SEO audit checklist
1. Indexing and crawling
- Pages report in Google Search Console: which pages are indexed, which are excluded and why
- robots.txt, noindex tags, canonical tags
- XML sitemap submitted and error-free
- http/https and www/non-www redirect to one version
2. Technical health
- Core Web Vitals and mobile speed (PageSpeed Insights)
- Broken links, 404s, redirect chains
- Mobile usability
- Structured data errors (Rich Results Test)
3. On-page
- Unique title tags and meta descriptions
- One H1 per page; logical headings
- Duplicate or thin content
- Image alt text and file sizes
- Internal linking to key pages
4. Content and keywords
- Does each key page target one clear keyword and intent?
- Keyword cannibalisation
- Gaps: searches competitors rank for that you don't
5. Off-page and local
- Backlink profile quality versus competitors
- Google Business Profile completeness, reviews, NAP consistency
Free tools for an SEO audit
- Google Search Console: indexing, queries, errors
- Google PageSpeed Insights: Core Web Vitals
- Screaming Frog SEO Spider: free for up to 500 URLs
- Google Rich Results Test: structured data
- Our free SEO content analyser and SERP snippet preview
More options in our best SEO tools guide.
What an SEO audit report should include
- A short summary of the biggest problems and opportunities
- Each issue with evidence (screenshots, URLs)
- Impact and effort ratings so you know what to fix first
- Clear instructions for your developer or content team
- Benchmarks (traffic, rankings, Core Web Vitals) to measure progress against
Prefer an expert review? Our SEO Audit delivers exactly this for South African websites.
Questions answered
What is an SEO audit?
An SEO audit is a structured review of a website's technical health, on-page optimisation, content, backlinks and local presence, ending with a prioritised list of fixes.
How do I check the SEO of my website?
Start with Google Search Console and PageSpeed Insights, crawl the site with a tool like Screaming Frog, then review titles, content, internal links and backlinks against the checklist on this page.
How do I run an SEO report?
Pull clicks, impressions, average position and indexing data from Google Search Console, organic sessions and conversions from Google Analytics, and rankings from a rank tracker, then compare with the previous period.
What is a good SEO score?
SEO scores are tool-specific estimates, not Google metrics. Use them to spot issues, but judge success by rankings, traffic and leads.
How often should you do an SEO audit?
A full audit once or twice a year, and after any redesign, migration or big traffic drop. Monitor Search Console monthly.
How much does an SEO audit cost in South Africa?
It depends on site size and depth: a small business site costs far less than a large e-commerce store. Request a quote for our SEO Audit.
What is a free SEO checker?
A free SEO checker scans a page for common issues such as missing titles, slow speed or broken links. Useful for quick checks, but it can't judge content quality or strategy.
What should an SEO audit include?
Indexing and crawl checks, technical and speed review, on-page elements, content and keyword mapping, backlink analysis, local SEO and a prioritised action plan.
How do I do a competitor SEO analysis?
List who ranks for your main keywords, compare their content, keywords, backlinks and page speed with yours, and note the gaps you can close.
How long does an SEO audit take?
A small website can be audited in a few days; large sites with thousands of pages take several weeks.