SEO Audit Checklist: 25 Things to Check in 30 Minutes

Most Melbourne business owners know something is off with their SEO. They just don't know whether the problem is technical, content, speed, Google Business Profile, reviews or the site itself. And when you don't know where the leak is, it's hard to know where to spend money fixing it.

A full SEO audit is useful. But not every business needs a 60 page report before taking the first step. Sometimes you need a fast, structured way to spot the obvious problems.

This checklist gives you 25 checks across five areas: technical SEO, on-page SEO, content quality, local SEO and off-page trust signals. It uses free tools, simple pass/fail scoring and plain English. It is the expanded standalone version of the self audit section in our Melbourne SEO guide.

Before you pay for a full SEO audit, run this 30 minute check. You will usually find the first few problems yourself.

The Short Answer: What Should a DIY SEO Audit Check?

A basic SEO audit should answer one question: is anything obviously stopping people from finding, trusting or contacting your business through search?

Google's own SEO Starter Guide says basic SEO is designed for people who own, manage or promote online content. You don't need to be an expert. You need a structured way to check the basics.

A DIY SEO audit is not about finding every possible issue. It is about finding the leaks big enough to cost you rankings, trust or enquiries.

Before You Start: The Free Tools You Need

You don't need paid tools for this audit. Everything here can be checked with free tools you probably already have access to.

Google Search Console's Core Web Vitals report uses real user data and groups similar pages by performance, which makes it one of the most useful free tools for spotting site wide speed and experience issues. If you haven't set up Search Console yet, do that first. It takes five minutes and you will need it for at least five of the 25 checks. PageSpeed Insights handles the rest of the speed checks.

How the Scoring System Works

Each of the 25 checks uses a simple three point scale.

25 checks at 2 points each gives a maximum score of 50. Here is what the totals mean.

The score is not a ranking prediction. It is a way to decide what deserves attention first.

SEO Audit Scorecard: The Five Areas

The 25 checks are split across five areas. Here is the overview before we dig into each one.

Technical SEO Checks (1 to 5)

Technical SEO is the plumbing. If Google cannot crawl, index, load or understand your site properly, everything else, your content, your reviews, your service pages, works harder than it should.

Check 1: Are Your Important Pages Indexed?

Open Google Search Console and look at the Pages report. Then open a new browser tab and search site:yourdomain.com.au to see what Google has actually indexed.

Pass if: Your homepage, core service pages, location pages and important blog articles all appear in Google's index.

Fail if: Key pages are missing from Google entirely, old staging or test pages are showing up or low value duplicate pages dominate your indexed results.

Google's Search Central documentation focuses heavily on making content crawlable and indexable. If Google cannot find a page, it cannot rank it. This is the most basic check on the list and it catches more problems than you would expect.

Check 2: Are There Obvious Crawl or Coverage Issues?

In Google Search Console, go to Pages (under Indexing). Look at the reasons Google gives for not indexing certain pages.

Common problems to look for:

• Pages marked 'Crawled, currently not indexed'

• Pages blocked by robots.txt that should not be blocked

• Redirect chains or loops

• 404 errors on pages that should still exist

• Duplicate pages without canonical tags

Pass if: Your important pages are cleanly indexed with no obvious errors blocking them.

Fail if: Google cannot access or index your money pages or there are dozens of unexplained exclusions.

Check 3: Is the Site Fast Enough on Mobile?

Run your homepage and your most important service page through PageSpeed Insights. Look at the mobile results, not desktop.

Key metrics to check:

• Largest Contentful Paint (LCP): how fast the main content loads

• Interaction to Next Paint (INP): how responsive the page feels

• Cumulative Layout Shift (CLS): how much the page jumps around while loading

Pass if: Mobile performance score is above 70 and all three Core Web Vitals are in the green or amber range.

Fail if: Mobile score is below 50 or LCP is over 4 seconds or the page visibly jumps and shifts on load.

Google describes Core Web Vitals as metrics that measure real world user experience across loading, interactivity and visual stability. For more detail on what the numbers mean and how to improve them, see our guide on website speed and SEO.

Check 4: Does the Mobile Version Work Properly?

Speed is one thing. Usability is another. Open your site on a real phone, not just a desktop browser resized to look mobile.

