Free SEO audit checklist: 45 checks for any website.
Work through crawling, on-page, technical, structured data, content, local and AI search checks, in the order we would tackle them. Follow it here or download the PDF.
- No signup
- 45 checks
- Free tools included
45 checks in 7 sections.
Tick each one off. Where we have a free tool that helps, it is linked.
Crawling and indexing
If search engines cannot find and read your pages, nothing else matters. Start here.
- robots.txt exists, does not block important pages and lists your sitemap (Tool: Robots.txt Tester)
- XML sitemap is valid and lists only canonical, indexable pages that return 200 (Tool: Sitemap Validator)
- Sitemap is submitted in Google Search Console and Bing Webmaster Tools
- No important page is set to noindex by mistake
- Each page has one canonical URL, and duplicates point to it
- Status codes are right: 200 for live pages, 301 for moved pages, 404 or 410 for removed pages
- Important pages are reachable within about three clicks from the home page
On-page basics
The fundamentals that tell people and search engines what each page is about.
- Every page has a unique title tag of about 30 to 60 characters (Tool: Title Tag Checker)
- Every page has a useful meta description of about 70 to 160 characters (Tool: SERP Snippet Preview)
- Each page has one H1 that matches its topic
- Headings follow a logical order (H2, then H3)
- Images have descriptive alt text and sensible file names
- Internal links use clear anchor text and point to your important pages
- Content answers the search intent and is not copied or thin
Technical health
Speed, security and clean links that keep the site easy to use and crawl.
- The site uses HTTPS, http redirects to https and only one www or non-www version is live
- No broken internal links (Tool: Broken Link Checker)
- Redirect chains are removed so links go straight to the final page
- Pages are easy to read and use on a phone
- Largest Contentful Paint is 2.5 seconds or less on key pages (Tool: Site Speed Tester)
- The layout does not jump while loading (CLS of 0.1 or less)
- Images are compressed and third-party scripts are kept to a minimum
Structured data
Markup that helps search engines understand your business and content.
- Organization schema on the home page with name, logo and profile links
- Breadcrumb schema on inner pages
- Article schema on articles, with author and dates
- LocalBusiness schema with accurate details, if you serve a local area
- FAQ or Product schema only where the page content really matches
- Test with the Rich Results Test and fix errors
Content and trust
The signals that show real people and real expertise stand behind your pages.
- Articles show author names and short bios; About and Contact pages are clear
- Claims are backed by sources, and the sources are linked
- Key pages show dates and are kept up to date
- Reviews and testimonials are genuine and used with permission
- Privacy policy, terms, refund and contact information are easy to find
- Pages include real examples, screenshots or data where possible
Local SEO (if you serve a local area)
For businesses that serve customers in a specific area.
- Google Business Profile is claimed, verified and complete
- Name, address and phone are identical on your site and profiles
- Primary category and services are accurate
- There is a page for each main service and each area you genuinely serve
- Reviews are collected in a rule-following way and answered politely
- Opening hours, including holidays, are correct
AI search and tracking
Be ready for AI answers, and measure what is working.
- Key pages open with a clear, direct answer, then explain
- Question-style headings and FAQ sections are used where helpful
- AI crawlers you want, such as GPTBot, are not blocked by mistake in robots.txt
- Brand details are consistent so systems can recognize who you are
- Search Console and Analytics are installed, and key actions such as calls and forms are tracked
- Search Console is reviewed monthly: clicks, impressions and indexing issues
Three steps to a healthier site.
Run through the checks
Follow the checklist on this page or print the PDF and tick each box as you go.
Fix the biggest gaps first
Start with crawling and indexing, then on-page and technical health. Fix what blocks pages before polishing details.
Recheck and track
Run the free tools again after each fix, and review Search Console monthly to see the effect.
Frequently asked questions
Straight answers to what people ask before they hire an SEO team.
Ask us something elseIs this checklist really free?
Yes. You can follow it on this page or download the PDF, with no signup.
Who is it for?
Business owners, marketers and developers who want to check a website for common SEO problems. It works for small business sites, blogs and online stores.
Where should I start?
Start with crawling and indexing. If search engines cannot find and read your pages, improvements elsewhere will not help.
Will following it guarantee rankings?
No. It helps you find and fix common problems, but rankings depend on competition, content quality, links and time. No one can guarantee a position.
Do I need paid tools?
No. Our free tools cover several checks, and Google Search Console and Bing Webmaster Tools are free.
Can you run the checks for me?
Yes. Request a free technical SEO audit and we will review your site and send you a ranked list of fixes.
Want us to run these checks for you?
Request a free technical SEO audit. We will review your site and send you a ranked list of fixes in plain language.