SEO Audit

Advanced technical analysis of the website. Over 120 factors are evaluated and precise reports are provided to resolve critical issues.

The SEO Audit is one of the basic services to be developed during the analysis Professional SEO of a website.

It must always be organized and structured in order to highlight the criticalities that can potentially prevent a good indexing and optimization of the site itself.

It is one of the main professional SEO services I provide to web agencies and companies that come to me for help in developing web projects.

It is also part of one of the SEO training modules I have prepared for those who want to deepen the many theoretical and practical aspects of the work of an SEO consultant.

Important: during analysis I use some desktop software and online tools. They are used to investigate the various aspects of a site but I remind you that my SEO Audit is always manual and never automated.

Each site has its own peculiarities and peculiarities and the analysis must not be carried out with automatic software.

The logic of an SEO Audit and how it is organized

The fundamental aspect to realize a good SEO Audit is to have a working method. This method must always be respected by previously creating a logical set of actions and controls to be performed.

Obviously the SEO is constantly evolving and it is therefore necessary to study and always deepen the many arguments in such a way as to be able to update this lineup every time changes are made or innovations are introduced to the basic rules of search engines.

The creation of a method is therefore fundamental also because each site is different from another but the study procedure and evaluations of the many factors that make up an SEO Audit (we are talking about more than 120 controls on specific aspects) must necessarily be standardized.

Now we come to the specific of how I organize work: first of all I set two files that are repeated, as a basic scheme, always the same.

The first is an Excel file that contains:

  • A general Report sheet with the specification of all the criticalities detected;
  • Other sheets, each of which contains the specification of the individual critical issues and related problems.

This file is provided to the customer’s IT department (or the programmer in charge of managing the site) so that the changes and corrections indicated can be made.

The second file is in PDF format and represents the “extended ” version of the previous one. It is delivered directly to the customer and is the complete and discursive report of the analysis always divided into these macro sections:

  • index;
  • introduction;
  • short glossary;
  • summary audit analysis;
  • expectations;
  • analyzed areas;
  • reports;
  • analysis tools used;
  • specification of individual critical issues and problems;
  • conclusions and summary of critical issues.

Each issue is considered and analyzed in depth: a theoretical part dedicated to the Premises is presented , the Analysis context is declared , one or more Solutions  to solve the problem are indicated and the accompanying official Documentation is listed .

This is the characterizing part of my SEO Audit and represents the added value to the analysis as it is designed to find all those factors that can be an obstacle to a good online presence of a site.

Remember: the proposed solutions are always based on official documentation and practice

The factors that I analyze during an SEO Audit

Let us now turn to the context of the analysis. The Audit is divided into the following macro areas  associated with the critical issues:

Market analysis

  • The online presence of the site is evaluated in relation to the main reference keywords and the competition;


  • Verification on the correct indexing by Google on the resources present on the site and on any critical issues that prevent scanning;


  • Aspect related to http errors, link management, structure and other critical issues within the site;


  • Check on one of the most common causes of penalty, duplicate content;

HTML optimization

  • Control over the presence of tags and HTML attributes, W3C verification and ON-Page optimization;

Content optimization

  • Assessment of the characteristics of correct content writing for users and search engine;


  • Features related to the navigability of a site and the usability of user-side content and Google;

Web Performance

  • Calculation of site responsiveness in relation to user interactions and web server performance evaluations;


  • Issues related to site vulnerabilities and verification of any Malware or Spam attacks;


  • Calculation of the actual presence of the website or brand on the web. In addition to link popularity, signals from social networks are also monitored;


  • This service is optional and is not implemented in the report. Being a specific and complex type of criticality it is managed differently. If you want to deepen this aspect I suggest you read SEO Service on penalties.

In turn, each criticality is characterized by the analysis of a series of possible problems that, if found, are marked becoming part of the actual analysis.

