Complete nonprofit SEO audit checklist for Wix

This final lesson brings together everything you have learned into a complete, actionable SEO audit checklist tailored specifically for nonprofit Wix sites. Use this checklist quarterly to identify gaps, track improvements and ensure your charity website is performing at its best in search results. Each section corresponds to a key area of nonprofit SEO, with specific items to check and actions to take.

Technical SEO Audit (15 Points)

• Custom domain connected and working (not yourcharity.wixsite.com)
• SSL certificate active (HTTPS in browser address bar)
• Sitemap submitted to Google Search Console at yoursite.com/sitemap.xml
• No critical crawl errors in Google Search Console Coverage report
• All important pages indexed (check with URL Inspection tool for top 10 pages)
• Page load speed under 3 seconds on mobile (test with PageSpeed Insights)
• Mobile-friendly layout confirmed (test with Google Mobile-Friendly Test)
• No broken internal links (scan with Screaming Frog or Ahrefs Site Audit)
• Robots.txt not blocking important pages (check at yoursite.com/robots.txt)
• Canonical tags correctly set (Wix handles this automatically for most pages)
• No duplicate content issues between similar programme or service pages
• Image alt text added to all images on key pages
• Structured data validated with Google Rich Results Test
• 404 page customised with helpful links to main sections of your site
• Redirect chains resolved (no more than one redirect hop)

On-Page SEO Audit (20 Points)

• Homepage title tag includes your charity name, primary cause and location
• Homepage meta description is compelling, under 155 characters and includes a call to action
• Every page has a unique title tag and meta description (no duplicates)
• H1 tags are used on every page and contain the primary keyword for that page
• Page content is at least 300 words on service/programme pages and 800+ words on blog posts
• Internal links connect related pages: programme pages link to donate, blog posts link to services
• Donation page is optimised with impact statements, trust signals and DonateAction schema
• Volunteer page targets local volunteer keywords with VolunteerAction schema
• Event pages use Event schema markup with complete date, time, location and ticket information
• About page includes your charity registration number, founding date, mission statement and team bios
• Contact page includes full address, phone number, email and embedded Google Map
• Blog posts are categorised and tagged logically with SEO-friendly category names
• Images are compressed and use descriptive file names (not IMG_0001.jpg)
• All external links open in new tabs to keep visitors on your site
• Call-to-action buttons are present on every page (Donate, Volunteer, Contact, Learn More)
• FAQ sections with FAQ schema are present on donation, volunteer and programme pages
• Breadcrumb navigation is enabled for better user experience and search appearance
• No thin content pages that could dilute your site's overall quality signals
• Key pages are accessible within 3 clicks from the homepage
• URL slugs are clean and descriptive (yourcharity.org/programmes/youth-mentoring not /page-7)

Schema and Structured Data Audit (10 Points)

• NGO schema on homepage with name, URL, logo, description, founding date and contact point
• nonprofitStatus property correctly set (501c3, CharitableIncorporatedOrganisation, etc.)
• sameAs property lists all official social media profile URLs
• DonateAction schema on donation page linking to your NGO entity
• Event schema on all event pages with complete details and correct EventStatus
• VolunteerAction schema on volunteer recruitment page
• FAQ schema on pages with frequently asked questions sections
• BreadcrumbList schema for navigation (Wix may add this automatically)
• All schema validates without errors in Google Rich Results Test
• Schema entities reference each other consistently (same org name, URL and logo across all types)

Google Ad Grants Audit (10 Points)

• Google Ad Grants account is active and not suspended
• Account-level CTR is above 5 percent (check weekly)
• No keywords with Quality Score below 3 (pause or rewrite immediately)
• All keywords are phrase match or exact match (no single-word keywords)
• At least 2 ad groups per campaign with 2+ ads each
• Sitelink extensions are active and pointing to key pages
• Conversion tracking is set up for donations, volunteer sign-ups and other goals
• Negative keyword list is maintained and reviewed monthly
• Smart Bidding (Maximise Conversions) is enabled for at least one campaign
• Monthly spend is tracked and reported as in-kind donation value to your board

Local SEO Audit (10 Points)

• Google Business Profile is claimed, verified and fully completed
• Primary GBP category is the most specific option available for your nonprofit type
• GBP business description includes target keywords, services and location
• At least 10 photos uploaded to GBP showing your location, team and activities
• GBP posts published at least weekly with links to your Wix site content
• NAP (Name, Address, Phone) is consistent across your Wix site, GBP and all directory listings
• Listed on local council community directories and voluntary sector databases
• At least 10 Google reviews with an average rating above 4.0 stars
• All reviews responded to within 48 hours (positive and negative)
• Local content published regularly on your Wix blog mentioning your city and community

Content and Link Building Audit (10 Points)

• Blog posts published at least twice per month consistently
• Content covers all defined content pillars (cause education, impact, ways to help, stories, resources, insights)
• Top 10 performing blog posts updated within the last 12 months
• Annual report and impact data published as HTML pages (not just PDF downloads)
• Funder and partner page lists supporters with reciprocal link opportunities
• Press coverage and media mentions link back to your Wix site
• Guest articles or expert quotes published on partner and media websites
• Charity directory profiles (Charity Navigator, GuideStar, Charity Commission) are complete and link to your site
• Social media profiles are complete and link to your Wix site homepage
• No toxic or spammy backlinks (check with Google Search Console Links report)

Conversion and Analytics Audit (5 Points)

• Google Analytics 4 installed and tracking all pages
• Conversion goals set up for donations, volunteer sign-ups, newsletter subscriptions and contact form submissions
• UTM parameters used on campaign links to track traffic sources accurately
• Monthly SEO performance report generated (traffic, rankings, conversions) and shared with leadership
• A/B testing implemented on donation page to continuously improve conversion rates

Quarterly Audit Process

How to conduct your quarterly nonprofit SEO audit

• Block 3-4 hours on your calendar at the start of each quarter for the audit
• Work through each section of this checklist, marking items as pass, fail or needs improvement
• For each failed item, create a specific action item with a deadline and responsible person
• Prioritise fixes by impact: technical SEO errors first, then on-page optimisation, then content and links
• Compare your scores against the previous quarter to track progress
• Document your findings in a brief report for your leadership team or board
• Celebrate improvements and communicate the SEO value being generated (traffic, conversions, grant value)
• Set 3-5 priority goals for the next quarter based on audit findings

Scoring Your Audit

This checklist contains 80 total audit points. Score each item as 1 (pass) or 0 (fail). A score of 65-80 indicates excellent nonprofit SEO foundations. A score of 50-64 means you have solid basics but significant room for improvement. A score below 50 means you should prioritise the technical and on-page SEO sections before moving to advanced strategies. Most nonprofits score between 30 and 45 on their first audit, so do not be discouraged; this checklist is your roadmap for improvement.