SEO audit checklist
A structured SEO audit checklist covering indexing and crawl health, on-page signals, technical SEO, content quality, and off-page basics.
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Indexing & crawl
0/5On-page
0/5Technical
0/5Content
0/5Off-page basics
0/4Questions
Why does indexing come first?
Because nothing else matters if a page is not in the index. Ranking factors, content quality and link building all operate on pages a search engine has crawled and kept — so that is where an audit has to start.
How often is an audit worth running?
Quarterly for a stable site, and after any migration or redesign. Most damaging SEO problems arrive with a change rather than through drift, so the trigger matters more than the calendar.
Are meta descriptions a ranking factor?
No, and they still matter. They influence whether someone clicks a result, and search engines frequently rewrite them anyway — so write them for the reader rather than as an optimisation.
What is the single most common finding?
Pages that exist and should not — thin variants, parameter duplicates, paginated archives. They dilute crawl attention and rarely rank, and pruning them usually helps more than adding anything.
Does an audit fix a traffic drop?
It identifies candidates. A sudden drop is more often a core update, a manual action or a technical break, so check the timing against known events before assuming the cause is on-page.