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SEO audit: 20 points to analyze without delay

Whether your site is not performing as well as it used to be or you are looking to improve your traffic, an SEO audit of your site is necessary. There are actually a number of reasons why you might want to check a site's SEO health.

Maybe you just bought a site and want to make sure everything is ok. Perhaps you have been hired to check the health of a client site.

What is an SEO audit?

SEO is the optimization of the website so that search engine robots select it to reference it and ensure a good place on the web. The SEO audit , the diagnosis of this natural referencing. He will evaluate the performance and highlight the points that can slow down this optimization. You are then offered progress elements.

In an SEO audit, we analyze the following points:

  • The technical part of the site
  • Keywords
  • The contents
  • Les backlinks
  • competition
  • L'UX

In this article, we will give you points to analyze in the technical aspect, keywords, competition, content performance and UX.

L’audit SEO technique

For your technical audit, you can use free tools such as:

  1. Screaming frog SEO Spider Google Search
  2. Console Robots Exclusion
  3. Checker

In a technical audit, a certain number of elements are analysed. Here are some of them that we develop them further down in the article:

Title tags (h1, h2, h3, …)

Meta descriptions Image alt tags and the impact of their weight on the performance of your site

  1. The canonical tag
  2. URLs ( length and validity)
  3. 404 errors
  4. Redirect links ...

Whatever the tool used, a professional eye can be useful to analyze the results and find solutions to the problems encountered. can help you in this process.

Semantic SEO audit

Semantic auditing is a process of checking SEO keywords. These are the words that Internet users use to do their research on the Internet. Once determined, these words are used to optimize the content of the website. This improves natural referencing. This is a very important part of SEO with internal links and netlinking . Concretely, when you write content on your website, and no one searches for words in link or writes in your content, well it will simply not be visited. So the keyword strategy is fundamental for your site to exist.

The purpose of the semantic audit is therefore to research the keywords used by Internet users and to advise you on the words to include in your content and more generally on your website (titles, text, etc.)

You can use free tools to audit your semantic SEO. Among others, you have:

  • Alyze

It is a free semantic analysis tool

The competitor's SEO audit

Regardless of your industry, you need to keep an eye on your competition. On the "referencing" side, we talk about SEO competition analysis. To try to stand out, you have to follow the marketing campaigns of your competitors. Keeping an eye on their search engine rankings, site content, promotions… Anything that can boost their business should help you pursue your goal of leading the pack… At least stay in the race. There are SEO tools that allow you to monitor the performance of your website and that of your “neighbors”!

Here is a tool for SEO competition analysis.

  • Ubersuggest

It's a completely free tool with additional features available with a subscription.

The content performance SEO audit

You can use tools such as:

  1. Table Of Content Plus
  2. Ubersuggest
  3. Neil Patel

The audit of the UX

UX is the design of your website. It is therefore both the visual aspect, the graphics, the colors… However, it goes beyond that. We find in the UX the ergonomics of the site, of the content. This is the part that should make your visitors' experience positive and fruitful for your business. Indeed, by improving the customer or prospect experience, you can limit the bounce and abandonment rate.

The purpose of the UX audit is to define the problems that may occur in the fluidity of navigation, for example.

You can use free tools such as:

  • Dareboost
  • Think With Google

Why do an SEO audit ?

It is important to carry out an SEO audit on a regular basis to highlight the issues that could limit or even decrease the performance of your natural referencing.

Reasons to do an SEO audit

There are at least three good reasons to do an SEO audit:

  • When starting an advertising, marketing or information campaign, it seems more than useful to know who you want to reach, how and why. With the SEO audit, this allows you to take stock of your site, and adapt it according to your campaign.
  • If your business is in decline, your site is performing less well or not at all. The SEO audit provides you with a precise diagnosis as well as answers to your problems.
  • For Google updates. Indeed, search engines regularly make updates that will challenge your positioning on the web. Performing an SEO diagnosis allows you to make changes and stay in the lead!

The 20 points to analyze your SEO

Whatever the reason, there will be many factors to check and you will need to be thorough. In this article , we offer you an overview of the different points that a complete SEO audit should include, classified into 3 types of reports.

seo audit
seo audit

1. Site Health Report

Using tools such as SEMRush or Screaming Frog you will be able to audit all of the technical aspects of your site.

You will sift through the following:

Hn beacons

The h1, h2, h3 tags must obviously be present on your pages and form a coherent hierarchy.

To start, check that your site offers only one H1 tag on your pages. For a blog, the title of your articles is in H1.

Also analyze the content as a whole to see if you then used a relevant structure based on H2, H3, H4, etc.

If you have subtitles that are only bold or colored, not surrounded by tags, fix them. A good structure helps search engine robots better position your site on queries related to your general theme.

The "meta-title" and "meta-description"

Do all your pages have these tags filled in?

Check that each of your pages and each of your articles has a meta-description of less than 160 characters, containing a keyword. If there is a missing description, add it!

“Alt” tags

All of your artwork should have <alt> tags.

