How to perform an SEO audit (with checklist)

An SEO audit is a health checkup of your site. It allows you to know what works and what does not, and it allows you to make improvements based on what you find. This can lead to improved performance — both on the search results pages and how visitors engage with your website.

Table of contents

• What is an SEO audit?
• An SEO audit checklist
• Step 1: Preparing an SEO audit
• Step 2: User experience & content SEO
• Step 3: General on-page SEO
• Step 4: Site speed and engagement
• Step 5: Monitoring and tracking results
• Conclusion on doing SEO audits

What is an SEO audit?

An SEO audit looks at how well a website performs in search results to find areas that need work. It helps find technical SEO problems, analyze on-page elements, evaluate Core Web Vitals and site speed, and analyze user experience and content quality. An SEO audit also looks at outside variables like backlinks and rival tactics to identify areas for improvement. Making sure your website is optimized for users and search engines can help it rank better and attract more organic traffic.

Step 1: Preparing an SEO audit

To make your site audit a success, you must prepare well. You need to collect the right information about your website using SEO tools, understand how to diagnose issues and prioritize fixes.

Crawl your website with Screaming Frog (or something similar)

The first step is crawling your website with crawler software. This helps find technical SEO issues that otherwise wouldn’t be so visible. Screaming Frog is one of the most trusted names in this, but Sitebulb is another highly recommended one. The free version of Screaming Frog crawls 500 URLs, but you can upgrade if needed. 

Crawling your site is easy; simply download and install Screaming Frog. Open the tool and enter your site’s homepage URL. Then, hit Start, and the crawl will run. Once the scan is complete, export the data into a CSV file for further sorting and prioritization.

What to look for?

Screaming Frog generates a ton of data, so it’s good to prioritize the outcome. Scan for missing, duplicate, or overly long titles and descriptions. Each page should have unique, targeted metadata. Find pages or links that return (404) errors as broken links frustrate users and hurt SEO. Then, identify oversized assets that slow your page load time, such as images, JavaScript, and CSS files. Last but not least, make sure that canonical URLs are properly implemented to avoid duplicate content issues.

Use an all-in-one SEO tool (Semrush or Ahrefs)

In addition to a technical crawl, you can use tools like Semrush or Ahrefs to conduct a detailed SEO audit. These tools provide many insights, including keyword rankings, backlink health, and competitor performance. 

These tools also let you run a site audit, which gives you a technical health score. You’ll find many improvements to make, like pages blocked by robots.txt or issues with internal linking. The tools also review the quality and relevance of your backlinks and give you ideas on how to get high-quality new links. You’ll also get keyword rankings to track how individual pages perform for target keywords. Identify opportunities to refine content or target new search terms.

Download the most important reports and cross-reference them with your Screaming Frog export.

Pull data from Google Analytics and Search Console

Combining all these insights with your site’s user behavior and engagement data will make your SEO audit come alive. It helps you understand how people use your site and how they experience it to pinpoint pages to improve. Export your findings from Google Analytics and Search Console to include in your audit comparisons.

Check the top-performing landing pages in Google Analytics and their engagement rates. Pages with low engagement rates may have poor content or a disconnect between user expectations and page design. Also, look at session duration and exit rates to find pages where people quickly leave your site.

Use the Performance Report in Search Console to see which pages and queries drive the most clicks and impressions. This will also highlight low CTR pages — ranking well but failing to attract searchers. Then, check the Page Indexing Report for crawl errors, warnings, or blocked pages and review the Core Web Vitals Report to find pages failing on speed or usability metrics.

Create a centralized spreadsheet

Once you have all the data, please combine everything in a big spreadsheet. How you set this up is up to you, as everyone uses something different. But you could use something like this:

• Page URL
• Technical issues (e.g., broken links, slow load speed)
• Engagement metrics (e.g., engagement rates, time on page)
• Keyword rankings
• Optimization notes (e.g., missing metadata, duplicate content)
• Priority (High, Medium, Low)

This spreadsheet will guide your fixes throughout the audit process.

Minimal SEO audit (optional)

Not every audit needs to be a deep dive into your site. Sometimes, you don’t have the time but still feel the need to work on your site. In this case, you could do a simpler, quicker health check and evaluate specific regions of your site to see if these perform well. Such a minimal SEO audit is a streamlined version of a full audit to find and fix critical performance issues.

Here’s a basic framework for a quick audit:

1. Check that your site is indexed by searching site:yourdomain.com in Google.
2. Run a Google PageSpeed Insights test for slow-loading pages.
3. Examine the titles and meta descriptions of your most important pages (e.g., homepage, service pages, and key sales pages).
4. Fix broken links using Screaming Frog or a quick manual check in your navigation.

This lightweight SEO audit still finds high-priority issues without the time commitment of a full review.

