An SEO audit is like a routine health check-up for your website. It assesses how well it’s performing in search results and highlights areas for improvement. Yet, it’s often overlooked because many adopt a “set it and forget it” mindset when it comes to SEO.
Over time, your site’s performance can deteriorate due to evolving algorithms, technical glitches, or outdated content that is no longer relevant to your audience.
An SEO audit helps you evaluate every part of your site—from the technical structure behind the scenes to the quality of the content visitors see. It’s all about figuring out what’s working, what’s not, and where to improve.
Regular audits help maintain a site’s authority by striving for the most optimal performance for search engine indexes and good user experiences. But saying it is one thing, how exactly does an SEO audit work?
How Does An SEO Audit Work?
An SEO audit examines your website’s key areas—technical setup, content quality, and external links. The process begins with gathering data using tools like Google Search Console or Semrush, which provide insights into your site’s performance, including traffic, errors, and search visibility.
From there, the audit checks for technical issues that could be blocking your site’s success, such as:
Slow load times: Unresponsive pages that take too long to load can drive visitors away.
Broken links: These frustrate users and harm your SEO.
Mobile-friendliness: Your site must work well on phones and tablets.
Security (HTTPS): A secure site is non-negotiable for both users and search engines.
After reviewing the technical foundation, the audit evaluates your site’s content. It checks whether your content is clear, relevant, and optimised with the right keywords for what people are searching for.
At the same time, the audit assesses backlinks (links from other websites to yours) to assess their quality and credibility. Strong backlinks from trusted sources improve your site’s authority, while sketchy and low-quality sites do the opposite.
Finally, the audit compiles everything into actionable steps, like updating outdated content, fixing broken links, or improving site speed. By addressing these issues, you can improve both user experience and search rankings. Regular audits ensure your website stays up to date and continues performing at its best.
Now, that sounds like a lot, and it is. However, we have provided a step-by-step guide to run your SEO audit, which is simple and easy.
19-Step SEO Audit Checklist
1. Conduct A Full Site Crawl
A full site crawl is a starting point for every SEO audit. It provides a detailed check-up for your website. It scans everything to determine how well your site is functioning and uncovers hidden issues that might be hurting its performance.
Popular SEO tools such as Screaming Frog or Semrush can do this for you and clearly report what’s working and what’s not.
Here’s what a site crawl looks for:
Broken Links: These links don’t work and lead to error pages, frustrating users and hurting your site’s credibility.
Multiple Duplicates: If multiple pages have the same content, it will make search engines confuse and affect your rankings.
Crawl Errors: These are problems that prevent search engines from accessing and understanding parts of your site.
For example, let’s say your blog page isn’t being crawled because of an error in your settings. A crawl can spot this issue and help you fix it so that search engines can find and index that page.
Running a full crawl gives you a complete view of your website’s health and ensures you know where to start making improvements. It’s a foundational step in any SEO audit.
2. Repair Broken Links
Broken links are dead ends on your website. Frustrated visitors who click on your link to find helpful information are disappointed when they land on the infamous “Error 404 Page Not Found.”
Naturally, users would be upset or dissatisfied with a malfunctioning link and leave the site, which search engines would consider a poor user experience. That being said, it’s easy to fix broken links.
Tools like Screaming Frog or Google Search Console have built-in features to help find these links; all you have to do is update the link to the correct page if it’s still actively maintained. If the page no longer exists, simply remove or redirect the link to a relevant, active page.
3. Optimise Site Speed
A slow load speed is the bane of every online website. There’s nothing more frustrating than clicking on a site that speaks to your interest, and it takes forever to load.
Search engines feel the same way. They take site speed seriously because a fast site creates a better user experience. If your pages take too long to load, you might miss out on both visitors and better rankings.
Use tools like Google PageSpeed Insights or GTmetrix to check how fast your site is. These tools show how quickly your pages load and provide tips to make them faster. Here are some common ways to speed things up:
Compress Large Images: Oversized images can take a long time to load. Compress them to smaller resolutions without losing quality.
Clean Up Unnecessary Code: Extra or outdated code can slow down your site. Removing it helps pages load faster.
Utilise Content Delivery Network (CDN): A CDN stores your site’s content on servers worldwide, so visitors get the data from a nearby location. This reduces loading times, especially for global users.
For example, if your homepage has high-resolution images that take forever to load, compressing those images can shave precious seconds off the loading time.
4. Prioritise Mobile-Friendliness
These days, no one leaves their houses without their wallets, keys, or mobile phones. So, if your site isn’t mobile-friendly, visitors may struggle to read content, click links, or navigate—and they’ll likely leave.
