239 Point SEO Audit Checklist

239 Point SEO Audit Checklist

Please note that this document was last updated May 2020

What is an SEO Audit?

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.

However, what happens if budgets are tight and an SEO consultant is not an option, but you want to try and correct issues yourself?

There are so many other documents out there on the web offering advice on what you need to do, that I decided to up the game and produce a complete SEO audit checklist that you can follow yourself, or understand what I do when auditing a website. This checklist fills the gaps needed to be able to complete one of these on your own.

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

16 steps and 239 inspection points…

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.

Please remember that these are checks – results from these checks should form part of an ongoing strategy for any website owner.

Before Starting An SEO Audit…

In the world of website inspection, two important keys are preparation and knowing the right questions to ask. You would be surprised at how many times you can tie an issue down to a website event.

Before beginning, consider all of the following…

  • What is the history of your website?
  • Has work been completed previously?
  • Have any new strategies been applied?
  • Have a minimum of 30-50 keywords to track.
  • Do you have the time to commit to an audit?

The last point here is especially pertinent because if you realise that you don’t have the time to perform this work, you will risk skipping possible issues and be back at square one.

I also recently appeared on Edge of the Web Radio where I specifically talked about the SEO audit process I follow and the tools also used. You can have a watch of the full video here.

Why was this SEO audit checklist created?

SEO Auditing is one of those areas that needs to be all or nothing, and by publishing the audit checkpoints that I cover, it means that everyone has access to a hugely comprehensive list that will miss nothing out.

I have spent many years creating an SEO audit that I can deliver to clients knowing that the results will find issues, no matter how small, that can all have an impact on search positions. While cleaning up my audit process I decided to share all of the points that are investigated when I’m auditing a website.

This isn’t just a technical

Tools used while auditing a website

There is no point trying to audit a website with just one tool – you are almost guaranteed to miss something, so I use many different tools to inspect various elements.

However, I am not saying that you need to use every one of those below. You might find that you can get away with only using some of them.

Each of the tools I use has been added to both the table below and the main Audit spreadsheet.

AhrefsBrowser SpyAMP Validator
Cognitive SEOBuiltWithWebpage Test.org
Deep CrawlDejan HREFLang ToolMobile Moxie
Netpeak SpiderWayback MachineLighthouse
Rank ActiveLRT Link Redirect TraceGTMetrix
Screaming FrogStructured Data Testing ToolGoogle & Bing Mobile Test
SERPED.netRedirect Checker.orgSERP TRACKING
SistrixGoogle AnalyticsAccuranker
SiteBulbGoogle Search ConsoleSEMRush
Website AuditorGA CheckerAhrefs
Code Beautify.org
SEMRushReverse IP LookupAhrefs
Keywordtool.iouClassifyLink Research Tools
SpyfuBrowseoMarie Haynes Blacklist
Page Optimizer ProSEMRush
Keyword RevealerHotJar
Keyword ShitterYandex Metrica

With more than 400 website audits performed, I can readily identify all of the problems with your site and create a custom strategy & roadmap of changes that should be performed to combat any issues. Please get in touch with any questions or for a free quotation.

Accessing The SEO Audit Checklist Spreadsheet

I have decided to go a little further and have made public this part of the SEO Audit checks in Google Sheets.

It is open to the public for anyone who has the link, so please do feel free to share it.

