The Free

Technical SEO (an

Site Audit Che
For Agencies, Consultants, & W

Instructions
Read the Guide
https://moz.com/seo-audit-checklist Use this free technical SEO (and beyond) au
and visibility in Google search results. Nearly
Free 30-Day Trial of Moz Pro
You can typically complete the entire checkli
https://moz.com/moz-pro-free-trial
30-Day Trial of Moz Pro:
1. If you haven't already, make a copy of this
Get A Free Site Crawl
2. The list assumes you are auditing a single

3. Each audit point is marked with a level of i

according to your individual needs.

4. As you work through the audit, you can ma

5. Use the "Notes" section to write down any

6. Use the "Action Items" column to documen

7. For further information about each audit ite

The Free
SEO (and Beyond)
udit Checklist
onsultants, & Website Owners

chnical SEO (and beyond) audit to check major issues with your site that could influence indexing, ranking,
Google search results. Nearly everything in this audit can be performed for free, or using free SEO tools.
y complete the entire checklist in a few hours.

already, make a copy of this sheet. Feel free to modify and it use it to suit your own needs.

mes you are auditing a single URL, but you can use automation to scale this out by site.

oint is marked with a level of importance: High, Medium, Low, and N/A. Feel free to modify these values
ur individual needs.

hrough the audit, you can mark each item with Pass, Fail, or N/A.

es" section to write down any important observations you find, or points that need further clarification.

on Items" column to document any next steps for you and/or your client to take.

ormation about each audit item, check the "Reference" column for more information.
Issue Importance Pass / Fail
1. Basics
Analytics installed High Pass
Search engine properties set up High Fail
Recommended: Run a site crawl High N/A
2. Crawling & Indexing
URL is indexed High
Important content indexed High
Returns a 200 status code High
Indexable by robots meta tag and X-robots-tag High
URL not blocked by robots.txt file High
URL listed in XML sitemap file Medium
Sitemap file location defined in robots.txt Medium
Sitemap file submitted to search engines Medium
URL is discoverable via internal links/navigation Medium
Content is available at a single, canonicalized URL Medium
Google-selected canonical matches user-selected canonical Medium
No canonical/indexation mixed signal errors Medium
Friendly URL structure Medium
Content can be rendered with basic JavaScript High
Important CSS, JS, and images not blocked by robots.txt Medium
3. Meta & Structured Data
Page contains a title element High
Title contains important keywords visible in first 60 characters Medium
Title tag is unique Medium
Page contains a unique meta description Low
Favicon defined Medium
OG and social meta data Low
Structured data markup Medium
Uses max-image-preview:large setting Low
4. Content
Content isn't substantially duplicate Medium
Content organized with hierarchical HTML tags Medium
Content is keyword-targeted High
Content doesn't violate Google's Quality Guidelines High
Avoids intrusive interstitials Medium
Avoids heavy ads above the fold Medium
Content isn't loaded in an iFrame Low
Content isn't loaded in Flash High
Lazy-loaded content is visible in the viewport High
Supports paginated loading for infinite scroll High
Current publication and updated dates Low
Clear who the author and/or publisher Is Low
Content doesn't trigger Google Safe Search filters Medium
5. Links & Navigation
Links are crawlable High
Page doesn't link to broken pages (404) Medium
Links use descriptive anchor text Medium
Links are qualified when appropriate (nofollow, ugc, sponsored) Low
Faceted navigation doesn't lead to duplicate content High
Paginated pages are clearly linked High
Page does not contain an excessive amount of links Medium
Page does not link to redirected chains Low
6. Images
Images contain descriptive alt attributes Medium
Image heights and widths are defined Medium
Use descriptive titles, captions, filenames, and text for images Medium
Images don't contain important text Medium
Images are listed in image sitemaps Low
7. Video
Video is available on a public, indexable page High
Video is wrapped within an appropriate HTML tag Medium
Video is included in video sitemap Medium
Video schema markup High
8. Mobile
Passes Google Mobile-Friendly Test High
Prefence responsive web design Medium
Mobile content and links match desktop site High
Special considerations for separate URLs High
9. Speed
Content fully loads within a reasonable time Medium
URL passes Google's Core Web Vitals assessment High
Address common speed traps Medium
10. Security
Site uses proper HTTPS High
Site supports HSTS Low
No hacked content, malware, or other security issues High
11. International & Multilingual Sites
Signal location targeting High
Valid hreflang annotation High hreflang Tags Testin
Page language is obvious Medium
Avoid automatic redirection High
12. Backlinks (Off-Page)
URL has relevant backlinks High
Backlinks don't violate Google Guidelines High
Disavow file doesn't block important links High
Recommended Tools Notes

Google Analytics This is a place to track your notes and findings. For example:
Google Search Console Submitted to Bing. No associate property found with Google
Moz Pro (Free Trial)

URL Inspection Tool

MozBar
MozBar
MozBar
Robots.txt Tester
Google Search Console
Manual Inspection
Google Search Console
Sitebulb
MozBar
Google Search Console
MozBar
Manual Inspection
Google Search Console
Google Search Console

MozBar
Title Tag Preview Tool
Moz Pro (Free Trial)
Screaming Frog
Manual Inspection
SEO META in 1 CLICK
Google Rich Results Test
Manual Inspection

