SEO review checklist: 40 questions for your team.
This is a broader manual review resource, not the feature list of the MyView scanner. Many checks need other tools, private data or an explicitly authorized end-to-end test. MyView automates only the published supported measurement inventory.
Red
Revenue, crawl or trust is at immediate risk: site down, key form broken, important pages blocked, security failure or widespread server errors.
Yellow
Material weakness that can suppress visibility or conversion: duplicate metadata, slow templates, local inconsistency or tracking gaps.
Green
The check passes against the live site and the result is preserved so regressions become obvious.
Can search engines reach the right pages?
- ✓ If robots.txt is present, review its applicable rules for important URLs. A missing robots file is not itself a crawl restriction; a sitemap reference is optional.
- ✓ XML sitemap returns 200, contains only canonical indexable URLs and reflects current pages.
- ✓ Important pages return 200; removed URLs return a real 404/410 or an intentional 301.
- ✓ Noindex, canonical and redirect rules agree instead of sending mixed instructions.
- ✓ Search Console coverage changes are compared with the fixed baseline.
Does the site stay usable under normal demand?
- ✓ Homepage, lead pages and forms respond consistently from more than one check.
- ✓ 5xx responses, timeouts and intermittent failures are counted—not dismissed as a fluke.
- ✓ HTTP redirects once to the preferred HTTPS hostname.
- ✓ SSL certificate remains valid and security headers do not break required functions.
- ✓ Response time is tracked by template so a slow section cannot hide behind a fast homepage.
Does every money page clearly explain what it should rank for?
- ✓ Each indexable page has a unique, intent-aligned title and useful meta description.
- ✓ One clear H1 describes the page; H2/H3 structure supports scanning and comprehension.
- ✓ Service and location pages contain specific proof, scope, process and next steps.
- ✓ Internal links connect authority pages to priority service and conversion pages.
- ✓ Images have descriptive alternatives where needed and decorative images stay silent.
Is there one authoritative version of every page?
- ✓ WWW/non-WWW, trailing slash and index-file variants resolve to one preferred URL.
- ✓ Canonical tags use the final HTTPS destination and do not point through redirects.
- ✓ Redirect chains and loops are removed.
- ✓ Parameter, filter, archive and duplicate location states are controlled.
- ✓ Old campaign and redesign URLs preserve relevant authority with accurate 301 mappings.
Can a real customer use the page without fighting it?
- ✓ Core Web Vitals are reviewed by page type using field data when available.
- ✓ Hero images are correctly sized, compressed and not delaying the largest content element.
- ✓ Scripts, chat widgets, call tracking and tags earn the performance cost they create.
- ✓ Buttons, forms and navigation work at common phone widths.
- ✓ Layout shifts, intrusive overlays and delayed content do not sabotage conversion.
Do the website and local profiles tell the same story?
- ✓ Business name, phone, service area and key profile data remain consistent.
- ✓ Google Business Profile categories, services, links and hours match the current offer.
- ✓ Location pages contain real local proof and are not thin city-name swaps.
- ✓ Reviews and owner responses are monitored for volume, recency and recurring objections.
- ✓ LocalBusiness or Organization structured data matches visible business information.
Can traffic turn into a measurable opportunity?
- ✓ Every visible phone number initiates the correct call on mobile.
- ✓ Forms submit successfully, route to the right inbox/CRM and show a clear confirmation.
- ✓ Primary CTAs are visible before scrolling and repeat where intent peaks.
- ✓ GA4, Search Console, call tracking and CRM events use stable definitions.
- ✓ Leads are tied back to landing page, source and campaign whenever the data permits.
Is the site earning trust beyond its own claims?
- ✓ New and lost referring domains are reviewed for relevance, authority and risk.
- ✓ Competitor link gaps are converted into specific partnership, PR and resource targets.
- ✓ Unlinked brand mentions and supplier/association relationships become outreach opportunities.
- ✓ Spam links are documented without reflexively disavowing harmless noise.
- ✓ Content earns links with useful data, tools, templates, case studies or expert evidence.
Turn 40 checks into five owner decisions.
What broke?
New red issues since the prior verified scan.
What improved?
Changes proven on the live site, not merely reported complete.
What stayed open?
Material issues aging without a verified resolution.
What matters next?
The smallest set of actions with the highest visibility or revenue impact.
Three questions worth settling.
How often should SEO monitoring run?
Run core technical, indexation and conversion checks weekly. Uptime and critical transaction paths may need daily or continuous monitoring. Broader executive reporting can remain monthly.
What is the difference between an SEO audit and SEO monitoring?
An audit records a point-in-time condition. Monitoring preserves that baseline and repeatedly checks what improved, declined, remained open or appeared for the first time.
Does monitoring improve rankings by itself?
No. Monitoring identifies and verifies issues. Rankings improve only when the right technical, content, local and authority work is implemented effectively.