I’m Jaivinder Singh, founder of Searchandrank (SAR) and a certified digital marketing expert. Over the years I’ve audited dozens of sites, and I know a thorough SEO audit is like a health check for a website. Before jumping into optimization, I systematically check everything that can affect rankings, user experience, and conversions. In this post, I’ll walk you through my step-by-step audit process – from understanding business goals to prioritizing fixes. Each section includes practical tips, examples, and tools (like Screaming Frog, Ahrefs, Google Search Console, etc.) that I rely on in real audits.
1. Understand Business Goals and Benchmarks
Before diving into technical details, I clarify why we’re doing the audit. I talk with stakeholders to learn the site’s goals: Are we trying to drive more sales, generate leads, increase brand awareness, or improve organic traffic? This goal-setting shapes the audit focus. For example, if the goal is e-commerce sales, I’ll pay extra attention to product pages and conversion paths.
Next, I gather baseline metrics to measure later improvement. I pull data from Google Analytics and Search Console: current organic traffic, top landing pages, bounce rates, conversion rates, load times, keyword rankings, and so on. As the AMA recommends, establishing this “benchmark data” gives us a clear before-and-after view. In practice, I export reports (e.g. GA pageviews, sessions) and note KPIs in a simple spreadsheet. This step also reveals quick wins – for instance, a page with high impressions but low clicks might need a better title tag (as Yoast suggests checking low-CTR pages in Search Console.
Tip: Meet (Call) with the client or team to clarify key objectives (e.g. “We want a 20% lift in organic leads”). Also decide on timeframes (monthly, quarterly) for tracking results against your audit.
2. Perform a Technical SEO Audit
With goals clear, I begin a technical SEO crawl of the site. I use Screaming Frog’s SEO Spider (or a similar crawler) to fetch all URLs. Screaming Frog is my Swiss-army knife – it instantly highlights crawl errors (4xx/5xx), duplicate titles, missing meta tags, oversized images, and more. In fact, the SEO Spider “collects data” on client errors, redirects, duplicate content, blocked resources, and other issues. Scanning the crawl report, I filter for errors and prioritize them:
- Crawlability & Indexing: I check the robots.txt file and XML sitemap first. Are any important pages inadvertently blocked? The SAR technical guide emphasizes verifying robots.txt syntax and ensuring all key pages are allowed. I also review Google Search Console’s Coverage report to catch pages that are excluded or returning errors. If I spot any URLs marked as “noindex” that should rank, I plan to remove the tag. Similarly, I regenerate and submit a correct XML sitemap if it’s incomplete.
- Site Speed & Core Web Vitals: Using tools like Google PageSpeed Insights and GTmetrix, I measure page load metrics. I pay special attention to Core Web Vitals (LCP, FID/INP, CLS). Slow speed is a major issue, so I note if Largest Contentful Paint or Cumulative Layout Shift are outside Google’s targets. Common fixes include compressing images, deferring non-critical JavaScript, and enabling caching/CDN – all recommended by our SAR guide.
- Mobile Usability: Since Google indexes mobile-first, I test mobile-friendliness (e.g. Google’s Mobile-Friendly Test or Lighthouse). I confirm the site has the viewport meta tag, readable font sizes, and no layout issues on phones. In one audit, I found the mobile menu broke on certain pages – fixing that immediately improved mobile usability.
- HTTPS & Security: I ensure the site is fully on HTTPS. That means checking for a valid SSL certificate and that all HTTP URLs 301-redirect to HTTPS. Any mixed-content warnings (e.g. images or scripts loading over http://) need fixing. A secure site not only protects users but also avoids browser warnings that harm trust.
- Redirects & Broken Links: I look at all 301/302 chains and 404 errors. Screaming Frog will show redirect chains and loops. I collapse long chains into single 301s and update internal links to point directly to final URLs. All “404 not found” pages are either redirected or restored. In practice, if I see dozens of internal 404s, I jump on fixing those first since broken links degrade UX and crawl efficiency.