Step 2: User experience & content SEO

The next step is to see how people perceive and interact with your site. Look at the user experience and see if you can find things to improve. You can get people to your site by using high-quality content aimed at the right search intent and audience. Not only that, because you want to have them returning. 

Improving the user experience

Do you know if your users can find what they need quickly? If not, they might leave your site quickly. Giving them a good experience will do wonders in the long run. In your SEO audit, start by diagnosing these common UX factors:

Make sure the colors match your branding and are easy to read. Look at contrast, as this is especially important for buttons and links. Make CTAs (like “Buy now” or “Learn more”) stand out visually.

Check if the most important design elements are above the fold. Key messages and CTAs should be visible without scrolling. Think of this as the headline act—it must grab attention immediately. Add customer testimonials, third-party endorsements, and security badges (e.g., SSL or payment protection signs) to build credibility.

Give special attention to your menus. Test menus, drop-downs, and search functions. Breadcrumbs also help users see where they are within the site hierarchy.   

Audit website content

SEO is largely about content, so review its quality and improve where necessary. The Semrush/Ahrefs site audit should have given you many pointers. With this list, start working on the following.

Check the keyword targeting of your content. Make sure that each page represents a primary keyword. Ahrefs and Semrush show which keywords your pages rank for and identify gaps.

Check for duplicate or thin content. Avoid weak, duplicate, or low-value content. Where necessary, merge similar pages into one in-depth article. Provide actionable, valuable content.

Remember Google’s Helpful Content standards. Create content that delivers real value and focuses on user intent. Your content should answer questions with actionable, audience-focused solutions. Last, you demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T): Add author bios, cite reliable sources, and link references where necessary to develop expertise and trustworthiness.

Internal linking and related content

SEO is not just about getting users and search engines to your site —it’s also about keeping and showing them around. One of the most powerful ways to do this is through internal linking, so be sure to include this in your SEO audit. 

Check how you link your most important pages, like cornerstone articles or product categories. Your content should have a couple of links based on relevance and importance, but not too many. In addition, you should include a related content section on your pages to encourage further reading.  

Anchor text should include relevant keywords or describe the linked page and try to avoid generic phrases like “click here”. 

An internal search feature is another important aspect of showing people around your site. Make sure that your search bar provides relevant results, especially on large websites. Monitor what people search for to inform your content strategy.

Step 3: General on-page SEO

On-page SEO concerns the technical and content improvements you make on specific pages. This helps search engines understand your pages. It also helps your readers to find what they want. 

Optimize page titles and meta descriptions

Page titles and meta descriptions are the first things a visitor sees in search results. While search engines like to generate these based on relevance, you can still influence how you’d like these to appear for maximum CTR. 

For your page titles, make sure that every page on your site has a unique title. Duplicate titles confuse search engines, which is something you don’t want. And while there’s no limit to how long titles can be in the SERPs, they get cut off visually after a set number of characters. Try to find the sweet spot.

Incorporate your primary keyword close to the beginning of the title, but avoid keyword stuffing. For example, instead of “SEO tips SEO tips SEO tips,” use “10 SEO tips for beginners – Step-by-step guide.” Don’t forget to add your brand name at the end of the title, e.g., “How to do an SEO audit – Your Brand”

For your meta descriptions, make sure that they concisely explain what the page is about. You should also include the primary keyword while making sure the text flows naturally. Don’t forget to encourage action. Incorporate a call-to-action (CTA), such as “Learn more,” “Discover how,” or “Start now.”

Optimize heading structures (H1 to H6)

Headings are excellent tools for structuring and making your content easier to read. They also assist search engines with recognizing how important the information is on each page.

• Start with one H1: The H1 is the main heading for the webpage, and it should contain your targeted keyword. Each page should have a single H1 tag.
• Use H2s for major sections: Use H2 tags to break up content into logical sections. Consider these the main subheadings of your article.
• Add H3s or H4s for subsections: You can have more subsections under H2s if you want to break it down further using H3 or H4 for better structuring.
• Keep it logical: Don’t skip heading levels (e.g., jumping from H1 to H4) or use headings only for styling.
• Be descriptive: Write headings describing the section’s content. For example, instead of “Step 1,” use “Step 1: Analyze your traffic metrics.”

Ensure proper use of canonical tags

Canonical tags show a search engine which version of a page to prioritize when duplicates or near-duplicates of the same page are available on your site. This is especially important for online stores, as these have many variations of the same products due to filtering or session-based URLs. 

You should always choose one canonical version for a page. For example, if both https://example.com and https://www.example.com exist, set one canonical URL to prevent duplicate content issues. Don’t forget to add the canonical tag in each page’s HTML <head> section and be consistent in your internal linking. For instance, always link to one version of the URL rather than switching between http and https.

