16 steps SEO Audit your entire Website to increase rankings


Follow this 16-step SEO Audit checklist to find SEO errors and boost your Google rankings.


For 2020, the ugly days of keyword cramming your way onto SERPs are very far in the rearview mirror. Google's algorithm is currently available Over 200 folding elements rank and it seems they will be added every month.


Does this mean that SEO Audit by 2020 needs more than 200 steps to be good? Does it take weeks and hundreds of hours?


Is not , it's not.


Google considers each of these different factors and by focusing on the The most important factor You may get more 90% of the results with less 10% effort .


Here is a list of what we will mention in our SEO audit:



If you're looking for a simple approach to SEO audits, check out the video below and if you're just getting started, check out our SEO guide:


The essential tool for SEO audits


Before we get involved in the SEO audit process, there are a few tools you want to test to make the whole process as smooth as possible. Do they need to overhaul your site from an SEO audit point of view? Not necessarily - but they will make the process easier and more efficient, which is why each of them is worth a closer look. Here are some of the best SEO audit tools:


# 1 Decide how SEO fits into your overall marketing strategy


This is basic advice, but understanding how SEO fits your marketing strategy is the first step of our SEO audit process. New marketing platforms are gaining traction and SEO / SEM is no longer the ultimate goal of digital marketing.


Some companies spend up to 60% of their previous Google Search budget on Amazon. And social media spending increased to 13.8% of the total marketing budget in 2018.


So you can't expect SEO to do 100% of everything when you can only spend 30% of your energy and money here.


So you have to decide what actions you are trying to drive with your SEO strategy.


A simple question that will help you is:


When you are trying to reach your customers?


  • Before they know they are interested in a product / service.
  • When they are researching / comparing alternatives.
  • Right before the point of sale. (When they are looking for agents / suppliers.)

Unless you know what SEO wants to do for your business, it's impossible to gauge performance.


If you know that you want to focus on reaching customers when they are researching / comparing alternatives, everything from there becomes a lot easier.


SEO strategy worth $ 35 million


A great example of devoting to a specific step in the buyer's cycle for their SEO strategy, Zapier .


Zapier receives more than 8.49 million hits per month from more than 25,000 unique landing pages.


They achieve this by understanding exactly where SEO fits their overall marketing strategy and what stage they are trying to reach potential customers.


The majority of their 25,000 landing pages focus on integrated searchers between the two software.


SERPs like this are Zapier's bread and butter, a successful business 35 million ARR last year. Every time they partner with a new company, they will create an integration page for every possible integration.


They make it easy to rank because partners are encouraged to link to their unique integration page.


With the added cash flow, they finally added a vibrant company blog and other elements to their SEO & content strategy, but this simple strategy generated millions of dollars.


If you know when you want to reach customers through organic search and you create a strategy around that issue, you'll greatly increase your chances of success.


# 2 Crawl your site


As part of the process used to determine search engine rankings, search engines like Google will use a crawler (or spider spider) to fundamentally analyze the structure and design. Set up the current SEO of your site, looking for different factors to locate you will rank for certain terms.


Therefore, if you really want to conduct an SEO audit, you will want to crawl your site yourself.


There are a variety of tools you can use to do this, some of which are paid and some of which are free. I recommend Screaming Frog's SEO Spider to launch your SEO audit (it's free for the first 500 URLs and then £ 149 / year thereafter).


Once you have signed up for an account, it's time to choose your data collection configuration. This is very important, you need to configure your crawler to act like the search engine you focus on (Googlebot, Bingbot, etc.). You can select your user agent by clicking configuration> user agent in Screaming Frog (I have included a short gif below).


Next, you want to decide how the spider should behave. You can do this by selecting the spider spider, from the configuration menu in Screaming Frog. Do you want spiders to test images, CSS, JacaScript, Canonicals, etc. is not? - I offer to allow the spider to access all of the above items (I will share my settings below!).


If you have a website that relies heavily on JavaScript (like SpyFu), you want to make sure that the spider can display your pages correctly. To do that, click on the rendering tab and select JavaScript from the drop down menu. You can also enable the screen shot of the page displayed to ensure that your pages are displayed correctly.


When everything is done, enter your URL and click Start online to get started. Depending on the size of your domain name, this can take a long time - so remember, patience is a virtue.


