SEO Fundamentals
How to Do an SEO Audit Yourself: A Step-by-Step Checklist
You can find most of a small site’s biggest SEO issues in an afternoon with free tools.
Google’s starter guide is written for site owners, and its Search Console tools show most of what you need. A self-audit won’t replace specialist help for complex sites, but it will tell you where you stand.
Work through these steps in order: there’s no point polishing titles on pages Google can’t index.
Short answer: To audit your own site: check indexing in Search Console’s Page indexing report and with site: searches; inspect key pages with URL Inspection; check Manual actions and Security issues; review titles, headings and content on your most important pages; look for overlapping pages; check internal links and orphan pages; review Core Web Vitals; check your Business Profile if you’re local; and confirm analytics key events work. Record each issue with a priority.
Key Takeaways
- Start with indexing; everything else depends on it.
- Search Console provides most of what you need for free.
- Focus on your most important pages first.
- Record issues with priority and effort.
- Recheck a few weeks after fixing.
1. Indexing and technical health
- Page indexing report: are key pages indexed? Look up each reason in our indexing guide.
- Inspect your homepage and top service pages with URL Inspection.
- Check Manual actions and Security issues.
- Check robots.txt and the Sitemaps report.
- Check the Core Web Vitals report for poor URL groups.
2. On-page
- Unique, descriptive titles and meta descriptions on key pages (title tags).
- One clear main heading that matches the page’s purpose.
- Pages match the intent of their main searches (search intent).
3. Content
- Is there one clear page for each main service, product or topic?
- Any pages competing for the same search? (cannibalization)
- Outdated, thin or duplicate pages to improve, merge or remove?
4. Internal links
- Every important page linked from at least one other page (orphan pages).
- No internal links pointing to redirects or 404s.
- Descriptive link text.
5. Local and measurement
- Business Profile complete and accurate, if you serve local customers (Business Profile checklist).
- Search Console and GA4 set up, with enquiry key events (tracking conversions).
Record and prioritize
| Priority | Typical issues |
|---|---|
| Fix now | Key pages not indexed, noindex or robots.txt blocks, manual actions, security issues |
| Fix soon | Missing or duplicate titles, overlapping pages, broken internal links |
| Improve over time | Content depth, Core Web Vitals, reviews, internal linking |
Frequently asked questions
Do I need paid tools for an SEO audit?
Not for the basics. Search Console and a careful review of your key pages cover most issues for small sites.
How often should I audit my site?
A light monthly check of Search Console, and a fuller review after major changes or drops.
When should I get a professional audit?
For large or complex sites, before a migration, or when a self-audit doesn’t explain a problem. See what an audit should include.
Want a second opinion before you hire?
Request a free SEO audit. You’ll get a clear view of what your site needs, with no obligation to hire us.
Sources
- Google Search Central: SEO Starter Guide
- Google Search Central: Google Search technical requirements
- Google Search Central: Do you need an SEO?
Last reviewed October 14, 2026.
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