Regularly check for issues using Screaming Frog or Semrush to find pages missing canonical tags or ones with conflicting canonicals.

Add and test schema markup

Structured data in the form of Schema markup helps make your site more understandable for search engines. The code you add to your site helps structure and identify your content in a way that search engines can easily consume. In some cases, this can even lead to highlighted search results, for instance, for products or ratings and reviews. 

Yoast SEO drastically simplifies adding schema for WordPress, WooCommerce and Shopify users. The SEO plugin outputs JSON-LD (the format preferred by Google) to add schema markup directly to your page’s HTML.

There are many options for adding Schema, but you should start with the basics and things relevant to your site. For instance, you should use the Article schema for articles and blog posts and highlight publication dates, images, authors, and headlines. 

Ecommerce businesses should use Product structured data. This data should highlight pricing, stock availability, ratings, and reviews. If it makes sense, you can also markup your FAQ pages, which will no longer be highlighted in Google’s SERPs.

There are many other options, so you must check what makes sense for your situation. For instance, if you run a recipe site, you can add Recipe structured data, or if you publish events on your site, use Events. 

Don’t forget to test your structured data. Use Google’s Rich Results Test Tool to check if your structured data is correct and valid. Also, check Search Console for errors under the “Enhancements” tab.

Audit and improve your backlinks

Backlinks are as important as ever. Every link from a relevant, high-quality source counts towards your authority. These links prove to search engines that your content is valuable and meaningful. Of course, there’s a ton of spamming happening with links.

You can use tools like Moz, Ahrefs, or Semrush to audit your backlink profile. The results show a list of spammy backlinks and links from irrelevant websites with low authority. If spammy websites link to you, there’s an option in Google Search Console to disavow these links. This is only needed in very rare cases, though. Only disavow links you’re sure are harmful — this is a last resort for low-quality links you cannot get removed manually.

It’s more important to focus on earning high-quality backlinks. Create shareable, high-value content like guides, research, or infographics while building relationships with related websites, bloggers, or journalists for natural backlink opportunities.

Step 4: Site speed and engagement

Check your site performance, as site speed and user engagement greatly impact success. Pages that load slowly are annoying for users and can give you a poor score in the eyes of search engines. Low engagement rates can hurt your results, as users might stop visiting your site.

Understanding and improving Core Web Vitals

To underscore the importance of performance, Google launched the Core Web Vitals. These metrics help site owners gain insights into how their sites perform in real life and get tips on improving those scores. The metrics focus on loading times, interactivity and stability. Together, these determine how enjoyable users find your site. 

LCP measures how long your largest asset loads

The Largest Contentful Paint (LCP) measures how long it takes for the largest visible element on the screen (usually an image, video, or headline) to render fully. If performance is bad, you can improve this by optimizing images by compressing them without sacrificing quality. You can use modern file formats like WebP for faster performance and minimize render-blocking resources like heavy CSS or JavaScript files. Defer unnecessary scripts and prioritize above-the-fold content.

INP measures interactivity 

Interaction to Next Paint (INP): INP is the new Core Web Vitals metric from Google that tracks how quickly your site responds to user input clicks, taps, and keystrokes. While FID only reported on the delay for the first interaction, INP evaluates all interactivity events for the session. This ensures a fuller score.

You can improve your performance by minimizing JavaScript execution. Use Screaming Frog or PageSpeed Insights to flag heavy scripts and defer or remove non-critical JavaScript. Use browser caching to cache JavaScript and other assets so they don’t reload unnecessarily and reduce reliance on third-party scripts. You can offload heavy tasks to web workers to free up the main thread and process user interactions faster.

CLS measures stability

Cumulative Layout Shift (CLS) measures the stability of a webpage’s visual layout. It checks if the content moves unexpectedly as the page loads (e.g. when an image loads late and pushes buttons elsewhere on the screen).

You can improve this by specifying dimensions (width and height) for all images and videos in your HTML/CSS. This prevents the browser from guessing dimensions and rearranging content. Avoid inserting ads, banners, or other dynamic elements above the fold after loading content. Please preload important assets like fonts or images to ensure they appear quickly and predictably.

Site speed optimization beyond Core Web Vitals

Core Web Vitals should be a main focus, but there are other strategies to implement to improve site speed and page experience. Faster websites equal user satisfaction, reduce bounce rates and make your audience more likely to stick around in the future. 

Start reducing the number of HTTP requests for a faster site. Combine CSS and JavaScript files where practical, or use modern HTTP/3 protocols, allowing browsers to send out multiple requests simultaneously. Also, unused CSS and JavaScript should be eliminated to reduce file sizes and speed up load times. File compression can be used via Gzip or Brotli to compress the assets before serving them to the user. Compressed files load faster without losing quality; most hosting providers or web servers can help you set this up. Tools like Google Lighthouse can also alert you if compression is missing.

