{"id":3336,"date":"2020-08-20T18:18:30","date_gmt":"2020-08-20T18:18:30","guid":{"rendered":"https:\/\/thinkendurance.com\/blog\/?p=3336"},"modified":"2020-08-20T18:18:30","modified_gmt":"2020-08-20T18:18:30","slug":"seo-audit-checklist","status":"publish","type":"post","link":"https:\/\/azadvertising.co\/seo-audit-checklist\/","title":{"rendered":"SEO Audit: A TEN item checklist to complete an SEO analysis"},"content":{"rendered":"<p>In our SEO Audit&#8217;s for clients (big or small), we check over one hundred individual items. We go as deep as we can.<\/p>\n<h2>What we check for in an SEO AUDIT &#8211; Checklist:<\/h2>\n<p>I&#8217;d like to share at a high level what we check for when we&#8217;re running an audit on a website. Here are the &#8220;buckets&#8221; of our SEO audit and a brief description of each so anyone can take this and expand on it. And let us know if you check something above and beyond that we simply forgot about:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3348\" src=\"https:\/\/thinkendurance.com\/blog\/wp-content\/filemgr\/2020\/08\/seo-audit-checklist-header.png\" alt=\"complete seo audit checklist of items to look for\" width=\"1600\" height=\"251\" srcset=\"https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/seo-audit-checklist-header.png 1600w, https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/seo-audit-checklist-header-300x47.png 300w, https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/seo-audit-checklist-header-1024x161.png 1024w, https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/seo-audit-checklist-header-768x120.png 768w, https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/seo-audit-checklist-header-1536x241.png 1536w, https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/seo-audit-checklist-header-1200x188.png 1200w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<h3>1. Robots.txt file<\/h3>\n<p>We know from Google that its search engine may or may not respect your entries in a robots.txt file, but it&#8217;s a great place to start.<\/p>\n<p style=\"padding-left: 40px;\"><strong>Here are some of the things we look for in this bucket: <\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Does the file exist?<\/li>\n<li>Does it specify where the sitemaps can be found?<\/li>\n<li>Is there anything crazy listed (some regex is supported in the robots file and sometimes people put things in there that block a lot of great content)<\/li>\n<li>Are you blocking appropriate content (e.g. you should block certain admin directories or gated content where applicable)<\/li>\n<li>And there are many other things to check on a platform by platform level (hint, hint &#8211; magento?)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>2. Canonicals<\/h3>\n<p>Canonical references (aka &#8220;canonical tags,&#8221; &#8220;canonical links,&#8221; or &#8220;canonicals&#8221;) are one of my favorite, underrated SEO items. In my experience, major ranking corrections have happened simply from fixing canonicals.<\/p>\n<p style=\"padding-left: 40px;\"><strong>A few examples of what we look for with canonicals:<\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Do they exist on every page (&#8220;self-referencing canonicals&#8221;)<\/li>\n<li>Are they formatted correctly (e.g. trailing slash? yes or no?)<\/li>\n<li>Are there multiple on one page?<\/li>\n<li>Are they correct\/incorrect (e.g. pointing to non-indexable pages?)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>3. URL and Site Structure<\/h3>\n<p>A URL structure really aids in customer experience. I know a lot of large content management systems (or custom enterprise websites) have unwieldy URL structures. There might note be anything you can do about it. However, <strong>if you are able to build out a great taxonomy and information architecture&#8230; DO IT!!!<\/strong><\/p>\n<p style=\"padding-left: 40px;\"><strong>Some hints of what we&#8217;re looking at with URL Structure:<\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Site Taxonomy (how are &#8220;<em>things<\/em>&#8221; classified on the site, are they set up to help the user find what they&#8217;re looking for)<\/li>\n<li>Information architecture &#8211; really goes hand in hand with taxonomy&#8230;<\/li>\n<li>Clean, short, and concise URL structure(s)<\/li>\n<li>How much is the brand name in the URL (I&#8217;ll let you think more about that one)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>4. Google Search Engine Operators<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3347 size-medium\" src=\"https:\/\/thinkendurance.com\/blog\/wp-content\/filemgr\/2020\/08\/google-search-operators_seo-audit-checklist-300x223.png\" alt=\"Use Google Search Operators to Find SEO Issues\" width=\"300\" height=\"223\" srcset=\"https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/google-search-operators_seo-audit-checklist-300x223.png 