We live in interesting times for the digital world. Nowadays, auditing your SEO is no longer just about "looking at keywords": it's about checking whether your website really helps users find you, trust you, and convert. We're not just talking about "keywords" but about "intent."
This practical checklist is designed to detect errors that kill your conversions and turn them into business opportunities.
1. Before you begin: define your objective, key pages, and markets.
Before opening Screaming Frog or GSC, be clear about what you want to measure:
- Main objective: leads, online sales, reservations, quote requests.
- Key pages: home, services, product pages, local landing pages, top 10 organic pages by traffic and conversions.
- GEO markets: just Spain? Barcelona? Latin America? This determines the language, currency, schema, and local content.
If you need help prioritizing objectives and pages, you can contact our SEO strategist Petya.
2. Technical checklist: errors that block traffic and leads
A "technically broken" site can ruin entire campaigns. Check it out:
- Crawling and indexing: 4xx/5xx errors, orphan pages, cross-canonicals, noindex where it shouldn't be, outdated sitemap.
- Duplication: parameters, facets, and pagination generating thousands of similar URLs; unconsolidated http/https and www/non-www versions.
- Architecture: high click depth to pages that should sell, lack of internal linking to "money pages."
- Performance and CWV: speed, visual stability, interaction (INP) on mobile and desktop, especially on landing pages.
If you detect many critical technical problems, consider outsourcing the audit to a mixed SEO + UX + development team such as Deseo Lab to shorten implementation times.
3. On-page SEO and UX: signals that destroy your conversion rate
Many websites generate traffic but don't convert because users don't understand what's being offered or why they should trust it. Perform this mini audit URL by URL:
- Snippet: Do the title and meta description promise exactly what the page delivers? Do they include intent, benefit, and call to action?
- First screenshot: the first scroll should make it crystal clear what you do, who you do it for, and what the user needs to do (visible CTA).
- Structure: H2/H3 headings, FAQ with schema markup, clear blocks for scanners and AI assistants (AEO).
- Content: avoid thin content and cannibalization, cover the intent well (informational, transactional, local), update examples to 2026.
- Trust: social proof, reviews, success stories, clear contact details, local stamp (e.g., references to Barcelona if that is your market).
Here, it is essential to work hand in hand with a UX/UI team: small changes in design and microcopy can multiply the conversion rate without affecting traffic.
4. AEO and GEO in 2026: how to appear in local answers and searches
In 2026, you're not just competing for blue results: you're competing to be the answer given by assistants and language models, as well as dominating the local layer.
- AEO (Answer Engine Optimization):
- Include clear FAQs with questions in natural language and direct answers.
- Use appropriate schema markup (FAQPage, LocalBusiness, Service, Product) to provide context to engines and LLMs.
- Organize your content by topics and entities, not just by individual keywords. - GEO (local and market-specific SEO):
- Optimize and align your Google Business Profile with your website: NAP, categories, descriptions, and local services.
- Create specific landing pages for each city or area (e.g., "SEO and UX for SMEs in Barcelona") with truly local content.
- Take care of links, mentions, and reviews from relevant media outlets and directories in your area.
5. Measurement and action plan: turn mistakes into revenue
An audit that remains just a report is useless; you need a backlog prioritized by business impact.
Prioritize by Impact × Confidence × Effort: first, quick wins with high conversion potential (e.g., fixing forms, improving CTAs on top pages).
- Prioritize by Impact × Trust × Effort: first, quick wins with high conversion potential (e.g., fixing forms, improving CTAs on top pages).
- Build a 30/60/90-day plan:
- 30 days: critical technical fixes and quick UX improvements on key pages.
- 60 days: content restructuring, topic clusters, GEO landings, and FAQs for AEO.
- 90 days: qualified link building, A/B testing of design, continuous optimization of snippets and messages.
If you want to move from "making random changes" todesigning real, measurable growth, take the next step with senior support. Book an SEO + UX audit with our founders and specialists in SEO / AI search and UX/UI, Petya and Rubén, and we'll turn every adjustment to your website into more leads, more sales, and less noise.
