SEO Audit Checklist

Technical SEO

Does the site have a valid SSL certificate?

sslchecker.com/ssic hecker

Does the site carry a Favicon?

Visual

Broken / Redirected External Links

Screaming frog

Broken / Redirected Internal Links

Screaming frog

Malware & Security Checks

sitecheck.sucuri.net

Blacklist check

mxtoolbox.com

Site Speed Checks

gtmatrix, Pagespeedinsight

Are any pages being duplicated due to poor architecture?

Screaming frog

Structured Data & Schema Use

Google Testing Tool

Is CSS being minified?

seositecheckup.com/tools/cssminification-test

Is every site page secure and without errors?

Screaming Frog

Are there any canonical errors?

Screaming frog/Semrish

Server location by IP

iplocation.net

What platform is the site built on?

builtwith.com

Do any pages have more than 100 external links?

screaming frog/semrush

Is a CDN in use?

builtwith.com

Check domain history

Wayback Machine

Google Check

Is Google Analytics Installed?

sitechecker.pro/gach ecker/

Is Search Console installed?

seography.io/tools/ google- searchconsole- checker

Are there any Search Console errors?

GSC

Is there a sitemap.xml file?

Example.com/sitemap.xml

Bench Marks

Total Pages Indexed in Google

Site: example.com

Total Number of Backlinks

semrush

Total Number of Linking refering Domains

semrush

Total Number of Organic Keywords

semrush

20-50 Top Keyword Positions

semrush

Domain Age

websiteseochecker.com/bulk-check-pageauthority

Site Architecture

Canonical checks

Screaming frog

Has Internal Linking been classified on primary pages?

Screaming frog

Internal redirects

Screaming frog

Redirect chains & Redirect loops

Screaming frog

Robots.txt present?

Example.com/robots.txt

Site Structure & Silo Use

Screaming Frog/Sitebulb

Pagination checks

Screaming frog

Category Use(ecomm)

manual

URL naming convention is this well optimised?

Screaming frog

Error Pages

Screaming frog

Is an HTML Sitemap in use?

Example.com/robots.txt

Footer navigation checks?

manual

Is all good content under 4 clicks from home?

Screaming frog

Menu setup and use

manual

Competitor Analysis

Top 3-5 competitors identified?

Client / SEMRush

Competitor top 10 keywords

Visual / Export

Competitor average search positions

Visual / Export

Top ranking keywords

Visual / Export

Competitor Content Analysis

Ahrefs Content Explorer

Image Optimization

Are images being optimised?

most crawling tool

Are ALT tags being regularly used?

most crawling tool

Are images named sympathetically?

most crawling tool

Are too many stock images used?

Visual

Are there any images in excess of 100Kb?

most crawling tool

Mobile Audit Checks

Responsive check

Google/responsinator.com

Popups/Interstitials

Visual

Mobile Page Size

webpagetest.org

Image resizing

webpagetest.org

Search console errors

GSC

AMP Check

Screaming Frog/SC/validator.ampproject.org

Mobile Navigation

Visual

Use of video on mobile

Visual / Export

Are buttons and links easy to click?

Visual / Export

Is the Favicon being displayed in mobile SERPS?

Visual / Export

Page Level & On Page SEO

Are any Deprecated HTML Tags being used?

seositecheckup.com/ tools/deprecated- html-tags-test

HTML Validation

validator.w3.org

Accessibility Checks

Visual/ Exporthttps://www.we bac cessibility.com/

Are any Page Titles under 30 characters?

seoquake Extension

Are any page titles being duplicated without canonical/pagination?

screaming frog

Any signs of keyword cannibalisation?

searchconsole

Is the primary keyword/phrase close to the start?

searchconsole

Are page titles descriptive of the page content?

seoquake extension

Are any page titles missing?

screaming frog

Are all Meta Descriptions unique and descriptive?

screaming frog

Are any Meta Descriptions missing?

screaming frog

Are any Meta Descriptions being duplicated without canonical

screaming frog

Are any Meta Descriptions below 70 characters?

seoquake extension.

Are targeted Keywords in use?

seoquake extension

Are there any 5xx errors?

screaming frog

Are images ALT tags in use?

screaming frog

Are there too many ads on any pages?

Visual

Does the site bombard you with popups?

Visual / Export

Does the site carry clear Call to Actions?

Visual / Export

Does each page have a clear Hl tag?

Screaming frog

Are H2's being used across the site?

Screaming frog

Is the site W3C Compliant?

validator.w3.org

Is the site using a Cookie Acceptance notice?

visual

Keyword Analysis

Brand search - Does homepage come up #1 when searched?

Visual / Export

Primary homepage term

Visual / Export

Is a keyword strategy in place?

Screaming frog

Is there evidence of keyword duplication or overuse?

Screaming frog

Are keywords in Page Titles?

screaming frog

Are keywords in Meta Description?

screaming frog

Content Audit

Are all fonts large enough to read clearly?

Visual

Are hyperlinks clear?

Visual

Could font colour be considered too light?

Visual

Is content Evergreen or Fresh?

research/visual

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

most crawling tool

Does the site carry an up to date Privacy Policy?

Most Crawling Tools

Is there any duplicate content internally

screaming frog

Is the contact page easy to find and use?

Visual

Content Gap Analysis

semrush/ahrets

Copy and classification checks

uclassify.com/browse

Has page grammar been checked?

grammarly

Has page spelling been checked?

checkdog/grammarly

User Experience

Site video use

Visual

Homepage check

Visual

Internal page checks

Visual

Contact page check

Visual

404 page check

Visual

Category Pages(ecomm)

visual

Mobile UX Priorities

visual

Backlink Profiles

Backlink health & Score

semrush/ahrefs

Spammy domains

ahrefs

Has disavow file been created?

gsc

Are there large number of backlinks from 1 domain or more

ahrefs/semrush

Anchor Text Use

ahrets/semrush

Backlinks lost

ahrefs/semrush

Broken Backlinks

ahrefs/semrush

Internationalization

Does the site have an international audience?

Client / Research

Is the site using rel="alternate" hreflang="x"?

Most Crawling Tools

Is the site being translated without errors?

Visual

Does the site have backlinks from target countries?

ahrefs/semrush

Is the site Multilingual, Multiregional or both?

Client / Research

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

gsc

Checks from international locations

Browseo & International IP's

Local SEO Audit

Does the site need and gain traffic from local audiences?

Client / Research

Are local titles tags being used?

ahrefs/semrush

Is there a consistent NAP across the site and external sites

visual/semrush/ahr efs

Is local structured data being used?

google developers tool

Is there a Google MyBusiness listing

Google My Business

Is the site listed in reputable business directories?

Research / Ahrefs

Does the site have local citations?

birhgtlocal

are keywords being used in reply? (GBP profile)

Research

how often posting? (GBP profile)

Research

are q & a section optimized? (10 post per month)

Research

are image being uploaded? (GBP profile)

Research

are they using videos?

Research

are gbp is embded in the contact page of the website?

Visuals

does website display google reviews?

Visuals

Local User Experience

are keywords being used in reply? (GBP profile)

Visual

how often posting? (GBP profile)

Visual

are q & a section optimized? (10 post per month)

Visual

are image being uploaded? (GBP profile)

Visual

are they using videos?

Visual

are gbp is embded in the contact page of the website?

Research

does website display google reviews?

Research