May

17-Step SEO Audit Checklist to Boost Website Rankings Effectively

05/01/2025 5:00 PM by Admin in Seo

In today's competitive digital landscape, having a strong online presence isn't just an advantage—it's essential. At the core of this presence lies search engine optimization (SEO), the practice of improving your website to increase visibility when people search for products or services related to your business. But how do you know if your SEO efforts are effective? This is where an SEO audit becomes invaluable.

An SEO audit is a comprehensive analysis of your website's search engine friendliness. It identifies areas of strength and weakness, providing actionable insights to improve your site's visibility in search results. According to recent studies, websites that conduct regular SEO audits experience an average increase of 25% in organic traffic within six months.

Whether you're a small business owner looking to expand your digital footprint, a marketing professional responsible for driving traffic, or an SEO specialist seeking a structured approach to website optimization, this checklist will serve as your roadmap to SEO success.

By following these 17 essential SEO audit steps, you'll be able to diagnose issues that might be hindering your website's performance and implement strategies that will help you climb search engine rankings. Let's dive in!

seo audit checklist

17 Steps SEO Audit Checklist: Complete Guide to Boosting Your Website Rankings

1. Website Crawlability Assessment

Search engines like Google use automated bots (crawlers) to discover and index your website's content. If these crawlers can't properly access your site, your pages won't appear in search results—regardless of how valuable your content is.

How to check if search engines can properly crawl your site:

Start by verifying your site in Google Search Console, which provides a wealth of information about how Google views your site. Under the "Coverage" report, look for indexing issues that might prevent your pages from appearing in search results.

Using robots.txt files effectively:

Your robots.txt file serves as instructions for search engine crawlers, telling them which pages or sections of your site they should or shouldn't access. Located at yourdomain.com/robots.txt, this file should be configured to block crawling of duplicate content, admin pages, and other low-value areas while allowing access to important content.

A common mistake is accidentally blocking search engines from crawling your entire site with incorrect robots.txt directives such as:

User-agent: *
Disallow: /

Instead, ensure you're only blocking specific directories that don't need to be indexed:

User-agent: *
Disallow: /admin/
Disallow: /private/
Disallow: /temporary/

Checking XML sitemaps for accuracy and submission:

An XML sitemap acts as a roadmap for search engines, highlighting your website's important pages and their relationships. Ensure your sitemap:

Is up-to-date with all canonical (preferred) URLs
Excludes redirected, blocked, or low-quality pages
Includes your most valuable content
Is properly formatted according to sitemap protocol
Has been submitted to Google Search Console and Bing Webmaster Tools

Tools to verify crawlability:

Google Search Console's URL Inspection tool allows you to check how Google sees specific pages
Screaming Frog SEO Spider can crawl your website similar to how search engines do, identifying potential issues
DeepCrawl provides in-depth crawl analysis for larger sites

By ensuring your website is fully crawlable, you create the foundation for all other SEO efforts. If search engines can't access your content, no amount of optimization will improve your rankings.

2. Page Speed Optimization

In our fast-paced digital world, users expect websites to load quickly. Google recognizes this expectation and has made page speed a ranking factor for both desktop and mobile searches.

Why page speed matters for SEO and user experience?

Studies show that 53% of mobile users abandon sites that take longer than three seconds to load. This high bounce rate signals to search engines that your site provides a poor user experience, potentially harming your rankings. Additionally, faster loading pages generally lead to Lower bounce rates, Higher conversion rates (every 1-second delay reduces conversions by up to 7%), Longer session durations, and Improved crawl efficiency

How to measure loading times:

Use these tools to evaluate your website's speed performance:

Google PageSpeed Insights provides both lab and field data, with specific recommendations for improvement
GTmetrix offers detailed performance reports, including waterfall charts showing which resources are causing delays
WebPageTest allows for testing from different locations and device types
Chrome DevTools' Performance tab helps identify client-side performance issues

Common speed issues and their solutions:

Unoptimized images: Compress images using tools like TinyPNG or Squoosh, and implement responsive images using srcset attributes
Render-blocking JavaScript and CSS: Move non-critical CSS to separate files and load JavaScript asynchronously or defer its loading
Lack of browser caching: Set appropriate cache headers to store static resources locally in users' browsers
Unminified code: Minify HTML, CSS, and JavaScript files to reduce file sizes
Too many HTTP requests: Combine files where possible and use HTTP/2 to allow parallel loading
Slow server response time: Upgrade hosting, implement content delivery networks (CDNs), or optimize database queries

