Site audit
Crawl and audit your site, read findings, export them and validate fixes.
Everything LogNorm knows about your website lives under Site in the Research section of the sidebar. It has four tabs: Overview, Pages, SEO audit and Page-gap map. This page explains how the crawl works, how to read the audit, and how to confirm a fix without waiting for the next full run.
The audit is built around one rule: a finding reports only what was actually checked. Where LogNorm couldn't verify something, the check is listed as not checked instead of passing, and where AI made the call, the finding says so.
Analyse your site
When you add a website, LogNorm analyses it straight away and runs the first SEO audit as soon as the analysis finishes. To run it again later, click Re-analyse site in the header of any Site tab.
An analysis has two tiers:
- Inventory. LogNorm lists every URL it can find in your sitemaps, feeds and links. These pages are stored as discovered and get a page type guessed from the URL. No AI is used at this stage.
- Deep read. LogNorm fetches and reads the most important pages first: the home page and navigation, commercial page types, recently modified and shallow pages. Each run continues where the last one stopped, reading pages that have never been read or have changed before stale ones, so repeated runs grow your coverage.
How many pages are read per run depends on your plan. If your site has more unread pages than your plan reads in one run, LogNorm asks what to do before it starts:
- Read N more pages within your plan. Anything left over waits for the next run.
- Read all N remaining pages with extra credits. This runs in batches of roughly 5 to 10 minutes each, and you can keep working meanwhile.
- Upgrade to a plan that reads more pages per run.
The coverage bar on the Overview and Pages tabs shows how many known pages are analysed. Its Analyse more button reads only pages that haven't been read yet. See Credits and billing for what reading pages costs.
The positioning summary, use cases and page classification use AI. If the Overview says it couldn't write the positioning summary, check that an AI provider is connected (see AI providers and keys) and re-analyse.
The Overview tab
The Overview is a summary of the latest analysis:
- Growth score, a weighted average of five parts, shown under What makes up the score. The weakest part is called out as your biggest lever.
- How your site describes you: a product summary, positioning and ideal customer written from your own pages. Edit your description and ICP in SettingsWebsites.
- Use cases and Key capabilities found on the site.
- Crawl stats: Pages discovered, Indexable, Avg. response and whether a Sitemap and robots.txt were found.
- Buyer-journey coverage, SEO health (the latest audit score and its change) and What your pages are for (pages by type).
| Score part | Weight | What it measures |
|---|---|---|
| Journey coverage | 25% | Pages for each buyer-journey stage |
| Technical health | 20% | Status codes, indexability and speed |
| Content depth | 20% | Pages with enough substance to rank |
| Metadata | 20% | Titles, descriptions, H1s and canonicals |
| Internal linking | 15% | How well pages link to each other |
The growth score is separate from the audit score described below.
The Pages tab
Pages lists every known URL, analysed or not. You can search by URL, title or H1, and filter by crawl state (All, Analysed, Not read yet, Failed), page type, funnel stage, sitemap, indexability, status code (2xx to 5xx) and issues (Has issues, Has critical, No issues).
Page types and funnel stages
Every analysed page gets a page type (Home, Product, Solution, Use case, Industry, Comparison, Alternatives, Integration, Pricing, Blog, Docs, About, Legal, Careers or Other) and a funnel stage: Awareness, Consideration, Decision or Retention. Legal and careers pages have no funnel stage.
Both are LogNorm's call, made from the page's path, title and content, and shown with a confidence percentage. Hover the chip to see why. When LogNorm wasn't sure enough to overrule the URL, it keeps the type the URL suggested and says so. Pages that haven't been read yet are typed from their URL only.
Page details
Click a page to open its details: metadata (title, meta description, H1, canonical, robots, structured data), headings, extracted text, links in and out, click depth, whether it's in the sitemap, pages with the same content, and its open issues.
Crawl again (or Crawl this page now for an unread page) fetches that one page immediately, re-judges its type and funnel stage, and re-checks its open audit issues. Issues it confirms fixed are marked fixed. This uses a small amount of credits.
Run the SEO audit
The audit checks your analysed pages against a fixed set of rules covering titles, descriptions, headings, indexability, status codes, links, content depth, speed and structured data. It runs automatically after every analysis. To run it on its own, open SiteSEO audit and click Run audit.
If some known pages aren't analysed yet, LogNorm first asks What should the audit cover? You can audit only the pages already analysed, or read more pages first and then audit. Pages that haven't been read are never audited.