- Other Checks: I also verify canonical tags (no conflicting canonicals), check that hreflang (if used) is correct, and inspect structured data. For example, I use Google’s Rich Results Test to validate schema markup. Issues like incorrect canonicals or schema errors, while technical, can be spotted with crawlers or GSC.
Sometimes I use an all-in-one audit tool (Ahrefs Site Audit or Semrush Site Audit) to double-check findings. These tools can reveal hidden problems like JavaScript rendering issues or page speed bottlenecks from the server side. The key is to leave no stone unturned: everything from indexability to server headers is reviewed. For detailed fixes I often refer back to our [Technical SEO Audit Guide] (which covers things like fixing robots.txt, boosting Core Web Vitals, etc).
3. On-Page SEO Audit
Once the site is technically sound, I shift focus to each page’s SEO elements:
- Title Tags & Meta Descriptions: I crawl for missing or duplicate titles/meta descriptions. Every important page needs a unique, keyword-optimized title (around 50–60 characters) and a compelling meta description. I check for lengths and duplication: Yoast recommends finding pages missing titles or with duplicate tags. For instance, if the homepage title is just the company name, I’d craft a more descriptive title that includes target keywords.
- Heading Structure (H1–H6): I ensure each page has exactly one H1 that reflects its topic and keyword. Subheadings should be in proper order (H2 for main sections, H3 for subsections). Any skipped levels (like jumping from H1 to H4) or multiple H1s get flagged. This helps Google understand page hierarchy and improves accessibility.
- Keyword Optimization: I review if the content naturally uses the target keyword and related terms. Are primary keywords in the first paragraph, title, and headings? I avoid keyword stuffing, but I do check that each page focuses on one main topic. Tools like Ahrefs or Semrush can list the current keywords a page ranks for, so I spot obvious misses (e.g. a product page not using its brand name).
- Content Quality: Each page must offer value. I look for thin content or pages with very few words (especially blog or service pages). Google’s helpful content guidelines encourage “real value” content. If I find duplicate or barely-informative pages, I note them for rewrite or consolidation. (For example, if two blog posts cover the same topic, I might merge them into one authoritative article.)
- Images & Multimedia: I check that all images have descriptive ALT text (important for accessibility and SEO). Screaming Frog highlights images missing ALT or with overly large file sizes. If an image is huge, I compress or replace it with a lighter version. Videos or embedded content should have captions or transcripts where possible.
- Internal Linking: While this crosses into site architecture, I do a quick pass for obvious gaps. Each page should link to related content (e.g. blog posts linking to relevant articles or products). I flag any orphan pages (no incoming internal links) uncovered by the crawl, as those pages won’t get much SEO benefit otherwise.
- Schema & Advanced Tags: I also check canonical tags (they should point to the preferred URL) and run a Structured Data test. Pages missing appropriate schema (like product or article schema) or showing errors (via Search Console’s “Enhancements” reports) get added to the fix list.
Insight: Using tools makes on-page audits efficient. For example, Screaming Frog can export all title tags and meta descriptions so you can quickly scan for missing/duplicate items. Similarly, an all-in-one SEO tool often highlights on-page issues (Yoast notes they flag things like missing metadata or blocked pages). The goal is to record every page-specific issue in my audit notes.
4. Content Review
With on-page checked, I audit the site’s content from a strategic perspective:
- Content Inventory & Performance: I review Google Analytics and Search Console to see how content is performing. Which pages drive the most traffic? Which have high bounce or low time-on-page? Yoast suggests checking landing pages with low engagement as possible quality issues. For example, if an important product page has a short average session duration, that hints at poor content or UX. I list underperforming pages for updates or rewrites.
- Quality & Gaps: I identify any thin, outdated, or duplicate content. This can involve merging similar pages, expanding short articles, or removing irrelevant ones. I also look for content gaps – topics or keywords competitors cover but we don’t. Tools like Ahrefs’ Content Gap or Semrush’s Keyword Gap reveal these opportunities. As one competitor audit guide notes, finding “topics your competitors cover that you don’t” highlights areas to invest in. For instance, if a competing site ranks for “guide to [topic]” that we lack, I note that topic as a new content idea.