Mobile vs. desktop speed considerations:

With Google's mobile-first indexing, mobile page speed is particularly crucial. Mobile devices typically have less processing power and may connect through slower networks, so:

Prioritize critical rendering path optimization for mobile
Consider implementing AMP (Accelerated Mobile Pages) for content-heavy pages
Use adaptive loading techniques that serve simpler versions to devices on slower connections
Test your site on actual mobile devices, not just emulators

A comprehensive page speed optimization strategy can yield significant ranking improvements, especially for sites competing in crowded niches.

3. Mobile-Friendliness Evaluation

In today's smartphone-dominated world, having a mobile-friendly website isn't just good practice—it's essential for SEO success.

Google's mobile-first indexing explained:

Since 2019, Google predominantly uses the mobile version of a site's content for indexing and ranking. This means that if your site performs poorly on mobile devices, your rankings will suffer across all devices—even for desktop searches. Mobile-first indexing prioritizes how your content appears and functions on mobile devices over desktop versions.

How to test mobile responsiveness:

Several tools can help evaluate your site's mobile performance:

Google's Mobile-Friendly Test provides a quick assessment of mobile usability
Chrome DevTools' Device Mode simulates various mobile devices and screen sizes
BrowserStack allows testing on real mobile devices across different operating systems
Google Search Console's Mobile Usability report identifies specific mobile issues across your site

Common mobile usability issues to fix:

Unreadable text that's too small or requires zooming
Clickable elements that are too close together ("fat finger" problem)
Content wider than the screen that requires horizontal scrolling
Unplayable content that requires unsupported plugins like Flash
Intrusive interstitials or popups that obstruct content
Slow page loading on mobile networks
Unoptimized images that waste bandwidth

Adaptive vs. responsive design considerations:

Responsive design uses flexible layouts that adjust based on screen size, offering a consistent experience across devices with a single URL structure. Adaptive design, on the other hand, detects the user's device and serves a completely different version of the site optimized for that specific device.

While responsive design is generally preferred for its simplicity and maintenance advantages, adaptive design can provide better performance in some cases by serving highly optimized versions for specific devices. Consider your audience and technical capabilities when choosing between these approaches.

4. SSL Security Check

Website security is no longer optional in today's digital environment. Search engines prioritize secure websites, and users are increasingly aware of security indicators when browsing.

Importance of HTTPS for SEO and user trust:

Google confirmed HTTPS as a ranking signal back in 2014, and its importance has only grown since then. Beyond SEO benefits, secure websites inspire confidence in visitors, leading to:

Increased conversion rates
Lower bounce rates
Protection of user data
Prevention of content manipulation through man-in-the-middle attacks

Chrome and other browsers now prominently display "Not Secure" warnings for HTTP sites, potentially driving away traffic before users even see your content.

How to check SSL certificate status:

Verify your SSL implementation using:

SSL Labs' Server Test for comprehensive certificate analysis
Why No Padlock tool to identify mixed content issues
Chrome DevTools' Security panel to inspect certificate details and identify unsecured resources

Ensure your certificate:

Hasn't expired
Covers all subdomains (with wildcard or multi-domain certificates)
Uses strong encryption (TLS 1.2 or higher)
Is properly installed with valid certificate chains

Security vulnerabilities that affect SEO:

Several security issues can impact your search rankings:

Malware infections that lead to Google blacklisting
Outdated CMS systems with known vulnerabilities
Cross-site scripting (XSS) vulnerabilities
SQL injection possibilities
Unauthorized iframe implementation
Comment spam or other user-generated content abuse

Regular security scanning with tools like Sucuri SiteCheck or Google Safe Browsing status can help identify these issues before they impact your rankings.

Implementing security headers:

Modern websites should implement security headers that help prevent common attacks:

HTTP Strict Transport Security (HSTS) enforces secure connections
Content Security Policy (CSP) prevents cross-site scripting attacks
X-Content-Type-Options prevents MIME type sniffing
X-Frame-Options prevents clickjacking through frames
Referrer-Policy controls information shared when linking to external sites

Use the Security Headers scanner to check your current implementation and identify opportunities for improvement.

