Generally, we do many changes in the website and SEO issues may happen on the regular basis so it is compulsory to audit your site for SEO. Copy my SEO audit checklist in excel (in Fail/Pass format) and improve your website basic and technical on-page SEO.
Every page must have title tag
Page title must be relevant to the page content (and heading/subheadings)
Page title must have main keyword (left side area is best for main keyword)
Not having exactly the same main keyword in the title (add some prefix/suffix)
Using page title length 50-60 characters (520 pixels) with space, (Google ignores rest of characters)
Not using too short length page title (less than 30 characters)
Using brand name at the beginning for the home page and at the end for other pages (without space).
Page title should not be same with your other pages (avoid duplicate page title)
Using numbers/Question /Urgency/Offers/Action words in the page title for better CTR
Not using emojis, symbols, special characters in the page title, looks spammy for Google.
Not repeating word/keyword multiple times in the page title
Using title case for meta title for better CTR (Words first character in capital letter)
Not using stop words in the page title because Google ignores them.
Not using multiple page titles on the same page (same url), BTW google pick top one.
Page title and H1 should not be exact same but should be equivalent (for the same page).
Shorter title produce better CTR, Using 30-40 characters, if extra words not needed.
Every page must have meta description.
Meta description must be relevant to the page content
Meta description must have main keyword
Using meta description length 155-160 characters with space, because Google may ignore rest of characters.
Not using too short description (less than 50 characters)
Not using the same meta description for multiple pages (avoid duplicate meta description)
Using numbers/Question /Urgency/Offers/Action words for better CTR
Not using emojis, symbols, special characters in the meta description, looks spammy for Google.
Not repeating word/keyword multiple times in the meta description.
Not using multiple meta description on the same page (same url), BTW google pick top one.
All permanently moved urls have 301 redirection.
All temporary moved urls have 302 redirection.
Using 302 redirection for A/B test, Mobile site, country/language other version pages.
Not having multiple redirections for any page because it can increase load time.
Not having redirection chain/loop. Google considers them server error. (BTW Google follows only 5 redirects, after that consider it 404 page.)
Keeping redirection code for 1 year. Google check it for one year.
Not have 3xx links in the website and sitemaps, otherwise google will take time replace it from indexing.
Not Redirecting all deleted pages to Home page, it confuses users, google considers it soft 404.
Not redirecting to completely different (irrelevant) content pages (not relevant to each other). Only redirecting to similar or duplicate pages.
Not having Sneaky redirects(sending a visitor to a different URL than the one they initially requested.)
Using static page url, not having query string, special characters, emoji, symbols etc. in the url.
Using keyword in the url, not stuffing too many keywords, one is sufficient.
Using page URL length maximum 76 characters (Google shows only 512 pixels for url in their snippet), BTW Google accept 1000 characters in the url.
Page urls are Structured/categorized in a proper hierarchy.
Page URLs are in small letters (Technically capital and small letter urls are not the same for Google)
URL don’t have flexibility (when we type anything between url they still show the same page due to CMS issue)
All urls have 200 Ok status code.
Not having stop words such as a, an, the, am, is, are, for, to, in, of etc. in urls. Google may ignore them.
Not Having keyword/word repetition in the url
If content is super different from main site, using sub-domain otherwise sub-directory is better.
Keeping urls in English for English pages and non-English urls for non-English pages.
Using Hyphen in the url to separate words, not using other symbols. (underscore, plus)
Not having “#” URLs, Jump links should not add a hashtag to the URL. Google may crawl if page load different content via #tag (mostly JS based, rarely gets used for indexing).
Not having high page depth to find pages. Users able to see important pages in maximum 4 clicks.
Using https for all pages. (also checked SSL expiry)
Page URLs not having double slash // (it is responsible for duplicate page)
Using <a> with href for all valid links
Not using more than 100 links on a single page
Having all important sections’ links on the home page. So crawlers can reach all of your pages.
Using relevant anchor text in internal links.
Not repeating the same link on the same page.
Adding internal links for popular (already ranked keywords) pages. (Important content is >4 clicks from the homepage.)
Having hyperlinks on the page heading instead of read more button (especially for WordPress category pages)
Not having over optimized anchor text.
