A full organic-search audit of croma.com, an omnichannel Indian electronics retailer. We reviewed 88 keywords, 5 pages in depth, 15 technical checks, the backlink profile and local listings — then converted every finding into a prioritised, owner-assigned 90-day plan.
Croma is a technically competent, high-authority site with a real weakness in how it performs for real users on mobile — and a set of cheap, high-return snippet and structured-data wins sitting completely unclaimed.
Mobile page experience is failing for real users. CrUX field data over a 28-day window returns a Failed Core Web Vitals assessment. Layout shift of 0.83 means content visibly jumps while people try to buy — a direct driver of misclicks and cart abandonment on a site where the majority of traffic is mobile. Everything else in this report is partly downstream of this.
Seven of ten sampled pages have meta descriptions Google will truncate, and no Product / Offer / AggregateOffer schema was confirmed on product or campaign pages. That markup is what produces price and rating rich snippets — the highest-CTR elements in a SERP. For a price-led retailer this is the single cheapest competitive advantage available.
Before auditing anything, we established what the business is trying to achieve and which pages actually matter to it.
Page selection is a strategic decision, so we justified each one rather than picking arbitrarily.
| Page | Type | Why it qualified |
|---|---|---|
| croma.com/ | Homepage | Brand entry point; passes authority to all categories |
| …/sony-playstation-5-slim…/p/305985 | Product | Ranks #2 for "ps5" (673K volume) |
| …/mobile-phones/c/10 | Category | #3 "cell phone shop", #4 "shop cell phones" (201K each) |
| …/smart-watches/c/931 | Category | "smartwatch deals" 673K; "smart watch under 5000" 368K |
| …/unboxed/4-ways-to-fix-black-spots… | Editorial | Ranks #3 for two 301K-volume terms |
88 keywords collected and — critically — filtered. Most teams present a raw keyword dump; the value here is in what we removed and why.
| Keyword | Intent | Volume | KD | Position | Target page | Priority |
|---|---|---|---|---|---|---|
| smartwatch deals | Commercial | 673,000 | 48 | AI Overview | /smart-watches/c/931 | HIGH |
| smart watch under 5000 | Commercial | 368,000 | 33 | AI Overview | /clp/smart-watches-between-3000-to-5000 | HIGH |
| laptop screen black dot | Informational | 301,000 | 34 | AI Overview | /unboxed/4-ways-to-fix-black-spots… | HIGH |
| cooler price | Commercial | 201,000 | 39 | AI Overview | /croma-40-litres-personal-air-cooler…/p/266568 | HIGH |
| cell phone shop | Commercial | 201,000 | 41 | 3 | /mobile-phones/c/10 | HIGH |
| washing machine automatic | Commercial | 90,500 | 40 | AI Overview | /croma-6-5-kg-5-star…/p/300438 | MEDIUM |
| ro water purifier | Commercial | 74,000 | 53 | AI Overview | /kent-water-purifiers/bc/b-0206-462 | MEDIUM |
Ten high-value commercial keywords, each classified against a published rule so the prioritisation is defensible rather than subjective.
| Keyword | Category | Position | Class | Top SERP competitors | SERP features observed |
|---|---|---|---|---|---|
| air conditioner | Home Appliances | 5 | Strong | LG, Daikin, Reliance, Flipkart | PAA, Images |
| washing machine | Home Appliances | 6 | Strong | LG, Amazon, Flipkart, Reliance Digital | Images |
| refrigerator | Home Appliances | 7 | Strong | Samsung, Sathya, LG, Flipkart | Images |
| microwave oven | Kitchen Appliances | 13 | Opportunity | Vijay Sales, Haier, Panasonic, Voltas | Video |
| best 55 inch TV | Televisions | 15 | Opportunity | LG, Amazon, Flipkart, Reliance Digital | Video |
| laptop | Computers | 15 | Opportunity | Lenovo, Dell, HP, Acerstore | — |
| smart TV | Televisions | 18 | Opportunity | Flipkart, Amazon, Samsung, LG | Video |
| water purifier | Kitchen Appliances | 28 | Opportunity | KentRO, V-Guard, Pureit, Livpure | — |
| treadmill | Health & Fitness | 41 | Weak | CULTSPORT, Decathlon, Vinexshop, Costco | PAA |
| air fryer | Kitchen Appliances | Not ranking | Weak | Reliance Digital, Samsung, Amazon, Flipkart | PAA, Video |
Three relevant organic competitors. We separated like-for-like peers from market-leader benchmarks, because comparing Croma to Amazon India on raw scale tells you nothing actionable.
