This checklist turns the eight guides in our learning hub into one practical audit. Use it to find common problems and decide what to fix first.
Passing every check won’t guarantee high rankings. It’s a diagnostic and planning tool, not a Google ranking score.
Quick answer: An SEO checklist helps you audit a website in an organised way. This one has 40 checks across six categories: setup and measurement (5), technical SEO (10), on-page SEO (8), content and keywords (7), local SEO (5), and authority and trust (5).
In this guide
- How to Use This SEO Checklist
- Category 1: SEO Setup and Measurement (Checks 1-5)
- Category 2: Technical SEO (Checks 6-15)
- Category 3: On-Page SEO (Checks 16-23)
- Category 4: Content and Keyword Research (Checks 24-30)
- Category 5: Local SEO (Checks 31-35)
- Category 6: Authority, Links and Trust (Checks 36-40)
- How to Score and Prioritise the 40 Checks
- What Should You Fix First?
- How Often Should You Repeat Each Check?
- SEO Audit Template
- Related Guides and Services
- Frequently Asked Questions
- Your Next Step
How to Use This SEO Checklist
Record each item as one of five statuses:
- Pass
- Needs improvement
- Fail
- Not applicable
- Not checked
For anything that isn’t a pass, also note:
- The affected URL
- Evidence of the issue
- Business impact
- Priority
- Assigned owner
- Recommended fix
- Completion date
Some checks need a crawler, Search Console, analytics or a developer’s help. Mark those "not checked" until you have the evidence.
What you need before you start
| Tool | Used for | Cost |
|---|---|---|
| Google Search Console | Checks 1, 4, 5, 6, 7 and 15 | Free |
| Google Analytics | Checks 2, 5 and 40 | Free |
| A site crawler, such as Screaming Frog | Checks 9 to 13, and 16 to 18 | Free version available |
| PageSpeed Insights | Check 15 | Free |
| Your phone | Check 14 | Already have it |
| Google Business Profile | Checks 31 to 34 | Free |
Pro tip: Audit one template at a time. Fixing the service page template can correct dozens of pages at once, which saves far more time than editing each page by hand.
Category 1: SEO Setup and Measurement (Checks 1-5)
- Is Google Search Console configured? Verify that the right property is verified and accessible. Search Console is free.
- Is website analytics configured? Confirm that you measure visits and important conversions correctly.
- Is the preferred domain and protocol consistent? Review HTTPS, hostname variations and redirects.
- Is there a valid XML sitemap? Check that it’s accessible and lists canonical, indexable URLs.
- Is SEO performance being tracked? Confirm that you can monitor clicks, impressions, landing pages and conversions.
| Check | Evidence | Priority if failed |
|---|---|---|
| Search Console | Verified property and reports | High |
| Analytics | Valid traffic and event data | High |
| Domain consistency | Redirect and URL checks | High |
| Sitemap | Valid sitemap response | Medium to high |
| Performance tracking | Baseline report | High |
A sitemap’s priority depends on your site’s discovery and indexing situation.
Category 2: Technical SEO (Checks 6-15)
Our technical SEO guide explains how to fix each of these.
- Can search engines access important pages? Check server responses and crawler access, using Google’s technical requirements as a reference.
- Are important pages indexable? Review meta robots directives and X-Robots-Tag headers.
- Is robots.txt configured correctly? Make sure it doesn’t block important pages or resources.
- Are HTTP status codes appropriate? Identify broken URLs, server errors and unexpected responses.
- Are redirects configured correctly? Look for chains, loops and irrelevant destinations.
- Are canonical tags correct? Confirm that important pages point to the right canonical URLs.
- Are internal links working? Find broken links and links that pass through needless redirects.
- Are there important orphan pages? Check that internal links can reach every important page.
- Does the website work well on mobile devices? Test layouts, navigation, content and interactive elements.
- Are Core Web Vitals within the recommended thresholds? Review available field data and performance reports.
| Metric | Recommended threshold |
|---|---|
| LCP | 2.5 seconds or less |
| INP | 200 milliseconds or less |
| CLS | 0.1 or less |
Fact: Judge Core Web Vitals on field data from real visitors at the 75th percentile, not on one isolated test score. PageSpeed Insights shows both where available.
Category 3: On-Page SEO (Checks 16-23)
See the on-page SEO guide for the full process.
- Does every important page have a descriptive title? Review uniqueness, clarity and relevance.
- Is the main heading clear? The visible heading should describe the page accurately.
- Are headings logically structured? Review how H1, H2 and H3 headings are organised.
- Does the content match search intent? The page should answer the question behind its target search.
- Is the content original and useful? Look for repetitive, copied, outdated or unsupported material.
- Are meta descriptions useful? Review important pages for accurate descriptions.
- Are URLs readable and appropriate? Check for clear structures and unnecessary complexity.
- Are images optimised? Review file sizes, formats, dimensions and alt text.
| Page element | Issue | Recommended action |
|---|---|---|
| Title tag | Generic title | Describe the page’s actual purpose |
| H1 | Doesn’t match the page topic | Clarify the main heading |
| Content | Doesn’t answer the main search | Expand or restructure the answer |
| Internal links | Important pages aren’t connected | Add relevant contextual links |
| Images | Large files slow loading | Resize and compress |
Category 4: Content and Keyword Research (Checks 24-30)
Use the keyword research guide and SEO content guide here.
- Does every important page have a clear target topic? It should serve a defined purpose and audience.
