How to Run SEO Audits on Pakistan Websites

What Is an SEO Audit (Pakistan Context)?

An SEO audit is a structured diagnosis of your website’s ability to rank and convert organic traffic. In Pakistan, where most browsing happens on mobile devices and users often switch between Urdu, Roman Urdu, and English, a high-quality audit must consider:

• Technical SEO: Site architecture, crawlability, indexation, performance, Core Web Vitals.
• On-Page SEO: Keywords, metadata, headings, content depth, internal linking, schema markup.
• Content Strategy: Bilingual content needs (Urdu/English), topical authority, E-E-A-T.
• Local SEO: Google Business Profile, local citations, NAP consistency, reviews and ratings.
• Off-Page SEO: Backlink profile quality, local link opportunities, digital PR.
• Analytics: GA4 measurement, Search Console configuration, conversion tracking (calls, WhatsApp, lead forms).

Search in Pakistan is dominated by Google, which means your audit should align with Google Search Essentials, Core Web Vitals standards, and local market signals like Pakistani addresses, phone numbers (+92), PKR pricing, and bilingual UX.

Pre-Audit Setup

1) Define business goals and KPIs

• Revenue or leads by channel (organic).
• Priority cities (Karachi, Lahore, Islamabad, etc.), languages (en/ur), and product categories.
• Seasonality: Eid, Ramadan, PSL, Independence Day sales, back-to-school, wedding seasons.

2) Gather access and assets

• Google Search Console, GA4, CMS, hosting/cPanel, CDN, Tag Manager.
• XML sitemaps, robots.txt, brand style guide, keyword lists, previous audits.
• For .pk domains, note registrar details and PKNIC documentation if relevant.

3) Identify competitors and SERP landscape

• Direct competitors and content competitors (publishers, aggregators).
• SERP features to target: Local Pack, Top Stories, People Also Ask, videos, FAQs.

Technical SEO Audit (Step-by-Step)

Crawl and inventory the site

Use a crawler (e.g., Screaming Frog or Sitebulb) to inventory URLs, status codes, canonical tags, meta tags, headings, images, internal links, and JavaScript rendering. Export data to spot patterns like duplicate titles, thin content, long redirect chains, or orphaned pages.

Check indexation and crawl control

• Search Console Coverage and Page Indexing: Identify excluded pages (Crawled – currently not indexed, Discovered – currently not indexed, Duplicate without user-selected canonical).
• Robots.txt: Ensure important paths (e.g., /products/, /blog/) are not accidentally disallowed. Allow bot access to JS/CSS files used for rendering.
• XML sitemaps: Include clean, canonical URLs only; split large sitemaps; submit in GSC.
• Canonicalization: Use self-referencing canonicals and resolve duplicate parameters and tracking URLs.
• Pagination: Use logical pagination and avoid infinite scroll without SSR or proper rel=next/prev handling via on-page signals (not official, but internal linking and sitemaps should reflect sequence).

Performance and Core Web Vitals

Run PageSpeed Insights, Lighthouse, and WebPageTest. Prioritize Core Web Vitals:

• LCP (Largest Contentful Paint): Aim under 2.5s. Optimize hero images, server TTFB, and critical CSS.
• INP (Interaction to Next Paint): Aim under 200ms. Reduce heavy JavaScript, defer non-critical scripts, and optimize event handlers.
• CLS (Cumulative Layout Shift): Aim under 0.1. Always include width/height for images and reserve space for ads and embeds.

Pakistan-specific tips:

• Optimize for variable mobile networks: aggressive image compression (WebP/AVIF), font subsetting, and HTTP/2 or HTTP/3.
• Use a CDN with regional edge locations to reduce latency. Cache HTML for anonymous traffic where possible.
• If using Urdu webfonts (e.g., Nastaliq), subset and self-host to minimize render delays.

Mobile-first and UX checks

• Mobile-friendly rendering: Test with Mobile-Friendly Test and device emulation.
• Tap targets and forms: Ensure comfortable spacing and native inputs. Offer “tap to call” and WhatsApp click-to-chat.
• Navigation and search: Prominent site search and clear category structure for eCommerce.
• Accessibility: Adequate color contrast, alt text, and keyboard navigation support.

Internationalization: Urdu and English

• Hreflang: Implement hreflang=”en-PK” and “ur-PK” where both languages exist; map pairs and add x-default when needed.
• Language switching: Preserve user’s language across pages; avoid automatic forced redirects that confuse crawlers.
• Right-to-left support: Set dir=”rtl” for Urdu pages and ensure layouts remain usable.
• URL strategy: Prefer clean English slugs for shareability; if using Urdu slugs, ensure proper percent-encoding and canonicalization.

