A useful audit helps you decide what needs fixing, why it matters, and how to check the work. Here is a sample report for a fictional bag-repair business.
Define the pages and business goal
In this scenario, a repair shop wants suitable repair inquiries through WhatsApp. The example scope includes a service page, a contact page, and one care guide.
The report records the review date, included pages, available access, and checks that remain unavailable. Without Search Console or analytics access, clicks, visits, and traffic changes remain unknown.
Make each finding actionable
These examples show the report’s findings format. In a real engagement, each finding needs evidence from the inspected page. Priorities follow obstacles to the business goal, rather than the number of tool warnings.
Scroll the table sideways to compare all columns.
| Priority | Example condition | Action & recheck |
|---|---|---|
| 1 · Access | A public service page unintentionally contains noindex. | Confirm the page’s purpose, correct the rule, then recheck the response and HTML. |
| 2 · Customer decision | Supported repairs and the quote process are unclear. | Confirm the details with the owner; check whether readers can judge service fit. |
| 3 · Page discovery | A care guide does not link to the relevant repair service. | Add a useful link; check the destination and link text. |
Source: Google Search Central — Block indexing with noindexGoogle Search Central — Helpful, reliable, people-first content
Take one issue through to completion criteria
For the noindex example, record the final URL, HTTP status, meta robots or X-Robots-Tag rule, review time, and supporting excerpt. Confirm that the page is intended for public access before changing it. Private pages do not need to become public to improve an audit score.
Completion criteria: the unintended noindex rule is absent from the checked response and HTML, crawl access matches the page’s purpose, and the recheck is recorded. Where access is available, follow up with URL inspection in Search Console. Index eligibility does not establish indexing or traffic.
Connect AEO checks to a customer question
Example question: “Can I get a leather bag’s broken zipper repaired in Bandung?” Compare the question with the page: supported bags and repairs, location, inspection requirements, and how to send photos.
The deliverable identifies facts the owner needs to confirm, proposed explanations, and the page where each answer belongs. For Google’s AI features, SEO foundations still apply; no special schema guarantees a citation.
Source: Google Search Central — AI features and your website
Record a baseline before assessing change
Keep the period, source, and scope beside every figure. If data is unavailable, record that limit. Label tool estimates explicitly when using them alongside measured data.
| What to record | Source & limits |
|---|---|
| Completed work | Change log and rechecks for each URL. |
| Search impressions & clicks | Search-platform reports where accessible, using consistent periods and filters. |
| AI-answer samples | Prompt, platform, date, language, and cited URLs; a sample does not represent every user. |
| Relevant inquiries | Business inquiry records, using an agreed recording method. |
Finish with a work plan
Give each action an owner, access dependencies, an order, and completion criteria. Separate ready-to-start work from actions waiting for business information.
An audit delivers a report and recommendations. Implementation and ongoing monitoring are agreed separately as needed. Use the report to brief your own team or continue the work with us.
Discuss an audit for your business.
Tell us which pages matter and what you want to improve. We’ll agree on scope and deliverables before work starts.
Tell us about your audit needs