Site Migration Audit

NW Private Lending

Pre-migration SEO baseline and technical audit for the WordPress-to-headless CMS migration. This report captures current organic equity to ensure zero loss during the transition.

Audit Date March 19, 2026 nwprivatelending.com

Executive Summary

5.5

Health Score

/ 10

107

Indexed Pages

223 in sitemap

1,002

Ranked Keywords

82 on page 1

473

Referring Domains

822 backlinks

$54.4K

Traffic Value

est. paid equiv.

100%

Redirect Coverage

212 entries

3 Critical Issues
6 Major Issues
8 Minor Issues
Est. Monthly Traffic: 2,813 sessions

Core Web Vitals

Mobile

(Google's primary signal)
49
LCP (Largest Contentful Paint)
16.9s FAIL

Target: ≤ 2.5s — 6.8x over threshold

FCP (First Contentful Paint)
3.0s WARN

Target: ≤ 1.8s

INP (Interaction to Next Paint)
430ms FAIL

Target: ≤ 200ms

CLS (Cumulative Layout Shift)
0.014 PASS

Target: ≤ 0.1

TTFB (Time to First Byte)
390ms PASS

Target: ≤ 800ms

Desktop

75
LCP (Largest Contentful Paint)
2.9s WARN

Target: ≤ 2.5s

FCP (First Contentful Paint)
0.7s PASS

Target: ≤ 1.8s

INP (Interaction to Next Paint)
100ms PASS

Target: ≤ 200ms

CLS (Cumulative Layout Shift)
0.02 PASS

Target: ≤ 0.1

TTFB (Time to First Byte)
370ms PASS

Target: ≤ 800ms

Critical: Mobile LCP at 16.9 seconds

The largest contentful paint on mobile is 6.8x above the 2.5s threshold. This is the single highest-priority performance issue. The new site architecture must address image optimization, server response time, and render-blocking resources to bring this under target.

Keyword Rankings

Position Distribution

195 keywords on page 2 (positions 11-20) represent the biggest opportunity. Moving these to page 1 could significantly increase organic traffic.

Top Keywords by Search Volume

1,002 total
Keyword Volume Position Page
hard money loans lenders 22,200 19 /
hard money lenders 22,200 21 /
hard loan lenders 22,200 22 /
hard money loan lenders 22,200 23 /
hard cash lender 22,200 24 /
money lenders near me 3,600 18 /
hard money lenders near me 6,600 19 /locations/boise-id/
private lending home loans 2,900 15 /
what are hard money loans 4,400 19 /faqs/conventional-vs...
private money lenders 4,400 22 /

382

New Keywords

260

Moving Up

304

Moving Down

0

Lost

Content Breakdown

182 URLs by Content Type

Tags

69

Recommended: Noindex all

Blog Posts

42

Avg. ~2,800 words

Pages

30

Core site pages

FAQs

27

Individual FAQ entries

Loan Programs

8

Service pages

Other

6

Locations, client stories, categories

Content Inventory

Title Type Words
Showing of 182 URLs

Redirect Map

Source URL Target URL Status Priority
Showing of redirects

Critical & Major Issues

CRITICAL Index

69 Tag Archives in Sitemap

Tag archive pages cause index bloat, wasting crawl budget and diluting content quality signals. Most tags have only 1-3 posts each.

Fix: Noindex all tag archives via Yoast and remove tag-sitemap.xml

CRITICAL Signals

Wrong Schema on FAQ Pages

The FAQ hub uses Article schema instead of FAQPage schema, missing FAQ rich results in SERPs. Direct CTR loss on 26+ FAQ pages.

Fix: Implement FAQPage structured data on all FAQ pages

CRITICAL Signals

Missing Meta Descriptions

Majority of pages lack meta descriptions, forcing Google to auto-generate snippets. Estimated 10-20% CTR improvement opportunity.

Fix: Write unique meta descriptions for all indexable pages

MAJOR

URL Typo: "brige" instead of "bridge"

Unprofessional slug, potential duplicate. Needs 301 redirect.

MAJOR

4 Stale Legacy Pages Indexed

Dead 2020 event pages polluting index and wasting crawl budget.

MAJOR

Author Archives Expose Usernames

Security risk exposing WP usernames plus thin duplicate content.

MAJOR

Internal Page in Sitemap

/newborrowerpage/ (review solicitation) is exposed to search engines.

MAJOR

Reviews Page Missing Schema

150+ reviews with no AggregateRating markup. Missing review stars in SERPs.

MAJOR

Duplicate Review Content

Three pages showing identical reviews. Cannibalization risk.

Migration Plan

Session 1: SEO Baseline & Pre-Migration Audit

Complete

Technical SEO audit, baseline metrics capture, content inventory (182 URLs), redirect map (212 entries), keyword baseline (1,002 keywords), Core Web Vitals measurement.

2

Session 2: Design System & Content Architecture

Up Next

Finalize design system, component library, Sanity CMS schema definitions, content type architecture, and information hierarchy.

3

Session 3: Frontend Build & Integration

Next.js frontend development, Sanity CMS integration, component implementation, responsive layouts, and page templates.

4

Session 4: Content Migration & SEO Implementation

Migrate all 107 content pages to Sanity, implement 212 redirects, structured data (FAQPage, AggregateRating, BreadcrumbList), meta descriptions, and canonical tags.

5

Session 5: Borrower Portal & Advanced Features

Borrower portal dashboard, loan calculator, glossary, and interactive tools. Supabase integration for portal authentication.

6

Session 6: QA, Launch & Post-Migration Monitoring

Full QA pass, redirect verification, Search Console monitoring, 90-day post-migration tracking, Core Web Vitals validation on new platform.

Overall Progress 1 of 6 sessions