Check these on mobile:

• Text is readable without zooming

• No horizontal scrolling

• Buttons and links are easy to tap

• Forms work and are easy to fill out

• Call to action buttons are visible without scrolling

• The same key content appears on mobile as on desktop

Pass if: The site is genuinely usable on a phone. You could complete the main action (call, enquire, book) without frustration.

Fail if: Text overlaps, buttons are too small, forms break or key content is hidden on mobile.

Google uses mobile first indexing, which means it primarily uses the mobile version of your site for ranking. If the mobile experience is poor, it affects desktop rankings too. Our guide to mobile SEO for Australian businesses covers this in more detail.

Check 5: Is the Site Secure and Technically Clean?

Open your site in a browser and check the address bar. You should see a padlock icon and the URL should start with https://.

Check:

• HTTPS works across the entire site (not just the homepage)

• No mixed content warnings (padlock with a warning triangle)

• Redirects are clean (no chains, no loops)

• Main navigation links all work (no broken links in the menu)

• XML sitemap is submitted in Search Console

• Robots.txt is not blocking important pages

Pass if: HTTPS works cleanly, navigation is intact, sitemap is submitted and nothing important is blocked.

Fail if: The site is still on HTTP, mixed content warnings appear or key pages are accidentally blocked by robots.txt.

The Australian Cyber Security Centre's cyber basics guide recommends keeping software and plugins updated, using HTTPS and enabling multi factor authentication. These are good security habits that also affect how Google and visitors perceive your site.

On-Page SEO Checks (6 to 10)

On-page SEO is not just putting keywords in headings. It is making each page obvious to Google and useful to the person deciding whether to contact you.

Check 6: Does Every Important Page Have a Clear Title Tag?

The title tag is the blue link people see in Google search results. It is also shown in the browser tab. If it is vague, duplicated or missing, you are losing clicks before anyone reaches your site.

How to check: Look at the browser tab on each page. Or use a free SEO browser extension like Detailed or SEO Meta in 1 Click to see the full title tag.

Pass if: Each important page has a unique title that clearly describes the service or topic, includes the location where relevant and is not stuffed with keywords.

Fail if: Titles say 'Home', are duplicated across pages, are stuffed with keywords or do not mention the service at all.

Check 7: Does the H1 Clearly Explain the Page?

The H1 is the main heading on the page. Every page should have exactly one. It should tell both Google and the reader what the page is about.

Pass if: Each page has one clear H1 that matches the page intent and includes the service or topic naturally.

Fail if: The H1 is vague ('Welcome'), clever but unclear ('Your journey starts here'), missing entirely or the page has multiple H1 tags.

Check 8: Do Headings Help People Skim?

Most visitors skim before they read. Your H2 and H3 headings should guide them through the page like signposts.

Pass if: H2 headings match real questions or topics. Sections are easy to scan. There are no giant walls of unbroken text.

Fail if: Headings are vague ('More info'), keyword stuffed, missing entirely or the page is one long block of text with no structure.

Good H2 examples for a plumbing service page:

• What does emergency plumbing cost in Melbourne?

• How fast can we get to you?

• What counts as a plumbing emergency?

• Areas we cover across Melbourne

Compare that to headings like 'Our services', 'Why choose us' and 'Get in touch'. Those tell the reader nothing specific.

Check 9: Are Internal Links Helping Users Move Through the Site?

Internal links connect your pages together. They help visitors find related information and help Google understand which pages matter most. A strong internal linking structure supports your entire site's SEO performance.

Check:

• Service pages link to related services

• Blog articles link back to the relevant service page

• Location pages link to main service pages

• There are no orphan pages (pages with no internal links pointing to them)

• The most important pages have the most internal links

Pass if: Your key pages are well connected and a visitor can easily navigate between related content.

Fail if: Pages are isolated, blog posts link nowhere useful or service pages do not cross link.

Check 10: Does Each Money Page Have a Clear Call to Action?

A money page is any page designed to generate enquiries, bookings or sales. If someone lands on that page ready to act, can they?

Check on both mobile and desktop:

• Is there a call button or clickable phone number?

• Is there a contact form or booking link?

• Is the main CTA visible without scrolling?

• Is the CTA repeated naturally further down the page?

• Does the CTA tell the visitor what happens next?

Pass if: A visitor landing on your service page can contact you within seconds on any device.

Fail if: The only way to get in touch is buried in the footer, the form is broken on mobile or there is no clear next step.