To know if your site works well on mobile, you can use tools like Google Lighthouse. (Google’s Mobile-Friendly Test was retired in December 2023). This nifty tool and easy-to-use tool will tell you if there are any issues with your mobile interface, such as:
Text Too Small: The font size is too small that it requires users to zoom in and read.
Buttons Too Close Together: Links or buttons that are hard to click can frustrate users, especially if they accidentally click something they didn’t mean to click.
Content Doesn’t Fit the Screen: Have you ever converted a PDF file on Microsoft Word, and everything went haywire? The same applies to desktop and mobile interfaces. If your site looks cramped or requires side-scrolling, it needs improvement.
To fix this, use a responsive design which helps your site automatically adjust to fit the screen size regardless of its device or model.
5. Verify HTTPS Implementation
HTTPS makes your website secure. It encrypts the data shared between your site and its visitors, such as passwords or personal details. If your site doesn’t use HTTPS, visitors might see warnings about it being unsafe, which will make them leave immediately.
To confirm your site uses HTTPS:
Look at your web address in the browser. A secure site will have “https://” at the beginning and often display a padlock icon.
If the address starts with http:// (without the “s”), your site isn’t fully secure, and you should upgrade to HTTPS immediately.
Sometimes, even with HTTPS, you might see “mixed content” warnings. This happens when some parts of your page (like images or scripts) still use the old, non-secure HTTP. To secure everything on your page, update those elements to HTTPS.
For example, if your site has a secure login form but an image linked is using the old HTTP, that could trigger a warning. Updating the image link to HTTPS solves the problem.
6. Audit Page Indexability
Indexability ensures that search engines can find and display your website’s pages in search results. If your site isn’t properly indexed, even your best content won’t appear for users.
Now, how do you check which pages are indexed? You can use Google Search Console to check the indexed pages and spot additional problems like blocked pages, duplicate content, or irrelevant entries.
For example, pages with “thank you for your purchase” messages or internal testing links don’t need to appear in search results.
To optimise indexability, ensure only valuable pages—like blog posts, product pages, or services—are visible to search engines. Block irrelevant or duplicate pages using tools like the robots.txt file or “no index” tags. Regularly checking your index status keeps your site clean, organised, and fully accessible to search engines and users.
7. Check For Duplicate Content
Duplicate content is when two or more pages on your site have the same or very similar information. This often happens for blogs with similar topics and titles but tackled from a different angle.
“Copycats” can confuse search engines, making it harder for them to decide which page to show in search results because of their sheer similarity. For example, if you have two blog posts about the best coffee shops in town, search engines might not know which one is more important, and both could rank poorly.
To identify duplicate content, use tools like Copyscape or Screaming Frog. These tools scan your site and flag any pages with overlapping text. Once you find duplicates, you can fix them by consolidating the pages into one stronger, more detailed version or by using a “canonical tag” to tell search engines which version to prioritise.
8. Evaluate URL Structure
Website URLs are the addresses of your pages, and like most addresses, they should be clear, informative, and properly displayed. A good URL structure makes it easy for both visitors and search engines to know what each page is about without needing to click on it.
For example, a URL like “https://www.bestmarketing.com.sg/services/seo/audit/” is clear and meaningful, while something like “testing.com/?s=lf24” is confusing and unhelpful.
To keep your URLs effective:
Make Them Descriptive: Use words that explain what the page is about. Don’t use random symbols or numbers, and jumble them up together.
Keep Them Short and Simple: Avoid long unnecessary words or characters. Short URLs are easier to share and read.
Be Consistent: Stick to a format throughout your site. If you’re using lowercase letters and hyphens, don’t mix in uppercase or underscores.
9. Assess Meta Tags
Meta tags are what search engines and people see first when your page appears in search results. They include the title tag (the clickable headline) and the meta description (a short summary below it).
These tags give users a rough idea of your page and play a big role in whether they click on your link. Here’s a quick example.
Title tag: “Hike Your Way to Happiness: The Benefits of Outdoor Adventures” tells users that hiking outdoors has benefits and could boost your happiness.
Meta description: “Discover the joy of hiking! Learn about the physical and spiritual health benefits of exploring nature, reducing stress, and improving your overall well-being” informs users how hiking makes you happier and what you could gain from hiking.
Of course, the goal of a snappy title tag and meta description is to entice users to click on your site. Be wary of using clickbait or overly sensationalised tags, as they can lead to high bounce rates and lower credibility.
