SEO Audit: Free Template and Step-by-Step Explanation.

In the SEO audit template that you can download at the end of this article, the points we list and explain below are included for better understanding.

SEO Points You Should Audit on Your Site:

1. Is the robots.txt file located in the root directory of your domain?

The robots.txt file should be in the root directory of your website (for example, yourdomain.com/robots.txt); it tells search engines which pages they can or cannot index.

2. Is the “Disallow” function correct?

Within the robots.txt file, you can place several directives, one of which tells search engines which pages should not be crawled. Make sure these directives are set up correctly to avoid accidentally blocking content.

3. Are there URLs that are not indexed but should be?

Some important pages for your business may not be indexed by search engines. Ensure there are no unintentional restrictions in the robots.txt file or “noindex” settings preventing visibility. You should also check which pages are not indexed.

4. Are there URLs that should not be indexed but currently are?

Often, you may have pages that you don’t want to be visible in search engines, such as test or private pages. Check if there are any pages that should be hidden but are being indexed.

5. Is there a link to your XML sitemap in robots.txt?

Including a link to the XML sitemap file within the robots.txt file is very helpful, as it allows search engines to find it and crawl all the important URLs of your site more effectively.

6. Is the XML sitemap file stored in the correct directory?

The XML sitemap file should be placed in a location accessible to search engines, ideally in the root directory of your website (for example, yourdomain.com/sitemap.xml), so search engines can easily find it.

7. Does the XML sitemap contain all the URLs in the correct format?

The sitemap, or sitemap.xml file, must include all important URLs of your site in the correct format (for example, with full URLs like https://yourdomain.com/page), ensuring that search engines crawl and index your website.

8. Are all the most important URLs included?

The sitemap.xml file should contain all URLs, but at the very least, ensure that critical ones for your SEO are included, such as product pages, categories, and relevant content you want to appear in search results.

9. Is the XML sitemap file up to date?

It’s essential that the sitemap is updated with the latest URLs of your site to ensure search engines are crawling the most recent content.

10. Is the current sitemap uploaded to Google Search Console (GSC)?

You should connect your site to Google Search Console and Microsoft Bing Webmaster Tools, where you should upload the sitemap to help search engines index your pages more efficiently.

11. When searching for your brand name, does it appear first?

This is a simple way to test if your SEO is working. Search for your brand name, and ideally, your website should appear on the first page of results; 80% of people don’t go to the second page. This reflects good brand SEO optimization, increasing visibility and, consequently, sales. It’s a way to test your SEO without tools and see which page you’re on.

12. When searching for your brand name + subpages, do they appear at the top of the search engine results page (SERP)?

This complements the previous point; in addition to your brand name, you should search for a subpage (for example, “YourBrand products”). Your main page and key subpages should appear in the top positions, indicating a well-optimized site structure.

13. Is your website optimized for mobile devices?

Search engines prioritize sites that adapt well to small screens. Mobile optimization is very important, as more and more people access the internet from their phones—currently estimated at 53%. Your site should be responsive, fast, and easy to navigate from any mobile device. If you have the AMP system integrated, check if it causes errors or slows down your page; if you don’t have it, streamline and adjust your pages for mobile.

14. Do you have orphan URLs?

An orphan URL is a page on your site that has no internal links connecting it to other pages (search engines don’t recognize them). They affect your site’s visibility and SEO.

15. Is there only one H1 header?

There should be only one H1 header per page (it is unique to each page). It should contain the main keyword according to SEO recommendations and represent the most important topic of that page’s content. Using multiple H1s can confuse search engines.

16. Are H tags inserted in descending chronological order (H1, H2, H3)?

H tags are HTML tags used for your site’s titles. They range from H1 to H6, with a logical hierarchy. H1 is the main title (the most important tag hierarchically), followed by H2 for subtitles, H3 for lower-level subtitles, and so on up to H6. This helps structure your site’s content better and makes it easier for search engines to understand your site.

