Site Audit Checklist: 4 Most Powerful SEO Techniques

For your first SEO site audit ensure the site is crawlable & accessible by search engines. New Client or New Prospective Client you should flow this site audit checklist first.

SEO Site Audit Checklist

1. On-Page – Check for:

Title and Description Tags:

  • Duplication 
  • Primary and Secondary keywords present


  • Bullet points 
  • Numbered lists 
  • Short paragraphs

Overall content:

  • Duplication
  • Primary and Secondary keywords present 
  • H-tags
  • Cannibalization (multiple pages optimized for the same primary keywords)
  • Location-based keywords (Chicago, Hampton Roads, Disney World) 
  • Contact information is present

Internal links:

  • Descriptive anchor text 
  • Broken links


  • Include images, GIFs, or videos
  • Descriptive alt text for images
  • Broken images or videos

Outbound links:

  • Open into new windows or tabs
  • Broken links

2. Off-Page — Check for:


  • The total count of other sites linking back to this site 
  • Toxicity Score (an indicator of spammy sites) 
  • Relevancy to your niche, topic, or location 
  • Referring domains 
  • Broken links or backlinks leading to redirects 
  • Anchor text diversity

NAP (Name, Address, Phone Number):

  • Review profiles on listing sites for consistency 
  • Missing profiles such as Google My Business


  • Check major review sites for profiles 
  • Assess sentiment of reviews 
  • Check for proper NAP information including website URL 
  • Assess response from the client to reviews

Social media:

  • Check all relevant platforms for profiles 
  • Review each profile to ensure it’s up-to-date 
  • Assess the most recent content

3. Technical — Check for:

Analytics and webmaster tools in place:

Loading Speed:

  • Large HTML page size 
  • Redirect chains/loops 
  • Uncompressed images 
  • Slow loading time

Status Codes:

  • 5xx are server-side issues
  • 4xx means a page cannot be accessed
  • 3xx indicated redirects

URL Structure: 

  • Clean and free from irrelevant characters
  • Clearly details what the page is about
  • Duplication
  • Consistent naming conventions

Loading Speed:

  • Missing or inaccessible
  • Contains broken or outdated pages
  • Format issues

4. User Experience — Check for:

Customer journey:

  • Simple navigation 
  • Strong CTAs 
  • A clear description of services, products, or purpose 
  • Internal linking to guide the audience through the site

Banners / Pop-ups:

  1. Is there an excessive amount of blocking users from interacting with the site? 
  2. Are they relevant and helpful?

Status Codes:

  • Content shifts after or while loading 
  • Multiple media loads quickly 
  • Site elements are quickly and easily able to be clicked on 
  • Videos do not play audio automatically

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