Access the SEO Audit spreadsheet

GOOGLE - 13 Checks
These points are intended to check how the site is seen by Google.
Is Google Analytics Installed?gachecker.com
GA duplication checkGA Debug Plugin
Is Search Console setup?SC
Are there any Search Console errors?SC
Google cache analysis'cache:' in Chrome
Is there a sitemap.xml file?Sitemap Check
Is there a discrepancy between indexed pages in Google and Sitemap?Check Sitemap in GSC and site: in Google
Are any invalid pages in the sitemap?Screaming Frog
Are there any negative search results for the brand?Google / Visual
Are there any negative Google Autosuggest?Google / Visual
Is there a Google News sitemap.xml file?SC
Any manual actions?SC
Are there any crawl errors?SC
Setup your benchmarks before beginning. This way you know where growth/changes have occurred.
Total Pages Indexed in GoogleGoogle
Total Number of BacklinksAhrefs
Total Number of Linking Root DomainsAhrefs
Total Number of Organic KeywordsSC / Ahrefs / SEMRush
20-50 top keyword positionsSC / SERP Tracking App
Bounce RatesGoogle Analytics
Domain Agewebconfs.com/web-tools/domain-age-tool/
Identify top 50-100 under-performing pagesGoogle Analytics
Understanding what your competitors are doing can be a great way to emulate and improve on a campaign.
Top 3-5 competitors identified?Client / SEMRush / Ahrefs
Has the competition been benchmarked?Visual / Export
Competitor top 10 keywordsVisual / Export
Competitor average search positionsVisual / Export
Top ranking keywordsVisual / Export
If there are issues here, it can mess up a whole site and any future campaigns. Architecture plays a big part in SEO.
Site protocol checksMost Crawling Tools
Pagination checksScreaming Frog
Canonical checksScreaming Frog
Can pagination be replaced by load on scroll?Visual/Client
Are URL's being over-optimised?Visual
Print version noindexed?Visual
Is there a blog on a subdomain?Visual / Crawl
Internal Linking checksScreaming Frog / SEMRush
Are there any broken/404 pages internally?Screaming Frog / SEMRush
Site Visualisation ChecksScreaming Frog / Sitebulb
Internal redirectsScreaming Frog
Redirect chains & Redirect loopsScreaming Frog
Robots.txt present?Visual
Robots.txt reviewVisual / SC
Are pages being correctly blocked by Robots.txt?Visual
Are pages being correctly blocked by Meta Robots?Screaming Frog
Are all pages <4 clicks from the homepage?Most Crawling Tools
Site Structure & Silo UseScreaming Frog / Sitebulb
Category Use (ecomm)Visual
URL naming convention - is this well optimised?Most Crawling Tools
Error PagesScreaming Frog
Is an HTML Sitemap in use?Visual / Screaming Frog
Are Tag Pages being used?Most Crawling Tools
Is the site using a crumb trail?Visual
Is primary navigation easy to use?Visual / UX
Footer navigation checks?Visual
Is all good content under 4 clicks from home?Most Crawling Tools
Menu setup and useVisual
Many technical issues can go completely undiagnosed because you don’t see them.
Primary Protocol Use (HTTP / HTTPS)?Most Crawling Tools
Does the site have a valid SSL certificate?Chrome / sslchecker.com
Are any https pages loading insecurely?Visual/Chrome/Most Crawling Tools
Do all pages redirect from HTTP to HTTPS correctly?Most Crawling Tools
Is an HSTS policy in place?securityheaders.com
Does the site use Subdomains?Most Crawling Tools
Does the site carry a Favicon?Visual
Site Uptimeuptimerobot.com
Broken / Redirected Internal LinksMost Crawling Tools
Broken / Redirected External LinksMost Crawling Tools
Javascript UseScreaming Frog / Visual
Is the .htaccess file configured correctly?Visual
Are Dynamic Pages being served correctly?Most Crawling Tools
Does the site have open dynamic pages that can be blocked?From Crawl Data
Malware & Security Checkssitecheck.sucuri.net
Blacklist checkmxtoolbox.com & ultratools.com/tools/spamDBLookup
Site Speed Checkswebpagetest.org / GTMetrix
Are any pages being duplicated due to poor architecture?Most Crawling Tools
Structured Data & Schema UseGoogle Testing Tool / SC
Are there any Chrome Console Errors?Chrome Inspect
Is CSS being minified?seositecheckup.com/tools/css-minification-test
Is Inline CSS being used?Visual
Is every site page secure and without errors?Screaming Frog
Are there any canonical errors?Most Crawling Tools
Are all ads and affiliate links nofollowed?Most Crawling Tools