17. Are H tags used exclusively for formatting titles, not for other design elements?

Many people use title tags (H1 to H6) to style and format content on their sites because these tags have a default style. However, this is a harmful widespread practice; you’re telling search engines what they shouldn’t know.

18. Does each URL have a unique meta description?

An important SEO tag for attracting clicks to your site, based on what users see visually, is the unique meta description that each page should have. This description is crucial for drawing clicks from the SERPs and should include the page’s main keyword; while it doesn’t give direct SEO benefits, it does provide indirect ones. If people click more on your site, search engines will recognize you have important content.

19. Have you exceeded the maximum length of 160 characters per description?

Each SEO tag has a minimum and maximum number you should aim to meet. Meta descriptions should be concise, with a maximum of 160 characters, including spaces. Descriptions that are too long may be truncated by search engines, affecting message clarity and resulting in fewer clicks.

20. Does the meta description contain the central keyword of the target page?

It’s important for the meta description to include the central keyword of the page, as this improves the content’s relevance to search engines. While this directive has lost some strength over time, since search engine algorithms are secret, it’s still important to follow.

21. Does the meta description include a call to action (CTA)?

In marketing, the call to action is crucial. Your meta description should include a call to action, such as “Learn more” or “Buy now,” as this can improve the click-through rate from search results.

22. Are there images without ALT attributes?

The ALT attribute describes the images on a page, helping search engines better understand your site. If any image lacks an ALT attribute, search engines may not interpret the image correctly, which can negatively affect the page’s SEO. Be sure to utilize the ALT tag effectively.

23. Does the ALT attribute contain a relevant keyword?

Similar to HTML tags for SEO, it’s advisable for ALT attributes to include relevant keywords. This will enhance image indexing, potentially increase traffic from image searches, and improve your overall SEO.

24. Is the structure of your URLs as short as possible?

URLs should be designed to be short, easy to read, without strange characters, and with a logical structure. This makes it easier for search engines to understand your website. Additionally, shorter URLs often perform better in search engine results pages (SERPs).

25. Are you using descriptive URLs?

Today, browsers have features that assist visually impaired users in navigating the Internet. Descriptive URLs are those that describe the content of the page using keywords. They are more user-friendly and enhance page optimization.

26. Are session IDs avoided in URLs?

It’s advisable to avoid session IDs in URLs, as they can create duplicate URLs and confuse search engines, negatively impacting SEO quality. Session IDs are strings in URLs that identify users when cookies are not used.

27. Are there special characters in the URLs?

Avoid using special characters in URLs, such as &, %, and $, as they can cause indexing issues or hinder access to the page. Also, avoid accents and the letter “ñ” in Spanish URLs.

28. Is the URL encoding correct?

You should structure URLs correctly. This means avoiding spaces and disallowed characters that could cause errors or confuse search engines.

29. Is the page load time excessively long?

One of the most important factors for SEO is loading speed. Search engines aim to provide quality to their users, and if your site is slow, they won’t wait. If your page takes too long to load, it will negatively impact both user experience and your search engine rankings.

30. How long is the “time to first byte” (TTFB)?

Sometimes, the slowness of your website is not due to your site itself but rather the server response. This is known as Time to First Byte (TTFB), which is the time it takes for the server to respond to a page request. A low TTFB indicates that your server is fast and efficient

31. Are large CSS/JS/HTML files compressed?

CSS, JS, and HTML files affect your page’s loading time in browsers. Large files of this type should be compressed to reduce loading time, improving both user experience and SEO.

32. Are the image sizes optimized?

Anything with a lot of bits slows down your website, and we know that speed is crucial. Images consume a lot of information and can be heavy for a website, so you should optimize them in terms of size and format for faster loading, benefiting both SEO and navigation experience. Use next-generation formats.

33. Does the canonical tag point to itself?

The canonical tag should point to the page itself to avoid duplicate content issues. This is essential for Google to identify the main version of a URL.

