A good technical SEO audit doesn’t need a 200-page PDF. It needs a prioritised list of things that are actively bleeding traffic, ranked by effort and impact. Here’s the structure we use.
Six lenses, scored 1-10
- Crawl & indexation, sitemap accuracy, robots.txt, canonical correctness, redirect chains, log-file anomalies.
- On-page, title patterns, meta descriptions, heading hierarchy, schema coverage, internal linking density.
- Core Web Vitals, LCP, INP, CLS measured across the top 3 template types on mobile and desktop.
- Content depth, coverage of your keyword universe vs. competitors, thin-page count, orphan pages.
- Authority signals, backlink velocity, referring domains by tier, anchor-text distribution health.
- Conversion plumbing, does ranked traffic actually convert? Where does it fall out of the funnel?
The 80/20 of the audit
In ~70% of audits, the highest-leverage finding is one of three things:
- A redirect chain killing PageRank for the top-converting category page
- Schema markup missing where it would unlock rich results
- A title-tag template optimised for the wrong intent
Fix those three and you usually outperform the next 57 items put together.
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