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SEO Audit Checklist: How to Find (and Fix) What’s Holding Your Rankings Back

If your rankings have stalled, traffic has dipped, or new pages simply aren’t getting visibility, a structured SEO audit is usually the fastest way to identify what’s really going on. The key is to treat an audit as a decision-making tool: not a long list of “issues”, but a clear plan that prioritises the fixes most likely to improve performance.

This SEO audit checklist is written for UK businesses and marketing teams who want practical steps, sensible tools, and a way to turn findings into action—without chasing vanity “scores”.

What an SEO audit is (and what it isn’t)

An SEO audit is a structured review of your website’s ability to be crawled, rendered, indexed and ranked, alongside an assessment of content quality and authority signals (like internal links and backlinks). Done properly, it tells you:

• Whether search engines can access and understand your site.
• Which pages deserve to rank but are being held back by technical or on-page issues.
• Where content is missing, duplicated, outdated, or targeting the wrong intent.
• How to prioritise fixes based on impact, not guesswork.

What an audit isn’t:

• A promise of overnight results. Even perfect fixes take time to be recrawled and reassessed.
• A single “SEO score” that guarantees rankings. Scores can be useful cues, but they’re not strategy.
• A replacement for ongoing content and authority building. The audit clears friction; it doesn’t create demand by itself.

When to run an SEO audit:

• After a site rebuild, platform migration, or major template change.
• When organic traffic drops, especially alongside indexing or coverage warnings.
• When growth plateaus and you’re not sure whether the issue is technical, content-related, or competitive.
• When launching new services, entering a new UK region, or expanding your site substantially.

Before you start: set your audit scope and success metrics

Audits go wrong when they try to do everything at once. Start by agreeing what you’re auditing and how you’ll measure success.

1) Pick the right scope

• Full site audit: best for small-to-mid sites, recent migrations, or unclear issues.
• Template-focused audit: ideal if you have lots of similar pages (blog posts, service pages, location pages, product pages).
• Priority landing pages: if time is tight, focus on the URLs that already drive leads or have high business value.

2) Define your primary outcomes

• More qualified organic leads (not just more traffic).
• Better conversion rates on organic landing pages.
• Improved visibility for priority services, categories, or location-based searches.

3) Capture baseline metrics

Before you change anything, record:

• Organic sessions and conversions (or lead submissions) for the last 28–90 days.
• Top organic landing pages and their engagement.
• Top queries, impressions, clicks, average position and CTR (from Google Search Console).
• Pages with the biggest drops or biggest potential (high impressions, low CTR; positions 5–20).

4) Create a simple prioritisation rule

Use an Impact × Effort approach. Label each recommendation as:

• Quick: low effort, meaningful impact (e.g., remove accidental noindex, fix broken internal links).
• Medium: some effort, strong impact (e.g., consolidate cannibalised pages, rewrite key titles).
• Project: significant dev or content work (e.g., template changes for Core Web Vitals, restructuring navigation).

Tools you’ll need (free + paid options)

You can perform a solid audit with free tools, then add paid tools for scale and speed.

• Google Search Console: indexing and coverage, Core Web Vitals, queries and CTR, manual actions.
• Google Analytics: landing page performance, conversions, engagement and channel splits.
• Site crawler (e.g., Screaming Frog): status codes, redirect chains, canonicals, titles, headings, internal links.
• Page speed tools: PageSpeed Insights or Lighthouse to diagnose LCP/INP/CLS contributors.
• Backlink tools (optional): to review referring domains, anchor text patterns, and obvious risks.

Step 1 — Technical SEO audit: can Google crawl, render and index your site?

If technical foundations are weak, content changes may not stick. Start here and work from “blocked” to “suboptimal”.

Robots.txt and meta robots

• Check that robots.txt isn’t blocking important sections like /services/, /blog/ or /locations/.
• Review pages with noindex and confirm they are intentionally excluded (e.g., internal search results, admin pages, thin tag pages).
• Look for accidental noindex on templates after a redesign or staging push.

Indexing checks in Search Console

• Review the “Pages” report for excluded URLs and patterns (e.g., “Crawled - currently not indexed”).
• Spot trends: are only new pages affected, or is it certain directories or templates?
• Use the URL inspection tool for key pages to see canonical selection and last crawl details.