| Competitor | Type | Organic traffic/mo | Authority | Backlinks | Ref. domains | Content strategy |
|---|---|---|---|---|---|---|
| Croma | — | 8.69M | 78 | 112.7K* | 11.8K* | Product/category + local + buying information |
| Vijay Sales | PEER | 2.91M | 65 | 431K | ~6K | Product/category + informational + offers |
| Reliance Digital | PEER | 5.3M | 71 | 450K | 8.1K | Product/category + offers + local |
| Amazon India | BENCHMARK | 197.9M | 99 | 269M | 196.6K | Products + reviews + guides + deals + support |
* Croma's headline backlink figures come from the dedicated Semrush Backlink Audit export (Phase 8), which is the authoritative source. Competitor figures come from the Domain Overview widget and are internally consistent with each other. The two are not mixed.
Vijay Sales out-performs Croma on informational content. It ranks #1 for "dark spot on laptop screen" (201,000 volume) — a problem-solving query, not a product query. Croma competes well on transactional terms but loses the research phase of the customer journey, where shoppers are still deciding what to buy.
The commercial implication: a shopper researching a fault or a specification reaches a competitor, forms a preference there, and arrives at Croma already anchored to the other brand. Informational content is not a "nice to have" here — it is the top of the funnel.
| Brand | Keyword | Intent | Position | Volume |
|---|---|---|---|---|
| Croma | croma | Navigational | 1 | 1,830,000 |
| Croma | iphone 17 pro | Commercial | 3 | 1,220,000 |
| Vijay Sales | vijay sales | Navigational | 1 | 823,000 |
| Vijay Sales | dark spot on laptop screen | Informational | 1 | 201,000 |
| Vijay Sales | iphone 14 | Commercial | 6 | 823,000 |
| Amazon India | amazon | Navigational | 1 | 37,200,000 |
Five pages audited in depth against twelve on-page parameters. Croma's category pages are genuinely good — the failures are concentrated in metadata and structured data.
| Page | Title | Meta | H1/H2/H3 | Content | Intent | Cannibal. | Internal links | Alt | Canonical | Schema |
|---|---|---|---|---|---|---|---|---|---|---|
| Homepage | CHECK | CHECK | CHECK | PASS | PASS | CHECK | CHECK | CHECK | CHECK | PASS |
| Home Appliances | PASS | CHECK | PASS | PASS | PASS | CHECK | PASS | CHECK | FIXED | CHECK |
| Kitchen Appliances | PASS | CHECK | PASS | PASS | PASS | CHECK | PASS | CHECK | FIXED | CHECK |
| Televisions | PASS | CHECK | PASS | PASS | PASS | CHECK | PASS | CHECK | FIXED | CHECK |
| Health & Fitness | PASS | CHECK | PASS | PASS | PASS | CHECK | PASS | CHECK | FIXED | CHECK |
All 15 checks from the brief. 7 produced hard measured values; 8 require Google Search Console, a full crawler or a real-device test, and are recorded as unverified rather than guessed.