- Has keyword research informed the page? Review the target searches, relevance and intent.
- Are keywords mapped to the right URLs? Your keyword map should reflect distinct page purposes.
- Is there significant overlap between pages? Decide whether competing pages need differentiating or combining.
- Does the content answer important user questions? Readers should be able to finish their task without going elsewhere for basic information.
- Are facts and claims accurate? Verify statistics, quotes and recommendations against reliable sources.
- Is older content reviewed when necessary? Find outdated details, broken links and declining pages.
Pro tip: Update content when you have a meaningful reason, not simply to change the displayed date.
Category 5: Local SEO (Checks 31-35)
The local SEO guide covers each of these. This section won’t apply to every business, and an online-only company may not qualify for a Business Profile.
- Is the Google Business Profile accurate and eligible? Review verification, name, address visibility, categories and contact details against Google’s guidelines.
- Are business contact details correct? Check your website and important listings.
- Are relevant local keywords covered? Review main service pages and local landing pages.
- Is there a genuine process for requesting and responding to reviews? Follow platform policies, with no incentives or manipulation.
- Are location pages useful and accurate? Each page should reflect real coverage and add distinct value.
Category 6: Authority, Links and Trust (Checks 36-40)
The off-page SEO guide explains how to build authority.
- Are internal links useful and descriptive? Review links between related pages and conversion pages.
- Does the website earn relevant external references? Review your backlinks and legitimate editorial opportunities.
- Are important business details and credentials accurate? Check your About page, contact details and business claims.
- Are there suspicious link-building patterns that require investigation? Review unusual backlinks, without assuming every weak link needs disavowing. Google’s spam policies are the reference.
- Are SEO results connected to business outcomes? Reporting should connect search visibility with visits, enquiries, bookings or sales.
How to Score and Prioritise the 40 Checks
Don’t treat all issues equally. A simple status system works well.
| Status | Meaning | Action |
|---|---|---|
| Pass | No issue identified | Monitor as needed |
| Needs improvement | The page or process could be stronger | Schedule an improvement |
| Fail | A specific problem needs correcting | Investigate and assign an action |
| Not applicable | The check doesn’t fit the website | Document why |
| Not checked | Evidence isn’t available yet | Gather the necessary data |
You can also assign an internal priority:
- P1, Critical: important pages are blocked, inaccessible or badly affected.
- P2, High: issues affect valuable pages, leads or substantial visibility.
- P3, Medium: improvements could make pages more useful or accessible.
- P4, Low: minor refinements with limited expected impact.
These labels are an internal workflow, not official Google classifications.
What Should You Fix First?
Follow this order:
- Confirm that important pages are accessible and indexable.
- Fix major server, redirect and canonical problems.
- Improve important service, product and landing pages.
- Resolve broken internal links and discovery problems.
- Improve content quality and keyword targeting.
- Strengthen local visibility where relevant.
- Develop legitimate authority-building activities.
- Measure results and revise your priorities.
If you’re unsure where to begin, SEO Basics gives you a 30-day plan, and our guide on how search engines work explains why access comes first.
How Often Should You Repeat Each Check?
| Frequency | What to review |
|---|---|
| Monthly | Search Console errors, indexing, clicks, enquiries and profile accuracy |
| Quarterly | Broken links, top pages, keyword map and reviews |
| Twice a year | The full 40 checks |
| After any major change | Redirects, indexing, titles, tracking and mobile layout |
Small websites may manage with less, while large or fast-changing ones will need more. Choose a rhythm you can really keep, because a simple routine you follow beats an ambitious one you abandon.
SEO Audit Template
Use these columns in a spreadsheet to record your findings.
| URL | Category | Check | Status | Priority | Recommended fix | Assigned to | Completion |
|---|---|---|---|---|---|---|---|
| /services/seo/ | On-page | Title tag | Needs improvement | P2 | Rewrite title | SEO | Pending |
| /blog/technical-seo/ | Technical | Indexability | Pass | None | Monitor | SEO | Completed |
| /locations/dublin/ | Content | Local relevance | Fail | P2 | Improve useful location information | Content | Pending |
These are illustrative records, not findings from an actual audit.
Related Guides and Services
- Read more answers in our SEO FAQ.
- Plan content with our SEO content strategy service.
Frequently Asked Questions
What should an SEO audit include?
It should cover crawling and indexing, technical health, on-page elements, content, local visibility, links and measurement.
How often should I audit my website?
Run a full audit once or twice a year and after any redesign. Check Search Console monthly in between.
Can I do an SEO audit without paid tools?
Yes. Search Console, PageSpeed Insights and a manual review will find many common problems on a small site.
Which SEO problems should I fix first?
Start with anything that stops important pages being crawled or indexed, then work on your most valuable pages.
Does a perfect SEO checklist guarantee rankings?
No. Passing every check removes obstacles, but rankings also depend on competition, relevance and authority.
How many technical SEO issues are acceptable?
There is no set number. Most sites have some, so focus on what affects important pages and real users.
How long does an SEO audit take?
A small site might take a few hours. Large sites or detailed audits can take days or weeks.
What is the difference between an SEO audit and ongoing SEO?
An audit finds what to fix, while ongoing SEO does the work and keeps improving over time.
Your Next Step
A checklist only helps when your findings lead to action. Document the problems, prioritise them by impact, make changes carefully and monitor the results. Download the 40-point checklist above and keep the eight guides nearby. If you’d rather hand it over, our SEO audit turns these checks into a prioritised plan, and our pricing is on the website.