Overview

Executive Summary

[Write 2-3 sentences summarizing the overall state of the site. Be direct but encouraging. Example: "Your site has strong bones and a clear brand voice, but it's currently invisible to Google in your local market. The gaps are fixable and the opportunities are significant."]

[Highlight the 1-2 most urgent issues and the single biggest opportunity. Example: "Your most urgent priority is installing LocalBusiness schema and correcting your page titles, which are currently missing location keywords entirely. Once those are in place, your Google Business Profile is well-positioned to drive real local traffic."]

Section 01

Technical Health

[Critical] −

Score[3] / 10

Findings

[Finding: e.g. Mobile LCP is 7.2s — significantly above the 2.5s threshold. This is your most urgent technical issue and is likely suppressing your rankings directly.]

[Finding: e.g. Several large uncompressed images are loading on the homepage, contributing to slow load times across all devices.]

[Finding: e.g. No sitemap is submitted to Google Search Console.]

[Finding: e.g. SSL certificate is active and site is fully served over HTTPS.]

Action Items

[Action: e.g. Compress all homepage images to under 200kb using Squoosh or TinyPNG before re-uploading.] High

[Action: e.g. Submit your sitemap to Google Search Console at yourdomain.com/sitemap.xml.] High

[Action: e.g. Enable lazy loading on below-the-fold images in your platform settings.] Medium

Section 02

Page Titles & Meta Descriptions

[Needs Work] −

Score[4.5] / 10

Findings

[Finding: e.g. Homepage title is currently "[Photographer Name] Photography" with no location keyword. This is the single biggest missed opportunity on the site.]

[Finding: e.g. Services page meta description is missing entirely — Google is generating its own snippet, which is rarely ideal.]

[Finding: e.g. About page title duplicates the homepage title.]

Recommended Rewrites

Homepage Title High

Current

[Current title — e.g. Sarah Eddlemon Photography]

Recommended

[Rewritten title — e.g. Knoxville Newborn & Family Photographer | Sarah Eddlemon Photography]

Homepage Meta Description High

Current

[Current meta — or "Missing"]

Recommended

[Rewritten meta — e.g. Knoxville newborn and family photographer capturing the people and moments that matter most. Serving Knoxville, Oak Ridge, and surrounding East Tennessee communities.]

Services Page Title Medium

Recommended

[Services page title]

Section 03

Google Business Profile

[Needs Work] −

Score[5] / 10

Findings

[Finding: e.g. GBP is claimed and verified.]

[Finding: e.g. Business description is only 2 sentences and doesn't include any local keywords.]

[Finding: e.g. NAP (name, address, phone) on GBP does not match the website exactly — this suppresses local pack rankings.]

[Finding: e.g. No posts have been published in the last 90 days.]

Action Items

[Action: e.g. Update your GBP business name to exactly match your website — even small differences like "Photography" vs "Photo" will suppress rankings.] High

[Action: e.g. Rewrite your GBP description to 750 characters, naturally including your city name, specialties, and ideal client language.] Medium

[Action: e.g. Publish at least one GBP post per month featuring a recent session with location keywords in the caption.] Low

Section 04

Keyword Gap Analysis

[Critical] −

Score[2] / 10

Top Missed Keywords

[Keyword: e.g. "[City] newborn photographer" — your homepage doesn't contain this phrase anywhere.]

[Keyword: e.g. "[City] family photographer" — used by your top 3 local competitors on their homepage and services pages.]

[Keyword: e.g. "newborn photography [city]" — a variation that captures different search intent and has good local volume.]

[Keyword: e.g. "[Nearby city] newborn photographer" — an adjacent market with less competition worth targeting on a dedicated page or blog post.]

Action Items

[Action: e.g. Add "[City] newborn photographer" to your homepage H1 or first paragraph naturally — not forced, just present.] High

[Action: e.g. Create a dedicated location page or blog post targeting "[Nearby city] newborn photographer" to capture the adjacent market.] Medium

Section 05

On-Page SEO

[Needs Work] −

Score[4] / 10

Findings

[Finding: e.g. Homepage has no H1 tag. Every page should have exactly one H1 that includes your primary keyword.]

[Finding: e.g. Heading hierarchy is inconsistent — H2s are used before H1s on several pages.]

[Finding: e.g. No internal links between pages. Internal linking helps Google understand your site structure and distributes authority.]