Severities and the audit score
| Severity | Meaning | Examples |
|---|---|---|
| Critical | Pages that can't be found, served or understood | 4xx and 5xx pages, broken internal links, missing title tag |
| Warning | Issues that hold rankings back | Noindex pages, duplicate titles, missing meta description, thin content, orphan pages, slow pages, no XML sitemap, possible cannibalisation |
| Notice | Worth fixing when you have time | Title too long, multiple H1s, missing canonical, images missing alt text, links to redirects, dead-end pages |
The audit score starts at 100. Each failing rule costs points by severity, scaled by the share of pages it affects, so a few affected pages still count but a site-wide problem costs more. Score over time charts every audit, and the header shows the change since the previous one.
Read the findings
Findings are grouped by rule, not listed page by page. Filter by All, Critical, Warning or Notice. Each rule card shows why it matters, how many pages are affected and how many are already fixed. Expand it to see how to fix it and the affected pages, and click any page to open its details.
For Broken internal links and Internal links pointing at redirects, the card names the URLs behind most findings (for example, a broken link in your footer that appears on every page), so you can fix one link instead of chasing thousands of findings.
The sidebar lists Passing checks (rules with no findings) and, when relevant, Not checked.
Verifiable findings
- Noindex is confirmed per page. LogNorm re-fetches the page and keeps the robots meta tag and the
X-Robots-Tagheader apart. For header-only cases it also checks whether Google has the page indexed. - Link-graph rules need coverage. Orphan pages and pages buried deep in the site are only checked when at least 90% of known pages are analysed. Below that they appear under Not checked, never as passing.
- Every finding keeps its URL, so every issue can be exported and checked.
AI-judged checks
Two rules need judgement rather than a count: Thin content (a page that doesn't deliver what its title promises, usually a short one) and Possible keyword cannibalisation (two pages that target the same search intent). Their findings carry an AI-judged label on the rule and a LogNorm's call chip with a confidence percentage on each page.
The finding is LogNorm's reading of the page's content, not a measured fact. Check the page before acting on it. The confidence is how likely LogNorm's call is to be right.
Export findings as CSV
Click Export all issues (CSV) above the findings to download every open finding, or CSV on a rule card for all pages that rule affects. The export includes every affected URL, not just the examples shown on screen.
Columns include the issue, severity, category, page URL, page type and status, the detail, linked URLs and their status for link rules, other pages with the same value for duplicate rules, how to fix it, and Checked by: Measured or AI-judged (LogNorm's call) with its confidence.
Turn findings into moves
Each failing rule becomes one move, not one per page. Critical and warning rules become fix moves automatically after every audit, grouped so one ticket fixes every affected page. Notices only become moves when you click Create move on the rule card, and after that they stay up to date with each audit. See Moves and ranking for how these compete with the rest of your backlog.
Validate a fix
After you fix an issue, you don't need to re-crawl the whole site. Validate fix re-checks one rule on your live site.
- Ship the fix
Deploy the change on your site.
- Click Validate fix on the rule card
LogNorm re-fetches the affected pages (plus link targets for link rules, and the other pages for duplicate rules), updates them and re-runs that rule. Robots and sitemap rules re-check the file.
- Read the result
The card shows how many pages are fixed, still failing or not checked (pages that couldn't be reached). Fixed findings drop out of the audit, the CSV and the move. When everything is fixed, the move is marked done; otherwise it's updated to what's left.
Orphan and depth issues can't be spot-checked because they depend on the whole link graph. Re-analyse the site, then run the audit. For AI-judged rules, validation asks the same questions again; unchanged pages cost nothing.
The page-gap map
SitePage-gap map shows which buyer-journey pages you have, in seven steps: Problem, Solution, Comparison, Alternatives, Integration, Use case and Pricing. Each step is marked Covered, Gap (no page) or, once competitors are analysed, Competitors go deeper (a competitor has more than twice as many pages for that step).
- Your pages by funnel stage places every analysed page in the funnel, with a count of pages placed with low confidence.
- Each step has a Create move button for a gap, or Add more pages when competitors go deeper. After each analysis, LogNorm creates gap moves for the commercial steps automatically.
- Coverage by competitor compares your pages per step with each tracked competitor, and Head-to-head pages lets you create a comparison or alternatives move per competitor. Add competitors in Competitors to see these.
Schedule audits
Use the Schedule control in the Site header to re-crawl the site and re-run the SEO audit automatically: Off, Daily, Weekly or Monthly. Each scheduled run uses the same credits as a manual analysis.
- The next run is counted from the last run, manual or scheduled, so running an analysis by hand pushes the next scheduled run out.
- Scheduled runs need an active paid plan or trial. If your account lapses, the setting is kept but runs pause.
- If a scheduled run can't start (for example, not enough credits), the control shows why and tries again after a full interval.
See Automation and schedules for competitor schedules and everything else LogNorm runs on its own.