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223 Point SEO Audit Checklist

223 Point SEO Audit Checklist

If you are unsure that everything is running correctly with your website, then you will likely want to figure out what the problems are. This is where you need to turn to an SEO Audit (why this SEO audit checklist was created in the first place) and it's something that I do on a daily basis, and have been doing for many years now.

And if you want to know why an SEO audit takes 2-3 weeks (or sometimes longer), this is why!

One of the many benefits of having been an SEO consultant for so long, is that I have become accustomed to working with Google's ever-changing algorithms and I update my audits to match those changes.

Yes, it can mean dozens of changes to my audit processes each year, but that's what is required in order to keep audits current and fresh.

Click Here To Access The Audit Document
SEO Audit Checklist

20 Steps & 223 Inspection Points – Updated for 2025

Many of the documents in circulation cover the basics of a technical audit but don't seem to have taken into account how Google has changed – and continues to change! No amount of technical corrections will help if you are simply not finding the cause, which is why I created this SEO audit checklist and made it public.

This technical SEO checklist covers all of the following audit points and how they should be performed.

Google Checks – 14 Critical Points (How Google Sees Your Site)

BENCHMARKS - 8 Checks

Setup your benchmarks before beginning. This way you know where growth/changes have occurred.

  • Total Pages Indexed in Google

    Why it's important: Knowing how many pages Google has indexed helps you understand your site's visibility.

    How to check: Use "site:yourdomain.com" search in Google or check Google Search Console.

    Fix if needed: If indexed pages are lower than expected, investigate potential indexing issues.

  • Total Number of Backlinks

    Why it's important: Backlinks remain a crucial ranking factor and indicate your site's authority.

    How to check: Use tools like Ahrefs, Moz, or SEMrush to analyze backlink profile.

    Fix if needed: Develop a link building strategy if backlinks are low.

  • Total Number of Linking Root Domains

    Why it's important: Diversity of linking domains is more valuable than total links.

    How to check: Backlink tools will show unique referring domains.

    Fix if needed: Focus on earning links from new, authoritative domains.

  • Total Number of Organic Keywords

    Why it's important: Shows how many keywords your site ranks for in search results.

    How to check: SEO tools like SEMrush or Ahrefs provide this data.

    Fix if needed: Expand content to target more relevant keywords.

  • Organic Data from Search Console

    Why it's important: Provides accurate data directly from Google about your search performance.

    How to check: Review the Performance report in Google Search Console.

    Fix if needed: Use this data to identify opportunities and issues.

COMPETITOR ANALYSIS - 6 Checks

Understanding what your competitors are doing can be a great way to emulate and improve on a campaign.

  • Top 3-5 competitors identified?

    Why it's important: You can't analyze competitors if you don't know who they are.

    How to check: Search for your target keywords and note who ranks well.

    Fix if needed: Compile a list of direct and indirect competitors.

  • Has the competition been benchmarked?

    Why it's important: You need to measure your performance against competitors.

    How to check: Use tools to compare domain authority, backlinks, and rankings.

    Fix if needed: Create a spreadsheet tracking key competitor metrics.

  • Competitor top 10 keywords

    Why it's important: Reveals what terms are driving traffic to competitors.

    How to check: SEO tools can show competitors' ranking keywords.

    Fix if needed: Identify keyword gaps you can target.

  • Competitor average search positions

    Why it's important: Shows where competitors rank for shared keywords.

    How to check: Keyword ranking tools provide this data.

    Fix if needed: Focus on keywords where you're close to overtaking competitors.

  • Top ranking keywords

    Why it's important: Identifies your strongest keywords to protect and build upon.

    How to check: Review your own ranking reports in SEO tools.

    Fix if needed: Optimize content for these terms to maintain rankings.

  • Competitor Content Analysis

    Why it's important: Reveals what content performs well for competitors.

    How to check: Analyze competitors' top pages and content types.

    Fix if needed: Create better, more comprehensive content on similar topics.

SITE ARCHITECTURE - 26 Checks

If there are issues here, it can mess up a whole site and any future campaigns. Architecture plays a big part in SEO.

  • Is pagination in use?

    Why it's important: Proper pagination helps search engines understand multi-page content.

    How to check: Look for numbered pages on category or archive pages.

    Fix if needed: Implement rel="next" and rel="prev" tags if using pagination.

  • Any pagination loops?

    Why it's important: Pagination loops can trap crawlers and waste crawl budget.

    How to check: Manually follow pagination to check for infinite loops.

    Fix if needed: Ensure pagination has a clear end point.

  • Any sequence errors?

    Why it's important: Sequence errors can confuse search engines about content relationships.

    How to check: Review how content is organized across the site.

    Fix if needed: Ensure logical content hierarchy and relationships.

  • Any missing canonicals?

    Why it's important: Missing canonicals can lead to duplicate content issues.

    How to check: Crawl site to identify pages without canonical tags.

    Fix if needed: Ensure every page has a proper canonical URL specified.

  • Any non-indexable canonicals?

    Why it's important: Canonicals pointing to noindex pages can cause indexing problems.

    How to check: Verify canonical URLs don't point to blocked or noindex pages.

    Fix if needed: Update canonicals to point to indexable versions.

  • Any conflicting canonicals?

    Why it's important: Conflicting canonicals send mixed signals to search engines.

    How to check: Look for pages where multiple canonicals are specified.

    Fix if needed: Ensure each page has exactly one canonical URL specified.

  • Is site search blocked from being crawled?

    Why it's important: Search result pages are usually thin content and should be blocked.

    How to check: Verify search result URLs are disallowed in robots.txt.

    Fix if needed: Add disallow rules for search parameter URLs.

  • Are print versions in use?

    Why it's important: Print versions can create duplicate content issues.

    How to check: Look for "print=1" or similar parameters in URLs.

    Fix if needed: Block print versions from indexing or canonicalize to main version.

  • Internal linking report

    Why it's important: Internal links distribute page authority throughout your site.