Content Quality Checks (11 to 15)

Good content does not rank because it is long. It ranks because it answers the question better than the pages around it.

Check 11: Do Your Service Pages Answer Real Buying Questions?

When someone finds your service page through Google, they are usually partway through a decision. They want specific answers, not a brochure.

Check whether your main service pages answer:

• What exactly you do

• Who it is for (industry, size, location)

• Where you do it

• What it costs or what affects the cost

• What happens after they contact you

• Why they should trust you over the next option

• Common questions about the service

Pass if: A potential customer could read the page and feel confident enough to pick up the phone or fill in the form.

Fail if: The page reads like a vague brochure with no specifics, no pricing context and no proof.

Check 12: Is Any Content Thin, Duplicated or Pointless?

Thin content is a common problem, especially on sites that were built quickly or had SEO work done years ago.

Look for:

• Pages with fewer than 200 to 300 words and no clear purpose

• Duplicate suburb pages that are just the same text with a different suburb name swapped in

• Duplicate service pages targeting slight keyword variations

• Old blog posts with no traffic, no relevance and no links

• Tag or category pages that are indexed but add no value

Pass if: Every indexed page has a clear reason to exist and enough content to be useful.

Fail if: The site has dozens of thin or duplicate pages inflating the index without adding value.

Check 13: Is the Content Written for the Right Search Intent?

Different searches need different types of content. If you are answering the wrong question, it does not matter how well the page is written.

Pass if: Your content matches what people are actually looking for when they type that search.

Fail if: You have a blog post trying to rank for a buying keyword or a service page trying to rank for an informational search.

Google's helpful content guidance focuses on creating content for people first, not content designed mainly to attract search engine traffic. If you are writing for the search engine instead of the person, it usually shows. For a broader look at when SEO content makes sense versus paid advertising, see our comparison of SEO versus Google Ads for Melbourne businesses.

Check 14: Does the Content Show Proof?

Trust is not built by saying 'we are the best'. It is built by showing evidence.

Check whether your key pages include:

• Reviews or testimonials

• Real photos (not stock images)

• Case examples or project summaries

• Before and after examples where appropriate

• Pricing context or ranges

• Process details (what happens after contact)

• Credentials, licences or accreditation details

• Team information with real names

Pass if: A visitor would feel comfortable contacting you based on the proof shown on the page.

Fail if: The site makes claims but shows no evidence. No reviews, no photos, no examples, no names.

Check 15: Are Old Pages Still Accurate?

Content goes stale. Prices change, services change, team members change and tools get updated. Pages that were accurate two years ago might now be misleading.

Check your oldest and most visited pages for:

• Old pricing that no longer reflects reality

• Discontinued services still listed

• Team members who have left

• Old office locations or phone numbers

• Outdated screenshots or tool references

• Old compliance or legal information that may have changed

Pass if: Your key pages are current and accurate.

Fail if: Important pages have outdated information that could confuse or mislead potential customers.

Local SEO and Google Business Profile Checks (16 to 20)

Local SEO is not just 'add suburbs to a page'. It is proving that your business is relevant, trusted and active in the areas you want to reach.

Check 16: Is Your Google Business Profile Complete?

Your Google Business Profile (GBP) is often the first thing people see when they search for your business or your service in your area. If it is incomplete, you are handing visibility to competitors who bothered to fill theirs out.

Check that these are filled in and accurate:

• Primary and secondary business categories

• All services listed in customer language

• Opening hours (including special hours for holidays)

• Phone number

• Website link

• Appointment or contact link

• Service areas (if you travel to customers)

• Business description

• Photos (at least 5 to 10 real photos, not stock)

• Q&A section

Google says local results are mainly based on relevance, distance and prominence. A complete and accurate profile helps on all three.

Pass if: Every section of your GBP is filled in, current and uses real information.

Fail if: Key sections are blank, hours are wrong, the description is missing or you have no photos.

Check 17: Are Your Categories and Services Accurate?

Your primary category in GBP has a big influence on which searches your profile appears in. If it is wrong or too broad, you are competing in the wrong lane.

Check:

• Primary category matches your main service (not a parent category)

• Secondary categories cover your other services without stuffing

• Services listed use the language your customers use, not industry jargon

• No irrelevant categories added for the sake of appearing in more searches

Pass if: Your categories and services accurately reflect what you actually do, using terms customers would search.