Using only one H1 tag per page
H1 heading is relevant to the page
Content is structured in proper heading tags (H2, H3 & so on)
Using main keyword in H1
H1 is nighter exactly same nor too different but equivalent
H1 is not too long (Google think keyword over optimized)
Having H1 on top
Not Having exactly same main keyword in H1 (Add prefix/suffix – Professional Teacher Resume Samples Online)
Not having all subheadings in H2 (having some H3 tag as well to avoid over-optimization)
Using keyword variations in H2, H3
Not having too many external links on a page and overall website.
All External links are naturally added and helpful for users.
Using noindex for paid, untrusted, non-popular external links. (No need to add noindex for popular & trusted sites)
Opening in new tab
Using Alt tag for images without over optimizing (no need to add alt tag for decorative images)
Not having blank alt tag in images. (alt tag exist but blank, is not good)
Not having poor quality images. (Only have HD images, not blur images)
Images are optimized for load time and having less than 100kb in size.
Using title text in hyperlink images.
Using SEO friendly url for images which can describe image properly.
Not using header image, better to use image in OG tag for social media.
We are not using important images (which we want to index) in CSS, google do not read css images.
Published & Updated Dates
Showing Published/Updated Date on the page (help in CTR if Google shows it in their snippet)
Using Updated date (if we update the content) instead of published date on the page.
If dates (both) are too old, then hiding the dates from the page.
Not using fake dates for both cases.
Not having same date in multiple pages. (Google may consider them auto-generated page)
Having XML Sitemap
No syntax error in the sitemap like UTF-8
Using lastmod date in the sitemap (Google consider lastmod but ignores priority & change frequency)
Not having canonical (duplicate), 3xx, 4xx, 5xx, noindex, disallow pages in the xml sitemap.
Not having more than 10k-20k pages per sitemap (Google limit is 50k urls or 50MB file size).
Using full page urls with protocol (http/https) in the sitemap.
Using same protocol urls in the sitemap (Google ignores one of protocols)
Using encoded urls for special characters urls in the sitemap.
Using sitemap index file for multiple sitemaps
Using correctly Images, videos, mobile pages, other language version pages (alternate)
Not including more than 1000 images per pages in the xml sitemap.
XML sitemap submitted in the webmaster (Google and Yahoo/Bing)
Having XML sitemap url in the robots.txt
Using noindex in http header (if we really want to hide sitemaps from competitors, otherwise no need)
Not having errors in webmaster for all xml sitemaps.
Mentioning Author bio details on the page with name, image, designation, social links.
Author has a good reputation on the internet.
Website Design & Trust
Website have good reputation.
Website have good reviews on the third party sites like TrustPilot, BBB
Website do not have much complaints and fraud content on the internet.
Website have clearly explained about the organization, address, phone number.
Website have policy pages (terms & condition, Private policy, Cookies policy, Refund policy)
Website have backlinks on reputed sites (Wikipedia, IBM, Forbes etc.)
People are mentioning our website in their social media & sites.
Website have testimonials, published/featured articles on popular sites icons, social media links, security seal etc. for user trust.
Not distracting users by popups & Ads.
Website have good UI design.
Not having social media business page link icons on the top.
Having social media business page link icons in the footer and not highlighting.
Checked Language and country Declaration (html lang tag: en-us) (Google ignores but Bing Consider)
We are using Favicon correctly for all devices. (following all google favicon guidelines)
Website not having any W3C errors, console errors etc.
Having OG tags in the website (all pages)
Not having site’s inner linking on the same class C ip?
Not having site’s hosted on the same class C ip?
Clearly labeled ads as advertisements
Not having banner Ads inside the content, better to add simple text link/button if needed.
Ads are not blocking content.
Using Nofollow on advertisement links. [rel=”ugc” for ugc content and rel=”sponsored” for sponsor link]
Website is fully user friendly.
Having Menu and footer navigations in proper hierarchy
Bounce rate is good (less than 60% for normal page and less than 80% for blogs)
Time duration is good
Page visited per session is good
User scrolling (Page depth) is good.
User behaviour flow is good.
Our Content is not affecting negatively of users’ safety, happiness, health and finance.
Removed zero traffic pages (Zombie pages) otherwise update their content. (zero traffic from last 6 months/1 year)
Not having thin content/poor quality content (Removed or noindex)
Redirected by 301 or added canonical tag for duplicate content and similar content.
