Your website’s content and structure affect its ranking on search engines. During the on-page SEO audit, we’ll focus on optimizing your service pages, blog posts, and metadata to target the right keywords. This phase guarantees that your pest control business speaks the language of search engines and potential customers. Proper on-page adjustments can improve visibility and engagement, driving more leads to your business.
Meta Tags
Step 1: Verify That Canonical Tags Are Correctly Applied to Avoid Duplicate Content
Screaming Frog SEO Spider -> Canonilcals -> Canonicalised
Screaming Frog SEO Spider -> Canonilcals -> Missing
- Inspect Canonical Tags: Open the website and inspect the HTML of important pages by right-clicking and selecting View Page Source or using the Inspect tool in the browser. Look for the <link rel=”canonical”> tag in the <head> section.
- Ensure Correct URLs: The canonical tag should point to the correct, preferred page version (e.g., https://pestcontroldomain.com/service-page). This helps avoid duplicate content issues when similar pages or URL variations exist.
- Cross-check Variations: If a page has multiple versions (such as with URL parameters or different protocols like HTTP/HTTPS), confirm that the canonical tag points to the main version that you want search engines to prioritize.
Step 2: Check Important Pages Are Not Blocked from Being Indexed by Search Engines
Screaming Frog SEO Spider -> Directives -> Noindex
- Check Meta Robots Tags: For key pages (like service pages, contact pages, or the homepage), inspect the page source for the meta robots tag. It should look like this: <meta name=”robots” content=”index, follow”>
- Confirm Indexing Status: Check that important pages are not accidentally set to “noindex.” If you find a tag like <meta name=”robots” content=”noindex”>, it means the page is blocked from being indexed and should be corrected.
- Use Google Search Console: Go to Google Search Console and use the URL Inspection Tool to check if Google indexes specific pages. If not, submit them for indexing.
Step 3: Confirm Technical Pages (like /wp-admin/) Are Properly Marked as “No-index”
Identify Technical Pages: Review the site’s technical or administrative pages (such as /wp-admin, /login, or /thank-you) and check their source code.
Check for No-Index Tags: Right mouse click -> View Source Code. Ensure that these pages include a meta robots tag like this:
<meta name=”robots” content=”noindex, nofollow”>
Confirm Blockage in Robots.txt: Additionally, make sure that these pages are blocked in the robots.txt file by adding:
Disallow: /wp-admin/
Recheck with Google: Use Google Search Console’s URL Inspection Tool to verify that these technical pages are not indexed. If any are indexed by mistake, request their removal.
Step 4: Check That Meta Titles Are Unique, Optimized, and Relevant
Screaming Frog SEO Spider -> Page Titles -> Missing
Screaming Frog SEO Spider -> Page Titles -> Duplicates
Screaming Frog SEO Spider -> Page Titles -> Over 60 Characters
Screaming Frog SEO Spider -> Page Titles -> Below 30 Characters
Screaming Frog SEO Spider -> Page Titles -> Multiple
- Review Meta Titles: Use a Screaming Frog SEO Spider to extract meta title tags from the site’s pages. Alternatively, you can manually inspect the <title> tag in the HTML of key pages.
- Ensure Uniqueness: Each page should have a unique meta title that accurately reflects its content. Avoid duplicate titles across different pages.
- Optimize for Keywords: Verify that the primary keyword for each page is included in the meta title, but keep the title natural and relevant to the user.
- Title Length: Keep the meta title between 50 and 60 characters to avoid truncation in search results. Create a clear and compelling title to encourage clicks.
Step 5: Confirm Meta Descriptions Are Unique, Include a Call-to-Action, and Are the Appropriate Length
Screaming Frog SEO Spider -> Meta Descriptions -> Missing
Screaming Frog SEO Spider -> Meta Descriptions -> Duplicate
Screaming Frog SEO Spider -> Meta Descriptions -> Over 155 Characters
Screaming Frog SEO Spider -> Meta Descriptions -> Below 70 Characters
Screaming Frog SEO Spider -> Meta Descriptions -> Multiple
- Review Meta Descriptions: Use a Screaming Frog SEO Spider or inspect the HTML source to check the <meta name=”description”> tag on key pages.
- Check Uniqueness: Each page should have a unique meta description. Avoid repeating the same description across multiple pages.
- Include a Call-to-Action: Meta descriptions should encourage users to click by including a clear and engaging call-to-action (e.g., “Learn more about our pest control services”).
- Optimize for Length: Keep the meta description between 120–160 characters. Anything shorter or longer may not be fully displayed in search results.
Step 6: Confirm No Meta Keyword Tags Are Being Used, As They Are Outdated
Screaming Frog SEO Spider -> Meta Keywords -> All (sort by “Meta Keywords 1” column):
- Check the Source Code: For each page, right-click on the webpage, select View Page Source, or use the Inspect tool.
- Look for Meta Keyword Tags: Search for the <meta name=”keywords”> tag in the HTML. This tag is outdated and no longer used by search engines.
- Remove Meta Keyword Tags: If you find any, remove them from the page’s HTML. Modern SEO does not rely on meta keywords; their presence could signal an outdated SEO strategy.
