A Easy (However Efficient) 14-Step website positioning Audit & Guidelines

  • December 31, 2022
  • elkenz
  • 14 min read

An website positioning audit is the place you discover alternatives to enhance a web site’s search efficiency. It entails discovering technical, on-page, content material, and link-related points to repair or enhance.

Everybody’s website positioning audit course of differs, as there’s no common strategy. However there are a handful of fundamental points all web site house owners ought to look for. 

You’ll discover ways to test for 14 of them on this information.

1. Verify for handbook actions

Guide actions are when a human reviewer at Google decides that your web site doesn’t adjust to their webmaster tips. The result’s that some or your whole web site received’t be proven in Google’s search outcomes. 

You’re unlikely to have a handbook motion except you’ve executed one thing drastically improper. Nevertheless it’s nonetheless arguably one of the best very first thing to test as a result of you probably have one, you’re useless within the water earlier than you even begin. 

To test for handbook actions, go to the Guide actions report in Google Search Console

Manual actions report in Google Search Console

If it says something apart from “No points detected,” learn our Google penalties information. 

Google updates its search algorithms on a regular basis. Many of those updates goal particular issues like hyperlink spam or content material high quality.

For that purpose, it’s essential to test for natural site visitors drops coinciding with recognized Google updates, as these could level to particular points. 

For instance, the core replace in August 2018 appeared to largely have an effect on well being, health, and medical websites that didn’t display experience, authoritativeness, and belief (E-A-T). Actually, Barry Schwartz, a outstanding blogger, dubbed it the “Medic” replace. 

The replace all however destroyed some websites, like this one:

Google's core update in August 2018 decimated this site's organic traffic

You possibly can test your natural site visitors development at no cost in Google Search Console. Simply go to the Search outcomes report and set the interval to the previous 12 months or two.

Search results report in Google Search Console

You may as well see an estimated site visitors graph in Ahrefs’ Web site Explorer, the place you can too overlay recognized Google updates to extra simply diagnose points.

For instance, we are able to see that this web site’s site visitors drop coincided with a core replace:

This site's traffic drop coincides with a Google Core Update

Should you spot an enormous site visitors drop coinciding with a Google replace, test our Google Algorithm Updates Historical past web page to see the main focus of the replace. 

3. Verify for HTTPS-related points

HTTPS is a safe protocol for transferring knowledge to and from guests. It helps to maintain issues like passwords and bank card particulars safe, and it’s been a small Google rating issue since 2014.

You possibly can test in case your web site makes use of HTTPS by visiting it. If there’s a “lock” icon within the deal with bar, it’s safe. 

This site is securely protected

Nevertheless, some web sites face points the place sure pages load securely, however different pages and assets don’t. So we suggest digging a bit deeper to ensure there aren’t any HTTPS-related points. Right here’s how:

  1. Join a free Ahrefs Webmaster Instruments account
  2. Crawl your web site with Web site Audit
  3. Go to the Inside pages report

From right here, test the “Protocols distribution” graph to see whether or not any pages are utilizing HTTP. Ideally, you need to see an all-green graph. 

"Protocols distribution" graph in Ahrefs' Site Audit


Should you see some HTTP URLs, don’t panic. You don’t have a problem so long as they redirect to the HTTPS variations. Right here’s the way to test:

  1. Click on on “HTTP”
  2. Kind the report by standing code from low to excessive
  3. Add a column for “Closing redirect URL”

If the bottom HTTP standing code is “301” and the ultimate redirect URLs all start with HTTPS, every part is positive. 

Investigating HTTP status code issues in Ahrefs' Site Audit

Subsequent, hit the “Points” tab and search for the “HTTPS/HTTP combined content material” problem. This means that whereas your preliminary HTML is loading over a safe HTTPS connection, some useful resource information like pictures load over an unsecure one. 

