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1) Service definition (what clients buy)

Name: “Site SEO Audit” (Standard) + “Site SEO Audit Pro” (deep-dive) Outcome: A prioritized, developer-ready remediation plan that improves discoverability, crawl/index health, and Core Web Vitals.

What’s in scope (Standard):

  • Crawl & indexability review (robots.txt, sitemaps, canonicals, status codes, redirects). (Google for Developers)
  • On-page basics (titles, meta descriptions, headings, duplication, thin/near-duplicate).
  • Structured data eligibility (rich results). (Google for Developers)
  • Performance snapshot with Core Web Vitals (LCP, CLS, INP). (web.dev)
  • Internal linking & sitemap coverage sanity. (Google for Developers)

What’s in scope (Pro adds):

  • JS rendering/blocked resources analysis; template-level fixes.
  • Internationalization (hreflang), multilingual sanity. (Google for Developers)
  • Content/E-E-A-T signals review tied to Search Essentials. (Google for Developers)
  • Link profile & index coverage trends (via Ahrefs/Semrush + GSC). (search.google.com)

Out of scope (unless added): Ongoing SEO ops, content writing, full analytics re-implementation.

2) Deliverables (client-facing)

  1. Executive Summary (≤2 pages) — top 5 issues, expected impact, 30/60/90-day plan.
  2. Findings Matrix (CSV + Google Sheet) — columns: Severity · Issue · Evidence URL(s) · How to fix · Owner · Effort(S/M/L) · Impact(1–5) · Links.
  3. Core Web Vitals Report — lab (Lighthouse) + field where available (GSC/PageSpeed). (Chrome for Developers)
  4. Developer Tickets — ready to import to Jira/Trello (CSV export of the Matrix).
  5. Annotated Screenshots for a few representative templates.

3) Tooling (pick 1 per category to start)

  • Crawler: Screaming Frog (fast, flexible) or Sitebulb (visual, explains issues). (Screaming Frog)
  • Google stack: Search Console (coverage, enhancements), PageSpeed Insights/Lighthouse. (search.google.com)
  • Rich results: Rich Results Test + Schema Markup Validator. (search.google.com)
  • Perf deep-dive (optional): WebPageTest for waterfalls/filmstrips. (debugbear.com)
  • Link/authority (optional): Ahrefs Site Audit/Explorer. (Ahrefs)

4) Repeatable procedure (5–7 days)

Day 0 – Intake (30–45 min) Collect: goals, target markets/queries, top templates, CMS, staging URL, GSC access, analytics view, server/CDN notes. Confirm audit scope & deadlines.

Day 1 – Baseline & access

Day 2 – Full crawl

  • Crawl site (100–10k URLs depending on size). Export: status codes, noindex/nofollow, canonicals, titles/meta, duplicate clusters.
  • Validate canonicalization for dupes/URL params. (Google for Developers)

Day 3 – Structured data & international

Day 4 – Performance & CWV

  • Measure LCP/CLS/INP across representative pages; note render-blocking, heavy assets, CLS sources. (INP replaced FID in Mar 2024). (web.dev)
  • Optional: WebPageTest runs for home, PLP, PDP. (debugbear.com)

Day 5 – Synthesis & handoff

  • Score each issue: Score = Impact × (Severity) ÷ Effort.
  • Produce Executive Summary, Findings Matrix, ticket CSV, and a 30/60/90 roadmap.

5) Checklists you can reuse

Crawl/Indexability sanity

  • robots.txt exists, doesn’t block critical sections; sensitive pages use noindex not robots only. (Google for Developers)
  • Valid sitemap(s) declared in robots.txt and in GSC; coverage vs. site nav makes sense. (Google for Developers)
  • Canonicals: absolute, self-referential on canonical pages; no conflicting redirects. (Google for Developers)

Structured data

Performance (Lighthouse focus)

  • LCP element quick to render; layout stable (CLS); interactions responsive (INP). (Chrome for Developers)

Internationalization (if any)

  • Symmetric hreflang pairs, language/region correct; x-default for global selector page. (Google for Developers)

6) Pricing & packaging (suggested)

  • Standard (1–2 weeks): up to N URLs, 1 site, Executive Summary + Matrix + tickets — fixed fee.
  • Pro (2–3 weeks): includes JS rendering audit, i18n, link profile snapshot, perf deep-dive — higher fixed fee.
  • Add-ons: Implementation sprints (Dev hours), re-audit after 60–90 days.

7) Templates (copy-paste)

Intake (client form)

Business goal(s):
Primary audience / markets:
Top keywords / topics:
Top templates (home, PLP, PDP, blog post, contact, etc.):
CMS / hosting / CDN:
Staging URL:
Access: GSC, analytics, error logs:
Known issues or past penalties:
Deadline / events:

Findings Matrix (CSV headers)

Severity,Issue,Evidence URLs,How to Fix,Owner,Effort(S/M/L),Impact(1-5),Links/Refs

30/60/90 Plan

30d: Fix indexability blockers, sitemap/robots, top 10 template issues.
60d: Core Web Vitals improvements, duplicate content & canonicals, key schema types.
90d: Internal linking, long-tail content gaps, internationalization refinements.

8) Your very next steps (tomorrow’s MITs)

  1. Create a “SEO Audit” Notion DB with fields: Severity · Issue · Evidence · Fix · Owner · Effort · Impact · Status.
  2. Install & run a first crawl (Screaming Frog or Sitebulb) on one ProtonSystems site to pilot. (Screaming Frog)
  3. Capture baseline CWV for home + 2 key templates using Lighthouse and PageSpeed Insights; paste screenshots into the Notion page. (Chrome for Developers)

If you want, I can turn this into a one-page PDF report template + a Jira-importable CSV starter with 10 common issues so you can demo the service internally right away.

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