SEO audit is great to start getting better results from your website but knowing where to start optimising a website for SEO can be a bit tricky.

Optimising your website isn’t only about making your content great and rich in keywords, a lot of it is about making sure your website is adhering to the best technical guidelines too.

So, every time I get a new website to optimise, start a new project or just re-wamp the existent site, I go through the checklist of a basic technical site audit.

I use this audit for a quick review of a site, it is easy for anyone to understand, so you don’t have to be SEO guru and it is great for anyone who is taking a new client and just wants to glance over their site. This SEO audit checklist is also very universal, these are the core technical requirements for an optimised website, for the most part, these haven’t changed for the last couple of years, and are not predicted to change either.

So here is the basic breakdown of this checklist:

  1. Domain:
    1. Cross Domain Tracking
    2. Sub Domain Tracking
  2. Website:
    1. No HTML improvements identified  
    2. The current site hierarchy is adequate  
    3. The current URL structure is adequate  
    4. Checked for duplicate content on http vs htpps
    5. Page Speed is appropriate
  3. All Analytics:
    1. Google Analytics Installed  
    2. Google Search Console (Webmaster Tools) is installed
    3. AdWords is linked  
    4. Re-marketing Code used  
    5. Tracking Code Implemented within <head> section on homepage and internal pages  
    6. Advanced Analytics Installation Check
    7. Universal Analytics code used  
    8. Google Search Console is linked  
    9. International Targeting is set up  
  4. Site Search:
    1. Website supports site search  
    2. Site Search tracking is correctly installed in Google Analytics  
  5. Search Console:
    1. No ‘Manual Notice’ notifications  
    2. Disavow file currently uploaded   
  6. Facet Navigation:
    1. Current Facet Navigation is adequate  
    2. Facet URL structure is forced  
    3. Facets generate unique titles and H1s
    4. Copy can be added to facet pages  
    5. Multiple selections for the same facet are not possible
  7. Tag Manager:
    1. Google Tag Manager Installed
    2. Google Tag Manager implemented immediately after opening <body> tag
    3. Google Analytics tracking code installed via Google Tag Manager  
  8. Advanced Tracking:
    1. Enhanced Link Attribution is enabled  
    2. Goal Tracking Setup  
    3. Event Tracking
    4. Event Tracking Setup  
    5. Ecommerce revenue tracking is set up  
    6. Item tracking implemented  
    7. Payment Referral Exclusion Implemented  
    8. Ecommerce goal funnel is set up  
  9. Google Analytics:
    1. Demographics & Interest Reports are enabled
    2. Bot Filtering enabled
    3. No Indexation issues or errors  


*I noticed that there are a lot of different checklists you can download after entering your email address, waiting for a couple of hours, then clicking a link, then downloading (you get the idea)… While I believe that there can be benefits in doing so, I didn’t want to do that in this post. Feel free to use the breakdown of the checklist, put it in your excel sheet or anywhere else and enjoy! And if you like, subscribe to our newsletter, where we send news and information about SEO, PPC and social.

Fast Track SEO Audit Checklist

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