Can the site be crawled and used without Javascript on?Chrome Web Developer Extension
Server location by IPiplocation.net
Check all sites on webserverviewdns.info/reverseip/
Do any pages have more than 100 external links?Most Crawling Tools
What platform is the site built on?builtwith.com
Does the platform come with known restrictions?Research
Is a CDN in use?builtwith.com
Check domain historySEMRush / Wayback Machine
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?Most Crawling Tools
Are images being optimised?Most Crawling Tools
Are ALT tags being regularly used?Most Crawling Tools
Are images named sympathetically?Most Crawling Tools
Are there any dead images?Most Crawling Tools
Are too many stock images used?Visual
Are there any images in excess of 100Kb?Most Crawling Tools
MOBILE AUDIT - 15 Checks
Mobile checks are hugely important as more than 50% of searchers now use mobile devices.
Responsive checkGoogle / responsinator.com
Mobile Page Sizewebpagetest.org
Image useVisual / webpagetest.org
Image optimisationwebpagetest.org
Image resizingwebpagetest.org
Search console errorsSC
AMP CheckScreaming Frog / SC / validator.ampproject.org
Mobile UX issues (see UX)Visual / Hotjar / Yandex Metrica
Mobile NavigationVisual
Use of video on mobileVisual
Are buttons and links easy to click?Visual / SC
Is the Favicon being displayed in mobile SERPs?Visual
Parity checks - Content, Meta & Directives the same as desktop?SF - 2 Crawls + Export
Mobile TestingMobile Moxie
Sometimes known as Best Practice, these elements are mostly on-page or easy changes.
Is SERP tracking setup?Client
Are Deprecated HTML tags being used?seositecheckup.com/tools/deprecated-html-tags-test
HTML Validationvalidator.w3.org
Accessibility Checkshttps://www.webaccessibility.com/
CSS ChecksFrom Data
Page Titles
-- Are all page titles under 65 characters? (appx. 570 pixels)Most Crawling Tools
-- Are any Page Titles under 30 characters?Most Crawling Tools
-- Duplication without canonical/pagination?Most Crawling Tools
-- Any signs of keyword cannibalisation?Most Crawling Tools
-- Is the primary keyword/phrase close to the start?
-- Are all page titles descriptive of page content?Crawling Tool / Visual
-- Are any page titles missing?Most Crawling Tools
Meta Description
-- Are all Meta Descriptions unique and descriptive?Most Crawling Tools
-- Are any Meta Descriptions missing?Most Crawling Tools
-- Any duplication without canonical/pagination?Most Crawling Tools
-- Are any below 70 characters?Most Crawling Tools
Are Meta Keywords in use?Most Crawling Tools
Are there any redirects other than 301?Most Crawling Tools
Are there any 5xx errors?Most Crawling Tools
Are images ALT tags in use?Most Crawling Tools
Are there too many ads on any pages?Visual
Does the site bombard you with popups?Visual
Does the site carry clear Call to Actions?Visual
Does each page have a clear H1 tag?Most Crawling Tools
Are H2's being used across the site?Most Crawling Tools
Is the site W3C Compliant?validator.w3.org
Does site:brand show expected sitelinks?Google / Visual
Is the site using a Cookie acceptance notice?Visual
Google expects certain keywords when on a page. Make sure you are delivering these.
Site keyword research for BenchmarksMost Keyword Tools
Brand search - Does homepage come up #1 when searched?Google /Visual
Primary homepage termSite
Is a keyword strategy in place?Client / Research
Is there evidence of keyword duplication or overuse?Most Crawling Tools
Are keywords in Page Titles?Most Crawling Tools
Are keywords in H1?Most Crawling Tools
Are keywords in H2?Most Crawling Tools
Are keywords in Meta Description?Most Crawling Tools
Are keywords in the main page document?Most Crawling Tools
Overall, is the site trying to target the correct keywords?Most Crawling Tools + Specific Tools
By understanding more about your content, you can enhance pages that might previously have been letting you down.
Is the site considered evergreen or fresh?Niche Requirements
Is content kept updated if required?Visual/Client
Do key pages satisfy user intent?Niche+SEMRush/Keyword Tool
Are all fonts large enough to read clearly?Visual
Are hyperlinks clear?Visual
Could font colour be considered too light?Visual
Are there clear primary and supplementary content types?Visual