10. Analyse Header Tags
Header tags, like H1, H2, and H3, help break your content into sections, making it easier for people to read and for search engines to understand. Think of them as the titles and subtitles that guide readers through your page.
Here’s how header tags work:
H1: This is the main title of your page and should clearly tell visitors what it’s about. For example, an H1 might be: “Why It’s Important To Save For A Rainy Day.”
H2 and H3: Subheadings divide your content into smaller sections. For instance, H2 could be “Importance of saving for a rainy day,” and H3 can explain why in detail.
To make the most of your headers, use keywords naturally and don’t force it in. Make sure your headers follow a clear hierarchy. Use H1 for the title, H2 for main topics, and H3 for subtopics under those sections.
Good header tags aren’t just for show, they help readers find what they’re looking for quickly and tell search engines how your content is structured. This makes your page more user-friendly and improves its chances of ranking well.
11. Optimise Content Quality
High-quality content is the basis for any successful website; without it, there’s nothing to draw users in. Content comes in many forms, but it’s what keeps visitors engaged, answers their questions, and shows search engines that your site is valuable.
An SEO audit allows you to review your old content and touch upon it to ensure it is up-to-date and relevant to what people are searching for. Here’s how to do it:
Review Your Existing Content: Check for outdated or “thin” pages—these are pages with little useful information. For example, a blog post from three years ago about SEO tips might need updated insights or examples to stay relevant when new SEO techniques are introduced to the market.
Add Value: Expand content where needed by providing helpful details, clear examples, or practical advice.
Use Keywords Naturally: Instead of repeatedly cramming keywords, make sure the words people are searching for appear naturally in your content or where they fit.
12. Examine Keyword Optimisation
We all know keywords help drive SEO, but finding the right keywords that are not too saturated or too niche can be a difficult balance. The trick is to constantly research the keywords your audience is searching for and do thorough SEO audits when you notice a drop in traffic.
Tools like Google Keyword Planner or Semrush can help identify phrases that match your content. For instance, if you released a blog post years ago about camping equipment, updating it with relevant keywords like “best camping gear for beginners in 2024” or “lightweight tents for hiking” could help it rank better today.
Similarly, evaluating your keyword use during an SEO audit ensures that your content aligns with current search trends and remains competitive.
13. Audit Backlink Profile
Not all backlinks are created equal, and over the years, your site might get various backlinks from different websites.
Start by using tools like Ahrefs or Moz to review your backlink profile. These tools show you where your backlinks are coming from and how valuable they are. A link from a well-known industry blog or a news site is always worth more than one from an unknown or irrelevant directory.
Here’s what to look for during an audit:
Relevance: Are the sites linking to you related to your industry or topic?
Authority: Are these sites trusted and credible? Are they industry leaders or unscrupulous sites?
Horrible Links: Watch out for spammy or low-quality links that could hurt your rankings. If you find any, consider disavowing them using Google’s Disavow Tool.
Auditing your backlink profile regularly helps you maintain a strong online reputation, build credibility, and improve your site’s rankings. It’s all about building connections that add value to your site.
14. Assess Internal Linking
Ideally, you want visitors to stay longer on your sites by providing them with valuable content that also catches their interest. Internal links are a big part of that strategy; they are the bridges that connect your pages on your website.
When done well, visitors and search engines can easily navigate your site and understand the structure of your content. For example, your homepage should link to important sections like services, blogs, or contact pages. Here’s how to do an SEO audit on internal linking:
Check For Relevancy: Link to pages that are closely related to the content. Avoid adding links that feel random or out of place.
Crawling the Site: Tools like Screaming Frog or Ahrefs scan your website to map all the internal links. This identifies broken links, orphan pages (pages with no links pointing to them), or overlinked pages.
Don’t Overdo It: Add links where they’re helpful, but don’t overload your content with too many. A few well-placed links are better than a cluttered page.
15. Review Structured Data
Structured data helps search engines understand your content more clearly. It’s like adding labels or extra details to your pages so they know exactly what they’re about.
Recipe pages are the most popular use of structure data. Have you noticed that information about cooking time, ingredients, and ratings often shows up in the search results? That’s because they all use rich snippets to make their pages stand out.
How an SEO Audit Reviews Structured Data
Check for Structured Data Usage: The audit checks whether your site uses structured data. Many sites miss this step, even though it can improve their visibility in search results.
Validate Schema Markup: Tools like Google’s Rich Results Test or Schema.org Validator are used to check if your structured data is correctly implemented. Errors in the code can prevent search engines from using the information.