The 'alt' text is important because whenever an image fails to load, the text loads instead. This helps users troubleshoot accessibility issues or slow connections.

Alt text also helps an image rank higher in Google Image Search, which can be important for driving traffic.

Structured data

Schema markup and structured data help Google better understand your content.

If you tell it what type of content you are creating, the search engine will be able to include you among the Rich Snippets displayed at the top of the page during searches by Internet users.

The structure of your URLs

A healthy, human-readable link structure is an important aspect of SEO. Called semantic URLs , they are very common. This is opposed to strings of letters and numbers that make no sense.

Make sure your URLs are readable, short, and contain the keywords you're targeting. If not, you need to rewrite them.

The canonical tag

The canonical tag tells the search engine that the page it is on is original. In case of duplicate content, this page will therefore be authoritative: it will be the one that will appear in the search results.

404 errors

404 errors are bad for your SEO . Any link on your site that points to a page that does not exist should therefore be modified or removed.


There are several types of redirects , each serving a particular purpose. If you have redirects on your site, make sure they are properly implemented.

loading speed

The loading speed is an important criterion in your natural referencing. To test your site, use Google's PageSpeed ​​Insights service. You will know the performance of your site and the parameters to improve.

2. Keyword Report

The visibility of a site is based on the use of good keywords, relevant and intelligently integrated into the content. This part of the audit focuses on the indexing of pages related to the keywords used.

  • Start by identifying the main keywords of your website,
  • then the traffic that these keywords generate,
  • and the pages of the website to which they lead.

incoming requests

Open your Google Analytics dashboard and, in the "Acquisition" section, then "SEO optimization", analyze the queries that lead to your site. Do they match the keywords you selected?

If so, great! On the contrary, if your keywords are not very present, find how to add them in a relevant way to your site.

Acquisition channels

Still in Google Analytics and in the “Acquisition” section, study the channels that bring you traffic. If your SEO is correct, you should see it appear.

If you have a professional site, try to diversify your traffic sources so you don't rely solely on SEO.

Keyword cannibalism

Your report should highlight whether or not “keyword cannibalism” is present. Keyword cannibalism is a phenomenon that occurs when there are only a limited number of valid keywords in a given niche, so those words end up repeating themselves. However, if a keyword is targeted multiple times on the same site, the cumulative SEO value for that keyword is split between those pages. This means that each individual page is less powerful than a combined page would be.

Le duplicate content

Duplicate content, whether on your own site or on other sites, can hurt your site's rankings. Surely you've never taken over an article, but who tells you that a malicious site wouldn't have duplicated your content? Even if it's not your fault, it can be detrimental to your SEO.

To check your site for duplicate content, use online duplicate checker tools . There you will find potential problems.

Paid search

Check what positions your keywords have on paid searches. First of all, starting from the main keywords of your website, identify how much traffic they generate, and to which pages of the website these keywords bring traffic.

During this audit you may find ideas for keywords to develop on your website: you will of course have to include them in the conclusions of the audit!

The sitemap

The sitemap gives valuable information to search engines. It lists all the pages you want search engines to find and index. It helps them visualize the content of your site, its structure and therefore its recurring themes. All this is a plus for the indexing of your pages in search engines.

You need to make sure it is well-formed and lists all the pages on your site. To verify that you have one on your site, type: or sitemap.xml .

The robots.txt file

This file located at the root of your site must authorize all the robots, coming from the multiple search engines, to come and crawl your website. This is what guarantees an optimal referencing of all your pages.

To view it, type: .

Ideally, it should only contain:

  • User-agent: *
  • Disallow:

However, if you want to make certain directories inaccessible to robots, you can add them after "Disallow". This can be the case with your admin pages, for example.

3. Competitive analysis

They can help you skyrocket your organic website traffic: your competitors are a gold mine of information. Concretely, the analysis of competitors in terms of SEO allows you to:

  • Know what works and what doesn't in your industry
  • Find competitors' strengths and replicate them.
  • Find the weaknesses of your competitors and take advantage of them.
  • Prioritize SEO tasks for the future.

Analysis of your competitors' backlinks

You will unearth where competitors are getting their backlinks.

  • Do they have other sites where they link their content?
  • Do they write guest posts for referring sites?

Identification of keywords

Then you have to observe the keywords of your competitors:

  • What keywords and phrases are they ranking for?
  • What is the traffic brought by each of these keywords?
  • What is their CPC?

Go further

Also ask yourself the following questions:

  • Which domains are ranked on the same terms as you?
  • Are they using other keywords than you?
  • Do you use other keywords than them?
  • What type of content are your competitors creating to rank high for a certain keyword?

Our tip advises you to carry out or have carried out an SEO audit on a regular basis. This is the best way to stay visible to search engine robots. The rhythm and about 1 audit every 6 months.

There are a large number of elements that can influence the performance of your website. While some are clear, such as the content of your pages, or customer or prospect experiences, others seem much less readable. This is the case of codes and other indexing which require a little more knowledge. The SEO audit gives you the opportunity to uncover all these elements and make the necessary adjustments when it matters.

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