Tips on how to Do a Web site Audit to Enhance search engine optimization and UX (in 9 Steps)

Does your web site have points which can be hindering your search engine optimization efforts or alienating your guests? Observe this easy web site audit course of to seek out out.

Should you’ve by no means audited your web site, likelihood is it is best to. Web sites are advanced beasts and points come up on a regular basis—and also you received’t pay attention to them until you audit your website commonly.

Only a few weeks again, somebody on Twitter alerted me to an issue on the Ahrefs weblog:

Now, I run a reasonably tight ship with the weblog, and this was admittedly solely a minor concern. However I see many companies, massive and small, with extra extreme issues.

On this information, I’m going to show you find out how to carry out a easy web site audit to enhance your search engine optimization, usability, and perhaps even your income.

However first, let’s make certain we perceive what an internet site audit entails.

What’s an internet site audit?

A web site audit entails analyzing your web site for technical, consumer expertise, and search engine optimization points.

Some advantages of this course of embrace discovering issues which may be:

  • Hindering your web site’s visitors potential in natural search;
  • Costing you gross sales or conversions;
  • Complicated your guests;
  • Technically unsound

In fact, discovering such points is simply half the battle. You then have to repair them.

Fortunately, most fixes to the problems mentioned on this information are self‐explanatory. Nevertheless, I’ll do my finest to elucidate the extra advanced ones as we go.

Getting began

Should you’re an Ahrefs consumer, start by launching a brand new venture in Web site Audit.

Right here’s a video explaining how to try this:


Chances are you’ll discover a number of minor variations between what you see in that video and the present interface of the device. That’s as a result of we’ve made a number of enhancements to Web site Audit since creating that video. It ought to, nonetheless, ought to nonetheless be simple sufficient to observe.

What does Web site Audit do? It checks each web page in your web site for over 100 predetermined search engine optimization points.

IMPORTANT. To get essentially the most out of this submit, I like to recommend turning on the choice to verify the HTTP standing of exterior hyperlinks.

external links site audit 1

Don’t fear should you’re not an Ahrefs consumer. Working an audit is really helpful, however optionally available.

Another instruments talked about on this information that you could be want embrace:

Now, earlier than we get caught into the audit course of, there are two issues I need to point out:

  1. This web site audit course of is geared toward learners. There’s an virtually by no means‐ending checklist of issues you may search for when auditing an internet site, and a few of them are considerably technical and sophisticated. I’ve deliberately centered on the extra simple points beneath. That’s to not say that these points are unimportant. They’re frequent points that plague many web sites, massive and small.
  2. This isn’t solely about search engine optimization. If that’s what you’re after, and also you don’t thoughts tackling extra sophisticated stuff, then try our search engine optimization audit information. Nonetheless, most of the audit objects beneath do have an effect on search engine optimization. Should you’re making an attempt to rank increased in Google, and have little to no search engine optimization expertise or information, this information will function an excellent place to begin.

Let’s get auditing!

1. Examine your navigation

Think about an internet site and not using a navigation bar. Discovering something you needed can be a wrestle.

That’s why it’s important to make sure that your navigation menu not solely exists but additionally is smart to guests. Even when your navigation menu appears logical to you (the particular person most accustomed to your web site), your guests could not discover it so consumer‐pleasant.

So begin by heading over to your homepage and taking a look at your menu.

Ask your self:

  • Is it clear?
  • Does it hyperlink to all my most necessary pages?
  • Is it cluttered with pointless stuff?
  • Have I made it simple for guests to contact me if they’ve questions?

If the reply to any of these questions is no, it might be time to rethink how your menu works.

To do that, I discover it helpful to sketch out the circulation of an internet site so I can see what’s necessary and what isn’t. You should use a easy device like Slickplan for this.

website flow sketch 1


Should you’re having a tough time viewing your web site with recent eyes, strive asking your prospects, household, pals, or colleagues to make use of your web site and level out any points.

Do that with a number of totally different individuals and see if there are any frequent themes.

Nevertheless, needless to say such individuals will typically be reluctant to level out real points together with your web site by worry of offending you.

Should you really feel that’s the case, think about hiring a freelancer to do a guide video audit.

Instance video audit gig on a freelancing web site.

These aren’t normally too costly, and the insights you get are sometimes value their weight in gold.

2. Examine for cellular‐friendliness

Do you know that greater than 49% of individuals browse the online by way of cellular units?

