SEO Audit

For example: Specific traffic numbers? Lead or sales volume? Search engine rankings?

For instance: Why do your best customers choose you? What problems do you solve for them? What’s different about you than your competitors?

Overshare here — do you have specific persona materials, information about how specific buyers use your products/services, etc.

For example, were there instances when analytics code wasn’t installed or firing properly on part of your site? Do you have older Google Analytics goals that likely aren’t representative of the actual actions you value on your site, etc.?

In other words, what does your largest competitor do well that you struggle with?

Only if you know / if applicable.

(e.g. webinar sign ups, white paper downloads, free trials, newsletter sign-ups, form submits, or something else)

For instance, does the client place an estimated value on white paper sign-ups based on historical conversion rates and the value of a lead/opportunity?

If so, what are they?

For instance: Do you have a staging site? Do you have a .net version of your domain? Do you have translated international versions of your site’s content?

Be as specific as possible — if you have lists of links and/or descriptions of activity from previous vendors, etc.

Please keep in mind that your ideal keywords may be too competitive for your site’s age and authority.

For example, if your support documentation is a key area of your site or if you recently moved any section of your site to new URLs or to/off a subdomain (e.g. subdomain.yoursite.com)

How much content do you plan to create? For example: a blog post a day, an in-depth article once a month, nothing consistently, etc.)

What does your content promotion process looks like and who is involved (social media specialists, your PR firm, etc.)

Maybe you're competing in search results for terms you want to rank highly on, and/or companies in your niche who you think are doing a great job with branding and/or online marketing.

Also, are there any specific articles and/or topics resonated particularly well with the client’s target audience (gone somewhat “viral” within their niche, been frequently linked to and cited by popular writers and influencers, etc.).

These are speakers and writers who your prospects are especially likely to trust and look to for information.

Please, leave your shyness at the door! Include any additional information you think may be helpful such as goals, internal expectations beyond your team/employees for the project, areas of concern, things you perceive as strengths about your site’s SEO that you want to make sure you don’t lose traction on, additional questions you hope to get answers to as a result of an initial audit.