The playbook
Technical SEO: Review Process
A useful technical SEO review ends with a supported decision for each item examined. Define the evidence required before opening the report: template, status, indexability, rendered content. These fields give reviewers a shared basis for agreeing what is working, what needs attention, and who should act.
Put the task in context
A useful diagnostic compares the HTTP response, the rendered page, and the intended canonical URL. A page can return success while displaying an application error. Likewise, a visible page can carry an unintended noindex directive. Record these as separate observations rather than one pass/fail score.
Set the review boundary
Choose the records or journeys that matter to the current question. Include a normal case, a recently changed case, and an exception where available. This is a diagnostic sample, not a claim that every item has been checked. Record how the sample was selected and what would justify expanding it.
Use explicit review criteria
| Criterion | Review question |
|---|---|
| Inspect server responses for important page types | Is the supporting template current and traceable? |
| Compare rendered content with visible browser content | Does status support the decision being made? |
| Validate canonical indexability and discovery signals | Can the next owner verify rendered content? |
Inspect the evidence before assigning a result
For each item, compare the intended behavior with the observed behavior. Pay particular attention to checking only the homepage while templates fail elsewhere. If it appears, record where it occurs and which assumption it contradicts. Distinguish a verified defect from an unanswered question and from a preference about how the work should look.
Where the evidence supports the known correction, sample each template and trace failures to the shared component. Give that action to an accountable owner with a description of the expected result. If you cannot yet identify the cause, assign a diagnostic action rather than prescribing a speculative repair.
Record a decision that can be acted on
| Decision | When to use it |
|---|---|
| Keep | The current state serves the intended task and the evidence is adequate. |
| Revise | A specific gap is confirmed and the proposed action addresses it. |
| Investigate | Important information is missing or conflicting. |
| Retire or combine | The item has no distinct useful purpose in the current scope. |
Verify corrections and expand selectively
Recheck the affected page or query record after the owner completes the action. Then inspect other items sharing the relevant cause. A shared template, process rule, or data source may justify expanding the review. Similar wording or appearance alone is a weaker reason.
Turn the review into a decision summary
Summarize the affected scope, confirmed findings, actions, and open questions. Connect the findings to eligible important pages using the same definition as the baseline. A good summary lets the responsible person decide what happens next without reading every working note.
Use query and landing-page context when comparing results. A page serving a broad informational query has a different job from a page answering a purchase question. Review whether the next step remains useful to the person arriving.
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