Benchmarking and Baseline Assessment Checklist

Establish a clear SEO starting point with this checklist. Measure current performance and collect data before changes begin.

Performance Benchmarks

Have key technical SEO metrics (e.g., crawlability, indexation, page speed) been documented prior to the audit?
Are baseline Core Web Vitals (LCP, INP, CLS) recorded across key page types?
Has organic traffic performance (by device, country, and content type) been benchmarked?
Are historical ranking positions for priority keywords available for comparison?

Are analytics tools (e.g., GA4, Adobe Analytics) and search tools (e.g., GSC, Bing Webmaster Tools) properly set up and tracking accurately?
Is tagging and event tracking configured correctly to capture SEO-relevant behaviours (e.g., scroll depth, conversions, bounce rate)?
Has log file access or analysis been arranged to monitor bot activity and crawl patterns?
Has the current CMS, hosting setup, and deployment process been documented for technical context?
Are there known gaps or discrepancies in analytics data (e.g., missing tracking periods, incorrect filters)?

Have key competitors been identified for SEO benchmarking?
Are comparative performance metrics available (e.g., domain authority, backlink profiles, keyword gaps)?
Is there a baseline understanding of SERP features, schema usage, and visibility within the industry?
Have seasonal traffic patterns or historical SEO trends been documented for context during analysis?

Has a full URL inventory or site map been generated to define the current site structure?
Has structured data coverage and markup accuracy been benchmarked?
Is the current internal linking model and depth of key content mapped?

A thorough baseline ensures accurate comparisons post-audit. Benchmark now to measure what improves, and what doesn’t, after implementation.