SEO Audit checklist 2025

 

SEO Audit Checklist 2025

The ultimate SEO Audit checklist 
Basics ON-page Local SEO
Technical SEO Backlinks
UX and CRO Content 

SEO setup:

1. Do you have access to your Google search console property?

It is used to monitor search performance and site health, which is essential for SEO.

2. Is the search console set up properly?

Make sure your Google Search Console (GSC) is working properly- check the tool and see if:

Are you the verified owner?

Are pages being indexed?

3. Do you have access to Bing webmaster tools?

Explore your site, analyze backlinks, understand performance and manage keywords for free.

4. Is your GA4 property set up?

Use Google Analytics (GA4) to track user behaviour, such as user flows and time on page, which is critical for optimizing performance.

5. Have you set up conversion tracking in Google Analytics?

Track leads and conversions to see which pages are driving revenue results.

6. Have you connected the search console with Google Analytics?

Combine data for deeper insights into search traffic and user behaviour.

7. Do you have a Google Business profile?

Increase local visibility and provide Key business info to potential customers looking for your brand.

8. Has Google Tag Manager(GTM) been set up?

Track lead form fills and keep other tracking codes in one place with GTM.

9. Have you set up your website's sitemap.xml file?

Search engines use the sitemap file to crawl your site efficiently. It's your website's blueprint- it helps Google find all important pages on your site.

10. Have you set up your website's robots.txt file?

Rules in your Robots.txt block access to certain file paths or pages. Use it wisely.

11. Have you set up user behaviour-tracking software?

Track how visitors interact with your site to enhance user experience and optimize conversions.

Technical SEO Audit:

Part 1: Discovery & crawling

12. Can search engines access robots.txt without issues?

Check your settings in Google Search Console and open the robots.txt report. Is Google accessing yours regularly?

13. Is robots.txt blocking search engines from crawling the right pages?

Go to yourwebsite.com/ robots.txt.

Make sure it doesn't have pages you want to be indexed.

Don't do this:

User-agent:*

Disallow:/

14. Is your sitemap included in robots.txt?

Sitemap inclusion helps search engines find and index your pages once they've viewed your robots.txt file.

User-agent: Googlebot

Disallow: /nogooglebot/

User-agent: *

Allow: /

sitemap: https:// WWW.example.com/sitemap.xml

15. Has the sitemap been submitted in GSC?

Check GSC to see if your sitemap has been submitted and has been recently read by Google.

16. Does the sitemap contain URLs blocked by robots.txt?

If your sitemap contains pages with URLs blocked from Google by robots.txt, this could be fine.

But make sure to double-check you want them blocked.

17. Are most crawl requests showing 2xx status codes?

Successful 2xx status codes indicate Google can access content effectively.

18. Are crawl requests being made for older URLs in GSC?

Regular "refresh" of old URLs keeps old content current (especially important if you updated it recently).

19. Are newer URLs being discovered in GSC?

Discover URLs are URLs that Google has just discovered (they have never been crawled before) and published lots of content. You can check it's crawled here.

20. Does "crawl stats" in GSC report issues with HTML, CSS, and Javascript?

Diagnose crawling issues by looking at crawled file types.

21. Are many 404 errors being crawled?

While 404s shouldn't be a reason for concern, you'll still want to keep an eye on this to see if it's increasing- which may show something on your site is broken.

22. Are host issues reported in GSC crawl stats?

This report will tell you if your site had any availability issues with your site over the last 90 days.

23. Are there DNS resolution issues?

A DNS resolution shows whether Google had any issues with your DNS while crawling your site.

24. Are server connectivity issues reported by Google?

If your server is unresponsive, Google will provide an error message within this graph.

Technical SEO Audit
Part 2: Indexing

25. Are sitemap URLs being excluded from indexing?

Review your top-performing (or underperforming) URLs to see if they're accessible through your sitemap.

26. Are non-sitemap URLs being indexed?

"Indexed, not submitted in sitemap" status can be a useful pointer for important pages missing from the sitemap.

27. Are blocked URLs showing as "Blocked by robots.txt" in the coverage report?

Blocked URLs should appear here. Check the list to see if any pages you don't want are there.

28. Are any sitemap URLs marked as discovered, not indexed?

"Discovered - not indexed": This error message means Google knows a URL exists on your site, but they haven't crawled it yet. You need to improve your internal links to the page.

29. Are any sitemap URLs marked as crawled, not indexed?

"Crawled—not indexed" in GSC means your RL was discovered and crawled, but Google decided not to include it in its index.

