The Ultimate Checklist for an SEO-Friendly Website Audit

Did you know that 90% of web pages get zero organic traffic from Google? That’s right—despite the countless hours spent designing, writing, and promoting, most websites struggle to even make it onto a search engine’s radar. If your website isn’t performing as you’d like, it might be time for an SEO audit.

An SEO audit is the process of analyzing your website’s performance to uncover issues that may be sabotaging your rankings. Think of it as a health check for your site—diagnosing weak spots, fixing performance issues, and implementing improvements to help search engines (and your audience) find you easily.

Here’s the twist: SEO audits aren’t a one-and-done process. With search algorithms evolving constantly and new content being published daily, your website needs regular audits to stay competitive.

This checklist will walk you through the key steps of an SEO-friendly website audit, covering everything from technical health to content optimization.

Step 1: Check Your Website’s Technical Health

The foundation of any good website is its technical health. Without proper functionality, even the most dazzling websites won’t rank well.

Website Speed & Performance

Google values speed—both for rankings and for user experience. Slow websites drive visitors away in frustration, resulting in higher bounce rates. Use tools like Google PageSpeed Insights and GTmetrix to test your load times.

What to Fix:

• Large, uncompressed image files
• Unoptimized CSS/JavaScript
• Slow-loading external scripts (e.g., analytics or ad scripts)

Mobile-Friendliness

With Google’s mobile-first indexing, the mobile version of your site is prioritized for rankings. Run your site through Google’s Mobile-Friendly Test to see how it performs.

What to Check:

• Text readability without zooming
• Buttons and links that are easy to click
• No horizontal scrolling on mobile

Secure & Crawlable Website (HTTPS & Robots.txt)

Google prefers secure websites, so ensure your site uses HTTPS. Also, make sure search engines can crawl your site effectively by reviewing your robots.txt file and XML sitemap in Google Search Console.

Step 2: Optimize Your On-Page SEO

On-page SEO is where you can take control of individual pages to make them search engine friendly.

Title Tags & Meta Descriptions

Each page needs a unique, keyword-optimized title tag and meta description. These not only help with rankings but also influence click-through rates by showing compelling snippets in search results.

Example:

• Bad Title: “Home Plumbing”
• Good Title: “Affordable Plumbing Services in Albuquerque | Quick, Reliable Help”

Use tools like Yoast SEO or Rank Math to evaluate your metadata.

Header Tags (H1-H6) & Content Structure

Organized content improves readability and SEO. Start with a clear H1 tag for your main topic, and organize your subtopics under H2s, H3s, and so on. This not only helps search engines understand your content but also makes it easier for users to skim and find what they’re looking for.

Example of a Well-Structured Page:

• H1: “The Ultimate Guide to Roof Maintenance”
  • H2: “Why Roof Maintenance Matters”
    • H3: “Protecting Your Home from Leaks”
    • H3: “Extending the Life of Your Roof”
  • H2: “Top Roof Maintenance Tips”

Example of a Poorly Structured Page:

• H1: “Roof Maintenance Guide”
• Multiple H3 tags with no clear hierarchy or flow

Well-structured pages create a better user experience and can improve dwell time on your site.

Internal Linking Strategy

Connecting related pages aids in user navigation and passes link equity. An effective internal linking strategy can improve navigation, share link equity between pages, and encourage visitors to explore more of your content.

For example, link a blog post about “roof maintenance tips” to your roofing service page.

Pro tip: Use descriptive anchor texts like “roof maintenance tips” instead of generic terms like “Click Here.”

“SEO isn’t just about keywords and backlinks. It’s about structuring your site the right way so Google and your customers can actually find what they need.” – Avram Gonzales, Chief Strategist at Digital Harvest

Step 3: Audit Your Website Content

If your content isn’t relevant or valuable, it won’t rank, no matter how technically perfect your site is.

Content Relevance & Quality

Regularly check for outdated, thin, or duplicate content, as these can harm your search rankings and diminish user trust. Replace outdated information with fresh, accurate insights, and consolidate duplicate content to avoid confusion. Long-form, value-driven content tends to rank better because it satisfies user intent more thoroughly.

Example: Instead of a generic service page that lists offerings, create a blog that provides DIY tips for small repairs (while gently nudging readers to call you for bigger jobs).

Keyword Optimization & Readability

Place keywords naturally within your content—no keyword stuffing. Always write for humans first, search engines second.

Tools like Hemingway Editor can ensure your content remains clear and concise, while platforms like SurferSEO or Clearscope help optimize keyword use for maximum impact.