The "HTTPS/HTTP mixed content" issue in Ahrefs' Site Audit

Should you see both of those points, learn our HTTPS information to be taught extra about coping with them. 

4. Verify that you would be able to solely browse one model of your web site

Folks ought to solely be capable to entry considered one of these 4 variations of your web site:


The opposite three variations ought to redirect to the canonical (grasp) model.

That is essential as a result of Google sees all 4 of those as separate web site variations. Having multiple accessible may cause crawling and indexing points. In some instances, it could actually even dilute hyperlink fairness and, thus, could negatively affect rankings.

To test that every part works because it ought to, set up Ahrefs’ website positioning Toolbar, kind every URL model into your browser, then test the HTTP headers to ensure all of them redirect to the identical “grasp” model.

For instance, if we go to http://ahrefs.com, it redirects to the safe model at https://ahrefs.com.

HTTP headers in Ahrefs' SEO Toolbar

The identical occurs if we go to the safe www model (https://www.ahrefs.com). 

HTTP headers in Ahrefs' SEO Toolbar

If this doesn’t occur, you’ll must implement redirects.

Study extra: Redirects for website positioning: A Easy (However Full) Information

5. Verify for indexability points

Google search outcomes come from its index, which is a database of a whole lot of billions of webpages. Your pages have to be on this index to face any probability at rating. 

It’s additionally essential to maintain pages that aren’t worthwhile for searchers out of Google’s index, as this will additionally trigger website positioning points.

Indexing points can get fairly difficult, however you possibly can test for fundamental points pretty simply.

First, test the Indexability report in Web site Audit for “Noindex web page” warnings.

Noindex pages in Ahrefs' Site Audit

Google can’t index pages with this warning, so it’s price checking they’re not pages you need listed. If they’re, take away or edit the meta robots tag.

Second, test the variety of indexable URLs in the identical report.

Indexable URLs via Ahrefs' Site Audit

Examine additional if this seems to be abnormally excessive.

For instance, provided that we solely have round 500 printed weblog posts, 2,164 indexable URLs appear excessive for the Ahrefs weblog. But when we click on the quantity, we see that it’s as a result of it contains variations of our weblog in different languages.

Investigating indexable URLs in Ahrefs' Site Audit

If we exclude these pages, together with writer, class, and pagination pages, the variety of indexable URLs seems to be just about spot on.

Filtered indexable pages report in Ahrefs' Site Audit

6. Verify for mobile-friendliness

Cellular-friendliness has been a rating issue in every single place since Google moved to mobile-first indexing in 2019.

Checking for mobile-friendliness is well executed. Simply go to the Cellular Usability report in Google Search Console. It tells you whether or not any URLs have errors that have an effect on cellular usability. 

Mobile usability report in Google Search Console

Should you don’t have entry to Google Search Console, plug any web page out of your web site into Google’s Cellular-Pleasant Take a look at instrument. 

Google's Mobile-Friendly Test tool

Normally, assuming that different pages in your web site use the identical design and format, the outcome ought to apply to most, if not all, of your pages.

Study extra: Cellular-First Indexing: What You Must Know

Web page velocity has been a small rating issue on desktop since 2010 and cellular since 2018. Nevertheless, there’s no official threshold for how briskly a web page ought to load, and there are a complicated variety of metrics you need to use as a proxy. 

For instance, Google’s PageSpeed Insights instrument reveals every kind of metrics: 

Checking page speed in Google's PageSpeed Insights tool

The opposite draw back of this instrument is that you would be able to solely take a look at one web page at a time.

For that purpose, it’s higher to start out with a instrument that’ll offer you velocity metrics on all of your pages. You are able to do this in Ahrefs’ Web site Audit, which you need to use at no cost with an Ahrefs Webmaster Instruments account. Right here’s how:

  1. Crawl your web site with Web site Audit
  2. Go to the Efficiency report
  3. Verify the “Time to first byte” and “Load time distribution” graphs
Checking page speed in Ahrefs' Site Audit

As a basic rule, the extra inexperienced you see right here, the higher. Should you see a lot of crimson, it’s possible you’ll need to work on enhancing your web page velocity.

