Our Proven SEO Audit Checklists

1. Technical SEO

The technical foundation of your site must be solid to allow search engines to crawl and index your content effectively. Here’s what you should check:

• Crawlability and Indexing: Ensure your site is crawlable by search engines, meaning no pages are accidentally blocked by the robots.txt file. Use tools like Google Search Console to check which pages are indexed.
• Site Speed Optimization: Fast-loading websites improve user experience and search engine rankings. Test your site’s speed using tools like Google PageSpeed Insights, and aim to fix issues such as large images, render-blocking scripts, or excessive HTTP requests.
• Mobile-Friendliness: Since Google uses mobile-first indexing, make sure your site is optimized for mobile devices. Use the Mobile-Friendly Test from Google to evaluate your site’s mobile compatibility.
• HTTPS Status: Make sure your website uses HTTPS for security. Search engines prioritize secure sites, and a lack of encryption can hurt your rankings.

2. On-Page SEO

On-page SEO refers to optimizing individual pages to rank higher and earn more traffic. Focus on the following:

• Meta Titles and Descriptions: Check that all pages have unique, keyword-optimized meta titles and descriptions. Keep titles under 60 characters and descriptions under 160 characters for the best display in search results.
• URL Structure: Ensure URLs are short, descriptive, and include relevant keywords. Avoid long, cryptic URLs that confuse users and search engines.
• Header Tags (H1, H2, etc.): Properly structure your content with H1 as the main heading, followed by H2 and H3 subheadings. Header tags should include relevant keywords and improve readability.
• Keyword Usage: Perform a keyword audit to ensure your content targets the right terms. Avoid keyword stuffing, and focus on natural placement of keywords.
• Internal Linking: Use internal links to connect related content on your site. It helps users navigate and improves crawlability for search engines.

3. Content Audit

Content is the cornerstone of SEO. Evaluate your site’s content to ensure it is valuable, relevant, and optimized:

• Content Quality: Check that your content provides value and meets user intent. Thin or low-quality content can lead to a rankings drop. Aim to offer in-depth, engaging material.
• Keyword Gaps: Identify keywords that your competitors are ranking for but you are not. Consider adding new pages or updating existing ones to cover these topics.
• Duplicate Content: Ensure all content is unique. Duplicate content can confuse search engines and lead to lower rankings. Use tools like Copyscape to check for duplicates.
• Content Engagement: Measure how users interact with your content. Low dwell time and high bounce rates may indicate that your content isn’t engaging enough. Improve your storytelling, add visuals, or break up long paragraphs.

4. Backlink Profile

Your website’s authority is largely determined by the quality of backlinks pointing to it. Perform the following checks:

• Link Quality: Use tools like Ahrefs or SEMrush to review your backlink profile. Ensure your backlinks come from high-authority, relevant sites.
• Anchor Text Distribution: Check that your anchor texts are varied and include relevant keywords without being overly optimized.
• Toxic Backlinks: Identify and disavow spammy or harmful backlinks that could harm your rankings. Use Google’s Disavow Tool to clean up your backlink profile.
• Competitor Backlink Analysis: Look at your competitors’ backlinks to identify opportunities for building your own. Reach out to websites that have linked to similar content for potential backlink partnerships.

5. Local SEO

For businesses that rely on local customers, optimizing for local search is essential. Focus on the following:

• Google My Business (GMB) Optimization: Ensure your GMB profile is up to date with accurate business information, such as name, address, phone number (NAP), and business hours. Add relevant categories and keep your listing updated.
• Local Citations: Check that your business is consistently listed on directories like Yelp, Yellow Pages, and other relevant sites. Ensure the NAP information is identical across all platforms.
• Customer Reviews: Positive reviews can boost local rankings. Encourage satisfied customers to leave reviews on your GMB profile and other review platforms.

6. User Experience (UX) Audit

Google increasingly prioritizes user experience signals in its ranking algorithm. Here’s what to assess:

• Page Layout: Your site layout should be clean, easy to navigate, and free from intrusive pop-ups or ads that might frustrate users.
• Core Web Vitals: Google’s Core Web Vitals metrics focus on three areas: loading (Largest Contentful Paint), interactivity (First Input Delay), and visual stability (Cumulative Layout Shift). Use tools like Google Lighthouse to measure and improve these metrics.
• Navigation: Ensure your site is easy to navigate. Clear menus, search functionality, and intuitive layouts help users find what they’re looking for quickly.