This runbook defines how SEO and indexing behavior are audited over time.
SEO audits in this context are operational checks, not optimization campaigns. The goal is to ensure that visibility rules defined during planning and setup remain enforced as content, templates, and settings evolve.
Checklist Objective
Verify that indexing, sitemap inclusion, URL handling, and authority flow remain aligned with the site’s defined SEO governance rules.
Scope Boundary
This runbook covers:
- Indexing rule verification
- Sitemap inclusion audits
- Redirect and URL handling checks
- Internal linking and authority flow verification
This runbook does not cover:
- SEO optimization campaigns
- Content rewriting for ranking or conversion
- Server or database maintenance
Preconditions
- Operations 03 — Performance Monitoring & Drift Detection is completed and approved
- Content Systems rules are locked and in effect
- No active emergency changes are in progress
Checklist Steps — Indexing & Visibility Verification
1. Audit site‑wide indexing settings
- Review WordPress search engine visibility settings
- Confirm indexing intent matches current site state
- Confirm no unintended global indexing changes occurred
2. Audit Page indexing behavior
- Review Pages intended to be indexed
- Confirm Pages intended to be excluded remain excluded
- Confirm no Pages were unintentionally indexed or deindexed
3. Audit Post indexing behavior
- Review Posts for correct indexing intent
- Confirm draft or transitional Posts are not indexed
- Confirm no Posts violate Page/Post role definitions
Checklist Steps — Sitemap & URL Audits
4. Audit sitemap inclusion
- Review sitemap entries generated by the SEO system
- Confirm only intended Pages and Posts are included
- Confirm excluded content is not present in sitemaps
5. Audit redirects and URL handling
- Review active redirects
- Confirm redirects are intentional and documented
- Confirm no redirect loops or chains exist
Checklist Steps — Authority & Linking
6. Audit internal linking structure
- Confirm internal links follow navigation and content structure
- Confirm authority flows toward intended Pages
- Confirm no orphaned Pages or Posts exist
7. Validate indexing governance compliance
- Confirm SEO behavior aligns with Planning decisions
- Confirm no undocumented SEO changes occurred
Required Output
- Indexing behavior verified and compliant
- Sitemap inclusion confirmed correct
- Redirects and URLs validated
- Internal linking and authority flow verified
Pause & Lock
SEO and indexing behavior are now verified. Any required changes must be routed through controlled updates or audits, not ad‑hoc adjustments.
Proceed to: Operations 05 — Content & Structural Audits