Content Audit
Step 7: Verify All Content Is Original and Not Scraped from Other Sites
Tools to use: https://www.copyscape.com/
- Use Plagiarism Detection Tools: Copy sections of the website’s content and run them through Copyscape or Grammarly’s Plagiarism Checker to verify originality.
- Check High-Risk Pages: Focus on key pages such as service pages, blog posts, and homepage content. If any content is found to be duplicated or scraped from another site, rewrite or replace it with original content.
- Maintain Originality: Always ensure that all content is original and tailored to the pest control company’s specific services and location.
Step 8: Identify Any Pages with Overlapping Content or Targeting the Same Keywords
Find such pages by:
- Duplicated URLs in: Screaming Frog SEO spider -> Content -> Exact Dulplicates
- Duplicated H1 headers in: Screaming Frog SEO spider -> Content -> Near Dulplicates
- Review Keyword Usage: Use a Screaming Frog SEO Spider or SEMrush to identify keyword usage across the site’s pages.
- Look for Overlap: Check if multiple pages target the same primary keywords. For example, if two service pages are optimized for “pest control in Boston,” they might compete against each other in search results.
- Consolidate or Differentiate Pages: Either consolidate the overlapping pages into one comprehensive page or optimize each page for different, unique keywords to avoid competition.
Step 9: Confirm Service Area Pages Exist for the Most Important Locations
You can find such pages in sitemap XML or in Screaming Frog SEO spider -> Crawl Data -> Internal -> HTML:
- Review the Website’s Structure: Check the sitemap or manually browse the site to see if there are separate service area pages for each major location the pest control business serves.
- Verify Important Areas Are Covered: Make sure the key service areas, such as main cities or towns, have dedicated pages (e.g., “Pest Control in [City]”).
- Create Missing Pages: If any crucial locations are missing, create dedicated service area pages targeting those regions with localized keywords.
Step 10: Review If Important Pages Have Enough Content (at Least 300 Words)
Screaming Frog SEO spider -> Content -> Low Content Pages:
- Audit Page Content: Manually or using a Screaming Frog SEO Spider, check the word count on essential pages such as service pages, the homepage, and blog posts.
- Check Minimum Word Count: Make sure each significant page has at least 300 words of valuable, relevant content. If any pages fall short, add more information that provides value to users (e.g., explaining services, and answering common questions).
- Expand Content if Necessary: To boost the SEO value of pages with thin content, expand with relevant details, FAQs, or case studies.
Step 11: Ensure Content Is Regularly Updated, With Blog Posts Updated at Least Bi-Monthly and Service Pages Annually
The easiest way is to check the Last Modified date for each page in the sitemap XML:
- Check Last Updated Dates: Check the date of last update for blog posts and service pages. You can do this by looking at post dates or using the Wayback Machine to view previous versions.
- Set a Content Update Schedule: Blog posts should be updated or published bi-monthly to keep content fresh and relevant. Service pages should be reviewed and updated at least once a year.
- Update Stale Content: If any content is outdated, update statistics, refine service details, and refresh the call-to-actions to keep it current.
Step 12: Assess the Relevance and Readability of the Content
Screaming Frog SEO spider -> Content -> Readability Difficult:
- Evaluate Content Relevance: Review each page and assess whether the content is still relevant to the audience. Ensure it accurately reflects the pest control services provided and addresses customer needs.
- Check for Readability: Use a Hemingway Editor or Grammarly to check for readability. Verify that the content is written simply, clearly, and engagingly, using short sentences and easy-to-understand language.
- Adjust for User Intent:Double-check if the content addresses user questions and pain points, and is aligned with the keywords the page is targeting.
H1 Tag Optimization
Step 13: Check That All H1 Tags Are Keyword-Optimized and Aligned with the Page Content
Screaming Frog SEO Spider -> H1 -> All (check H1 header for each page):
- Inspect the H1 Tag: Open each important website page and inspect the H1 tag by right-clicking on the page and selecting View Page Source or using the Inspect tool in your browser. Look for the <h1> tag, which should be the primary heading of the page.
- Check Keyword Optimization: Verify that the H1 tag contains the primary keyword for that page. For example, if the page concerns termite control services in Boston, the H1 tag should include a keyword like “Termite Control in Boston” rather than something generic like “Our Services.”
- Check for Alignment with Page Content: The H1 tag should clearly reflect the page’s content. It should set the expectation for what the page covers and be closely related to the content below it. Avoid using H1 tags that are misleading or irrelevant to the page’s primary topic.
Step 14: Ensure Each Page Has a Unique H1 Tag and Contains Only One H1 Tag
Screaming Frog SEO Spider -> H1 -> Missing
Screaming Frog SEO Spider -> H1 -> Duplicate
Screaming Frog SEO Spider -> H1 -> Over 70 Characters
Screaming Frog SEO Spider -> H1 -> Multiple
- Verify H1 Uniqueness Across Pages: Each page should have its own unique H1 tag that accurately describes the content of that specific page. Use a Screaming Frog SEO Spider to scan the site and check if multiple pages use the same H1 tag. If duplicates are found, update the H1 tags to make them unique.