Security, hosting, and governance

• HTTPS across all pages, HSTS, updated TLS.
• Harden CMS: Remove unused plugins, enforce strong auth, implement WAF and bot protection.
• Regular malware checks: Watch for hacked content (e.g., spammy Japanese keyword hacks) and security alerts in GSC.
• Hosting and DNS: Minimize TTFB with performant hosting near your users; configure caching and GZIP/Brotli compression.
• For .pk domains: Keep WHOIS/registrant records current with your registrar (via PKNIC policies).

On-Page and Content Audit

Keyword research for Pakistan SERPs

• Collect queries in English, Urdu, and common Roman Urdu variations (e.g., “sasta courier Karachi”).
• Use tools like Google Search Console, Ahrefs, or SEMrush to identify opportunities by intent (informational, transactional, local).
• Map keywords to pages by funnel stage; avoid cannibalization by consolidating overlapping content.

Evaluate content quality and E-E-A-T

• Depth and uniqueness: Avoid thin or duplicate content. Localize with city names, delivery info, PKR pricing, and Pakistan-specific FAQs.
• Expertise and trust: Prominently show author bios, credentials, and sources; especially important for YMYL topics such as finance, health, or legal.
• Freshness: Update time-sensitive topics around Ramadan timings, Eid sales, tax year changes, or PSL schedules.

On-page elements: get the fundamentals right

• Title tags: Include primary keyword and location where relevant; keep under ~60 characters.
• Meta descriptions: Persuasive, localized copy; include PKR, delivery timelines, or COD mentions when relevant.
• Headings: One H1 per page; use H2/H3 to structure topics and FAQs.
• Internal linking: Use descriptive anchors; cluster content around topics (e.g., “Ecommerce SEO in Pakistan”).
• Images and media: Descriptive filenames, alt text, and lazy loading; compress aggressively for mobile users.
• Conversion UX: Clear CTAs, trust badges, local payment methods (COD, bank transfer, Easypaisa, JazzCash), and transparent delivery/returns.

Structured data (schema markup)

• Organization/LocalBusiness: Name, logo, address, phone (+92 format), sameAs social profiles, openingHours.
• Product: name, description, image, brand, offers, priceCurrency=”PKR”, availability.
• Article/BlogPosting: headline, datePublished/Modified, author, image.
• FAQPage: For common queries like shipping cities, delivery time, and COD policy.
• BreadcrumbList: Improve SERP appearance and internal navigation clarity.

Local SEO Audit for Pakistani Businesses

Google Business Profile (GBP)

• Primary category accuracy; add relevant secondary categories.
• Business name: Consistent with your brand (avoid keyword stuffing).
• Address and map pin: Verify to the exact entrance; add service areas if applicable.
• Photos and videos: Showcase storefront, team, products, and Pakistani context (cities, neighborhoods).
• Posts and Q&A: Maintain active updates; answer common pre-sales questions.
• Urdu/English: Include bilingual descriptions where appropriate.

NAP consistency and citations

• Ensure Name, Address, Phone are consistent across your website, GBP, social profiles, and directories.
• Use the +92 country code, standardized spellings, and local landmark references when helpful for users.

Reviews and local trust

• Encourage reviews post-purchase; respond quickly and professionally.
• Highlight testimonials and case studies on key landing pages.
• Track calls and WhatsApp clicks from GBP and your site to tie reviews to outcomes.

Off-Page and Backlink Audit

Assess your backlink profile

• Use Ahrefs/SEMrush to analyze referring domains, anchor text, link velocity, and topical relevance.
• Identify toxic links: PBNs, spammy blog networks, irrelevant foreign domains. Disavow carefully if manual action risk exists.
• Benchmark against Pakistani competitors in your niche.

Local link opportunities

• Industry associations, chambers of commerce, universities (.edu.pk), and local NGOs.
• Reputable news and magazines (e.g., recognized national publications) via digital PR and thought leadership.
• Sponsoring relevant community or sports events; publish recap content with media coverage.

Analytics and Measurement Audit

GA4 configuration for Pakistan businesses

• Enable enhanced measurement; map key conversions: lead form submit, “tel:” click, WhatsApp click, checkout complete.
• Ecommerce tracking: Currency as PKR; capture COD selection and payment methods to analyze conversion friction.
• Channel grouping: Ensure organic search attribution is clean.
• Geo reporting: Segment by city to align content and offers with local demand.