Meaning nearly all of your guests are in all probability viewing your web site on cellular.


three–four% of individuals browse by way of tablets, which is why 49% is almost all.

Moreover, almost 60% of Google searches get finished on cellular—and that’s 2016 knowledge; it’s in all probability even increased now.

Translation: You want a cellular‐pleasant web site, otherwise you’re alienating over half of your guests.


Should you’re curious as to what number of of your guests are visiting your web site by way of cellular, log in to Google Analytics and go to:

Viewers > Cell > Overview

google analytics 1

Right here, you’ll the share of your guests that come from cellular vs. desktop vs. pill.

Examine the cellular‐friendliness of your web site utilizing Google’s Cell‐Pleasant Check device.

ahrefs mobile friendly 1

I like to recommend pasting your homepage in for the take a look at. In case your homepage is cellular‐pleasant, then it’s doubtless that the remainder of your website is simply too. Nevertheless, you could need to take a look at a number of pages you probably have drastically totally different sections of your web site. E.g., an ecommerce retailer working on Shopify, and a weblog working on WordPress.

If it’s not presently cellular‐pleasant and you realize good variety of your guests are on cellular, then it is best to in all probability rent a developer to sort out that drawback.

three. Examine your robots.txt file and sitemap

Robots.txt is a straightforward textual content file that tells serps which pages they will and might’t crawl. A sitemap is an XML file that helps serps to know what pages you’ve and the way your website is structured.

You probably have a robots.txt file, it’ll be accessible at

Instance of a robots.txt file.

The URL of your sitemap ought to be in your robots.txt file. If it’s not, verify the foundation folder of your internet hosting for XML information.

Instance of a sitemap.

Lengthy story quick, it’s good to have each these two information, however not necessary.

You probably have a small web site (beneath ten pages), then I wouldn’t fear an excessive amount of about both of those information. Nevertheless, should you’re utilizing WordPress, you should use a plugin like Yoast search engine optimization to create each a robots.txt file and sitemap simply.

Not utilizing WordPress? Search Google for a “robots txt creator” or “sitemap generator.” There are many helpful free instruments that make this course of somewhat easy.

Advisable studying: WordPress search engine optimization: A Sensible (and EASY) Information

four. Examine that you just’re utilizing HTTPs

HTTPs implies that an internet site is safe—i.e., knowledge switch to and from the location is encrypted. You may inform when an internet site makes use of HTTPs as a result of there’s a lock within the URL bar, and the URL will start with >https://:

paypal lock 1

If this isn’t the case in your web site, you then don’t have an SSL certificates (i.e., HTTPs).

Why does HTTPs matter? It comes right down to safety, primarily. Unencrypted (non‐safe) knowledge may be intercepted and stolen.

Moreover, HTTPs is a Google rating issue. They stated so again in 2014.

So HTTPs is significant should you’re:

  • accepting funds in your website (an absolute should)
  • gathering consumer knowledge (really helpful)
  • making an attempt to rank increased in Google (who isn’t!?)

Should you’re not utilizing HTTPs but, then get an SSL certificates. It’s so simple as that.

The excellent news is that this may occasionally not price a cent. Lets Encrypt is a non‐revenue group that gives free SSL certificates, and it’s backed by a number of the largest gamers within the trade—together with Google. In 2019, there isn’t a excuse for not utilizing HTTPs.

However even should you’ve switched to HTTPs, you should still have some associated technical points like:

  • Inside hyperlinks to non‐HTTPs variations of a web page
  • Combined content material (i.e., particular information like photographs being loaded over HTTP and non‐HTTPs, even when they’re on a safe web page)
  • Canonicals from HTTPs to HTTP

Now, which will all sound like technical jargon—and it’s.

Nevertheless, should you began crawling your web site with Ahrefs Web site Audit (as really helpful), then you may see in plain English whether or not you’re going through any of the problems I discussed above.

Simply go to Web site Audit > venture > Overview.

Search for any errors referring to HTTPs.

Instance of an HTTPs error in Ahrefs Web site Audit

Hit the “?” icon subsequent to any of those points and also you’ll see recommendation on find out how to repair them:

site audit tooltip 1

Ahead the pages and this recommendation to a developer to repair.

5. Examine that your website hundreds quick

Google states that 53% of cellular guests depart web sites that take greater than three seconds to load.

Additionally they acknowledged that website pace is a rating issue means again in 2010.

