Why Conduct an SEO Audit?

An SEO audit is a diagnostic checkup that reveals why your site ranks poorly in Google. Regular audits (quarterly) help uncover technical errors, content issues, and growth opportunities. The best part — most tools for a basic audit are completely free.

Step 1. Google Search Console — The Foundation

If Search Console is not connected yet — do it now. This is the first and most important step. Once connected, check:

  • Coverage — how many pages are indexed, which are excluded and why

  • Performance — which queries bring clicks, CTR, and average position

  • Core Web Vitals — real-world LCP, INP, and CLS data from your site

  • Mobile usability — pages with mobile issues

  • Links — which sites link to you and which internal pages receive the most links

Step 2. PageSpeed Insights and Core Web Vitals

Open pagespeed.web.dev and test your homepage plus 2–3 key inner pages. Focus on:

  • LCP (Largest Contentful Paint) — should be under 2.5 seconds

  • CLS (Cumulative Layout Shift) — should be below 0.1

  • INP (Interaction to Next Paint) — replaced FID in March 2024, should be under 200 ms

  • FCP (First Contentful Paint) — first visible content under 1.8 seconds

Every second of load delay reduces conversions by 7%. Mobile requirements are even stricter.

Step 3. Indexation Check

In Google search, type site:yoursite.com. Compare the number of results with the page count in Search Console. Significantly fewer results indicate indexation problems. Also check:

  • robots.txt — are important sections accidentally blocked?

  • Sitemap.xml — submitted to Search Console, contains all needed URLs?

  • Canonical tags — no conflicting directives?

  • Noindex meta tags — not accidentally applied to important pages?

Step 4. Meta Tag Audit

Check the title and description on every important page. Use Screaming Frog SEO Spider (free version — up to 500 URLs) or the Meta SEO Inspector Chrome extension:

  • Title: 50–60 characters, includes the keyword, unique per page

  • Description: 120–160 characters, includes a CTA, unique

  • H1: one per page, contains the main keyword

  • Duplicates: identical titles or descriptions on different pages — a critical error

Step 5. Broken Link Check

Broken links (404) hurt both users and SEO. Free tools to check:

  • Ahrefs Webmaster Tools (free for your own site) — full crawl

  • Google Search Console → Coverage → 404 errors

  • Broken Link Checker (Chrome extension)

  • Screaming Frog (up to 500 URLs free)

Step 6. Duplicate Content

Duplicate pages dilute SEO authority and confuse Google. Check for:

  • Paginated pages without canonical tags

  • www and non-www versions without a redirect

  • HTTP and HTTPS duplicates

  • URLs with and without a trailing slash

  • Copied content from other sites (Copyscape free version)

Step 7. Structured Data (Schema Markup)

Validate structured data using Google Rich Results Test and Schema Markup Validator. Essential for business sites:

  • LocalBusiness — name, address, phone, business hours

  • BreadcrumbList — navigation breadcrumbs

  • FAQPage — if you have a Q&A section

  • Service or Product — for service/product pages

Step 8. Backlink Analysis

Free Ahrefs Webmaster Tools will show all backlinks to your site. Pay attention to:

  • Total count and growth trend

  • Donor quality (DR > 30 is a good benchmark)

  • Toxic links from spam sites

  • Anchor text distribution — watch for over-optimization

SEO Audit Checklist

  • ☐ Google Search Console connected and reviewed

  • ☐ Core Web Vitals in the green zone (mobile + desktop)

  • ☐ robots.txt and Sitemap.xml are correct

  • ☐ No critical indexation errors

  • ☐ Unique titles and descriptions of optimal length

  • ☐ One H1 per page

  • ☐ No broken links, or all fixed

  • ☐ Duplicate content resolved via canonical

  • ☐ Schema Markup present and valid

  • ☐ Backlinks reviewed, toxic links disavowed

If your audit revealed critical issues or you are unsure where to start — the IT Master team provides professional SEO audits with a detailed action plan.