By prioritizing security, you not only improve your SEO standing but also protect your users and your business reputation—making this a critical step in any comprehensive SEO audit.

5. URL Structure Analysis

Well-structured URLs contribute to better user experience and clear signals to search engines about your content's organization and purpose.

Best practices for SEO-friendly URLs:

Keep URLs short and descriptive (aim for under 60 characters)
Use lowercase letters exclusively
Include target keywords near the beginning when relevant
Use hyphens (-) to separate words, not underscores (_) or spaces
Avoid unnecessary parameters or session IDs when possible
Implement a logical hierarchy that reflects site structure
Make URLs human-readable ("example.com/blue-widgets" rather than "example.com/p=123")

Identifying and fixing problematic URL patterns:

Look for these common URL issues:

Dynamic URLs with excessive parameters
Duplicate content accessible through multiple URLs
Inconsistent URL structures across similar content types
Keyword stuffing in URLs
Unnecessarily deep URL structures (too many subdirectories)

For example, instead of:

https://example.com/category.php?id=123&sort=price&page=2

Aim for:

https://example.com/furniture/living-room/sofas/

When changing problematic URLs, always implement 301 redirects from old URLs to new ones to preserve link equity and prevent user confusion.

URL parameter handling:

URL parameters can create duplicate content issues if not managed properly. Use Google Search Console's URL Parameters tool to tell Google how to handle parameters that:

Change page content (like "id" or "category")
Sort or filter content (like "sort" or "filter")
Track user behavior (like "utm_source")
Determine page appearance (like "theme" or "view")

For non-essential parameters, consider either:

Using rel="canonical" tags to indicate the preferred version
Adding noindex tags to parameter-based pages
Blocking parameter-based URLs in robots.txt if they're not needed in the index

Managing URL redirects properly:

Audit your redirects to ensure they:

Use 301 (permanent) redirects rather than 302 (temporary) when the change is permanent
Avoid redirect chains (A→B→C) that slow down users and waste crawl budget
Properly consolidate www/non-www and HTTP/HTTPS versions
Redirect at the appropriate level (page-to-page rather than everything to homepage)

Tools like Screaming Frog or Sitebulb can help identify redirect issues by crawling your site and mapping all redirect paths.

A clean, consistent URL structure improves search engine understanding of your site architecture and enhances user experience—both critical factors for SEO success.

On-Page SEO Audit Steps

6. Content Quality Assessment

High-quality content is the cornerstone of SEO success. Google's algorithms increasingly focus on rewarding content that demonstrates expertise, authority, and trustworthiness.

Evaluating content for E-E-A-T:

Google's Search Quality Evaluator Guidelines emphasize Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) as key indicators of quality content. When auditing your content, consider:

Experience: Does your content demonstrate first-hand experience with the topic? Include personal insights, case studies, or real-world applications.
Expertise: Is your content created by subject matter experts or thoroughly researched? Include credentials, detailed analysis, and depth that demonstrates knowledge.
Authoritativeness: Is your site recognized as an authority in your field? Include citations from other reputable sources, testimonials, or industry recognition.
Trustworthiness: Is your content accurate, honest, and transparent? Include sources, fact-checking, up-to-date information, and clear disclosure of advertising relationships.

Identify content that falls short in these areas and prioritize improvements to boost overall site quality.

Identifying thin or duplicate content issues:

Search engines penalize sites with low-value content, so identify and address:

Pages with minimal text (under 300 words) that don't serve a specific purpose
Duplicate or near-duplicate content across multiple pages
Automatically generated content with little value
Doorway pages designed only for search engines
Content that's simply aggregated from other sources without adding value

Use tools like Copyscape or Siteliner to find duplicate content issues, and consider:

Merging similar content into comprehensive guides
Expanding thin content with additional research and insights
Implementing canonical tags for necessary duplicate content
Noindexing low-value pages that serve functional purposes
Creating original, in-depth content that addresses user needs

Content freshness and update frequency:

Content freshness impacts rankings, particularly for time-sensitive topics. During your audit:

Identify outdated statistics, studies, or information
Check for broken links or references to obsolete practices
Note time-sensitive content that needs regular updates
Create a content update schedule based on topic volatility
Implement "last updated" dates on pages that change frequently

When updating content, make substantial improvements rather than minor tweaks, and consider adding "Updated for [current year]" in titles for seasonal content.

