50+ SEO Audit Questions and the Tools to Answer Them

I’ve often heard doing a site audit is like telling someone their baby is ugly. This is obviously news that can be sensitive to deliver to a site owner. You need to have all your information in order, as well as suggestions for how to deliver the news effectively.

Most SEO folks I know would probably be better served calling themselves a “website mechanic” – offering diagnostic information and recommendations is a critical part of staying relevant to organic search. Understanding the best tools at your disposal and being able to create actionable high value tasks from that information is the important human layer that even the best marketing automation software will always struggle to replicate. Sometimes half the battle is knowing the right questions to ask.

Last month I offered a webinar through Market Motive called SEO Workshop: Site Audits Part 1, The Ultimate Optimization Checklist. I have taken 50 of the 100+ audit questions and tools I discussed in the webinar and created the list for you below. The remainder of those questions will be made available to MM students, and attendees of this month’s free webinar.

Feel the Pain! Site Audits Part 2 with Annie Cushing

Date: Tue, July 23
Time: 2pm EST / 11am PST

Join us to hear Annie give you a multitude of suggestions on how to make your website better. This one is not to be missed (heck, I even did a blog post to tell you about it! :) There are a few special documents (the extra questions below, as well as an amazing structured site audit template document from Annie) that will only be released to MarketMotive Members and folks who attend.

Basic Info

Keywords

What are the Key Performance Indicator’s (KPI’s)
What are the keywords being targeted?
Semrush.com / Raven Research Central / GWT: Optimization > Content Keywords
Keyword rankings?
Authority Labs / Moz – Rank Tracker / SEMRush / SEO Book free rank tracker

…and 1 more question.

Site Index

How many pages are indexed?
Google site: command combinations

Domain information

What type of platform?
BuiltWith.com
Domain authority/ offsite equity?
Moz – Open Site / Raven Research Central Quality tool / Majestic
What is home page quality? Vs. competitors’ home page quality?
Raven Research Central Quality tool
How difficult will it be to obtain rankings for desired keywords?
Moz – Keyword Difficulty
www vs. non-www setting?
Can Change in GWT: Configuration > Settings
Are there other sites, domains, subdomains?
DomainTools.com

Intermediate Info

Keywords

What are the main short tail terms being targeted? What are some longer tail phrases being targeted?
SEMRush, Soovle, Ubersuggest, Wordstream
How competitive are these phrases?
Moz – Keyword Difficulty
Which competitors are competing for these phrases?
Raven – Site Auditor / Majestic SEO Site Comarator / Open Site Explorer
How specific are they to these targeted keywords?
Internet Marketing Ninjas Optimization Tool

…and 3 more questions.

Content

Are keywords in content?
Internet Marketing Ninjas Optimization Tool / Moz – On Page Grader
Top pages with authority?
Moz – Open Site Explorer
Meta-tags vs. content – do they work together?
Internet Marketing Ninjas Optimization Tool
Page to page content keywords and meta comparison.
Internet Marketing Ninjas Side-by-Side SEO Comparison Tool
Is any of the content plagiarized?
Plagiarism Checker / Copyscape.com
Which keyword phrases are informational and could be used for content development?
Topsy.com / Soovle.com

…and 2 more questions

Duplicate Content

Off-site – Copyscape.com

Google “quotes” search or site: search

Is there duplicate versions of the homepage?
Is there easily identifiable duplicate content?
Raven Site Auditor
Could Rel=prev/next be used? Should rel=canonical be used?
Is there content blocked with robots.txt
Raven Site Auditor

…and 4 more questions

Meta Elements

Are the page specific meta tags in place?
Or are their identical title-tags and meta descriptions?
GWT / Raven Site Auditor
Are they properly descriptive?
Are the main keyword phrases included?
Is the length too long or short? 70 characters for Title-Tag and 160 for description?
GWT
Proper grammar and spelling?
Grammar.ly
Is Schema Data being used?
Schema-Creator.org

Social Signals

Does the site have social shares?
Topsy.com / SocialMentions.com / BackTweets.com
Is authorship being claimed with Google+?
G structured data testing tool
Had the brand identity been claimed with other social sites?
Knowem.com
Is the site optimized for social?
Knowem social optimizer

…and 2 other questions…

Image Optimization

Are there broken Images?
Raven Site Auditor or Research Central
Is alt text being used on the images?
Raven Site Auditor
Are the images hot linked anywhere? Images optimized for size/speed?
Raven Site Auditor – Images
Is anyone stealing your images
Tineye.com

Site Architecture

Is the site structure easy to follow and use?
Bing’s Webmaster Tools Index Explorer
Are they using hyphens as word separators?
Are there Rel Prev/Next link elements set up for paginated pages?
Does the site have an XML sitemap? Does the site have an HTML sitemap?
What does the Robots.txt file tell you? Noindex/nofollow? www.example.com/robots.txt
What level are pages viewed by a search spider?
ScreamingFrog

…and 4 more questions.

