SEO Audit Checklist: 47 Checks You Can Run in 2 Hours

Before hiring anyone for an SEO audit (which runs 30,000-150,000 THB), run your own with this 47-point checklist. It takes 2 hours, surfaces 70% of what an auto-tool would find, and tells you whether your site actually needs a deep audit or just some cleanup.

Every item here is something a senior consultant on our team checks during a paid audit — published in full, for free.

Section 1: Technical SEO (15 items)

Indexing & Crawling

1. Is the site indexed in Google? — Search site:yourdomain.com in Google and check the page count.
2. Does sitemap.xml exist? — Open yourdomain.com/sitemap.xml or /sitemap-index.xml.
3. Robots.txt isn’t blocking key pages — Open yourdomain.com/robots.txt and confirm no Disallow: / over important paths.
4. GSC has no Coverage Errors — Google Search Console → Coverage tab → check Errors / Excluded.
5. No noindex on key pages — Inspect element on /, /services, /products and check <meta name="robots">.

Site Speed (Core Web Vitals)

6. LCP under 2.5 seconds — Test at PageSpeed Insights.
7. CLS under 0.1
8. INP under 200ms (replaced FID in 2024)
9. Mobile PageSpeed Score 70+ — Aim for 90+ long-term.
10. No oversized render-blocking resources.

Read more: What are Core Web Vitals

Mobile & Security

11. Mobile-Friendly — Test at Mobile-Friendly Test.
12. HTTPS in use — URL starts with https:// and shows a lock icon.
13. No Mixed Content — Inspect DevTools Console for warnings.
14. Correct viewport meta tag — <meta name="viewport" content="width=device-width, initial-scale=1">.
15. No broken internal links — Use Screaming Frog (free up to 500 URLs).

Section 2: On-Page SEO (15 items)

Title & Meta

16. Unique Title tags — No duplicates across pages.
17. Title 50-60 characters — Doesn’t get truncated by Google.
18. Primary keyword near the front of the Title.
19. Meta Description on every key page — 150-160 characters.
20. Meta Description compels a click — Not just readable, but persuasive.

Heading Structure

21. One H1 per page — Never zero or two-plus.
22. H1 contains the primary keyword.
23. Correct heading hierarchy — H2 under H1, H3 under H2, no skipping.
24. Headings make the topic structure obvious when scanned.

Content Quality

25. Primary keyword used 3-7 times in content (not stuffed).
26. Word count matches intent — Informational 1,500+, Commercial 800-1,200.
27. 3-7 internal links per page.
28. External links to authority sites (good targets: Wikipedia, .edu, .gov).
29. No duplicate content — Use Siteliner to find it.
30. Images have descriptive alt text — Not “image1.jpg.”

Section 3: Schema & Structured Data (5 items)

31. Organization or LocalBusiness Schema present.
32. BreadcrumbList Schema on detail pages.
33. Article / BlogPosting Schema on articles.
34. FAQPage Schema on FAQ pages.
35. Validates with the Schema.org Validator — https://validator.schema.org/

Read more: Schema Markup explained with JSON-LD examples

Section 4: Off-Page SEO (4 items)

36. Domain Rating (DR) 70% higher than competitors — Check on Ahrefs (free trial).
37. No toxic links in backlink profile — Spam Score under 30%.
38. Anchor text distribution looks natural — No single phrase over 30%.
39. Backlinks from same-niche sites.

Section 5: Local SEO (5 items)

40. Google Business Profile active and verified.
41. NAP (Name, Address, Phone) matches 100% between site and GBP.
42. 20+ local citations.
43. Reviews 4.0+ stars, 30+ reviews.
44. LocalBusiness Schema with address + geo + openingHours.

Read more: Complete Local SEO Guide

Section 6: Analytics & Conversion (3 items)

45. GA4 + GSC connected and reporting data.
46. Conversion tracking on every key CTA.
47. Bounce rate under 60% (for content sites).

How to Use This Checklist

1. Open a spreadsheet and mark each item: Pass / Warning / Fail.
2. Spend 2 hours going through every item.
3. Score yourself:
   • 40-47 Pass = healthy site
   • 30-39 Pass = normal, needs cleanup
   • 20-29 Pass = needs a real audit and action plan
   • Under 20 Pass = significant damage, technical audit immediately

Free Tools for the Audit

When to Hire a Professional Audit

This 47-point checklist covers about 70% of a surface-level audit. What auto-tools can’t tell you:

• Root cause of ranking drops (why, not just where).
• Competitive intelligence — what competitors are doing better.
• Strategic priorities — which fixes deliver the highest ROI first.
• Content gap analysis — high-volume topics competitors haven’t covered.
• Internal cannibalization — pages competing against each other for the same query.

This is what a senior SEO consultant spends 20-40 hours uncovering. No auto-tool delivers it.

Request a deep SEO audit from us — starts at 30,000 THB for sites with ≤ 100 pages, includes an action plan and a 1-hour consulting session.