Core Internet Vitals are metrics that Google makes use of to measure person expertise. They measure a web page’s load time, interactivity, and the soundness of the content material because it hundreds. 

As they’re presently a weak rating sign, you shouldn’t obsess over them. Nevertheless it’s nonetheless price taking a fast have a look at your web site’s efficiency. 

To do that, test the Core Internet Vitals report in Google Search Console.

Core Web Vitals report in Google Search Console

As this report relies on Chrome Consumer Expertise (CrUX) knowledge, there’s an opportunity you may even see a “Not sufficient knowledge collected” or “Not sufficient latest utilization knowledge” message as an alternative of knowledge. 

If that occurs, head over to the Efficiency report in Ahrefs’ Web site Audit and test the Lighthouse scores. As that is lab knowledge, it doesn’t depend on person expertise knowledge from Google. 

Performance report in Ahrefs' Site Audit

9. Verify for damaged pages

Having damaged pages in your web site is rarely good. If these pages have backlinks, they’re successfully wasted as a result of they level to nothing.

To seek out damaged pages in your web site, head to the Inside pages report in Web site Audit and click on the quantity underneath “Damaged.” 

Checking for broken internal pages in Ahrefs' Site Audit

If you wish to see the variety of backlinks to every of those pages, add the “No. of referring domains” column to the report. 

Broken internal pages in Ahrefs' Site Audit sorted by referring domains

You may as well discover damaged URLs with backlinks in Web site Explorer. Simply plug in your area, go to the Finest by hyperlinks report, add a “404 not discovered” filter, then kind the report by referring domains from excessive to low. 

Broken internal pages in Ahrefs' Site Explorer sorted by referring domains

The good thing about utilizing Web site Explorer is that it reveals URLs that individuals linked to by accident. 

For instance, now we have hyperlinks from three referring domains to this URL:

Example of a dead page with backlinks

This web page by no means existed. The linkers simply linked to the improper URL. It ought to have an “s” on the finish. 

Right here’s our beneficial course of for coping with damaged hyperlinks:

How to deal with broken links

10. Verify for sitemap points

A sitemap lists the pages that you really want engines like google to index. It shouldn’t checklist issues like redirects, non-canonicals, or useless pages as a result of these ship combined alerts to Google.

To test for sitemap points, head to the All points report in Web site Audit and scroll to the “Different” part. 

Sitemap issues in Ahrefs' Site Audit

You’ll see any points right here regarding:

  • Lifeless or inaccessible pages within the sitemap.
  • Noindexed pages within the sitemap.
  • Non-canonical pages within the sitemap.

In case you have any of those points, hit the caret and comply with the recommendation on fixing them.

11. Verify fundamental on-page parts

Each indexable web page in your web site ought to have a title tag, meta description, and H1 tag. These fundamental on-page parts assist Google perceive your content material and show you how to to win extra clicks out of your rankings. 

To test for points, head to the “Points” tab within the Content material report in Web site Audit. 

Basic on-page issues in Ahrefs' Site Audit

For instance, the web site above has 724 pages with a lacking or empty title tag. This isn’t splendid as a result of Google reveals them within the search outcomes, so the location may very well be lacking out on clicks because of this.

It additionally has the identical variety of pages with an empty or lacking meta description, and 1000’s with a lacking or empty H1 tag.

Google usually reveals meta descriptions within the search outcomes, so it’s best to attempt to write an attractive one for each essential web page. Lacking H1 tags, however, normally level to larger points like an improperly coded theme.

You possibly can see which URLs are affected by clicking a problem and hitting “View affected URLs.” 

Title tag issues in Ahrefs' Site Audit

If you wish to prioritize fixes, kind the report by estimated natural site visitors from excessive to low.