Implement lazy loading for images and videos so that only visible content loads immediately while other assets load as needed. WordPress users can easily use plugins like Smush or Lazy Load by WP Rocket to achieve this, or custom JavaScript libraries like lazysizes work on other platforms. Distribute your site’s static assets with a Content Delivery Network (CDN), which delivers files from servers closest to users, improving global load speeds. Popular CDN providers include Cloudflare, Akamai, and Amazon CloudFront. Finally, performance analysis tools such as Google Lighthouse, GTmetrix, or Pingdom analyze bottlenecks, track progress, and ensure your efforts work.

Improving mobile performance and responsiveness

Mobile is everything these days. For most websites, this means that most of the traffic will be coming from mobile devices. Search engines like Google consider the quality of your mobile site when ranking your content, so being mobile-friendly should always be on the tip of your tongue.

Run various mobile tests to see how your site performs on phones and tablets. Look for layout issues, problems with interactive elements, or slow-loading pages or assets. Check if your responsive web design works properly so your site dynamically adapts to all device sizes. Also, ensure your CTAs are mobile-friendly, and your forms are accessible from mobile devices. 

Increasing user engagement on your site

Faster pages keep users on your website, but engagement ensures they take meaningful actions. Thanks to better site performance, you’ll get higher engagement rates, which results in better conversions, newsletter signups, product purchases, and more.

Simplify your site’s navigation to make it easy for users to find what they need. Use clear menus with logical structures, such as categories and subcategories, and add breadcrumbs to show users where they are within the site. Dropdown menus should be intuitive, and internal search bars must return accurate, relevant results quickly. Additionally, ensure key Call-to-Actions (CTAs), like “Sign Up” or “Request a Quote,” are prominently placed above the fold or immediately following key content sections. Use descriptive, action-oriented language in your CTAs to make them more compelling and clickable.

Encourage users to explore your site more with internal links and related content suggestions. Add social sharing buttons to blog posts, infographics, or product pages to make it easy for users to share content on platforms like Facebook, LinkedIn, or X. If using popups or exit-intent offers (e.g., subscription prompts or discounts), ensure they are thoughtfully designed and minimally intrusive. Poorly timed or aggressive popups risk driving users away, so aim to balance engagement with user experience.

Tools for site speed and engagement improvements

To help optimize, you can utilize Google Lighthouse, which will show you how your Core Web Vitals performs overall, and GTmetrix, which goes in-depth and gives actionable recommendations on improving page speed results.

Hotjar offers insights into where users click, how they scroll, and how they behave overall. WP Rocket is for WordPress users looking to automate technical processes such as caching, lazy loading, and database optimization. Various WordPress plugins add customizable social share buttons to enhance content sharing, making it easier for visitors to share your posts on their favorite platforms.

Step 5: Monitoring and tracking results

SEO is a colossal effort; the process does not end there once that initial effort is made. You must monitor your actions to determine whether those changes work as intended. Regular monitoring is also a great opportunity to find improvements and better calibrate your SEO strategy. Regular monitoring helps you improve your site, adjust to the latest algorithm updates, and retain the course.

Why monitor results?

By tracking results, you can measure the impact of your audit (e.g., increased rankings, traffic, and engagement). It’ll also help spot new issues like broken links, slow pages, or dropped rankings. This will ultimately help you improve your strategy by identifying what’s driving results and where to focus next.

SEO is not something you do in a month or so. It takes time, and you might see the results in many months. Consistently track and analyze.

Metrics to track

Start by looking at traffic metrics. Organic traffic shows how many users find your site through search engines, which you can monitor in Google Analytics under Acquisition \> Organic Search. Check referral traffic to see if other backlinks are sending visitors to your site. This data shows how effective your SEO and link-building work is.

Next, evaluate engagement and search performance. Metrics like engagement rates and time on page help you understand how users interact with your content. On the search side, track keyword rankings with tools like Wincher, Ahrefs, or Semrush to see how well your pages are doing in the SERPs.

Use Google Search Console to monitor your CTR and check for indexing issues in the Coverage Report. Make sure that your most important pages are indexed. Monitor loading speed, interactivity, and layout stability in tools like PageSpeed Insights.

Schedule regular check-ins

You need to make monitoring results a regular thing. Review rankings, CTR, and new crawl errors weekly. Each month, check traffic trends, user behavior, and fixes made during the audit. Every quarter, you should run a fresh crawl with Screaming Frog, check competitor performance, and update old pages based on new opportunities.

Conclusion on doing SEO audits

Following these steps will help perform an SEO audit,  from preparing your data to addressing user experience and technical SEO improvements. Make sure each fix you aim to do aligns with your goals and strategy. Auditing regularly keeps your site running at its best and ready to rank in search results.