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The 30+ SEO factors this audit checks (and what each one really means)

Every check below runs against the live HTML we fetch from your URL — no estimates, no cached data. The list is grouped so you can read the report top-down, fix the biggest problems first, and ignore the noise.

How to read your audit score

The score is a weighted percentage, not a grade. A site at 90+ has its fundamentals in order — fix the remaining items as time allows. 75–89 is the typical range for a well-built but not-yet-tuned Indian SMB site; the gains from here are usually quick wins. 60–74 means there are real ranking problems — expect missing meta descriptions, no schema, weak internal linking, or Core Web Vitals failing on mobile. Below 60 usually means something structural is wrong: the site was built without an SEO checklist, was migrated and lost half its tags, or is accidentally noindexed.

Inside the report, every item is colour-coded. Red items should be fixed first — they are either ranking blockers (noindex, missing canonical, broken hreflang) or cause Google to misclassify the page. Yellow items are quality issues — short titles, missing OG tags, slow LCP — that won't kill your ranking but cap how high you can climb. Green items confirm the basics are in place and don't need attention.

One important caveat: this audit checks on-page factors. Off-page factors — backlinks, domain authority, brand search volume, business listings — are not in the score. A site can score 95 and still rank poorly if the domain has no authority. A site can score 65 and rank fine if it has a decade of backlinks and a strong brand. Use this audit to fix the things you control directly; use Search Console and a backlink tool for the rest.

Top 5 SEO issues we find on Indian SMB websites

1. 1. No meta descriptions on internal pages

   Homepages usually have one; service pages, city pages and blog posts often don't. Google then auto-generates a snippet from random page text, which kills click-through rate. This is the single most common red flag in our audits.

2. 2. JSON-LD schema completely missing

   Roughly 7 in 10 Indian SMB sites we audit have zero structured data — no Organization, no LocalBusiness, no Breadcrumb. The cost is invisible: no rich snippets in Google, no knowledge panel, no AI search citations. Adding 100 lines of JSON-LD is the highest ROI fix on this list.

3. 3. Slow LCP on mobile because of unoptimised hero images

   A 1.5MB hero PNG served as-is from /uploads/. The fix is converting to AVIF/WebP, setting explicit width/height, and using next/image (or equivalent) so the browser can size it before the image loads. This single fix moves Lighthouse mobile scores by 20–30 points on most sites.

4. 4. Wrong canonical URLs — usually pointing to homepage

   A theme or migration leaves every page declaring a canonical that points at the homepage. Google then refuses to index any internal page. Pages mysteriously fall off Search Console's "valid" list with the status "Duplicate, Google chose different canonical". Fixing the canonical on the template instantly recovers the index.

5. 5. Thin content on important commercial pages

   Service pages with 80 words and a contact form. Pricing pages with a table and nothing else. Google increasingly classifies these as Soft 404, especially after the 2024 helpful content updates. The fix is content depth — methodology, examples, FAQs, testimonials — not keyword stuffing.

After the audit — what to fix first

Don't try to fix everything at once. The 80/20 sequence we recommend, in order, is: (1) ship a meta description and a unique title on every indexable page, (2) add Organization + LocalBusiness + Breadcrumb JSON-LD to the site-wide template, (3) fix any wrong canonicals and remove accidental noindex tags, (4) compress and lazy-load hero images so mobile LCP drops below 2.5 seconds, (5) add at least 300 words of useful, original content to every important commercial page.

Steps 1–3 take about a day for a small site and almost always recover lost rankings within a Google crawl cycle (1–3 weeks). Steps 4–5 take longer but compound — every fixed page becomes a permanent asset. If you want a hand executing this list, our team in Rajkot ships SEO retainers starting at ₹13,000 per month and includes the audit re-run as part of every monthly report.