DIY SEO Audit: A Calgary Business Owner's Checklist (2026)

You're a business owner – you're busy. You don't have time for endless SEO rabbit holes. This audit focuses on impactful checks you can realistically complete in an afternoon. It's designed to give you a solid baseline understanding of your website’s SEO health. Remember, SEO is ongoing; consider this a snapshot, not a fix-all.

What Tools Do I Need?

Thankfully, many valuable tools are free. You’ll need:

  • Google Search Console: For technical insights and performance data.
  • Google PageSpeed Insights: To assess website speed.
  • Google’s Mobile-Friendly Test: Verifies mobile responsiveness.
  • Your browser's developer tools: (usually accessed by pressing F12) for examining page source code.
  • A simple text editor: For reviewing robots.txt.

1. Homepage SEO Check

Your homepage is often the first impression. Here's what to review:

  • Title Tag: The text that appears in the browser tab and search results. Good looks like: Including your primary keyword (e.g., "Calgary Plumber"), your brand name, and ideally, a geographic modifier. Keep it under 60 characters.
  • Meta Description: The short summary appearing under the title in search results. Good looks like: A compelling, concise description (under 160 characters) that accurately reflects the page’s content and includes a call to action.
  • H1 Heading: The main heading on your page. Good looks like: Using your primary keyword naturally and reflecting the page’s main topic. Only one H1 per page!
  • Image Alt Text: Descriptions for images. Good looks like: Descriptive alt text that includes relevant keywords when appropriate (don’t keyword stuff!). Alt text is essential for accessibility.
  • Internal Linking: Linking to other relevant pages on your site. Good looks like: Linking to key service pages from your homepage.

2. Service Page SEO Check (Pick 2-3 core service pages)

These pages are where conversions happen. Focus on these:

  • Keyword Focus: Each service page should target a specific keyword phrase (e.g., "emergency furnace repair Calgary" instead of just "furnace repair").
  • Content Depth: Don’t just list services; explain them. Good looks like: At least 300-500 words of original, helpful content that addresses customer questions and pain points.
  • H2 and H3 Headings: Use these to structure your content logically. Good looks like: Incorporating relevant keywords naturally into subheadings.
  • Local Keywords: Include location-specific terms throughout the content.
  • Call to Action (CTA): Make it clear what you want visitors to do. Good looks like: A prominent button or form encouraging them to contact you, request a quote, or book an appointment.

3. Google Business Profile (GBP) Audit

Critical for local SEO. (Note: This isn’t directly about schema markup, but it’s where Google gets much of its local info). Access your GBP dashboard.

  • Category: Is your primary category accurate and specific?
  • Business Description: A well-written, keyword-rich description. Avoid keyword stuffing!
  • Services/Products: (If applicable) Are your services/products listed accurately with detailed descriptions?
  • Photos: High-quality photos of your business, team, and work.
  • Posts: Regularly update with news, offers, and events.
  • Reviews: Respond to all reviews, both positive and negative. Learn more about managing Google Reviews.
  • Business Hours: Ensure they are accurate, especially for holidays.

4. Page Speed Analysis

Slow websites kill conversions. Use Google PageSpeed Insights.

  • Mobile & Desktop Scores: Aim for scores above 70 (ideally 80+) on both.
  • Key Metrics: Pay attention to:
    • Largest Contentful Paint (LCP): Should be under 2.5 seconds.
    • First Input Delay (FID): Should be under 100 milliseconds.
    • Cumulative Layout Shift (CLS): Should be under 0.1.
  • Recommendations: Address the most impactful recommendations first (e.g., image optimization, browser caching).

5. Mobile-Friendliness Check

Most searches are now on mobile. Use Google’s Mobile-Friendly Test.

  • Pass or Fail: It should pass!
  • Usability Issues: Address any reported usability issues (e.g., text too small, elements too close together).

6. Technical SEO Basics

These are behind-the-scenes checks. They require a little more technical know-how.

  • Sitemap.xml: A file listing all your website’s pages. Good looks like: A valid XML sitemap submitted to Google Search Console. You can usually find it at `yourdomain.com/sitemap.xml`. If you don’t have one, you can generate it using a tool or plugin. Consider our XML Sitemap Monitoring service.
  • Robots.txt: A file telling search engine crawlers which pages to crawl (or not crawl). Good looks like: A simple file that doesn’t accidentally block important pages. Use your text editor to open and review. A basic example: 
    User-agent: *
Disallow: /wp-admin/
Allow: /wp-content/uploads/

    (This example disallows access to the WordPress admin area but allows access to uploads.)

  • HTTPS: Is your website secure? Good looks like: A padlock icon in the browser address bar and a URL starting with `https://`.
  • Structured Data (Schema Markup): This is where we add context to our pages for search engines. Good looks like: Correctly implemented Schema.org markup. For a local business, use LocalBusiness schema. Here’s a basic example:

    (Important: Validate your schema using Google’s Rich Results Test. Remember, Google has significantly reduced the visibility of FAQ and review schema; focus on accurate and complete markup rather than expecting specific rich result appearances.) We offer a Schema Markup Validation service to ensure accuracy.

This audit provides a strong starting point. SEO is a marathon, not a sprint. Consistent effort, informed by data, is key.

If you’re feeling overwhelmed or want expert guidance, the team at Eikeland SEO in Calgary can help. We specialize in crafting data-driven SEO strategies for businesses like yours.

Get in touch for a free consultation.