30. Do URLs have canonical tags, self-referencing or non-canonical?

Is Google respecting, ignoring, or can't find your canonical tags? The "alternate page with proper canonical" is the response you want.

31. Have any URLs been excluded by a non-index tag?

Noindex tags prevent content from appearing in search results. Check GSC to see which pages are no-indexed and if that's ok with you.

32. Are pages being excluded due to soft 404 errors?

Soft 404 errors indicate Google thinks the content looks like an error or there is no content.

Review these pages and see what's happening. Delete them to keep your site clean.

33. Are any pages marked as "Blocked due to access forbidden"?

Forbidden access may prevent important pages from being crawled and indexed.

34. Have pages been excluded due to redirect errors?

Redirect errors can prevent content from being accessed and indexed properly.

Examples:

• Redirect chain too long
• A redirect loop
• Empty URL in a redirect chain

35. Are correct URLs marked as "page with redirect"?

Page with redirect :

This is a non-canonical URL that redirects to another page. As such, this URL will not be indexed. The target URL of the redirect might or might not be indexed, depending on what Google thinks about that target URL.

36. Are parameter/ query string URLs indexable?

Some should be. Others shouldn't. Use canonicals to dictate preferred URLs, block others with robots.txt, and keep your query string creation clean.

37. Are category/ tag pages indexable?

Category pages can be a headache or an asset. In E-commerce, they are usually an asset and should be indexed, wisely.

Technical SEO Audit

Part 3: Rendering

38. Is Google able to properly render content?

Can Google render these pages?

The live test tool within the inspection tool allows you to view your rendered HTML alongside a screenshot of the URL.

Just click the test live URL to access these.

This will show you if crawlers are properly rendering your page.

From here, you should check for issues with your JavaScript or with the loading of your page resources.

39. Does body content load without JavaScript?

Full content visibility without JavaScript means search engines can read everything.

40. Does primary navigation load without JavaScript?

Navigation loading helps users and search engines easily access your site structure.

41. Does Google have issues loading page resources?

Issues with loading resources can affect how Google sees and ranks your content.

User Experience
Audit for core experience factors.

42. Are there issues in PageSpeed Insights or Lighthouse?

Performance issues impact loading speed and user experience, affecting rankings.

43. Is lazy loading enabled for images?

Lazy loading improves page load speed by deferring off-screen images.

44. Are JavaScript or CSS files minimized?

Smaller files lead to faster page loading, boosting user experience.

45. Is unused Javascript present?

Removing unused Javascript improves the site's performance and reduces load time.

46. Is a caching plugin being used?

Caching speeds up the website loading by storing content for repeat visitors.

47. Are there unnecessary plugins?

Removing unused plugins reduces potential security risks and improves speed.

48. Can your site hosting plan be improved?

Better hosting enhances website speed, reliability, and user experience. Talk to your developer to increase it.

49. Are irrelevant redirects present?

Unnecessary redirects slow down page loading and disturb user flow.

Instead of page 1--> page 2--> page 3. Replace with page 1 -->page 3.

50. Are core web vital issues present for mobile or desktop?

Addressing issues ensures a smooth experience across all devices. Do the best you can, but you don't need 100.

51. Is the site usable for mobile users?

Mobile usability is critical for user experience and mobile search rankings.

Get your phone out, how does your site look as you browse through it? Is anything broken?

52. Is the website loaded with ads?

Too many ads harm user experience, increasing bounce rates and reducing SEO performance.

53. Are images missing Alt text?

Alt text helps with accessibility and improves image SEO for search engines.

Conversion Rate Optimization
Use these audit items to get more conversions from your site.

54. Is there a CTA in the top navigation for sign-up or demo?

Clear call-to-action prompts make it clear the action you want users to take clear. Don't have multiple options - focus on one CTA across your site.

55. Does the footer include CTA options?

Footer CTAs give users another chance to take action before leaving.

56. Is the pricing page displaying actual prices?

Transparent pricing can work to build trust and reduce friction for potential customers.

Talk to your sales team first, especially in enterprise sales this may create friction in the negotiation process.

57. Are case studies showcasing client success stories available?

Client success stories provide credibility and highlight product value.

Display case studies that show clear results the visitor can expect to achieve working with you.

58. Are testimonials from high-value clients included?

Testimonials help build trust and demonstrate proven success.

To get started, ask for a quote from your favorite client for what it's like to work with you.