34. Does the canonical tag contain an absolute URL, not a relative one?

It’s advisable for canonical tags to use absolute URLs instead of relative ones to avoid confusion among search engines, especially when a page has multiple versions.

35. Is there one canonical tag per URL?

There should only be one canonical tag per page. If there is more than one, it can create confusion for search engines trying to determine which is the main version. Typically, search engines will decide which one to use, but the SEO issues persist.

36. Does the canonical tag point to a “noindex” or “redirect” page?

You should never point the canonical tag to a page marked “noindex” or one that redirects, as search engines won’t index the content correctly.

37. Do “rel=prev” or “rel=next” point to a “noindex” page?

If you use “rel=prev” or “rel=next” for pagination, ensure they don’t point to pages with “noindex,” as they may not be crawled or indexed correctly.

38. Does the canonical tag always refer to the main page during pagination?

On paginated pages, the canonical tag should always refer to the main version of the page to avoid confusion during crawling and indexing.

39. Have there been significant ranking fluctuations in the last six months?

If you’ve noticed unusual fluctuations in your site’s rankings, such as a reduction in web traffic over the past six months, it may be time to review your SEO strategy or check for possible search engine algorithm updates.

40. Have there been significant ranking losses compared to the previous year?

A significant drop in your website’s rankings in search engines compared to the previous year may indicate SEO-related issues, changes in Google’s algorithm, or a need to adjust your SEO strategy in relation to competitors. You should investigate the cause and use the right tools for this purpose.

41. Did you make any changes to your website before the ranking losses? If so, what changes?

If you’ve noticed a drop in rankings after making changes to your site, it’s essential to evaluate those changes to determine if any of them negatively impacted your SEO. With each significant change, you should take notes to assess their effects on search results.

42. Were the links to your website set up before the ranking changes?

If your backlinks were created before the ranking changes, check if any of them may have been affected by penalties or algorithm updates. In general, you should never change a URL. There are circumstances where it might not be a major issue, so identify when it’s possible to do so without affecting your SEO.

43. Was content removed or added?

Adding or removing content on your site can impact SEO. It’s advisable to make these changes carefully and measure the impact on rankings. Always make changes while monitoring them with the appropriate tools.

44. Is the ad-to-content ratio too high?

If your site displays advertisements and they occupy a large portion of the content, it can negatively affect user experience and SEO. Google values useful and well-balanced content over pages filled with ads.

45. Are the ads on your web pages valuable to users?

It’s crucial that the ads you place on your website are relevant and valuable to users. Irrelevant ads can diminish the perceived quality of the site and affect its SEO performance.

46. Are all ads placed at the bottom of your website pages?

This practice minimizes the negative impact of ads on your site. Place ads primarily at the bottom of the pages, as this enhances user experience, allowing them to access the main content without distractions—something also analyzed and valued by search engines.

47. Does the page title contain the main keyword?

The page title, which is different from the H1 tag we discussed earlier, is one of the most critical factors for SEO. It should include the main keyword to ensure that search engines understand what the page is about. In SEO, there’s a concept called “entity,” which refers to how search engines understand the different topics of your website as a unit. SEO titles are among the most important for this purpose, though they are not the only factors nor sufficient on their own.

48. Does the H1 header contain the main keyword?

The H1 header, distinct from the SEO title, appears on each page and is visible to users. It should also contain the main keyword, as it is one of the first elements that search engines review when assessing the content’s relevance.

49. Can the main keyword be found in the meta description?

Including the main keyword in the meta description enhances the likelihood that people will click on your site when it appears in search engine results, increasing relevance. Your SEO strategy should be systematic; the search engine should find and display you for what the user is looking for, and the meta description should convey that you have what they seek.

50. Is there a main keyword in the body text?

In the body text, the language should flow naturally, as search engines are becoming increasingly adept at semantic analysis. It’s also important to include the main keyword in the body text, along with synonyms and as many times as you see fit, while maintaining natural language. Don’t overdo it—there’s no exact percentage, but pay attention to this. This will help search engines understand the content.