Fail if: Your primary category is too broad, you have irrelevant secondary categories or your service list uses internal jargon.

Check 18: Are Reviews Healthy and Recent?

Reviews are not just social proof. Google uses review signals as part of local ranking and customers use them to decide whether to contact you or scroll past.

Check:

• Total review count (compared to local competitors)

• Review recency (when was the last review posted?)

• Review quality (do reviews mention specific services or outcomes?)

• Owner responses (are you replying to reviews?)

• Review themes (are there repeated complaints or praise?)

• Suspicious patterns (sudden bursts, generic five star reviews)

Pass if: You have a healthy volume of genuine reviews, recent activity and you are responding to most reviews.

Fail if: You have very few reviews, your most recent review is months old or there are obvious fake looking patterns.

Getting reviews matters, but doing it the right way matters more. For a detailed guide on what is and is not allowed in Australia, read our article on getting more Google reviews without breaking Australian consumer law.

Check 19: Is NAP Consistent Across the Web?

NAP stands for Name, Address, Phone. If your business details are different on your website, Google Business Profile, Facebook, directories and industry listings, it creates confusion for both Google and potential customers.

Check consistency across:

• Your website footer and contact page

• Google Business Profile

• Facebook business page

• Other directories (Yellow Pages, True Local, industry specific listings)

• Old listings that may have an outdated address or phone number

Pass if: Your business name, address (or service area), phone number and website URL are identical everywhere.

Fail if: You find old addresses, different phone numbers or inconsistent business names across listings.

Check 20: Do You Have Useful Local or Location Pages?

If you serve multiple areas across Melbourne, having dedicated location pages can help. But only if they contain genuine, useful content. For a deeper look at how local search works across suburbs, see our guide on winning near me searches across Melbourne.

Check:

• Location pages cover areas you genuinely serve

• Each page has unique, relevant content (not the same text with suburbs swapped)

• Pages include local proof: reviews, case studies, photos from that area

• Pages link back to the main service page

• Pages are not thin, duplicate or keyword stuffed

Pass if: Location pages add genuine value with unique content, local proof and clear relevance.

Fail if: Location pages are thin copy paste jobs with just the suburb name changed.

Off-Page Trust and Authority Checks (21 to 25)

Off-page SEO is not just backlinks. It is whether the rest of the web supports the story your website is telling.

Check 21: Are There Trustworthy Links Pointing to Your Site?

Open Google Search Console and go to Links (in the left sidebar). This shows you which external sites link to yours.

Look for links from:

• Industry directories and associations

• Suppliers and partners

• Local business groups or chambers of commerce

• Media mentions or press coverage

• Community organisations or sponsorships

• Government or education sites (.gov.au, .edu.au)

Pass if: You have at least a few genuine, relevant links from trustworthy sources.

Fail if: Your Search Console links report shows almost nothing or the only links come from your own social profiles.

Check 22: Are There Any Obvious Spammy Links?

While you are in the Search Console links report, scan for anything suspicious.

Red flags:

• Links from irrelevant foreign language directories

• Links from gambling, adult or spam domains

• Dozens of links with the same exact  match anchor text

• Links from obvious link networks or link farms

Pass if: Your link profile looks natural. A mix of brand mentions, relevant anchors and no obvious spam patterns.

Fail if: There is a clear pattern of spammy or manipulative links pointing to your site.

Check 23: Is the Business Mentioned Outside Its Own Website?

Search your business name in Google (in quotes). Look at what comes up beyond your own website. Brand mentions, even without links, are a trust signal. This is especially relevant as search evolves. Our article on what AI search means for Melbourne businesses explains why being mentioned and cited across the web matters more than ever.

Look for mentions on:

• Review platforms (Google, Facebook, ProductReview, industry specific)

• Social media profiles

• Industry publications or directories

• Local news or community sites

• Association or membership pages

Pass if: Your business appears on multiple platforms and directories beyond your own site.

Fail if: Searching your business name returns almost nothing except your own website and social profiles.

Check 24: Are Social and Directory Profiles Consistent?

This overlaps with the NAP check, but goes wider. Look at the overall quality and consistency of your presence across platforms.

