SEO audit step by step: a checklist to review your website

An SEO audit is an organised review of everything that affects whether Google finds, understands and shows your website. You do not need to be an expert to run a first one: with this checklist you can spot the most common problems in an afternoon.

1. Check that Google can crawl your website

First, rule out blocks. Review:

• robots.txt (yoursite.com/robots.txt): it must not contain Disallow: / unless you want to hide the site. A slip here prevents everything from being indexed.
• Meta robots tag: no important page should carry noindex.
• XML sitemap (yoursite.com/sitemap.xml): it must exist, list only the URLs you want indexed and be submitted in Google Search Console.
• Response code: important pages must return 200, not 404, 500 or long redirect chains.

2. Review what is indexed

In Search Console, the Pages report tells you which pages are indexed and why others are not. Pay attention to:

• “Crawled, currently not indexed”: Google saw it but does not consider it valuable. It usually points to thin or duplicate content.
• “Duplicate, user has not declared a canonical”: you need canonical tags.
• “Excluded by noindex” on pages you did want to rank.

A quick site:yoursite.com search on Google gives an idea of the number of indexed pages.

3. Structure and architecture

• Any important page should be three clicks or fewer from the homepage.
• Short, lowercase URLs made of words, not parameters.
• Navigation and internal links with descriptive anchor text (“international SEO service”, not “click here”).
• Breadcrumbs on inner pages.

4. Content and keywords

Each page should answer one clear search intent. Review:

• Title (title): unique, descriptive and with the main keyword near the start.
• Meta description: unique and written so someone wants to click.
• One H1 and ordered H2/H3 headings.
• Content that really adds something: examples, data, complete answers. Avoid near-identical pages that only change the city name.

5. Technical SEO and speed

• Test the site with PageSpeed Insights and check the Core Web Vitals (loading, interactivity, visual stability).
• Compressed images, in modern formats and with declared dimensions.
• A mobile-friendly site: Google crawls mobile-first.
• HTTPS across the whole site, with no mixed content.
• Remove broken links and unnecessary redirects.

6. Structured data

schema.org markup helps Google understand your content. The most useful types for a company: Organization, LocalBusiness, Service, FAQPage and Article. Validate them with the rich results test tool.

7. Authority and links

• Check which sites link to you and their quality (Search Console → Links).
• Look for opportunities: industry directories, collaborations, mentions from customers and suppliers.
• Be wary of buying links: it can end in a penalty.

8. Local SEO (if you have a physical or area-based business)

• A complete, verified Google Business Profile.
• Company details (name, address, phone) identical across the site and directories.
• Real reviews and replies to them.

How to prioritise what you find

1. Indexing blocks (critical): fix these first.
2. Serious technical errors: 5xx, broken redirects, extremely slow pages.
3. Content that does not answer the search.
4. Authority improvements, which are the slowest.

An audit is not a document you file away: it is a prioritised task list. If you prefer us to do it, we review your website and give you a plan with timelines.