| # | Check | Measured result | Status | Priority |
|---|---|---|---|---|
| 1 | HTTPS | HTTPS on 5/5 tested URLs; 2/2 host entries normalise to HTTPS www | PASS | HIGH |
| 2 | Mobile usability | No mobile score obtainable from public crawl; 0/2 viewport tests run | NEEDS TEST | HIGH |
| 3 | Core Web Vitals | Now measured via CrUX: mobile LCP 3.3s, INP 473ms, CLS 0.83 — FAILED | FAIL | CRITICAL |
| 4 | XML sitemap | 1 sitemap declared in robots.txt; XML body not parsed by our interface | PASS | HIGH |
| 5 | robots.txt | 35 lines · 1 Allow · 32 Disallow · 1 Sitemap. Blocks sort/query URLs, cart, login, searchB, quickView | REVIEW | HIGH |
| 6 | Canonical tags | 0/2 extracted by public text crawler — absence cannot be concluded | NEEDS CRAWL | CRITICAL |
| 7 | 301/302 redirects | 2/2 host entries normalise; exact status code not exposed | OBSERVED | HIGH |
| 8 | 404 errors | 4/4 obsolete-looking URLs returned a minimal site shell — soft-404 candidates | CANDIDATE | HIGH |
| 9 | Broken links | 1 malformed anchor instance found (literal xhref= in visible content) |
ISSUE | HIGH |
| 10 | Indexation | 3/3 pages publicly accessible; GSC index count unavailable | NEEDS GSC | CRITICAL |
| 11 | Duplicate content | 3 landing URLs each expose the same 14/14 products | RISK | HIGH |
| 12 | Orphan pages | Not assessed — requires a full site crawl | NOT CHECKED | HIGH |
| 13 | URL structure | Consistent, lowercase, hyphenated; max 4 levels. Legacy /l/ and /lp- prefixes not self-describing | PASS | LOW |
| 14 | Breadcrumbs | Visual trails observed; BreadcrumbList markup not validated page-by-page | PARTIAL | MEDIUM |
| 15 | Schema | WebSite / BreadcrumbList / OfferCatalog confirmed. Product & Offer unverified | PARTIAL | HIGH |
A strong, brand-led link profile. The interesting question is not whether Croma has enough links — it is which flagged links actually warrant action.
| Attribute | Value | Read |
|---|---|---|
| Do-follow | 26,024 (23.1%) | Strong PageRank foundation |
| No-follow | 86,547 (76.9%) | Forums, aggregators, news portals |
| Sponsored | 629 (0.6%) | Minimal — healthy |
| UGC | 167 (0.1%) | Minimal |
| New backlinks | 15,211 | Driven by gadget launch coverage |
| Lost backlinks | 18,246 | Festive-sale URLs expiring unredirected |
| Broken backlinks | 7,472 | Recovery opportunity |
| New referring domains | 727 | Positive momentum |
| Lost referring domains | 834 | Needs review |
Semrush flags 5,565 toxic and 3,297 potentially toxic backlinks. These are low-authority automated scraper sites (AS 6) pointing repetitive links, and they represent a small fraction of a profile containing 103,854 verified non-toxic links.
Google's own guidance is that the Disavow Tool is an advanced feature to be used only where a site has received an official manual action. Croma has not. Modern algorithms neutralise scraper links without intervention, and a disavow carries real risk of harming legitimate links if the tool misreads the file.
Action instead: manually review the flagged examples, monitor monthly, and revisit only if a manual action is issued.
Anchor text profile: branded 7,222 · organic 1,504 · compound 11,311 · money 6,543 · naked 2,388 · empty 2,096 · other 81,652. The heavy branded weighting protects Croma from over-optimisation penalties.
The brief expected broken links. The real finding is the opposite: the broken URLs are harmless code assets, and the genuine problem is five large category hubs receiving no internal links at all.
| Category page | Products | Should be linked from |
|---|---|---|
| Home Appliances | 2,164 | Homepage · appliance categories · seasonal campaigns · buying guides |
| Air Conditioners | 451 | Home Appliances · Summer 2026 · cooling pages · guides |
| Televisions & Accessories | 446 | Homepage · Electronics · Audio/Home Theatre · TV accessories |
| Kitchen Appliances | 104 | Home Appliances · Microwave & Ovens · beverage makers · air fryers |
| Health & Fitness | not stated | Homepage · personal-care & health · fitness · promo pages |
Ordered by catalogue size. Product counts are as recorded in the phase workbook and were not independently verified.