Balancing readability with optimization creates content that appeals to both your audience and search algorithms.

Step 4: Evaluate Off-Page SEO & Backlinks

Off-page SEO influences how others perceive your website’s authority and trustworthiness.

Backlink Quality & Toxic Links

Not all backlinks are good. High-quality backlinks from reputable, authoritative websites help boost your domain authority and search ranking. On the other hand, low-quality or spammy backlinks can harm your website’s SEO performance. Here’s how to check and manage your backlinks:

1. Evaluate Backlink Quality: Use tools like Google Search Console, Ahrefs, or Moz Link Explorer to review your backlink profile. Look for links coming from trusted domains, high-traffic sites, and those relevant to your industry.
2. Identify Toxic Links: Keep an eye out for backlinks from spammy, irrelevant, or low-authority sites. Warning signs include websites with nonsensical content, intrusive ads, or “too good to be true” promises.
3. Disavowing Toxic Links (Step-by-Step):
4. Compile a list of potentially harmful links using Google Search Console or third-party tools.
5. Create a .txt file containing the toxic URLs or domains you want to disavow.
6. Upload the disavow file in the Disavow Links Tool in Google Search Console.
7. Be careful—disavowing links should be a last resort. Not every link flagged as “toxic” is harming your site, and disavowing legitimate or neutral links by mistake can damage your SEO. Always review links manually and consider consulting an SEO professional if you’re unsure.

By systematically managing your backlinks, you can safeguard your website’s credibility and overall search rankings.

Local SEO & Google Business Profile Optimization

For businesses targeting a local audience, optimizing your local SEO and Google Business Profile (GBP) is a must.

1. Ensure NAP (Name, Address, Phone) Consistency: Double-check that your NAP details are the same across your website, Google Business Profile, social media platforms, and local directories. Consistency builds trust and credibility with both customers and search engines.
2. Optimize Google Business Profile for Local Rankings:
3. Complete every section of your GBP, including business categories, services, and hours.
4. Upload high-quality images of your products, services, or location.
5. Use the “FAQs” section to answer common customer queries.
6. Encourage and Manage Customer Reviews: Positive reviews boost local search rankings and attract new customers. Encourage satisfied customers to leave reviews on your GBP and respond to all feedback. For negative reviews, stay professional, address concerns, and work to resolve issues.

By dedicating time to enhancing your local SEO and Google Business Profile, you can improve your visibility in local search results and connect with nearby customers more effectively.

Step 5: Tracking & Measuring SEO Success

How do you measure your progress after all this effort? By monitoring key SEO metrics.

SEO Metrics to Monitor

Organic Traffic Growth (Google Analytics)

Organic traffic growth is a key indicator of your website’s SEO performance. With Google Analytics, you can track how many visitors come from organic search. Look for trends—steady growth is ideal. A spike might signal a content win, while a drop could indicate an algorithm change or stronger competition.

Keyword Rankings (SEMrush, Ahrefs)

Monitoring keyword rankings is essential to evaluate your SEO efforts. Tools like SEMrush and Ahrefs show how your target keywords perform in search results. Keep an eye on changes—if a keyword is slipping, it’s time to revisit your strategy or refresh content.

Bounce Rate & User Engagement (Google Analytics)

Bounce rate and user engagement, available in Google Analytics, reveal how well your content resonates with visitors. High bounce rates may mean users aren’t finding what they need or the page isn’t engaging enough. Better engagement often means longer session durations and lower bounce rates, which search engines value.

Fixing Ongoing SEO Issues

Why SEO Is Never ‘Set and Forget’

SEO is constantly evolving, and staying at the top of search results requires ongoing effort. Competitors are always working to outrank you, and search engine algorithms change. Continuous adjustments keep your strategy effective in a shifting digital landscape.

Scheduling Quarterly Audits to Maintain Rankings

Quarterly audits are vital for long-term SEO success. They help find issues like broken links, outdated content, or technical errors. Fixing these problems regularly ensures strong rankings and consistent organic traffic. Staying ahead requires steady effort and attention.

Your SEO Audit Action Plan

An in-depth SEO audit is key to driving more traffic and turning visitors into leads. Here’s a quick recap of the vital steps:

1. Check your site’s technical health.
2. Fine-tune on-page SEO.
3. Optimize and refresh your website content.
4. Strengthen your backlink profile.
5. Monitor and adapt using performance data.

If this seems overwhelming, Digital Harvest is here to help. We specialize in helping service-based businesses thrive through targeted SEO strategies. Schedule a free consultation with us today or connect with Avram Gonzales on LinkedIn and get the expert help you deserve.