My SEO Site Evaluation Checklist

Last Update: 8/23/2018

We all have our bag of tricks in the industry. As time passes, I find that my bag is getting pretty big and cluttered. When I get stuck on an audit and need to kickstart myself, or when I think I’ve got everything, I like to use this list to make sure I’m not missing anything. This list is incomplete – and I’m constantly adding (and sometimes removing) items as I go. Hope it’s as helpful for you as it’s been for me over the years. 🙂

UX /CRO/User Journey Stuff:

  1. Does the site had a strong 404 page that includes a friendly message, a site search feature, contact information, and user pathways to key content?
  2. What happens when a site search returns no results?
  3. Have all e-mail addresses on the site been validated?
  4. Do all outbound/external links open in a new window?
  5. The site search feature is working properly, and a custom, helpful response is shown when no results are found.
  6. If it’s a WordPress site, ensure that the setting that makes images link to themselves by default is disabled.
  7. Does the blog have an RSS/E-mail subscription set up?
  8. Do all forms work properly?  Do they have an engaging thank-you message?
  9. Are all required fields in forms indicated with a visual cue?
  10. Does the language-selection feature lead you into a dead end, where you can’t switch back?
  11. Does the content of key pages match likely visitor intent?
  12. Is the home page super confusing? Can visitors immediately understand what the business is and if they are relevant to the visiting audience (service area, target industry, etc)?
  13. Is it time to recommend that they get rid of a auto-scrolling carousel on the home page?

Site Speed

  1. Are the images optimized for file size, and/or are they larger than they appear on the page?
  2. Are images in the correct format, not stretched out or warped to fit their box, and free of pixelation?
  3. Does the logo link directly to the current home page link, or is a redirect involved?
  4. How has site speed changes impacted traffic and conversions?

Technical SEO, IA, Indexation

  1. Does the site have a sitemap that’s referenced in robots.txt, as well as a html site map? Is the sitemap submitted in GWMT and Bing WMT?
  2. Does the logo link directly to the home page, or is a redirect involved?
  3. Is the site disallowing URLs in the robots.txt file when it could be “noindex, follow”ing them?
  4. All noindex/disallow tags present during development have been removed.
  5. Do all images have alt text?
  6. Make sure the site is not using the meta keywords tag.
  7. Do all pages use an H1? Are they using JUST one per page?
  8. Are H2’s being used properly?
  9. Do all deleted content pages have proper redirects in place?
  10. http:// redirects to http://www, or the appropriate location.
  11. Does any alternate version of the site exist – for example, if I add .html, .asp. /index.php, or other versions of the site at the end?
  12. Are there persistent URL tags that follow visitors through the site that are creating tons of duplicate content in the index?
  13. URL conventions are in place for trailing slashes and capitalization.
  14. If the site is HTTPS, is it using HSTS? Check chrome://net-internals/#hsts, and if static_upgrade_mode: and/or dynamic_upgrade_mode: is set to dynamic, then it’s set up d — OR just use this tool, following these instructions.
  15. Is HSTS Preload in place? Submit it to
  16. If HTTPS, is the meta referrer tag implemented?
  17. Does the site have an “abandoned” HTTPS or HTTP site that does not redirect or rewrite?
  18. Does the site have spammy outbound links?
  19. Has the site been hacked?
  20. Is .htaccess formatted properly?
  21. Does the site create “soft 404” pages?
  22. For WordPress sites, does every single image on the site have its own, indexed gallery page?
  23. Do images have SEO-optimized file names?
  24. Do images have seo-optimized title tags? If so, get rid of them.
  25. Do folders have short, concise names that are human-readable and readable from search?
  26. Does the site use bread crumbs, and if so, do they use bread crumb schema?
  27. Do pages have self-referencing canonical links? Do they work when you mess with the URL, or do they just reflect whatever URL you happen to be on?
  28. Do pages use duplicate metadata or content?
  29. If they’ve done a recent migration, do they have a top of top-traffic pages that 404 now? How many pages that used to earn traffic now 404?
  30. Does the 404 page actually deliver a 404 message?
  31. Does the site use 302 redirects where it should be using 301’s?

Search/Social Appearance

  1. Does the site have strong meta titles in place, with no duplicates?
  2. Does the site have 155-character or less meta descriptions, and 140 or less for blogs?
  3. All planned structured data/OG data is in place and working properly.
  4. Ensure that PDF’s have metadata.


  1. Does the site (and the blog) have the GA tracking code set up?
  2. Is Universal Analytics & Tag Manager installed, or is it the old GA code?
  3. Are alerts set up in Google Analytics?
  4. Is GWMT and BWMT set up on all pages?
  5. Is Google Tag Manager set up?
  6. All forms and applications generate a thank you page or code that is trackable in Google Analytics, and include a noindex, follow tag.
  7. Does the site have multiple GA codes installed, or multiple instances of the same one? Use the Chrome Tag Assistant to check for hidden ones in external files or via Tag Manager as well.

Local/International SEO

  • Is Hreflang in place?
  • Has Search Console and GA been set to communicate the service area?
  • Is there proper language alternatives for content, or opportunities to build those that are not being used?
  • Has a Google My Business and Bing Business page been set up and look great?
  • Are they set up with the BBB? (Most important for local)
  • Do they have an off-site presence on all niche industry pages, especially the ones where competitors exist?

Off-Site Stuff:

  1. Is the content duplicated or plagiarized on other sites?
  2. Does the site have a lot of spammy links pointing to it?


  • Is horizontal scrolling necessary to see the content?
  • Are tap targets super close to one another?

Misc/Small Stuff:

  1. Does the site have a favicon?
  2. Are bulleted and numbered lists formatted for both the website and the blog in the CSS?

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