For many people even within the web development industry, SEO is a new concept. While they may be able to perform many other tasks without thinking twice, they occasionally balk – intentionally or unintentionally – at the challenge of learning

As a result, many web developers feel far from natural about the tasks required for it. These tasks, such as auditing existing or sites, are vital for those who work within this field.

What does an audit consist of?

For effective SEO, your website needs to already be solid. In order to put together a great SEO strategy for already existing site, it’s often necessary to perform an SEO site audit. This should include auditing every version of your website, include mobile, to test its SEO capabilities. The following sections describe what site audits should include.


Page load time

If page loading is disproportionately long for your site, it may impair crawling and indexing. This is bad news for your site, as it can essentially remove it from searches in mobile.

Test your site speed:



With much internet traffic on mobile, you should make sure your site has a mobile version that is quick and easy to use.

Test Mobile Friendliness


Some people don’t see usability as directly related to SEO, but it’s an important issue with wide influence, affecting conversion rates and whether people are willing to connect links to your website. High bounce rate might have negative impact on your rankings.


It’s important to ensure that your site is search-engine friendly.

Checking effectiveness of search engines

There are a number of easy health checks you can perform:

Search site: in various search engines to see what number of your website pages come up in results, then contrast this with how many individual website pages you have. Cross-reference with Bing Webmaster Tools and Google Search Console accounts.
Using Google, check to ensure that your cached site pages are identical to your live ones and that there are no discrepancies between the two versions.

perform site search by typing: in google search

Make sure that Search Console and search accounts for the biggest search engines are set up and confirmed for your site domain and subdomains. On Bing and Google, you can access site owner authorization and catch a glimpse of how search engines look at your website.
Use a search engine for phrases that your brand uses in order to ensure that you rank for those phrases. If you don’t rank well, it may be an indicator that you’ve been penalized, in which case you should double-check your Search Console and Webmaster Tools.

Checking keyword health

Make sure proper, related keywords are being used, and the site moves fluidly from a keyword search to a related page. Also, double-check to see if a particular keyword directs to multiple pages on the site.

  • Firefox extension
    Search Status, shows a number of keywords used in the page
  • WordPress users
    Yoast plugin shows keyword density on page
site search firefox extensions shows you keyword density

Site Search shows how many times and where the desired keyword has been used.

Yoast Plugin Keyword Density

Yoast shows the keyword density and gives suggestions on how to improve keyword density. 

Looking for duplicate content

It’s vitally important to ensure that versions of the site pages which don’t use www. Redirect to those that do; this should also be true of the inverse. This means, for example, that if you have a page version entitled, it should redirect to Also keep an eye out for https: pages which are copies of HTTP: versions. Essentially, compare all site versions to ensure that they match up.

What’s an efficient way to take care of this? One way is to copy text from your site’s main pages and perform a Google search for the unique string of text. If you’re noticing multiple links appearing, take a look at the URLs to figure out why.

Some sites are too big to do this text-by-text comparison, so if you have a particularly large site, focus on the main pages. In the meantime, implement a process to double-check all newly-generated content before it goes up.

If you want to make sure you have no duplicate site content, one option is to use search operators like inurl: and intitile:. Inurl: is one particular option for URLs with unusual elements such as numerals and other characteristics.

Firefox users


In addition to making sure there are no page duplicates, it is also important to make sure there is only one URL for any one page of content. For larger sites, this is a frequent problem, since this means that it is up to search engines to decide, as it were, which URL version is the “one” and which to consider less important. When site pages end up in competition, it’s not beneficial for anybody in particular. To avoid conflicting results and diminishing SEO effectiveness, use cookies if it becomes necessary to deliver a page of content in a variety of ways.

URL checks

Your URLs should be neat, succinct, and descriptive, meaning that they should have plenty of keywords without going so far as to become excessive or bewildering. This means that is a good URL, but is too much keyword stuffed. URLs should be crafted in such a way that they’re easily understandable for both users and search engines and avoided appending parameters as much as possible.