Content have in-depth content (2000-5000 words) or good content as compared to competitors.
Content readable/Scannable by using index table, bullet points, sub-headings, small paragraphs, important tip box, compare pattern, right wrong form, white space, font optimization etc.
Not having spelling mistakes in the content, meta tags, urls, on the images, alt text, anchor text, image title.
images, videos and reputed external links added in the content for users to give proofs, research.
Having questions and answers related content on the page.
Content is well structured.
Promoting content on social media.
Not having similar keyword pages (keyword cannibalization)
Not hiding content by any spammy methods (display none, font size zero, same text and background color, locating text behind an image, CSS to position text off-screen). Showing same content for users and search engines.
Not having doorway pages.
Not having clocking.
Not having keyword stuffing in the content. (1-2% is good keyword density)
Content is not scraped from other websites. (Even google understand synonyms)
Not hiding links by using the same color (internal+external) or by small character
Content is completely relevant to the topic (H1 heading and page title)
Content is not hidden in tabs, accordions, expandable boxes and other methods (Google said it would not be weighted as high but for desktop not for mobile)
Blocking invlaid pages in the robots.txt correctly
Not having any error in Robots.txt
Mentioning sitemap url in robots.txt
Not blocking any valid pages in robots.txt
Not blocking CSS and JS files in the robots.txt
Internal search urls blocked in robots.txt
Not using nofollow syntax in robots.txt (Now Google ignore it)
Not having any schema error (all pages passed in google schema testing tool)
Not using any fake schema and code written in only RDFa/Microdata/JSON-LD
Using breadcrumbs with schema markup for better website structure
Using Schema for Author
Using schema for Published and updated date and time (and time zone)
Using review/rating schema for better CTR
Using faq/how-to/Q&A schema for better CTR
Using other schemas if possible (Pricing, Events, Recipes, Carousels and articles (for publishers or blogs), Job postings, Product, site navigation, NAP, Social Links, phone number, sitelink search box, organization details, video, person etc.)
Not using reciprocal link scheme.
Not using poor quality directory/article/social bookmarking backlink submissions (sites which are only made for backlink creation are spams)
Not having exact same keyword for all backlink anchor text
Having some backlinks on brand name
Mostly backlinks on relevant content.
Mostly backlinks on relevant country content.
Mostly backlinks on relevant language content.
Too many backlinks on guest blogging sites on relevant keywords (ratio maintain)
Having some backlinks on popular and trusted sites (e.g. – forbes, wikipedia)
Not having backlinks on poor quality sites and shady sites
Not having backlinks on shady sites (redirecting to other sites or having 404 page)
Not having keyword based backlinks in the forum signature
Not having keyword based backlinks in the comment.
Not having irrelevant anchor text on backlinks
Having nofollow for press release backlinks
Having nofollow for backlinks in the UGC content.
Getting new links on a regular basis.
All SEO pages indexed by Google/Bing-Yahoo and Not having any indexing issues.
If showing content by JS, must be indexable for Google
If showing content by AJAX, must be indexable for Google.
If showing content by Lazy load, must be indexable for Google
If showing content by iframe, must be indexable for google (better to not use iframe, it is a very old techniques)
If showing content by flash, must be indexable for google (better to not use flash, it is a very old techniques)
If showing images “on load”, adding details in src and noscript and must using alt tag.
All checked – Not showing different page in google cache
Loading full view in google cache (sometimes google doesn’t show full view due to heavy js)
Not Showing wrong canonical version in google cache
Not Showing mobile version for desktop in google cache
Not using noarchive meta tag without any reason to hide cache
Custom 404 page is well designed, same format as other valid webpages have.
Having home page and other important links on 404 page.
404 page throwing 404 http response code.
Showing a message for users that this is broken or not found page.
Not having soft 404 errors (google show it when you have almost zero main content on the page-we also call it very thin content)
Not having keyword meta (Google ignores but Bing considers (bing may count wrong keywords as a spam)
Using main Keyword in page title, meta description, heading, first 100 words of the content, url.
Using keyword variation in subheading (at-least one), image alt tag, anchor text of hyperlink (internal link) and content.
Having 1-2% Keyword density on the page.
Using site search terms for keyword and content ideas.
Using webmaster search terms for content and keyword ideas.