Word count analysis vs. competition:

While there's no universal "ideal" word count, comparing your content length with top-ranking competitors can provide insights:

Identify the top 5-10 results for your target keywords
Analyze their word count, depth of coverage, and unique angles
Note whether comprehensive content (typically 1,500+ words) dominates the SERPs
Look for content gaps where competitor content fails to address important questions

Remember that quality trumps quantity—aim to create the most comprehensive, useful resource for your topic rather than simply hitting a specific word count target.

7. Keyword Optimization Check

Effective keyword usage remains a fundamental aspect of SEO, though the focus has shifted from keyword density to semantic understanding and user intent.

Current keyword ranking analysis:

Begin by establishing your current performance baseline:

Use tools like Ahrefs, SEMrush, or Moz to identify which keywords your site currently ranks for
Note position changes over time to identify trends
Compare organic visibility with direct competitors
Categorize keywords by intent (informational, navigational, commercial, transactional)
Identify high-opportunity keywords where you're ranking on page two or early page one

This analysis provides direction for your optimization efforts by revealing strengths to build upon and weaknesses to address.

Identifying keyword cannibalization issues:

Keyword cannibalization occurs when multiple pages on your site target the same keyword, forcing Google to choose which page to rank and potentially diluting your ranking power. To identify cannibalization:

Export all your target keywords and the corresponding ranking URLs
Look for instances where multiple URLs rank for the same keyword
Check internal anchor text to ensure you're not sending mixed signals
Analyze search intent to determine if multiple pages truly serve different purposes

To resolve cannibalization:

Merge similar content into a single, comprehensive page
Differentiate content by targeting more specific long-tail variations
Implement canonical tags to indicate preferred versions
Create a clear hierarchy with internal linking

Evaluating keyword density and placement:

While keyword stuffing is long-outdated, strategic keyword placement remains important:

Include target keywords in key locations (title tag, H1, first paragraph, at least one H2)
Use related terms and synonyms throughout content (LSI keywords)
Ensure keyword usage sounds natural and prioritizes readability
Check for opportunities to incorporate secondary keywords without compromising quality
Use tools like Clearscope or MarketMuse to evaluate content optimization against top performers

Finding new keyword opportunities:

Expand your keyword strategy by identifying:

Long-tail variations of current target keywords
Questions people ask about your topics (use Answer the Public or "People Also Ask" boxes)
Semantic variations and related concepts
Low-competition keywords with reasonable search volume
Keywords your competitors rank for but you don't

Prioritize keywords based on:

Relevance to your business objectives
Search volume and competition difficulty
Conversion potential and commercial intent
Content creation resources available

By systematically analyzing and optimizing your keyword strategy, you ensure your content targets the right audience with the right messaging—a crucial element of SEO success.

8. Title Tags and Meta Descriptions Review

Title tags and meta descriptions are critical on-page elements that influence both click-through rates and rankings.

Best practices for optimizing title tags:

Title tags appear as the clickable headline in search results and should:

Be unique for every page
Include primary keywords near the beginning
Be compelling enough to encourage clicks
Convey the page's main value proposition
Stay under 60 characters to avoid truncation
Follow a consistent format across similar pages (e.g., "Primary Keyword | Secondary Keyword | Brand Name")

For example, instead of:

Homepage - Example Company

Use:

Affordable Ergonomic Office Chairs | Free Delivery | Example Company

Meta description length and optimization tips:

While meta descriptions don't directly impact rankings, they significantly influence click-through rates:

Write compelling, benefit-focused descriptions under 155 characters
Include a call-to-action that encourages clicks
Feature target keywords that will appear bold in search results
Ensure descriptions accurately reflect page content
Differentiate descriptions for similar pages
Include unique selling points like "Free Shipping" or "24/7 Support"

Fixing duplicate or missing meta elements:

During your audit, identify:

Pages missing title tags or using default titles
Pages with duplicate title tags across the site
Missing or duplicate meta descriptions
Auto-generated meta descriptions that don't reflect actual content
Overly short or generic meta descriptions that fail to entice clicks

Prioritize fixes for your most important pages first, especially those with high traffic potential or commercial value.