    How to check: Use tools to analyze internal link structure and distribution.

    Fix if needed: Improve internal linking to important pages.

  • Are redirects in use? Are they being used correctly?

    Why it's important: Proper redirects preserve link equity during site changes.

    How to check: Audit redirects to ensure they're 301 (permanent) when appropriate.

    Fix if needed: Replace temporary redirects with 301s for permanent moves.

  • Are there any long redirect chains present?

    Why it's important: Redirect chains can slow down crawling and dilute link equity.

    How to check: Use redirect tracing tools to identify chains.

    Fix if needed: Eliminate unnecessary hops in redirect chains.

  • Is Robots.txt present?

    Why it's important: Robots.txt controls search engine access to your site.

    How to check: Visit yourdomain.com/robots.txt.

    Fix if needed: Create a robots.txt file if missing.

  • Complete a robots.txt review

    Why it's important: Ensure you're not accidentally blocking important content.

    How to check: Verify robots.txt directives are correct.

    Fix if needed: Update directives to allow crawling of important sections.

  • Are pages being correctly blocked by Robots.txt?

    Why it's important: Misconfigured blocks can hide important content from search engines.

    How to check: Verify blocked pages should indeed be blocked.

    Fix if needed: Remove unnecessary disallow directives.

  • Are pages being correctly blocked by Meta Robots?

    Why it's important: Meta robots tags provide page-level crawl control.

    How to check: Review meta robots tags on key pages.

    Fix if needed: Ensure important pages aren't accidentally blocked.

  • Show site structure chart

    Why it's important: Visualizing site structure helps identify architectural issues.

    How to check: Use tools to generate a site structure diagram.

    Fix if needed: Reorganize content if structure is too flat or too deep.

  • Are categories in use? (eCommerce)?

    Why it's important: Proper categorization helps with organization and SEO.

    How to check: Review how products/content are grouped.

    Fix if needed: Implement logical category structure if missing.

  • Any uppercase letters in URL's?

    Why it's important: URLs are case-sensitive and uppercase can cause duplicate content.

    How to check: Look for mixed-case URLs in your site.

    Fix if needed: Standardize on lowercase URLs with 301 redirects.

  • Are URL's named well?

    Why it's important: Clean, descriptive URLs are better for users and SEO.

    How to check: Review URL structure for readability and keywords.

    Fix if needed: Implement clean URL structure if needed.

  • Is a 404 page in use?

    Why it's important: Custom 404 pages improve user experience when pages are missing.

    How to check: Visit a non-existent URL on your site.

    Fix if needed: Create a helpful custom 404 page if missing.

  • Is an HTML sitemap page in use?

    Why it's important: HTML sitemaps help users and search engines discover content.

    How to check: Look for /sitemap.html or similar.

    Fix if needed: Create an HTML sitemap if missing.

  • Are Tag pages in use?

    Why it's important: Tag pages can help with content organization but may create thin content.

    How to check: Look for /tag/ in URLs.

    Fix if needed: Noindex tag pages if they're low value.

  • Is the site using a crumbtrail?

    Why it's important: Breadcrumbs improve navigation and SEO.

    How to check: Look for breadcrumb navigation on content pages.

    Fix if needed: Implement breadcrumbs if missing.

  • Is primary navigation easy to use?

    Why it's important: Good navigation helps users and search engines find content.

    How to check: Evaluate how easily you can reach important pages.

    Fix if needed: Simplify navigation if too complex.

  • Is the footer full of internal links?

    Why it's important: Footer links can help with SEO but may be overused.

    How to check: Review footer for excessive links.

    Fix if needed: Reduce footer links if they dominate internal linking.

  • Is all good content under 4-clicks from the homepage?

    Why it's important: Important content should be easily accessible.

    How to check: Test how many clicks to reach key pages.

    Fix if needed: Improve internal linking to important deep pages.

TECHNICAL SEO - 28 Checks

Many technical issues can go completely undiagnosed because you don't see them.

  • Does the site use Subdomains?

    Why it's important: Subdomains may be treated as separate sites by search engines.

    How to check: Look for blog.yourdomain.com or similar.

    Fix if needed: Consider using subfolders instead for SEO benefits.

  • Is an HSTS policy in place?

    Why it's important: HSTS improves security and prevents SSL stripping attacks.

    How to check: Check HTTP headers for "Strict-Transport-Security".

    Fix if needed: Implement HSTS if using HTTPS.

  • Does the site carry a Favicon?

    Why it's important: Favicons improve branding in browser tabs and bookmarks.

    How to check: Look for favicon.ico in root or link tag in head.

    Fix if needed: Create and implement a favicon if missing.

  • Site Uptime

    Why it's important: Frequent downtime hurts rankings and user experience.

    How to check: Review uptime monitoring reports.

    Fix if needed: Address server stability issues.

  • Broken / Redirected Internal Links

    Why it's important: Broken links hurt user experience and waste crawl budget.

    How to check: Use crawling tools to identify broken internal links.

    Fix if needed: Fix or remove broken internal links.

  • Broken / Redirected External Links

    Why it's important: Outbound links should point to working, relevant resources.

    How to check: Use tools to check external links.

    Fix if needed: Update or remove broken external links.

  • Javascript Use

    Why it's important: Excessive JS can slow pages and hinder crawling.

    How to check: Review how much JS is used and its impact.

    Fix if needed: Minimize and defer non-critical JS.

  • Is the .htaccess file configured correctly?

    Why it's important: .htaccess controls important server behaviors.

    How to check: Review .htaccess rules for errors.

    Fix if needed: Correct any misconfigured rules.

  • Are Dynamic Pages being served correctly?

    Why it's important: Dynamic URLs with parameters can create duplicate content.

    How to check: Look for ?parameters in URLs.

    Fix if needed: Implement proper parameter handling.

  • Does the site have open dynamic pages that can be blocked?

    Why it's important: Some dynamic pages should be blocked from indexing.

    How to check: Identify low-value dynamic pages.

