Content & on-page
Everything in the product, in the order you will meet it: what to set up first, how to run an audit, what every section of the report means, and how to turn it into something you send a client.
Start here, because it decides how much of the report you will actually see on your first run.
Open Settings from the top right. Eight tabs, each with a Test button so you learn immediately whether a key works.
www, enter the www form, otherwise the first request is spent on a redirect.
The score is a trend line, not a verdict. It exists so repeat audits of the same site can be compared. Two different sites with the same score usually have nothing in common, so do not read it as a grade.
The sidebar groups every section: Audit Results for the summary views, then Content & On-Page, Technical, Crawl & Links, Performance and Data Sources. A green tick means the check ran and found nothing wrong. A red number is how many issues it found.
This group is where the audit stops describing the site and starts describing its audience. A page can be technically perfect and still earn nothing; only Search Console tells you whether anyone was looking.
The most useful views are CTR opportunities (pages ranking well that nobody clicks — usually a title problem), query-title gaps (searches you rank for that your title never mentions) and cannibalisation (several of your own pages competing for one query).
Open this whenever a finding says “twelve pages have X” and you need to know which twelve. It is the same view a technical SEO would build by hand in a spreadsheet, already built.
Everything exports to CSV, so findings can move straight into a ticket tracker or a client’s own reporting.