An search engine optimisation audit is the place you discover alternatives to enhance a website’s search efficiency. It entails discovering technical, on-page, content material, and link-related points to repair or enhance.

Everybody’s search engine optimisation audit course of differs, as there’s no common strategy. However there are a handful of primary points all website homeowners ought to look for. 

You’ll learn to verify for 14 of them on this information.

1. Verify for guide actions

Guide actions are when a human reviewer at Google decides that your website doesn’t adjust to their webmaster pointers. The result’s that some or your entire website gained’t be proven in Google’s search outcomes. 

You’re unlikely to have a guide motion except you’ve finished one thing drastically unsuitable. However it’s nonetheless arguably the perfect very first thing to verify as a result of you probably have one, you’re lifeless within the water earlier than you even begin. 

To verify for guide actions, go to the Guide actions report in Google Search Console. 

Manual actions report in Google Search Console

If it says something apart from “No points detected,” learn our Google penalties information. 

Google updates its search algorithms on a regular basis. Many of those updates goal particular issues like hyperlink spam or content material high quality.

For that purpose, it’s vital to verify for natural site visitors drops coinciding with identified Google updates, as these could level to particular points. 

For instance, the core replace in August 2018 appeared to largely have an effect on well being, health, and medical websites that did not exhibit experience, authoritativeness, and belief (E-A-T). Actually, Barry Schwartz, a distinguished blogger, dubbed it the “Medic” replace. 

The replace all however destroyed some websites, like this one:

Google's core update in August 2018 decimated this site's organic traffic

You’ll be able to verify your natural site visitors pattern free of charge in Google Search Console. Simply go to the Search outcomes report and set the interval to the previous 12 months or two.

Search results report in Google Search Console

You can too see an estimated site visitors graph in Ahrefs’ Web site Explorer, the place you can too overlay identified Google updates to extra simply diagnose points.

For instance, we will see that this website’s site visitors drop coincided with a core replace:

This site's traffic drop coincides with a Google Core Update

If you happen to spot a giant site visitors drop coinciding with a Google replace, verify our Google Algorithm Updates Historical past web page to see the main target of the replace. 

3. Verify for HTTPS-related points

HTTPS is a safe protocol for transferring knowledge to and from guests. It helps to maintain issues like passwords and bank card particulars safe, and it’s been a small Google rating issue since 2014.

You’ll be able to verify in case your web site makes use of HTTPS by visiting it. If there’s a “lock” icon within the handle bar, it’s safe. 

This site is securely protected

Nonetheless, some web sites face points the place sure pages load securely, however different pages and assets don’t. So we suggest digging a bit deeper to verify there are not any HTTPS-related points. Right here’s how:

  1. Join a free Ahrefs Webmaster Instruments account
  2. Crawl your website with Web site Audit
  3. Go to the Inner pages report

From right here, verify the “Protocols distribution” graph to see whether or not any pages are utilizing HTTP. Ideally, you wish to see an all-green graph. 

"Protocols distribution" graph in Ahrefs' Site Audit


If you happen to see some HTTP URLs, don’t panic. You don’t have a difficulty so long as they redirect to the HTTPS variations. Right here’s easy methods to verify:

  1. Click on on “HTTP”
  2. Kind the report by standing code from low to excessive
  3. Add a column for “Ultimate redirect URL”

If the bottom HTTP standing code is “301” and the ultimate redirect URLs all start with HTTPS, every part is nice. 

Investigating HTTP status code issues in Ahrefs' Site Audit

Subsequent, hit the “Points” tab and search for the “HTTPS/HTTP combined content material” difficulty. This means that whereas your preliminary HTML is loading over a safe HTTPS connection, some useful resource information like photos load over an unsecure one. 

The "HTTPS/HTTP mixed content" issue in Ahrefs' Site Audit

If you happen to see both of those points, learn our HTTPS information to be taught extra about coping with them. 

4. Verify you could solely browse one model of your web site

Folks ought to solely be capable of entry considered one of these 4 variations of your web site:

The opposite three variations ought to redirect to the canonical (grasp) model.

That is vital as a result of Google sees all 4 of those as separate website variations. Having multiple accessible could cause crawling and indexing points. In some circumstances, it will possibly even dilute hyperlink fairness and, thus, could negatively affect rankings.

To verify that every part works because it ought to, set up Ahrefs’ search engine optimisation Toolbar, sort every URL model into your browser, then verify the HTTP headers to verify all of them redirect to the identical “grasp” model.

For instance, if we go to, it redirects to the safe model at

HTTP headers in Ahrefs' SEO Toolbar

The identical occurs if we go to the safe www model ( 

HTTP headers in Ahrefs' SEO Toolbar

If this doesn’t occur, you’ll must implement redirects.

Be taught extra: Redirects for search engine optimisation: A Easy (However Full) Information

5. Verify for indexability points

Google search outcomes come from its index, which is a database of tons of of billions of webpages. Your pages must be on this index to face any probability at rating. 

It’s additionally vital to maintain pages that aren’t helpful for searchers out of Google’s index, as this may additionally trigger search engine optimisation points.

