SEO Audit Checklist of Website:


This is our agency-level SEO Audit Checklist of Website.

We use this for each one of our clients.

It’s no secret that after applying the correct SEO process you must achieve results – right?

[It’s not recommended for beginners who are intending to DIY SEO simply because it’s too comprehensive.]

A summary of the 4 processes you need to master:

  1. Technical analysis
  2. Content
  3. Semantics, competition, comparison, and
  4. Good old-fashioned link building if you want to rank your website at the top of the search results.

Bottom line?

If you want more search engine traffic, you must follow a proven process.

And in this guide on our SEO audit checklist process, I’m going to show you everything we do at our agency to build an authority brand that ranks in the search engines.

The main reason you would use this SEO audit checklist is to figure out 3 things:

Where the client’s website is at this moment, the potential challenges involved in solving them, and a plan for solving these challenges and rank their client’s websites, fast.

Let’s dive right in.


Table of contents







We usually start our initial work with clients as Consultations.

An SEO consultation gives the client are a clear view of the challenges and ideas that can take them from where they are to where they want to be.

We call this the birds-eye view approach.

They include 5 strategic components that can make or break your website ranking before you even start:

  1. Website analysis at the technical level
  2. Content level
  3. What your website should and must include
  4. The semantic study of the content
  5. The competition analysis and comparison Link profile analysis

With these 5 core analysis parameters, we build a plan of action and a strategy for your business, to stay ahead of the competitors in your niche.

The goal is to build a plan that has a reasonable possibility of ranking on the first page of Google.

A reasonable possibility would be within a specific timeframe period.

Unreasonable would result in no time.






Who is it for and what’s the purpose of an SEO consultation?

Our consulting services are custom-designed for companies with an internal marketing department. A webmaster and a programmer. Who thinks that they need external expertise and guidance in SEO.

During the consultation process, our team will work with you to create a plan. A plan with the important steps and measures needed to make progress in the search engines.

The goal of the consultation is to make your website a preferred choice for the search engines. Which in turn gives us the results we seek, Higher rankings. And makes your website rank for more relevant keywords. We focus on improved user experience. Which gives you more conversions in the form of traffic, leads, and sales.

Our SEO consultation approach produces a custom program for your unique business. It’s challenges and requirements.

This will help your company achieve its goals.

Why SEO consulting

  1. NEW WEBSITE SEO work begins with the site’s design and programming.
  2. MIGRATING A WEBSITE After the migration of the new design, there is a strong likelihood of losing a lot of your positions achieved so far in the organic search.
  3. LOSS OF TRAFFIC If you notice that you have lost much of your organic traffic in a limited amount of time.
  4. NO RESULTS If the previous company you worked with failed to deliver the results you have agreed to and you want us to clarify what’s going on.
  5. BAD SEO STRATEGY If you have been following your SEO strategy for a long time without any result, we’ll explain to you out why this is happening.

Step 2 – Technical SEO audit checklist

Step 2 - Technical SEO audit checklist

How it works: 

STEP 1 – We will analyze your website at all levels – from a technical to a link profile. 

STEP 2 – We will develop a customized, documented SEO strategy for your website to see if you are performing. Each challenge will is made with one or more appropriate solutions together with guidelines for their implementation.

STEP 3 – We will give you adequate explanations and solutions to the intricate technical issues. 

STEP 4 – We will analyze and investigate keywords for you to shape a semantic entity on which to build a content strategy, marketing funnel and matrix, informational architecture, and strategy for building and attracting links from authoritative sites to your website. 

STEP 5 – If you already have a link profile, we will examine your links in detail to track down the so-called toxic links that negatively impact the ranking of your website. 

STEP 6 – If you already have content, we’ll analyze it in depth to find its problem areas and its optimization level to create a plan with steps that will help you improve and develop it so you can generate more conversions for you. 

STEP 7 – We will examine in detail your top competitors and the practices they apply to achieve top positions. 

STEP 8 – We usually recommend special software according to your needs and budget to monitor the progress of your website in organic results or we will offer you our specialists’ monthly reports. 

STEP 9 – If you are going to redesign the website, we will create a plan with actions and explanations for you and your team. At the same time, we will observe the whole process of adhering to the best SEO practices when going through a new website design so that you won’t lose much of your positions but keep them. 

STEP 10 – In case you get penalized by search engines – manually or algorithmically, we will develop a strategy with tactics to remove it and improve your positions.

Process Visualization





The SEO analysis consists of 4 equal parts.

The first one is the structural information. Then it continues with Speed, On-Page condition, Off-Page condition. Followed by design, usability, internal links, keyword ranking, and your website’s link profile.

3.1 Website Speed

SEO for Website speed depends on a few key factors:

  • Priority to visible content.
  • Avoid redirects from web-pages.
  • Minimize HTML of the on-page code.
  • Minimize JavaScript code used on-page.
  • Optimize server ping and response time.
  • Optimize images.
  • Minimize CSS, use Less if possible
  • Remove blocking JavaScripts and CSS.
  • Install browser caching.
  • Enable website compression (GZIP).


  • Avoid the cues hiding the content.
  • Avoid browser plug-ins.
  • Use readable font sizes.
  • Responsive or mobile design configuration.
  • Test window frames.
  • Analyze your target touch zones.
  • Consider call-to-action buttons.
  • Be careful with the navigation buttons.
  • Edit adjacent or overlapping zones.
  • Test usability on all devices and browsers.