59. Are different brands that use your product mentioned?

Mentioning the brand adds credibility and enhances social proof.

Display a logo banner with your most relevant and well-known client logos.

60. Is there a video or interactive demo available?

Product demos help users understand features and value more effectively before reaching out.

61. Are actual photos or custom images used (not stock)?

It's worth investing in custom graphics and professional photography.

It's often obvious when stock images have been used.

62. Is messaging tailored to your ICP?

Messaging aligned with your ICP resonates better and drives conversions.

63. Is a sticky sidebar CTA widget in use for blog content?

Sticky CTAs keep conversion prompts visible, improving engagement.

64. Does blog content contain in-body CTAs?

In-body CTAs drive users to take action while reading relevant content.

65. Is there a pop-up CTA available?

Popup CTAs draw user attention to offers, increasing engagement. Use them sparingly.

66. Do service pages clearly describe the product and features?

Clear descriptions help users understand the offering and make decisions confidently.

Ask someone from your target audience who isn't a client to read it and tell you if they understand.

Content Audit
Use these audit items to get your content to rank higher and convert more.

67. Are valuable keywords ranking in positions 4-20?

You may be able to improve content optimization for these keywords to push them into positions that get more clicks.

Add more of them within the text and directly address any topic missed.

68. Are first-page keywords not driving clicks?

High impression, low click keywords could be a quick win.

Review URLs to see if traffic could be stolen by competitors.

• Is your title and meta description boring?
• Are there opportunities to add schema?

69. Are keywords between positions 30-80 without dedicated pages?

If they are topically relevant, creating dedicated content could help you better target and win these keywords.

70. Are there pages with 0 clicks, 0 conversions, and low impressions?

Consider deleting these dead pages if they aren't adding value to anyone. If updating them isn't an option, delete and redirect the URL.

71. Have any keywords dropped in clicks Qoq?

This is called content decay.

Updating the content to keep it fresh, relevant and competitive is usually a quick traffic boost.

72. Is the majority of website traffic branded?

Heavy reliance on branded traffic limits new audience reach- and typically shows content is underinvested in.

Diversify keywords to other topics your prospect would search to get more growth.

73. Have pages in positions 4-10 driven conversions?

This may be a perfect opportunity to build links, push them up the ranking and drive further conversions.

74. Are users engaged with your content?

Engagement signals quality content that aligns with user interests.

Look for:

• Time on page
• Clicks beyond the first landing page
• Clicks to high-intent pages (like pricing)

75. Are there indexed URLs without clicks or impressions?

Non-performing URLs may require updates or de-indexing for efficiency.

76. Is content optimized for previous years?

If your meta titles still include 2023, the content may need updating to stay fresh and maintain rankings.

77. Are multiple pages targeting the same keyword/intent?

Keyword cannibalization can harm rankings; consider consolidation.

To find cannibalization look for big fluctuations in rank. If one page is top, another page is top the following week, and back again- this is a bad sign.

78. Is content primarily created by AI?

If you find that the content on the site is all AI-generated, you'll need to do a thorough content check.

Is it accurate?

Is it helpful?

If not, it's unlikely to maintain rank for long.

79. Is your article better than the competing top 3 URLs?

You should aim to be more competitive, expert and interesting than competitor content to deserve to rank above them.

80. Are pages optimized for relevancy and search intent?

If you think about the need behind a search, does your page adequately solve that need?

81. Are there 404 pages with backlinks?

Backlinks to 404s are wasted opportunities; fix or redirect them.

Tip: Redirect them to a topically relevant page for which you want to improve rankings.

82. Is any content considered thin or low value?

Lots and lots of thin content can reduce the average "helpfulness" of your overall site.

If it's not useful to anyone, delete it.

83. Does content serve user intent immediately?

Quick meeting intent keeps users on-site and improves satisfaction.

84. Does content reference your product?

Product references can support conversions if relevant and well-placed.

85. Is the content written for the reader rather than yourself?

Reader-focused content resonates better, improving engagement and conversion.

Tips: Readers always want to solve problems.

86. Is most content optimized for top-of-funnel traffic?

Awareness level- content draws traffic but requires balancing with other stages - especially BOFU.

87. Is PPC data used for finding high-converting keywords?

PPC data can highlight effective keywords for improved SEO targeting.

If you're running PPC, talk to your team to understand high-converting terms.

Backlink Audit
Understand and improve the quality of your site authority.

88. Are most backlinks from relevant, authoritative sites?

Relevant and authoritative backlinks are the most important and valuable.

