A step-by-step SEO checklist you can audit your architecture website against right now

This checklist is for architecture firm principals, managing partners, and in-house marketers who want to diagnose SEO gaps without hiring a full audit. It assumes you have basic website access (CMS login or ability to request changes from your web team) and familiarity with Google Search Console.

You don't need technical expertise. Each task includes the why it matters and what to look for. If a task requires code changes, we've flagged it as "developer work" so you know when to loop in your web team or agency.

Expected time: 2 – 3 hours for most architecture firms. Do this quarterly to stay current with your technical health and local presence.

Not all 27 tasks have equal impact. Use this framework to decide what matters first for your firm.

DO FIRST (impacts visibility in next 30 days):

• Google Business Profile completeness and accuracy
• Portfolio page title tags and meta descriptions (keyword-optimized)
• NAP consistency across your website and citations
• Mobile responsiveness (test on phone)
• Page speed (Google PageSpeed Insights for top pages)

DO SECOND (compounds over 2 – 3 months):

• Image alt text on portfolio work
• Schema markup for services and projects
• Local citation building (AEC directories, industry listings)
• Internal linking between portfolio pieces and service pages

DO THIRD (long-term foundation):

• Crawl error fixes
• XML sitemap and robots.txt optimization
• Backlink analysis and outreach strategy
• Content gap analysis (topics you're not ranking for)

1. Mobile responsiveness: Open your website on a phone. Tap buttons, scroll, read text. Do menus work? Do images scale properly? If not, flag for your web team. Google ranks mobile-first; if mobile breaks, you lose visibility.

2. Page speed (Core Web Vitals): Go to Google PageSpeed Insights. Test your homepage and top portfolio pages. If scores are under 50, you have a speed problem. Common culprits: unoptimized images, too many fonts, slow hosting. Aim for 75+.

3. SSL certificate (https): Check your URL bar. Is there a lock icon? If not, you're on http (insecure). This tanks rankings. Contact your hosting provider or web team immediately.

4. Crawlability: Go to Google Search Console → Coverage. Look for "Errors" or "Excluded." If pages are marked "Discovered – not indexed," your site structure or robots.txt is blocking crawlers. Report these to your developer.

5. XML sitemap: Visit yoursite.com/sitemap.xml. Does it load? Does it list your main pages? If it's missing or broken, submit a new one in Search Console.

6 – 10. (Continued in advanced technical section) Duplicate content, canonical tags, redirect chains, structured data errors, and schema validation round out your technical foundation.

11. Portfolio page title tags: Audit your project pages. Title should be descriptive, keyword-rich, and 50 – 60 characters: "Modern Office Renovation in Seattle | [Firm Name]" not just "Project 47." This tag appears in search results and drives click-through.

12. Meta descriptions: Each portfolio page needs a 120 – 155 character description summarizing the project and location. Example: "Award-winning office renovation in downtown Seattle. See before/after photos and design approach." These also appear in search results.

13. Image alt text: Go through your portfolio pages. Right-click an image → Inspect → look for alt="". Every project image should describe what it shows: "Modern glass office lobby with wood accent wall" not "image_47.jpg" or blank. This helps Google index your visual work.

14. Project schema markup: If you're technical or have a developer, add schema.org/Project markup to portfolio pages. This tells Google: location, client type, services performed, completion date. Some CMS platforms (like WordPress with Yoast) make this one-click.

15. Service area schema: Add ServiceArea or LocalBusiness schema to your homepage and service pages listing the cities you serve. This signals geographic intent to Google and helps with local pack visibility.

16 – 20. Google Business Profile, NAP consistency, local citations, review schema, and service pages: These complete your local foundation.

21. Service pages exist and are distinct: Does your website have dedicated pages for each service (architecture, interior design, master planning, etc.)? Each should be unique, not duplicate templates. Prospects and Google need to understand what services you actually offer.

22. Portfolio links to service pages: Each portfolio piece should link to the relevant service page ("View more office architecture projects"). This reinforces service-page authority and helps visitors navigate intent.

23. Internal linking strategy: Do your portfolio pages link to each other? Do they link to relevant service pages? Sparse internal linking wastes SEO opportunity. Aim for 2 – 3 contextual internal links per portfolio page.

24. Outdated or low-quality portfolio work: Are you still showcasing a 2008 strip mall renovation or a completed-then-lost project? Archive or remove low-quality work. Your portfolio is your authority evidence; weak projects dilute trust.

25. Blog or resource section exists: Does your site have a news, insights, or resources page? Even 1 – 2 posts per quarter on design trends, case study breakdowns, or industry updates signals active authority. This also creates internal linking opportunities.

26. Citation consistency audit: Search Google for your firm name and address. Do listings show correct NAP (name, address, phone)? Inconsistencies confuse search engines and harm local pack ranking. Fix major directories first: Google, Yelp, LinkedIn, chamber sites.

27. Backlink profile review: Go to Google Search Console → Links. Who's linking to you? Are they architecture-relevant (design publications, industry associations) or spam? A few quality links beat dozens of weak ones. Consider outreach to architecture publications, design schools, or AIA chapters.

A printable or spreadsheet version of this checklist helps you track progress and assign tasks to your web team. The checklist format lets you:

• Mark tasks complete as you go
• Flag items for your developer with context
• Note baseline metrics (speed score, indexation count, citation status) so you can measure improvement
• Schedule follow-up audits quarterly

You'll find the checklist linked below. Print it, share it with your team, and reference it during your quarterly website reviews.