XML sitemap

• Ensure the sitemap exists, is submitted in Search Console, and is kept up to date.
• Include only indexable URLs (no redirects, no 404s, no noindex pages).
• If you have multiple sitemaps, check they’re structured logically (posts, pages, locations, etc.).

Canonical tags

• Confirm important pages use sensible canonicals (often self-referencing).
• Remove canonical conflicts where a page points to a non-equivalent URL.
• Watch for parameter pages or filtered versions that should canonicalise to a clean primary URL.

HTTP status codes and redirects

• Fix 404s and soft 404s that are receiving internal links or organic traffic.
• Reduce redirect chains (A → B → C). Use a single, direct redirect where possible.
• Investigate 5xx errors (server instability harms crawling and user experience).

HTTPS and mixed content

• Ensure all key pages resolve consistently on HTTPS.
• Check for mixed content warnings (HTTP images/scripts on HTTPS pages).
• Align your internal links, canonicals and redirects so Google sees one clean version of each URL.

URL structure and consistency

• Keep URLs readable and consistent (avoid unnecessary parameters unless required).
• Ensure trailing slash conventions are consistent across templates.
• Minimise duplicate URLs created by sorting, filtering, or tracking parameters.

JavaScript rendering risks

• Confirm that key content (headings, copy, internal links) is available without heavy client-side rendering.
• If your site is JavaScript-heavy, test key pages using Search Console’s “View crawled page”.

Step 2 — Site speed and Core Web Vitals: focus on real user experience

Core Web Vitals (CWV) are user experience signals that help Google understand whether pages feel fast and stable. At a high level:

• LCP (Largest Contentful Paint): how quickly the main content appears.
• INP (Interaction to Next Paint): how responsive the page feels when users interact.
• CLS (Cumulative Layout Shift): whether elements jump around as the page loads.

Common fixes that often make a noticeable difference:

• Compress and serve images in next-gen formats where appropriate.
• Lazy-load below-the-fold images and media.
• Reduce unused JavaScript and CSS; defer non-critical scripts.
• Optimise font loading to reduce layout shifts and delays.
• Improve caching and server response times.

Prioritise speed work by template and impact. Start with your homepage, service pages, and the organic landing pages that already get traffic. And remember the mobile-first reality: if mobile is slow, your SEO results will be limited even if desktop looks fine.

If improving speed requires template-level work, it’s often worth aligning this with website design that supports SEO so structure, performance and UX improve together rather than as separate projects.

Step 3 — On-page SEO audit: make each page easy to understand and worth ranking

On-page SEO is about clarity. Google needs to understand what the page is about, and users need to feel they’ve landed on the right result.

Title tags

• Make titles unique and aligned to the main topic and intent.
• Keep them benefit-led and natural (avoid repeating the same keyword in multiple ways).
• Fix duplicates first—duplicate titles are a common “silent” issue on larger sites.

Meta descriptions

• Use meta descriptions to improve CTR: confirm the page matches the search intent and highlight proof points.
• Avoid inflated claims; aim for clarity about who it’s for and what they’ll get.
• Where pages have high impressions but low CTR, meta rewrites can be a quick win.

Heading structure (H1/H2/H3)

• Use one clear H1 that matches the page’s main purpose.
• Use H2s and H3s to answer the questions people actually have, in a logical order.
• Ensure headings describe sections (not just styled text).

Content relevance and intent match

• Give each page a single job. If it tries to do three different things, it will often rank for none of them.
• Answer the query quickly, then add depth with examples, steps and FAQs.
• Check that key pages clearly explain who you help, what you do, and the next step.

Image optimisation

• Use descriptive file names and appropriate alt text where it helps understanding and accessibility.
• Serve correctly sized images rather than relying on the browser to scale them down.

Schema markup (where appropriate)

• Use schema to clarify meaning (Organisation, Breadcrumb, Article, Service, FAQ) where relevant.
• Don’t spam schema. Mark up what’s genuinely on the page.

CTA alignment

• Match the call to action to intent: informational pages may suit a guide, checklist or consultation; service pages may suit a quote or enquiry.
• Reduce friction: keep forms simple and make contact options clear.

