GOOGLE (13 checks)
Is Google Analytics Installed?
GA duplication check
Is Search Console setup?
Are there any Search Console errors?
Google cache analysis
Is there a sitemap.xml file?
Is there a discrepancy between indexed pages in Google and Sitemap?
Are any invalid pages in the sitemap?
Are there any negative search results for the brand?
Are there any negative Google Autosuggest?
Is there a Google News sitemap.xml file?
Any manual actions?
Are there any crawl errors?
BENCHMARKS (6 checks)
Total Pages Indexed in Google
Total Number of Backlinks
Total Number of Linking Root Domains
Total Number of Organic Keywords
20-50 Top Keyword Positions
COMPETITION ANALYSIS (5 checks)
Top 3-5 competitors identified?
Has the competition been benchmarked?
Competitor top 10 keywords
Competitor average search positions
Top ranking keywords
Competitor Content Analysis
SITE ARCHITECTURE (23 checks)
Site protocol checks
Print version Noindexed?
Has Internal Linking been classified on primary pages?
Site Visualisation Checks
Redirect chains & Redirect loops
Are pages being correctly blocked by Robots.txt?
Are pages being correctly blocked by Meta Robots?
Site Structure & Silo Use
Category Use (ecomm)
URL naming convention - is this well optimised?
Is an HTML Sitemap in use?
Are Tag Pages being used?
Is the site using a crumb trail?
Is primary navigation easy to use?
Footer navigation checks?
Is all good content under 4 clicks from home?
Menu setup and use
TECHNICAL SEO CHECKS (32 checks)
Primary Protocol Use (HTTP / HTTPS)?
Does the site have a valid SSL certificate?
Do all pages redirect from HTTP to HTTPS correctly?
Is an HSTS policy in place?
Does the site use Subdomains?
Does the site carry a Favicon?
Broken / Redirected Internal Links
Broken / Redirected External Links
Is the .htaccess file configured correctly?
Are Dynamic Pages being served correctly?
Does the site have open dynamic pages that can be blocked?
Malware & Security Checks
Site Speed Checks
Are any pages being duplicated due to poor architecture?
Structured Data & Schema Use
Are there any Chrome Console Errors?
Is CSS being minified?
Is Inline CSS being used?
Is every site page secure and without errors?
Are there any canonical errors?
Are all ads and affiliate links nofollowed?
Server location by IP
Check all sites on webserver
Do any pages have more than 100 external links?
What platform is the site built on?
Does the platform come with known restrictions?
Is a CDN in use?
Check domain history
IMAGE OPTIMISATION (7 checks)
How many images are used sitewide?
Are images being optimised?
Are ALT tags being regularly used?
Are images named sympathetically?
Are there any dead images?
Are too many stock images used?
Are there any images in excess of 100Kb?
MOBILE AUDIT CHECKS (15 checks)
Mobile Page Size
Search console errors
Mobile UX issues (see UX)
Use of video on mobile
Are buttons and links easy to click?
Is the Favicon being displayed in mobile SERPs?
Parity checks - Content, Meta & Directives the same as desktop?
PAGE LEVEL & ELEMENT ANALYSIS (27 checks)
Are any Deprecated HTML Tags being used?
-- Are all page titles under 65 characters? (570 pixels)
-- Are any Page Titles under 30 characters?
-- Are any page titles being duplicated without canonical/pagination?
-- Any signs of keyword cannibalisation?
-- Is the primary keyword/phrase close to the start?
-- Are page titles descriptive of the page content?
-- Are any page titles missing?
-- Are all Meta Descriptions unique and descriptive?
-- Are any Meta Descriptions missing?
-- Are any Meta Descriptions being duplicated without canonical/pagination?
-- Are any Meta Descriptions below 70 characters?
Are Meta Keywords in use?
Are there any redirects other than 301?
Are there any 5xx errors?
Are images ALT tags in use?
Are there too many ads on any pages?
Does the site bombard you with popups?
Does the site carry clear Call to Actions?
Does each page have a clear H1 tag?
Are H2's being used across the site?
Is the site W3C Compliant?
Does site:brand show expected sitelinks?
Is the site using a Cookie Acceptance notice?
KEYWORD ANALYSIS (10 checks)
Site keyword research for Benchmarks
Brand search - Does homepage come up #1 when searched?
Primary homepage term
Is a keyword strategy in place?
Is there evidence of keyword duplication or overuse?
Are keywords in Page Titles?
Are keywords in H1?
Are keywords in H2?
Are keywords in Meta Description?
Are keywords in the main page document?
CONTENT AUDIT (16 checks)
Are all fonts large enough to read clearly?
Are hyperlinks clear?
Could font colour be considered too light?
Are there clear primary and supplementary content types?
Is content Evergreen or Fresh?
Are there any thin pages? <200 words of content?
Does the site carry up to date TOS's?
Is there any duplicate content internally?
Is there any duplicate content externally?
Is any content scraped from external sources?
Is the contact page easy to find and use?
Content Gap Analysis
Copy and classification checks
Has page grammar been checked?
Has page spelling been checked?
USER EXPERIENCE (UX) (8 Checks)
Site video use
Internal page checks
Contact page check
404 page check
Category Pages (ecomm)
Mobile UX Priorities
Review live site usage
BACKLINKS & ANALYSIS (8 checks)
Backlink health & Score
Has disavow file been created?
Has disavow file been checked?
Anchor Text Use
Are there large number of backlinks from 1 domain or more?
INTERNATIONALISATION (9 checks)
Does the site have an international audience?
Is the site using rel="alternate" hreflang="x" ?
Is the site being translated without errors?
Is the site using an international URL structure?
Are the correct localised web pages being used?
Does the site have backlinks from target countries?
Is the site Multilingual, Multiregional or both?
Does the site location need to be setup in Search Console?
Checks from international locations
LOCAL SEO AUDIT (9 checks)
Does the site need and gain traffic from local audiences?
Are local titles tags being used?
Is there a consistent NAP across the site and external sites
Is local structured data being used?
Is there a Google MyBusiness listing?
Is the site listed in reputable business directories?
Does the site have local citations?
Does the site carry good local content?
Does the site have too many thin content local pages?
NEGATIVE PRACTICE CHECK (9 checks)
Is Flash being used?
Are iFrames in use?