300w, https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/google-search-operators_seo-audit-checklist.png 602w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>Google Search Operators are designed to help users add logic to their search queries on google.com. Ahrefs has a good <a href=\"https:\/\/ahrefs.com\/blog\/google-advanced-search-operators\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog post that catalog&#8217;s a list of operators in use as of the time of this writing<\/a>. Google&#8217;s search operators can really give some major clues on what wrong with a site. We have over twelve different operator queries we use to try and find issues.\u00a0<strong>You should start with the &#8220;site:&#8221; and &#8220;inurl:&#8221; operators first.\u00a0<\/strong><em>HINT: A good place to start is trying to find &#8220;admin&#8221; pages that shouldn&#8217;t be indexed. <\/em>Start playing around with different queries (combine them) and see what you find.\u00a0<em><strong>Share your operator combinations and I&#8217;ll share some of ours as well. \ud83d\ude09<\/strong><\/em><\/p>\n<p>&nbsp;<\/p>\n<h3>5. Sitemap<\/h3>\n<p style=\"padding-left: 40px;\"><strong>A simple SEO checklist for a website sitemap:<\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Does one exist? Are there multiple? Is the sitemap added into search console?<\/li>\n<li>Are they referenced correctly on the site or robots file?<\/li>\n<li>Anything crazy in it &#8211; 404&#8217;d pages (hint: check search console)<\/li>\n<li>Is there a visual\/html and XML sitemap?<\/li>\n<li>HREFLANG (if applicable)?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>6. External Tools<\/h3>\n<p>External tools can help identify trends and patterns you might not think of. Yes, most of them cost money, but they&#8217;re worth the annual fee. Most of the SEO tools all do the same thing, so it&#8217;s a preference between Moz, Majestic, Alexa, Semrush, Ahrefs, etc. etc. etc. Find one that works for you; they all have an introductory trial.<\/p>\n<p style=\"padding-left: 40px;\"><strong>A glimpse into the list of things we look out with external tools:<\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Keyword trends &#8211; not to be confused with a full-blown Keyword Research exercise.<\/li>\n<li>Link Profile information (e.g. backlink health and trends).<\/li>\n<li>Top and Trending Content.<\/li>\n<li>Linked Domains (hint: spammy domains).<\/li>\n<li>Overall Links &#8211; spot check them, you might be surprised what you find (malware, 404 errors, etc.).<\/li>\n<li>And various other gaps.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>7. Performance Testing<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3344\" src=\"https:\/\/thinkendurance.com\/blog\/wp-content\/filemgr\/2020\/08\/site-performance_seo-audit-checklist.png\" alt=\"Check Site PErformance - seo audit\" width=\"320\" height=\"214\" srcset=\"https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/site-performance_seo-audit-checklist.png 800w, https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/site-performance_seo-audit-checklist-300x201.png 300w, https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/site-performance_seo-audit-checklist-768x514.png 768w\" sizes=\"auto, (max-width: 320px) 100vw, 320px\" \/><\/p>\n<p>This can be a double-edged sword. You&#8217;re insanely excited to find performance issues with your site, however, <strong>fixing site performance issues found is where your challenge begins<\/strong>. Especially since at the beginning of 2020, Google&#8217;s search engine decided to really crack down on WordPress sites with bloated themes. Most of the performance tests guide you on how to fix the issues, the first two <a href=\"https:\/\/gtmetrix.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">performance tests we use on a site are GTmetrix<\/a>, and Google Page Speed. Google Page Speed test is more of a check after you&#8217;ve fixed everything from GTMetrix.<\/p>\n<p>&nbsp;<\/p>\n<h3>8. Site Crawl (includes Meta information)<\/h3>\n<p>This is another task where there are a million tools that conduct this sort of activity. If you&#8217;re new to using site crawls to find SEO issues, I might recommend using <a href=\"https:\/\/ahrefs.com\/site-audit\" target=\"_blank\" rel=\"noopener noreferrer\">Ahrefs&#8217; Site Scanning Tool called Site Audit<\/a>. It&#8217;s easier to jump into vs. a scanner software tool you download to your desktop.\u00a0<strong>SEO site scanners allow for a lot of technical SEO issues to be found without a lot of manual effort.