All five are build-stamped code assets, not pages:
/static/js/main.b4f9f8cf.chunk.js/assets/js/cromaSso.min.js/assets/js/cromaUtility.min.js/static/css/20.7113b688.chunk.css/static/css/main.f2c6dcff.chunk.cssThese were picked out of the page source by a crawler. No content page is broken, so no traffic is being lost to them. We report them as an asset-hygiene observation rather than a lost-traffic problem, because presenting them as broken internal links would overstate the damage.
Recommended. Add contextual links into the five hubs above from the pages listed in the third column. Home Appliances is the priority: at 2,164 products it is the single largest under-linked catalogue on the site, and the linking pages already exist.
Not recommended. No remediation is needed for the five broken URLs themselves. They are build-stamped asset paths; clearing them is a deployment-hygiene task for Croma's engineering team, not an SEO deliverable, and chasing them would waste the sprint.
Here our finding is the opposite of what clients usually expect: local SEO is not Croma's weak spot. Store pages exist, are indexed, and hold Local pack positions.
091543 64079, which is 11 digits and does not match standard Indian numbering.The supplied local listing report covers one store — Croma Tirupati. Croma operates 200+ stores. These findings are a single-store sample, not a site-wide verdict, and we present them that way.
Across our keyword set, 15 local/store queries resolve to
store.croma.com URLs in Mumbai, Pune, Bengaluru, Nagpur, Hyderabad, Delhi, Ahmedabad and
Mysore — at position 1 or Local pack. The infrastructure works.
Recommended next step: repeat this listing check for five high-volume markets to convert a single-store sample into a representative local audit.
The brief requires at least one challenge task. We completed Challenge 1: find five keywords ranking around positions 11–30 and explain how we would improve them.
| Keyword | Pos | Volume | Ranking URL | Diagnosis | Our action |
|---|---|---|---|---|---|
| mobile | 11 | 450K | /vivo-v60-5g…/p/317382 | Canonical + intent mismatch. A single Vivo V60 product page is ranking for a
broad head term that belongs to the /mobile-phones/c/10 category hub. |
Self-referencing canonical on the PDP; strengthen breadcrumb links back to
/mobile-phones/c/10; re-anchor internal links to the category hub. |
| video game | 19 | 301K | /gaming/c/7 | Category dilution. The gaming hub sells laptops and accessories, not game software or discs. Different intent, different competitors. | Dedicated sub-hub for game software; H2 for "Latest Video Games for PS5, PS4, Xbox & PC"; genre/platform facets. |
| ps5 price | 15 | 165K | /lp-playstation-5 | No structured pricing. A static landing page with no Product or AggregateOffer markup, so no rich price snippets. | Comparison pricing table above the fold; AggregateOffer schema
(lowPrice, highPrice, priceCurrency: INR). |
| poco f7 | 14 | 368K | /unboxed/poco-f7-5g-launched-in-india | Editorial page with no commercial path. An /unboxed/ launch post ranking for a product term, with no specs table, price or buy link. | Insert a structured spec sheet (processor, camera, battery); embed a live buy card linking to the active POCO product page. |
| vivo store | 11 | 90.5K | /vivo-store/b/0795 | No store locator, no brand markup. A brand filter page competing against official Vivo stores and Maps results. | "Find a Croma Store with Vivo Experience Zone" widget; Organization and Brand schema linking Croma to verified Vivo dealership status. |
39 actions, each with an owner, a timing window and a measurable result — grouped FIX → BUILD → GROW. We do not promise a traffic figure; we promise the work and the measurement.