Implementing schema markup for rich snippets:

Schema markup (structured data) helps search engines understand your content and can result in enhanced search results:

Identify appropriate schema types for your content (Article, Product, FAQ, Review, etc.)
Implement schema using JSON-LD format (preferred by Google)
Test implementation using Google's Rich Results Test
Monitor rich snippet performance in Google Search Console
Prioritize schemas that correspond to your content types and business goals

Common schema types that generate rich snippets include:

Review schema for products or services
Recipe schema for cooking content
FAQ schema for question-and-answer content
Event schema for upcoming events
Product schema for e-commerce items

Properly implemented schema markup can significantly increase visibility and click-through rates from search results, providing a competitive advantage in crowded search landscapes.

9. Header Tags Structure (H1, H2, H3)

Header tags create a hierarchical structure that helps both users and search engines understand your content's organization.

Proper header hierarchy implementation:

Headers should follow a logical nested structure:

Each page should have exactly one H1 tag containing the main topic
H2 tags should define major sections within the content
H3 tags should define subsections within H2 sections
H4-H6 tags can be used for further subsections when necessary
Never skip header tag levels

This structure creates a clear content outline that improves readability and helps search engines understand content relationships.

Keyword usage in headers:

Strategic keyword placement in headers helps reinforce topical relevance:

Include your primary keyword or a close variation in the H1
Use secondary keywords and related terms in H2 tags
Incorporate long-tail variations in lower-level headers
Ensure all headers accurately reflect their content
Maintain natural language rather than keyword-stuffed headers

For example, if targeting "home office setup," your structure might include:

H1: "Complete Guide to Creating the Perfect Home Office Setup"
H2: "Essential Home Office Equipment for Productivity"
H3: "Ergonomic Chair Options for Your Home Workspace"
H3: "Desk Sizing and Placement in Home Offices"

Common header tag mistakes:

During your audit, watch for these frequent issues:

Multiple H1 tags on a single page or Missing H1 tags or Empty Header Tags
Headers used purely for styling rather than structure
Overly long headers that dilute keyword focus
Inconsistent header formatting across pages
Header tags containing only images without alt text

Accessibility considerations for headers:

Proper header implementation is critical for accessibility:

Screen readers use headers to navigate content
Headers create visual breaks that help users with cognitive disabilities
Clear hierarchy helps users with attention disorders follow content flow
Descriptive headers benefit all users by making content scannable

By optimizing your header structure, you improve both search engine understanding and user experience—a win-win for SEO and accessibility.

10. Image Optimization

Images are often overlooked in SEO audits despite their significant impact on both user experience and search performance.

Alt text implementation check:

Alt text (alternative text) describes images for users who can't see them and helps search engines understand image content:

Every important image should have descriptive alt text
Include target keywords when relevant, but prioritize accurate description
Keep alt text concise (under 125 characters)
Avoid keyword stuffing in alt attributes
Use empty alt attributes (alt="") for decorative images

For example, instead of:

<img src="office-chair.jpg" alt="office chair">

Use:

<img src="office-chair.jpg" alt="Ergonomic office chair with adjustable lumbar support">

Image file size and format optimization:

Large image files slow page loading and harm user experience:

Compress all images using tools like TinyPNG, ImageOptim, or Squoosh
Choose appropriate formats: JPEG for photographs, PNG for images requiring transparency, SVG for logos and icons, WebP as a modern alternative with better compression
Resize images to the dimensions they'll be displayed at (don't rely on CSS scaling)
Remove unnecessary metadata from image files
Consider serving different image sizes based on device using srcset attribute

Aim for image file sizes under 100KB when possible without sacrificing necessary quality.