Indexing points can get fairly difficult, however you may verify for primary points pretty simply.

First, verify the Indexability report in Web site Audit for “Noindex web page” warnings.

Noindex pages in Ahrefs' Site Audit

Google can’t index pages with this warning, so it’s price checking they’re not pages you need listed. If they’re, take away or edit the meta robots tag.

Second, verify the variety of indexable URLs in the identical report.

Indexable URLs via Ahrefs' Site Audit

Examine additional if this appears to be like abnormally excessive.

For instance, provided that we solely have round 500 printed weblog posts, 2,164 indexable URLs appear excessive for the Ahrefs weblog. But when we click on the quantity, we see that it’s as a result of it contains variations of our weblog in different languages.

Investigating indexable URLs in Ahrefs' Site Audit

If we exclude these pages, together with creator, class, and pagination pages, the variety of indexable URLs appears to be like just about spot on.

Filtered indexable pages report in Ahrefs' Site Audit

6. Verify for mobile-friendliness

Cellular-friendliness has been a rating issue in every single place since Google moved to mobile-first indexing in 2019.

Checking for mobile-friendliness is definitely finished. Simply go to the Cellular Usability report in Google Search Console. It tells you whether or not any URLs have errors that have an effect on cell usability. 

Mobile usability report in Google Search Console

If you happen to don’t have entry to Google Search Console, plug any web page out of your web site into Google’s Cellular-Pleasant Check software. 

Google's Mobile-Friendly Test tool

Typically, assuming that different pages in your web site use the identical design and structure, the outcome ought to apply to most, if not all, of your pages.

Be taught extra: Cellular-First Indexing: What You Have to Know

Web page pace has been a small rating issue on desktop since 2010 and cell since 2018. Nonetheless, there’s no official threshold for how briskly a web page ought to load, and there are a complicated variety of metrics you should utilize as a proxy. 

For instance, Google’s PageSpeed Insights software exhibits all types of metrics: 

Checking page speed in Google's PageSpeed Insights tool

The opposite draw back of this software is you could solely take a look at one web page at a time.

For that purpose, it’s higher to begin with a software that’ll provide you with pace metrics on all of your pages. You are able to do this in Ahrefs’ Web site Audit, which you should utilize free of charge with an Ahrefs Webmaster Instruments account. Right here’s how:

  1. Crawl your web site with Web site Audit
  2. Go to the Efficiency report
  3. Verify the “Time to first byte” and “Load time distribution” graphs
Checking page speed in Ahrefs' Site Audit

As a normal rule, the extra inexperienced you see right here, the higher. If you happen to see plenty of purple, chances are you’ll wish to work on bettering your web page pace.

Core Net Vitals are metrics that Google makes use of to measure consumer expertise. They measure a web page’s load time, interactivity, and the soundness of the content material because it hundreds. 

As they’re presently a weak rating sign, you shouldn’t obsess over them. However it’s nonetheless price taking a fast have a look at your website’s efficiency. 

To do that, verify the Core Net Vitals report in Google Search Console.

Core Web Vitals report in Google Search Console

As this report relies on Chrome Person Expertise (CrUX) knowledge, there’s an opportunity you may even see a “Not sufficient knowledge collected” or “Not sufficient latest utilization knowledge” message as an alternative of knowledge. 

If that occurs, head over to the Efficiency report in Ahrefs’ Web site Audit and verify the Lighthouse scores. As that is lab knowledge, it doesn’t depend on consumer expertise knowledge from Google. 

Performance report in Ahrefs' Site Audit

9. Verify for damaged pages

Having damaged pages in your website isn’t good. If these pages have backlinks, they’re successfully wasted as a result of they level to nothing.

To search out damaged pages in your web site, head to the Inner pages report in Web site Audit and click on the quantity underneath “Damaged.” 

Checking for broken internal pages in Ahrefs' Site Audit

If you wish to see the variety of backlinks to every of those pages, add the “No. of referring domains” column to the report. 

Broken internal pages in Ahrefs' Site Audit sorted by referring domains

You can too discover damaged URLs with backlinks in Web site Explorer. Simply plug in your area, go to the Finest by hyperlinks report, add a “404 not discovered” filter, then type the report by referring domains from excessive to low. 

Broken internal pages in Ahrefs' Site Explorer sorted by referring domains

The good thing about utilizing Web site Explorer is that it exhibits URLs that individuals linked to by accident. 

For instance, we have now hyperlinks from three referring domains to this URL:

Example of a dead page with backlinks

This web page by no means existed. The linkers simply linked to the unsuitable URL. It ought to have an “s” on the finish. 

Right here’s our really helpful course of for coping with damaged hyperlinks:

How to deal with broken links

10. Verify for sitemap points

A sitemap lists the pages that you really want engines like google to index. It shouldn’t listing issues like redirects, non-canonicals, or lifeless pages as a result of these ship combined alerts to Google.

To verify for sitemap points, head to the All points report in Web site Audit and scroll to the “Different” part. 

Sitemap issues in Ahrefs' Site Audit

You’ll see any points right here referring to:

  • Lifeless or inaccessible pages within the sitemap.
  • Noindexed pages within the sitemap.
  • Non-canonical pages within the sitemap.