In different phrases, it’s important that your website hundreds quick. Fortunately, Google has a free device for checking web page pace. It’s referred to as PageSpeed Insights. Paste in a URL, and it’ll relax a “pace rating” for each desktop and cellular.

pagespeed insights desktop 1

Scroll down, and Google offers suggestions on find out how to enhance your web page pace:

pagespeed insights opportunities 1

As soon as once more, these are fairly technical, however any good developer will know find out how to repair such issues.

I like to recommend checking your homepage in PageSpeed Insights as a place to begin, as that gives you a way of your total website pace. You may then verify different pages to see if there are any pace points on the web page‐stage (e.g., a number of massive picture information, and so on.)

The problem with PageSpeed Insights is you can solely verify one web page at a time. That’s greater than annoying you probably have an internet site with tens, a whole bunch and even 1000’s of pages.

The answer? Examine for “Sluggish web page” points in Ahrefs Web site Audit:

Web site Audit > venture > Inside pages > Efficiency

slow pages ahrefs site audit 1

Hit the quantity to see all of the affected pages.

You probably have loads of gradual pages—as the web site within the screenshot above does—then it’s value reviewing an important pages first. A technique to do that is to kind by natural visitors from excessive to low.

site audit slow pages prioritization 1

These pages are doubtless those that stand to realize essentially the most from any optimization efforts.

You could possibly additionally use Google Analytics to verify which pages are most precious to you by way of conversions/income and prioritize these as an alternative.

6. Examine content material high quality

Whether or not it’s a weblog submit or a easy “about us” web page, your content material ought to be excessive‐high quality and helpful to your guests. Meaning being:

  • Nicely‐written
  • Informative
  • Freed from spelling and grammatical errors (trace: use Grammarly to verify)
  • Straightforward to know (trace: use Hemmingway or Readable)
  • Skimmable (i.e., not an enormous wall of textual content)
  • Not a reproduction of one other web page

You probably have a comparatively small website (fewer than twenty pages), you may verify the entire above manually with ease. Load the pages up one‐by‐one and skim by them. Repair any errors you come throughout.

For bigger websites, this isn’t a viable answer. So it is smart to prioritize the reviewing of:

  1. Your most necessary pages
  2. Pages that present inform‐story indicators of being low‐high quality

The primary one is straightforward. Use Google Analytics or Search Console to seek out the pages with essentially the most visitors (or conversion worth) and overview these first. Should you’re not utilizing both of these instruments, strive the Prime Pages report in Ahrefs Web site Explorer. This exhibits the pages in your web site sorted by estimated search visitors (from excessive to low).

Web site Explorer > enter area > Prime Pages

Prime pages report by way of Ahrefs Web site Explorer

As for prioritizing pages that present indicators of being low‐high quality, one technique is to search for these with low phrase counts, which Ahrefs Web site Audit does. Simply head to the Content material High quality report.

Web site Audit > venture > Inside pages > Content material high quality

low word count content quality site audit 1

IMPORTANT: Pages with low phrase counts aren’t all the time low‐high quality. Nevertheless, usually talking, a web page with 50 phrases isn’t going to supply as a lot worth as one with 500 phrases.

You may additionally have observed one different error within the Content material High quality report above: Duplicate pages with out canonical.

I’m positive the “duplicate pages” half is self‐explanatory. These are pages which can be equivalent or similar to different pages. The “with out canonical” half is a technicality—however for sure, these points want fixing.

Advisable studying: Duplicate Content material — Search Console Assist

7. Examine for damaged pages and hyperlinks

Damaged pages and hyperlinks result in a nasty consumer expertise.

Right here’s what a customer sees once they land on a damaged web page in your web site or click on by to a damaged third‐get together useful resource:

ahrefs page not found 1

The end result? Your website seems to be neglected, out‐of‐date, and doubtlessly untrustworthy.

Fortunately, such points are simple to repair. Let’s begin with damaged pages.

Damaged pages happen when a useful resource in your web site ceases to exist. Typically, these sources nonetheless have inner hyperlinks pointing to them or have backlinks from different websites.  

You will discover such pages in Web site Audit.

Web site Audit > venture > Inside Pages > search for 4XX errors

Screenshot 2019 02 01 at 03 08 57 1

Damaged hyperlinks happen when a 3rd‐get together useful resource to which you hyperlink ceases to exist.

You can too discover such pages in Web site Audit.

Web site Audit > venture > Exterior Pages > search for Exterior 4XX errors

external 4xx site audit 1

Advisable studying: Tips on how to Discover and Repair Damaged Hyperlinks (to Reclaim Useful “Hyperlink Juice”)

eight. Examine for distinctive, compelling meta titles and descriptions on each web page

Each web page in your web site ought to have a singular meta title and outline.