Reviewing the Content

In this part, you should make sure that the site’s main pages are filled with text content that’s significant enough to interest and hook page viewers, and that all pages use header tags and that the content follows prober heading hierarchy. In addition to this, make sure to compare the less significant pages of the site to the total in order to weigh content and make sure there’s a significant balance – not too many smaller pages in comparison to the rest of the site.

Meta Description’s and titles

Every page of site content should have a meta description that’s distinctive and descriptive; if your company’s brand name is included, make sure it comes at the end rather than the beginning. The reason being, that you want to highlight the content of the page, but at the same time connect

Index / no index Tags

A meta robots tag on any one of your site pages may indicate a problem for you and your site, providing an unwanted value of no index or no follow; this will sabotage your SEO effectiveness.
In addition to this, a distinctive meta description should be present for each page of content; better to have none at all than to have a poor one. These descriptions are significant for search engine duplicate content algorithms and play a large part in serving as site descriptions in the SERPs. Because of this, it’s important to make sure that they are totally distinctive, since they play a part in your rate of click-through, even though they may not play a direct one in the way your site is ranked in a search engine.

Sitemaps and robots.txt files

Look over your robots.txt link by using the command “Robots.txt fetch” within Google Search Console. Make sure that all website pages are accurately named in your Sitemap.


Take a look at your redirects to ensure the correct ones are set up and indicating the proper destination URL, and canonical redirects are accurately set up. In order to do this, you can utilize the server header checking like Redirect Check or, if you’re using Firefox, Redirect Check Client.

URL redirects aren’t all the same, and they require understanding in order for proper implementation so that they’re beneficial – not detrimental – for your SEO effectiveness. In this case, less is better than more, so try to cut back on redirect amounts as much as possible. This requires proper updates of your website’s navigation and internal links.

Internal links

As stated above, use links with caution. Keep an eye out for web pages containing too many internal links. Rather than using a large number of links, have only a few that contain significant site text for optimal effectiveness. Take this chance to tell site visitors as well as search engines about each page of content, but don’t go overboard. Use simple site terms rather than complex keywords, which can become obnoxious for users and is sometimes interpreted by search engines as a spam method.

Avoiding unnecessary subdomains

Search engines look differently at domains and subdomains; in fact, they view them as separate entities which need to be vetted in a process that’s distinct from their domain. This is because they may not necessarily be maintained or developed by the same user. Because of all this, domains may have different levels of reputation and link authority from subdomains. Usually, would-be subdomain content can be redirected to a subfolder –, for example, rather than a subdomain such as


Pay attention to any country geo-targeting rules if your site is directed for one country in particular. If your business is located in Helsinki and you are attempting to reach out to websites located in Finland – for example, “Helsinki kiropraktikko– keep every web page updated with your current address. In addition, claim and validate your business on Google in order to maintain consistency and optimize search results.

External linking

It’s also important to perform a backlink analysis – using a backlinking engine like Moz Open Site Explorer, Ahrefs, Majestic SEO– in order to check your website’s inbound links. Things to keep an eye out for here include poor text patterns, such as an overuse of the same keyword within links (unless this keyword is the name of your business). This can quickly get you into trouble, as it can indicate shady practices such as link purchasing, and may get you penalized by Google or cause your site to take a plunge in ranking.

Side note about outbound linking

Some people have expressed doubts about linking to other sites because they are afraid of losing “link juice”. Don’t be concerned about this. Make sure your website contains links to other solid sites, when it makes sense. If your links are content-relevant, you will both be helping page visitors and build your own ranking by increasing trust. Don’t overthink processes; simply focus on the content and links your site visitors want to access and deliver accordingly. This will end up being a great benefit to you as you provide more value to your users.


There are plenty of checks to be done for a website when you are performing an SEO audit. If you understand them, however, you can ensure that your site is optimally SEO effective, which only brings benefits for you, such as increased online trust, higher search engine rankings, and a better traffic flow to your site. Though SEO is still often uncharted territory for developers, don’t be afraid of it, even if it seems complex. Learn all that you can and continue to advocate for SEO to those who remain reluctant