The author’s views are entirely his or her own (with the exception of the unlikely event of hypnosis) and may not always reflect the views of Moz.
For SEO agencies, consultants and website owners
As an SEO consultant, I was always looking for a good SEO audit checklist. One that I can use and present to my customers. One that I could tweak to suit my own needs. One that covers all of the major SEO basics. One that was current. And above all, one that I didn’t have to pay hundreds of dollars for.
That, my SEO friends, is this checklist. And Moz makes it available to you.
One cool thing about this audit checklist is that you can do it almost entirely for free or with free versions of SEO tools. This is important for SEO who are starting out on a budget or for small business owners who want to learn to validate a small website on their own.
However, if you want to review medium / large sites or more than a few pages at a time, you will likely want to consider more scalable solutions like our Moz Pro Site Crawl including our new performance metrics beta.
Anyway, you’re probably ready to dive in …
Get the audit checklist
Granted, we’re big fans of many good SEO audit checklists, including the Annielytics site audit checklist, Andy Drinkwater’s checklist, and the audits available at SEOSLY.
We also like Benjamin Estes’ audit checklist at BrainLabs, especially the pass / fail selection for each item. While our own exam differs significantly, we’ve built this feature into our own.
Site audit coverage
Originally we wanted a solid a technical SEO Audit checklist – one that covers all important technical SEO areas that can have a significant impact on rankings / traffic and can be completed in a short period of time.
When we did the audit, we realized that SEOs also want to review other traffic-related issues on the website that aren’t necessarily technical. Hence, we got a more comprehensive technical SEO and beyond Site audit – one that covers almost every major SEO area and has the potential to affect traffic and rankings.
The audit checklist briefly includes:
Here are some quick steps to set up your audit successfully: Make sure Analytics is installed, set up Search Console access, and optionally, do a site crawl. Go to basics.
2. Crawling and indexing
The crawling and indexing section of the audit covers the basics of technical SEO and ensures that search engines can easily find, crawl, and index your content. Go to crawling and indexing.
3. Meta and structured data
Both metadata and structured data have become more and more complex in SEO. Here we add 8 quick checks to ensure maximum visibility in all types of search results. Go to Meta & Structured Data.
Content is not often considered “technical” SEO, but many technical issues with the content itself can affect indexing and ranking. Aside from the quality of the content itself, these technical issues need to be reviewed and addressed. Go to content.
5. Links & Navigation
Links are the roads that hold your site together and connect it to the larger internet around the world. Google uses links in a number of ways to rank content. So we’re introducing 8 short audits here to make sure your links are optimized for crawling and ranking. Go to Links & Navigation.
Images not only give websites relevance, they also improve engagement and can help with ranking. In addition, Google Images is one of the largest search engines in the world. Here we’re adding 5 quick reviews to make sure your images are up to date. Go to pictures.
Video is playing an increasingly important role on the web, but the truth is, a lot of websites pay no heed to video SEO. This is an area that Google just won’t “figure out” without solid, technical SEO. Here are 4 checkpoints to make sure your videos can rank. Go to the video.
Google is now mobile-first! (Well, almost there.) Most SEO audits take place on the desktop, but a few quick mobile reviews may or may not make the difference between your ranking. Go to Mobile.
Ready for Core Web Vitals? The truth is, page speed has been important to SEO for years, and now it’s getting more attention than ever. Go to speed.
Many SEOs often overlook security issues, but Google takes it very seriously. Aside from implementing HTTPS, there are a few areas that you should check to see if your website is having any issues. Go to security.
11. International and multilingual websites
This optional section applies if your website caters to multiple languages and / or regions. Implementing hreflang and international targeting is a technically tricky area, so make sure you get it right. Go to International & Multilingual Websites.
While backlinks are rarely included in a technical SEO audit, the lack of relevant backlinks is often the main reason that good, relevant content has a hard time landing in the ranking. While this is not a full link audit, we recommend doing some quick link checks to make sure you aren’t leaving any rankings behind. Go to backlinks.
Get the audit checklist
This is a living document. That means we’ll work to keep this audit checklist up to date with any SEO changes. So be sure to check out new updates. If you have any additions or suggestions, please let us know in the comments below.
For your SEO audit success!