[Finding: e.g. Body copy on the About page is well-written and naturally includes location references.]

Action Items

[Action: e.g. Add a clear H1 to your homepage that includes your primary keyword — this is your single most important on-page fix.] High

[Action: e.g. Add at least 2 internal links from your homepage to your services page and one session type page.] Medium

Section 06

Local SEO

[Critical] −

Score[2.5] / 10

Findings

[Finding: e.g. Your city name does not appear in any headline, button, or first-screen copy on the homepage. A local visitor and Google both have no geographic signal above the fold.]

[Finding: e.g. NAP is inconsistent between your website footer, GBP, and Facebook page.]

[Finding: e.g. No mention of surrounding service areas (neighboring cities within 30-45 minutes).]

Action Items

[Action: e.g. Add your city name naturally to your homepage headline or first paragraph. This is the fastest local SEO fix available to you.] High

[Action: e.g. Standardize your NAP across every platform — website, GBP, Facebook, Yelp, any directories — using this exact format: [Business Name | Phone | Address or "Serving City, State"]] High

Section 07

Schema Markup

[Critical] −

Score[1] / 10

Findings

[Finding: e.g. No schema markup of any kind was detected on the site. This means Google has no structured data to help understand your business type, location, or services.]

Recommended Schema (copy and install in your site header)

LocalBusiness Schema High

Install in <head> on homepage

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "[Business Name]",
  "url": "[https://yoursite.com]",
  "telephone": "[Your Phone Number]",
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "[City]",
    "addressRegion": "[State abbreviation]",
    "postalCode": "[ZIP]",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": [00.0000],
    "longitude": [-00.0000]
  },
  "image": "[https://yoursite.com/your-photo.jpg]",
  "description": "[One sentence about your business with location keyword]",
  "priceRange": "$$",
  "areaServed": ["[City]", "[Nearby City]", "[Nearby City]"]
}

Section 08

E-E-A-T Signals

[Needs Work] −

Score[4.5] / 10

Findings

[Finding: e.g. Blog posts are attributed to a generic author or no author at all — Google values content attributed to a real, named human with credentials.]

[Finding: e.g. About page doesn't mention years of experience, number of families served, or any specific credibility markers.]

[Finding: e.g. Reviews are embedded on the site and appear genuine and specific, which is a positive E-E-A-T signal.]

Action Items

[Action: e.g. Set up a named author profile for your blog and update all existing posts to be attributed to you by name.] High

[Action: e.g. Add one or two specific credibility statements to your About page — years in business, number of sessions completed, any features or publications.] Medium

Section 09

Image Alt Text

[Needs Work] −

Score[3.5] / 10

Findings

[Finding: e.g. 80% of images on the site have no alt text at all. This is both an accessibility issue and a missed SEO opportunity.]

[Finding: e.g. Several images have alt text that is just a file name (e.g. "IMG_4822.jpg") which provides no value.]

Alt Text Examples (copy and apply to your images)

Homepage Hero Image

Recommended Alt Text

[City] newborn photographer captures sleeping baby wrapped in cream linen during in-home lifestyle session

Gallery / Portfolio Images

Format to follow

[Location] [session type] photographer [brief visual description of what's in the image]

Your Plan

90-Day Priority Roadmap

Focus on these in order. Don't try to do everything at once.

Month One

Fix the Foundations

[Task: e.g. Add LocalBusiness schema to homepage]

[Task: e.g. Rewrite page titles and meta descriptions for all main pages]

[Task: e.g. Add H1 to homepage with primary keyword]

[Task: e.g. Standardize NAP across all platforms]

[Task: e.g. Compress and re-upload oversized images]

Month Two

Build Authority

[Task: e.g. Update all blog post author attributions to your name]

[Task: e.g. Add alt text to all gallery and homepage images]

[Task: e.g. Rewrite GBP description with location keywords]

[Task: e.g. Add internal links between homepage, services, and session type pages]

[Task: e.g. Publish first keyword-targeted blog post]

Month Three

Expand Your Reach

[Task: e.g. Publish location page or blog post targeting adjacent market]

[Task: e.g. Submit sitemap to Google Search Console]

[Task: e.g. Add FAQPage schema to your FAQ or services page]

[Task: e.g. Begin monthly GBP posting rhythm]

[Task: e.g. Request reviews from recent clients with a direct GBP review link]

[Client Name] Photography