51. Are synonyms of the main keyword used in the subheadings?

Using synonyms of the main keyword in the subheadings enriches the content’s semantic depth and helps capture more search variations without resorting to keyword stuffing. Nowadays, search engines identify synonyms and even go beyond that, recognizing the search intent of users. But the more information for search engines, the better.

52. Do the ALT tags contain the main keyword?

The ALT tags of images should include the main keyword when relevant, as this also helps the images rank in searches, as mentioned earlier.

53. Did you use the main keyword in the URL?

The URL should contain the main keyword, as this reinforces the relevance of the content for both users and search engines. Its importance in today’s SEO has been explained previously.

54. Are there instances of keyword cannibalization?

Keyword cannibalization occurs when two or more pages from the same site compete for the same keyword, which can dilute ranking efforts and confuse search engines. You should create a logical site structure and use HTML tags so that search engines can understand your site. Speak to search engines in their language and to people in theirs.

55. What results does the TF-IDF analysis yield?

The TF-IDF analysis measures the relevance of keywords in the context of content compared to similar sites. This helps identify whether the content is properly optimized compared to competitors. Remember that there are millions and millions of websites online; you need to identify your competition and environment for your strategies to be effective.

56. Is the homepage linked to all important category pages?

Create a logical website architecture. Ensure that the homepage is linked to all important category pages, as this helps users and search engines understand and navigate the site easily.

57. Are there links from product pages to relevant category pages?

Links from product pages to relevant categories allow for better navigation and help distribute SEO authority throughout the site. This is also an issue of web architecture and user usability, which search engines highly value.

58. Are there links from category pages to other relevant category pages?

Including internal links between related categories enhances navigation and helps search engines understand your site’s structure. There won’t be a problem if the hierarchy is well optimized.

59. Are there links from product pages to other relevant product pages?

Internal links between related products can improve user experience and SEO, making it easier for visitors to find similar or complementary products. There won’t be a problem if the hierarchy is well optimized.

60. Do the content links reference other subpages on relevant topics?

It’s important that the content includes links to other relevant pages within the same site, as this improves the page’s authority and significantly aids in SEO. There won’t be a problem if the hierarchy is well optimized.

61. Are the same link texts always used for internal links to the same subpages?

Using consistent link texts to link to the same internal pages improves site coherence and helps search engines understand the site’s structure.

62. Are there backlinks pointing to your website?

Backlinks are references to your website from other users, and they are highly valued by search engines. They are essential for SEO as they add authority to your site. Having a solid strategy for acquiring links from external sites to your website is crucial.

63. Is the correct error page shown for the “404” status code?

A 404 error, indicating a broken link, should lead to a customized page that guides users to other useful areas of your site, enhancing user experience and, consequently, SEO.

64. Are there any current server errors (5xx codes)?

5xx errors indicate server problems and can negatively impact both user experience and page indexing in search engines.

65. Do most of your URLs return a “200 OK” status code?

Pages without link issues return a 200 status code to indicate they are accessible. Any other code could affect indexing and SEO, particularly 4xx and 5xx codes.

66. Can your website be accessed both with “www” and without “www”?

Your site should be correctly configured to consistently redirect between the versions with and without www. This prevents content duplication and improves SEO.

67. Can you access your website with “https” and “http”?

It is essential to redirect all traffic to the HTTPS version of your site, as it is an important ranking factor and ensures site security. The “S” indicates that your site is secure. Nowadays, search engines prioritize security for users provided by websites. Other security indicators, such as HSTS headers, X-Content-Type-Options headers, X-Frame-Options headers, and Referrer-Policy headers, are also important and will be discussed in future posts.

68. Are there redirect chains?

Redirecting means taking a URL and directing anyone who visits that URL to another predefined location. Chains are multiple repeated instructions for an initial URL. Long redirect chains can slow down page speed and confuse search engines. It’s better to optimize for direct and effective redirects.