Check:

• LinkedIn company page

• Facebook business page

• Instagram profile

• Apple Business Connect (Apple Maps listing)

• Bing Places

• Relevant Australian directories (True Local, Yellow Pages, Hotfrog)

• Industry specific directories

Pass if: Your profiles are claimed, consistent and reasonably up to date.

Fail if: Key profiles are unclaimed, information conflicts with your website or major platforms are missing entirely.

Check 25: Does the Business Have Enough Credibility Signals?

This is a manual review of what a visitor would see if they were trying to decide whether to trust you.

Check for:

• An About page with real information about the business and team

• A team page with names and photos (not stock headshots)

• Author profiles on blog content

• Licence numbers, accreditations or certifications where relevant

• Case studies or project examples

• Client logos (where permission has been given)

• A privacy policy and clear contact details

• Clear business ownership (ABN, registered business name)

Pass if: A visitor could verify who you are, what you have done and whether you are legitimate without leaving your site.

Fail if: The site gives no indication of who is behind the business, shows no proof of work and has no verifiable credentials.

Google's documentation on structured data and local business information reinforces that clear business details help Google understand what a business is and how it should be represented in search results. The Google Rich Results Test can check whether your structured data is set up correctly.

Your Score: What to Do Next

Add up your scores across all 25 checks. Then use the table below to decide where to focus your effort.

A low score does not mean SEO cannot work for your business. It means you should stop guessing and fix the foundation first. For context on what proper SEO work involves and what it costs, see our guide on what SEO costs in Melbourne.

30 Minute Audit Timer: Suggested Workflow

Here is how to run the full 25 point audit in roughly 30 minutes. Resist the urge to fix things as you go. Score first, then prioritise.

Get the Free 25 Point SEO Audit Checklist

If you want a printable version of this audit, we have a PDF checklist you can download. It includes all 25 checks, the scoring system, space for notes, a tool login checklist and a priority action planner with Now, Later and Ignore columns.

The checklist PDF includes:

• Business and site details section

• Tool login checklist (so you are not hunting for passwords mid audit)

• All 25 audit checks with pass/fail criteria

• Score table with automatic total

• Priority actions section (Now / Later / Ignore)

• Notes space for each section

• 'When to get help' decision guide

If you only take one thing from this article, use the checklist. It will tell you whether your next SEO job is technical cleanup, content improvement, local SEO or authority building. Get in touch if you would like us to send you a copy.

Common Mistakes When Running Your Own SEO Audit

A DIY audit goes wrong when everything feels equally urgent. The point of the scoring system is to separate real leaks from background noise. Here are the most common mistakes to avoid.

Only auditing the homepage. Your homepage is important, but it is rarely the page with the biggest problems. Your service pages, location pages and blog content often have more issues and more impact on rankings.

Obsessing over scores instead of business impact. A PageSpeed score of 65 instead of 90 is not a crisis if your site loads fine in the real world and enquiries are healthy. Focus on what actually affects whether people find you and contact you.

Ignoring mobile. More than half of all web traffic in Australia is mobile. If you only audit on desktop, you are missing the experience most of your visitors actually have.

Treating every warning as urgent. SEO tools love to generate warnings. Not every warning is a problem and not every problem is urgent. Use your score to prioritise.

Not checking Google Business Profile. Many business owners forget that GBP is part of SEO. If your profile is incomplete or inaccurate, you are invisible in local search results and that is often where your best leads come from.

Publishing more blogs before fixing service pages. If your service pages are weak, adding blog posts will not fix your rankings. Fix the pages that are supposed to convert visitors first.

Assuming backlinks are the only problem. Links matter, but they are not always the bottleneck. If your site is slow, your content is thin or your GBP is incomplete, more links will not solve the real issue.

Deleting pages without redirects. If you find old or irrelevant pages during your audit, do not just delete them. If they have any traffic or links, set up a 301 redirect to the most relevant existing page.

Forgetting to benchmark before changes. Before you fix anything, note your current rankings, traffic and enquiry numbers. Without a baseline, you will not know whether the changes helped.

FAQs

What is an SEO audit checklist?

An SEO audit checklist is a structured list of checks that help you evaluate whether your website is set up to perform well in search engines. It covers technical setup, on-page content, local SEO and off-page trust signals. The goal is to find obvious problems before spending money trying to fix the wrong thing.

Can I do an SEO audit myself?

