Run a structured website SEO audit by checking crawlability, indexing, content quality, links, and performance with measurable fixes.
A clear audit turns chaos into a plan. You’ll spot crawl traps, index gaps, weak content, thin links, and speed snags. Then you’ll ship fixes that lift visibility and conversions without guesswork. This guide walks through a practical, repeatable process you can run on any domain, whether it’s a small blog or a large catalog.
Website Audit For SEO: Step-By-Step
Here’s the overview you’ll follow end-to-end. It starts with prep, moves through crawl and index checks, digs into content and links, and ends with a punchy action plan. Skim the table first, then work the sections one by one.
SEO Audit Checklist At A Glance
| Section | What To Check | Helpful Tools |
|---|---|---|
| Access & Benchmarks | Logins, backups, staging, baseline KPIs | Analytics, Search Console |
| Crawl Setup | User-agent access, crawl budget, status codes | Site crawler, server logs |
| Index Coverage | Indexed vs. discovered, duplicate sets | Search Console, site: queries |
| Robots & Directives | robots.txt, meta robots, canonicals | Robots tester, URL inspection |
| Information Architecture | Depth, hubs, orphan pages | Internal link graphs, crawlers |
| On-Page Content | Search intent match, freshness, duplicates | Content inventory, diff tools |
| HTML Basics | Titles, meta descriptions, headings | Extractors, crawler exports |
| Media & Alt Text | Filenames, alt text, compression | Image audit tools |
| Performance | LCP, INP, CLS, render blocking | Lab + field speed tools |
| Mobile & UX | Tap targets, layout shifts, font sizing | Device emulators |
| Security & HTTPS | Mixed content, HSTS, redirects | SSL testers |
| Sitemaps | Includes indexable URLs, updates fast | XML validators |
| Structured Data | Valid types, no spam, no errors | Rich results test |
| Backlinks | Referring domains, toxicity, gaps | Link index tools |
| Local/Brand | NAP consistency, profiles, reviews | Listings tools |
| Tracking | Events, ecommerce, conversions | Tag managers, debug tools |
| Prioritization | Impact vs. effort, owners, dates | Issue tracker |
Prep: Access, Safety Net, And Baselines
Get logins for hosting, CMS, analytics, and Search Console. Make a clean backup and enable a staging site if you have one. Pull baselines: organic sessions, conversions, top pages, and top queries. Set a date range that smooths weekly swings, like the last 28 or 56 days. Save this snapshot so you can measure lift after fixes ship.
Crawl Setup And First Pass
Run a site crawl with a desktop and a mobile user-agent. Respect rate limits. Flag non-200 status codes, redirected chains, blocked paths, soft 404s, and loops. Grab a list of orphan pages by merging crawler output with your XML sitemaps and analytics landing pages. Pages that never get internal links or traffic deserve a closer look.
Index Coverage Checks That Matter
Open the Page indexing report and compare indexed vs. discovered. Inspect samples from each bucket: excluded by ‘noindex’, duplicate without user-selected canonical, blocked by robots, or crawled-currently-not-indexed. Align your crawl list with these buckets to see where gaps start. Pages that serve the same intent should point to a single canonical target.
Robots, Meta Robots, And Canonicals
Check /robots.txt for broad disallows that trap assets or sections that should be open. Confirm that directives match your intent and that the file loads fast. Meta robots must align with canonicals; a page with noindex should not be the canonical target. Avoid blocking a page in robots if you rely on a meta tag on that same page, since crawlers may not see it. Keep one canonical per page and avoid chains.
Information Architecture And Internal Links
Map your hubs and spokes. Top pages should sit near the root with clear paths from menus and category links. Use breadcrumb trails and related links to surface depth pages. Trim link bloat in headers and footers so equity flows through body links that match search intent. Fix orphan pages or retire them if they serve no purpose.
On-Page Content That Matches Search Intent
Start with the pages that drive revenue or leads. Check whether each page satisfies a single clear need. Merge near-duplicates and redirect to the strongest version. Add missing answers, plain steps, and data where readers expect them. Keep paragraphs tight, use subheads for scan reading, and write titles that promise the exact deliverable on the page.
HTML Basics: Titles, Meta Descriptions, And Headings
Export all titles and meta descriptions. Look for empty, clipped, or repeated text. Titles should name the topic and the payoff in natural language. Write meta descriptions to earn the click with a crisp benefit that matches the query. Use a single H1 and a sensible H2/H3 stack. Match headings to the content under them.
Media Housekeeping: Images, Alt Text, And Size
Audit filenames and alt text so they describe the subject. Compress large images and serve modern formats where you can. Lazy-load below-the-fold assets. Add width/height so layout shifts stay low. Replace decorative stock where it adds no value with charts, screenshots, or simple diagrams that teach.
Performance Checks With Field Data
Open the Core Web Vitals page to align on targets for LCP, INP, and CLS. Use a field-data view to spot patterns by template: home, category, product, article. Then use lab tests to trace regressions. Trim render-blocking scripts, defer non-critical code, preconnect to key origins, and serve images in the right dimensions. Fix layout jumps caused by ads or late-loading fonts.
Mobile And UX Touches
Test on common screen sizes. Check menu reach, tap targets, font legibility, and sticky elements that cover content. Watch for modals that interrupt reading. Keep tables narrow with overflow scroll. Make forms short and tidy so users finish tasks without friction.
Security, HTTPS, And Redirect Hygiene
Force HTTPS and check HSTS. Fix mixed content so every asset loads over TLS. Collapse redirect chains and keep a single 301 hop where needed. Retire ancient 302s that should be permanent. Keep a canonical target on the end state, not the redirecting URL.
