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Running a quality website audit is essential to maintaining strong search visibility \u2014 for Google, and increasingly for AI search tools too. Even a site that looks perfect on the surface can be quietly losing rankings to broken links, missing schema, or blocked AI crawlers that never show up in a casual glance.  Here's the checklist we run on every new client's site, broken into four stages.  1. Indexation and crawl health      Indexation status \u2014 how many of your pages Google has actually indexed, checked via Search Console    Robots.txt \u2014 confirm it isn't accidentally blocking important pages, or AI crawlers like GPTBot, ClaudeBot and Google-Extended    XML sitemap \u2014 present, submitted, and free of errors    404 errors \u2014 broken pages still being linked to internally or externally    2. Technical performance      Core Web Vitals \u2014 loading speed, interactivity and visual stability, checked via PageSpeed Insights    Mobile usability \u2014 the majority of local searches now happen on mobile    HTTPS and security \u2014 a baseline trust signal for both users and search engines    Structured data \u2014 LocalBusiness, Service, FAQPage and Article schema implemented correctly    3. On-page content      Title tags and meta descriptions \u2014 unique, under length limits, and matching real search intent    Heading structure \u2014 one H1 per page, with a logical H2\/H3 outline underneath    Thin or duplicate content \u2014 pages under roughly 300 words, or near-duplicates competing with each other    Internal linking \u2014 important pages reachable within a few clicks of the homepage    4. Off-page and authority signals      Backlink profile \u2014 quality and relevance of sites linking to you, and any spammy links worth disavowing    Google Business Profile \u2014 complete, accurate, and actively maintained if you're a local business    Citation consistency \u2014 your business name, address and phone number matching across directories    AI citation check \u2014 whether ChatGPT, Perplexity or Google AI Overviews already mention your business, and how accurately    Turning the audit into action  An audit is only useful if it produces a prioritised list, not just a report full of red flags. Rank every issue by two things: how much traffic or revenue it's likely costing you, and how quickly it can realistically be fixed. Start with high-impact, low-effort fixes first \u2014 a blocked robots.txt rule or a missing sitemap can often be fixed in an afternoon and unlock immediate gains.  Want us to run this exact audit on your site? Get a free technical SEO audit and we'll hand you the prioritised list, not just the raw data.  \u2190 Back to all articles      Ready When You Are    Want results like these for your own business?    Book a free audit and see exactly what it will take to get your site ranking \u2014 on Google and in AI search.    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