Look for Missing Opportunities: The audit identifies areas where structured data could be added, such as product pages showing prices, blog posts including FAQs, or events displaying dates and locations.
16. Check Local SEO Factors
If you rely on local customers, a thorough SEO audit will look at the various factors that help your business appear more prominently in local search results, like Google Maps or “near me” searches. If specific localised keywords aren’t doing well in driving traffic, then you know it’s time to make adjustments.
Additionally, a thorough SEO audit helps you check if your business information is written universally across different platforms. Since search engines are hypersensitive to capitalisations and abbreviations, “789 Petaling St.” and “789 petaling street” can mean two different businesses in the eyes of the search engine.
To improve your local SEO, use location-specific keywords in your content and ask happy customers to leave a review or two about your business.
17. Analyse Competitor Strategies
If you ever wonder how your competitors are doing so well and what secrets they hold, then wonder no longer. SEO audits can help you understand what your competitors excel in and where you can do it better.
Tools like Semrush or Ahrefs can show which keywords are driving traffic to your competitors’ sites. For example, if a competitor is ranking for “best ice cream cakes in town” and you aren’t, you might consider creating content around that topic.
Fill Content Gaps: If competitors are ranking for topics you haven’t covered, create more detailed, helpful, or unique content.
Target Missed Keywords: Focus on keywords they rank for but you don’t, especially ones that align with your audience.
Improve User Experience: If a competitor’s site is more visually appealing or has a compelling CTA, enhance these aspects of your own site.
An SEO audit helps you understand your position and how you can outperform others by analysing competitor strategies. Remember, it’s not about copying—it’s about learning what works, why it works, and where you can do better.
18. Audit Core Web Vitals
Core Web Vitals are metrics used to measure how user-friendly your website is. They focus on three key areas: how fast your site loads, how quickly users can interact with it, and how stable the page is while loading.
These factors play a big role in how search engines rank your site because they directly affect user experience. If you notice that loading some images takes longer than others, then it’s time to take action. Here are some considerations to look out for during your SEO audit.
Speed Up Loading Times: Compress images, reduce unnecessary code, and use fast hosting to ensure your pages load quickly.
Make Interactions Instant: Minimise heavy scripts or plugins that slow down how fast your site reacts to user actions.
Fix Layout Shifts: Ensure elements like images or ads have fixed dimensions so they don’t move around as the page loads.
Use tools like Google Search Console or PageSpeed Insights to check your Core Web Vitals. These tools measure your performance and give specific recommendations for improvement.
19. Test for Voice Search Optimisation
Voice search has become more popular as people use devices like Alexa, smart speakers, and AI voice assistants to ask questions instead of typing them out. Testing for voice search optimisation ensures that your content is ready to answer these spoken queries and capture this growing audience.
To optimise voice search, focus on writing in a conversational tone and include FAQ sections that address common queries. For instance, a page could feature a question like “What is the first step in an SEO audit?” followed by a simple answer.
Additionally, structured data (schema markup) can help search engines understand your content better and feature it in voice search results.
Conclusion On How To Do An SEO Audit
The most important part of an SEO audit is taking action. Once you’ve identified issues, fix them step by step—update old content, clean up links, and improve your site’s speed.
Regular audits keep your website in good shape and ensure it stays competitive. With the right tools and a clear plan, an SEO audit is one of the best ways to improve your site and help it perform at its best.
Best SEO knows how SEO audits can tremendously boost search rankings. Get your free SEO audit with us today to rank your website on the first page of Google.
Frequently Asked Questions About How To Do An SEO Audit
How Do You Track SEO Audit Progress?
After implementing audit recommendations, utilise tools like Google Analytics and Search Console to track the performance after you made audit adjustments.
Should You Test Internal Search Functionality in an SEO Audit?
Yes. If your site has a search bar, test it to ensure users can find relevant results quickly. This improves user experience and time spent on your site
Are Duplicate Titles a Problem in an SEO Audit?
Yes. Duplicate titles can dilute the focus of your pages and confuse search engines. Ensure that every page is unique.
How Often Should You Perform an SEO Audit?
It’s best to do a full SEO audit every 6-12 months or whenever you notice significant changes in traffic or rankings.
Is Content Length Important During an SEO Audit?
Yes. Longer, in-depth content often performs better, but it must be relevant, well-structured, and engaging to hold the reader’s attention.
Are Broken Redirects Part of an SEO Audit?
Yes. Broken redirects can harm user experience and rankings. To avoid unnecessary errors, ensure all redirects point to live, relevant pages.