Advanced Info

Penalties

Are there any penalties or historical drops in traffic?
Panguin Tool

Site Speed

How fast is the website?
Google page speed insights
What pagespeed score elements can be improved?
Raven Site Auditor
Is caching enabled?
YSLOW / Firebug
Headers –
Internet Marketing Ninjas Header Checker / Urivalet.com

…and 5 more questions…

Internal Linking

….3 more questions…

Offsite

External links to domain?
Moz – Open Site Explorer / Raven- Backlink Explorer / Webmaster Tools
Anchor text distribution?
ReverseInternet.com / Moz – Open Site Explorer / LinkResearchTools.com
What is the quantity of inbound links?
Moz – Open Site Explorer
Quality of inbound links?
Moz – Open Site Explorer / LinkResearchTools.com
Links to individual pages?
Raven – Research Central / Moz – Open Site Explorer
Site/ Author Social clout or impact?
Klout.com

…and 3 more questions…

Offsite – Competition

Who are the top 5 competitors?
Raven Competitor Manager
What type of anchor text are they using?
Moz – Open Site Explorer / ReverseInternet.com
Do they have microsites?
ReverseInternet.com

…and 3 more questions…

Offsite – Backlink Profile Health

How many links are nofollowed?
Moz – Open Site Explorer
How many links are 301 redirects?
Moz – Open Site Explorer
Are there too many sitewide links?
ahrefs.com

…and 3 more questions…

Resources

Special thanks to Melissa Fach for assisting and inspiring on these questions and the final document.

Remember to sign up for the free Webinar: Feel the Pain! Site Audits Part 2 with Annie Cushing on Tuesday, July 23, 2pm EST / 11am PST to get the extra questions and Annie’s template.

Todd Malicoat

More information about Todd Malicoat aka stuntdubl.

Addam Hassan

This is a very useful article, thanks for sharing.
Tom Parling

Very nice post. Lot of smaller items in there – but useful for a full detailed analysis. Our techies will enjoy.
Narein

Great article Todd…
Keren

Thanks. I have also found LXR marketplace to be very helpful. Their tools are simple and easy to use.
Spook SEO

Knowing the penalties and checking the site’s existing link profile is important. Other clients are oblivious of the kind of SEO that their previous SEO provider did so a lot of them have no idea about the kind of link profile they have.

The sooner you find-out bad links, the better and faster you can work with it.

Bradleydanielelliot

Ugly represent bad navigation, tags clouding, keywords stuffing & unrelated meta data all that stuff huh..

suresh kumar

Good one
Lance E. Carlson

Wow Todd this is great and I have my work cut out for me. I am going to learn a ton as well. This is really a great educational post. Thanks LANCE
Prabal Chowdhury

Hello Todd,
thanks for writing about SEO site audit. Nice to know some important things here in your blog. I would like to suggest my best tool for ranking your website. It’s the best SEO monitoring tool for you all. You can try ColibriTool for daily SEO works. As SEO is not a one time work, we need to perform it continuously. This ColibriTool is build for this purpose. You can find ColibriTool here (http://colibritool.com)
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in the article that are given that like as suggest my best tool for ranking your website. It’s the best SEO monitoring tool for you all. You can try ColibriTool for daily SEO works. As SEO is not a one time work, we need to perform it continuously. This Broccoli Tool is build for this purpose.
Thank…………………….
Education Information
adam

Thank you a lot for all the knowledge you could share.
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That’s a massive list, very helpful – just all the logins you would need for the different tools!
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Nice post,view more articles on http://www.yourseoplace.net
Spook SEO

I guess you have mentioned them all already. There is no need to work
on the different ideas that will only make you guess on what step to take. This
one is already complete. Even as an expert, you will find reading it really
helpful.
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Good post on SEO audit an total list needed for any seo audit.
louiesison

Thanks, this is a superb share!
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Thank you for your post. I’ve been doing a lot of searching for resources after completing my first seo course and none have made me laugh! Thank you again for the valuable information and the much appreciated humor with the ugly baby comment.
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Thanks for the resources. Going to have to read your link building resource and this post in more detail. So much to follow-up on!
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Interesting
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Nice read! Very informative. Did you know that Fashion retailers look
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Hi this is very nice blog and it is given information is so good . This article is reliable and nice.

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Nice..

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أخبار السوق

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ارتفعت الأسهم الأوروبية في تداولات اليوم الخميس على اثر قرار البنك الاحتياطي الفدرالي يوم امس بخفض التحفيزات على نحو عزز من ثقة المستثمرين في الانتعاش الاقتصادي في الولايات المتحدة ، كما ارتفعت ايضا الاسهم الآسيوية بينما انخفضت الاسهم الأمريكية فى العقود الآجلة بعد ان اغلقت امس عند مستوى قياسي بنيويورك.

