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6 SEO Audit Components For Marketers

6 SEO Audit Components For Marketers

Before we learn the components of SEO Audit, first let us understand what is SEO Audit? SEO Audit is the process of evaluating how healthy a website is. When you first start doing SEO for a website whether new or existing, your own website or client’s website, the first thing you need to do is run SEO Audit for the website. Audit is simply few steps which you need to follow like your website strength and weakness or what are the areas you need to specifically focus on so that the website becomes search engine friendly. Keeping a website healthy is important in order to
rank at the top on google search results.

Let’s see the 6 SEO Audit Components in detail. These are the major blocks of SEO Audit.

1. Overall Summary

The overall summary includes the following:

  • Page indexed (

Indexed means how many pages of the website search engine has read or crawled and saved a copy of it in the server. In order to check how many pages of your website, search engine has read you need to type the syntax in the search box and click enter. This helps you to know whether all the pages of the website has been indexed by google or not.

Page Index

For example, Suppose your website has 1000 pages and after running the syntax the search result is showing only 18 pages, it means rest of the pages of your website are not indexed and search engine is unable to crawl the pages. This is something you need to check. Try to find out what could be the reason for this:

(a) Is there a problem with the website?
(b) Are the pages of the website not search engine friendly?
(c) Is/Was my server down?

Once you have solved this issue and all your pages are indexed, be assured you have completed one important step in SEO Audit.

  • Back Links (

This command helps you to know how many backlinks your website has. There was a time when running this command in search result used to give exact data on how many backlink you have, but now google is not disclosing the exact result of this command anymore. In order to check how many backlinks your website has, you will have to check your google webmaster console. There are other tools which can help you identify how many backlinks you have. One such free tool is “Open Site Explorer By Moz”

  • Cache of the site (

This is a simple command that shows you the version of your website search engine has stored. Type the syntax and search, you will get the version of your website search engine has stored in its server. For example: For the website, search engine has stored the version shown in the image below in its database. You can also see other details like on which date search engine crawled your website and stored a copy in it’s database.


2. Domain Review

There are many factors on which search engine ranks your website at a particular position on the search result. One such factor is Domain Name, Age and Expiry Date. Suppose your business belongs to an industry which is very competitive and there are many players in that industry since a long time, so your competitors have an advantage as their website has been live for a very long time and they would have already created informative content, many backlinks, and their domain age is also very old, it’s easy assume that their domain is an authority domain. So the competition becomes tough. gives you the detail about any particular domain.

domain review

So you can check the Domain Name, Age and Expiry Date for your website as well as your competitors in order to understand where your website stand in the competition.

3. Server Review

In server review, you need to check the Registrar, Address and Server Location of the website, this is necessary for the safety of your website, as it has some effect on the overall SEO Strategy. For example: Suppose your target audience is in India and your domain has .in in it but the server is located in the US, then there can be a conflict because search engine will think this domain is mostly targeting US audience. But suppose you are targeting Indian audience and your domain name has .in in it and your website is hosted on an Indian server then all these 3 factors will help you in your ranking. Though this does not consume a bigger percentage of SEO Algorithm, but this is something you can check and take decision for your website.

There are certain IP checkers which will give you an idea on which location a server is hosted. One such tool is


With respect to the IP Address, you will see “Neighbourhood”. Click on it and you will see many other domains hosted using the same C class IP if your website is hosted on shared server. If the DNS status for neighbourhood IP has many red signs, it means those websites are spam website or gambling website or they send bad emails. This may affect your ranking, so always keep checking that your neighbourhood is good.

4. Robots and Sitemaps (Website and XML)

  • Robots File (robots.txt)

These are very important part of SEO Audit. Robots file is simply a text file created on a notepad with an extension .txt. This file handles the crawlers. All search engine crawlers which come to your website, this robots file give certain instructions to the crawlers. For example, you have a website with 1000 pages and you do not want search engine crawlers to index certain pages like the page which is under development, personal login page, any page which contains some private information about the organization, payment gateway pages, so this can be done through robots file. Let’s see how the robots file look.


You can create a robots.txt file on the notepad and send it to your developer and ask them to upload the file on the root server. Your domain of the robots file should be

  • Sitemaps (sitemap.xml)

Sitemap is a kind of index, it is like the index of a book which tell us how many pages are there, which chapter is on which page number. A sitemap is something similar. It is an XML file which lists all the pages of the website. So when you are creating new pages of the website, it gets added to the sitemap and it becomes easy for the search engine crawler to crawl all the pages.

For any website you can create a sitemap with XML Sitemap Creator, it’s a free online tool. Simply put the URL of your website and it will create the sitemap for you. You can download the file and upload it on the server. You can also create an HTML sitemap example shown in the image below for You may or may not create an HTML sitemap but XML sitemap is a must. The example of XML sitemap (left) and HTML sitemap (right) is shown below:


5. URLs and Error Handling

URL helps you to locate the specific web page uniquely. So when we create the page on the website then there are certain guidelines we need to follow, especially in the case of E-commerce website, because E-commerce website has so many categories, sub categories, products, so it is important to manage the URL of the website. Instead of special characters which appear on the URL try to make it more searchable. The best practice is to have target keywords in the URL of a particular page, which speaks about that page content or product (in case of E-commerce website). All the URLs of the website should be properly optimized.

  • Canonicalization

Canonical issue arises if two pages of your website have different URL and same content. For example: try to open any website with WWW and without WWW, if the URL of the website with WWW and without WWW has same content then google consider it as plagiarism and the SEO ranking for both the website will be affected. In order to solve this issue, you can talk to your developer to redirect your website to either or Solving canonical issue is very important in order to rank higher in Google search.

  • Error Handling (404)

When a page is missing, the website shows a 404 page. In that case, you can optimize the 404 page in order to retain that visitor. You can put a link on the 404 page saying “Go Back to Homepage” or “Lost! Return To Homepage” or something creative.

6. On Page Elements

This is the last step in SEO Audit to check whether the website is properly optimized or not. On Page Element is like a report card of the website where you review your website fully to check everything you have done in SEO Audit is up to the mark. Review whether your website has title tag and meta description with proper keywords, the website is loading faster or not. The HTML codes are properly written with all the heading tags included from <H1> to <H6>. In other words, check the overall performance of the website. Once you have done this, you are one step closer to rank higher in the search result.

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There are 2 comments

  • 3 years ago

    M2Social   /   Reply

    Hi Chhavi!
    Great post! SEO Audit is essential to a website to rank at the top of the Google search result. You need to evaluate first the strength and weaknesses of your website or client’s website to keep it strong and stand-out. Thank you for sharing!

    • 3 years ago

      Chhavi   /   Reply

      Thanks 🙂

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