Why a sprint, not an endless audit PDF
Most technical SEO audits die as 80-page decks. A sprint has a start, a finish, and a ship list. Two weeks is long enough to find what blocks indexing and conversion, and short enough that the work still happens.
Week 1 — see the site the way Google does
Connect Search Console and Analytics if they are missing. Fetch a crawl of indexable URLs. Compare that list to what you think exists. The gaps are the story: orphan pages, parameter copies, noindex on the wrong templates, canonicals pointing at staging, or a sitemap that lists 200 URLs while only 40 return 200 OK.
- robots.txt and sitemap.xml agree with reality
- One canonical per unique document
- Status codes: 200 for keepers, 301 for moves, 404/410 for gone
- Title, H1, and meta description unique on money templates
- Internal links from nav and body, not only from a footer
Week 2 — fix the templates that multiply
In B2B, one bad template can generate hundreds of thin pages (tag archives, faceted search, empty category hubs). Fix templates before you write more articles. Improve Largest Contentful Paint on the templates sales uses. Add Organization, Breadcrumb, and Article JSON-LD only where the visible page matches the markup.
Then write the next 30 days of content against pages that can actually get indexed. The Search Console indexation checklist is the companion to this sprint.