    Fix if needed: Block via robots.txt or noindex as appropriate.

  • Malware & Security Checks

    Why it's important: Security issues can get your site blacklisted.

    How to check: Use tools like Google Safe Browsing.

    Fix if needed: Immediately address any security issues found.

  • Blacklist check

    Why it's important: Being blacklisted destroys traffic.

    How to check: Use blacklist checking tools.

    Fix if needed: Request removal if blacklisted.

  • Site Speed Checks

    Why it's important: Speed impacts rankings and user experience.

    How to check: Use PageSpeed Insights, WebPageTest.

    Fix if needed: Implement speed optimizations.

  • Are any pages being duplicated due to poor architecture?

    Why it's important: Duplicate content dilutes ranking potential.

    How to check: Look for identical/similar pages with different URLs.

    Fix if needed: Use canonicals or consolidate content.

  • Are there any Chrome Console Errors?

    Why it's important: JS errors can break functionality.

    How to check: Review Chrome DevTools Console.

    Fix if needed: Fix reported JS errors.

  • Is CSS being minified?

    Why it's important: Minification reduces file size and improves speed.

    How to check: View CSS files to see if minified.

    Fix if needed: Minify CSS files.

  • Is Inline CSS being used?

    Why it's important: Excessive inline CSS increases page size.

    How to check: Look for style attributes in HTML.

    Fix if needed: Move to external stylesheets where possible.

  • Is every site page secure and without errors?

    Why it's important: Mixed content warnings hurt user trust.

    How to check: Use Why No Padlock or similar tools.

    Fix if needed: Fix mixed content issues.

  • Are all ads and affiliate links nofollowed?

    Why it's important: Nofollow prevents passing link equity to paid links.

    How to check: Review outbound links to ads/affiliates.

    Fix if needed: Add rel="nofollow" where missing.

  • Can the site be crawled and used without Javascript on?

    Why it's important: Search engines may not execute all JS.

    How to check: Disable JS and test site functionality.

    Fix if needed: Implement progressive enhancement.

  • Server location by IP

    Why it's important: Server location can impact local rankings.

    How to check: Use IP lookup tools.

    Fix if needed: Consider CDN or local hosting if targeting specific countries.

  • Check all sites on webserver

    Why it's important: Bad neighbor sites can impact your site.

    How to check: Identify all sites on same IP/server.

    Fix if needed: Consider dedicated hosting if neighbors are spammy.

  • Do any pages have more than 100 external links?

    Why it's important: Excessive outbound links may trigger spam filters.

    How to check: Review pages for link quantity.

    Fix if needed: Reduce outbound links where excessive.

  • What platform is the site built on?

    Why it's important: Different platforms have different SEO considerations.

    How to check: Identify CMS or framework used.

    Fix if needed: Research platform-specific SEO best practices.

  • Does the platform come with known restrictions?

    Why it's important: Some platforms have inherent SEO limitations.

    How to check: Research platform's SEO capabilities.

    Fix if needed: Implement workarounds for limitations.

  • Is a CDN in use?

    Why it's important: CDNs improve global load times.

    How to check: Look for CDN URLs in resources.

    Fix if needed: Consider implementing a CDN.

  • Check domain history

    Why it's important: Previous owners/spam can impact current site.

    How to check: Use Wayback Machine and domain history tools.

    Fix if needed: Disavow bad links if domain had spammy history.

WEBSITE IMAGES - 7 Checks

Images can bring a site to life, but can also slow it down. Use them, but do check as well.

  • How many images are used sitewide?

    Why it's important: Helps assess overall page weight.

    How to check: Use crawling tools to count images.

    Fix if needed: Remove unnecessary decorative images.

  • Are images being optimised?

    Why it's important: Optimized images load faster.

    How to check: Review image file sizes and formats.

    Fix if needed: Compress and properly format images.

  • Are ALT tags being regularly used?

    Why it's important: Alt text improves accessibility and SEO.

    How to check: Verify images have descriptive alt attributes.

    Fix if needed: Add meaningful alt text where missing.

  • Are images named sympathetically?

    Why it's important: Descriptive filenames help with SEO.

    How to check: Review image filenames.

    Fix if needed: Rename images to be descriptive.

  • Are there any dead images?

    Why it's important: Broken images hurt user experience.

    How to check: Find images returning 404 errors.

    Fix if needed: Fix or remove broken images.

  • Are too many stock images used?

    Why it's important: Unique images perform better.

    How to check: Assess image originality.

    Fix if needed: Replace generic stock photos with custom visuals.

  • Are there any images in excess of 100Kb?

    Why it's important: Large images slow page loads.

    How to check: Identify large image files.

    Fix if needed: Optimize or resize oversized images.

MOBILE AUDIT - 17 Checks

Mobile checks are hugely important as more than 50% of searchers now use mobile devices.

  • Responsive check

    Why it's important: Responsive design ensures usability across devices.

    How to check: Resize browser window or use mobile emulator tools.

    Fix if needed: Implement responsive CSS using media queries or frameworks.

  • Is Viewport set

    Why it's important: Viewport tag tells browsers how to adjust page dimensions for mobile.

    How to check: Inspect HTML head for meta viewport tag.

    Fix if needed: Add meta viewport tag with appropriate values.

  • Content sized correctly?

    Why it's important: Prevents horizontal scrolling and broken layouts.

    How to check: Test site on mobile and measure content width.

    Fix if needed: Use fluid layout or set widths relative to viewport.

  • Issues with font size?

    Why it's important: Small fonts degrade readability and UX.

    How to check: Use Chrome DevTools Lighthouse report.

    Fix if needed: Ensure minimum font size is at least 16px.

  • Ads on Mobile

    Why it's important: Too many ads can hurt rankings and annoy users.

    How to check: Review ad placements on mobile view.

    Fix if needed: Minimize ad clutter and ensure good content-to-ad ratio.

  • Popups/Interstitials

    Why it's important: Intrusive elements are penalized by Google on mobile.