<\/strong><\/p>\n<p style=\"padding-left: 40px;\"><strong>Here&#8217;s an entry-level list of items we look for with an SEO Site Crawl:<\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>300\/400\/500 level <a href=\"https:\/\/en.wikipedia.org\/wiki\/List_of_HTTP_status_codes\" target=\"_blank\" rel=\"noopener noreferrer\">http status codes (errors).<\/a><\/li>\n<li>List Canonicals per page.<\/li>\n<li>Redirect Chaining issues.<\/li>\n<li>NoIndex\/NoFollow\/NoImageIndex\/etc.<\/li>\n<li>Page Titles (missing, too long, too short, duplicates, multiples).<\/li>\n<li>Page Descriptions (missing, too long, too short, duplicates, multiples).<\/li>\n<li>Headings (missing, too long, too short, duplicates, multiples).<\/li>\n<li>URL structure (weird characters).<\/li>\n<li><strong>Images (optimized? file name, file size, alt attributes?).<\/strong><\/li>\n<li>And so much more, check out your own scanning tool for all it&#8217;s features.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-3342\" src=\"https:\/\/thinkendurance.com\/blog\/wp-content\/filemgr\/2020\/08\/social-markup_seo-audit-checklist-236x300.png\" alt=\"Check for Social Markup in your SEO Audit\" width=\"180\" height=\"229\" srcset=\"https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/social-markup_seo-audit-checklist-236x300.png 236w, https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/social-markup_seo-audit-checklist.png 420w\" sizes=\"auto, (max-width: 180px) 100vw, 180px\" \/>9. Social Markup<\/h3>\n<p>This one is interesting, a lot of people forget about this. Social Markup is important because it controls how users see your content when someone else shares it. More shares = more visits. And with each share you want to try to control the experience. You might not be able to control <em>everything or what the user says<\/em>, but you can do your best to specify imagery, links, titles, and descriptions. Ensure the following is installed: OG (Open Graph) tags, twitter card, and Pinterest. LinkedIn, Instagram, and TikTok use the OG tags (where applicable), but that might change.<\/p>\n<p>&nbsp;<\/p>\n<h3>10. SCHEMA (aka Microdata, aka Structured Data)<\/h3>\n<p>Schema is over ten years old now and we&#8217;re all still neglecting to use it. Schema helps tell engines what your page is about and the important items on the page to take note of. In another <a href=\"https:\/\/thinkendurance.com\/blog\/mistakes-to-avoid-when-building-a-website\/\" target=\"_blank\" rel=\"noopener noreferrer\">article about website mistakes to avoid<\/a>, I gave an example of a recipe blog page and how important it is to tell google a specific page is a recipe so it&#8217;s not left trying to <em><strong>figure things out on its own!<\/strong><\/em><em>\u00a0<\/em><\/p>\n<p style=\"padding-left: 40px;\"><strong>Here&#8217;s a peek at what we look for on a site when it comes to schema:<\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Is it inline or json?<\/li>\n<li>If inline, are correct itemtypes showing at a minimum?<\/li>\n<li>Is the organization node present at a minimum?<\/li>\n<li>Is the webpage node present at a minimum?<\/li>\n<li>If it&#8217;s ecommerce &#8211; are product details present at a minimum?<\/li>\n<li>There&#8217;s so much more to schema, don&#8217;t get caught going down the rabbit hole&#8230;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>Other SEO Audit items and how to start your own audit\/analysis<\/h2>\n<p>Hopefully, this checklist of ten items is a great place to start. Feel free to share it with whomever and <em><strong>if you ask questions, I will dive deeper into a topic if you&#8217;d like.\u00a0<\/strong><\/em><\/p>\n<p>It&#8217;s also important to note that we ensure Google Analytics and Search Console are set up and we also suggest other tools (e.g. Quantcast) if we feel they&#8217;ll help as well. <span style=\"text-decoration: underline;\"><strong>Or Mobile-first checklist items, this is a common problem with most clients<\/strong><\/span>. We also dive deeper depending on the type of site. If it&#8217;s a blog, we might ensure post authors and dates are present (with the appropriate schema). Ecommerce we dive really deep (breadcrumbs, internal search, gridwalls, oh my&#8230;). OR international sites it&#8217;s really important to get HREFLANG implemented.\u00a0 The list goes on and on. <strong>The Gist? Get started with our list of ten SEO checklist items and <em>BUILD FROM THERE!\u00a0<\/em><\/strong>In no time, you&#8217;ll have a list that dwarfs ours and I look forward to hearing all about it!<\/p>\n<p>&nbsp;<\/p>\n<p><strong>If you liked these tips, please consider subscribing to ENDURANCE:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/twitter.com\/thinkendurance\" target=\"_blank\" rel=\"noopener noreferrer\">@thinkENDURANCE on twitter<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/company\/thinkendurance\" target=\"_blank\" rel=\"noopener noreferrer\">@ENDURANCE (all caps) on LinkedIn<\/a><\/li>\n<li><a href=\"https:\/\/www.facebook.com\/thinkendurance\/\">@thinkENDURANCE on Facebook<\/a><\/li>\n<li><a href=\"https:\/\/www.instagram.com\/endurancegrams\/\" target=\"_blank\" rel=\"noopener noreferrer\">@ENDURANCEgrams on Instagram<\/a><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/channel\/UC6fvss303bgdKctoN8v1ePA\" target=\"_blank\" rel=\"noopener noreferrer\">ENDURANCE on Youtube<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Subscribe to more tips like these by following the\u00a0<strong>#ENDURANCEtips<\/strong>\u00a0hashtag. This specific article was shared using\u00a0<strong>#SEOTips<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Visit us online @\u00a0<a href=\"https:\/\/thinkendurance.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">thinkENDURANCE.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In our SEO Audit&#8217;s for clients (big or small), we check over one hundred individual items. We go as deep as we can. What we check for in an SEO AUDIT &#8211; Checklist: I&#8217;d like to share at a high level what we check for when we&#8217;re running an audit on a website. Here are [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3341,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,5],"tags":[97,90,91,98,99,100],"class_list":["post-3336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-endurance-tips","category-seo","tag-digital-marketing","tag-endurancetips","tag-marketing","tag-seo-analysis","tag-seo-audit","tag-seotips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Checklist: Ten SEO Audit Items For Any Website<\/title>\n<meta name=\"description\" content=\"A checklist of the ten major items(buckets) we look for on a website when conducting an search engine optimization audit\/analysis. Full List \u00bb\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/azadvertising.co\/seo-audit-checklist\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Checklist: Ten SEO Audit Items For Any Website\" \/>\n<meta property=\"og:description\" content=\"A checklist of the ten major items(buckets) we look for on a website when conducting an search engine optimization audit\/analysis. Full List \u00bb\" \/>\n<meta property=\"og:url\" content=\"https:\/\/azadvertising.co\/seo-audit-checklist\/\" \/>\n<meta property=\"og:site_name\" content=\"Arizona Advertising Co.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/azadvertisingco\" \/>\n<meta property=\"article:published_time\" content=\"2020-08-20T18:18:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/seo-audit-checklist.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"960\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Katie McDermitt\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@azadvertisingco\" \/>\n<meta name=\"twitter:site\" content=\"@azadvertisingco\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Katie McDermitt\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/azadvertising.co\/seo-audit-checklist\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/azadvertising.co\/seo-audit-checklist\/\"},\"author\":{\"name\":\"Katie McDermitt\",\"@id\":\"https:\/\/azadvertising.co\/#\/schema\/person\/2e726c02cd5dfdae743b2c7933db09c4\"},\"headline\":\"SEO Audit: A TEN item checklist to complete an SEO analysis\",\"datePublished\":\"2020-08-20T18:18:30+00:00\",\"dateModified\":\"2020-08-20T18:18:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/azadvertising.co\/seo-audit-checklist\/\"},\"wordCount\":1468,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/azadvertising.co\/#organization\"},\"image\":{\"@id\":\"https:\/\/azadvertising.co\/seo-audit-checklist\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/seo-audit-checklist.jpg\",\"keywords\":[\"digital marketing\",\"endurancetips\",\"marketing\",\"seo analysis\",\"seo audit\",\"seotips\"],\"articleSection\":[\"ENDURANCE Tips\",\"Search Engine Optimization (SEO) Articles\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/azadvertising.co\/seo-audit-checklist\/\",\"url\":\"https:\/\/azadvertising.co\/seo-audit-checklist\/\",\"name\":\"Checklist: Ten SEO Audit Items For Any Website\",\"isPartOf\":{\"@id\":\"https:\/\/azadvertising.co\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/azadvertising.co\/seo-audit-checklist\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/azadvertising.co\/seo-audit-checklist\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/azadvertising.co\/wp-content\/uploads\/2020\/08\/seo-audit-checklist.jpg\",\"datePublished\":\"2020-08-20T18:18:30+00:00\",\"dateModified\":\"2020-08-20T18:18:30+00:00\",\"description\":\"A checklist of the ten major items(buckets) we look for on a website when conducting an search engine optimization audit\/analysis. 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