Think of an SEO audit like a checkup for your website. It helps you figure out what’s working, what’s not, and what you can improve. The goal? Better rankings on Google and a smoother experience for your visitors.
What’s an SEO Audit?
An SEO audit looks at how well your website performs in search results and spots areas for improvement. It checks for technical SEO issues, on-page SEO elements, site speed, and user experience. It also analyzes backlinks and competitor strategies to help you stay ahead. Fixing these issues can boost your rankings and bring in more organic traffic.
How to Improve Your SEO for Free
Before we dive into the details, here’s a quick SEO audit checklist to get you started:
✅ Use Screaming Frog (or a similar tool) to crawl your website
✅ Run an SEO audit with Semrush or Ahrefs
✅ Pull reports from Google Analytics and Search Console
✅ Check user experience (menus, CTAs, navigation)
✅ Audit content for duplicate or thin pages
✅ Make sure canonical tags are set up correctly
✅ Test Schema markup
✅ Check mobile responsiveness and Core Web Vitals
✅ Track engagement metrics
✅ Review Search Console reports
✅ Organize findings in a spreadsheet
✅ Schedule regular SEO checkups
Step 1: Preparing for an SEO Audit
Crawl Your Website (Screaming Frog)
First, run a website crawl to uncover hidden SEO issues. Screaming Frog is a great option, and the free version scans up to 500 URLs. Just download it, enter your site’s URL, and let it do its thing. Once it’s done, export the data for analysis.
Also Read: Why is Mobile SEO Important?
What to look for?
- Missing or duplicate titles & descriptions – Every page should have unique metadata.
- Broken links (404 errors) – These frustrate users and hurt SEO.
- Slow-loading pages – Large images, bloated JavaScript, and CSS files can slow things down.
- Canonical URL issues – These prevent duplicate content problems.
Use an SEO Audit Tool (Semrush or Ahrefs)
Beyond technical issues, SEO tools like Semrush and Ahrefs help you track keyword rankings, backlink health, and competitor performance. They also flag issues like:
- Pages blocked by robots.txt
- Poor internal linking
- Low-quality backlinks
- Keyword ranking opportunities
Analyze Google Analytics & Search Console Data
Google Analytics and Search Console show how people interact with your site. Check:
- Top-performing pages – Which pages drive traffic?
- Engagement rates – Are visitors sticking around or bouncing?
- Exit pages – Where are users dropping off?
- Click-through rates (CTR) – Are some pages ranking but not getting clicks?
Step 2: User Experience & Content SEO
Improving User Experience (UX)
A good UX keeps visitors engaged and improves conversions.
- Easy navigation – Are menus, CTAs, and search functions simple to use?
- Brand consistency – Do colors and fonts match your brand?
- Key info above the fold – Important content should be visible without scrolling.
- Trust signals – Add testimonials, security badges, and reviews for credibility.
Also Read: Can a Blog Boost Local SEO?
Auditing Website Content
High-quality content is key to SEO success. Check for:
- Targeted keywords – Each page should focus on a specific keyword.
- Duplicate or thin content – Weak or repeated content should be merged or rewritten.
- Helpful content – Follow Google’s guidelines for value-driven content.
- Internal linking – Make sure pages are well-connected with relevant links.
Step 3: On-Page SEO Audit
Optimize Page Titles & Meta Descriptions
Use an SEO tool to check for:
- Missing titles or descriptions
- Titles that are too long, short, or duplicated
Fix Heading Structure (H1 to H6)
- Every page should have one H1 tag (your main title).
- Use H2s for major sections and H3s for subsections.
Check Canonical Tags
Canonical tags prevent duplicate content issues. Screaming Frog and Semrush can help spot:
- Missing canonicals
- Conflicting tags
- Canonicals pointing to non-indexable pages
Test Schema Markup
Schema markup helps search engines understand your content better. Use Google’s Rich Results Test Tool to validate your structured data.
Also Read: What SEO Myths Should be Ignored?
Step 4: Keeping Your SEO Strong
Once you’ve completed your audit, keep track of everything in a spreadsheet. Here’s what to include:
| Page URL | Issues | Engagement Metrics | Keyword Rankings | Priority |
|---|---|---|---|---|
| Example.com/page | Broken links, slow load speed | Low engagement | Rank #8 for “best SEO tips” | High |
Minimal SEO Audit (Quick Check)
Short on time? Try this instead:
- Google “site:yourdomain.com” to check if your site is indexed.
- Run a PageSpeed Insights test to find slow-loading pages.
- Review meta titles & descriptions on key pages.
- Check for broken links using Screaming Frog or manual testing.
Even a quick audit can uncover major SEO issues that need fixing!