Step 4 — Content audit: find gaps, duplicates, and pages to merge or rebuild

Content is often the biggest lever after technical basics are sound. A content audit helps you stop wasting effort on pages that can’t rank and focus on those that can.

Build a content inventory

In a spreadsheet, list key URLs and capture:

• URL, topic, and (if relevant) target keyword.
• Intent (informational, commercial, navigational).
• Last updated date and content owner.
• Organic traffic, impressions, and conversions/leads.

Identify thin or low-value content

• Spot pages with little unique value (thin copy, generic advice, repeated wording across pages).
• Decide: improve, merge into a stronger page, or remove (and redirect if needed).

Check for cannibalisation

• If multiple pages target the same query, they can compete and dilute relevance.
• Consolidate into one primary page and use internal links to support it.

Refresh opportunities (positions 5–20)

• Pages already close to page one often benefit from clearer structure, better examples, and improved internal linking.
• Update outdated sections, add missing steps, and answer follow-up questions people ask.

Show credibility through practical detail

• Make it clear who wrote the content (where appropriate) and why your guidance is reliable.
• Include specific, actionable steps rather than vague summaries.
• Back up claims with transparent explanations (without overstating results).

Step 5 — Internal linking audit: fix the leaks in your site structure

Internal links help Google discover pages, understand relationships between topics, and decide which pages matter most. They also guide users towards the next step.

Ensure priority pages are supported

• List your “money pages” (services, high-intent landing pages, key categories).
• Make sure each receives links from relevant high-traffic pages (popular blog posts, core navigation, related guides).

Anchor text: natural and descriptive

• Use anchor text that describes the destination page clearly.
• Avoid repeating exact-match anchors unnaturally across dozens of pages.

Reduce depth for key pages

• If important pages are four or five clicks from the homepage, they often struggle.
• Use navigation, hub pages and contextual links to reduce clicks-to-reach.

Find orphan pages

• Identify pages with zero internal links pointing to them.
• Decide whether they matter. If they do, link to them; if they don’t, consider removing or consolidating.

Add “next step” links

• From informational content, add a clear next step to the most relevant service or conversion page.
• This improves both SEO signals and conversion pathways.

Step 6 — Backlink and authority audit: quality, relevance, and risk checks

You don’t need thousands of links to compete, but you do need the right kind of authority signals in your niche. Keep this section pragmatic: you’re looking for obvious problems and clear opportunities.

Quick profile review

• Review the number of referring domains and whether they are relevant to your industry.
• Look for unnatural spikes in link velocity (sudden large increases can indicate low-quality acquisition).
• Check the mix of anchor text: brand, URL, and natural phrases should be common.

Spot obvious issues

• Spammy domains and irrelevant foreign-language sites linking at scale.
• Sitewide footer links that look paid or manipulative.
• Overuse of exact-match commercial anchors.

Don’t obsess over disavow

• In most cases, your time is better spent improving content quality and earning relevant mentions.
• Use disavow only if there’s a genuine risk pattern and you understand why.

Ethical ways to build authority

• Create genuinely useful resources others in your industry would reference.
• Build partner links where there is a real relationship (suppliers, associations, integrations).
• Use digital PR to earn coverage for expertise, research, commentary, or community involvement.

Step 7 — Local SEO checks (if you sell in specific UK areas)

If you serve specific towns, cities or regions, local SEO basics can make or break lead flow—especially for services.

Google Business Profile essentials

• Correct primary and secondary categories.
• Services listed accurately and kept up to date.
• High-quality photos and regular activity where relevant.
• Review strategy: make it easy for customers to leave reviews and respond professionally.
• NAP consistency (Name, Address, Phone) across your site and major directories.

Location pages that aren’t copy-paste

• Avoid swapping city names in the same template and calling it “local”.
• Add real local proof: service area specifics, examples of typical jobs, process steps, and local FAQs.

Citations: consistency over quantity

• Focus on accuracy across prominent platforms rather than chasing hundreds of low-quality listings.

Local intent keywords

• Build pages around problems people search for locally, not just “[service] + [location]”.
• Include qualifiers like emergency, near me intent, pricing, timelines, and comparisons where appropriate.