Yes. A basic SEO audit using free tools like Google Search Console, PageSpeed Insights and Google Business Profile can reveal the most common problems. A DIY audit will not catch everything a professional audit would, but it will show you the obvious leaks and help you decide whether professional help is needed.

What is the best free SEO audit tool?

Google Search Console is the most useful free tool for a basic SEO audit. It shows which pages are indexed, highlights crawl issues, reports on Core Web Vitals, shows which searches bring visitors and lists external links. PageSpeed Insights and Google Business Profile round out the essentials.

How often should I audit my website?

A basic audit every three to six months is a good rhythm for most small businesses. Run one after any major site changes (redesign, migration, new pages) and do a quick check if you notice a sudden drop in traffic or enquiries.

Is Google Search Console enough for an SEO audit?

Search Console covers indexing, crawl issues, Core Web Vitals, search performance and links. That is a strong foundation, but it will not tell you about content quality, conversion issues or Google Business Profile problems. You need to check those manually.

What should I check first in an SEO audit?

Start with whether Google can find and index your important pages (Check 1 on this list). If your pages are not indexed, nothing else matters until that is fixed. After indexing, check mobile speed and usability, then move to content and local SEO.

Why do SEO tools show different scores?

Different tools measure different things using different methods. A PageSpeed score measures performance. An Ahrefs score measures link authority. A Moz score has its own formula. None of them is a direct Google ranking factor. Use them as clues, not definitive answers.

Should I fix technical SEO or content first?

Technical issues first, almost always. If Google cannot crawl, index or load your site properly, your content will not rank regardless of how good it is. Fix the plumbing, then improve the content.

How do I know if my Google Business Profile is hurting my SEO?

Check whether your profile is complete, your categories are accurate, your reviews are healthy and recent and your business details match your website. If any of these are wrong or incomplete, your local search visibility is being held back.

When should I pay for a professional SEO audit?

If your score on this checklist is below 20 or if you have found problems you do not know how to fix, a professional audit is worth the investment. It is also worth it before a website redesign or migration, after a significant traffic drop or if you are about to invest seriously in SEO.

What We Recommend at Elev8d

We use a version of this audit internally whenever a new client comes to us. Not to generate a scary report, but to figure out where the real problems are so we do not waste time or money on the wrong priorities.

For most Melbourne small businesses, the first round of improvements usually falls into one of three buckets: technical fixes that are blocking Google from seeing the site properly, service page improvements that help visitors actually convert or local SEO cleanup that makes the business visible in the areas it serves.

The businesses that get the best results from SEO are the ones that fix foundations before chasing traffic. If your audit shows a score under 30, the honest advice is to sort out the basics before investing in content marketing or link building. That is the approach behind our SEO work for Melbourne businesses and it is the same advice we would give you across the table.

Next Steps: Pick Your Path

You have run the audit and you have a score. Here is how to decide what to do next.

Path 1: Do it yourself

If your score is above 30 and the failed checks are things you can fix (titles, headings, GBP completeness, content updates), start with the items that scored zero. Fix one section at a time. Benchmark before and after.

Path 2: Get a quick review

If your score is between 20 and 35 and you are not sure what the failures mean or how to fix them, send us your site. We can review your checklist results, confirm the priorities and tell you what is worth fixing yourself versus what needs professional help. No obligation, no 60 page report.

Path 3: Hand it to someone who does this daily

If your score is below 20 or if you have found multiple technical issues you cannot fix yourself or if you simply do not have the time, talk to us. We will run a proper audit, show you exactly what is holding you back and build a plan that starts with the highest impact fixes first.

However you move forward, the checklist is yours to keep. Run it again in three to six months and compare the scores. That is how you measure real progress.

Sources and Further Reading

• Google SEO Starter Guide - Google's official guide to SEO basics for site owners.

• Google Search Central: Crawling and Indexing - How Google discovers and indexes web pages.

• PageSpeed Insights - Free tool for testing Core Web Vitals and page speed.

• Google Rich Results Test - Check whether your structured data is set up correctly.

• Australian Cyber Security Centre: Cyber Basics - Practical security guidance for Australian businesses.

• ACCC: Advertising and Promotions - Guidance on truthful claims, genuine reviews and pricing transparency.

General information only. Rules vary by situation, particularly around advertising claims, privacy, reviews and consumer law. If you are unsure about compliance, get professional advice.