Is content Evergreen or Fresh?Visual
Are there any thin pages? <200 words of content?Most Crawling Tools
Does the site carry an up to date Privacy Policy?Most Crawling Tools
Does the site carry up to date TOS's?Most Crawling Tools
Is there any duplicate content internally?Most Crawling Tools
Is there any duplicate content externally?Siteliner
Is any content scraped from external sources?Siteliner
Is the contact page easy to find and use?Visual
Content Gap AnalysisAhrefs
Copy and classification checksuclassify.com/browse
Has page grammar been checked?Grammarly
Have page spellings been checked?Checkdog / Grammarly
User Experience is a Googel ranking signal. You would be wise to make sure you get this right.
Site video useVisual
Homepage checkVisual
Internal page checksVisual
Contact page checkVisual
404 page checkVisual
Category Pages (ecomm)Visual
Mobile UX PrioritiesVisual
Review live site usageHotjar / Yandex Metrica
E.A.T - 29 Checks
Expertise, Authority & Trust signals and indicators.
YMYL analysis (IMPORTANT)Visual
MC (Main Content) QualityVisual
Enough high-quality MC?Visual
Positive reputation for website or content creator?Google
Distracting ads/ supplementary content?Visual
Do pages answer questions / search intent?Visual
Site spelling & grammar checkCheckdog + others
Do any pages lack purpose?Visual
Average internal links without 404Page Optimizer Pro
Average total internal linksPage Optimizer Pro
About Us page present?Page Optimizer Pro
Twitter Card added?Page Optimizer Pro
Are contact details complete?Page Optimizer Pro
Is a Blog page present?Page Optimizer Pro
Social Media links added?Page Optimizer Pro
Customer Service page/Contact/FAQ/HelpPage Optimizer Pro
Twitter Description Tag present?Page Optimizer Pro
Organization Schema added?Page Optimizer Pro
Privacy Policy page and link?Page Optimizer Pro
Clickable Email link?Page Optimizer Pro
Person Schema present?Page Optimizer Pro
Meet The Team page live?Page Optimizer Pro
Terms of Service page?Page Optimizer Pro
Link to Author page?Page Optimizer Pro
More than one email on site?Page Optimizer Pro
Cookie Policy/GDPR page live?Page Optimizer Pro
Trademark link in footer?Page Optimizer Pro
Authority Outbound links present?Page Optimizer Pro
Meta Author tag used?Page Optimizer Pro
Google relies so heavily on backlinks, that you want to make sure you are on top of this.
Backlink health & scoreAhrefs
Spammy domainsAhrefs
Has disavow file been created?GSC
Has disavow file been checked?Ahrefs / Visual
Anchor Text UseAhrefs
Backlinks lostAhrefs
Backlinks GainedAhrefs
Broken BacklinksAhrefs
Is blog commenting being closely monitored?Visual
Often confusing, international SEO has the ability to drop a site from the SERPs. By checking these elements you can ensure site health.
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
Is the site using an international URL structure?Most Crawling Tools
Are the correct localised web pages being used?flang.dejanseo.com.au / Research / Client
Does the site have backlinks from target countries?Ahrefs
Is the site Multilingual, Multiregional or both?Client / Research
Does the site location need to be setup in Search Console?SC
Checks from international locationsBrowseo & International IP's
So many sites require a local presence that no business should really be without this. Set it up and continue to improve.
Does the site need and gain traffic from local audiences?Client / Research
Are local titles tags being used?Most Crawling Tools
Is there a consistent NAP across the site and external sitesVisual / Ahrefs
Is local structured data being used?Visual
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?Ahrefs / Research
Does the site carry good local content?Visual
Does the site have too many thin content local pages?Most Crawling Tools
These do still crop up from time to time, often without site owners realising, so worth checking.
Hidden textCrawling Tools & Research
Doorway pagesMost Crawling Tools
Meta RefreshScreaming Frog
Javascript redirectionScreaming Frog
Link ExchangesAhrefs / Research
Is Flash being used?Screaming Frog
Are iFrames in use?Screaming Frog

Further Reading

The resources below all provide additional information when auditing your website and provide even more practical assistance.