    How to check: Visit site on mobile and look for interstitials.

    Fix if needed: Replace with subtle, non-intrusive alternatives.

  • Mobile Page Size

    Why it's important: Large pages load slowly and frustrate users.

    How to check: Use PageSpeed Insights to measure page size.

    Fix if needed: Compress images, minify CSS/JS, lazy-load assets.

  • Mobile Content Check

    Why it's important: Content should be complete and readable on small screens.

    How to check: Compare mobile vs desktop content.

    Fix if needed: Ensure no important elements are hidden or removed.

  • Any Content Layout Shift?

    Why it's important: Layout shift causes poor user experience.

    How to check: Use Web Vitals or Lighthouse to check CLS (Cumulative Layout Shift).

    Fix if needed: Reserve space for elements like images or ads to avoid shift.

  • Image use

    Why it's important: Properly sized and optimized images improve mobile load time.

    How to check: Review image dimensions and formats.

    Fix if needed: Use responsive images and WebP format where possible.

  • AMP Check

    Why it's important: AMP pages load faster and may rank better in some cases.

    How to check: Use AMP testing tool or URL Inspection.

    Fix if needed: Consider using AMP if performance is an issue and content fits use case.

  • Page Experience

    Why it's important: Google considers page experience metrics in rankings.

    How to check: Review Core Web Vitals, mobile usability, and HTTPS status.

    Fix if needed: Improve page speed, mobile UX, and interactivity.

  • Mobile Navigation

    Why it's important: Good navigation improves UX and crawlability.

    How to check: Check for hamburger menus, sticky nav, or menu overlays.

    Fix if needed: Use mobile-friendly menus and ensure easy navigation.

  • Use of video on mobile

    Why it's important: Video enhances engagement but may slow down load time.

    How to check: Check video visibility and loading behavior on mobile.

    Fix if needed: Use lightweight embeds or lazy-load videos.

  • Are buttons and links easy to click?

    Why it's important: Small tap targets frustrate users and fail mobile usability.

    How to check: Test on small screens or use mobile usability report.

    Fix if needed: Increase padding and spacing of touch elements.

  • Is the Favicon being shown correctly in the mobile SERPs?

    Why it's important: Favicons contribute to brand recognition and CTR.

    How to check: Perform a mobile search for your brand.

    Fix if needed: Implement a valid favicon and ensure it's linked in the header.

  • Parity Checks – Is Content, Meta & Directives the same as desktop?

    Why it's important: Disparity between versions can lead to indexing issues.

    How to check: Compare desktop and mobile using inspection tools.

    Fix if needed: Ensure both versions are equal in content and metadata.

PAGE LEVEL & ELEMENT ANALYSIS - 26 Checks

These checks focus on best practices for page elements and on-page SEO optimizations to improve your site's performance and user experience.

  • Are any Deprecated HTML Tags being used?

    Why it's important: Deprecated tags can affect page rendering and performance.

    How to check: Use HTML validators to detect deprecated tags.

    Fix if needed: Replace deprecated tags with modern HTML5 elements.

  • HTML Validation

    Why it's important: Invalid HTML can lead to rendering issues and poor SEO.

    How to check: Run the page through an HTML validator (W3C Validator).

    Fix if needed: Fix HTML syntax errors as per the validation feedback.

  • Accessibility Checks

    Why it's important: Accessibility ensures that your site is usable by everyone, including those with disabilities.

    How to check: Use accessibility tools (like Lighthouse or Axe) to audit your page.

    Fix if needed: Implement accessibility improvements, such as adding ARIA labels.

  • CSS Checks

    Why it's important: Incorrect or unused CSS can slow down the page and create render-blocking issues.

    How to check: Audit CSS using Chrome DevTools or online tools like CSS Lint.

    Fix if needed: Remove unused CSS and optimize critical CSS.

  • Are all page titles under 65 characters? (570 pixels)

    Why it's important: Titles longer than 65 characters may get truncated in search results, harming click-through rates.

    How to check: Check page titles manually or via SEO tools.

    Fix if needed: Shorten page titles to keep them under 65 characters.

  • Are any Page Titles under 30 characters?

    Why it's important: Too short titles may not convey enough information for search engines or users.

    How to check: Review your page titles for length and relevance.

    Fix if needed: Expand short titles to provide better context.

  • Are any page titles being duplicated without canonical/pagination?

    Why it's important: Duplicate titles can confuse search engines and harm SEO.

    How to check: Use a site audit tool to identify duplicated titles.

    Fix if needed: Add canonical tags or adjust pagination as needed.

  • Any signs of keyword cannibalisation?

    Why it's important: Keyword cannibalisation can confuse search engines and dilute rankings.

    How to check: Analyze keyword usage across your site using SEO tools.

    Fix if needed: Consolidate pages targeting the same keywords.

  • Is the primary keyword/phrase close to the start?

    Why it's important: Placing primary keywords early in titles helps with SEO.

    How to check: Review page titles and meta descriptions.

    Fix if needed: Move the primary keyword closer to the start of the title.

  • Are page titles descriptive of the page content?

    Why it's important: Descriptive titles help both users and search engines understand the page content.

    How to check: Review the relevance of your page titles.

    Fix if needed: Ensure titles are descriptive and match the content.

  • Are any page titles missing?

    Why it's important: Missing titles may lead to poor SEO and bad user experience.

    How to check: Use an SEO tool to identify pages without titles.

    Fix if needed: Add descriptive titles to any pages missing them.

  • Are all Meta Descriptions unique and descriptive?

    Why it's important: Unique and descriptive meta descriptions improve CTR in search results.

    How to check: Review meta descriptions using an SEO tool.

    Fix if needed: Create unique and compelling descriptions for each page.

  • Are any Meta Descriptions missing?

    Why it's important: Missing meta descriptions may hurt your SEO and CTR.

    How to check: Identify pages missing meta descriptions.

    Fix if needed: Add meta descriptions to all pages.

  • Are any Meta Descriptions being duplicated without canonical/pagination?