Undecided what these are? They’re HTML tags that present up in Google search outcomes: 

title meta description 1


Google typically rewrites these tags dynamically and exhibits one thing else within the search outcomes, though that is extra an exception than the rule.

Now, customary search engine optimization recommendation tends to inform you to optimize these tags as follows:

  1. Embody your goal key phrase within the title tag
  2. Embody your goal within the description tag
  3. …finished

There’s nothing inherently fallacious with this recommendation. Should you can embrace your key phrases with out it feeling unnatural or shoehorned, then go for it.

Nevertheless, this isn’t the first objective of your title and meta description.

The first objective, not less than from an search engine optimization perspective, is to entice search engine customers select your web page over the opposite outcomes. That’s the way you’ll get extra visitors from present rankings, and it’s additionally considered an oblique rating issue.

However earlier than you begin altering issues, you first must audit them to seek out:

  1. Pages with none titles or descriptions
  2. Pages with out distinctive titles or descriptions
  3. Pages with titles and descriptions which can be too lengthy
  4. Pages with a number of titles or meta descriptions

For that, head to the HTML tags report in Ahrefs Web site Audit.

Web site Audit > venture > Inside pages > HTML tags

html tags report site audit 1

Not an Ahrefs consumer?

It’s not as quick, however you should use a device like this one.

Paste in your URL, and it’ll pull within the title and meta description. It additionally tells you if it’s too lengthy and more likely to be truncated within the search outcomes.

Neither Ahrefs nor another device can inform you in case your titles and descriptions are compelling. You’ll have to guage that for your self. Nevertheless, should you’re a Search Console consumer, I’ll depart you with one remaining trick: Examine the Efficiency report in Search Console for pages that get a number of impressions however a low CTR.

search console underperforming 1

As a result of these pages have a number of impressions, they should be displaying up for searches persons are making in Google. The problem is that no person is clicking on them, which could point out an unenticing title or meta description.

Advisable studying: Tips on how to Craft the Excellent search engine optimization Title Tag (Our four‐Step Course of)

9. Examine for “orphan” pages

Orphan pages are people who aren’t a part of your inner hyperlink construction.

They exist in your web site, but your guests can discover them as a result of none of your different pages hyperlink to them. Even worse, Google can’t see them—that’s, until they’re in your sitemap, otherwise you’ve linked to them earlier than, or they’ve backlinks from one other web site.

The excellent news is that orphan pages are simple to repair. You may both:

  • Delete them (if not helpful)
  • Incorporate them into your web site construction (with inner hyperlinks)

However earlier than you are able to do that, it is advisable discover them, which may be difficult.

I imply, if guests and Google can’t discover them, how are you going to?

Nicely, there’s one place that orphan pages normally exist—your sitemap.

Nevertheless, I bolded the phrase “normally” there for a purpose. Should you used a plugin like Yoast search engine optimization in WordPress to generate your sitemap, it ought to embrace orphan pages.

If, however, you used a device that crawls your web site and creates a sitemap from that (e.g., Screaming Frog), then they might not be. On this case, you’ll must obtain an inventory of pages out of your CMS or net server manually.

Now, assuming that they’re in your sitemap, Ahrefs Web site Audit ought to discover them. Go to:

Web site Audit > venture > Inside pages > Incoming hyperlinks > Orphan pages (has no incoming inner hyperlinks)

orphan pages site audit 1

From right here, your work is straightforward: both delete these pages or internally hyperlink to them from acceptable locations in your web site.


For Ahrefs Web site Audit to seek out orphan pages, your sitemap should be positioned on the default location or linked in your robots.txt file. You could even have made positive to toggle the “Auto‐detect sitemaps” possibility when organising your venture.

sitemaps site audit 1

Word you can provide Web site Audit with a selected sitemap location—in order that’s an possibility too.

Last ideas

All the pieces above is admittedly fairly fundamental. There are loads of different technical and on‐web page elements that it is best to regulate.

I’ve talked about Ahrefs Web site Audit a number of occasions all through this information, and I’m going to speak about it one remaining time as a result of it’s among the best methods to dig deeper and audit your website for extra points.

You may even automate the web site auditing course of by scheduling common crawls:

site audit scheduling 1

If search engine optimization is your major concern, learn our 16‐step search engine optimization audit course of or watch this video:

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