- Check for Multiple H1 Tags on a Single Page: Each page should have only one H1 tag. Having multiple H1 tags on a single page can confuse search engines and dilute the SEO impact of the heading. Inspect the source code of each page to ensure there is only one H1 tag.
- Fix Multiple H1 Tags if Necessary: If a page has more than one H1 tag, demote additional headings to lower-level tags, like <h2> or <h3>, depending on the content structure. This will help maintain proper hierarchy and improve SEO.
Image Optimization
Step 15: Verify High-Quality Images Are Used on Important Pages
- Review Image Quality: Go through key pages on the website (e.g., homepage, service pages, and blog posts) and visually inspect the images. They should be clear, high-resolution, and visually engaging, without pixelation or blurriness.
- Match Image Purpose to Page Content: Ensure that the images are relevant. For instance, if a page concerns termite control, the images should reflect that service (e.g., photos of termite inspections or treatment processes).
Step 16: Confirm All Images Have Optimized ALT Tags for Accessibility and SEO
Screaming Frog SEO Spider -> Images -> Missing ALT Text
Screaming Frog SEO Spider -> Images -> Missing ALT Attribute
- Inspect the ALT Tags: Use the Inspect tool in your browser or Screaming Frog SEO Spider to check each image’s HTML code. The <img> tag should include an alt attribute like this: <img src=”image.jpg” alt=”description of the image”>
- Optimize ALT Tags for SEO: Make sure the ALT text describes the image clearly and includes relevant keywords, but avoid keyword stuffing. For example, instead of “image1,” the ALT text for an image on a termite control page could be “technician performing termite inspection in Boston.”
- Check Accessibility: ALT tags should serve SEO purposes and improve accessibility for users with screen readers. Accurately describe what the image depicts to make the description useful for visually impaired users.
Step 17: Verify Images Are Optimized for Size, Ideally Under 100kb
Screaming Frog SEO Spider -> Images -> Over 100 kb:
- Check Image Sizes: Use Screaming Frog SEO Spider or browser developer tools to identify the size of images on the website. For each image, check the file size in kilobytes (KB).
- Compress Large Images: If images are over 100KB, compress them using TinyPNG to reduce the file size without sacrificing quality. Smaller image sizes improve page loading speed and user experience.
- Replace Large Images: After compressing the images, upload the optimized versions to the website.
Step 18: Check if Images Are in WebP Format for Faster Loading
Screaming Frog SEO Spider -> Images -> Sort by “Content Type”:
- Inspect Image Formats: Use the browser’s Inspect tool or Screaming Frog SEO Spider to check the file format of the images (e.g., .jpg, .png, .gif). Look for the newer WebP format, designed for faster loading and smaller file sizes without losing quality.
- Convert to WebP: If images are not already in WebP format, convert them using CloudConvert or Squoosh. Then, upload the WebP images to the website for faster loading times.
Step 19: Confirm LazyLoad Is Implemented for All Images
Tools to use:
- Check for LazyLoading: LazyLoad is a technique where images are loaded only when they enter the viewport, improving page speed. To check if LazyLoad is implemented, inspect the page source for <img> tags with a loading=”lazy” attribute, or check the website’s performance with Lighthouse in Chrome Developer Tools.
- Test LazyLoad: Scroll through the website to see if images load only as they appear. Use GTmetrix or Google PageSpeed Insights to verify that LazyLoad contributes to faster page loads.
- Implement LazyLoad if Missing: If LazyLoad is not enabled, work with a developer or use plugins (for CMSs like WordPress) to implement LazyLoading for all images on the site.
E-E-A-T Audit
Step 20: Check Articles Have a Real Author with a Bio, Photo, and LinkedIn Profile
Assess articles and pages manually:
- Review Existing Articles: Go through the blog posts, service pages, or other content-rich pages on the website that are intended to demonstrate expertise, authority, and trustworthiness. Look for an author byline near the top or bottom of each article.
- Check for Author Bio: Each article is attributed to a real person with a brief author bio. The bio should include relevant qualifications, experience, or expertise in the subject matter. For example, if the article is about pest control methods, the author should have relevant experience in pest control or environmental science.
- Verify Author Photo: Confirm that a professional photo of the author is included with the bio. The photo adds credibility and helps readers connect with the person behind the content.
- Check for LinkedIn Profile Link: Verify that the author bio includes a link to the author’s LinkedIn profile. This further builds trust by showing the author’s professional background and establishing their authority in the field. Verify the LinkedIn profile is up-to-date and aligns with the author’s bio on the website.
- Fix Missing Author Information: If articles are missing an author, bio, or LinkedIn link, update the content to include these elements. Work with the content team or authors to gather the required information and photos.
- Apply to All Articles: The process must be applied to all relevant content, especially blogs, informational articles, and any posts related to topics where expertise is critical (e.g., pest control methods, safety procedures, etc.).
- Maintain Consistency: Check that all future content follows this same structure, attributing articles to real authors with verifiable credentials to build the site’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