| # | Action | Owner | When | Result |
|---|---|---|---|---|
| 1 | Create a single SEO issue register (issue, page, evidence, priority, owner, status) | SEO Lead | Day 1–3 | Nothing important gets forgotten |
| 2 | Fix Core Web Vitals, mobile first (LCP 3.3s → <2.5s, CLS 0.83 → <0.1) | Developer + Tech SEO | Day 1–20 | Faster, stable pages; re-tested |
| 3 | Verify mobile usability on real devices across priority pages | SEO + QA | Day 1–10 | Mobile journeys confirmed working |
| 4 | Verify canonicals on category and product pages, not one sample | Tech SEO + Dev | Day 1–10 | Priority pages point to the correct canonical |
| 5 | Resolve duplicate-content relationships (consolidate / canonicalise / 301) | Tech SEO + Content | Day 5–15 | Fewer conflicting duplicate signals |
| 6 | Review indexation of valuable pages; stop indexing filter/parameter URLs | Technical SEO | Day 1–15 | Priority pages eligible for visibility |
| 7 | Clean metadata on priority pages — titles and meta descriptions ≤155 chars | SEO + Content | Day 5–20 | Full snippets, better CTR |
| 8 | Add the missing H1 to the homepage template | SEO + Content | Day 5–20 | Primary relevance signal restored |
| 9 | Improve internal linking from strong categories to subcategories and products | SEO + Content | Day 10–30 | Better discovery of important pages |
| 10 | Add descriptive alt text to informative and product images | Content + Web | Day 10–25 | Accessibility and image context |
| 11 | Review redirects — remove chains, loops and wrong destinations | Developer + SEO | Day 10–20 | Cleaner crawling, better journeys |
| 12 | Check 404s and broken links; 301 retired pages with a close replacement | Developer + SEO | Day 10–25 | Fewer dead ends for users and crawlers |
| 13 | Re-confirm sitemap and robots after every technical change | Technical SEO | Day 20–30 | No revenue page silently blocked |
| 14 | Local NAP correction across GBP and priority listings | Local SEO + Store | Day 1–15 | Consistent business data |
| 15 | Verify Google Business Profile categories | Local SEO | Day 1–10 | Accurate store classification |
| 16 | Verify live Google review count and rating before quoting them | Local SEO + Store | Day 1–7 | A verified review baseline |
| 17 | Fix priority local citations (33 of 35 flagged) | Local SEO | Day 5–25 | Fewer incorrect/missing listings |
| 18 | Check for duplicate Croma store listings on Google Maps | Local SEO | Day 10–20 | Duplicate count documented |
| # | Action | Owner | When | Result |
|---|---|---|---|---|
| 19 | Build the local keyword list (product intent + city) | SEO | Day 31–38 | Local baseline ready |
| 20 | Audit the store location page — NAP, hours, directions, unique local content | SEO + Content | Day 31–40 | Useful local landing page |
| 21 | Create content briefs from keyword gaps (intent, page, keyword, headings, FAQs, links) | SEO + Content | Day 31–45 | Writers get clear instructions |
| 22 | Create or expand category landing pages where a real gap exists | SEO + Merch | Day 35–55 | More relevant category coverage |
| 23 | Improve product-page usefulness — specs, unique copy, FAQs, related products | Content + E-comm | Day 35–60 | Better relevance and confidence |
| 24 | Apply keyword-gap findings only where current products and pages exist | SEO + Merch | Day 31–50 | Opportunities mapped to real pages |
| 25 | Reject keyword ideas for outdated or unavailable products | SEO + Merch | Ongoing | Budget spent on useful work |
| 26 | Expand internal links around every new page | SEO + Content | Day 40–60 | New pages join the structure |
| 27 | Build relevant local citations with exact NAP consistency | Local SEO | Day 31–50 | Improved local data coverage |
| 28 | Start a map-rank baseline for priority local searches | Local SEO | Day 31–40 | Measurable map visibility |
| 29 | Build a content-refresh list for pages that rank but underperform | SEO + Content | Day 40–55 | Prioritised refresh queue |
| 30 | Create an authority-building target list of relevant publishers and partners | SEO + Outreach | Day 45–60 | Realistic outreach list |
| # | Action | Owner | When | Result |
|---|---|---|---|---|