    Why it's important: Duplicate meta descriptions can confuse search engines.

    How to check: Use SEO tools to check for duplicates.

    Fix if needed: Add canonical tags or rewrite meta descriptions.

  • Are any Meta Descriptions below 70 characters?

    Why it's important: Meta descriptions under 70 characters may get truncated in search results.

    How to check: Review the length of your meta descriptions.

    Fix if needed: Ensure all meta descriptions are within 70 characters.

  • Are Meta Keywords in use?

    Why it's important: Meta keywords are not used for ranking anymore but can be useful for other internal processes.

    How to check: Inspect the HTML source for meta keywords.

    Fix if needed: Remove unnecessary meta keywords if not needed.

  • Are there any redirects other than 301?

    Why it's important: Non-301 redirects can affect SEO and user experience.

    How to check: Use redirect checkers to identify all redirects.

    Fix if needed: Ensure only 301 redirects are used.

  • Are there any 5xx errors?

    Why it's important: 5xx errors indicate server issues that can affect user experience and SEO.

    How to check: Review server logs or use a site audit tool to detect errors.

    Fix if needed: Resolve server-side issues causing the errors.

  • Are images ALT tags in use?

    Why it's important: ALT tags improve SEO and accessibility for images.

    How to check: Use an SEO tool or manually check image tags.

    Fix if needed: Add descriptive ALT tags to all images.

  • Are there too many ads on any pages?

    Why it's important: Excessive ads can harm user experience and affect rankings.

    How to check: Review pages for ad density.

    Fix if needed: Reduce the number of ads or improve their placement.

  • Does the site bombard you with popups?

    Why it's important: Popups can hurt user experience and are penalized by Google.

    How to check: Visit the site and check for popups.

    Fix if needed: Limit the use of popups and consider non-intrusive alternatives.

  • Does the site carry clear Call to Actions?

    Why it's important: Clear CTAs guide users and increase conversions.

    How to check: Review the site's CTAs for clarity and placement.

    Fix if needed: Make CTAs more prominent and actionable.

  • Does each page have a clear H1 tag?

    Why it's important: H1 tags define the main topic of a page and help SEO.

    How to check: Inspect pages for a proper H1 tag.

    Fix if needed: Ensure each page has a clear and unique H1 tag.

  • Are H2’s being used across the site?

    Why it's important: H2 tags structure content and improve readability.

    How to check: Review content structure for appropriate H2 usage.

    Fix if needed: Ensure H2 tags are used consistently for subheadings.

  • Does site:brand show expected sitelinks?

    Why it's important: Sitelinks help users navigate the site directly from search results.

    How to check: Perform a site search in Google (site:brand).

    Fix if needed: Optimize site structure and internal linking to improve sitelinks.

  • Is the site using a Cookie Acceptance notice?

    Why it's important: A cookie notice is required by privacy laws in many regions.

    How to check: Visit the site and check for a cookie notice.

    Fix if needed: Implement a cookie consent banner if necessary.

USER INTENT ANALYSIS - 4 Base Checks

User intent analysis ensures your pages are meeting the expectations of the users based on their search queries.

  • Have top-5 pages been identified?

    Why it's important: Identifying top pages helps focus efforts on optimizing high-traffic content.

    How to check: Use analytics tools like Google Analytics to identify top pages.

    Fix if needed: Ensure your top pages are optimized and aligned with user intent.

  • Have page intent questions been identified?

    Why it's important: Understanding the questions behind user searches helps create content that meets their needs.

    How to check: Review user queries and search patterns to identify common questions.

    Fix if needed: Optimize pages to address these key questions and improve relevance.

  • Types of search intent for each page/query (NICT)

    Why it's important: Differentiating between informational, navigational, and transactional intent helps craft content accordingly.

    How to check: Analyze queries to determine the search intent (e.g., use tools like Google Search Console).

    Fix if needed: Adjust content to match the type of search intent (e.g., provide more detailed guides for informational intent).

  • Tracked positions for each page/query

    Why it's important: Tracking positions helps measure the performance of content and adjust strategies.

    How to check: Use tools like SEMrush or Ahrefs to track keyword positions.

    Fix if needed: Adjust SEO tactics to improve rankings for low-performing pages.

KEYWORD ANALYSIS - 5 Base Checks

Proper keyword optimization helps Google understand your page content and ensures you're targeting the right terms.

  • Why it's important: A keyword sheet helps organize and optimize your content based on target keywords.

    How to check: Create a comprehensive sheet listing keywords, search volumes, and current rankings.

    Fix if needed: Ensure the keyword strategy aligns with search intent and targets high-value terms.

  • Brand search – Does homepage come up #1 when searched?

    Why it's important: A strong brand presence in search results helps build trust and visibility.

    How to check: Perform a brand search on Google and check if the homepage ranks first.

    Fix if needed: Improve brand visibility with optimized content and backlinks.

  • Primary homepage term

    Why it's important: The primary keyword helps search engines understand the core content of the homepage.

    How to check: Review the primary term in the page's title, meta description, and headings.

    Fix if needed: Optimize the homepage for the primary keyword, ensuring it’s used naturally.

  • Is a keyword strategy in place?

    Why it's important: A keyword strategy ensures your site targets the most valuable search terms.

    How to check: Review your content and SEO plan for a targeted keyword approach.

    Fix if needed: Develop a keyword strategy that includes short-tail and long-tail keywords.

  • Is there evidence of keyword duplication or overuse?

    Why it's important: Keyword duplication can lead to penalties, while overuse may cause content to feel unnatural.

    How to check: Use tools like Copyscape or SEMrush to check for duplicate content.

    Fix if needed: Revise the content to ensure natural keyword use and avoid repetition.

CONTENT AUDIT - 15 Checks

Regular content audits help ensure your website remains relevant, user-friendly, and optimized for search engines.

  • Are all fonts large and clear enough to read clearly?

    Why it's important: Readable fonts improve user experience and accessibility.