In the next section I will describe this analysis more precisely. However, I remind you that the subdivision of each criticality follows this operating scheme:

Market analysis : 4 potential problems analyzed

Indexing : 9 potential problems analyzed

Technique : 15 potential problems analyzed

Duplications : 10 potential problems analyzed

HTML optimization : 14 potential problems analyzed

Content optimization : 23 potential problems analyzed

Usability : 11 potential problems analyzed

Web Performance : 13 potential problems analyzed

Security : 6 potential problems analyzed

Popularity : 10 potential problems analyzed

Penalizations : 8 potential problems analyzed

As can be seen, the list includes 123 unique controls so as to be able to provide a complete and comprehensive overview of the health status of the website. It is a detailed and detailed check that is completed in about 30 days.

It may seem like a particularly long period of time but such in-depth analysis carried out entirely without the aid of automated programs requires particular commitment and care.

Analysis and solutions to the critical issues and problems encountered during the SEO Audit

As mentioned in the previous paragraph, the analysis of critical issues and problems is the central point of any SEO Audit.

The working method that I thought involves a series of checks on the areas and on the potential criticalities in such a way as to “discover “any structural or specific problems. It is very important to be precise and schematic during this phase since the greater the accuracy, the better the result obtained and the more detailed the reports delivered.

Taking as an example the scope of market analysis (first series of critical issues to be checked) the possible problems to be evaluated are the following:

  • ranking;
  • competition;
  • seniority domain / frequency of renewals;
  • Site monitoring.

As previously explained, the SEO Audit provides 123 unique controls in order to cover all the possible criticalities of a website.

For each Problem I theoretically explain the meaning of the control, I provide a first analysis of the presence of the site related to that area, I declare the context in which I detected it (eg .: specific section, particular content, the whole site, etc), I indicate in which specific sheet of the excel file I insert the wrong data, I provide one or more solutions that can allow to solve the problem, I indicate the links to the official documentation for further explanations.

The tools I use during an SEO Audit

As mentioned many times I develop SEO Audit manually without using programs, software and extensions that automate the work and create generic and standardized reports.

To obtain this result and to be able to analyze so many areas of a website I use a series of specific programs that control in depth the structure, the performances, the previous indexing, the optimization of the contents and the structure, the users experience, the competitors and much more.

This means being able to control many very specific aspects with greater care and depth.

The tools used are declared in an initial section of the attached PDF file ; some of them are fundamental and indispensable while others are usable together with others.

Some examples:

Google Search Console is a tool in the absence of which it is almost impossible to carry out a good SEO Audit since it yields really important data and statistics; Google Analytics helps in deriving, analyzing data and user behavior on the site; Google Structured Data allows to analyze the structured data inserted in a site; Keywords Google Ads Planner provides statistics on intent and search results in the reference SERPs ; allows to analyze with precision the data on the backlinks profile of a site; SeoZoom  and SemRush help me to understand the features, strength and weakness of a website; Screaming Frog Premium allows you to deeply scan a site and emulate search engine crawlers.

These are some of the tools that I use constantly during an SEO Audit: many others refer to particular aspects such as checking the performance of the web server, the age of the site, the search for duplicate ONSITE and OFF SITE content , the presence of any penalties not visible, etc.

Remember: the deeper and more detailed the analysis wants to be, the more tools (even free and available online) can be used

Who is my SEO Audit for?

In general an SEO Audit provides a valuable aid both to private users (professionals and non-professionals) who want to have a real-time analysis of the health of their site both to web agencies that work on behalf of clients and who prefer to rely on Consultants and SEO External specialists.

In more detail I can add that it is useful for those who:

  • is building a new website and wants to verify that every technical aspect is correctly configured and therefore performing;
  • Already has a website and wants to know its status. Understanding if it is optimized, if it is performing on search engines and if it is critical or penalized.

How much does my SEO Audit cost and what are the implementation times?

It usually completes in about 30 days starting from the date of the written assignment (even in this case the timing may vary depending on the depth of the site to be analyzed).

This just described is the overview of how to structure a Technical Audit SEO, if you are interested in receiving a quote or want to receive more information,  contact me  I always reply to all possible customers and collaborators who want to improve their way of working.

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