# 3 Find indexing errors & technical problems


Even in 2020, basic technical SEO issues are more common than you'd like to think, and one surefire way to find them is through your SEO audit.


50% of sites analyzed had duplicate indexing and content issues, 45% had image and alt tags issues, and 35% had broken links.


Find indexing issues (unnecessary pages, duplicate content), broken links, and other technical issues by using a tool like Screaming Frog .


Just enter your URL and let it know everything is wrong with your site from the SEO perspective on the page.


It helps you quickly identify important issues and win quickly, such as:


  • Duplicate content
  • The link is broken
  • Navigation
  • Meta tag is too short / long
  • Image is corrupted
  • Noindex tag

And because it identifies specific URLs for each issue, you can access and fix each issue one by one.


How to fix common duplicate content issues in WordPress


Duplicate content can often be caused by content structure encoded into your CMS (Content Management System). If you use WordPress, it will publish category pages by default.


For example, when you create separate category pages, Google can index them both resulting in duplicate content in SERPs.


So, duplicate content is a common problem for inexperienced WordPress users.


If you have already installed the plugin SEO by Yoast , you can easily hide categories and other classified pages from search results.


Go to SEO / Search Interface / Classification in WP dashboard and you change settings for categories and tags.


If your category pages are being flagged for duplicate content, you should set the Display List in the Settings search results to a number.


# 4 Remove redundant / low quality content


Although contradictory, Google says it doesn't value posting frequency or volume of content as a ranking factor.


And it is not just smoke and mirrors. Over the past few years, websites have managed to improve their search rankings by actually removing thousands of pages from search results.


Just like regular trimming, Content trimming is a process where you proceed to eliminate unnecessary things, to maximize results.


Remove pages that serve a small purpose and do not adequately answer Google search search queries.


Although you should consider removing problematic pages detected by the SEO tool at the final step, the tools usually do not select the majority of problematic pages. So you have to do some manual searching.


Where is better to get started than Google?


Check how many pages Google has indexed, and if the number is excessive, start trimming.


If you are using CMS, you should also take note of these species The page is also indexed unnecessarily.


There may be a backend setting that you can change to fix the problem, instead of manually deleting or not indexing hundreds or thousands of pages.


A neat website with good structure that highlights quality, background content is an important part of the SEO quiz by 2020.



Understanding how the Rovots.txt file works is crucial in any SEO audit - Robots.txt basically informs Google and other web crawlers, to index pages on the site. of you, so people can find them. It also allows you to tell Google which parts of your site you don't want them to crawl (these pages will still be indexed if anything links to that page).


We accidentally placed a motion error that basically told Google not to crawl any of our main websites.


This error, equivalent to programming to turn off the error light, told Google to discard hundreds of thousands of content in one night. To avoid this, use a service like TechnicalSEO's text verification process, It will automatically check your Robots.txt for changes and notify you if any changes are detected.


This lasted for 5 days without us noticing it. We found the problem and reverted it, but the damage was done. We went from 500,000 pages indexed to 100,000.


We have gotten some traffic back. But not all, and it was a fatal blow and an important lesson.


If you want to index specific pages only, Google recommends using meta robots tags . " The meta robots tag allows you to use a granular, page-specific approach to control how an individual page should be indexed and served to users in search results. Put robots meta tag in section of a given page, like that this: "


The meta tag of the robot in the example above instructs most search engines not to display the page in search results. Value of the nameproperties (robots) determine that applies only to all crawlers.


To solve a specific crawler, instead the robotsvalue of the the nameproperties with the name of the crawler you're dealing with. A specific crawler is also known as a user agent (a crawler uses its user agent to request a page.)


Google's standard web crawler has Name Googlebot user agent . To only prevent Googlebot from crawling your page, update the tag as follows:


This tag currently instructs Google (but no other search engine) to display this page in its web search results. Both properties nameand Nội dungAttributes are not case-sensitive.


Although, Google does not officially support the use of Noindex: in the robots.txt file we see that the command worked for us and others, especially Wayfair. Your mileage may vary by using this command in the Robots.txt file.


Tip - If you use the robots meta tag, make sure that Google can crawl that page (don't block it via Robots.txt)


# 6 Check for speed and mobile page issues


Not only does Google announce that official page speed is a ranking factor, but mobile page load and display issues are easily recognizable and can have a big impact on the final results of friend.


If you haven't changed yet, 79% of shoppers with a bad experience with your site will be less likely to return.