Moz Pro (Free Trial)

Logical Content Flow
Moz Pro (Free Trial)
Manual Inspection
Manual Inspection
Manual Inspection
Manual Inspection
Mobile Usability Report
Google Search Console
Manual Inspection
Manual Inspection
Manual Inspection
Manual Inspection

MozBar
Broken Link Checker
MozBar
Manual Inspection
Moz Pro (Free Trial)
Manual Inspection
Moz Pro (Free Trial)
Moz Pro (Free Trial)

Moz Pro (Free Trial)

Page Speed Insights
Manual Inspection
Manual Inspection
Manual Inspection

Manual Inspection
Manual Inspection
Manual Inspection
Structured Data Viewer

Mobile-Friendly Test
Manual Inspection
Mobile-First Index Tool
Manual Inspection

Site Speed Report

Page Speed Insights
Manual Inspection

Manual Inspection
httpstatus
Google Search Console
 Manual Inspection
hreflang Tags Testing Tool
Manual Inspection
Manual Inspection

Moz Pro (Free Trial)

Manual Inspection
Disavow Tool
 Action Items

Here, record recommended actions for you and/or the client. For ex
Submit site to Google Search Console
 Reference

https://moz.com/seo-audit-checklist#analytics-installed
https://moz.com/seo-audit-checklist#properties
https://moz.com/seo-audit-checklist#site-crawl

https://moz.com/seo-audit-checklist#indexed
https://moz.com/seo-audit-checklist#content-indexed
https://moz.com/seo-audit-checklist#status
https://moz.com/seo-audit-checklist#indexable
https://moz.com/seo-audit-checklist#robots-txt
https://moz.com/seo-audit-checklist#sitemap
https://moz.com/seo-audit-checklist#sitemap-robots
https://moz.com/seo-audit-checklist#sitemap-engines
https://moz.com/seo-audit-checklist#url-linked
https://moz.com/seo-audit-checklist#single-url
https://moz.com/seo-audit-checklist#google-canonical
https://moz.com/seo-audit-checklist#mixed
https://moz.com/seo-audit-checklist#friendly-url
https://moz.com/seo-audit-checklist#js-rendered
https://moz.com/seo-audit-checklist#css-js-images

https://moz.com/seo-audit-checklist#title
https://moz.com/seo-audit-checklist#first-60
https://moz.com/seo-audit-checklist#unique-title
https://moz.com/seo-audit-checklist#description
https://moz.com/seo-audit-checklist#favicon
https://moz.com/seo-audit-checklist#social-meta
https://moz.com/seo-audit-checklist#rich-snippet
https://moz.com/seo-audit-checklist#max-image-preview

https://moz.com/seo-audit-checklist#unique
https://moz.com/seo-audit-checklist#header-tags
https://moz.com/seo-audit-checklist#keyword-targeted
https://moz.com/seo-audit-checklist#quality-guidelines
https://moz.com/seo-audit-checklist#interstitials
https://moz.com/seo-audit-checklist#ads
https://moz.com/seo-audit-checklist#iframe
https://moz.com/seo-audit-checklist#flash
https://moz.com/seo-audit-checklist#lazy
https://moz.com/seo-audit-checklist#scroll
https://moz.com/seo-audit-checklist#dates
https://moz.com/seo-audit-checklist#author
https://moz.com/seo-audit-checklist#safe

https://moz.com/seo-audit-checklist#crawlable
https://moz.com/seo-audit-checklist#broken
https://moz.com/seo-audit-checklist#anchor
https://moz.com/seo-audit-checklist#nofollow
https://moz.com/seo-audit-checklist#faceted
https://moz.com/seo-audit-checklist#paginated
https://moz.com/seo-audit-checklist#excessive-links
https://moz.com/seo-audit-checklist#chains

https://moz.com/seo-audit-checklist#alt
https://moz.com/seo-audit-checklist#width
https://moz.com/seo-audit-checklist#original
https://moz.com/seo-audit-checklist#image-text
https://moz.com/seo-audit-checklist#image-sitemap

https://moz.com/seo-audit-checklist#video-page
https://moz.com/seo-audit-checklist#blank
https://moz.com/seo-audit-checklist#video-tags
https://moz.com/seo-audit-checklist#video-schema

https://moz.com/seo-audit-checklist#mobile-friendly
https://moz.com/seo-audit-checklist#responsive
https://moz.com/seo-audit-checklist#parity
https://moz.com/seo-audit-checklist#seperate-urls

https://moz.com/seo-audit-checklist#speed
https://moz.com/seo-audit-checklist#cwv
https://moz.com/seo-audit-checklist#speed-traps

https://moz.com/seo-audit-checklist#https
https://moz.com/seo-audit-checklist#hsts
https://moz.com/seo-audit-checklist#hacked
https://moz.com/seo-audit-checklist#local-urls
https://moz.com/seo-audit-checklist#hreflang
https://moz.com/seo-audit-checklist#language
https://moz.com/seo-audit-checklist#redirection

https://moz.com/seo-audit-checklist#backlinks
https://moz.com/seo-audit-checklist#penalties
https://moz.com/seo-audit-checklist#disavow