69. Do the 301 redirects work correctly?

In point 68, we discussed what redirection is. Here, we refer to redirecting from one URL to another, not chains of redirects. 301 redirects must be correctly configured to ensure search engines index the correct URL and you don’t lose SEO authority.

70. Do the redirects point to the correct pages?

Ensure that all redirects point to the appropriate pages and not to errors or irrelevant pages, as this could confuse search engines and users, significantly impacting SEO.

71. Is JavaScript used for content production?

JavaScript is the programming language used to make web pages interactive. Content generated with JavaScript may not be properly crawled by search engines, affecting indexing. It’s better to ensure that all important content is visible without JavaScript.

72. Are JS files at the end of your HTML/source code?

JavaScript files also have the drawback of slowing down your website. Placing JavaScript files at the end of the HTML code allows the page to load faster, improving user experience and SEO.

73. Does JavaScript block pages from loading?

If JavaScript blocks a page from loading, it can negatively affect user experience and SEO. It’s better to ensure that JavaScript code doesn’t slow down site performance. Analyze how your JavaScript code is functioning through the browser consoles.

74. Is content integrated through iframes?

Iframes, which insert pages or fragments from other sites into your web page, can hinder SEO if not used properly. You should limit their use as much as possible and ensure that all important content is directly in the page’s HTML.

75. Are the iframes used necessary and provide added value?

If you use iframes, make sure they are absolutely necessary and add value to the page’s content. Otherwise, they could harm performance and indexing.

76. Is Adobe Flash used on the site?

Adobe Flash is obsolete and is not compatible with many browsers and devices. If your site still uses it, it is advisable to remove it and opt for modern technologies like HTML5.

77. Does Flash affect the site’s performance?

Using Flash can slow down page performance, negatively impacting both user experience and SEO. It’s better to replace it with more efficient technologies.

78. Can Flash content be implemented with other technical solutions?

Any content that still relies on Flash should be replaced with modern alternatives like HTML5, which is more compatible and better for SEO.

79. Does the URL language change when a different language version is selected?

For multilingual sites, it’s important for URLs to change language when the user selects a different version, facilitating correct indexing of international versions.

80. Are the navigation menus translated correctly?

If you have a multilingual site, it is essential that the navigation menus are correctly translated so users of different languages can understand and navigate the content. This enhances user experience and ensures that information is accessible to everyone.

81. Are the versions for different countries stored in GSC?

If you have a multilingual site, keep in mind that Google Search Console (GSC) allows webmasters to manage and monitor how their site is indexed in different countries. It’s important to ensure that the local versions of a website (e.g., .es, .fr, .co.uk) are registered in GSC to optimize their performance and visibility in regional searches.

82. Is the currency or metric units adjusted according to the country?

When offering products or services internationally, it’s crucial to adapt the currency and metric units (such as weight or length) according to the user’s country. This makes it easier to understand and enhances the customer experience, increasing the chances of conversion.

83. Are the hreflang tags implemented correctly?

Hreflang tags indicate to search engines which version of a page to show based on the user’s language and location. Implementing them correctly helps avoid duplicate content issues and ensures users see the most relevant version of the page for them.

84. Do the pages have a rel=alternate attribute?

The rel=alternate attribute is used to indicate that there are alternative versions of a page, such as in different languages or formats. This helps search engines understand the relationship between pages and directs users to the correct version based on their preferences.

85. Are the language and country codes correct?

Using correct language and country codes is essential for search engines and users to understand the relevance of the page in different linguistic and geographic contexts. An incorrect code can cause confusion and affect the proper indexing of content.

86. Are the language versions redirected correctly?

When a user accesses a version of a website in a specific language, it’s important that they are redirected to the corresponding page in that language. Correct redirection ensures that users get the information they seek in their preferred language, improving the overall experience on the site.

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