Lazy loading implementation:

Lazy loading delays the loading of off-screen images until users scroll to them:

Implement native lazy loading with the loading="lazy" attribute
Use JavaScript alternatives for broader browser support
Prioritize above-the-fold images to load immediately
Apply lazy loading to large below-the-fold images first
Test implementation on various devices and connection speeds

<img src="example.jpg" loading="lazy" alt="Description of image">

Image sitemap evaluation:

For sites with many images, especially image-focused sites like photography portfolios or e-commerce:

Create a dedicated image sitemap or include image information in your existing XML sitemap
Include image location, caption, title, license information when relevant
Submit image sitemaps through Google Search Console
Ensure image URLs are accessible to search crawlers
Monitor image search performance in Search Console

By thoroughly optimizing your images, you improve page speed, accessibility, and the potential for additional traffic through image search—all contributing to better overall SEO performance.

Off-Page SEO Audit Steps

11. Backlink Profile Analysis

Backlinks remain one of the most influential ranking factors, making backlink analysis a crucial part of any SEO audit.

Evaluating backlink quality and quantity:

Not all links are created equal. Analyze your backlink profile for:

Total number of referring domains and backlinks
Growth or decline trends over time
Domain authority distribution of linking sites
Topical relevance of linking domains
Link placement (contextual in-content links are typically more valuable)
Anchor text distribution (natural mix vs. over-optimized)
Link attributes (follow vs. nofollow, sponsored, UGC)
Geographic distribution of links

Tools like Ahrefs, Majestic, SEMrush, or Moz provide comprehensive backlink data for this analysis.

Identifying toxic backlinks:

While Google has improved at ignoring low-quality links, especially toxic backlinks can still harm your site. Look for:

Links from sites with suspicious TLDs (.xyz, .info, etc. when not legitimate)
Exact-match anchor text at unnatural frequencies
Links from sites with no topical relevance
Links from sites with malware or security warnings
Sitewide links from footers or sidebars
Links from link farms or private blog networks (PBNs)
Sudden unnatural spikes in backlink acquisition

For genuinely harmful links, create a disavow file and submit it through Google Search Console, but use this option sparingly and only for clearly manipulative links.

Competitor backlink comparison:

Understanding your competitors' link profiles provides strategic opportunities:

Identify your top 3-5 organic search competitors
Analyze their backlink profiles using the tools mentioned above
Look for patterns in their link acquisition strategies
Identify high-quality domains linking to multiple competitors but not to you
Note content types that consistently earn links in your industry
Compare anchor text distribution and topical themes

This analysis often reveals untapped link opportunities and content gaps to address.

Link building opportunities:

Based on your analysis, identify potential link building strategies:

Broken link building (find broken links on relevant sites and suggest your content as a replacement)
Resource page outreach (find industry resource pages and suggest your content)
Guest posting on authoritative, relevant sites
Creating linkable assets like original research, tools, or comprehensive guides
Reclaiming unlinked brand mentions
Building relationships with industry influencers and publications

Prioritize quality over quantity, focusing on links that drive relevant traffic and establish topical authority in your niche.

12. Brand Mentions and Citations

Beyond traditional backlinks, brand mentions and citations contribute to your site's authority and reputation.

Tracking unlinked brand mentions:

Unlinked mentions (instances where your brand is mentioned without a hyperlink) still provide value for brand awareness and can be converted into links:

Set up Google Alerts for your brand name, products, and key executives
Use social listening tools like Mention or Brand24
Run regular searches for your brand name with tools like Ahrefs' Content Explorer
Check for mentions in industry publications, forums, and review sites

When you find valuable unlinked mentions, reach out to the author or webmaster with a friendly request to add a link—focusing on how the link adds value for their readers.

Local citation consistency:

For businesses with physical locations, consistent citations (mentions of your business name, address, and phone number) across the web are crucial for local SEO:

Audit your NAP (Name, Address, Phone) information across all online directories
Check for inconsistencies in formatting, abbreviations, or outdated information
Prioritize high-authority directories like Google Business Profile, Yelp, and industry-specific directories
Correct inconsistencies starting with the most authoritative platforms
Consider using citation management tools like BrightLocal or Moz Local

Consistency signals legitimacy to search engines and improves your chances of ranking in local search results.

Online reputation assessment:

Your brand's online reputation directly impacts user trust and conversion rates:

Monitor review sites relevant to your industry
Track sentiment in social media mentions
Address negative feedback promptly and professionally
Encourage satisfied customers to leave positive reviews
Analyze review patterns to identify business improvement opportunities

A strong reputation not only attracts more clicks but also sends positive trust signals to search algorithms.