The main markings on one page should contain:

  • WebPage – describes the links on the page
  • Organization – describes the company
  • WpHeader – describes the header of your website
  • LocalBusiness – marks the site as a local business
  • Civic Structure – Working Time
  • WebSite – Describes the entire website
  • WpFooter – Describes the bottom of the website
  • SiteNavigationElement – Describes navigation
  • Breadcrumbs – describes the paths to the website
  • Product – describes the products
  • Aggregate Rating – shows stars (ratings)
  • Article – describes the publications

3.4 Combined Analysis ON-PAGE plus OFF-PAGE

It’s important for a site to be properly analyzed in relation to On-Page and Off-Page so you can get a clear idea of its current status.

The data from these parameters is used afterward for the necessary adjustments of every site.


Major On-Page and Off-Page analyzes should contain:

  • Inbound links and outbound links.
  • Internal links and content.
  • Review of H1, H2, H3 tags and titles.
  • Research of meta descriptions and Robots.txt.
  • Meta robots tag and HTTP status code.
  • XML Sitemap and RSS feed
  • www. / non-www
  • Error 404 pages.
  • URLs and rel = canonical
  • SEO rankings and Broken links
  • Photos – titles, descriptions, and alternative tags
  • Sharing and Social buttons engagement.
  • Trust and authority – Domain Authority.

3.5 Content analysis Content analysis
It is a part of the complete SEО audit of a website and should not be underestimated. The content itself forms the basis of a really successful strategy in search engine optimization.

This type of analysis can be applied to 2 cases – if you already have content or you are about to get such a strategy.

It includes the following elements:

  • Detailed keyword analysis for your business niche or analysis and research, if you still don’t have such an analysis.
  • Creation of informational architecture of your website or review of such existing architecture.
  • Analysis of the main efficiency metrics and your content strategy’s success: branding, social engagement, lead generation, dropout level, time spent on the site’s pages, unique page review, new visitors, returning visitors and clients, link attraction.
  • Creation of content and matrix strategy – they will direct you what content will be made, in what form, for which type of audience and with which purpose.
  • Semantic text analysis according to the semantic factors Google uses to make an assessment of your content.
  • Оn-page content optimization of the site’s pages.
  • Tracking and implementation of the best content practices required by Google.
  • Analysis of your competition in the organic results.


3.6 Analysis of your site’s link profile
The analysis of your site’s link profile includes complete review and assessment of the links and domains with links to your site. It consists of a series of processes that are performed with the help of software as well as manually by our specialists.

The main purpose of the analysis is to check the domain’s authority, their quality and relevancy. It’s really important to mention that our agency pays huge attention to the quality of the links and their semantic relevance not to their quantity.

Last but not least, for us is important the authority of the domain from which your website gets a link and also its link profile.

In the process of analysis we will pay attention to several factors that determine the quality of the links in your website’s profile which are:

  • The ratio between the number of links and domains
  • IP addresses of the domains in the link profile
  • Types of inbound links
  • Dofollow & Nofollow links
  • Analysis of anchor texts
  • Semantics, relevancy, and links
  • Geographical link arrangement
  • Links growth rate
  • Lost links
  • Broken links
  • Toxic links
  • Dates of appearance and disappearance of links
  • The freshness of the links
  • The tendency of correspondence between appearing and disappearing links

As a result from our job, you will get a detailed report that will show the analysis of your website’s results manually and individually. In addition to this, you will receive an explanation of every term we have used in the process of the analysis.

In your future work with our agency, you will get a link creation strategy which is in most cases related to your content strategy and work on the informational architecture of your website.






Part 1# – On-Page Analysis

  • Necessary practices for every SEO client our Аgency is using.
  • What is included in the three packages of SEO optimization?
  • The three OnPage {OnSite} Аnalysis without which it would be impossible to find out about the current condition of the website.

All the numbered subpoints are checked, analyzed and corrected within the first/second month during the optimization process:

  • Analysis of the website’s indexing and main OnPage commissions
  • Pages with status 4xx
  • Pages with status 5xx
  • 404 page
  • Robots.txt file
  • Configuration of XML Sitemap
  • Sitemap HTML
  • RSS / Feed
  • Redirects{301,302,307 и 308}
  • Status of www and non www versions of the website
  • Warnings for HTTP/HTTPS website versions
  • List of pages with 302 redirect
  • List of pages with 301 redirect
  • Pages with more than one redirect {long redirect chains}
  • Pages with meta refresh
  • Pages with {rel=”canonical”} tag
  • Broken internal links
  • An excessive number of links
  • Dofollow outbound links
  • Internal website link juice
  • HTML and CSS check-up of the code and validation with validators
  • Pages with several canonical URLs
  • Pages with Frames
  • Check up of really big pages
  • Check up of SEO Friendly URL addresses in the website and their eventual rewriting
  • Dynamic URLs
  • Long URLs
  • Photos analysis
  • Broken photo urls
  • Missing alt text of photos
  • Missing {Тitle Тags}
  • Duplicated titles
  • Long titles
  • Missing meta descriptions
  • Duplicate meta descriptions
  • Long meta descriptions
  • H1, H2, H3, H4, H5, H6, B and A tags


Complete Mark Up Test

  • Web Page
  • Organisation
  • WP Header
  • WP Footer
  • WebSite
  • Site Navigation Element
  • Hotel
  • Restaurant
  • Local Business
  • Products
  • Products Reviews
  • Table
  • Price list
  • Breadcrumbs
  • Article
  • Civic Structure
  • Service
  • Web Page
  • Open Graph check-up and configuration
  • JSON
  • LD
  • RDFa
  • Microdata
  • Microformats
  • Analysis of {FAQ} page


Website load speed {Google Page Speed Test}

TTFB {time to first byte} analysis


Website’s web page analysis {Mobile Friendly Test}

  • Think with Google 
  • Manual website checkup for UX


Website’s mobile page analysis {Mobile Friendly Test}

  • Google Analytics Configuration Checkup
  • Сonnection with Google Analytics and Google Console


Step 5# – Content Marketing Strategy