SEO Audit Checklist: 13 Checks to Run on Any Website (Free Template)

Most websites aren’t losing traffic because of one big mistake. They’re losing it to a dozen small ones nobody has checked.

An SEO audit checklist fixes that. It gives you a set order to work through, so you can spot what’s stopping a site from ranking, explain it clearly and fix the most important problems first. Below are the 13 checks we run on every website, the free tools for each one and what to look for.

Want the report version you can fill in? Get the free SEO Audit Report Template.

Before you start: what you need

• The website address (and access to Google Search Console if you have it)
• A browser and the free tools linked below
• About two hours for a small site

1. Check the site is indexed

If Google hasn’t indexed a page, it can’t rank. Search site:yourdomain.com in Google to see roughly how many pages are indexed, then use the URL Inspection tool in Google Search Console to check key pages one by one.

Also check every version of the domain: with and without www, and with http and https. Only one should load; the others should redirect to it.

2. Review the robots.txt file

Visit yourdomain.com/robots.txt. A 404 means there is no file, which is usually fine. If it loads, make sure it isn’t blocking important pages or whole sections. One wrong line here can hide an entire website from Google.

3. Confirm HTTPS and fix mixed content

Every page should load securely over HTTPS. Mixed content happens when a secure page still loads images, scripts or styles over HTTP. Browsers flag it and it erodes trust. Update those resource links to HTTPS.

4. Test website speed on mobile and desktop

Run key pages through PageSpeed Insights. Look at mobile first, because that’s how most people will visit.

• Mobile: compress images, cut unnecessary redirects and test on real phones.
• Desktop: improve server response time, turn on caching, use a CDN and minify CSS, JavaScript and HTML.

5. Check redirects

Permanent moves should use 301 redirects. Watch for redirect chains (A to B to C) and loops, which slow pages down and waste Google’s crawl time. Free checkers like httpstatus.io show the full path of a redirect.

6. Audit title tags

The title tag is the first thing people see in search results, so it directly affects clicks.

• Keep titles under about 60 characters
• Include the main keyword naturally
• Make every title unique and specific to the page

While you’re here, check the favicon and the Open Graph tags that control how the page looks when shared on social media.

A good title makes a promise. The page has to keep it.

7. Check the heading structure

Each page should have exactly one H1 (the main title), H2s for the main sections and H3s for subsections. Missing or duplicate H1s and pages with no H2s at all are common, and easy to fix.

8. Add alt text to images

Alt text describes an image for screen readers and search engines. Every meaningful image should have a short, accurate description. Include a keyword only when it genuinely describes the image.

9. Review internal and external links

• Internal links help visitors and Google find your important pages. Use descriptive anchor text, not “click here”.
• External links to trusted sources add credibility. Remove links to broken or spammy sites.

Running an audit for a client? Get the free SEO Audit Report Template.

10. Check canonical tags, Open Graph and schema

• Canonical tags tell Google which version of a page is the main one and prevent duplicate-content problems.
• Open Graph tags control the title, description and image used when a page is shared.
• Schema markup adds structured data, such as services, FAQs or articles, that can earn richer search results.

On WordPress, an SEO plugin like Yoast SEO handles most of this for you once it’s set up properly.

11. Analyse backlinks

Backlinks are one of the strongest signals of authority. Tools like Ahrefs, SEMrush or Moz show how many sites link to you, how strong they are and what anchor text they use. Check Search Console for manual actions and disavow genuinely toxic links only if needed.

12. Find and fix broken links

Broken links frustrate visitors and leak authority. Check the Pages report in Search Console for 404 errors, then fix the links or redirect important missing pages to the closest relevant page.

13. Compare against competitors

Look at who ranks for the searches you want. Note the keywords they rank for, the type of content that wins (guides, lists, videos) and where their backlinks come from. Then use that to choose keywords, create better content and earn stronger links.

Turn your findings into a report

An audit is only useful if someone acts on it. For each check, add a screenshot of what you found, explain the problem in plain language and give a short action plan. Order the fixes by impact: indexing and crawl problems first, then speed and on-page issues, then links.

That’s exactly what our free template is for. It lays out every section above, lists the tools to use and leaves space for your screenshots, so your report is ready as soon as the checks are done.

New to SEO? Start with SEO for coaches: the basics. Want us to run the audit and fix what we find? Take a look at our SEO services.

Which of these 13 checks turned up the biggest surprise on your site? Tell us when you book a call. We love a good before-and-after.