Check your website speed


An easy way to check your website loading speed is to use a tool like check website speed of Pingdom.


Just enter the URL, choose a location and run the test.


As you can see, Pingdom almost failed us, giving us a D on page elements, but what's important here is the actual load time, which is less than 2 seconds.


As we spend on quality servers, we stay away from including a video above the fold & JS that is associated with our web application.


Your mileage may vary.


Troubleshooting can be as simple as installing caching plugins (for cumbersome WordPress installations), shrinking image and video files, installing Lazy Loading scripts, or as complicated and expensive as moving a server.


Check your mobile-friendliness


Checking if your website is mobile friendly is just as easy. Access Google mobile-friendly test , enter your URL and run the test.


Unless you are using an old theme in an old WordPress installation, your score will be fine.


If they are not and you do not have the expertise to fix the problem, you should contact the developer to help you resolve this issue.


Not only does it affect your rankings, it also affects the way people reach your site through SERPs that interact with your website and business.


# 7 Get rid of structured data errors


Having a range of pages on your domain can benefit SEO in terms of including structured data. These include but are certainly not limited to things like product or service reviews, product or service information or a description page, pages that outline an upcoming event you will attend and more. again.


Access Structured Data Testing Tool own Google and enter the URL of the website you want to check. Click on the option labeled Run Run Test and Google will not only evaluate the structured data for the domain you just entered - it will also give you any errors found at once.


If any errors are found, do whatever you need to do to fix them. Fortunately, Google's tool will tell you where. If you build your own website, go back to the code and make the necessary changes. If you hire someone to do it, give them the report you just received and let them work - that's a good starting point and again, the impact you will experience will be great.



You will want to pay particular attention to the meta descriptions of your site - it's information about the data that your site is currently displaying.


This is what you want to pay attention to. More often than not, the problem people encounter is with duplicate meta tags for similar pages in multiple locations across the domain.


In the Google Search Console, click the menu option labeled Appears Online Search and click the button labeled HTML Improvements.


Then, click on the option to read Meta Description Copy the Meta Description to see how many meta tags you will have to rewrite.


Remember that meta description information is designed to give people a very clear idea of ​​what you offer, thus encouraging them to click. Keep the descriptions short, sweet and accurate - and also make sure they are unique.


As a bonus, you can also use the HTML improvement window of HTML in Google Search Console to look for missing and duplicate title tags.


Make sure that all title tags are counted and that for duplicate tags, the same rules apply. Give your site a clear title immediately telling people what you are offering and most importantly why they should care enough to click on the first position.


ABT - Always be tested on your title and meta description! Check your meta description and track your CTR for those pages!


# 9 Analyze Keywords & Organic traffic


Most websites get the majority of their traffic from small keywords. Long tail search accounts for 70% of all searches done on the web. And 50% of searches) are 3 words or longer.


This trend means you can get most of your traffic from long tail, lower-volume keywords.


The first step to getting the most out of this trend is in-depth analysis of the keywords that drive traffic to your site.


If you have connected Google Analytics to Search Console, you can analyze from within GA.


Just open the Acquisition and click through analysis for organic search.


Once you've chosen to channel analysis for Organic Search, select Landing Page Landing Page as the primary dimension. (The keyword view almost always displays services that are currently unavailable and not useful.)


This will give you an overview of the most important pages on your site for organic search. You can then cross reference these results with the query breakdown in Search Console.


Because Google does not directly link queries to landing pages in Search Console and GA is no longer sent directly from Google, this rotation is the best way you can do with 3rd party services.


Keyword tool SpyFu

Just enter your URL and you will immediately receive your most valuable keyword analysis. The only reminder is that traffic will be limited in estimates, while your GA traffic is based on real data.


The monthly search volume is real. So this can be a quick and easy cursor in the right direction if diving deep in GA and Search Console is too confusing.


# 10 Learn from your opponent


1 billion Top search terms account for only 35.7% of the total search. When other 99 billion + terms make up a ton of searches, there's so much to search for with keyword research and common ideas.


So how do you know which keywords to target, day after day, year after year?


Borrow a little from one of your biggest competitors.


Enter your URL, hit enter and voila, your organic search competitors are served on a silver platter. Or rather, they are arranged in the form of a numbered list.