    How to check: Inspect the font size and clarity across devices.

    Fix if needed: Increase font size and choose easy-to-read font types.

  • Are hyperlinks clear?

    Why it's important: Clear hyperlinks help users easily navigate and understand where links lead.

    How to check: Review the color, style, and placement of links on the page.

    Fix if needed: Ensure links are easily distinguishable and lead to relevant content.

  • Could font colour be considered too light?

    Why it's important: Light font colors can be hard to read, especially on mobile devices.

    How to check: Check text contrast using online tools like the WebAIM Contrast Checker.

    Fix if needed: Ensure font color provides sufficient contrast against the background.

  • Is content fresh or evergreen?

    Why it's important: Fresh content keeps your site relevant, while evergreen content provides long-term value.

    How to check: Review your content for current information and timeless value.

    Fix if needed: Update outdated content or create new evergreen pieces.

  • Are there any thin pages? <200 words of content?

    Why it's important: Thin content may affect SEO and user engagement.

    How to check: Review pages with fewer than 200 words of content.

    Fix if needed: Expand pages with valuable content and insights.

  • Does the site carry an up-to-date Privacy Policy?

    Why it's important: An updated privacy policy builds trust and complies with legal requirements.

    How to check: Review the privacy policy for relevance and accuracy.

    Fix if needed: Update the privacy policy to reflect current laws and practices.

  • Does the site carry up-to-date TOS’s?

    Why it's important: Having up-to-date terms of service protects your site and users legally.

    How to check: Review the Terms of Service for accuracy.

    Fix if needed: Update TOS if necessary to reflect current practices.

  • Are any pages duplicated and not canonicalised?

    Why it's important: Duplicated content without canonical tags can harm SEO.

    How to check: Use an SEO tool to check for duplicate pages without canonical tags.

    Fix if needed: Add canonical tags to duplicate pages or merge content.

  • Are any pages Near Duplicates?

    Why it's important: Near-duplicate pages may confuse search engines and affect rankings.

    How to check: Use SEO tools to identify similar content.

    Fix if needed: Merge or rewrite similar content to ensure uniqueness.

  • Are there any low content pages?

    Why it's important: Low-content pages may not provide enough value to users or search engines.

    How to check: Review pages with insufficient content.

    Fix if needed: Expand low-content pages with more valuable information.

  • Is any content scraped from external sources?

    Why it's important: Scraped content can harm SEO and lead to penalties.

    How to check: Use plagiarism checkers or SEO tools to detect copied content.

    Fix if needed: Remove or rewrite scraped content.

  • Is the contact page easy to find?

    Why it's important: Easy access to a contact page improves user experience and trust.

    How to check: Review the site structure to ensure the contact page is visible.

    Fix if needed: Make the contact page more accessible through navigation or links.

  • Has grammar been checked?

    Why it's important: Grammar errors degrade readability and user experience.

    How to check: Use grammar checkers like Grammarly to review content.

    Fix if needed: Correct any grammar issues to improve readability.

  • Has spelling been checked?

    Why it's important: Spelling mistakes can harm credibility and professionalism.

    How to check: Use a spelling checker or review content manually.

    Fix if needed: Correct any spelling errors.

  • Any Lorem Ipsum text?

    Why it's important: Placeholder text like Lorem Ipsum can create a poor user experience.

    How to check: Search for any instances of Lorem Ipsum text on your site.

    Fix if needed: Replace Lorem Ipsum with relevant content.

USER EXPERIENCE (UX) - 5 Checks

User experience (UX) plays a crucial role in both user satisfaction and Google ranking signals. Make sure these aspects are properly implemented.

  • Site video use

    Why it's important: Videos can improve engagement but may also impact page load time.

    How to check: Evaluate the performance and relevance of videos on your pages.

    Fix if needed: Ensure videos are relevant, optimized, and enhance user engagement.

  • Homepage check

    Why it's important: The homepage is the first impression and needs to align with user expectations and SEO.

    How to check: Review the homepage layout, design, and load time.

    Fix if needed: Ensure fast loading, clear navigation, and relevant content.

  • Contact page check

    Why it's important: A well-designed contact page is key for conversions and trust.

    How to check: Verify that contact details are easily accessible and complete.

    Fix if needed: Add complete contact details, including email, phone number, and physical address if necessary.

  • Category Pages (ecomm)

    Why it's important: Category pages need to be well-optimized for navigation and conversion in e-commerce sites.

    How to check: Evaluate the layout, product filters, and load time of category pages.

    Fix if needed: Optimize product sorting, filtering options, and page speed.

  • Any other issues?

    Why it's important: Any other UX issues can hinder user experience and engagement.

    How to check: Run user testing or heatmaps to identify any usability issues.

    Fix if needed: Address usability issues such as confusing navigation, broken links, or difficult-to-read text.

E.E.A.T - 17 Checks

Expertise, Authority, and Trust signals are vital for building credibility in the eyes of both users and Google.

  • Is site considered YMYL?

    Why it's important: YMYL (Your Money or Your Life) sites require extra scrutiny for authority and trust.

    How to check: Determine if your site provides financial, medical, legal, or other sensitive information.

    Fix if needed: Ensure content is authoritative and well-researched, with credible authors.

  • Main Content Quality

    Why it's important: High-quality content builds trust and provides value to users.

    How to check: Review content for clarity, accuracy, and depth.

    Fix if needed: Improve content quality with research, authoritative sources, and comprehensive information.

  • Enough High-Quality Main Content?

    Why it's important: High-quality content is essential for user engagement and ranking.

    How to check: Ensure that pages have substantial content addressing user queries in depth.

    Fix if needed: Add more quality content to underperforming pages.

  • Positive Reputation for site or author?

    Why it's important: A positive reputation establishes trust and authority.

    How to check: Look for positive reviews, social proof, and references from authoritative sites.

    Fix if needed: Address negative reviews and actively build a positive online reputation.

  • Any distracting ads or supplementary content?

    Why it's important: Ads should not overwhelm or distract from the content.