- Content Freshness: For older evergreen pages or blog posts, I check if information is outdated. It’s often worthwhile to update facts, add new insights, and re-publish with the current year/date. Fresh content can get a ranking boost and better user reception.
- Optimize and Plan: Finally, I ensure each page’s content aligns with user intent. Are we answering the right questions? I sometimes create a content planning sheet, listing high-value pages that need optimization and brand-new content to create. For example, if analytics show that 50% of traffic comes to just 10 URLs, I might prioritize making those pages even better (more images, FAQs, or keyword mentions).
Example: I audited a blog where dozens of old posts had near-zero traffic. By merging some posts into comprehensive guides and updating keyword targets, we nearly doubled the traffic to those topics within months.
5. Off-Page Signals
Off-page factors (especially Link Building) play a huge role in SEO. In this step I evaluate the site’s external presence:
- Backlink Profile: I use Ahrefs, SEMrush, or Moz to pull the site’s backlinks. I analyze the quantity and quality (domain ratings, anchor text diversity). The goal is to gauge authority. I look for spammy or low-value links to disavow if necessary. As SEO experts note, regular backlink audits help spot toxic links and “strengthen your website’s credibility”. For any link that comes from irrelevant sites or looks manipulative, I mark it for removal or disavowal. At the same time, I identify strong backlinks worth emulating – for example, knowing which high-authority sites link to a competitor gives ideas for outreach.
- Social & Brand Signals: I review the brand’s social media presence (Facebook, LinkedIn, Twitter, etc.). While social media marketing signals aren’t a direct ranking factor, active profiles amplify content and build trust. Do the social profiles link back to the website? Is content being shared? I also check brand mentions in Google (via Alerts) or tools like BuzzSumo. Monitoring mentions (good and bad) is part of reputation management. For local businesses, I verify the Google Business Profile (formerly GMB) is complete and accurate – consistent NAP (name, address, phone) on listings is key.
- Citation and PR Audit: For local or niche sites, I glance at business citations (Yelp, industry directories) to ensure consistency. I also note any press coverage or PR articles that can be leveraged for backlinks. Positive reviews and endorsements indirectly boost SEO credibility.
Tip: Use Ahrefs’ “Link Intersect” (Competitive Analysis) to find domains linking to competitors but not to you. This reveals quick backlink opportunities. Also, check social profiles for bios and links – these small details add up.
6. Site Architecture & User Experience
Now I check the structure and UX of the site, which ties together SEO and usability:
- Navigation & Architecture: The website should have a clear hierarchy. I verify that key pages are reachable within 2–3 clicks from the homepage (the typical recommendation). Deeply buried pages or “orphan” pages (with no internal links) get flagged. I browse the menu and sitemap: is it intuitive? For large sites, I might use Screaming Frog’s visualizations to see the link structure. Good architecture helps search engines prioritize important content and improves user navigation.
- Internal Linking: I assess how internal links flow. Important pages should receive more internal links from related content (anchor text matters). I make sure there aren’t too many links on a single page (which dilutes value) and that “click here” anchors are replaced with descriptive text. This step often uncovers quick wins – adding a link or two to a high-priority page can boost its SEO impact.
- Call-to-Action (CTA) Placement: From the UX perspective, I check that each page has a clear goal and visible CTA. As Yoast advises, key CTAs like “Buy Now” or “Contact Us” should be prominent and above the fold. If I find important actions buried or buttons blending into the background, I note design improvements.
- Mobile & Layout: I ensure the site’s design is mobile-responsive (building on the technical check). On mobile, I test navigation menus, form inputs, and touch targets. I also look at layout on desktop: are fonts legible? Is content broken into short paragraphs or bullets for scan-ability? Consistent branding, color contrast, and whitespace matter for readability.
