• Content: intent alignment, rewrites, consolidation, new pages.
• Design: UX, accessibility, mobile layout, conversion clarity.
• Marketing: prioritisation, reporting, local profile management, link outreach.

Define reporting

• Use Search Console for indexing trends, impressions/clicks, and query/page performance.
• Use GA4 for conversions, assisted conversions, and engagement trends.
• Annotate major changes (template updates, redirects, content merges) so you can interpret performance shifts.

While SEO fixes take effect and content improvements compound, some businesses choose to support priority pages with paid search. If that’s relevant, consider Google Ads management to maintain lead flow as organic visibility grows.

Common SEO audit mistakes to avoid

• Only checking tools, not SERPs: you need to look at what Google is actually rewarding for your target queries in the UK.
• Making sweeping changes without baselines: document what changed, when, and why.
• Chasing perfect scores: page speed tools are useful, but revenue-impacting improvements matter more than “100/100”.
• Publishing more content before fixing foundations: crawl/index and internal linking issues can cap growth no matter how much you publish.

Next steps: run the audit, fix the blockers, then scale what works

A sustainable cadence keeps you improving without turning SEO into a never-ending project.

• Suggested cadence: quarterly mini-audits (indexing, performance, priority pages) plus an annual deep dive (architecture, content consolidation, technical review).
• Keep momentum: maintain a rolling backlog, tackle the highest ICE items first, and review performance monthly.
• Get support when needed: technical fixes, a clear strategy, content production, and link acquisition often benefit from specialist input. If you want help executing, explore Atlas MKT’s SEO services.

FAQ: SEO audit checklist (UK)

How often should you do an SEO audit?

Run a lightweight audit monthly or quarterly (indexing, performance, key pages), and a deeper audit annually or after major changes like a redesign, migration, or CMS switch.

What tools do you need for an SEO audit?

At minimum you need Google Search Console and GA4. For deeper insight, add a crawler tool, PageSpeed/Core Web Vitals reporting, and a backlink tool if you’re actively working on authority.

What are the most common SEO issues on UK business websites?

The most common problems are indexing and duplication (often caused by parameters or inconsistent URL versions), weak internal linking and unclear structure, and pages that don’t match the search intent (too generic, missing key information, or not locally relevant).

Is a technical SEO audit more important than content?

Technical issues can stop content ranking at all (crawl, index, speed). Once the foundations are solid, content quality and intent match usually drive the biggest long-term gains.

Can you do an SEO audit yourself, or should you hire an agency?

You can do a solid audit in-house if you have access to Search Console/GA4 and the ability to implement fixes. Hiring support is helpful when you need a prioritised roadmap, technical implementation, or faster execution across content and development.

Call to action: get a no-nonsense SEO audit and action plan

If you want clarity on what’s holding your rankings back (and a prioritised plan your team can actually deliver), Atlas MKT can help. We focus on the issues that impact crawlability, relevance, user experience, and conversions—then map fixes by impact and effort.

Get started with an SEO audit and action plan