Search Console hygiene

• Verify all variants (http/https, www/non-www) and submit preferred canonical.
• Submit XML sitemaps; monitor Page Indexing and Core Web Vitals reports.
• Security and Manual Actions: Check regularly for issues.
• International targeting: Ensure hreflang validation for en-PK and ur-PK where applicable.

Common Issues in Pakistan Websites (and How to Fix Them)

• Slow mobile performance due to heavy Urdu fonts, unoptimized images, and render-blocking scripts. Fix with font subsetting, WebP/AVIF, and critical CSS.
• Missing bilingual strategy: Users find English pages but internal links lead to Urdu-only content (or vice versa). Provide consistent language paths and hreflang.
• Local SEO gaps: Incomplete Google Business Profile, inconsistent NAP, few local reviews. Standardize and actively manage GBP.
• Duplicate or thin content: City pages copied with only the city name changed. Localize genuinely with unique content, case studies, and localized FAQs.
• Weak internal linking: Important categories and money pages buried too deep. Build topic clusters and add contextual links.
• PKR not used in structured data or product pages: Update schema and on-page pricing to PKR; clarify COD and delivery timelines.
• Analytics blind spots: No tracking for WhatsApp or call clicks. Add event tracking via GTM and GA4.

Examples and Quick Wins

Example scenario: national retailer

A Pakistan-based eCommerce retailer suffered from slow LCP and poor INP on category pages. The audit recommended compressing hero banners, serving WebP, deferring non-critical JS, and server-side rendering category facets. After implementation, Core Web Vitals improved into the “Good” range and organic conversions increased notably due to faster mobile UX.

Quick wins most audits uncover

• Fix title and H1 duplication at scale via templating.
• Add internal links from high-authority blogs to key service pages.
• Implement Product and FAQ schema for rich result eligibility.
• Compress unoptimized images and preconnect critical third-party origins.
• Clean up 3xx chains and remove 404s from sitemaps.
• Add bilingual FAQs and city-specific content to boost local relevance.

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SEO Audit Checklist for Pakistan Websites (Free)

Technical

• Crawl the site and export issues (status codes, canonicals, metadata, headings, images).
• Validate robots.txt and XML sitemaps; ensure canonical URLs are included only.
• Fix indexation anomalies and parameter duplication.
• Improve Core Web Vitals (LCP, INP, CLS); optimize TTFB and caching.
• Ensure HTTPS, HSTS, and CMS hardening; scan for malware.
• Configure hreflang for en-PK and ur-PK; support RTL on Urdu pages.

On-Page and Content

• Map keywords in English, Urdu, and Roman Urdu by intent and funnel stage.
• Rewrite duplicate titles/metas; enforce one H1 per page.
• Build topic clusters and internal links to key money pages.
• Add schema: Organization/LocalBusiness, Product (PKR), Article, FAQ, Breadcrumb.
• Localize pages with PKR pricing, delivery info, and city-specific proof.

Local SEO

• Complete Google Business Profile; add photos, services, posts, and Q&A.
• Standardize NAP; update directories; track calls and WhatsApp clicks.
• Collect and respond to reviews; showcase testimonials onsite.

Off-Page

• Audit backlinks; identify toxic domains; disavow if needed.
• Plan local link outreach via associations, events, and PR.

Analytics

• Set up GA4 conversions (forms, calls, WhatsApp, purchases).
• Submit sitemaps to GSC; monitor coverage and CWV reports.
• Create dashboards tracking impressions, clicks, CTR, rankings, and revenue.

How Often to Audit and What Comes Next

• Run a full audit annually or after major site changes.
• Conduct quarterly mini-audits for Core Web Vitals, indexation, and content performance.
• Maintain a prioritized SEO roadmap with owners, timelines, and expected impact.
• Align SEO with marketing calendars around Ramadan/Eid, mega sales, and national events.

Conclusion

Running an SEO audit for Pakistan websites means combining global best practices with local realities: mobile-first usage, bilingual content, PKR pricing, COD trust signals, and location-driven intent. By following the steps in this guide—technical diagnostics, on-page refinement, local optimization, off-page authority, and strong analytics—you build a durable foundation for growth in Pakistan’s competitive SERPs. Start with data, fix the fundamentals, localize authentically, and measure everything. The result is a faster, clearer, and more persuasive website that earns rankings and revenue, not just clicks.