- Page Experience: User engagement metrics (bounce rate, pages/session) can hint at UX issues. For example, a high bounce rate might mean content isn’t meeting user expectations or the page layout is confusing. While not a hard SEO metric, improving UX indirectly helps SEO by keeping visitors on-site longer.
- Accessibility & Feedback: I run a quick accessibility check (color contrast, alt text, label elements) because an accessible site often converts better. I might use Lighthouse audits or browser dev tools to identify any glaring UX bugs.
Example: On one audit I noticed the “Contact Us” page link was buried in the footer. Simply adding it to the main menu increased user inquiries significantly. Small UX fixes like this can make a big difference in user satisfaction and conversions.
7. Competitor Benchmarking
While not always in classic audits, I always include a quick competitor analysis. This helps ensure we’re not missing obvious opportunities:
- Identify Competitors: I list the main competitors (both those Google Search suggests and who rank for our target keywords). I include direct industry players and any site ranking above us for key terms.
- Compare Content & Keywords: Using SEMrush or Ahrefs, I compare our site’s keyword profile to competitors. I look for keywords competitors rank for that we don’t (our “content gaps”). For example, if a competitor’s FAQ page targets a question we never addressed, that’s a new topic to cover. MetricsWatch calls this “finding content gaps” – uncovering topics competitors cover that you don’t.
- Analyze Backlink Differences: I use Ahrefs’ “Link Intersect” or SEMrush’s Gap tool to see domains linking to competitors but not us. This reveals easy backlink opportunities. I also note if competitors have links from high-authority sites we lack – perhaps we should pursue similar relationships.
- Benchmark Performance: I check their site speed (via PageSpeed Insights) and basic SEO health (using Site Audit tools). If a top-ranking competitor is particularly fast or mobile-friendly, that’s a cue we should match or exceed their technical performance.
- Social and Features: I look at their social engagement and content formats. Do they have a blog, videos, infographics? This tells me what content strategy works in our niche. For example, if all competitors have comprehensive pillar pages, I might plan similar pages.
Tip: Tools like SEMrush’s “Domain vs Domain” or Ahrefs’ “Domain Comparison” graph key metrics (keywords, backlinks) side by side. Use these visuals to spot where you lag behind the competition. MetricsWatch also recommends tools like Google PageSpeed for competitor speed checks.
8. Summary & Prioritization
After collecting all findings, I compile them into an actionable report. I like to organize issues by priority:
- Critical (High Priority): These are things that can heavily impact visibility or conversions. For example: site-wide indexing problems (all pages blocked by robots), major security issues, or pagespeed so slow that it drives users away. I address these immediately.
- High Priority: Issues affecting many pages or core elements: broken links, missing title tags on key pages, severe duplicate content, key images missing alt text, etc.
- Medium/Low: Tasks like minor content tweaks, internal linking improvements, adding schema, or outreach strategies can wait after high-impact fixes. We often set these as “maintenance” or longer-term tasks.
I usually enter everything into a spreadsheet or project board (e.g. Trello, Asana) with columns like Issue, Priority, Recommended Fix, and Owner. For example, a technical ticket might read: “Fix redirect chains on /page → final-page (Priority: High)”. This keeps the team organized. As Yoast suggests, a centralized spreadsheet or issue tracker makes the audit “come alive” by guiding fixes.
Finally, I plan how to track results. Once fixes are rolled out, I monitor key metrics over weeks. As the AMA guide notes, we continuously measure traffic, rankings, and conversions in Google Analytics to see the impact of our changes. For instance, if core web vitals are fixed, I’ll watch the bounce rate and rank of affected pages. If new content is published, I check its traffic and engagement.
Conclusion
A structured audit and prioritized roadmap ensure you tackle the biggest issues first and avoid endless small changes. As Yoast summarizes, a consistent audit process will steadily improve your site’s health and visibility. Follow these steps carefully, and you (or your team) can confidently optimize or hand off work, knowing every part of the site has been reviewed by an expert.