    How to check: Review the site for intrusive ads or pop-ups.

    Fix if needed: Minimize disruptive ads and focus on content.

  • Do pages answer questions/search intent? (Also see User Intent)

    Why it's important: Pages should fulfill the searcher's query to provide value.

    How to check: Analyze pages to ensure they directly address user queries.

    Fix if needed: Adjust content to better address search intent.

  • Do any pages lack purpose?

    Why it's important: Pages without clear purpose may not serve user needs.

    How to check: Review pages to ensure they fulfill a clear role or intent.

    Fix if needed: Revise or remove pages that don't serve a clear purpose.

  • Is there an About Us page present?

    Why it's important: The "About Us" page helps establish trust and transparency.

    How to check: Ensure there is a visible "About Us" page on the site.

    Fix if needed: Add or update the "About Us" page to convey credibility and authority.

  • Are contact details complete?

    Why it's important: Complete contact details build trust and authority.

    How to check: Ensure that the contact page has full contact information.

    Fix if needed: Provide comprehensive contact details, including email, phone, and physical address.

  • Does the site carry a Blog?

    Why it's important: A blog helps establish authority by providing valuable insights and updates.

    How to check: Ensure there is a blog section and regularly updated posts.

    Fix if needed: Start or update a blog to enhance authority.

  • Are social profile links added?

    Why it's important: Social proof through social profiles adds trust and authority.

    How to check: Verify if social media profiles are linked and active.

    Fix if needed: Add links to active social media profiles and ensure they are maintained.

  • Does the site carry FAQ’s/Help Pages?

    Why it's important: FAQs or help pages assist users and provide additional information.

    How to check: Ensure there is a dedicated FAQ or help section.

    Fix if needed: Add or update FAQ pages with relevant answers.

  • Privacy Policy Page present?

    Why it's important: A privacy policy is essential for trust, especially for YMYL sites.

    How to check: Verify the presence of a privacy policy page.

    Fix if needed: Add or update the privacy policy to meet legal standards.

  • Is a clickable email link present?

    Why it's important: A clickable email link improves accessibility and trust.

    How to check: Check for an email link that is clickable.

    Fix if needed: Ensure that an email address is easy to contact with a clickable link.

  • Is there a ‘Meet the Team’ page?

    Why it's important: A "Meet the Team" page adds transparency and humanizes the brand.

    How to check: Ensure the site has a "Meet the Team" page or something similar.

    Fix if needed: Add a "Meet the Team" page to build trust.

  • Is there a Terms of Service page?

    Why it's important: A Terms of Service page is crucial for legal protection.

    How to check: Ensure a Terms of Service page is available.

    Fix if needed: Add or update the Terms of Service page.

  • Are there links to author pages?

    Why it's important: Author pages help establish credibility and trust in content.

    How to check: Check if pages have links to author bios or profiles.

    Fix if needed: Link content to author pages that provide credibility and expertise.

BACKLINK ANALYSIS - 5 Base Checks

Backlinks play a significant role in SEO, helping to establish authority and improve rankings.

  • Backlink health

    Why it's important: Healthy backlinks are essential for ranking and authority.

    How to check: Use tools like Ahrefs or SEMrush to check the quality of your backlinks.

    Fix if needed: Remove toxic backlinks and focus on acquiring high-quality ones.

  • Anchor Text Use

    Why it's important: Proper anchor text helps search engines understand the context of a link.

    How to check: Review anchor text diversity and relevance.

    Fix if needed: Optimize anchor text with relevant keywords and diversity.

  • Are there large number of backlinks from 1 domain or more?

    Why it's important: Too many backlinks from a single domain can appear unnatural and affect rankings.

    How to check: Use backlink analysis tools to identify backlink sources.

    Fix if needed: Ensure backlink diversity by acquiring links from a range of domains.

  • Spam Rating

    Why it's important: High spam ratings can indicate poor-quality links that harm SEO.

    How to check: Check your backlink profile's spam score using SEO tools.

    Fix if needed: Disavow any backlinks with a high spam score.

  • Has Parasite SEO been used?

    Why it's important: Parasite SEO tactics, such as using low-quality links, can hurt long-term rankings.

    How to check: Evaluate backlinks to ensure they are legitimate and high-quality.

    Fix if needed: Avoid black-hat SEO tactics and focus on ethical link-building practices.

INTERNATIONALISATION - 12 Checks

Ensure your site is optimized for international audiences and regions, and prevent potential international SEO issues.

  • Does the site have an international audience?

    Why it's important: Internationalization is essential for sites targeting multiple regions.

    How to check: Review traffic sources to determine if your site has a global audience.

    Fix if needed: Implement international SEO best practices for global reach.

  • Has the client considered cTLD’s?

    Why it's important: Country-specific top-level domains (cTLDs) help target specific regions.

    How to check: Review your domain setup for region-specific TLDs.

    Fix if needed: Consider using cTLDs for targeted countries.

  • Is the site using rel=”alternate” hreflang=”x”?

    Why it's important: Hreflang tags help Google understand regional and language-specific content.

    How to check: Review your pages for correct hreflang tags.

    Fix if needed: Implement or fix hreflang tags to target specific regions and languages.

  • Is the site being translated without errors?

    Why it's important: Poor translations can harm user experience and SEO.

    How to check: Review translations for accuracy and fluency.

    Fix if needed: Ensure translations are done by professionals or native speakers.

  • Is the site using an international URL structure?

    Why it's important: URL structure should be consistent with international SEO practices.

    How to check: Review your site’s URL structure for internationalization.

    Fix if needed: Use URL structures that support international audiences.

  • Are the correct localised web pages being used?

    Why it's important: Ensure that content is tailored for specific countries and languages.

    How to check: Review localized versions of your website.

    Fix if needed: Create or update localized content based on target regions.

  • Does the site have backlinks from target countries?

    Why it's important: Backlinks from relevant local sources improve your site’s authority in specific regions.

