In the digital world, a website is only as strong as its search engine visibility. That’s where a comprehensive SEO health check comes in. For businesses aiming to grow their online presence, a well-executed SEO audit lays the groundwork for improved rankings, increased traffic, and better user experience.

If you’re curious to see how a professional consultant presents their approach, check out http://lawrencehitches.com/. But how does an experienced consultant approach this process?

Let’s walk through the key steps and mindset behind a full website SEO health check — the way a consultant might tackle it.

Starting With a Holistic Overview

Before diving into the technical weeds, a consultant begins with a bird’s-eye view of the website. This means understanding the purpose of the site, identifying the target audience, and examining current performance metrics. What is the website trying to achieve? Who is it serving? Tools like Google Analytics and Google Search Console offer an initial snapshot of traffic trends, user behavior, and keyword performance.

A consultant will also benchmark the site against competitors to see how it stacks up in terms of visibility and content strength. This broader context helps guide where the deeper analysis should focus.

Technical SEO: The Foundation Check

A technically sound website is non-negotiable for search engines. The consultant’s next step is to evaluate the technical infrastructure. This includes:

• Crawlability and indexing: Are search engines able to discover and index all relevant pages? Tools like Screaming Frog or Sitebulb are commonly used to scan for crawl errors and identify blocked pages.
• Site speed and performance: Slow-loading pages hurt both user experience and rankings. PageSpeed Insights or GTmetrix are used to pinpoint performance bottlenecks.
• Mobile-friendliness: With mobile-first indexing, a responsive design is critical. Google’s Mobile-Friendly Test helps assess how well the site performs on smaller screens.
• HTTPS and security: A secure website builds trust and is now expected by users and search engines alike.
• URL structure and redirects: Clean, readable URLs and properly managed redirects prevent issues like broken links or redirect chains.

On-Page SEO: The Content and Structure

Once the technical side is in order, the consultant turns to on-page SEO. This involves reviewing the content and how it is structured for both users and search engines. The main elements include:

• Title tags and meta descriptions: These should be unique, relevant, and aligned with target keywords.
• Headings and content hierarchy: Proper use of H1, H2, and H3 tags helps organize content and signal importance to search engines.
• Keyword usage and content relevance: Are the right keywords used naturally throughout the content? Is the content addressing the user’s intent?
• Internal linking: Smart internal links help guide users through the site and distribute link equity.
• Image optimisation: Using alt text, appropriate file sizes, and descriptive filenames enhances accessibility and speed.

Off-Page SEO: The External Signals

Off-page SEO is about how the site is perceived externally. A consultant checks:

• Backlink profile: Tools like Ahrefs or SEMrush can reveal the number and quality of sites linking back. Toxic backlinks or spammy domains are flagged for disavowal.
• Brand mentions and citations: Consistent business listings across the web reinforce trust and authority.
• Social signals and engagement: While not a direct ranking factor, social activity can increase visibility and traffic.

Content Quality and Strategy Review

Beyond optimisation, content needs to serve a purpose and add value. A consultant evaluates whether the content aligns with the brand’s goals and user needs. This includes:

• Content depth and originality: Thin or duplicate content is marked for improvement or removal.
• Blog strategy: Are there regular updates? Is the blog targeting relevant keywords and topics?
• E-A-T signals: Expertise, Authoritativeness, and Trustworthiness are increasingly important in Google’s eyes, especially for YMYL (Your Money or Your Life) content.

User Experience and Engagement

Finally, consultants look at how users interact with the site. Are they sticking around? Are they converting? Key metrics include:

• Bounce rate and time on site: High bounce rates may indicate poor UX or irrelevant content.
• Conversion paths: Are calls-to-action clear and compelling? Is the site guiding users toward the desired goals?
• Navigation and layout: Clear menus, intuitive structure, and accessible design contribute to a positive user experience.

The Final Report and Action Plan

After completing the audit, the consultant compiles the findings into a clear, structured report. This typically includes:

• A prioritised list of issues
• Recommended actions
• Tools and resources for implementation
• Timeline and estimated impact

Importantly, the report isn’t just a checklist — it’s a roadmap. A good consultant tailors the action plan to the website’s goals, available resources, and long-term strategy.

Conclusion

An SEO health check is not just about fixing broken links or tweaking meta tags — it’s about uncovering opportunities for growth. When done thoroughly, it provides invaluable insights into how a site is performing, how it can improve, and what actions will deliver the most value.

Whether you’re managing your own site or working with a consultant, understanding the process behind a full SEO audit can help you make smarter, more strategic decisions for your online presence.