SpyFu competitor research tool
SpyFu domain comparison tool

It then filters the keywords into three lists:


  1. Keywords target people.
  2. Your competitors keywords are targeting, but not you.
  3. Keyword a competitor is targeting.

The second is the most valuable and usually contains gems you can go back and create content calendar with.


Then, if you find a single site that is killing competition in organic search, you can use our keyword research tool to find opportunities from just one website.


# 11 Check and improve content and SEO on the page


While backlinks get the most bland and ostentatious when it comes to SEO, changes on the page can yield real results with much less investment.


In a recent case study, improvements on the page alone resulted in a 32% increase in traffic.


What does that mean?


Google Direct has Readability as a ranking factor or something that can be used indirectly on rankings because of downtime and RankBrain.


Either way, the way your content and content should be improved if you want to make the most money for your SEO money.


Improve your content


When it comes to SEO in 2020, content is still not an undisputed king, but you'll struggle to rank content that readers don't want to read.


A great tool that can help you improve your content is Market Muse . It will help you achieve a good balance between SEO concerns and actual content.


It analyzes every page on your site and identifies pages where the content may need some adjustments.


You can also actively analyze unique pages against their competition.


It automatically suggests topics that you should include on pages and posts for a chance to fight in the SERPs.


There are still many factors that you have to improve with your ears; similar to voice and creative battles, but Market Muse can act as an extra that a content group often desperately needs.


For readability concerns, you can run your content through an app like Grammarly or Hemingway before publishing.


This AI proofreading helps you handle grammatical errors and makes your content easier for human eyes on the other side of the blue screen.


Improve your Onpage SEO


Make sure your On-Page SEO was once a very tedious process. You had a checklist of over 30 points and you went through it.


For each page.


Now there are many tools to help you. And the best part is, most of them are free .


One of the best is SEO checker of Seobility .


Just enter your URL and start checking.


Use SEObility to check your homepage as well as individual platform pages that have a lot of traffic or potential.


Track findings.


# 12 Optimize your internal links


Internal linking is like the forgotten brother of the SEO audit process. They exist, and sometimes they get a mention, but most time experts are stuck worried and talking about backlinks.


It's a shame that optimizing only your internal links can improve your incoming traffic 40% , with so much less work.


Analyze your existing internal links


The consensus among SEOs is that many internal links are a signal to Google that a particular page is important.


You can do this with the link tab of Google Search Console.


Most links to your web pages are broken down and you see a specific problem for internal links.


This breakdown will display all pages in descending order based on the number of internal links they receive.


The privacy policy, Terms, and other pages linked from the footer / sidebar of your site will definitely be ranked here.


Google is smart enough that it is not a problem.


Focus on relevant original content pages.


Are you providing too many internal links for content targeting low volume keywords?


Does your platform content have too few backlinks?


These are the questions you want to answer by experiencing this problem.


# 13 Optimize the structure of your internal links


When you know what your internal links look like, it's time to go to work.


Khi bạn cấu trúc một trang web theo cách này, giống như một kim tự tháp rất phẳng, đó là một hệ thống phân cấp dễ hiểu.


Trình thu thập công cụ tìm kiếm không cần bộ óc sáng tạo của một người để hiểu những gì quan trọng và những gì không.


Xóa các liên kết nội bộ tạo ra một trang web vô cùng vô tổ chức và làm việc nhóm các nội dung thông qua các liên kết nội bộ để tăng nội dung nền tảng nhất định.


Thêm các liên kết nội bộ có liên quan khi bạn tạo nội dung


Để cải thiện hồ sơ liên kết nội bộ của bạn khi bạn đi cùng, hãy đảm bảo bạn liên kết đến các trang nền tảng có liên quan khi bạn thêm nội dung mới vào trang web của mình.


Có nhiều công cụ bạn có thể sử dụng Nếu bạn sử dụng WordPress, SEO by Yoast sẽ đề xuất các liên kết nội bộ để đưa vào một bài đăng dựa trên mức độ phù hợp của chủ đề.


Nhưng hãy đảm bảo giữ kiến ​​trúc trang web của bạn trong tâm trí và không liên kết quá nhiều giữa các danh mục.


Khi bạn đã đóng đinh từng bước của chiến lược liên kết nội bộ này, bạn sẽ được thưởng thứ hạng tốt hơn cho các trang chính của mình.



