Running audits and prioritising fixes
Tracked pages, the 13 check categories, how scores are calculated and how to compare with competitor pages.
- Lesson
- 4/6
- Reading time
- 9 min
- Sections
- 4
- Through the course
- 67%
Add the pages that matter (home, services, top landing pages). An initial audit runs straight away, then each page is re-audited weekly by default; daily is available from Scale (quota-based).
How scores work
Each of the 13 categories starts at 100 and loses 40 for a critical issue, 15 for a warning and 5 for a notice. The page score is the weighted average, with indexing and title/description weighing most. A page that errors or is set to noindex scores 0 for indexing.
Prioritising
- Recommendations are sorted by severity, then category weight, and each says how to fix it.
- Start with critical indexing issues: nothing else matters if the page can't be indexed.
- Then titles and descriptions, headings, structured data and keyword usage on the terms linked to the page.
Step by step
- 1Fix critical indexing issuesIf a page can't be indexed, nothing else on it can rank.
- 2Fix titles and descriptionsLength, duplicates and clarity.
- 3Fix headings and structured dataHeading order, question headings and missing required properties.
- 4Check keyword usageOn the search terms linked to the page.
- 5Compare with competitor pagesUse Enhance ours to turn the gaps into recommendations.
History and competitor pages
The page view charts the score and lists what was fixed and what's new since the previous audit. Competitor suggestions are pages that ranked in the top 20 for the page's terms in the last 30 days. They're audited with the same checks, and Enhance ours turns the gaps into recommendations.
Check your understanding
A category has one warning and one notice. What's its score?
Lesson 4 of 6
Running audits and prioritising fixes