Run this against the current system.
- Publish clear first-party information about the business, people, services, process, and locations served.
- Use direct answers followed by detail, examples, limitations, and next steps.
- Connect facts through descriptive internal links and breadcrumb paths.
- Use structured data only for visible, truthful information.
- Keep important content in crawlable HTML—not only images, video, or client-side interactions.
- Earn independent mentions, reviews, profiles, and partnerships.
- Update content when the business changes and measure referred traffic and conversions.
How to prioritize what fails
Fix anything that blocks access, breaks a lead path, exposes risk, creates false information, or prevents measurement before polishing lower-impact details. Then rank the remaining gaps by expected business impact, effort, confidence, and dependency.
Document the baseline
Record the date, current URLs or tools, screenshots, traffic or lead baseline, and the exact change. Without a baseline, improvement becomes a memory contest instead of a business decision.