    How to check: Use backlink tools to review the country of origin for backlinks.

    Fix if needed: Focus on building backlinks from target countries.

  • Is the site Multilingual, Multiregional or both?

    Why it's important: Understanding your site's international focus is key for implementing the right SEO strategy.

    How to check: Determine whether the site caters to multiple regions, languages, or both.

    Fix if needed: Align your strategy based on whether you're multilingual, multiregional, or both.

  • Does the site location need to be setup in Search Console?

    Why it's important: Setting up location in Search Console helps with regional targeting.

    How to check: Ensure your site's location is correctly set in Google Search Console.

    Fix if needed: Set up location targeting in Search Console if necessary.

  • Are any pages missing Return Links?

    Why it's important: Return links help with crawl efficiency and user navigation.

    How to check: Review pages for return or interlinking between local or regional content.

    Fix if needed: Add internal links to ensure efficient navigation.

  • Are any pages missing self-referencing?

    Why it's important: Self-referencing helps prevent SEO confusion for international pages.

    How to check: Ensure that every page has a self-referencing hreflang tag.

    Fix if needed: Add missing self-referencing hreflang tags to pages.

  • Are any pages missing HREFLANG?

    Why it's important: Missing hreflang tags can confuse search engines about content targeting.

    How to check: Use SEO tools to ensure hreflang tags are implemented correctly.

    Fix if needed: Implement hreflang tags where missing.

LOCAL SEO AUDIT - 9 Checks

Local SEO is essential for businesses targeting specific geographic locations to increase visibility in local searches.

  • Does the site need and gain traffic from local audiences?

    Why it's important: If your business targets local audiences, local SEO should be prioritized.

    How to check: Analyze traffic sources to ensure local audiences are reaching the site.

    Fix if needed: Implement strategies to attract local traffic.

  • Are local titles tags being used?

    Why it's important: Localized title tags improve local search rankings.

    How to check: Review title tags for localized keywords.

    Fix if needed: Add localized keywords to title tags for better visibility in local searches.

  • Is a consistent NAP across the site and external sites?

    Why it's important: Consistent Name, Address, and Phone number (NAP) across your site and external sources builds local trust.

    How to check: Review NAP consistency across your website and third-party listings.

    Fix if needed: Ensure NAP is consistent across all platforms.

  • Is local structured data being used?

    Why it's important: Structured data helps search engines understand your business location and services.

    How to check: Check if local business schema is implemented using tools like Google’s Structured Data Testing Tool.

    Fix if needed: Add or update structured data for better local SEO performance.

  • Is there a Google MyBusiness listing?

    Why it's important: Google My Business listings increase local visibility in search results.

    How to check: Verify that your business is listed on Google My Business.

    Fix if needed: Claim or optimize your Google My Business listing.

  • Is the site listed in reputable business directories?

    Why it's important: Listings in reputable directories help build authority and improve local search rankings.

    How to check: Verify if the business is listed in high-quality local directories.

    Fix if needed: Add your business to trusted local business directories.

  • Does the site have local citations?

    Why it's important: Local citations from authoritative sources help improve local rankings.

    How to check: Review local citations using SEO tools.

    Fix if needed: Ensure local citations are consistent and from reputable sources.

  • Does the site carry good local content?

    Why it's important: Local content drives relevance and engagement from local audiences.

    How to check: Review your content for relevance to local search queries.

    Fix if needed: Add or update content to focus on local topics and needs.

  • Does the site have too many thin content local pages?

    Why it's important: Thin content pages can harm rankings and user experience.

    How to check: Review the quality of your local pages.

    Fix if needed: Add valuable, locally relevant content to pages with thin content.

NEGATIVE PRACTICE - 8 Checks

These negative SEO practices can harm your site, either through penalties or poor user experience. It’s important to regularly check for these issues to avoid unwanted consequences.

  • Hidden text

    Why it's important: Hidden text is considered a spammy tactic and can result in penalties.

    How to check: Inspect the page’s source code for any text that is hidden using CSS (e.g., display: none).

    Fix if needed: Remove any hidden text that is not relevant to users or search engines.

  • Cloaking

    Why it's important: Cloaking involves showing different content to search engines than to users, which is against Google’s guidelines.

    How to check: Use Googlebot or SEO tools to compare what content is displayed to users and what is shown to search engines.

    Fix if needed: Ensure that the content shown to users and search engines is identical.

  • Doorway pages

    Why it's important: Doorway pages are designed to rank for specific keywords but offer little value to users, which can lead to penalties.

    How to check: Look for pages that are highly optimized for a specific keyword but provide little useful content.

    Fix if needed: Remove or merge any doorway pages into valuable content.

  • Meta Refresh

    Why it's important: Meta refresh tags can be used to redirect users, but they may confuse search engines and harm rankings.

    How to check: Check the page’s HTML for any tags.

    Fix if needed: Replace meta refresh redirects with proper 301 redirects.

  • Javascript redirection

    Why it's important: JavaScript-based redirections may not be crawlable by search engines, leading to indexing issues.

    How to check: Inspect for JavaScript redirects that may be preventing search engines from crawling the page properly.

    Fix if needed: Replace JavaScript-based redirects with proper HTTP status codes like 301 or 302.

  • Link Exchanges

    Why it's important: Excessive or unnatural link exchanges can be seen as manipulative and harm SEO.

    How to check: Identify unnatural link exchange patterns or reciprocal links.

    Fix if needed: Focus on earning natural backlinks from authoritative sources.

  • Has parasite SEO been identified?

    Why it's important: Parasite SEO involves exploiting other websites’ authority, and it can result in penalties.

    How to check: Look for backlinks or content placement on low-quality, unrelated sites.

    Fix if needed: Remove any harmful backlinks or content from suspicious sites.

  • Are iFrames in use?

    Why it's important: iFrames may hide content or create a barrier to search engines indexing the content within.

    How to check: Check if important content is loaded within iFrames.

    Fix if needed: Remove or replace iFrames with standard HTML content whenever possible.