Sitemaps That Reflect The Site You Want Indexed
List only indexable URLs in XML sitemaps. Exclude parameter pages, soft 404s, and redirects. Split large sites into logical sitemap files by type so you can track coverage by template. Ping search engines on deploys so fresh pages get discovered fast.
Structured Data With Care
Add markup that matches what’s on the page. Use the right type for the content: Article, Product, HowTo, Recipe, Event, Organization, and so on. Validate often and keep it free of spammy tricks. If something is optional, skip it rather than stuffing placeholders.
Backlink Health And Gaps
Pull referring domains and anchor text. Look for brand and topic gaps against peers. Flag spam clusters, hacked links, and obvious networks. Plan outreach for linkable assets that teach, compare, or share data. Pair this with internal links so equity lands where it can move the needle.
Local And Brand Signals
For local sites, align name, address, and phone across listings. Keep hours and services current. Encourage reviews without gating. For broader brands, tidy social profiles and link them from the site so knowledge panels and rich results pull clean data.
Tracking, QA, And Guardrails
Check that conversions record on the right events. Tag key interactions like add-to-cart, lead form start, and submit. Use an alert for traffic dips so you don’t miss a regression. Keep staging blocked from indexing and mirror key tags there for QA before launch.
From Findings To Fixes
Turn issues into clear tickets with an owner, a due date, and an acceptance test. Bundle changes by template or by theme so releases land with fewer surprises. Keep a changelog tied to metrics so you can link gains to specific work.
Fix Priority Matrix
| Issue | Impact On Traffic | Effort Level |
|---|---|---|
| Blocked Content In robots.txt | High if core pages hidden | Low to medium |
| Duplicate Canonicals | High on large sets | Medium |
| Broken Internal Links | Medium to high | Low |
| Slow LCP On Templates | High | Medium to high |
| CLS From Late Ads | Medium | Low to medium |
| Soft 404s | Medium | Low |
| Thin Pages With No Intent | Medium | Medium |
| XML Sitemap With Non-Indexables | Medium | Low |
| Missing Alt Text On Key Media | Low to medium | Low |
| Spammy Backlink Cluster | Low to medium | Medium |
Deep Dive: Crawlability And Indexing Wins
Check Crawl Paths
Confirm that key paths are open for the primary crawler. Assets like CSS and JS should not be blocked if they are needed to render the page. Health checks, admin zones, and duplicates can stay blocked where that makes sense.
Line Up Index Signals
Each URL should send a clear message: indexable or not. If a page should stay out, keep noindex and remove it from sitemaps. If a page belongs in the index, keep it crawlable, pick one canonical, and give it internal links from related pages.
Deep Dive: Content That Earns Clicks
Match Searcher Language
Review queries from Search Console and mirror the wording readers use. Answer the main task early on the page. Add steps, tables, and screenshots that save time. Keep claims grounded with cited data where the topic needs it.
Fix Cannibalization
Group pages that chase the same term. Pick a lead URL and fold the rest into it with 301s and updated internal links. This lifts the best version and cuts confusion for crawlers.
Deep Dive: Technical Cleanups That Move Metrics
Speed Targets
Focus on above-the-fold render. Inline tiny critical CSS, delay heavy scripts, and serve media at the right size. Keep server time steady and use caching that matches your stack. Watch field data to confirm wins across devices and networks.
Layout Stability
Reserve space for ads, images, and embeds. Preload fonts that render early text. Avoid layout jumps from dynamic widgets by setting fixed containers.
Deep Dive: Internal Links And Architecture
Build Topic Hubs
Create hub pages that summarize a topic and point to depth pages. From those depth pages, link back up to the hub and across to siblings. Use short, descriptive anchors that match the target page. Keep menus lean so body links carry weight.
Find And Fix Orphans
Join your crawl list with analytics landings and your XML sitemaps. Any URL that shows up in only one source needs a link plan or a redirect. Mark low-value pages for retirement to keep the site tidy.
Planning: Turn Audit Notes Into A 90-Day Plan
Days 1–30
Ship safety fixes: broken links, soft 404s, redirect loops, and sitemap cleanups. Unblock assets. Add missing canonicals. Set up reports for speed and index coverage by template.
Days 31–60
Release speed wins on the top templates. Tidy titles across the top 100 pages by clicks. Merge duplicates and ship redirects. Add internal links from hubs to revenue pages.
Days 61–90
Publish net-new pages that fill gaps you found. Earn links with useful assets like checklists and calculators. Keep pushing field data up with image compression and script defers.
Quality And Safety Guardrails
Keep claims accurate and cite reputable sources where needed. Avoid spammy link tactics, doorway pages, and copied text. Use a single canonical URL per page and avoid cloaking tricks. Keep ad placements from covering content and keep the first screen clean.
Maintenance Cadence That Prevents Slippage
Set a monthly sweep for index coverage, speed, top queries, and top pages. Refresh pages that slide in clicks. Re-crawl after large releases. Update screenshots and data tables where facts change. Prune deadweight that no longer serves readers.
Deliverables You Can Hand To Stakeholders
Bundle findings into three files: a summary doc with the biggest wins, a spreadsheet of issues with owners and dates, and a changelog tied to metrics. Keep the language plain. Show before/after results for a few pages to keep buy-in strong.
Final Notes Before You Hit Publish
Make sure the site template shows one visible date where that applies and that structured data stays valid. Keep media alt text descriptive. Keep pages fast on the first screen with text before heavy images. With this process, you have a repeatable way to keep a site tidy and growing.