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SEO scorecard

20 questions · scored out of 100 on this page

The London SEO Scorecard: score your own site in five minutes

Twenty questions, each answered yes or no, grouped into the five things that decide whether a London business shows up when someone nearby searches for what it does. Every question carries one line on why it matters and one line on how to fix it yourself.

Answer honestly and the page scores you out of 100. The score is a rough measure of how much of the groundwork is done, not a prediction of rankings. A low score usually means free fixes you can make this week; a high score means the remaining gains are slower and more competitive.

Nothing here needs an email address or a scan of your site. The answers stay in your browser. If you would rather a person looked at the site for you, the free SEO audit does that within two working days, and the scorecard will tell you whether that is worth your time.

The questions

5 areas · 20 questions · 100 points

Findability

Area 1 of 5 · 4 questions · 25 points

Whether Google can find your pages and whether they appear for the searches that bring customers.

  1. Question 1. When you search your business name in Google, is your website the first result?

    Why it mattersBrand searches are the easiest to win and the first thing a referred customer does; losing them to a directory costs you the enquiry.

    FixPut the business name in the home page title, claim the Google Business Profile, and check the brand term in Search Console.

    7 points for yes
  2. Question 2. Does your site appear on page one for your main service plus your area, for example "emergency plumber Hackney"?

    Why it mattersThis is the search that brings new customers rather than people who already know you.

    FixGive that service its own page with the service and the area in the title, the heading and the first paragraph.

    6 points for yes
  3. Question 3. Is your site verified in Google Search Console with a sitemap submitted?

    Why it mattersWithout it you cannot see which pages Google has indexed or which searches you appear for, so every decision is a guess.

    FixVerify the site at search.google.com/search-console and submit your sitemap URL under Sitemaps.

    6 points for yes
  4. Question 4. Are all your important pages indexed? Search "site:yourdomain.co.uk" and compare the count with the pages you have.

    Why it mattersA page Google has not indexed cannot rank, however good it is.

    FixOpen the Pages report in Search Console, read the reasons given for excluded pages, and remove noindex tags, redirect loops or blocked paths.

    6 points for yes
Google Business Profile

Area 2 of 5 · 4 questions · 20 points

The map listing that appears above the normal results for most local searches in London.

  1. Question 5. Do you have a verified Google Business Profile with your exact trading name, address or service area, and phone number?

    Why it mattersThe map pack sits above the organic results for most "near me" and area searches, and only verified profiles appear in it.

    FixClaim or create the profile at business.google.com and make the name, address and number match your website exactly.

    5 points for yes
  2. Question 6. Is your primary category the most specific one for what you do, with your services or products listed?

    Why it mattersThe primary category decides which searches the profile can appear for at all.

    FixChoose the most specific primary category available, add secondary categories sparingly, and list each service with a short description.

    5 points for yes
  3. Question 7. Have you added at least ten real photographs and posted an update in the last 30 days?

    Why it mattersRecent photos and posts tell Google and customers that the business is active; stock images and silence suggest the opposite.

    FixUpload photographs of the premises, the team and the work, and post one short update a month.

    5 points for yes
  4. Question 8. Are your opening hours correct, including bank holidays and seasonal changes?

    Why it mattersWrong hours cause wasted journeys, one-star reviews and public "suggested edits" that Google may apply without asking you.

    FixSet regular hours and special hours now, and diarise a check at the start of every quarter.

    5 points for yes
Site health

Area 3 of 5 · 4 questions · 20 points

Whether the site is fast, secure and usable on a phone, which is where most London searches happen.

  1. Question 9. Does PageSpeed Insights show your home page passing Core Web Vitals on mobile?

    Why it mattersMost London searches are made on a phone, and Google uses real visitors' speed data as a ranking and experience signal.

    FixTest at pagespeed.web.dev, convert large images to WebP, remove unused plugins and scripts, and use a host with a UK or EU server.

    5 points for yes
  2. Question 10. Is every page served over HTTPS with no "not secure" warning in the browser?

    Why it mattersBrowsers warn visitors away from insecure pages and Google has treated HTTPS as a ranking signal since 2014.