In case you have any of those points, hit the caret and observe the recommendation on fixing them.

11. Verify primary on-page parts

Each indexable web page in your website ought to have a title tag, meta description, and H1 tag. These primary on-page parts assist Google perceive your content material and aid you to win extra clicks out of your rankings. 

To verify for points, head to the “Points” tab within the Content material report in Web site Audit. 

Basic on-page issues in Ahrefs' Site Audit

For instance, the web site above has 724 pages with a lacking or empty title tag. This isn’t best as a result of Google exhibits them within the search outcomes, so the positioning could possibly be lacking out on clicks in consequence.

It additionally has the identical variety of pages with an empty or lacking meta description, and 1000’s with a lacking or empty H1 tag.

Google usually exhibits meta descriptions within the search outcomes, so it is best to attempt to write an attractive one for each vital web page. Lacking H1 tags, then again, often level to greater points like an improperly coded theme.

You’ll be able to see which URLs are affected by clicking a difficulty and hitting “View affected URLs.” 

Title tag issues in Ahrefs' Site Audit

If you wish to prioritize fixes, type the report by estimated natural site visitors from excessive to low.

Prioritizing fixes by organic traffic in Ahrefs' Site Audit

12. Verify for declining content material

Rankings not often final without end. As content material turns into outdated, its search site visitors will usually begin to drop off. However you may usually clear up this by refreshing and republishing the content material.

For instance, our listing of prime Google searches declined massively in 2021.

Estimated organic search traffic to our list of top Google searches

It is because we didn’t replace the put up for over a 12 months, so the content material turned outdated. The latest spike in site visitors is a results of us updating and republishing the piece.

Right here’s a simple method to discover declining content material in Google Search Console:

  1. Go to the Search outcomes report
  2. Set the date filter to check mode
  3. Select “Evaluate final 6 months to earlier interval”
  4. Click on the “Pages” tab
  5. Kind the desk by “Clicks Distinction” from low to excessive

For instance, this exhibits us that our listing of essentially the most visited web sites has declined massively over the past six months. So that is most likely ripe for an replace.

Decline in traffic to our list of the most visited websites in Google Search Console

If you happen to’re a WordPress consumer, you may automate this course of with our free search engine optimisation plugin. It screens for pages that now not carry out effectively and offers suggestions on easy methods to repair them. 

For instance, it’s suggesting that we rewrite our listing of the perfect key phrase instruments as a result of it used to rank within the prime three for its goal key phrase however now doesn’t even rank within the prime 100. 

No longer well-performing pages via Ahrefs' SEO WordPress plugin

13. Verify for content material gaps

Content material gaps happen while you miss vital subtopics in your content material. The result’s that you simply don’t rank for as many long-tail key phrases and probably not as excessive as you possibly can to your most important goal key phrase.

Right here’s a simple method to discover content material gaps:

  1. Paste considered one of your web page’s URLs into Web site Explorer
  2. Go to the Content material Hole report
  3. Paste within the URLs of some related pages outranking you
Content Gap report in Ahrefs' Site Explorer

Hit “Present key phrases.” You’ll see all the key phrases that these pages rank for the place yours don’t. 

Many of those will simply be other ways of looking out for a similar factor, however some could signify subtopics you’ve missed.

For instance, after we do that for our web page about “what’s web optimization,” we see that competing pages are rating for fairly a number of key phrases referring to what search engine optimisation stands for.

Results of a content gap analysis in Ahrefs' Site Explorer

That is an fascinating case as a result of we type of lined this in our definition on the web page: 

One of the top-ranking pages' definition of SEO

Nonetheless, we didn’t explicitly state that that is what search engine optimisation stands for. Lots of our rivals did.

One of the top-ranking pages' definition of SEO
One of the top-ranking pages' definition of SEO

For that purpose, it might be price us stating this in a extra specific method. 

14. Verify for different technical points

Many different technical points can hinder your rankings. That’s why it’s at all times price crawling your website with a software like Ahrefs’ Web site Audit to verify for different search engine optimisation points. 

For instance, if we do that for Ahrefs’ weblog, we discover a redirect loop:

Redirect loop issues via Ahrefs' Site Audit

Redirect loops are one thing you’re unlikely to identify by probability. So this difficulty would have probably gone unnoticed with out a crawl-based audit. 

It appears to be like like we even have lacking alt textual content on over 2,400 photos:

Missing alt text issues via Ahrefs' Site Audit

That is arguably not an enormous drawback, however the sheer variety of affected photos on this occasion factors to a probable gap in our processes. 

Ultimate ideas

Working this search engine optimisation audit provides you three issues to take motion on to enhance search engine optimisation.

  1. Technical search engine optimisation points – Fixing these could increase your website’s general search efficiency.
  2. On-page search engine optimisation points – Fixing these could enhance your natural clicks.
  3. Content material alternatives – Pursuing these could rank pages larger and for extra key phrases. 

If you wish to run a deeper audit, learn our information to operating a technical search engine optimisation audit.

Acquired questions? Ping me on Twitter.

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