Backlinks from spammy sites are largely valueless.

89. Do backlinks mainly point to the home page?

Backlinks to the homepage are natural and show you've got a healthy brand.

However, you may want to try earning backlinks to specific service pages and blogs to boost their rankings.

90. Is the anchor text profile mostly branded?

A branded anchor text profile provides a natural link profile, reducing spam risks. It's a healthy sign.

91. Are there unlinked mentions of your brand?

Scour the internet for unlinked mentions of your brand and ask them for a backlink. Sometimes they are an easy win.

92. Were most backlinks bought?

Purchased backlinks can lead to penalties, risking significant ranking losses. Be careful and methodical if paying for any backlinks.

Internal Link Audit:
Improve site architecture and keep users flowing around your site.

93. Are there links without anchor text?

Unlinked text can be found using a screaming frog, it's an opportunity to add a helpful internal link.

94. Is the same anchor text used for links to different pages?

Repeated anchor text can confuse users and search engines about which page should rank for the topic.

95. Are there pages with a crawl depth of 3+?

The deeper the page, the less likely it is to be crawled within the site's crawl budget. Add more internal links to make more pages accessible and crawled by Google.

96. Are there orphaned sitemap pages on the site?

Orphaned pages have no internal links, making them difficult to discover by Google and its users.

97. Are there internal links with a no-follow attribute?

No following links; don't pass link equity. It's better not to use them for internal links.

98. Does the site have redirect chains?

Redirect chains slow page loading and harm user experience and SEO.

99. Do links point to broken pages?

Broken links create poor user experiences and hurt credibility.

Use screaming Frog to find all pages that link to broken links and remove them.

100. Are topical articles internally linked?

Internal linking improves navigation and keeps users engaged with related content.

It also shows Google how different topics relate to each other, supporting topical authority.

101. Are internal links added naturally?

Natural linking helps users and search engines navigate content effectively.

102. Are breadcrumbs added to pages?

Breadcrumbs enhance navigation, making it easier for users to explore the site.

They're great for improving internal linking across a site.

Local SEO Checklist

Local SEO is a subset of SEO, and it's the process of optimizing your website so that it appears in the first positions of Google for searches related to your area, city, or country.

Everything in this SEO checklist is beneficial for Local SEO, but there are a few more tips to consider when optimizing your website for searches related to specific locations.

Here is your Local SEO checklist.

103. Add NAP information on All Your Pages

Any signals you can give to Google related to your locality are helpful for Local SEO.

On all your website pages, ensure your full address details (street number, postcode, state, country, telephone number, fax number, and email) are prominently displayed as text (not an image).

104. Add a Google Map To the Contact Us Page

On the Contact Us page, embed a Google map and include text that shows your business name, address, and telephone number.

105. Create a Google Business Profile

This is extremely important if you want your business to appear in Google's local results (including Google Maps and other places).

106. Add Local Business Schema

Depending on the type of local business, you should use the appropriate structured data markup on your homepage.

To effectively add Local Business Schema:

• Choose the most specific Local Business type schema relevant to your business (like Restaurant, Dental Clinic, etc.).
• Include essential details like business name, address, phone number, and business hours.
• Add structured data for customer reviews and ratings if available.
• Use Google's Rich Results Test to validate your implementation.
• Regularly update the schema information to reflect any changes in your business details.

107. Get Authentic Reviews

Authentic reviews can play a critical role in your local SEO rankings.

You need to encourage users to review your business on different platforms, and it is equally important to reply to all reviews (good or bad) on ALL platforms.

You can ask your customers to leave a review on their favorite platform by giving them incentives, i.e., 5% off their next purchase, or by sending them reminders by SMS or email.

108. Get Links And Mentions From Local Press

In addition to adding your website to Google Business Profile, you can list it in many other trusted directories and give Google signals about your location.

Directories you can use:

• Register your website with Bing Places for Business
• Register Your Business with Local Directories
• Create a Local business page on Facebook
• Register your business with Yelp for Business Owners
• Register with Foursquare for Business

Any mentions (backlinks) you can get from trusted websites in the same city as your business is a strong signal for your Local SEO. For example, you can get a link from a local (online) newspaper or a magazine related to your niche.

Conclusion: A Roadmap to SEO Success

This SEO audit checklist serves as a comprehensive guide to evaluating and improving your blog's search engine visibility. By diligently reviewing each point and implementing necessary changes, you can significantly enhance your organic traffic and achieve your content marketing goals.