| 31 | Refresh pages already near page one (relevance, content, internal links, snippets) | SEO + Content | Day 61–75 | Improved existing visibility |
| 32 | Improve CTR on pages with impressions but few clicks | SEO + Content | Day 61–80 | CTR improves where demand exists |
| 33 | Digital PR and relevant link acquisition via useful content and data | Outreach + PR | Day 61–90 | More relevant referring domains |
| 34 | Review the 5,565 toxic-link flags manually before any action | SEO Lead | Day 61–75 | Documented, not automated |
| 35 | Strengthen internal-link hubs so related pages connect logically | SEO + Content | Day 61–75 | Better internal pathways |
| 36 | Improve local engagement — accurate GBP, genuine review responses | Local SEO + Store | Day 61–90 | Better local trust signals |
| 37 | Re-run the competitor gap comparison to see what has been closed | SEO | Day 75–85 | Fresh opportunity list |
| 38 | Measure the 90-day baseline against results | SEO Lead | Day 85–90 | Clear before/after report |
| 39 | Decide what continues into Day 91+ based on evidence | SEO Lead + Owner | Day 90 | Data-based next quarter |
If the client does nothing else, they should do these ten things — in this order. Ranked by business impact × SEO impact, divided by effort. Every row cites a measurement.
CrUX field data (28-day window, verified 26-Sep-2026) returns Core Web Vitals Assessment: FAILED for mobile. LCP 3.3s, INP 473ms, CLS 0.83. Croma is mobile-first, so this affects most sessions. A 0.83 CLS means content visibly jumps while people try to buy.
Mobile-first performance sprint. LCP: compress hero imagery to WebP/AVIF, lazy-load below-fold media, preconnect to CDN. CLS: reserve explicit width/height on banners, remove the render-blocking location modal. INP: defer third-party tracking scripts, code-split and minify JS. Re-test PSI after each release.
Google truncates around 155–160 characters, so the tail never renders.
Worst case /l/iphone-17-0auz05e.html at 244 characters. On an
e-commerce site the description is a primary CTR lever.
Rewrite every affected description to ≤155 characters. Front-load the primary keyword and the commercial benefit, keep one clear CTA, and make each unique to its page.
This markup produces price, availability and rating rich snippets — the highest-CTR elements in a SERP. Croma competes on price-led products, so without it Croma cannot win the visual even at position 1.
Validate and implement Product, Offer and AggregateOffer
(lowPrice, highPrice, priceCurrency: INR) on 5 product pages and
5 campaign landing pages via the Rich Results Test. Re-test after every template release.
Three steam-iron URLs — evergreen, Summer Sale, Republic Day Sale — expose an identical 14-product set. Duplicate inventory splits link equity and leaves Google to pick a winner arbitrarily.
Consolidate to one evergreen URL and 301 the campaign variants to it. Keep campaign URLs live only for their promotional window, then redirect.
The H1 is the clearest on-page statement of what a page is about and feeds title/snippet generation. A missing H1 on the site's highest-authority page is an avoidable loss of a primary relevance signal.
Add a single descriptive H1 to the homepage template and roll the pattern out to any category template missing one. Audit the top 20 URLs for H1 presence.
An incorrect GBP phone number and an incorrect directory address weaken local trust and map visibility. Inconsistent Name/Address/Phone data is a direct local-ranking factor.
Define one approved NAP, correct the GBP phone and the incorrect directory address first, then work the remaining priority listings. Do not chase low-value directories.
Any category or product URL accidentally matched by a Disallow pattern stops being crawled and cannot rank. The patterns are not wrong in principle, but none has been regression-tested against priority URLs.
Test every Disallow pattern against the top 50 category and PLP URLs and confirm none is blocked. Add this to the release checklist so template changes cannot silently block revenue pages.
1 image missing alt on the homepage (of 61) and 1 on each category page sampled. Product images are a large share of an e-commerce page's content, and alt text feeds both image search and accessibility.