Prioritizing fixes by organic traffic in Ahrefs' Site Audit

12. Verify for declining content material

Rankings not often final perpetually. As content material turns into outdated, its search site visitors will usually begin to drop off. However you possibly can usually remedy this by refreshing and republishing the content material.

For instance, our checklist of prime Google searches declined massively in 2021.

Estimated organic search traffic to our list of top Google searches

It’s because we didn’t replace the publish for over a 12 months, so the content material grew to become outdated. The latest spike in site visitors is a results of us updating and republishing the piece.

Right here’s a simple technique to discover declining content material in Google Search Console:

  1. Go to the Search outcomes report
  2. Set the date filter to match mode
  3. Select “Examine final 6 months to earlier interval”
  4. Click on the “Pages” tab
  5. Kind the desk by “Clicks Distinction” from low to excessive

For instance, this reveals us that our checklist of essentially the most visited web sites has declined massively during the last six months. So that is in all probability ripe for an replace.

Decline in traffic to our list of the most visited websites in Google Search Console

Should you’re a WordPress person, you possibly can automate this course of with our free website positioning plugin. It displays for pages that not carry out properly and provides suggestions on the way to repair them. 

For instance, it’s suggesting that we rewrite our checklist of one of the best key phrase instruments as a result of it used to rank within the prime three for its goal key phrase however now doesn’t even rank within the prime 100. 

No longer well-performing pages via Ahrefs' SEO WordPress plugin

13. Verify for content material gaps

Content material gaps happen while you miss essential subtopics in your content material. The result’s that you simply don’t rank for as many long-tail key phrases and doubtlessly not as excessive as you could possibly in your major goal key phrase.

Right here’s a simple technique to discover content material gaps:

  1. Paste considered one of your web page’s URLs into Web site Explorer
  2. Go to the Content material Hole report
  3. Paste within the URLs of some related pages outranking you
Content Gap report in Ahrefs' Site Explorer

Hit “Present key phrases.” You’ll see the entire key phrases that these pages rank for the place yours don’t. 

Many of those will simply be alternative ways of looking out for a similar factor, however some could characterize subtopics you’ve missed.

For instance, after we do that for our web page about “what’s search engine optimization,” we see that competing pages are rating for fairly just a few key phrases regarding what website positioning stands for.

Results of a content gap analysis in Ahrefs' Site Explorer

That is an attention-grabbing case as a result of we type of lined this in our definition on the web page: 

One of the top-ranking pages' definition of SEO

Nevertheless, we didn’t explicitly state that that is what website positioning stands for. A lot of our opponents did.

One of the top-ranking pages' definition of SEO
One of the top-ranking pages' definition of SEO

For that purpose, it could be price us stating this in a extra express approach. 

14. Verify for different technical points

Many different technical points can hinder your rankings. That’s why it’s all the time price crawling your web site with a instrument like Ahrefs’ Web site Audit to test for different website positioning points. 

For instance, if we do that for Ahrefs’ weblog, we discover a redirect loop:

Redirect loop issues via Ahrefs' Site Audit

Redirect loops are one thing you’re unlikely to identify by probability. So this problem would have doubtless gone unnoticed and not using a crawl-based audit. 

It seems to be like we even have lacking alt textual content on over 2,400 pictures:

Missing alt text issues via Ahrefs' Site Audit

That is arguably not an enormous drawback, however the sheer variety of affected pictures on this occasion factors to a probable gap in our processes. 

Closing ideas

Working this website positioning audit provides you three issues to take motion on to enhance website positioning.

  1. Technical website positioning points – Fixing these could increase your web site’s total search efficiency.
  2. On-page website positioning points – Fixing these could enhance your natural clicks.
  3. Content material alternatives – Pursuing these could rank pages greater and for extra key phrases. 

If you wish to run a deeper audit, learn our information to operating a technical website positioning audit.

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