Không có gì bí mật rằng backlink vẫn là xương sống của bất kỳ nỗ lực SEO quy mô lớn nào, kể cả vào năm 2020. Một số chuyên gia thậm chí còn cho rằng có đến 75% SEO là Offpage và backlink vẫn là một trong những yếu tố xếp hạng hàng đầu .


Nhưng thời thế đã thay đổi.


Google không quan tâm đến khối lượng thẳng nữa.


Bối cảnh bây giờ.


Google quan tâm nếu trang web liên kết với bạn thuộc cùng loại (tốt).


Google quan tâm nếu trang web liên kết với bạn là có thẩm quyền (một trang web phổ biến trong danh mục).


Nó quan tâm nếu nó liên kết với bạn trong nội dung (tốt) hoặc từ một danh sách / thư mục (không tốt).


Điều này có nghĩa là mua liên kết từ các trang trại liên kết không còn là giải pháp một lần duy nhất cho các rắc rối liên kết ngược của bạn.


Trước tiên, bạn nên kiểm tra những trang web nào đã liên kết với bạn.


Bạn có thể làm điều này bằng cách quay lại tab liên kết Search Console.


Lần này tập trung vào bên ngoài.


Nếu bạn tìm thấy bất kỳ tên miền có liên quan, chất lượng cao nào, bạn có thể xem xét việc tiếp cận với việc bao quát các sản phẩm / trang nền tảng khác trong tương lai.



Sau khi tìm thấy các tên miền được liên kết đến trang web của bạn, đã đến lúc tìm kiếm nguồn cảm hứng khác: đối thủ cạnh tranh của bạn.


Trình tạo backlink SpyFu

Nếu bạn có thể tìm thấy nội dung có nhiều liên kết ngược, nhưng đã lỗi thời hoặc đơn giản là không tốt, bạn có một mỏ vàng tiềm năng trong tay.


Một lần lên nội dung gốc và chạy một chiến dịch tiếp cận tới các trang web được liên kết với tác phẩm gốc.


Giữ liên lạc với nhà văn và người ảnh hưởng trong không gian của bạn


Chiến lược này là một chút của một ổ ghi chậm nhưng có lẽ là chiến lược trả nhiều cổ tức nhất mỗi giây thời gian của bạn.


Có thể bạn đã biết một vài thứ, nhưng bạn có thể sử dụng một công cụ như Buzzsumo để dễ dàng tìm kiếm thêm.


Viết ra những điều quan trọng nhất, hoặc những điều bạn nghĩ rằng bạn có thể hòa hợp nhất, và đưa ra quan điểm về việc giữ liên lạc với họ.


Cho họ biết về các bản cập nhật ngay khi (hoặc trước đó) họ phát hành.


Thông báo cho họ rằng họ có quyền truy cập để phỏng vấn các thành viên trong nhóm của bạn nếu họ muốn.


Tiếp cận với họ khi đội bóng yêu thích của bạn / họ giành được Super Bowl.


Đi hạt.


Chỉ cần chắc chắn rằng bạn là người đứng đầu khi họ muốn viết một cái gì đó về một công ty trong không gian của bạn.


# 15 Theo dõi kết quả của bạn


Nếu bạn thực hiện các thay đổi mù và hy vọng cho kết quả, bạn không thể gọi cho mình một chuyên gia SEO.


Hành động đơn giản để cài đặt phân tích, bắt đầu theo dõi kết quả của các thay đổi, là mạnh mẽ. Nó có thể tự mình cải thiện 13% tỷ lệ chuyển đổi, kiểm soát mọi yếu tố khác (không tăng ngân sách hoặc thay đổi nhân viên).


Và SEO cũng không khác.


Nếu bạn không theo dõi những gì đã xảy ra sau khi bạn thực hiện một số thay đổi nhất định trên trang web của mình thì nó sẽ giống như hoạt động với bịt mắt.


Bạn sẽ không biết những gì bạn nên tiếp tục làm hoặc ngừng làm. Những gì bạn nên làm nhiều hơn hoặc ít hơn.


Chỉ cần mở bảng điều khiển theo dõi và bạn có thể thấy thứ hạng lịch sử của mình cho bất kỳ từ khóa nào.


Trình theo dõi xếp hạng SpyFu

Bạn cũng có thể dễ dàng lưu từ khóa trong khi bạn đang làm những việc khác (như kiểm tra người chiến thắng lớn nhất của bạn).