Social media presence evaluation:

While social signals aren't direct ranking factors, they contribute to brand awareness and can drive traffic:

Audit follower growth and engagement rates across platforms
Check social profile optimization (complete information, consistent branding)
Evaluate content performance and identify successful patterns
Assess competitor social strategies and benchmark your performance
Identify opportunities for improved social integration with your website

A strong social presence amplifies your content reach and provides additional touchpoints for your audience, indirectly supporting SEO efforts through increased brand recognition and engagement.

13. Local SEO Check

For businesses serving specific geographic areas, local SEO requires special attention during your audit.

Google Business Profile optimization:

Google Business Profile (formerly Google My Business) is the cornerstone of local search visibility:

Verify ownership and ensure complete, accurate business information
Select appropriate primary and secondary categories
Add high-quality photos of your business, products, and team
Collect and respond to customer reviews
Create Google Posts regularly to showcase offers, events, and updates
Add products, services, and attributes relevant to your business
Set accurate business hours, including special hours for holidays

A complete, active Google Business Profile significantly improves your chances of appearing in local pack results and Maps listings.

Local keyword performance:

Local search intent requires specific keyword targeting:

Audit rankings for "[service] in [location]" variations
Check performance for near-me searches on mobile devices
Evaluate location-specific landing pages for multiple-location businesses
Analyze competitor local keyword strategies
Identify opportunities for local content creation

Ensure your content naturally incorporates local terminology and landmarks relevant to your service areas.

Review management strategy:

Reviews influence both rankings and user decisions:

Audit review quantity and ratings across platforms (Google, Yelp, industry-specific sites)
Implement a systematic approach to requesting reviews from satisfied customers
Develop protocols for responding to both positive and negative reviews
Monitor review sentiment for insights into business improvement opportunities
Compare review profiles with top local competitors

Aim for a steady stream of authentic reviews rather than sporadic batches, which can appear unnatural to both users and algorithms.

Local schema markup implementation:

Structured data helps search engines understand your local business information:

Implement LocalBusiness schema (or a more specific subtype)
Include complete NAP information, opening hours, and accepted payment methods
Add review and aggregate rating schema when applicable
Connect your social profiles using Organization schema
Test implementation using Google's Rich Results Test

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Example Business",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "Portland",
    "addressRegion": "OR",
    "postalCode": "97201"
  },
  "telephone": "(555) 555-5555",
  "openingHoursSpecification": [...],
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "45.5189",
    "longitude": "-122.6795"
  }
}
</script>

Proper implementation of local SEO elements ensures visibility to nearby customers actively searching for your products or services.

14. Social Signals Assessment

While not direct ranking factors, social signals indicate content popularity and contribute to your overall online presence.

Social media engagement metrics:

Analyze your social performance across platforms:

Track engagement rates (likes, shares, comments) relative to follower count
Measure click-through rates from social posts to your website
Identify content themes that consistently generate engagement
Compare engagement metrics with industry benchmarks
Evaluate audience growth and quality over time

Use tools like Sprout Social, Hootsuite, or native platform analytics to gather this data systematically.

Social sharing functionality:

Audit your website's social integration:

Ensure social sharing buttons are present on appropriate content
Check that sharing buttons work correctly and include proper OpenGraph tags
Verify that shared content displays correctly on each platform
Consider placement and design of sharing buttons for optimal visibility
Track which content gets shared most frequently
Optimize OpenGraph tags and Twitter cards to control how your content appears when shared:

Social profile optimization:

Your social profiles themselves should be fully optimized:

Use consistent branding across all platforms
Complete all profile fields with keyword-rich descriptions
Include trackable links back to your website
Pin high-performing or conversion-focused content
Cross-promote profiles across platforms
Verify profiles where possible

Well-optimized profiles not only strengthen your brand presence but may also appear in search results for brand queries.

Social tools: Open Graph Tester Twitter Card generator

Social media content strategy:

Evaluate your content approach across social channels:

Analyze which content types perform best on each platform
Check posting frequency and timing against engagement metrics
Assess alignment between social content and overall marketing goals
Identify opportunities for increasing original content vs. shared content
Note competitor social strategies that generate strong engagement

A strategic social media presence amplifies your content reach, drives referral traffic, and contributes to brand authority—all indirectly supporting your SEO efforts.

