Fertility marketing resources
Fertility Clinic SEO Audit Checklist
Audit a fertility clinic website with practical checks for indexing, page purpose, metadata, content evidence, internal links and inquiry delivery.
Marketing support for clinic leaders, ART organizations, and donor-program teams.
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The practical answer
Use this checklist to inspect a small set of important pages and record evidence for each finding. Mark a check as passed, failed or needing review; do not turn an unchecked item into a claim that the whole website is optimized.
In practice
1. Confirm the audit scope and indexing intent
Choose the homepage, one service page, one location page and one educational article. Record the exact URL and whether it is intended for public search. A client-review site can deliberately remain noindex until launch; this checklist does not authorize changing that boundary.
- Check the page loads successfully at its preferred HTTPS URL.
- Review robots directives and the intended indexing state.
- Confirm one canonical URL agrees with the preferred route.
- Check internal links and sitemap entries use the intended final URL.
Canonicalization helps search engines understand duplicate or very similar URLs. It does not repair thin content or make a different article serve the same purpose. Google: consolidating duplicate URLs.
In practice
2. Give each page a distinct job
- Write down the reader question the page should answer.
- Compare it with nearby service and resource pages before adding more copy.
- Use a specific title, one clear H1 and subheadings that follow the explanation.
- Write an accurate, unique meta description; do not promise an unsupported result.
- Link to the next relevant page with descriptive anchor text.
For a pair covering the same need, choose whether to differentiate, merge or retire content. If a URL is retired, map an appropriate redirect and update internal links. Do not delete a useful URL just because two pages share a keyword. Google: descriptive title links.
In practice
3. Check evidence and visitor-facing facts
- Confirm service availability and location details with operations.
- Verify authorship and distinguish medical review from editorial preparation.
- Check important claims against the cited original source.
- Review image rights, descriptive alternatives and accurate captions.
- Remove obsolete offers, unsupported statistics and duplicated paragraphs.
Record missing evidence as an assigned task rather than filling the gap with plausible-sounding credentials or outcomes. A short accurate explanation is preferable to a long page built around an unverifiable claim.
In practice
4. Check the experience and structured data
Inspect mobile layout, keyboard focus, readable controls and the complete inquiry route. Confirm that images reserve space and that important content appears without broken scripts. Use current LCP, INP and CLS measures when reviewing performance. Google web.dev: current Core Web Vitals.
Structured data should describe what the reader can see and the actual organization behind the page. Do not label a marketing agency as a medical clinic. Google stopped showing FAQ rich results in May 2026; helpful visible questions can remain, but FAQ markup is not a current Google rich-result opportunity. Google Search documentation updates.
In practice
5. Turn findings into a release plan
| Record | Example |
|---|---|
| Page and issue | A location page sends its contact action to another office. |
| Priority and owner | High visitor impact; operations verifies the correct destination. |
| Acceptance evidence | The published link reaches the intended team in a controlled test. |
| Follow-up | Record the release date and recheck after related routing changes. |
Fix blocked access, misleading information and broken requests before low-impact wording refinements. Recheck the published URL after the change, then retain the observation and resolution so the next audit starts from evidence.
Related guidance
Continue with the next task
Primary references
Sources and review notes
- Google: consolidating duplicate URLs
- Google: descriptive title links
- Google web.dev: current Core Web Vitals
- Google Search documentation updates
Policy and practice guidance can change. Check the linked primary source before implementing a material change. Examples and suggested workflows are FertileRank recommendations, not documented client results. How this library is prepared.
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