    FixInstall a certificate (most hosts offer a free one) and redirect every http:// address to https://.

    5 points for yes
  3. Question 11. Does every page have its own title and description that say what the page is and where you are?

    Why it mattersThe title is what Google shows and what people click; duplicates and defaults waste the one line that earns the visit.

    FixWrite a title of 50 to 60 characters for each page, main phrase first, with London or your area where it is relevant.

    5 points for yes
  4. Question 12. Can you use the whole site comfortably on a phone, with no broken links or error pages?

    Why it mattersGoogle indexes the mobile version of your site, and dead links stop both crawlers and customers.

    FixCheck the Pages report in Search Console for 404s, crawl the site with a free crawler (Screaming Frog is free up to 500 URLs) and fix or redirect what is broken.

    5 points for yes
Content

Area 4 of 5 · 4 questions · 20 points

Whether the site has a page for each thing you sell and answers the questions people ask before they buy.

  1. Question 13. Does each service you offer have its own page of at least 500 words?

    Why it mattersGoogle ranks pages, not businesses; one page cannot rank for ten services.

    FixWrite one page per service covering what it is, who it is for, where you do it, what affects the price and the common questions.

    5 points for yes
  2. Question 14. Does the site answer the questions customers ask before buying: price, timing, process and the area you cover?

    Why it mattersQuestion-led searches and AI answers draw on pages that answer plainly; a page that avoids the price loses the visit to one that does not.

    FixAdd an FAQ section built from real enquiries, answer each in two or three sentences, and mark it up with FAQPage structured data.

    5 points for yes
  3. Question 15. Have you published or substantially updated something on the site in the last 90 days?

    Why it mattersA site unchanged for a year reads as an inactive business to Google and to visitors.

    FixAdd a guides or news section and publish one useful piece a month: a job you did, a question you keep being asked, a price explained.

    5 points for yes
  4. Question 16. Do your pages name real people, with photographs, roles and qualifications?

    Why it mattersGoogle's quality guidance and AI search both weigh who is behind the content, and customers trust a face over a logo.

    FixWrite an about page naming the owner and team with roles and qualifications, and add author bylines to guides.

    5 points for yes
Reputation

Area 5 of 5 · 4 questions · 15 points

What other people and other websites say about you, which Google reads as evidence you are real and good.

  1. Question 17. Do you have 20 or more Google reviews?

    Why it mattersReview count and rating are among the strongest local ranking factors and the first thing a customer compares in the map pack.

    FixAsk every satisfied customer with a direct review link (QR code on the invoice, a text, an email). Never buy, write or incentivise reviews.

    4 points for yes
  2. Question 18. Have you replied to every review from the last six months, including the critical ones?

    Why it mattersReplies show prospective customers how you treat people, and they are a visible sign that the business is attended to.

    FixReply within two working days, thank the reviewer by name, and answer any criticism factually and briefly.

    4 points for yes
  3. Question 19. Are your business name, address and phone number written identically on your website, Google, Facebook, Yell and other directories?

    Why it mattersInconsistent details lower Google's confidence that the listings describe the same business, and send customers to old numbers.

    FixChoose one format for the name, address and number, then correct every listing you can find by searching your phone number.

    4 points for yes
  4. Question 20. Does at least one other reputable website (a supplier, trade body, local paper or business directory) link to yours?

    Why it mattersLinks from real organisations remain the main way Google judges whether a site is trusted.

    FixAsk suppliers, trade bodies, your local business group and any charity you support to list and link to you.

    3 points for yes

Your score

0out of 100

20 of 20 questions still to answer

Findability
0 of 25
Google Business Profile
0 of 20
Site health
0 of 20
Content
0 of 20
Reputation
0 of 15

0 to 39

The groundwork is not done yet

Most of what is missing is free to fix and does not need an agency.

40 to 69

Foundations in place, gaps showing

You are findable, but a competitor who finishes the groundwork will pass you.

70 to 89

Solid, and competing

The basics are right; what is left is content, authority and the slower work.

90 to 100

In good shape

You may not need an agency.

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