How to prioritise your fixes (so the audit turns into growth)

An audit only helps if it becomes a backlog you can implement. Create a simple action list with:

• Issue description and affected URLs/templates.
• Estimated effort and expected impact.
• Owner (developer, marketer, content writer) and due date.
• “Definition of done” (how you’ll confirm it’s fixed).

A sensible implementation order for most sites looks like this:

• Indexing/crawl blocks (robots, noindex mistakes, sitemap issues).
• Template speed and stability (Core Web Vitals on mobile).
• Duplicate titles/meta and obvious on-page issues.
• Internal linking improvements to support priority pages.
• Content refresh for pages close to page one.
• Authority work (links/PR) to expand competitiveness over time.

To validate fixes, re-crawl your site, use Search Console to confirm indexing and canonical behaviour, and monitor rankings alongside conversions (not in isolation).

A simple 30-day SEO audit action plan

If you want momentum quickly, this four-week plan is a practical way to move from diagnosis to measurable progress.

Week 1: crawl, indexing and the biggest blockers

• Run a crawl and export errors (4xx/5xx), redirect chains and canonical issues.
• Review Search Console “Pages” and fix accidental noindex and robots problems.
• Clean up and submit your XML sitemap.

Week 2: speed fixes on top templates + duplication cleanup

• Review Core Web Vitals and prioritise the templates that drive organic traffic.
• Implement quick performance wins (image compression, script deferral, caching improvements).
• Fix duplicate titles/meta on key pages first.

Week 3: refresh top opportunities + improve internal linking

• Pick 10 pages in positions 5–20 and refresh for clarity, structure and completeness.
• Add internal links from high-traffic pages to priority service pages.
• Resolve cannibalisation by consolidating overlapping pages where needed.

Week 4: fill gaps + set reporting

• Publish 1–2 new pages to cover obvious gaps (high-intent queries you should win).
• Set a simple monthly reporting view (GSC + Analytics) tied to leads and quality.
• Plan the next quarter’s content and authority work based on what moved.

When to bring in an SEO partner

Some audits are straightforward; others become complex quickly—especially when implementation depends on developers or when competition is high.

Consider expert support if:

• Your development backlog is full and SEO fixes keep slipping.
• You run a JavaScript-heavy site where rendering and indexing are inconsistent.
• You operate across multiple UK locations and need scalable local SEO.
• You’re in a competitive niche and content improvements alone aren’t enough.
• Your content is published regularly but performance has stalled.

If you’re evaluating help, ask what the audit deliverable looks like, how prioritisation is decided, whether implementation support is included, and what reporting cadence you’ll get. If you want help executing the changes rather than just receiving a document, explore Atlas MKT’s SEO services for a practical, implementation-focused approach.

FAQ

How long does an SEO audit take?

• A basic audit of a small site can be done in a few hours; a thorough audit with prioritised fixes often takes 1–2 weeks.
• Timing depends on site size, CMS constraints, and whether you include content and backlink review.

What’s the difference between a technical SEO audit and a content audit?

• Technical audits focus on crawling, indexing, speed and site architecture.
• Content audits focus on intent match, duplication, usefulness and whether pages can earn rankings and conversions.

Do I need paid tools to run an SEO audit?

• You can cover a lot with Google Search Console, Google Analytics, and PageSpeed Insights.
• Paid tools help with crawling at scale and deeper link analysis, but they don’t replace good judgement.

What are the most common issues found in an SEO audit?

• Indexing problems (noindex mistakes, canonical conflicts, sitemap issues).
• Duplicate or weak titles/meta, thin content, poor internal linking, and slow mobile templates.

How soon will I see results after fixing audit issues?

• Technical fixes can show movement within days to weeks once Google recrawls the site.
• Content improvements and authority building often take weeks to months, depending on competition.

Ready for a no-fluff SEO audit action plan?

If you want a clear view of what’s holding your rankings back—and a prioritised plan your team can actually implement—Atlas MKT can review indexing, technical issues, content gaps and internal linking, then organise the fixes by impact.

Get started here: https://www.atlasmkt.co.uk/get-started