حيث سجل مؤشر داو جونز ستوكس 600 ارتفاعا بنسبة 1.2% إلى مستوى يبلغ 317.73 نقطة في الساعة 8:10 بتوقيت لندن مسجلا اعلى مستوى اغلاق له منذ 10 ديسمبر . ولكن رغم الارتفاع لايزال المؤشر منخفضا بنحو 2.3% مقارنة بأعلى مستوياته المسجلة في مايو 2008 والمسجل يوم 28 نوفمبر. وفي انحاء اوروبا ارتفع مؤشر فايننسال تايمز 100 البريطاني بنحو 1% في بورصة لندن كما ارتفع كلا من مؤشر داكس الألماني ومؤشر كاك 40 الفرسي بنحو1.6% و 1.7% في بورصتى فرانكفورت وباريس على التوالي ,وعلى الجانب الاخر ارتفعت الاسهم الأوروبية في العقود الآجلة والتى تنتهى هذا الاسبوع على مؤشر يورو ستوكس 50 بنحو 1% إلى مستوى يبلغ 3002 نقطة اعتبارا من الساعة 7:15 صباحا بتوقيت لندن وارتفعت العقود الآجلة بالمملكة المتحدة على مؤشر فايننشال تايمز 100 البريطاني بنحو 0.9% ، و سجلت الاسهم الأمريكية في العقود الآجلة على مؤشر ستاندرد اند بورز 500 انخفاضا بنحو 0.3% ، واخيرا ارتفع مؤشر مورجان ستانلي كابيتال انترناشونال للأسهم الآسيوية ايضا بنحو 0.1%.
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ارتفاع الاسهم الأوروبية على اثر قرار البنك الاحتياطي الفدرالي بخفض التحفيزات

ارتفعت الأسهم الأوروبية في تداولات اليوم الخميس على اثر قرار البنك الاحتياطي الفدرالي يوم امس بخفض التحفيزات على نحو عزز من ثقة المستثمرين في الانتعاش الاقتصادي في الولايات المتحدة ، كما ارتفعت ايضا الاسهم الآسيوية بينما انخفضت الاسهم الأمريكية فى العقود الآجلة بعد ان اغلقت امس عند مستوى قياسي بنيويورك.

حيث سجل مؤشر داو جونز ستوكس 600 ارتفاعا بنسبة 1.2% إلى مستوى يبلغ 317.73 نقطة في الساعة 8:10 بتوقيت لندن مسجلا اعلى مستوى اغلاق له منذ 10 ديسمبر . ولكن رغم الارتفاع لايزال المؤشر منخفضا بنحو 2.3% مقارنة بأعلى مستوياته المسجلة في مايو 2008 والمسجل يوم 28 نوفمبر. وفي انحاء اوروبا ارتفع مؤشر فايننسال تايمز 100 البريطاني بنحو 1% في بورصة لندن كما ارتفع كلا من مؤشر داكس الألماني ومؤشر كاك 40 الفرسي بنحو1.6% و 1.7% في بورصتى فرانكفورت وباريس على التوالي ,وعلى الجانب الاخر ارتفعت الاسهم الأوروبية في العقود الآجلة والتى تنتهى هذا الاسبوع على مؤشر يورو ستوكس 50 بنحو 1% إلى مستوى يبلغ 3002 نقطة اعتبارا من الساعة 7:15 صباحا بتوقيت لندن وارتفعت العقود الآجلة بالمملكة المتحدة على مؤشر فايننشال تايمز 100 البريطاني بنحو 0.9% ، و سجلت الاسهم الأمريكية في العقود الآجلة على مؤشر ستاندرد اند بورز 500 انخفاضا بنحو 0.3% ، واخيرا ارتفع مؤشر مورجان ستانلي كابيتال انترناشونال للأسهم الآسيوية ايضا بنحو 0.1%.
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like an anecdote about the area to make it more believable.
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King regards
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you for sharing it.
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Ann

Special thanks to Melissa Fach for assisting and inspiring on these questions and the final document. MLB Snapback Hats
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Serpstat.com is another amazing tool for keyword research and competitive analysis.
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Backlinks are important for even normal webmasters!
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Great List Todd.

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The remainder of those questions will be made available to MM students, and attendees of this month’s free webinar.Lakers Snapback Caps
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Awesome SEO informations and tips thank you so much.
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Thank you very much for sharing article.
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Really good list of SEO site Audit ! Thanks
Den

Not all questions are taken up. It is possible to look here.
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Your article is very informative, easy to understand, thanks
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