Add descriptive alt to product and category images. Leave decorative
images as alt="". Spot-check the top 100 product images for uniqueness — repeated identical
alt text is itself a weak signal.
An AI answer sits above the organic results, suppressing click-through on the highest-volume terms. Croma cannot out-rank the feature — but it can be the source it cites.
Restructure high-volume category and buying-guide pages into short, quotable answer blocks, add FAQPage schema where it fits, and tighten factual claims so an AI answer is likely to attribute them to Croma.
Video game software and discs are a distinct intent with a different competitive set. A page mixing gaming laptops, accessories and software cannot satisfy any of them well.
Build a dedicated video-game sub-hub with platform and genre facets,
add an H2 for "Latest Video Games for PS5, PS4, Xbox & PC", and internally link it from
/gaming/c/7 with descriptive anchors.
Four analysts, thirteen phases between them. Every phase in this audit is owned by a named person, and each one shows its real completion status — including the two that are not finished.
| # | Phase | Owner | Status | What was delivered |
|---|---|---|---|---|
| 1 | Business & SEO Understanding | Chandra | COMPLETE | Business model, audience, objectives, conversion action + justified page selection |
| 2 | Keyword Research | Chandra | COMPLETE | 88 keywords segmented: 23 branded / 15 local / 32 usable / 18 excluded |
| 3 | Web Position Analysis | Jyothika | COMPLETE | 10 keywords classified 3 Strong / 5 Opportunity / 2 Weak against published bands |
| 4 | Competitor Analysis | Jyothika | COMPLETE | 3 competitors (2 peers + 1 benchmark) + Ahrefs-vs-Semrush comparability sheet |
| 5 | On-Page SEO Audit | Jyothika | COMPLETE | 5 important pages × 12 on-page parameters. Scope of 5 pages confirmed by the instructor |
| 6 | Technical SEO Audit | Reddy | COMPLETE | All 15 checks — 7 measured with values, 8 recorded as unverified |
| 7 | Google Search Console | — | SKIPPED | No GSC access available — skipped by team decision, not overlooked |
| 8 | Backlink Audit | Madavi | COMPLETE | 112.7K links, 11.8K referring domains, anchor profile, do/don't-disavow assessment |
| 9 | Broken Links & Internal Linking | Jyothika | COMPLETE | 5 broken URLs found (all code assets), 0 external broken links, 5 category hubs prioritised for internal links |
| 10 | Content Gap Analysis | — | SKIPPED | Skipped by team decision. Raw material exists in Phases 4 and 15 if time allows |
| 11 | Local SEO | Chandra | COMPLETE | Single-store sample (Tirupati), 33/35 listings flagged, NAP errors identified |
| 14 | SEO Prioritisation / Top 10 | Madavi | COMPLETE | 1 CRITICAL / 6 HIGH / 3 MEDIUM, each citing a measurement. Raw findings preserved |
| 15 | 90-Day Implementation Plan | Chandra | COMPLETE | 39 actions across FIX / BUILD / GROW, each with owner, window and result |
| 16 | AI-Assisted SEO Workflow | Chandra | COMPLETE | 33 reusable prompts mapped to the audit workflow |
| 17 | Client Challenge | Madavi | COMPLETE | Challenge 1 — five keywords at positions 11–30 with diagnosis and action |
How the numbers were produced, and what each source can and cannot tell us. Phase-by-phase ownership is in the Team section.
| Source | Used for | Reliability caveat |
|---|---|---|
| Semrush | Keywords, volumes, KD, positions, competitor metrics, backlinks, local listings | Different widgets disagree (Domain Overview vs Backlink Audit). We always state which widget a figure came from. |
| PageSpeed Insights / CrUX | Core Web Vitals field data (LCP, INP, CLS) | Field data = real users over 28 days. Lab data = simulation. Google uses field data, so we report field data only. |
| SEO Quake | Homepage on-page crawl | Homepage only. |
| Manual browser review | Category titles, meta, canonicals, headings | croma.com returns HTTP 403 to automated crawlers, so all page-level values were read manually or exported. |