User Experience Audit Steps

15. Site Architecture Review

Your website's structure affects both user navigation and search engine understanding of content relationships.

Navigation structure analysis:

Evaluate how easily users can find important content:

Check that main navigation highlights key categories and services
Ensure navigation is consistent across the site
Verify that important pages are accessible within 3 clicks from the homepage
Test navigation usability on mobile devices
Check for orphaned pages not accessible through navigation
Evaluate breadcrumb implementation for hierarchical clarity

A clear, logical navigation structure improves user experience and helps search engines understand content relationships and priorities.

Internal linking strategy:

Internal links distribute authority throughout your site and establish content relationships:

Audit internal link quantity and distribution across the site
Identify important pages receiving few internal links
Check anchor text variety and relevance
Look for opportunities to add contextual links within content
Evaluate sidebar, footer, and related content links
Consider adding a "related articles" section to key content pages

Use tools like Screaming Frog or Sitebulb to visualize internal link distribution and identify weak points in your linking structure.

Site depth evaluation:

Excessive site depth can harm both user experience and SEO:

Map out how many clicks pages are from the homepage
Identify valuable content buried too deep in the structure
Consider restructuring to bring important content closer to the homepage
Evaluate the necessity of intermediary category pages
Check for overlapping categories that could be consolidated

Aim to keep important pages within 3-4 clicks from the homepage while maintaining logical categorization.

Siloed content organization:

Content silos group related content to establish topical authority:

Evaluate whether your site structure reflects logical topic clusters
Check internal linking patterns for proper topical reinforcement
Identify opportunities to create hub pages that link to related content
Look for content gaps within existing topic clusters
Consider restructuring disorganized content into clear thematic groups

A well-siloed site architecture helps search engines understand your areas of expertise and can improve rankings for topic-related queries.

16. Content Engagement Metrics

How users interact with your content provides valuable insights into its effectiveness and quality.

Bounce rate analysis by page:

While bounce rate isn't inherently good or bad (it depends on page purpose), unusual patterns warrant investigation:

Compare bounce rates across similar page types
Identify pages with significantly higher bounce rates than category averages
Check for technical issues on high-bounce pages (slow loading, mobile rendering problems)
Analyze user intent alignment for high-bounce landing pages
Consider adding more engaging elements or clearer calls-to-action

For informational content, a high bounce rate may be acceptable if time on page is also high, indicating users found what they needed.

Time on page evaluation:

Time on page indicates content engagement:

Benchmark average time on page against content length and purpose
Identify shallow content with brief engagement times
Look for disconnects between content length and time spent
Compare engagement with top-performing pages in the same category
Consider format and presentation improvements for underperforming content

Aim for engagement times that reflect thoughtful consumption of your content—typically at least 2-3 minutes for substantial articles.

Scroll depth measurement:

How far users scroll reveals content interest and format effectiveness:

Implement scroll depth tracking in Google Analytics or similar tools
Identify content where users rarely reach the conclusion
Check for formatting issues that might discourage scrolling
Analyze whether key information or calls-to-action appear before common drop-off points
Consider layout improvements like shorter paragraphs, subheadings, or visual elements

User interaction tracking:

Beyond basic metrics, specific interactions demonstrate engagement:

Track video plays and completion rates
Monitor PDF downloads and form interactions
Analyze comment submission and social sharing
Evaluate interactive element usage (calculators, quizzes, etc.)
Check navigation patterns and internal link clicks

These granular metrics often provide more actionable insights than generic engagement statistics, highlighting specific content elements that resonate with users.

17. Conversion Path Analysis

Understanding how users move toward conversion helps optimize both user experience and business outcomes.

Conversion rate by traffic source:

Different traffic sources often convert at dramatically different rates:

Compare conversion performance across organic, paid, social, and referral traffic
Identify high-value traffic sources worth further investment
Analyze underperforming sources for alignment issues
Check device-specific conversion patterns (mobile vs. desktop)
Evaluate geographic or demographic conversion variations

This analysis helps prioritize marketing efforts toward sources that deliver not just traffic, but valuable conversions.

Landing page performance:

Landing pages serve as entry points to your conversion funnels: