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SEO audit checklist

Work through a full audit of your site for Google and AI search, one check at a time. Each item explains why it matters and links to a free tool that checks it. Your progress and notes are saved in this browser, and you can export them.

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Crawling and indexing 10 checks

  1. The site loads over HTTPS, and http:// and www versions redirect to one address in a single hop

    Mixed versions split ranking signals and slow crawlers down. Redirect Checker

    Note

  2. robots.txt doesn't block pages, CSS or JavaScript that search engines need

    A single stray Disallow line can hide a whole section of your site. Robots.txt Checker

    Note

  3. Important pages return 200, not 404, soft-404 or server errors

    Errors on key pages waste crawls and lose rankings. Broken Link Checker

    Note

  4. No important page has a noindex tag or X-Robots-Tag header by mistake

    Noindex removes a page from Google and from answers built on it. AI Search Readiness Checker

    Note

  5. Each page's canonical tag points to itself, or to the version you want indexed

    Wrong canonicals tell Google to ignore the page you want to rank. Meta Tag Checker

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  6. An XML sitemap lists every indexable page, and robots.txt points to it

    Sitemaps help new and updated pages get found quickly. Sitemap Generator

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  7. The sitemap is submitted in Google Search Console and Bing Webmaster Tools

    Bing's index also feeds Copilot and other AI assistants.

    Note

  8. Search Console's Pages report shows no unexpected 'excluded' pages

    It lists pages Google found but chose not to index, and why.

    Note

  9. Redirects are permanent (301 or 308) and never chain more than one hop

    Chains slow visitors down and dilute signals. Redirect Checker

    Note

  10. Internal links don't point to redirected or broken addresses

    Link straight to the final address. Broken Link Checker

    Note

Speed and mobile 5 checks

  1. Pages pass Core Web Vitals (LCP, INP, CLS) in Search Console or PageSpeed Insights

    Real-user speed is part of Google's page experience signals.

    Note

  2. The site works well on a phone: readable text, tappable buttons, no sideways scrolling

    Google indexes the mobile version of your pages.

    Note

  3. Images are compressed, sized for their display and use WebP or AVIF

    Images are usually the heaviest part of a page. AI Search Readiness Checker

    Note

  4. Scripts that aren't needed to show the page load with async or defer

    Render-blocking scripts delay the first paint. AI Search Readiness Checker

    Note

  5. Text is compressed (gzip or Brotli) and static files are cached

    Compression cuts page weight by two thirds or more. AI Search Readiness Checker

    Note

On-page 8 checks

  1. Every page has a unique title under about 600 pixels, with its main keyword near the start

    Titles are the biggest on-page signal and the headline in results. Google SERP Preview

    Note

  2. Every page has a unique meta description that summarizes it in one or two sentences

    Good descriptions earn clicks even though they don't affect rankings. Meta Tag Checker

    Note

  3. Each page has one clear H1 and a logical order of subheadings

    Headings show crawlers and readers how the page is organized. On-Page SEO Checker

    Note

  4. Each page targets one main search, and no two pages compete for the same one

    Competing pages split rankings between them. On-Page SEO Checker

    Note

  5. URLs are short, readable and use hyphens

    Clear URLs help people and crawlers understand the page.

    Note

  6. Images have descriptive alt text

    Alt text helps image search, accessibility and AI understanding. AI Search Readiness Checker

    Note

  7. Important pages are linked from related pages, not only the menu

    Contextual internal links pass authority and meaning. Internal Link Finder

    Note

  8. Open Graph and Twitter tags give every page a title, description and share image

    Shared links with images get more clicks. Meta Tag Checker

    Note

Content 6 checks

  1. Each page fully answers what a searcher wants, better than the pages now ranking

    Usefulness is what Google's ranking systems are built to reward. Content Gap Analyzer

    Note

  2. The main question is answered in the first paragraph, then explained in detail

    Answer-first content is what AI assistants and featured snippets quote.

    Note

  3. Content shows first-hand experience: examples, data, photos, results

    Experience is the first E in Google's E-E-A-T guidelines.

    Note

  4. Articles show an author with real credentials and a date

    Named, accountable authors build trust with readers and search engines.

    Note

  5. Out-of-date pages are updated, merged or removed

    Stale content drags down how your whole site is judged.

    Note

  6. Common customer questions are answered on the page, in the customer's words

    These are the questions people ask AI assistants.

    Note

Structured data 5 checks

  1. The home page has Organization (or Local Business) markup with name, logo, URL and social profiles

    It tells search engines and AI exactly who you are. Schema Markup Generator

    Note

  2. Articles, products, events and other pages use the schema type that fits them

    Matching types can earn rich results. Schema Markup Generator

    Note

  3. Structured data has no errors and includes Google's required fields

    Invalid markup is ignored. Schema Checker

    Note

  4. Everything in the markup is also visible on the page

    Markup that describes hidden content breaks Google's guidelines. Schema Checker

    Note

  5. Breadcrumb markup matches the breadcrumb trail on the page

    Breadcrumbs appear in results instead of long URLs. Schema Checker

    Note

AI search (AEO and GEO) 7 checks

  1. robots.txt allows AI answer crawlers: OAI-SearchBot, ChatGPT-User, PerplexityBot and Claude-SearchBot

    Blocked crawlers can't read or cite your pages. Robots.txt Checker

    Note

  2. Your firewall or CDN doesn't block or challenge those crawlers

    Bot protection often blocks them even when robots.txt allows them. AI Visibility Check

    Note

  3. Main content is in the HTML, not added only by JavaScript

    Most AI crawlers don't run JavaScript. AI Search Readiness Checker

    Note

  4. Your brand name, description and category are the same everywhere online

    Consistent facts help AI systems describe you correctly.

    Note

  5. You're mentioned on the sites AI assistants cite in your category: reviews, lists, news and forums

    AI answers lean heavily on third-party sources. AI Visibility Check

    Note

  6. An llms.txt file lists your most useful pages (optional)

    A small extra that some AI tools read. llms.txt Generator

    Note

  7. You track whether ChatGPT, Gemini and Perplexity mention you for buyer questions

    What gets measured gets improved. AI Visibility Check

    Note

Authority and local 4 checks

  1. Other relevant sites link to you, and your best pages have earned links

    Links remain a strong sign of trust.

    Note

  2. Your Google Business Profile is complete, accurate and verified (if you serve local customers)

    It drives the map results and local AI answers.

    Note

  3. Name, address and phone number are identical on your site and in directories

    Mismatched details confuse search engines.

    Note

  4. You ask every customer for a review, and reply to reviews

    Reviews influence both local rankings and buyers. Review Request Templates

    Note

Measurement 3 checks

  1. Google Analytics (or another tool) records visits, including referrals from AI assistants

    You can't improve what you can't see.

    Note

  2. Search Console is set up, and you check queries and pages monthly

    It shows which searches you appear for and your click-through rate.

    Note

  3. Leads and sales are tracked back to the pages and channels that produced them

    Tie SEO and AEO to revenue, not just traffic. SEO ROI Calculator

    Note

What you get

A step-by-step audit for Google and AI search, with progress saved as you go.

  • Technical: crawling, indexing, redirects, sitemaps, speed and mobile
  • On-page and content: titles, headings, intent, depth and internal links
  • Structured data and AI search: schema, AI crawler access, llms.txt and answer-first content
  • Authority, local and measurement: links, mentions, reviews, Search Console and analytics

Frequently asked questions

How often should I audit my site?

A full audit once or twice a year, and a quick technical check after any redesign, migration or big content change.

Is my progress saved?

Yes, in this browser only. Nothing is sent to us. Export your notes as a file if you want to share them or move to another device.

Where do I start if many items need work?

With what stops pages being crawled or indexed, then titles and content on your most important pages. The technical section comes first in the list for that reason.

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